document: Towards intent-driven bidterm suggestion In online advertising , pervasive in commercial search engines , advertisers typically bid on few terms , and the scarcity of data makes ad matching difficult . Suggesting additional bidterms can significantly improve ad clickability and conversion rates . In this paper , we present a large-scale bidterm suggestion system that models an advertiser 's intent and finds new bidterms consistent with that intent . Preliminary experiments show that our system significantly increases the coverage of a state of the art production system used at Yahoo while maintaining comparable precision .
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