The probability that a user clicks on an online advertisement may be dependent on an attractiveness of the online advertisement. In determining such click probability, an advertisement attractiveness model for estimating an attractiveness of an online advertisement to users may be developed. A click behavior model is then created by combining the advertisement attractiveness model with a relevance model. The relevance model may be used for estimating relevance between the online advertisement and a search query. The click behavior model may be applied to features extracted from the online advertisement to calculate a click probability for the online advertisement.
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