CN111080369B - 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 display method, a device, equipment and a readable storage medium of advertisement information, and relates to the technical field of intelligent terminals. The specific implementation scheme is as follows: acquiring a natural search result obtained according to a search request; acquiring corresponding advertisement information according to the information of the natural result in the natural search result; and displaying the advertisement information in a display area corresponding to the natural result on a natural search result display page. In the natural retrieval scene, the embodiment realizes regional advertisement putting with natural results, ensures that the browsing experience of users is unchanged, and simultaneously ensures the income of advertisers in a natural retrieval mode and the conversion efficiency of two types of traffic.
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 search 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 with accuracy.
In the past, advertisers have mostly paid for purchasing advertising web pages by search engine marketing (Search Engine Marketing, SEM) when obtaining user traffic by means of a search engine, i.e. obtaining user traffic by means of commercial search. However, under the new situation of reduced advertisement space and increased competition, advertisers gradually migrate budget to the direction of search engine optimization (Search Engine Optimization, SEO), namely, the ranking of the top page, the column page and the content page of the website under different search terms in the natural search result is improved through website optimization, so that the user traffic is acquired through a natural search mode.
Because the natural search result and the commercial search result in the existing search engine are not communicated, when an advertiser shifts from commercial search to natural search, the advertiser has difficulty in ensuring that the browsing experience of the user is unchanged and ensuring the income and the conversion efficiency of the advertiser on two flows in a natural search mode.
Disclosure of Invention
The embodiment of the application provides a display method, a device, equipment and a readable storage medium of advertisement information, so that the browse experience of a user is unchanged, and meanwhile, the income of an advertiser in a natural retrieval mode and the conversion efficiency of two types of traffic are ensured.
In a first aspect, an embodiment of the present application provides a method for displaying advertisement information, including:
acquiring a natural search result obtained according to a search request;
acquiring corresponding advertisement information according to the information of the natural result in the natural search result;
and displaying the advertisement information in a display area corresponding to the natural result on a natural search result display page.
According to the embodiment of the application, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information has relevance with the natural result, and the browsing experience of a user is prevented from being influenced; the advertisement information is displayed in the display area corresponding to the natural result, and the advertisement information and the natural result area are displayed instead of being interspersed between two natural results or at the top and the bottom of the natural result, so that the ordering and the continuity of the natural result are not affected. In the natural retrieval scene, the embodiment realizes regional advertisement putting with natural results, ensures that the browsing experience of users is unchanged, and simultaneously ensures the income of advertisers in a natural retrieval mode and the conversion efficiency of two types of traffic. In the embodiment, under the large background of the reduced advertisement space, the advertiser participates in the ecological construction of the natural result content, and the advertisement information of the advertiser is utilized to optimize the user experience and conversion efficiency of the natural result, so that the win-win of the user, the advertiser and the search engine is realized.
Optionally, the display area corresponding to the natural result includes: cards corresponding to the natural result, or areas surrounded by borders of the natural result, or areas sandwiched by dividing lines or spaces between the natural result and other results.
According to the alternative implementation mode in the application, corresponding display schemes are provided for different page layouts, so that advertisement information and natural results are displayed in the same area, the original display effect of the natural results is not affected, users can be effectively touched, and the purpose of popularization is achieved.
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 search result display page;
wherein the control comprises a network link to a corresponding advertising information page.
According to an optional implementation manner in the application, the control of the corresponding 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 comprises 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 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 sub-chain style.
An optional implementation mode in the application provides rich optional control modes, and is beneficial to perfecting ecological construction of natural result content; corresponding advertisement patterns are generated aiming at the advertisement information, so that the user can distinguish advertisement types, and the visual experience and advertisement browsing experience of the user are enhanced.
Optionally, before the advertisement information is displayed in the display area corresponding to the natural result on the natural search result display page, the method further includes:
acquiring search intention characteristics associated with the search request;
predicting click rates of the user on various combinations of the corresponding advertisement information and control patterns according to the search intention characteristics;
and screening the corresponding combination of the advertisement information and the control style according to the click rate.
In an optional embodiment of the above application, the click rate of the user on the corresponding advertisement information and the control style is predicted according to the search intention characteristics; and the corresponding combination of the advertisement information and the control style is screened according to the click rate, so that the combination meeting the requirement of the click rate, which meets the search intention characteristic, is screened, and the browsing experience of the user and the benefit of the advertisement information are further improved.
Optionally, the screening the combination of the corresponding advertisement information and the control style according to the click rate 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 their scores;
and screening out the combination of the advertisement information and the control style meeting the set condition according to the sequencing result of each combination.
In an optional implementation manner in the above application, the click rate and the bid are comprehensively considered to screen the combination, so that the combination which meets the search intention characteristic, meets the requirement of the click rate and has higher bid is screened out, the browsing experience and the advertising information benefit of the user are improved, and the income of the search engine is improved.
Optionally, according to the information of the natural result in the natural search result, obtaining corresponding advertisement information includes:
determining service information corresponding to the natural result website in the natural search result according to the corresponding relation between the preset natural result website and the service information;
and pulling advertisement information matched with the business information and the main domain of the natural result website from the advertisement information base.
In an optional implementation manner in the above application, the business information can better represent the business attribute of the website, and the main domain represents the business behind the website, so that the advertisement information is accurately put by pulling the advertisement information matched with the main domain of the natural result and the business information thereof.
Optionally, 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, the method further includes:
acquiring a plurality of natural result websites from search logs of all users of the 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, a corresponding relationship between the natural result website and the service information is pre-established, which is favorable for improving the pulling efficiency of the advertisement information, thereby improving the display efficiency of the natural search result.
In a second aspect, an embodiment of the present application further provides a display device for advertisement information, including:
the first acquisition module is used for acquiring natural search results 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 search results;
and the display module is used for displaying the advertisement information in a display area corresponding to the natural result on the 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 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 provided by the embodiments of the first aspect.
In a fourth aspect, embodiments of the present application also provide a non-transitory computer-readable storage medium storing computer instructions for causing the computer to perform a method of presenting advertising information as provided by the embodiments of the first aspect.
Other effects of the above alternative will be described below in connection with specific embodiments.
Drawings
The drawings are for better understanding of the present solution and do not constitute a limitation of the present application. Wherein:
FIG. 1a is a flowchart of a method for displaying advertisement information according to a first embodiment of the present application;
FIG. 1b is a schematic diagram of a natural search result presentation 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 presentation page of a split line style layout according to an embodiment of the present application;
FIG. 1d is a schematic diagram of a natural search result presentation page of another split line style layout according to the first embodiment of the present application;
FIG. 1e is a diagram of a natural search result presentation 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 according to a second embodiment of the present application;
FIG. 2b is a schematic representation of a control of a telephone control style in a second embodiment of the present application;
FIG. 2c is a control schematic diagram of a consultation control style in a second embodiment of the present application;
fig. 2d is a control schematic diagram of a download control style in the second embodiment of the present application;
fig. 2e is a control schematic diagram of a form control style in embodiment two of the present application;
fig. 2f is a control schematic diagram of a picture control style in a second embodiment of the present application;
FIG. 2g is a control schematic diagram of a neutron chain 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 of displaying advertisement information according to an embodiment of the present application.
Detailed Description
Exemplary embodiments of the present application are described below in conjunction with the accompanying drawings, which include various details of the embodiments of the present application to facilitate understanding, and should be considered as merely exemplary. Accordingly, one 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 1
Fig. 1a is a flowchart of a method for displaying advertisement information in a first embodiment of the present application, where the embodiment of the present application is applicable to a situation where advertisement information is displayed in a naturally searched scene, and the method is performed by an advertisement information display device, for example, a search engine, where the device is implemented by software and/or hardware and is specifically configured in an electronic device with a certain data computing capability.
The method for displaying advertisement information shown in fig. 1a comprises the following steps:
s101, acquiring a natural search result obtained according to a search request.
Currently, network users mostly perform network searching 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. The presentation means of the advertisement information (e.g. a search engine) then captures at least one natural result of the match from the internet in an SEO-manner in accordance with the search request. At least one natural result constitutes a natural search result.
S102, acquiring corresponding advertisement information according to the information of the natural result in the natural search results.
Alternatively, the information of the natural result may reflect business attributes of the natural result, for example, the information of the natural result includes business information and a main domain of the natural result. Based on the above, determining the service information corresponding to the natural result website in the natural search result according to the corresponding relation between the preset natural result website and the service information; and pulling advertisement information matched with the business information and the main domain of 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 the title of the natural result jumps to a landing page, and the landing page address is the natural result website. It can be seen that the natural result web site is a unique identification of the natural result. The service information reflects the camping service of the natural result website, such as "hotel", "air ticket", "tourist group", etc., and the main domain reflects the merchant behind the website. And pre-establishing a corresponding relation between the natural result website and the business information thereof, and storing the corresponding relation and a main domain of the natural result website into an online word list so as to be convenient to maintain and update. The business 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 business information, and the advertisement information carries information of merchants. For example, the advertisement information is hotel preference, and the title of the advertisement information includes "a merchant"; alternatively, the advertiser may directly input information of the merchant as the affiliated information of the advertisement information.
The advertisement information display device extracts service information and a main domain corresponding to the web address of the natural result from the online word list, and searches 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 the 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 all users of the network; detecting service information in each natural result website; and establishing a corresponding relation between each natural result website and the detected service information.
Wherein, each user of the network should include as many network users as possible, and at the same time, avoid that too many network users obtain a plurality of repeated natural result websites. Optionally, randomly selecting a plurality of online network users in different areas and/or different periods of time through big data mining, acquiring search logs of the online network users, and filtering and cleaning the search logs to remove repeated and invalid/malicious websites; and obtaining a plurality of natural result websites from the search log. Then, the respective result websites are input into the artificial intelligence classification model. The model classifies the websites into a certain category in an industry classification system by identifying the characteristics of the natural result websites, such as the search words, the titles, the abstracts, the pictures, the landing page content, other natural information and the like, for example, the websites of the travel hotels are classified into the category of industry as 'travel', and the business information is 'hotel'. The industry classification is an industry classification system according to the current industry classification, such as "medical treatment", "education", "travel", and the like.
S103, displaying the advertisement information in a display area corresponding to the natural result on the natural search result display page.
The natural search result display page is a page distributed by the search engine for the natural search result. When the number of natural results is small, one page of the display page can display all the natural results. When the number of natural results is large, paging display is needed, and the number of display pages is multiple.
Each natural result occupies a region of the presentation page, e.g. the presentation page is evenly divided into 10 regions from top to bottom, each region presenting one natural result. The advertisement information is displayed in a display area corresponding to the natural result.
Currently, page layout styles include card, split line, frameless. The card is similar to a container, and 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 maintained. As shown in FIG. 1b, when a card-style layout is employed, advertising information may be presented in a card corresponding to the natural result. The design of the dividing line can play roles of dividing, organizing and refining, help users to know page layers and endow content organization. As shown in fig. 1c, when the division line pattern layout is adopted, advertisement information can be displayed in a region sandwiched by the division lines between the natural result and other results; or as shown in fig. 1d, the advertisement information may be displayed in an area surrounded by a border corresponding to the natural result. The frameless design is to remove the frame in the interface, divide the line, use the interval to distinguish the content. As shown in FIG. 1e, when a frameless style layout is employed, advertising information may be presented in the region sandwiched by the spaces between the natural result and other results.
According to the embodiment of the application, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information has relevance with the natural result, and the browsing experience of a user is prevented from being influenced; by displaying the advertisement information in the display area corresponding to the natural result, the advertisement information and the natural result area are displayed instead of inserting the advertisement information between two natural results or at the top and bottom of the natural result, and the ordering and continuity of the natural result are not affected. In the natural retrieval scene, the embodiment realizes regional advertisement putting with natural results, ensures that the browsing experience of users is unchanged, and simultaneously ensures the income of advertisers in a natural retrieval mode and the conversion efficiency of two types of traffic. In the embodiment, under the large background of the reduced advertisement space, the advertiser participates in the ecological construction of the natural result content, and the advertisement information of the advertiser is utilized to optimize the user experience and conversion efficiency of the natural result, so that the win-win of the user, the advertiser and the search engine is realized.
Further, the embodiment provides corresponding display schemes for different page layouts, so that advertisement information and natural results are displayed in the same area, the original display effect of the natural results is not affected, users can be effectively touched, and the purpose of popularization is achieved.
Further, business information can show business attributes of websites, the main domain shows merchants behind the websites, and advertisement information matched with the main domain of natural results and the business information of the main domain is pulled, so that the advertisement information is accurately put in. Moreover, the corresponding relation between the natural result website and the service information is established in advance, which is favorable for improving the pulling efficiency of the advertisement information, thereby improving the display efficiency of the natural search result.
Example two
Fig. 2a is a flowchart of a method for displaying advertisement information in a second embodiment of the present application, where the embodiments of the present application are optimized and improved based on the technical solutions of the foregoing embodiments.
Further, "on the natural search result display page," displaying the advertisement information in the display area corresponding to the natural result "is thinned into" to obtain the control style corresponding to the advertisement information; generating a control corresponding to the 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 search result display page; the control comprises a network link which jumps to a corresponding advertisement information page, so that the display style of the advertisement information is enhanced.
Further, before the advertisement information is displayed in the display area corresponding to the natural result on the natural search result display page, additionally acquiring the search intention characteristic associated with the search request; predicting click rates of the user on various combinations of the corresponding advertisement information and control patterns according to the search intention characteristics; and screening the corresponding combination of the advertisement information and the control style according to the click rate so as to improve the browsing experience of the user and the benefit of the advertisement information.
The method for displaying advertisement information shown in fig. 2a comprises the following steps:
s201, acquiring a natural search result obtained according to a search request.
S202, according to the information of the natural result in the natural search result, corresponding advertisement information is obtained.
S203, acquiring search intention characteristics associated with the search request.
Among other things, search intent features include, but are not limited to, current terms, historical terms, user interest tags, and user portraits.
S204, predicting click rates of the user on various combinations of the corresponding advertisement information and 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 sub-chain style. Moreover, the control contains a network link that jumps to the corresponding advertising information page.
Specifically, as shown in FIG. 2b, a "phone" typeface is displayed on the phone control style control, which contains a network link to a phone page corresponding to the advertisement information. As shown in fig. 2c, a "consultation" word is displayed on the consultation control style control, which contains a web link to a consultation 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 network link to a download page corresponding to the advertisement information. As shown in FIG. 2e, thumbnail advertisement information is presented in form on a form control style control, which contains a web link that jumps to a detail page corresponding to the advertisement information. As shown in fig. 2f, the thumbnail advertisement information is shown in the form of a picture on the control of the picture control style, which contains a network link to jump to the picture page corresponding to the advertisement information. As shown in fig. 2g, abbreviated advertisement information is presented in the form of a sub-chain (supporting 2, 3, 4, and 6 sub-chains) on a sub-chain control style control, which contains a web link that jumps to a detail page of the corresponding advertisement information.
The embodiment provides rich selectable control patterns, which is beneficial to perfecting ecological construction of natural result content; corresponding advertisement patterns are generated aiming at the advertisement information, so that the user can distinguish advertisement types, and the visual experience and advertisement browsing experience of the user are enhanced.
In this embodiment, the number of advertisement information is at least one. When there are a plurality of combinations of advertisement information and control patterns, for example, advertisement information has a and B, control patterns have a telephone control pattern and a consultation control pattern, and the total number of the combinations of the two is 4, and one combination needs to be selected for display.
Optionally, a predictive model is adopted, and the click rate of the user on each combination of the corresponding advertisement information and the control style is obtained according to the search intention characteristics. The predictive model may be a Click-through rate (CTR) predictive model, among others. The prior art has conducted intensive studies on CTR and will not be described in detail here.
S205, screening the corresponding combination of the advertisement information and the control style according to the click rate.
Optionally, the combination with the highest click rate or 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 their scores; and screening out the combination of the advertisement information and the control style meeting the set condition according to the sequencing result of each combination.
Wherein, the bid of the advertisement information is the price paid by the advertisement information promotion by the advertiser. Multiplying or adding click rate and bid of advertisement information in corresponding combination to obtain score of each combination. Alternatively, the set condition may be first ranked or top ranked.
For example, an advertiser bids 3 ten thousand yuan for A and 5 ten thousand yuan for B. The click rate of the combination of A and the telephone control style is 100, the click rate of the combination of A and the consultation control style is 200, the click rate of the combination of B and the telephone control style is 150, and the click rate of the combination of B and the consultation control style is 250. Multiplying the click rate by the bid to obtain a score, sorting the scores from high to low, and screening out the combination of the first B and the counseling control style.
It can be appreciated that the present embodiment not only screens the control style, but also screens the advertisement information.
S206, acquiring a control style corresponding to the advertisement information.
The control style of the advertisement information acquired here is obtained by filtering in S205.
S207, generating a control with a corresponding style according to the advertisement information.
It will be appreciated that in order to be able to generate various possible styles of controls, the advertising information should include information for the corresponding style. For example, 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
S208, displaying the control of the corresponding style in a display area corresponding to the natural result on the natural retrieval result display page.
In this embodiment, the advertiser is charged for the divalent (Generalized Second Pricing, GSP) during the presentation of the advertisement information, rather than the advertiser's bid.
In the embodiment, the click rate of the user on various combinations of the corresponding advertisement information and control patterns is predicted according to the search intention characteristics; and the corresponding combination of the advertisement information and the control style is screened according to the click rate, so that the combination meeting the requirement of the click rate, which meets the search intention characteristic, is screened, and the browsing experience of the user and the benefit of the advertisement information are further improved.
Further, the click rate and the bid are comprehensively considered to screen the combination, so that the combination which meets the search intention characteristic, meets the requirement of the click rate and has higher bid is screened out, the browsing experience and the advertising information benefit of a user are improved, and meanwhile, the income of a search engine is improved.
Further, the control of the corresponding 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 the display style has a stronger visual impact effect; the control comprises 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 block diagram of an advertisement information display device in a third embodiment of the present application, where the embodiment of the present application is applicable to a situation in which advertisement information is displayed in a natural search scene, and the device is implemented by software and/or hardware and is specifically configured in an electronic device having a certain data computing capability.
An advertisement information display device 300 shown in fig. 3 includes: a first acquisition module 301, a second acquisition module 302 and a display module 303; wherein,,
the first obtaining module 301 is configured to obtain a natural search result obtained according to a 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 results.
And 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 embodiment of the application, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information has relevance with the natural result, and the browsing experience of a user is prevented from being influenced; by displaying the advertisement information in the display area corresponding to the natural result, the advertisement information and the natural result area are displayed instead of inserting the advertisement information between two natural results or at the top and bottom of the natural result, and the ordering and continuity of the natural result are not affected. In the natural retrieval scene, the embodiment realizes regional advertisement putting with natural results, ensures that the browsing experience of users is unchanged, and simultaneously ensures the income of advertisers in a natural retrieval mode and the conversion efficiency of two types of traffic. In the embodiment, under the large background of the reduced advertisement space, the advertiser participates in the ecological construction of the natural result content, and the advertisement information of the advertiser is utilized to optimize the user experience and conversion efficiency of the natural result, so that the win-win of the user, the advertiser and the search engine is realized.
Further, the display area corresponding to the natural result comprises: cards corresponding to the natural result, or areas surrounded by borders of the natural result, or areas sandwiched by dividing lines or spaces between the natural result and other results.
Further, the display module 303 is specifically configured to obtain a control style corresponding to the advertisement information; generating a control corresponding to the 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 search 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 sub-chain style.
Further, the device also comprises a screening module, which is used for acquiring search intention characteristics associated with the search request before the advertisement information is displayed in the display area corresponding to the natural result on the natural search result display page; predicting click rates of the user on various combinations of the corresponding advertisement information and control patterns according to the search intention characteristics; and screening the corresponding combination of the advertisement information and the control style according to the click rate.
Further, when the screening module screens the corresponding combinations of the advertisement information and the control patterns according to the click rate, the screening module is specifically used for 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 their scores; and screening out the combination of the advertisement information and the control style meeting the set condition according to the sequencing result of each combination.
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 the natural result website in the natural search result; and pulling advertisement information matched with the business information and the main domain of the natural result website from the advertisement information base.
Further, the device also comprises a building module for acquiring a plurality of natural result websites from the search logs of each user of the network before determining the service information corresponding to the natural result websites in the natural search results 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 IV
According to embodiments of the present application, an electronic device and a readable storage medium are also provided.
As shown in fig. 4, a block diagram of an electronic device implementing a method for displaying advertisement information according to an embodiment of the present application is shown. 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 telephones, smartphones, wearable devices, and other similar computing devices. The components shown herein, their connections and relationships, and their functions, are meant to be exemplary only, and are not meant to limit implementations of the application described and/or claimed herein.
As shown in fig. 4, the electronic device includes: one or more processors 401, memory 402, and interfaces for connecting the components, including a high-speed interface and a low-speed interface. 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 executing within the electronic device, including instructions stored in or on memory to display graphical information of the GUI on an external input/output device, such as a display device coupled to the interface. In other embodiments, multiple processors and/or multiple buses may be used, if desired, along with multiple memories and multiple memories. Also, multiple electronic devices may be connected, each providing a portion of the necessary operations (e.g., as a server array, a set of blade servers, or a multiprocessor system). One processor 401 is illustrated in fig. 4.
Memory 402 is a non-transitory computer-readable storage medium provided herein. The memory stores instructions executable by the at least one processor to cause the at least one processor to perform the method for displaying advertising information provided herein. The non-transitory computer readable storage medium of the present application stores computer instructions for causing a computer to execute the advertisement information presentation method provided by the present application.
The memory 402 is used as a non-transitory computer readable storage medium, and may be used to store non-transitory software programs, non-transitory computer executable programs, and modules, such as program instructions/modules (e.g., the first acquisition module 301, the second acquisition module 302, and the presentation module 303 shown in fig. 3) corresponding to a method for presenting advertisement information in an embodiment of the present application. The processor 401 executes various functional applications of the server and data processing, i.e., a method of realizing the presentation of advertisement information in the above-described method embodiment, by running non-transitory software programs, instructions, and modules stored in the memory 402.
Memory 402 may include a storage program area that may store an operating system, at least one application program required for functionality, and a storage data area; the storage data area may store data created by the use of an electronic device implementing a presentation method of advertisement information, and the like. In addition, 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, memory 402 may optionally include memory remotely located with respect to processor 401, which may be connected via a network to an electronic device performing the method of presentation of advertising 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 advertisement information presentation method may further include: an input device 403 and an output device 404. The processor 401, memory 402, input device 403, and output device 404 may be connected by a bus or otherwise, for example in fig. 4.
The input device 403 may receive input numeric or character information and generate key signal inputs related to user settings and function controls of the electronic device performing the presentation method of advertising information, such as input devices for a touch screen, a keypad, a mouse, a track pad, a touch pad, a pointer stick, one or more mouse buttons, a track ball, a joystick, etc. The output device 404 may include a display apparatus, auxiliary lighting devices (e.g., LEDs), and haptic feedback devices (e.g., vibration 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 may be a touch screen.
Various implementations of the systems and techniques described here can be realized in digital electronic circuitry, integrated circuitry, application specific ASIC (application specific integrated circuit), computer hardware, firmware, software, and/or combinations thereof. These various embodiments may include: implemented in one or more computer programs, the one or more computer programs may be executed and/or interpreted on a programmable system including at least one programmable processor, which may be a special purpose or general-purpose programmable processor, that may receive data and instructions from, and transmit data and instructions to, a storage system, at least one input device, and at least one output device.
These computing programs (also referred to as programs, software applications, or code) include machine instructions for a programmable processor, and may be implemented in a high-level procedural and/or object-oriented programming language, and/or in assembly/machine language. 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 pointing device (e.g., a mouse or 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 may 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 input, speech input, or tactile input.
The systems and techniques described here can be implemented in a computing system that includes a background 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 background, 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 a client and a server. The client and server are typically 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 embodiment of the application, the corresponding advertisement information is obtained according to the information of the natural result, so that the advertisement information has relevance with the natural result, and the browsing experience of a user is prevented from being influenced; the advertisement information is displayed in the display area corresponding to the natural result, and the advertisement information and the natural result area are displayed instead of being interspersed between two natural results or at the top and the bottom of the natural result, so that the ordering and the continuity of the natural result are not affected. In the natural retrieval scene, the embodiment realizes regional advertisement putting with natural results, ensures that the browsing experience of users is unchanged, and simultaneously ensures the income of advertisers in a natural retrieval mode and the conversion efficiency of two types of traffic. In the embodiment, under the large background of the reduced advertisement space, the advertiser participates in the ecological construction of the natural result content, and the advertisement information of the advertiser is utilized to optimize the user experience and conversion efficiency of the natural result, so that the win-win of the user, the advertiser and the search engine is realized.
It should be appreciated that various forms of the flows shown above may be used to reorder, add, or delete steps. For example, the steps described in the present application may be performed in parallel, sequentially, or in a different order, provided that the desired results of the technical solutions disclosed in the present application can be achieved, and are not limited herein.
The above embodiments do not limit the scope of the application. It will be apparent to those skilled in the art that various modifications, combinations, sub-combinations and alternatives are possible, depending on design requirements and other factors. Any modifications, equivalent substitutions and improvements made within the spirit and principles of the present application are intended to be included within the scope of the present application.
Claims (10)
1. A method for displaying advertisement information, comprising:
acquiring a natural search result obtained according to a search request;
acquiring corresponding advertisement information according to the information of the natural result in the natural search result;
displaying the advertisement information in a display area corresponding to the natural result on a natural search result display page so as to display the advertisement information and the natural result area; the natural search result display page is a page distributed by a search engine for the natural search result;
Wherein, the display area corresponding to the natural result comprises: cards corresponding to the natural result, or areas surrounded by borders of the natural result, or areas sandwiched by dividing lines or spaces between the natural result and other results.
2. The method of claim 1, wherein 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 search result display page;
wherein the control comprises a network link to a corresponding advertising information page.
3. The method of claim 2, wherein the control style comprises at least one of a phone control style, a consultation control style, a download control style, a form control style, a picture, and a sub-chain style.
4. The method of claim 2, wherein prior to displaying the advertisement information in the display area corresponding to the natural result on the natural search result display page, further comprising:
Acquiring search intention characteristics associated with the search request;
predicting click rates of the user on various combinations of the corresponding advertisement information and control patterns according to the search intention characteristics;
and screening the combination of the advertisement information and the control style according to the click rate.
5. The method of claim 4, wherein the screening the corresponding combinations of advertisement information and control styles according to click-through rates 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 their scores;
and screening out the combination of the advertisement information and the control style meeting the set condition according to the sequencing result of each combination.
6. The method according to any one of claims 1-5, wherein the obtaining corresponding advertisement information according to the information of the natural result in the natural search results includes:
determining service information corresponding to the natural result website in the natural search result according to the corresponding relation between the preset natural result website and the service information;
and pulling advertisement information matched with the business information and the main domain of the natural result website from the advertisement information base.
7. The method according to claim 6, further comprising, before determining the service information corresponding to the natural result web address in the natural search result according to the preset correspondence between the natural result web address and the service information:
acquiring a plurality of natural result websites from search logs of all users of the network;
detecting service information in each natural result website;
and establishing a corresponding relation between each natural result website and the detected service information.
8. A display device for advertisement information, comprising:
the first acquisition module is used for acquiring natural search results 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 search results;
the display module is used for displaying the advertisement information in a display area corresponding to the natural result on a natural search result display page so as to display the advertisement information and the natural result area; the natural search result display page is a page distributed by a search engine for the natural search result;
wherein, the display area corresponding to the natural result comprises: cards corresponding to the natural result, or areas surrounded by borders of the natural result, or areas sandwiched by dividing lines or spaces between the natural result and other results.
9. An electronic device, comprising:
at least one processor; and
a memory communicatively coupled to the at least one processor; wherein,,
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 7.
10. A non-transitory computer-readable storage medium storing computer instructions for causing a computer to perform a method of presenting advertising information as claimed in any one of claims 1-7.
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