WO2017028693A1 - Procédé et appareil de régulation d'enchères - Google Patents

Procédé et appareil de régulation d'enchères Download PDF

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Publication number
WO2017028693A1
WO2017028693A1 PCT/CN2016/093890 CN2016093890W WO2017028693A1 WO 2017028693 A1 WO2017028693 A1 WO 2017028693A1 CN 2016093890 W CN2016093890 W CN 2016093890W WO 2017028693 A1 WO2017028693 A1 WO 2017028693A1
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Prior art keywords
bidding
ranking
target information
word
information
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PCT/CN2016/093890
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English (en)
Chinese (zh)
Inventor
魏聪
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阿里巴巴集团控股有限公司
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Publication of WO2017028693A1 publication Critical patent/WO2017028693A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present application relates to the field of computers, and in particular, to a bidding control method and device.
  • bidding advertising has become one of the most important forms of Internet advertising today.
  • the traditional bidding method requires manual adjustment based on experience, or the advertiser bids based on the budget of the advertiser. Manual price adjustment is acceptable when bidding words are small, but at the same time, when bidding for a large number of bidding words, a lot of labor costs are required. Because of the price adjustment based on experience, it is difficult to reduce the delivery while maximizing the effectiveness of advertising. cost. In another way, since the advertiser bids according to the budget of the advertiser, the user's consumption and click rate are more concerned, and the price cannot be adjusted in real time, which is not conducive to reducing the cost of placing the advertiser.
  • the purpose of the present application is to provide a bidding control method and device for solving the problem of high advertising cost of advertising in the prior art.
  • the present application provides a bid control method, which includes:
  • the bidding word is bidding according to the bid price corresponding to the optimal bidding ranking.
  • the current performance indicators of the target information in the bidding words are obtained according to the bidding information in the bidding words according to the target information, including:
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word and a bidding information after the target information participates in the bidding;
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number;
  • the current bid position of the target information in the bid word is used as the actual ranking of the bid of the target information in the search result of the bid word;
  • obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word including:
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information.
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the current bidding ranking of the target information in the bidding word is used as the bidding of the target information in the search result of the bidding word.
  • the actual ranking, wherein the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number;
  • Obtaining an actual ranking of the target information in the search result of the bidding word according to the bidding information including:
  • obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word including:
  • bidding the bidding words according to the bid price corresponding to the optimal bidding ranking including:
  • the bid word is bid by the budget threshold.
  • the performance indicator includes a click pass rate.
  • an auction control device comprising:
  • An effect obtaining device configured to acquire, according to the bidding information in the bidding word, the current performance indicator of the target information in the bidding word;
  • an optimization device configured to obtain an optimal result index that achieves the desired target information in the bidding word if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word ranking of bidding;
  • a bidding device configured to bid on the bidding word according to an auction price corresponding to the optimal bidding ranking.
  • the effect obtaining device includes:
  • a ranking obtaining module configured to obtain, according to the bidding information, an actual ranking of the target information in a search result of the bidding word
  • the effect calculation module is configured to obtain a current performance indicator according to the correspondence between the preset ranking and the performance indicator and the actual ranking.
  • the ranking obtaining module is configured to use, as the target information, the bidding term, the sum of the natural ranking of the target information in the search result of the bidding word and the bidding information of the target information participating in the bidding
  • the actual ranking of the natural search results, wherein the target information has not participated in the bidding of the bidding words, the bidding information including the natural ranking of the target information in the search results of the bidding words and the assumption of the target information The number of bidding information after participating in the auction;
  • the effect calculation module is configured to obtain an effect indicator corresponding to the natural actual ranking according to the correspondence between the ranking and the effect indicator, and use the effect indicator corresponding to the natural actual ranking as the current effect indicator.
  • the ranking obtaining module is configured to use a sum of a natural ranking and a bidding information of the target information in the search result of the bidding word as a natural reality of the target information in the search result of the bidding word.
  • a ranking wherein the target information has participated in the bidding of the bidding word, the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and an auction a number of information; and a current bid position of the target information in the bid word as an actual ranking of the bid of the target information in the search result of the bid word;
  • the effect calculation module is configured to respectively obtain an effect indicator corresponding to the actual position of the natural and the actual position of the bid according to the correspondence between the ranking and the performance indicator, and compare the effect indicator corresponding to the actual actual ranking The sum of the performance indicators corresponding to the actual ranking of the bid is used as the current performance indicator.
  • the optimizing apparatus is configured to: if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, corresponding to the expected actual performance indicator and the natural actual ranking The difference between the performance indicators is the optimal performance indicator; and the corresponding relationship between the ranking and the performance indicator is obtained. Taking the optimal bidding ranking corresponding to the optimal performance indicator.
  • the ranking obtaining module is configured to: when the natural ranking of the target information in the search result of the bidding word is less than or equal to the preset ranking, obtain the search for the target information in the bidding word according to the bidding information. The actual ranking in the results.
  • the ranking obtaining module is configured to use the current bidding ranking of the target information in the bidding word as the target information when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • An actual ranking of bids in the search results of the bid words wherein the bid information includes a natural ranking of the target information in the search results of the bid words, a current bid ranking of the target information in the bid words, and Number of bidding information;
  • the effect calculation module is configured to obtain an effect indicator corresponding to the actual ranking of the bid according to the correspondence between the ranking and the performance indicator, and use an effect indicator corresponding to the actual ranking of the bid as the current effect indicator.
  • the optimizing apparatus is configured to: if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, use the expected effect indicator as an optimal effect indicator; Obtaining an optimal bidding ranking corresponding to the optimal performance indicator according to a correspondence between the ranking and the performance indicator.
  • the bidding device is configured to: if the bid price corresponding to the optimal bid position is lower than a budget threshold, bid on the bid word corresponding to the bid price corresponding to the optimal bid position; If the bid price corresponding to the optimal bid position is equal to or higher than the budget threshold, the bid word is bidding with the budget threshold.
  • the performance indicator includes a click pass rate.
  • the current delivery effect of the target information is calculated by the bid information of the target information in the current bid word, and the expected effect of the advertisement target on the target information is preset by the expected performance indicator, only When the current delivery effect does not reach the expected delivery effect, the optimal bidding ranking that makes the target information reach the expected delivery effect is automatically calculated, and then the bidding price is bidding according to the bidding price corresponding to the optimal bidding ranking, so While ensuring the effectiveness of the ad delivery, only a minimum price adjustment is required to ensure the lowest delivery cost.
  • the combination of the natural ranking and the auction ranking is adopted, and the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the bidding ranking, and further reduce The cost of delivery.
  • FIG. 1 is a flowchart of a bid control method according to an embodiment of the present application
  • Figure 3 (a) and (b) are schematic diagrams of search results before and after bidding for a certain target information using the bid control method provided by the present application;
  • FIGS. 4(a) and (b) are schematic diagrams showing search results of a target information before and after adjusting the bid price by using the bid control method provided by the present application;
  • FIG. 5 is a flowchart of another preferred bid control method according to an embodiment of the present application.
  • FIG. 6 is a schematic structural diagram of a bidding control apparatus according to an embodiment of the present application.
  • FIG. 7 is a schematic structural diagram of an effect obtaining apparatus in an auction control device according to an embodiment of the present application.
  • FIG. 8 is a schematic structural diagram of another auction control device according to an embodiment of the present disclosure.
  • the terminal, the device of the service network, and the trusted party each include one or more processors (CPUs), input/output interfaces, network interfaces, and memory.
  • processors CPUs
  • input/output interfaces network interfaces
  • memory volatile and non-volatile memory
  • the memory may include non-persistent memory, random access memory (RAM), and/or non-volatile memory in a computer readable medium, such as read only memory (ROM) or flash memory.
  • RAM random access memory
  • ROM read only memory
  • Memory is an example of a computer readable medium.
  • Computer readable media includes both permanent and non-persistent, removable and non-removable media.
  • Information storage can be implemented by any method or technology.
  • the information can be computer readable instructions, data structures, modules of programs, or other data.
  • Examples of computer storage media include, but are not limited to, phase change memory (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, compact disk read only memory (CD-ROM), digital versatile disk (DVD) or other optical storage,
  • Computer readable media is not included as defined herein Non-transitory computer readable media (transitory media), such as modulated data signals and carrier waves.
  • FIG. 1 shows a bid control method provided by an embodiment of the present application, which method includes the following steps:
  • Step S101 Obtain, according to the bid information of the target information in the bidding word, the current performance indicator of the target information in the bidding word;
  • Step S102 If the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, obtain an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word. ;
  • Step S103 bidding the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • the target information refers to information that the advertisement stalker needs to advertise, and may be a specific web page, a product, an information item, or the like.
  • the bidding word refers to the keyword of the bidding advertisement.
  • the search result will display all the target information that has already placed the bidding advertisement in the keyword.
  • the current performance indicator and the desired performance indicator are respectively used to indicate the current delivery effect of the target information and the expected delivery effect that the advertisement producer hopes to achieve the target information, and the CTR (Click Through Rate) can be adopted in practical applications. )Wait.
  • the current delivery effect of the target information is calculated by using the bid information of the target information in the current bid word, and the expected effect of the advertisement target on the target information is preset by the expected performance indicator, only when the current delivery is performed.
  • the optimal bidding ranking that makes the target information reach the expected delivery effect is automatically calculated, and then the bidding word is bidding according to the bid price corresponding to the optimal bidding ranking, so the advertising is guaranteed.
  • only a minimum price adjustment is required to ensure the lowest cost of delivery.
  • the embodiment of the present application further provides a preferred bid control method.
  • the method specifically includes the steps shown in FIG. 2:
  • Step S1011 Obtain an actual ranking of the target information in the search result of the bidding word according to the bidding information.
  • step S1012 the current effect indicator is obtained according to the correspondence between the preset ranking and the effect indicator and the actual ranking.
  • the actual ranking of the target information in the search result of the bidding word refers to the position actually displayed by the target information in the search result.
  • the correspondence between the ranking and the performance indicator indicates a correspondence between the ranking of the target information in the search result and the advertising effect of the target information, and is generally set in a preset manner. Taking the click rate as an example, the corresponding relationship between ranking and performance indicators is shown in Table 1:
  • the correspondence between ranking and click-through rate can be obtained through long-term data monitoring and summary, and can be adjusted according to subsequent data.
  • the correspondences are different for different bidding words or different search engines.
  • the advertiser In order to advertise the target information A webpage, assuming that the A webpage is related to the food, the advertiser needs to place the bidding advertisement on the A webpage in the bidding words such as "Gourmet" and "Szechuan".
  • the search results When a user searches using the above bidding words, the search results generally have two parts, including a promotion area displaying the bidding advertisement and a natural result area displaying the natural search result, and the ranking of the bidding advertisement in the search result is generally displayed before the natural search result.
  • the bidding there may be two situations: First, the target information has not yet participated in the bidding of a certain bidding word. At this time, there is no such target information in the promotion area of the search result; Second, the target information has already participated in a certain bidding word. Bidding, at this time, the target information is already available in the promotion area of the search results.
  • the target information since the target information has not participated in the bidding of the bidding words, the target information is not present in the promotion area in the search result, and the target information is only displayed in the natural result area.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word and a bidding information after the target information participates in the bidding, wherein the bidding ranking of the target information is the target information in the promotion area.
  • Ranking the natural ranking of the target information is the ranking of the target information in the natural result area.
  • 3(a) shows the search result after the user searches the bidding word “Szechuan” using the search engine, wherein the promotion area is the area 3A and the natural result area is the area 3B.
  • the number of information displayed in the promotion area 3A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the step S1011 specifically includes: searching for the target information in the bidding word.
  • the sum of the natural ranking in the result and the number of bidding information of the target information participating in the bidding is used as the natural actual ranking of the target information in the search result of the bidding word.
  • the step S1012 specifically includes: obtaining an effect indicator corresponding to the natural actual ranking according to the correspondence between the ranking and the effect indicator, and using the actual performance index corresponding to the natural actual ranking as the current Performance indicator.
  • the auction information in the auction title “Szechuan” is still taken as an example.
  • FIG. 3(b) shows a schematic diagram of the search results that may occur after the A website participates in the bidding.
  • the bidding information may not be obtained from the current bidding ranking, or an invalid current bidding rank c may be obtained (for example, the value of c is null or 0, so that the current bidding ranking has no corresponding performance indicator).
  • the target information is displayed in the promotion area and the natural result area in the search result.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number, wherein the bidding ranking of the target information is the target information.
  • the natural ranking of the target information is the ranking of the target information in the natural result area.
  • the promotion area is the area 4A and the natural result area is the area 4B.
  • the number of information displayed in the promotion area 4A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the natural ranking of the target information in the search results of the bidding words can be automatically obtained through a background program (such as a web crawler), and the number of bidding information and the current bidding ranking can be provided through an advertiser's bidding platform. (Application Programming Interface, API).
  • the step S1011 specifically includes: using the sum of the natural ranking and the bidding information of the target information in the search result of the bidding word as the target information in the search result of the bidding word.
  • the actual ranking of the natural; and the current bidding ranking of the target information in the bidding word as the actual ranking of the bidding of the target information in the search results of the bidding word.
  • the step S1012 includes: separately acquiring the natural actual ranking and competition according to the correspondence between the ranking and the performance indicator.
  • the actual index corresponding to the actual ranking of the price, and the sum of the performance index corresponding to the actual ranking of the natural ranking and the actual ranking of the bid is used as the current performance indicator.
  • the auction information in the auction word "Gourmet" of the A website is taken as an example.
  • the natural ranking n in the search results is 2, and the number of bidding information m including the A website is 4, in all the information participating in the bidding.
  • step S102 obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word, specifically including:
  • the target information "A website” has a desired click rate e of 30% in the bidding word "Szechuan", and its corresponding optimal click rate R is ef (n+).
  • m') 26%, according to the correspondence between ranking and click-through rate, when the ranking is 2, the click-through rate is 29%, and when the ranking is 3, the click-through rate is 16%, so in order to achieve the optimal performance index of 26%,
  • the optimal bid price is 2.
  • the bidding word can be bidding according to the bid price corresponding to the optimal bidding ranking.
  • the bidding word can be bidding according to the bid price corresponding to the optimal bidding ranking.
  • the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the auction ranking, and further reduce the delivery. cost.
  • bidding the bidding word according to the bid price corresponding to the optimal bidding rank may specifically include: if the bid price corresponding to the optimal bidding rank is lower than a budget threshold, The bid price corresponding to the preferred bidding price bids on the bidding word; if the bid price corresponding to the optimal bidding rank is equal to or higher than the budget threshold, the bidding word is bidding with the budget threshold.
  • the embodiment of the present application provides another preferred bid control method, where the step S1011 includes: when the natural ranking of the target information in the search result of the bid word is less than or equal to the preset rank.
  • the step S1011 includes: when the natural ranking of the target information in the search result of the bid word is less than or equal to the preset rank.
  • the click rate is often smaller than the information displayed on the first page, and the lower the number of pages, the lower the click rate. Therefore, in the actual processing, only the information displayed on the first page or the first few pages can be considered, which can be achieved by setting a preset ranking. For example, if only 10 natural search results are displayed in the first page of a search engine, the information with a natural rank greater than 10 will be displayed on the second page, and the preset rank can be set to 10.
  • the processing of the subsequent steps S1012, S102, and S103 is performed only when the natural ranking of the target information in the search result of the bidding word is less than or equal to 10.
  • the present application also provides an auction control method suitable for another situation, where the bidding control is performed when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • the processing flow of the method is as shown in FIG. 5, including:
  • Step S1011' when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking, the current bidding ranking of the target information in the bidding word is used as the searching of the target information in the bidding word.
  • the actual ranking of the bids in the results, wherein the bidding information includes a natural ranking of the target information in the search results of the bidding words, a current bidding ranking of the target information in the bidding words, and a number of bidding information.
  • step S1012 an effect indicator corresponding to the actual ranking of the bid is obtained according to the correspondence between the ranking and the performance indicator, and an effect indicator corresponding to the actual ranking of the bid is used as the current effect indicator.
  • Step S102 ′ if the current performance indicator is lower than the expected performance index of the target information in the bidding word, acquiring an optimal bid for achieving the desired performance index of the target information in the bidding word. Ranking.
  • Step S103' bidding the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • step S102' obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word in step S102', specifically comprising: using the expected performance indicator as an optimal performance indicator, according to the ranking and Corresponding relationship of the effect indicators obtains an optimal bidding ranking corresponding to the optimal effect indicator.
  • the natural ranking n of the website A in the search results is 38, and the number of bidding information including the A website is m. 4.
  • FIG. 6 shows an auction control device provided by an embodiment of the present application, which includes an effect acquisition device, an optimization device, and a bidding device.
  • the effect obtaining device 610 is configured to obtain, according to the bid information in the bidding word, the current performance indicator of the target information in the bidding word;
  • the optimizing device 620 is configured to use the current effect.
  • the indicator is lower than the desired effect of the target information in the bidding word And obtaining an optimal bidding ranking for achieving the desired performance indicator in the bidding word;
  • the bidding device 630 is configured to perform the bidding word according to the bid price corresponding to the optimal bidding ranking bid.
  • the device may include, but is not limited to, an implementation such as a network host, a single network server, a plurality of network server sets, or a cloud computing based computer set.
  • the cloud is composed of a large number of host or network servers based on Cloud Computing, which is a kind of distributed computing, a virtual computer composed of a group of loosely coupled computers.
  • the device may also be software running on a network host, server or computer.
  • the target information refers to information that the advertisement stalker needs to advertise, and may be a specific web page, a product, an information item, or the like.
  • the bidding word refers to the keyword of the bidding advertisement.
  • the search result will display all the target information that has already placed the bidding advertisement in the keyword.
  • the current performance indicator and the desired performance indicator are respectively used to indicate the current delivery effect of the target information and the expected delivery effect that the advertisement producer hopes to achieve the target information, and the CTR (Click Through Rate) can be adopted in practical applications. )Wait.
  • the current delivery effect of the target information is calculated by using the bid information of the target information in the current bid word, and the expected effect of the advertisement target on the target information is preset by the expected performance indicator, only when the current delivery is performed.
  • the optimal bidding ranking that makes the target information reach the expected delivery effect is automatically calculated, and then the bidding word is bidding according to the bid price corresponding to the optimal bidding ranking, so the advertising is guaranteed.
  • only a minimum price adjustment is required to ensure the lowest cost of delivery.
  • the embodiment of the present application further provides a preferred bidding control device.
  • the specific structure of the effect obtaining device 610 is as shown in FIG. 7 , and includes a ranking obtaining module 611 and an effect calculating module 612 .
  • the ranking obtaining module 611 is configured to obtain an actual ranking of the target information in the search result of the bidding word according to the bidding information
  • the effect calculating module 612 is configured to use the preset ranking and the performance indicator according to the preset The corresponding relationship and the actual ranking obtain the current performance indicator.
  • the actual ranking of the target information in the search result of the bidding word refers to the position actually displayed by the target information in the search result.
  • the correspondence between the ranking and the performance indicator indicates a correspondence between the ranking of the target information in the search result and the advertising effect of the target information, and is generally set in a preset manner. Taking the click rate as an example, the correspondence between the ranking and the effect indicator is shown in Table 1.
  • the correspondence between ranking and click-through rate can be obtained through long-term data monitoring and summary, and can be adjusted according to subsequent data. Also, for different bidding words or different searches The engine, the correspondence is also different.
  • the advertiser In order to advertise the target information A webpage, assuming that the A webpage is related to the food, the advertiser needs to place the bidding advertisement on the A webpage in the bidding words such as "Gourmet" and "Szechuan".
  • the search results When a user searches using the above bidding words, the search results generally have two parts, including a promotion area displaying the bidding advertisement and a natural result area displaying the natural search result, and the ranking of the bidding advertisement in the search result is generally displayed before the natural search result.
  • the bidding there may be two situations: First, the target information has not yet participated in the bidding of a certain bidding word. At this time, there is no such target information in the promotion area of the search result; Second, the target information has already participated in a certain bidding word. Bidding, at this time, the target information is already available in the promotion area of the search results.
  • the target information since the target information has not participated in the bidding of the bidding words, the target information is not present in the promotion area in the search result, and the target information is only displayed in the natural result area.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word and a bidding information after the target information participates in the bidding, wherein the bidding ranking of the target information is the target information in the promotion area.
  • Ranking the natural ranking of the target information is the ranking of the target information in the natural result area.
  • 3(a) shows the search result after the user searches the bidding word “Szechuan” using the search engine, wherein the promotion area is the area 3A and the natural result area is the area 3B.
  • the number of information displayed in the promotion area 3A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the ranking obtaining module 611 is specifically configured to use, as the target information, the sum of the natural ranking of the target information in the search result of the bidding word and the bidding information after the target information participates in the bidding.
  • the effect calculation module 612 is specifically configured to acquire an effect indicator corresponding to the natural actual ranking according to the correspondence between the ranking and the effect indicator, and use the effect indicator corresponding to the natural actual ranking as the current Performance indicator.
  • the auction information in the auction title “Szechuan” is still taken as an example.
  • FIG. 3(b) shows a schematic diagram of the search results that may occur after the A website participates in the bidding.
  • the bidding information may not be obtained from the current bidding ranking, or an invalid current bidding rank c may be obtained (for example, the value of c is null or 0, so that the current bidding ranking has no corresponding performance indicator).
  • the target information is displayed in the promotion area and the natural result area in the search result.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number, wherein the bidding ranking of the target information is the target information.
  • the natural ranking of the target information is the ranking of the target information in the natural result area.
  • the promotion area is the area 4A and the natural result area is the area 4B.
  • the number of information displayed in the promotion area 4A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the natural ranking of the target information in the search results of the bidding words can be automatically obtained through a background program (such as a web crawler), and the number of bidding information and the current bidding ranking can be provided through an advertiser's bidding platform. (Application Programming Interface, API).
  • the ranking obtaining module 611 is specifically configured to use the sum of the natural ranking and the bidding information of the target information in the search result of the bidding word as the target information in the search result of the bidding word.
  • the actual ranking of the natural; and the current bidding ranking of the target information in the bidding word as the actual ranking of the bidding of the target information in the search results of the bidding word.
  • the effect calculation module 612 is specifically configured to acquire, according to the correspondence between the ranking and the performance indicator, an effect indicator corresponding to the actual actual ranking and the actual ranking of the bid, and corresponding to the natural actual ranking.
  • the sum of the performance indicators corresponding to the actual rankings of the bids is used as the current performance indicator.
  • the auction information in the auction word "Gourmet" of the A website is taken as an example.
  • the natural ranking n in the search results is 2, and the number of bidding information m including the A website is 4, in all the information participating in the bidding.
  • the optimization device 620 is specifically configured to: if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, the expected performance indicator and the natural actual ranking The difference between the corresponding performance indicators is used as an optimal performance indicator, and the optimal bidding ranking corresponding to the optimal performance indicator is obtained according to the correspondence between the ranking and the performance indicator.
  • the target information "A website” has a desired click rate e of 30% in the bidding word "Szechuan", and its corresponding optimal click rate R is ef (n+).
  • m') 26%, according to the correspondence between ranking and click-through rate, when the ranking is 2, the click-through rate is 29%, and when the ranking is 3, the click-through rate is 16%, so in order to achieve the optimal performance index of 26%,
  • the optimal bid price is 2.
  • the bidding device 630 can bid on the bidding word according to the bid price corresponding to the optimal bidding ranking.
  • the bidding device 630 can bid on the bidding word according to the bid price corresponding to the optimal bidding ranking.
  • the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the auction ranking, and further reduce the delivery. cost.
  • the bidding device 630 bids the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • the bidding device 630 is configured to: if the bid price corresponding to the optimal bid position is lower than a budget threshold, bid on the bid price corresponding to the bid price corresponding to the optimal bid position; If the bid price corresponding to the superior bidding rank is equal to or higher than the budget threshold, the bidding term is used for the bidding term Make a bid.
  • a budget threshold for the bid price of the bidding word the bid price of each bid word is limited, the investment in each bid word is reasonably allocated, and the overall effect of the advertisement is improved.
  • the embodiment of the present application provides another preferred bidding control device, where the ranking obtaining module 611 is configured to use when the natural ranking of the target information in the search result of the bidding word is less than or equal to the preset ranking.
  • the ranking obtaining module 611 is configured to use when the natural ranking of the target information in the search result of the bidding word is less than or equal to the preset ranking.
  • the click rate is often smaller than the information displayed on the first page, and the lower the number of pages, the lower the click rate. Therefore, in the actual processing, only the information displayed on the first page or the first few pages can be considered, which can be achieved by setting a preset ranking. For example, if only 10 natural search results are displayed in the first page of a search engine, the information with a natural rank greater than 10 will be displayed on the second page, and the preset rank can be set to 10. The corresponding processing is performed by the effect calculation module 612, the optimization device 620, and the bidding device 630 only when the natural ranking of the target information in the search results of the bidding words is less than or equal to 10.
  • the present application also provides an auction control device suitable for another situation, for performing bid control when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • the device structure is as shown in Fig. 8, and includes a ranking obtaining module 611', an effect calculating module 612', an optimizing device 620', and a bidding device 630'.
  • the ranking obtaining module 611' is configured to use the current bidding ranking of the target information in the bidding word as the target when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • the actual ranking of the bids in the search results of the bidding words wherein the bidding information includes a natural ranking of the target information in the search results of the bidding words, and a current bidding ranking of the target information in the bidding words. And the number of auction information.
  • the effect calculation module 612 ′ is configured to obtain an effect indicator corresponding to the actual ranking of the bid according to the correspondence between the ranking and the performance indicator, and use an effect indicator corresponding to the actual ranking of the bid as the current performance indicator.
  • the optimizing device 620' is configured to acquire, if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, obtain an effect indicator that achieves the desired target information in the bidding word The optimal bidding ranking.
  • the bidding device 630' is configured to bid on the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • the optimization device 620' is specifically configured to: if the current performance index is low And the desired effect indicator is used as an optimal effect indicator according to the expected performance index of the target information in the bidding word; and the optimal effect indicator is obtained according to the correspondence between the ranking and the effect indicator. Optimal bidding ranking.
  • the natural ranking n of the website A in the search results is 38, and the number of bidding information including the A website is m. 4.
  • the technical solution provided by the embodiment of the present application calculates the current delivery effect of the target information by using the bid information of the target information in the current bid word, and presets the target information of the target by the expected effect indicator.
  • Expected delivery effect only when the current delivery effect does not reach the expected delivery effect, automatically calculate the optimal bidding ranking that makes the target information reach the expected delivery effect, and then according to the bid price corresponding to the optimal bidding ranking
  • the bidding word is used for bidding, so only the minimum price adjustment is required while ensuring the effectiveness of the advertising, thus ensuring the lowest delivery cost.
  • the combination of the natural ranking and the auction ranking is adopted, and the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the bidding ranking, and further reduce The cost of delivery.
  • the present application can be implemented in software and/or a combination of software and hardware, for example, using an application specific integrated circuit (ASIC), a general purpose computer, or any other similar hardware device.
  • the software program of the present application can be executed by a processor to implement the steps or functions described above.
  • the software programs (including related data structures) of the present application can be stored in a computer readable recording medium such as a RAM memory, a magnetic or optical drive or a floppy disk and the like.
  • some of the steps or functions of the present application may be implemented in hardware, for example, as a circuit that cooperates with a processor to perform various steps or functions.
  • a portion of the present application can be applied as a computer program product, such as computer program instructions, which, when executed by a computer, can invoke or provide a method and/or technical solution in accordance with the present application.
  • the program instructions that invoke the method of the present application may be stored in a fixed or removable record.
  • an embodiment in accordance with the present application includes a device including 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, triggering
  • the apparatus operates based on the aforementioned methods and/or technical solutions in accordance with various embodiments of the present application.

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Abstract

La présente invention concerne un procédé et un appareil de régulation d'enchères. Le procédé comprend : l'acquisition d'un indice d'effet courant d'informations cibles dans des mots d'enchères selon des informations d'enchères des informations cibles dans les mots d'enchères (S101) ; si l'indice d'effet courant est inférieur à un indice d'effet attendu des informations cibles dans les mots d'enchères, l'acquisition d'un rang d'enchères optimal qui permet aux informations cibles d'atteindre l'indice d'effet attendu dans les mots d'enchères (S102) ; et la soumission des mots d'enchères conformément à un prix d'enchères correspondant au rang d'enchères optimal (S103). Grâce à l'acquisition d'un effet d'investissement courant d'informations cibles et à la définition préalable d'un effet d'investissement attendu, un rang d'enchères optimal qui permet aux informations cibles d'atteindre l'effet d'investissement attendu n'est automatiquement calculé que lorsque l'effet d'investissement courant n'atteint pas l'effet d'investissement attendu, et la soumission de mots d'enchères est alors effectuée en fonction d'un prix d'enchères correspondant au rang d'enchères optimal, de telle sorte que l'ajustement de prix minimal n'a besoin d'être mis en œuvre qu'en garantissant un effet d'annonce, et, par conséquent, le coût d'investissement le plus bas est assuré.
PCT/CN2016/093890 2015-08-17 2016-08-08 Procédé et appareil de régulation d'enchères WO2017028693A1 (fr)

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CN108985858A (zh) * 2018-08-02 2018-12-11 深圳市赛亚创想科技有限公司 用于广告的数据处理方法及装置
CN109816450A (zh) * 2019-01-28 2019-05-28 优估（上海）信息科技有限公司 一种内容推广方法及装置
CN111815357A (zh) * 2020-07-09 2020-10-23 湖南数客星球信息技术有限公司 一种基于亚马逊搜索词库大数据智能广告系统及方法

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