Corpus ID: 16265759

Predicting Click-Through Rate Using Keyword Clusters

@inproceedings{Regelson2006PredictingCR,
  title={Predicting Click-Through Rate Using Keyword Clusters},
  author={M. Regelson and Daniel C. Fain},
  year={2006}
}
Click-through rate is a quantity of interest to online advertisers, search engine optimizers, and sponsored search providers alike. [...] Key Method We reviewed other broad estimates of CTR (rank CTR and query-volume decile CTR) and compared them to the estimates computed using hierarchical clusters of related terms. We found that using historical data aggregated by cluster leads to more accurate estimates on average of term-level CTR for terms with little or no historical data.Expand
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