keyword services platform (ksp) from microsoft adcenter
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Introduction to Microsoft Keyword Services Platform
ZhaoHui Tang, Erynn Petersen, Dylan HuangMicrosoft adCenter Labs
Agenda
Introduction of keyword technologiesKeyword Services Platform
GlossaryProvidersWeb Service APIStored procedures
DemoQ&A
“The Psychopatholgy of Everyday Life”Absent-mindedness
Aeneid, The
Alexander the Great
Amsterdam
Anti-semitism
Arthurian legend
Augustine, St.
Auto-erotism
Bed-wetting
Bills, forgetting to pay
Bosnia and Herzegovina, customs of the Turks in
Castor and Pollux
Cervantes
Chance and determinism
Cheating at cards
Day-dreams
Doctors, bungled actions by
Dreams
……
CTR Toward Tail
1 Word 2 Words 3 Words 4 Words 5 Words0%
1%
2%
3%
4%
5%
6%
7%
8%
Clickthrough Rate
Clickthrough Rate
Page 5 |
Conversions in Tail
1 Word 2 Words 3 Words 4 Words 5 Words 6 Words0%
5%
10%
15%
20%
25%
30%
35%
40%
Avg Conversion Rate
Avg Conversion Rate
Page 6 |
Search Advertiser Composition
A B C D0%
10%
20%
30%
40%
50%
60%
70%
80%
Advertiser DistributionKW Distribution
The Most Boring Job the in the World
KSP
Advanced •Combine your data with our data•Unlock value in the tail
Basic •Combine your tools with our data•Unlock value in the tail
Keyword technology
Keyword technology is the single most important aspect of web search, text analytics, and internet advertising …
Synonymy
Expansion
Membership
SpellingClassification
Hierarchy
Monetization
Antonym …
Extraction
Translation
Microsoft adCenter LabsFounded in Jan 2006
Over 120 researchers and developers
Research and development of new adversting technologies
Keyword Research is a focus
Live demo at http://adlab.microsoft.com
What keyword technologies at adCenter Labs
Term extraction (KEX)Keywords suggestion (STS)Keywords association (KAG)Keywords categorization (KCAT)Content categorization (CCAT)Keywords and content relevanceKeywords spellingKeywords commercial intentionKeywords atomTerm demographic distributionKeywords acronymKeywords traffic history and forecastKeywords search funnel Keywords clusteringTaxonomy…
Term extraction (KEX)Keywords suggestion (STS)Keywords association (KAG)Keywords categorization (KCAT)Content categorization (CCAT)Keywords and content relevanceKeywords spellingKeywords commercial intentionKeywords atomTerm demographic distributionKeywords acronymKeywords traffic history and forecastKeywords search funnel Keywords clusteringTaxonomy…
ad
Cente
r Lab
s Rese
arch
Portfo
lio
Microsoft adCenter Labsadlab.microsoft.com
demo
Keyword Services Platform Vision
Keyword Services Platform is a server platform that provides a set of smart keyword related web services to empower adCenter, Windows Live and 3rd party developers building next generation of web applications.
KSP Glossary
InterfaceProviderStored ProcedureCloud Server
What will KSP bring ?
Speed up research to development to market
Enable researchers to focus on keyword algorithms and providers development
Enable developers to benefit from the next generation of keyword intelligence
Simplify application developers coding effort with innovative API for keyword
Generate new possibilities
Allow combination of different technologies in the same platform
Enable AB testing
Comparing different providers of the same keyword task (interface)
And many more benefits to researchers, developers, customers …
KSP Architecture
Security
Services ContainerM
an
ag
em
en
t Tools
Dev T
ools
V
isu
al
Stu
dio
.N
et
adCenter, Windows LiveOffice Live …
…
ISV PartnersWeb
developersSEM
…
KSP Cloud Server
Shared Services
Keyword API
Pro
vid
e 1
Pro
vid
e 2
Pro
vid
e n
Provider plug-inFramework Sproc
Server
ObjectModel
KSP Deployment Architecture
DataMartDataMart
WCF
WCF
LogsLogs
ETL packages
Keyw
ord
sS
erv
ices Excel Add-ins
Web Apps
Serv
ice
Serv
ice
Serv
ice
tcp
http
adcenterdata
adcenterdata
adCenterBI/API
adCenterBI/API
adCenter Backend
adCenter Backend
ManagementStudio
WWWWWW
Application Programming InterfaceDefine standard interface for different services
ITermForecast, ITermSuggestion, ITermMonetization, ITermDemographics, ITermParsing, ITermExtraction, IURLClassification, ITermClassification, etc.
Define methods signature for each interfaceGetTermSuggestion(input term, [number of returned terms,] [, INCLUDE_STATISTICS])
GetTermCTR(input term)
…
Everything is based on WCF (Indigo)WebService over TCP or HTTP
Application Programming Interface- ITermForecast
GetTermForecast(terms, -2, 1)
Term March 2007 April 2007 May 2007 June 2007
Book 120 130 140 160
Business 301 400 500 680
GetTermForecast(‘book’, 2, INCLUDE_STATISTICS)Term May 2007 May 2007
StdevJune 2007 June 2007
Stdev
Book 120 10 160 15
Application Programming Interface- ITermSuggestion
GetSuggestedTerm (terms, 3)
Term Output Term
BMW Auto
BMW Car
BMW Lexus
...
GetTermForecast(terms, ‘score > 0.2’, INCLUDE_STATISTICS)
Term Output Term Score Support
Auto Car Dealer 0.35 160
Auto Car 0.21 680
Honda Acura 0.30 120
…
Stored Procedure
Why sproc in KSP?Server side computingCombine outputs of different algorithms
Sproc can be written on any .Net languagesSproc can be binary or source filesSproc can return a table
Sproc code
DataTable GetSuggestTermwithGender(Datatable inputTerms, int n, int startTimeSlot, int endTimeSlot ){ Datatable stsResult = stsProvider.GetTermSuggestion(inputTerms, n); Datatable result = forecastProvider.GetTermForecast(stsResult, startTimeSlot, endTimeSlot); return result;
}
DataTable GetSuggestTermwithGender(Datatable inputTerms, int n, int startTimeSlot, int endTimeSlot ){ Datatable stsResult = stsProvider.GetTermSuggestion(inputTerms, n); Datatable result = forecastProvider.GetTermForecast(stsResult, startTimeSlot, endTimeSlot); return result;
}
The following sproc combines Term Suggestion and Forecast providers:
KSP Explorer and Code Sample
demo
Applications on KSP
Keyword Research and Campaign ManagementText MiningText ExtractionWeb Analytics…
Ad Research Dashboard
demo
Please fill out your eval
evaluation
Thank You!
© 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions,
it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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