CN106469384A

CN106469384A - One kind is bidded control method and equipment

Info

Publication number: CN106469384A
Application number: CN201510504439.2A
Authority: CN
Inventors: 魏聪
Original assignee: Alibaba Group Holding Ltd
Current assignee: Alibaba Group Holding Ltd
Priority date: 2015-08-17
Filing date: 2015-08-17
Publication date: 2017-03-01
Also published as: WO2017028693A1

Abstract

The purpose of the application is to provide one kind to bid control method and equipment.Specifically, the current effectiveness indicator in word of bidding of target information is obtained in the bid information in word of bidding according to target information；If current effectiveness indicator is less than target information desired effectiveness indicator in word of bidding, obtain the optimum bid ranking making target information reach intended effect index in word of bidding；According to the corresponding bid price of optimum bid ranking, word of bidding is bid.Compared with prior art, by obtaining the current input effect of this target information and default expected input effect, only when current input effect is not up to expected input effect, automatically calculate so that this target information reaches the expected optimum bid ranking throwing in effect, then according to the corresponding bid price of optimum bid ranking, word of bidding is bid, therefore it is only necessary to carry out MIN price adjustment while ensureing advertisement delivery effect, thus ensure that minimum input cost.

Description

One kind is bidded control method and equipment

Technical field

The application is related to computer realm, and more particularly, to one kind is bidded control method and equipment.

Background technology

With the extensive application of computer and Internet technology, increasing user selects ecommerce A part as life shopping.Meanwhile, many new technique business necks different from traditional industries Domain also gradually grows up along with the fast development of the Internet, and Internet advertising is exactly one of them.

At present, bid advertisement has become as one of most important form of current Internet advertising, traditional Bidding fashion needs manually rule of thumb to readjust prices, or is added according to the pre- of advertisement putting person by advertiser Row is bidded.When word of bidding is less, artificial price adjustment still accepts, but simultaneously in the face of bidding in a large number When word is bidded, need to put into substantial amounts of human cost, due to rule of thumb being readjusted prices it is difficult to Ensureing that advertisement delivery effect is maximized simultaneously, reducing and throw in cost.And in another way, by Bidded according to the budget of advertisement putting person in advertiser, focused more on consumption and the click of user Rate, and cannot readjust prices in real time, therefore it is unfavorable for reducing the input cost of advertisement putting person.

Content of the invention

The purpose of the application is to provide one kind to bid control method and equipment, in order to solve in prior art The relatively costly problem of input of advertisement.

For achieving the above object, the control method this application provides one kind is bidded, the method includes：

Obtain described target information according to bid information in word of bidding for the target information to bid described Current effectiveness indicator in word；

If described current effectiveness indicator is less than described target information desired effect in described word of bidding Fruit index, then obtaining makes described target information reach intended effect index in described word of bidding Excellent bid ranking；

According to the described optimum corresponding bid price of bid ranking, described word of bidding is bid.

Further, according to target information, the described target information of bid information acquisition in word of bidding exists Current effectiveness indicator in described word of bidding, including：

Described target information is obtained in the described Search Results bidding word according to described bid information Actual ranking；

Obtained currently with the corresponding relation of effectiveness indicator and described actual ranking according to default ranking Effectiveness indicator.

Further, the search in described word of bidding for the described target information is obtained according to described bid information Actual ranking in result, including：

By natural ranking in the described Search Results bidding word for the target information and described target information Bid information number sum after participating in bidding is tied in the search of described word of bidding as described target information Naturally actual ranking in fruit, wherein, described target information not yet participate in described in bid the bidding of word, Described bid information include natural ranking in the described Search Results bidding word for the target information and It is assumed that described target information participates in the bid information number after bidding；

Obtained currently with the corresponding relation of effectiveness indicator and described actual ranking according to default ranking Effectiveness indicator, including：

Described natural actual ranking is obtained according to described ranking and the corresponding relation of effectiveness indicator corresponding Effectiveness indicator, and using corresponding for described natural actual ranking effectiveness indicator as described current effect Fruit index.

By natural ranking in the described Search Results bidding word for the target information and bid information number it With the naturally actual ranking in the described Search Results bidding word as described target information, wherein Described target information is bidded the bidding of word described in having participated in, and described bid information includes target information in institute State the natural ranking in the Search Results of word of bidding, target information described bid in word currently bid Ranking and bid information number；And

Using target information in the described current bid ranking bidded in word as described target information in institute State the actual ranking bidded in the Search Results of word of bidding；

Described natural actual ranking is obtained respectively according to the corresponding relation of described ranking and effectiveness indicator With the corresponding effectiveness indicator of actual ranking bidded, and by corresponding for described natural actual ranking effect Index is referred to as described current effect with the described actual ranking corresponding effectiveness indicator sum bidded Mark.

Further, obtaining makes described target information reach intended effect index in described word of bidding Optimum bid ranking, including：

Difference by corresponding with described natural actual ranking for described intended effect index effectiveness indicator As optimum effectiveness indicator；

Described optimum effectiveness indicator is obtained according to described ranking and the corresponding relation of effectiveness indicator corresponding Optimum bid ranking.

When natural ranking in the described Search Results bidding word for the target information is less than or equal to default row During name, described target information is obtained in the described Search Results bidding word according to described bid information Actual ranking.

When natural ranking in the described Search Results bidding word for the target information is more than default ranking, Using target information in the described current bid ranking bidded in word as described target information described competing The actual ranking bidded in the Search Results of valency word, wherein, described bid information includes target information Natural ranking in the described Search Results bidding word, target information described bid in word current Bid ranking and bid information number；

Described target information is obtained in the described Search Results bidding word according to described bid information Actual ranking, including：

The actual ranking bidded according to described ranking is obtained with the corresponding relation of effectiveness indicator is corresponding Effectiveness indicator, and using the described corresponding effectiveness indicator of actual ranking bidded as described current effect Fruit index.

Using described intended effect index as optimum effectiveness indicator；

Described optimum effectiveness indicator is obtained according to ranking and the corresponding relation of effectiveness indicator corresponding Excellent bid ranking.

Further, according to the described optimum corresponding bid price of bid ranking, described word of bidding is carried out Bid, including：

If the described optimum corresponding bid price of bid ranking is less than budget threshold value, competing with described optimum The corresponding bid price of valency ranking is bid to described word of bidding；

If the described optimum corresponding bid price of bid ranking is equal to or higher than budget threshold value, with described Budget threshold value is bid to described word of bidding.

Further, described effectiveness indicator includes click-through-rate.

According to the another aspect of the application, additionally provide one kind and bid control device, this equipment includes：

Effect acquisition device, obtains described mesh for the bid information in word of bidding according to target information The current effectiveness indicator in described word of bidding of mark information；

Optimize device, if bidding described less than described target information for described current effectiveness indicator Desired effectiveness indicator in word, then obtain that so that described target information is reached in described word of bidding desired The optimum bid ranking of effectiveness indicator；

Bid device, for according to described optimum the corresponding bid price of bid ranking to described word of bidding Bid.

Further, described effect acquisition device, including：

Ranking acquisition module, bids described for obtaining described target information according to described bid information Actual ranking in the Search Results of word；

Effect computing module, for the corresponding relation according to default ranking and effectiveness indicator and described Actual ranking obtains current effectiveness indicator.

Further, described ranking acquisition module, for by target information described word of bidding search Natural ranking in result and described target information participate in bidding after bid information number sum as institute State naturally actual ranking in the described Search Results bidding word for the target information, wherein, described mesh Mark information is bidded the bidding of word described in not yet participating in, and described bid information includes target information described competing Natural ranking in the Search Results of valency word and suppose described target information participate in bidding after bid Information Number；

Described effect computing module, for obtaining institute according to the corresponding relation of described ranking and effectiveness indicator State the corresponding effectiveness indicator of naturally actual ranking, and by corresponding for described natural actual ranking effect Index is as described current effectiveness indicator.

Further, described ranking acquisition module, for by target information described word of bidding search Natural ranking in result and bid information number sum are as described target information in described word of bidding Naturally actual ranking in Search Results, wherein said target information participated in described in bid the competing of word Valency, described bid information include natural ranking in the described Search Results bidding word for the target information, Target information is in the described current bid ranking bidded in word and bid information number；And target is believed Breath the described current bid ranking bidded in word as described target information searching in described word of bidding The actual ranking bidded in hitch fruit；

Described effect computing module, for obtaining respectively according to the corresponding relation of described ranking and effectiveness indicator Take described natural actual ranking and the corresponding effectiveness indicator of actual ranking bidded, and by described nature The corresponding effectiveness indicator of actual ranking and the described actual ranking corresponding effectiveness indicator sum bidded As described current effectiveness indicator.

Further, described optimization device, if be less than described target for described current effectiveness indicator Information desired effectiveness indicator in described word of bidding, then by described intended effect index with described from The difference of the right corresponding effectiveness indicator of actual ranking is as optimum effectiveness indicator；And according to described row Name obtains described optimum effectiveness indicator corresponding optimum bid ranking with the corresponding relation of effectiveness indicator.

Further, described ranking acquisition module, for when target information is in the search of described word of bidding When natural ranking in result is less than or equal to default ranking, described target is obtained according to described bid information Actual ranking in the described Search Results bidding word for the information.

Further, described ranking acquisition module, for when target information is in the search of described word of bidding When natural ranking in result is more than default ranking, by target information described bid in word currently competing Valency ranking actual ranking bidded in the described Search Results bidding word as described target information, Wherein, described bid information includes natural row in the described Search Results bidding word for the target information Name, target information are in the described current bid ranking bidded in word and bid information number；

Described effect computing module, for obtaining institute according to the corresponding relation of described ranking and effectiveness indicator State the corresponding effectiveness indicator of actual ranking bidded, and by the described corresponding effect of actual ranking bidded Index is as described current effectiveness indicator.

Further, described optimization device, if be less than described target for described current effectiveness indicator Information desired effectiveness indicator in described word of bidding, then using described intended effect index as optimum Effectiveness indicator；And referred to according to the effect that the corresponding relation of ranking and effectiveness indicator obtains described optimum Mark corresponding optimum bid ranking.

Further, described bid device, if for the described optimum corresponding bid price of bid ranking Less than budget threshold value, then with the described optimum corresponding bid price of bid ranking, described word of bidding is carried out Bid；And if the described optimum corresponding bid price of bid ranking is equal to or higher than budget threshold value, With described budget threshold value, described word of bidding is bid.

Further, described effectiveness indicator includes click-through-rate.

Compared with prior art, this is calculated in the bid information in word of currently bidding by target information The current input effect of target information, presets advertisement putting person couple by expected effect index simultaneously Expected in this target information throws in effect, only when current input effect is not up to expected input effect When, automatically calculate so that this target information reaches the expected optimum bid ranking throwing in effect, then According to the described optimum corresponding bid price of bid ranking, described word of bidding is bid, therefore protecting It is only necessary to carry out MIN price adjustment while card advertisement delivery effect, thus ensure that minimum throwing Put cost.

Additionally, calculate advertisement input effect when, employ nature ranking and bid ranking combination Mode, the effect of advertising that can reach for natural ranking have been also carried out considering, it is possible to reduce advertisement is thrown The expense when improving bid ranking for the person of putting puts into, and reduce further input cost.

Brief description

By reading the detailed description that non-limiting example is made made with reference to the following drawings, this Shen Other features, objects and advantages please will become more apparent upon：

A kind of flow chart of control method of bidding that Fig. 1 provides for the embodiment of the present application；

A kind of flow chart of control method of preferably bidding that Fig. 2 provides for the embodiment of the present application；

Fig. 3 (a) and (b) are joined using the control method of bidding that the application provides for a certain target information With bid before and after Search Results schematic diagram；

Fig. 4 (a) and (b) are adjusted using the control method of bidding that the application provides for a certain target information Search Results schematic diagram before and after whole bid price；

Fig. 5 preferably bids for the another kind that the embodiment of the present application provides the flow chart of control method；

A kind of structural representation of control device of bidding that Fig. 6 provides for the embodiment of the present application；

In a kind of control device of bidding that Fig. 7 provides for the embodiment of the present application, effect acquisition device is concrete Structural representation；

The another kind that Fig. 8 provides for the embodiment of the present application is bidded the structural representation of control device；

In accompanying drawing, same or analogous reference represents same or analogous part.

Specific embodiment

Below in conjunction with the accompanying drawings the application is described in further detail.

In one typical configuration of the application, terminal, the equipment of service network and trusted party all include One or more processors (CPU), input/output interface, network interface and internal memory.

Internal memory potentially includes the volatile memory in computer-readable medium, random access memory (RAM) and/or the form such as Nonvolatile memory, such as read only memory (ROM) or flash memory (flash RAM).Internal memory is the example of computer-readable medium.

It is permissible that computer-readable medium includes permanent and non-permanent, removable and non-removable media Information Store is realized by any method or technique.Information can be computer-readable instruction, data knot Structure, the module of program or other data.The example of the storage medium of computer includes, but are not limited to phase Become internal memory (PRAM), static RAM (SRAM), dynamic random access memory (DRAM), other kinds of random access memory (RAM), read only memory (ROM), electricity Erasable Programmable Read Only Memory EPROM (EEPROM), fast flash memory bank or other memory techniques, read-only Compact disc read-only memory (CD-ROM), digital versatile disc (DVD) or other optical storage, Magnetic cassette tape, magnetic disk storage or other magnetic storage apparatus or any other non-transmission medium, Can be used for storing the information that can be accessed by a computing device.Define according to herein, computer-readable Medium does not include non-temporary computer readable media (transitory media), such as the data signal of modulation and Carrier wave.

Fig. 1 shows that one kind that the embodiment of the present application provides is bidded control method, and the method includes following Step：

Step S101, obtains described target information according to bid information in word of bidding for the target information and exists Current effectiveness indicator in described word of bidding；

Step S102, if described current effectiveness indicator is bidded in word described less than described target information Intended effect index, then obtaining makes described target information reach intended effect in described word of bidding The optimum bid ranking of index；

Step S103, is carried out to described word of bidding according to the described optimum corresponding bid price of bid ranking Bid.

Here, described target information refers to that advertisement putting person needs to carry out the information of advertisement, can be special Fixed webpage, commodity or data entries etc..Described word of bidding refers to the key word of bid advertisement, certain One user, when carrying out keyword search using search engine, can show in Search Results and all exist The target information of bid advertisement thrown in this key word.Described current effectiveness indicator and intended effect Index is respectively used to represent that target information wishes this mesh in current input effect and advertisement putting person The expected input effect that mark information reaches, can adopt CTR (Click Through in actual applications Rate, clicking rate) etc..The present embodiment by target information currently bid the bid information in word Lai Calculate the current input effect of this target information, preset advertisement simultaneously by expected effect index and throw The person of putting expects input effect for this target information, only when current input effect is not up to expected throwing When putting effect, automatically calculate so that this target information reaches the expected optimum throwing in effect and bids row Name, then bids to described word of bidding according to the described optimum corresponding bid price of bid ranking, Therefore it is only necessary to carry out MIN price adjustment while ensureing advertisement delivery effect, thus ensure that Minimum input cost.

Further, the embodiment of the present application additionally provides one kind and preferably bids control method, in conjunction with figure 1, the method specifically includes step as shown in Figure 2：

Step S1011, obtains described target information searching in described word of bidding according to described bid information Actual ranking in hitch fruit.

Step S1012, is arranged with the corresponding relation of effectiveness indicator and described reality according to default ranking Name obtains current effectiveness indicator.

Here, actual ranking in the described Search Results bidding word for the described target information refers to target Information position shown by reality in Search Results.Described ranking and the mapping table of effectiveness indicator Show corresponding between the ranking in Search Results and the effect of advertising of this target information in target information Relation, is typically set using default mode.Taking clicking rate as a example, its ranking and effectiveness indicator Corresponding relation as shown in table 1：

Ranking	Clicking rate
		1	35%
2	29%

3	16%
		4	10%
5	7%
		6	5%
7	4%
		8	3.5%
9	3%
		10	2.5%
……	……

Table 1

In actual applications, the corresponding relation between ranking and clicking rate can be supervised by long-term data Survey to summarize and obtain, and can be adjusted according to follow-up data.Additionally, bidding for different Word or different search engines, described corresponding relation also differs.

Advertisement putting is carried out to target information A webpage it is assumed that A webpage is related to cuisines, advertisement Putting person needs, in the word of bidding such as " cuisines ", " Sichuan cuisine ", A webpage has been carried out with the input of bid advertisement. When being scanned for using above-mentioned word of bidding, its Search Results typically distinguishes two parts to user, including aobvious Show the natural result area promoting area and display nature Search Results of bid advertisement, bid advertisement is in search Before sequence in result is typically shown in nature Search Results, to reach the purpose of advertisement promotion.? When being bidded, it is understood that there may be two kinds of situations：First, target information not yet participates in a certain word of bidding at present Bid, now in the popularization area of Search Results no this target information；2nd, target information has been at present Participate in bidding of a certain word of bidding, now have this target information in the popularization area of Search Results.

For the first situation, because target information not yet participates in bidding the bidding of word, therefore retrieval knot No described target information in popularization area in fruit, only shows this target information in natural result area. Now, described bid information includes natural ranking in the described Search Results bidding word for the target information And suppose that described target information participates in the bid information number after bidding, the wherein row of bidding of target information Name is target information in the ranking promoting area, and the natural ranking of target information is target information certainly So ranking of fruiting area.Taking aforementioned A website as a example, Fig. 3 (a) shows that user is drawn using search Hold up search to bid the Search Results after word " Sichuan cuisine ", wherein promoting area is region 3A, natural result Area is region 3B.The information content wherein showing in popularization area 3A is current bid information number, table Show the target information quantity that current this word of bidding of participation is bidded.

In this case, described step S1011, specifically includes：Target information is bidded described Natural ranking in the Search Results of word and described target information participate in bidding after bid information number it With the naturally actual ranking in the described Search Results bidding word as described target information.Accordingly Ground, described step S1012, specifically include：Obtained according to the corresponding relation of described ranking and effectiveness indicator Take the corresponding effectiveness indicator of described natural actual ranking, and will be corresponding for described natural actual ranking Effectiveness indicator is as described current effectiveness indicator.

Still so that A website is in the bid information in word of bidding " Sichuan cuisine " as a example, it is in Search Results Natural ranking n is 3, and the bid information number m currently participating in bidding is 3, due to participating in when A website After bidding, bid information number can increase by 1 automatically, therefore described target information participate in bidding after bid Information Number m ' is m+1=4, and Fig. 3 (b) shows the search that A website is likely to occur after participating in bidding The schematic diagram of result.Bid due to currently having neither part nor lot in, can not obtain currently competing when obtaining bid information It is also possible to obtain invalid current bid ranking c, (value of such as c is sky or 0 to valency ranking, makes Obtain the no corresponding effectiveness indicator of current bid ranking).Sequence in Search Results for the information in popularization area Before being depicted in the information in natural result area, the naturally actual ranking of therefore A website is N+m '=7.Based on the corresponding relation of the described ranking shown in table 1 and effectiveness indicator, obtain described nature The corresponding clicking rate=f of actual ranking (n+m ')=f (7)=4%, wherein f () represent by ranking Obtain the process function of effectiveness indicator, it can thus be appreciated that target information " A website " is at word of bidding " Sichuan cuisine " In current clicking rate be 4%.

For second situation, due to target information bidding already engaged in word of bidding, therefore retrieval knot This target information is all shown in popularization area in fruit and natural result area.Now, described bid information Including natural ranking in the described Search Results bidding word for the target information, target information described competing Current bid ranking in valency word and bid information number, the bid ranking of wherein target information is mesh Mark information is promoting the ranking in area, and the natural ranking as target information of target information is in natural result area Ranking.Taking aforementioned A website as a example, Fig. 4 (a) shows that user uses search engine search competing Search Results after valency word " cuisines ", wherein popularization area are region 4A, natural result area is region 4B.The information content wherein showing in popularization area 4A is current bid information number, represents current and joins The target information quantity bidded with this word of bidding.In actual applications, target information is in described word of bidding Search Results in natural ranking automatically can be obtained by background program (as web crawler), Bid information number and current bid ranking can be by the API of gray platform offer of bidding (Application Programming Interface, application programming interfaces) obtain.

In this case, described step S1011, specifically includes：Target information is bidded described Natural ranking in the Search Results of word and bid information number sum are as described target information described The naturally actual ranking bidded in the Search Results of word；And target information is bidded in word described Current bid ranking as described target information bidding in the described Search Results bidding word Actual ranking.Correspondingly, described step S1012, specifically includes：Referred to according to described ranking and effect Target corresponding relation obtains described natural actual ranking and the corresponding effect of actual ranking bidded respectively Fruit index, and by corresponding for described natural actual ranking effectiveness indicator and the described actual ranking bidded Corresponding effectiveness indicator sum is as described current effectiveness indicator.

Still so that A website is in the bid information in word of bidding " cuisines " as a example, it is in Search Results Natural ranking n is 2, and the bid information number m comprising A website is 4, in these all participations In the information bidded, the current bid ranking in A website c is 4.Because A website is currently already engaged in bidding Bidding of word " cuisines ", therefore after again bidding, will not make bid information number change, Therefore naturally actual ranking in the described Search Results bidding word for the A website is n+m=6, and A The actual ranking bidded in the described Search Results bidding word for the website is current bid ranking c, Fig. 4 (b) shows the schematic diagram of the Search Results that A website is likely to occur after adjusting bid price. Based on the corresponding relation of the described ranking shown in table 1 and effectiveness indicator, obtain described natural actual row Corresponding clicking rate=f (the n+m)=f (6)=5% of name, and the corresponding point of the described actual ranking bidded The rate of hitting=f (c)=f (4)=10%, it can thus be appreciated that target information " A website " is " beautiful in word of bidding In food ", current clicking rate is f (n+m)+f (c)=15%.

Thus, the algorithm of current clicking rate CTR is as follows：

Further, in step S102, obtaining makes described target information reach in described word of bidding The optimum bid ranking of intended effect index, specifically includes：

Difference by corresponding with described natural actual ranking for described intended effect index effectiveness indicator As optimum effectiveness indicator, and according to the corresponding relation of described ranking and effectiveness indicator obtains Excellent effectiveness indicator corresponding optimum bid ranking.

For example, for the first situation aforesaid, target information " A website " is at word of bidding " Sichuan cuisine " In desired clicking rate e be set as 30%, then its clicking rate R optimum accordingly is e-f (n+m ') =26%, according to the corresponding relation of ranking and clicking rate, when ranking is 2, clicking rate is 29%, and During ranking 3, clicking rate is 16%, therefore in order to reach the effectiveness indicator of 26% optimum, optimum competing Valency ranking is 2.Then, according to the corresponding bid price of optimum bid ranking, described word of bidding is carried out Bid.

For another example, for aforesaid second situation, because, after adjustment bid, target information is in search The actual ranking bidded promoting area in result can change, the corresponding effect of actual ranking bidded Index also can change therewith, therefore when obtaining optimum effectiveness indicator, only considers described desired effect The difference of fruit index effectiveness indicator corresponding with described natural actual ranking.Assume target information " A Desired clicking rate e in word of bidding " cuisines " for the website " is set as 20%, then it is corresponding Excellent clicking rate R is e-f (n+m)=15%.According to the corresponding relation of ranking and clicking rate, ranking During for 3, clicking rate is 16%, and during ranking 4, clicking rate is 10%, therefore in order to reach 15% Optimum effectiveness indicator, optimum bid ranking be 3.Then, corresponding according to optimum bid ranking Bid price carries out bidding to described word of bidding.

Due to employing the side of nature ranking and bid ranking combination when calculating the input effect of advertisement Formula, the effect of advertising that can reach for natural ranking have been also carried out considering, it is possible to reduce advertisement putting The expense when improving bid ranking for the person puts into, and reduce further input cost.

Additionally, for advertisement putting person, being also needed to the input in view of advertisement when bidding Cost, and some popular words of bidding, the input expense of the top of its bid ranking may be very high, On the premise of the expense of input is limited, if putting into higher expense in a few key word, may Cause the overall reduction throwing in effect.For this reason, step S103, corresponded to according to described optimum bid ranking Bid price described word of bidding is bid, can specifically include：If described optimum bid ranking Corresponding bid price is less than budget threshold value, then with the described optimum corresponding bid price pair of bid ranking Described word of bidding is bid；If the described optimum corresponding bid price of bid ranking is equal to or higher than pre- Calculate threshold value, then with described budget threshold value, described word of bidding is bid.By bidding to word of bidding Price fixing budget threshold value, to limit the bid price of each word of bidding, and reasonable distribution is bidded at each Input in word, the entirety improving advertisement throws in effect.

Further, the embodiment of the present application provides another kind and preferably bids control method, the method Described in step S1011, specifically include：When target information is in the described Search Results bidding word When natural ranking is less than or equal to default ranking, described target information is obtained in institute according to described bid information State the actual ranking in the Search Results of word of bidding.Due in actual applications, comprising in Search Results Information often a lot, only can show a number of information in the page 1 of Search Results, its The information in middle popularization area can be shown in page 1, and the information in natural result area can show except page 1 Outside a part, remaining can be shown in the follow-up page according to ranking.For display in subsequent page Information, the information that its clicking rate often shows less than page 1, and number of pages is more rearward, its click Rate is lower.The information of display in page 1 or former page can only be considered therefore in actual treatment, Can be realized by setting default ranking.For example, the page 1 of the Search Results of a certain search engine In only can show 10 natural Search Results, then natural ranking is more than to 10 information, all can It is shown in page 2, default ranking setting can be 10, only when target information is in described word of bidding When natural ranking in Search Results is less than or equal to 10, just carry out subsequent step S1012, step S102 And the process of step S103.

Additionally, present invention also provides a kind of control method of bidding being applied to another kind of situation, being used for Carry out when natural ranking in the described Search Results bidding word for the target information is more than default ranking Bid control.The handling process of the method is as shown in figure 5, include：

Step S1011 ', when natural ranking in the described Search Results bidding word for the target information is more than During default ranking, target information is believed as described target in the described current bid ranking bidded in word The actual ranking bidded in the described Search Results bidding word for the breath, wherein, described bid information bag Include natural ranking in the described Search Results bidding word for the target information, target information is bidded described Current bid ranking in word and bid information number.

Step S1012 ', the reality bidded according to the corresponding relation of described ranking and effectiveness indicator obtains The corresponding effectiveness indicator of border ranking, and using the described corresponding effectiveness indicator of actual ranking bidded as institute State current effectiveness indicator.

Step S102 ', if described current effectiveness indicator is less than described target information in described word of bidding In desired effectiveness indicator, then obtain make described target information reach desired effect in described word of bidding The optimum bid ranking of fruit index.

Step S103 ', according to the described optimum corresponding bid price of bid ranking, described word of bidding is entered Row bid.

Because natural ranking is when more than default ranking, the clicking rate that it can be generated by is less, therefore may be used Directly not consider, to improve the efficiency of process.When calculating current clicking rate, can only consider Clicking rate produced by its current bid ranking.Correspondingly, step S102 ' in obtain make described mesh Mark information reaches the optimum bid ranking of intended effect index in described word of bidding, and specifically includes： Using described intended effect index as optimum effectiveness indicator, corresponding with effectiveness indicator according to ranking Optimum effectiveness indicator corresponding optimum bid ranking described in Relation acquisition.

For example, so that A website is in the bid information in word of bidding " chaffy dish " as a example, and with clicking rate As effectiveness indicator, natural ranking n in Search Results for the A website is 38, comprises A website and exists Interior bid information number m is 4, the A website currently row of bidding in the information that these all participations are bidded Name c is 4, and the default ranking setting is as 10.Because A website is tied in the search of word of bidding " chaffy dish " Natural ranking in fruit is more than default ranking, and therefore its current clicking rate CTR is f (c)=10%. If expected click rate e is 25%, due to CTR ＜ e, then need bid price is adjusted.Enter One step ground, its optimum clicking rate R=e, by table 1, optimum bid ranking is 2.Thus root According to the described optimum corresponding bid price of bid ranking, described word of bidding is bid, complete bid valency The adjustment of lattice.

Fig. 6 shows that one kind that the embodiment of the present application provides is bidded control device, and this equipment includes effect Acquisition device, optimization device and bid device.Specifically, described effect acquisition device 610 is used for Obtain described target information according to bid information in word of bidding for the target information to bid in word described Current effectiveness indicator；If described optimization device 620 is used for described current effectiveness indicator less than described Target information desired effectiveness indicator in described word of bidding, then obtaining makes described target information described Bid and reach the optimum bid ranking of intended effect index in word；Described bid device 630 is used for root According to the described optimum corresponding bid price of bid ranking, described word of bidding is bid.

Here, it will be appreciated by those skilled in the art that this equipment can include but is not limited to such as network master Machine, single network server, multiple webserver collection or the set of computers based on cloud computing etc. are real Existing.Here, cloud is by a large amount of main frames based on cloud computing (Cloud Computing) or the webserver Constitute, wherein, cloud computing is one kind of Distributed Calculation, by a group loosely-coupled computer collection group The virtual machine becoming.Preferably, equipment can also be run on network host, server or The software of person's computer.

Further, the embodiment of the present application additionally provides one kind and preferably bids control device, in conjunction with figure 6, the wherein concrete structure of effect acquisition device 610 is as shown in fig. 7, comprises ranking acquisition module 611 With effect computing module 612.Specifically, described ranking acquisition module 611 is used for being bidded according to described Actual ranking in the described Search Results bidding word for the target information described in acquisition of information；Described effect Computing module 612 is used for being arranged with the corresponding relation of effectiveness indicator and described reality according to default ranking Name obtains current effectiveness indicator.

Here, actual ranking in the described Search Results bidding word for the described target information refers to target Information position shown by reality in Search Results.Described ranking and the mapping table of effectiveness indicator Show corresponding between the ranking in Search Results and the effect of advertising of this target information in target information Relation, is typically set using default mode.Taking clicking rate as a example, its ranking and effectiveness indicator Corresponding relation as shown in table 1.

In this case, described ranking acquisition module 611 specifically for by target information described competing Natural ranking in the Search Results of valency word and described target information participate in the bid information number after bidding Sum naturally actual ranking in the described Search Results bidding word as described target information.Phase Ying Di, described effect computing module 612 is specifically for according to described ranking pass corresponding with effectiveness indicator System obtains the corresponding effectiveness indicator of described natural actual ranking, and by described natural actual ranking pair The effectiveness indicator answered is as described current effectiveness indicator.

In this case, described ranking acquisition module 611 specifically for by target information described competing Natural ranking in the Search Results of valency word and bid information number sum are as described target information in institute State the naturally actual ranking in the Search Results of word of bidding；And by target information in described word of bidding In current bid ranking as described target information bidding in the described Search Results bidding word Actual ranking.Correspondingly, described effect computing module 612 is specifically for according to described ranking and effect It is corresponding with the actual ranking bidded that the corresponding relation of fruit index obtains described natural actual ranking respectively Effectiveness indicator, and by corresponding for described natural actual ranking effectiveness indicator and the described reality bidded Ranking corresponding effectiveness indicator sum is as described current effectiveness indicator.

Thus, the algorithm of current clicking rate CTR is as follows：

Further, if described optimization device 620 is less than institute specifically for described current effectiveness indicator State target information desired effectiveness indicator in described word of bidding, then by described intended effect index with The difference of the corresponding effectiveness indicator of described natural actual ranking as optimum effectiveness indicator, and according to institute State ranking to bid with the described optimum corresponding optimum of effectiveness indicator of corresponding relation acquisition of effectiveness indicator Ranking.

For example, for the first situation aforesaid, target information " A website " is at word of bidding " Sichuan cuisine " In desired clicking rate e be set as 30%, then its clicking rate R optimum accordingly is e-f (n+m ') =26%, according to the corresponding relation of ranking and clicking rate, when ranking is 2, clicking rate is 29%, and During ranking 3, clicking rate is 16%, therefore in order to reach the effectiveness indicator of 26% optimum, optimum competing Valency ranking is 2.Then, by bid device 630 according to the corresponding bid price pair of optimum bid ranking Described word of bidding carries out bidding.

For another example, for aforesaid second situation, because, after adjustment bid, target information is in search The actual ranking bidded promoting area in result can change, the corresponding effect of actual ranking bidded Index also can change therewith, therefore when obtaining optimum effectiveness indicator, only considers described desired effect The difference of fruit index effectiveness indicator corresponding with described natural actual ranking.Assume target information " A Desired clicking rate e in word of bidding " cuisines " for the website " is set as 20%, then it is corresponding Excellent clicking rate R is e-f (n+m)=15%.According to the corresponding relation of ranking and clicking rate, ranking During for 3, clicking rate is 16%, and during ranking 4, clicking rate is 10%, therefore in order to reach 15% Optimum effectiveness indicator, optimum bid ranking be 3.Then, by bid device 630 according to optimum The corresponding bid price of bid ranking carries out bidding to described word of bidding.

Additionally, for advertisement putting person, being also needed to the input in view of advertisement when bidding Cost, and some popular words of bidding, the input expense of the top of its bid ranking may be very high, On the premise of the expense of input is limited, if putting into higher expense in a few key word, may Cause the overall reduction throwing in effect.For this reason, described bid device 630 is bidded row according to described optimum The corresponding bid price of name is bid to described word of bidding.Specifically, described bid device 630 is used If being less than budget threshold value in the described optimum corresponding bid price of bid ranking, bidded with described optimum The corresponding bid price of ranking is bid to described word of bidding；If described optimum bid ranking is corresponding Bid price is equal to or higher than budget threshold value, then with described budget threshold value, described word of bidding is gone out Valency.By the bid price setting budget threshold value to word of bidding, to limit the valency of bidding of each word of bidding Lattice, the input that reasonable distribution is bidded in word at each, the entirety improving advertisement throws in effect.

Further, the embodiment of the present application provides another kind and preferably bids control device, this equipment Described in ranking acquisition module 611 be used for when target information in the described Search Results bidding word from When so ranking is less than or equal to default ranking, described target information is obtained described according to described bid information The actual ranking bidded in the Search Results of word.Due in actual applications, comprising in Search Results Information is often a lot, only can show a number of information, wherein in the page 1 of Search Results The information promoting area can be shown in page 1, and the information in natural result area can show one except page 1 Outside part, remaining can be shown in the follow-up page according to ranking.Letter for display in subsequent page Breath, the information that its clicking rate often shows less than page 1, and number of pages is more rearward, its clicking rate Lower.The information of display in page 1 or former page can only be considered therefore in actual treatment, can To be realized by setting default ranking.For example, in the page 1 of the Search Results of a certain search engine 10 natural Search Results only can be shown, then natural ranking is more than to 10 information, all can show It is shown in page 2, default ranking setting can be 10, the searching in described word of bidding only when target information When natural ranking in hitch fruit is less than or equal to 10, just by effect computing module 612, optimization device 620 are processed accordingly with bid device 630.

Additionally, present invention also provides a kind of control device of bidding being applied to another kind of situation, being used for Carry out when natural ranking in the described Search Results bidding word for the target information is more than default ranking Bid control.This device structure is as shown in figure 8, include ranking acquisition module 611 ', effect calculates mould Block 612 ', optimization device 620 ' and bid device 630 '.Specifically, described ranking acquisition module 611 ' For when natural ranking in the described Search Results bidding word for the target information is more than default ranking, Using target information in the described current bid ranking bidded in word as described target information described competing The actual ranking bidded in the Search Results of valency word, wherein, described bid information includes target information Natural ranking in the described Search Results bidding word, target information described bid in word current Bid ranking and bid information number.Described effect computing module 612 ' is used for according to described ranking and effect The corresponding effectiveness indicator of actual ranking bidded described in the corresponding relation acquisition of fruit index, and will be described competing The corresponding effectiveness indicator of actual ranking of valency is as described current effectiveness indicator.Described optimization device If 620 ' is desired in described word of bidding less than described target information for described current effectiveness indicator Effectiveness indicator, then obtaining makes described target information reach intended effect index in described word of bidding Optimum bid ranking.Described bid device 630 ' is used for according to described that optimum bid ranking is corresponding bids Price is bid to described word of bidding.

Because natural ranking is when more than default ranking, the clicking rate that it can be generated by is less, therefore may be used Directly not consider, to improve the efficiency of process.When calculating current clicking rate, can only consider Clicking rate produced by its current bid ranking.Correspondingly, described optimization device 620 ' specifically for If described current effectiveness indicator refers to less than described target information intended effect in described word of bidding Mark, then using described intended effect index as optimum effectiveness indicator；And according to ranking and effect The corresponding relation of index obtains described optimum effectiveness indicator corresponding optimum bid ranking.

In sum, the technical scheme that the embodiment of the present application provides passes through target information in word of currently bidding In the current input effect to calculate this target information for the bid information, referred to by expected effect simultaneously Mark expect input effect for this target information presetting advertisement putting person, only when current input effect When fruit is not up to expected input effect, automatically calculate so that this target information reaches expection and throws in effect Optimum bid ranking, then according to described optimum the corresponding bid price of bid ranking bid to described Word is bid, therefore it is only necessary to carry out MIN price adjustment while ensureing advertisement delivery effect, Thus ensure that minimum input cost.Additionally, when calculating the input effect of advertisement, employing certainly So mode of ranking and bid ranking combination, the effect of advertising that can reach for natural ranking are also carried out Consider, it is possible to reduce the expense when improving bid ranking for the advertisement putting person puts into, and reduces further Input cost.

It should be noted that the application can be carried out in software and/or software with the assembly of hardware, example As set using special IC (ASIC), general purpose computer or any other similar hardware Standby realizing.In one embodiment, the software program of the application can be realized by computing device Steps described above or function.Similarly, the software program (including related data structure) of the application Can be stored in computer readable recording medium storing program for performing, for example, RAM memory, magnetically or optically driver or Floppy disc and similar devices.In addition, some steps of the application or function can employ hardware to realize, example As coordinated thus executing the circuit of each step or function as with processor.

In addition, the part of the application can be applied to computer program, such as computer program Instruction, when it is computer-executed, by the operation of this computer, can call or provide basis The present processes and/or technical scheme.And call the programmed instruction of the present processes, may be deposited Storage is in recording medium that fix or moveable, and/or passes through in broadcast or other signal bearing medias Data flow and be transmitted, and/or be stored in the computer equipment according to described program instruction operation In working storage.Here, a device is included according to an embodiment of the application, this device bag Include the memorizer for storing computer program instructions and the processor for execute program instructions, its In, when this computer program instructions is by this computing device, triggers this plant running and be based on aforementioned Methods and/or techniques scheme according to multiple embodiments of the application.

It is obvious to a person skilled in the art that the application is not limited to the thin of above-mentioned one exemplary embodiment Section, and in the case of without departing substantially from spirit herein or basic feature, can be with other concrete Form realizes the application.Therefore, no matter from the point of view of which point, embodiment all should be regarded as exemplary , and be nonrestrictive, scope of the present application is limited by claims rather than described above Fixed, it is intended that all changes in the implication and scope of the equivalency of claim that fall are included In the application.Any reference in claim should not be considered as the involved right of restriction will Ask.Furthermore, it is to be understood that " inclusion " one word is not excluded for other units or step, odd number is not excluded for plural number.Dress Put multiple units of statement or device in claim and software can also be passed through by a unit or device Or hardware is realizing.

Claims

1. one kind is bidded control method, and wherein, the method includes：

2. method according to claim 1, wherein, competing in word of bidding according to target information The current effectiveness indicator in described word of bidding of target information described in valency acquisition of information, including：

3. method according to claim 2, wherein, obtains described mesh according to described bid information Actual ranking in the described Search Results bidding word for the mark information, including：

4. method according to claim 2, wherein, obtains described mesh according to described bid information Actual ranking in the described Search Results bidding word for the mark information, including：

5. the method according to claim 3 or 4, wherein, obtaining makes described target information in institute State the optimum bid ranking reaching intended effect index in word of bidding, including：

6. the method according to any one of claim 3 to 5, wherein, according to described letter of bidding Breath obtains actual ranking in the described Search Results bidding word for the described target information, including：

7. method according to claim 2, wherein, obtains described mesh according to described bid information Actual ranking in the described Search Results bidding word for the mark information, including：

8. method according to claim 7, wherein, obtaining makes described target information described competing The optimum bid ranking of intended effect index is reached in valency word, including：

Using described intended effect index as optimum effectiveness indicator；

9. method according to any one of claim 1 to 8, wherein, competing according to described optimum The corresponding bid price of valency ranking is bid to described word of bidding, including：

10. method according to any one of claim 1 to 9, wherein, described effectiveness indicator Including click-through-rate.

11. one kind are bidded control device, and wherein, this equipment includes：

12. equipment according to claim 11, wherein, effect acquisition device, including：

13. equipment according to claim 12, wherein, described ranking acquisition module, for inciting somebody to action Natural ranking in the described Search Results bidding word for the target information and described target information participate in competing Bid information number sum after valency is as described target information in the described Search Results bidding word Naturally actual ranking, wherein, described target information not yet participate in described in bid the bidding of word, described Bid information includes natural ranking in the described Search Results bidding word for the target information and supposition Described target information participates in the bid information number after bidding；

14. equipment according to claim 12, wherein, described ranking acquisition module, for inciting somebody to action Natural ranking in the described Search Results bidding word for the target information and bid information number sum conduct Naturally actual ranking in the described Search Results bidding word for the described target information, wherein said mesh Mark information is bidded the bidding of word described in having participated in, and described bid information includes target information and bids described Natural ranking in the Search Results of word, target information the described current bid ranking bidded in word with And bid information number；And using target information in the described current bid ranking bidded in word as described The actual ranking bidded in the described Search Results bidding word for the target information；

15. equipment according to claim 13 or 14, wherein, described optimization device, it is used for If described current effectiveness indicator refers to less than described target information intended effect in described word of bidding Mark, then by the difference of corresponding with described natural actual ranking for described intended effect index effectiveness indicator As optimum effectiveness indicator；And according to the corresponding relation of described ranking and effectiveness indicator obtains Optimum effectiveness indicator corresponding optimum bid ranking.

16. equipment according to any one of claim 13 to 15, wherein, described ranking obtains Delivery block, is less than or equal to for the natural ranking in the described Search Results bidding word when target information During default ranking, described target information is obtained according to described bid information and ties in the search of described word of bidding Actual ranking in fruit.

17. equipment according to claim 12, wherein, described ranking acquisition module, for working as When natural ranking in the described Search Results bidding word for the target information is more than default ranking, by target Information in the described current bid ranking bidded in word as described target information in described word of bidding The actual ranking bidded in Search Results, wherein, described bid information includes target information described Bid the natural ranking in the Search Results of word, target information in the described currently row of bidding bidding in word Name and bid information number；

18. equipment according to claim 17, wherein, described optimization device, if for described Current effectiveness indicator is less than described target information desired effectiveness indicator in described word of bidding, then will Described intended effect index is as optimum effectiveness indicator；And it is right according to ranking and effectiveness indicator Answer the corresponding optimum bid ranking of optimum effectiveness indicator described in Relation acquisition.

19. equipment according to any one of claim 11 to 18, wherein, described bid dress Put, if for described optimum the corresponding bid price of bid ranking be less than budget threshold value, with described The corresponding bid price of excellent bid ranking is bid to described word of bidding；And if described optimum bids The corresponding bid price of ranking is equal to or higher than budget threshold value, then bidded to described with described budget threshold value Word is bid.

20. equipment according to any one of claim 11 to 19, wherein, described effect refers to Mark includes click-through-rate.