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

E-commerce sellers are advised to bid on keyphrases to boost their advertising campaigns. These keyphrases must be relevant to prevent irrelevant items from cluttering search systems and to maintain positive seller perception. It is vital that keyphrase suggestions align with seller, search and buyer judgments. Given the challenges in collecting negative feedback in these systems, LLMs have been used as a scalable proxy to human judgments. This paper presents an empirical study on a major ecommerce platform of a distillation framework involving an LLM teacher, a cross-encoder assistant and a bi-encoder Embedding Based Retrieval (EBR) student model, aimed at mitigating click-induced biases in keyphrase recommendations.