@inproceedings{www2009127, booktitle = {18th International World Wide Web Conference}, month = {April}, title = {Towards Intent-Driven Bidterm Suggestion}, author = {William Chang and Patrick Pantel and Ana-Maria Popescu and Evgeniy Gabrilovich}, year = {2009}, pages = {1093--1093}, url = {http://www2009.eprints.org/127/}, abstract = {In online advertising, pervasive in commercial search engines, advertisers typically bid on few terms, and the scarcity of data makes ad matching difficult. Suggesting additional bidterms can signi?cantly improve ad clickability and conversion rates. In this paper, we present a large-scale bidterm suggestion system that models an advertiser?s intent and ?nds new bidterms consistent with that intent. Preliminary experiments show that our system signi?cantly increases the coverage of a state of the art production system used at Yahoo while maintaining comparable precision. } }