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Estimating CTR for New Ads

Estimating CTR for New Ads. CTR is a component in determining the ranking of ads for a given query. For old ads CTR is easy to compute. For new ads some other method is to be used. Previous work focused on same bid-terms. Problem: CTR of the best ad can be ten times that of the average ad.

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Estimating CTR for New Ads

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  1. Estimating CTR for New Ads CTR is a component in determining the ranking of ads for a given query. For old ads CTR is easy to compute. For new ads some other method is to be used. Previous work focused on same bid-terms. Problem: CTR of the best ad can be ten times that of the average ad.

  2. Solution • Identify features for an ad from the following categories: -Appearance, Attention Capture, Reputation, Landing Page Quality, Relevance. • Total of 81 features used to find the CTR for a new ad. • Weighted Combination of each of the featureused to predict CTR for new ad.

  3. Criticism • No standard data-set • Computing the CTR independent of the query. • Does not allow advertiser’s recommendations for improving their CTR value • Have not highlighted on the fraudulent issues relating to web

  4. Relation • Apples+Oranges of features • Pageranking-CTR

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