RPM-Oriented Query Rewriting Framework for E-commerce Keyword-Based Sponsored Search

Understand

Sponsored search optimizes revenue and relevance, which is estimated by Revenue Per Mille (RPM).

• Existing sponsored search models are all based on traditional statistical models, which have poor RPM performance when queries follow a heavy-tailed distribution.
• Here, we propose an RPM-oriented Query Rewriting Framework (RQRF) which outputs related bid keywords that can yield high RPM.
• RQRF embeds both queries and bid keywords to vectors in the same implicit space, converting the rewriting probability between each query and keyword to the distance between the two vectors.