Research On The Relevancy Between Search Query And Advertisement

In recent years, the search-based advertising service has thrived because of the spur of the technical development of search engines and the increase of online users. As search-based advertising makes the growth of revenue, more and more search engine companies invest large manpower and material resources into research on the search-based advertising technology.The relevancy between search queries and advertisements is a main factor when the search engines decide on the ranks of advertisements in the search result. The more relevantly an advertisement meets users'needs, the more clicks it attracts from them. Therefore, it is a valuable research on the relevancy between search queries and advertisements. This dissertation focuses on investigating the features of evaluating relevancy from the aspects of word matching and webpage expansion and analyzing the performance of these features in detail. The main work of this dissertation can be summarized as follows:1. Analyzing a large amount of practical data; uncovering the characteristics of both search queries and advertisements and perform a statistical analysis of the experimental data.2. Focusing on investigating every possible factor which may has an effect on the word match features; proposing some feature calculation formulas; comparing the performances among all those features based on the result of experiments.3. Utilizing search result in search engine to expand the webpage content which has a small quantity of words. Two expansion methods are proposed and their performances are compared according to the result of experiments.The research comes to a conclusion: the Word Matching Feature (WMF) presented in the dissertation has a quite good performance and the expansion method using Google's"site:"search has a better performance than that using MSN Live Search.