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Network advertisement bidding method and device based on keywords

An online advertisement and keyword technology, applied in the Internet field, can solve the problems of low search efficiency and waste of search resources, and achieve the effect of saving search resources, improving search efficiency, and improving experience

Pending Publication Date: 2020-07-03
BEIJING QIHOO TECH CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0003] At present, the method of placing keyword advertisements is mainly based on the keywords entered by the user and the selected parameters related to the keywords, such as "area of ​​delivery", "time of delivery", etc., combined with the user's bid to determine the user's current bid. The estimated ranking of the dimension of the selected relevant parameters. If the ranking is not ideal, the user needs to modify the current bid to obtain a new estimated ranking. In fact, according to this method, the user often needs to modify the bid multiple times to obtain the ideal ranking. ranking and then compete for the advertising space of this dimension, which makes the user's search efficiency low and wastes search resources

Method used

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  • Network advertisement bidding method and device based on keywords
  • Network advertisement bidding method and device based on keywords
  • Network advertisement bidding method and device based on keywords

Examples

Experimental program
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Effect test

Embodiment 1

[0079] In this example, assuming that the keyword is "flowers", the purpose is to calculate the target rankscore value of the keyword "flowers" in a combination where the region and province are Beijing, the advertisement position is the first from the left, and the matching method is a common phrase. Obtain historical advertisement logs under this combination of network parameters, as shown in the following table:

[0080] Table 2

[0081] pvid placement Advertisers Quality bid Geographical provinces matching method rankscore value pv1 left one A 0.9 3.0 Beijing common phrase 0.9*3.0＝2.7 pv2 left one A 0.9 3.0 Beijing common phrase 0.9*3.0＝2.7 pv3 left one E 0.5 5.0 Beijing common phrase 0.5*5.0＝2.5 pv4 left one C 0.6 4.2 Beijing common phrase 0.6*4.2＝2.52 pv5 left one C 0.6 4.2 Beijing common phrase 0.6*4.2＝2.52 pv6 left one F 0.8 3.25 Beijing common phrase 0.8*3.25...

Embodiment 2

[0087] In this embodiment, the keyword is still "flowers", and the purpose is to calculate the target rankscore value of the keyword "flowers" in a combination where the geographical province is Beijing, the advertisement position is the second from the left, and the matching method is a common phrase. To do this, first obtain the historical online advertising logs under this online advertising parameter combination, as follows:

[0088] table 3

[0089] pvid placement Advertisers Quality bid Geographical provinces matching method rankscore value pv1 second from left B 0.6 4.0 Beijing common phrase 0.6*4.0＝2.4 pv2 second from left C 0.6 4.2 Beijing common phrase 0.6*4.2＝2.52 pv3 second from left X 0.4 5.0 Beijing common phrase 0.4*5.0＝2.0 pv4 second from left C2 0.6 4.0 Beijing common phrase 0.6*4.0＝2.4 pv5 second from left C2 0.6 4.0 Beijing common phrase 0.6*4.0＝2.4 pv6 s...

Embodiment 3

[0095] In this embodiment, the keyword is still "flowers", and the purpose is to calculate the target rankscore value of the keyword "flowers" in a combination where the geographical province is Shanghai, the advertising position is the third from the left, and the matching method is a common phrase. To do this, first obtain the historical online advertising logs under this online advertising parameter combination, as follows:

[0096] Table 4

[0097] pvid placement Advertisers Quality bid Geographical provinces matching method rankscore value pv1 third from left C 0.8 2.0 Shanghai common phrase 0.8*2.0＝1.6 pv2 third from left D 0.7 2.0 Shanghai common phrase 0.7*2.0＝1.4

[0098] Similarly, the rankscore value in Table 4 is the historical rankscore value, and multiple historical rankscore values ​​are arranged in ascending order to obtain the sorting direction Corresponding exposure value sorting subvector The disp...

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Abstract

The invention provides a network advertisement bidding method and device based on keywords. The method comprises the steps that the keywords from a user and network delivery parameters of the keywordsare received; according to a price field mapping table, price fields corresponding to the network delivery parameters in price storage items of the keywords are determined, the price storage items ofthe keywords are stored in a database in advance, and the price fields in the price storage items correspond to combinations of the network delivery parameters one to one; extracting a target rank score value in the price field corresponding to the network delivery parameter; and determining the network advertisement price of the keyword according to the target rank score value and the average quality degree of the user. Based on the scheme provided by the invention, the bid of the corresponding advertisement position can be quickly provided for the user according to the keyword selected by the user and the network delivery parameter of the keyword, so that search resources are saved, and the search efficiency of the user is improved.

Description

technical field [0001] The invention relates to the Internet field, in particular to a keyword-based network advertisement bidding method and device. Background technique [0002] Keyword advertising is the main source of income for search engines, so the method of placing keyword advertising is of great significance to companies engaged in Internet search. [0003] At present, the method of placing keyword advertisements is mainly based on the keywords entered by the user and the selected parameters related to the keywords, such as "area of ​​delivery", "time of delivery", etc., combined with the user's bid to determine the user's current bid. The estimated ranking of the dimension of the selected relevant parameters. If the ranking is not ideal, the user needs to modify the current bid to obtain a new estimated ranking. In fact, according to this method, the user often needs to modify the bid multiple times to obtain the ideal ranking. ranking and then compete for the adv...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02G06F16/9535
CPCG06Q30/0273G06Q30/0277
Inventor 徐名扬
Owner BEIJING QIHOO TECH CO LTD
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