ZhaoHui Tang, Erynn Petersen, Dylan Huang
Microsoft adCenter Labs

Introduction of keyword technologies
Keyword Services Platform
Glossary
Providers
Web Service API
Stored procedures
Demo
Q&A

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
……

Clickthrough Rate
8%
7%
6%
5%
4%
Clickthrough Rate
3%
2%
1%
0%
1 Word 2 Words 3 Words 4 Words 5 Words
Page

Avg Conversion Rate
40%
35%
30%
25%
20%
Avg Conversion Rate
15%
10%
5%
0%
1 Word 2 Words 3 Words 4 Words 5 Words 6 Words
Page

80%
70%
60%
50%
40% Advertiser Distribution
KW Distribution
30%
20%
10%
0%
A B C D

• Combine your data with
Advanced our data
• Unlock value in the tail
• Combine your tools with
Basic our data
• Unlock value in the tail

Keyword technology is the single most important
aspect of web search, text analytics, and internet
advertising …
Extraction
Expansion Classification Spelling
Synonymy
Monetization
Translation
…
Antonym Membership
Hierarchy

Founded 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

adCenter Labs Research Portfolio
Term extraction (KEX)
Keywords suggestion (STS)
Keywords association (KAG)
Keywords categorization (KCAT)
Content categorization (CCAT)
Keywords and content relevance
Keywords spelling
Keywords commercial intention
Keywords atom
Term demographic distribution
Keywords acronym
Keywords traffic history and forecast
Keywords search funnel
Keywords clustering
Taxonomy
…

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.

Interface
Provider
Stored Procedure
Cloud Server

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 …

ISV Partners
adCenter,
Web developers
Windows Live
Office Live … SEM
…
…
Keyword API
Visual Studio .Net
Management Tools
Security
Dev Tools
Services Container
Provider plug-in
Framework Sproc
Provide
Provide
Provide
Server
n
2
1
Object
Model
Shared Services
KSP Cloud Server

WWW
WCF
Service
http Web Apps
adcenter
Services
Keywords
WCF
data
Service
tcp
Excel Add-ins
ETL packages Data
adCenter
Mart
Backend
Logs
Service
adCenter
Management BI/API
Studio

Define standard interface for different services
ITermForecast, ITermSuggestion, ITermMonetization, ITermDemographi
cs, ITermParsing, ITermExtraction, IURLClassification, ITermClassificati
on, etc.
Define methods signature for each interface
GetTermSuggestion(input term, [number of returned terms,]
[, INCLUDE_STATISTICS])
GetTermCTR(input term)
…
Everything is based on WCF (Indigo)
WebService over TCP or HTTP

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 June 2007
May 2007 June 2007
Stdev Stdev
Book 120 10 160 15

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
…

Why sproc in KSP?
Server side computing
Combine outputs of different algorithms
Sproc can be written on any .Net languages
Sproc can be binary or source files
Sproc can return a table

The following sproc combines Term Suggestion
and Forecast providers:
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;
}

Keyword Research and Campaign Management
Text Mining
Text Extraction
Web Analytics
…

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