CN110544110A

CN110544110A - SEM keyword release abnormity monitoring method and device and readable storage medium

Info

Publication number: CN110544110A
Application number: CN201910696623.XA
Authority: CN
Inventors: 李一华; 李一平; 李潇逸
Original assignee: Zhongzhi Data Group Co Ltd
Current assignee: Zhongzhi Data Group Co Ltd
Priority date: 2019-07-30
Filing date: 2019-07-30
Publication date: 2019-12-06

Abstract

The invention provides a method and a device for monitoring SEM keyword release abnormity and a readable storage medium, wherein the method comprises the following steps: acquiring advertisement position ranking, conversion rate, sales amount and click cost corresponding to the SEM keywords, wherein the conversion rate is the number of times of user purchase/number of times of searching page click, the sales amount is the sales posting amount of products corresponding to the SEM keywords, and the click cost is the cost required to be paid after a merchant releases the SEM keywords and is clicked by a buyer; calculating to obtain a delivery return rate according to the advertisement position ranking, the conversion rate, the sales volume and the click cost, and judging whether the delivery return rate is higher than a first preset return rate threshold value; if not, generating an abnormal reminding message and pushing the abnormal reminding message to the merchant terminal in a preset mode. The SEM keyword release abnormity monitoring method provided by the invention can effectively screen out the SEM keywords with low release return rate, and improve release income.

Description

SEM keyword release abnormity monitoring method and device and readable storage medium

Technical Field

The invention relates to the technical field of computer networks, in particular to a method and a device for monitoring SEM keyword release abnormity and a readable storage medium.

Background

with the rapid development of the internet, users on the internet have presented exponential growth. As the largest information carrier and communication platform, networks have become an important way for many people to obtain information.

The search engine is an information inquiry system based on the Internet, and comprises information access, information management and information retrieval. Search engine marketing is just based on the way that consumers use search engines, and through a whole set of technology and strategy systems, the opportunity of users to retrieve information is utilized, and marketing information is transmitted to target groups as far as possible. Search Engine Marketing (SEM) is used as a network marketing mode, aims to promote websites, improves the popularity, obtains better marketing or promotion channels through results returned by the search engine, and has obvious effects on the aspects of modeling network brands, website promotion, online marketing, product promotion and the like.

However, in the actual keyword release process, due to lack of real-time monitoring on release income, after a merchant pays release fees, a good release return effect may not be obtained, and the release enthusiasm of the merchant is influenced to a certain extent.

Disclosure of Invention

In view of the above situation, there is a need to solve the problem in the prior art that in the actual keyword release process, due to lack of real-time monitoring on release revenue, after a merchant pays a release fee, a good release return effect may not be obtained, and the release enthusiasm of the merchant is affected to a certain extent.

The embodiment of the invention provides a method for monitoring the release abnormality of an SEM keyword, wherein the method comprises the following steps:

Obtaining advertisement position ranking, conversion rate, sales amount and click cost corresponding to the SEM keywords, wherein the conversion rate is the number of times of user purchase/number of times of search page click, the sales amount is the sales posting amount of products corresponding to the SEM keywords, and the click cost is the cost paid after a merchant puts in the SEM keywords and the buyers click the SEM keywords;

calculating to obtain a delivery return rate according to the advertisement position ranking, the conversion rate, the sales volume and the click cost, and judging whether the delivery return rate is higher than a first preset return rate threshold value;

if not, generating an abnormal reminding message and pushing the abnormal reminding message to the merchant terminal in a preset mode.

The method for monitoring the abnormal delivery of the SEM keywords comprises the steps of firstly obtaining advertisement position ranking, conversion rate, sales amount and click cost relevant to the SEM keywords, calculating delivery return rate according to the advertisement position ranking, conversion rate, sales amount and click cost, comparing the calculated delivery return rate with a first preset return rate threshold value in order to ensure the delivery yield, and determining that the current delivery is the keyword delivery according with expected yield if the calculated delivery return rate exceeds the first preset return rate threshold value. The SEM keyword release abnormity monitoring method provided by the invention can effectively screen out the SEM keywords with low release return rate, and improve release income.

The SEM keyword release abnormity monitoring method comprises the following steps of:

Wherein H is the delivery return rate, a is a calibration factor, z is the conversion rate, s is the sales amount, f is the click cost, and l is the ad slot ranking.

The SEM keyword release abnormity monitoring method comprises the following steps:

performing word segmentation on the information of the product to be released to obtain the SEM keywords;

the method for word segmentation processing of the information of the product to be released comprises the following steps:

And removing prepositions, auxiliary words and non-character numbers contained in the product information by adopting a conventional word and word library, wherein the non-character numbers comprise Latin-like letters, Chinese-like characters, numbers, blank symbols and Chinese-like characters.

The SEM keyword release abnormality monitoring method includes that the SEM keywords are in a plurality of groups, and each group of the SEM keywords corresponds to a return rate threshold, wherein when it is determined that the release return rate is higher than the first preset return rate threshold, the method further includes:

and arranging according to the value of the delivery return rate corresponding to each group of the SEM keywords in a descending order, and adding the SEM keywords of a preset number group into a delivery decision evaluation table.

And when the delivery return rate is judged to be higher than the first preset return rate threshold value, delivering the corresponding keywords through an SEM channel.

when the delivery return rate is judged to be lower than the first preset return rate threshold and larger than a second preset return rate threshold, judging whether the delivery return rate is still lower than the first preset return rate threshold and larger than the second preset return rate threshold after first preset time;

if yes, switching to SEO channel delivery.

And when the delivery return rate is judged to be lower than the second preset return rate threshold value, delivering through the SEO channel.

The invention also provides a device for monitoring the abnormal release of the SEM keywords, wherein the device comprises:

The information acquisition module is used for acquiring the advertising space ranking, the conversion rate, the sales amount and the click fee corresponding to the SEM keywords, wherein the conversion rate is the number of times of purchasing users/the number of times of clicking searching pages, the sales amount is the sales posting amount of products corresponding to the SEM keywords, and the click fee is the fee paid after the merchant releases the SEM keywords and is clicked by the buyer;

The data processing module is used for calculating to obtain a delivery return rate according to the advertisement space ranking, the conversion rate, the sales volume and the click cost, and judging whether the delivery return rate is higher than a first preset return rate threshold value;

And the monitoring prompt module is used for generating an abnormal prompt message and pushing the abnormal prompt message to a merchant end in a preset mode if the releasing return rate is judged to be higher than the first preset return rate threshold value.

the SEM keyword release abnormity monitoring device comprises a release return rate calculation formula as follows:

the invention further provides a readable storage medium, on which a computer program is stored, wherein the program, when executed by a processor, implements the SEM keyword release abnormality monitoring method as described above.

Additional aspects and advantages of the invention will be set forth in part in the description which follows and, in part, will be obvious from the description, or may be learned by practice of the invention.

Drawings

Fig. 1 is a flowchart of a method for monitoring SEM keyword release abnormality according to a first embodiment of the present invention;

FIG. 2 is a flowchart illustrating a method for monitoring SEM keyword release abnormality according to a second embodiment of the present invention;

FIG. 3 is a flowchart illustrating a method for monitoring SEM keyword release abnormality according to a third embodiment of the present invention;

fig. 4 is a schematic structural diagram of an SEM keyword release abnormality monitoring apparatus according to a fourth embodiment of the present invention.

Detailed Description

Reference will now be made in detail to embodiments of the present invention, examples of which are illustrated in the accompanying drawings, wherein like or similar reference numerals refer to the same or similar elements or elements having the same or similar function throughout. The embodiments described below with reference to the accompanying drawings are illustrative only for the purpose of explaining the present invention, and are not to be construed as limiting the present invention.

These and other aspects of embodiments of the invention will be apparent with reference to the following description and attached drawings. In the description and drawings, particular embodiments of the invention have been disclosed in detail as being indicative of some of the ways in which the principles of the embodiments of the invention may be practiced, but it is understood that the scope of the embodiments of the invention is not limited correspondingly. On the contrary, the embodiments of the invention include all changes, modifications and equivalents coming within the spirit and terms of the claims appended hereto.

in the actual releasing process of the keywords, due to lack of real-time monitoring on releasing income, after a merchant pays releasing cost, a good releasing return effect may not be obtained, and releasing enthusiasm of the merchant is influenced to a certain extent.

in order to solve the technical problem, the present invention provides a method for monitoring SEM keyword release abnormality, please refer to fig. 1, and the method for monitoring SEM keyword release abnormality provided in the first embodiment of the present invention includes the following steps:

S101, obtaining advertising position ranking, conversion rate, sales amount and click cost corresponding to the SEM keywords, wherein the conversion rate is user purchase times/search page click times, the sales amount is sales posting amount of products corresponding to the SEM keywords, and the click cost is cost required to be paid after a merchant puts the SEM keywords and the buyer clicks.

In this step, various delivery parameters of the SEM keywords are monitored and obtained. Specifically, the parameters at least to be monitored and acquired include: ad placement ranking, conversion rate, sales, and click-through fee. Wherein, the conversion rate is the number of times of user purchase/the number of times of searching page click; the sales amount is the order unit price per order of the number of orders in the net; the click cost is the total click volume for the SEM keyword within the web, the single click price.

It should be noted that, when performing SEM keyword monitoring, the parameters to be obtained are not limited to the above parameters, and more parameters related to the SEM keyword can be obtained according to actual needs.

s102, calculating to obtain a delivery return rate according to the advertisement position ranking, the conversion rate, the sales volume and the click cost, and judging whether the delivery return rate is higher than a first preset return rate threshold value.

in this embodiment, the above calculation formula regarding the delivery return rate is:

Wherein H is the return rate of delivery, a is the calibration factor, z is the conversion rate, s is the sales amount, f is the click cost, and l is the ad slot ranking.

after the delivery return rate H is obtained through calculation, the delivery return rate H needs to be compared with the first preset return rate threshold value to determine whether the delivered SEM keywords meet the predetermined profit requirement.

S103, if not, generating an abnormal reminding message and pushing the abnormal reminding message to a merchant terminal in a preset mode.

As described in the step S102, the delivery rate of return H is compared with the first preset rate of return threshold, and if the delivery rate of return H is not greater than the first preset rate of return threshold, it is determined that the yield of the SEM keyword does not meet the expected requirement, and at this time, an abnormal reminding message is generated and pushed to the merchant terminal by a short message or an email.

The SEM keyword release abnormality monitoring method according to the present invention is discussed in detail with reference to an embodiment. Referring to fig. 2, a method for monitoring SEM keyword release abnormality according to a second embodiment of the present invention includes the following steps:

s201, performing word segmentation processing on the information of the product to be released to obtain SEM keywords.

After the product information required to be released by the client is determined, word segmentation processing needs to be carried out on the product information to obtain the SEM keywords.

In the step, when the word segmentation is performed, a conventional word library is adopted to cut prepositions, auxiliary words and non-character numbers contained in the product information, wherein the non-character numbers comprise latin-like letters, chinese-like characters, numbers, blank symbols and chinese-like characters. For example, "65 g x 5 ice cream/box with chocolate crisp layer vanilla taste ice cream when illite, chocolate, gorse, gorgeous and belgium" can be processed into keywords such as "illite", "chocolate, gorgeous", "ice cream" and "ice cream". The above-mentioned "illite", "chocolate", "ice cream bar" and "ice cream" are put as a set of SEM keywords.

S202, obtaining the advertisement space ranking, the conversion rate, the sales amount and the click cost corresponding to the SEM keywords.

S203, calculating to obtain the delivery return rate,

In this step, the above calculation formula related to the delivery return rate is:

S204, whether the delivery return rate is greater than a first preset return rate threshold value or not is judged.

S205, whether the delivery return rate is greater than a second preset return rate threshold value or not.

as mentioned in the step S204, if the delivery return rate is smaller than the first predetermined return rate threshold, the optimal investment profit expectation is not satisfied. But because the market has a certain period law, the release benefit can be improved for a longer time. In this step, if the delivery rate of return is greater than the second predetermined rate of return threshold, the process may jump to step S207.

s206, still delivering through the SEM channel.

as described in the step S204, if the delivery return rate is greater than the first predetermined return rate threshold, it is determined that the return of the delivery return rate meets the expected return, and the delivery can still be performed through the SEM channel.

And S207, judging whether the delivery return rate is still lower than a first preset return rate threshold value and is greater than a second preset return rate threshold value after the first preset time, and switching to SEO channel delivery.

As described in step S205, after the market test is performed for a period of time (the first preset time is 30d), if the delivery rate of return is still lower than the first preset rate of return threshold and is greater than the second preset rate of return threshold, it indicates that the benefit of delivery is still low, and the meaning of continuing to deliver is not great, and at this time, the delivery is switched to an SEO channel (free) for delivery.

And S208, judging whether the delivery return rate is smaller than a second preset return rate threshold value.

As described in step S205, if the delivery return rate is smaller than the second predetermined return rate threshold, it indicates that the cost category that the merchant can bear is exceeded, and the delivery of the SEM channel is directly ended. Jump to step S209 to implement SEO channel delivery.

and S209, delivering through an SEO channel.

Referring to fig. 3, a method for monitoring SEM keyword release abnormality according to a third embodiment of the present invention includes the following steps:

s301, performing word segmentation on the information of the product to be released to obtain SEM keywords.

In the step, when the word segmentation is performed, a conventional word library is adopted to cut prepositions, auxiliary words and non-character numbers contained in the product information, wherein the non-character numbers comprise latin-like letters, chinese-like characters, numbers, blank symbols and chinese-like characters. For example, "plain Mosleian original yoghourt is packaged in 200g by 24 boxes at home", and can be processed into keywords such as "plain" and "Mosleian" and "yoghourt" by word segmentation. The above "guanamine", "Mosleian" and "yogurt" were delivered as a set of SEM keywords.

s302, advertisement space ranking, conversion rate, sales and click cost corresponding to the SEM keywords are obtained.

And S303, calculating to obtain the delivery return rate.

S304, whether the delivery return rate is larger than a first preset return rate threshold value or not is judged.

S305, arranging according to a descending order, and adding the SEM keywords in a preset number group into a release decision evaluation table.

In this step, the selected SEM keywords all satisfy the expected profit. And according to the value of the delivery return rate and a descending mode, delivering the corresponding SEM keywords into a delivery decision evaluation table. It should be noted that all SEM keywords added to the delivery decision evaluation table are focused on keywords. Because the return rate of delivery of the SEM keywords is higher, the merchant will spend more delivery cost for advertisement delivery to obtain more order benefits.

Referring to fig. 4, regarding the SEM keyword release abnormality monitoring apparatus according to the fourth embodiment of the present invention, the apparatus includes an information obtaining module 11, a data processing module 12, and a monitoring prompt module 13, which are connected in sequence;

the information obtaining module 11 is specifically configured to:

the data processing module 12 is specifically configured to:

The monitoring prompt module 13 is specifically configured to:

And if the releasing return rate is judged to be higher than the first preset return rate threshold value, generating abnormal reminding information and pushing the abnormal reminding information to a merchant terminal in a preset mode.

the logic and/or steps represented in the flowcharts or otherwise described herein, e.g., an ordered listing of executable instructions that can be considered to implement logical functions, can be embodied in any computer-readable medium for use by or in connection with an instruction execution system, apparatus, or device, such as a computer-based system, processor-containing system, or other system that can fetch the instructions from the instruction execution system, apparatus, or device and execute the instructions. For the purposes of this description, a "computer-readable medium" can be any means that can contain, store, communicate, propagate, or transport the program for use by or in connection with the instruction execution system, apparatus, or device.

More specific examples (a non-exhaustive list) of the computer-readable medium would include the following: an electrical connection (electronic device) having one or more wires, a portable computer diskette (magnetic device), a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber device, and a portable compact disc read-only memory (CDROM). Additionally, the computer-readable medium could even be paper or another suitable medium upon which the program is printed, as the program can be electronically captured, via for instance optical scanning of the paper or other medium, then compiled, interpreted or otherwise processed in a suitable manner if necessary, and then stored in a computer memory.

it should be understood that portions of the present invention may be implemented in hardware, software, firmware, or a combination thereof. In the above embodiments, the various steps or methods may be implemented in software or firmware stored in memory and executed by a suitable instruction execution system. For example, if implemented in hardware, as in another embodiment, any one or combination of the following techniques, which are known in the art, may be used: a discrete logic circuit having a logic gate circuit for implementing a logic function on a data signal, an application specific integrated circuit having an appropriate combinational logic gate circuit, a Programmable Gate Array (PGA), a Field Programmable Gate Array (FPGA), or the like.

in the description herein, references to the description of the term "one embodiment," "some embodiments," "an example," "a specific example," or "some examples," etc., mean that a particular feature, structure, material, or characteristic described in connection with the embodiment or example is included in at least one embodiment or example of the invention. In this specification, the schematic representations of the terms used above do not necessarily refer to the same embodiment or example. Furthermore, the particular features, structures, materials, or characteristics described may be combined in any suitable manner in any one or more embodiments or examples.

The above-mentioned embodiments only express several embodiments of the present invention, and the description thereof is more specific and detailed, but not construed as limiting the scope of the present invention. It should be noted that, for a person skilled in the art, several variations and modifications can be made without departing from the inventive concept, which falls within the scope of the present invention. Therefore, the protection scope of the present patent shall be subject to the appended claims.

Claims

1. An SEM keyword release abnormity monitoring method is characterized by comprising the following steps:

2. the method for monitoring abnormal delivery of SEM keywords according to claim 1, wherein the delivery rate of return is calculated by the formula:

3. the SEM keyword release abnormality monitoring method according to claim 1, further comprising:

4. The method of claim 1, wherein the SEM keywords are grouped into a plurality of groups, and each group of SEM keywords corresponds to a threshold value of a return rate, and when it is determined that the return rate of delivery is higher than the first threshold value of the predetermined return rate, the method further comprises:

5. the SEM keyword release abnormality monitoring method according to claim 1, further comprising:

6. the SEM keyword release abnormality monitoring method according to claim 5, further comprising:

If yes, switching to SEO channel delivery.

7. the SEM keyword release abnormality monitoring method according to claim 5, further comprising:

8. the utility model provides a SEM keyword puts in unusual monitoring devices which characterized in that, the device includes:

9. the device for monitoring SEM keyword release abnormality according to claim 8, wherein the release return rate is calculated by the formula:

10. A readable storage medium, on which a computer program is stored, wherein the program, when executed by a processor, implements the SEM keyword putting abnormality monitoring method according to any one of claims 1 to 7.