Advertisement bidding cost regulation and control method and device, electronic equipment and storage medium

Abstract

The embodiment of the invention provides an advertisement bidding cost regulation and control method and device, electronic equipment and a storage medium, and the method comprises the steps: dividing cost regulation and control dimensions with different priorities according to an advertisement business scene; for each cost regulation and control dimension, when it is judged that the user conversion amount obtained in real time reaches a preset data confidence threshold value, regulation and control parameters are determined based on the user conversion amount; and performing real-time regulation and control on the current advertisement bidding cost based on the regulation and control parameters corresponding to the cost regulation and control dimensions. According to the method and the device, the regulation and control parameters of the cost regulation and control dimension with the data confidence (the user conversion amount reaches the preset data confidence threshold) are determined under the multiple cost regulation and control dimensions, so that the cost regulation and control parameters of the cost regulation and control dimension are determined under the condition that the data under one or more cost regulation and control dimensions are not confidence. The advertisement bidding cost can be regulated and controlled through the regulation and control parameters determined through other cost regulation and control dimensions, and the problem that the advertisement bidding cost cannot be effectively regulated and controlled due to unconfidence of data under the condition that the cost regulation and control dimension is single is effectively solved.

Description

Technical Field

[0001] Embodiments of the present invention relate to the technical field of advertising delivery, and in particular to an advertising bid cost control method, device, electronic device and storage medium. Background Art

[0002] With the rapid development of information technology, more and more users publish or obtain their own information through applications on electronic devices. In particular, for some advertisers, they can place advertisements by selecting the advertising delivery system corresponding to the application on the electronic device to bring advertising revenue to the advertisers.

[0003] In the prior art, the method for regulating the advertising bid cost of advertisers is based on the PID (Proportion-Integral-Derivative) algorithm, which specifically determines the regulation parameters under a single cost regulation dimension based on the data under the dimension, and then regulates the advertising bid cost through the regulation parameters. Currently, when the data under a single cost regulation dimension is unreliable (i.e., the set user conversion volume is not reached), the regulated advertising bid cost is inaccurate, resulting in the advertiser's input cost not being effectively regulated. Summary of the invention

[0004] In view of this, in order to solve the above problems, the embodiments of the present invention provide an advertising bid cost control method, device, electronic device and storage medium, which can accurately control the advertising bid cost of the advertiser and effectively control the investment cost of the advertiser.

[0005] In a first aspect, an embodiment of the present invention provides an advertisement bidding cost control method, the method comprising:

[0006] Divide the cost control dimensions into different priorities according to the advertising business scenarios;

[0007] For each cost control dimension, the following steps are performed: obtaining the user conversion volume under the cost control dimension in real time, determining whether the user conversion volume reaches a preset data confidence threshold, and determining a control parameter based on the user conversion volume if the user conversion volume reaches the preset data confidence threshold; wherein the control parameter is used to determine the intensity of adjustment of the current advertising bid cost;

[0008] The current advertising bid cost is regulated in real time based on the regulation parameters corresponding to each cost regulation dimension.

[0009] In a possible implementation, determining the control parameters based on the user conversion amount includes:

[0010] Obtain user click volume, current advertising bid cost and user conversion bid cost;

[0011] The control parameters are determined based on the user click volume, the current advertising bid cost, the user conversion volume and the user conversion bid cost.

[0012] In a possible implementation, the control parameters are determined based on the user click volume, the current advertisement bid cost, the user conversion volume, and the user conversion bid cost, including:

[0013] Determine the advertising cost based on user clicks and current advertising bid costs;

[0014] Determine the advertising conversion cost based on the user conversion bid cost and the user conversion volume;

[0015] Determine the advertising cost deviation based on the advertising conversion cost and advertising delivery cost;

[0016] Determine the control parameters based on the advertising cost deviation.

[0017] In a possible implementation, determining the control parameter according to the advertising cost deviation includes:

[0018] The control parameters are determined based on the advertising cost deviation and the preset PID algorithm.

[0019] In a possible implementation, the current advertisement bid cost is regulated in real time based on the regulation parameters corresponding to each cost regulation dimension, including:

[0020] Determine the number of control parameters;

[0021] When it is determined that the number of the adjustment parameters is one, adjusting the current advertisement bid cost based on the adjustment parameters;

[0022] In the case where it is determined that there are multiple control parameters, determining a target control parameter from the multiple control parameters based on the priority of the cost control dimension;

[0023] Regulating the current advertising bid cost based on the target regulation parameters;

[0024] When it is determined that the number of the adjustment parameters is zero, the current advertisement bid cost is adjusted based on the preset adjustment parameters.

[0025] In a possible implementation, regulating the current advertisement bid cost based on the regulation parameter includes:

[0026] Determine the target bid cost based on the control parameters and the current advertisement bid cost;

[0027] Adjust the current ad bid cost to the target bid cost.

[0028] In a possible implementation, determining a target control parameter from a plurality of control parameters based on the priority of the cost control dimension includes:

[0029] The control parameter corresponding to the cost control dimension with the highest priority is determined as the target control parameter.

[0030] In a second aspect, an embodiment of the present invention provides an advertising bid cost control device, the device comprising:

[0031] Dimension division module, which divides cost control dimensions into different priorities according to advertising business scenarios;

[0032] The determination module is used to perform the following steps for each cost control dimension: obtaining the user conversion volume under the cost control dimension in real time, determining whether the user conversion volume reaches a preset data confidence threshold, and determining the control parameters based on the user conversion volume when it is determined that the user conversion volume reaches the preset data confidence threshold; wherein the control parameters are used to determine the intensity of the adjustment of the current advertising bid cost;

[0033] The cost control module is used to perform real-time control on the current advertising bid cost based on the control parameters corresponding to each cost control dimension.

[0034] In a third aspect, an embodiment of the present invention provides an electronic device, which includes: a processor and a memory, the processor is used to execute the advertising bid cost control program stored in the memory to implement the above-mentioned advertising bid cost control method.

[0035] In a fourth aspect, an embodiment of the present invention provides a storage medium, wherein the storage medium stores one or more programs, and the one or more programs can be executed by one or more processors to implement the above-mentioned advertising bid cost control method.

[0036] The advertising bid cost control method, device, electronic device and storage medium provided by the embodiment of the present invention include: dividing cost control dimensions of different priorities according to advertising business scenarios; executing for each cost control dimension: real-time acquisition of user conversion volume under the cost control dimension, determining whether the user conversion volume reaches a preset data confidence threshold, and determining control parameters based on the user conversion volume when determining that the user conversion volume reaches the preset data confidence threshold; wherein the control parameters are used to determine the adjustment strength of the current advertising bid cost; and real-time control of the current advertising bid cost based on the control parameters corresponding to each cost control dimension. The above technical scheme determines the control parameters for the cost control dimension of data confidence (i.e., the user conversion volume reaches the preset data confidence threshold) under the divided multiple cost control dimensions, so that when the data under one or more cost control dimensions is not trusted, the advertising bid cost can be regulated by the control parameters determined by other cost control dimensions, effectively solving the problem that the advertising bid cost cannot be effectively regulated when the data is not trusted in the case of a single cost control dimension. BRIEF DESCRIPTION OF THE DRAWINGS

[0037] Figure 1 A flow chart of an embodiment of an advertising bid cost control method provided by an embodiment of the present invention;

[0038] Figure 2 A flowchart of an advertisement bidding cost control method provided by another embodiment of the present invention;

[0039] Figure 3 A flowchart of an advertisement bidding cost control method provided by another embodiment of the present invention;

[0040] Figure 4 A flowchart of an advertisement bidding cost control method provided by another embodiment of the present invention;

[0041] Figure 5 A block diagram of an embodiment of an advertisement bidding cost control device provided by an embodiment of the present invention;

[0042] Figure 6 A schematic diagram of the structure of an electronic device provided by an embodiment of the present invention. DETAILED DESCRIPTION

[0043] In order to make the purpose, technical solution and advantages of the embodiments of the present invention clearer, the technical solution in the embodiments of the present invention will be clearly and completely described below in conjunction with the drawings in the embodiments of the present invention. Obviously, the described embodiments are part of the embodiments of the present invention, not all of the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by ordinary technicians in this field without creative work are within the scope of protection of the present invention.

[0044] To facilitate understanding of the embodiments of the present invention, specific embodiments will be further explained below in conjunction with the accompanying drawings. The embodiments do not constitute a limitation on the embodiments of the present invention.

[0045] The embodiment of the present invention provides an advertising bidding cost control method, see Figure 1 , Figure 1 A flow chart of an embodiment of an advertising bid cost control method provided in an embodiment of the present invention. Figure 1 The process shown may include the following steps:

[0046] Step 101, dividing the cost control dimensions into different priorities according to the advertising business scenarios;

[0047] Advertising business scenarios can be understood as the forms of advertising delivery, such as printed advertising forms such as newspapers and magazines, audio-visual advertising forms such as television and radio, electronic interface advertising forms, outdoor advertising, window advertising and other advertising forms.

[0048] The multiple cost control dimensions divided out are different analysis angles for analyzing and controlling the cost of advertising bids. Taking the advertising form in which the advertising business scenario is an electronic interface as an example, the multiple cost control dimensions divided out are order*advertising position, account*advertising position and account, wherein the account is the account corresponding to the advertiser registered for advertising on each advertising delivery platform, the order is the specific advertising delivery content, and usually one account has multiple orders. The advertising position is the specific delivery position for delivering advertisements on the electronic interface. Then, order*advertising position is the analysis dimension for controlling the advertising bid cost from a specific advertising delivery content of the advertiser on one advertising position, account*advertising position is the analysis dimension for controlling the advertising bid cost from multiple advertising delivery contents of the advertiser on each advertising position, and account is the analysis dimension for controlling the advertising bid cost for advertising delivery on all advertising delivery platforms. It can be seen that the dimension range of order*advertising position is the smallest, the dimension range of account*advertising position is the second largest, and the dimension range of account is the widest. In this embodiment, the smaller the dimension range of the cost control dimension, the higher the priority level. Then, the priority levels from high to low are order*advertising position, account*advertising position, and account.

[0049] Taking the advertising business scenario of audio-visual advertising as an example, the cost control dimensions divided are population*young women, population*women, and population. The advertising bidding cost is analyzed and controlled from these three different levels. Since the population does not limit age and gender, the population cost control dimension has the widest range and the lowest priority. Population*women only limits gender, so the population*women cost control dimension has the second largest range and the second largest priority. Population*young women limits both gender and age, so the population*young women cost control dimension has the smallest range and the highest priority.

[0050] Step 102, for each cost control dimension, executes: obtaining the user conversion amount under the cost control dimension in real time, determining whether the user conversion amount reaches a preset data confidence threshold, and determining a control parameter based on the user conversion amount when it is determined that the user conversion amount reaches the preset data confidence threshold;

[0051] The user conversion volume is the number of users who consume from the advertiser based on the advertisements placed. When the user conversion volume reaches the preset data confidence threshold, it indicates that the data confidence under this cost control dimension can be used to accurately control the advertisement bidding cost. When the user conversion volume does not reach the preset data confidence threshold, it indicates that the data under this cost control dimension is not reliable and cannot accurately control the advertisement bidding cost. In this embodiment, the control parameters are determined only under the cost control dimension when the user conversion volume reaches the preset data confidence threshold.

[0052] In actual application, different cost control dimensions have different preset data confidence thresholds. For example, the preset data confidence threshold for order*advertising position is 1,000, the preset data confidence threshold for account*advertising position is 10,000, and the preset data confidence threshold for account is 200,000. For the cost control dimension of order*advertising position, the user conversion volume of user consumption on the advertiser side through the ad position needs to reach 1,000 before the control parameters under the cost control dimension of order*advertising position can be determined based on the user conversion volume. The process of determining the control parameters under the cost control dimensions of account*advertising position and account is the same as above and will not be repeated here.

[0053] Among them, the control parameter is used to determine the intensity of adjustment of the current advertising bid cost; it can be understood that the control parameter is the size of the adjustment of the current advertising bid cost. In actual application, when the control parameter is a control ratio value or a control value, if the control parameter is a control ratio value of -50%, then the current advertising bid cost needs to be reduced by half; if the control parameter is a control value of -1, then the current advertising bid cost needs to be reduced by one yuan.

[0054] The current advertising bid cost is the advertising bid cost at the moment of obtaining user conversion volume. The advertising bid cost can be understood as the price paid by the advertiser for exposing an advertisement on the advertising platform once. The current advertising bid cost is adjusted in real time to ensure the advertiser's return on investment.

[0055] Step 103: Real-time regulation of the current advertisement bid cost based on the regulation parameters corresponding to each cost regulation dimension.

[0056] From the multiple cost control dimensions divided, the control parameters of the cost control dimension of data confidence (i.e., the user conversion volume reaches the preset data confidence threshold) are determined for use in regulating the current advertising bid cost, ensuring that when the data under one or more cost control dimensions is untrustworthy, the current advertising bid cost can be effectively regulated through the control parameters determined by other cost control dimensions, thus avoiding the problem of ineffective regulation of the advertising bid cost caused by untrustworthy data in the case of a single cost control dimension.

[0057] The advertising bid cost control method provided by the embodiment of the present invention includes: dividing cost control dimensions of different priorities according to advertising business scenarios; executing for each cost control dimension: real-time acquisition of user conversion volume under the cost control dimension, determining whether the user conversion volume reaches a preset data confidence threshold, and determining control parameters based on the user conversion volume when it is determined that the user conversion volume reaches the preset data confidence threshold; wherein the control parameters are used to determine the adjustment strength of the current advertising bid cost; and real-time control of the current advertising bid cost based on the control parameters corresponding to each cost control dimension. The above technical scheme determines the control parameters for the cost control dimension of data confidence (i.e., the user conversion volume reaches the preset data confidence threshold) under the divided multiple cost control dimensions, so that when the data under one or more cost control dimensions is not trusted, the advertising bid cost can be regulated by the control parameters determined by other cost control dimensions, effectively solving the problem that the advertising bid cost cannot be effectively regulated when the data is not trusted in the case of a single cost control dimension.

[0058] like Figure 2 As shown, as an optional implementation, as in the above method, step 102 of determining the control parameters based on the user conversion amount includes the following steps:

[0059] Step 201, obtaining user click volume, current advertisement bid cost and user conversion bid cost;

[0060] User clicks are an important indicator for regulating advertising bidding costs. It refers to the total number of times an advertisement is clicked after being exposed for a certain period of time.

[0061] The user conversion bid cost is the conversion price reported by the advertiser when placing an ad on the advertising platform, that is, the price it costs to convert a user. The user conversion bid cost can only be adjusted by the advertiser itself.

[0062] Step 202, determining the control parameters based on the user click volume, the current advertisement bid cost, the user conversion volume and the user conversion bid cost.

[0063] It can be understood that user click volume, current advertising bid cost, user conversion volume and user conversion bid cost are necessary data for determining the control parameters. The control parameters can be accurately determined through the above user click volume, current advertising bid cost, user conversion volume and user conversion bid cost.

[0064] For specific control parameters, see Figure 3 ,like Figure 3 As shown, as an optional implementation, as in the above method, step 202 determines the control parameters based on the user click volume, the current advertisement bid cost, the user conversion volume and the user conversion bid cost, including the following steps:

[0065] Step 301, determining the advertisement delivery cost based on the user click volume and the current advertisement bid cost;

[0066] The product of the user click volume and the current advertisement bid cost is determined as the advertisement delivery cost, that is, the total cost spent by the advertiser based on the user click volume.

[0067] Step 302, determining the advertisement conversion cost based on the user conversion bid cost and the user conversion amount;

[0068] The product of the user conversion bid cost and the user conversion volume is determined as the advertising conversion cost.

[0069] Step 303, determining an advertising cost deviation according to the advertising conversion cost and the advertising delivery cost;

[0070] The specific advertising cost deviation can be calculated by the following formula: cost = P1 / P2-1, where P1 represents the advertising cost and P2 represents the advertising conversion cost.

[0071] Step 304: determining a control parameter according to the advertising cost deviation.

[0072] In this embodiment, the control parameters are determined based on the advertising cost deviation and a preset PID algorithm.

[0073] Among them, the working principle of PID algorithm is: Proportional (P) control: Proportional control is the simplest control method. The output of its controller is proportional to the input error signal. When there is only proportional control, there is a steady-state error in the system output.

[0074] Integral (I) control: In integral control, the output of the controller is proportional to the integral of the input error signal. For an automatic control system, if there is a steady-state error after entering the steady state, the control system is called a system with steady-state error or simply a system with a steady-state error. In order to eliminate the steady-state error, an "integral term" must be introduced in the controller. The integral term is the integral of the error depending on time, and the integral term will increase as time increases. In this way, even if the error is very small, the integral term will increase as time increases, which drives the controller's output to increase and further reduce the steady-state error until it is equal to zero. Therefore, the proportional + integral (PI) controller can make the system have no steady-state error after entering the steady state.

[0075] Differential (D) control: In differential control, the output of the controller is proportional to the differential of the input error signal (i.e., the rate of change of the error). The automatic control system may oscillate or even become unstable during the adjustment process to overcome the error. The reason is that there are large inertia components (links) or lag components, which have the effect of suppressing the error, and their changes always lag behind the changes in the error. The solution is to make the change of the effect of suppressing the error "ahead", that is, when the error is close to zero, the effect of suppressing the error should be zero. That is to say, it is often not enough to introduce only the "proportional" term in the controller. The role of the proportional term is only to amplify the amplitude of the error, and what needs to be added at present is the "differential term", which can predict the trend of the error change. In this way, a controller with proportional + differential can make the control effect of suppressing the error equal to zero or even negative in advance, thereby avoiding serious overshoot of the controlled quantity. Therefore, for controlled objects with large inertia or lag, the proportional + differential (PD) controller can improve the dynamic characteristics of the system during the adjustment process.

[0076] Based on the working principle of the PID algorithm, in this embodiment, the advertising cost deviation is specifically used as the input information of the PID algorithm, and when the output of the PID algorithm reaches a steady state, the control parameter is obtained. It can be understood that the current advertising bid cost is regulated by the control parameter output by the PID algorithm, so that the advertising cost deviation between the advertising delivery cost and the advertising conversion cost determined after regulation is minimized (for example, 0).

[0077] Through the method in this embodiment, the PID algorithm can be used to determine the control parameters in real time, so as to adjust the advertising bid cost in real time and effectively control the advertising cost of the advertiser.

[0078] As an optional implementation, as in the above method, the step 103 performs real-time regulation on the current advertisement bid cost based on the regulation parameters corresponding to each cost regulation dimension, including: Figure 4 Steps shown:

[0079] Step 401, determining the number of control parameters;

[0080] When it is determined that the number of control parameters is one, it means that only one cost control dimension among multiple cost control dimensions is reliable. Then, the current advertising bid cost is controlled by the control parameter determined under the cost control dimension where the data is reliable. Specifically, step 402 is executed. When it is determined that the number of control parameters is multiple, steps 403-404 are executed. When it is determined that the number of control parameters is zero, step 405 is executed.

[0081] Step 402, regulating the current advertisement bid cost based on the regulation parameter;

[0082] The specific step of regulating the current advertisement bid cost based on the regulation parameters includes: determining the target bid cost based on the regulation parameters and the current advertisement bid cost; and regulating the current advertisement bid cost to the target bid cost.

[0083] Taking the control parameter with a control value of -1 as an example, the current advertising bid cost needs to be reduced by one yuan. If the current advertising bid cost is 5 yuan, then the target bid cost is 5-1=4 yuan, and the current advertising bid cost needs to be adjusted from 5 yuan to 4 yuan.

[0084] Step 403, determining a target control parameter from multiple control parameters based on the priority of the cost control dimension;

[0085] When there are multiple control parameters, it means that the data under multiple cost control dimensions are reliable, then it is necessary to determine the control parameter corresponding to the cost control dimension with the highest priority as the target control parameter, so as to use the target control parameter to control the current advertising bid cost.

[0086] Step 404, regulating the current advertisement bid cost based on the target regulation parameter;

[0087] The specific process of regulating the current advertisement bid cost based on the target regulation parameter is the same as the process described in step 402 and will not be described in detail here.

[0088] Step 405: adjust the current advertisement bid cost based on preset adjustment parameters.

[0089] In order to ensure that when the data of each cost control dimension is unreliable and the control parameter cannot be determined through the PID algorithm for cost control, a preset control parameter is set in advance so that the current advertising bid cost can be regulated through the preset control parameter.

[0090] The specific process of regulating the current advertisement bid cost based on the preset regulation parameters is the same as the process described in step 402, and will not be described in detail here.

[0091] See also Figure 5 , is a block diagram of an embodiment of an advertising bid cost control device provided by an embodiment of the present invention. Figure 5 As shown, the device comprises:

[0092] Dimension division module 501, dividing cost control dimensions of different priorities according to advertising business scenarios;

[0093] The determination module 502 is used to perform the following steps for each cost control dimension: obtaining the user conversion amount under the cost control dimension in real time, determining whether the user conversion amount reaches a preset data confidence threshold, and determining a control parameter based on the user conversion amount when it is determined that the user conversion amount reaches the preset data confidence threshold; wherein the control parameter is used to determine the adjustment strength of the current advertising bid cost;

[0094] The cost control module 503 is used to control the current advertisement bid cost in real time based on the control parameters corresponding to each cost control dimension.

[0095] Specifically, the specific process of each module in the device of the embodiment of the present invention realizing its function can be referred to the relevant description in the method embodiment, which will not be repeated here.

[0096] The advertising bid cost control device provided by the embodiment of the present invention includes: cost control dimensions with different priorities divided according to advertising business scenarios; for each cost control dimension, the following are executed: real-time acquisition of user conversion volume under the cost control dimension, determination of whether the user conversion volume reaches a preset data confidence threshold, and determination of control parameters based on the user conversion volume when it is determined that the user conversion volume reaches the preset data confidence threshold; wherein the control parameters are used to determine the intensity of adjustment of the current advertising bid cost; and real-time adjustment of the current advertising bid cost based on the control parameters corresponding to each cost control dimension. The above technical scheme determines the control parameters for the cost control dimension of data confidence (i.e., the user conversion volume reaches the preset data confidence threshold) under the divided multiple cost control dimensions, so that when the data under one or more cost control dimensions is not trusted, the advertising bid cost can be adjusted by the control parameters determined by other cost control dimensions, effectively solving the problem that the advertising bid cost cannot be effectively regulated due to data distrust in the case of a single cost control dimension.

[0097] Figure 6 A schematic diagram of the structure of an electronic device provided in an embodiment of the present application, Figure 6The electronic device 700 shown includes: at least one processor 701, a memory 702, at least one network interface 704 and other user interfaces 703. The various components in the electronic device 700 are coupled together via a bus system 705. It is understood that the bus system 705 is used to achieve connection and communication between these components. In addition to the data bus, the bus system 705 also includes a power bus, a control bus and a status signal bus. However, for the sake of clarity, the bus system 705 is not described in detail. Figure 6 Various buses are labeled as bus system 705.

[0098] The user interface 703 may include a display, a keyboard, or a pointing device (eg, a mouse, a trackball, a touch pad, or a touch screen).

[0099] It can be understood that the memory 702 in the embodiment of the present application can be a volatile memory or a non-volatile memory, or can include both volatile and non-volatile memories. Among them, the non-volatile memory can be a read-only memory (ROM), a programmable read-only memory (PROM), an erasable programmable read-only memory (EPROM), an electrically erasable programmable read-only memory (EEPROM), or a flash memory. The volatile memory can be a random access memory (RAM), which is used as an external cache. By way of example but not limitation, many forms of RAM are available, such as static random access memory (SRAM), dynamic random access memory (DRAM), synchronous dynamic random access memory (SDRAM), double data rate synchronous dynamic random access memory (DDRSDRAM), enhanced synchronous dynamic random access memory (ESDRAM), synchronous link dynamic random access memory (SLDRAM) and direct RAM bus random access memory (DRRAM). The memory 702 described herein is intended to include, but is not limited to, these and any other suitable types of memory.

[0100] In some implementations, the memory 702 stores the following elements, executable units or data structures, or a subset thereof, or an extended set thereof: an operating system 7021 and an application program 7022 .

[0101] The operating system 7021 includes various system programs, such as a framework layer, a core library layer, a driver layer, etc., which are used to implement various basic services and process hardware-based tasks. The application 7022 includes various application programs, such as a media player (Media Player), a browser (Browser), etc., which are used to implement various application services. The program for implementing the method of the embodiment of the present application can be included in the application 7022.

[0102] In the embodiment of the present application, by calling the program or instructions stored in the memory 702, specifically, the program or instructions stored in the application 7022, the processor 701 is used to execute the method steps provided by each method embodiment.

[0103] The method disclosed in the above embodiment of the present application can be applied to the processor 701, or implemented by the processor 701. The processor 701 may be an integrated circuit chip with signal processing capabilities. In the implementation process, each step of the above method can be completed by the hardware integrated logic circuit in the processor 701 or the instruction in the form of software. The above processor 701 can be a general processor, a digital signal processor (Digital Signal Processor, DSP), an application specific integrated circuit (Application Specific Integrated Circuit, ASIC), a field programmable gate array (Field Programmable Gate Array, FPGA) or other programmable logic devices, discrete gates or transistor logic devices, discrete hardware components. The methods, steps and logic block diagrams disclosed in the embodiments of the present application can be implemented or executed. The general processor can be a microprocessor or the processor can also be any conventional processor, etc. The steps of the method disclosed in the embodiment of the present application can be directly embodied as a hardware decoding processor to execute, or the hardware and software units in the decoding processor can be executed. The software unit can be located in a mature storage medium in the field such as a random access memory, a flash memory, a read-only memory, a programmable read-only memory or an electrically erasable programmable memory, a register, etc. The storage medium is located in the memory 702, and the processor 701 reads the information in the memory 702 and completes the steps of the above method in combination with its hardware.

[0104] It is understood that the embodiments described herein may be implemented in hardware, software, firmware, middleware, microcode, or a combination thereof. For hardware implementation, the processing unit may be implemented in one or more application specific integrated circuits (ASIC), digital signal processors (DSP), digital signal processing devices (DSPDevice, DSPD), programmable logic devices (PLD), field programmable gate arrays (FPGA), general purpose processors, controllers, microcontrollers, microprocessors, other electronic units for performing the functions described in the present application, or a combination thereof.

[0105] For software implementation, the technology described herein can be implemented by a unit that performs the functions described herein. The software code can be stored in a memory and executed by a processor. The memory can be implemented in the processor or outside the processor.

[0106] The electronic device provided in this embodiment may be Figure 6 The electronic device shown in FIG. 1 may perform the following steps: Figure 1-4 All steps of the advertising bidding cost control method in order to achieve Figure 1-4 For details, please refer to the technical effect of the advertising bidding cost control method shown in Figure 1-4 For the sake of brevity, the relevant description is not repeated here.

[0107] The embodiment of the present application also provides a storage medium (computer-readable storage medium). The storage medium here stores one or more programs. The storage medium may include a volatile memory, such as a random access memory; the memory may also include a non-volatile memory, such as a read-only memory, a flash memory, a hard disk or a solid-state drive; the memory may also include a combination of the above-mentioned types of memory.

[0108] When one or more programs in the storage medium can be executed by one or more processors, the above-mentioned active-standby switching method can be implemented.

[0109] The processor is used to execute the advertisement bid cost control program stored in the memory to implement the following steps of the advertisement bid cost control method.

[0110] The professionals should also be further aware that the units and algorithm steps of each example described in conjunction with the embodiments disclosed herein can be implemented with electronic hardware, computer software, or a combination of the two. In order to clearly illustrate the interchangeability of hardware and software, the composition and steps of each example have been generally described in terms of function in the above description. Whether these functions are performed in hardware or software depends on the specific application and design constraints of the technical solution. Professional and technical personnel can use different methods to implement the described functions for each specific application, but such implementation should not be considered to be beyond the scope of this application.

[0111] The steps of the method or algorithm described in conjunction with the embodiments disclosed herein may be implemented using hardware, a software module executed by a processor, or a combination of the two. The software module may be placed in a random access memory (RAM), a memory, a read-only memory (ROM), an electrically programmable ROM, an electrically erasable programmable ROM, a register, a hard disk, a removable disk, a CD-ROM, or any other form of storage medium known in the art.

[0112] The specific implementation methods described above further illustrate the purpose, technical solutions and beneficial effects of the present application in detail. It should be understood that the above description is only the specific implementation method of the present application and is not intended to limit the scope of protection of the present application. Any modifications, equivalent substitutions, improvements, etc. made within the spirit and principles of the present application should be included in the scope of protection of the present application.

Claims

1. A method for controlling advertising bidding costs, characterized in that: The method comprises: Divide the cost control dimensions into different priorities according to advertising business scenarios; For each of the cost control dimensions, the following steps are performed: obtaining the user conversion volume under the cost control dimension in real time, determining whether the user conversion volume reaches a preset data confidence threshold, and determining a control parameter based on the user conversion volume when it is determined that the user conversion volume reaches the preset data confidence threshold; wherein the control parameter is used to determine the intensity of adjustment of the current advertising bid cost; The current advertisement bid cost is regulated in real time based on the regulation parameters corresponding to each of the cost regulation dimensions.

2. The method according to claim 1, characterized in that The determining of the control parameters based on the user conversion amount includes: Obtaining the user click volume, the current advertisement bid cost and the user conversion bid cost; The control parameter is determined based on the user click volume, the current advertisement bid cost, the user conversion volume and the user conversion bid cost.

3. The method according to claim 2, characterized in that The determining the control parameter based on the user click volume, the current advertisement bid cost, the user conversion volume and the user conversion bid cost includes: Determine the advertisement delivery cost based on the user click volume and the current advertisement bid cost; Determining an advertisement conversion cost based on the user conversion bid cost and the user conversion amount; Determining an advertising cost deviation according to the advertising conversion cost and the advertising delivery cost; The control parameter is determined according to the advertising cost deviation.

4. The method according to claim 3, characterized in that The determining the control parameter according to the advertising cost deviation includes: The control parameter is determined according to the advertising cost deviation and a preset PID algorithm.

5. The method according to claim 1, characterized in that The current advertisement bidding cost is regulated in real time based on the regulation parameters corresponding to each of the cost regulation dimensions, including: Determining the number of the control parameters; In the case where it is determined that the number of the adjustment parameters is one, adjusting the current advertisement bid cost based on the adjustment parameters; In the case where it is determined that there are multiple control parameters, determining a target control parameter from the multiple control parameters based on the priority of the cost control dimension; Regulating the current advertisement bid cost based on the target regulation parameter; When it is determined that the number of the adjustment parameters is zero, the current advertisement bid cost is adjusted based on preset adjustment parameters.

6. The method according to claim 5, characterized in that The regulating the current advertisement bid cost based on the regulating parameter includes: Determining a target bid cost based on the control parameter and the current advertisement bid cost; The current advertisement bid cost is adjusted to the target bid cost.

7. The method according to claim 5, characterized in that The determining of the target control parameter from the plurality of control parameters based on the priority of the cost control dimension includes: The control parameter corresponding to the cost control dimension with the highest priority is determined as the target control parameter.

8. An advertising bidding cost control device, characterized in that: The device comprises: Dimension division module, which divides cost control dimensions into different priorities according to advertising business scenarios; A determination module, for each of the cost control dimensions, performs: obtaining the user conversion amount under the cost control dimension in real time, determining whether the user conversion amount reaches a preset data confidence threshold, and determining a control parameter based on the user conversion amount when it is determined that the user conversion amount reaches the preset data confidence threshold; wherein the control parameter is used to determine the intensity of adjustment of the current advertising bid cost; The cost control module is used to perform real-time control on the current advertisement bidding cost based on the control parameters corresponding to each of the cost control dimensions.

9. An electronic device, characterized in that: include: A processor and a memory, wherein the processor is used to execute the advertising bid cost control program stored in the memory to implement the advertising bid cost control method according to any one of claims 1 to 7.

10. A storage medium, characterized in that: The storage medium stores one or more programs, and the one or more programs can be executed by one or more processors to implement the advertising bid cost control method according to any one of claims 1 to 7.

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