Display method for search engine advertising, and related apparatus

Abstract

The present application provides a display method for search engine advertising, and a related apparatus. The method is applied to a terminal device or a server and comprises: determining the relevance of search content input by a user to one or more groups of attribute information, wherein the one or more groups of attribute information correspond to a first advertisement, each group of attribute information comprises at least one of the following: a field to which the first advertisement relates, and a descriptive statement of the first advertisement or a keyword of the first advertisement, and the first advertisement is an advertisement to be displayed that is determined on the basis of the search content; and on the basis of the relevance, determining target text for displaying, wherein the target text is a language description of the first advertisement. On the basis of target text of an advertisement, a user can quickly learn that a pushed advertisement is relevant to search content input thereby, thus making the user feel that the pushed advertisement may be helpful to him / her, and the pushed advertisement can attract the user more effectively, thereby facilitating increase in the click rate of the pushed advertisement.

Description

A method and related device for displaying search engine advertisements

[0001] This application claims priority to a Chinese patent application filed with the Patent Office of China on September 4, 2023, with application number 202311137437.5 and application name “A method and related device for search engine advertising display”, the entire contents of which are incorporated herein by reference. Technical Field

[0002] The present application relates to the field of terminal technology, and in particular to a method and related apparatus for displaying search engine advertisements. Background Art

[0003] Search engine advertising (SEA) is a type of triggered advertising. When a user enters a search term, the server pushes ads related to the search term.

[0004] In a currently known method for displaying search engine advertisements, a user may enter 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 entered by the user to obtain characteristics of the search content. The device may then determine one or more advertisements to be pushed to the user based on the characteristics of the search content. In addition, on the search engine advertisement push interface, each advertisement is accompanied by a textual summary description.

[0005] However, using the above-mentioned method for displaying search engine advertisements, the click-through rate of the advertisements is not high.

[0006] Summary of the Invention

[0007] The present application provides a method and related apparatus for displaying search engine advertisements, in order to increase the click-through rate of the pushed advertisements.

[0008] In a first aspect, a method for displaying search engine advertisements is provided. The method may be executed by a terminal device or a server, or by a component (such as a chip, a chip system, etc.) configured in the terminal device or server, or by a logic module or software capable of implementing all or part of the functions of the terminal device or server. This application does not limit this.

[0009] Exemplarily, the method includes: determining the correlation between the search content input by the user and one or more groups of attribute information, where 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: the field involved in the first advertisement, a descriptive statement of the first advertisement, or a keyword of the first advertisement, where the first advertisement is the advertisement to be displayed based on the search content; and determining a target text for display based on the correlation, where the target text is a language description of the first advertisement.

[0010] 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.

[0011] 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 intention of the search content; determining the correlation between the features and each group of attribute information in the one or more groups of attribute information.

[0012] In combination with the first aspect, in some possible implementations, 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 this group or multiple sets of attribute information is greater than or equal to a preset threshold, determining the set of attribute information in this group or multiple sets of attribute information that has the greatest correlation with 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.

[0013] In combination with the first aspect, in some possible implementations, determining the target text based on the target attribute information includes: determining the text corresponding to the target attribute information in the multiple texts as the target text based on 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.

[0014] 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.

[0015] 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 the features of the search content into a pre-trained text generation model to generate the target text through the text generation model.

[0016] 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.

[0017] 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.

[0018] A second aspect provides a method for displaying search engine advertisements. The method is applied to a search engine advertisement display system, which includes a terminal device and a server. The method includes: the server determining the correlation between search content input by a user and one or more sets of attribute information, where 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, where the first advertisement is an advertisement to be displayed based on the search content; the server determining a target text for display based on the correlation, where the target text is 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.

[0019] Based on the above scheme, the server can determine the target text used to describe 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 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.

[0020] A third aspect provides a search engine advertising display system, comprising a server and a terminal device. The server can be configured to determine a correlation between a user's search content and one or more sets of attribute information corresponding to a first advertisement, each set of attribute information including at least one of the following: a field covered by the first advertisement, a descriptive statement about the first advertisement, or keywords for the first advertisement, the first advertisement being the advertisement to be displayed based on the search content; determine target text for display based on the correlation, the target text being a linguistic description of the first advertisement; and transmit the target text to the terminal device. The terminal device can be configured to display the target text.

[0021] A fourth aspect provides a server that can be used to implement the server steps in the first aspect and any possible implementation of the first aspect, or can be used to implement the server steps in the second aspect and any possible implementation of the second aspect. The server includes corresponding modules for executing the above-mentioned method. The modules included in the server can be implemented in software and / or hardware.

[0022] In a fifth aspect, the present application provides a server comprising at least one processor and at least one communication interface. The processor is coupled to the communication interface and can be configured 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.

[0023] Optionally, the server further includes a memory, and the processor is coupled to the memory.

[0024] 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 corresponding modules for executing the above-mentioned method. The modules included in the terminal device can be implemented in software and / or hardware.

[0025] In a seventh aspect, the present application provides a terminal device, comprising at least one processor and at least one communication interface. The processor is coupled to the communication interface and can be configured 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.

[0026] Optionally, the terminal device further includes a memory, and the processor is coupled to the memory.

[0027] 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.

[0028] In one possible design, the chip system also includes a memory, which is used to store program instructions and data. The memory is located inside or outside the processor.

[0029] The chip system can be composed of chips, or can include chips and other discrete devices.

[0030] 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 run by a device, the method of the above-mentioned first aspect and any possible implementation of the first aspect is executed, or the method of the above-mentioned second aspect and any possible implementation of the second aspect is executed.

[0031] In the tenth aspect, a program product is provided, which includes: a program (also referred to as code, or instructions), which, when run, causes the method of the above-mentioned first aspect and any possible implementation of the first aspect to be executed, or causes the method of the above-mentioned second aspect and any possible implementation of the second aspect to be executed.

[0032] 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

[0033] FIG1 is a schematic diagram of the structure of a terminal device applicable to the method for displaying search engine advertisements provided in an embodiment of the present application;

[0034] FIG2 is a schematic flow chart of a method for displaying search engine advertisements according to an embodiment of the present application;

[0035] FIG3 is a schematic diagram of determining an advertisement to be pushed to a user based on search content characteristics provided by the present application;

[0036] FIG4 is a schematic diagram of determining a target text from multiple texts corresponding to a first advertisement according to an embodiment of the present application;

[0037] FIG5 is a schematic diagram showing a comparison of different target texts corresponding to different search contents provided in this application;

[0038] FIG6 is a schematic diagram of generating a target text based on a target advertisement text template according to an embodiment of the present application;

[0039] FIG7 is a schematic diagram of generating a target text based on a text generation model provided in an embodiment of the present application;

[0040] FIG8 is another comparative diagram of different target texts corresponding to different search contents provided by the present application;

[0041] 9 is a schematic diagram of a server sending a target text to a terminal device according to an embodiment of the present application;

[0042] FIG10 is a schematic diagram of a terminal device displaying a target text according to an embodiment of the present application;

[0043] FIG11 is another schematic flow chart of a method for displaying search engine advertisements according to an embodiment of the present application;

[0044] FIG12 is a schematic diagram comparing the currently known method for displaying search engine advertisements with the method for displaying search engine advertisements provided in an embodiment of the present application;

[0045] FIG13 is a schematic diagram of a search engine advertisement display system according to an embodiment of the present application. DETAILED DESCRIPTION

[0046] The technical solution in this application will be described below with reference to the accompanying drawings.

[0047] First, in the embodiments of this application, "and / or" describes the relationship between associated objects, indicating that three possible relationships exist. For example, "A and / or B" can represent: A exists alone, A and B exist simultaneously, and B exists alone, where A and B can be singular or plural. The character " / " generally indicates that the associated objects are in an "or" relationship, but it does not exclude the possibility of indicating an "and" relationship between the associated objects. The specific meaning of the symbol can be understood in the context.

[0048] 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, and do not limit the time. It does not require that the device must perform a judgment action when it is implemented, nor does it mean that there are other limitations.

[0049] Third, in the embodiments of this 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 this application should not be interpreted as being preferred or advantageous over other embodiments or designs. Rather, the use of words such as "exemplarily" or "for example" is intended to present the relevant concepts in a concrete manner.

[0050] 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.

[0051] In a currently known method for displaying search engine ads, a user can enter search terms in a user interface (UI). A device (including but not limited to a terminal device or server) can parse the search terms entered by the user to obtain characteristics of the search terms. Based on the characteristics of the search terms, the device can then determine one or more ads to push to the user. Furthermore, each ad is accompanied by a summary description in the search engine ad push interface. However, with this method for displaying search engine ads, the summary description of the ads displayed to users is unrelated to the search terms entered by the user, which is one of the reasons why the ads have low click-through rates.

[0052] 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 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, which can better attract the user, and the pushed advertisement can obtain higher attention, which can help to improve the click-through rate of the pushed advertisement.

[0053] 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, but are not limited to: smart phones, tablet computers, smart screens, smart TVs, smart watches, wearable devices, vehicle-mounted devices, laptop computers, personal computers (PCs), ultra-mobile personal computers (UMPCs), netbooks, 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. The embodiments of this application do not impose any restrictions on the specific types of servers.

[0054] Before describing in detail the method for displaying search engine advertisements provided by the embodiment of the present application, an exemplary description of a terminal device applicable to the embodiment of the present application will be given with reference to FIG1 .

[0055] FIG1 is a schematic structural diagram of a terminal device applicable to the method for displaying search engine advertisements provided in an embodiment of the present application.

[0056] For example, FIG1 shows a schematic structural diagram of a terminal device 100. As shown in FIG1 , 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 194, and a subscriber identification module (SIM) card interface 195. 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.

[0057] 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 processing unit (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). The different processing units may be independent devices or integrated into one or more processors.

[0058] 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.

[0059] The controller can be the nerve center and command center of the terminal device 100. The controller can generate operation control signals according to instruction operation codes and timing signals to complete the control of instruction fetching and execution.

[0060] Processor 110 may also include a memory for storing instructions and data. In some embodiments, the memory in processor 110 is a cache memory. This memory can store instructions or data that have just been used or are being recycled by processor 110. If processor 110 needs to use the same instruction or data again, it can directly access the memory. This avoids duplicate accesses, reduces processor 110 latency, and thus improves system efficiency.

[0061] The processor 110 can perform different operations to implement 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. This embodiment of the application does not impose any restrictions on this.

[0062] In some embodiments, the processor 110 may include one or more interfaces. The interfaces 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.

[0063] 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 will 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.

[0064] The charging management module 140 is configured to receive charging input from a charger. The charger can be either a wireless charger or a wired charger. In some wired charging embodiments, the charging management module 140 can receive charging input from the wired charger via the USB interface 130. In some wireless charging embodiments, the charging management module 140 can receive wireless charging input via the wireless charging coil of the terminal device 100. While charging the battery 142, the charging management module 140 can also provide power to the terminal device 100 via the power management module 141.

[0065] 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 provides power to the processor 110, the internal memory 121, the external memory, the display 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 count, and battery health status (leakage, impedance). 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.

[0066] 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.

[0067] 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.

[0068] The mobile communication module 150 can provide wireless communication solutions including 2G / 3G / 4G / 5G applied on the terminal device 100.

[0069] 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.

[0070] 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.

[0071] The terminal device 100 can implement display functions through a GPU, display screen 194, and an application processor. The GPU is a microprocessor for image processing that 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 that execute program instructions to generate or change display information.

[0072] Display screen 194, also referred to as a screen, can be used to display images, videos, and the like. It should be understood that display screen 194 may also include additional components, such as a backlight panel and a driver circuit. The backlight panel can be used to provide a light source, and the display panel emits light based on the light provided by the backlight panel. The driver circuit can be used to control the light transmission or opacity of the liquid crystal layer.

[0073] The terminal device 100 can realize the shooting function through the ISP, camera 193, video codec, GPU, display screen 194 and application processor.

[0074] 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 via the external memory interface 120 to implement data storage functions. For example, files such as music and videos can be stored on the external memory card.

[0075] The internal memory 121 can be used to store device executable program code, which includes 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 can 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 can 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.

[0076] The terminal device 100 can implement audio functions such as music playback and recording through the audio module 170, such as the speaker 170A, the receiver 170B, the microphone 170C and the headphone jack 170D, and the application processor.

[0077] It should be understood that the structure illustrated in this 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, or may combine or separate certain components, or arrange the components differently. The illustrated components may be implemented in hardware, software, or a combination of software and hardware.

[0078] FIG2 is a schematic flow chart of a method for displaying search engine advertisements according to an embodiment of the present application.

[0079] As shown in Figure 2, method 200 may include steps 210 and 220. The method 200 can 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 can be performed by a terminal device or a server. For example, the method 200 can also be performed by a component configured in the server (such as a chip, chip system, etc.), or it can also be implemented by a logic module or software that can realize all or part of the server functions. The embodiment of the present application does not limit this. In this application, the server can be a cloud server or a physical server device. The server device can be a single server device or a server cluster composed of multiple server devices. The embodiment of the present application does not limit this. In the case where the computing power of the terminal device is strong, the method 200 can also be deployed on the terminal device. The terminal device can have a structure as shown in Figure 1. The embodiment of the present application does not limit this. The steps in Figure 2 are described in detail below.

[0080] In step 210 , the relevance between the search content input by the user and one or more sets of attribute information is determined.

[0081] This one or more sets of attribute information corresponds to the 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 (or a set of keywords) of the first advertisement. This one or more sets of attribute information are pre-stored. APP 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 form of presentation of APP advertisements. In other possible embodiments, an "advertisement" logo is presented together with the APP information, indicating that the APP is being promoted. Taking APP advertisements as an example of the first advertisement, each APP can correspond to one or more sets of attribute information stored in advance, and each set 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.

[0082] Among them, the first advertisement is the 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: determining 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 the first advertisement being a list of advertisements to be pushed that the server or terminal device can determine 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 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 this application does not impose any limitation on this. The first advertisement involved in this application is any one of the one or more advertisements to be pushed determined by the server or terminal device, and this application does not impose any limitation on this.

[0083] 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 browser.

[0084] 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.

[0085] In an embodiment of the present application, one or more advertisements to be pushed to the user can 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 server can, based on the characteristics of the search content input by the user, find at least one advertisement related to the characteristics of the search content from multiple pre-stored advertisements, and sort the at least one advertisement based on the strength of the correlation with the characteristics of the search content, ultimately determining one or more advertisements with relatively strong correlation with the characteristics of the search content as the advertisements to be ultimately pushed to the user.

[0086] 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: keyword extraction of the search content, named entity recognition of the search content, or intent recognition of the search content. For example, the search content is "** dressing guide", the search content is parsed, the keywords (or keyword set) 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 go 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, strategy", the named entities of the search content include "** scenic spot, strategy", and the intention of the search is "travel".

[0087] FIG3 is a schematic diagram of determining an advertisement to be pushed to a user based on features of search content, as provided in the present application.

[0088] Exemplarily, as shown in FIG3 , 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 intention of the search is “dressing”. Furthermore, the server or terminal device can determine the advertisements to be pushed to the user based on the characteristics of the search content and the attribute information of multiple pre-stored advertisements. For example, as shown in FIG3 , the attribute information of advertisement 1 includes dressing and shopping, etc., the attribute information of advertisement 2 includes dressing and travel, etc., the attribute information of advertisement 3 includes beauty and dressing, etc., and the attribute information of advertisement 4 includes food, so that the server or terminal device can determine that advertisements 1, 2, and 3 are related to the search content, and thus advertisements 1, 2, and 3 can be determined as advertisements pushed to the user.

[0089] 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 can 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.

[0090] In one possible implementation, determining the relevance of the search content input by the user with one or more groups of attribute information includes: parsing the search content to obtain a feature of the search content, the feature including at least one of the following: keywords of the search content, named entities involved in the search content, or the intention of the search content; and determining the relevance of the feature with each group of attribute information in the one or more groups of attribute information.

[0091] 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. For the sake of brevity, it will not be repeated here.

[0092] After obtaining the search content's features, the server or terminal device can determine the correlation between the search content's features and each set of attribute information in the one or more sets of attribute information. In one possible implementation, a pre-trained correlation model can be used to input the search content's features and each set of attribute information into the correlation model, which then analyzes the correlation between the search content's features and each set of attribute information. This correlation model can be a model trained using deep learning or machine learning, and this application does not impose any limitations on this.

[0093] In step 220 , a target text for presentation is determined based on the correlation.

[0094] The target text is a language description of the first advertisement.

[0095] 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 correlation.

[0096] 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 this group or multiple sets of attribute information is greater than or equal to a preset threshold, determining the set of attribute information in this group or multiple sets of attribute information that has the greatest correlation with 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, the default text corresponding to the first advertisement being predefined.

[0097] 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.

[0098] 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.

[0099] 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.

[0100] In one possible implementation, determining the target text based on the target attribute information includes: determining the text corresponding to the target attribute information in the multiple texts as the target text 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 texts.

[0101] It should be noted that the correspondence between one or more sets of attribute information and the first advertisement, as well as the correspondence between one or more sets of attribute information and multiple texts, can be configured or stored in a table format, or in other formats, such as an ordered array, a queue, etc. This application does not limit this.

[0102] In the embodiment of the present application, the correspondence between one or more sets of attribute information and the first advertisement, as well as the correspondence between one or more sets of attribute information and multiple texts are shown in a table form, but this should not limit the present application in any way.

[0103] 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.

[0104] Table 1

[0105] 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. 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.

[0106] As shown in Table 1, an advertisement can correspond to one or more sets of attribute information, and each set of attribute information can correspond to one or more texts. For example, Advertisement 1 can correspond to multiple sets of attribute information, including Attribute Information 1 and Attribute Information 2. Attribute Information 1 corresponding to Advertisement 1 can correspond to a single text, Text 111. For another example, Advertisement n can correspond to multiple sets of attribute information, including Attribute Information 1 and Attribute Information 2. Attribute Information 1 corresponding to Advertisement n can correspond to multiple texts, including Text n11 and Text n12.

[0107] As an example and not a limitation, for example, the attribute information 1 corresponding to advertisement 1 includes: the field involved in advertisement 1 "fashion wear", the keywords of advertisement 1 "wear, match,...", and the text 111 corresponding to the attribute information 1 corresponding to advertisement 1 is "Exquisite dressing skills, making 'good-looking' a daily routine." For another example, the attribute information 2 corresponding to advertisement 1 includes: the field involved in advertisement 1 "tourism", the keywords of advertisement 1 "tourism, play, travel,...", and the text 121 corresponding to the attribute information 2 corresponding to advertisement 1 is "A complete guide to scenic spots, a perfect travel trip." For another example, the attribute information 1 corresponding to advertisement 2 includes: the field involved in advertisement 2 "beauty and skin care", the keywords of advertisement 2 "whitening, concealer, makeup lasting, makeup removal, moisturizing,...", and the text 211 corresponding to the 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 while shopping, snacks, color, fragrance and taste, delicious, breakfast, lunch, dinner, supper, late-night snack, fast food, local cuisine, specialty 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".

[0108] 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.

[0109] 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 can determine the text 111 corresponding to the attribute information 1 corresponding to Advertisement 1 as the target text.

[0110] 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 the multiple texts including text n11 and text n12 corresponding to the attribute information 1 corresponding to the advertisement n as the target text.

[0111] FIG4 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.

[0112] For example, as shown in FIG4 , Advertisement 1, Advertisement 2, and Advertisement 3 are advertisements determined by a server or terminal device to be pushed to a user. The first advertisement is any one of Advertisement 1, Advertisement 2, and Advertisement 3. The text corresponding to Advertisement 1 includes Text 1a, Text 1b, Text 1c, and Text 1d; the text corresponding to Advertisement 2 includes Text 2a, Text 2b, Text 2c, and Text 2d; and the text corresponding to Advertisement 3 includes Text 3a, Text 3b, Text 3c, and Text 3d. Based on the target attribute information of Advertisement 1, Advertisement 2, and Advertisement 3, the server or terminal device can determine the target text from the text corresponding to each of these advertisements. For example, after screening, the target text for Advertisement 1 is Text 1c, the target text for Advertisement 2 is Text 2a, and the target text for Advertisement 3 is Text 3b.

[0113] FIG5 is a schematic diagram showing a comparison of different target texts corresponding to different search contents provided in this application.

[0114] Figure 5 a) takes the search content "What pants go with a red top?" and Figure 5 b) takes the search content "** scenic spot travel guide" as an example. As mentioned above, the search content "What pants go with a red top?" has an intent of "outfit," and the search content "** scenic spot travel guide" has an intent of "travel." In Figure 5 a), based on the search content "What pants go with a red top?", the ads to be pushed to the user are determined to 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 5 b), based on the search content "** scenic spot travel guide," the ads to be pushed to the user are determined to include Ad 1, Ad 4, and Ad 5. The target text used to describe Ad 1 is text 121, the target text used to describe Ad 4 is text 421, and the target text used to describe Ad 5 is text 511. In both FIG5 a) and FIG5 b), Advertisement 1 is displayed to the user, but the difference is that in FIG5 a), the target text used to describe Advertisement 1 is text 111, and text 111 is text related to "outfitting", while in FIG5 b), the target text used to describe Advertisement 1 is text 121, and text 121 is text related to "travel".

[0115] In one possible implementation, 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.

[0116] It should be noted that the correspondence between one or more sets of attribute information and the first advertisement, as well as the correspondence between one or more sets of attribute information and multiple advertisement text templates, can be configured or stored in a table format, or in other formats, such as an ordered array, a queue, etc. This application does not impose any limitation on this.

[0117] In the embodiment of the present application, the correspondence between one or more sets of attribute information and the first advertisement, as well as the correspondence between one or more sets of attribute information and multiple advertisement text templates are shown in a table form, but this should not limit the present application in any way.

[0118] Table 2 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 advertisement text templates.

[0119] Table 2

[0120] 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. 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.

[0121] As shown in Table 2, an advertisement can correspond to one or more sets of attribute information, and each set of attribute information can correspond to one or more advertisement text templates. For example, Ad 1 can correspond to multiple sets of attribute information, including Attribute Information 1 and Attribute Information 2. Attribute Information 1 corresponding to Ad 1 can correspond to a single text, Ad Text Template 111. For another example, Ad n can correspond to multiple sets of attribute information, including Attribute Information 1 and Attribute Information 2. Attribute Information 1 corresponding to Ad n can correspond to multiple texts, including Ad Text Templates n11 and n12.

[0122] 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.

[0123] For example, taking Advertisement 1 as an example of a first advertisement, if 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. Furthermore, the server or terminal device may embed at least one word in the target attribute information and / or at least one word in the characteristics of the search content into the target advertisement text template to generate a coherent target text.

[0124] In another example, taking Advertisement n as the first advertisement, and attribute information 1 corresponding to Advertisement n as the 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. Furthermore, the server or terminal device may embed at least one word from the target attribute information and / or at least one word from the search content feature into the target advertisement text template to generate a coherent target text.

[0125] In another possible implementation, when the target attribute information corresponds to multiple advertising 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 characteristics of the search content into each of the multiple advertising text templates to generate multiple coherent texts. Furthermore, the server or terminal device may randomly determine any one of the multiple generated texts 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. This embodiment of the present application does not impose any limitation on this.

[0126] FIG6 is a schematic diagram of generating a target text based on a target advertisement text template according to an embodiment of the present application.

[0127] For example, as shown in Figure 6, the search content is "Which scenic spots are worth recommending for ** travel?" The search content is parsed to obtain the search content's features. The search content's keywords are "scenic spot, travel, **," the search content's named entity is "**," and the search intent is "travel." "**" can be a city name, but this is not limited in this embodiment of the application. Advertisement 1's target attribute information includes "travel, notes," and the target ad text template is "___ Notes Guide"; Advertisement 2's target attribute information includes "travel, video," and the target ad text template is "___ Video Preview"; Advertisement 3's target attribute information includes "travel, accommodation," and the target ad text template is "___ Accommodation Preview." The server and terminal device can embed at least one word from the first ad's target attribute information and / or at least one word from the search content's features into the target ad text template to generate coherent target text. For example, the target text generated for Advertisement 1 is "Scenic Spot Travel Notes Guide"; the target text generated for Advertisement 2 is "Scenic Spot Check-in Video Preview"; and the target text generated for Advertisement 3 is "Travel Accommodation Preview."

[0128] 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.

[0129] After determining the target attribute information and search content characteristics, the server or terminal device can input the target attribute information and the search content characteristics into a pre-trained text generation model. The text generation model analyzes and processes the target attribute information and the search content characteristics to generate the target text. The text generation model can be a model trained based on deep learning or machine learning, and this application does not impose any restrictions on this.

[0130] FIG7 is a schematic diagram of generating a target text based on a text generation model provided in an embodiment of the present application.

[0131] For example, as shown in FIG7 , the search content is “** travel, which scenic spots are worth recommending?”, 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 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”; and the target text of advertisement 3 generated is “Holiday Travel Accommodation Discount Booking”.

[0132] In a possible implementation, the method 200 is applied to a server. After determining a target text for display based on the correlation, the method 200 further includes: sending the target text to a terminal device, which is configured to display the target text.

[0133] That is to say, 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.

[0134] FIG8 is another comparative diagram of different target texts corresponding to different search contents provided in this application.

[0135] Figure 8 a) takes the search content "What pants go with a red top?" and Figure 8 b) takes the search content "** scenic spot travel guide" as an example. As mentioned above, the search content "What pants go with a red top?" has an intent of "outfitting", and the search content "** scenic spot travel guide" has an intent of "travel". In Figure 8 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. In Figure 8 b), based on the search content "** scenic spot travel guide", it is determined that the ads to be pushed to the user include Ad 1, Ad 4, and Ad 5. The target text used to describe Ad 1 is text 1d, the target text used to describe Ad 4 is text 4e, and the target text used to describe Ad 5 is text 5f. In both Figure 8a) and Figure 8b), Advertisement 1 is displayed to the user. However, in Figure 8a), the target text used to describe Advertisement 1 is Text 1c. As an example, not a limitation, Text 1c could be "Trendy Outfit Guide." Clearly, Text 1c is text related to "outfit." In contrast, in Figure 8b), the target text used to describe Advertisement 1 is Text 1d. As an example, not a limitation, Text 1d could be "Scenic Spot Food, Drink, Entertainment Travel Guide." Clearly, Text 1d is text related to "travel."

[0136] FIG9 is a schematic diagram of a server sending a target text to a terminal device according to an embodiment of the present application.

[0137] As shown in Figure 9, 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, if the target text of Ad 1 is determined to be Text 1c, the target text of Ad 2 is determined to be Text 2a, and the target text of Ad 3 is determined to be Text 3b, the server can send the target texts of these ads to the terminal device, so that the terminal device can display these ads and the corresponding target texts on its ad display interface.

[0138] In a possible implementation, the method 200 is applied to a terminal device. After determining the target text for display based on the correlation, the method 200 further includes: displaying the target text.

[0139] If the computing power of the terminal device is capable of executing the steps in the above method 200, the above method 200 can be deployed on the terminal device. After determining the target text, the terminal device can display the target text so that the user can see the target text that is relevant to the search content.

[0140] FIG10 is a schematic diagram of a terminal device displaying a target text according to an embodiment of the present application.

[0141] As shown in Figure 10, 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 entered by the user.

[0142] 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.

[0143] FIG11 is another schematic flow chart of a method for displaying search engine advertisements provided in an embodiment of the present application.

[0144] As shown in Figure 11 , method 1100 may include steps 1110 to 1140. This method 1100 may be applied to a search engine advertising display system, which includes a terminal device and a server. The server may perform steps 1110 to 1130, and the terminal device may perform step 1140. For detailed descriptions of the terminal device and server, please refer to the relevant descriptions above and will not be repeated here for the sake of brevity. The following describes each step in Figure 11 in detail.

[0145] In step 1110 , the server determines the relevance between the search content input by the user and one or more sets of attribute information.

[0146] 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 the advertisement to be displayed based on the search content.

[0147] 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 an APP advertisement as an example of a 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 in the APP, a descriptive statement of the APP, or a keyword (or a set of keywords) of the APP.

[0148] The server can parse the search content entered 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 method 200 above. For the sake of brevity, it will not be repeated here.

[0149] Before step 1110 , the method 1100 may further include step 1105 .

[0150] 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.

[0151] 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 browser UI. Further, the terminal device can send the search content to the server for subsequent analysis and processing by the server.

[0152] Step 1120 : The server determines a target text for display based on the correlation.

[0153] The target text is a language description of the first advertisement.

[0154] For a detailed description, please refer to the relevant content of step 220 in the above method 200. For the sake of brevity, it will not be repeated here.

[0155] Step 1130: The server sends the target text to the terminal device. Correspondingly, the terminal device receives the target text from the server.

[0156] For a detailed description, please refer to the relevant description of Figure 9, which will not be repeated here for the sake of brevity.

[0157] Step 1140: The terminal device displays the target text.

[0158] For a detailed description, please refer to the relevant description of Figure 10. For the sake of brevity, it will not be repeated here.

[0159] Based on the above scheme, the server can determine the target text used to describe 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 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.

[0160] In order to better understand the effect of the method for displaying search engine advertisements provided by the embodiment of the present application, a brief description is given below with reference to FIG. 12 .

[0161] FIG12 is a schematic diagram comparing advertisement display between a currently known method for displaying search engine advertisements and a method for displaying search engine advertisements provided in an embodiment of the present application.

[0162] As shown in FIG12 , when the user inputs the search content “** Scenic Spot Travel Guide”, the currently known method for displaying search engine advertisements displays an advertisement display interface as shown in FIG12 a), and the method for displaying search engine advertisements provided in the embodiment of the present application displays an advertisement display interface as shown in FIG12 b). Among them, the summary description text of advertisement 1 displayed in FIG12 a) is “Record beautiful moments”. The summary description text is fixed, and it is not obvious that the text is related to the search content “** Scenic Spot Travel Guide” input by the user; while the summary description text of advertisement 1 displayed in FIG12 b) is “Scenic Spot Food, Drink, Play and Travel Guide”. The summary description text can be clearly seen to be related to the search content “** Scenic Spot Travel Guide” input by the user. Therefore, using the method for displaying search engine advertisements provided in the embodiment of the present application can make users feel that the pushed advertisements are helpful to them, can better attract users, so that the pushed advertisements can obtain higher attention, and can further help to improve the click-through rate of the pushed advertisements.

[0163] FIG13 is a schematic diagram of a search engine advertisement display system according to an embodiment of the present application.

[0164] As shown in Figure 13, the search engine advertising display system includes a server and a terminal device. The server can be configured to determine the relevance between a user's search content and one or more sets of attribute information corresponding to a first advertisement, each set of attribute information including at least one of the following: the field covered by the first advertisement, a descriptive statement about the first advertisement, or keywords for the first advertisement, the first advertisement being the advertisement to be displayed based on the search content; determine target text for display based on the relevance, the target text being a verbal description of the first advertisement; and send the target text to the terminal device. The terminal device can then display the target text.

[0165] 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.

[0166] As shown in FIG. 13 , in a possible implementation, the server may include a search content parsing module, a to-be-pushed advertisement screening module, a relevance determination module, a target attribute information determination module, and a target text determination module.

[0167] The search content parsing module can be used to parse 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. For the sake of brevity, it will not be repeated here.

[0168] 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. Detailed descriptions can be found in the relevant descriptions above, and for the sake of brevity, they will not be repeated here.

[0169] The relevance determination module can be used to determine the relevance between the search content and one or more sets of attribute information corresponding to the first advertisement. Detailed descriptions can be found in the above related descriptions, which will not be repeated here for the sake of brevity.

[0170] 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.

[0171] The target text determination module can 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 detailed description, please refer to the relevant description above, and for the sake of brevity, it will not be repeated here.

[0172] The embodiment of the present application further provides a server, which includes corresponding modules for executing the steps of the server in any of the embodiments shown in Figure 2 or Figure 11. The modules included in the server can be implemented in software and / or hardware.

[0173] An embodiment of the present application also provides a server, which includes a memory and a processor, wherein the memory is used to store programs, and the processor is used to call and execute programs, so that the server performs the steps of the server in any embodiment shown in Figure 2 or Figure 11 above.

[0174] The present application also provides a terminal device including corresponding modules for executing the steps of the terminal device in any of the embodiments shown in Figure 2 or Figure 11. The modules included in the terminal device can be implemented in software and / or hardware.

[0175] An embodiment of the present application also provides a terminal device, which includes a memory and a processor, wherein the memory is used to store programs, and the processor is used to call and execute programs, so that the terminal device performs the steps of the terminal device in any of the embodiments shown in Figure 2 or Figure 11 above.

[0176] The present application also provides a chip system, which includes at least one processor for implementing the functions involved in the steps in any of the embodiments shown in Figures 2 or 11 above.

[0177] In one possible design, the chip system further includes a memory, which is used to store program instructions and data, and the memory is located inside or outside the processor.

[0178] The chip system can be composed of chips, or can include chips and other discrete devices.

[0179] An embodiment of the present application further provides a readable storage medium on which a program is stored. When the program is executed by a device, the device executes the steps in any one of the embodiments shown in FIG. 2 or FIG. 11 .

[0180] An embodiment of the present application also provides a program product, including a program, which, when executed, enables a device to execute the steps in any of the embodiments shown in FIG. 2 or FIG. 11 .

[0181] It should be understood that the processor in the embodiments of the present application can be an integrated circuit chip with signal processing capabilities. During implementation, each step of the above-mentioned method embodiment can be completed by hardware integrated logic circuits in the processor or by software instructions. The above-mentioned processor can be a general-purpose processor, a digital signal processor (DSP), an application-specific integrated circuit (ASIC), a field programmable gate array (FPGA), or other programmable logic devices, discrete gate or transistor logic devices, or discrete hardware components. The various methods, steps, and logic block diagrams disclosed in the embodiments of the present application can be implemented or executed. The general-purpose processor can be a microprocessor or any conventional processor. The steps of the method disclosed in the embodiments of the present application can be directly implemented and executed by a hardware decoding processor, or by a combination of hardware and software modules in the decoding processor. The software module can be located in a storage medium well-known in the art, such as random access memory, flash memory, read-only memory, programmable read-only memory, electrically erasable programmable memory, registers, etc. The storage medium is located in the memory, and the processor reads the information in the memory and, in conjunction with its hardware, completes the steps of the above-mentioned method.

[0182] 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 memories.

[0183] The terms "unit", "module", etc. 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.

[0184] Those skilled in the art will appreciate that the various illustrative logical blocks and steps described in conjunction with the embodiments disclosed herein can be implemented using electronic hardware, or a combination of 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. Professionals and technicians may use different methods to implement the described functions for each specific application, but such implementation should not be considered 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 merely illustrative. For example, the module division is only a logical function division. In actual implementation, there may be other division methods, such as multiple modules or components can be combined or integrated into another system, or some features can be ignored or not implemented. In addition, the coupling or direct coupling or communication connection shown or discussed can be through some interfaces, indirect coupling or communication connection of devices or modules, and can be electrical, mechanical, or other forms.

[0185] The modules described as separate components may or may not be physically separate, and the components shown as modules may or may not be physical modules, that is, they may be located in one place or distributed across multiple network modules. Some or all of the modules may be selected to achieve the purpose of the present embodiment according to actual needs.

[0186] In addition, the functional modules in the various embodiments 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.

[0187] 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, or the part that contributes to the prior art, or the part of the technical solution, can be embodied in the form of a software product, which is stored in a storage medium and includes several instructions for enabling a device to execute all or part of the steps of the methods described in each embodiment of the present application. The aforementioned storage medium includes various media that can store program codes, such as a USB flash drive, a mobile hard disk, a read-only memory (ROM), a random access memory (RAM), a magnetic disk or an optical disk.

[0188] The above description is merely a specific embodiment of the present application, but the scope of protection of the present application is not limited thereto. Any changes or substitutions that can be easily conceived by a person skilled in the art within the technical scope disclosed in this application should be included in the scope of protection of this application. Therefore, the scope of protection of this application should be based on the scope of protection 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 used to 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 Corresponding to the first advertisement, each set of attribute information includes at least one of the following: a field involved in the first advertisement, a descriptive sentence 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; determining a target text for display based on the relevance, the target text being a language description of the first advertisement; and sending 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.

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