论文标题
基于方面的广告呼吁搜索引擎广告的呼吁
Aspect-based Analysis of Advertising Appeals for Search Engine Advertising
论文作者
论文摘要
编写吸引人们并说服他们点击或行动的广告文字对于搜索引擎广告的成功至关重要。因此，广告创建者必须考虑广告吸引力（$^3 $）的各个方面，例如价格，产品功能和质量。但是，产品和服务对不同行业具有独特的有效$^3 $。在这项工作中，我们专注于探索不同行业的有效$^3 $，目的是协助广告创建过程。为此，我们创建了一个广告吸引力的数据集，并使用了一个检测广告文本各个方面的现有模型。我们的实验表明，不同的行业具有自己的有效$^3 $，并且识别A $^3 $有助于估计广告性能。
Writing an ad text that attracts people and persuades them to click or act is essential for the success of search engine advertising. Therefore, ad creators must consider various aspects of advertising appeals (A$^3$) such as the price, product features, and quality. However, products and services exhibit unique effective A$^3$ for different industries. In this work, we focus on exploring the effective A$^3$ for different industries with the aim of assisting the ad creation process. To this end, we created a dataset of advertising appeals and used an existing model that detects various aspects for ad texts. Our experiments demonstrated that different industries have their own effective A$^3$ and that the identification of the A$^3$ contributes to the estimation of advertising performance.
