CN106909982A - A kind of method and device for optimizing advertisement keyword match pattern - Google Patents
A kind of method and device for optimizing advertisement keyword match pattern Download PDFInfo
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Abstract
The invention discloses a kind of method and apparatus for optimizing advertisement keyword match pattern, in the program, for a certain advertising accounts, no longer it is the match pattern for optimizing advertisement keyword by fixed threshold value, but according to the first average day displaying amount Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, and the first clicking rate Ctr_k day displaying amount Impre_Ci average with second respectively, second average day click volume Click_Ci, second average consumption per day Cost_Ci, and second clicking rate Ctr_Ci relation, it is determined that the optimal way of the match pattern to the keyword of a certain advertising accounts, and optimize, therefore, improve the degree of accuracy of optimization advertisement keyword match pattern.
Description
Technical field
The present invention relates to Internet technical field, more particularly to a kind of advertisement keyword match pattern that optimizes
Method and device.
Background technology
With the popularization of network, increasing user gets used to obtaining information by web browser.
In many cases, when user browses webpage by web browser, the advertisement in a certain webpage may be closed
Keyword is interested, clicks on or search for the advertisement keyword, obtains the information related to the advertisement keyword.
At present, advertisement keyword is generally optimized using the method for the match pattern of adjustment advertisement keyword
Performance, for example, the optimization amount of representing of advertisement keyword, click volume and clicking rate etc., therefore,
The advertisement keyword for needing to adjust match pattern how is effectively selected to be particularly important, prior art
In, the advertisement keyword for needing to adjust match pattern is generally selected using the following two kinds mode.
First method is：The dimension of some advertisement keywords is chosen (for example, the average day amount of representing, flat
Equal day click volume, average day ranking), one group of keyword performance evaluation threshold value is set according to the dimension chosen,
Go out to meet the advertisement keyword set of words of condition further according to keyword performance evaluation threshold filtering.For example, will be flat
The equal day amount of representing is less than 10 and average advertisement keyword of the day ranking less than 3 is closed as the advertisement being filtrated to get
These advertisement keywords are carried out positive optimization by keyword；Again for example, being higher than 1000 by the average day amount of representing,
And average advertisement keyword of the day clicking rate less than 0.01 is used as the advertisement keyword being filtrated to get, to these
Advertisement keyword carries out positive optimization.Although the above method can be selected to need to adjust match pattern
Advertisement keyword, but, there is following defect：The corresponding performance evaluation of advertisement keyword of different accounts
Standard is often inconsistent, if using same keyword performance evaluation threshold value, that determines is wide
Accuse keyword the degree of accuracy it is relatively low, and then optimize advertisement keyword match pattern method the degree of accuracy also compared with
It is low；On the other hand, the performance of advertisement keyword is notable with festivals or holidays and the fluctuation of some special circumstances,
The index such as average day displaying amount or average day click volume of advertisement keyword can all show during such as festivals or holidays
Write and decline, now still adopt with if identical keyword performance evaluation threshold value in non-festivals or holidays, determine
The degree of accuracy of the advertisement keyword for coming is relatively low, and then optimizes the accurate of the method for advertisement keyword match pattern
Degree is relatively low.
Second method is：For each class industry, the keyword performance evaluation threshold value of the sector is set,
For example, apparel industry sets the keyword performance evaluation threshold value of apparel industry, electric business industry sets electric business row
The keyword performance evaluation threshold value of industry, die industry set die industry keyword performance evaluation threshold value,
Luxury goods industry sets keyword performance evaluation threshold value of luxury goods industry etc., for certain industry advertisement
The determination method of keyword set is identical with first method, and this method is set not by different industries
Same keyword performance evaluation threshold value, can to a certain extent improve optimization advertisement keyword match pattern
Accuracy, but still have the following disadvantages：For certain industry, the pass that all companies of the sector are used
Keyword performance evaluation threshold value is identical, now, same group of keyword is shared between two companies for differing greatly
The small and medium size companies in major company and industry in performance evaluation threshold value, such as industry, the former is excellent due to economy
Gesture, the mean apparent of the performance of advertisement keyword is often substantially better than the latter, therefore, this method is still deposited
It is relatively low in the degree of accuracy of the advertisement keyword determined, and then optimize the side of advertisement keyword match pattern
The relatively low defect of the degree of accuracy of method, meanwhile, this method can not solve the performance of advertisement keyword
With the influence that festivals or holidays and some special circumstances fluctuating and bringing.
In sum, the method for current optimization advertisement keyword match pattern exist the degree of accuracy it is relatively low lack
Fall into.
The content of the invention
In view of the above problems, it is proposed that the present invention, above mentioned problem or at least portion are overcome to provide one kind
A kind of method and apparatus of the optimization advertisement keyword match pattern for solving the above problems with dividing.
According to the first aspect of the invention, there is provided a kind of method for optimizing advertisement keyword match pattern,
Including：For a certain advertising accounts, filter out carried out in the pre-defined time period displaying and not by
Change the keyword of overmatching pattern；The keyword is counted within the pre-defined time period
First average day displaying amount Impre_k, click volume Click_k, the first average day consumption in first average day
Amount Cost_k and the first clicking rate Ctr_k；Statistics belongs to identical category Ci with the advertising accounts
Advertising accounts described in keyword within the pre-defined time period under match pattern mj
Second average day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average day disappear
The amount of expense Cost_Ci and the second clicking rate Ctr_Ci；And according to the first average day displaying amount
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The optimal way of the match pattern of the fixed keyword to the advertising accounts, and optimize.
Alternatively, in the method for optimization advertisement keyword match pattern according to the abovementioned embodiments of the present invention
In, wherein it is described according to the first average day displaying amount Impre_k, first average day click volume Click_k,
First average consumption per day Cost_k and the first clicking rate Ctr_k show with the second average day respectively
Amount Impre_Ci, second average day click volume Click_Ci, the second average consumption per day Cost_Ci,
And second clicking rate Ctr_Ci relation, it is determined that the matching of the keyword to the advertising accounts
The step of optimal way of pattern, includes：If Impre_k≤Thr3 × Impre_Ci_mj, and Click_k
≤ Thr1 × Click_Ci_mj, and Ctr_k≤Thr2 × Ctr_Ci_mj, it is determined that to the advertisement account
The optimal way of the match pattern of the keyword at family optimizes for positive, wherein Thr1, Thr2, Thr3
It is the threshold value for pre-defining.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
In method, wherein described according to the first average day displaying amount Impre_k, first average day click volume
Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k are flat with second respectively
Equal day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average consumption per day
The relation of Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the pass of the advertising accounts
The step of optimal way of the match pattern of keyword, includes：If Impre_k≤
Thr4 × Impre_Ci_mj, and Click_k≤Thr5 × Click_Ci_mj, it is determined that to the advertisement account
The optimal way of the match pattern of the keyword at family optimizes for positive, and wherein Thr4, Thr5 are pre-
The threshold value for first defining.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
In method, wherein described according to the first average day displaying amount Impre_k, first average day click volume
Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k are flat with second respectively
Equal day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average consumption per day
The relation of Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the pass of the advertising accounts
The step of optimal way of the match pattern of keyword, includes：If Impre_k≤
Click_k≤Thr7 × Click_k under Thr6 × Impre_Ci_mj, and highest match pattern, and most
Ctr_k≤Thr8 × Ctr_k under match pattern high, it is determined that to the keyword of the advertising accounts
Match pattern optimal way be reverse optimization, wherein Thr6, Thr7, Thr8 is pre-defined
Threshold value.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
In method, wherein being and the advertisement with the advertising accounts that the advertising accounts belong to identical category Ci
The similar advertising accounts in terms of keyword set, geographic preferences, the consumption figure of selection of account.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
Method in, wherein the positive optimization includes being optimized for broad match pattern by Phrase match mode,
Or by accurately mate model-based optimization be Phrase match mode；The reverse optimization is included by broad match
Model-based optimization is Phrase match mode, or is optimized for accurately mate pattern by Phrase match mode.
According to the second aspect of the invention, there is provided a kind of device for optimizing advertisement keyword match pattern,
Including：Key word screening module, for for a certain advertising accounts, filtering out the pre-defined time
Carried out showing and not being modified the keyword of match pattern in section；Key word information statistical module,
For counting first average day displaying amount of the keyword within the pre-defined time period
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k, the key word information statistical module is additionally operable to statistics and belongs to the advertising accounts
In identical category Ci advertising accounts described in keyword within the pre-defined time period
With the second average day displaying amount Impre_Ci under mode m j, second average day click volume Click_Ci,
Second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci；And match pattern optimization
Module, for according to the first average day displaying amount Impre_k, first average day click volume Click_k,
First average consumption per day Cost_k and the first clicking rate Ctr_k show with the second average day respectively
Amount Impre_Ci, second average day click volume Click_Ci, the second average consumption per day Cost_Ci,
And second clicking rate Ctr_Ci relation, it is determined that the matching of the keyword to the advertising accounts
The optimal way of pattern, and optimize.
Alternatively, in the device of optimization advertisement keyword match pattern according to the abovementioned embodiments of the present invention
In, wherein the match pattern optimization module is used for：If Impre_k≤Thr3 × Impre_Ci_mj,
And Click_k≤Thr1 × Click_Ci_mj, and Ctr_k≤Thr2 × Ctr_Ci_mj, it is determined that to institute
The optimal way for stating the match pattern of the keyword of advertising accounts optimizes for positive, wherein Thr1,
Thr2, Thr3 are pre-defined threshold value.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
In device, wherein the match pattern optimization module is used for：If Impre_k≤
Thr4 × Impre_Ci_mj, and Click_k≤Thr5 × Click_Ci_mj, it is determined that to the advertisement account
The optimal way of the match pattern of the keyword at family optimizes for positive, and wherein Thr4, Thr5 are pre-
The threshold value for first defining.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
In device, wherein the match pattern optimization module is used for：If Impre_k≤
Click_k≤Thr7 × Click_k under Thr6 × Impre_Ci_mj, and highest match pattern, and most
Ctr_k≤Thr8 × Ctr_k under match pattern high, it is determined that to the keyword of the advertising accounts
Match pattern optimal way be reverse optimization, wherein Thr6, Thr7, Thr8 is pre-defined
Threshold value.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
In device, wherein being and the advertisement with the advertising accounts that the advertising accounts belong to identical category Ci
The similar advertising accounts in terms of keyword set, geographic preferences, the consumption figure of selection of account.
Alternatively, in the optimization advertisement keyword match pattern of any of the above-described embodiment of the invention
In device, wherein the positive optimization includes being optimized for broad match pattern by Phrase match mode, or
Person is Phrase match mode by accurately mate model-based optimization；The reverse optimization is included by broad match mould
Formula is optimized for Phrase match mode, or is optimized for accurately mate pattern by Phrase match mode.
The invention provides a kind of method and apparatus for optimizing advertisement keyword match pattern.According to this hair
Bright embodiment, for a certain advertising accounts, filtering out carried out displaying in the pre-defined time period
And it is not modified the keyword of match pattern；The keyword is counted in the pre-defined time
It is the first average day displaying amount Impre_k, first average day click volume Click_k in section, first average
Consumption per day Cost_k and the first clicking rate Ctr_k；Statistics belongs to identical with the advertising accounts
Keyword described in the advertising accounts of classification Ci is within the pre-defined time period in match pattern
It is the second average day displaying amount Impre_Ci under mj, second average day click volume Click_Ci, second flat
Equal consumption per day Cost_Ci and the second clicking rate Ctr_Ci；And according to the first average day displaying
Amount Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k and
First clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The optimal way of the match pattern of the fixed keyword to the advertising accounts, and optimize.This
No longer it is to optimize advertisement pass by fixed threshold value for a certain advertising accounts in inventive embodiments
The match pattern of keyword, but clicked on according to the first average day displaying amount Impre_k, the first average day
Amount Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k are respectively with second
Average day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average consumption per day
The relation of Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the institute of a certain advertising accounts
The optimal way of the match pattern of keyword is stated, and optimize, so, not only different industry
It is different, the different enterprises of same industry that the optimal way of the match pattern of keyword calibrates standard really
Between the optimal way of match pattern of keyword to calibrate standard really be also different, therefore, improve
The degree of accuracy of optimization advertisement keyword match pattern.
Described above is only the general introduction of technical solution of the present invention, in order to better understand skill of the invention
Art means, and can be practiced according to the content of specification, and it is of the invention above and other in order to allow
Objects, features and advantages can become apparent, below especially exemplified by specific embodiment of the invention.
Brief description of the drawings
By reading the detailed description of hereafter preferred embodiment, various other advantages and benefit are for this
Field those of ordinary skill will be clear understanding.Accompanying drawing is only used for showing the purpose of preferred embodiment,
And it is not considered as limitation of the present invention.And in whole accompanying drawing, be denoted by the same reference numerals
Identical part.In the accompanying drawings：
Fig. 1 is that the flow of the method for optimization advertisement keyword match pattern according to an embodiment of the invention is shown
It is intended to；
Fig. 2 is that the structure of the device of optimization advertisement keyword match pattern according to an embodiment of the invention is shown
It is intended to.
Specific embodiment
The exemplary embodiment of the disclosure is more fully described below with reference to accompanying drawings.Although being shown in accompanying drawing
The exemplary embodiment of the disclosure, it being understood, however, that may be realized in various forms the disclosure without
Should be limited by embodiments set forth here.Conversely, there is provided these embodiments are able to more thoroughly
Understand the disclosure, and can by the scope of the present disclosure it is complete convey to those skilled in the art.
The method that Fig. 1 shows optimization advertisement keyword match pattern according to an embodiment of the present
100 schematic flow sheet, method 100 can apply to various industries, for example, such as apparel industry, electricity
Firm's industry, die industry, luxury goods industry.
As shown in figure 1, methods described 100 starts from step S110, wherein for a certain advertising accounts,
Filter out the keyword for carrying out showing and be not modified match pattern in the pre-defined time period.
Embodiments in accordance with the present invention, the pre-defined time period can have various, for example, can be one
Week, or, or two weeks, or, or one month, it is not specifically limited herein,
Preferably, the pre-defined time period is one week.
Embodiments in accordance with the present invention, the industry belonging to advertising accounts is not specifically limited, for example, advertisement
Industry belonging to account can be internet industry, or, or apparel industry, or, may be used also
Think financial industry etc..
After step silo, step S120 is can also carry out, wherein counting the keyword described
The first average day displaying amount Impre_k in the pre-defined time period, first average day click volume
Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k.
After step S120, step S130 is can also carry out, wherein count belonging to the advertising accounts
In identical category Ci advertising accounts described in keyword within the pre-defined time period
With the second average day displaying amount Impre_Ci under mode m j, second average day click volume Click_Ci,
Second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci.
Embodiments in accordance with the present invention, with the advertising accounts that the advertising accounts belong to identical category Ci
Can have various, for example, it may be inclined in the keyword set, region for selecting with the advertising accounts
The good, advertising accounts that consumption figure aspect is similar, it is of course also possible to be the advertising accounts of other forms,
No longer it is described in detail herein.
After step s 130, step S140 is can also carry out, wherein according to the first average day displaying amount
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The optimal way of the match pattern of the fixed keyword to the advertising accounts, and optimize.
Embodiments in accordance with the present invention, it is determined that the match pattern of the keyword to the advertising accounts
Optimal way when, be using average day displaying amount, average day click volume, average consumption per day and point
These parameters of rate are hit to determine, but, it is not limited to above-mentioned parameter, it would however also be possible to employ other can
Determined with characterizing the parameter of advertisement keyword performance to the keyword of the advertising accounts
Optimal way with pattern, is no longer described in detail herein.
Embodiments in accordance with the present invention, above-mentioned steps S140 is described according to the first average day displaying amount
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
During the optimal way of the match pattern of the fixed keyword to the advertising accounts, can use as follows
Mode：
If Impre_k≤Thr3 × Impre_Ci_mj, and Click_k≤Thr1 × Click_Ci_mj,
And Ctr_k≤Thr2 × Ctr_Ci_mj, it is determined that to the matching mould of the keyword of the advertising accounts
The optimal way of formula optimizes for positive, and wherein Thr1, Thr2, Thr3 are pre-defined threshold value.Its
In, Impre_Ci_mj represents the second average day displaying amount Impre_Ci under match pattern mj,
Click_Ci_mj represents second average day click volume Click_Ci, Ctr_Ci_mj under match pattern mj
Represent the second clicking rate Ctr_Ci under match pattern mj.
Embodiments in accordance with the present invention, if meet Impre_k≤Thr3 × Impre_Ci_mj, and Click_k
If≤Thr1 × Click_Ci_mj, and the condition of Ctr_k≤Thr2 × Ctr_Ci_mj, the pass for filtering out
Keyword is that present flow rate is small, but flow mass keyword high, it is necessary to carried out on bigger flow
Attempt, therefore, in this manner, the match pattern to the keyword carries out positive optimization.
Embodiments in accordance with the present invention, above-mentioned steps S140 is described according to the first average day displaying amount
Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k and first
Clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, it is determined that
During to the optimal way of the match pattern of the keyword of the advertising accounts, it would however also be possible to employ such as lower section
Formula：
If Impre_k≤Thr4 × Impre_Ci_mj, and Click_k≤Thr5 × Click_Ci_mj, then really
The optimal way of the match pattern of the fixed keyword to the advertising accounts optimizes for positive, wherein
Thr4, Thr5 are pre-defined threshold value.
Embodiments in accordance with the present invention, if meet Impre_k≤Thr4 × Impre_Ci_mj, and Click_k
If≤Thr5 × Click_Ci_mj regulations, the keyword that step S110 is filtered out is that present flow rate is small,
And the keyword of effect cannot be evaluated, it is necessary to effect is further collected on more massive flow
Really, therefore, in this manner, positive optimization can be carried out to the match pattern of the keyword.
Embodiments in accordance with the present invention, above-mentioned steps S140 is described according to the first average day displaying amount
Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k and first
Clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, it is determined that
During to the optimal way of the match pattern of the keyword of the advertising accounts, it would however also be possible to employ such as lower section
Formula：
If Click_k under Impre_k≤Thr6 × Impre_Ci_mj, and highest match pattern≤
Ctr_k≤Thr8 × Ctr_k under Thr7 × Click_k, and highest match pattern, it is determined that to the advertisement
The optimal way of the match pattern of the keyword of account is reverse optimization, wherein Thr6, Thr7, Thr8
It is the threshold value for pre-defining.
Embodiments in accordance with the present invention, if meet Impre_k≤Thr6 × Impre_Ci_mj, and highest
If condition with the Click_k≤Thr7 under pattern × Click_k, the keyword that step S110 is filtered out
It is the undesirable keyword of performance on current highest match pattern, in this case, to closing
The match pattern of keyword carries out reverse optimization.
Embodiments in accordance with the present invention, the described positive optimization in step S140 can include by phrase
Match pattern is optimized for broad match pattern, or is phrase match mould by accurately mate model-based optimization
Formula；The reverse optimization includes that by broad match model-based optimization be Phrase match mode, or by phrase
Match pattern is optimized for accurately mate pattern.
It should be noted that it can also be many that the keyword filtered out in step S110 can be one
It is individual, if if multiple keyword, each keyword will perform step S120, S130 and
S140.For example：For a certain advertising accounts, filtering out carried out displaying in the pre-defined time period
And it is that the first keyword, the second keyword and the 3rd are crucial not to be modified the keyword of match pattern
Word, wherein for the first keyword, step S120, S130 and S140 are performed, it is crucial for second
Word, will also perform step S120, S130 and S140, for the 3rd keyword, still carry out step
S120, S130 and S140.Above-mentioned illustrated as a example by filtering out three keywords, in reality
In, the keyword for filtering out can be more than three, but process is similar with said process, herein
No longer enter to describe in detail.
According to the second aspect of the invention, it is corresponding with the above method 100, there is provided one kind optimization advertisement
The device 200 of Keywords matching pattern, device 200 can apply to various industries, for example, such as clothes
Industry, electric business industry, die industry, luxury goods industry.Fig. 2 shows one kind of the invention
Interaction in the device 200 of the optimization advertisement keyword match pattern of embodiment between modules is shown
It is intended to.Described device 200 includes key word screening module 210, key word information statistical module 220
With match pattern optimization module 230.
As shown in Fig. 2 key word screening module 210, for for a certain advertising accounts, filtering out
Carried out showing and not being modified the keyword of match pattern in the pre-defined time period；
Key word information statistical module 220, for counting the keyword when described pre-defined
Between the first average day displaying amount Impre_k in section, first average day click volume Click_k, first flat
Equal consumption per day Cost_k and the first clicking rate Ctr_k；
The key word information statistical module 220 is additionally operable to, and statistics belongs to identical with the advertising accounts
Keyword described in the advertising accounts of classification Ci is within the pre-defined time period in match pattern
It is the second average day displaying amount Impre_Ci under mj, second average day click volume Click_Ci, second flat
Equal consumption per day Cost_Ci and the second clicking rate Ctr_Ci；And
Match pattern optimization module 230, for according to the first average day displaying amount Impre_k, first flat
Equal day click volume Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k
Day displaying amount Impre_Ci average with second, second average day click volume Click_Ci, second flat respectively
The relation of equal consumption per day Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the advertisement account
The optimal way of the match pattern of the keyword at family, and optimize.
Embodiments in accordance with the present invention, key word screening module 210 screens the pre-defined of keyword
Time period can have various, for example, can be one week, or, or two weeks, or,
Can be one month, be not specifically limited herein, preferably, the pre-defined time period is one week.
Embodiments in accordance with the present invention, the industry belonging to advertising accounts is not specifically limited, for example, advertisement
Industry belonging to account can be internet industry, or, or apparel industry, or, may be used also
Think financial industry etc..
Embodiments in accordance with the present invention, with the advertising accounts that the advertising accounts belong to identical category Ci
Can have various, for example, it may be inclined in the keyword set, region for selecting with the advertising accounts
The good, advertising accounts that consumption figure aspect is similar, it is of course also possible to be the advertising accounts of other forms,
No longer it is described in detail herein.
Embodiments in accordance with the present invention, match pattern optimization module 230 is determined to the advertising accounts
It is using average day displaying amount, the click of average day during the optimal way of the match pattern of the keyword
Amount, average consumption per day and these parameters of clicking rate determine, but, it is not limited to above-mentioned ginseng
Number, it would however also be possible to employ other can characterize the parameter of advertisement keyword performance to determine to the advertisement account
The optimal way of the match pattern of the keyword at family, is no longer described in detail herein.
Embodiments in accordance with the present invention, match pattern optimization module 230 is for according to the first average day
Displaying amount Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k,
And first clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day point respectively
The pass of the amount of hitting Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci
System, it is determined that during to the optimal way of the match pattern of the keyword of the advertising accounts, can adopt
Use following manner：
If Impre_k≤Thr3 × Impre_Ci_mj, and Click_k≤Thr1 × Click_Ci_mj,
And Ctr_k≤Thr2 × Ctr_Ci_mj, it is determined that to the matching mould of the keyword of the advertising accounts
The optimal way of formula optimizes for positive, and wherein Thr1, Thr2, Thr3 are pre-defined threshold value.Its
In, Impre_Ci_mj represents the second average day displaying amount Impre_Ci under match pattern mj,
Click_Ci_mj represents second average day click volume Click_Ci, Ctr_Ci_mj under match pattern mj
Represent the second clicking rate Ctr_Ci under match pattern mj.
Embodiments in accordance with the present invention, if meet Impre_k≤Thr3 × Impre_Ci_mj, and Click_k
If≤Thr1 × Click_Ci_mj, and the condition of Ctr_k≤Thr2 × Ctr_Ci_mj, the pass for filtering out
Keyword is that present flow rate is small, but flow mass keyword high, it is necessary to carried out on bigger flow
Attempt, therefore, in this manner, the 230 pairs of matchings of the keyword of match pattern optimization module
Pattern carries out positive optimization.
Embodiments in accordance with the present invention, match pattern optimization module 230 is for described average according to first
Day displaying amount Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k,
And first clicking rate Ctr_k click on day displaying amount Impre_Ci average with second, second average day respectively
Amount Click_Ci, the relation of the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci,
It is determined that during to the optimal way of the match pattern of the keyword of the advertising accounts, it would however also be possible to employ such as
Under type：
If Impre_k≤Thr4 × Impre_Ci_mj, and Click_k≤Thr5 × Click_Ci_mj, then really
The optimal way of the match pattern of the fixed keyword to the advertising accounts optimizes for positive, wherein
Thr4, Thr5 are pre-defined threshold value.
Embodiments in accordance with the present invention, if meet Impre_k≤Thr4 × Impre_Ci_mj, and Click_k
If≤Thr5 × Click_Ci_mj regulations, the keyword that step S110 is filtered out is that present flow rate is small,
And the keyword of effect cannot be evaluated, it is necessary to effect is further collected on more massive flow
Really, therefore, in this manner, match pattern optimization module 230 can be to the matching of the keyword
Pattern carries out positive optimization.
Embodiments in accordance with the present invention, match pattern optimization module 230 is for described average according to first
Day displaying amount Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k,
And first clicking rate Ctr_k click on day displaying amount Impre_Ci average with second, second average day respectively
Amount Click_Ci, the relation of the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci,
It is determined that during to the optimal way of the match pattern of the keyword of the advertising accounts, it would however also be possible to employ such as
Under type：
If Click_k under Impre_k≤Thr6 × Impre_Ci_mj, and highest match pattern≤
Ctr_k≤Thr8 × Ctr_k under Thr7 × Click_k, and highest match pattern, it is determined that to the advertisement
The optimal way of the match pattern of the keyword of account is reverse optimization, wherein Thr6, Thr7, Thr8
It is the threshold value for pre-defining.
Embodiments in accordance with the present invention, if meet Impre_k≤Thr6 × Impre_Ci_mj, and highest
If condition with the Click_k≤Thr7 under pattern × Click_k, the keyword that step S110 is filtered out
It is the undesirable keyword of performance on current highest match pattern, in this case, matching
Model-based optimization module 230 carries out reverse optimization to the match pattern of keyword.
Embodiments in accordance with the present invention, the positive optimization operation performed by match pattern optimization module 230
Can include being optimized for broad match pattern by Phrase match mode, or by accurately mate model-based optimization
It is Phrase match mode；The reverse optimization includes that by broad match model-based optimization be phrase match mould
Formula, or accurately mate pattern is optimized for by Phrase match mode.
It should be noted that the keyword that key word screening module 210 is filtered out can be one also may be used
To be multiple, if if multiple keywords, each keyword can carry out following process：
Count first average day displaying amount of the keyword within the pre-defined time period
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k；Statistics belongs to described in the advertising accounts of identical category Ci with the advertising accounts
Second average day displaying amount of the keyword within the pre-defined time period under match pattern mj
Impre_Ci, second average day click volume Click_Ci, the second average consumption per day Cost_Ci and
Second clicking rate Ctr_Ci；And, according to the first average day displaying amount Impre_k, the first average day
Click volume Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k respectively with
Second average day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average day disappear
The relation of the amount of expense Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the institute of the advertising accounts
The optimal way of the match pattern of keyword is stated, and is optimized.For example：For a certain advertising accounts,
Filter out the keyword for carrying out showing and be not modified match pattern in the pre-defined time period
It is the first keyword, the second keyword and the 3rd keyword, wherein for the first keyword, can hold
The following process of row：Count first average day exhibition of the keyword within the pre-defined time period
The amount of showing Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k, with
And the first clicking rate Ctr_k；Statistics belongs in the advertising accounts of identical category Ci with the advertising accounts
Second average day exhibition of the keyword within the pre-defined time period under match pattern mj
The amount of showing Impre_Ci, second average day click volume Click_Ci, the second average consumption per day Cost_Ci,
And the second clicking rate Ctr_Ci；And, according to the first average day displaying amount Impre_k, first flat
Equal day click volume Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k
Day displaying amount Impre_Ci average with second, second average day click volume Click_Ci, second flat respectively
The relation of equal consumption per day Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the advertisement account
The optimal way of the match pattern of the keyword at family, and optimize, for the second keyword,
Following process can also be performed：Count first of the keyword within the pre-defined time period
Average day displaying amount Impre_k, first average day click volume Click_k, the first average consumption per day
Cost_k and the first clicking rate Ctr_k；Statistics belongs to identical category Ci's with the advertising accounts
Keyword described in advertising accounts within the pre-defined time period under match pattern mj
Two average day displaying amount Impre_Ci, click volume Click_Ci, the second average day consumption in second average day
Amount Cost_Ci and the second clicking rate Ctr_Ci；And, according to the first average day displaying amount Impre_k,
First average day click volume Click_k, the first average consumption per day Cost_k and the first clicking rate
Ctr_k respectively day displaying amount Impre_Ci average with second, second average day click volume Click_Ci,
The relation of the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to described
The optimal way of the match pattern of the keyword of advertising accounts, and optimize, closed for the 3rd
Keyword, still can perform following process：The keyword is counted in the pre-defined time period
Interior the first average day displaying amount Impre_k, first average day click volume Click_k, the first average day
Consumption figure Cost_k and the first clicking rate Ctr_k；Statistics belongs to mutually similar with the advertising accounts
Keyword described in the advertising accounts of other Ci is within the pre-defined time period in match pattern mj
Under the second average day displaying amount Impre_Ci, second average day click volume Click_Ci, second average
Consumption per day Cost_Ci and the second clicking rate Ctr_Ci；And, according to the first average day displaying
Amount Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k and
First clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The optimal way of the match pattern of the fixed keyword to the advertising accounts, and optimize.On
Stating is illustrated as a example by filtering out three keywords, in actual applications, the keyword for filtering out
Three can be more than, but process is similar with said process, no longer enters to describe in detail herein.The pin of device 200
The of the statistics keyword within the pre-defined time period is being performed to each keyword
One average day displaying amount Impre_k, first average day click volume Click_k, the first average consumption per day
Cost_k and the first clicking rate Ctr_k, and statistics belongs to identical category Ci with the advertising accounts
Advertising accounts described in keyword within the pre-defined time period under match pattern mj
Second average day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average day disappear
During the process of the amount of expense Cost_Ci and the second clicking rate Ctr_Ci, can be by the pass in device 200
Keyword Information Statistics module 220 is performed, perform according to the first average day displaying amount Impre_k,
First average day click volume Click_k, the first average consumption per day Cost_k and the first clicking rate
Ctr_k respectively day displaying amount Impre_Ci average with second, second average day click volume Click_Ci,
The relation of the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to described
The optimal way of the match pattern of the keyword of advertising accounts, and optimize process when, can
To be performed by the match pattern optimization module 230 in device 200.
Embodiments in accordance with the present invention, after the match pattern optimization of the keyword that device 200 will be filtered out,
Can export to client, as shown in Figure 2.
The invention provides a kind of method and apparatus for optimizing advertisement keyword match pattern.According to this hair
Bright embodiment, for a certain advertising accounts, filtering out carried out displaying in the pre-defined time period
And it is not modified the keyword of match pattern；The keyword is counted in the pre-defined time
It is the first average day displaying amount Impre_k, first average day click volume Click_k in section, first average
Consumption per day Cost_k and the first clicking rate Ctr_k；Statistics belongs to identical with the advertising accounts
Keyword described in the advertising accounts of classification Ci is within the pre-defined time period in match pattern
It is the second average day displaying amount Impre_Ci under mj, second average day click volume Click_Ci, second flat
Equal consumption per day Cost_Ci and the second clicking rate Ctr_Ci；And according to the first average day displaying
Amount Impre_k, first average day click volume Click_k, the first average consumption per day Cost_k and
First clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The optimal way of the match pattern of the fixed keyword to the advertising accounts, and optimize.This
No longer it is to optimize advertisement pass by fixed threshold value for a certain advertising accounts in inventive embodiments
The match pattern of keyword, but clicked on according to the first average day displaying amount Impre_k, the first average day
Amount Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k are respectively with second
Average day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average consumption per day
The relation of Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the institute of a certain advertising accounts
The optimal way of the match pattern of keyword is stated, and optimize, so, not only different industry
It is different, the different enterprises of same industry that the optimal way of the match pattern of keyword calibrates standard really
Between the optimal way of match pattern of keyword to calibrate standard really be also different, therefore, improve
The degree of accuracy of optimization advertisement keyword match pattern.
Method and apparatus are not solid with any certain computer, virtual system or miscellaneous equipment provided herein
There is correlation.Various general-purpose systems can also be used together with based on teaching in this.As described above,
It is obvious to construct the structure required by this kind of device.Additionally, the present invention is not also for any specific
Programming language.It is understood that, it is possible to use various programming languages realize the content of invention described herein,
And the description done to language-specific above is to disclose preferred forms of the invention.
In specification mentioned herein, numerous specific details are set forth.It is to be appreciated, however, that this
Inventive embodiment can be put into practice in the case of without these details.In some instances, not
Known method, structure and technology are shown specifically, so as not to obscure the understanding of this description.
Similarly, it will be appreciated that in order to simplify the disclosure and help understand in each inventive aspect
Or it is multiple, in above to the description of exemplary embodiment of the invention, each feature of the invention is sometimes
It is grouped together into single embodiment, figure or descriptions thereof.However, should not be by the disclosure
Method be construed to reflect following intention：I.e. the present invention for required protection requirement ratio is in each claim
The middle more features of feature be expressly recited.More precisely, as the following claims reflect,
Inventive aspect is all features less than single embodiment disclosed above.Therefore, it then follows specific implementation
Thus claims of mode are expressly incorporated in the specific embodiment, and wherein each claim is in itself
All as separate embodiments of the invention.
Those skilled in the art are appreciated that can be carried out certainly to the module in the device in embodiment
Adaptively change and they are arranged in one or more devices different from the embodiment.Can be with
The some block combiners in embodiment an into module or unit or component, and in addition can be them
It is divided into multiple submodule or subelement or sub-component.Except in such feature and/or process or module
It is at least some exclude each other outside, can be using any combinations to this specification (including adjoint right
It is required that, summary and accompanying drawing) disclosed in all features and so disclosed any method or equipment
All processes or unit are combined.Unless expressly stated otherwise, this specification (including adjoint right
It is required that, summary and accompanying drawing) disclosed in each feature can be identical, equivalent by offer or similar purpose is replaced
Replace for feature.
Although additionally, it will be appreciated by those of skill in the art that some embodiments described herein include it
Some included features are rather than further feature, but the group of the feature of different embodiments in its embodiment
Conjunction means to be within the scope of the present invention and formed different embodiments.For example, in claim
In book, the one of any of embodiment required for protection mode can use in any combination.
Each device embodiment of the invention can be realized with hardware, or be processed with one or more
The software module run on device is realized, or is realized with combinations thereof.Those skilled in the art should
Understand, basis can be realized using microprocessor or digital signal processor (DSP) in practice
The some or all functions of some or all modules in the device of the embodiment of the present invention.The present invention is also
Can be implemented as perform method as described herein some or all program of device (for example,
Computer program and computer program product).It is such to realize that program of the invention is stored in calculating
On machine computer-readable recording medium, or there can be the form of one or more signal.Such signal can be from
Downloaded on internet website and obtained, or provided on carrier signal, or provided in any other form.
It should be noted that above-described embodiment the present invention will be described rather than limiting the invention,
And those skilled in the art can design replacement in fact without departing from the scope of the appended claims
Apply example.In the claims, should not be configured to any reference symbol being located between bracket will to right
The limitation asked.Word "comprising" does not exclude the presence of element or step not listed in the claims.Positioned at unit
Word "a" or "an" before part does not exclude the presence of element as multiple.The present invention can be by means of
Include the hardware of some different elements and realized by means of properly programmed computer.Listing
If in the unit claim of equipment for drying, several in these devices can be by same hardware branch
To embody.The use of word first, second, and third does not indicate that any order.Can be by this
A little words are construed to title.
Claims (10)
1. it is a kind of optimize advertisement keyword match pattern method, including：
For a certain advertising accounts, filter out and carried out in the pre-defined time period displaying and do not repaiied
Correct one's mistakes the keyword of match pattern；
Count first average day displaying amount of the keyword within the pre-defined time period
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k；
Statistics belongs to keyword described in the advertising accounts of identical category Ci with the advertising accounts in institute
State the second average day displaying amount Impre_Ci in the pre-defined time period under match pattern mj,
Second average day click volume Click_Ci, the second average consumption per day Cost_Ci and the second click
Rate Ctr_Ci；And
According to the first average day displaying amount Impre_k, first average day click volume Click_k, first flat
Equal consumption per day Cost_k and the first clicking rate Ctr_k respectively with the second average day displaying amount
Impre_Ci, second average day click volume Click_Ci, the second average consumption per day Cost_Ci and
The relation of the second clicking rate Ctr_Ci, it is determined that the match pattern of the keyword to the advertising accounts
Optimal way, and optimize.
2. the method for claim 1, wherein described according to the first average day displaying amount
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The step of optimal way of the match pattern of the fixed keyword to the advertising accounts, includes：
If Impre_k≤Thr3 × Impre_Ci_mj, and Click_k≤Thr1 × Click_Ci_mj,
And Ctr_k≤Thr2 × Ctr_Ci_mj, it is determined that to the matching mould of the keyword of the advertising accounts
The optimal way of formula optimizes for positive, and wherein Thr1, Thr2, Thr3 are pre-defined threshold value.
3. the method for claim 1, wherein described according to the first average day displaying amount
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The step of optimal way of the match pattern of the fixed keyword to the advertising accounts, includes：
If Impre_k≤Thr4 × Impre_Ci_mj, and Click_k≤Thr5 × Click_Ci_mj,
Then determine to optimize the optimal way of the match pattern of the keyword of the advertising accounts for positive,
Wherein Thr4, Thr5 are pre-defined threshold value.
4. the method for claim 1, wherein described according to the first average day displaying amount
Impre_k, first average day click volume Click_k, first average consumption per day Cost_k, Yi Ji
One clicking rate Ctr_k day displaying amount Impre_Ci average with second, second average day click volume respectively
The relation of Click_Ci, the second average consumption per day Cost_Ci and the second clicking rate Ctr_Ci, really
The step of optimal way of the match pattern of the fixed keyword to the advertising accounts, includes：
If Click_k under Impre_k≤Thr6 × Impre_Ci_mj, and highest match pattern≤
Ctr_k≤Thr8 × Ctr_k under Thr7 × Click_k, and highest match pattern, it is determined that to described wide
Accuse account the keyword match pattern optimal way be reverse optimization, wherein Thr6, Thr7,
Thr8 is pre-defined threshold value.
5. the method as described in any one of Claims 1-4, wherein belonging to the advertising accounts
In the advertising accounts of identical category Ci be with the advertising accounts selection keyword set, region
The similar advertising accounts of preference, consumption figure aspect.
6. the method as described in any one of Claims 1-4, wherein the positive optimization includes
Broad match pattern is optimized for by Phrase match mode, or is phrase by accurately mate model-based optimization
With pattern；The reverse optimization includes that by broad match model-based optimization be Phrase match mode, Huo Zheyou
Phrase match mode is optimized for accurately mate pattern.
7. it is a kind of optimize advertisement keyword match pattern device, including：
Key word screening module, for for a certain advertising accounts, filtering out the pre-defined time period
Inside carried out showing and not being modified the keyword of match pattern；
Key word information statistical module, for counting the keyword in the pre-defined time period
Interior the first average day displaying amount Impre_k, first average day click volume Click_k, the first average day
Consumption figure Cost_k and the first clicking rate Ctr_k；
The key word information statistical module is additionally operable to statistics and belongs to identical category with the advertising accounts
Keyword described in the advertising accounts of Ci is within the pre-defined time period under match pattern mj
The second average day displaying amount Impre_Ci, second average day click volume Click_Ci, the second average day
Consumption figure Cost_Ci and the second clicking rate Ctr_Ci；And
Match pattern optimization module, for according to the first average day displaying amount Impre_k, first average
Day click volume Click_k, the first average consumption per day Cost_k and the first clicking rate Ctr_k difference
Day displaying amount Impre_Ci average with second, second average day click volume Click_Ci, the second average day
The relation of consumption figure Cost_Ci and the second clicking rate Ctr_Ci, it is determined that to the advertising accounts
The optimal way of the match pattern of the keyword, and optimize.
8. device as claimed in claim 7, wherein the match pattern optimization module is used for：
If Impre_k≤Thr3 × Impre_Ci_mj, and Click_k≤Thr1 × Click_Ci_mj,
And Ctr_k≤Thr2 × Ctr_Ci_mj, it is determined that to the matching mould of the keyword of the advertising accounts
The optimal way of formula optimizes for positive, and wherein Thr1, Thr2, Thr3 are pre-defined threshold value.
9. device as claimed in claim 7, wherein the match pattern optimization module is used for：
If Impre_k≤Thr4 × Impre_Ci_mj, and Click_k≤Thr5 × Click_Ci_mj,
Then determine to optimize the optimal way of the match pattern of the keyword of the advertising accounts for positive,
Wherein Thr4, Thr5 are pre-defined threshold value.
10. device as claimed in claim 7, wherein the match pattern optimization module is used for：
If Click_k under Impre_k≤Thr6 × Impre_Ci_mj, and highest match pattern≤
Ctr_k≤Thr8 × Ctr_k under Thr7 × Click_k, and highest match pattern, it is determined that to described wide
Accuse account the keyword match pattern optimal way be reverse optimization, wherein Thr6, Thr7,
Thr8 is pre-defined threshold value.
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| Publication number | Priority date | Publication date | Assignee | Title |
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| CN110020053A (en) * | 2017-12-20 | 2019-07-16 | 北京奇虎科技有限公司 | Acquisition methods, device and the computer readable storage medium of advertisement main information |
| CN113763010A (en) * | 2020-11-19 | 2021-12-07 | 北京沃东天骏信息技术有限公司 | Information pushing method and device |
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| CN103514191A (en) * | 2012-06-20 | 2014-01-15 | 百度在线网络技术（北京）有限公司 | Method and device for determining keyword matching mode of target popularization information |
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| CN103514191A (en) * | 2012-06-20 | 2014-01-15 | 百度在线网络技术（北京）有限公司 | Method and device for determining keyword matching mode of target popularization information |
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| CN110020053A (en) * | 2017-12-20 | 2019-07-16 | 北京奇虎科技有限公司 | Acquisition methods, device and the computer readable storage medium of advertisement main information |
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Application publication date: 20170630 |