A method and device for recommending and promoting keyword price parameters

A keyword and parameter technology, applied in the network field, can solve the problems of increasing the database load of the bidding ranking advertising system, the search engine retrieval burden, affecting the stability of the bidding ranking advertising system and search engine, and reducing the advertising coverage, so as to reduce the database load , Improve optimization and management efficiency, and improve stability

Active Publication Date: 2017-04-19
ALIBABA GRP HLDG LTD
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  • Summary
  • Abstract
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  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0007] A sick promotion plan will bring the following problems: For the PPC advertising system, the promotion plan will be offline in advance, which will easily lead to no advertisement exposure to search users in most of the time, so that the coverage of advertisements will be reduced; for advertisers and users It is said that if the promotion plan goes offline in advance, it will easily lead to unexposed advertisements for most of the time, which will not only lose the remaining advertising traffic, but also easily increase the overall promotion cost of the advertising account and reduce the promotion effect.
[0009] Since each price adjustment requires access to the PPC advertising system and search engine, repeated price adjustments in the prior art will increase the database load of the PPC advertising system and the retrieval burden of the search engine, thereby affecting the stability of the PPC advertising system and the search engine

Method used

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  • A method and device for recommending and promoting keyword price parameters
  • A method and device for recommending and promoting keyword price parameters
  • A method and device for recommending and promoting keyword price parameters

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Experimental program
Comparison scheme
Effect test

test approach 1

[0103] Detection scheme 1 screens the promotion keywords in the promotion plan according to the effect data of the promotion keywords, and obtains the promotion keywords that meet the preset effect conditions as the pathological promotion keywords.

[0104] Since the screening operation is carried out based on the effect data of promotion keywords, promotion keywords with good promotion effects can be discarded, and promotion keywords with poor promotion effects can be reserved for analysis, and the results of promotion keywords that meet the preset effect conditions can be obtained. Compared with the original target price parameter, the target price parameter can have a better promotion effect.

[0105] In a preferred embodiment of the present application, the preset effect conditions may specifically include one or more of the following conditions: the average click cost is greater than the first threshold, the proportion of consumption to the promotion budget is greater than...

test approach 2

[0111] The detection plan 2 detects the pathological promotion plan in the promotion plan by analyzing the daily dimension information of the promotion plan, and the promotion keyword in the pathological promotion plan is used as the pathological promotion keyword; the daily dimension information is obtained from the data warehouse. In practical applications, the account setting data of the promotion plan can be obtained according to the data warehouse, and the account setting data specifically includes daily dimension information.

[0112] In an application example of the present application, a promotion plan day dimension information table may be used to store the day dimension information of each promotion plan of an advertising account. For example, the promotion time period promote_time_span and offline time off_line_time of the day can be obtained according to the promotion plan day dimension information table. If the offline time of the day is earlier than the upper limi...

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Abstract

The invention provides a method and a device for recommending promotion keyword price parameters. The method comprises detecting pathological promotion keywords in promotion plans; obtaining effect data and advertising traffic data of the pathological promotion keywords according to a data warehouse, wherein the advertising traffic data comprises search log data and exposure log data; analyzing the effect data of the pathological promotion keywords and search user search terms recorded by the search log data and advertising display data recorded by the exposure log data to obtain target price parameters of the pathological promotion keywords; recommending the target price parameters of the pathological promotion keywords to corresponding advertising accounts. By means of the method and the device, database loads and search engine search loads of bidding rank advertising systems can be reduced.

Description

technical field [0001] The present application relates to the field of network technologies, in particular to a method and device for recommending and promoting keyword price parameters. Background technique [0002] A search engine is a system that searches, organizes and classifies Internet information resources, and stores them in network databases for users to query. Relevant advertisements on search engines are one of the most effective forms of online advertisements on the Internet. The characteristic of this type of advertisements is that they generally implement the form of bidding ranking; On the first page of the search results, it is necessary to participate in the bidding ranking, and usually the advertisement with a high bid is displayed in a relatively high position. [0003] The existing PPC advertising system will provide the advertiser user with an advertising account. The advertising account is usually stored in the form of an advertising account table in ...

Claims

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Application Information

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Patent Type & Authority Patents(China)
IPC IPC(8): G06F17/30G06Q30/02
CPCG06F16/951G06Q30/0277
Inventor 隋宜桓李帅郭宁
Owner ALIBABA GRP HLDG LTD
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