Some researchers at Phillips have been at it trying to figure out how to better present (higher accuracy) relevant ads to searchers who search for uncommon terms.
An uncommon term is a search term seldom used, the problem with these terms is that the search engine hasn’t created any “rules” for the search query, and therefore there is a great uncertainty to what the searcher really is looking for – and therefore a problem to identify the correct ads to present next to the organic results
But what the researchers figured out, was that by analyzing a batch of the top (organic) hits one was able to identify and throw out the “problematic” hits and create a “most commom” theme which the searcher was also most likely to be interested in
For example “fluorocarbon wet snow” had hits in categories ranging from fishing to chemistry and ski wax, but by analyzing the top hits one was able to identify ski wax as the category the searcher was interested in
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