An Efficient Group-based Search Engine Marketing System for E-Commerce
This is an incremental improvement for e-commerce companies like Walmart, aiming to optimize bidding processes at scale.
The paper tackled the problem of designing an efficient bidding system for search engine marketing in e-commerce by addressing challenges like high sparsity and computational burden, resulting in a system that successfully handles tens of millions of bids daily.
With the increasing scale of search engine marketing, designing an efficient bidding system is becoming paramount for the success of e-commerce companies. The critical challenges faced by a modern industrial-level bidding system include: 1. the catalog is enormous, and the relevant bidding features are of high sparsity; 2. the large volume of bidding requests induces significant computation burden to both the offline and online serving. Leveraging extraneous user-item information proves essential to mitigate the sparsity issue, for which we exploit the natural language signals from the users' query and the contextual knowledge from the products. In particular, we extract the vector representations of ads via the Transformer model and leverage their geometric relation to building collaborative bidding predictions via clustering. The two-step procedure also significantly reduces the computation stress of bid evaluation and optimization. In this paper, we introduce the end-to-end structure of the bidding system for search engine marketing for Walmart e-commerce, which successfully handles tens of millions of bids each day. We analyze the online and offline performances of our approach and discuss how we find it as a production-efficient solution.