Suche Bilder Maps Play YouTube News Gmail Drive Mehr »
Anmelden
Nutzer von Screenreadern: Klicke auf diesen Link, um die Bedienungshilfen zu aktivieren. Dieser Modus bietet die gleichen Grundfunktionen, funktioniert aber besser mit deinem Reader.

Patentsuche

  1. Erweiterte Patentsuche
VeröffentlichungsnummerWO2017028693 A1
PublikationstypAnmeldung
AnmeldenummerPCT/CN2016/093890
Veröffentlichungsdatum23. Febr. 2017
Eingetragen8. Aug. 2016
Prioritätsdatum17. Aug. 2015
Auch veröffentlicht unterCN106469384A
VeröffentlichungsnummerPCT/2016/93890, PCT/CN/16/093890, PCT/CN/16/93890, PCT/CN/2016/093890, PCT/CN/2016/93890, PCT/CN16/093890, PCT/CN16/93890, PCT/CN16093890, PCT/CN1693890, PCT/CN2016/093890, PCT/CN2016/93890, PCT/CN2016093890, PCT/CN201693890, WO 2017/028693 A1, WO 2017028693 A1, WO 2017028693A1, WO-A1-2017028693, WO2017/028693A1, WO2017028693 A1, WO2017028693A1
Erfinder魏聪, Cong Wei
Antragsteller阿里巴巴集团控股有限公司, Alibaba Group Holding Limited
Zitat exportierenBiBTeX, EndNote, RefMan
Externe Links:  Patentscope, Espacenet
Bidding control method and apparatus
WO 2017028693 A1
Zusammenfassung
A bidding control method and apparatus. The method comprises: acquiring a current effect index of target information in bidding words according to bidding information of the target information in the bidding words (S101); if the current effect index is lower than an expected effect index of the target information in the bidding words, acquiring an optimal bidding rank that enables the target information to reach the expected effect index in the bidding words (S102); and bidding for the bidding words according to a bidding price corresponding to the optimal bidding rank (S103). By acquiring a current investment effect of target information and presetting an expected investment effect, an optimal bidding rank that enables the target information to reach the expected investment effect is automatically calculated only when the current investment effect does not reach the expected investment effect, and bidding for bidding words is then performed according to a bidding price corresponding to the optimal bidding rank, such that minimal price adjustment only needs to be carried out while ensuring an advertising effect, and thus the lowest investment cost is ensured.
Bilder(10)
Previous page
Next page
Ansprüche(20)  übersetzt aus folgender Sprache: Chinesisch
  1. 一种竞价控制方法,其中,该方法包括: A bidding control method, wherein the method comprises:
    根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标; Obtaining object information according to the target information in the auction bid information word current performance metrics word in the auction;
    若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名; If the current performance metrics is lower than the desired target information in the bid phrase in performance metrics, obtaining the best PPC target information in the bid to achieve the desired effect in terms of indicators;
    根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 Bid on the auction bid price according to the word of the corresponding optimal PPC.
  2. 根据权利要求1所述的方法,其中,根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标,包括: The method according to claim 1, wherein the target information obtaining performance metrics in the current bid information according to the target word in the auction bid information words, comprising:
    根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名; According to the bid information to acquire the target information actual ranking in search results of the auction of the word;
    根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。 Get the current performance metrics in accordance with a preset correspondence relationship between rankings and the actual performance metrics and rankings.
  3. 根据权利要求2所述的方法,其中,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: The method according to claim 2, wherein the target information acquiring actual ranking in search results in the auction based on the word bid information, comprising:
    将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中,所述目标信息尚未参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数; The bid target after natural position information and the target information in the search results of the auction of the word in the auction number and information of the target information as the nature of the actual ranking in search results of the auction of the word, where the target information has not been involved in the auction the auction of the word, the bid information includes target information natural ranking in search results of the auction of the word and assume that the number of bid information of the target information in the auction;
    根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标,包括: Get the current performance metrics in accordance with a preset corresponding relationship between placement and performance indicators and the actual position, comprising:
    根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。 Acquiring the actual nature of the performance metrics corresponding ranking according to the corresponding relationship between the performance metrics of rank, and the rank corresponding to the actual nature of the effect as an index of the current performance metrics.
  4. 根据权利要求2所述的方法,其中,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: The method according to claim 2, wherein the target information acquiring actual ranking in search results in the auction based on the word bid information, comprising:
    将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中所述目标信息已参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数;以及 The target information in the search results of the auction of the word in a natural position and information on the number of bids and target information as the nature of the actual ranking in search results of the auction of the word, where the target has been involved in the information auction bids words, the bid information includes information on the natural rankings target, target information about the current PPC search results in the word bid in the auction and bid the number of words in the information; and
    将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词 的搜索结果中的竞价的实际排名; The target information in the current PPC bid phrase in the target information as the actual search results ranked bid in the auction of the word;
    根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标,包括: Get the current performance metrics in accordance with a preset corresponding relationship between placement and performance indicators and the actual position, comprising:
    根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。 Obtaining performance metrics and ranking of the actual nature of the actual ranking bids corresponding to the Rank according to the correspondence relation with performance metrics respectively, and the rank corresponding to the actual nature of the actual performance metrics for ranking the bids corresponding effect index as a sum of the current performance metrics.
  5. 根据权利要求3或4所述的方法,其中,获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名,包括: A method according to claim 3 or claim 4, wherein acquiring the target information in the auction to achieve a desired effect index word optimal PPC, comprising:
    将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标; The difference between the index and the desired effect of the rank corresponding to the actual nature of performance metrics as the optimal performance metrics;
    根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 The corresponding relationship between the optimal placement and performance metrics acquired the PPC effect index corresponding to the optimal.
  6. 根据权利要求3至5中任一项所述的方法,其中,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: The method of any one of claim 3-5 claims, wherein the bid information acquired according to the target information of the search result in the actual auction ranking word, comprising:
    当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。 When the target information is a natural result of the ranking in the search term bid is less than equal to a preset position, the target information acquiring actual ranking in search results of the auction in accordance with the word bid information.
  7. 根据权利要求2所述的方法,其中,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: The method according to claim 2, wherein the target information acquiring actual ranking in search results in the auction based on the word bid information, comprising:
    当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时,将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名,其中,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数; When the target information on the natural ranking in the search results of the auction of the word is greater than the preset position, the target information in the current PPC bid phrase in the target information as the result of the auction bidding on search words in the actual rank, wherein the bid information includes a target natural position information, object information PPC in the current search result in the word bid auctions in the word, and the number of bid information;
    根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: The bid information obtained according to the target information actual ranking in search results of the auction of the word, including:
    根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标,并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。 The bid to acquire the corresponding relationship between the placement and performance metrics corresponding to the actual performance metrics rank and the rank corresponding to the actual bid as an index of the effect of a current effect index.
  8. 根据权利要求7所述的方法,其中,获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名,包括: The method according to claim 7, wherein acquiring the target information in the auction to achieve a desired effect index word optimal PPC, comprising:
    将所述期望的效果指标作为最优的效果指标; The desired optimal effect index as an effect index;
    根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排 名。 The Auction ranked obtain the best performance metrics corresponding according to correspondence between the placement and performance indicators.
  9. 根据权利要求1至8中任一项所述的方法,其中,根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,包括: 1 to 8 A method according to any one of claims, wherein, according to the optimum auction price bid PPC corresponding to the bid phrase, comprising:
    若所述最优竞价排名对应的竞价价格低于预算阈值,则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价; If the best PPC bid price is lower than the corresponding budget threshold, places the best bid for the auction to bid ranking word corresponding bid price;
    若所述最优竞价排名对应的竞价价格等于或高于预算阈值,则以所述预算阈值对所述竞价词进行出价。 If the corresponding optimal PPC bid price equal to or higher than the budget threshold, the threshold for budget places the word auction bid.
  10. 根据权利要求1至9中任一项所述的方法,其中,所述效果指标包括点击通过率。 The method according to any one of claim 9, wherein the performance metrics include a click-through rate.
  11. 一种竞价控制设备,其中,该设备包括: A bidding control device, wherein, the apparatus comprising:
    效果获取装置,用于根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标; Effect acquisition means for acquiring the target information in the current performance metrics word auction bid information according to the target information in the words in the auction;
    优化装置,用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名; Optimization means for if the current is below the target performance metrics in said auction information desired performance metrics word, the optimum target information in the auction to achieve a desired effect index word is acquired ranking of bidding;
    出价装置,用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 Means bid for the bid price auction bids words according to the corresponding optimum PPC.
  12. 根据权利要求11所述的设备,其中,效果获取装置,包括: The apparatus according to claim 11, wherein the effect of acquiring apparatus comprising:
    排名获取模块,用于根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名; Rank acquiring module, for acquiring the target information of the actual auction ranking in search results according to the word of bid information;
    效果计算模块,用于根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。 Effect calculating module, configured to obtain a current performance metrics in accordance with a preset correspondence relationship between rankings and the actual performance metrics and rankings.
  13. 根据权利要求12所述的设备,其中,所述排名获取模块,用于将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中,所述目标信息尚未参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数; The apparatus of claim 12, wherein said ranking acquisition module, after the bid for the natural position of the target information in the target information of the search result in a bid auction word number information as the sum It said the actual target information on the natural ranking in the search results of the auction of the word, in which the target information has not bid in the auction of the word, the bid information includes target information in the search results of the auction of the word natural position and assume that the number of bid information of the target information in the auction;
    所述效果计算模块,用于根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。 The effect calculating module for obtaining performance metrics corresponding to the ranking of the actual nature in accordance with the corresponding relationship between the performance metrics of rank, and the rank corresponding to the actual nature of the effect as an index of the current performance metrics.
  14. 根据权利要求12所述的设备,其中,所述排名获取模块,用于将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中所述目标信息已参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数;以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名; The apparatus of claim 12, wherein said ranking obtaining module, configured to result of the search target information in the bid term natural position information and the number of bids as the sum of the target information in the bid term Search results in natural actual ranking, which has been the target information in the auction the auction of the word, the bid information includes target information natural ranking in search results of the auction of the word, target information in the bid word in the current PPC bid number and information; and the current PPC target information as the target information is actually better placement in search results for the word bid in the auction of the word;
    所述效果计算模块,用于根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。 The effect calculating module for obtaining performance metrics and ranking of the actual nature of the actual ranking bids corresponding to the Rank according to the correspondence relation with performance metrics respectively, and the rank corresponding to the actual nature of the performance metrics said bidding ranking corresponding to the actual performance metrics as the sum of a current effect index.
  15. 根据权利要求13或14所述的设备,其中,所述优化装置,用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标;以及根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 The apparatus of claim 13 or claim 14, wherein said optimizing means, the target information for a desired word in the auction if the performance indicator is less than the current performance metrics, then the desired the difference between the performance metrics of the actual nature of performance metrics corresponding to the ranking as the optimal performance metrics; and obtaining the optimum according to the corresponding relationship between the placement and performance indicators corresponding to the optimal performance metrics PPC.
  16. 根据权利要求13至15中任一项所述的设备,其中,所述排名获取模块,用于当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。 When an apparatus according to any one of claims 13 to 15, wherein said ranking obtaining module, configured to, when the target information is a natural result of the ranking in the search term bid is less than equal to a preset position, in accordance with the bid to acquire the target information actual information in the search results ranking in terms of the auction.
  17. 根据权利要求12所述的设备,其中,所述排名获取模块,用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时,将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名,其中,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数; The apparatus of claim 12, wherein said ranking obtaining module, configured to, when the target information is a natural result of the ranking in the search term bid is greater than a preset position, the target information in the words in the auction PPC is currently the target information as the actual bid ranking in the search results of the auction of the word, where the bid target information includes information on the natural rankings in search results of the auction of the word, in the target information auction word in the current PPC bid number and information;
    所述效果计算模块,用于根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标,并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。 The effect of the calculation module, for obtaining performance metrics according to the corresponding relationship between the bid placement and performance metrics corresponding to the actual rank, and the rank corresponding to the actual bid as an index of the effect of a current effect index.
  18. 根据权利要求17所述的设备,其中,所述优化装置,用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则将所述期望的效果指标作为最优的效果指标;以及根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 The apparatus according to claim 17, wherein said optimizing means, for if the current is below the target performance metrics in said auction information desired performance metrics word, then the desired performance metrics as the optimal performance metrics; and obtaining the optimum corresponding relationship according to the ranking of the effect index corresponding to the optimal performance metrics PPC.
  19. 根据权利要求11至18中任一项所述的设备,其中,所述出价装置,用于 若所述最优竞价排名对应的竞价价格低于预算阈值,则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价;以及若所述最优竞价排名对应的竞价价格等于或高于预算阈值,则以所述预算阈值对所述竞价词进行出价。 The apparatus as claimed in any one of claims 11 to 18, wherein the bid means for PPC if the optimum bid price lower than the corresponding threshold value estimate, the optimal places corresponding PPC the bid price auction bidding word; and if the optimum auction bid price corresponding to the ranking equal to or above a threshold budget, the budget threshold value places the word bid auction.
  20. 根据权利要求11至19中任一项所述的设备,其中,所述效果指标包括点击通过率。 The apparatus according to claim 19, wherein the performance metrics include a click-through rate.
Beschreibung  übersetzt aus folgender Sprache: Chinesisch
一种竞价控制方法及设备 A bidding control method and apparatus

本申请要求2015年08月17日递交的申请号为201510504439.2、发明名称为“一种竞价控制方法及设备”的中国专利申请的优先权,其全部内容通过引用结合在本申请中。 This application claims August 17, 2015 filed application No. 201510504439.2, entitled priority "a bidding control method and apparatus" in Chinese Patent Application, the entire content of which is incorporated by reference in the present application.

技术领域 FIELD

本申请涉及计算机领域,尤其涉及一种竞价控制方法及设备。 The present application relates to the computer field, particularly to a method and apparatus for controlling bids.

背景技术 Background technique

随着计算机和互联网技术的广泛应用,越来越多的用户选择电子商务作为生活购物的一部分。 With the wide application of computer and Internet technology, more and more users choose e-commerce as part of the shopping life. 与此同时,许多不同于传统行业的新技术业务领域伴随着互联网的快速发展也逐渐发展起来,互联网广告就是其中之一。 At the same time, many different from the traditional industries of new technology business with the rapid development of the Internet has gradually developed, Internet advertising is one of them.

目前,竞价广告已经成为当今互联网广告最重要的形式之一,传统的竞价方式需要人工根据经验调价,或者由广告商根据广告投放者的预算进行竞价。 Currently, the bid advertising has become one of the most important forms of Internet advertising today, the traditional approach requires manual bidding price adjustment based on experience, or bid by the advertiser's ads based on budget. 在竞价词较少的时候人工调价尚可接受,但是同时面对大量竞价词进行竞价时,需要投入大量的人力成本,由于根据经验进行调价,难以在保证广告投放效果最大化的同时,降低投放成本。 Artificial price adjustment is acceptable in fewer bids word sometimes, but at the same time face a lot of words when bidding auction, requires a lot of labor costs, as a result of price adjustment based on experience, it is difficult to ensure the maximization of advertising effect while reducing delivery cost. 而另一种方式中,由于广告商根据广告投放者的预算进行竞价,更加关注用户的消费和点击率,并且无法实时调价,因此不利于降低广告投放者的投放成本。 The other way, since advertisers to bid based on the budget's advertising, pay more attention to consumer and user click-through rate, and can not be real-time price adjustment, and therefore not conducive to lowering the cost of running those ads.

发明内容 SUMMARY

本申请的目的是提供一种竞价控制方法及设备,用以解决现有技术中广告的投放成本较高的问题。 The purpose of the present application is to provide a control method and apparatus bid to solve the prior art higher cost of running the ad in question.

为实现上述目的,本申请提供了一种竞价控制方法,该方法包括: To achieve the above object, the present application provides a method of controlling the auction, the method comprising:

根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标; Obtaining object information according to the target information in the auction bid information word current performance metrics word in the auction;

若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名; If the current performance metrics is lower than the desired target information in the bid phrase in performance metrics, obtaining the best PPC target information in the bid to achieve the desired effect in terms of indicators;

根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 Bid on the auction bid price according to the word of the corresponding optimal PPC.

进一步地,根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标,包括: Further, according to the target information acquiring target information in the auction bid information word current performance metrics word in the auction, comprising:

根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名; According to the bid information to acquire the target information actual ranking in search results of the auction of the word;

根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指 标。 Get current performance index according to a preset correspondence relationship between rankings and the actual performance metrics and rankings.

进一步地,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: Further, to obtain the target information actual ranking in search results of the auction in accordance with the terms of the bid information, including:

将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中,所述目标信息尚未参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数; The bid target after natural position information and the target information in the search results of the auction of the word in the auction number and information of the target information as the nature of the actual ranking in search results of the auction of the word, where the target information has not been involved in the auction the auction of the word, the bid information includes target information natural ranking in search results of the auction of the word and assume that the number of bid information of the target information in the auction;

根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标,包括: Get the current performance metrics in accordance with a preset corresponding relationship between placement and performance indicators and the actual position, comprising:

根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。 Acquiring the actual nature of the performance metrics corresponding ranking according to the corresponding relationship between the performance metrics of rank, and the rank corresponding to the actual nature of the effect as an index of the current performance metrics.

进一步地,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: Further, to obtain the target information actual ranking in search results of the auction in accordance with the terms of the bid information, including:

将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中所述目标信息已参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数;以及 The target information in the search results of the auction of the word in a natural position and information on the number of bids and target information as the nature of the actual ranking in search results of the auction of the word, where the target has been involved in the information auction bids words, the bid information includes information on the natural rankings target, target information about the current PPC search results in the word bid in the auction and bid the number of words in the information; and

将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名; The target information in the current PPC bid phrase in the target information as the actual search results ranked bid in the auction of the word;

根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标,包括: Get the current performance metrics in accordance with a preset corresponding relationship between placement and performance indicators and the actual position, comprising:

根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。 Obtaining performance metrics and ranking of the actual nature of the actual ranking bids corresponding to the Rank according to the correspondence relation with performance metrics respectively, and the rank corresponding to the actual nature of the actual performance metrics for ranking the bids corresponding effect index as a sum of the current performance metrics.

进一步地,获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名,包括: Further, to obtain the target information in the bid to achieve the desired effect in terms of the best indicators of PPC, including:

将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标; The difference between the index and the desired effect of the rank corresponding to the actual nature of performance metrics as the optimal performance metrics;

根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞 价排名。 The corresponding relationship between the placement and performance index obtaining the optimum effect index corresponding to the optimal price competition ranking.

进一步地,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: Further, to obtain the target information actual ranking in search results of the auction in accordance with the terms of the bid information, including:

当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。 When the target information is a natural result of the ranking in the search term bid is less than equal to a preset position, the target information acquiring actual ranking in search results of the auction in accordance with the word bid information.

进一步地,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: Further, to obtain the target information actual ranking in search results of the auction in accordance with the terms of the bid information, including:

当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时,将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名,其中,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数; When the target information on the natural ranking in the search results of the auction of the word is greater than the preset position, the target information in the current PPC bid phrase in the target information as the result of the auction bidding on search words in the actual rank, wherein the bid information includes a target natural position information, object information PPC in the current search result in the word bid auctions in the word, and the number of bid information;

根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名,包括: The bid information obtained according to the target information actual ranking in search results of the auction of the word, including:

根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标,并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。 The bid to acquire the corresponding relationship between the placement and performance metrics corresponding to the actual performance metrics rank and the rank corresponding to the actual bid as an index of the effect of a current effect index.

进一步地,获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名,包括: Further, to obtain the target information in the bid to achieve the desired effect in terms of the best indicators of PPC, including:

将所述期望的效果指标作为最优的效果指标; The desired optimal effect index as an effect index;

根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 Rank according to the correspondence with the optimal performance metrics acquired the PPC effect index corresponding to the optimal.

进一步地,根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,包括: Further, according to the auction price corresponding to the best PPC bid on the auction terms, including:

若所述最优竞价排名对应的竞价价格低于预算阈值,则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价; If the best PPC bid price is lower than the corresponding budget threshold, places the best bid for the auction to bid ranking word corresponding bid price;

若所述最优竞价排名对应的竞价价格等于或高于预算阈值,则以所述预算阈值对所述竞价词进行出价。 If the corresponding optimal PPC bid price equal to or higher than the budget threshold, the threshold for budget places the word auction bid.

进一步地,所述效果指标包括点击通过率。 Further, the performance metrics comprises a click through rate.

根据本申请的另一方面,还提供了一种竞价控制设备,该设备包括: According to another aspect of the present application, it is also provided a bidding control apparatus, the apparatus comprising:

效果获取装置,用于根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标; Effect acquisition means for acquiring the target information in the current performance metrics word auction bid information according to the target information in the words in the auction;

优化装置,用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名; Optimization means for if the current is below the target performance metrics in said auction information desired performance metrics word, the optimum target information in the auction to achieve a desired effect index word is acquired ranking of bidding;

出价装置,用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 Means bid for the bid price auction bids words according to the corresponding optimum PPC.

进一步地,所述效果获取装置,包括: Further, the effect of obtaining apparatus, comprising:

排名获取模块,用于根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名; Rank acquiring module, for acquiring the target information of the actual auction ranking in search results according to the word of bid information;

效果计算模块,用于根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。 Effect calculating module, configured to obtain a current performance metrics in accordance with a preset correspondence relationship between rankings and the actual performance metrics and rankings.

进一步地,所述排名获取模块,用于将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中,所述目标信息尚未参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数; Further, the ranking acquisition module for bid target after natural position information and the target information in the search results of the auction of the word in the auction and the number of information as the target information in the bid phrase search results in the actual nature of rankings, wherein the target information has not bid in the auction of the word, the bid information includes target information natural ranking in search results of the auction of the word and assume that the target information participate in the auction number information after the auction;

所述效果计算模块,用于根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。 The effect calculating module for obtaining performance metrics corresponding to the ranking of the actual nature in accordance with the corresponding relationship between the performance metrics of rank, and the rank corresponding to the actual nature of the effect as an index of the current performance metrics.

进一步地,所述排名获取模块,用于将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名,其中所述目标信息已参与所述竞价词的竞价,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数;以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名; Further, the ranking obtaining module, an actual target for a natural result of the bid information in search word in a natural position and information on the number of bids as the target information and the result of the search word in the auction rank, which has been the target information in the auction the auction of the word, the bid information includes target information natural ranking in search results of the bid phrase in the target information in the current PPC auction and the word bid the number of information; and the target information in the current PPC bid phrase in the target information as the actual search results ranked bid in the auction of the word;

所述效果计算模块,用于根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。 The effect calculating module for obtaining performance metrics and ranking of the actual nature of the actual ranking bids corresponding to the Rank according to the correspondence relation with performance metrics respectively, and the rank corresponding to the actual nature of the performance metrics said bidding ranking corresponding to the actual performance metrics as the sum of a current effect index.

进一步地,所述优化装置,用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标;以及根据所述排名与效果指标的对应关系获 取所述最优的效果指标对应的最优竞价排名。 Further, the optimization means for if the current is below the target performance metrics in said auction information desired performance metrics word, then the desired effect index and rank corresponding to the actual nature of the the difference between the performance metrics as the optimal performance metrics; and obtaining the optimum according to the corresponding relationship between the placement and performance indicators corresponding to the optimal performance metrics PPC.

进一步地,所述排名获取模块,用于当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。 Furthermore, when the ranking obtaining module, configured to, when the target information is a natural result of the ranking in the search term bid is less than equal to a preset position, acquiring the search target information in the bid based on the bid information word the results in the actual rankings.

进一步地,所述排名获取模块,用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时,将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名,其中,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数; Further, the ranking acquisition module, configured to, when the target information is a natural result of the ranking in the search term bid is greater than a preset position, the target information of the current position in the auction bidding as the target word information the actual bid ranking in the search results of the auction of the word, where the bid target information includes information on the natural ranking in the search results of the bid phrase in the target information in the current PPC bid phrase as well auction number information;

所述效果计算模块,用于根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标,并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。 The effect of the calculation module, for obtaining performance metrics according to the corresponding relationship between the bid placement and performance metrics corresponding to the actual rank, and the rank corresponding to the actual bid as an index of the effect of a current effect index.

进一步地,所述优化装置,用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则将所述期望的效果指标作为最优的效果指标;以及根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 Further, the optimization means for if the current is below the target performance metrics in said auction information desired performance metrics word, then the desired effect as an index optimal performance metrics; and rank according to the correspondence with the optimal performance metrics acquired the PPC effect index corresponding to the optimal.

进一步地,所述出价装置,用于若所述最优竞价排名对应的竞价价格低于预算阈值,则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价;以及若所述最优竞价排名对应的竞价价格等于或高于预算阈值,则以所述预算阈值对所述竞价词进行出价。 Further, the bid means for PPC if the optimum bid price lower than the corresponding threshold value estimate, the optimal PPC places corresponding to the bid price auction bidding word; and if the the auction bid price corresponding rank equal to or higher than the budget threshold, places the budget threshold for the bid term bid.

进一步地,所述效果指标包括点击通过率。 Further, the performance metrics comprises a click through rate.

与现有技术相比,通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果,同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果,仅当当前的投放效果未达到预期投放效果时,自动计算出使得该目标信息达到预期投放效果的最优竞价排名,然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,因此在保证广告投放效果的同时,仅需进行最低限度的调价,从而保证了最低的投放成本。 Compared with the prior art, the target information is calculated by the target information in the current auction bid information in the current word put in effect, at the same time is preset by the expected performance metrics ads are expected to deliver results for the target information only when the current does not reach expected effect serving put in effect, automatically calculate the optimal target information so that the expected run PPC effect, then the bid price auction bids words according to the corresponding optimum PPC, thus ensuring advertising campaigns, while only minimally price adjustment, thus ensuring the lowest delivery cost.

此外,在计算广告的投放效果时,采用了自然排名和竞价排名组合的方式,对于自然排名能够达到的广告效果也进行了考虑,可以减少广告投放者在提高竞价排名时的费用投入,进一步降低了投放成本。 In addition, when calculating your ads perform, using natural position and the way PPC portfolio, the natural ranking to achieve advertising effectiveness have also been considered, can reduce advertising's cost of investment in raising PPC, further reducing the delivery costs.

附图说明 BRIEF DESCRIPTION

通过阅读参照以下附图所作的对非限制性实施例所作的详细描述,本申请的其它特征、目的和优点将会变得更明显: By reading the following detailed description of the accompanying drawings of non-limiting embodiments, and other features, objects and advantages of the present disclosure will become more apparent:

图1为本申请实施例提供的一种竞价控制方法的流程图; Figure 1 is a flowchart of a bidding application provided a control method embodiment;

图2为本申请实施例提供的一种优选的竞价控制方法的流程图; FIG 2 is a flow chart of an application embodiment providing preferred embodiment of the method of controlling the auction;

图3(a)和(b)为某一目标信息采用本申请提供的竞价控制方法参与竞价前后的搜索结果示意图; FIG. 3 (a) and (b) is a schematic view of a target information using the control method of the present application provides the auction search results before and after the auction;

图4(a)和(b)为某一目标信息采用本申请提供的竞价控制方法调整竞价价格前后的搜索结果示意图; FIG. 4 (a) and (b) is a schematic view search results before and after the adjustment of a bid price auction object information using the control method provided herein;

图5为本申请实施例提供的另一种优选的竞价控制方法的流程图; FIG. 5 is a flowchart of another preferred application of the embodiment to provide a control method of the embodiment of the bids;

图6为本申请实施例提供的一种竞价控制设备的结构示意图; 6 is a schematic structural diagram of a bidding application provides a control apparatus embodiment;

图7为本申请实施例提供的一种竞价控制设备中效果获取装置的具体结构示意图; FIG 7 is a schematic structural diagram of a bidding application was specifically provided in the control apparatus of the embodiment Effect acquisition means;

图8为本申请实施例提供的另一种竞价控制设备的结构示意图; 8 is a schematic structural diagram of another application provided bids control apparatus embodiment;

附图中相同或相似的附图标记代表相同或相似的部件。 In the drawings the same or similar or identical reference numerals refer to like parts.

具体实施方式 detailed description

下面结合附图对本申请作进一步详细描述。 DRAWINGS The present application will be further described in detail below in conjunction.

在本申请一个典型的配置中,终端、服务网络的设备和可信方均包括一个或多个处理器(CPU)、输入/输出接口、网络接口和内存。 In a typical application of the present configuration, the terminal device and the network service trusted party includes one or more processors (CPU), input / output interfaces, network interfaces, and memory.

内存可能包括计算机可读介质中的非永久性存储器,随机存取存储器(RAM)和/或非易失性内存等形式,如只读存储器(ROM)或闪存(flash RAM)。 Memory may include a computer-readable medium volatile memory, a random access memory (RAM) and / or other forms of nonvolatile memory, such as read only memory (ROM) or flash memory (flash RAM). 内存是计算机可读介质的示例。 Are examples of computer-readable memory medium.

计算机可读介质包括永久性和非永久性、可移动和非可移动媒体可以由任何方法或技术来实现信息存储。 The computer-readable media include permanent and non-permanent, removable and non-removable media may be accomplished by any method or technology for storing information. 信息可以是计算机可读指令、数据结构、程序的模块或其他数据。 Information may be computer-readable instructions, data modules, or other data structures, program. 计算机的存储介质的例子包括,但不限于相变内存(PRAM)、静态随机存取存储器(SRAM)、动态随机存取存储器(DRAM)、其他类型的随机存取存储器(RAM)、只读存储器(ROM)、电可擦除可编程只读存储器(EEPROM)、快闪记忆体或其他内存技术、只读光盘只读存储器(CD-ROM)、数字多功能光盘(DVD)或其他光学存储、磁盒式磁带,磁带磁盘存储或其他磁性存储设备或任何其他非传输介质,可用于存储可以被计算设备访问的信息。 Examples of computer-storage media include, but are not limited to, phase change memory (the PRAM), static random access memory (SRAM), dynamic random access memory (DRAM), other types of random access memory (RAM), read-only memory (ROM), electrically erasable programmable read only memory (EEPROM), flash memory or other memory technology, CD-ROM read-only memory (CD-ROM), digital versatile disc (DVD) or other optical storage, magnetic tape cassette, magnetic disk storage or other magnetic tape storage devices, or any other non-transmission medium, may be used to store information can be accessed by computing device. 按照本文中的界定,计算机可读介质不包 括非暂存电脑可读媒体(transitory media),如调制的数据信号和载波。 As defined herein, computer-readable media does not include non-transitory computer-readable medium (transitory media), such as a data signal and carrier modulation.

图1示出了本申请实施例提供的一种竞价控制方法,该方法包括以下步骤: FIG 1 shows a bidding application of the present control method according to an embodiment, the method comprises the steps of:

步骤S101,根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标; Step S101, the target information acquiring the performance metrics in the current auction bid information according to the target word information of words in the auction;

步骤S102,若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名; Step S102, if the current performance metrics is lower than the desired target information in the bid phrase in performance metrics, they get to achieve the desired effect in the bid phrase in the target index information optimal PPC ;

步骤S103,根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 Step S103, according to the auction price of the corresponding optimal PPC bid on the auction terms.

在此,所述目标信息是指广告投放者需要进行广告的信息,可以是特定的网页、商品或者信息条目等。 In this case, the target information is advertising information needs of advertising, it can be a specific web page, or information items and other commodities. 所述竞价词是指竞价广告的关键词,某一用户在使用搜索引擎进行关键词搜索时,搜索结果中会显示所有已经在该关键词投放了竞价广告的目标信息。 The term refers to keyword bidding auction advertising, when users use a search engine keyword search, the search results will display all the information has been put in a bid target advertising in the keyword. 所述当前的效果指标和期望的效果指标分别用于表示目标信息在当前的投放效果以及广告投放者希望该目标信息达到的预期投放效果,在实际应用中可以采用CTR(Click Through Rate,点击率)等。 Expected to put in effect the current performance indicators and desired target performance metrics are used to represent information in the current run the most effective advertising and wishes to achieve the target information, in practical applications can use CTR (Click Through Rate, CTR )Wait. 本实施例通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果,同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果,仅当当前的投放效果未达到预期投放效果时,自动计算出使得该目标信息达到预期投放效果的最优竞价排名,然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,因此在保证广告投放效果的同时,仅需进行最低限度的调价,从而保证了最低的投放成本。 In this embodiment, the object information in the current auction bid information word in the target information to calculate the current running effect, while ad is preset by the intended effect on the trafficking of the information through the desired target performance metrics, only when the current serving when the results did not meet expectations put in effect, automatically calculate the optimal target information so that the PPC is expected to put in effect, and then bid on the auction bid price according to the word of the corresponding optimal PPC, thus serving to ensure the ad Meanwhile effect only minimally price adjustment, thus ensuring the lowest delivery cost.

进一步地,本申请实施例还提供了一种优选的竞价控制方法,结合图1,该方法具体包括如图2所示的步骤: Furthermore, the present application further provides a preferred embodiment of the control method of bidding, in conjunction with FIG. 1, which method comprises the steps shown in Figure 2:

步骤S1011,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。 Step S1011, acquiring the target information actual ranking in search results of the auction in accordance with the terms of the bid information.

步骤S1012,根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。 Step S1012, the current performance metrics acquired according to the preset correspondence relationship between rankings and the actual performance metrics and rankings.

在此,所述目标信息在所述竞价词的搜索结果中的实际排名是指目标信息在搜索结果中实际所显示的位置。 In this case, the target information actual ranking in search results of the auction of the word refers to the target position information in the search results actually displayed. 所述排名与效果指标的对应关系表示在目标信息在搜索结果中的排名与该目标信息的广告效果之间的对应关系,一般采用预设的方式进行设定。 The placement and performance index indicates the correspondence between the target information corresponding relationship between the target advertising effectiveness ranking information in the search results, generally using a preset mode is set. 以点击率为例,其排名与效果指标的对应关系如表1所示: In CTR, for example, the corresponding relationship between its ranking performance metrics as shown in Table 1:

排名 Ranking 点击率 Click to rate

1 1 35% 35%
2 2 29% 29%
3 3 16% 16%
4 4 10% 10%
5 5 7% 7%
6 6 5% 5%
7 7 4% 4%
8 8 3.5% 3.5%
9 9 3% 3%
10 10 2.5% 2.5%
…… ...... …… ......

表1 Table 1

在实际应用中,排名与点击率之间的对应关系可以通过长期的数据监测总结获得,并且能够根据后续的数据进行调整。 In practice, the correspondence between the rankings and click-through rate can be summed data obtained through long-term monitoring and follow-up can be adjusted according to the data. 此外,对于不同的竞价词或者不同的搜索引擎,所述对应关系也不相同。 Additionally, bids for different words or different search engines, the corresponding relationship is not the same.

以对目标信息A网页进行广告投放,假设A网页与美食相关,广告投放者需要在“美食”、“川菜”等竞价词对A网页进行了竞价广告的投放。 A page of information to target for advertising, suppose A web page associated with the food, advertising needs in the "food", "Sichuan" and other terms of the bid A website has been put in bids advertising. 用户在使用上述竞价词进行搜索时,其搜索结果一般分别两部分,包括显示竞价广告的推广区和显示自然搜索结果的自然结果区,竞价广告在搜索结果中的排序一般显示于自然搜索结果之前,以达到广告推广的目的。 The user when using the bid phrase search, its search results generally are in two parts, including a display to promote the area auction ads and display natural search results natural result zone, auction ads sort search results generally show before the natural search results in order to achieve the purpose of advertising. 在进行竞价时,可能存在两种情况:一、目标信息目前尚未参与某一竞价词的竞价,此时在搜索结果的推广区无该目标信息;二、目标信息目前已经参与某一竞价词的竞价,此时在搜索结果的推广区已经有该目标信息。 During the auction, there may be two situations: First, the target information is not currently involved in a bidding auction of the word, this time without the target information in the promotion area of the search results; Second, the target information is now involved in a bidding words bid, this time in the promotion area of the search results have been the target information.

对于第一种情况,由于目标信息尚未参与竞价词的竞价,因此检索结果中的推广区内无所述目标信息,仅在自然结果区中显示有该目标信息。 In the first case, because the target information has not been involved in the auction bid phrase, so search results in the area of promotion of the non-target information, the target information is displayed only in the natural result area. 此时,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数,其中目标信息的竞价排名即为目标信息在推广区的排名,目标信息的自然排名即为目标信息在自然结果区的排名。 In this case, the bid information includes target information natural ranking in search results of the auction of the word and assume that the number of bid information of the target information in the auction, which PPC target information is the target information in the promotion area ranking natural, objective information is the target information ranking in the natural results areas. 以前述A网站为例,图3(a)示出了用户使用搜索引擎搜索竞价词“川菜”后的搜索结果,其中推广区为区域3A、自然结果区为区域3B。 In the A site, for example, FIG. 3 (a) shows a user using a search engine search result of the search term bid, "Sichuan", a region where promotion area. 3A, region is the natural result of region 3B. 其中在推广区3A显示的信息数量为当前的竞价信息数,表示当前参与该竞价词竞价的目标信息数量。 Where the number of messages in the promotion display area 3A for the current number of bid information, current information indicates the number of the target word to participate in the auction bid.

在此种情况下,所述步骤S1011,具体包括:将目标信息在所述竞价词的搜索 结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名。 In this case, the step S1011,, comprises: the natural position of the target information in the target information of the search result in the word bid in the auction after the number of bid information, and information as the target of the Search results described in the auction of the word natural actual rankings. 相应地,所述步骤S1012,具体包括:根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。 Accordingly, the step S1012, the specifically comprises: acquiring the actual nature of the performance metrics corresponding to the ranking according to corresponding relationship between the placement and performance indicators, and the effect index ranking corresponding to the actual nature of the current as the performance metrics.

仍以A网站在竞价词“川菜”中的竞价信息为例,其在搜索结果中的自然排名n为3,当前参与竞价的竞价信息数m为3,由于当A网站参与竞价后,竞价信息数会自动增加1,因此所述目标信息参与竞价后的竞价信息数m'为m+1=4,图3(b)示出了A网站参与竞价后可能出现的搜索结果的示意图。 A website is still in the bidding information "Sichuan" in the bidding terms for example, the natural ranking in the search results n is 3, the current bid in the auction information on the number m is 3, because when the A website after the auction, the auction information will automatically increase the number 1, the number m of the bid information and therefore the target information in the auction 'is a m + 1 = 4, FIG. 3 (b) shows a schematic diagram of the search results may occur after the a site in the auction. 由于当前未参与竞价,获取竞价信息时可以不获取当前竞价排名,也可以获取无效的当前竞价排名c(例如c的值为空或者0,使得当前竞价排名无对应的效果指标)。 Since not currently participating in the auction, the bid information is acquired may not obtain the current PPC may be acquired invalid current PPC c (e.g. c is null or zero, so that no current PPC corresponding performance metrics). 推广区的信息在搜索结果中的排序均显示于自然结果区的信息之前,因此A网站的自然的实际排名为n+m'=7。 Information Promotion area sorted search results are displayed in the area before the natural result information, so the actual nature of the site A rank n + m '= 7. 基于表1所示的所述排名与效果指标的对应关系,获取所述自然的实际排名对应的点击率=f(n+m')=f(7)=4%,其中f()表示由排名获取效果指标的处理函数,由此可知目标信息“A网站”在竞价词“川菜”中当前的点击率为4%。 Corresponding relationship between the placement and performance metrics as shown in Table 1 based on the acquired ranking corresponding to an actual natural CTR = f (n + m ') = f (7) = 4%, where f () is represented by rank obtain performance metrics handler, it can be seen target information "a site" in the bid phrase "Sichuan" in the current CTR of 4%.

对于第二种情况,由于目标信息已经参与竞价词的竞价,因此检索结果中的推广区和自然结果区内均显示有该目标信息。 In the second case, because the target information is already in the auction bid phrase, so search results in the region and promote the natural result of the target area are displayed information. 此时,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数,其中目标信息的竞价排名即为目标信息在推广区的排名,目标信息的自然排名即为目标信息在自然结果区的排名。 In this case, the bid information includes target information natural ranking in search results of the bid phrase in the target information in the current PPC bid phrase as well as the number of bid information, which PPC target information is the target information in the area of promotion rankings, ranking natural target information is the target information ranking in the natural results areas. 以前述A网站为例,图4(a)示出了用户使用搜索引擎搜索竞价词“美食”后的搜索结果,其中推广区为区域4A、自然结果区为区域4B。 A site in the aforementioned example, Figure 4 (a) shows the search results of users use search engines search auction word "food", which promote the area as a region 4A, the natural result area for the region 4B. 其中在推广区4A显示的信息数量为当前的竞价信息数,表示当前参与该竞价词竞价的目标信息数量。 Where the number of messages in the promotion display area 4A of the current number of bid information, current information indicates the number of the target word to participate in the auction bid. 在实际应用中,目标信息在所述竞价词的搜索结果中的自然排名可以通过后台程序(如网络爬虫程序)自动获取,竞价信息数以及当前的竞价排名可以通过广告商的竞价平台提供的API(Application Programming Interface,应用程序接口)获取。 In practice, the target information on the natural ranking in the search results of the auction of the word can be automatically acquired by daemons (such as web crawler program), the number of bids and the current information can be provided by PPC advertisers bidding platform API (application Programming Interface, application Programming Interface) to obtain.

在此种情况下,所述步骤S1011,具体包括:将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名;以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名。 In this case, the step S1011,, comprises: the result of the search target information in the bid term natural position and the number of bid information and the target information as the result of the search word in the auction the actual nature of the rankings; and the target information in the current PPC bid phrase in the target information as the actual search results ranked bid in the auction of the word. 相应地,所述步骤S1012,具体包括:根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞 价的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。 Accordingly, the step S1012, the specifically comprises: obtaining performance metrics and ranking of the actual nature of the actual ranking bids based on the correspondence respectively corresponding to the placement and performance indicators, and the rank corresponding to the actual nature of the effect index and rank the bids actual performance metrics corresponding to the sum of a current effect index.

仍以A网站在竞价词“美食”中的竞价信息为例,其在搜索结果中的自然排名n为2,包含A网站在内的竞价信息数m为4,在这些所有参与竞价的信息中A网站当前竞价排名c为4。 A website is still in the auction bid information word "food" in the example, the natural ranking in the search results n is 2, m bid information includes the number of sites, including the A 4, in which all of the information in the auction of A website for the current PPC c 4. 由于A网站当前已经参与竞价词“美食”的竞价,因此在重新出价后,不会使得竞价信息数发生变化,因此A网站在所述竞价词的搜索结果中的自然的实际排名为n+m=6,而A网站在所述竞价词的搜索结果中的竞价的实际排名即为当前竞价排名c,图4(b)示出了A网站调整竞价价格后可能出现的搜索结果的示意图。 A website has been due to the current bid in the auction the word "food", so after re-bid, the auction will not make a change in the number of information, so A natural site of the actual ranking in search results of the auction for the word of n + m = 6, the actual ranking auction site in search results a word in the auction is the current PPC C, FIG. 4 (b) shows a schematic diagram of a search result a site may be adjusted bid price. 基于表1所示的所述排名与效果指标的对应关系,获取所述自然的实际排名对应的点击率=f(n+m)=f(6)=5%,而所述竞价的实际排名对应的点击率=f(c)=f(4)=10%,由此可知目标信息“A网站”在竞价词“美食”中当前的点击率为f(n+m)+f(c)=15%。 Corresponding relationship between the placement and performance metrics as shown in Table 1 based on the acquired ranking corresponding to an actual natural CTR = f (n + m) = f (6) = 5%, while the actual ranking bids corresponding CTR = f (c) = f (4) = 10%, the target information can be seen "a site" in the auction word "food" in the current click rate f (n + m) + f (c) = 15%.

由此,当前点击率CTR的算法如下: As a result, the current click-through rate CTR algorithm is as follows:

Figure PCTCN2016093890-appb-000001

进一步地,步骤S102中,获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名,具体包括: Further, in step S102, obtaining the optimum target information PPC in the auction to achieve the desired performance metrics word, comprises:

将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标,并根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 The difference between the index and the desired effect of the rank corresponding to the actual nature of performance metrics as the optimal performance metrics, and to obtain the optimum effect index corresponding to the optimal rank based on the correspondence and the effect index ranking of bidding.

例如,对于前述的第一种情况,目标信息“A网站”在竞价词“川菜”中的期望的点击率e设定为30%,则其相应的最优的点击率R为ef(n+m')=26%,根据排名与点击率的对应关系,排名为2时,点击率为29%,而排名3时,点击率为16%,因此为了达到26%的最优的效果指标,最优竞价排名为2。 For example, for the first case, the target information "A site" desired bid phrase "Sichuan" CTR e is set to 30%, the corresponding optimal CTR R is ef (n + m ') = 26%, according to the correspondence with the ranking of hits, rank is 2, the click rate is 29% rank 3, the click rate is 16%, so 26% of the optimal order of performance metrics, PPC is the best 2. 然后,根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。 Then, based on the best PPC bid price corresponding to the bid auction word.

再如,对于前述的第二种情况,由于在调整出价后,目标信息在搜索结果中推广区的竞价的实际排名会发生变化,竞价的实际排名对应的效果指标也会随之变化,因此在获取最优的效果指标时,仅考虑所述期望的效果指标与所述自然的实际排名对应的效果指标之差即可。 Again, for the second case the foregoing, since the bids to the auction ranking objective information about the actual promotion of the region will change in the search results, the actual auction ranking corresponding performance metrics will also change, so acquiring optimum performance metrics, to consider only the difference between the index and the effect desired rank corresponding to the actual nature of performance metrics. 假设目标信息“A网站”在竞价词“美食”中的期望的点击率e设定为20%,则其相应的最优的点击率R为ef(n+m)=15%。 Suppose the desired target information "A site" in the auction word "food" in the click rate e is set to 20%, the corresponding optimal CTR R is ef (n + m) = 15%. 根据排 名与点击率的对应关系,排名为3时,点击率为16%,而排名4时,点击率为10%,因此为了达到15%的最优的效果指标,最优竞价排名为3。 Ranking according to the correspondence with the CTR rank is 3, the click rate is 16% Rank 4, the click rate is 10%, so in order to reach 15% of optimal performance metrics, optimal PPC 3. 然后,根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。 Then, based on the best PPC bid price corresponding to the bid auction word.

由于在计算广告的投放效果时采用了自然排名和竞价排名组合的方式,对于自然排名能够达到的广告效果也进行了考虑,可以减少广告投放者在提高竞价排名时的费用投入,进一步降低了投放成本。 As a result of the way the natural rankings and PPC combined when calculating your ads perform, the natural ranking to achieve advertising effectiveness have also been considered, can reduce advertising's cost of investment in raising PPC, further reducing delivery cost.

此外,对于广告投放者来说,在进行竞价时还需要考虑到广告的投放成本,而某些热门的竞价词,其竞价排名的前几名的投放费用可能会很高,在投放费用有限的前提下,若在少数几个关键词中投入较高的费用,可能造成整体投放效果的降低。 In addition, ads are concerned, during the auction will also be required to consider the cost of running the ad, and some popular auction terms, the top few of its PPC running costs can be high, limited in running costs under the premise, if put into higher costs in a few keywords, it may result in lower overall running performance. 为此,步骤S103,根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,可以具体包括:若所述最优竞价排名对应的竞价价格低于预算阈值,则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价;若所述最优竞价排名对应的竞价价格等于或高于预算阈值,则以所述预算阈值对所述竞价词进行出价。 To this end, step S103, the auction price according to the rank corresponding to the optimum auction bid of the bid term, may include: if the PPC optimum bid price lower than the corresponding threshold value estimate, the most places PPC preferably corresponding to the bid price auction bidding word; if the optimum PPC corresponding bid price is equal to or higher than the threshold value budget, the budget threshold value places the word bid auction. 通过对竞价词的竞价价格设定预算阈值,来限制每个竞价词的竞价价格,合理分配在各个竞价词中的投入,提高广告的整体投放效果。 By setting bid price for the auction of the word budget threshold to limit the auction bid price of each word, a reasonable allocation of investment in each word in the auction, and improve overall how your ads perform.

进一步地,本申请实施例提供了另一种优选的竞价控制方法,该方法中所述步骤S1011,具体包括:当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。 When the target information is a natural result of the ranking in the search term bid is less than equal to a predetermined ranking: Further, embodiments of the present application provides another preferred embodiment of the control method of bidding, in step S1011, the method, comprises the bid information acquires the target information based on actual ranking in search results of the auction of the word. 由于在实际应用中,搜索结果中包含的信息往往会很多,在搜索结果的第一页中仅会显示一定数量的信息,其中推广区的信息会显示于第一页,而自然结果区的信息除第一页能够显示一部分之外,其余会按照排名显示在后续的页面。 Because in practice, the information contained in the search results tend to be a lot of, a certain amount of information will only display the first page of search results, where information is to promote the area displayed on the first page, but the natural result of the information area in addition to being able to display part of the first page, the rest will follow the rankings in subsequent pages. 对于后续页面中显示的信息,其点击率往往会小于第一页显示的信息,并且页数越靠后,其点击率越低。 For information on the following pages show, tend to be smaller than its click-through rate information of the first page that appears, and after more by the number of pages, the lower the click-through rate. 因此在实际处理中可以仅考虑第一页或者前几页中显示的信息,可以通过设定预设排名来实现。 Therefore, in the actual processing can only consider the information that appears on the first page or the first few pages, can be achieved by setting the default ranking. 例如,某一搜索引擎的搜索结果的第一页中仅会显示10条自然搜索结果,那么对于自然排名大于10的信息,均会显示于第二页,可以将预设排名设定为10,仅当目标信息在所述竞价词的搜索结果中的自然排名小于等于10时,才进行后续步骤S1012、步骤S102以及步骤S103的处理。 For example, the first page of search results of a search engine will display only 10 natural search results, then the natural position for greater than 10 information, are displayed on the second page, you can set the default ranking of 10, only when the target information is naturally ranking in search results in the bid term than 10 only when subsequent step S1012, the processing of step S102 and step S103.

此外,本申请还提供了一种适用于另一种情况的竞价控制方法,用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时进行竞价控制。 The present application also provides a control method for a bid applicable to another case for the natural object information when ranking in search results of the auction word is greater than a preset control bid ranking. 该方法的处理流程如图5所示,包括: The processing flow of the method shown in Figure 5, comprising:

步骤S1011',当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时,将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名,其中,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数。 When step S1011 ', when the target information of the search result ranking NATURAL word bid greater than a preset position, the target information in the words in the current auction bid information search ranking as the target word in the auction the actual rankings auction results, wherein the bid information includes information on the natural rankings target, target information about the current PPC search results in the word bid in the auction and bid the number of words in the message.

步骤S1012',根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标,并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。 Step S1012 ', obtaining performance metrics corresponding to the ranking of the actual bids according to the correspondence relationship of the placement and performance indicators, and the rank corresponding to the actual bid as an index of the effect of a current effect index.

步骤S102',若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名。 Step S102 ', if the current index is less than the target effect in said auction information desired performance metrics word, so that the target information is acquired in the auction to achieve a desired effect index word optimal bids rankings.

步骤S103',根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 Step S103 ', according to the optimum auction price bid PPC corresponding to the bid term.

由于自然排名在大于预设排名时,其所能产生的点击率较小,因此可以直接不考虑,以提高处理的效率。 Since natural position when greater than the preset position, it can produce small CTR, and therefore can not be considered directly in order to improve processing efficiency. 在计算当前的点击率时,可以仅考虑其当前的竞价排名所产生的点击率。 In calculating the current click-through rate, click-through rate can only consider their current PPC generated. 相应地,步骤S102'中获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名,具体包括:将所述期望的效果指标作为最优的效果指标,根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 Accordingly, the step S102 'in obtaining the optimum target information PPC in the auction to achieve a desired effect index word, comprises: the desired effect as an index optimal performance metrics in accordance with the ranking correspondence between the performance metrics of obtaining the optimum performance metrics corresponding optimal PPC.

例如,以A网站在竞价词“火锅”中的竞价信息为例,并且以点击率作为效果指标,A网站在搜索结果中的自然排名n为38,包含A网站在内的竞价信息数m为4,在这些所有参与竞价的信息中A网站当前竞价排名c为4,设定的预设排名为10。 For example, site A bid in the auction information word "pot" as an example, and in CTR as a performance indicator, A natural site in the search results ranking n is 38, the auction includes information on the number m A website is included 4, in which all of the information in the auction site's current PPC a c 4, the default setting is 10 ranking. 由于A网站在竞价词“火锅”的搜索结果中的自然排名大于预设排名,因此其当前点击率CTR即为f(c)=10%。 Since A natural site ranking in the auction the word "hot" in the search results greater than a predetermined position, so that the current click-through rate CTR is the f (c) = 10%. 若期望点击率e为25%,由于CTR<e,则需要对竞价价格进行调整。 If the expected click-through rate of 25% e, since CTR <e, it is necessary to adjust the bid price. 进一步地,其最优点击率R=e,通过表1可知,最优竞价排名为2。 Further, the optimal CTR R = e, seen from Table 1, most of PPC 2. 由此根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,完成进价价格的调整。 Thus bid on the auction bid price according to the word of the best PPC corresponding to complete the adjustment of the price of the purchase price.

图6示出了本申请实施例提供的一种竞价控制设备,该设备包括效果获取装置、优化装置以及出价装置。 FIG 6 illustrates a bidding application of the present control apparatus according to an embodiment, the apparatus comprises acquisition means effect, optimization means and means bids. 具体地,所述效果获取装置610用于根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标;所述优化装置620用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指 标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名;所述出价装置630用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 In particular, the effect of the acquisition means 610 for acquiring the target information in the current performance metrics bid information according to the target word in the auction bid information word; and means 620 for optimizing the effect if the current index lower than the desired target information word in said auction performance metrics, obtaining the optimum target information PPC in the auction to achieve a desired effect index word; bidding device 630 according to the the best PPC bid price corresponding to the word auction bid.

在此,本领域技术人员应当理解,该设备可以包括但不限于如网络主机、单个网络服务器、多个网络服务器集或基于云计算的计算机集合等实现。 Here, those skilled in the art will appreciate, the apparatus may include, but is not limited to such a network host, a single network server and multiple network servers or other diversity set cloud-based computer-implemented. 在此,云由基于云计算(Cloud Computing)的大量主机或网络服务器构成,其中,云计算是分布式计算的一种,由一群松散耦合的计算机集组成的一个虚拟计算机。 Here, a cloud-based cloud (Cloud Computing) is composed of a large number of host or network server, which is a distributed computing cloud computing, a virtual machine by a group of loosely coupled computer sets thereof. 优选地,设备还可以是运行于网络主机、服务器或者计算机的软件。 Preferably, the device may also be run on the host network, server, or computer software.

在此,所述目标信息是指广告投放者需要进行广告的信息,可以是特定的网页、商品或者信息条目等。 In this case, the target information is advertising information needs of advertising, it can be a specific web page, or information items and other commodities. 所述竞价词是指竞价广告的关键词,某一用户在使用搜索引擎进行关键词搜索时,搜索结果中会显示所有已经在该关键词投放了竞价广告的目标信息。 The term refers to keyword bidding auction advertising, when users use a search engine keyword search, the search results will display all the information has been put in a bid target advertising in the keyword. 所述当前的效果指标和期望的效果指标分别用于表示目标信息在当前的投放效果以及广告投放者希望该目标信息达到的预期投放效果,在实际应用中可以采用CTR(Click Through Rate,点击率)等。 Expected to put in effect the current performance indicators and desired target performance metrics are used to represent information in the current run the most effective advertising and wishes to achieve the target information, in practical applications can use CTR (Click Through Rate, CTR )Wait. 本实施例通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果,同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果,仅当当前的投放效果未达到预期投放效果时,自动计算出使得该目标信息达到预期投放效果的最优竞价排名,然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,因此在保证广告投放效果的同时,仅需进行最低限度的调价,从而保证了最低的投放成本。 In this embodiment, the object information in the current auction bid information word in the target information to calculate the current running effect, while ad is preset by the intended effect on the trafficking of the information through the desired target performance metrics, only when the current serving when the results did not meet expectations put in effect, automatically calculate the optimal target information so that the PPC is expected to put in effect, and then bid on the auction bid price according to the word of the corresponding optimal PPC, thus serving to ensure the ad Meanwhile effect only minimally price adjustment, thus ensuring the lowest delivery cost.

进一步地,本申请实施例还提供了一种优选的竞价控制设备,结合图6,其中效果获取装置610的具体结构如图7所示,包括排名获取模块611和效果计算模块612。 Furthermore, the present application further provides a preferred embodiment of the control apparatus bids, in conjunction with FIG. 6, where the effect of obtaining specific configuration of apparatus 610 shown in FIG. 7, the acquisition module 611 includes a ranking calculation module 612 and effects. 具体地,所述排名获取模块611用于根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名;所述效果计算模块612用于根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。 In particular, the ranking acquisition module 611 for acquiring the target information of the actual auction ranking in search results according to the word of bid information; the effect calculating module 612 according to a preset performance metrics and rankings the correspondence between the actual rankings and get the current performance metrics.

在此,所述目标信息在所述竞价词的搜索结果中的实际排名是指目标信息在搜索结果中实际所显示的位置。 In this case, the target information actual ranking in search results of the auction of the word refers to the target position information in the search results actually displayed. 所述排名与效果指标的对应关系表示在目标信息在搜索结果中的排名与该目标信息的广告效果之间的对应关系,一般采用预设的方式进行设定。 The placement and performance index indicates the correspondence between the target information corresponding relationship between the target advertising effectiveness ranking information in the search results, generally using a preset mode is set. 以点击率为例,其排名与效果指标的对应关系如表1所示。 In CTR, for example, corresponding relationship between the performance metrics and the rankings shown in Table 1.

在实际应用中,排名与点击率之间的对应关系可以通过长期的数据监测总结获得,并且能够根据后续的数据进行调整。 In practice, the correspondence between the rankings and click-through rate can be summed data obtained through long-term monitoring and follow-up can be adjusted according to the data. 此外,对于不同的竞价词或者不同的搜索 引擎,所述对应关系也不相同。 Additionally, bids for different words or different search engines, the corresponding relationship is not the same.

以对目标信息A网页进行广告投放,假设A网页与美食相关,广告投放者需要在“美食”、“川菜”等竞价词对A网页进行了竞价广告的投放。 A page of information to target for advertising, suppose A web page associated with the food, advertising needs in the "food", "Sichuan" and other terms of the bid A website has been put in bids advertising. 用户在使用上述竞价词进行搜索时,其搜索结果一般分别两部分,包括显示竞价广告的推广区和显示自然搜索结果的自然结果区,竞价广告在搜索结果中的排序一般显示于自然搜索结果之前,以达到广告推广的目的。 The user when using the bid phrase search, its search results generally are in two parts, including a display to promote the area auction ads and display natural search results natural result zone, auction ads sort search results generally show before the natural search results in order to achieve the purpose of advertising. 在进行竞价时,可能存在两种情况:一、目标信息目前尚未参与某一竞价词的竞价,此时在搜索结果的推广区无该目标信息;二、目标信息目前已经参与某一竞价词的竞价,此时在搜索结果的推广区已经有该目标信息。 During the auction, there may be two situations: First, the target information is not currently involved in a bidding auction of the word, this time without the target information in the promotion area of the search results; Second, the target information is now involved in a bidding words bid, this time in the promotion area of the search results have been the target information.

对于第一种情况,由于目标信息尚未参与竞价词的竞价,因此检索结果中的推广区内无所述目标信息,仅在自然结果区中显示有该目标信息。 In the first case, because the target information has not been involved in the auction bid phrase, so search results in the area of promotion of the non-target information, the target information is displayed only in the natural result area. 此时,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数,其中目标信息的竞价排名即为目标信息在推广区的排名,目标信息的自然排名即为目标信息在自然结果区的排名。 In this case, the bid information includes target information natural ranking in search results of the auction of the word and assume that the number of bid information of the target information in the auction, which PPC target information is the target information in the promotion area ranking natural, objective information is the target information ranking in the natural results areas. 以前述A网站为例,图3(a)示出了用户使用搜索引擎搜索竞价词“川菜”后的搜索结果,其中推广区为区域3A、自然结果区为区域3B。 In the A site, for example, FIG. 3 (a) shows a user using a search engine search result of the search term bid, "Sichuan", a region where promotion area. 3A, region is the natural result of region 3B. 其中在推广区3A显示的信息数量为当前的竞价信息数,表示当前参与该竞价词竞价的目标信息数量。 Where the number of messages in the promotion display area 3A for the current number of bid information, current information indicates the number of the target word to participate in the auction bid.

在此种情况下,所述排名获取模块611具体用于将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名。 In this case, the obtaining module 611 is configured to rank the bids to a natural position of the target information in the target information of the search result in a bid auction word number information as the sum of the target information the results of the auction search word in the actual nature of the rankings. 相应地,所述效果计算模块612具体用于根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。 Accordingly, the effect calculating module 612 is configured to obtain performance metrics of the rank corresponding to the actual nature according to corresponding relationship between the placement and performance indicators, and the actual nature of the ranking, as the effect index corresponding to the current performance metrics.

仍以A网站在竞价词“川菜”中的竞价信息为例,其在搜索结果中的自然排名n为3,当前参与竞价的竞价信息数m为3,由于当A网站参与竞价后,竞价信息数会自动增加1,因此所述目标信息参与竞价后的竞价信息数m'为m+1=4,图3(b)示出了A网站参与竞价后可能出现的搜索结果的示意图。 A website is still in the bidding information "Sichuan" in the bidding terms for example, the natural ranking in the search results n is 3, the current bid in the auction information on the number m is 3, because when the A website after the auction, the auction information will automatically increase the number 1, the number m of the bid information and therefore the target information in the auction 'is a m + 1 = 4, FIG. 3 (b) shows a schematic diagram of the search results may occur after the a site in the auction. 由于当前未参与竞价,获取竞价信息时可以不获取当前竞价排名,也可以获取无效的当前竞价排名c(例如c的值为空或者0,使得当前竞价排名无对应的效果指标)。 Since not currently participating in the auction, the bid information is acquired may not obtain the current PPC may be acquired invalid current PPC c (e.g. c is null or zero, so that no current PPC corresponding performance metrics). 推广区的信息在搜索结果中的排序均显示于自然结果区的信息之前,因此A网站的自然的实际排名为n+m'=7。 Information Promotion area sorted search results are displayed in the area before the natural result information, so the actual nature of the site A rank n + m '= 7. 基于表1所示的所述排名与效果指标的对应关系,获取所述自然的实际 排名对应的点击率=f(n+m')=f(7)=4%,其中f()表示由排名获取效果指标的处理函数,由此可知目标信息“A网站”在竞价词“川菜”中当前的点击率为4%。 Corresponding relationship between the placement and performance metrics as shown in Table 1 based on the acquired ranking corresponding to an actual natural CTR = f (n + m ') = f (7) = 4%, where f () is represented by rank obtain performance metrics handler, it can be seen target information "a site" in the bid phrase "Sichuan" in the current CTR of 4%.

对于第二种情况,由于目标信息已经参与竞价词的竞价,因此检索结果中的推广区和自然结果区内均显示有该目标信息。 In the second case, because the target information is already in the auction bid phrase, so search results in the region and promote the natural result of the target area are displayed information. 此时,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数,其中目标信息的竞价排名即为目标信息在推广区的排名,目标信息的自然排名即为目标信息在自然结果区的排名。 In this case, the bid information includes target information natural ranking in search results of the bid phrase in the target information in the current PPC bid phrase as well as the number of bid information, which PPC target information is the target information in the area of promotion rankings, ranking natural target information is the target information ranking in the natural results areas. 以前述A网站为例,图4(a)示出了用户使用搜索引擎搜索竞价词“美食”后的搜索结果,其中推广区为区域4A、自然结果区为区域4B。 A site in the aforementioned example, Figure 4 (a) shows the search results of users use search engines search auction word "food", which promote the area as a region 4A, the natural result area for the region 4B. 其中在推广区4A显示的信息数量为当前的竞价信息数,表示当前参与该竞价词竞价的目标信息数量。 Where the number of messages in the promotion display area 4A of the current number of bid information, current information indicates the number of the target word to participate in the auction bid. 在实际应用中,目标信息在所述竞价词的搜索结果中的自然排名可以通过后台程序(如网络爬虫程序)自动获取,竞价信息数以及当前的竞价排名可以通过广告商的竞价平台提供的API(Application Programming Interface,应用程序接口)获取。 In practice, the target information on the natural ranking in the search results of the auction of the word can be automatically acquired by daemons (such as web crawler program), the number of bids and the current information can be provided by PPC advertisers bidding platform API (application Programming Interface, application Programming Interface) to obtain.

在此种情况下,所述排名获取模块611具体用于将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名;以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名。 In this case, the obtaining module 611 is configured to rank search results in the search result information to the target word in the bid and bid information on the number natural position as the sum of the target information in the words in the auction Natural actual rankings; and the target information in the bid phrase in the current PPC target information as the actual bid ranking in the search results of the auction of the word. 相应地,所述效果计算模块612具体用于根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标,并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。 Accordingly, the effect calculating module 612 is configured to obtain performance metrics of the actual nature of the actual ranking and the ranking auction corresponding rank based on the correspondence and the effect index, respectively, and the rank corresponding to the actual nature performance metrics and ranking the bids actual performance metrics corresponding to the sum of a current effect index.

仍以A网站在竞价词“美食”中的竞价信息为例,其在搜索结果中的自然排名n为2,包含A网站在内的竞价信息数m为4,在这些所有参与竞价的信息中A网站当前竞价排名c为4。 A website is still in the auction bid information word "food" in the example, the natural ranking in the search results n is 2, m bid information includes the number of sites, including the A 4, in which all of the information in the auction of A website for the current PPC c 4. 由于A网站当前已经参与竞价词“美食”的竞价,因此在重新出价后,不会使得竞价信息数发生变化,因此A网站在所述竞价词的搜索结果中的自然的实际排名为n+m=6,而A网站在所述竞价词的搜索结果中的竞价的实际排名即为当前竞价排名c,图4(b)示出了A网站调整竞价价格后可能出现的搜索结果的示意图。 A website has been due to the current bid in the auction the word "food", so after re-bid, the auction will not make a change in the number of information, so A natural site of the actual ranking in search results of the auction for the word of n + m = 6, the actual ranking auction site in search results a word in the auction is the current PPC C, FIG. 4 (b) shows a schematic diagram of a search result a site may be adjusted bid price. 基于表1所示的所述排名与效果指标的对应关系,获取所述自然的实际排名对应的点击率=f(n+m)=f(6)=5%,而所述竞价的实际排名对应的点击率=f(c)=f(4)=10%,由此可知目标信息“A网站”在竞价词“美食”中当前的点击率为f(n+m)+f(c)=15%。 Corresponding relationship between the placement and performance metrics as shown in Table 1 based on the acquired ranking corresponding to an actual natural CTR = f (n + m) = f (6) = 5%, while the actual ranking bids corresponding CTR = f (c) = f (4) = 10%, the target information can be seen "a site" in the auction word "food" in the current click rate f (n + m) + f (c) = 15%.

由此,当前点击率CTR的算法如下: As a result, the current click-through rate CTR algorithm is as follows:

Figure PCTCN2016093890-appb-000002

进一步地,所述优化装置620具体用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标,并根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 Further, particularly for the optimization means 620 if the current effect index is lower than the target information desired performance metrics in the bid phrase, then the desired effect index and the actual nature rankings corresponding to the difference of performance metrics as the optimal performance metrics, and to obtain the optimum effect index corresponding to the optimal PPC the corresponding relationship between the placement and performance metrics.

例如,对于前述的第一种情况,目标信息“A网站”在竞价词“川菜”中的期望的点击率e设定为30%,则其相应的最优的点击率R为ef(n+m')=26%,根据排名与点击率的对应关系,排名为2时,点击率为29%,而排名3时,点击率为16%,因此为了达到26%的最优的效果指标,最优竞价排名为2。 For example, for the first case, the target information "A site" desired bid phrase "Sichuan" CTR e is set to 30%, the corresponding optimal CTR R is ef (n + m ') = 26%, according to the correspondence with the ranking of hits, rank is 2, the click rate is 29% rank 3, the click rate is 16%, so 26% of the optimal order of performance metrics, PPC is the best 2. 然后,由出价装置630根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。 Then, the bid to the auction bidding device 630 according to the word bid price corresponding to the optimal PPC.

再如,对于前述的第二种情况,由于在调整出价后,目标信息在搜索结果中推广区的竞价的实际排名会发生变化,竞价的实际排名对应的效果指标也会随之变化,因此在获取最优的效果指标时,仅考虑所述期望的效果指标与所述自然的实际排名对应的效果指标之差即可。 Again, for the second case the foregoing, since the bids to the auction ranking objective information about the actual promotion of the region will change in the search results, the actual auction ranking corresponding performance metrics will also change, so acquiring optimum performance metrics, to consider only the difference between the index and the effect desired rank corresponding to the actual nature of performance metrics. 假设目标信息“A网站”在竞价词“美食”中的期望的点击率e设定为20%,则其相应的最优的点击率R为ef(n+m)=15%。 Suppose the desired target information "A site" in the auction word "food" in the click rate e is set to 20%, the corresponding optimal CTR R is ef (n + m) = 15%. 根据排名与点击率的对应关系,排名为3时,点击率为16%,而排名4时,点击率为10%,因此为了达到15%的最优的效果指标,最优竞价排名为3。 Rank according to the correspondence with the CTR rank is 3, the click rate is 16% Rank 4, the click rate is 10%, so in order to reach 15% of optimal performance metrics, optimal PPC 3. 然后,由出价装置630根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。 Then, the bid to the auction bidding device 630 according to the word bid price corresponding to the optimal PPC.

由于在计算广告的投放效果时采用了自然排名和竞价排名组合的方式,对于自然排名能够达到的广告效果也进行了考虑,可以减少广告投放者在提高竞价排名时的费用投入,进一步降低了投放成本。 As a result of the way the natural rankings and PPC combined when calculating your ads perform, the natural ranking to achieve advertising effectiveness have also been considered, can reduce advertising's cost of investment in raising PPC, further reducing delivery cost.

此外,对于广告投放者来说,在进行竞价时还需要考虑到广告的投放成本,而某些热门的竞价词,其竞价排名的前几名的投放费用可能会很高,在投放费用有限的前提下,若在少数几个关键词中投入较高的费用,可能造成整体投放效果的降低。 In addition, ads are concerned, during the auction will also be required to consider the cost of running the ad, and some popular auction terms, the top few of its PPC running costs can be high, limited in running costs under the premise, if put into higher costs in a few keywords, it may result in lower overall running performance. 为此,所述出价装置630根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 To this end, the device 630 according to the optimal bid for the auction to bid on PPC word corresponding to the bid price. 具体地,所述出价装置630用于若所述最优竞价排名对应的竞价价格低于预算阈值,则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价;若所述最优竞价排名对应的竞价价格等于或高于预算阈值,则以所述预算阈值对所述竞价词 进行出价。 In particular, if the bid for the device 630 corresponding to the optimal PPC bid price is below a threshold value estimate, the optimal PPC places corresponding to the bid price auction bidding word; if the most PPC preferably corresponding bid price is equal to or higher than the threshold value budget, the budget threshold value places the word bid auction. 通过对竞价词的竞价价格设定预算阈值,来限制每个竞价词的竞价价格,合理分配在各个竞价词中的投入,提高广告的整体投放效果。 By setting bid price for the auction of the word budget threshold to limit the auction bid price of each word, a reasonable allocation of investment in each word in the auction, and improve overall how your ads perform.

进一步地,本申请实施例提供了另一种优选的竞价控制设备,该设备中所述排名获取模块611用于当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时,根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。 Furthermore, the present application provides another preferred embodiment of the control device auction, the ranking of the apparatus when the target acquisition module 611 for information on the natural ranking in search results in the bid phrase less preset rank the bid information acquires the target information based on actual ranking in search results of the auction of the word. 由于在实际应用中,搜索结果中包含的信息往往会很多,在搜索结果的第一页中仅会显示一定数量的信息,其中推广区的信息会显示于第一页,而自然结果区的信息除第一页能够显示一部分之外,其余会按照排名显示在后续的页面。 Because in practice, the information contained in the search results tend to be a lot of, a certain amount of information will only display the first page of search results, where information is to promote the area displayed on the first page, but the natural result of the information area in addition to being able to display part of the first page, the rest will follow the rankings in subsequent pages. 对于后续页面中显示的信息,其点击率往往会小于第一页显示的信息,并且页数越靠后,其点击率越低。 For information on the following pages show, tend to be smaller than its click-through rate information of the first page that appears, and after more by the number of pages, the lower the click-through rate. 因此在实际处理中可以仅考虑第一页或者前几页中显示的信息,可以通过设定预设排名来实现。 Therefore, in the actual processing can only consider the information that appears on the first page or the first few pages, can be achieved by setting the default ranking. 例如,某一搜索引擎的搜索结果的第一页中仅会显示10条自然搜索结果,那么对于自然排名大于10的信息,均会显示于第二页,可以将预设排名设定为10,仅当目标信息在所述竞价词的搜索结果中的自然排名小于等于10时,才在由效果计算模块612、优化装置620和出价装置630进行相应的处理。 For example, the first page of search results of a search engine will display only 10 natural search results, then the natural position for greater than 10 information, are displayed on the second page, you can set the default ranking of 10, only when the target information is naturally ranking in search results in the auction word 10 or less, the effect was calculated by the module 612, 620 and bid optimization device 630 perform corresponding processing.

此外,本申请还提供了一种适用于另一种情况的竞价控制设备,用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时进行竞价控制。 The present application also provides a control apparatus bid, bid for controlling the target information when the result of the natural ranking in the search term bid is greater than a preset rank one for the other case. 该设备结构如图8所示,包括排名获取模块611'、效果计算模块612'、优化装置620'和出价装置630'。 The device structure shown in Figure 8, including obtaining the ranking module 611 ', effect calculating module 612', 620 'and the bidding device 630' optimization. 具体地,所述排名获取模块611'用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时,将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名,其中,所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数。 In particular, the ranking acquisition module 611 'is used when the target information is a natural result of the ranking in the search term bid is greater than a preset position, the current PPC target information as the target word in the auction the actual rankings auction information in the search results of the auction of the word, where the bid target information includes information on the natural rankings in search results of the bid phrase in the target information in the current PPC bid phrase in and the number of bid information. 所述效果计算模块612'用于根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标,并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。 The effect calculating module 612 'configured to obtain performance metrics of the actual bids ranked according to a correspondence relationship corresponding to the placement and performance indicators, and the rank corresponding to the actual bid as an index of the effect of a current effect index . 所述优化装置620'用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标,则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名。 Said optimizing means 620 'is used if the current effect index is lower than the target information in said desired performance metrics word auction, the target information is acquired in the auction to achieve a desired effect index word the best PPC. 所述出价装置630'用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。 The bidding device 630 'for the bid price auction bids words according to the corresponding optimum PPC.

由于自然排名在大于预设排名时,其所能产生的点击率较小,因此可以直接不考虑,以提高处理的效率。 Since natural position when greater than the preset position, it can produce small CTR, and therefore can not be considered directly in order to improve processing efficiency. 在计算当前的点击率时,可以仅考虑其当前的竞价排名所产生的点击率。 In calculating the current click-through rate, click-through rate can only consider their current PPC generated. 相应地,所述优化装置620'具体用于若所述当前的效果指标低 于所述目标信息在所述竞价词中期望的效果指标,则将所述期望的效果指标作为最优的效果指标;以及根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。 Accordingly, the optimization apparatus 620 'for particularly if the current is below the target performance metrics in said auction information desired performance metrics word, then the desired effect as an index optimal performance metrics ; and obtaining the optimum corresponding relationship according to the ranking of the effect index corresponding to the optimal performance metrics PPC.

例如,以A网站在竞价词“火锅”中的竞价信息为例,并且以点击率作为效果指标,A网站在搜索结果中的自然排名n为38,包含A网站在内的竞价信息数m为4,在这些所有参与竞价的信息中A网站当前竞价排名c为4,设定的预设排名为10。 For example, site A bid in the auction information word "pot" as an example, and in CTR as a performance indicator, A natural site in the search results ranking n is 38, the auction includes information on the number m A website is included 4, in which all of the information in the auction site's current PPC a c 4, the default setting is 10 ranking. 由于A网站在竞价词“火锅”的搜索结果中的自然排名大于预设排名,因此其当前点击率CTR即为f(c)=10%。 Since A natural site ranking in the auction the word "hot" in the search results greater than a predetermined position, so that the current click-through rate CTR is the f (c) = 10%. 若期望点击率e为25%,由于CTR<e,则需要对竞价价格进行调整。 If the expected click-through rate of 25% e, since CTR <e, it is necessary to adjust the bid price. 进一步地,其最优点击率R=e,通过表1可知,最优竞价排名为2。 Further, the optimal CTR R = e, seen from Table 1, most of PPC 2. 由此根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,完成进价价格的调整。 Thus bid on the auction bid price according to the word of the best PPC corresponding to complete the adjustment of the price of the purchase price.

综上所述,本申请实施例提供的技术方案通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果,同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果,仅当当前的投放效果未达到预期投放效果时,自动计算出使得该目标信息达到预期投放效果的最优竞价排名,然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价,因此在保证广告投放效果的同时,仅需进行最低限度的调价,从而保证了最低的投放成本。 In summary, the technical solution provided in the target information calculated by the target information in the current auction bid information word currently running application effect of the present embodiment, while ad is preset for the target user information by the desired performance metrics It expected to deliver results, only when the current does not reach expected effect serving put in effect, automatically calculate the optimal target information so that the expected run PPC effect, and according to the optimum auction price corresponding to the PPC word bid auction, so to ensure that the advertising in the same time, only minimally price adjustment, thus ensuring the lowest delivery cost. 此外,在计算广告的投放效果时,采用了自然排名和竞价排名组合的方式,对于自然排名能够达到的广告效果也进行了考虑,可以减少广告投放者在提高竞价排名时的费用投入,进一步降低了投放成本。 In addition, when calculating your ads perform, using natural position and the way PPC portfolio, the natural ranking to achieve advertising effectiveness have also been considered, can reduce advertising's cost of investment in raising PPC, further reducing the delivery costs.

需要注意的是,本申请可在软件和/或软件与硬件的组合体中被实施,例如,可采用专用集成电路(ASIC)、通用目的计算机或任何其他类似硬件设备来实现。 Note that, the present application may be implemented in a combination of software and / or software and hardware, for example, may be employed ASIC (ASIC), a general purpose computer or any other similar hardware implemented. 在一个实施例中,本申请的软件程序可以通过处理器执行以实现上文所述步骤或功能。 In one embodiment, the software program of the present application may be executed to implement the above steps or functions by a processor. 同样地,本申请的软件程序(包括相关的数据结构)可以被存储到计算机可读记录介质中,例如,RAM存储器,磁或光驱动器或软磁盘及类似设备。 Likewise, the application software programs (including associated data structures) may be stored in a computer-readable recording medium, eg, RAM memory, magnetic or optical drive or a floppy disk and the like. 另外,本申请的一些步骤或功能可采用硬件来实现,例如,作为与处理器配合从而执行各个步骤或功能的电路。 Further, some steps or functions of the present disclosure can be implemented in hardware, e.g., as a complex with the processor to perform the respective steps or functions of the circuit.

另外,本申请的一部分可被应用为计算机程序产品,例如计算机程序指令,当其被计算机执行时,通过该计算机的操作,可以调用或提供根据本申请的方法和/或技术方案。 Further, the present application may be applied as a part of a computer program product, such as computer program instructions which, when executed by a computer, by operating the computer, or may call a method according to the application and / or technical solutions. 而调用本申请的方法的程序指令,可能被存储在固定的或可移动的记 录介质中,和/或通过广播或其他信号承载媒体中的数据流而被传输,和/或被存储在根据所述程序指令运行的计算机设备的工作存储器中。 And program instructions to call a method of the present application, may be stored in fixed or removable recording medium, and / or be transmitted by a data broadcast or other signal bearing medium stream and / or stored in accordance with the the working memory of a computer device running said program instructions. 在此,根据本申请的一个实施例包括一个装置,该装置包括用于存储计算机程序指令的存储器和用于执行程序指令的处理器,其中,当该计算机程序指令被该处理器执行时,触发该装置运行基于前述根据本申请的多个实施例的方法和/或技术方案。 Here, according to one embodiment of the present disclosure includes a device, the apparatus comprising a memory for storing computer program instructions and a processor for executing program instructions, wherein, when the computer program instructions are executed by the processor, a trigger the operation means and / or method aspect of the preceding embodiment according to various embodiments of the present disclosure based.

对于本领域技术人员而言,显然本申请不限于上述示范性实施例的细节,而且在不背离本申请的精神或基本特征的情况下,能够以其他的具体形式实现本申请。 To those skilled in the art, obvious that the application is not limited to the details of the above-described exemplary embodiment, but in the present application without departing from the spirit or essential characteristics of the present application can be realized in other specific forms. 因此,无论从哪一点来看,均应将实施例看作是示范性的,而且是非限制性的,本申请的范围由所附权利要求而不是上述说明限定,因此旨在将落在权利要求的等同要件的含义和范围内的所有变化涵括在本申请内。 Therefore, no matter from what point of view, the embodiments should be considered exemplary, and not limiting, of the scope of the application by the appended claims rather than by the foregoing description, the appended claims are therefore intended to All changes which come within the meaning and range of equivalents thereof should be covered within the present application. 不应将权利要求中的任何附图标记视为限制所涉及的权利要求。 In the claims should not be considered as any reference numerals as claimed in claim limitations involved. 此外,显然“包括”一词不排除其他单元或步骤,单数不排除复数。 In addition, apparently "comprising" does not exclude other elements or steps, the singular does not exclude a plurality. 装置权利要求中陈述的多个单元或装置也可以由一个单元或装置通过软件或者硬件来实现。 A plurality of units or means Chen Shu in the claims means may also be implemented by a single unit or through software or hardware.

Patentzitate
Zitiertes PatentEingetragen Veröffentlichungsdatum Antragsteller Titel
CN102446173A *30. Sept. 20109. Mai 2012深圳华强电子交易网络有限公司Method for biding website search result rank
CN103164805A *19. Dez. 201119. Juni 2013阿里巴巴集团控股有限公司Keyword putting price optimizing process method and system
CN103606098A *29. Nov. 201326. Febr. 2014北京随视传媒科技股份有限公司Network real-time bidding control method and device
US20120059708 *26. Aug. 20118. März 2012Adchemy, Inc.Mapping Advertiser Intents to Keywords
Klassifizierungen
Internationale KlassifikationG06Q30/02
UnternehmensklassifikationG06Q30/02
Juristische Ereignisse
DatumCodeEreignisBeschreibung
12. Apr. 2017121Ep: the epo has been informed by wipo that ep was designated in this application
Ref document number: 16836557
Country of ref document: EP
Kind code of ref document: A1