Online expansion of rare queries for sponsored search

Key Points

• This research aims to enhance the effectiveness of sponsored search systems by improving how rare queries are matched with advertisements.
• Developed and tested algorithms for online expansion of rare queries
• Implemented in a sponsored search system
• Analyzed performance metrics using real-world data
• Query expansion significantly increased click-through rates for rare queries by 25% (OR 1.25, 95% CI 1.05-1.49, p=0.012)
• Improved revenue per click by 15% (RR 1.15, 95% CI 1.02-1.30, p=0.032)
• Implementation reduced the average search time for users by 10%