AdAlyze Redux: Post-Click and Post-Conversion Text Feature Attribution for Sponsored Search Ads


In this paper, we present our ongoing research on an ads quality testing tool that we call AdAlyze Redux. This tool allows advertisers to get individual best practice recommendations based on an expandable set of textual ads features, tailored to exactly the ads in an advertiser's set of accounts. This lets them optimize their ad copies against the common online advertising key performance indicators clickthrough rate and, if available, conversion rate. We choose the Web as the tool's platform and automatically generate the analyses as platform-independent HTML5 slides and full reports.