We describe a new Bayesian click-through rate (CTR) prediction algorithm used for
Sponsored Search in Microsoft's Bing search engine. The algorithm is based on a probit
regression model that maps discrete or real-valued input features to probabilities. It …

… In order to maximize ad quality (as measured by user clicks) and total revenue, most search
engines today order their ads … Any error in the click- through rate estimation during that time will
result in suboptimal ranking and thus lost revenue for the search engine and lower …

… ITERATIVE CLUSTER- ING We now describe a technique for using a collection of click- through
records to … Clickthrough records: 500, 000 Unique queries: 243, 595 Unique URLs: 361, 906 à
uery sibling … In this spirit, we employ as an objective function the clic Ð through rate of a …

… Keywords Clickthrough Data, User Behavior, Search Engines, Statis- tical Model … We first discard
the sessions of queries with only one rank- ing (ie the search engine always returned … on the
training set and we compare the observed and predicted click-through rate (CTR) on …

… model is therefore expected to be robust to spam doc- uments (but not to click spam … We can also
remove from the queries with a large abandonment rate … In conclusion, the model sometimes
predicts a document relevance totally in opposition to what the clickthrough rate or the …

… reflects the weight we wish to apply to prediction errors resulting in inaccurate click estimates …
The rate prediction incorporating the historical observed rate with cluster through
great-grandparent cluster rates performed … Accurately interpreting clickthrough data as implicit …

… 4.1 Predicting click-through rate We first assess how accurate is our proposed click model …
In this case, the relative order of click prediction is more important than its absolute values …
This function is typical of ranking functions used by web search engines …

… CPC; and (iii) even though the more prominent positions on the search engine results page … data
and gives a brief background into some different aspects of sponsored search advertis- ing … In
§4, we present a model to study the click-through rate, conversion rate, and keyword …

… [7] give a theoretical model for the rank-position effects of click-through rate, and build theoretical
models for search engine quality using them … Joachims [11] investigated the use of clickthrough
rates for evaluation, showing that relative differences in performance could be …

… Relative CTR is the click-through rate to expect in relation to the 1st rank … Rank 4 Relative Relative
Click Impressions CTR Potential 1 100.0% 100.0% 100.0% 2 97.2% 80.0% 77.7% 3 94.5 … analysis,
but make sure that at a minimum you are tracking your conversion rate by search …