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Writing an ad text that attracts people and persuades them to click or act isessential for the success of search engine advertising. Therefore, ad creatorsmust consider various aspects of advertising appeals (A$^3$) such as the price,product features, and quality. However, products and services exhibit uniqueeffective A$^3$ for different industries. In this work, we focus on exploringthe effective A$^3$ for different industries with the aim of assisting the adcreation process. To this end, we created a dataset of advertising appeals andused an existing model that detects various aspects for ad texts. Ourexperiments demonstrated that different industries have their own effectiveA$^3$ and that the identification of the A$^3$ contributes to the estimation ofadvertising performance.

Aspect-based Analysis of Advertising Appeals for Search Engine Advertising