Automatic generation of listing ads by reusing promotional texts

This paper describes a system that automatically generates shop-specific listing ads by reusing textual data promoting each shop. As the textual data available for this research are primarily created for use on a restaurant portal site on the Web, we applied three methods for making it usable for the descriptive texts of ads. The only manual task is creating a couple of domain-specific patterns. Subjective evaluation showed that our system can generate ads with sufficiently high precision and coverage. A one-month experiment using Overture Sponsored Search showed that a number of the automatically generated ads had higher CTRs than the template-based baseline ads. This indicates that automatically generated ads can promote shops more effectively than template-based ads.