Search engine marketing bid method and system based on machine learning

A machine learning and search engine technology, applied in network data indexing, instrumentation, network data retrieval, etc., can solve problems such as low return on advertising investment and failure of advertising promotion efficiency to reach keyword bids

Inactive Publication Date: 2016-08-31
SHANGHAI TRUELAND INFORMATION & TECH CO LTD
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  • Abstract
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Problems solved by technology

[0003] However, after an advertiser purchases a certain keyword at a certain price, the final advertising promotion efficiency often cannot match the keyword bid, that is, the return on investment of the advertisement is low

Method used

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  • Search engine marketing bid method and system based on machine learning
  • Search engine marketing bid method and system based on machine learning
  • Search engine marketing bid method and system based on machine learning

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Embodiment Construction

[0045] The following will clearly and completely describe the technical solutions in the embodiments of the present invention with reference to the accompanying drawings in the embodiments of the present invention. Obviously, the described embodiments are only some, not all, embodiments of the present invention. Based on the embodiments of the present invention, all other embodiments obtained by persons of ordinary skill in the art without making creative efforts belong to the protection scope of the present invention.

[0046] The embodiment of the present invention discloses a search engine marketing bidding method based on machine learning, see figure 1 As shown, the method includes:

[0047] Step S11: use machine learning technology in advance to process the user's historical search information and the trace information of the user's click on the advertisement to obtain training data, and use the training data to perform model training to obtain a prediction model for pred...

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Abstract

The application discloses a search engine marketing bid method and system based on machine learning; the method comprises the following steps: using the machine learning technology to process user history search information and user click advertisement trace information in advance, thus obtaining training data; using training data to train a model, thus obtaining a prediction model used for predicting a keyword conversion rate, wherein the user history search information comprises user search keywords and searched advertisement documents; using the prediction module to calculate an object keyword conversion rate; using an object keyword cost value and conversion rate to calculate, thus obtaining an object keyword bid. The method can improve coupling level between the keyword bid and advertisement popularization efficiency, thus improving advertisement investment return rate of advertisers.

Description

technical field [0001] The invention relates to the technical field of search engine marketing, in particular to a machine learning-based search engine marketing bidding method and system. Background technique [0002] Search engine bidding advertising is the most successful business model in Internet advertising at present, and the core technology behind it is bidding keyword technology. Advertisers can promote their related products or services on Internet search engines by purchasing keywords related to their promotion content on search engines. [0003] However, after an advertiser purchases a certain keyword at a certain price, the final advertising promotion efficiency often cannot match the keyword bid, that is, the return on investment of the advertisement is low. [0004] From the above, it can be seen that how to improve the degree of matching between keyword bids and advertising promotion efficiency so as to increase advertisers' advertising ROI is a problem to b...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06F17/30G06F17/27
CPCG06F16/951G06F16/955G06F40/284
Inventor 董启文
Owner SHANGHAI TRUELAND INFORMATION & TECH CO LTD
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