Characterizing Query Intent From Sponsored Search Clickthrough Data
نویسندگان
چکیده
Understanding the intention underlying users’ queries may help personalize search results and therefore improve user satisfaction. If a commercial intent exists, and if an ad is related to the user’s information need, the user may click on that ad. In this paper, we develop a methodology for using ad clickthrough logs from a commercial search engine to study characteristics of commercial intent. The findings of our study suggest that ad clickthrough features, such as deliberation time, are effective in detecting query intent. We also study the effect of query type and the number of displayed ads on ad clickthrough behavior.
منابع مشابه
Classifying and Characterizing Query Intent
Understanding the intent underlying user queries may help personalize search results and improve user satisfaction. In this paper, we develop a methodology for using ad clickthrough logs, query specific information, and the content of search engine result pages to study characteristics of query intents, specially commercial intent. The findings of our study suggest that ad clickthrough features...
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