CN110110187A - A kind of price competing method of search engine, apparatus and system - Google Patents
A kind of price competing method of search engine, apparatus and system Download PDFInfo
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- 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
- G06F16/951—Indexing; Web crawling techniques
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- G—PHYSICS
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
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- G—PHYSICS
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/06—Buying, selling or leasing transactions
- G06Q30/0601—Electronic shopping [e-shopping]
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Abstract
The embodiment of the present application shows a kind of price competing method of search engine, apparatus and system, and method includes obtaining the historical data of each keyword, according to the historical data of keyword, calculates separately out each gray CPC threshold value；Each gray dispensing data are obtained in real time, and launching data includes that gray CPC value adjusts gray CPC according to CPC threshold value.Method shown in the embodiment of the present application, the hints data and cost data obtained according to historical data calculate each gray CPC threshold value；Each gray CPC value is obtained in real time, through CPC value compared with CPC threshold value, is calculated automatically from this bid value bidded, and CPC value is dynamically adjusted according to bid value；Method shown in the embodiment of the present application calculates the ceiling price i.e. CPC threshold value of ad click according to historical data, dynamic adjustment is carried out to gray CPC value in real time based on CPC threshold value, to achieve the effect that advertising expenditure is synchronous with advertising results.
Description
Technical field
The present invention relates to field of computer technology, in particular to a kind of price competing method of search engine, apparatus and system.
Background technique
With the popularity of the internet, when more and more users search information on the internet, selection uses various
Search engine achieves the goal.Search engine refers to a kind of information query system based on Internet, including Information Access,
Information management and information retrieval.Search engine marketing be exactly according to consumer use search engine mode, by a whole set of
Marketing message is passed to target group as far as possible using the chance of user search information by technology and policy system.Search engine
Marketing be used as a kind of Network Marketing Mode, it is therefore intended that promote website, enhance the reputation, by search engine return result come
Preferably sale or channels are obtained, are had to Network brand, website promotion, online sales and product promotion etc. is moulded
There is more apparent effect.
Bid advertisement based on keyword is exactly search engine one typical application.For example, when user search is specific
When keyword, search engine bid advertisement is just appeared on result page, when those participate in the advertisement bidded when the user clicks, is searched
Index holds up advertiser can collect the expense of advertiser according to number of clicks.This expense clicked every time is advertiser
Oneself is quoted by way of bidding, and in general, price goes out higher, then the gray advertising placement is more forward.So
In order to obtain user, advertiser can guarantee that each AdWords that he needs goes out in suitable position by way of bidding
It is existing.
Bidding fashion shown in the prior art, click of the SEM engineer according to working experience to the single of associative key
Price is adjusted.However, in the search engine marketing mode based on keyword, still imperfect theoretical direction advertiser choosing
Suitable bid is selected, the still further aspect market demand is also dynamic change, therefore gray ranking often generates fluctuation, makes
It obtains and is difficult to keep synchronous between advertising expenditure and advertising results.
Summary of the invention
Goal of the invention of the invention is to provide a kind of price competing method of search engine, apparatus and system, to solve existing skill
It is difficult to keep synchronous technical problem between bidding fashion advertising expenditure and advertising results shown in art.
The embodiment of the present application first aspect shows a kind of price competing method of search engine, which comprises
The historical data for obtaining each keyword calculates separately out each advertisement according to the historical data of the keyword
The CPC threshold value of quotient；
Each gray dispensing data are obtained in real time, and the dispensing data include gray CPC value, according to institute
CPC threshold value is stated, the gray CPC value is adjusted.
Selectable, the historical data for obtaining each keyword is counted respectively according to the historical data of the keyword
The step of calculating each gray CPC threshold value include:
The historical data of each keyword is obtained, the historical data includes consumption data under clue line, and, the line
The conversion ratio of rope；
Based on consumption data under the clue line, the consumption income ratio of clue is calculated；
Consumption income ratio based on the clue, and, the conversion ratio of the clue calculates each gray CPC
Threshold value.
Selectable, described to obtain each gray dispensing data in real time, the dispensing data include, gray
CPC value, according to the CPC threshold value, the step of adjusting the gray CPC value, includes:
Each gray dispensing data are obtained in real time, and the dispensing data include: each gray CPC value, extensively
The displaying ranking of quotient is accused, and, click volume；
Based on the click volume, the tune word period of keyword is determined；
According to the tune word period, and, the CPC threshold value adjusts the gray CPC value.
It is selectable, it is described according to the tune word period, and, the CPC threshold value adjusts the step of the gray CPC value
Suddenly include:
Judge whether the gray CPC value is less than CPC threshold value；
If the gray CPC value is less than CPC threshold value, based on described according to the word period is adjusted, gradually adjust described wide
Accuse the CPC value of quotient；
If the gray CPC value is greater than CPC threshold value, the gray CPC value is adjusted to adjustment threshold by a step
Value.
It is selectable, it is described based on described according to adjusting the word period, the step of gradually adjusting the gray CPC value packet
It includes:
It is ranked based on the gray displaying, and, the difference of the CPC value and the CPC threshold value determines advertiser
CPC value adjustment stride；
Based on the adjustment stride, and, the tune word period gradually adjusts the gray CPC value.
The embodiment of the present application second aspect shows a kind of device of bidding of search engine, and described device includes:
Data capture unit, according to the historical data of the keyword, divides for obtaining the historical data of each keyword
Each gray CPC threshold value is not calculated；
CPC value adjustment unit, for obtaining each gray dispensing data in real time, the dispensing data include, extensively
The CPC value for accusing quotient adjusts the gray CPC value according to the CPC threshold value.
Selectable, the data capture unit includes:
Data acquisition subelement, for obtaining the historical data of each keyword, the historical data includes under clue line
Consumption data, and, the conversion ratio of the clue；
Clue cost calculation unit, for calculating the consumption income ratio of clue based on consumption data under the clue line；
CPC threshold computation unit, for the consumption income ratio based on the clue, and, the conversion ratio of the clue, meter
Calculate each gray CPC threshold value.
Selectable, the CPC adjustment unit includes:
Data capture unit is launched, for obtaining each gray dispensing data in real time, the dispensing data include:
Each gray CPC value, gray displaying ranking, and, click volume；
Word period determination unit is adjusted, for being based on the click volume, determines the tune word period of keyword；
CPC value adjusts subelement, is used for according to the tune word period, and, the CPC threshold value adjusts the advertiser
CPC value.
Selectable, the CPC value adjustment subelement includes:
Judging unit, for judging whether the gray CPC value is less than CPC threshold value；
Gradually adjustment unit, if being less than CPC threshold value for the gray CPC value, based on described according to tune word week
Phase gradually adjusts the gray CPC value；
One successive step unit, if being greater than CPC threshold value for the gray CPC value, a step will be described gray
CPC value is adjusted to adjustment threshold value.
Selectable, the gradually adjustment unit includes:
Stride determination unit is adjusted, is ranked for being based on the gray displaying, and, the CPC value and the CPC
The difference of threshold value determines the adjustment stride of gray CPC value；
Subelement is gradually adjusted, is used to be based on the adjustment stride, and, the tune word period gradually adjusts described wide
Accuse the CPC value of quotient.
The Ask-Bid System that a kind of search engine is shown in terms of embodiment three itself, the system comprises:
Application platform server, the data storage server being connected with the application platform server, the data are deposited
Storage server is arranged inside the Platform Server or is independently arranged, and the application platform server passes through internet and terminal
It is connected；
The terminal, the display for advertisement；
The application platform server, for obtaining the historical data of each keyword, according to the history of the keyword
Data calculate separately out each gray CPC threshold value；
Each gray dispensing data are obtained in real time, and the dispensing data include gray CPC value, according to institute
CPC threshold value is stated, the gray CPC value is adjusted；
The data storage server, the storage for related data.
The embodiment of the present application fourth aspect shows a kind of server, comprising:
One or more processors；
Memory, for storing one or more programs；
When one or more of programs are executed by one or more of processors, so that one or more of processing
The method that device realizes the embodiment of the present application crucial point.
From the above technical scheme, the embodiment of the present application shows a kind of price competing method of search engine, apparatus and system,
The method includes obtaining the historical data of each keyword, according to the historical data of the keyword, calculate separately out each
Gray CPC threshold value；Each gray dispensing data are obtained in real time, and the dispensing data include gray CPC
Value adjusts the gray CPC value according to the CPC threshold value.Method shown in the embodiment of the present application, according to historical data
Obtained hints data and cost data calculates each gray CPC threshold value；Each gray CPC value is obtained in real time,
Through CPC value compared with CPC threshold value, it is calculated automatically from this bid value bidded, CPC value is moved according to bid value
The adjustment of state；Method shown in the embodiment of the present application calculates the ceiling price i.e. CPC threshold of ad click according to historical data
Value carries out dynamic adjustment to gray CPC value in real time based on CPC threshold value, to meet gray particular demands, to reach
The effect synchronous with advertising results to advertising expenditure.
Detailed description of the invention
It in order to more clearly explain the embodiment of the invention or the technical proposal in the existing technology, below will be to institute in embodiment
Attached drawing to be used is needed to be briefly described, it should be apparent that, the accompanying drawings in the following description is only some implementations of the invention
Example, for those of ordinary skill in the art, without creative efforts, can also obtain according to these attached drawings
Obtain other attached drawings.
Fig. 1-1 is the structural block diagram for the Ask-Bid System that a kind of search engine exemplified is preferably implemented according to one；
Fig. 1-2 is the structural block diagram according to a kind of Ask-Bid System of search engine shown in another preferred embodiment；
Fig. 2 is the flow chart for the price competing method that a kind of search engine exemplified is preferably implemented according to one；
Fig. 3 is the flow chart that the step S101 exemplified is preferably implemented according to one；
Fig. 4 is the flow chart that the step S102 exemplified is preferably implemented according to one；
Fig. 5 is the flow chart that the step S1023 exemplified is preferably implemented according to one；
Fig. 6 is the flow chart that the step S10232 exemplified is preferably implemented according to one；
The structural block diagram for the device of bidding that a kind of search engine exemplified is preferably implemented according to one in Fig. 7；
Fig. 8 is the structural block diagram that the data capture unit exemplified is preferably implemented according to one；
Fig. 9 is the structural block diagram that the CPC adjustment unit exemplified is preferably implemented according to one；
Figure 10 is the structural block diagram that the CPC exemplified is preferably implemented according to one and adjusts subelement；
Figure 11 is the structural block diagram that the gradually adjustment unit exemplified is preferably implemented according to one；
Figure 12 is that a kind of server exemplified is preferably implemented according to one.
Specific embodiment
Following will be combined with the drawings in the embodiments of the present invention, and technical solution in the embodiment of the present invention carries out clear, complete
Whole description, it is clear that described embodiments are only a part of the embodiments of the present invention, instead of all the embodiments.It is based on
Embodiment in the present invention, it is obtained by those of ordinary skill in the art without making creative efforts every other
Embodiment shall fall within the protection scope of the present invention.
In the description of the present invention, it should be noted that term " center ", "upper", "lower", "left", "right", "vertical",
The orientation or positional relationship of the instructions such as "horizontal", "inner", "outside" be based on the orientation or positional relationship shown in the drawings, merely to
Convenient for describing the description of simplification of the invention, rather than the device or component of indication or suggestion meaning must have a particular orientation,
It is constructed and operated in a specific orientation, therefore is not considered as limiting the invention.In addition, term " first ", " second ",
" third " is used for descriptive purposes only and cannot be understood as indicating or suggesting relative importance.Wherein, term " first position " and
" second position " is two different positions.
In the description of the present invention it should be noted that unless otherwise clearly defined and limited, term " installation ", " phase
Even ", " connection " shall be understood in a broad sense, for example, it may be being fixedly connected, may be a detachable connection, or be integrally connected；It can
To be mechanical connection, it is also possible to be electrically connected；It can be directly connected, can also can be indirectly connected through an intermediary
The connection of two component internals.For the ordinary skill in the art, above-mentioned term can be understood at this with concrete condition
Concrete meaning in invention.
Embodiment 1:
Bidding fashion shown in the prior art, click of the SEM engineer according to working experience to the single of associative key
Price is adjusted.However, in the search engine marketing mode based on keyword, still imperfect theoretical direction advertiser choosing
Suitable bid is selected, the still further aspect market demand is also dynamic change, therefore gray ranking often generates fluctuation, makes
It obtains and is difficult to keep synchronous between advertising expenditure and advertising results.
To solve the above-mentioned problems, the embodiment of the present application shows a kind of Ask-Bid System of search engine, specifically, please referring to
Fig. 1-1, and, Fig. 1-2, the system shown in the embodiment of the present application includes:
Application platform server 31, the data storage server 32 being connected with the application platform server 31 are described
The setting of data storage server 32 is in 31 inside of Platform Server or is independently arranged, and the application platform server 31 passes through
Internet is connected with the terminal 33；
The terminal 33, the display for advertisement；
Terminal 33 shown in the embodiment of the present application is the equipment for being in network outermost in computer network, is mainly used for
Input and the output of processing result of user information etc..Mobile terminal shown in the prior art is such as: mobile phone, PAD are in this Shen
It please be in the protection scope of embodiment.
Application platform server 31 shown in the embodiment of the present application is provided a kind of simple and can be managed for web application
The access mechanism to system resource.Application platform server 31 also provides rudimentary service, such as the realization sum number of http protocol
According to library connection management.Servlet container is only a part of application server.Other than Servlet container, application platform clothes
Business device 31 it is also possible to provide other Java EE (Enterprise Edition) component, such as Enterprise Java Bean container, JNDI server with
And JMS service device etc..
The application platform server 31 obtains the historical data of each keyword for (1), according to the keyword
Historical data calculates separately out each gray CPC threshold value；
Usual each advertisement obtains clue amount information experience from being shown to, and bid advertisement shows-and user clicks advertisement-flow
Excellent letter-and conversion business clues (actively make a phone call and seek advice from/leave personal information)；A similar funnel is converted, is converted each time
All exist and lose, from showing advertisement to conversion business clues, by the long-term of each link conversion data of each keyword
Accumulation analysis goes out advertisement highest by the fixed cost retrospectively calculate of clue and clicks price (CPC threshold value).
(2) each gray dispensing data are obtained in real time, the dispensing data include gray CPC value, according to
The CPC threshold value adjusts the gray CPC value；
Wherein, CPC value (Cost Per Click): cost-per-click.With every click primary charging.The embodiment of the present application is shown
The payment value every time clicked and CPC value of each advertiser of acquisition that application platform server out is implemented to a certain key.
Application platform server shown in the embodiment of the present application calculates related keyword using the historical data of track record
The each click bring cost effectiveness ratio of word, while according to the real-time ranking of the keyword, the keyword is calculated for this
The acceptable most click price (CPC threshold value) of advertiser；
Data are launched by obtaining real-time advertiser with interface, it includes: gray CPC that data are launched by the advertiser
Value, gray displaying ranking, and, click volume；
Advertiser is according to itself demand, with CPC value, and, CPC threshold value makees to adjust accordingly CPC value as benchmark
It is whole；Reach under the premise of keyword cost acceptable, the CPC value of adjustment is lower than in the range of CPC threshold value, striving for ranking the
One, when ranking the first, no longer rise valence.
Meanwhile according to the comparison to different advertiser CPC values during, under the premise of meeting itself CPC threshold value, give
The CPC value of itself is turned up in the higher bid of keyword.
The data storage server 32, the storage for related data.
Data storage server 32 shown in the embodiment of the present application is configured to carry out multiple functions, as it can be used as number
According to storage server, printing server, application database server, Web server, it might even be possible to be collect the above multiple functions in
All over the body.It is worth noting that the data storage server 32 shown in the embodiment of the present application is provided with quick processor chips, ratio
More RAM and enough internal disk spaces, to cope with the application allotment demand that terminal user is likely to occur at any time.
System shown in the embodiment of the present application, the hints data and cost that application platform server is obtained according to historical data
Data calculate each gray CPC threshold value；Each gray CPC value is obtained in real time, passes through CPC value and CPC threshold value
Compare, be calculated automatically from this bid value bidded, CPC value is dynamically adjusted according to bid value；The application is implemented
The method exemplified calculates the ceiling price i.e. CPC threshold value of ad click according to historical data, real-time based on CPC threshold value
Dynamic adjustment is carried out to gray CPC value, to meet gray particular demands, to reach advertising expenditure and advertising results
Synchronous effect.
Embodiment 2:
The embodiment of the present application second aspect shows a kind of price competing method of search engine, referring to Fig. 2, the method packet
It includes:
S101 obtains the historical data of each keyword, according to the historical data of the keyword, calculates separately out each
Gray CPC threshold value；
Usual each advertisement obtains clue amount information experience from being shown to, and bid advertisement shows-and user clicks advertisement-flow
Excellent letter-and conversion business clues (actively make a phone call and seek advice from/leave personal information)；A similar funnel is converted, is converted each time
All exist and lose, from showing advertisement to conversion business clues, by the long-term of each link conversion data of each keyword
Accumulation analysis goes out advertisement highest by the fixed cost retrospectively calculate of clue and clicks price (CPC threshold value).
S102 obtains each gray dispensing data in real time, and the dispensing data include gray CPC value, root
According to the CPC threshold value, the gray CPC value is adjusted.
Keyword ID is unique identification, manages corresponding cross by keyword id information and shows, clicks, consumption, quality degree
And conversion hint information.Example: by keyword ID, from Baidu API, (Application Programming Interface, is answered
With Program Interfaces) it gets corresponding machine plotting and disappears and the data such as quality degree, by long-term conversion data, from most upstream
Consumption is clicked, calculates arrive clue amount cost data in layer, then passes through the business actual gain retrospectively calculate of excellent letter used car
The acceptable cost (i.e. CPC threshold value) of every clue out is determined to CPC value through CPC threshold value compared with CPC value at one
Adjustment ultimate yield is only forward direction in adjusting range.
Advertiser is according to itself demand, with CPC value, and, CPC threshold value makees to adjust accordingly CPC value as benchmark
It is whole；Reach under the premise of keyword cost acceptable, the CPC value of adjustment is lower than in the range of CPC threshold value, striving for ranking the
One, when ranking the first, no longer rise valence.
Meanwhile according to the comparison to different advertiser CPC values during, under the premise of meeting itself CPC threshold value, give
The CPC value of itself is turned up in the higher bid of keyword.
Keyword " used car " is obtained in real time, current CPC value is bid 2 yuan, is number three, 6.2 yuan of CPC threshold value, is passed through
Gradually readjust prices after keyword bid is adjusted to 2.75 yuan, finds ranking first, then no longer readjust prices.The embodiment of the present application is shown
The price adjustment method that method out uses is " slowing down liter " fastly, and to the ranking feedback after the price adjustment of CPC value, clock was by 26 minutes in a measure, slowly
Accurate CPC value can be got in the case where guaranteeing ranking by rising, and control cost；When machine judges that present bidding is excessively high, need to drop
When valence controls cost, then bid is quickly dropped into some acceptable numerical value.
Method shown in the embodiment of the present application includes obtaining the historical data of each keyword, according to going through for the keyword
History data calculate separately out each gray CPC threshold value；Each gray dispensing data, the dispensing are obtained in real time
Data include gray CPC value, according to the CPC threshold value, adjust the gray CPC value.The embodiment of the present application is shown
Method, the hints data and cost data obtained according to historical data calculate each gray CPC threshold value；It obtains in real time
Take each gray CPC value, through CPC value compared with CPC threshold value, be calculated automatically from this bid value bidded, root
CPC value is dynamically adjusted according to bid value；Method shown in the embodiment of the present application calculates advertisement point according to historical data
The ceiling price hit i.e. CPC threshold value carries out dynamic adjustment to gray CPC value in real time based on CPC threshold value, to meet advertisement
The particular demands of quotient, to achieve the effect that advertising expenditure is synchronous with advertising results.
Embodiment 3:
In order to further ensure the accuracy that the method shown in the embodiment of the present application adjusts CPC value, the embodiment of the present application
The calculation method for showing a kind of CPC threshold value, specifically, please referring to Fig. 3:
Technical solution shown in embodiment 3 has similar step to the technical solution shown in embodiment 2, unique to distinguish
Be step S101 in the technical solution shown in embodiment 2 the following steps are included:
S1011 obtains the historical data of each keyword, and the historical data includes consumption data under clue line, and,
The conversion ratio of the clue；
S1012 is based on consumption data under the clue line, calculates the consumption income ratio of clue；
Consumption income ratio of the S1013 based on the clue, and, the conversion ratio of the clue calculates each advertiser
CPC threshold value.
Business side passes through the data consumed under search engine bring clue to line, by the data consumed under line, calculates
Each gray CPC threshold value out.
Method shown in the embodiment of the present application carries out data collection first, the api interface provided by search engine backstage,
The historical data of daily timing acquisition yesterday, the historical data include showing, are clicked, consumption, quality degree, the letter such as keyword ID
Then breath is obtained the information such as the clue amount of corresponding keyword by background management system, obtains keyword by the synthesis of the two
One day clue amount and each cost for clicking actual clue, as the foundation for calculating CPC threshold value.
For example, some keyword is clicked 2 yuan average every time, and 50 100 yuan of consumption of every click can be converted into a line
Rope, then clue cost=100 yuan, conversion ratio are 2%；
By the accumulation of mass data, statistic bias is corrected repeatedly and counts the conversion ratio to tend towards stability；Business side passes through
The data consumed under search engine bring clue to line calculate, and calculate the consumption income of each clue than controlling at 300 yuan
Inside then excellent communication service is acceptable；
It is so calculated by clue cost, constant conversion, which bears to click price to be 6 yuan, it is contemplated that
Best bid 6.2 yuan (search engine second order charging principles), then this 6.2 yuan be exactly the keyword CPC threshold value；
Method shown in the embodiment of the present application is calculated under the line of a certain keyword by the statistics to historical data
Consumption data corrects statistic bias repeatedly and counts the conversion ratio to tend towards stability, and using consumption data under conversion ratio and line as
The calculation basis of CPC threshold value guarantees that the embodiment of the present application shows the accuracy of the calculated CPC threshold value of method, using the application
Adjustment foundation of the CPC threshold value that the technical solution for implementing to exemplify is calculated as CPC value, it is ensured that advertiser is to CPC value
The accuracy of adjustment.
Embodiment 4:
Side in order to further enhance the applicability of the price adjustment method shown in the embodiment of the present application, shown in the embodiment of the present application
Method has made further restriction to the frequency of price adjustment.
Specifically, referring to Fig. 4, in technical solution shown in embodiment 3 step S102 the following steps are included:
S1021 obtains each gray dispensing data in real time, and the dispensing data include: each gray CPC
Value, gray displaying ranking, and, click volume；
S1022 is based on the click volume, determines the tune word period of keyword；
The tune word period of keyword shown in the embodiment of the present application calculated every according to keyword nearly three days average click amounts
A tune word period for needing to adjust word, minimum period are 10 minutes, and maximum cycle is 300 minutes.
For example, the nearest 3 days click volumes of keyword " used car " can achieve 10000, illustrate to have daily more
Client is finally left a clue in the advertising platform of excellent letter used car by keyword " used car ", also illustrates keyword " used car "
Bigger income can be brought to excellent letter used car advertising platform, every 10 minutes, an adjustment is done to the CPC value of " used car ".
Timely the CPC of used car keyword is made can effectively to help excellent letter used car advertising platform to obtain to adjust
Bigger income is obtained to strive for ranking the first under the premise of keyword cost acceptable (foundation of measurement is CPC threshold value),
When ranking the first, valence is no longer risen.Meanwhile according to CPC threshold value compared with CPC value, can satisfy CPC threshold value in CPC value is needed
Under the premise of asking, the higher bid of keyword is given.
The nearest 3 days click volumes of keyword " new car " can achieve 100, illustrate have less client to pass through keyword daily
" new car " finally leaves a clue in the advertising platform of excellent letter used car, also illustrates keyword " new car ", gives excellent letter used car advertisement
Platform bring be benefited it is less, also illustrate " new car " as keyword advertisement dispensing competitiveness it is less；It can expand at this time " new
The adjustment period of the CPC value of vehicle ".Every 300 minutes, the CPC value of " new car " is made to adjust accordingly.
S1023 according to the tune word period, and, the CPC threshold value adjusts the gray CPC value.
Method shown in the embodiment of the present application has done further restriction to the tune word period of CPC value, click volume has been got over
The tune word period of big keyword is shorter, otherwise adjusts the word period longer, using the method shown in the embodiment of the present application, be suitable for
The adjustment of the CPC value of the keyword of different click volumes enhances the applicability that the embodiment of the present application shows method, guarantees advertiser
Obtain bigger interests.
Embodiment 5:
In order to further enhance the applicability of the price adjustment method shown in the embodiment of the present application, guarantee that advertiser gets maximum
Interests, the method shown in the embodiment of the present application made further restriction to the method for price adjustment.
Specifically, referring to Fig. 5, in technical solution shown in embodiment 4 step S1023 the following steps are included:
S10231 judges whether the gray CPC value is less than CPC threshold value；
If the gray CPC value is less than CPC threshold value, S10232, according to the word period is adjusted, is gradually adjusted based on described
The gray CPC value；
If the gray CPC value is greater than CPC threshold value, the gray CPC value is adjusted to by mono- step of S10233
Adjust threshold value.
If the CPC value of advertiser bid and CPC threshold value deviate, at this point, the ranking of gray CPC value does not obtain again
Gray desired effect just needs to make to adjust, so that gray CPC value is meeting CPC threshold value CPC value at this time
Under the premise of, the ranking of CPC value is forward as far as possible, strives for ranking the first, and when ranking the first, no longer rises valence.Meanwhile according to CPC value
The higher bid of keyword is given under the premise of CPC value can satisfy demand with the comparison of CPC threshold value.
Method shown in the embodiment of the present application readjusts prices to CPC value, specifically using the price adjustment mode of " slowing down liter fastly "
, if the gray CPC value is less than CPC threshold value, based on the word period is adjusted, gradually adjust the gray CPC value；
In general, by 26 minutes, slow rise can obtain clock the ranking feedback after bid in the case where guaranteeing ranking in a measure
To accurate bid, cost is controlled；
If the gray CPC value is greater than CPC threshold value, the gray CPC value is adjusted to adjustment threshold by a step
Value.
Embodiment 6:
In order to the precision of the method price adjustment shown in the embodiment of the present application is further ensured that, shown in the embodiment of the present application
Method has done further restriction to the stride of price adjustment.
Specifically, referring to Fig. 6, in technical solution shown in embodiment 5 step S10232 the following steps are included:
S102321 is based on the gray displaying ranking, and, the difference of the CPC value and the CPC threshold value, really
The adjustment stride of fixed gray CPC value；
S102322 is based on the adjustment stride, and, the tune word period gradually adjusts the gray CPC value.
Under normal conditions, CPC value and the difference of the CPC threshold value are bigger, and more rearward, adjustment stride is got over for the ranking of CPC value
Greatly.
For example, such as keyword " used car ", 2 yuan of present bidding are number three, and 6.2 yuan of CPC threshold value, by gradually
Price adjustment 1 point of of each price adjustment, after keyword bid is adjusted to 2.75 yuan, finds ranking first, then no longer readjusts prices.
Such as keyword " used car ", 1.8 yuan of rankings the 15th of present bidding, 6.2 yuan of CPC threshold value, by gradually readjusting prices
After keyword bid is adjusted to 2.80 yuan by 2 points of of price adjustment every time, finds ranking first, then no longer readjust prices.
It adjusts root according to the basic principle risen is slowed down fastly in real time, is more than the keyword of CPC threshold value for CPC value, with most quickly
Degree price reduction, depending on the amplitude of price reduction according to the tune word period of keyword and CPC is more than the amplitude of threshold value.For being greater than 0.92 times
CPC threshold value, the case where being less than CPC threshold value, neither liter nor is made a price reduction at valence, when for CPC threshold value less than 0.92, carries out a liter valence
Operation, the amplitude for rising valence are determined according to the ranking and CPC of keyword less than the case where threshold value.Ranking is lower, and CPC is relatively smaller,
It is bigger to rise valence amplitude, otherwise liter valence amplitude is smaller.
Embodiment 7:
The embodiment of the present application third aspect shows a kind of device of bidding of search engine, referring to Fig. 7, described device packet
It includes:
Data capture unit 21, for obtaining the historical data of each keyword, according to the historical data of the keyword,
Calculate separately out each gray CPC threshold value；
CPC value adjustment unit 22, for obtaining each gray dispensing data in real time, the dispensing data include,
Gray CPC value adjusts the gray CPC value according to the CPC threshold value.
Embodiment 8:
Referring to Fig. 8, the data capture unit 21 includes: in technical solution shown in embodiment 7
Data acquisition subelement 211, for obtaining the historical data of each keyword, the historical data includes clue line
Lower consumption data, and, the conversion ratio of the clue；
Clue cost calculation unit 212, for calculating the consumption income of clue based on consumption data under the clue line
Than；
CPC threshold computation unit 213, for the consumption income ratio based on the clue, and, the conversion of the clue
Rate calculates each gray CPC threshold value.
Embodiment 9:
Referring to Fig. 9, the CPC adjustment unit 22 includes: in technical solution shown in embodiment 8
Data capture unit 221 is launched, for obtaining each gray dispensing data, the dispensing data packet in real time
It includes: each gray CPC value, gray displaying ranking, and, click volume；
Word period determination unit 222 is adjusted, for being based on the click volume, determines the tune word period of keyword；
CPC value adjusts subelement 223, is used for according to the tune word period, and, the CPC threshold value adjusts the advertisement
The CPC value of quotient.
Embodiment 10:
Referring to Fig. 10, in technical solution shown in embodiment 9, CPC value adjustment subelement 223 includes:
Judging unit 2231, for judging whether the gray CPC value is less than CPC threshold value；
Gradually adjustment unit 2232, if being less than CPC threshold value for the gray CPC value, based on described according to tune
The word period gradually adjusts the gray CPC value；
One successive step unit 2233, if being greater than CPC threshold value for the gray CPC value, a step is by the advertisement
The CPC value of quotient is adjusted to adjustment threshold value.
Embodiment 11:
Please refer to Figure 11, gradually adjustment unit 2232 includes: in the technical solution shown in embodiment 10
Stride determination unit 22321 is adjusted, is ranked for being based on the gray displaying, and, the CPC value and institute
The difference for stating CPC threshold value determines the adjustment stride of gray CPC value；
Subelement 22322 is gradually adjusted, is used to be based on the adjustment stride, and, the tune word period, gradually adjust institute
State gray CPC value.
The embodiment of the present application fourth aspect shows the embodiment of the present application fourth aspect and shows a kind of server, comprising:
One or more processors 41；
Memory 42, for storing one or more programs；
When one or more of programs are executed by one or more of processors 41, so that one or more of places
Manage the method that device 41 realizes the embodiment of the present application crucial point.
From the above technical scheme, the embodiment of the present application shows a kind of price competing method of search engine, apparatus and system,
The method includes obtaining the historical data of each keyword, according to the historical data of the keyword, calculate separately out each
Gray CPC threshold value；Each gray dispensing data are obtained in real time, and the dispensing data include gray CPC
Value adjusts the gray CPC value according to the CPC threshold value.Method shown in the embodiment of the present application, according to historical data
Obtained hints data and cost data calculates each gray CPC threshold value；Each gray CPC value is obtained in real time,
Through CPC value compared with CPC threshold value, it is calculated automatically from this bid value bidded, CPC value is moved according to bid value
The adjustment of state；Method shown in the embodiment of the present application calculates the ceiling price i.e. CPC threshold of ad click according to historical data
Value carries out dynamic adjustment to gray CPC value in real time based on CPC threshold value, to meet gray particular demands, to reach
The effect synchronous with advertising results to advertising expenditure.
Those skilled in the art after considering the specification and implementing the invention disclosed here, will readily occur to its of the application
Its embodiment.This application is intended to cover any variations, uses, or adaptations of the application, these modifications, purposes or
Person's adaptive change follows the general principle of the application and including the undocumented common knowledge in the art of the application
Or conventional techniques.The description and examples are only to be considered as illustrative, and the true scope and spirit of the application are by following
Claim is pointed out.
It should be understood that the application is not limited to the precise structure that has been described above and shown in the drawings, and
And various modifications and changes may be made without departing from the scope thereof.Scope of the present application is only limited by the accompanying claims.
It is worth noting that, in the specific implementation, the application also provides a kind of computer storage medium, wherein the computer
Storage medium can be stored with program, which may include the service providing method or use of user identity provided by the present application when executing
Step some or all of in each embodiment of family register method.The storage medium can be magnetic disk, CD, read-only storage note
Recall body (English: read-only memory, abbreviation: ROM) or random access memory (English: random access
Memory, referred to as: RAM) etc..
It is required that those skilled in the art can be understood that the technology in the embodiment of the present application can add by software
The mode of general hardware platform realize.Based on this understanding, the technical solution in the embodiment of the present application substantially or
Say that the part that contributes to existing technology can be embodied in the form of software products, which can deposit
Storage is in storage medium, such as ROM/RAM, magnetic disk, CD, including some instructions are used so that computer equipment (can be with
It is personal computer, server or the network equipment etc.) execute certain part institutes of each embodiment of the application or embodiment
The method stated.
Same and similar part may refer to each other between each embodiment in this specification.Especially for user identity
Service providing apparatus or user's registration device embodiment for, since it is substantially similar to the method embodiment, thus description
Comparison it is simple, related place is referring to the explanation in embodiment of the method.
Above-described the application embodiment does not constitute the restriction to the application protection scope.
Those skilled in the art after considering the specification and implementing the invention disclosed here, will readily occur to its of the application
Its embodiment.This application is intended to cover any variations, uses, or adaptations of the application, these modifications, purposes or
Person's adaptive change follows the general principle of the application and including the undocumented common knowledge in the art of the application
Or conventional techniques.The description and examples are only to be considered as illustrative, and the true scope and spirit of the application are by following
Claim is pointed out.
It should be understood that the application is not limited to the precise structure that has been described above and shown in the drawings, and
And various modifications and changes may be made without departing from the scope thereof.Scope of the present application is only limited by the accompanying claims.
Claims (12)
1. a kind of price competing method of search engine, which is characterized in that the described method includes:
The historical data for obtaining each keyword calculates separately out each gray according to the historical data of the keyword
CPC threshold value；
Each gray dispensing data are obtained in real time, and the dispensing data include gray CPC value, according to the CPC
Threshold value adjusts the gray CPC value.
2. the method according to claim 1, wherein the historical data for obtaining each keyword, according to institute
The historical data for stating keyword, the step of calculating separately out each gray CPC threshold value include:
The historical data of each keyword is obtained, the historical data includes consumption data under clue line, and, the clue
Conversion ratio；
Based on consumption data under the clue line, the consumption income ratio of clue is calculated；
Consumption income ratio based on the clue, and, the conversion ratio of the clue calculates each gray CPC threshold value.
3. according to the method described in claim 2, it is characterized in that, described obtain each gray dispensing data in real time,
The dispensing data include gray CPC value, and according to the CPC threshold value, the step of adjusting the gray CPC value is wrapped
It includes:
Each gray dispensing data are obtained in real time, and the dispensing data include: each gray CPC value, advertiser
Displaying ranking, and, click volume；
Based on the click volume, the tune word period of keyword is determined；
According to the tune word period, and, the CPC threshold value adjusts the gray CPC value.
4. according to the method described in claim 3, it is characterized in that, it is described according to adjust the word period, and, the CPC threshold value, adjust
The step of whole gray CPC value includes:
Judge whether the gray CPC value is less than CPC threshold value；
If the gray CPC value is less than CPC threshold value, based on described according to the word period is adjusted, the advertiser is gradually adjusted
CPC value；
If the gray CPC value is greater than CPC threshold value, the gray CPC value is adjusted to adjustment threshold value by a step.
5. according to the method described in claim 4, it is characterized in that, it is described based on it is described according to adjust the word period, gradually adjust institute
The step of stating gray CPC value include:
It is ranked based on the gray displaying, and, the difference of the CPC value and the CPC threshold value determines gray
The adjustment stride of CPC value；
Based on the adjustment stride, and, the tune word period gradually adjusts the gray CPC value.
6. a kind of device of bidding of search engine, which is characterized in that described device includes:
Data capture unit, according to the historical data of the keyword, is counted respectively for obtaining the historical data of each keyword
Calculate each gray CPC threshold value；
CPC value adjustment unit, for obtaining each gray dispensing data in real time, the dispensing data include advertiser
CPC value the gray CPC value is adjusted according to the CPC threshold value.
7. device according to claim 6, which is characterized in that the data capture unit includes:
Data acquisition subelement, for obtaining the historical data of each keyword, the historical data includes consuming under clue line
Data, and, the conversion ratio of the clue；
Clue cost calculation unit, for calculating the consumption income ratio of clue based on consumption data under the clue line；
CPC threshold computation unit, for the consumption income ratio based on the clue, and, the conversion ratio of the clue calculates
Each gray CPC threshold value.
8. device according to claim 7, which is characterized in that the CPC adjustment unit includes:
Data capture unit is launched, for obtaining each gray dispensing data in real time, the dispensing data include: each
Gray CPC value, gray displaying ranking, and, click volume；
Word period determination unit is adjusted, for being based on the click volume, determines the tune word period of keyword；
CPC value adjusts subelement, is used for according to the tune word period, and, the CPC threshold value adjusts the gray CPC
Value.
9. device according to claim 8, which is characterized in that the CPC value adjusts subelement and includes:
Judging unit, for judging whether the gray CPC value is less than CPC threshold value；
Gradually adjustment unit, if for the gray CPC value be less than CPC threshold value, based on it is described according to adjust the word period, by
Gray CPC value described in successive step；
One successive step unit, if being greater than CPC threshold value for the gray CPC value, a step is by the gray CPC value
It is adjusted to adjustment threshold value.
10. device according to claim 9, which is characterized in that the gradually adjustment unit includes:
Stride determination unit is adjusted, is ranked for being based on the gray displaying, and, the CPC value and the CPC threshold value
Difference, determine the adjustment stride of gray CPC value；
Subelement is gradually adjusted, is used to be based on the adjustment stride, and, the tune word period, gradually adjust the advertiser
CPC value.
11. a kind of Ask-Bid System of search engine, which is characterized in that the system comprises:
Application platform server, the data storage server being connected with the application platform server, the data storage clothes
Business device is arranged inside the Platform Server or is independently arranged, and the application platform server is connected by internet with terminal
It connects；
The terminal, the display for advertisement；
The application platform server, for obtaining the historical data of each keyword, according to the historical data of the keyword,
Calculate separately out each gray CPC threshold value；
Each gray dispensing data are obtained in real time, and the dispensing data include gray CPC value, according to the CPC
Threshold value adjusts the gray CPC value；
The data storage server, the storage for related data.
12. a kind of server characterized by comprising
One or more processors；
Memory, for storing one or more programs；
When one or more of programs are executed by one or more of processors, so that one or more of processors are real
Existing method according to any one of claims 1 to 5.
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| CN112579865A (en) * | 2019-09-29 | 2021-03-30 | 北京国双科技有限公司 | Price adjusting method and device for search keywords, storage medium and electronic equipment |
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