CN106547802A - For the bid method of adjustment and device of keyword - Google Patents
For the bid method of adjustment and device of keyword Download PDFInfo
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- CN106547802A CN106547802A CN201510614212.3A CN201510614212A CN106547802A CN 106547802 A CN106547802 A CN 106547802A CN 201510614212 A CN201510614212 A CN 201510614212A CN 106547802 A CN106547802 A CN 106547802A
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Abstract
The invention discloses a kind of bid method of adjustment and device for keyword.Wherein, the method includes：Obtain the current standings and history ranking of target keyword；Current standings and history ranking according to obtaining determine the ranking trend of target keyword；It is the corresponding bid adjustable strategies of target keyword according to the ranking trend of the target keyword for determining；Bid adjustable strategies according to matching adjust the bid amount of target keyword.The present invention is solved and is difficult to the technical problem of the adjustment task of the monitor task and bidding strategy of the ranking that complete keyword due to the dependence manual type caused keyword quantity more.
Description
Technical field
The present invention relates to internet arena, in particular to a kind of bid method of adjustment and device for keyword.
Background technology
Using during search engine searching for Internet advertisement, advertiser is made when can typically pay special attention to input Internet advertising
The ranking of the keyword such as some specific heavy duty words and brand word.The recent ranking of these words, such as arranges
Name rise, decline, it is constant, the ensuing decision-making of advertiser can be directly affected.For example, if the ranking of heavy duty word is sent out
Changing, advertiser can follow up and ranking adjust bidding strategy.
In the related, the ranking that manual type monitors each keyword is generally relied on, and then according to ranking
Determine bidding strategy.However, in actual advertisement launch process, due to face often up to a million of advertiser or even
Up to ten million keywords, therefore, the monitor task of the ranking for being all difficult to complete keyword by manual type and
The adjustment task of bidding strategy.
For above-mentioned problem, effective solution is not yet proposed at present.
The content of the invention
A kind of bid method of adjustment and device for keyword is embodiments provided, at least to solve due to closing
The dependence manual type caused keyword quantity is difficult to the adjustment of the monitor task and bidding strategy of the ranking for completing keyword more
The technical problem of task.
A kind of one side according to embodiments of the present invention, there is provided bid method of adjustment for keyword, including：
Obtain the current standings and history ranking of target keyword；It is true according to the above-mentioned current standings and above-mentioned history ranking for obtaining
The ranking trend of fixed above-mentioned target keyword；Closed for above-mentioned target according to the ranking trend of the above-mentioned target keyword for determining
The corresponding bid adjustable strategies of keyword；What the bid adjustable strategies according to matching adjusted above-mentioned target keyword goes out valence mumber
Volume.
Further, after the above-mentioned current standings for obtaining above-mentioned target keyword, said method also includes：According to
The above-mentioned current standings of the above-mentioned target keyword for obtaining determine the ranking area belonging to the current standings of above-mentioned target keyword
Between, wherein, it is determined that ranking belonging to the current standings of above-mentioned target keyword is interval and above-mentioned target keyword
After ranking trend, the interval and above-mentioned target of ranking according to belonging to the current standings of the above-mentioned target keyword for determining is closed
The ranking trend of keyword is the corresponding bid adjustable strategies of above-mentioned target keyword.
Further, the interval and above-mentioned target of ranking according to belonging to the current standings of the above-mentioned target keyword for determining is closed
The ranking trend of keyword is that the corresponding bid adjustable strategies of above-mentioned target keyword include at least one of：In above-mentioned mesh
When ranking interval belonging to the current standings of mark keyword is first interval, it is that above-mentioned target keyword matching presets
The first bidding strategy, above-mentioned first bidding strategy is used to make the bid of above-mentioned target keyword according to the first downward price adjustment
Ratio is lowered；When ranking interval belonging to current standings in above-mentioned target keyword is second interval, according to user couple
The ranking trend of the expected ranking and above-mentioned target keyword of above-mentioned target keyword is that the matching of above-mentioned target keyword is advance
Second bidding strategy of setting；When ranking interval belonging to current standings in above-mentioned target keyword is 3rd interval,
The 3rd bidding strategy set in advance is matched for above-mentioned target keyword, above-mentioned 3rd bidding strategy is used to make above-mentioned target
The bid of keyword is adjusted according to the situation of at least one of：It is constant, be reduced to zero, according to the second downward price adjustment ratio
Lower, wherein, above-mentioned second interval is between above-mentioned first interval and above-mentioned 3rd interval.
Further, in the interval and above-mentioned target of ranking according to belonging to the current standings of the above-mentioned target keyword for determining
Before the ranking trend of keyword is the corresponding bid adjustable strategies of above-mentioned target keyword, said method also includes：Sentence
Whether above-mentioned target keyword of breaking is brand keyword, wherein, it is if above-mentioned brand keyword, then upper according to what is determined
The ranking trend for stating the interval and above-mentioned target keyword of ranking belonging to the current standings of target keyword is closed for above-mentioned target
The corresponding brand word bid adjustable strategies of keyword；If not above-mentioned brand keyword, then close according to the above-mentioned target for determining
Ranking belonging to the current standings of keyword is interval corresponding for above-mentioned target keyword with the ranking trend of above-mentioned target keyword
Non- brand word bid adjustable strategies.
Further, before the above-mentioned current standings of above-mentioned target keyword are obtained, said method also includes：Judge
Whether above-mentioned target keyword is the keyword for having come into operation, wherein, if judging, above-mentioned target keyword is above-mentioned
The keyword for having come into operation, then obtain the above-mentioned current standings of above-mentioned target keyword.
Further, before the bid amount of above-mentioned target keyword is adjusted according to the bid adjustable strategies for matching,
Said method also includes：Send to the terminal device of user and carry the above-mentioned bid adjustable strategies for matching and above-mentioned mesh
The information of the current standings of mark keyword；Feedback opinion of the receive user to the above-mentioned bid adjustable strategies for matching；
Feedback opinion according to receiving determines whether to adjust above-mentioned target keyword according to the above-mentioned bid adjustable strategies for matching
Bid amount；If it is determined that being then to perform to adjust going out for above-mentioned target keyword according to the bid adjustable strategies for matching
The step of valence mumber volume.
Another aspect according to embodiments of the present invention, additionally provides a kind of bid adjusting apparatus for keyword, including：
Acquiring unit, for obtaining the current standings and history ranking of target keyword；First determining unit, obtains for basis
The above-mentioned current standings and above-mentioned history ranking that take determine the ranking trend of above-mentioned target keyword；Matching unit, is used for
It is the corresponding bid adjustable strategies of above-mentioned target keyword according to the ranking trend of the above-mentioned target keyword for determining；Price adjustment
Unit, for the bid amount for adjusting above-mentioned target keyword according to the bid adjustable strategies for matching.
Further, said apparatus also include：Second determining unit, for obtaining the above-mentioned of above-mentioned target keyword
After current standings, working as above-mentioned target keyword is determined according to the above-mentioned current standings of the above-mentioned target keyword for obtaining
Ranking belonging to front ranking is interval, wherein, above-mentioned matching unit is additionally operable to it is determined that working as above-mentioned target keyword is front-seat
Ranking belonging to name is interval and the ranking trend of above-mentioned target keyword after, according to the above-mentioned target keyword for determining
Current standings belonging to the interval and above-mentioned target keyword of ranking ranking trend be above-mentioned target keyword it is corresponding go out
Valency adjustable strategies.
Further, above-mentioned matching unit includes at least one of：First matching module, for closing in above-mentioned target
Ranking belonging to the current standings of keyword it is interval for first interval when, be above-mentioned target keyword matching set in advance the
One bidding strategy, above-mentioned first bidding strategy are used for the bid for making above-mentioned target keyword according to the first downward price adjustment ratio
Lower；Second matching module, it is interval for second interval for the ranking belonging to the current standings in above-mentioned target keyword
When, it is above-mentioned target to the ranking trend of the expected ranking and above-mentioned target keyword of above-mentioned target keyword according to user
Keywords matching the second bidding strategy set in advance；3rd matching module, in the current of above-mentioned target keyword
When ranking interval belonging to ranking is 3rd interval, it is that above-mentioned target keyword matches the 3rd bidding strategy set in advance,
Above-mentioned 3rd bidding strategy is used to make the bid of above-mentioned target keyword to adjust according to the situation of at least one of：Constant,
It is reduced to zero, lowers according to the second downward price adjustment ratio, wherein, above-mentioned second interval is between above-mentioned first interval and above-mentioned
Between 3rd interval.
Further, said apparatus also include：First judging unit, for according to the above-mentioned target keyword for determining
Current standings belonging to the interval and above-mentioned target keyword of ranking ranking trend be above-mentioned target keyword it is corresponding go out
Before valency adjustable strategies, judge whether above-mentioned target keyword is brand keyword, wherein, above-mentioned matching unit is also used
In when above-mentioned target keyword is above-mentioned brand keyword, according to the current standings institute of the above-mentioned target keyword for determining
The ranking trend of the interval and above-mentioned target keyword of ranking of category is the corresponding brand word bid adjustment of above-mentioned target keyword
Strategy；When above-mentioned target keyword is not above-mentioned brand keyword, according to the current of the above-mentioned target keyword for determining
The ranking trend of the interval and above-mentioned target keyword of ranking belonging to ranking is the corresponding non-brand word of above-mentioned target keyword
Bid adjustable strategies.
In embodiments of the present invention, using automatic detection target keyword ranking and automatically adjust the bid to keyword
Mode, by obtain target keyword current standings and history ranking；According to the current standings and history row for obtaining
Name determines the ranking trend of target keyword；It is target keyword correspondence according to the ranking trend of the target keyword for determining
Bid adjustable strategies；Bid adjustable strategies according to matching adjust the bid amount of target keyword, have reached certainly
The purpose of the bid profile of the ranking and adjust automatically keyword of dynamic monitoring keyword, it is achieved thereby that according to keyword
Current standings and its ranking trend quickly and accurately adjust the technique effect of keyword bid, and then solve due to
The dependence manual type caused keyword quantity is difficult to the tune of the monitor task and bidding strategy of the ranking for completing keyword more
The technical problem of whole task.
Description of the drawings
Accompanying drawing described herein is used for providing a further understanding of the present invention, constitutes the part of the application, this
Bright schematic description and description does not constitute inappropriate limitation of the present invention for explaining the present invention.In accompanying drawing
In：
Fig. 1 is a kind of flow chart of bid method of adjustment optionally with keyword according to embodiments of the present invention；With
And
Fig. 2 is a kind of schematic diagram of bid adjusting apparatus optionally with keyword according to embodiments of the present invention.
Specific embodiment
In order that those skilled in the art more fully understand the present invention program, below in conjunction with the embodiment of the present invention
Accompanying drawing, is clearly and completely described to the technical scheme in the embodiment of the present invention, it is clear that described embodiment
The only embodiment of a present invention part, rather than the embodiment of whole.Based on the embodiment in the present invention, ability
The every other embodiment obtained under the premise of creative work is not made by domain those of ordinary skill, should all belong to
The scope of protection of the invention.
It should be noted that description and claims of this specification and the term " first " in above-mentioned accompanying drawing, "
Two " it is etc. for distinguishing similar object, without for describing specific order or precedence.It should be appreciated that this
The data that sample is used can be exchanged in the appropriate case, so as to embodiments of the invention described herein can with except
Here the order beyond those for illustrating or describing is implemented.Additionally, term " comprising " and " having " and they
Any deformation, it is intended that cover non-exclusive process, the side for including, for example, containing series of steps or unit
Method, system, product or equipment are not necessarily limited to those steps clearly listed or unit, but may include unclear
List or other intrinsic for these processes, method, product or equipment step or unit.
Embodiment 1
According to embodiments of the present invention, there is provided a kind of embodiment of the method for the bid method of adjustment for keyword, need
Illustrate, can be in the department of computer science of such as one group of computer executable instructions the step of the flow process of accompanying drawing is illustrated
Perform in system, and, although show logical order in flow charts, but in some cases, can be with difference
Shown or described step is performed in order herein.
Fig. 1 is a kind of flow chart of bid method of adjustment optionally with keyword according to embodiments of the present invention, such as
Shown in Fig. 1, the method comprises the steps：
Step S102, obtains the current standings and history ranking of target keyword；
Step S104, determines the ranking trend of target keyword according to the current standings and history ranking that obtain；
Step S106, is the corresponding bid adjustable strategies of target keyword according to the ranking trend of the target keyword for determining；
Step S108, adjusts the bid amount of target keyword according to the bid adjustable strategies for matching.
During enforcement, program can be according to the cycle of operation set in advance (e.g., disposably, daily, by week, monthly etc.)
Each target keyword that automatic detection user (such as advertiser etc.) specifies (includes the keyword (letter below paid close attention to
Referred to as heavy duty word) and brand word) ranking, and store it in database.Wherein, the mesh that program will can be obtained
Current standings of the latest rank of mark keyword as the target keyword.Obtain target keyword current standings and
After history ranking, program can compare ranking twice automatically, for example, understand compared with the ranking of upper one day or upper a week,
So as to the current standings that target keyword is determined according to comparative result are to rise, decline again without change, and then from pre-
Meet the bid adjustable strategies of its ranking trend in the bid adjustable strategies for first setting for target keyword matching, make target
The bid of keyword is adjusted according to the bid adjustable strategies for matching.So, user can be according to target keyword
Ranking be its paying, realize worth purpose, prevent from causing for keyword is bidded fund to waste due to blindness.
By the embodiment of the present invention, as user can arrange keyword detection strategy according to actual needs and go out accordingly
Valency strategy, program can according to user arrange strategy operation, therefore reached automatic monitoring keyword ranking and
The purpose of the bid profile of adjust automatically keyword, it is achieved thereby that according to the current standings and its ranking trend of keyword
The technique effect of keyword bid is quickly and accurately adjusted, and then is solved due to the dependence caused keyword quantity more
Manual type is difficult to the technical problem of the adjustment task of the monitor task and bidding strategy of the ranking for completing keyword.
Alternatively, after the current standings for obtaining target keyword, said method also includes：
S2, the ranking area according to belonging to the current standings of the target keyword for obtaining determine the current standings of target keyword
Between, wherein, it is determined that ranking belonging to the current standings of target keyword is interval and the ranking trend of target keyword
Afterwards, according to belonging to the current standings of the target keyword for determining ranking interval and the ranking trend of target keyword is
The corresponding bid adjustable strategies of target keyword.
As, in different ranking intervals, bid adjustment is not quite similar to the influence degree of the ranking of keyword.For example,
When the ranking of keyword is 1 or 2, even if now bidding up, also unlikely from substantially affecting the keyword
Ranking, at this moment, user can typically take keep current standings on the basis of save capital strategy；Work as keyword
Ranking between 3 to 8 when, if now bidding up, may be from the ranking for substantially affecting the keyword, this
When, user typically can take price reduction, force up commodity prices, keeps that price is constant to be gone out according to oneself expected ranking to the keyword
Valency adjustable strategies；When the ranking of keyword is after 8, even if now bidding up, from substantially affecting the key
The difficulty of the ranking of word also can be very big, and at this moment, user typically can no longer pay close attention to the keyword, and then can abandon by adjusting
Save price to maintain the ranking of the keyword.
Based on above-mentioned analysis, ranking belonging to current standings of the embodiment of the present invention by combining target keyword it is interval and
Its ranking trend, can it is significantly more efficient for target keyword matching, more conform to the expected bid of user psychology and adjust
Whole strategy.
Still optionally further, the ranking interval according to belonging to the current standings of the target keyword for determining and target keyword
Ranking trend be target keyword it is corresponding bid adjustable strategies include at least one of：
S4, when the ranking interval belonging to the current standings in target keyword is first interval (such as [1,2]), is target
Keywords matching the first bidding strategy set in advance, the first bidding strategy are used to making the bid of target keyword according to the
One downward price adjustment ratio is lowered.It should be noted that when being readjusted prices using the first bidding strategy, no matter target keyword
Ranking rise, decline or constant, all can according to user arrange bid condition price adjustment, such as：With upper one day
Compare the keyword of ranking rising, downward price adjustment 2%.
S6, during interval (such as [3,8]) for second interval of ranking belonging to the current standings in target keyword, according to
Family is target keyword matching set in advance the to the ranking trend of the expected ranking and target keyword of target keyword
Two bidding strategies.Second bidding strategy can include multiple different little bidding strategies, for example, arrange compared with upper one day
The keyword that name rises, but its current standings is not up to the desired value of user, now upward price adjustment 2%, and if which is worked as
Front ranking has reached the desired value of user, then now downward price adjustment 2%, etc..
S8, when the ranking interval belonging to the current standings in target keyword is 3rd interval (such as [9, ∞]), is mesh
Mark Keywords matching the 3rd bidding strategy set in advance, the 3rd bidding strategy be used to making the bid of target keyword according to
The situation adjustment of at least one of：It is constant, be reduced to zero, lower according to the second downward price adjustment ratio.Wherein, second
Interval is between first interval and 3rd interval.It should be noted that in the keyword of 3rd interval, generally
The keyword that user's attention rate is reduced, therefore for these keywords, user be generally not desirable to spend more funds and
Experience goes to safeguard its ranking.
By the embodiment of the present invention, as user can configure above-mentioned bidding strategy according to actual needs in a program one by one,
Each bidding strategy can include：The keyword title specified, mail subscription people, whether suspend ranking detection with price adjustment clothes
The essential informations such as business, the cycle of operation (such as disposable, daily, by all, monthly etc.) of program and price adjustment condition etc.,
So that the experience of user during program performing, in adjust automatically bidding strategy in the range of the setting of user, can be improved.
Alternatively, the row of and target keyword interval in the ranking according to belonging to the current standings of the target keyword for determining
Before name trend is the corresponding bid adjustable strategies of target keyword, said method also includes：
S10, judges whether target keyword is brand keyword, wherein, if brand keyword, then according to determination
Interval and target keyword the ranking trend of ranking belonging to the current standings of target keyword is that target keyword is corresponding
Brand word bid adjustable strategies；If not brand keyword, then according to belonging to the current standings of the target keyword for determining
Interval and target keyword the ranking trend of ranking be that the corresponding non-brand word of target keyword is bid adjustable strategies.
For a certain enterprise, the brand held by which is usually fixation, and the related keyword derived by brand
Word is not then fixed, and this point causes user different with the attention rate of non-brand word to brand word, therefore can arrange not
Same bid adjustable strategies.And when implementing, according to the classification of keyword, be brand keyword and non-brand keyword
With different bid adjustable strategies, the attributive character of keyword itself can be directed to, targetedly bidding strategy is selected,
In the case where bid is relatively reasonable, faster, more accurately the ranking of target keyword is adjusted to the expectation ranking of user
On.
Alternatively, before the current standings of target keyword are obtained, said method also includes：
S12, judges whether target keyword is the keyword for having come into operation, wherein, if judging, target keyword is
The keyword for having come into operation, then obtain the current standings of target keyword.
As target keyword is only after user's submission, and use when auditing qualified, could be thrown in, and program is only
Automatic detection ranking can be performed to the target keyword that input is used and bid adjustment is processed, therefore prejudge target pass
Whether keyword is the keyword for having come into operation, that is, detect whether the state of target keyword is effective status, can keep away
Exempt from user for will not the detection of resultful keyword ranking and adjustment operation of bidding pay a price.Further, judging
While whether target keyword is the keyword for having come into operation, the unit point belonging to target keyword can also be judged
Whether group, plan and account status are effective status.
Alternatively, before the bid amount according to the bid adjustable strategies adjustment target keyword for matching, above-mentioned side
Method also includes：
S14, to user terminal device send carry match bid adjustable strategies and target keyword when front row
The information of name；
S16, the feedback opinion of bid adjustable strategies of the receive user to matching；
S18, determines whether according to the bid adjustable strategies adjustment target keyword for matching according to the feedback opinion for receiving
Bid amount；
S20, however, it is determined that be, then perform the bid amount of the bid adjustable strategies adjustment target keyword that basis is matched
Step.
During enforcement, can with using send report by the way of in program configuration strategy mail subscription people send target critical
The ranking testing result of word and corresponding bid adjustment situation, so, for the bid adjustable strategies that program is provided, use
Family can decide whether to perform the bid adjustable strategies with reference to actual conditions and itself ability to bear so as to keyword
Bid adjustment is more humane, further increases user experience.
Embodiment 2
According to embodiments of the present invention, there is provided a kind of device embodiment of the bid adjusting apparatus for keyword.
Fig. 2 is a kind of schematic diagram of bid adjusting apparatus optionally with keyword according to embodiments of the present invention, such as
Shown in Fig. 2, the device includes：Acquiring unit 202, the first determining unit 204, matching unit 206 and price adjustment unit
208.Acquiring unit 202, for obtaining the current standings and history ranking of target keyword；First determining unit 204,
For the ranking trend for determining target keyword according to the current standings and history ranking that obtain；Matching unit 206, uses
According to determine target keyword ranking trend be the corresponding bid adjustable strategies of target keyword；Price adjustment unit
208, for the bid amount for adjusting target keyword according to the bid adjustable strategies for matching.
During enforcement, program can be according to the cycle of operation set in advance (e.g., disposably, daily, by week, monthly etc.)
Each target keyword that automatic detection user (such as advertiser etc.) specifies (includes the keyword (letter below paid close attention to
Referred to as heavy duty word) and brand word) ranking, and store it in database.Wherein, the mesh that program will can be obtained
Current standings of the latest rank of mark keyword as the target keyword.Obtain target keyword current standings and
After history ranking, program can compare ranking twice automatically, for example, understand compared with the ranking of upper one day or upper a week,
So as to the current standings that target keyword is determined according to comparative result are to rise, decline again without change, and then from pre-
Meet the bid adjustable strategies of its ranking trend in the bid adjustable strategies for first setting for target keyword matching, make target
The bid of keyword is adjusted according to the bid adjustable strategies for matching.So, user can be according to target keyword
Ranking be its paying, realize worth purpose, prevent from causing for keyword is bidded fund to waste due to blindness.
By the embodiment of the present invention, as user can arrange keyword detection strategy according to actual needs and go out accordingly
Valency strategy, program can according to user arrange strategy operation, therefore reached automatic monitoring keyword ranking and
The purpose of the bid profile of adjust automatically keyword, it is achieved thereby that according to the current standings and its ranking trend of keyword
The technique effect of keyword bid is quickly and accurately adjusted, and then is solved due to the dependence caused keyword quantity more
Manual type is difficult to the technical problem of the adjustment task of the monitor task and bidding strategy of the ranking for completing keyword.
Alternatively, said apparatus also include：Second determining unit, for obtain target keyword current standings it
Afterwards, according to belonging to the current standings of the target keyword for obtaining determine the current standings of target keyword ranking is interval,
Wherein, matching unit is additionally operable to it is determined that ranking belonging to the current standings of target keyword is interval and target keyword
Ranking trend after, the ranking according to belonging to the current standings of the target keyword for determining is interval and target keyword
Ranking trend is the corresponding bid adjustable strategies of target keyword.
As, in different ranking intervals, bid adjustment is not quite similar to the influence degree of the ranking of keyword.For example,
When the ranking of keyword is 1 or 2, even if now bidding up, also unlikely from substantially affecting the keyword
Ranking, at this moment, user can typically take keep current standings on the basis of save capital strategy；Work as keyword
Ranking between 3 to 8 when, if now bidding up, may be from the ranking for substantially affecting the keyword, this
When, user typically can take price reduction, force up commodity prices, keeps that price is constant to be gone out according to oneself expected ranking to the keyword
Valency adjustable strategies；When the ranking of keyword is after 8, even if now bidding up, from substantially affecting the key
The difficulty of the ranking of word also can be very big, and at this moment, user typically can no longer pay close attention to the keyword, and then can abandon by adjusting
Save price to maintain the ranking of the keyword.
Based on above-mentioned analysis, ranking belonging to current standings of the embodiment of the present invention by combining target keyword it is interval and
Its ranking trend, can it is significantly more efficient for target keyword matching, more conform to the expected bid of user psychology and adjust
Whole strategy.
Alternatively, matching unit includes at least one of：First matching module, in the current of target keyword
When ranking interval belonging to ranking is first interval (such as [1,2]), it is that target keyword matching set in advance first goes out
Valency strategy, the first bidding strategy are used to make the bid of target keyword lower according to the first downward price adjustment ratio, need
It is bright, when being readjusted prices using the first bidding strategy, no matter the ranking of target keyword rises, declines or constant,
The bid condition price adjustment that will be arranged according to user, such as：The keyword that ranking rose compared with upper one day, under price
Adjust 2%；Second matching module, for the ranking belonging to the current standings in target keyword it is interval for second interval (such as
[3,8]) when, it is target keyword to the ranking trend of the expected ranking and target keyword of target keyword according to user
The second bidding strategy set in advance is matched, the second bidding strategy can include multiple different little bidding strategies, for example,
The keyword that ranking rose compared with upper one day, but its current standings is not up to the desired value of user, now in price
2% is adjusted, and if its current standings has reached the desired value of user, now downward price adjustment 2%, etc.；3rd matching mould
Block, during (such as [9, ∞]) for 3rd interval interval for the ranking belonging to the current standings in target keyword, is mesh
Mark Keywords matching the 3rd bidding strategy set in advance, the 3rd bidding strategy be used to making the bid of target keyword according to
The situation adjustment of at least one of：It is constant, be reduced to zero, lower according to the second downward price adjustment ratio, wherein, second
Interval is between first interval and 3rd interval.It should be noted that in the keyword of 3rd interval, generally
The keyword that user's attention rate is reduced, therefore for these keywords, user be generally not desirable to spend more funds and
Experience goes to safeguard its ranking.
By the embodiment of the present invention, as user can configure above-mentioned bidding strategy according to actual needs in a program one by one,
Each bidding strategy can include：The keyword title specified, mail subscription people, whether suspend ranking detection with price adjustment clothes
The essential informations such as business, the cycle of operation (such as disposable, daily, by all, monthly etc.) of program and price adjustment condition etc.,
So that the experience of user during program performing, in adjust automatically bidding strategy in the range of the setting of user, can be improved.
Alternatively, said apparatus also include：First judging unit, for according to the current of the target keyword for determining
Before interval and target keyword the ranking trend of ranking belonging to ranking is the corresponding bid adjustable strategies of target keyword,
Judge whether target keyword is brand keyword, wherein, it is that brand is crucial that matching unit is additionally operable in target keyword
During word, interval and target keyword the ranking trend of ranking according to belonging to the current standings of the target keyword for determining is
The corresponding brand word bid adjustable strategies of target keyword；When target keyword is not brand keyword, according to determination
Target keyword current standings belonging to ranking it is interval and the ranking trend of target keyword is corresponding for target keyword
Non- brand word bid adjustable strategies.
For a certain enterprise, the brand held by which is usually fixation, and the related keyword derived by brand
Word is not then fixed, and this point causes user different with the attention rate of non-brand word to brand word, therefore can arrange not
Same bid adjustable strategies.And when implementing, according to the classification of keyword, be brand keyword and non-brand keyword
With different bid adjustable strategies, the attributive character of keyword itself can be directed to, targetedly bidding strategy is selected,
In the case where bid is relatively reasonable, faster, more accurately the ranking of target keyword is adjusted to the expectation ranking of user
On.
Alternatively, said apparatus also include：Second judging unit, for obtain target keyword current standings it
Before, judge whether target keyword is the keyword for having come into operation, wherein, acquiring unit is additionally operable to judging mesh
When mark keyword is the keyword for having come into operation, the current standings of target keyword are obtained.
As target keyword is only after user's submission, and use when auditing qualified, could be thrown in, and program is only
Automatic detection ranking can be performed to the target keyword that input is used and bid adjustment is processed, therefore prejudge target pass
Whether keyword is the keyword for having come into operation, that is, detect whether the state of target keyword is effective status, can keep away
Exempt from user for will not the detection of resultful keyword ranking and adjustment operation of bidding pay a price.Further, judging
While whether target keyword is the keyword for having come into operation, the unit point belonging to target keyword can also be judged
Whether group, plan and account status are effective status.
Alternatively, said apparatus also include：Transmitting element, for according to the bid adjustable strategies adjustment mesh for matching
Before the bid amount of mark keyword, send to the terminal device of user and carry the bid adjustable strategies and mesh for matching
The information of the current standings of mark keyword；Receiving unit, for receive user to the bid adjustable strategies that match
Feedback opinion；3rd determining unit, for being determined whether according to the bid for matching according to the feedback opinion for receiving
Adjustable strategies adjust the bid amount of target keyword, wherein, price adjustment unit is additionally operable to it is determined that in the case of being, root
The bid amount of target keyword is adjusted according to the bid adjustable strategies for matching.
During enforcement, can with using send report by the way of in program configuration strategy mail subscription people send target critical
The ranking testing result of word and corresponding bid adjustment situation, so, for the bid adjustable strategies that program is provided, use
Family can decide whether to perform the bid adjustable strategies with reference to actual conditions and itself ability to bear so as to keyword
Bid adjustment is more humane, further increases user experience.
The embodiments of the present invention are for illustration only, do not represent the quality of embodiment.
In the above embodiment of the present invention, the description to each embodiment all emphasizes particularly on different fields, and does not have in certain embodiment
The part of detailed description, may refer to the associated description of other embodiment.
In several embodiments provided herein, it should be understood that disclosed technology contents, other can be passed through
Mode realize.Wherein, device embodiment described above is only schematic, such as division of described unit,
Can be a kind of division of logic function, when actually realizing, can have other dividing mode, such as multiple units or component
Can with reference to or be desirably integrated into another system, or some features can be ignored, or not perform.It is another, institute
The coupling each other for showing or discussing or direct-coupling or communication connection can be by some interfaces, unit or mould
The INDIRECT COUPLING of block or communication connection, can be electrical or other forms.
The unit as separating component explanation can be or may not be it is physically separate, it is aobvious as unit
The part for showing can be or may not be physical location, you can local to be located at one, or can also be distributed to
On multiple units.Some or all of unit therein can be selected according to the actual needs to realize this embodiment scheme
Purpose.
In addition, each functional unit in each embodiment of the invention can be integrated in a processing unit, it is also possible to
It is that unit is individually physically present, it is also possible to which two or more units are integrated in a unit.It is above-mentioned integrated
Unit both can be realized in the form of hardware, it would however also be possible to employ the form of SFU software functional unit is realized.
If the integrated unit realized using in the form of SFU software functional unit and as independent production marketing or use when,
Can be stored in a computer read/write memory medium.Based on such understanding, technical scheme essence
On all or part of part that in other words prior art is contributed or the technical scheme can be with software product
Form is embodied, and the computer software product is stored in a storage medium, is used so that one including some instructions
Platform computer equipment (can be personal computer, server or network equipment etc.) performs each embodiment institute of the invention
State all or part of step of method.And aforesaid storage medium includes：USB flash disk, read-only storage (ROM, Read-Only
Memory), random access memory (RAM, Random Access Memory), portable hard drive, magnetic disc or CD
Etc. it is various can be with the medium of store program codes.
The above is only the preferred embodiment of the present invention, it is noted that for the ordinary skill people of the art
For member, under the premise without departing from the principles of the invention, some improvements and modifications can also be made, these improve and moisten
Decorations also should be regarded as protection scope of the present invention.
Claims (10)
1. a kind of bid method of adjustment for keyword, it is characterised in that include：
Obtain the current standings and history ranking of target keyword；
According to the current standings and the history ranking that obtain, the ranking trend of the target keyword is determined；
According to the ranking trend of the target keyword, the corresponding bid adjustable strategies of the target keyword are determined；
According to the bid adjustable strategies, the bid amount of the target keyword is adjusted.
2. method according to claim 1, it is characterised in that working as front row described in the target keyword obtaining
After name, methods described also includes：
According to the current standings of the target keyword for obtaining, determine the target keyword works as front row
Ranking belonging to name is interval,
Wherein, it is determined that ranking belonging to the current standings of the target keyword is interval, and the target is closed
After the ranking trend of keyword, ranking according to belonging to the current standings of the target keyword for determining it is interval and
The ranking trend of the target keyword, is the corresponding bid adjustable strategies of the target keyword.
3. method according to claim 2, it is characterised in that according to the target keyword for determining when front row
Ranking belonging to name is interval, and the ranking trend of the target keyword, be the target keyword it is corresponding go out
Valency adjustable strategies include at least one of：
When ranking interval belonging to current standings in the target keyword is first interval, it is that the target is closed
Keyword matches the first bidding strategy set in advance, and first bidding strategy is used to make the target keyword
Bid is lowered according to the first downward price adjustment ratio；
When ranking interval belonging to current standings in the target keyword is second interval, according to user to institute
The ranking trend of the expected ranking and the target keyword of target keyword is stated, is the target keyword matching
Second bidding strategy set in advance；
When ranking interval belonging to current standings in the target keyword is 3rd interval, it is that the target is closed
Keyword matches the 3rd bidding strategy set in advance, and the 3rd bidding strategy is used to make the target keyword
Bid to adjust according to the situation of at least one of：It is constant, be reduced to zero, lower according to the second downward price adjustment ratio,
Wherein, the second interval is between the first interval and the 3rd interval.
4. method according to claim 2, it is characterised in that according to the current of the target keyword for determining
The ranking trend of the interval and described target keyword of ranking belonging to ranking, be the target keyword it is corresponding go out
Before valency adjustable strategies, methods described also includes：
Judge whether the target keyword is brand keyword,
Wherein, if the brand keyword, then according to belonging to the current standings of the target keyword for determining
The ranking trend of the interval and described target keyword of ranking be that the bid of the target keyword corresponding brand word is adjusted
Whole strategy；If not the brand keyword, then according to belonging to the current standings of the target keyword for determining
The ranking trend of the interval and described target keyword of ranking be the corresponding non-brand word bid of the target keyword
Adjustable strategies.
5. method according to claim 1, it is characterised in that working as front row described in the target keyword obtaining
Before name, methods described also includes：
Judge whether the target keyword is the keyword for having come into operation,
Wherein, if judging, the target keyword is the keyword for having come into operation, obtains the mesh
The current standings of mark keyword.
6. method according to claim 1, it is characterised in that according to the bid adjustable strategies adjustment institute for matching
Before stating the bid amount of target keyword, methods described also includes：
Send to the terminal device of user and carry the bid adjustable strategies for matching and the target keyword
Current standings information；
Feedback opinion of the receive user to the bid adjustable strategies for matching；
Feedback opinion according to receiving determines whether to adjust the mesh according to the bid adjustable strategies for matching
The bid amount of mark keyword；
If it is determined that be, then to perform and go out valence mumber according to what the bid adjustable strategies for matching adjusted the target keyword
The step of volume.
7. a kind of bid adjusting apparatus for keyword, it is characterised in that include：
Acquiring unit, for obtaining the current standings and history ranking of target keyword；
First determining unit, for determining the target according to the current standings and the history ranking that obtain
The ranking trend of keyword；
Matching unit, is the target keyword pair for the ranking trend according to the target keyword for determining
The bid adjustable strategies answered；
Price adjustment unit, for the bid amount for adjusting the target keyword according to the bid adjustable strategies for matching.
8. device according to claim 7, it is characterised in that described device also includes：
Second determining unit, for after the current standings for obtaining the target keyword, according to acquisition
The current standings of the target keyword determine the ranking area belonging to the current standings of the target keyword
Between,
Wherein, the matching unit is additionally operable to it is determined that ranking area belonging to the current standings of the target keyword
Between and the ranking trend of the target keyword after, according to determine the target keyword current standings
The ranking trend of the interval and described target keyword of affiliated ranking is the corresponding bid adjustment of the target keyword
Strategy.
9. device according to claim 8, it is characterised in that the matching unit includes at least one of：
First matching module, it is interval for the firstth area for the ranking belonging to the current standings in the target keyword
Between when, be that the target keyword matches the first bidding strategy set in advance, first bidding strategy is used for
The bid of the target keyword is made to lower according to the first downward price adjustment ratio；
Second matching module, it is interval for the secondth area for the ranking belonging to the current standings in the target keyword
Between when, according to ranking trend of the user to the expected ranking and the target keyword of the target keyword, be
The target keyword matches the second bidding strategy set in advance；
3rd matching module, it is interval for the 3rd area for the ranking belonging to the current standings in the target keyword
Between when, be that the target keyword matches the 3rd bidding strategy set in advance, the 3rd bidding strategy is used for
The bid of the target keyword is made to adjust according to the situation of at least one of：It is constant, be reduced to zero, according to
Two downward price adjustment ratios are lowered,
Wherein, the second interval is between the first interval and the 3rd interval.
10. device according to claim 8, it is characterised in that described device also includes：
First judging unit, in the ranking area according to belonging to the current standings of the target keyword for determining
Between and the target keyword ranking trend be the target keyword it is corresponding bid adjustable strategies before, sentence
Whether the target keyword of breaking is brand keyword,
Wherein, the matching unit is additionally operable to when the target keyword is the brand keyword, according to true
The ranking trend of the interval and described target keyword of ranking belonging to the current standings of the fixed target keyword is
The corresponding brand word of the target keyword is bid adjustable strategies；It is not that the brand is closed in the target keyword
The interval and described target critical of ranking during keyword, according to belonging to the current standings of the target keyword for determining
The ranking trend of word is the corresponding non-brand word bid adjustable strategies of the target keyword.
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| Application Number | Priority Date | Filing Date | Title |
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| CN201510614212.3A CN106547802A (en) | 2015-09-23 | 2015-09-23 | For the bid method of adjustment and device of keyword |
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| CN201510614212.3A CN106547802A (en) | 2015-09-23 | 2015-09-23 | For the bid method of adjustment and device of keyword |
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Cited By (3)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107341500A (en) * | 2017-05-26 | 2017-11-10 | 浙江大学 | A kind of fast selecting method based on ranking information |
| CN107908445A (en) * | 2017-11-17 | 2018-04-13 | 广东小天才科技有限公司 | Learning information acquisition method and electronic equipment |
| CN109816450A (en) * | 2019-01-28 | 2019-05-28 | 优估（上海）信息科技有限公司 | A kind of content promotion method and device |
-
2015
- 2015-09-23 CN CN201510614212.3A patent/CN106547802A/en active Pending
Cited By (3)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107341500A (en) * | 2017-05-26 | 2017-11-10 | 浙江大学 | A kind of fast selecting method based on ranking information |
| CN107908445A (en) * | 2017-11-17 | 2018-04-13 | 广东小天才科技有限公司 | Learning information acquisition method and electronic equipment |
| CN109816450A (en) * | 2019-01-28 | 2019-05-28 | 优估（上海）信息科技有限公司 | A kind of content promotion method and device |
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Address after: 100083 No. 401, 4th Floor, Haitai Building, 229 North Fourth Ring Road, Haidian District, Beijing Applicant after: Beijing Guoshuang Technology Co.,Ltd. Address before: 100086 Cuigong Hotel, 76 Zhichun Road, Shuangyushu District, Haidian District, Beijing Applicant before: Beijing Guoshuang Technology Co.,Ltd. |
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