Clicked phrase document expansion for sponsored search ad retrieval

We present a document expansion approach that uses Conditional Random Field (CRF) segmentation to automatically extract salient phrases from ad titles. We then supplement the ad document with query segments that are probable translations of the document phrases, as learned from a large commercial search engine’s click logs. Our approach provides a significant improvement in DCG and interpolated precision and recall on a large set of human labeled query-ad pairs. Categories and Subject Descriptors H.3.3 [Information Systems]: Information Search and Retrieval—General

• Type: Conference
• Year: 2010
• Where: SIGIR
• Authors: Dustin Hillard, Chris Leggetter
• Keywords: Conditional Random Field, Document Expansion Approach, Document Phrases, Information Management, SIGIR 2010