Method for displaying search engine advertisement and related device

Abstract

The invention provides a search engine advertisement display method and a related device, which are applied to terminal equipment or a server, and the method comprises the following steps: determining the correlation between search content input by a user and one or more groups of attribute information, the one or more groups of attribute information corresponding to a first advertisement, each group of attribute information comprises at least one of the following items: a field related to the first advertisement, a descriptive statement for the first advertisement or a keyword of the first advertisement, and the first advertisement is an advertisement to be displayed determined based on the search content; and determining a target text for display based on the correlation, wherein the target text is a language description of the first advertisement. In the embodiment of the invention, the target text based on the advertisement can enable the user to quickly know that the pushed advertisement is related to the search content input by the user, so that the user feels that the pushed advertisement is possibly helpful to the user, the user can be better attracted, and the click rate of the pushed advertisement can be improved.

Description

Technical Field

[0001] The present application relates to the field of terminal technology, and in particular to a method and related device for displaying search engine advertisements. Background Art

[0002] Search engine advertising (SEA) is a type of triggered advertising. When a user enters search content, the server pushes ads related to the search content.

[0003] In a currently known method for displaying search engine advertisements, a user may input search content on a user interface (UI), and a device (including but not limited to a terminal device or a server) may parse the search content input by the user to obtain characteristics of the search content, and then the device may determine one or more advertisements to be pushed to the user based on the characteristics of the search content, and in the push interface of the search engine advertisements, each advertisement is accompanied by a text with a general description.

[0004] However, using the above method for displaying search engine advertisements, the click-through rate of the advertisements is not high. Summary of the invention

[0005] The present application provides a method and related devices for displaying search engine advertisements, in order to increase the click-through rate of the pushed advertisements.

[0006] The first aspect provides a method for displaying search engine advertisements, which can be executed by a terminal device or a server, or the method can be executed by a component (such as a chip, a chip system, etc.) configured in the terminal device or the server, or can be implemented by a logic module or software that can implement all or part of the functions of the terminal device or the server, and the present application does not limit this.

[0007] Exemplarily, the method includes: determining the correlation between the search content input by the user and one or more groups of attribute information, wherein the one or more groups of attribute information correspond to a first advertisement, and each group of attribute information includes at least one of the following: a field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement, and the first advertisement is an advertisement to be displayed based on the search content; determining a target text for display based on the correlation, and the target text is a language description of the first advertisement.

[0008] Based on the above scheme, the server or terminal device can determine the target text used to describe the advertisement to be displayed to the user based on the correlation between the search content entered by the user and the attribute information corresponding to the advertisement. Since the target text used to describe the advertisement is related to the search content entered by the user, the user may feel that the pushed advertisement may be helpful to the user and can better attract the user. The pushed advertisement can obtain higher attention, which can help to improve the click-through rate of the pushed advertisement.

[0009] In combination with the first aspect, in some possible implementations, determining the correlation between the search content input by the user and one or more groups of attribute information includes: parsing the search content to obtain features of the search content, the features including at least one of the following: keywords of the search content, named entities involved in the search content, or the intent of the search content; determining the correlation between the feature and each group of attribute information in the one or more groups of attribute information.

[0010] In combination with the first aspect, in some possible implementations, the target text for display is determined based on the relevance, including: when the correlation between the search content and at least one set of attribute information in this group or multiple sets of attribute information is greater than or equal to a preset threshold, determining a set of attribute information in this group or multiple sets of attribute information that has the greatest relevance to the search content as the target attribute information; determining the target text based on the target attribute information; or, when the correlation between the search content and each set of attribute information is less than the preset threshold, determining the default text corresponding to the first advertisement as the target text, and the default text corresponding to the first advertisement is predefined.

[0011] In combination with the first aspect, in some possible implementations, the target text is determined based on the target attribute information, including: according to the correspondence between this group or multiple groups of attribute information and the first advertisement, and the correspondence between this group or multiple groups of attribute information and multiple texts, the text in the multiple texts that corresponds to the target attribute information is determined as the target text.

[0012] In combination with the first aspect, in some possible implementations, determining the target text based on the target attribute information includes: determining the advertisement text template corresponding to the target attribute information among the multiple advertisement text templates as the target advertisement text template based on the correspondence between the one or more groups of attribute information and the first advertisement, and the correspondence between the one or more groups of attribute information and multiple advertisement text templates; generating the target text based on the target attribute information, the characteristics of the search content and the target advertisement text template; wherein the target text includes at least one word in the target attribute information and / or at least one word in the characteristics of the search content.

[0013] In combination with the first aspect, in some possible implementations, determining the target text based on the target attribute information includes: inputting the target attribute information and features of the search content into a pre-trained text generation model to generate the target text through the text generation model.

[0014] In conjunction with the first aspect, in some possible implementations, the method is applied to a server, and after determining a target text for display based on the correlation, the method further includes: sending the target text to a terminal device, and the terminal device is used to display the target text.

[0015] In combination with the first aspect, in some possible implementations, the method is applied to a terminal device, and after determining a target text for display based on the correlation, the method further includes: displaying the target text.

[0016] A second aspect provides a method for displaying search engine advertisements, the method being applied to a search engine advertisement display system, the search engine advertisement display system comprising a terminal device and a server, the method comprising: the server determining the correlation between the search content input by a user and one or more sets of attribute information, the one or more sets of attribute information corresponding to a first advertisement, each set of attribute information comprising at least one of the following: a field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement, the first advertisement being an advertisement to be displayed determined based on the search content; the server determining a target text for display based on the correlation, the target text being a language description of the first advertisement; the server sending the target text to the terminal device; and the terminal device displaying the target text.

[0017] Based on the above scheme, the server can determine the target text for describing the advertisement that the terminal device needs to display to the user based on the correlation between the search content entered by the user and the attribute information corresponding to the advertisement. Since the target text for describing the advertisement is related to the search content entered by the user, the user will feel that the pushed advertisement may be helpful to the user and can better attract the user. The pushed advertisement can obtain higher attention, which can help to improve the click-through rate of the pushed advertisement.

[0018] The third aspect provides a search engine advertisement display system, which includes a server and a terminal device. The server can be used to determine the correlation between the search content input by the user and one or more sets of attribute information, which corresponds to a first advertisement, and each set of attribute information includes at least one of the following: the field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement, the first advertisement is an advertisement to be displayed based on the search content; based on the correlation, a target text for display is determined, and the target text is a language description of the first advertisement; and the target text is sent to the terminal device. The terminal device can be used to display the target text.

[0019] A fourth aspect provides a server, which can be used to implement the steps of the server in the first aspect and any possible implementation of the first aspect, or can be used to implement the steps of the server in the second aspect and any possible implementation of the second aspect. The server includes a corresponding module for executing the above method. The module included in the server can be implemented by software and / or hardware.

[0020] In a fifth aspect, the present application provides a server, the server comprising at least one processor and at least one communication interface. The processor is coupled to the communication interface and can be used to execute a program to implement the steps of the server in the first aspect and any possible implementation of the first aspect, or to implement the steps of the server in the second aspect and any possible implementation of the second aspect.

[0021] Optionally, the server further includes a memory, and the processor is coupled to the memory.

[0022] A sixth aspect provides a terminal device, which can be used to implement the steps of the terminal device in the first aspect and any possible implementation of the first aspect, or can be used to implement the steps of the terminal device in the second aspect and any possible implementation of the second aspect. The terminal device includes a corresponding module for executing the above method. The module included in the terminal device can be implemented by software and / or hardware.

[0023] In a seventh aspect, the present application provides a terminal device, the terminal device comprising at least one processor and at least one communication interface. The processor is coupled to the communication interface and can be used to execute a program to implement the steps of the terminal device in the first aspect and any possible implementation of the first aspect, or to implement the steps of the terminal device in the second aspect and any possible implementation of the second aspect.

[0024] Optionally, the terminal device further includes a memory, and the processor is coupled to the memory.

[0025] In an eighth aspect, the present application provides a chip system comprising at least one processor for supporting the implementation of the functions involved in the above-mentioned first aspect and any possible implementation method of the first aspect, or for supporting the implementation of the functions involved in the above-mentioned second aspect and any possible implementation method of the second aspect, for example, processing the data involved in the above-mentioned method, etc.

[0026] In one possible design, the chip system also includes a memory, which is used to store program instructions and data, and the memory is located inside or outside the processor.

[0027] The chip system may be composed of the chip, or may include the chip and other discrete devices.

[0028] In the ninth aspect, a readable storage medium is provided, on which a program (also referred to as code, or instruction) is stored. When the program is executed by a device, the method in the above-mentioned first aspect and any possible implementation of the first aspect is executed, or the method in the above-mentioned second aspect and any possible implementation of the second aspect is executed.

[0029] In the tenth aspect, a program product is provided, comprising: a program (also referred to as code, or instruction), wherein when the program is run, the method in the above-mentioned first aspect and any possible implementation of the first aspect is executed, or the method in the above-mentioned second aspect and any possible implementation of the second aspect is executed.

[0030] It should be understood that the third to tenth aspects of the present application correspond to the technical solutions of the first and second aspects of the present application, and the beneficial effects achieved by each aspect and the corresponding feasible implementation methods are similar and will not be repeated here. BRIEF DESCRIPTION OF THE DRAWINGS

[0031] Figure 1 It is a structural schematic diagram of a terminal device applicable to the method for displaying search engine advertisements provided in an embodiment of the present application;

[0032] Figure 2 is a schematic flow chart of a method for displaying search engine advertisements provided in an embodiment of the present application;

[0033] Figure 3 This is a schematic diagram of determining an advertisement to be pushed to a user based on the characteristics of the search content provided by the present application;

[0034] Figure 4 is a schematic diagram of determining a target text from multiple texts corresponding to a first advertisement provided by an embodiment of the present application;

[0035] Figure 5It is a comparative schematic diagram of different target texts corresponding to different search contents provided by this application;

[0036] Figure 6 is a schematic diagram of generating a target text based on a target advertisement text template provided by an embodiment of the present application;

[0037] Figure 7 is a schematic diagram of generating a target text based on a text generation model provided in an embodiment of the present application;

[0038] Figure 8 is another comparative schematic diagram of different target texts corresponding to different search contents provided by the present application;

[0039] Fig. 9 is a schematic diagram of a server sending a target text to a terminal device provided in an embodiment of the present application;

[0040] Fig.10 is a schematic diagram of a terminal device displaying a target text provided by an embodiment of the present application;

[0041] Fig.11 is another schematic flow chart of a method for displaying search engine advertisements provided in an embodiment of the present application;

[0042] Fig.12 It is a schematic diagram comparing the currently known method for displaying search engine advertisements with the method for displaying search engine advertisements provided in the embodiment of the present application;

[0043] Fig.13 It is a schematic diagram of a search engine advertisement display system provided in an embodiment of the present application. DETAILED DESCRIPTION

[0044] The technical solution in this application will be described below in conjunction with the accompanying drawings.

[0045] First, in the embodiments of the present application, "and / or" describes the association relationship of the associated objects, indicating that there may be three relationships. For example, A and / or B can represent: A exists alone, A and B exist at the same time, and B exists alone, where A and B can be singular or plural. The character " / " generally indicates that the previous and next associated objects are in an "or" relationship, but it does not exclude the situation where the previous and next associated objects are in an "and" relationship. The specific meaning can be understood in combination with the context.

[0046] Second, in this application, "when...", "in the case of...", "if" and "if" all mean that the device will take corresponding actions under certain objective circumstances, but do not limit the time, nor do they require that the device must have a judgment action when it is implemented, nor do they mean that there are other limitations.

[0047] Third, in the embodiments of the present application, words such as "exemplarily" and "for example" are used to indicate examples, illustrations or explanations. Any embodiment or design described as "exemplarily" or "for example" in the embodiments of the present application should not be interpreted as being more preferred or more advantageous than other embodiments or designs. Specifically, the use of words such as "exemplarily" or "for example" is intended to present related concepts in a specific way.

[0048] SEA is a triggered advertisement. When a user enters a search term, the server pushes advertisements related to the search term. The types of SEA involved in this application include but are not limited to application (App) advertisements, product advertisements, and information trail advertisements.

[0049] In a currently known method for displaying search engine advertisements, a user can enter search content on a UI, and a device (including but not limited to a terminal device or a server) can parse the search content entered by the user to obtain the characteristics of the search content, and then the device can determine one or more advertisements to be pushed to the user based on the characteristics of the search content, and in the push interface of the search engine advertisements, each advertisement has a general description text. However, using the above method for displaying search engine advertisements, the general description text of the advertisement displayed to the user has nothing to do with the search content entered by the user, which is one of the reasons why the click-through rate of the advertisement is not high.

[0050] In order to solve the above problems, the present application provides a method and related devices for search engine advertising display, which can determine the target text for describing the advertisement to be displayed to the user according to the correlation between the search content input by the user and the attribute information corresponding to the advertisement. Since the target text for describing the advertisement is related to the search content input by the user, the user can feel that the pushed advertisement may be helpful to the user and can better attract the user. The pushed advertisement can obtain higher attention, which can help to improve the click-through rate of the pushed advertisement.

[0051] The method for displaying search engine advertisements provided in this application can be applied to devices such as terminal devices or servers. Terminal devices may include, for example, but are not limited to: smart phones, tablet computers, smart screens, smart TVs, smart watches, wearable devices, vehicle-mounted devices, laptop computers, personal computers (personal computers, PCs), ultra-mobile personal computers (ultra-mobile personal computers, UMPCs), netbooks, personal digital assistants (personal digital assistants, PDAs), distributed devices, and other devices with displays (or display screens). The embodiments of this application do not impose any restrictions on the specific types of terminal devices. Servers may include, but are not limited to: cloud services, physical servers, or server clusters, etc. The embodiments of this application do not impose any restrictions on the specific types of servers.

[0052] Before describing in detail the method for displaying search engine advertisements provided by the embodiment of the present application, Figure 1 An exemplary description is given of a terminal device applicable to the embodiments of the present application.

[0053] Figure 1 It is a structural diagram of a terminal device applicable to the method for displaying search engine advertisements provided in an embodiment of the present application.

[0054] For example, Figure 1 FIG. 1 shows a schematic diagram of the structure of the terminal device 100. Figure 1 As shown, the terminal device 100 may include a processor 110, an external memory interface 120, an internal memory 121, a universal serial bus (USB) interface 130, a charging management module 140, a power management module 141, a battery 142, an antenna 1, an antenna 2, a mobile communication module 150, a wireless communication module 160, an audio module 170, a speaker 170A, a receiver 170B, a microphone 170C, an earphone interface 170D, a sensor module 180, a button 190, a motor 191, an indicator 192, a camera 193, a display screen 194, and a subscriber identification module (SIM) card interface 195, etc. The sensor module 180 may include a pressure sensor 180A, a gyroscope sensor 180B, an air pressure sensor 180C, a magnetic sensor 180D, an acceleration sensor 180E, a distance sensor 180F, a proximity light sensor 180G, a fingerprint sensor 180H, a temperature sensor 180J, a touch sensor 180K, an ambient light sensor 180L and a bone conduction sensor 180M, etc.

[0055] The processor 110 may include one or more processing units, for example, the processor 110 may include one or more of an application processor (AP), a modem processor, a graphics processor (GPU), an image signal processor (ISP), a controller, a memory, a video codec, a digital signal processor (DSP), a baseband processor, and a neural-network processing unit (NPU). Different processing units may be independent devices or integrated into one or more processors.

[0056] The application processor outputs sound signals through the audio module 170 (such as the speaker 170A, etc.), or displays images or videos through the display screen 194.

[0057] The controller may be the nerve center and command center of the terminal device 100. The controller may generate an operation control signal according to the instruction operation code and the timing signal to complete the control of fetching and executing instructions.

[0058] The processor 110 may also be provided with a memory for storing instructions and data. In some embodiments, the memory in the processor 110 is a cache memory. The memory may store instructions or data that the processor 110 has just used or cyclically used. If the processor 110 needs to use the instruction or data again, it may be directly called from the memory. This avoids repeated access, reduces the waiting time of the processor 110, and thus improves the efficiency of the system.

[0059] The processor 110 can perform different operations to achieve different functions by executing instructions. The instructions can be, for example, instructions pre-stored in the memory before the device leaves the factory, or instructions read from the APP after the user installs a new APP during use, and the embodiments of the present application do not impose any limitation on this.

[0060] In some embodiments, the processor 110 may include one or more interfaces. The interface may include an inter-integrated circuit (I2C) interface, an inter-integrated circuit sound (I2S) interface, a pulse code modulation (PCM) interface, a universal asynchronous receiver / transmitter (UART) interface, a mobile industry processor interface (MIPI), a general-purpose input / output (GPIO) interface, a SIM interface, and / or a USB interface, etc.

[0061] The USB interface 130 is an interface that complies with the USB standard specification, and specifically can be a Mini USB interface, a Micro USB interface, a USB Type C interface, etc. The USB interface 130 can be used to connect a charger to charge the terminal device 100, and can also be used to transmit data between the terminal device 100 and peripheral devices. It can also be used to connect headphones to play audio through the headphones. The interface can also be used to connect other devices, such as augmented reality (AR) devices, etc. It can be understood that the interface connection relationship between the modules illustrated in this application is only a schematic illustration and does not constitute a structural limitation on the terminal device 100. In other embodiments, the terminal device 100 may also adopt different interface connection methods in the above embodiments, or a combination of multiple interface connection methods.

[0062] The charging management module 140 is used to receive charging input from a charger. The charger may be a wireless charger or a wired charger. In some wired charging embodiments, the charging management module 140 may receive charging input from a wired charger through the USB interface 130. In some wireless charging embodiments, the charging management module 140 may receive wireless charging input through a wireless charging coil of the terminal device 100. While the charging management module 140 is charging the battery 142, it may also power the terminal device 100 through the power management module 141.

[0063] The power management module 141 is used to connect the battery 142, the charging management module 140 and the processor 110. The power management module 141 receives input from the battery 142 and / or the charging management module 140, and supplies power to the processor 110, the internal memory 121, the external memory, the display screen 194, the camera 193, and the wireless communication module 160. The power management module 141 can also be used to monitor parameters such as battery capacity, battery cycle number, battery health status (leakage, impedance), etc. In some other embodiments, the power management module 141 can also be set in the processor 110. In other embodiments, the power management module 141 and the charging management module 140 can also be set in the same device.

[0064] The wireless communication function of the terminal device 100 can be implemented through the antenna 1, the antenna 2, the mobile communication module 150, the wireless communication module 160, the modem processor and the baseband processor.

[0065] Antenna 1 and antenna 2 are used to transmit and receive electromagnetic wave signals. Each antenna in terminal device 100 can be used to cover a single or multiple communication frequency bands. Different antennas can also be reused to improve antenna utilization.

[0066] The mobile communication module 150 can provide wireless communication solutions including 2G / 3G / 4G / 5G etc. applied on the terminal device 100 .

[0067] The wireless communication module 160 can provide wireless communication solutions applied to the terminal device 100, including wireless local area networks (WLAN) (such as wireless fidelity (Wi-Fi) networks), Bluetooth (BT), global navigation satellite system (GNSS), frequency modulation (FM), near field communication (NFC) technology, infrared (IR) technology, etc.

[0068] In some embodiments, antenna 1 of terminal device 100 is coupled to mobile communication module 150, and antenna 2 is coupled to wireless communication module 160, so that terminal device 100 can communicate with the network and other devices through wireless communication technology.

[0069] The terminal device 100 can realize the display function through a GPU, a display screen 194, and an application processor. The GPU is a microprocessor for image processing, which connects the display screen 194 and the application processor. The GPU is used to perform mathematical and geometric calculations for graphics rendering. The processor 110 may include one or more GPUs, which execute program instructions to generate or change display information.

[0070] The display screen 194, which may also be referred to as a screen, may be used to display images, videos, etc. It should be understood that the display screen 194 may also include more components. For example, a backlight panel, a drive circuit, etc. Among them, the backlight panel may be used to provide a light source, and the display panel emits light based on the light source provided by the backlight panel. The drive circuit may be used to control whether the liquid crystal of the liquid crystal layer is light-transmissive or light-impermeable.

[0071] The terminal device 100 can realize the shooting function through ISP, camera 193, video codec, GPU, display screen 194 and application processor.

[0072] The external memory interface 120 can be used to connect an external memory card, such as a Micro SD card, to expand the storage capacity of the terminal device 100. The external memory card communicates with the processor 110 through the external memory interface 120 to implement a data storage function, such as storing music, video and other files in the external memory card.

[0073] The internal memory 121 can be used to store device executable program codes, which include instructions. The processor 110 executes various functional applications and data processing of the terminal device 100 by running the instructions stored in the internal memory 121. The internal memory 121 may include a program storage area and a data storage area. Among them, the program storage area may store an operating system, an application required for at least one function (such as a sound playback function, an image playback function, etc.), etc. The data storage area may store data created during the use of the terminal device 100 (such as audio data, a phone book, etc.), etc. In addition, the internal memory 121 may include a high-speed random access memory, and may also include a non-volatile memory, such as at least one disk storage device, a flash memory device, etc.

[0074] The terminal device 100 can implement audio functions such as music playing and recording through the audio module 170, such as the speaker 170A, the receiver 170B, the microphone 170C and the earphone interface 170D, and the application processor.

[0075] It is to be understood that the structure illustrated in the present application does not constitute a specific limitation on the terminal device 100. In other embodiments, the terminal device 100 may include more or fewer components than shown in the figure, or combine some components, or split some components, or arrange the components differently. The components shown in the figure may be implemented in hardware, software, or a combination of software and hardware.

[0076] Figure 2 It is a schematic flow chart of a method for displaying search engine advertisements provided in an embodiment of the present application.

[0077] like Figure 2 As shown, method 200 may include step 210 and step 220. The method 200 may be encapsulated as a functional plug-in and embedded in some applications with advertising push functions, such as search engines or browsers. The application scenarios of the method 200 may include but are not limited to browser-based search scenarios, search engine-based global search scenarios, and other search scenarios supported by advertising delivery media. The steps of the method 200 may be executed by a terminal device or a server. For example, the method 200 may also be executed by a component configured in the server (such as a chip, a chip system, etc.), or it may also be implemented by a logic module or software that can implement all or part of the server functions, which is not limited in the embodiments of the present application. In the present application, the server may be a cloud server or a physical server device. The server device may be a single server device or a server cluster composed of multiple server devices, which is not limited in the embodiments of the present application. In the case where the computing power of the terminal device is strong, the method 200 may also be deployed on the terminal device, and the terminal device may have a computer system such as Figure 1 The structure shown in the figure is not limited to this in the present embodiment. Figure 2 Detailed description of each step in.

[0078] In step 210, the correlation between the search content input by the user and one or more sets of attribute information is determined.

[0079] This one or more groups of attribute information corresponds to the first advertisement, and each group of attribute information includes at least one of the following: the field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword (or a set of keywords) of the first advertisement. This one or more groups of attribute information are pre-stored. APP-type advertisements can be used to present APP information, including at least one of the APP logo, the APP name, and the APP introduction. In some possible embodiments, the APP information is presented as a search result, and the APP information can be considered as a presentation form of APP-type advertisements. In other possible embodiments, an "advertisement" logo is presented together with the APP information, indicating that the APP is promoted. Taking APP-type advertisements as an example of the first advertisement, each APP can correspond to one or more groups of attribute information stored in advance, and each group of attribute information of each APP includes at least one of the following: the field involved in the APP, a descriptive statement of the APP, or a keyword (or a set of keywords) of the APP.

[0080] Among them, the first advertisement is an advertisement to be displayed determined by the server or terminal device based on the search content. That is to say, in the actual application scenario, before step 210, step 205 may also be included: determine one or more advertisements to be pushed based on the search content input by the user. Determining one or more advertisements to be pushed based on the search content input by the user can also be understood as that the first advertisement is a list of advertisements to be pushed that can be determined by the server or terminal device based on the search content input by the user. As mentioned above, in a currently known method for displaying search engine advertisements, the user can enter the search content on the UI, and the device (including but not limited to the terminal device or server) can parse the search content entered by the user to obtain the characteristics of the search content, and then the device can determine one or more advertisements to be pushed to the user based on the characteristics of the search content. In an embodiment of the present application, one or more advertisements to be pushed to the user can be determined based on the known method of determining a list of advertisements to be pushed, and the present application does not make any limitation on this. The first advertisement involved in the present application is any one of the one or more advertisements to be pushed determined by the server or terminal device, and the present application does not make any limitation on this.

[0081] In a possible implementation, when the method 200 is applied to a terminal device, the terminal device can obtain the search content input by the user in response to the user's input operation on the UI of the search engine or the browser.

[0082] In another possible implementation, when the method 200 is applied to a server, the server may obtain the search content input by the user from the terminal device.

[0083] In an embodiment of the present application, one or more advertisements to be pushed to the user may be determined based on the steps in a currently known method for displaying search engine advertisements. As an example and not a limitation, for example, in a currently known method for displaying search engine advertisements, a terminal device or a server may find at least one advertisement related to the characteristics of the search content input by the user from a plurality of pre-stored advertisements, and sort the at least one advertisement according to the strength of the correlation with the characteristics of the search content, and finally determine one or more advertisements with relatively strong correlation with the characteristics of the search content as the advertisements to be finally pushed to the user.

[0084] Exemplarily, the server or terminal device may parse the search content input by the user to obtain the characteristics of the search content. For example, the server or terminal device may parse the search content input by the user, including but not limited to: extracting keywords from the search content, performing named entity recognition on the search content, or performing intent recognition on the search content. For example, the search content is "** dressing guide", the search content is parsed, the keywords (or keyword sets) of the search content include "dressing, **", the named entities of the search content include "**", and the intention of the search is "dressing". For another example, the search content is "what pants to match with a red top?", the search content is parsed, the keywords of the search content include "top, pants, matching, red", the named entities of the search content include "red top, pants", and the intention of the search is "dressing". For another example, the search content is "** scenic spot travel guide", the search content is parsed, the keywords of the search content include "** scenic spot, play, guide", the named entities of the search content include "** scenic spot, guide", and the intention of the search is "travel".

[0085] Figure 3 This is a schematic diagram of the application for determining the advertisements to be pushed to users based on the features of the search content.

[0086] For example, Figure 3 As shown, taking the search content of "** dressing guide" as an example, the server or terminal device can first parse the search content to obtain the characteristics of the search content, that is, the search content is parsed, the keywords of the search content include "dressing, **", the named entity of the search content is "**", and the search intent is "dressing". Then, the server or terminal device can determine the advertisement to be pushed to the user based on the characteristics of the search content and the attribute information of multiple pre-stored advertisements. Figure 3As shown in , the attribute information of Advertisement 1 includes dressing and shopping, the attribute information of Advertisement 2 includes dressing and travel, the attribute information of Advertisement 3 includes beauty and dressing, and the attribute information of Advertisement 4 includes food. Therefore, the server or terminal device can determine that Advertisement 1, Advertisement 2, Advertisement 3, etc. are related to the search content, and thus Advertisement 1, Advertisement 2, Advertisement 3, etc. can be determined as advertisements pushed to the user.

[0087] After the terminal device or server determines one or more advertisements to be pushed to the user based on the search content entered by the user, the terminal device or server may further determine the correlation between the search content entered by the user and one or more groups of attribute information corresponding to the first advertisement.

[0088] In one possible implementation, determining the correlation between the search content input by the user and one or more groups of attribute information includes: parsing the search content to obtain features of the search content, the features including at least one of the following: keywords of the search content, named entities involved in the search content, or the intent of the search content; determining the correlation between the feature and each group of attribute information in the one or more groups of attribute information.

[0089] As mentioned above, the server or terminal device can parse the search content input by the user to obtain the characteristics of the search content. For detailed description, please refer to the relevant description above, and for the sake of brevity, it will not be repeated here.

[0090] After obtaining the features of the search content, the server or terminal device can determine the correlation between the features of the search content and each set of attribute information in the one or more sets of attribute information. In a possible implementation, a pre-trained correlation model can be used to input the features of the search content and each set of attribute information into the correlation model, and the correlation model analyzes the correlation between the features of the search content and each set of attribute information. The correlation model can be a model obtained through training based on deep learning or machine learning, and this application does not impose any limitation on this.

[0091] In step 220 , a target text for presentation is determined based on the correlation.

[0092] The target text is a language description of the first advertisement.

[0093] After determining the correlation between the features of the search content and each set of attribute information in the one or more sets of attribute information, the server or terminal device may determine the target text for display based on the correlations.

[0094] In one possible implementation, the target text for display is determined based on the correlation, including: when the correlation between the search content and at least one set of attribute information in the one or more sets of attribute information is greater than or equal to a preset threshold, determining a set of attribute information in the one or more sets of attribute information that has the greatest correlation with the search content as target attribute information; determining the target text based on the target attribute information; or, when the correlation between the search content and each set of attribute information is less than the preset threshold, determining a default text corresponding to the first advertisement as the target text, the default text corresponding to the first advertisement being predefined.

[0095] The embodiment of the present application does not limit the size of the preset threshold, and the specific value of the preset threshold can be determined in combination with actual application conditions.

[0096] When the correlation between the search content and a certain set of attribute information is greater than or equal to a preset threshold, it can be considered that the search content is strongly correlated with this set of attribute information; when the correlation between the search content and a certain set of attribute information is less than the preset threshold, it can be considered that the search content is weakly correlated with this set of attribute information.

[0097] In the case where at least one set of attribute information in this group or multiple sets of attribute information is strongly correlated with the search content, the server or terminal device can determine the set of attribute information in this at least one set of attribute information that has the greatest (or strongest) correlation with the search content as the target attribute information, and thus can further determine the target text based on the target attribute information; in the case where each set of attribute information in this group or multiple sets of attribute information is weakly correlated with the search content, the server or terminal device can determine the default text corresponding to the first advertisement as the target text.

[0098] In one possible implementation, the target text is determined based on the target attribute information, including: according to the correspondence between the one or more groups of attribute information and the first advertisement, and the correspondence between the one or more groups of attribute information and multiple texts, determining the text in the multiple texts that corresponds to the target attribute information as the target text.

[0099] It should be noted that the correspondence between the one or more sets of attribute information and the first advertisement, and the correspondence between the one or more sets of attribute information and multiple texts, can be configured or stored in a table form, or in other forms, such as an ordered array, a queue, etc. This application does not limit this.

[0100] In the embodiment of the present application, the correspondence between one or more groups of attribute information and the first advertisement, and the correspondence between one or more groups of attribute information and multiple texts are shown in a table, but this should not limit the present application in any way.

[0101] Table 1 is an example of the correspondence between the first advertisement and one or more sets of attribute information, and the correspondence between one or more sets of attribute information and multiple texts.

[0102] Table 1

[0103]

[0104] As shown in Table 1, the server or terminal device may pre-store N advertisements (n=N≥1, and N and n are integers) from Advertisement 1 to Advertisement n, and the first advertisement is any one of the one or more advertisements to be pushed determined by the server or terminal device from these N advertisements.

[0105] As shown in Table 1, an advertisement may correspond to one or more sets of attribute information, and each set of attribute information may correspond to one or more texts. For example, advertisement 1 may correspond to multiple sets of attribute information including attribute information 1 and attribute information 2, wherein attribute information 1 corresponding to advertisement 1 may correspond to a single text, text 111. For another example, advertisement n may correspond to multiple sets of attribute information including attribute information 1 and attribute information 2, wherein attribute information 1 corresponding to advertisement n may correspond to multiple texts including text n11 and text n12.

[0106] As an example but not limitation, for example, attribute information 1 corresponding to advertisement 1 includes: the field involved in advertisement 1 "fashion wear", keywords of advertisement 1 "wear, match,...", and text 111 corresponding to attribute information 1 corresponding to advertisement 1 is "Exquisite dressing skills, make 'good looking' a daily routine". For another example, attribute information 2 corresponding to advertisement 1 includes: the field involved in advertisement 1 "tourism", keywords of advertisement 1 "tourism, play, travel,...", and text 121 corresponding to attribute information 2 corresponding to advertisement 1 is "a complete guide to attractions, a perfect travel trip". For another example, attribute information 1 corresponding to advertisement 2 includes: the field involved in advertisement 2 "beauty and skin care", keywords of advertisement 2 "whitening, concealer, makeup lasting, makeup removal, moisturizing,...", and text 211 corresponding to attribute information 1 corresponding to advertisement 2 is "all-round fashion skin care, natural beauty at zero distance". For another example, the attribute information 1 corresponding to advertisement n includes: the field involved in advertisement n, "food", the keywords of advertisement n, "food, delicious, eating out, snacks, color, fragrance and taste, fresh, breakfast, lunch, dinner, supper, late-night snack, fast food, local cuisine, special dishes,...", and the text n11 corresponding to the attribute information 1 corresponding to advertisement n is "Taste the authentic flavor and check in at this foodie destination".

[0107] When the target attribute information corresponds to only one text, the text is the target text; when the target attribute information corresponds to multiple texts, the target text is any one of the multiple texts.

[0108] As an example, taking Advertisement 1 as an example of the first advertisement, when the attribute information 1 corresponding to Advertisement 1 is the target attribute information, the server or terminal device may determine the text 111 corresponding to the attribute information 1 corresponding to the Advertisement 1 as the target text.

[0109] In another example, taking advertisement n as the first advertisement, when the attribute information 1 corresponding to advertisement n is the target attribute information, the server or terminal device can randomly determine any one of multiple texts including text n11 and text n12 corresponding to the attribute information 1 corresponding to the advertisement n as the target text.

[0110] Figure 4 It is a schematic diagram of determining a target text from multiple texts corresponding to a first advertisement provided by an embodiment of the present application.

[0111] For example, Figure 4 As shown, Advertisement 1, Advertisement 2, Advertisement 3, etc. are advertisements determined by the server or terminal device to be pushed to the user, and the first advertisement is any one of Advertisement 1, Advertisement 2, Advertisement 3, etc. The text corresponding to Advertisement 1 includes Text 1a, Text 1b, Text 1c, Text 1d, etc.; the text corresponding to Advertisement 2 includes Text 2a, Text 2b, Text 2c, Text 2d, etc.; the text corresponding to Advertisement 3 includes Text 3a, Text 3b, Text 3c, Text 3d, etc. The server or terminal device can determine the target text from the texts corresponding to Advertisement 1, Advertisement 2, Advertisement 3, etc. based on the target attribute information of Advertisement 1, Advertisement 2, Advertisement 3, etc., respectively. For example, after screening, the target text of Advertisement 1 is Text 1c, the target text of Advertisement 2 is Text 2a, and the target text of Advertisement 3 is Text 3b.

[0112] Figure 5 It is a comparative schematic diagram of different target texts corresponding to different search contents provided in this application.

[0113] Figure 5 a) The search content is "What pants go with a red top?", Figure 5 b) Take the search content "** Scenic Spot Travel Guide" as an example. As mentioned above, the search content "What pants to match with a red top?" has the intention of "outfit", and the search content "** Scenic Spot Travel Guide" has the intention of "travel". Figure 5 In a), based on the search content "What pants go with a red top?", it is determined that the ads to be pushed to the user include Ad 1, Ad 2, and Ad 3, the target text used to describe Ad 1 is text 111, the target text used to describe Ad 2 is text 221, and the target text used to describe Ad 3 is text 311; in Figure 5In b), based on the search content "** Scenic Spot Travel Guide", it is determined that the advertisements to be pushed to the user include advertisement 1, advertisement 4, and advertisement 5. The target text used to describe advertisement 1 is text 121, the target text used to describe advertisement 4 is text 421, and the target text used to describe advertisement 5 is text 511. Figure 5 a) and Figure 5 In both cases, ad 1 is displayed to the user, but the difference is that in Figure 5 In a), the target text used to describe advertisement 1 is text 111, which is text related to "wearing". Figure 5 In b), the target text used to describe advertisement 1 is text 121, and text 121 is text related to "travel".

[0114] In one possible implementation, the target text is determined based on the target attribute information, including: determining the advertisement text template corresponding to the target attribute information among the multiple advertisement text templates as the target advertisement text template based on the correspondence between the one or more groups of attribute information and the first advertisement, and the correspondence between the one or more groups of attribute information and multiple advertisement text templates; generating the target text based on the target attribute information, the characteristics of the search content and the target advertisement text template; wherein the target text includes at least one word in the target attribute information and / or at least one word in the characteristics of the search content.

[0115] It should be noted that the correspondence between the one or more sets of attribute information and the first advertisement, and the correspondence between the one or more sets of attribute information and multiple advertisement text templates, can be configured or stored in a table form, or in other forms, such as an ordered array, a queue, etc. This application does not limit this.

[0116] In the embodiment of the present application, the correspondence between one or more groups of attribute information and the first advertisement, as well as the correspondence between one or more groups of attribute information and multiple advertisement text templates are shown in a table, but this should not limit the present application in any way.

[0117] Table 2 is an example of the correspondence between the first advertisement and the one or more sets of attribute information, and the correspondence between the one or more sets of attribute information and multiple advertisement text templates.

[0118] Table 2

[0119]

[0120]

[0121] As shown in Table 2, the server or terminal device may pre-store N advertisements (n=N≥1, and N and n are integers) from Advertisement 1 to Advertisement n, and the first advertisement is any one of the one or more advertisements to be pushed determined by the server or terminal device from these N advertisements.

[0122] As shown in Table 2, an advertisement may correspond to one or more sets of attribute information, and each set of attribute information may correspond to one or more advertisement text templates. For example, advertisement 1 may correspond to multiple sets of attribute information including attribute information 1 and attribute information 2, wherein attribute information 1 corresponding to advertisement 1 may correspond to a text of advertisement text template 111. For another example, advertisement n may correspond to multiple sets of attribute information including attribute information 1 and attribute information 2, wherein attribute information 1 corresponding to advertisement n may correspond to multiple texts including advertisement text template n11 and advertisement text template n12.

[0123] When the target attribute information corresponds to only one advertisement text template, the advertisement text template is the target advertisement text template; when the target attribute information corresponds to multiple advertisement text templates, the target advertisement text template is any one of the multiple advertisement text templates.

[0124] In one example, taking advertisement 1 as an example of the first advertisement, when attribute information 1 corresponding to advertisement 1 is target attribute information, the server or terminal device may determine advertisement text template 111 corresponding to attribute information 1 corresponding to advertisement 1 as the target advertisement text template. Further, the server or terminal device may embed at least one word in the target attribute information and / or at least one word in the feature of the search content into the target advertisement text template to generate a target text with coherent sentences.

[0125] In another example, taking advertisement n as an example of the first advertisement, when attribute information 1 corresponding to advertisement n is target attribute information, the server or terminal device may randomly determine any one of multiple texts including text n11 and text n12 corresponding to attribute information 1 corresponding to advertisement n as the target text. Further, the server or terminal device may embed at least one word in the target attribute information and / or at least one word in the feature of the search content into the target advertisement text template to generate a target text with coherent sentences.

[0126] In another possible implementation, when the target attribute information corresponds to multiple advertisement text templates, the server or terminal device may embed at least one word in the target attribute information and / or at least one word in the feature of the search content into the multiple advertisement text templates, respectively, to generate multiple coherent texts. Further, the server or terminal device may randomly determine any one of the multiple texts generated as the target text, or the server or terminal device may determine a text with more coherent sentences among the multiple texts as the target text. The embodiments of the present application do not impose any limitation on this.

[0127] Figure 6 It is a schematic diagram of generating a target text based on a target advertisement text template provided in an embodiment of the present application.

[0128] For example, Figure 6 As shown, the search content is "** travel, which scenic spots are worth recommending?", the search content is parsed, and the characteristics of the search content are obtained. The keywords of the search content are "scenic spot, travel, **", the named entity of the search content is "**", and the intention of the search is "travel". Among them, "**" can be a city name, which is not limited in the embodiment of the present application. The target attribute information of advertisement 1 includes "travel, notes", and the target advertisement text template is "___note guide"; the target attribute information of advertisement 2 includes "travel, video", and the target advertisement text template is "___ video sneak peek"; the target attribute information of advertisement 3 includes "travel, accommodation", and the target advertisement text template is "___ accommodation pre-booking". The server and the terminal device can embed at least one word in the target attribute information of the first advertisement and / or at least one word in the characteristics of the search content into the target advertisement text template to generate a target text with smooth sentences. For example, the target text of advertisement 1 generated is "Scenic spot travel notes guide"; the target text of advertisement 2 generated is "Scenic spot punch-in video sneak peek"; the target text of advertisement 3 generated is "Travel accommodation pre-booking".

[0129] In a possible implementation, determining the target text based on the target attribute information includes: inputting the target attribute information and features of the search content into a pre-trained text generation model to generate the target text through the text generation model.

[0130] After determining the characteristics of the target attribute information and the search content, the server or terminal device can input the target attribute information and the characteristics of the search content into a pre-trained text generation model, and generate the target text through the analysis and processing of the target attribute information and the characteristics of the search content by the text generation model. The text generation model can be a model trained based on deep learning or machine learning, and this application does not impose any limitation on this.

[0131] Figure 7 It is a schematic diagram of generating a target text based on a text generation model provided in an embodiment of the present application.

[0132] For example, Figure 7 As shown, the search content is "Which scenic spots are worth recommending for ** travel?", the search content is parsed to obtain the characteristics of the search content, the keywords of the search content are "scenic spots, travel, **", the named entity of the search content is "**", and the intention of the search is "travel". Among them, "**" can be a city name, which is not limited in the embodiment of the present application. The target attribute information of advertisement 1 includes "travel, notes"; the target attribute information of advertisement 2 includes "travel, video"; the target attribute information of advertisement 3 includes "travel, accommodation". The server and the terminal device can input the target attribute information of the first advertisement and / or the characteristics of the search content into the text generation model, and the text generation model generates a target text with smooth sentences. For example, the target text of advertisement 1 generated is "Super Complete Travel Notes Guide"; the target text of advertisement 2 generated is "Travel Guide, Video Explanation"; the target text of advertisement 3 generated is "Holiday Travel Accommodation Discount Booking".

[0133] In a possible implementation, the method 200 is applied to a server, and after determining a target text for display based on the correlation, the method 200 further includes: sending the target text to a terminal device, and the terminal device is used to display the target text.

[0134] That is, after determining the target text, the server can send the target text to the terminal device. Accordingly, the terminal device can receive the target text from the server, and then the terminal device can display the target text, so that the user can see the target text that is relevant to the search content.

[0135] Figure 8 This is another comparative schematic diagram of different target texts corresponding to different search contents provided in this application.

[0136] Figure 8 a) The search content is "What pants go with a red top?", Figure 8 b) Take the search content "** Scenic Spot Travel Guide" as an example. As mentioned above, the search content "What pants to match with a red top?" has the intention of "outfit", and the search content "** Scenic Spot Travel Guide" has the intention of "travel". Figure 8 In a), based on the search content "What pants go with a red top?", it is determined that the ads to be pushed to the user include Ad 1, Ad 2, and Ad 3, the target text used to describe Ad 1 is text 1c, the target text used to describe Ad 2 is text 2a, and the target text used to describe Ad 3 is text 3b; Figure 8 In b), based on the search content "** Scenic Spot Travel Guide", it is determined that the advertisements to be pushed to the user include advertisement 1, advertisement 4 and advertisement 5, the target text used to describe advertisement 1 is text 1d, the target text used to describe advertisement 4 is text 4e, and the target text used to describe advertisement 5 is text 5f. Figure 8 a) and Figure 8 In both cases, ad 1 is displayed to the user, but the difference is that in Figure 8 In a), the target text used to describe advertisement 1 is text 1c. As an example but not a limitation, text 1c may be "a guide to trendy outfits". Obviously, text 1c is text related to "outfits". Figure 8 In b), the target text used to describe advertisement 1 is text 1d. As an example but not a limitation, text 1d may be “a travel guide for eating, drinking, and having fun at a scenic spot”. Obviously, text 1d is text related to “travel”.

[0137] Fig. 9 It is a schematic diagram of a server sending a target text to a terminal device provided in an embodiment of the present application.

[0138] like Fig. 9 As shown, the server takes a cloud server as an example. After determining the target text, the server can send the target text to the terminal device. For example, the target text of advertisement 1 is determined to be text 1c, the target text of advertisement 2 is determined to be text 2a, and the target text of advertisement 3 is determined to be text 3b. The server can send the target texts of these advertisements to the terminal device, so that the terminal device can display these advertisements and the corresponding target texts on its advertisement display interface.

[0139] In a possible implementation, the method 200 is applied to a terminal device, and after determining a target text for display based on the correlation, the method 200 further includes: displaying the target text.

[0140] In the case where the computing capability of the terminal device is capable of executing the steps in the method 200, the method 200 may be deployed on the terminal device. After determining the target text, the terminal device may display the target text, so that the user can see the target text that is relevant to the search content.

[0141] Fig.10 It is a schematic diagram of a terminal device displaying a target text provided in an embodiment of the present application.

[0142] like Fig.10As shown, the target text of advertisement 1 is determined to be text 1c, the target text of advertisement 2 is determined to be text 2a, and the target text of advertisement 3 is determined to be text 3b. The terminal device can display these advertisements and the corresponding target texts on its advertisement display interface. The target texts of these displayed advertisements are all related to the search content input by the user.

[0143] Based on the above scheme, the server or terminal device can determine the target text used to describe the advertisement to be displayed to the user based on the correlation between the search content entered by the user and the attribute information corresponding to the advertisement. Since the target text used to describe the advertisement is related to the search content entered by the user, the user will feel that the pushed advertisement may be helpful to the user and can better attract the user. The pushed advertisement can obtain higher attention, which can help to improve the click-through rate of the pushed advertisement.

[0144] Fig.11 It is another schematic flow chart of the method for displaying search engine advertisements provided in an embodiment of the present application.

[0145] like Fig.11 As shown, the method 1100 may include steps 1110 to 1140. The method 1100 may be applied to a search engine advertising display system, which includes a terminal device and a server, wherein the server may perform steps 1110 to 1130, and the terminal device may perform step 1140. For detailed descriptions of the terminal device and the server, please refer to the relevant descriptions above, which will not be repeated here for the sake of brevity. Fig.11 Detailed description of each step in.

[0146] Step 1110 : The server determines the correlation between the search content input by the user and one or more sets of attribute information.

[0147] This group or groups of attribute information corresponds to the first advertisement, and each group of attribute information includes at least one of the following: the field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement. The first advertisement is an advertisement to be displayed based on the search content.

[0148] The first advertisement is any one of the one or more advertisements to be pushed determined by the server or terminal device, that is, the first advertisement is any one of the advertisements in the list of advertisements to be pushed determined by the server or terminal device. Taking APP advertisements as an example of the first advertisement, each APP may correspond to one or more sets of pre-stored attribute information, and each set of attribute information of each APP includes at least one of the following: the field involved by the APP, a descriptive statement of the APP, or a keyword (or a set of keywords) of the APP.

[0149] The server can parse the search content input by the user to further determine the relevance of the search content with the one or more sets of attribute information. For a detailed description, please refer to the relevant content of step 210 in the above method 200, which will not be repeated here for brevity.

[0150] Before step 1110 , the method 1100 may further include step 1105 .

[0151] Step 1105: The terminal device sends the search content input by the user to the server. Correspondingly, the server can receive the search content input by the user sent by the terminal device.

[0152] The terminal device can obtain the search content input by the user in response to the user's input operation on the search engine or the browser UI. Further, the terminal device can send the search content to the server for subsequent analysis and processing by the server.

[0153] Step 1120: The server determines a target text for display based on the correlation.

[0154] The target text is a language description of the first advertisement.

[0155] For a detailed description, please refer to the relevant content of step 220 in the above method 200, which will not be repeated here for the sake of brevity.

[0156] Step 1130: the server sends the target text to the terminal device. Accordingly, the terminal device receives the target text from the server.

[0157] For a detailed description, see Fig. 9 For the sake of brevity, the relevant description is not repeated here.

[0158] Step 1140: The terminal device displays the target text.

[0159] For a detailed description, see Fig.10 For the sake of brevity, the relevant description is not repeated here.

[0160] Based on the above scheme, the server can determine the target text for describing the advertisement that the terminal device needs to display to the user based on the correlation between the search content entered by the user and the attribute information corresponding to the advertisement. Since the target text for describing the advertisement is related to the search content entered by the user, the user will feel that the pushed advertisement may be helpful to the user and can better attract the user. The pushed advertisement can obtain higher attention, which can help to improve the click-through rate of the pushed advertisement.

[0161] In order to better understand the effect of the method for displaying search engine advertisements provided by the embodiment of the present application, Fig.12 Provide a brief explanation.

[0162] Fig.12 It is a schematic diagram comparing advertisement display between currently known methods for displaying search engine advertisements and the method for displaying search engine advertisements provided in the embodiments of the present application.

[0163] like Fig.12 As shown in the figure, when the search content entered by the user is "** Scenic Spot Travel Guide", the advertising display interface displayed by the currently known search engine advertising display method is as follows: Fig.12 As shown in a), the method for displaying search engine advertisements provided in the embodiment of the present application displays an advertisement display interface as shown in FIG. Fig.12 b). Among them, Fig.12 a) The general description text of the advertisement 1 displayed is "Record the beautiful moments". The general description text is fixed, and it is not obvious that the text is related to the search content "** scenic spot travel guide" entered by the user; and Fig.12 b) The general description text of the displayed advertisement 1 is "Scenic Spot Food, Drink, Play and Travel Guide", and the general description text can be clearly seen to be related to the search content "** Scenic Spot Travel Guide" entered by the user. Therefore, using the method for search engine advertisement display provided by the embodiment of the present application can make users feel that the pushed advertisements are helpful to users, can better attract users, so that the pushed advertisements can obtain higher attention, which can help to improve the click-through rate of the pushed advertisements.

[0164] Fig.13 It is a schematic diagram of a search engine advertisement display system provided in an embodiment of the present application.

[0165] like Fig.13 As shown, the search engine advertisement display system includes a server and a terminal device. The server can be used to determine the correlation between the search content input by the user and one or more sets of attribute information, which correspond to the first advertisement, and each set of attribute information includes at least one of the following: the field involved in the first advertisement, the descriptive sentence of the first advertisement, or the keyword of the first advertisement, the first advertisement is the advertisement to be displayed based on the search content; determine the target text for display based on the correlation, the target text is the language description of the first advertisement; send the target text to the terminal device. The terminal device can be used to display the target text.

[0166] The terminal device can also be used to send the search content input by the user to the server. The server can also be used to send the target text to the terminal device.

[0167] like Fig.13 As shown, in a possible implementation, the server may include a search content parsing module, a to-be-pushed advertisement screening module, a relevance judgment module, a target attribute information determination module, and a target text determination module.

[0168] The search content analysis module can be used to analyze the search content input by the user to obtain the characteristics of the search content. For a detailed description of the characteristics of the search content, please refer to the relevant description above, and for the sake of brevity, it will not be repeated here.

[0169] The advertisement screening module to be pushed can be used to determine one or more advertisements to be pushed to the user from a plurality of pre-stored advertisements based on the search content. For a detailed description, please refer to the relevant description above, and for the sake of brevity, it will not be repeated here.

[0170] The correlation determination module can be used to determine the correlation between the search content and one or more sets of attribute information corresponding to the first advertisement. For a detailed description, please refer to the relevant description above, which will not be repeated here for the sake of brevity.

[0171] The target attribute information determination module can be used to determine the target attribute of the first advertisement. For a detailed description of the target attribute information, please refer to the relevant description above, and for the sake of brevity, it will not be repeated here.

[0172] The target text determination module may be used to determine the target text of the first advertisement based on the correlation between the search content and one or more sets of attribute information corresponding to the first advertisement. For a detailed description, please refer to the relevant description above, which will not be repeated here for the sake of brevity.

[0173] The embodiment of the present application also provides a server, which includes a server for executing the above Figure 2 or Fig.11 The corresponding modules of the steps of the server in any of the embodiments shown in the figure. The modules included in the server can be implemented by software and / or hardware.

[0174] The embodiment of the present application also provides a server, which includes a memory and a processor, wherein the memory is used to store a program, and the processor is used to call and execute the program, so that the server executes the above Figure 2 or Fig.11 The steps of the server in any of the embodiments shown.

[0175] The present application also provides a terminal device, which includes a terminal device for executing the above Figure 2 or Fig.11The corresponding modules of the steps of the terminal device in any of the embodiments shown in the figure. The modules included in the terminal device can be implemented by software and / or hardware.

[0176] The embodiment of the present application also provides a terminal device, which includes a memory and a processor, wherein the memory is used to store a program, and the processor is used to call and execute the program, so that the terminal device executes the above Figure 2 or Fig.11 The steps of the terminal device in any of the embodiments shown.

[0177] The present application also provides a chip system, which includes at least one processor for implementing the above Figure 2 or Fig.11 The functions involved in the steps of any of the embodiments shown.

[0178] In one possible design, the chip system also includes a memory, which is used to store program instructions and data, and the memory is located inside or outside the processor.

[0179] The chip system may be composed of the chip, or may include the chip and other discrete devices.

[0180] The embodiment of the present application also provides a readable storage medium on which a program is stored. When the program is executed by a device, the device executes the above Figure 2 or Fig.11 The steps in any of the embodiments shown.

[0181] The embodiment of the present application also provides a program product, including a program, which, when executed, enables the device to execute the above Figure 2 or Fig.11 The steps in any of the embodiments shown.

[0182] It should be understood that the processor in the embodiment of the present application can be an integrated circuit chip with signal processing capabilities. In the implementation process, each step of the above method embodiment can be completed by the hardware integrated logic circuit or software instructions in the processor. The above processor can be a general processor, a digital signal processor (DSP), an application specific integrated circuit (ASIC), a 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. The steps of the method disclosed in the embodiment of the present application can be directly embodied as a hardware decoding processor to perform, or the hardware and software modules in the decoding processor can be combined to perform. The software module 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, and the processor reads the information in the memory and completes the steps of the above method in combination with its hardware.

[0183] It should also be understood that the memory in the embodiments of the present application may be a volatile memory or a non-volatile memory, or may include both volatile and non-volatile memory.

[0184] The terms "unit", "module" and the like used in this specification may be used to represent device-related entities, hardware, firmware, a combination of hardware and software, software, or software in execution.

[0185] It will be appreciated by those skilled in the art that the various illustrative logical blocks and steps described in conjunction with the embodiments disclosed herein can be implemented in electronic hardware, or in combination with software and electronic hardware. 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. In the several embodiments provided in this application, it should be understood that the disclosed devices, equipment and methods can be implemented in other ways. For example, the device embodiments described above are only schematic, for example, the division of the modules is only a logical function division, and there may be other division methods in actual implementation, such as multiple modules or components can be combined or integrated into another system, or some features can be ignored or not executed. Another point, the mutual coupling or direct coupling or communication connection shown or discussed can be through some interfaces, indirect coupling or communication connection of devices or modules, which can be electrical, mechanical or other forms.

[0186] The modules described as separate components may or may not be physically separated, and the components shown as modules may or may not be physical modules, that is, they may be located in one place or distributed on multiple network modules. Some or all of the modules may be selected according to actual needs to achieve the purpose of the solution of this embodiment.

[0187] In addition, each functional module in each embodiment of the present application may be integrated into one processing module, or each module may exist physically separately, or two or more units may be integrated into one module.

[0188] If the functions are implemented in the form of software functional units and sold or used as independent products, they can be stored in a readable storage medium. Based on this understanding, the technical solution of the present application can be essentially or partly embodied in the form of a software product that contributes to the prior art, and the software product is stored in a storage medium, including several instructions for enabling a device to perform all or part of the steps of the methods described in the various embodiments of the present application. The aforementioned storage media include: U disk, mobile hard disk, read-only memory (ROM), random access memory (RAM), disk or optical disk, and other media that can store program codes.

[0189] The above is only a specific implementation of the present application, but the protection scope of the present application is not limited thereto. Any person skilled in the art who is familiar with the present technical field can easily think of changes or substitutions within the technical scope disclosed in the present application, which should be included in the protection scope of the present application. Therefore, the protection scope of the present application should be based on the protection scope of the claims.

Claims

1. A method for displaying search engine advertisements, characterized in that: include: Determine the relevance between the search content input by the user and one or more sets of attribute information, wherein the one or more sets of attribute information correspond to a first advertisement, and each set of attribute information includes at least one of the following: a field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement, and the first advertisement is an advertisement to be displayed determined based on the search content; A target text for display is determined based on the relevance, where the target text is a language description of the first advertisement.

2. The method according to claim 1, characterized in that Determining the correlation between the search content input by the user and one or more sets of attribute information includes: Parsing the search content to obtain features of the search content, wherein the features include at least one of the following: a keyword of the search content, a named entity involved in the search content, or an intention of the search content; A correlation of the feature with each of the one or more sets of attribute information is determined.

3. The method according to claim 2, characterized in that The determining of the target text for display based on the relevance includes: In a case where the correlation between the search content and at least one set of attribute information among the one or more sets of attribute information is greater than or equal to a preset threshold, determining a set of attribute information among the one or more sets of attribute information that has the greatest correlation with the search content as target attribute information; Determine the target text based on the target attribute information; or, In a case where the correlation between the search content and each set of attribute information is less than the preset threshold, a default text corresponding to the first advertisement is determined as the target text, where the default text corresponding to the first advertisement is predefined.

4. The method according to claim 3, characterized in that The determining the target text based on the target attribute information includes: According to the correspondence between the one or more groups of attribute information and the first advertisement, and the correspondence between the one or more groups of attribute information and multiple texts, the text corresponding to the target attribute information in the multiple texts is determined as the target text.

5. The method according to claim 3, characterized in that The determining the target text based on the target attribute information includes: According to the correspondence between the one or more groups of attribute information and the first advertisement, and the correspondence between the one or more groups of attribute information and multiple advertisement text templates, determining the advertisement text template corresponding to the target attribute information among the multiple advertisement text templates as the target advertisement text template; generating the target text based on the target attribute information, the characteristics of the search content and the target advertisement text template; The target text includes at least one word in the target attribute information and / or at least one word in the feature of the search content.

6. The method according to claim 3, characterized in that The determining the target text based on the target attribute information includes: The target attribute information and the features of the search content are input into a pre-trained text generation model to generate the target text through the text generation model.

7. The method according to any one of claims 1 to 6, characterized in that The method is applied to a server, and after determining the target text for display based on the correlation, the method further includes: The target text is sent to a terminal device, and the terminal device is used to display the target text.

8. The method according to any one of claims 1 to 6, characterized in that The method is applied to a terminal device, and after determining the target text for display based on the correlation, the method further includes: The target text is displayed.

9. A method for displaying search engine advertisements, characterized in that: The method is applied to a search engine advertisement display system, the search engine advertisement display system includes a terminal device and a server, and the method includes: The server determines the correlation between the search content input by the user and one or more sets of attribute information, wherein the one or more sets of attribute information correspond to the first advertisement, and each set of attribute information includes at least one of the following: a field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement, and the first advertisement is an advertisement to be displayed determined based on the search content; The server determines a target text for display based on the correlation, wherein the target text is a language description of the first advertisement; The server sends the target text to the terminal device; The terminal device displays the target text.

10. A search engine advertising display system, characterized in that: The search engine advertisement display system comprises: The server is configured to determine the correlation between the search content input by the user and one or more sets of attribute information, wherein the one or more sets of attribute information correspond to a first advertisement, and each set of attribute information includes at least one of the following: a field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement, wherein the first advertisement is an advertisement to be displayed determined based on the search content; determine a target text for display based on the correlation, wherein the target text is a language description of the first advertisement; and send the target text to a terminal device; The terminal device is used to display the target text.

11. A server, characterized in that: The server comprises modules for implementing the method according to any one of claims 1 to 7.

12. A terminal device, characterized in that: comprising a processor and a memory, wherein: The memory is used to store programs; The processor is configured to call the program so that the device executes the method according to any one of claims 1 to 6 and 8.

13. A readable storage medium having a program stored thereon, characterized in that: When the program is executed, the device executes the method according to any one of claims 1 to 8.

14. A program product, characterized in that The device comprises a program, which, when being executed, causes the device to execute the method according to any one of claims 1 to 8.

Images