Sponsored Search Seminar GroupProject: Approach and Initial Results

Edi Bice, Kuzman Ganchev, AlexKulesza, Qian Liu, Jinsong Tan,

Qiuye Zhao

Initial Ideas

• Analyze keyword markets related by use ofmodifiers– ‘lexus’ vs. ‘used lexus’– ‘electrician’ vs. ‘chicago electrician’

• Develop better models for real-world biddingbehavior– Not “uniformly at random from [a,b]”

Combined Approach

• Develop a parameterized model for bids on asingle query– E.g., parameters are first bid and rate of falloff

• Collect bids for a wide array ofkeyword/modifier pairs– Fit the model to each bid viewer result

• Use model parameters as analysis quantities– E.g., the ‘free’ modifier lowers the first bid and

decreases rate of falloff

Analysis

• Noise is an issue– Consider keywords and modifiers in groups

• Generate matrices showing effect of eachmodifier group on each base keyword group– Preliminary results today

• So far, groups created by hand– Can we automate this? More later…

Outline

1. Keywords and modifiers (Edi)2. Initial results (Qian and Qiuye)3. Ongoing work: Modeling bids (Kuzman)4. Ongoing work: Modeling values (Jinsong)5. Ongoing work: Automatic clustering (Alex)

Keyword Base Groups and Modifiers

relevant, popular, diverse, and interesting− what some people search for− affected differently by modifiers− differ in several aspects (spatial, temporal, expense)

eight groups with ~600 keywords total− one or two groups per person

six modifier groups ~50 modifiers− modeling phases of consumer interaction− not necessarily applicable to all base keywords

32K base-modifier pairs− sparsity− data collection (Tales from the (s)Crypt)

Base Keywords

Cars (Alex)− toyota camry, chevy, ford suv, porsche 911

Drugs, medical (Edi)− zoloft, cialis, psoriasis, sciatica, liposuction

Electronics, software (Jinsong)− xbox, mp3, pda, oracle, world of warcraft

Travel (Kuzman)− airfare, cruise, safari, sailing, vacation

Local and non-local services (Qian)− electrician, locksmith, ** insurance, ** loan

Subscription services (Qiuye)− cable tv, gym membership, magazine subscription

Keyword Modifiers

INFO:− info, information,− specs, specifications,− reviews, ratings,− prices,− coupon, rebate,− guide, news

QUALITY:− best− luxury− favorite− inclusive, exclusive− preferred− used, new

LOCATION:− 20 U.S. States− 20 U.S. Cities

PRICE:− cheap, free− bargain, discount, deal− special, sale− budget, affordable− expensive

ACTION:− buy, sell, purchase− lease, rent, hire

POST:− support− parts− repair− mechanic− manufacturer− warranty

Base groups vs.modifier groups

serviceservice

travelsubscriptionsoftwarenon-localmedicallocalelectronicsdrugs

0.8152190.76446330.6629734.66921.7420411.2645451.0261760.878548null

0.3237210.46929410.2978571.4092310.31250.4986670.665185-1action

0.3038830.24393550.2237931.3414881.0085420.4874160.2597210.285461info

0.7298710.58423310.2647922.8292791.6519341.585050.38551-1location

0.110.35295450.2335290.730417-10.7137840.385122-1post

0.7779720.46265520.1864861.6448480.5586360.5095290.554332-1price

0.7188750.37452830.2627781.389070.7630770.4545160.5226970.2425quality

Base groups vs.modifier groups

serviceservice

travelsubscriptionsoftwarenon-localmedicallocalelectronicsdrugs

0.8152190.76446330.6629734.66921.7420411.2645451.0261760.878548null

0.3237210.46929410.2978571.4092310.31250.4986670.665185-1action

0.3038830.24393550.2237931.3414881.0085420.4874160.2597210.285461info

0.7298710.58423310.2647922.8292791.6519341.585050.38551-1location

0.110.35295450.2335290.730417-10.7137840.385122-1post

0.7779720.46265520.1864861.6448480.5586360.5095290.554332-1price

0.7188750.37452830.2627781.389070.7630770.4545160.5226970.2425quality

Base groups vs.price modifier sub-groups

serviceservice

travelsubscriptionsoftwarenon-localmedicallocalelectronicsdrugs

0.8152190.76446330.6629734.66921.7420411.2645451.0261760.878548null

0.7230110.65057690.1666673.1252630.7818180.5897220.806774-1cheap

0.2350.30204080.141.1159090.2215380.46050.297895-1free

0.9646810.61118640.1322.510.680.5503030.833214-1discount

1.1193750.51382350.341.5723080.1850.3215380.6528-1deal

0.6188890.173-11-10.9085710.236667-1budget

0.8242860.37277780.151.10.10.3463640.213-1special

0.8968420.46363640.10.893846-10.2142860.314737-1bargain

0.4813330.3394737-12.1813330.873750.6820.414615-1affordable

0.5388890.34606060.25250.7956250.20.3952380.63037-1sale

0.1240.12-10.82-10.1150.155556-1expensive

Base groups vs.location modifier sub-groups

serviceservice

travelsubscriptionsoftwarenon-localmedicallocalelectronicsdrugs

0.815220.764460.662974.66921.742041.264551.026180.87855null

0.776610.7102630.1885712.7672161.9615281.7185610.590606-1eastern

0.683050.5626960.2173912.7936311.6848471.6315140.344068-1central

0.6337660.5207690.5752.8507531.3766671.4498530.231905-1mountain

0.8750420.5538640.1793.0997171.4942481.4811580.365-1pacific

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Bid Price Analysis (Ganchev)

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Bid Price Analysis (Ganchev)

0.1 0.49 15 34 620.49 0.88 119 144 1440.88 1.27 137 130 1161.27 1.66 40 34 281.66 2.05 38 26 212.05 2.44 2 3 52.44 2.83 17 5 12.83 3.22 7 1 03.22 3.61 0 0 03.61 4 2 0 0

2nd Bid 3rd Bid 4th Bid

0.49 0.88 1.27 1.66 2.05 2.44 2.83 3.22 3.61 40

102030405060708090

100110120130140150

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Bid Price Analysis (Ganchev)

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Bid Price Analysis (Ganchev)

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Bid Price Analysis (Ganchev)

0.1 230 284 2900.2 59 47 440.3 31 24 300.4 12 6 50.5 6 7 60.6 3 2 00.7 8 3 20.8 4 2 00.9 2 1 0

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Bid Price Analysis (Ganchev)

0.01 92 107 1530.02 24 20 150.03 10 22 160.04 15 17 190.05 20 18 170.06 11 1 80.07 4 6 90.08 8 6 100.09 6 8 130.1 187 172 117

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Bid Price Analysis (Ganchev)

190 241 2300.1 35 44 63

43 24 300.2 32 23 19

16 15 160.3 14 13 9

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Bid Price Analysis (Ganchev)

Modeling Bidder Values• The questions:

– What is the distribution of values (of all potentialbidders) for a random keyword?

– What is the distribution of values for a keyword from aspecific category?

– How does a modifier affects the distribution of value?• In the current literature, such distributions are

often assumed to be uniformly distributed oversome interval [a,b]– An oversimplification

• Our experiments set to answer these questions

Modeling bidder values• The problem:

– bidder values are never directly observable• Estimate bidder bi’s value with the

maximum bid ever observed during someperiod of time

• Assumptions:– 1. the Max bid is highly correlated with her

value (and positively).– 2. the bid value of any bidder does not vary

too much over the period of time we observe

Experiment Setup• 1. sample a set of keywords;• 2. observe the bids over, say, a few weeks for each

keyword X;• 3. record the max bid, max(bi,X) for each bidder bi• 4. normalize these data according to some criteria

– e.g. by dividing by the highest max bid for X among all bidders• max(bi,x) max(bi,x)/maxj{ max(bj,x) }

– Or by further take into consideration nX, the avg num of bidders forX

• max(bi,x) [ (nX+1)/nX ] * [ max(bi,x)/maxj{ max(bj,x) } ]– now each (keyword, bidder value) pair maps to a point in [0,1]

• 5. plot all such data points in [0,1] will give us a rough ideaof the "prior" distribution of bidder values for a randomkeyword.

• 6. come up with some statistical model that fits the data– Hopefully also come up with a theory explains it

Automatic Clustering

• Can we choose keyword/modifier groupsautomatically?

• Idea: use data to guide clustering– Modifiers that have similar effects should be

grouped together– Base keywords that are effected similarly should

be grouped together

• Might rediscover original groups, or findinteresting new ones (or garbage)

Algorithmic Ideas

• Suppose l fixed base keyword groups• Compute vector of length l per modifier

– ith dimension is average effect of modifier onkeyword group i

• Can run k-means (or something else…)– Should produce clusters with desired property

• Now suppose k fixed modifer groups– Can do the same thing for base keywords

Algorithmic Ideas

• Idea: alternate k/l-means steps for basekeywords and modifiers– Recompute vectors at each step

Assign modifiers to clusters

Re-center modifier prototypes

Randomly initialize prototypes

Assign keywords to clusters

Re-center keyword prototypes