2. About Me
Applied research tech lead in eBay paid
search and eBay Partner Network.
• Ph.D. in CS from Oregon State University and my
research focuses on Probabilistic Graphical Models.
• Applied researcher @ eBay
o Seller risk management & defect predictor
o Paid search
o eBay Partner Network (eBay affiliate program)
• Passion for data (a lot of data) and using machine
learning to make sense of data.
• 15+ publications in top ML conferenceshttps://www.linkedin.com/in/junyuorst
4. Product Listing Ads (PLA)
Our Mission
Drive more traffic to eBay by showing our best
inventories on Google search result page.
• Traffic (click and conversion)
• Revenue
• New Buyers and Reactivated Buyers
• Brand awareness
• …
5. Challenges
• Marketplace data
o Semi-structured
o Highly customized
o eBay scale
• Data is extremely sparse
o CTR and CVR
o Dynamic inventory
• Fast-changing market
o Competition
o Trending
Antique clock
iPhone7 jet black 128GB
7. Challenges
• Marketplace data
o Semi-structured
o Highly customized
o eBay Scale
• Data is extremely sparse
o CTR and CVR
o Dynamic inventory
• Fast-changing market
o Competition
o Trending
9. PLA Model: Filtering
Filtering Grouping Bidding
PLA Model
• Seller Risk Filter
• High Price Filter
• Google/Bing restrictions
10. PLA Model: Grouping
Filtering Grouping Bidding
PLA Model
Group listings based on their similarities:
• Estimated Revenue per Click (RpC)
• Estimated Cost per Click (CpC)
• Product information
11. PLA Model: Bidding
Filtering Grouping Bidding
PLA Model
The bidding strategy:
• Estimate the relationship between cost and revenue
• Allocate budget to each group to maximize overall ROI
• Adjust the bid to hit the budget
