CN102479193B - Method and equipment for match search popularization based on match bid coefficient - Google Patents

Method and equipment for match search popularization based on match bid coefficient Download PDF

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CN102479193B
CN102479193B CN201010557256.4A CN201010557256A CN102479193B CN 102479193 B CN102479193 B CN 102479193B CN 201010557256 A CN201010557256 A CN 201010557256A CN 102479193 B CN102479193 B CN 102479193B
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search
basic keyword
bid
coupling
subscriber
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CN102479193A (en
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俞海
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Baidu Online Network Technology Beijing Co Ltd
Beijing Baidu Netcom Science and Technology Co Ltd
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Beijing Baidu Netcom Science and Technology Co Ltd
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Abstract

The invention aims to provide a method and equipment for match search popularization based on a match bid coefficient. The method comprises the following steps that: network equipment extracts a match keyword corresponding to a search sequence input by a searching user through user equipment and carries out match inquiry in a search popularization library according to the match keyword so as to obtain a basic keyword corresponding to the match keyword; the match bid coefficient of an initial bid corresponding to the basic keyword is determined according to the popularization effect attributes of the basic keyword and the match keyword and an advertising material corresponding to the basic keyword is sequenced and screened so as to obtain an advertising material to be triggered, and the advertising material to be triggered is further provided to the user equipment. Compared with the prior art, the method and equipment have the advantages that match search popularization is realized based on the match bid coefficient, thus, the searching user not only can more conveniently and rapidly obtain interested popularization information, but also can more accurately show the popularization information to a target user.

Description

A kind of method and apparatus carrying out match search popularization based on coupling bid coefficient
Technical field
The present invention relates to web search disseminate technology field, particularly relate to a kind of technology for carrying out match search popularization based on coupling bid coefficient.
Background technology
Along with popularizing of internet, increasing Internet user utilizes network to carry out doing shopping or search commercial articles information, and therefore, search engine marketing arises at the historic moment.
Search engine marketing (Search Engine Marketing, referred to as SEM) is the mode using search engine according to user, utilizes the chance of search subscriber retrieving information as far as possible marketing message to be passed to targeted customer.In simple terms, search engine marketing is exactly the network marketing based on search engine platform, utilizes people to the dependence of search engine and use habit, as far as possible marketing message is passed to targeted customer when people's retrieving information.
Because current search engine marketing data volume is huge, promote user and be difficult to be wanted the basic keyword promoted to buy entirely, thereby produce the method for broad match.Broad match refer to when search subscriber input search sequence and promote user buy basic keyword intentional on relevant time, just can trigger corresponding advertisement material, the basic keyword such as promoting user's purchase is " fresh flower ", then when the search sequence of search subscriber input is " birthday send flower ", " seventh evening of the seventh moon in lunarcalendar ", all may trigger the advertisement material corresponding with " fresh flower ".
Although the introducing of broad match facilitates promote user, bring the growth of flow, also introduce some new problems.In the prior art, search engine is according to the advertisement material determination rank promoted user and come for each basic keyword to information such as the quality scores of the bid of basic keyword and advertisement material.When the advertisement material of basic keyword is gone by broad match to matching keywords, the basis conversion value of keyword on matching keywords, represent value, quality score etc. and all can produce corresponding change, therefore, the sequence of the advertisement material of basic keyword on matching keywords also should produce corresponding change.
Therefore, how in conjunction with difference between basic keyword and matching keywords, carry out match search popularization, to improve the experience that search is promoted efficiency and promoted user, become the problem needing solution now badly.
Summary of the invention
The object of this invention is to provide a kind of method and apparatus carrying out match search popularization based on coupling bid coefficient.
According to an aspect of the present invention, provide a kind of by the computer implemented method for carrying out match search popularization based on coupling bid coefficient, the method comprises the following steps:
The search sequence that a is inputted by subscriber equipment according to search subscriber, extracts the matching keywords corresponding with this search sequence;
B, according to described matching keywords, promotes in storehouse in search and carries out matching inquiry, to obtain the basic keyword corresponding with described matching keywords;
The promotion effect attribute of c according to described basic keyword and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword;
D, according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword;
Described advertisement material to be triggered is supplied to described subscriber equipment by e.
According to a further aspect in the invention, additionally provide a kind of equipment for carrying out match search popularization based on coupling bid coefficient, this equipment comprises:
Extraction element, for the search sequence inputted by subscriber equipment according to search subscriber, extracts the matching keywords corresponding with this search sequence;
Coalignment, for according to described matching keywords, promotes in storehouse in search and carries out matching inquiry, to obtain the basic keyword corresponding with described matching keywords;
First adjusting gear, for according to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, determines the coupling bid coefficient of the initial bid corresponding to described basic keyword;
Collator, for according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword;
Generator, for being supplied to described subscriber equipment by described advertisement material to be triggered.
Compared with prior art, the present invention is by carrying out match search popularization based on coupling bid coefficient, not only increase popularization efficiency, make search subscriber more convenient, obtain interested promotion message quickly, also improve the experience promoting user, make to promote user and more exactly its promotion message is presented to targeted customer.
Accompanying drawing explanation
By reading the detailed description done non-limiting example done with reference to the following drawings, other features, objects and advantages of the present invention will become more obvious:
Fig. 1 illustrates the system topological figure carrying out match search popularization based on coupling bid coefficient according to one aspect of the invention;
Fig. 2 illustrates the equipment schematic diagram carrying out match search popularization based on coupling bid coefficient according to one aspect of the invention;
Fig. 3 illustrates the equipment schematic diagram carrying out match search popularization based on coupling bid coefficient in accordance with a preferred embodiment of the present invention;
Fig. 4 illustrates the method flow diagram carrying out match search popularization based on coupling bid coefficient according to a further aspect of the present invention;
Fig. 5 illustrates the method flow diagram carrying out match search popularization based on coupling bid coefficient in accordance with a preferred embodiment of the present invention.
In accompanying drawing, same or analogous Reference numeral represents same or analogous parts.
Embodiment
Below in conjunction with accompanying drawing, the present invention is described in further detail.
Fig. 1 illustrates and carries out the system topological figure of match search popularization according to one aspect of the invention based on coupling bid coefficient, comprising the network equipment 1 and multiple with it via the subscriber equipment 2 that network is connected.Wherein, the network equipment 1 can be connected via network with multiple subscriber equipment 2, and according to the search sequence that search subscriber is inputted by subscriber equipment 2, extracts the matching keywords corresponding with this search sequence; According to described matching keywords, promote in storehouse in search and carry out matching inquiry, to obtain the basic keyword corresponding with described matching keywords; According to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword; According to described coupling bid coefficient, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword; Described advertisement material to be triggered is supplied to described subscriber equipment.At this, network includes but not limited to internet, wide area network, Metropolitan Area Network (MAN), LAN (Local Area Network), VPN, wireless self-organization network (Ad Hoc network) etc.
In addition, the network equipment 1 includes but not limited to the cloud that network host, single network server, multiple webserver collection or multiple server are formed.At this, cloud is formed by based on a large amount of computing machine of cloud computing (Cloud Computing) or the webserver, and wherein, cloud computing is the one of Distributed Calculation, the super virtual machine be made up of a group loosely-coupled computing machine collection.Such as, and subscriber equipment 2 includes but not limited to that any one can to carry out the electronic product of man-machine interaction, computing machine, mobile phone, PDA, palm PC PPC or IPTV etc. with user by modes such as keyboard, mouse, telepilot, touch pad or handwriting equipments.Communication between the network equipment 1 and subscriber equipment 2 is separate, includes but not limited to the packet data transmission based on such as ICP/IP protocol, udp protocol etc.
Those skilled in the art will be understood that the above-mentioned network equipment 1, subscriber equipment 2 and the network connected therebetween or communication mode are only citing; other network equipment that is existing or that may occur from now on, subscriber equipment or networks, communication mode are as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Those skilled in the art also will be understood that, in Fig. 1 only for simplicity's sake and the quantity of the disparate networks element illustrated may be less than the quantity in a real network, but this omission far and away with can not affect to the present invention carry out clear, be disclosed as prerequisite fully.
For simplicity's sake, be described for a subscriber equipment 2 below.Those skilled in the art will be understood that the network equipment 1 can be simultaneously mutual with multiple subscriber equipment 2, and according to the search sequence that search subscriber inputs from different user devices 2, extract the matching keywords corresponding with this search sequence; According to described matching keywords, promote in storehouse in search and carry out matching inquiry, to obtain the basic keyword corresponding with described matching keywords; According to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword; According to described coupling bid coefficient, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword; Described advertisement material to be triggered is supplied to the subscriber equipment 2 corresponded.
Fig. 2 illustrates the equipment schematic diagram carrying out match search popularization based on coupling bid coefficient according to one aspect of the invention, and wherein, the network equipment 1 comprises extraction element 11, coalignment 12, first adjusting gear 13, collator 14 and generator 15.
Wherein, the search sequence of extraction element 11 for being inputted by subscriber equipment 2 according to search subscriber, extracts the matching keywords corresponding with this search sequence.Particularly, search subscriber, by the interactive mode with subscriber equipment 2, includes but not limited to keyboard, mouse, telepilot, touch pad or handwriting equipment, inputted search sequence in browser software, application program or client software; Extraction element 11 passes through page technology, such as JSP, ASP, PHP technology, obtain the search sequence of search subscriber this time input in real time, and further by cutting the mode such as word technology, meaning of a word analysis, from described search sequence, extract the matching keywords corresponding with this search sequence.Such as, search subscriber is by subscriber equipment 2 inputted search sequence " fresh flower order ", and extraction element 11, according to described search sequence, by cutting the mode such as word technology, meaning of a word analysis, extracts matching keywords " fresh flower " wherein.Preferably, when including multiple matching keywords in described search sequence, described multiple matching keywords can extract to do further process by extraction element 11.Those skilled in the art will be understood that above-mentioned page technology is only citing, and other page technology that are existing or that may occur from now on, as being applicable to the present invention, within also should being included in scope, and are contained in this at this with way of reference.Those skilled in the art also will be understood that the technology of said extracted matching keywords is only citing; the technology of other extraction matching keywords that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Coalignment 12, for according to described matching keywords, is promoted in storehouse in search and is carried out matching inquiry, to obtain the basic keyword corresponding with described matching keywords.Particularly, the matching keywords that coalignment 12 extracts according to extraction element 11, promotes in storehouse in search and passes through the modes such as semi-match, exact matching, semantic matches, carry out matching inquiry, to obtain the basic keyword corresponding with described matching keywords.Connect example, the matching keywords " fresh flower " that coalignment 12 extracts according to extraction element 11, promote in storehouse in search and carry out matching inquiry, get the basic keyword " fresh flower express delivery " corresponded.At this, described search is promoted storehouse and can be set up by the network equipment 1 or third party device or upgrade, promote in storehouse in described search and store a large amount of basic keyword, or, promote the matching relationship that can also store matching keywords and basic keyword in storehouse in described search.Those skilled in the art will be understood that the mode of above-mentioned acquisition basis keyword is only citing; the mode of other acquisition basis that is existing or that may occur from now on keywords is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
First adjusting gear 13, for according to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, determines the coupling bid coefficient of the initial bid corresponding to described basic keyword.Particularly, the promotion effect attribute of the described basic keyword that the first adjusting gear 13 obtains according to the network equipment 1 and the promotion effect attribute of described matching keywords, or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Described promotion effect attribute includes but not limited to the average presenting information etc. of the average conversion of described matching keywords or described basic keyword, described matching keywords or described basic keyword.Such as, suppose that by the promotion effect attribute representation of described basic keyword be V i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝V 0/V i(i＝1，2，3，...，N)
Wherein, V 0and V ican according to the average conversion of described matching keywords or described basic keyword, on average represent rate etc., drawn by linear or nonlinear form calculus, its concrete form and optimum configurations can be determined by methods such as promotion effect monitoring tools or data statistics such as Holmes.Such as, for matching keywords " fresh flower ", obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " obtained for coalignment 12, obtains according to the network equipment 1 or third party device or determines its promotion effect attribute V ibe 5.0, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Collator 14, for according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.Particularly, the coupling bid coefficient of the initial bid corresponding to the described basic keyword that collator 14 is determined according to the first adjusting gear 13, such as in conjunction with the quality of the advertisement material corresponding to the initial bid of described basic keyword and/or described basic keyword, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.Such as, suppose the initial bid of popularization user j to basic keyword i to be expressed as b ij, the coupling bid of described basic keyword i under matching keywords is corresponding thereto expressed as B ij, the quality score of the advertisement material corresponding to it is expressed as Q ij, then can calculate the coupling bid of described basic keyword under described matching keywords by following formula:
B ij＝b ij*R i0(i＝1，2，3，...，N；j＝1，2，3，...，M)
Further, collator 14 can also according to the product B of the coupling of described basic keyword under described matching keywords bid with the quality score of the advertisement material corresponding to described basic keyword ij* Q ijsize sort, filter out the advertisement material corresponding to described basic keyword satisfied condition, such as, filter out B ij* Q ijbe greater than the advertisement material corresponding to basic keyword of 100, or according to B ij* Q ijsize sort, filter out the advertisement material corresponding to front 100 basic keywords, to obtain advertisement material to be triggered.Connect example, suppose to promote user j to the initial bid b of basic keyword " fresh flower express delivery " ijbe 2 yuan, the coupling bid coefficients R of the initial bid again corresponding to described basic keyword " fresh flower express delivery " i0be 0.7, then the coupling bid B under matching keywords " fresh flower " corresponding thereto ijbe 1.4 yuan, suppose that the quality score of the advertisement material corresponding to it is 100, the condition that the network equipment 1 sets is as by B ij* Q ijbe greater than the advertisement material corresponding to basic keyword of 100 as advertisement material to be triggered, then according to calculating, the B of described basic keyword " fresh flower express delivery " ij* Q ijbe 140, the advertising thing material screen corresponding to described basic keyword " fresh flower express delivery " can be elected as advertisement material to be triggered by collator 14.Those skilled in the art will be understood that above-mentioned to the advertisement material corresponding to described basic keyword carry out sort screening mode be only citing; other existing or may occur from now on to the advertisement material corresponding to described basic keyword carry out sort screening mode as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Generator 15 is for being supplied to described subscriber equipment 2 by described advertisement material to be triggered.Particularly, the advertisement material to be triggered that generator 15 obtains according to collator 14, pass through page technology, such as JSP, ASP, PHP technology, by described advertisement material to be triggered with link, summary or the form such as thumbnail, in certain sequence and form, be embedded in result of page searching, be supplied to described subscriber equipment 2, browse for user.Connect example, the advertisement material to be triggered corresponding to basic keyword " fresh flower express delivery " that collator 14 obtains by generator 15, such as " flower service is sent in fresh flower express delivery for 3 hours ", " the flower present net fresh flower express delivery of the Shanghai four seasons " etc., with forms such as link, summary or thumbnails, in certain sequence and form, be embedded in result of page searching, be supplied to subscriber equipment 2.Preferably, when including multiple matching keywords in the search sequence of search subscriber input, coalignment 12 is according to extract multiple of extraction element 11 and matching keywords that described search sequence is corresponding, promote in storehouse in search and carry out matching inquiry, to obtain the multiple basic keyword corresponding with described multiple matching keywords.Subsequently, the promotion effect attribute of the first adjusting gear 13 according to described multiple basic keyword and the promotion effect attribute of described multiple matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described multiple basic keyword.Then, the coupling bid coefficient of the initial bid of collator 14 corresponding to described multiple basic keyword, sequence screening is carried out to the advertisement material corresponding to described multiple basic keyword, advertisement material corresponding to described multiple basic keyword can be carried out mixing, to obtain advertisement material to be triggered by it.Finally, described advertisement material to be triggered is supplied to described subscriber equipment 2 by generator 15.Those skilled in the art will be understood that and above-mentioned the mode that advertisement material to be triggered is supplied to subscriber equipment are only citing; other existing or may occur from now on advertisement material to be triggered is supplied to the mode of subscriber equipment as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Preferably, be constant work between each device of the network equipment 1.Particularly, the search sequence that extraction element 11 is inputted by subscriber equipment according to search subscriber, extracts the matching keywords corresponding with this search sequence; Subsequently, coalignment 12, according to described matching keywords, is promoted in storehouse in search and is carried out matching inquiry, to obtain the basic keyword corresponding with described matching keywords; Then, the promotion effect attribute of the first adjusting gear 13 according to described basic keyword and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword; Then, collator 14, according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword; Finally, described advertisement material to be triggered is supplied to described subscriber equipment by generator 15.At this, it will be understood by those skilled in the art that each device that " continuing " refer to the network equipment 1 respectively according to setting or the mode of operation of adjustment in real time require to carry out user's matching keywords and basic keyword acquisition, mate the determination of coefficient of bidding, the acquisition of advertisement material to be triggered and provide, until this search subscriber stops in a long time by subscriber equipment 2 inputted search sequence.
In a preferred embodiment (with reference to Fig. 2), first adjusting gear 13 is also for according to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Particularly, the promotion effect attribute of the described basic keyword that the first adjusting gear 13 obtains according to the network equipment 1 and the promotion effect attribute of described matching keywords, or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, the such as industry requirement information of described popularization user, region demand information, period demand information, budget requirement information etc., determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.At this, the acquisition of the coupling demand information of the popularization user corresponding to described basic keyword can be the network equipment 1 complete independently, also can be the acquisition of coupling demand information to described popularization user completed by other products or third party device.Such as, suppose the coupling demand information promoting user j to be expressed as D j, be V by the promotion effect attribute representation of described basic keyword i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝(V 0/V i)*D j(i＝1，2，3，...，N；j＝1，2，3，...，M)
Such as, for the matching keywords " fresh flower " in the search sequence of search subscriber input, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, for the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " that coalignment 12 obtains, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V ibe 5.0, for the coupling demand information promoting user j, obtain according to the network equipment 1 or third party device or determine its D jbe 1, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Preferably, the coupling demand information of described popularization user includes but not limited to following at least any one: a) the industry requirement information of described popularization user; B) the region demand information of described popularization user; C) the period demand information of described popularization user; D) the budget requirement information of described popularization user.The industry requirement information table of described popularization user j is supposed to be shown as TC j, include but not limited to the industry cycle residing for this popularization user, the popularization user of such as moon cake is in the industry busy season in the Mid-autumn Festival, and the popularization user of educational training is in the industry busy season etc., if described industry requirement information TC at winter and summer vacation jimprove, then mate demand information D jalso correspondingly improve.The region demand information of described popularization user j is supposed again to be expressed as AREA j, popularization user is different in the coupling demand of different geographical, and such as, for the popularization user being positioned at Shanghai, the coupling demand of its basic keyword to the matching keywords of the search sequence that the search subscriber being arranged in Shanghai inputs is larger.The period demand information of described popularization user j is supposed again to be expressed as TIME j, popularization user is different in the coupling demand of Different periods, such as, be greater than the coupling demand of other periods in the coupling demand of 9:00 ~ 21:00.The budget requirement information table of described popularization user j is supposed again to be shown as BUT j, when promoting user and changing its popularization budget, coupling demand information D jalso correspondingly change, such as, promote budget when popularization user improves it, then mate demand information D jalso correspondingly improve.Coupling demand information D jcan obtain according to the network equipment 1, or according to the industry requirement information, region demand information, period demand information, budget requirement information etc. of the described popularization user that other products or third party device obtain, drawn by linear or nonlinear form calculus, its concrete form and optimum configurations can be determined by the method such as reading or data statistics from database.Those skilled in the art will be understood that the coupling demand information of above-mentioned popularization user is only citing; the coupling demand information of other popularization users that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.Those skilled in the art also will be understood that and above-mentionedly determine that the mode of coupling demand information promoting user is only citing; other determinations that are existing or that may occur from now on promote the mode of the coupling demand information of user as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In a further advantageous embodiment (with reference to Fig. 2), first adjusting gear 13 is also for according to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, in conjunction with the search need information of described search subscriber, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Particularly, the promotion effect attribute of the described basic keyword that the first adjusting gear 13 obtains according to the network equipment 1 and the promotion effect attribute of described matching keywords, or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, in conjunction with the search need information of described search subscriber, the transactions demand information of such as described search subscriber, described search subscriber is to the reception demand information etc. of the popularization material corresponding to described basic keyword, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.At this, the acquisition of the search need information of described search subscriber can be the network equipment 1 complete independently, also can be the acquisition of the search need information to described search subscriber completed by other products or third party device.Such as, suppose the search need information table of search subscriber u to be shown as S u, be V by the promotion effect attribute representation of described basic keyword i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝(V 0/V i)*S u(i＝1，2，3，...，N)
Such as, for the matching keywords " fresh flower " in the search sequence of search subscriber input, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, for the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " that coalignment 12 obtains, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V ibe 5.0, for the search need information of search subscriber u, obtain according to the network equipment 1 or third party device or determine its search need information S ube 1, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
More preferably, first adjusting gear 13 can also according to the promotion effect attribute of the promotion effect attribute of described basic keyword and described matching keywords, in conjunction with the described popularization coupling demand information of user and the search need information of described search subscriber, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Such as, suppose the search need information table of search subscriber u to be shown as S u, the coupling demand information promoting user j is expressed as D j, be V by the promotion effect attribute representation of described basic keyword i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝(V 0/V i)*D j*S u(i＝1，2，3，...，，N；j＝1，2，3，...，M)
Such as, for the matching keywords " fresh flower " in the search sequence of search subscriber input, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, for the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " that coalignment 12 obtains, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V ibe 5.0, for the coupling demand information promoting user j, obtain according to the network equipment 1 or third party device or determine its coupling demand information D jbe 1, for the search need information of search subscriber u, obtain according to the network equipment 1 or third party device or determine its search need information S ube 1, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Preferably, the search need information of described search subscriber includes but not limited to following at least any one: a) the transactions demand information of described search subscriber; B) described search subscriber is to the reception demand information of the popularization material corresponding to described basic keyword.The transactions demand information table of described search subscriber u is supposed to be shown as BUY u, and track behavior etc. can be browsed judge search subscriber is in which link of purchase by the search history of search subscriber, such as consciousness, interest, understanding, relatively or buy.Such as, search subscriber also inputted the search sequence such as " what flower Valentine's Day gives ", " which send is spent conveniently ", " suscribing to colored price on the net " before in inputted search sequence " fresh flower express delivery ", then can determine that this search subscriber is in the purchase stage, now, the advertisement material being partial to trade type more can attract the concern of this search subscriber.The reception demand information of described search subscriber u is supposed to be expressed as HIT u, and track behavior etc. can be browsed judge the acceptance level of user for advertisement material by the search history of search subscriber.The search need information of search subscriber u can obtain according to the network equipment 1, or according to the transactions demand information, reception demand information etc. of the described popularization user that other products or third party device obtain, drawn by linear or nonlinear form calculus, its concrete form and optimum configurations can be determined by the method such as reading or data statistics from database.Those skilled in the art will be understood that the search need information of above-mentioned search subscriber is only citing; the search need information of other search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.Those skilled in the art also will be understood that and above-mentionedly determine that the mode of the search need information of search subscriber is only citing; the mode of the search need information of other determination search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
More preferably, the network equipment 1 can also comprise acquisition device (not shown).Described acquisition device is used for according to described matching keywords, and in conjunction with the user related information of described search subscriber, obtains the search need information of described search subscriber.Particularly, the matching keywords extracted in the search sequence that acquisition device inputs according to search subscriber according to extraction element 11, and in conjunction with the user related information of this search subscriber, the such as network equipment 1 is according to the user related information of this search subscriber of search subscriber by obtaining in left log-on message during subscriber equipment 2 log-on webpage, according to recorded by subscriber equipment end or network-side during browsing webpage in search subscriber by subscriber equipment 2 or by the user related information of this search subscriber extracted in the cookies information of subscriber equipment, obtain the search need information of described search subscriber.Such as, search subscriber once inputted the search sequence such as " what flower Valentine's Day gives ", " which send is spent conveniently ", " suscribing to colored price on the net " before in inputted search sequence " fresh flower express delivery ", acquisition device according to the network operation historical record of this search subscriber, can obtain its search need information and substantially determines that it is in the purchase stage.Those skilled in the art will be understood that the method for the search need information of above-mentioned acquisition search subscriber is only citing; the method of the search need information of other acquisition search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
More preferably, the user related information of described search subscriber includes but not limited to following at least any one: a) essential information of described search subscriber; B) the network operation historical record of described search subscriber; C) preference options of described search subscriber setting; D) the current reference address of described subscriber equipment.The essential information of search subscriber includes but not limited to, the personal background information that search subscriber pre-enters, such as sex, age, religion, nationality, education degree etc., it can be that the network equipment 1 obtains according in the log-on message of this search subscriber, or extracts by the cookies information of subscriber equipment.The matching keywords extracted in the search sequence that acquisition device inputs according to user, and in conjunction with the essential information of described search subscriber, obtain the search need information of described search subscriber.Such as, include matching keywords " rose " in the search sequence of search subscriber input, when acquisition device is the male sex according to the essential information of this search subscriber, obtaining its search need information is the advertisement material relevant with buying rose; When this search subscriber is women, acquisition device is according to this essential information, and obtaining its search need information is the advertisement material relevant with the cosmetics bought containing rose composition.The network operation historical record of search subscriber, includes but not limited to the search of search subscriber, click and purchase history, and it can be recorded by system and be added up, thus can judge or the demand of forecasting search user.Wherein, when search subscriber is login user, the network equipment 1 to be preserved in network-side in the user characteristics storehouse of this user related information by the ID of this search subscriber and is inquired about; When search subscriber is A non logged-on user, the action in the search service process of present networks equipment 1 is used by detecting this search subscriber, or by inquire to subscriber equipment 2 and the COOKIE information obtaining this user obtains, preferably, this search subscriber interim ID can be given and set up a user characteristics storehouse for it, the historical record of search subscriber in this search procedure is stored in this casual user's feature database.Such as, search subscriber once inputted the search sequence such as " what flower Valentine's Day gives ", " which send is spent conveniently ", " suscribing to colored price on the net " before in inputted search sequence " fresh flower express delivery ", acquisition device according to the network operation historical record of this search subscriber, can obtain its search need information and substantially determines that it is in the purchase stage.The preference options of search subscriber setting includes but not limited to, some preferences that search subscriber pre-sets are selected, such as favorite exercise type, shopping way, red wine kind, music type etc., it can be that the network equipment 1 obtains according in the log-on message of this search subscriber, or extracts by the cookies information of subscriber equipment.The matching keywords extracted in the search sequence that acquisition device inputs according to user, and in conjunction with the preference options of described search subscriber setting, obtain the search need information of described search subscriber.Such as, search subscriber sets its preference diet information, then, when comprising matching keywords " rose " in the search sequence of its input, acquisition device is arranged according to this preference, and obtaining its search need information is the advertisement material relevant with the diet that purchase rose is made.The current reference address of described subscriber equipment, it can reflect the current residing region of user described in this, can be obtained by the real-time IP address detecting subscriber equipment 2 of the network equipment 1.Such as, matching keywords " fresh flower express delivery " is comprised in the search sequence of search subscriber input, the network equipment 1 detects that this search subscriber is positioned at Shanghai, then acquisition device is according to this IP address, obtains its search need information for being positioned at the advertisement material of the popularization user providing fresh flower express delivery to serve in Shanghai.Those skilled in the art will be understood that the user related information of above-mentioned search subscriber is only citing; the user related information of other search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In a preferred embodiment, collator 14 also for coefficient of bidding according to described coupling, and in conjunction with described initial bid and the described bid threshold value promoting user, determines the coupling bid of described basic keyword under described matching keywords; According to described coupling bid, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.The bid threshold value of described popularization user can according to promoting can acceptance, initial bid etc. corresponding to described basic keyword determining of user.Such as, suppose by promote user acceptance can be expressed as R, by formula R i0'=min{R, R i0, determine the initial bid b corresponding to described basic keyword ijcoupling bid coefficients R i0', then according to formula B ij'=b ij* R i0', calculate the coupling bid of described basic keyword under described matching keywords.Suppose that R gets 1.2, then represent that this popularization user can be received on its basis of bidding at first and improve 20% again.And for example, suppose the bid threshold value table promoting user to be shown as B, by formula B ij'=min{B, B ij, determine the coupling bid of described basic keyword under described matching keywords.Work as B=b ijtime, represent that the coupling bid of this basic keyword under described matching keywords can not be greater than its b that bids at first ij.At this, described popularization user can acceptance R, bid threshold value B, the network equipment 1 or other products or third party device can be passed through obtain or record, it can be promote user's setting, also can according to the historical record of user, the same industry, with region, other are promoted records etc. of users and determine.Further, collator 14 is again according to the coupling bid of described basic keyword under described matching keywords and the product B of the quality score of the advertisement material corresponding to described basic keyword ij' * Q ijsize sort, filter out the advertisement material corresponding to described basic keyword satisfied condition, such as, filter out B ij' * Q ijbe greater than the advertisement material corresponding to basic keyword of 100, or according to B ij' * Q ijsize sort, filter out the advertisement material corresponding to front 100 basic keywords, to obtain advertisement material to be triggered.Those skilled in the art will be understood that above-mentioned to the advertisement material corresponding to described basic keyword carry out sort screening mode be only citing; other existing or may occur from now on to the advertisement material corresponding to described basic keyword carry out sort screening mode as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Fig. 3 illustrates the equipment schematic diagram carrying out match search popularization based on coupling bid coefficient in accordance with a preferred embodiment of the present invention, and the network equipment 1 can also comprise the second adjusting gear 16 '.Wherein, extraction element 11 ', coalignment 12 ', the first adjusting gear 13 ', collator 14 ' and generator 15 ' are identical with the 11-15 of corresponding intrument shown in Fig. 2 or substantially identical respectively, so place repeats no more, and are contained in this by way of reference.
Wherein, the second adjusting gear 16 ', for according to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, determines the quality of match coefficient of advertisement material under described matching keywords corresponding to described basic keyword; After this, collator 14 ' also for according to described coupling bid coefficient and described quality of match coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.The quality of the advertisement material corresponding to basic keyword may change to some extent under described matching keywords, such as the advertisement material corresponding to basic keyword " fresh flower express delivery ", its quality under matching keywords " fresh flower " is corresponding thereto divided to compare and is declined to some extent under " fresh flower express delivery ", therefore, the second adjusting gear 16 ' needs the quality of match coefficient of advertisement material under described matching keywords that adjust corresponding to described basic keyword.Particularly, the promotion effect attribute V of described basic keyword that obtains according to the network equipment 1 of the second adjusting gear 16 ' iwith the promotion effect attribute V of described matching keywords 0or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, determine the quality of match coefficient of advertisement material under described matching keywords corresponding to described basic keyword, such as, be expressed as λ=V 0/ V i, the quality of the advertisement material corresponding to described basic keyword is divided and is expressed as Q ij, then divide can by formula Q for its quality under described matching keywords ij'=λ * Q ijcalculating is determined.Further, collator 14 ' is again according to the coupling bid B of described basic keyword under described matching keywords ijwith the quality of match score Q of advertisement material under described matching keywords corresponding to described basic keyword ij' product B ij* Q ij' size sort, filter out the advertisement material corresponding to described basic keyword satisfied condition, such as, filter out B ij* Q ij' be greater than 100 the advertisement material corresponding to basic keyword, or according to B ij* Q ij' size sort, filter out the advertisement material corresponding to front 100 basic keywords, to obtain advertisement material to be triggered.Preferably, collator 14 ' can also according to described basic keyword based on the determined coupling bid B under described matching keywords of bid threshold value ij' with the quality of match score Q of advertisement material under described matching keywords corresponding to described basic keyword ij' product B ij' * Q ij' size sort, filter out the advertisement material corresponding to described basic keyword satisfied condition.Those skilled in the art will be understood that and above-mentionedly determine that the mode of quality of match coefficient is only citing; the mode of other determination quality of match coefficients that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Those skilled in the art will be understood that above-mentioned first adjusting gear, the second adjusting gear is only example, and in practice, they can be two independently modules, and also accessible site is in a module.
Preferably, described promotion effect attribute includes but not limited to following at least any one: a) average conversion of described matching keywords or described basic keyword; B) the average presenting information of described matching keywords or described basic keyword.The average conversion of described matching keywords or described basic keyword, can according to the clicking rate of described matching keywords or described basic keyword, represent rate, purchase cost and valid order to determine, such as using the quantity of the valid order in a period of time and the ratio of click volume as average conversion, using the quantity of the valid order in a period of time and the ratio of the amount of representing as average conversion etc.The average presenting information of described matching keywords or described basic keyword, the amount of representing of such as described basic keyword, the represent amount etc. of described basic keyword under described matching keywords.At this, the average conversion of described matching keywords or described basic keyword, the acquisition of average presenting information by the network equipment 1 complete independently, also can have been come by other products or third party device, as Holmes's promotion effect monitoring tools.Those skilled in the art will be understood that above-mentioned promotion effect attribute is only citing, and other promotion effect attributes that are existing or that may occur from now on, as being applicable to the present invention, within also should being included in scope, and are contained in this at this with way of reference.
Fig. 4 illustrates the method flow diagram carrying out match search popularization based on coupling bid coefficient according to a further aspect of the present invention.
In step sl, the search sequence that the network equipment 1 is inputted by subscriber equipment 2 according to search subscriber, extracts the matching keywords corresponding with this search sequence.Particularly, search subscriber, by the interactive mode with subscriber equipment 2, includes but not limited to keyboard, mouse, telepilot, touch pad or handwriting equipment, inputted search sequence in browser software, application program or client software; In step sl, the network equipment 1 passes through page technology, such as JSP, ASP, PHP technology, obtain the search sequence of search subscriber this time input in real time, and further by cutting the mode such as word technology, meaning of a word analysis, from described search sequence, extract the matching keywords corresponding with this search sequence.Such as, search subscriber is by subscriber equipment 2 inputted search sequence " fresh flower order ", and the network equipment 1, according to described search sequence, by cutting the mode such as word technology, meaning of a word analysis, extracts matching keywords " fresh flower " wherein.Preferably, when including multiple matching keywords in described search sequence, described multiple matching keywords can extract to do further process by the network equipment 1.Those skilled in the art will be understood that above-mentioned page technology is only citing, and other page technology that are existing or that may occur from now on, as being applicable to the present invention, within also should being included in scope, and are contained in this at this with way of reference.Those skilled in the art also will be understood that the technology of said extracted matching keywords is only citing; the technology of other extraction matching keywords that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In step s 2, the network equipment 1, according to described matching keywords, is promoted in storehouse in search and is carried out matching inquiry, to obtain the basic keyword corresponding with described matching keywords.Particularly, in step s 2, the network equipment 1, according to the matching keywords extracted in step sl, is promoted in storehouse by modes such as semi-match, exact matching, semantic matches in search, carry out matching inquiry, to obtain the basic keyword corresponding with described matching keywords.Connect example, in step s 2, the network equipment 1, according to the matching keywords extracted in step S 1 " fresh flower ", is promoted in storehouse in search and is carried out matching inquiry, get the basic keyword " fresh flower express delivery " corresponded.At this, described search is promoted storehouse and can be set up by the network equipment 1 or third party device or upgrade, promote in storehouse in described search and store a large amount of basic keyword, or, promote the matching relationship that can also store matching keywords and basic keyword in storehouse in described search.Those skilled in the art will be understood that the mode of above-mentioned acquisition basis keyword is only citing; the mode of other acquisition basis that is existing or that may occur from now on keywords is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In step s3, the promotion effect attribute of the network equipment 1 according to described basic keyword and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Particularly, in step s3, the network equipment 1 is according to the promotion effect attribute of described basic keyword obtained and the promotion effect attribute of described matching keywords, or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Described promotion effect attribute includes but not limited to the average presenting information etc. of the average conversion of described matching keywords or described basic keyword, described matching keywords or described basic keyword.Such as, suppose that by the promotion effect attribute representation of described basic keyword be V i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝V 0/V i(i＝1，2，3，...，N)
Wherein, V 0and V ican according to the average conversion of described matching keywords or described basic keyword, on average represent rate etc., drawn by linear or nonlinear form calculus, its concrete form and optimum configurations can be determined by methods such as promotion effect monitoring tools or data statistics such as Holmes.Such as, for matching keywords " fresh flower ", obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, for the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " that the network equipment 1 is obtained in step s 2, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V ibe 5.0, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In step s 4 which, the network equipment 1, according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.Particularly, in step s 4 which, the coupling bid coefficient of the initial bid of the network equipment 1 corresponding to the described basic keyword determined in step s3, such as in conjunction with the quality of the advertisement material corresponding to the initial bid of described basic keyword and/or described basic keyword, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.Such as, suppose the initial bid of popularization user j to basic keyword i to be expressed as b ij, the coupling bid of described basic keyword i under matching keywords is corresponding thereto expressed as B ij, the quality score of the advertisement material corresponding to it is expressed as Q ij, then can calculate the coupling bid of described basic keyword under described matching keywords by following formula:
B ij＝b ij*R i0(i＝1，2，3，...，N；j＝1，2，3，...，M)
Further, in step s 4 which, the network equipment 1 can also according to the product B of the coupling of described basic keyword under described matching keywords bid with the quality score of the advertisement material corresponding to described basic keyword ij* Q ijsize sort, filter out the advertisement material corresponding to described basic keyword satisfied condition, such as, filter out B ij* Q ijbe greater than the advertisement material corresponding to basic keyword of 100, or according to B ij* Q ijsize sort, filter out the advertisement material corresponding to front 100 basic keywords, to obtain advertisement material to be triggered.Connect example, suppose to promote user j to the initial bid b of basic keyword " fresh flower express delivery " ijbe 2 yuan, the coupling bid coefficients R of the initial bid again corresponding to described basic keyword " fresh flower express delivery " i0be 0.7, then the coupling bid B under matching keywords " fresh flower " corresponding thereto ijbe 1.4 yuan, suppose that the quality score of the advertisement material corresponding to it is 100, the condition that the network equipment 1 sets is as by B ij* Q ijbe greater than the advertisement material corresponding to basic keyword of 100 as advertisement material to be triggered, then according to calculating, the B of described basic keyword " fresh flower express delivery " ij* Q ijbe 140, in step s 4 which, the advertising thing material screen corresponding to described basic keyword " fresh flower express delivery " can be elected as advertisement material to be triggered by the network equipment 1.Those skilled in the art will be understood that above-mentioned to the advertisement material corresponding to described basic keyword carry out sort screening mode be only citing; other existing or may occur from now on to the advertisement material corresponding to described basic keyword carry out sort screening mode as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In step s 5, the network equipment 1 is for being supplied to described subscriber equipment 2 by described advertisement material to be triggered.Particularly, in step s 5, the network equipment 1 is according to the advertisement material to be triggered obtained in step s 4 which, by page technology, such as JSP, ASP, PHP technology, by described advertisement material to be triggered with forms such as link, summary or thumbnails, in certain sequence and form, be embedded in result of page searching, be supplied to described subscriber equipment 2, browse for user.Connect example, in step s 5, the network equipment 1 is by the advertisement material to be triggered corresponding to the basic keyword " fresh flower express delivery " that obtains in step s 4 which, such as " flower service is sent in fresh flower express delivery for 3 hours ", " the flower present net fresh flower express delivery of the Shanghai four seasons " etc., with forms such as link, summary or thumbnails, in certain sequence and form, be embedded in result of page searching, be supplied to subscriber equipment 2.Preferably, when including multiple matching keywords in the search sequence of search subscriber input, in step s 2, the network equipment 1 is according to extract in step sl multiple and matching keywords that described search sequence is corresponding, promote in storehouse in search and carry out matching inquiry, to obtain the multiple basic keyword corresponding with described multiple matching keywords.Subsequently, in step s3, the promotion effect attribute of the network equipment 1 according to described multiple basic keyword and the promotion effect attribute of described multiple matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described multiple basic keyword.Then, in step s 4 which, the coupling bid coefficient of the initial bid of the network equipment 1 corresponding to described multiple basic keyword, sequence screening is carried out to the advertisement material corresponding to described multiple basic keyword, advertisement material corresponding to described multiple basic keyword can be carried out mixing, to obtain advertisement material to be triggered by it.Finally, in step s 5, described advertisement material to be triggered is supplied to described subscriber equipment 2 by the network equipment 1.Those skilled in the art will be understood that and above-mentioned the mode that advertisement material to be triggered is supplied to subscriber equipment are only citing; other existing or may occur from now on advertisement material to be triggered is supplied to the mode of subscriber equipment as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Preferably, between each step above-mentioned be constant work.Particularly, in step sl, the search sequence that the network equipment 1 is inputted by subscriber equipment according to search subscriber, extracts the matching keywords corresponding with this search sequence; Subsequently, in step s 2, the network equipment 1, according to described matching keywords, is promoted in storehouse in search and is carried out matching inquiry, to obtain the basic keyword corresponding with described matching keywords; Then, in step s3, the promotion effect attribute of the network equipment 1 according to described basic keyword and the promotion effect attribute of described matching keywords, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword; Then, in step s 4 which, the network equipment 1, according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword; Finally, in step s 5, described advertisement material to be triggered is supplied to described subscriber equipment by the network equipment 1.At this, it will be understood by those skilled in the art that " continuing " refer to above steps respectively according to setting or the mode of operation of in real time adjustment require to carry out user's matching keywords and basic keyword acquisition, mate the determination of coefficient of bidding, the acquisition of advertisement material to be triggered and provide, until this search subscriber stops in a long time by subscriber equipment 2 inputted search sequence.
In a preferred embodiment (with reference to Fig. 4), in step s3, the network equipment 1 can also according to the promotion effect attribute of the promotion effect attribute of described basic keyword and described matching keywords, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Particularly, in step s3, the network equipment 1 is according to the promotion effect attribute of described basic keyword obtained and the promotion effect attribute of described matching keywords, or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, the such as industry requirement information of described popularization user, region demand information, period demand information, budget requirement information etc., determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.At this, the acquisition of the coupling demand information of the popularization user corresponding to described basic keyword can be the network equipment 1 complete independently, also can be the acquisition of coupling demand information to described popularization user completed by other products or third party device.Such as, suppose the coupling demand information promoting user j to be expressed as D j, be V by the promotion effect attribute representation of described basic keyword i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝(V 0/V i)*D j(i＝1，2，3，...，N；j＝1，2，3，...，M)
Such as, for the matching keywords " fresh flower " in the search sequence of search subscriber input, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " obtained in step s 2 for the network equipment 1, obtains according to the network equipment 1 or third party device or determines its promotion effect attribute V ibe 5.0, for the coupling demand information promoting user j, obtain according to the network equipment 1 or third party device or determine its D jbe 1, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Preferably, the coupling demand information of described popularization user includes but not limited to following at least any one: a) the industry requirement information of described popularization user; B) the region demand information of described popularization user; C) the period demand information of described popularization user; D) the budget requirement information of described popularization user.The industry requirement information table of described popularization user j is supposed to be shown as TC j, include but not limited to the industry cycle residing for this popularization user, the popularization user of such as moon cake is in the industry busy season in the Mid-autumn Festival, and the popularization user of educational training is in the industry busy season etc., if described industry requirement information TC at winter and summer vacation jimprove, then mate demand information D jalso correspondingly improve.The region demand information of described popularization user j is supposed again to be expressed as AREA j, popularization user is different in the coupling demand of different geographical, and such as, for the popularization user being positioned at Shanghai, the coupling demand of its basic keyword to the matching keywords of the search sequence that the search subscriber being arranged in Shanghai inputs is larger.The period demand information of described popularization user j is supposed again to be expressed as TIME j, popularization user is different in the coupling demand of Different periods, such as, be greater than the coupling demand of other periods in the coupling demand of 9:00 ~ 21:00.The budget requirement information table of described popularization user j is supposed again to be shown as BUT j, when promoting user and changing its popularization budget, coupling demand information D jalso correspondingly change, such as, promote budget when popularization user improves it, then mate demand information D jalso correspondingly improve.Coupling demand information D jcan obtain according to the network equipment 1, or according to the industry requirement information, region demand information, period demand information, budget requirement information etc. of the described popularization user that other products or third party device obtain, drawn by linear or nonlinear form calculus, its concrete form and optimum configurations can be determined by the method such as reading or data statistics from database.Those skilled in the art will be understood that the coupling demand information of above-mentioned popularization user is only citing; the coupling demand information of other popularization users that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.Those skilled in the art also will be understood that and above-mentionedly determine that the mode of coupling demand information promoting user is only citing; other determinations that are existing or that may occur from now on promote the mode of the coupling demand information of user as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In a further advantageous embodiment (with reference to Fig. 4), in step s3, the network equipment 1 can also according to the promotion effect attribute of the promotion effect attribute of described basic keyword and described matching keywords, in conjunction with the search need information of described search subscriber, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Particularly, in step s3, the network equipment 1 is according to the promotion effect attribute of described basic keyword obtained and the promotion effect attribute of described matching keywords, or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, in conjunction with the search need information of described search subscriber, the transactions demand information of such as described search subscriber, described search subscriber is to the reception demand information etc. of the popularization material corresponding to described basic keyword, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.At this, the acquisition of the search need information of described search subscriber can be the network equipment 1 complete independently, also can be the acquisition of the search need information to described search subscriber completed by other products or third party device.Such as, suppose the search need information table of search subscriber u to be shown as S u, be V by the promotion effect attribute representation of described basic keyword i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝(V 0/V i)*S u(i＝1，2，3，...，N)
Such as, for the matching keywords " fresh flower " in the search sequence of search subscriber input, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " obtained in step s 2 for the network equipment 1, obtains according to the network equipment 1 or third party device or determines its promotion effect attribute V ibe 5.0, for the search need information of search subscriber u, obtain according to the network equipment 1 or third party device or determine its search need information S ube 1, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
More preferably, in step s3, the network equipment 1 can also according to the promotion effect attribute of the promotion effect attribute of described basic keyword and described matching keywords, in conjunction with the described popularization coupling demand information of user and the search need information of described search subscriber, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.Such as, suppose the search need information table of search subscriber u to be shown as S u, the coupling demand information promoting user j is expressed as D j, be V by the promotion effect attribute representation of described basic keyword i, be V by the promotion effect attribute representation of described matching keywords 0, then the coupling bid coefficients R of the initial bid corresponding to described basic keyword i0can be calculated by following formula and determine:
R i0＝(V 0/V i)*D j*S u(i＝1，2，3，...，N；j＝1，2，3，...，M)
Such as, for the matching keywords " fresh flower " in the search sequence of search subscriber input, obtain according to the network equipment 1 or third party device or determine its promotion effect attribute V 0be 3.5, the basic keyword " fresh flower express delivery " corresponding with described matching keywords " fresh flower " obtained in step s 2 for the network equipment 1, obtains according to the network equipment 1 or third party device or determines its promotion effect attribute V ibe 5.0, for the coupling demand information promoting user j, obtain according to the network equipment 1 or third party device or determine its coupling demand information D jbe 1, for the search need information of search subscriber u, obtain according to the network equipment 1 or third party device or determine its search need information S ube 1, then by calculating, determine the coupling bid coefficients R of the initial bid corresponding to described basic keyword " fresh flower express delivery " i0be 0.7.Those skilled in the art will be understood that the mode of the above-mentioned coupling bid coefficient determining the initial bid corresponding to described basic keyword is only citing; the mode of the coupling bid coefficient of the initial bid described in other determinations that are existing or that may occur from now on corresponding to basic keyword is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Preferably, the search need information of described search subscriber includes but not limited to following at least any one: a) the transactions demand information of described search subscriber; B) described search subscriber is to the reception demand information of the popularization material corresponding to described basic keyword.The transactions demand information table of described search subscriber u is supposed to be shown as BUY u, and track behavior etc. can be browsed judge search subscriber is in which link of purchase by the search history of search subscriber, such as consciousness, interest, understanding, relatively or buy.Such as, search subscriber also inputted the search sequence such as " what flower Valentine's Day gives ", " which send is spent conveniently ", " suscribing to colored price on the net " before in inputted search sequence " fresh flower express delivery ", then can determine that this search subscriber is in the purchase stage, now, the advertisement material being partial to trade type more can attract the concern of this search subscriber.The reception demand information of described search subscriber u is supposed to be expressed as HIT u, and track behavior etc. can be browsed judge the acceptance level of user for advertisement material by the search history of search subscriber.The search need information of search subscriber u can obtain according to the network equipment 1, or according to the transactions demand information, reception demand information etc. of the described popularization user that other products or third party device obtain, drawn by linear or nonlinear form calculus, its concrete form and optimum configurations can be determined by the method such as reading or data statistics from database.Those skilled in the art will be understood that the search need information of above-mentioned search subscriber is only citing; the search need information of other search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.Those skilled in the art also will be understood that and above-mentionedly determine that the mode of the search need information of search subscriber is only citing; the mode of the search need information of other determination search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
More preferably, in step S7 (not shown), the network equipment 1 can also according to described matching keywords, and in conjunction with the user related information of described search subscriber, obtains the search need information of described search subscriber.Particularly, in the step s 7, the network equipment 1 is according to the matching keywords extracted in the search sequence in step sl according to search subscriber input, and in conjunction with the user related information of this search subscriber, the such as network equipment 1 is according to the user related information of this search subscriber of search subscriber by obtaining in left log-on message during subscriber equipment 2 log-on webpage, according to recorded by subscriber equipment end or network-side during browsing webpage in search subscriber by subscriber equipment 2 or by the user related information of this search subscriber extracted in the cookies information of subscriber equipment, obtain the search need information of described search subscriber.Such as, search subscriber once inputted the search sequence such as " what flower Valentine's Day gives ", " which send is spent conveniently ", " suscribing to colored price on the net " before in inputted search sequence " fresh flower express delivery ", in the step s 7, the network equipment 1 according to the network operation historical record of this search subscriber, can obtain its search need information and substantially determines that it is in the purchase stage.Those skilled in the art will be understood that the method for the search need information of above-mentioned acquisition search subscriber is only citing; the method of the search need information of other acquisition search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
More preferably, the user related information of described search subscriber includes but not limited to following at least any one: a) essential information of described search subscriber; B) the network operation historical record of described search subscriber; C) preference options of described search subscriber setting; D) the current reference address of described subscriber equipment.The essential information of search subscriber includes but not limited to, the personal background information that search subscriber pre-enters, such as sex, age, religion, nationality, education degree etc., it can be that the network equipment 1 obtains according in the log-on message of this search subscriber, or extracts by the cookies information of subscriber equipment.In step S7 (not shown), the matching keywords extracted in the search sequence that the network equipment 1 inputs according to user, and in conjunction with the essential information of described search subscriber, obtain the search need information of described search subscriber.Such as, include matching keywords " rose " in the search sequence of search subscriber input, in the step s 7, when the network equipment 1 is the male sex according to the essential information of this search subscriber, obtaining its search need information is the advertisement material relevant with buying rose; When this search subscriber is women, the network equipment 1 is according to this essential information, and obtaining its search need information is the advertisement material relevant with the cosmetics bought containing rose composition.The network operation historical record of search subscriber, includes but not limited to the search of search subscriber, click and purchase history, and it can be recorded by system and be added up, thus can judge or the demand of forecasting search user.Wherein, when search subscriber is login user, the network equipment 1 to be preserved in network-side in the user characteristics storehouse of this user related information by the ID of this search subscriber and is inquired about; When search subscriber is A non logged-on user, the action in the search service process of present networks equipment 1 is used by detecting this search subscriber, or by inquire to subscriber equipment 2 and the COOKIE information obtaining this user obtains, preferably, this search subscriber interim ID can be given and set up a user characteristics storehouse for it, the historical record of search subscriber in this search procedure is stored in this casual user's feature database.Such as, search subscriber once inputted the search sequence such as " what flower Valentine's Day gives ", " which send is spent conveniently ", " suscribing to colored price on the net " before in inputted search sequence " fresh flower express delivery ", in the step s 7, the network equipment 1 according to the network operation historical record of this search subscriber, can obtain its search need information and substantially determines that it is in the purchase stage.The preference options of search subscriber setting includes but not limited to, some preferences that search subscriber pre-sets are selected, such as favorite exercise type, shopping way, red wine kind, music type etc., it can be that the network equipment 1 obtains according in the log-on message of this search subscriber, or extracts by the cookies information of subscriber equipment.In the step s 7, the matching keywords extracted in the search sequence that the network equipment 1 inputs according to user, and in conjunction with the preference options of described search subscriber setting, obtain the search need information of described search subscriber.Such as, search subscriber sets its preference diet information, then, when comprising matching keywords " rose " in the search sequence of its input, the network equipment 1 is arranged according to this preference, and obtaining its search need information is the advertisement material relevant with the diet that purchase rose is made.The current reference address of described subscriber equipment, it can reflect the current residing region of user described in this, can be obtained by the real-time IP address detecting subscriber equipment 2 of the network equipment 1.Such as, matching keywords " fresh flower express delivery " is comprised in the search sequence of search subscriber input, the network equipment 1 detects that this search subscriber is positioned at Shanghai, then in the step s 7, the network equipment 1, according to this IP address, obtains its search need information for being positioned at the advertisement material of the popularization user providing fresh flower express delivery to serve in Shanghai.Those skilled in the art will be understood that the user related information of above-mentioned search subscriber is only citing; the user related information of other search subscriber that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
In a preferred embodiment, in step s 4 which, the network equipment 1 according to described coupling bid coefficient, and in conjunction with described initial bid and the described bid threshold value promoting user, can also determine the coupling bid of described basic keyword under described matching keywords; According to described coupling bid, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.The bid threshold value of described popularization user can according to promoting can acceptance, initial bid etc. corresponding to described basic keyword determining of user.Such as, suppose by promote user acceptance can be expressed as R, by formula R i0'=min{R, R i0, determine the initial bid b corresponding to described basic keyword ijcoupling bid coefficients R i0', then according to formula B ij'=b ij* R i0', calculate the coupling bid of described basic keyword under described matching keywords.Suppose that R gets 1.2, then represent that this popularization user can be received on its basis of bidding at first and improve 20% again.And for example, suppose the bid threshold value table promoting user to be shown as B, by formula B ij'=min{B, B ij, determine the coupling bid of described basic keyword under described matching keywords.Work as B=b ijtime, represent that the coupling bid of this basic keyword under described matching keywords can not be greater than its b that bids at first ij.At this, described popularization user can acceptance R, bid threshold value B, the network equipment 1 or other products or third party device can be passed through obtain or record, it can be promote user's setting, also can according to the historical record of user, the same industry, with region, other are promoted records etc. of users and determine.Further, in step s 4 which, the network equipment 1 is again according to the coupling bid of described basic keyword under described matching keywords and the product B of the quality score of the advertisement material corresponding to described basic keyword ij' * Q ijsize sort, filter out the advertisement material corresponding to described basic keyword satisfied condition, such as, filter out B ij' * Q ijbe greater than the advertisement material corresponding to basic keyword of 100, or according to B ij' * Q ijsize sort, filter out the advertisement material corresponding to front 100 basic keywords, to obtain advertisement material to be triggered.Those skilled in the art will be understood that above-mentioned to the advertisement material corresponding to described basic keyword carry out sort screening mode be only citing; other existing or may occur from now on to the advertisement material corresponding to described basic keyword carry out sort screening mode as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Fig. 5 illustrates the method flow diagram carrying out match search popularization based on coupling bid coefficient in accordance with a preferred embodiment of the present invention, wherein, step S1 '-S5 ' is identical with step S1-S5 corresponding shown in Fig. 4 or substantially identical respectively, so place repeats no more, and is contained in this by way of reference.
In step S6 ', the promotion effect attribute of the network equipment 1 according to described basic keyword and the promotion effect attribute of described matching keywords, determine the quality of match coefficient of advertisement material under described matching keywords corresponding to described basic keyword; After this, in step S4 ', the network equipment 1 according to described coupling bid coefficient and described quality of match coefficient, can also carry out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.The quality of the advertisement material corresponding to basic keyword may change to some extent under described matching keywords, such as the advertisement material corresponding to basic keyword " fresh flower express delivery ", its quality under matching keywords " fresh flower " is corresponding thereto divided to compare and is declined to some extent under " fresh flower express delivery ", therefore, in step S6 ', the network equipment 1 needs the quality of match coefficient of advertisement material under described matching keywords adjusted corresponding to described basic keyword.Particularly, in step S6 ', the network equipment 1 is according to the promotion effect attribute V of the described basic keyword obtained iwith the promotion effect attribute V of described matching keywords 0or the promotion effect attribute of described basic keyword obtained according to other products or third party device and the promotion effect attribute of described matching keywords, determine the quality of match coefficient of advertisement material under described matching keywords corresponding to described basic keyword, such as, be expressed as λ=V 0/ V i, the quality of the advertisement material corresponding to described basic keyword is divided and is expressed as Q ij, then divide can by formula Q for its quality under described matching keywords ij'=λ * Q ijcalculating is determined.Further, in step S4 ', the network equipment 1 is again according to the coupling bid B of described basic keyword under described matching keywords ijwith the quality of match score Q of advertisement material under described matching keywords corresponding to described basic keyword ij' product B ij* Q ij' size sort, filter out the advertisement material corresponding to described basic keyword satisfied condition, such as, filter out B ij* Q ij' be greater than 100 the advertisement material corresponding to basic keyword, or according to B ij* Q ij' size sort, filter out the advertisement material corresponding to front 100 basic keywords, to obtain advertisement material to be triggered.Preferably, in step S4 ', the network equipment 1 can also according to described basic keyword based on the determined coupling bid B under described matching keywords of bid threshold value ij' with the quality of match score Q of advertisement material under described matching keywords corresponding to described basic keyword ij' product B ij' * Q ij' size sort, filter out the advertisement material corresponding to described basic keyword satisfied condition.Those skilled in the art will be understood that and above-mentionedly determine that the mode of quality of match coefficient is only citing; the mode of other determination quality of match coefficients that are existing or that may occur from now on is as being applicable to the present invention; also within scope should being included in, and this is contained at this with way of reference.
Preferably, described promotion effect attribute includes but not limited to following at least any one: a) average conversion of described matching keywords or described basic keyword; B) the average presenting information of described matching keywords or described basic keyword.The average conversion of described matching keywords or described basic keyword, can according to the clicking rate of described matching keywords or described basic keyword, represent rate, purchase cost and valid order to determine, such as using the quantity of the valid order in a period of time and the ratio of click volume as average conversion, using the quantity of the valid order in a period of time and the ratio of the amount of representing as average conversion etc.The average presenting information of described matching keywords or described basic keyword, the amount of representing of such as described basic keyword, the represent amount etc. of described basic keyword under described matching keywords.At this, the average conversion of described matching keywords or described basic keyword, the acquisition of average presenting information by the network equipment 1 complete independently, also can have been come by other products or third party device, as Holmes's promotion effect monitoring tools.Those skilled in the art will be understood that above-mentioned promotion effect attribute is only citing, and other promotion effect attributes that are existing or that may occur from now on, as being applicable to the present invention, within also should being included in scope, and are contained in this at this with way of reference.
To those skilled in the art, obviously the invention is not restricted to the details of above-mentioned one exemplary embodiment, and when not deviating from spirit of the present invention or essential characteristic, the present invention can be realized in other specific forms.Therefore, no matter from which point, all should embodiment be regarded as exemplary, and be nonrestrictive, scope of the present invention is limited by claims instead of above-mentioned explanation, and all changes be therefore intended in the implication of the equivalency by dropping on claim and scope are included in the present invention.Any Reference numeral in claim should be considered as the claim involved by limiting.In addition, obviously " comprising " one word do not get rid of other unit or step, odd number does not get rid of plural number.Multiple unit of stating in device claim or device also can be realized by software or hardware by a unit or device.First, second word such as grade is used for representing title, and does not represent any specific order.

Claims (18)

1., by a computer implemented method for carrying out match search popularization based on coupling bid coefficient, wherein, the method comprises the following steps:
The search sequence that a is inputted by subscriber equipment according to search subscriber, by cutting word technology or meaning of a word analysis, extracts the matching keywords corresponding with this search sequence;
B, according to described matching keywords, promotes in storehouse in search and carries out matching inquiry, to obtain the basic keyword corresponding with described matching keywords;
C is according to the promotion effect attribute V of the described basic keyword drawn by linear or nonlinear computation iwith the promotion effect attribute V of described matching keywords obetween ratio V o/ V i, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword;
D, according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword;
Described advertisement material to be triggered is supplied to described subscriber equipment by e.
2. method according to claim 1, wherein, described coupling demand information comprises following at least any one:
The industry requirement information of-described popularization user;
The region demand information of-described popularization user;
The period demand information of-described popularization user;
The budget requirement information of-described popularization user.
3. method according to claim 1, wherein, described step c also comprises:
-according to the promotion effect attribute V of described basic keyword iwith the promotion effect attribute V of described matching keywords obetween ratio V o/ V i, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, and in conjunction with the search need information of described search subscriber, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.
4. method according to claim 3, wherein, described search need information comprises following at least any one:
The transactions demand information of-described search subscriber;
-described search subscriber is to the reception demand information of the popularization material corresponding to described basic keyword.
5. method according to claim 3, wherein, the method also comprises:
F according to described matching keywords, and in conjunction with the user related information of described search subscriber, obtains the search need information of described search subscriber.
6. method according to claim 5, wherein, described user related information comprises following at least any one:
The essential information of-described search subscriber;
The network operation historical record of-described search subscriber;
The preference options of-described search subscriber setting;
The current reference address of-described subscriber equipment.
7. method according to any one of claim 1 to 6, wherein, described steps d also comprises:
-according to described coupling bid coefficient, and in conjunction with described initial bid and the described bid threshold value promoting user, determine the coupling bid of described basic keyword under described matching keywords;
-according to described coupling bid, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.
8. method according to any one of claim 1 to 6, wherein, the method is after step a and b, also comprise before steps d:
The promotion effect attribute of g according to described basic keyword and the promotion effect attribute of described matching keywords, determine the quality of match coefficient of advertisement material under described matching keywords corresponding to described basic keyword;
Wherein, described steps d also comprises:
-according to described coupling bid coefficient and described quality of match coefficient, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.
9. method according to any one of claim 1 to 6, wherein, described promotion effect attribute comprises following at least any one:
The average conversion of-described matching keywords or described basic keyword;
The average presenting information of-described matching keywords or described basic keyword.
10., for carrying out an equipment for match search popularization based on coupling bid coefficient, wherein, this equipment comprises:
Extraction element, for the search sequence inputted by subscriber equipment according to search subscriber, by cutting word technology or meaning of a word analysis, extracts the matching keywords corresponding with this search sequence;
Coalignment, for according to described matching keywords, promotes in storehouse in search and carries out matching inquiry, to obtain the basic keyword corresponding with described matching keywords;
First adjusting gear, for the promotion effect attribute V according to the described basic keyword drawn by linear or nonlinear computation iwith the promotion effect attribute V of described matching keywords obetween ratio V o/ V i, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword;
Collator, for according to described coupling bid coefficient, carries out sequence screening, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword;
Generator, for being supplied to described subscriber equipment by described advertisement material to be triggered.
11. equipment according to claim 10, wherein, described coupling demand information comprises following at least any one:
The industry requirement information of-described popularization user;
The region demand information of-described popularization user;
The period demand information of-described popularization user;
The budget requirement information of-described popularization user.
12. equipment according to claim 10, wherein, described first adjusting gear also for:
-according to the promotion effect attribute V of described basic keyword iwith the promotion effect attribute V of described matching keywords obetween ratio V o/ V i, in conjunction with the coupling demand information of the popularization user corresponding to described basic keyword, and in conjunction with the search need information of described search subscriber, determine the coupling bid coefficient of the initial bid corresponding to described basic keyword.
13. equipment according to claim 12, wherein, described search need information comprises following at least any one:
The transactions demand information of-described search subscriber;
-described search subscriber is to the reception demand information of the popularization material corresponding to described basic keyword.
14. equipment according to claim 12, wherein, this equipment also comprises:
Acquisition device, for according to described matching keywords, and in conjunction with the user related information of described search subscriber, obtains the search need information of described search subscriber.
15. equipment according to claim 14, wherein, described user related information comprises following at least any one:
The essential information of-described search subscriber;
The network operation historical record of-described search subscriber;
The preference options of-described search subscriber setting;
The current reference address of-described subscriber equipment.
16. according to claim 10 to the equipment according to any one of 15, wherein, described collator also for:
-according to described coupling bid coefficient, and in conjunction with described initial bid and the described bid threshold value promoting user, determine the coupling bid of described basic keyword under described matching keywords;
-according to described coupling bid, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.
17. according to claim 10 to the equipment according to any one of 15, and wherein, this equipment also comprises:
Second adjusting gear, for according to the promotion effect attribute of described basic keyword and the promotion effect attribute of described matching keywords, determines the quality of match coefficient of advertisement material under described matching keywords corresponding to described basic keyword;
Wherein, described collator also for:
-according to described coupling bid coefficient and described quality of match coefficient, sequence screening is carried out, to obtain advertisement material to be triggered to the advertisement material corresponding to described basic keyword.
18. according to claim 10 to the equipment according to any one of 15, and wherein, described promotion effect attribute comprises following at least any one:
The average conversion of-described matching keywords or described basic keyword;
The average presenting information of-described matching keywords or described basic keyword.
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