Keyword Services Platform (KSP) from Microsoft adCenter


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Come learn how the KSP will revolutionize the search industry by allowing advertisers and developers to build KSP applications using public APIs. This session describes KSP and how it works. It also includes partners that will describe the unique power that this tool offers to advertisers

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Keyword Services Platform (KSP) from Microsoft adCenter

  1. 1. ZhaoHui Tang, Erynn Petersen, Dylan Huang Microsoft adCenter Labs
  2. 2. Introduction of keyword technologies Keyword Services Platform Glossary Providers Web Service API Stored procedures Demo Q&A
  3. 3. 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 ……
  4. 4. Clickthrough Rate 8% 7% 6% 5% 4% Clickthrough Rate 3% 2% 1% 0% 1 Word 2 Words 3 Words 4 Words 5 Words Page
  5. 5. 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
  6. 6. 80% 70% 60% 50% 40% Advertiser Distribution KW Distribution 30% 20% 10% 0% A B C D
  7. 7. • Combine your data with Advanced our data • Unlock value in the tail • Combine your tools with Basic our data • Unlock value in the tail
  8. 8. 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
  9. 9. Founded in Jan 2006 Over 120 researchers and developers Research and development of new adversting technologies Keyword Research is a focus Live demo at
  10. 10. 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 …
  11. 11. 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.
  12. 12. Interface Provider Stored Procedure Cloud Server
  13. 13. 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 …
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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 …
  19. 19. 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
  20. 20. 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; }
  21. 21. Keyword Research and Campaign Management Text Mining Text Extraction Web Analytics …
  22. 22. © 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.