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Optimization method and device for paid search scheme

A solution and search engine technology, applied in marketing and other directions, can solve problems such as wrong optimization measures, less data consideration, and inability to accurately reflect account time conditions, so as to reduce the interference of human operations, reduce confusion, improve optimization efficiency and The effect of accuracy

Inactive Publication Date: 2014-03-26
北京博雅立方科技有限公司
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0007] First, pure data analysis and report display are just simple effect viewing, which cannot form a complete analysis system and cannot guide the further optimization process
[0008] Second, the change of an optimization effect may be the result of multiple indicators working together, it is difficult to evaluate the effect of a certain optimization measure, and sometimes some wrong optimization measures will be taken
[0009] Third, simple data analysis and report presentation methods often have less consideration for data in the time dimension, and simple cross-sectional data judgments cannot accurately reflect the time situation of accounts

Method used

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  • Optimization method and device for paid search scheme
  • Optimization method and device for paid search scheme

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Experimental program
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Embodiment 1

[0027] figure 1 It is a flow chart of a method for optimizing a paid search plan provided by Embodiment 1 of the present invention. This embodiment is applicable to the situation of optimizing the placement plan of users who place paid search advertisements, and can be realized by an optimization device, which can be composed of It is implemented in the form of hardware and / or software, integrated in equipment such as servers or computers, and cooperates with the search engine platform to realize the optimization method. The method specifically includes the following steps:

[0028] Step 110, determining the problem to be adjusted in the search engine platform providing search services based on the account structure, wherein at least one parameter is configured in the account structure;

[0029] The account structure is an important means to express the paid search plan, and the search plan is usually determined by the parameters in the account structure. The parameters of t...

Embodiment 2

[0040] figure 2 The flow chart of the paid search plan optimization method provided by the second embodiment of the present invention. This embodiment is based on the above-mentioned embodiment. The further improvement lies in realizing the machine learning of the adjustment plan, increasing the weight value for the adjustment plan, and continuously updating the weight value , and select an adjustment scheme according to the weight value.

[0041] Specifically, the operation of selecting the adjustment scheme and parameter adjustment is performed at least once, and determining the final adjustment scheme for the problem to be adjusted according to the returned observation return data preferably includes the following steps:

[0042] Execute the operation of selecting the adjustment scheme and parameter adjustment at least once;

[0043] Determine the weight values ​​of the corresponding adjustment schemes according to the observation return data returned each time, and update ...

Embodiment 3

[0066] Embodiment 3 of the present invention provides a schematic structural diagram of a paid search plan optimization device, which includes: a problem location module 310 , a plan selection module 320 , a data receiving module 330 and a plan determination module 340 .

[0067] Among them, the problem positioning module 310 is used to determine the problem to be adjusted for the search engine platform to provide search services based on the account structure, wherein at least one parameter is configured in the account structure; the solution selection module 320 is used to solve the problem for the problem to be adjusted Select an adjustment plan, the adjustment plan includes a set number of adjustment parameters; the data receiving module 330 is used to adjust the parameters in the account structure according to the adjustment parameters in the adjustment plan, and set the observation period Receive the observation return data generated by the search engine platform based on...

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Abstract

The embodiment of the invention provides an optimization method and device for a paid search scheme. The optimization method includes the first step of determining problems to be adjusted exist in a search engine platform based on an account structure to provide a search service, the second step of selecting an adjusting scheme for the problems to be adjusted, wherein the adjusting scheme comprises a set number of adjusting parameters, the third step of adjusting parameters in the account structure according to the adjusting parameters in the adjusting scheme, and receiving observation return data generated by the search engine platform based on the account structure to provide the search service within a set observation period, and the fourth step of carrying out adjusting scheme selection operation and parameter adjusting operation at least once, and determining a final adjusting scheme aiming at the problems to be adjusted according to the observation return data returned each time. The optimization method can be carried out automatically through the device and is optimized continuously, confusion of the relation between a promoting effect and the adjusting scheme is reduced as far as possible, and interference of man-made operation is also reduced. Therefore, the optimization efficiency and accuracy of the paid search scheme are improved.

Description

technical field [0001] The embodiments of the present invention relate to computer data processing technology, and in particular to a method and device for optimizing paid search schemes. Background technique [0002] Paid Search Advertising (PSA) is currently the most important advertising method on the Internet. If the advertising budget of all enterprises on the Internet is recorded as 100%, then the investment in PSA accounts for more than 50% of the share. In China, the main search engine platforms are Baidu promotion platform and so on. [0003] The realization mechanism of PSA is that the advertising user applies for an account from the search engine platform, and determines the keywords to be placed in the account, the creative recommendation information of the keywords, the promotion webpage of the keywords, and the matching method and bid of the keywords, etc. When a browsing user enters a search sentence, the search engine platform will search for keywords, disp...

Claims

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Application Information

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IPC IPC(8): G06Q30/02
Inventor 裴向宇田传钊常莹王汉生王振凤李红波
Owner 北京博雅立方科技有限公司
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