CTR-Driven Ad Text Generation via Online Feedback Preference Optimization
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arXiv
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| Main Authors: | , , , , , , , |
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| Format: | Preprint |
| Published: |
2025
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| _version_ | 1866912515576823808 |
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| author | Chen, Yanda Ren, Zihui Gao, Qixiang Chen, Jiale Chen, Si Li, Xubin Ge, Tiezheng Zheng, Bo |
| author_facet | Chen, Yanda Ren, Zihui Gao, Qixiang Chen, Jiale Chen, Si Li, Xubin Ge, Tiezheng Zheng, Bo |
| contents | Advertising text plays a critical role in determining click-through rates (CTR) in online advertising. Large Language Models (LLMs) offer significant efficiency advantages over manual ad text creation. However, LLM-generated ad texts do not guarantee higher CTR performance compared to human-crafted texts, revealing a gap between generation quality and online performance of ad texts. In this work, we propose a novel ad text generation method which optimizes for CTR through preference optimization from online feedback. Our approach adopts an innovative two-stage framework: (1) diverse ad text sampling via one-shot in-context learning, using retrieval-augmented generation (RAG) to provide exemplars with chain-of-thought (CoT) reasoning; (2) CTR-driven preference optimization from online feedback, which weighs preference pairs according to their CTR gains and confidence levels. Through our method, the resulting model enables end-to-end generation of high-CTR ad texts. Extensive experiments have demonstrated the effectiveness of our method in both offline and online metrics. Notably, we have applied our method on a large-scale online shopping platform and achieved significant CTR improvements, showcasing its strong applicability and effectiveness in advertising systems. |
| format | Preprint |
| id |
arxiv_https___arxiv_org_abs_2507_20227 |
| institution | arXiv |
| publishDate | 2025 |
| record_format | arxiv |
| spellingShingle | CTR-Driven Ad Text Generation via Online Feedback Preference Optimization Chen, Yanda Ren, Zihui Gao, Qixiang Chen, Jiale Chen, Si Li, Xubin Ge, Tiezheng Zheng, Bo Information Retrieval Advertising text plays a critical role in determining click-through rates (CTR) in online advertising. Large Language Models (LLMs) offer significant efficiency advantages over manual ad text creation. However, LLM-generated ad texts do not guarantee higher CTR performance compared to human-crafted texts, revealing a gap between generation quality and online performance of ad texts. In this work, we propose a novel ad text generation method which optimizes for CTR through preference optimization from online feedback. Our approach adopts an innovative two-stage framework: (1) diverse ad text sampling via one-shot in-context learning, using retrieval-augmented generation (RAG) to provide exemplars with chain-of-thought (CoT) reasoning; (2) CTR-driven preference optimization from online feedback, which weighs preference pairs according to their CTR gains and confidence levels. Through our method, the resulting model enables end-to-end generation of high-CTR ad texts. Extensive experiments have demonstrated the effectiveness of our method in both offline and online metrics. Notably, we have applied our method on a large-scale online shopping platform and achieved significant CTR improvements, showcasing its strong applicability and effectiveness in advertising systems. |
| title | CTR-Driven Ad Text Generation via Online Feedback Preference Optimization |
| topic | Information Retrieval |
| url | https://arxiv.org/abs/2507.20227 |