Method and device for evaluating and promoting keyword quality based on weighted average click-through rate

Abstract

The invention aims to provide a method and an apparatus for evaluating the quality score of a promotion key word based on a weighted average click-through rate, wherein the method comprises the following steps of: obtaining a promotion key word input by a user by a network apparatus; obtaining an individual click-through rate of the promotion key word corresponding to the user according to the promotion key word; obtaining the weighted average click-through rate of the promotion key word according to the promotion key word; and determining the quality score of the promotion key word corresponding to the user based on the individual click-through rate and the weighted average click-through rate. Compared with the prior art, the method provided in the invention evaluates the quality score of the promotion key word in combination with the weighted average click-through rate; therefore, more objective and effective evaluation result is provided for the promotion user so that the promotion user is possible to further improve the network information; and the selection of unappealing promotion key words by the promotion user is avoided and the use experience of the network user is enhanced.

Description

technical field [0001] The invention relates to the technical field of Internet information promotion, in particular to a computer-implemented technology for evaluating the quality of promotional keywords based on a weighted average click-through rate. Background technique [0002] In the prior art, when evaluating the quality of a promotional keyword, the quality of the promotional keyword is mostly determined by the click-through rate of a user's promotional keyword. Here, the click-through rate represents a certain promotion on a website page The ratio of the number of times the ad creative corresponding to the keyword is clicked to the number of times it is displayed, that is, clicks / views, is a percentage. [0003] However, it is not objective to determine the quality of the promotion keyword only by the click-through rate of the promotion keyword. The click volume and display volume that affect the click-through rate may cause abnormal fluctuations due to the malicious...

AI Technical Summary

Problems solved by technology

[0003] However, it is not objective to determine the quality of the promotion keyword only by the click-through rate of the promotion keyword. The click volume and display volume that affect the click-through rate may cause abnormal fluctuations due to malicious behaviors of network users, thus making the click-through rate Confidence in rate is too low

For example, broiler search, if a certain promotion keyword is displayed in large numbers but does not click on the promotion keyword, or a large number of malicious clicks on a certain promotion keyword will make the confidence of the click-through rate of the promotion keyword too low, which will further lead to The evaluation effect of the promotion keyword is reduced

Images