CN104731818A - Keyword optimization method and keyword optimization device - Google Patents
Keyword optimization method and keyword optimization device Download PDFInfo
- Publication number
- CN104731818A CN104731818A CN201310718653.9A CN201310718653A CN104731818A CN 104731818 A CN104731818 A CN 104731818A CN 201310718653 A CN201310718653 A CN 201310718653A CN 104731818 A CN104731818 A CN 104731818A
- Authority
- CN
- China
- Prior art keywords
- keyword
- price
- click
- efficiency index
- clicks
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Granted
Links
- 238000005457 optimization Methods 0.000 title claims abstract description 35
- 238000000034 method Methods 0.000 title claims abstract description 23
- VYPSYNLAJGMNEJ-UHFFFAOYSA-N Silicium dioxide Chemical compound O=[Si]=O VYPSYNLAJGMNEJ-UHFFFAOYSA-N 0.000 claims description 2
- 230000000694 effects Effects 0.000 abstract description 7
- 238000010586 diagram Methods 0.000 description 2
- 230000001747 exhibiting effect Effects 0.000 description 1
Abstract
The invention relates to a keyword optimization method and a keyword optimization device. The keyword optimization method includes: acquiring click effect parameters, clock prices and click times of keywords corresponding to advertisement contents; calculating effect indexes of the keywords according to the click effect parameters, the clock prices and the click times of the keywords; adjusting the click prices of the keywords according to the effect indexes. The keyword optimization method and the keyword optimization device have the advantages that keyword optimization cost is reduced, keyword optimization efficiency is improved, and advertisement budgets set for the advertisement contents by advertisers can be maximally distributed to the keywords with the highest effect indexes so as to improve advertising effects.
Description
Technical field
The present invention relates to search engine technique field, particularly relate to a kind of keyword optimization method and device.
Background technology
In prior art, each advertiser according to the content, feature etc. of the product of oneself or service, can determine keyword, fixes a price to keyword, writes corresponding ad content and throw in advertisement according to keyword.When user searches for keyword in a search engine, search engine can according to keyword price height by all exhibiting advertising content corresponding with keyword to user, and after user selects ad content to click, search engine can be charged to clicked ad content according to the price of this keyword corresponding with clicked ad content.
But in prior art, after advertiser fixes a price to keyword, usually can drop into a large amount of manpower, the effect of keyword is analyzed, to adjust the price of keyword, add cost, reduce keyword optimization efficiency, have impact on advertising results.
Summary of the invention
The invention provides a kind of keyword optimization method and device, low for solving keyword optimization efficiency in prior art, cause the problem of advertising results difference.
First aspect of the present invention is to provide a kind of keyword optimization method, comprising:
Obtain the number of clicks of keyword corresponding to ad content, click price and click efficacy parameter;
According to the number of clicks of described keyword, click price and click efficacy parameter, calculating the efficiency index of described keyword;
Adjust according to the click price of described efficiency index to described keyword.
Another aspect of the present invention provides a kind of keyword optimization device, comprising:
Acquisition module, for obtaining the number of clicks of keyword corresponding to ad content, clicking price and clicking efficacy parameter;
Computing module, for the number of clicks according to described keyword, clicks price and clicks efficacy parameter, calculating the efficiency index of described keyword;
Adjusting module, for adjusting according to the click price of described efficiency index to described keyword.
In the present invention, by the number of clicks according to keyword corresponding to ad content, click price and click efficacy parameter, calculate the efficiency index of keyword, adjust according to the click price of efficiency index to keyword, reduce keyword Cost optimization, improve the optimization efficiency of keyword, make advertiser be that the advertising budget that ad content is arranged can distribute to the higher keyword of efficiency index to greatest extent, and then improve advertising results.
Accompanying drawing explanation
Fig. 1 is the process flow diagram of a keyword optimization method provided by the invention embodiment;
Fig. 2 is the structural representation of a keyword optimization device provided by the invention embodiment.
Embodiment
For making the object of the embodiment of the present invention, technical scheme and advantage clearly, below in conjunction with the accompanying drawing in the embodiment of the present invention, technical scheme in the embodiment of the present invention is clearly and completely described, obviously, described embodiment is the present invention's part embodiment, instead of whole embodiments.Based on the embodiment in the present invention, those of ordinary skill in the art, not making the every other embodiment obtained under creative work prerequisite, belong to the scope of protection of the invention.
Fig. 1 is the process flow diagram of a keyword optimization method provided by the invention embodiment, as shown in Figure 1, comprising:
101, obtain the number of clicks of keyword corresponding to ad content, click price and click efficacy parameter.
The executive agent of keyword optimization method provided by the invention can be keyword optimization device.The form of expression of keyword optimization device is specially the software program that may operate in search engine.Wherein, the ad content of each advertiser all can corresponding multiple keyword, and each keyword also can the ad content of corresponding multiple advertiser.
The ratio of the number of times that described ad content be demonstrated when the click efficacy parameter of keyword can be number of clicks and the user search keyword of keyword, wherein, the number of times that when number of clicks of keyword is specifically as follows user search keyword, described ad content is clicked.The ratio of the number of times that when the click efficacy parameter of keyword can also be user search keyword, described ad content is clicked and consulted and the number of clicks of keyword.The click efficacy parameter of keyword also can affect the parameter of the efficiency index of keyword for other.
102, according to the number of clicks of keyword, click price and click efficacy parameter, calculating the efficiency index of keyword.
Wherein, because the click price of keyword may change in real time, therefore, keyword optimization device can first according to number of clicks and the click price of keyword, calculate the average clicked price of keyword, then according to the number of clicks of keyword, average clicked price and click efficacy parameter, calculate the efficiency index of keyword, concrete computing formula can be:
Wherein, V
ifor the efficiency index of keyword, C
ifor the number of clicks of keyword, X
ifor the click efficacy parameter of keyword,
for the average clicked price of keyword.
103, adjust according to the click price of efficiency index to keyword.
Particularly, keyword optimization device can first sort to keyword according to the efficiency index of keyword corresponding to ad content, obtains the intermediate value in ranking results; Then adjust according to the click price of intermediate value to keyword corresponding to ad content.Wherein, when the number of keyword corresponding to ad content is odd number, intermediate value is the keyword in the middle of ranking results.When the number of keyword corresponding to ad content is even number, intermediate value is two keywords in the middle of ranking results.
Particularly, the process adjusted according to the click price of intermediate value to keyword corresponding to ad content can be: if the efficiency index of keyword is greater than the efficiency index of intermediate value, then increase the click price of keyword;
If the efficiency index of keyword is less than the efficiency index of intermediate value, then reduce the click price of keyword.
Further, before step 101, can also comprise: advertising budget is set.
Corresponding, in order to ensure the Appropriate application of advertising budget, after step 103, can also comprise:
According to the average clicked price of keyword, calculate the average clicked price of all keywords corresponding to ad content; Average clicked price according to all keywords calculates the expense of ad content in preset time period; If the expense of ad content in preset time period is greater than advertising budget, then the click price of the keyword that keyword optimization device proportional reduction ad content is corresponding; If the expense of ad content in preset time period is less than advertising budget, then the click price of the keyword that keyword optimization device proportional raising ad content is corresponding.
In the present embodiment, by the number of clicks according to keyword corresponding to ad content, click price and click efficacy parameter, calculate the efficiency index of keyword, adjust according to the click price of efficiency index to keyword, reduce keyword Cost optimization, improve the optimization efficiency of keyword, make advertiser be that the advertising budget that ad content is arranged can distribute to the higher keyword of efficiency index to greatest extent, and then improve advertising results.
One of ordinary skill in the art will appreciate that: all or part of step realizing above-mentioned each embodiment of the method can have been come by the hardware that programmed instruction is relevant.Aforesaid program can be stored in a computer read/write memory medium.This program, when performing, performs the step comprising above-mentioned each embodiment of the method; And aforesaid storage medium comprises: ROM, RAM, magnetic disc or CD etc. various can be program code stored medium.
Fig. 2 is the structural representation of a keyword optimization device provided by the invention embodiment, as shown in Figure 2, comprising:
Acquisition module 21, for obtaining the number of clicks of keyword corresponding to ad content, clicking price and clicking efficacy parameter;
Computing module 22, for the number of clicks according to keyword, clicks price and clicks efficacy parameter, calculating the efficiency index of keyword;
Adjusting module 23, for adjusting according to the click price of efficiency index to keyword.
Further, during adjusting module 23 adjusts according to the click price of efficiency index to keyword, adjusting module 23 specifically for,
According to efficiency index, keyword is sorted; Obtain the intermediate value in ranking results; Adjust according to the click price of intermediate value to keyword.
Particularly, during adjusting module 23 adjusts according to the click price of intermediate value to keyword, adjusting module 23 specifically for, if the efficiency index of keyword is greater than the efficiency index of intermediate value, then increase the click price of keyword; If the efficiency index of keyword is less than the efficiency index of intermediate value, then reduce the click price of keyword.
Further, computing module 22, according to the number of clicks of keyword, is clicked price and clicks efficacy parameter, calculate in the efficiency index of keyword, computing module 22 specifically for, according to the number of clicks of keyword with click price, calculate the average clicked price of keyword; According to the number of clicks of keyword, average clicked price and click efficacy parameter, calculate the efficiency index of keyword.
Wherein, computing formula can be:
v
ifor the efficiency index of keyword, C
ifor the number of clicks of keyword, X
ifor the click efficacy parameter of keyword,
for the average clicked price of keyword.
In addition, also comprise module is set; Arrange module for, obtain the number of clicks of keyword corresponding to ad content at acquisition module 21, click price and click before efficacy parameter, advertising budget is set;
After adjusting module 23 adjusts according to the click price of efficiency index to keyword, computing module 22 also for, according to the average clicked price of keyword, calculate the average clicked price of all keywords corresponding to ad content; Average clicked price according to all keywords calculates the expense of agate line in preset time period;
Adjusting module 23 also for, if the expense in preset time period is greater than advertising budget, then the click price of the keyword that proportional reduction ad content is corresponding; If the expense in preset time period is less than advertising budget, then the click price of the keyword that proportional raising ad content is corresponding.
In the present embodiment, by the number of clicks according to keyword corresponding to ad content, click price and click efficacy parameter, calculate the efficiency index of keyword, adjust according to the click price of efficiency index to keyword, reduce keyword Cost optimization, improve the optimization efficiency of keyword, make advertiser be that the advertising budget that ad content is arranged can distribute to the higher keyword of efficiency index to greatest extent, and then improve advertising results.
Last it is noted that above each embodiment is only in order to illustrate technical scheme of the present invention, be not intended to limit; Although with reference to foregoing embodiments to invention has been detailed description, those of ordinary skill in the art is to be understood that: it still can be modified to the technical scheme described in foregoing embodiments, or carries out equivalent replacement to wherein some or all of technical characteristic; And these amendments or replacement, do not make the essence of appropriate technical solution depart from the scope of various embodiments of the present invention technical scheme.
Claims (10)
1. a keyword optimization method, is characterized in that, comprising:
Obtain the number of clicks of keyword corresponding to ad content, click price and click efficacy parameter;
According to the number of clicks of described keyword, click price and click efficacy parameter, calculating the efficiency index of described keyword;
Adjust according to the click price of described efficiency index to described keyword.
2. method according to claim 1, is characterized in that, describedly adjusts according to the click price of described efficiency index to described keyword, comprising:
According to described efficiency index, keyword is sorted;
Obtain the intermediate value in described ranking results;
Adjust according to the click price of described intermediate value to described keyword.
3. method according to claim 2, is characterized in that, describedly adjusts according to the click price of described intermediate value to described keyword, comprising:
If the efficiency index of described keyword is greater than the efficiency index of described intermediate value, then increase the click price of described keyword;
If the efficiency index of described keyword is less than the efficiency index of described intermediate value, then reduce the click price of described keyword.
4. method according to claim 1, is characterized in that, the described number of clicks according to described keyword, clicks price and clicks efficacy parameter, calculating the efficiency index of described keyword, comprising:
According to number of clicks and the click price of described keyword, calculate the average clicked price of described keyword;
According to the number of clicks of described keyword, average clicked price and click efficacy parameter, calculate the efficiency index of described keyword.
5. method according to claim 4, is characterized in that, the described number of clicks according to described keyword, average clicked price and click efficacy parameter, and calculate in the efficiency index of described keyword, computing formula is:
Wherein, V
ifor the efficiency index of described keyword, C
ifor the number of clicks of described keyword, X
ifor the click efficacy parameter of described keyword,
for the average clicked price of described keyword.
6. method according to claim 4, is characterized in that, the number of clicks of the keyword that described acquisition ad content is corresponding, before clicking price and clicking efficacy parameter, also comprises:
Advertising budget is set;
Described adjust according to the click price of described efficiency index to described keyword after, also comprise:
According to the average clicked price of described keyword, calculate the average clicked price of all keywords corresponding to described ad content;
The expense of described agate line in preset time period is calculated according to the average clicked price of described all keywords;
If the expense in preset time period is greater than described advertising budget, then the click price of the keyword that the described ad content of proportional reduction is corresponding;
If the expense in preset time period is less than described advertising budget, then the click price of the keyword that the described ad content of proportional raising is corresponding.
7. a keyword optimization device, is characterized in that, comprising:
Acquisition module, for obtaining the number of clicks of keyword corresponding to ad content, clicking price and clicking efficacy parameter;
Computing module, for the number of clicks according to described keyword, clicks price and clicks efficacy parameter, calculating the efficiency index of described keyword;
Adjusting module, for adjusting according to the click price of described efficiency index to described keyword.
8. device according to claim 7, is characterized in that, during described adjusting module adjusts according to the click price of described efficiency index to described keyword, described adjusting module specifically for,
According to described efficiency index, keyword is sorted;
Obtain the intermediate value in described ranking results;
Adjust according to the click price of described intermediate value to described keyword.
9. device according to claim 8, is characterized in that, during described adjusting module adjusts according to the click price of described intermediate value to described keyword, described adjusting module specifically for,
If the efficiency index of described keyword is greater than the efficiency index of described intermediate value, then increase the click price of described keyword;
If the efficiency index of described keyword is less than the efficiency index of described intermediate value, then reduce the click price of described keyword.
10. device according to claim 7, is characterized in that, described computing module according to the number of clicks of described keyword, click price and click efficacy parameter, calculate in the efficiency index of described keyword, described computing module specifically for,
According to number of clicks and the click price of described keyword, calculate the average clicked price of described keyword;
According to the number of clicks of described keyword, average clicked price and click efficacy parameter, calculate the efficiency index of described keyword.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201310718653.9A CN104731818B (en) | 2013-12-24 | 2013-12-24 | keyword optimization method and device |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201310718653.9A CN104731818B (en) | 2013-12-24 | 2013-12-24 | keyword optimization method and device |
Publications (2)
| Publication Number | Publication Date |
|---|---|
| CN104731818A true CN104731818A (en) | 2015-06-24 |
| CN104731818B CN104731818B (en) | 2018-02-06 |
Family
ID=53455715
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN201310718653.9A Expired - Fee Related CN104731818B (en) | 2013-12-24 | 2013-12-24 | keyword optimization method and device |
Country Status (1)
| Country | Link |
|---|---|
| CN (1) | CN104731818B (en) |
Cited By (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN105912686A (en) * | 2016-04-18 | 2016-08-31 | 上海珍岛信息技术有限公司 | Search engine marketing bid method and system based on machine learning |
| WO2018027361A1 (en) * | 2016-08-06 | 2018-02-15 | 胡明祥 | Method for adaptive adjustment of moments information-based advertisement pushing and pushing system |
| CN108073633A (en) * | 2016-11-17 | 2018-05-25 | 百度在线网络技术（北京）有限公司 | The bid of keyword and matching way setting method and device |
| CN108255860A (en) * | 2016-12-29 | 2018-07-06 | 北京国双科技有限公司 | Key word analysis treating method and apparatus |
Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20110010263A1 (en) * | 2005-12-21 | 2011-01-13 | Darrin Skinner | Computer-implemented method and system for managing keyword bidding prices |
| CN102567398A (en) * | 2010-12-30 | 2012-07-11 | 阿里巴巴集团控股有限公司 | Method and system for feeding back keyword estimated value |
| CN102737050A (en) * | 2011-04-11 | 2012-10-17 | 阿里巴巴集团控股有限公司 | Keyword dynamic regulating method and system applied in search engine optimization |
| CN103164805A (en) * | 2011-12-19 | 2013-06-19 | 阿里巴巴集团控股有限公司 | Keyword putting price optimizing process method and system |
-
2013
- 2013-12-24 CN CN201310718653.9A patent/CN104731818B/en not_active Expired - Fee Related
Patent Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20110010263A1 (en) * | 2005-12-21 | 2011-01-13 | Darrin Skinner | Computer-implemented method and system for managing keyword bidding prices |
| CN102567398A (en) * | 2010-12-30 | 2012-07-11 | 阿里巴巴集团控股有限公司 | Method and system for feeding back keyword estimated value |
| CN102737050A (en) * | 2011-04-11 | 2012-10-17 | 阿里巴巴集团控股有限公司 | Keyword dynamic regulating method and system applied in search engine optimization |
| CN103164805A (en) * | 2011-12-19 | 2013-06-19 | 阿里巴巴集团控股有限公司 | Keyword putting price optimizing process method and system |
Cited By (5)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN105912686A (en) * | 2016-04-18 | 2016-08-31 | 上海珍岛信息技术有限公司 | Search engine marketing bid method and system based on machine learning |
| WO2018027361A1 (en) * | 2016-08-06 | 2018-02-15 | 胡明祥 | Method for adaptive adjustment of moments information-based advertisement pushing and pushing system |
| CN108073633A (en) * | 2016-11-17 | 2018-05-25 | 百度在线网络技术（北京）有限公司 | The bid of keyword and matching way setting method and device |
| CN108255860A (en) * | 2016-12-29 | 2018-07-06 | 北京国双科技有限公司 | Key word analysis treating method and apparatus |
| CN108255860B (en) * | 2016-12-29 | 2020-07-31 | 北京国双科技有限公司 | Keyword analysis processing method and device |
Also Published As
| Publication number | Publication date |
|---|---|
| CN104731818B (en) | 2018-02-06 |
Similar Documents
| Publication | Publication Date | Title |
|---|---|---|
| CN102760124B (en) | Pushing method and system for recommended data | |
| Siddig et al. | Impacts of removing fuel import subsidies in Nigeria on poverty | |
| CN102629360B (en) | A kind of effective dynamic commodity recommend method and commercial product recommending system | |
| Ju et al. | Macroeconomic effects of oil price shocks in China: An empirical study based on Hilbert–Huang transform and event study | |
| Shcherbakova et al. | The value of energy storage in South Korea’s electricity market: A Hotelling approach | |
| Baležentis et al. | Rural tourism development in Lithuania (2003–2010)—A quantitative analysis | |
| KR100930787B1 (en) | Automatic bidding method and system | |
| Elsheikh et al. | Economic impacts of changes in wheat’s import tariff on the Sudanese economy | |
| RU2008121940A (en) | OPTIMIZATION OF ADVERTISING CAMPAIGN | |
| CN105279204A (en) | Information push method and apparatus | |
| CN104731818A (en) | Keyword optimization method and keyword optimization device | |
| Metcalf | A distributional analysis of an environmental tax shift | |
| CN105488107A (en) | Offline evaluation method for recommendation system | |
| CN104978406A (en) | User behavior analysis method of Internet platform | |
| CN104317822A (en) | Population property prediction method and device of network user | |
| CN103744938A (en) | Method and device for generating user page corresponding to target system | |
| US20150006277A1 (en) | Ad campaign manager | |
| Kim | Sectoral shifts and comovements in employment | |
| CN108121754B (en) | Method and device for acquiring keyword attribute combination | |
| Fridriksson et al. | Advertising as a predictor of investment | |
| Alvarez-Ramirez et al. | Dynamics of electricity market correlations | |
| CN103942194A (en) | Optimization method and device for message delivery account | |
| CN107015863A (en) | A kind of resource allocation methods and device | |
| Liang et al. | Cycle Fluctuation Research of Consumer Ethnocentrism Segmentation in E-Market of Chinese Mainland | |
| KR20090086504A (en) | Method and system for auto adjusting advertisement bid amount |
Legal Events
| Date | Code | Title | Description |
|---|---|---|---|
| C06 | Publication | ||
| PB01 | Publication | ||
| C10 | Entry into substantive examination | ||
| SE01 | Entry into force of request for substantive examination | ||
| CB02 | Change of applicant information |
Address after: Suzhou City, Jiangsu Province, Suzhou Industrial Park 215123 Xinghu Street No. 328 Creative Industry Park 15 building 401 room Applicant after: SUZHOU KKEYE TECHNOLOGY Co.,Ltd. Address before: Suzhou City, Jiangsu Province, Suzhou Industrial Park 215123 Xinghu Street No. 328 Creative Industry Park 15 building 401 room Applicant before: SUZHOU KKEYE DATA TECHNOLOGY CO.,LTD. |
|
| CB02 | Change of applicant information | ||
| TA01 | Transfer of patent application right |
Effective date of registration: 20171220 Address after: 100085 room B, section 28, Haidian District, Beijing City, section No. 28, section 12 Applicant after: BEIJING KKEYE Co.,Ltd. Address before: Suzhou City, Jiangsu Province, Suzhou Industrial Park 215123 Xinghu Street No. 328 Creative Industry Park 15 building 401 room Applicant before: SUZHOU KKEYE TECHNOLOGY Co.,Ltd. |
|
| TA01 | Transfer of patent application right | ||
| GR01 | Patent grant | ||
| GR01 | Patent grant | ||
| CF01 | Termination of patent right due to non-payment of annual fee |
Granted publication date: 20180206 |
|
| CF01 | Termination of patent right due to non-payment of annual fee |