The Automated Copywriter: Algorithmic Rephrasing of Health-Related Advertisements to Improve their Performance

Search advertising is one of the most commonly-used methods of advertising. Past work has shown that search advertising can be employed to improve health by eliciting positive behavioral change. However, writing effective advertisements requires expertise and (possible expensive) experimentation, both of which may not be available to public health authorities wishing to elicit such behavioral changes, especially when dealing with a public health...