LLMDistill4Ads: Using Cross-Encoders to Distill from LLM Signals for Advertiser Keyphrase Recommendations at eBay

Abstract: Sellers at eBay are recommended keyphrases to bid on to enhance the performance of their advertising campaigns. The relevance of these keyphrases is crucial in avoiding the overcrowding of search systems with irrelevant items and maintaining a positive seller perception. It is essential that keyphrase recommendations align with both seller and Search judgments regarding auctions. Due to the difficulty in procuring negative human judgment at scale, employing LLM-as-a-judge to mimic seller judgment has been established as the norm in several studies. This study introduces a novel two-step LLM distillation process from a LLM-judge used to debias our Embedding Based Retrieval (EBR) model from the various biases that exist in click-data. We distill from an LLM teacher via a cross-encoder assistant into a bi-encoder student using a multi-task training approach, ultimately employing the student bi-encoder to retrieve relevant advertiser keyphrases. We show that integrating a knowledge distillation process from LLMs in a multi-task training setup enhances bi-encoder performance in retrieving relevant advertiser keyphrases at eBay.