AdParaphrase v2.0: Generating Attractive Ad Texts Using a Preference-Annotated Paraphrase Dataset

Abstract: Identifying factors that make ad text attractive is essential for advertising success. This study proposes AdParaphrase v2.0, a dataset for ad text paraphrasing, containing human preference data, to enable the analysis of the linguistic factors and to support the development of methods for generating attractive ad texts. Compared with v1.0, this dataset is 20 times larger, comprising 16,460 ad text paraphrase pairs, each annotated with preference data from ten evaluators, thereby enabling a more comprehensive and reliable analysis. Through the experiments, we identified multiple linguistic features of engaging ad texts that were not observed in v1.0 and explored various methods for generating attractive ad texts. Furthermore, our analysis demonstrated the relationships between human preference and ad performance, and highlighted the potential of reference-free metrics based on LLMs for evaluating ad text attractiveness. The dataset is publicly available at: https://github.com/CyberAgentAILab/AdParaphrase-v2.0.