CN107085573A - The acquisition methods and device of hot information - Google Patents
The acquisition methods and device of hot information Download PDFInfo
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- CN107085573A CN107085573A CN201610085030.6A CN201610085030A CN107085573A CN 107085573 A CN107085573 A CN 107085573A CN 201610085030 A CN201610085030 A CN 201610085030A CN 107085573 A CN107085573 A CN 107085573A
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- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/90—Details of database functions independent of the retrieved data types
- G06F16/95—Retrieval from the web
- G06F16/953—Querying, e.g. by the use of web search engines
- G06F16/9535—Search customisation based on user profiles and personalisation
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- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/90—Details of database functions independent of the retrieved data types
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Abstract
The invention discloses a kind of acquisition methods of hot information and device.Wherein, this method includes：Obtain expanded intention；Extracting is used for the keyword for promoting intention in expanded intention；Determine the keyword popularity value of keyword；Using the keyword popularity value of keyword, it is determined that being used for the target keyword of spreading objective intention in the keyword extracted.What the present invention solved that the keyword that compares in correlation technique due to subjective forecast or artificially finds that mode causes, which is difficult to extract exactly, currently can most bring the technical problem of the keyword effectively converted.
Description
Technical field
The present invention relates to internet arena, in particular to the acquisition methods and device of a kind of hot information.
Background technology
So-called hot information, can refer to the keyword for retrieving information, or during netizen's input search information,
The intention for the promotional content being presented in face of netizen, wherein, intention can include title lines of description and entity description row,
And accessing united resource positioning symbol (Uniform Resource Locator, URL) and display URL etc..Wherein,
It is the advertiser website entrance that search engine provider is provided to access URL, and display URL is official's net that advertiser provides
Stand entrance.Intention is mainly used in attracting potential customers to access gray website, is passed to browse web sites to understand extensively
Accuse business provide product/service, and then produce conversion (such as register account number, online submit order, telephone counseling, visit
Access etc.).
The basic thought of search engine marketing is exactly, in user (i.e. potential customers) input search information, to be shown to it
Intention, so that the link for clicking to enter advertiser website/webpage is provided the user, so that user understands what advertiser provided
Product/service.It is exactly, when user is retrieved using certain keyword, to be shown in the retrieval result page with being somebody's turn to do in simple terms
The related intention of keyword.It is generally acknowledged that in the intention of retrieval result interface display, ranking is more forward better.Influence wound
The factor of meaning ranking mainly has：The selection of keyword and writing for intention.
At present, all it is by subjective forecast or artificially more crucial in order that intention is in the top in search result
The benefit that word is brought finds keyword, such as, adds which keyword can be brought well in the title of intention
Conversion, promote which keyword can bring higher flow (such as click on, show and consume) etc..However,
The operating process of such scheme is excessively numerous and diverse, and is difficult to extract exactly and currently can most bring the keyword effectively converted.
For it is above-mentioned the problem of, effective solution is not yet proposed at present.
The content of the invention
The embodiments of the invention provide a kind of acquisition methods of hot information and device, with least solve in correlation technique by
What mode of the keyword in subjective forecast or artificially compared finding was caused be difficult to extracts current can most bring and effectively turns exactly
The technical problem of the keyword of change.
One side according to embodiments of the present invention there is provided a kind of acquisition methods of hot information, including：Obtain
Through expanded intention；Extracting is used for the keyword for promoting intention in above-mentioned expanded intention；Determine above-mentioned pass
The keyword popularity value of keyword；Using the keyword popularity value of above-mentioned keyword, it is determined that being used to push away in the keyword extracted
The target keyword of wide target intention.
Further, being used to promote the keyword of intention in the above-mentioned expanded intention of extraction includes：To it is above-mentioned
Word segmentation processing is carried out through expanded intention, to obtain word segmentation processing result；Extract above-mentioned for pushing away from word segmentation result
The keyword of wide intention.
Further, carrying out word segmentation processing to above-mentioned expanded intention includes：Determine that above-mentioned target intention is pushed away
Industry belonging to wide product and/or service；According to the industry attribute information of above-mentioned industry, corresponding participle mode is selected；
Word segmentation processing is carried out to above-mentioned expanded intention according to selected participle mode.
Further, the index of the keyword popularity value for weighing keyword includes：The click volume and the amount of showing of intention,
And the conversion ratio that intention is brought, wherein it is determined that the keyword popularity value of above-mentioned keyword includes：Determine above-mentioned key
Sub- keyword in word, above-mentioned keyword includes at least one sub- keyword；Obtain above-mentioned every sub- keyword corresponding
The click volume actual value of intention and the amount of showing actual value, and above-mentioned intention click volume actual value and the amount of showing actual value
Conversion ratio actual value；It is real that above-mentioned click volume actual value, the above-mentioned amount of showing actual value and above-mentioned conversion ratio are obtained respectively
The corresponding weighted value of actual value, wherein, weighted value is used to quantify the degree that correspondence index is concerned；According to above-mentioned click volume
Actual value, the above-mentioned amount of showing actual value and above-mentioned conversion ratio actual value and its corresponding weighted value, calculate above-mentioned per height
The keyword popularity value of keyword.
Further, using the keyword popularity value of above-mentioned keyword, it is determined that being used for spreading objective in the keyword extracted
The target keyword of intention includes：According to the descending order of keyword popularity value to for determining the keyword
All keywords of keyword popularity value are ranked up, and obtain the first keyword sequence；By above-mentioned first keyword sequence
The middle positive face keyword for meeting the first default ranking condition as above-mentioned target keyword, wherein, by above-mentioned first
After the positive face keyword for presetting ranking condition is met in keyword sequence as above-mentioned target keyword, the above method
Also include：The positive face keyword for meeting the above-mentioned first default ranking condition is added in promoted account, above-mentioned popularization account
Family is used to promote above-mentioned target intention.
Further, after the keyword popularity value of above-mentioned each keyword is calculated, the above method also includes：Press
It is crucial to all sons of the keyword popularity value for determining the keyword according to the ascending order of keyword popularity value
Word is ranked up, and obtains the second keyword sequence；Determine to meet the second default ranking bar in above-mentioned second keyword sequence
The negative sub- keyword of part；Search to whether there is in above-mentioned promoted account and meet the negative of the above-mentioned second default ranking condition
Sub- keyword；In case of presence, the negative sub- keyword for meeting the above-mentioned second default ranking condition is pushed away from above-mentioned
Deleted in wide account.
Another aspect according to embodiments of the present invention, additionally provides a kind of acquisition methods of hot information, including：Obtain
Expanded intention；Determine the intention hot value of above-mentioned expanded intention；Using above-mentioned expanded
Intention intention hot value, determine in above-mentioned intention be used for as the model for writing target intention intention.
Another aspect according to embodiments of the present invention, additionally provides a kind of acquisition device of hot information, including：First
Acquiring unit, for obtaining expanded intention；Extraction unit, for extracting above-mentioned expanded intention
In be used to promote the keyword of intention；First determining unit, the keyword popularity value for determining above-mentioned keyword；The
Two determining units, for the keyword popularity value using above-mentioned keyword, it is determined that being used to promote mesh in the keyword extracted
Mark the target keyword of intention.
Further, said extracted unit includes：Word-dividing mode, for being divided above-mentioned expanded intention
Word processing, to obtain word segmentation processing result；Extraction module, it is above-mentioned for promoting intention for being extracted from word segmentation result
Keyword.
Further, above-mentioned word-dividing mode includes：Determination sub-module, for determining the production that above-mentioned target intention is promoted
Industry belonging to product and/or service；Submodule is selected, for the industry attribute information according to above-mentioned industry, selection is corresponding
Participle mode；Participle submodule, for being carried out according to selected participle mode to above-mentioned expanded intention
Word segmentation processing.
Further, the index of the keyword popularity value for weighing keyword includes：The click volume and the amount of showing of intention,
And the conversion ratio that intention is brought, wherein, above-mentioned first determining unit includes：First determining module, for determination
The sub- keyword in keyword is stated, above-mentioned keyword includes at least one sub- keyword；In first acquisition module, acquisition
State the click volume actual value and the amount of showing actual value of the corresponding intention of sub- keyword, and the click volume of above-mentioned intention is actual
Be worth and the amount of showing actual value conversion ratio actual value；Second acquisition module, for obtain respectively above-mentioned click volume actual value,
The above-mentioned amount of showing actual value and the corresponding weighted value of above-mentioned conversion ratio actual value, wherein, weighted value is used to quantify correspondingly to refer to
The degree being concerned is marked, wherein, weighted value is used to quantify the degree that correspondence index is concerned；Computing module, for root
According to above-mentioned click volume actual value, the above-mentioned amount of showing actual value and above-mentioned conversion ratio actual value and its corresponding weighted value, meter
Count stating the keyword popularity value of sub- keyword in, and according to the keyword popularity value of above-mentioned sub- keyword, determine above-mentioned pass
The keyword popularity value of keyword.
Further, above-mentioned second determining unit includes：First order module, for according to keyword popularity value by big
To small order, all sub- keywords of the keyword popularity value for determining above-mentioned keyword are ranked up, obtained
First keyword sequence；Second determining module, for the first default ranking bar will to be met in above-mentioned first keyword sequence
The positive face keyword of part as above-mentioned target keyword, wherein, said apparatus also includes：Adding device, for
The positive face keyword of default ranking condition will be met in above-mentioned first keyword sequence as after above-mentioned target keyword,
The positive face keyword for meeting the above-mentioned first default ranking condition is added in promoted account, above-mentioned promoted account is used to push away
Wide above-mentioned target intention.
Further, said apparatus also includes：Second order module, for calculating the key of above-mentioned sub- keyword
After word hot value, according to the ascending order of keyword popularity value to the keyword heat for determining above-mentioned keyword
All sub- keywords of angle value are ranked up, and obtain the second keyword sequence；3rd determining module, it is above-mentioned for determining
The negative sub- keyword of the second default ranking condition is met in second keyword sequence；Searching modul, it is above-mentioned for searching
With the presence or absence of the negative sub- keyword for meeting the above-mentioned second default ranking condition in promoted account；Removing module, for
In the presence of, the negative sub- keyword for meeting the above-mentioned second default ranking condition is deleted from above-mentioned promoted account.
Another aspect according to embodiments of the present invention, additionally provides a kind of acquisition device of hot information, including：Second
Acquiring unit, for obtaining expanded intention；3rd determining unit, it is above-mentioned expanded for determining
The intention hot value of intention；4th determining unit, for the intention hot value using above-mentioned expanded intention,
Determine to be used for the intention as the model for writing target intention in above-mentioned intention.
In embodiments of the present invention, it is expanded by obtaining by the way of the keyword in automatic mining intention
Intention；Extracting is used for the keyword for promoting intention in expanded intention；Determine the keyword popularity of keyword
Value；Using the keyword popularity value of keyword, it is determined that being used for the target critical of spreading objective intention in the keyword extracted
Word, has reached the automatic purpose for objectively excavating keyword, it is achieved thereby that extracting current can most bring effectively exactly
The technique effect of the keyword of conversion, and then solve the keyword compared in correlation technique due to subjective forecast or artificially
What searching mode was caused, which is difficult to extract exactly, currently can most bring the technical problem of the keyword effectively converted.
Brief 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 hair
Bright schematic description and description is used to explain the present invention, does not constitute inappropriate limitation of the present invention.In accompanying drawing
In：
Fig. 1 is a kind of flow chart of the acquisition methods of optional hot information according to embodiments of the present invention；
Fig. 2 is the flow chart of the acquisition methods of another optional hot information according to embodiments of the present invention；
Fig. 3 is a kind of schematic diagram of the acquisition device of optional hot information according to embodiments of the present invention；
Fig. 4 is the schematic diagram of the acquisition device of another optional hot information according to embodiments of the present invention.
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, the technical scheme in the embodiment of the present invention is clearly and completely described, it is clear that described embodiment
The only embodiment of a present invention part, rather than whole embodiments.Based on the embodiment in the present invention, ability
The every other embodiment that domain those of ordinary skill is obtained under the premise of creative work is not made, should all belong to
The scope of protection of the invention.
It should be noted that term " first " in description and claims of this specification and above-mentioned accompanying drawing, "
Two " etc. be 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.In addition, term " comprising " and " having " and they
Any deformation, it is intended that covering is non-exclusive to be included, for example, containing process, the side of 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
It is that ground is listed or for the intrinsic other steps of these processes, method, product or equipment or unit.
Embodiment 1
There is provided a kind of embodiment of the method for the acquisition methods of hot information according to embodiments of the present invention.
Fig. 1 is a kind of flow chart of the acquisition methods of optional hot information according to embodiments of the present invention, such as Fig. 1 institutes
Show, this method comprises the following steps：
Step S102, obtains expanded intention；
Step S104, extracting is used for the keyword for promoting intention in expanded intention；
Step S106, determines the keyword popularity value of keyword；
Step S108, using the keyword popularity value of keyword, it is determined that being used for spreading objective intention in the keyword extracted
Target keyword.
Herein, the capture range of intention (such as advertising creative) is not limited, such as, can be from least one of
Collect and (obtain) intention in place：The advertiser of intention, the gray rival, other manufacturers of the same trade etc..
By taking advertising creative as an example, every then advertising creative can all include title lines of description part and entity description row part, wherein,
Typically there was only a line, the title for describing intention in title lines of description part；Entity description row part typically has two to three
OK, for describing the entity of intention.Keyword for promoting intention can be hot word popular on network, specifically,
These hot words can be found by way of hot words mining.
In addition, the acquisition modes to intention are not also limited, such as, the wound on webpage can be crawled by reptile mode
Meaning, or pass through application programming interface (App licat ion Programming I nterface, referred to as API)
Obtain the intention on webpage.Wherein, web page crawl process is as follows：By crawler technology means, the wound on webpage is obtained
The data conversion ratio that meaning and the click volume of the intention, the amount of showing (i.e. light exposure) and the intention are brought (referred to as turns
Rate)；It is right according to the URL (Uniform Resource Locator, referred to as URL) shown
The intention being collected into is screened, such as selects rival or promote row belonging to product and/or service with advertising creative
The related intention of industry, such as, specifically, webpage is found by the chained address of webpage, from some page of website
(being typically homepage) starts, and reads the content of webpage, other chained addresses in webpage is found, then by this
Next webpage is found in a little chained addresses, and so circulation is gone down always, is all grabbed until webpage all on this website
Untill taking.API acquisition process is as follows：Obtained from media subscriber hand intention and its corresponding click volume, the amount of showing,
And the conversion ratio that the intention is brought.
, can be to the title lines of description and/or entity description row of intention after expanded intention is obtained during implementation
Keyword extraction is carried out, while analyzing and determining the keyword popularity value of each keyword, and then the pass of each keyword is utilized
Keyword hot value determines the higher target keyword of temperature from these keywords, for spreading objective intention.
For example, for certain advertiser, using the above-mentioned technical proposal of the present invention, other can be obtained gray
Turn that be creative, analyzing the click volume of keyword used in the title lines of description of the intention, the amount of showing and its bring
Rate (or conversion), so as to which the higher keyword of the frequency of occurrences in current network (i.e. hot keyword) is extracted
Out, and borrow into the advertising creative of oneself, find current hotspot keyword in time so as to reach, prevent that it from being lost
Leakage.
Pass through above-described embodiment, it is possible to achieve objectively excavate the purpose of keyword automatically, extracted exactly so as to realize
Currently it can most bring the technique effect of the keyword effectively converted.
In order to accelerate keyword extraction speed, system operating efficiency is improved, alternatively, expanded intention is extracted
In be used to promoting the keyword of intention and include：
S2, carries out word segmentation processing, to obtain word segmentation processing result to expanded intention；
S4, extracts the keyword for promoting intention from word segmentation result.
During implementation, it can select to apply natural language participle mode, using any one in a variety of participle methods to
Expanded intention carries out word segmentation processing, is not limited thereto.Such as, the side compared according to part of speech or according to dictionary
Formula carries out word segmentation processing etc..It should be noted that for the ease of the hot value of each keyword of subsequent descriptions, here,
During word segmentation processing, the corresponding click volume of each keyword, the amount of showing and conversion (or conversion ratio) etc. can also be obtained.
Because different industries have different attribute, and different participle methods are when the intention to every profession and trade carries out word segmentation processing,
Its execution efficiency is also not quite similar, therefore, in order to adapt to different industry attributes, improves the execution efficiency of participle operation,
Alternatively, carrying out word segmentation processing to expanded intention includes：
S6, determines product that target intention promoted and/or the industry belonging to service；
S8, according to the industry attribute information of industry, selects corresponding participle mode；
S10, word segmentation processing is carried out according to selected participle mode to expanded intention.
Such as, for the electric business such as Jingdone district, Taobao, the verb such as general " purchase ", " panic buying ", " second kills " is crucial
Word can bring higher click volume, the amount of showing and conversion (or conversion ratio), accordingly, it would be desirable to select to carry out according to part of speech
The participle method of participle.For another example, for automobile industry, the brand keyword such as general " BMW ", " benz " can
To bring higher click volume, the amount of showing and conversion (or conversion ratio), also, these brand keywords are relatively solid
It is fixed, therefore keyword dictionary can be pre-set, word segmentation processing is carried out by the way of dictionary is compared.
Alternatively, the index of the keyword popularity value for weighing keyword includes：The click volume and the amount of showing of intention,
And the conversion ratio that intention is brought, wherein it is determined that the keyword popularity value of keyword includes：
S12, determines the sub- keyword in keyword, and keyword includes at least one sub- keyword；
The click of S14, the click volume actual value and the amount of showing actual value of the corresponding intention of the sub- keyword of acquisition, and intention
Measure the conversion ratio actual value of actual value and the amount of showing actual value；
S16, obtains click volume actual value, the amount of showing actual value and the corresponding weighted value of conversion ratio actual value respectively, wherein,
Weighted value is used to quantify the degree that correspondence index is concerned；
S18, according to click volume actual value, the amount of showing actual value and conversion ratio actual value and its corresponding weighted value, is calculated
The keyword popularity value of sub- keyword, according to the keyword popularity value of sub- keyword, determines the keyword popularity of keyword
Value.
For example, the keyword popularity value of keyword can be calculated by below equation：Keyword popularity value=click volume ×
The proportion 1+ amounts of showing × proportion 2+ order volumes × proportion 3.Wherein, proportion is used to describe concern of the user to each index
Degree (referred to as attention rate), index can include a variety of, such as click volume, the amount of showing, order volume, the order amount of money.
Pass through the embodiment of the present invention, it is possible to achieve the purpose of temperature that is simple, intuitively quantifying each keyword.
Alternatively, using the keyword popularity value of keyword, it is determined that being used for spreading objective intention in the keyword extracted
Target keyword includes：
S20, descending order is worth according to keyword popularity, to the institute of the keyword popularity value for determining keyword
There is sub- keyword to be ranked up, obtain the first keyword sequence；
S22, using the positive face keyword of the default ranking condition of satisfaction first in the first keyword sequence as target keyword,
Wherein；
S24, will be met in the first keyword sequence the positive face keyword of default ranking condition as target keyword it
Afterwards, method also includes：The positive face keyword for meeting the first default ranking condition is added in promoted account, account is promoted
Family is used for spreading objective intention.
It should be noted that when performing the natural language processings such as word segmentation processing, front word and negation words can be distinguished,
And the front word and negation words that distinguish are stamped into front label and negative label respectively.For example, " very good ", " fabulous "
Deng being all front word, in participle, these words will be labeled with front label；And " very poor " etc. is exactly negation words,
In participle, this kind of word will be labeled with negative label.
, can be to keyword after the keyword popularity value of each keyword (i.e. sub- keyword) is calculated during implementation
It is ranked up and filters, according to positive (descending) ranking results, ranking can be met to the front of preparatory condition
These target keywords are added in popularization account by word automatically as target keyword by system.
Pass through the embodiment of the present invention, it is possible to achieve add the keyword beneficial to front word as the target intention for promoting intention
Popularization account is added to, to promote current target intention.
Alternatively, after the keyword popularity value of sub- keyword is calculated, the above method also includes：
S26, according to the ascending order of keyword popularity value to all of the keyword popularity value for determining keyword
Sub- keyword is ranked up, and obtains the second keyword sequence；
S28, determines to meet the negative sub- keyword of the second default ranking condition in the second keyword sequence；
S30, is searched in promoted account with the presence or absence of the negative sub- keyword for meeting the second default ranking condition；
S32, in case of presence, the negative sub- keyword for meeting the second default ranking condition is deleted from promoted account
Remove.
, can be to keyword after the keyword popularity value of each keyword (i.e. sub- keyword) is calculated during implementation
It is ranked up and filters, according to negative sense (ascending) ranking results, ranking can be obtained and meet the negative of preparatory condition
Face word, and then determine whether these negation words are already present in promoted account, wherein, in case of presence, need
Negation words in promoted account are deleted, so, the cost that intention is delivered by advertiser can be saved, realize and save money
The purpose in source.Further, in case of absence, can be with without any processing.
Alternatively, using the keyword popularity value of keyword, it is determined that being used for spreading objective intention in the keyword extracted
Target keyword includes：
S34, sorts to each keyword in the keyword of extraction according to the size of keyword popularity value, obtains a key
Word queue；
S36, the top n keyword in interception keyword queue；
S38, regard top n keyword as the target keyword determined.
Due to all multi-key words can be found from the intention collected, still, if by all keywords found all
It is generalized in current account, the product promoted for promoting Current ad business to want and/or service then need to pay larger
Cost price, it is unrealistic.Therefore, for the ease of realizing, while mitigate cost burden, can will be in the top
Keyword, such as top n keyword, are used as the target keyword chosen.Wherein, N is natural number.
In addition, after each keyword is sorted according to hot value, can by its according to the sequential storage sequenced to setting in advance
In the keyword popularity table put.
Alternatively, using top n keyword, as after the target keyword determined, the above method also includes：
S40, rejects the keyword existed in target account from top n keyword, wherein, target account is to search
Index holds up the account for spreading objective intention of marketer offer；
S42, after the keyword existed in target account is eliminated from top n keyword, the top n is closed
Remaining keyword is uploaded in the target account in keyword.
Pass through the embodiment of the present invention, it is possible to achieve the target keyword chosen is bid and is uploaded to current account to apply
In the purpose of the popularization of advertising creative.Further, although the hot keyword selected may bring preferable conversion,
But, if there are these keywords in current account, then they are uploaded into the account again, necessarily led
Overlapping investment is caused, causes resource, cost to waste, therefore, in order to avoid causing resource and cost to waste, by rejecting
Processing, only can by it is non-existent in current account and belong to the keyword in above-mentioned top n keyword upload.
Embodiment 2
There is provided a kind of embodiment of the method for the acquisition methods of hot information according to embodiments of the present invention.
Fig. 2 is the flow chart of the acquisition methods of another optional hot information according to embodiments of the present invention, such as Fig. 2
Shown, this method comprises the following steps：
Step S202, obtains expanded intention；
Step S204, it is determined that the intention hot value of expanded intention；
Step S206, using the intention hot value of expanded intention, determines to be used to be used as in intention to write target
The intention of the model of intention.
It should be noted that in embodiments of the present invention, the capture range of intention, the mode and means point for obtaining intention
It is identical described in other be the same as Example 1, it will not be repeated here.
In addition, determining that the mode of the intention hot value of intention is similar described in 1 with implementing, it will not be repeated here.Need
Illustrate, when analyzing the intention hot value of intention, handled intention as an entirety.
Such as, certain advertiser needs to write an intention, for promoting oneself product and/or service, now, so that it may
To use technical scheme provided in an embodiment of the present invention, directly by other advertisers (such as other advertisers of the same trade, especially
It is rival) application effect preferably, the advertising creative with higher thermal degree bring, be used as oneself advertisement wound
That anticipates writes template.
Pass through the embodiment of the present invention, it is possible to achieve objectively excavate the purpose of intention automatically, extracted exactly so as to realize
Currently it can most bring the technique effect of the intention effectively converted.
It should be noted that based on embodiment, can be in such as one group computer the step of the flow of accompanying drawing is illustrated
Performed in the computer system of executable instruction, and, although logical order is shown in flow charts, but at certain
, can be with the step shown or described by being performed different from order herein in the case of a little.
Embodiment 3
There is provided a kind of device embodiment of the acquisition device of hot information according to embodiments of the present invention.
Fig. 3 is a kind of schematic diagram of the acquisition device of optional hot information according to embodiments of the present invention, such as Fig. 3 institutes
Show, the device includes：First acquisition unit 302, for obtaining expanded intention；Extraction unit 304, is used
It is used for the keyword for promoting intention in expanded intention in extracting；First determining unit 306, for determining to close
The keyword popularity value of keyword；Second determining unit 308, for the keyword popularity value using keyword, it is determined that carrying
It is used for the target keyword of spreading objective intention in the keyword taken.
Herein, the capture range of intention (such as advertising creative) is not limited, such as, can be from least one of
Collect and (obtain) intention in place：The advertiser of intention, the gray rival, other manufacturers of the same trade etc..
By taking advertising creative as an example, every then advertising creative can all include title lines of description part and entity description row part, wherein,
Typically there was only a line, the title for describing intention in title lines of description part；Entity description row part typically has two to three
OK, for describing the entity of intention.Keyword for promoting intention can be hot word popular on network, specifically,
These hot words can be found by way of hot words mining.
In addition, the acquisition modes to intention are not also limited, such as, the wound on webpage can be crawled by reptile mode
Meaning, or pass through application programming interface (App l icat ion Programming I nterface, referred to as API)
Obtain the intention on webpage.Wherein, web page crawl process is as follows：By crawler technology means, the wound on webpage is obtained
The data conversion ratio that meaning and the click volume of the intention, the amount of showing (i.e. light exposure) and the intention are brought (referred to as turns
Rate)；It is right according to the URL (Un iform Resource Locator, referred to as URL) shown
The intention being collected into is screened, such as selects rival or promote row belonging to product and/or service with advertising creative
The related intention of industry, such as, specifically, webpage is found by the chained address of webpage, from some page of website
(being typically homepage) starts, and reads the content of webpage, other chained addresses in webpage is found, then by this
Next webpage is found in a little chained addresses, and so circulation is gone down always, is all grabbed until webpage all on this website
Untill taking.API acquisition process is as follows：Obtained from media subscriber hand intention and its corresponding click volume, the amount of showing,
And the conversion ratio that the intention is brought.
, can be to the title lines of description and/or entity description row of intention after expanded intention is obtained during implementation
Keyword extraction is carried out, while analyzing and determining the keyword popularity value of each keyword, and then the pass of each keyword is utilized
Keyword hot value determines the higher target keyword of temperature from these keywords, for spreading objective intention.
For example, for certain advertiser, using the above-mentioned technical proposal of the present invention, other can be obtained gray
Turn that be creative, analyzing the click volume of keyword used in the title lines of description of the intention, the amount of showing and its bring
Rate (or conversion), so as to which the higher keyword of the frequency of occurrences in current network (i.e. hot keyword) is extracted
Out, and borrow into the advertising creative of oneself, find current hotspot keyword in time so as to reach, prevent that it from being lost
Leakage.
Pass through above-described embodiment, it is possible to achieve objectively excavate the purpose of keyword automatically, extracted exactly so as to realize
Currently it can most bring the technique effect of the keyword effectively converted.
In order to accelerate keyword extraction speed, system operating efficiency is improved, alternatively, extraction unit includes：Participle mould
Block, for carrying out word segmentation processing to expanded intention, to obtain word segmentation processing result；Extraction module, is used for
The keyword for promoting intention is extracted from word segmentation result.
During implementation, it can select to apply natural language participle mode, using any one in a variety of participle methods to
Expanded intention carries out word segmentation processing, is not limited thereto.Such as, the side compared according to part of speech or according to dictionary
Formula carries out word segmentation processing etc..It should be noted that for the ease of the hot value of each keyword of subsequent descriptions, here,
During word segmentation processing, the corresponding click volume of each keyword, the amount of showing and conversion (or conversion ratio) etc. can also be obtained.
Because different industries have different attribute, and different participle methods are when the intention to every profession and trade carries out word segmentation processing,
Its execution efficiency is also not quite similar, therefore, in order to adapt to different industry attributes, improves the execution efficiency of participle operation,
Alternatively, word-dividing mode includes：Determination sub-module, for determining belonging to product that target intention promoted and/or service
Industry；Submodule is selected, for the industry attribute information according to industry, corresponding participle mode is selected；Participle
Module, for carrying out word segmentation processing to expanded intention according to selected participle mode.
Such as, for the electric business such as Jingdone district, Taobao, the verb such as general " purchase ", " panic buying ", " second kills " is crucial
Word can bring higher click volume, the amount of showing and conversion (or conversion ratio), accordingly, it would be desirable to select to carry out according to part of speech
The participle method of participle.For another example, for automobile industry, the brand keyword such as general " BMW ", " benz " can
To bring higher click volume, the amount of showing and conversion (or conversion ratio), also, these brand keywords are relatively solid
It is fixed, therefore keyword dictionary can be pre-set, word segmentation processing is carried out by the way of dictionary is compared.
Alternatively, the index of the keyword popularity value for weighing keyword includes：The click volume and the amount of showing of intention,
And the conversion ratio that intention is brought, wherein, the first determining unit includes：First determining module, for determining keyword
In sub- keyword, each keyword include at least one sub- keyword；First acquisition module, for obtaining sub- key
The click volume actual value and the amount of showing actual value of the corresponding intention of word, and the click volume actual value and the amount of showing of intention are real
The conversion ratio actual value of actual value；Second acquisition module, for obtain respectively click volume actual value, the amount of showing actual value and
The corresponding weighted value of conversion ratio actual value, wherein, weighted value is used to quantify the degree that correspondence index is concerned；Calculate mould
Block, for according to click volume actual value, the amount of showing actual value and conversion ratio actual value and its corresponding weighted value, calculating
The keyword popularity value of sub- keyword, and according to the keyword popularity value of sub- keyword, determine the keyword heat of keyword
Angle value.
For example, the keyword popularity value of keyword can be calculated by below equation：Keyword popularity value=click volume ×
The proportion 1+ amounts of showing × proportion 2+ order volumes × proportion 3.Wherein, proportion is used to describe concern of the user to each index
Degree (referred to as attention rate), index can include a variety of, such as click volume, the amount of showing, order volume, the order amount of money.
Pass through the embodiment of the present invention, it is possible to achieve the purpose of temperature that is simple, intuitively quantifying each keyword.
Alternatively, above-mentioned second determining unit includes：First order module, for according to keyword popularity value by greatly to
All sub- keywords of keyword popularity value for determining keyword are ranked up, obtain the first pass by small order
Keyword sequence；Second determining module, for the positive face by the first default ranking condition is met in the first keyword sequence
Keyword as target keyword, wherein, said apparatus also includes：Adding device, for by the first crucial word order
After the positive face keyword for presetting ranking condition is met in row as target keyword, the first default ranking bar will be met
The positive face keyword of part is added in promoted account, and promoted account is used for spreading objective intention.
It should be noted that when performing the natural language processings such as word segmentation processing, front word and negation words can be distinguished,
And the front word and negation words that distinguish are stamped into front label and negative label respectively.For example, " very good ", " fabulous "
Deng being all front word, in participle, these words will be labeled with front label；And " very poor " etc. is exactly negation words,
In participle, this kind of word will be labeled with negative label.
, can be to keyword after the keyword popularity value of each keyword (i.e. sub- keyword) is calculated during implementation
It is ranked up and filters, according to positive (descending) ranking results, ranking can be met to the front of preparatory condition
These target keywords are added in popularization account by word automatically as target keyword by system.
Pass through the embodiment of the present invention, it is possible to achieve add the keyword beneficial to front word as the target intention for promoting intention
Popularization account is added to, to promote current target intention.
Alternatively, said apparatus also includes：Second order module, for calculating the keyword popularity of sub- keyword
After value, according to the ascending order of keyword popularity value to all of the keyword popularity value for determining keyword
Sub- keyword is ranked up, and obtains the second keyword sequence；3rd determining module, for determining the second keyword sequence
The middle negative sub- keyword for meeting the second default ranking condition；Searching modul, whether there is for searching in promoted account
Meet the negative sub- keyword of the second default ranking condition；Removing module, in case of presence, will to be met
The negative sub- keyword of two default ranking conditions is deleted from promoted account.
, can be to these passes after the keyword popularity value of each keyword (i.e. sub- keyword) is calculated during implementation
Keyword is ranked up and filtered, and according to negative sense (ascending) ranking results, can obtain ranking and meet preparatory condition
Negation words, and then determine whether these negation words are already present in promoted account, wherein, in case of presence,
Need to delete the negation words in promoted account, so, the cost that intention is delivered by advertiser can be saved, realize and save
The purpose of resource.Further, in case of absence, can be with without any processing.
Alternatively, the second determining unit includes：3rd order module, for according to the size of keyword popularity value to carrying
Each keyword sequence in the keyword taken, obtains a keyword queue；Interception module, for intercepting keyword team
Top n keyword in row；4th determining module, for regarding top n keyword as the target keyword excavated.
Due to all multi-key words can be found from the intention collected, still, if by all keywords found all
It is generalized in current account, the product promoted for promoting Current ad business to want and/or service then need to pay larger
Cost price, it is unrealistic.Therefore, for the ease of realizing, while mitigate cost burden, can will be in the top
Keyword, such as top n keyword, are used as the target keyword chosen.Wherein, N is natural number.
Alternatively, said apparatus also includes：Culling unit, for regarding top n keyword as the target determined
After keyword, the keyword existed in target account is rejected from top n keyword, wherein, target account
The account for spreading objective intention provided for search engine marketing business；Uploading unit, for crucial from top n
Eliminated in word after the keyword existed in target account, remaining keyword in the top n keyword is uploaded
Into the target account.
Pass through the embodiment of the present invention, it is possible to achieve the target keyword chosen is bid and is uploaded to current account to apply
In the purpose of the popularization of advertising creative.Further, although the hot keyword selected may bring preferable conversion,
But, if there are these keywords in current account, then they are uploaded into the account again, necessarily led
Overlapping investment is caused, causes resource, cost to waste, therefore, in order to avoid causing resource and cost to waste, by rejecting
Processing, only can by it is non-existent in current account and belong to the keyword in above-mentioned top n keyword upload.
Embodiment 4
There is provided a kind of device embodiment of intention excavating gear according to embodiments of the present invention.
Fig. 4 is the schematic diagram of the acquisition device of another optional hot information according to embodiments of the present invention, such as Fig. 4
Shown, the device includes：Second acquisition unit 402, for obtaining expanded intention；3rd determining unit
404, the intention hot value for determining expanded intention；4th determining unit 406, for using by
The intention hot value of the intention of popularization, determines to be used for the intention as the model for writing target intention in intention.
It should be noted that in embodiments of the present invention, the capture range of intention, the mode and means point for obtaining intention
It is identical described in other be the same as Example 1, it will not be repeated here.
In addition, determining that the mode of the intention hot value of intention is similar described in 1 with implementing, it will not be repeated here.Need
Illustrate, when analyzing the intention hot value of intention, handled intention as an entirety.
Such as, certain advertiser needs to write an intention, for promoting oneself product and/or service, now, so that it may
To use technical scheme provided in an embodiment of the present invention, directly by other advertisers (such as other advertisers of the same trade, especially
It is rival) application effect preferably, the advertising creative with higher thermal degree bring, be used as oneself advertisement wound
That anticipates writes template.
Pass through the embodiment of the present invention, it is possible to achieve objectively excavate the purpose of intention automatically, extracted exactly so as to realize
Currently it can most bring the technique effect of the intention effectively converted.
The acquisition device of above-mentioned hot information include processor and memory, above-mentioned first acquisition unit, extraction unit,
First determining unit, second determining unit etc. in memory, are stored as program unit storage by computing device
Said procedure unit in memory.
The acquisition device of above-mentioned hot information includes processor and memory, and above-mentioned second acquisition unit, the 3rd determine list
Member, the 4th determining unit etc. in memory, are stored in memory as program unit storage by computing device
Said procedure unit.
Kernel is included in processor, is gone in memory to transfer corresponding program unit by kernel.Kernel can set one
Or more, parse content of text by adjusting kernel parameter.
Memory potentially includes the volatile memory in computer-readable medium, random access memory (RAM) and/
Or the form such as Nonvolatile memory, such as read-only storage (ROM) or flash memory (f l ash RAM), memory includes at least one
Individual storage chip.
Present invention also provides a kind of embodiment of computer program product, when being performed on data processing equipment, fit
In the program code for performing initialization there are as below methods step：Obtain expanded intention；Extract expanded
Intention in be used to promote the keyword of intention；Determine the keyword popularity value of keyword；Utilize the keyword of keyword
Hot value, it is determined that being used for the target keyword of spreading objective intention in the keyword extracted.
Present invention also provides a kind of embodiment of computer program product, when being performed on data processing equipment, fit
In the program code for performing initialization there are as below methods step：Obtain each intention；Determine the intention hot value of each intention；
Intention hot value using each intention is excavated from each intention for the intention as the model for writing target intention.
The embodiments of the present invention are for illustration only, and the quality of embodiment is not represented.
In the above embodiment of the present invention, the description to each embodiment all emphasizes particularly on different fields, and does not have in some embodiment
The part of detailed description, may refer to the associated description of other embodiment.
, can be by other in several embodiments provided herein, it should be understood that disclosed technology contents
Mode realize.Wherein, device embodiment described above is only schematical, such as division of described unit,
It can be a kind of division of logic function, can have other dividing mode when actually realizing, such as multiple units or component
Can combine or be desirably integrated into another system or some features can ignore or not perform.Another institute
Display or the coupling each other discussed 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 illustrated as separating component can be or may not be it is physically separate, it is aobvious as unit
The part shown can be or may not be physical location, you can with positioned at a place, or can also be distributed to
On multiple units.Some or all of unit therein can be selected to realize this embodiment scheme according to the actual needs
Purpose.
In addition, each functional unit in each embodiment of the invention can be integrated in a processing unit, can also
That unit is individually physically present, can also two or more units it is integrated in a unit.It is above-mentioned integrated
Unit can both 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 in use,
It can be stored in a computer read/write memory medium.Understood based on such, technical scheme essence
On all or part of the part that is contributed in other words to prior art or the technical scheme can be with software product
Form is embodied, and the computer software product is stored in a storage medium, including some instructions are to cause one
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 foregoing storage medium includes：USB flash disk, read-only storage (ROM, Read-Only
Memory), random access memory (RAM, Random Access Memory), mobile hard disk, magnetic disc or CD
Etc. it is various can be with the medium of store program codes.
Described 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 moistened
Decorations also should be regarded as protection scope of the present invention.
Claims (10)
1. a kind of acquisition methods of hot information, it is characterised in that including：
Obtain expanded intention；
It is used for the keyword for promoting intention in expanded intention described in extracting；
Determine the keyword popularity value of the keyword；
Using the keyword popularity value of the keyword, it is determined that being used for spreading objective intention in the keyword extracted
Target keyword.
2. according to the method described in claim 1, it is characterised in that be used to push away in expanded intention described in extracting
The keyword of wide intention includes：
Word segmentation processing is carried out to the expanded intention, to obtain word segmentation processing result；
The keyword for being used to promote intention is extracted from word segmentation result.
3. method according to claim 2, it is characterised in that carried out to the expanded intention at participle
Reason includes：
Determine product that the target intention promoted and/or the industry belonging to service；
According to the industry attribute information of the industry, corresponding participle mode is selected；
Word segmentation processing is carried out to the expanded intention according to selected participle mode.
4. according to the method described in claim 1, it is characterised in that for the finger for the keyword popularity value for weighing keyword
Mark includes：The click volume and the amount of showing of intention, and the conversion ratio that intention is brought, wherein it is determined that the key
The keyword popularity value of word includes：
The sub- keyword in the keyword is determined, the keyword includes at least one sub- keyword；
Obtain the click volume actual value and the amount of showing actual value of the corresponding intention of the sub- keyword, and the wound
The click volume actual value of meaning and the conversion ratio actual value of the amount of showing actual value；
It is corresponding that the click volume actual value, the amount of the showing actual value and the conversion ratio actual value are obtained respectively
Weighted value, wherein, weighted value is used to quantify the degree that correspondence index is concerned；
According to the click volume actual value, the amount of the showing actual value and the conversion ratio actual value and its corresponding
Weighted value, calculates the keyword popularity value of the sub- keyword；
According to the keyword popularity value of the sub- keyword, the keyword popularity value of the keyword is determined.
5. method according to claim 4, it is characterised in that utilize the keyword popularity value of the keyword, really
Surely the target keyword in the keyword extracted for spreading objective intention includes：
It is worth descending order according to keyword popularity, to the keyword popularity value for determining the keyword
All sub- keywords be ranked up, obtain the first keyword sequence；
It regard the positive face keyword that the first default ranking condition is met in first keyword sequence as the mesh
Keyword is marked, wherein,
It is regarding the positive face keyword that default ranking condition is met in first keyword sequence as the target
After keyword, methods described also includes：The positive face keyword for meeting the described first default ranking condition is added
Enter in promoted account, the promoted account is used to promote the target intention.
6. method according to claim 5, it is characterised in that calculating the keyword popularity of the sub- keyword
After value, methods described also includes：
According to the ascending order of keyword popularity value to the keyword popularity value for determining the keyword
All sub- keywords are ranked up, and obtain the second keyword sequence；
Determine to meet the second negative sub- keyword for presetting ranking condition in second keyword sequence；
Search in the promoted account with the presence or absence of the negative sub- keyword for meeting the described second default ranking condition；
In case of presence, the negative sub- keyword for meeting the described second default ranking condition is promoted from described
Deleted in account.
7. a kind of acquisition methods of hot information, it is characterised in that including：
Obtain expanded intention；
It is determined that the intention hot value of the expanded intention；
Using the intention hot value of the expanded intention, determine to be used to be used as in the intention to write mesh
Mark the intention of the model of intention.
8. a kind of acquisition device of hot information, it is characterised in that including：
First acquisition unit, for obtaining expanded intention；
Extraction unit, for extracting the keyword for being used to promote intention in the expanded intention；
First determining unit, the keyword popularity value for determining the keyword；
Second determining unit, for the keyword popularity value using the keyword, it is determined that in the keyword extracted
Target keyword for spreading objective intention.
9. device according to claim 8, it is characterised in that the extraction unit includes：
Word-dividing mode, for carrying out word segmentation processing to the expanded intention, to obtain word segmentation processing knot
Really；
Extraction module, for extracting the keyword for being used to promote intention from word segmentation result.
10. a kind of acquisition device of hot information, it is characterised in that including：
Second acquisition unit, for obtaining expanded intention；
3rd determining unit, the intention hot value for determining the expanded intention；
4th determining unit, for the intention hot value of expanded intention described in, determines the wound
It is used for the intention as the model for writing target intention in meaning.
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Cited By (3)
| Publication number | Priority date | Publication date | Assignee | Title |
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| CN107507034A (en) * | 2017-08-28 | 2017-12-22 | 北京三快在线科技有限公司 | Advertisement keyword can be sold and determine method and device, storage medium and electronic equipment |
| CN108009857A (en) * | 2017-12-13 | 2018-05-08 | 互动派科技股份有限公司 | A kind of public relations marketing method based on big data |
| TWI825535B (en) * | 2021-12-22 | 2023-12-11 | 中華電信股份有限公司 | System, method and computer-readable medium for formulating potential hot word degree |
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| Publication number | Priority date | Publication date | Assignee | Title |
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| CN102446171B (en) * | 2010-09-30 | 2015-08-26 | 百度在线网络技术（北京）有限公司 | The method and apparatus of keyword quality score is promoted based on the evaluation and test of weighted mean click-through rate |
| CN104077707B (en) * | 2013-03-27 | 2018-09-28 | 腾讯科技（深圳）有限公司 | A kind of optimization method and device for promoting presentation mode |
| CN103473317A (en) * | 2013-09-12 | 2013-12-25 | 百度在线网络技术（北京）有限公司 | Method and equipment for extracting keywords |
| CN104636334A (en) * | 2013-11-06 | 2015-05-20 | 阿里巴巴集团控股有限公司 | Keyword recommending method and device |
| CN103631939B (en) * | 2013-12-06 | 2017-04-05 | 无锡艾德思奇软件有限公司 | For the data processing method and device of search engine |
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| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107507034A (en) * | 2017-08-28 | 2017-12-22 | 北京三快在线科技有限公司 | Advertisement keyword can be sold and determine method and device, storage medium and electronic equipment |
| CN108009857A (en) * | 2017-12-13 | 2018-05-08 | 互动派科技股份有限公司 | A kind of public relations marketing method based on big data |
| TWI825535B (en) * | 2021-12-22 | 2023-12-11 | 中華電信股份有限公司 | System, method and computer-readable medium for formulating potential hot word degree |
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