Keyword augmentation is a fundamental problem for sponsored search modeling and business. Machine generated keywords can be recommended to advertisers for better campaign discoverability as well as used as features for sourcing and ranking models. Generating high-quality keywords is difficult, especially for cold campaigns with limited or even no historical logs; and the industry trend of including multiple products in a single ad campaign is making the problem more challenging. In this paper, we propose a keyword augmentation method based on generative seq2seq model and trie-based search mechanism, which is able to generate high-quality keywords for any products or product lists. We conduct human annotations, offline analysis, and online experiments to evaluate the performance of our method against benchmarks in terms of augmented keyword quality as well as lifted ad exposure. The experiment results demonstrate that our method is able to generate more valid keywords which can serve as an efficient addition to advertiser selected keywords.

Natural reading orders of words are crucial for information extraction from form-like documents. Despite recent advances in Graph Convolutional Networks (GCNs) on modeling spatial layout patterns of documents, they have limited ability to capture reading orders of given word-level node representations in a graph. We propose Reading Order Equivariant Positional Encoding (ROPE), a new positional encoding technique designed to apprehend the sequential presentation of words in documents. ROPE generates unique reading order codes for neighboring words relative to the target word given a word-level graph connectivity. We study two fundamental document entity extraction tasks including word labeling and word grouping on the public FUNSD dataset and a large-scale payment dataset. We show that ROPE consistently improves existing GCNs with a margin up to 8.4% F1-score.