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

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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.