CN103226597A - Keyword advertisement matching method based on natural semantics - Google Patents
Keyword advertisement matching method based on natural semantics Download PDFInfo
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- CN103226597A CN103226597A CN2013101391633A CN201310139163A CN103226597A CN 103226597 A CN103226597 A CN 103226597A CN 2013101391633 A CN2013101391633 A CN 2013101391633A CN 201310139163 A CN201310139163 A CN 201310139163A CN 103226597 A CN103226597 A CN 103226597A
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Abstract
The invention provides a keyword advertisement matching method based on natural semantics, which comprises keywords obtaining user search and keywords analyzing the keywords based on the natural semantics to form a knowledge structure, wherein the knowledge structure is a knowledge structure signified by the combination of action and objects; the information type of the keywords of the knowledge structure is judged based on requirements of users; according to the obtained information type of the keywords of the knowledge structure through the judgment, a core keyword is extracted from the keywords of the knowledge structure and the core keyword is expanded, and then the keyword after expended is obtained; an advertisement is matched according to the priority levels of the core keyword and the keyword expanded and at least one advertisement link with an order of precedence is obtained; and then all advertisement links are displayed on return pages of a search results of users. The keyword advertisement matching method can accurately release advertisements required by users, so that releasing efficiency of the advertisements is improved.
Description
Technical field
The invention belongs to Internet advertising and throw in technical field, be specifically related to a kind of based on semantic naturally AdWords matching process.
Background technology
AdWords (adwords) is also referred to as " keyword retrieval ", in simple terms, works as the user exactly and utilizes a certain keyword to retrieve, and the ad content relevant with this keyword can occur at the result for retrieval page.The form of AdWords is fairly simple, and normally copy wherein mainly comprises key elements such as ad title, brief introduction, network address, generally separates with natural Search Results in result of page searching, all takes this pattern as search engines such as Google, Baidu.Because AdWords is when the retrieval of particular keywords, just appears at the remarkable position of result of page searching, so its specific aim is very high, is called as cost performance than higher network promotion mode.
In the prior art, when user's keyword is carried out advertisement putting, there are the advertisement and the low problem of user's keyword matching degree of being thrown in, thereby can not throw in required advertisement more accurately, reduced the efficient of advertisement putting to the user.
Summary of the invention
At the defective that prior art exists, the invention provides and a kind ofly based on the keyword of user search, can point-devicely throw in required advertisement to the user based on the AdWords matching process of semanteme naturally, improved the efficient of advertisement putting.
The technical solution used in the present invention is as follows:
The invention provides a kind ofly, may further comprise the steps based on semantic naturally AdWords matching process:
S1 obtains the keyword of user search;
S2 resolves described keyword based on semantic naturally, forms the keyword of the structure of knowledge; Wherein, the described structure of knowledge for action and object in conjunction with the structure of knowledge of representing;
S3 based on user's request, judges the information type of the keyword of the described structure of knowledge;
S4, the information type of the keyword of the described structure of knowledge that obtains according to judgement is extracted the core keyword from the keyword of the described structure of knowledge, and the keyword after being expanded expanded in described core keyword;
S5 carries out the advertisement coupling according to the priority level of the keyword after described core keyword and the described expansion, obtains the advertisement link that at least one has priority; At user search result's back page, show each advertisement link then by described priority.
Preferably, S1 obtains in the following manner: when the user searches for, obtain the keyword of user search by internet gateway.
Preferably, among the S2, describedly be specially based on semantic naturally described keyword is resolved: by knowledge base and the object action framework set up in advance, the keyword that described search is obtained breaks and hierarchical operations, forms the keyword of the structure of knowledge.
Preferably, described information type comprises three types of navigation speech, information speech and resource speech; Described navigation speech wishes to find the vocabulary of information entry for the user, and described information speech obtains the vocabulary of appointed information answer for the user, and the vocabulary of consumed resources wished to obtain carrying out in described resource speech for the user.
Preferably, among the S4, described core keyword is expanded, the keyword after being expanded is specially:
Described core keyword is carried out synonym expansion and/or hypernym expansion and/or hyponym expansion, obtain synonym, hypernym and the hyponym corresponding respectively with described core keyword.
Beneficial effect of the present invention is as follows:
Provided by the invention based on semantic naturally AdWords matching process, by user's keyword is resolved, at user's request, extract the core keyword, then the core keyword is carried out synonym and the expansion of last hyponym, reach the advertisement that can accurately match, improve advertisement putting efficient with the user's request coupling; Can not mate fully under the situation of core keyword again, obtaining the suboptimal solution that mates with user's request, thereby realizing comprehensive purpose of recommending relevant advertisements to the user.
Description of drawings
Fig. 1 is the schematic flow sheet based on semantic naturally AdWords matching process provided by the invention.
Embodiment
The present invention is described in detail below in conjunction with accompanying drawing:
As shown in Figure 1, the invention provides a kind ofly, may further comprise the steps based on semantic naturally AdWords matching process:
S1 obtains the keyword of user search;
Concrete, when the user searches for, can obtain the keyword of user search by internet gateway.
S2 resolves described keyword based on semantic naturally, forms the keyword of the structure of knowledge; Wherein, the described structure of knowledge for action and object in conjunction with the structure of knowledge of representing;
Need to prove that action and object are meant the structure of knowledge of representing with action and relation between objects in conjunction with the structure of knowledge of expression, for example, for " having a meal " this speech, be action and object the structure of knowledge in conjunction with expression, wherein, " eating " is action, and " meal " is object.Again for example, " wearing boots " this speech, " wearing " is action, " boots " is object.
In this step, be specially based on semantic naturally keyword is resolved: by knowledge base and the object action framework set up in advance, the keyword that described search is obtained breaks and hierarchical operations, forms the keyword of the structure of knowledge.
After this step, can also comprise: the keyword to the structure of knowledge carries out digital signature, and then carries out S3, by digital signature, can guarantee information the integrality of transmission, also can protect privacy of user.
S3 based on user's request, judges the information type of the keyword of the described structure of knowledge;
This step can be carried out in cloud data center, and wherein, information type comprises three types of navigation speech, information speech and resource speech; Described navigation speech wishes to find the vocabulary of information entry for the user, and described information speech obtains the vocabulary of appointed information answer for the user, and the vocabulary of consumed resources wished to obtain carrying out in described resource speech for the user.
S4, the information type of the keyword of the described structure of knowledge that obtains according to judgement is extracted the core keyword from the keyword of the described structure of knowledge, and the keyword after being expanded expanded in described core keyword;
Wherein, described core keyword is expanded, keyword after being expanded is specially: described core keyword is carried out synonym expansion and/or hypernym expansion and/or hyponym expansion, obtain synonym, hypernym and the hyponym corresponding with described core keyword respectively.
For example, if the keyword of user search is " a white refrigerator ",, draws " refrigerator " and be core keyword, the core request of representative of consumer then by " white refrigerator " resolved; " white " is secondary keywords, the secondary request of representative of consumer.
In addition, among the present invention, the synonym implication is: have the speech of same meaning with the core keyword; The hypernym implication is: than core keyword senses vocabulary widely, for example: the hypernym of " refrigerator " is " household electrical appliance "; The hyponym implication is: than core keyword senses vocabulary more specifically, for example: the hyponym of " refrigerator " is " an individual layer refrigerator " or " double-deck refrigerator ".
S5 carries out the advertisement coupling according to the priority level of the keyword after described core keyword and the described expansion, obtains the advertisement link that at least one has priority; At user search result's back page, show each advertisement link then by described priority.This step can be carried out in the advertisement dispatching center.
Among the present invention, by user's keyword is resolved, at user's request, extract the core keyword, then the core keyword is carried out synonym and the expansion of last hyponym, reach the advertisement that can accurately match, improve advertisement putting efficient with the user's request coupling; Can not mate fully under the situation of core keyword again, obtaining the suboptimal solution that mates with user's request, thereby realizing comprehensive purpose of recommending relevant advertisements to the user.
The above only is a preferred implementation of the present invention; should be pointed out that for those skilled in the art, under the prerequisite that does not break away from the principle of the invention; can also make some improvements and modifications, these improvements and modifications also should be looked protection scope of the present invention.
Claims (5)
1. one kind based on semantic naturally AdWords matching process, it is characterized in that, may further comprise the steps:
S1 obtains the keyword of user search;
S2 resolves described keyword based on semantic naturally, forms the keyword of the structure of knowledge; Wherein, the described structure of knowledge for action and object in conjunction with the structure of knowledge of representing;
S3 based on user's request, judges the information type of the keyword of the described structure of knowledge;
S4, the information type of the keyword of the described structure of knowledge that obtains according to judgement is extracted the core keyword from the keyword of the described structure of knowledge, and the keyword after being expanded expanded in described core keyword;
S5 carries out the advertisement coupling according to the priority level of the keyword after described core keyword and the described expansion, obtains the advertisement link that at least one has priority; At user search result's back page, show each advertisement link then by described priority.
2. according to claim 1 based on semantic naturally AdWords matching process, it is characterized in that S1 obtains in the following manner: when the user searches for, obtain the keyword of user search by internet gateway.
3. according to claim 1 based on semantic naturally AdWords matching process, it is characterized in that, among the S2, describedly be specially: by knowledge base and the object action framework of setting up in advance based on semantic naturally described keyword is resolved, the keyword that described search is obtained breaks and hierarchical operations, forms the keyword of the structure of knowledge.
4. according to claim 1ly it is characterized in that described information type comprises three types of navigation speech, information speech and resource speech based on semantic naturally AdWords matching process; Described navigation speech wishes to find the vocabulary of information entry for the user, and described information speech obtains the vocabulary of appointed information answer for the user, and the vocabulary of consumed resources wished to obtain carrying out in described resource speech for the user.
5. according to claim 1 based on semantic naturally AdWords matching process, it is characterized in that among the S4, described core keyword is expanded, the keyword after being expanded is specially:
Described core keyword is carried out synonym expansion and/or hypernym expansion and/or hyponym expansion, obtain synonym, hypernym and the hyponym corresponding respectively with described core keyword.
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Cited By (15)
| Publication number | Priority date | Publication date | Assignee | Title |
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| CN104717210A (en) * | 2015-02-13 | 2015-06-17 | 北京集奥聚合科技有限公司 | Method and system for connecting optional media to DSP |
| CN105007569A (en) * | 2015-06-09 | 2015-10-28 | 中山大学 | Method of obtaining Internet resources by a terminal on the basis of a wireless identifier |
| CN105069034A (en) * | 2015-07-22 | 2015-11-18 | 无锡天脉聚源传媒科技有限公司 | Recommendation information generation method and apparatus |
| CN107092682A (en) * | 2017-04-21 | 2017-08-25 | 北京恒冠网络数据处理有限公司 | A kind of free database index method of user with data acquisition |
| CN107193962A (en) * | 2017-05-24 | 2017-09-22 | 百度在线网络技术（北京）有限公司 | A kind of intelligent figure method and device of internet promotion message |
| CN107451161A (en) * | 2016-06-01 | 2017-12-08 | 阿里巴巴集团控股有限公司 | Show method for pushing, device and the platform of object |
| CN107507046A (en) * | 2017-10-13 | 2017-12-22 | 北京奇艺世纪科技有限公司 | The method and system that advertisement is recalled |
| CN107918658A (en) * | 2017-11-20 | 2018-04-17 | 金蝶软件（中国）有限公司 | A kind of business opportunity generation method and system |
| CN107944898A (en) * | 2016-10-13 | 2018-04-20 | 驰众信息技术（上海）有限公司 | The automatic discovery of advertisement putting building information and sort method |
| CN109189892A (en) * | 2018-09-17 | 2019-01-11 | 北京点网聚科技有限公司 | A kind of recommended method and device based on article review |
| CN110020156A (en) * | 2017-12-07 | 2019-07-16 | 深圳市腾讯计算机系统有限公司 | Information recommendation method, front end implementation method, device, equipment and storage medium |
| CN110609952A (en) * | 2019-08-15 | 2019-12-24 | 中国平安财产保险股份有限公司 | Data acquisition method and system and computer equipment |
| CN110633391A (en) * | 2018-06-01 | 2019-12-31 | 北京搜狗科技发展有限公司 | Information searching method and device |
| CN113435193A (en) * | 2021-06-16 | 2021-09-24 | 深圳市世强元件网络有限公司 | Landing page keyword releasing method and device and computer equipment |
| CN114399329A (en) * | 2021-12-22 | 2022-04-26 | 江苏沪磁智能科技有限公司 | Digital advertisement transaction putting method |
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Cited By (21)
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|---|---|---|---|---|
| CN104717210A (en) * | 2015-02-13 | 2015-06-17 | 北京集奥聚合科技有限公司 | Method and system for connecting optional media to DSP |
| CN104717210B (en) * | 2015-02-13 | 2018-06-26 | 北京集奥聚合科技有限公司 | A kind of method and system by free media access DSP |
| CN105007569A (en) * | 2015-06-09 | 2015-10-28 | 中山大学 | Method of obtaining Internet resources by a terminal on the basis of a wireless identifier |
| CN105007569B (en) * | 2015-06-09 | 2018-11-20 | 中山大学 | A kind of method that terminal obtains Internet resources according to wireless identification |
| CN105069034A (en) * | 2015-07-22 | 2015-11-18 | 无锡天脉聚源传媒科技有限公司 | Recommendation information generation method and apparatus |
| CN107451161A (en) * | 2016-06-01 | 2017-12-08 | 阿里巴巴集团控股有限公司 | Show method for pushing, device and the platform of object |
| CN107944898A (en) * | 2016-10-13 | 2018-04-20 | 驰众信息技术（上海）有限公司 | The automatic discovery of advertisement putting building information and sort method |
| CN107092682A (en) * | 2017-04-21 | 2017-08-25 | 北京恒冠网络数据处理有限公司 | A kind of free database index method of user with data acquisition |
| CN107193962A (en) * | 2017-05-24 | 2017-09-22 | 百度在线网络技术（北京）有限公司 | A kind of intelligent figure method and device of internet promotion message |
| CN107507046A (en) * | 2017-10-13 | 2017-12-22 | 北京奇艺世纪科技有限公司 | The method and system that advertisement is recalled |
| CN107918658A (en) * | 2017-11-20 | 2018-04-17 | 金蝶软件（中国）有限公司 | A kind of business opportunity generation method and system |
| CN110020156A (en) * | 2017-12-07 | 2019-07-16 | 深圳市腾讯计算机系统有限公司 | Information recommendation method, front end implementation method, device, equipment and storage medium |
| CN110020156B (en) * | 2017-12-07 | 2022-10-14 | 深圳市腾讯计算机系统有限公司 | Information recommendation method, front-end implementation method, device, equipment and storage medium |
| CN110633391A (en) * | 2018-06-01 | 2019-12-31 | 北京搜狗科技发展有限公司 | Information searching method and device |
| CN110633391B (en) * | 2018-06-01 | 2024-04-30 | 北京搜狗科技发展有限公司 | Information searching method and device |
| CN109189892A (en) * | 2018-09-17 | 2019-01-11 | 北京点网聚科技有限公司 | A kind of recommended method and device based on article review |
| CN109189892B (en) * | 2018-09-17 | 2021-04-27 | 北京一点网聚科技有限公司 | Recommendation method and device based on article comments |
| CN110609952A (en) * | 2019-08-15 | 2019-12-24 | 中国平安财产保险股份有限公司 | Data acquisition method and system and computer equipment |
| CN110609952B (en) * | 2019-08-15 | 2024-04-26 | 中国平安财产保险股份有限公司 | Data acquisition method, system and computer equipment |
| CN113435193A (en) * | 2021-06-16 | 2021-09-24 | 深圳市世强元件网络有限公司 | Landing page keyword releasing method and device and computer equipment |
| CN114399329A (en) * | 2021-12-22 | 2022-04-26 | 江苏沪磁智能科技有限公司 | Digital advertisement transaction putting method |
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Effective date of registration: 20220421 Address after: 100000 room 116, building 3, Shuangqiao (Shuangqiao dairy factory), Chaoyang District, Beijing Patentee after: Beijing Xiaoxiang innovation Artificial Intelligence Technology Co.,Ltd. Address before: 901, floor 9, building 5, yard 1, Shangdi East Road, Haidian District, Beijing 100086 Patentee before: BEIJING GEO POLYMERIZATION TECHNOLOGY Co.,Ltd. |