CN111080369A - Advertisement information display method, device, equipment and readable storage medium - Google Patents
Advertisement information display method, device, equipment and readable storage medium Download PDFInfo
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Abstract
The application discloses a method, a device and equipment for displaying advertisement information and a readable storage medium, and relates to the technical field of intelligent terminals. The specific implementation scheme is as follows: acquiring a natural retrieval result obtained according to the search request; acquiring corresponding advertisement information according to the information of the natural result in the natural retrieval result; and displaying the advertisement information in a display area corresponding to the natural result on a natural retrieval result display page. In the scene of natural retrieval, the method and the system realize the same-region advertisement delivery with natural results, and ensure the constant browsing experience of the user and the profit of the advertiser in the natural retrieval mode and the conversion efficiency of two flows.
Description
Technical Field
The application relates to the internet processing technology, in particular to the technical field of intelligent terminals.
Background
The search engine is a retrieval technology working on the internet, and aims to improve the speed of acquiring and collecting information and provide a better network use environment for people. With the development of search engine technology and the increasing number of users, most advertisers place advertisements through search engines to reach users precisely.
Conventionally, when an advertiser obtains user traffic through a search engine, the advertiser mostly purchases a ranking of an advertisement webpage in the search engine through Search Engine Marketing (SEM), that is, obtains the user traffic through a commercial retrieval mode. However, under the new situation of ad spot reduction and increased competition, advertisers gradually migrate budgets to the Search Engine Optimization (SEO) direction, that is, the ranking of the top page, the column page and the content page of the website under different terms in the natural Search result is promoted through website Optimization, so as to obtain the user traffic through the natural Search.
Because the natural retrieval result and the commercial retrieval result are not intercommunicated in the existing search engine, when an advertiser migrates from the commercial retrieval to the natural retrieval, the browsing experience of a user is difficult to be ensured to be unchanged, and the income and the conversion efficiency of the advertiser to two flows under the natural retrieval mode are also ensured.
Disclosure of Invention
The embodiment of the application provides a method, a device, equipment and a readable storage medium for displaying advertisement information, so that the browsing experience of a user is not changed, and the profits of an advertiser in a natural retrieval mode and the conversion efficiency of two kinds of traffic are guaranteed.
In a first aspect, an embodiment of the present application provides a method for displaying advertisement information, including:
acquiring a natural retrieval result obtained according to the search request;
acquiring corresponding advertisement information according to the information of the natural result in the natural retrieval result;
and displaying the advertisement information in a display area corresponding to the natural result on a natural retrieval result display page.
According to the method and the device, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information and the natural result have relevance, and the influence on the browsing experience of a user is avoided; the advertisement information is displayed in the display area corresponding to the natural result, the advertisement information and the natural result are displayed in the same area, and the advertisement information is not inserted between two natural results or between the top and the bottom of the natural result, so that the sequencing and the continuity of the natural result are not influenced. In the scene of natural retrieval, the method and the system realize the same-region advertisement delivery with natural results, and ensure the constant browsing experience of the user and the profit of the advertiser in the natural retrieval mode and the conversion efficiency of two flows. In the embodiment, under the large background of advertisement space reduction, an advertiser participates in ecological construction of natural result content, the user experience and the conversion efficiency of natural results are optimized by using the advertisement information of the advertiser, and the three-party win-win of a user, the advertiser and a search engine is realized.
Optionally, the display area corresponding to the natural result includes: the card corresponding to the natural result, or the area enclosed by the frame corresponding to the natural result, or the area sandwiched by the dividing lines or the spaces between the natural result and other results.
An optional implementation in the above-mentioned application provides corresponding show scheme to different page layouts for advertising information and natural result show in same region, do not influence the natural result show effect originally, also can effectively reach the user, reach the purpose of popularization.
Optionally, the displaying the advertisement information in a display area corresponding to the natural result on the natural search result display page includes:
acquiring a control style corresponding to the advertisement information;
generating a control of a corresponding style according to the advertisement information;
displaying the control of the corresponding style in a display area corresponding to the natural result on a natural retrieval result display page;
wherein the control contains a network link that jumps to a corresponding advertisement information page.
In an optional implementation manner in the above application, a control corresponding to the style is generated according to the advertisement information, and the advertisement information is displayed in the form of the control, so that the display style of the advertisement information is enhanced, and a stronger visual impact effect is achieved; the control contains a network link which jumps to the corresponding advertisement information page, so that the control can jump to the advertisement information page, and the popularization of the advertisement information is facilitated.
Optionally, the control styles include at least one of a phone control style, a consultation control style, a download control style, a form control style, a picture, and a child chain style.
One optional implementation mode in the application provides rich optional control styles, and is beneficial to perfecting ecological construction of natural result content; and a corresponding advertisement style is generated according to the advertisement information, so that the user can distinguish the advertisement type, and the visual experience and the advertisement browsing experience of the user are enhanced.
Optionally, before displaying the advertisement information in a display area corresponding to the natural result on the natural search result display page, the method further includes:
obtaining a search intention characteristic associated with the search request;
predicting the click rate of the user on various combinations of the corresponding advertisement information and the control styles according to the search intention characteristics;
and screening the corresponding combinations of the advertisement information and the control styles according to the click rate.
In an optional implementation manner of the above application, according to the search intention characteristics, the click rate of the user on various combinations of corresponding advertisement information and control styles is predicted; and screening the corresponding combinations of the advertisement information and the control style according to the click rate, thereby being beneficial to screening the combinations which meet the search intention characteristics and the click rate meeting the requirements, and further improving the browsing experience of the user and the benefit of the advertisement information.
Optionally, the screening, according to the click rate, the combinations of the corresponding advertisement information and the control style includes:
calculating the score of each combination according to the click rate and the bid of the advertisement information in the corresponding combination;
sorting the combinations according to the scores of the combinations;
and screening out the combinations of the advertisement information and the control styles which meet the set conditions according to the sequencing results of the combinations.
In the optional implementation manner in the application, the click-through rate and the bid price are comprehensively considered to screen the combination, so that the combination which meets the search intention characteristics, meets the click-through rate requirement and has a higher bid price can be screened, the browsing experience of the user and the advertising information benefit are improved, and the income of a search engine is improved.
Optionally, obtaining corresponding advertisement information according to information of a natural result in the natural search result, including:
determining service information corresponding to a natural result website in the natural retrieval result according to a preset corresponding relation between the natural result website and the service information;
and pulling the advertisement information matched with the main domains of the business information and the natural result website from an advertisement information base.
In an optional implementation manner in the above application, the business information can better reflect the business attribute of the website, the home domain reflects the merchant behind the website, and the advertisement information matched with the home domain of the natural result and the business information thereof is pulled, so that the advertisement information is delivered more accurately.
Optionally, before determining, according to a preset correspondence between a natural result website and service information, service information corresponding to a natural result website in the natural search result, the method further includes:
acquiring a plurality of natural result websites from search logs of users of a network;
detecting service information in each natural result website;
and establishing a corresponding relation between each natural result website and the detected service information.
In an optional implementation manner in the above application, the correspondence between the natural result website and the service information is pre-established, which is beneficial to improving the pulling efficiency of the advertisement information, thereby improving the display efficiency of the natural retrieval result.
In a second aspect, an embodiment of the present application further provides a device for displaying advertisement information, including:
the first acquisition module is used for acquiring a natural retrieval result obtained according to the search request;
the second acquisition module is used for acquiring corresponding advertisement information according to the information of the natural result in the natural retrieval result;
and the display module is used for displaying the advertisement information in a display area corresponding to the natural result on a natural retrieval result display page.
In a third aspect, an embodiment of the present application further provides an electronic device, including:
at least one processor; and
a memory communicatively coupled to the at least one processor; wherein the content of the first and second substances,
the memory stores instructions executable by the at least one processor, and the instructions are executed by the at least one processor to enable the at least one processor to execute a method for presenting advertisement information as provided in an embodiment of the first aspect.
In a fourth aspect, embodiments of the present application further provide a non-transitory computer-readable storage medium storing computer instructions for causing a computer to execute a method for presenting advertisement information as provided in the first aspect.
Other effects of the above-described alternative will be described below with reference to specific embodiments.
Drawings
The drawings are included to provide a better understanding of the present solution and are not intended to limit the present application. Wherein:
fig. 1a is a flowchart of a method for displaying advertisement information in one embodiment of the present application;
FIG. 1b is a schematic diagram of a natural search result display page of a card style layout according to an embodiment of the present application;
fig. 1c is a schematic diagram of a natural search result display page of a partition line style layout according to an embodiment of the present application;
FIG. 1d is a diagram of a natural search result display page with another partition line style layout according to an embodiment of the present application;
fig. 1e is a schematic diagram of a natural search result display page of a frameless style layout according to an embodiment of the present application;
fig. 2a is a flowchart of a method for displaying advertisement information in the second embodiment of the present application;
FIG. 2b is a diagram illustrating a control of a phone control style according to a second embodiment of the present application;
FIG. 2c is a diagram of a control for consulting a style of the control in the second embodiment of the present application;
FIG. 2d is a schematic diagram of a control for downloading a style of the control in the second embodiment of the present application;
FIG. 2e is a schematic diagram of a control of a form control style in the second embodiment of the present application;
FIG. 2f is a schematic diagram of a control of a picture control style in the second embodiment of the present application;
FIG. 2g is a schematic diagram of a control of a child-link control style in an embodiment of the present application;
fig. 3 is a structural diagram of a display device for advertisement information in a third embodiment of the present application;
fig. 4 is a block diagram of an electronic device for implementing a method for presenting advertisement information according to an embodiment of the present application.
Detailed Description
The following description of the exemplary embodiments of the present application, taken in conjunction with the accompanying drawings, includes various details of the embodiments of the application for the understanding of the same, which are to be considered exemplary only. Accordingly, those of ordinary skill in the art will recognize that various changes and modifications of the embodiments described herein can be made without departing from the scope and spirit of the present application. Also, descriptions of well-known functions and constructions are omitted in the following description for clarity and conciseness.
Example one
Fig. 1a is a flowchart of a method for displaying advertisement information in an embodiment of the present application, where the embodiment of the present application is applied to a situation where advertisement information is displayed in a natural search scenario, and the method is executed by an advertisement information displaying device, such as a search engine, which is implemented by software and/or hardware and is specifically configured in an electronic device with certain data computation capability.
A method for displaying advertisement information as shown in fig. 1a includes:
and S101, acquiring a natural retrieval result obtained according to the search request.
At present, network users mostly perform network search through a search engine, and the users input search terms in a search box of the search engine and trigger a search button to send a search request. Then, a presentation device (e.g., a search engine) of the advertisement information grabs the matched at least one natural result from the internet in an SEO manner according to the search request. The at least one natural result constitutes a natural search result.
And S102, acquiring corresponding advertisement information according to the information of the natural result in the natural search result.
Alternatively, the information of the natural result may reflect business attributes of the natural result, e.g., the information of the natural result includes business information and a home domain of the natural result. Based on the service information, determining the service information corresponding to the natural result website in the natural retrieval result according to the corresponding relation between the preset natural result website and the service information; and pulling the advertisement information matched with the main domains of the business information and the natural result website from the advertisement information base.
The natural result website refers to a jump link of the natural result, for example, clicking a title of the natural result to jump to a landing page, and the landing page address is the natural result website. Therefore, the natural result website is the only identification of the natural result. The business information reflects the main business of the natural result website, such as 'hotel', 'air ticket', 'tourist party' and the like, and the main domain reflects the merchant behind the website. And pre-establishing a corresponding relation between the natural result website and the service information thereof, and storing the corresponding relation and the main domain of the natural result website into an online word list so as to be convenient for maintenance and updating. The service information can be displayed at the terminal of the advertiser, the advertiser can input the advertisement information into the advertisement information base aiming at the proper service information, and meanwhile, the advertisement information carries the information of the merchant. For example, the advertisement information is a hotel offer, and the title of the advertisement information includes "a merchant"; alternatively, the advertiser may enter merchant information directly and act as collateral information for the advertising information.
The advertisement information display device extracts the service information and the main domain corresponding to the web address of the natural result from the online word list, and searches the advertisement information matched with the service information and the main domain from the advertisement information base. The number of advertisement information may be at least one.
Optionally, before determining the service information corresponding to the natural result website in the natural search result according to a preset correspondence between the natural result website and the service information, the method further includes: acquiring a plurality of natural result websites from search logs of users of a network; detecting service information in each natural result website; and establishing a corresponding relation between each natural result website and the detected service information.
Each user of the network should include as many network users as possible, and simultaneously, the situation that a plurality of repeated natural result websites are obtained due to too many network users is avoided. Optionally, by big data mining, a plurality of online network users are randomly selected in different areas and/or different time periods, search logs of the online network users are obtained, and the search logs are filtered and cleaned to remove repeated and invalid/malicious websites; and then acquiring a plurality of natural result websites from the search log. Then, the respective result websites are input into the artificial intelligent classification model. The model classifies the websites into a certain category in an industry classification system by identifying the characteristics of retrieval words, titles, abstracts, pictures, landing page contents, other natural information and the like of the naturally-resulting websites, for example, the websites of travel-taking hotels are classified into the category of travel-taking hotels and hotel-serving hotels. The industry classification is an industry classification system according to the current industry classification, such as medical treatment, education, tourism and the like.
S103, displaying the advertisement information in a display area corresponding to the natural result on the natural search result display page.
And the natural retrieval result display page is a page distributed for the natural retrieval result by the search engine. When the number of the natural results is small, all the natural results can be displayed on one display page. When the number of natural results is large, page display is required, and the number of displayed pages is multiple.
Each natural result occupies one area of the presentation page, for example, the presentation page is divided into 10 areas from top to bottom, and each area presents one natural result. The advertisement information is displayed in a display area corresponding to the natural result.
Currently, page layout styles include card style, split line, frameless. The cards are compared like a container, and the contents with different dimensions can be put into different cards, so that the contents can be distinguished, and meanwhile, the uniformity of an interface can be kept. As shown in fig. 1b, when the card style layout is adopted, the advertisement information may be displayed in a card corresponding to a natural result. The design of the dividing line can play the roles of separating, organizing and refining, help the user to know the page level and endow the content with the organization. As shown in FIG. 1c, when the layout is in the split line style, the advertisement information can be displayed in the area between the split lines between the natural result and other results; alternatively, as shown in FIG. 1d, the advertisement information may be presented in an area surrounded by a frame corresponding to the natural result. The frameless design is to remove the frame and the dividing line in the interface and distinguish the content by the space. When a frameless style layout is used, the advertising message may be presented in an area sandwiched by the spacing between the natural and other results, as shown in FIG. 1 e.
According to the method and the device, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information and the natural result have relevance, and the influence on the browsing experience of a user is avoided; the advertisement information is displayed in the display area corresponding to the natural result, the advertisement information and the natural result are displayed in the same area, and the advertisement information is not inserted between two natural results or between the top and the bottom of the natural result, so that the sequencing and the continuity of the natural result are not influenced. In the scene of natural retrieval, the method and the system realize the same-region advertisement delivery with natural results, and ensure the constant browsing experience of the user and the profit of the advertiser in the natural retrieval mode and the conversion efficiency of two flows. In the embodiment, under the large background of advertisement space reduction, an advertiser participates in ecological construction of natural result content, the user experience and the conversion efficiency of natural results are optimized by using the advertisement information of the advertiser, and the three-party win-win of a user, the advertiser and a search engine is realized.
Furthermore, this embodiment provides corresponding show scheme to different page layouts for advertising information and natural result show in same region, do not influence the natural result show effect originally, also can reach the user effectively, reach the purpose of popularization.
Furthermore, the business information can reflect the business attribute of the website better, the home domain reflects the merchant behind the website, and the advertisement information matched with the home domain with natural results and the business information is pulled, so that the advertisement information is put more accurately. Moreover, the corresponding relation between the natural result website and the service information is established in advance, so that the pulling efficiency of the advertisement information is improved, and the display efficiency of the natural retrieval result is improved.
Example two
Fig. 2a is a flowchart of a method for displaying advertisement information in the second embodiment of the present application, and the second embodiment of the present application is optimized and improved based on the technical solutions of the foregoing embodiments.
Further, the advertisement information is displayed in a display area corresponding to the natural result on a natural retrieval result display page and is refined into a control style corresponding to the advertisement information; generating a control of a corresponding style according to the advertisement information; displaying the control of the corresponding style in a display area corresponding to the natural result on a natural retrieval result display page; the control comprises a network link which jumps to the corresponding advertisement information page, so that the display style of the advertisement information is enhanced.
Further, before displaying the advertisement information in a display area corresponding to the natural result on the natural retrieval result display page, additionally acquiring a search intention characteristic associated with the search request; predicting the click rate of the user on various combinations of the corresponding advertisement information and the control styles according to the search intention characteristics; and screening the corresponding combinations of the advertisement information and the control styles according to the click rate so as to improve the browsing experience of the user and the benefit of the advertisement information.
A method for displaying advertisement information as shown in fig. 2a includes:
s201, obtaining a natural retrieval result obtained according to the search request.
S202, acquiring corresponding advertisement information according to the information of the natural result in the natural search result.
S203, acquiring the search intention characteristics related to the search request.
The search intention features include, but are not limited to, current search terms, historical search terms, interest tags of the user, and user profiles.
And S204, predicting the click rate of the user on various combinations of the corresponding advertisement information and the control styles according to the search intention characteristics.
In this embodiment, the control style includes at least one of a phone control style, a consultation control style, a download control style, a form control style, a picture, and a child chain style. Also, the control contains a web link to jump to the corresponding advertising information page.
Specifically, as shown in FIG. 2b, a "phone" style word is displayed on the phone control style control, which contains a web link to jump to the phone page corresponding to the advertising information. As shown in fig. 2c, a "consult" typeface is displayed on the consult control style control, which contains a web link to jump to a consult page corresponding to the advertisement information. As shown in fig. 2d, a "download" typeface is displayed on the download control style control, which contains a web link to jump to the download page for the corresponding advertisement information. As shown in fig. 2e, the control of the form control style shows the abbreviated advertisement information in form, which contains the network link to jump to the detail page of the corresponding advertisement information. As shown in fig. 2f, the control of the picture control style shows the abbreviated advertisement information in the form of picture, which contains the network link jumping to the picture page of the corresponding advertisement information. As shown in fig. 2g, abbreviated advertisement information is shown in a child chain format (supporting 2, 3, 4, and 6 child chains) on a control of the child chain control style, which contains a network link that jumps to a detail page of the corresponding advertisement information.
The embodiment provides rich selectable control styles, and is beneficial to perfecting ecological construction of natural result contents; and a corresponding advertisement style is generated according to the advertisement information, so that the user can distinguish the advertisement type, and the visual experience and the advertisement browsing experience of the user are enhanced.
In this embodiment, the number of advertisement messages is at least one. When there are a plurality of combinations of advertisement information and control styles, for example, there are advertisement information a and advertisement information B, and there are a telephone control style and a consultation control style as the control styles, and there are 4 combinations of the two, one combination needs to be selected for presentation.
Optionally, a prediction model is adopted to obtain the click rate of the user for each combination of the corresponding advertisement information and the control style according to the search intention characteristics. The prediction model may be a Click-through rate (CTR) prediction model. The CTR has been intensively studied in the prior art and will not be described herein.
S205, screening the corresponding combinations of the advertisement information and the control styles according to the click rate.
Optionally, the combination with the highest click rate or the click rate exceeding a preset threshold is screened.
In some embodiments, a score for each combination is calculated based on the click-through rate and the bid for the advertising information in the corresponding combination; sorting the combinations according to the scores of the combinations; and screening out the combinations of the advertisement information and the control styles which meet the set conditions according to the sequencing results of the combinations.
Wherein, the bid of the advertisement information is the price paid by the advertiser for the promotion of the advertisement information. And multiplying or adding the click rate and the bids of the advertisement information in the corresponding combination to obtain the score of each combination. Alternatively, the setting condition may be first ranked or top ranked.
For example, an advertiser bids 3 ten thousand dollars for A and 5 thousand dollars for B. The click rate for the combination of A with the phone control style is 100, the click rate for the combination of A with the advisory control style is 200, the click rate for the combination of B with the phone control style is 150, and the click rate for the combination of B with the advisory control style is 250. And multiplying each click rate and the bid to obtain a score, sorting the scores in the sequence from high to low, and screening out the combination of the B with the first rank and the consultation control style.
It can be understood that the embodiment not only filters the control style, but also filters the advertisement information.
S206, acquiring a control style corresponding to the advertisement information.
The control style of the advertisement information acquired here is filtered by S205.
And S207, generating a control of a corresponding style according to the advertisement information.
It will be appreciated that to be able to generate controls for the various possible styles, the advertising information should include information for the corresponding styles. For example, the advertisement information of a hotel includes a telephone page, a consultation page, a download page, a detail page and a picture page of the hotel
And S208, displaying the control of the corresponding style in the display area of the corresponding natural result on the natural retrieval result display page.
In this embodiment, in the process of displaying the advertisement information, a general second charging (GSP) is charged to the advertiser instead of the bid of the advertiser.
In the embodiment, the click rate of the user on various combinations of the corresponding advertisement information and control styles is predicted according to the search intention characteristics; and screening the corresponding combinations of the advertisement information and the control style according to the click rate, thereby being beneficial to screening the combinations which meet the search intention characteristics and the click rate meeting the requirements, and further improving the browsing experience of the user and the benefit of the advertisement information.
Furthermore, the combinations are screened by comprehensively considering the click rate and the bid price, so that the combinations which meet the search intention characteristics, meet the click rate requirements and have higher bid price can be screened, the browsing experience of the user and the advertising information benefit are improved, and the income of a search engine is improved.
Furthermore, a control corresponding to the style is generated according to the advertisement information, and the advertisement information is displayed in the form of the control, so that the display style of the advertisement information is enhanced, and a stronger visual impact effect is achieved; the control contains a network link which jumps to the corresponding advertisement information page, so that the control can jump to the advertisement information page, and the popularization of the advertisement information is facilitated.
EXAMPLE III
Fig. 3 is a structural diagram of an advertisement information presentation apparatus in a third embodiment of the present application, where the third embodiment of the present application is applied to a case where advertisement information is presented in a natural search scene, and the apparatus is implemented by software and/or hardware and is specifically configured in an electronic device with a certain data computation capability.
An advertisement information display device 300 as shown in fig. 3 comprises: a first obtaining module 301, a second obtaining module 302 and a display module 303; wherein the content of the first and second substances,
a first obtaining module 301, configured to obtain a natural retrieval result obtained according to the search request.
The second obtaining module 302 is configured to obtain corresponding advertisement information according to information of a natural result in the natural search result.
The display module 303 is configured to display the advertisement information in a display area corresponding to the natural result on the natural search result display page.
According to the method and the device, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information and the natural result have relevance, and the influence on the browsing experience of a user is avoided; the advertisement information is displayed in the display area corresponding to the natural result, the advertisement information and the natural result are displayed in the same area, and the advertisement information is not inserted between two natural results or between the top and the bottom of the natural result, so that the sequencing and the continuity of the natural result are not influenced. In the scene of natural retrieval, the method and the system realize the same-region advertisement delivery with natural results, and ensure the constant browsing experience of the user and the profit of the advertiser in the natural retrieval mode and the conversion efficiency of two flows. In the embodiment, under the large background of advertisement space reduction, an advertiser participates in ecological construction of natural result content, the user experience and the conversion efficiency of natural results are optimized by using the advertisement information of the advertiser, and the three-party win-win of a user, the advertiser and a search engine is realized.
Further, the display area corresponding to the natural result comprises: the card corresponding to the natural result, or the area enclosed by the frame corresponding to the natural result, or the area sandwiched by the dividing lines or the spaces between the natural result and other results.
Further, the presentation module 303 is specifically configured to obtain a control style corresponding to the advertisement information; generating a control of a corresponding style according to the advertisement information; displaying the control of the corresponding style in a display area corresponding to the natural result on a natural retrieval result display page; wherein the control contains a network link that jumps to the corresponding advertising information page.
Further, the control styles include at least one of a phone control style, a consultation control style, a download control style, a form control style, a picture, and a child chain style.
Further, the device also comprises a screening module, a searching module and a searching module, wherein the screening module is used for acquiring searching intention characteristics related to the searching request before the advertisement information is displayed in a display area corresponding to the natural result on the natural retrieval result display page; predicting the click rate of the user on various combinations of the corresponding advertisement information and the control styles according to the search intention characteristics; and screening the corresponding combinations of the advertisement information and the control styles according to the click rate.
Further, when the screening module screens the corresponding combinations of the advertisement information and the control style according to the click rate, the screening module is specifically used for calculating the scores of the combinations according to the click rate and the bids of the advertisement information in the corresponding combinations; sorting the combinations according to the scores of the combinations; and screening out the combinations of the advertisement information and the control styles which meet the set conditions according to the sequencing results of the combinations.
Further, the second obtaining module 302 is specifically configured to determine, according to a preset correspondence between a natural result website and service information, service information corresponding to a natural result website in the natural search result; and pulling the advertisement information matched with the main domains of the business information and the natural result website from the advertisement information base.
The device further comprises an establishing module, a searching module and a searching module, wherein the establishing module is used for acquiring a plurality of natural result websites from the searching logs of each user of the network before determining the service information corresponding to the natural result websites in the natural searching result according to the corresponding relation between the preset natural result websites and the service information; detecting service information in each natural result website; and establishing a corresponding relation between each natural result website and the detected service information.
The intention recognition device can execute the advertisement information display method provided by any embodiment of the application, and has the corresponding functional modules and beneficial effects of executing the advertisement information display method.
Example four
According to an embodiment of the present application, an electronic device and a readable storage medium are also provided.
Fig. 4 is a block diagram of an electronic device implementing the advertisement information presentation method according to the embodiment of the present application. Electronic devices are intended to represent various forms of digital computers, such as laptops, desktops, workstations, personal digital assistants, servers, blade servers, mainframes, and other appropriate computers. The electronic device may also represent various forms of mobile devices, such as personal digital processing, cellular phones, smart phones, wearable devices, and other similar computing devices. The components shown herein, their connections and relationships, and their functions, are meant to be examples only, and are not meant to limit implementations of the present application that are described and/or claimed herein.
As shown in fig. 4, the electronic apparatus includes: one or more processors 401, memory 402, and interfaces for connecting the various components, including high-speed interfaces and low-speed interfaces. The various components are interconnected using different buses and may be mounted on a common motherboard or in other manners as desired. The processor may process instructions for execution within the electronic device, including instructions stored in or on the memory to display graphical information of a GUI on an external input/output apparatus (such as a display device coupled to the interface). In other embodiments, multiple processors and/or multiple buses may be used, along with multiple memories and multiple memories, as desired. Also, multiple electronic devices may be connected, with each device providing portions of the necessary operations (e.g., as a server array, a group of blade servers, or a multi-processor system). In fig. 4, one processor 401 is taken as an example.
The memory 402, as a non-transitory computer readable storage medium, may be used to store non-transitory software programs, non-transitory computer executable programs, and modules, such as program instructions/modules corresponding to the method for presenting advertisement information in the embodiment of the present application (for example, the first obtaining module 301, the second obtaining module 302, and the presenting module 303 shown in fig. 3). The processor 401 executes various functional applications of the server and data processing by running non-transitory software programs, instructions and modules stored in the memory 402, that is, implements the method of displaying advertisement information in the above method embodiments.
The memory 402 may include a storage program area and a storage data area, wherein the storage program area may store an operating system, an application program required for at least one function; the storage data area may store data created by use of an electronic device implementing a presentation method of advertisement information, and the like. Further, the memory 402 may include high speed random access memory, and may also include non-transitory memory, such as at least one magnetic disk storage device, flash memory device, or other non-transitory solid state storage device. In some embodiments, the memory 402 may optionally include a memory remotely located from the processor 401, and these remote memories may be connected over a network to an electronic device that performs the presentation method of the advertisement information. Examples of such networks include, but are not limited to, the internet, intranets, local area networks, mobile communication networks, and combinations thereof.
The electronic device performing the method of presenting advertisement information may further include: an input device 403 and an output device 404. The processor 401, the memory 402, the input device 403 and the output device 404 may be connected by a bus or other means, and fig. 4 illustrates an example of a connection by a bus.
The input device 403 may receive input numeric or character information and generate key signal inputs related to user settings and function control of the electronic apparatus performing the presentation method of advertisement information, such as an input device of a touch screen, a keypad, a mouse, a track pad, a touch pad, a pointing stick, one or more mouse buttons, a track ball, a joystick, etc. The output devices 404 may include a display device, auxiliary lighting devices (e.g., LEDs), and haptic feedback devices (e.g., vibrating motors), among others. The display device may include, but is not limited to, a Liquid Crystal Display (LCD), a Light Emitting Diode (LED) display, and a plasma display. In some implementations, the display device can be a touch screen.
Various implementations of the systems and techniques described here can be realized in digital electronic circuitry, integrated circuitry, application specific ASICs (application specific integrated circuits), computer hardware, firmware, software, and/or combinations thereof. These various embodiments may include: implemented in one or more computer programs that are executable and/or interpretable on a programmable system including at least one programmable processor, which may be special or general purpose, receiving data and instructions from, and transmitting data and instructions to, a storage system, at least one input device, and at least one output device.
These computer programs (also known as programs, software applications, or code) include machine instructions for a programmable processor, and may be implemented using high-level procedural and/or object-oriented programming languages, and/or assembly/machine languages. As used herein, the terms "machine-readable medium" and "computer-readable medium" refer to any computer program product, apparatus, and/or device (e.g., magnetic discs, optical disks, memory, Programmable Logic Devices (PLDs)) used to provide machine instructions and/or data to a programmable processor, including a machine-readable medium that receives machine instructions as a machine-readable signal. The term "machine-readable signal" refers to any signal used to provide machine instructions and/or data to a programmable processor.
To provide for interaction with a user, the systems and techniques described here can be implemented on a computer having: a display device (e.g., a CRT (cathode ray tube) or LCD (liquid crystal display) monitor) for displaying information to a user; and a keyboard and a pointing device (e.g., a mouse or a trackball) by which a user can provide input to the computer. Other kinds of devices may also be used to provide for interaction with a user; for example, feedback provided to the user can be any form of sensory feedback (e.g., visual feedback, auditory feedback, or tactile feedback); and input from the user may be received in any form, including acoustic, speech, or tactile input.
The systems and techniques described here can be implemented in a computing system that includes a back-end component (e.g., as a data server), or that includes a middleware component (e.g., an application server), or that includes a front-end component (e.g., a user computer having a graphical user interface or a web browser through which a user can interact with an implementation of the systems and techniques described here), or any combination of such back-end, middleware, or front-end components. The components of the system can be interconnected by any form or medium of digital data communication (e.g., a communication network). Examples of communication networks include: local Area Networks (LANs), Wide Area Networks (WANs), and the Internet.
The computer system may include clients and servers. A client and server are generally remote from each other and typically interact through a communication network. The relationship of client and server arises by virtue of computer programs running on the respective computers and having a client-server relationship to each other.
According to the method and the device, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information and the natural result have relevance, and the influence on the browsing experience of a user is avoided; the advertisement information is displayed in the display area corresponding to the natural result, the advertisement information and the natural result are displayed in the same area, and the advertisement information is not inserted between two natural results or between the top and the bottom of the natural result, so that the sequencing and the continuity of the natural result are not influenced. In the scene of natural retrieval, the method and the system realize the same-region advertisement delivery with natural results, and ensure the constant browsing experience of the user and the profit of the advertiser in the natural retrieval mode and the conversion efficiency of two flows. In the embodiment, under the large background of advertisement space reduction, an advertiser participates in ecological construction of natural result content, the user experience and the conversion efficiency of natural results are optimized by using the advertisement information of the advertiser, and the three-party win-win of a user, the advertiser and a search engine is realized.
It should be understood that various forms of the flows shown above may be used, with steps reordered, added, or deleted. For example, the steps described in the present application may be executed in parallel, sequentially, or in different orders, and the present invention is not limited thereto as long as the desired results of the technical solutions disclosed in the present application can be achieved.
The above-described embodiments should not be construed as limiting the scope of the present application. It should be understood by those skilled in the art that various modifications, combinations, sub-combinations and substitutions may be made in accordance with design requirements and other factors. Any modification, equivalent replacement, and improvement made within the spirit and principle of the present application shall be included in the protection scope of the present application.
Claims (11)
1. A method for displaying advertisement information is characterized by comprising the following steps:
acquiring a natural retrieval result obtained according to the search request;
acquiring corresponding advertisement information according to the information of the natural result in the natural retrieval result;
and displaying the advertisement information in a display area corresponding to the natural result on a natural retrieval result display page.
2. The method of claim 1, wherein the presentation area corresponding to the natural result comprises: the card corresponding to the natural result, or the area enclosed by the frame corresponding to the natural result, or the area sandwiched by the dividing lines or the spaces between the natural result and other results.
3. The method according to claim 1, wherein the displaying the advertisement information in a display area corresponding to the natural result on the natural search result display page comprises:
acquiring a control style corresponding to the advertisement information;
generating a control of a corresponding style according to the advertisement information;
displaying the control of the corresponding style in a display area corresponding to the natural result on a natural retrieval result display page;
wherein the control contains a network link that jumps to a corresponding advertisement information page.
4. The method of claim 3, wherein the control styles comprise at least one of a phone control style, a consult control style, a download control style, a form control style, a picture, and a child chain style.
5. The method of claim 3, wherein before displaying the advertisement information in a display area corresponding to the natural result on the natural search result display page, further comprising:
obtaining a search intention characteristic associated with the search request;
predicting the click rate of the user on various combinations of the corresponding advertisement information and the control styles according to the search intention characteristics;
and screening the combinations of the advertisement information and the control styles according to the click rate.
6. The method of claim 5, wherein the filtering the corresponding combinations of advertisement information and control styles according to click through rate comprises:
calculating the score of each combination according to the click rate and the bid of the advertisement information in the corresponding combination;
sorting the combinations according to the scores of the combinations;
and screening out the combinations of the advertisement information and the control styles which meet the set conditions according to the sequencing results of the combinations.
7. The method according to any one of claims 1 to 6, wherein the obtaining corresponding advertisement information according to the information of the natural result in the natural search result comprises:
determining service information corresponding to a natural result website in the natural retrieval result according to a preset corresponding relation between the natural result website and the service information;
and pulling the advertisement information matched with the main domains of the business information and the natural result website from an advertisement information base.
8. The method according to claim 7, before determining the service information corresponding to the natural result website in the natural search result according to the preset correspondence between the natural result website and the service information, further comprising:
acquiring a plurality of natural result websites from search logs of users of a network;
detecting service information in each natural result website;
and establishing a corresponding relation between each natural result website and the detected service information.
9. An apparatus for displaying advertisement information, comprising:
the first acquisition module is used for acquiring a natural retrieval result obtained according to the search request;
the second acquisition module is used for acquiring corresponding advertisement information according to the information of the natural result in the natural retrieval result;
and the display module is used for displaying the advertisement information in a display area corresponding to the natural result on a natural retrieval result display page.
10. An electronic device, comprising:
at least one processor; and
a memory communicatively coupled to the at least one processor; wherein the content of the first and second substances,
the memory stores instructions executable by the at least one processor to enable the at least one processor to perform a method of presenting advertising information as claimed in any one of claims 1 to 8.
11. A non-transitory computer readable storage medium storing computer instructions for causing a computer to perform a method of presenting advertisement information according to any one of claims 1 to 8.
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