Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. A method includes: identifying one or more selection keywords that are associated with a creative, the selection keywords used in determining when the creative is shown in response to received content requests that include one or more request keywords; identifying matching criteria for comparing the selection keywords and the request keywords, the matching criteria defined by a range from an exact match to a broad match and including a matching threshold in the range; establishing a bid modifier associated with the matching criteria, the bid modifier modifying a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request; and evaluating the creative responsive to received content requests based on the matching criteria and the bid modifier.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. Methods can include identifying one or more selection keywords that are associated with a creative. Matching criteria can be identified for comparing the selection keywords and the request keywords. The matching criteria can be defined by a range from an exact match to a broad match and include a matching threshold in the range. A bid modifier associated with the matching criteria can be established. The bid modifier can modify a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request. The creative responsive to received content requests can be evaluated based on the matching criteria and the bid modifier.

Abstract: A search computing system receives an interaction history for one or more respective users describing interactions with one or more items and generates a co-interaction matrix, each value in the co-interaction matrix representing a number of common users determined to have had the interaction with an item of a corresponding row and an item of the corresponding column of the co-interaction matrix where the value is located. The search computing system generates an embeddings matrix comprising an item embedding value for each of the one or more items by applying matrix factorization to the co-interaction matrix and determines, in response to a search query of a particular user, a user embedding value for the searching user based on the interaction history for the searching user. The search computing system determines a similarity between each search result and user interaction history by comparing the user embedding value against each of the item embedding values.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. A method includes: identifying one or more selection keywords that are associated with a creative, the selection keywords used in determining when the creative is shown in response to received content requests that include one or more request keywords; identifying matching criteria for comparing the selection keywords and the request keywords, the matching criteria defined by a range from an exact match to a broad match and including a matching threshold, in the range; establishing a bid modifier associated with the matching criteria, the bid modifier modifying a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request; and evaluating the creative responsive to received content requests based on the matching criteria and the bid modifier.

Abstract: Methods, systems, and apparatus, including computer program products for generating key phrases for advertising are provided. In one implementation, a method is provided. The method includes receiving input from an advertising user specifying an advertisement that is associated with a particular landing page. A key phrase for the advertisement is automatically generated, the key phrase being generated based on features extracted from the landing page and based on empirical statistics derived from a corpus comprising corpus key phrases and web pages corresponding to the respective corpus key phrases.