CN103606099B - A kind of optimization method and device of advertisement keyword bid - Google Patents
A kind of optimization method and device of advertisement keyword bid Download PDFInfo
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Abstract
本发明公开了一种广告关键词出价的优化方法及装置，上述方法在广告关键词的出价小于上述关键词的最低展现价格bidmin时，提示用户上述关键词对应的广告无法展现；上述装置包括比价模块及提示模块；本发明解决现有技术中关键词出价过低造成的广告无法展现的问题。
The present invention discloses a method and a device for optimizing bids for advertising keywords. When the bid of an advertising keyword is lower than the minimum display price bid min of the above-mentioned keyword, the above-mentioned method prompts the user that the advertisement corresponding to the above-mentioned keyword cannot be displayed; the above-mentioned device includes A price comparison module and a prompt module; the invention solves the problem in the prior art that the advertisement cannot be displayed due to the low bid of keywords.
Description
技术领域technical field
本发明涉及互联网领域，尤其涉及一种广告关键词出价的优化方法及装置。The invention relates to the field of the Internet, in particular to an optimization method and device for advertising keyword bids.
背景技术Background technique
关键词出价是搜索广告中不可或缺的一环，应用过程中常常会出现广告用户对广告的关键词的出价过低而使得广告无法展现的情况，此时需要提醒广告客户，促进其提价或者优化广告的关键词。而如何检测或者判定关键词的“出价过低”，是一个技术难题，因为在关键词出价环境中，不同的客户会在不同的时间点对同一个关键词的出价进行修改，这个出价环境是复杂的、动态的。Keyword bidding is an indispensable part of search advertising. During the application process, advertisers often bid too low for the keywords of the advertisement, so that the advertisement cannot be displayed. At this time, it is necessary to remind the advertiser to increase the price Or optimize the keywords of the advertisement. How to detect or determine the "bid too low" of a keyword is a technical problem, because in the keyword bidding environment, different customers will modify the bid of the same keyword at different points in time, this bidding environment is Complex and dynamic.
发明内容Contents of the invention
本发明的目的是，提供一种广告关键词出价的优化方法及装置，以解决现有技术中关键词出价过低造成的广告无法展现的问题。The object of the present invention is to provide an advertising keyword bidding optimization method and device to solve the problem in the prior art that the advertisement cannot be displayed due to the low keyword bidding.
本发明提供了一种广告关键词出价的优化方法，上述方法在广告关键词的出价小于上述关键词的最低展现价格bidmin时，提示用户上述关键词对应的广告无法展现。The present invention provides an optimization method for advertising keyword bids. When the bidding for advertising keywords is lower than the minimum display price bid min of the above keywords, the method prompts the user that the advertisement corresponding to the above keywords cannot be displayed.
优选地，上述关键词的出价为用户输入或修改后成功保存的出价。Preferably, the bids for the above keywords are bids entered or modified by the user and successfully saved.
优选地，上述关键词的最低展现价格bidmin，在系统中待展现的广告条数大于等于页面规划的广告位数量时，通过如下公式计算：Preferably, the minimum display price bid min of the above keywords is calculated by the following formula when the number of advertisements to be displayed in the system is greater than or equal to the number of advertisement spaces planned on the page:
bidmin＝max（bidn*ε，BID）；bid min = max(bid n * ε, bid);
在系统中待展现的广告条数小于页面规划的广告位数量时，通过如下公式计算：When the number of advertisements to be displayed in the system is less than the number of advertisement slots planned on the page, it is calculated by the following formula:
bidmin＝BID；bid min = bid;
其中，上述bidn为关键词可展现的最低出价；上述BID为关键词的系统默认最低出价；上述ε为价格调节系数，通过如下公式计算：Among them, the above-mentioned bid n is the lowest bid that can be displayed by the keyword; the above-mentioned BID is the system default minimum bid of the keyword; the above-mentioned ε is the price adjustment coefficient, which is calculated by the following formula:
其中，m为上述关键词的购买数量，Qi为由高到低排序后排在第i位的关键词的质量度。Among them, m is the purchase quantity of the above-mentioned keywords, and Q i is the quality degree of the i-th keyword after sorting from high to low.
优选地，上述方法通过将关键词的状态修改为搜索无效的方式提示用户上述关键词对应的广告无法展现。Preferably, the above method prompts the user that the advertisement corresponding to the above keyword cannot be displayed by modifying the status of the keyword to invalid.
优选地，上述方法在提示用户关键词无法展现的同时还将上述关键词的系统默认最低出价BID显示给上述用户。Preferably, the above method not only prompts the user that the keyword cannot be displayed, but also displays the system default minimum bid BID of the above keyword to the above user.
本发明进一步提供了一种广告关键词出价优化装置，上述装置包括：The present invention further provides an advertising keyword bid optimization device, said device comprising:
比价模块，用于比较广告关键词的出价与上述关键词的最低展现价格bidmin的大小；The price comparison module is used to compare the bidding price of the advertising keyword with the minimum display price bid min of the above-mentioned keywords;
提示模块，用于在关键词的出价小于上述关键词的最低展现价格bidmin时，提示用户上述关键词对应的广告无法展现。The prompting module is configured to prompt the user that the advertisement corresponding to the above-mentioned keyword cannot be displayed when the bid of the keyword is lower than the minimum display price bid min of the above-mentioned keyword.
优选地，上述装置还包括：Preferably, the above-mentioned device also includes:
出价模块，用于接收并保存关键词的出价；Bidding module, used to receive and save the bidding of keywords;
最低展现价格计算模块，用于计算关键词的最低展现价格bidmin。The minimum display price calculation module is used to calculate the minimum display price bid min of keywords.
优选地，上述最低展现价格计算模块包括：Preferably, the above minimum display price calculation module includes:
设置子模块，用于提供关键词的系统默认最低出价BID、可展现的最低出价bidn的设置接口并存储上述关键词的系统默认最低出价BID、可展现的最低出价bidn；以及存储关键词的购买数量m及由高到低排序后的关键词的质量度Q；The setting sub-module is used to provide the setting interface of the system default minimum bid BID and the displayable minimum bid n of keywords and store the system default minimum bid BID of the above keywords and the displayable minimum bid bid n ; and store keywords The purchase quantity m and the quality degree Q of the keywords sorted from high to low;
计算子模块，用于计算关键词的价格调节系数ε；以及根据系统中待展现的广告条数与页面规划的广告位数量，计算关键词的最低展现价格bidmin。The calculation sub-module is used to calculate the price adjustment coefficient ε of the keyword; and calculate the minimum display price bid min of the keyword according to the number of advertisements to be displayed in the system and the number of advertisement spaces planned on the page.
优选地，上述计算子模块，用于通过如下公式计算关键词的价格调节系数ε：Preferably, the above calculation sub-module is used to calculate the price adjustment coefficient ε of keywords by the following formula:
以及在系统中待展现的广告条数大于等于页面规划的广告位数量时，通过如下公式计算关键词的最低展现价格bidmin：And when the number of advertisements to be displayed in the system is greater than or equal to the number of advertisement slots planned on the page, the minimum display price bid min of keywords is calculated by the following formula:
bidmin＝max（bidn*ε，BID）；bid min = max(bid n * ε, bid);
在系统中待展现的广告条数小于页面规划的广告位数量时，通过如下公式计算关键词的最低展现价格bidmin：When the number of advertisements to be displayed in the system is less than the number of advertisement slots planned on the page, the minimum display price bid min of keywords is calculated by the following formula:
bidmin＝BID；bid min = bid;
其中，上述m为关键词的购买数量，上述Qi为由高到低排序后排在第i位的关键词的质量度，上述bidn为关键词可展现的最低出价，上述BID为关键词的系统默认最低出价。Among them, the above-mentioned m is the purchase quantity of the keyword, the above-mentioned Q i is the quality degree of the keyword ranked i after sorting from high to low, the above-mentioned bid n is the lowest bid that the keyword can display, and the above-mentioned BID is the keyword The system default minimum bid of .
优选地，上述提示模块还用于在关键词对应的广告无法展现时，将上述关键词的状态修改为搜索无效并显示给用户；以及将上述关键词的系统默认最低出价BID显示给用户。Preferably, the above-mentioned prompt module is also used to modify the status of the above-mentioned keyword to search invalid and display it to the user when the advertisement corresponding to the keyword cannot be displayed; and display the system default minimum bid BID of the above-mentioned keyword to the user.
本发明不再对用户单个输入或者批量导入的关键词的出价进行限定及强制调价，但会在出价过低时，提示用户广告无法展现，既提高了用户体验，也使得用户可在第一时间得知广告的状态，以便及时调整关键词出价，保证广告正常展现；经多轮评测表明，本发明对关键词无法展现的判定的准确率可以达到95%以上；平均出价基本持平甚至略有上升（约2%左右）。The present invention no longer limits and enforces price adjustments on the bids of keywords individually input by users or imported in batches, but when the bids are too low, the user will be prompted that the advertisement cannot be displayed, which not only improves the user experience, but also enables the user to immediately Know the status of the advertisement, so as to adjust the keyword bid in time to ensure the normal display of the advertisement; after multiple rounds of evaluation, it is shown that the accuracy rate of the present invention can reach more than 95% for the judgment that the keyword cannot be displayed; the average bid is basically the same or even slightly increased (about 2%).
附图说明Description of drawings
此处所说明的附图用来提供对本发明的进一步理解，构成本发明的一部分，本发明的示意性实施例及其说明用于解释本发明，并不构成对本发明的不当限定。在附图中：The accompanying drawings described here are used to provide a further understanding of the present invention, and constitute a part of the present invention. The schematic embodiments of the present invention and their descriptions are used to explain the present invention, and do not constitute improper limitations to the present invention. In the attached picture:
图1是本发明广告关键词出价优化装置的原理框图；Fig. 1 is the functional block diagram of advertising keyword bidding optimization device of the present invention;
图2是本发明广告关键词出价优化方法的流程图。Fig. 2 is a flow chart of the advertising keyword bidding optimization method of the present invention.
具体实施方式detailed description
为了使本发明所要解决的技术问题、技术方案及有益效果更加清楚、明白，以下结合附图和实施例，对本发明进行进一步详细说明。应当理解，此处所描述的具体实施例仅用以解释本发明，并不用于限定本发明。In order to make the technical problems, technical solutions and beneficial effects to be solved by the present invention clearer and clearer, the present invention will be further described in detail below in conjunction with the accompanying drawings and embodiments. It should be understood that the specific embodiments described here are only used to explain the present invention, not to limit the present invention.
如图1所示，是本发明广告关键词出价优化装置的原理框图，包括出价模块01、最低展现价格计算模块02、比价模块03以及提示模块04；其中，As shown in Figure 1, it is a functional block diagram of the advertising keyword bidding optimization device of the present invention, including a bidding module 01, a minimum display price calculation module 02, a price comparison module 03 and a prompt module 04; wherein,
出价模块01，用于接收并保存关键词的出价P；The bidding module 01 is used to receive and save the bidding P of keywords;
最低展现价格计算模块02，用于根据系统中待展现的广告条数与页面规划的广告位数量计算关键词的最低展现价格bidmin；最低展现价格计算模块02包括设置子模块021和计算子模块022，其中，The minimum display price calculation module 02 is used to calculate the minimum display price bid min of the keyword according to the number of advertisements to be displayed in the system and the number of advertisement positions planned on the page; the minimum display price calculation module 02 includes a setting submodule 021 and a calculation submodule 022, of which,
设置子模块021，用于提供关键词的系统默认最低出价BID、可展现的最低出价bidn的设置接口并存储上述关键词的系统默认最低出价BID、可展现的最低出价bidn；以及存储关键词的购买数量m及由高到低排序后的关键词的质量度Q；The setting sub-module 021 is used to provide the system default minimum bid BID of keywords, the setting interface of the lowest bid bid n that can be displayed, and store the system default minimum bid BID of the above keywords, the lowest bid bid n that can be displayed; and store the key The purchased quantity m of words and the quality degree Q of keywords sorted from high to low;
计算子模块022，用于通过如下公式计算关键词的价格调节系数ε：The calculation sub-module 022 is used to calculate the price adjustment coefficient ε of keywords by the following formula:
以及根据系统中待展现的广告条数与页面规划的广告位数量及设置子模块021中存储的关键词的系统默认的最低出价BID、可展现的最低出价bidn以及计算得到的价格调节系数ε，计算关键词的最低展现价格bidmin，具体为：And according to the number of advertisements to be displayed in the system and the number of advertisement spaces planned on the page and the system default minimum bid BID of keywords stored in the setting sub-module 021, the lowest bid n that can be displayed and the calculated price adjustment coefficient ε , calculate the minimum display price bid min of keywords, specifically:
当系统中待展现的广告条数大于等于页面规划的广告位数量时，上述关键词的最低展现价格bidmin通过如下公式计算：When the number of advertisements to be displayed in the system is greater than or equal to the number of advertisement slots planned on the page, the minimum display price bid min of the above keywords is calculated by the following formula:
bidmin＝max（bidn*ε，BID） （2）bid min = max(bid n * ε, bid) (2)
当系统中待展现的广告条数小于页面规划的广告位数量时，上述关键词的最低展现价格bidmin通过如下公式计算：When the number of advertisements to be displayed in the system is less than the number of advertisement spaces planned on the page, the minimum display price bid min of the above keywords is calculated by the following formula:
bidmin＝BID （3）bid min = bid(3)
比价模块03，用于比较关键词的出价P与最低展现价格计算模块02计算得到的上述关键词的最低展现价格bidmin的大小，并将结果发送给提示模块04；The price comparison module 03 is used to compare the bid price P of the keyword with the minimum display price bid min of the above-mentioned keywords calculated by the minimum display price calculation module 02, and send the result to the prompt module 04;
提示模块04，用于在比较模块03得到的结果为关键词的出价小于上述关键词的最低展现价格bidmin时，提示用户上述关键词对应的广告无法展现；同时将上述关键词的状态修改为搜索无效并显示给用户，以及将上述关键词的系统默认最低出价BID显示给上述用户。The prompting module 04 is used to prompt the user that the advertisement corresponding to the above-mentioned keyword cannot be displayed when the result obtained by the comparison module 03 is that the bid of the keyword is less than the minimum display price bid min of the above-mentioned keyword; at the same time, the state of the above-mentioned keyword is modified to The search is invalid and displayed to the user, and the system default minimum bid BID of the above keywords is displayed to the above user.
如图2所示，是本发明广告关键词出价优化方法的流程图，具体包括以下步骤：As shown in Figure 2, it is a flow chart of the advertising keyword bid optimization method of the present invention, which specifically includes the following steps:
步骤S00：出价模块01收到用户保存的关键词的出价P；Step S00: the bid module 01 receives the bid P of the keyword saved by the user;
例如关键词为“鲜花”，假设客户A新购买“鲜花”并出价PA为1.2；而已经购买了“鲜花”且历史出价为1.5的客户B，将“鲜花”的出价PB修改为1.3;For example, the keyword is "flowers", assuming that customer A newly purchases "flowers" and bids P A 1.2; and customer B who has already purchased "flowers" and has a historical bid of 1.5 changes the bid P B of "flowers" to 1.3 ;
步骤S01：最低展现价格计算模块02根据设置子模块021中存储的关键词的购买数量m及由高到低排序后的关键词的质量度Q，通过上述公式（1）计算价格调节系数ε；Step S01: The minimum display price calculation module 02 calculates the price adjustment coefficient ε according to the above formula (1) according to the purchase quantity m of the keywords stored in the setting sub-module 021 and the quality Q of the keywords sorted from high to low;
步骤S02：最低展现价格计算模块02根据系统中待展现的广告条数与页面规划的广告位数量及设置子模块021中存储的关键词的系统默认的最低出价BID、可展现的最低出价bidn以及价格调节系数ε，计算关键词的最低展现价格bidmin，具体过程如下：Step S02: The minimum display price calculation module 02 sets the system default minimum bid BID and the minimum displayable bid bid n according to the number of advertisements to be displayed in the system and the number of advertisement spaces planned on the page and the keywords stored in the sub-module 021 And the price adjustment coefficient ε, calculate the minimum display price bid min of keywords, the specific process is as follows:
当系统中待展现的广告条数大于等于页面规划的广告位数量时，通过上述公式（2）计算上述关键词的最低展现价格bidmin；When the number of advertisements to be displayed in the system is greater than or equal to the number of advertisement spaces planned on the page, the minimum display price bid min of the above keywords is calculated through the above formula (2);
当系统中待展现的广告条数小于页面规划的广告位数量时，通过上述公式（3）计算上述关键词的最低展现价格bidmin；When the number of advertisements to be displayed in the system is less than the number of advertisement spaces planned on the page, calculate the minimum display price bid min of the above keywords through the above formula (3);
对于关键词“鲜花”，假设其BID=1.0，bidn=1.5，ε=0.9，则：For the keyword "flowers", assuming its BID=1.0, bid n =1.5, ε=0.9, then:
当系统中待展现的广告条数大于等于页面规划的广告位数量时，则“鲜花”的最低展现价格bidmin为：When the number of advertisements to be displayed in the system is greater than or equal to the number of advertisement spaces planned on the page, the minimum display price bid min of "flowers" is:
bidmin＝max（bidn*ε，BID）=max（1.5*0.9，1.0）=1.35；bid min = max(bid n * ε, bid) = max(1.5*0.9, 1.0) = 1.35;
当系统中待展现的广告条数小于页面规划的广告位数量时，则“鲜花”的最低展现价格bidmin为：When the number of advertisements to be displayed in the system is less than the number of advertisement spaces planned on the page, the minimum display price bid min of "flowers" is:
bidmin＝BID=0.9；bid min = bid = 0.9;
步骤S03：比价模块03比较出价模块01收到的关键词的出价P及最低展现价格计算模块02计算得到的关键词的最低展现价格bidmin的大小，若关键词的出价P小于上述关键词的最低展现价格bidmin，则执行步骤S04;否则，执行步骤S05；Step S03: The price comparison module 03 compares the bid P of the keyword received by the bidding module 01 with the minimum display price bid min of the keyword calculated by the minimum display price calculation module 02. If the lowest display price is bid min , execute step S04; otherwise, execute step S05;
对于关键词“鲜花”，客户A的出价PA=1.2；客户B的出价PB=1.3；当系统中待展现的广告条数大于等于页面规划的广告位数量时，客户A和客户B的出价都小于其最低展现价格bidmin=1.35，则都执行步骤S04；当系统中待展现的广告条数小于页面规划的广告位数量时，客户A和客户B的出价都大于其最低展现价格bidmin=0.9，则都执行步骤S05。For the keyword "flowers", customer A's bid P A = 1.2; customer B's bid P B = 1.3; If the bids are all lower than the minimum display price bid min =1.35, then step S04 is executed; when the number of advertisements to be displayed in the system is less than the number of advertisement spaces planned on the page, the bids of both client A and client B are greater than their minimum display price bid min =0.9, then step S05 is executed.
步骤S04:提示模块04将上述关键词的状态修改为搜索无效，提示用户上述关键词对应的广告无法展现，并将上述关键词的系统默认最低出价BID显示给上述用户，结束；Step S04: the prompting module 04 modifies the status of the above-mentioned keywords to search invalid, prompts the user that the advertisement corresponding to the above-mentioned keywords cannot be displayed, and displays the system default minimum bid BID of the above-mentioned keywords to the above-mentioned user, and ends;
步骤S05：展现上述关键词对应的广告，本流程结束。Step S05: Display the advertisement corresponding to the above keywords, and this process ends.
上述说明示出并描述了本发明的优选实施例，但如前所述，应当理解本发明并非局限于本文所披露的形式，不应看作是对其他实施例的排除，而可用于各种其他组合、修改和环境，并能够在本文所述发明构想范围内，通过上述教导或相关领域的技术或知识进行改动。而本领域人员所进行的改动和变化不脱离本发明的精神和范围，则都应在本发明所附权利要求的保护范围内。The foregoing description shows and describes preferred embodiments of the present invention, but as previously stated, it should be understood that the present invention is not limited to the form disclosed herein, and should not be viewed as excluding other embodiments, but can be used in various Other combinations, modifications and circumstances, and can be modified within the scope of the inventive concept described herein, by the above teachings or by skill or knowledge in the relevant field. However, changes and changes made by those skilled in the art do not depart from the spirit and scope of the present invention, and should all be within the protection scope of the appended claims of the present invention.
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| CN101673385A (en) * | 2009-09-28 | 2010-03-17 | 百度在线网络技术（北京）有限公司 | Consumption preliminary estimate method and device thereof |
| CN102236711A (en) * | 2011-06-30 | 2011-11-09 | 百度在线网络技术（北京）有限公司 | Method and equipment for determining displayed information corresponding to promotion keyword |
| CN102479193A (en) * | 2010-11-22 | 2012-05-30 | 百度在线网络技术（北京）有限公司 | Method and equipment for match search popularization based on match bid coefficient |
| CN102541893A (en) * | 2010-12-16 | 2012-07-04 | 腾讯科技（深圳）有限公司 | Keyword analysis method and keyword analysis device |
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| CN101673385A (en) * | 2009-09-28 | 2010-03-17 | 百度在线网络技术（北京）有限公司 | Consumption preliminary estimate method and device thereof |
| CN102479193A (en) * | 2010-11-22 | 2012-05-30 | 百度在线网络技术（北京）有限公司 | Method and equipment for match search popularization based on match bid coefficient |
| CN102541893A (en) * | 2010-12-16 | 2012-07-04 | 腾讯科技（深圳）有限公司 | Keyword analysis method and keyword analysis device |
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