CN114463044A - Advertisement plan adjusting method, device, computer equipment and storage medium - Google Patents
Advertisement plan adjusting method, device, computer equipment and storage medium Download PDFInfo
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Abstract
The invention discloses an advertisement plan adjusting method, an advertisement plan adjusting device, computer equipment and a storage medium, wherein the method acquires the returned analysis data of a target advertisement plan; the returned analysis data comprises advertisement flow distribution and advertisement index data; carrying out plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan; according to all the advertisement index data, determining average index data corresponding to each advertisement promotion crowd; adjusting the target promotion information according to the average index data to obtain adjusted promotion information, and adjusting the advertisement traffic distribution corresponding to the same advertisement promotion platform according to all advertisement index data corresponding to the same advertisement promotion platform to obtain adjusted traffic distribution corresponding to each advertisement promotion platform; and generating an adjusted advertisement plan corresponding to the target advertisement plan according to the adjusted popularization information and the adjusted flow distribution. The invention improves the accuracy and efficiency of advertisement delivery.
Description
Technical Field
The present invention relates to the field of advertisement plan adjustment, and in particular, to an advertisement plan adjustment method, an advertisement plan adjustment apparatus, a computer device, and a storage medium.
Background
The benefits brought by different advertisement putting plans are uneven, the profits brought by some advertisement putting plans are higher than the expected profits, but the profits brought by some advertisement putting plans are far less than the expected profits, and finally the advertisement profit loss of the user is large.
In the prior art, generally, after an advertisement delivery plan is implemented, advertisement revenue is determined by a method of manually inquiring revenue, and then the advertisement delivery plan is adjusted according to the advertisement revenue through a manual intervention mode. However, the efficiency of adjusting the advertisement putting plan is low, and errors may exist in the manual revenue query mode, so that the accuracy of adjusting the advertisement putting plan is low.
Disclosure of Invention
The embodiment of the invention provides an advertisement plan adjusting method, an advertisement plan adjusting device, computer equipment and a storage medium, and aims to solve the problems of low efficiency and low accuracy in adjusting an advertisement delivery plan in the prior art.
An advertising plan adjustment method, comprising:
obtaining return analysis data of the target advertisement plan; the returned analysis data comprises advertisement traffic distribution corresponding to each advertisement promotion platform and advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform;
carrying out plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan;
determining average index data corresponding to each advertising promotion crowd according to all the advertising index data;
adjusting the target promotion information according to the average index data to obtain adjusted promotion information, and adjusting the advertisement traffic distribution corresponding to the same advertisement promotion platform according to all advertisement index data corresponding to the same advertisement promotion platform to obtain adjusted traffic distribution corresponding to each advertisement promotion platform;
and generating an adjusted advertisement plan corresponding to the target advertisement plan according to the adjustment promotion information and the adjustment traffic distribution.
An advertisement plan adjustment apparatus comprising:
the data acquisition module is used for acquiring return analysis data of the target advertisement plan; the returned analysis data comprises advertisement traffic distribution corresponding to each advertisement promotion platform and advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform;
the plan analysis module is used for carrying out plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan;
the average index data determining module is used for determining average index data corresponding to each advertisement promotion crowd according to all the advertisement index data;
the data adjusting module is used for adjusting the target popularization information according to the average index data to obtain adjusted popularization information, and adjusting the advertisement traffic distribution corresponding to the same advertisement popularization platform according to all the advertisement index data corresponding to the same advertisement popularization platform to obtain the adjusted traffic distribution corresponding to each advertisement popularization platform;
and the plan adjusting module is used for generating an adjusting advertisement plan corresponding to the target advertisement plan according to the adjusting popularization information and the adjusting flow distribution.
A computer device comprising a memory, a processor and a computer program stored in the memory and executable on the processor, the processor implementing the above advertisement plan adjusting method when executing the computer program.
A computer-readable storage medium storing a computer program which, when executed by a processor, implements the above-described advertisement plan adjusting method.
According to the advertisement plan adjusting method, the device, the computer equipment and the storage medium, the return analysis data of the target advertisement plan are obtained, and the advertisement index data in the return analysis data are used for adjusting the target promotion information and the advertisement flow distribution, so that the target advertisement plan can be adaptively adjusted according to the advertisement index data in real time, the advertisement putting accuracy is improved, and the efficiency of adjusting the target advertisement plan is also improved; when the target advertisement plan is lost, the target advertisement plan can be adjusted in time, so that the loss caused by the target advertisement plan is reduced, and the delivery income of the target advertisement plan is improved.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the drawings needed to be used in the description of the embodiments of the present invention will be briefly introduced below, and it is obvious that the drawings in the following description are only some embodiments of the present invention, and it is obvious for those skilled in the art that other drawings can be obtained according to these drawings without inventive labor.
FIG. 1 is a diagram of an application environment of an advertisement schedule adjustment method according to an embodiment of the present invention;
FIG. 2 is a flowchart of an advertisement schedule adjustment method according to an embodiment of the present invention;
FIG. 3 is a schematic block diagram of an advertisement schedule adjustment apparatus according to an embodiment of the present invention;
FIG. 4 is a schematic diagram of a computer device according to an embodiment of the invention.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are some, not all, embodiments of the present invention. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
The advertisement plan adjusting method provided by the embodiment of the invention can be applied to the application environment shown in fig. 1. Specifically, the advertisement plan adjusting method is applied to an advertisement plan adjusting system, which includes a client and a server shown in fig. 1, where the client and the server communicate with each other through a network, and are used to solve the problems of low efficiency and low accuracy in adjusting an advertisement delivery plan in the prior art. The client is also called a user side, and refers to a program corresponding to the server and providing local services for the client. The client may be installed on, but is not limited to, various personal computers, laptops, smartphones, tablets, and portable wearable devices. The server may be implemented as a stand-alone server or as a server cluster consisting of a plurality of servers.
In an embodiment, as shown in fig. 2, an advertisement plan adjustment method is provided, which is described by taking the server in fig. 1 as an example, and includes the following steps:
s10: obtaining return analysis data of the target advertisement plan; the returned analysis data comprises advertisement traffic distribution corresponding to each advertisement promotion platform and advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform.
The target advertisement plan is an advertisement plan implemented by the user, and the target advertisement plan is delivered to at least one advertisement promotion platform, so that the return analysis data can be collected to inquire the income brought by the implementation of the target advertisement plan. The returned analysis data records the number of times of actions, such as clicking, downloading or browsing, executed by different users for the target advertisement plan. The returned analysis data comprises advertisement flow distribution corresponding to target advertisement planning and putting to different advertisement promotion platforms and advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform.
Further, the targeted advertising plan may be delivered to a plurality of different advertising promotion platforms (e.g., application platforms such as WeChat platforms, or search engine platforms such as Baidu platforms), and the delivery traffic distribution on each advertising promotion platform is different, which may characterize the frequency of delivery of the targeted advertising plan to the advertising promotion platform. Exemplarily, assuming that the target advertisement plan is delivered to three different advertisement promotion platforms, the traffic distribution delivered to the first advertisement promotion platform accounts for 60%, the traffic distribution delivered to the second advertisement promotion platform accounts for 30%, and the traffic distribution delivered to the third advertisement promotion platform accounts for 10%, the corresponding frequency of delivering the target advertisement plan in the first advertisement promotion platform is the highest, and the frequency of delivering the target advertisement plan in the third advertisement promotion platform is the lowest.
Further, after the target advertisement plan is delivered to each advertisement promotion platform, different users log in the corresponding advertisement promotion platform, the target advertisement plan may be found, and then when the user clicks the advertisement corresponding to the target advertisement plan, or downloads a product or an application program mentioned by the target advertisement plan, or when the target advertisement plan is a video-type advertisement, the browsing duration of the user, and the like, these data may all be used as advertisement index data. When the user has the behaviors, the basic information (such as gender, age and the like) of the user can be automatically acquired, and then the user is classified into the crowd, and the user is classified into the corresponding advertisement promotion crowd, so that the advertisement index data of different advertisement promotion crowds in the advertisement promotion platform can be counted. Understandably, in different advertisement promotion platforms, the advertisement index data of the same type of advertisement promotion crowd may be different; in the same advertisement promotion platform, the advertisement index data of different types of advertisement promotion crowd may be different.
S20: and carrying out plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan.
It can be understood that the target advertisement plan includes advertisement title information (such as title content, title font format, title background, etc.), target promotion information (such as promotion crowd information, promotion area information, behavior interest information, etc. that the advertisement needs to be pushed), advertisement promotion material (representing the type of advertisement pushing, such as picture, video, etc.), and advertisement promotion plan (also referred to as the above advertisement promotion platform).
S30: and determining average index data corresponding to each advertising promotion crowd according to all the advertising index data.
Specifically, after the return analysis data of the target advertisement plan is obtained, according to advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform, advertisement index data of the advertisement promotion crowds in each advertisement promotion platform are counted, and then an average value of the sum of the advertisement index data in each advertisement promotion platform is determined as average index data corresponding to the advertisement promotion crowds.
S40: and adjusting the target promotion information according to the average index data to obtain adjusted promotion information, and adjusting the advertisement traffic distribution corresponding to the same advertisement promotion platform according to all the advertisement index data corresponding to the same advertisement promotion platform to obtain the adjusted traffic distribution corresponding to each advertisement promotion platform.
Specifically, after determining the average index data corresponding to each of the advertisement promotion crowds according to all of the advertisement index data, it may be determined whether the average index data corresponding to each of the advertisement promotion crowds meets an expected standard; the method includes the steps that target promotion information comprises promotion crowd information and behavior interest information, promotion user portrait can be determined through the promotion crowd information and the behavior interest information, advertisement promotion crowds corresponding to the promotion user portrait are determined in all advertisement promotion crowds, whether a target advertisement plan is implemented and whether an expected income standard is met or not can be determined according to average index data corresponding to the advertisement promotion crowds corresponding to the promotion user portrait, if the target promotion crowds do not meet the expected income standard, the target promotion information is adjusted through the average index data, the crowds needing to be promoted in the target promotion information are enabled to meet actual requirements better, accuracy of advertisement plan launching is improved, and loss caused by advertisement launching errors is reduced.
Furthermore, in addition to adjusting the target promotion information, the advertisement traffic distribution corresponding to the target promotion information can be adjusted according to all advertisement index data corresponding to the same advertisement promotion platform, and it can be understood that, in the above description, it is indicated that the delivery traffic distribution on each advertisement promotion platform is different, and the delivery traffic distribution can represent the frequency of delivering the target advertisement plan to the advertisement promotion platform, so that the index data corresponding to the advertisement promotion platform with high advertisement traffic distribution should be larger than the index data corresponding to the advertisement promotion platform with low advertisement traffic distribution; if the index data corresponding to the advertisement promotion platform with high advertisement traffic distribution is smaller than the index data corresponding to the advertisement promotion platform with low advertisement traffic distribution, the advertisement traffic distribution corresponding to the advertisement promotion platform can be adjusted according to all the advertisement index data corresponding to the same advertisement promotion platform, and the adjusted traffic distribution corresponding to each advertisement promotion platform is obtained; if each advertisement promotion platform meets the condition that the index data corresponding to the advertisement promotion platform with high advertisement traffic distribution is larger than the index data corresponding to the advertisement promotion platform with low advertisement traffic distribution, the advertisement traffic distribution corresponding to the advertisement promotion platform is kept unchanged, or the advertisement traffic distribution of the advertisement promotion platform with high advertisement traffic distribution is continuously expanded.
S50: and generating an adjusted advertisement plan corresponding to the target advertisement plan according to the adjustment promotion information and the adjustment traffic distribution.
Specifically, after the target promotion information is adjusted according to the average index data to obtain the adjusted promotion information, and the advertisement traffic distribution corresponding to the same advertisement promotion platform is adjusted according to all the advertisement index data corresponding to the advertisement promotion platform to obtain the adjusted traffic distribution corresponding to each advertisement promotion platform, the target promotion information of the target advertisement plan can be replaced by the adjusted promotion information, and the advertisement traffic distribution can be replaced by the adjusted traffic distribution, so that the adjusted advertisement plan can be obtained.
In the embodiment, by acquiring the returned analysis data of the target advertisement plan and adjusting the target promotion information and the advertisement traffic distribution by using the advertisement index data in the returned analysis data, the delivery of the target advertisement plan can be adaptively adjusted according to the advertisement index data in real time, so that the accuracy of advertisement delivery is improved, and the efficiency of adjusting the target advertisement plan is also improved; when the target advertisement plan is lost, the target advertisement plan can be adjusted in time, so that the loss caused by the target advertisement plan is reduced, and the delivery income of the target advertisement plan is improved.
In one embodiment, the obtaining of the returned analysis data of the target advertisement plan includes:
generating an access configuration file after responding to the user access operation; the access configuration file comprises an access script address and an access task type.
The user access operation is the operation of the user on the terminal when filling the access configuration file according to the configuration file template in the server. The access configuration file is a file of user-defined configuration parameters, and further, the access configuration file may include a data source type, a Zabbix account number, a corresponding password, an access script address, and the like. The access task type comprises a periodic access type, a timing access type or a real-time access type, the periodic task refers to an access task executed according to a period, the timing task refers to an access task executed in a fixed time period, and the real-time access type refers to an access task executed in real time.
And generating a data access script through a data monitoring end according to the access script address so as to collect the return analysis data of the target advertisement plan from the target terminal through the data access script.
It is understood that the data monitoring end may be Zabbix, which is an enterprise-level open source solution providing distributed system monitoring and network monitoring functions based on a WEB interface. The target terminal is a terminal for storing the returned analysis data, and the target terminal can be a personal computer, a notebook computer, a tablet computer and the like.
Target report data is stored in a database of a target terminal, and due to the existence of the bastion machine, a server cannot directly access the database of the target terminal to collect return analysis data, so that return analysis data collection from the target terminal is completed by generating an access script through Zabbix. Specifically, a user logs in Zabbix according to a Zabbix account number and a password in a report configuration file, an access script corresponding to an access script address is added in the Zabbix according to the access script address set in the report configuration file by the user, and a server identifies the access script in the Zabbix and collects return analysis data from a target terminal through the access script. Therefore, the returned analysis data can be directly collected from the database of the target terminal, so that the subsequent steps S20 to S50 can carry out adaptive adjustment on the target advertisement plan according to the returned analysis data, and the adjustment accuracy after the target advertisement plan is implemented is improved.
In an embodiment, the performing plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan includes:
and carrying out plan analysis on the target advertisement plan to obtain promotion area information, promotion crowd information and behavior interest information in the target advertisement plan.
Understandably, the promoted crowd information represents a user portrait of a target crowd pushed by a target advertisement plan, and the promoted crowd information can include basic information such as the age and the sex of the user; the promotion area information represents the area pushed by the target advertisement plan, and the promotion area information can be divided and selected on a map mapped in a real scene or can be divided and selected by adopting real coordinate information. The behavior interest information indicates different conditions, for example, in a shopping condition, the behavior interest information may be a type of purchased article, a frequency of purchasing the article, and the like.
And generating a promotion user portrait according to the promotion crowd information and the behavior interest information.
And generating the target popularization information according to the popularization user portrait and the popularization region information.
Specifically, after plan analysis is performed on the target advertisement plan to obtain promotion area information, promotion crowd information and behavior interest information in the target advertisement plan, integration can be performed according to the promotion crowd information and the behavior interest information to generate a promotion user portrait; therefore, the target popularization information is generated by the popularization crowd information and the popularization area information.
In an embodiment, the adjusting the target popularization information according to the average index data to obtain adjusted popularization information includes:
acquiring a first index threshold value and a second index threshold value corresponding to the target advertisement plan, and comparing the average index data with the first index threshold value and the second index threshold value; the first metric threshold is greater than the second metric threshold.
It can be understood that there is a corresponding expected revenue and a corresponding minimum revenue for different advertisement plans, so the first index threshold in this embodiment is the expected revenue (i.e. expected index data) brought by the implementation of the target advertisement plan, and the second index threshold is the minimum revenue (i.e. minimum index data) brought by the implementation of the target advertisement plan.
Recording advertisement promotion crowds corresponding to the average index data larger than or equal to the first index threshold value as first target crowds; recording advertisement promotion crowd corresponding to average index data which is smaller than the first index threshold and larger than or equal to the second index threshold as second target crowd; and recording the advertising promotion crowd corresponding to the average index data smaller than the second index threshold value as a third target crowd.
Specifically, after a first index threshold and a second index threshold corresponding to the target advertisement plan are obtained, the average index data can be compared with the first index threshold and the second index threshold, and then advertisement promotion crowds corresponding to the average index data larger than or equal to the first index threshold are recorded as first target crowds, that is, the index data corresponding to the first target crowds achieve expected profits; recording advertisement promotion crowds corresponding to average index data which are smaller than the first index threshold and larger than or equal to the second index threshold as second target crowds, namely the index data corresponding to the second target crowds do not reach expected profits but exceed minimum profits; and recording the advertising promotion crowd corresponding to the average index data smaller than the second index threshold as a third target crowd, namely that the index data corresponding to the third target crowd is lower than the lowest income.
And detecting whether the first target crowd, the second target crowd and the third target crowd comprise the crowd with the popularized user portrait or not.
Specifically, after the first target crowd, the second target crowd and the third target crowd are determined, the user portrait of all the first target crowds can be compared with the promoted user portrait, the user portrait of all the second target crowds can be compared with the promoted user portrait, and the user portrait of all the third target crowds can be compared with the promoted user portrait, so that the crowd with the promoted user portrait in which the specific crowd in the first target crowd, the second target crowd and the third target crowd is located can be determined. It can understand, because the crowd who has the user of promoting portrait is the target crowd who pushes away first in the target advertisement plan, consequently at first target crowd, the crowd who has the user of promoting portrait certainly exists in second target crowd or the third target crowd, and the crowd who has the user of promoting portrait certainly is first target crowd, second target crowd, one among the third target crowd, this crowd who has the user of promoting portrait only belongs to first target crowd, second target crowd, one crowd among the third target crowd, the crowd who has the user of promoting portrait can not exist simultaneously in two or three crowds and has the crowd who promotes user portrait.
When any one of the first target population has the promotion user portrait and the second target population and the third target population do not have the promotion user portrait, a first region to be selected is selected from a preset region selection platform according to the promotion user portrait.
Specifically, after detecting whether the first target crowd, the second target crowd and the third target crowd include the crowd with the popularized user portrait, if any one of the first target crowd has the popularized user portrait and neither the second target crowd nor the third target crowd has the popularized user portrait, earnings brought by the popularized crowd selected by the characterization target advertisement plan (namely having the popularized user portrait) meet expected earnings standards, so that the first to-be-selected area with the popularized user portrait can be selected from a preset area selection platform. The preset region selection platform is a region information storage platform, a plurality of different regions (the regions can correspond to actual scenes) are stored in the preset region selection platform, and the number of people covered in the different regions or the types of user portraits are different, so that the region to which people with promoted user portraits belong can be inquired in the preset region selection platform, and the region is a first region to be selected.
And adjusting the promotion area information according to the first area to be selected to obtain first adjustment area information, and generating the adjustment promotion information according to the first adjustment area information and the promotion user portrait.
Specifically, after a first area to be selected is selected from a preset area selection platform according to the portrait of the popularization user, the popularization area information can be adjusted according to the first area to be selected, namely, the first area to be selected is added into an area corresponding to the popularization area information, the popularization area is enlarged, the number of people with the portrait of the popularization user in the area corresponding to the adjusted popularization information is increased, more people with the portrait of the popularization user can receive the target advertisement plan, greater income is brought to the target advertisement plan, and index data corresponding to the people with the portrait of the popularization user of the target advertisement plan are improved.
In an embodiment, after detecting whether the first target crowd, the second target crowd, and the third target crowd include the crowd with the promoted user portrait, the method further includes:
and when any second target crowd has the portrait of the promotion user and neither the first target crowd nor the third target crowd has the portrait of the promotion user, acquiring real-time return data of the target advertisement plan and an advertisement early warning configuration file.
Specifically, when any second target crowd has the popularization user portrait and neither the first target crowd nor the third target crowd has the popularization user portrait, earnings brought by the popularization crowd selected by the representation target advertisement plan (namely, the popularization user portrait) do not reach expected earnings but are higher than the lowest earnings, possibly because the acquired advertisement index data are less, the monitoring and early warning can be performed on the target advertisement plan. The method includes the steps of collecting returned analysis data of a target advertisement plan, namely, implementing the returned data, and implementing an advertisement early warning configuration file of the target advertisement plan, where the advertisement early warning configuration file may include early warning conditions for different types of index data, such as the first index threshold and the second index threshold.
And carrying out early warning condition detection on the target advertisement plan according to the real-time return data and the advertisement early warning configuration file to obtain an early warning detection result.
Specifically, after the real-time return data and the advertisement early warning configuration file of the target advertisement plan are obtained, early warning condition detection can be performed on the target advertisement plan according to the real-time return data and the advertisement early warning configuration file, for example, whether the click rate of people with the promoted user portrait in the implementation return data is lower than a preset click value (characteristic minimum click value), whether the download rate of people with the promoted user portrait in the implementation return data is lower than a preset download value (characteristic minimum download value), whether the advertisement browsing duration of people with the promoted user portrait in the implementation return data is lower than a preset duration threshold (characteristic minimum browsing duration), and the like, so that an early warning detection result is obtained.
Further, if the click rate of the crowd with the promoted user portrait in the implemented return data is lower than a preset click value within a certain time range, or the download rate of the crowd with the promoted user portrait in the implemented return data is lower than a preset download value, or the advertisement browsing duration of the crowd with the promoted user portrait in the implemented return data is lower than a preset duration threshold, it is determined that the early warning detection result represents that the early warning is successful, otherwise, the early warning detection result represents that the early warning is failed.
And when the early warning detection result represents that the early warning is successful, performing early warning adjustment on the target promotion information according to the real-time return data and the early warning detection result to obtain adjusted promotion information.
Specifically, after the early warning condition detection is performed on the target advertisement plan according to the real-time return data and the advertisement early warning configuration file to obtain the early warning detection result, if the early warning detection result represents that the early warning is successful, that is, the income brought by the target advertisement plan for the crowd with the promoted user portrait is lower than the minimum income, it is indicated that the crowd with the promoted user portrait belongs to the third target crowd, and then the early warning adjustment can be performed on the target promotion information according to the real-time return data and the early warning detection result, for example, the promotion proportion of the crowd with the promoted user portrait is reduced, and the promotion proportion of the first target crowd is improved. So, can be that the income that target popularization crowd that present target advertisement plan is aimed at brought is less than expected income, but when being higher than minimum income, can monitor this target popularization crowd to when the income that this target popularization crowd corresponds reaches the early warning condition, carry out early warning adjustment to target popularization information at once.
Further, if the early warning detection result represents that the early warning fails, the above steps may be continuously executed to complete the monitoring process, and if the early warning detection result represents that the index data (such as the click rate, the download rate, or the browsing duration) corresponding to the crowd with the promoted user portrait exceeds the expected income index, the step corresponding to the crowd with the promoted user portrait belongs to the first target crowd may be executed.
In an embodiment, after detecting whether the first target crowd, the second target crowd, and the third target crowd include the crowd with the promoted user portrait, the method further includes:
when any one third target crowd has the promotion user portrait and the first target crowd and the second target crowd do not have the promotion user portrait, the third target crowd with the promotion user portrait is recorded as the crowd to be eliminated.
Specifically, after detecting whether the first target crowd, the second target crowd and the third target crowd include the crowd with the portrait of the popularization user, if any one of the third target crowd has the portrait of the popularization user and the first target crowd and the second target crowd do not have the portrait of the popularization user, namely, the income brought by the crowd with the portrait of the popularization user, which is aimed at by the representation target advertisement plan, is lower than the lowest income, and the third target crowd with the portrait of the popularization user is recorded as the crowd to be eliminated.
And acquiring a second to-be-selected area including the first target crowd and a third to-be-selected area including the crowd to be eliminated from a preset area selection platform.
Specifically, after a third target crowd with the popularized user portrait is recorded as a crowd to be eliminated, an area including the first target crowd is inquired from the preset area selection platform and recorded as a second area to be selected, and an area including the crowd to be eliminated is inquired from the preset area selection platform and recorded as a third area to be selected.
And adjusting the popularization area information according to the second area to be selected and the third area to be selected to obtain second adjustment area information.
Specifically, after a second to-be-selected area including a first target crowd and a third to-be-selected area including a crowd to be eliminated are obtained from a preset area selection platform, an area part corresponding to the third to-be-selected area is deleted in an area corresponding to popularization area information, understandably, as the third to-be-selected area is an area including the crowd to be eliminated, the crowd to be eliminated is a third target crowd with a popularization user portrait, and the crowd with the popularization user portrait is a crowd to be pushed for a target advertisement plan, an area of the crowd with the popularization user portrait must exist in the popularization area information, and the area part corresponding to the third to-be-selected area can be deleted in the area corresponding to the popularization area information; after the area part corresponding to the third area to be selected is deleted, area information corresponding to the second area to be selected is added to the deleted popularization area information, and second adjustment area information is obtained. Therefore, the adjusted target advertisement plan can be pushed to include more first target crowds, so that the profits of the first target crowds brought to the target advertisement plan are improved, the crowds to be eliminated are reduced, and the loss of the crowds to be eliminated to the target advertisement plan is reduced.
And acquiring a target user portrait corresponding to the first target crowd, and generating the adjustment popularization information according to the target user portrait and the second adjustment area information.
Specifically, the target user portrait is a user portrait for a first target crowd, and when the first target crowd has a plurality of different crowds, one first target crowd corresponds to one target user portrait. After the target user portrait corresponding to the first target crowd is obtained, the promotion user portrait in the target advertisement plan can be replaced by the target user portrait, the promotion area information is replaced by the second adjustment area information, and then the adjustment promotion information is generated.
In an embodiment, in step S40, the adjusting advertisement traffic distribution according to all advertisement index data corresponding to the same advertisement promotion platform to obtain an adjusted traffic distribution includes:
and recording the sum of all advertisement index data corresponding to the same advertisement promotion platform as the platform index data corresponding to the advertisement promotion platform.
Specifically, after determining average index data corresponding to each advertisement promotion crowd according to all advertisement index data, recording the sum of all advertisement index data corresponding to the same advertisement promotion platform as platform index data corresponding to the advertisement platform, that is, one advertisement promotion platform corresponds to one platform index data.
And inserting each advertisement promotion platform into a preset platform sequence according to the sequence of the platform index data from large to small.
Specifically, after the sum of all advertisement index data corresponding to the same advertisement promotion platform is recorded as platform index data corresponding to the advertisement promotion platform, platform index data corresponding to each advertisement promotion platform is obtained, and then each advertisement promotion platform can be inserted into the preset platform sequence from large to small according to the platform index data, that is, the advertisement promotion platform with the largest platform index data is located at the first position in the preset platform sequence, and the advertisement promotion platform with the smallest platform index data is located at the last position in the preset platform sequence.
And detecting whether the sequencing of the advertisement promotion platforms from large to small according to the advertisement traffic distribution is the same as the sequencing of the advertisement promotion platforms in the preset platform sequence.
It can be understood that each advertisement promotion platform corresponds to an advertisement traffic distribution, and then the advertisement traffic distributions corresponding to the advertisement promotion platforms can be sequenced from large to small to obtain a traffic distribution sequence, that is, the advertisement promotion platform with the largest advertisement traffic distribution in the traffic distribution sequence is located at the first position, and the advertisement promotion platform with the smallest advertisement traffic distribution is located at the last position. And then, whether the flow distribution sequence is consistent with the sequencing positions of the advertisement promotion platforms in the preset platform sequence can be determined, for example, whether the advertisement promotion platforms in the positions in the sequence are in one-to-one correspondence can be determined by comparing the advertisement promotion platforms in each corresponding position in the sequence.
When the sequencing of the advertisement promotion platforms from large to small according to the advertisement traffic distribution is different from the sequencing of the advertisement promotion platforms in the preset platform sequence, adjusting the advertisement traffic distribution corresponding to each advertisement promotion platform according to the preset platform sequence to obtain the adjusted traffic distribution corresponding to each advertisement promotion platform.
Specifically, after detecting whether the ranking of each advertisement promotion platform from large to small according to the advertisement traffic distribution is the same as the ranking of each advertisement promotion platform in the preset platform sequence, if the ranking of each advertisement promotion platform from large to small according to the advertisement traffic distribution is not the same as the ranking of each advertisement promotion platform in the preset platform sequence, that is, the advertisement promotion platforms in each position in the preset platform sequence and the traffic distribution sequence are not in one-to-one correspondence, the advertisement traffic distribution corresponding to each advertisement promotion platform can be adjusted according to the preset platform sequence, so that when the advertisement promotion platforms are ranked from large to small according to the adjusted advertisement traffic distribution, the advertisement promotion platforms are consistent with the ranking of each advertisement promotion platform in the preset platform sequence, and then the adjusted traffic distribution corresponding to each advertisement promotion platform is obtained.
It can be understood that, when more traffic is put into an advertisement promotion platform, that is, the advertisement of the target advertisement plan in the advertisement promotion platform is more frequently put into use, and the number of times or duration of clicking, downloading or browsing by the user should be higher, so that the platform index data of the advertisement promotion platform a with high advertisement traffic distribution is less than that of the advertisement promotion platform B with low wide traffic distribution, and further the advertisement traffic distribution of the advertisement promotion platform can be adjusted, for example, the traffic distribution of the advertisement promotion platform a with high original advertisement traffic distribution is reduced, the traffic distribution of the advertisement promotion platform B with low original wide traffic distribution is improved, and the adjusted traffic distribution of the advertisement promotion platform B is higher than that of the advertisement promotion platform a, so that higher advertisement traffic can be put into the advertisement promotion platform with high fed back platform index data, the advertisement delivery flow input by the advertisement promotion platform with low platform index data is reduced, the income brought by the implementation of the target advertisement plan can be improved, and the loss is reduced.
It should be understood that, the sequence numbers of the steps in the foregoing embodiments do not imply an execution sequence, and the execution sequence of each process should be determined by its function and inherent logic, and should not constitute any limitation to the implementation process of the embodiments of the present invention.
In an embodiment, an advertisement plan adjusting apparatus is provided, and the advertisement plan adjusting apparatus corresponds to the advertisement plan adjusting method in the above embodiments one to one. As shown in fig. 3, the advertisement plan adjustment apparatus includes a data acquisition module 10, a plan parsing module 20, an average index data determination module 30, a data adjustment module 40, and a plan adjustment module 50. The functional modules are explained in detail as follows:
the data acquisition module 10 is used for acquiring returned analysis data of the target advertisement plan; the returned analysis data comprises advertisement traffic distribution corresponding to each advertisement promotion platform and advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform;
the plan analysis module 20 is configured to perform plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan;
an average index data determining module 30, configured to determine, according to all the advertisement index data, average index data corresponding to each of the advertisement promotion groups;
a data adjusting module 40, configured to adjust the target popularization information according to the average indicator data to obtain adjusted popularization information, and adjust advertisement traffic distribution corresponding to the same advertisement popularization platform according to all advertisement indicator data corresponding to the same advertisement popularization platform to obtain adjusted traffic distribution corresponding to each advertisement popularization platform;
and a plan adjusting module 50, configured to generate an adjusted advertisement plan corresponding to the target advertisement plan according to the adjustment promotion information and the adjustment traffic distribution.
Preferably, the data acquisition module 10 comprises:
the configuration file generating unit is used for generating an access configuration file after responding to the user access operation; the access configuration file comprises an access script address and an access task type;
and the data acquisition unit is used for generating a data access script through a data monitoring end according to the access script address so as to acquire the return analysis data of the target advertisement plan from the target terminal through the data access script.
Preferably, the plan resolution module 20 includes:
the plan analysis unit is used for carrying out plan analysis on the target advertisement plan to obtain promotion area information, promotion crowd information and behavior interest information in the target advertisement plan;
the user portrait generation unit is used for generating a promoted user portrait according to the promoted crowd information and the behavior interest information;
and the promotion information generation unit is used for generating the target promotion information according to the promotion user portrait and the promotion region information.
Preferably, the data adjusting module 40 includes:
a numerical value comparison unit, configured to obtain a first index threshold and a second index threshold corresponding to the target advertisement plan, and compare the average index data with the first index threshold and the second index threshold; the first metric threshold is greater than the second metric threshold;
the crowd determining unit is used for recording advertisement promotion crowd corresponding to the average index data which is greater than or equal to the first index threshold value as a first target crowd; recording advertisement promotion crowd corresponding to average index data which is smaller than the first index threshold and larger than or equal to the second index threshold as second target crowd; recording advertisement promotion crowd corresponding to the average index data smaller than the second index threshold as third target crowd;
the user portrait detection unit is used for detecting whether the first target crowd, the second target crowd and the third target crowd comprise crowds with the promoted user portrait or not;
the first area selection unit is used for selecting a first area to be selected from a preset area selection platform according to the promotion user portrait when any one of the first target people has the promotion user portrait and neither the second target people nor the third target people has the promotion user portrait;
and the first popularization information adjusting unit is used for adjusting the popularization area information according to the first area to be selected to obtain first adjustment area information, and generating the adjustment popularization information according to the first adjustment area information and the popularization user portrait.
Preferably, the data adjusting module 40 further includes:
the data acquisition unit is used for acquiring real-time return data of the target advertisement plan and an advertisement early warning configuration file when any second target crowd has the promotion user portrait and neither the first target crowd nor the third target crowd has the promotion user portrait;
the early warning detection unit is used for carrying out early warning condition detection on the target advertisement plan according to the real-time return data and the advertisement early warning configuration file to obtain an early warning detection result;
and the second popularization information adjusting unit is used for performing early warning adjustment on the target popularization information according to the real-time return data and the early warning detection result when the early warning detection result represents that the early warning is successful, so as to obtain adjusted popularization information.
Preferably, the data adjusting module 40 further includes:
the crowd recording unit is used for recording the third target crowd with the promotion user portrait as the crowd to be eliminated when any third target crowd has the promotion user portrait and the first target crowd and the second target crowd do not have the promotion user portrait;
the second area selection unit is used for acquiring a second area to be selected comprising the first target crowd and a third area to be selected comprising the crowd to be eliminated from a preset area selection platform;
the area adjusting unit is used for adjusting the popularization area information according to the second area to be selected and the third area to be selected to obtain second adjustment area information;
and the third popularization information adjusting unit is used for acquiring the target user portrait corresponding to the first target crowd and generating the adjustment popularization information according to the target user portrait and the second adjustment area information.
Preferably, the data adjusting module 40 further includes:
the index data calculation unit is used for recording the sum of all advertisement index data corresponding to the same advertisement promotion platform as platform index data corresponding to the advertisement promotion platform;
the platform insertion unit is used for inserting each advertisement promotion platform into a preset platform sequence according to the sequence of the platform index data from large to small;
the sequencing detection unit is used for detecting whether the sequencing of the advertisement promotion platforms from large to small according to the advertisement traffic distribution is the same as the sequencing of the advertisement promotion platforms in the preset platform sequence;
and the flow distribution adjusting unit is used for adjusting the advertisement flow distribution corresponding to each advertisement promotion platform according to the preset platform sequence when the sequencing of the advertisement promotion platforms according to the advertisement flow distribution from large to small is different from the sequencing of the advertisement promotion platforms in the preset platform sequence, so as to obtain the adjusted flow distribution corresponding to each advertisement promotion platform.
For the specific definition of the advertisement plan adjusting device, reference may be made to the above definition of the advertisement plan adjusting method, which is not described herein again. The modules in the advertisement plan adjusting device can be wholly or partially implemented by software, hardware and a combination thereof. The modules can be embedded in a hardware form or independent from a processor in the computer device, and can also be stored in a memory in the computer device in a software form, so that the processor can call and execute operations corresponding to the modules.
In one embodiment, a computer device is provided, which may be a server, the internal structure of which may be as shown in fig. 4. The computer device includes a processor, a memory, a network interface, and a database connected by a system bus. Wherein the processor of the computer device is configured to provide computing and control capabilities. The memory of the computer device comprises a nonvolatile storage medium and an internal memory. The non-volatile storage medium stores an operating system, a computer program, and a database. The internal memory provides an environment for the operation of an operating system and computer programs in the non-volatile storage medium. The database of the computer device is used for the data used in the ad plan adjusting method in the above embodiments. The network interface of the computer device is used for communicating with an external terminal through a network connection. The computer program is executed by a processor to implement an ad plan adjustment method.
In one embodiment, a computer device is provided, which includes a memory, a processor, and a computer program stored on the memory and executable on the processor, and when the processor executes the computer program, the advertisement plan adjusting method in the above embodiments is implemented.
In one embodiment, a computer-readable storage medium is provided, on which a computer program is stored, which, when executed by a processor, implements the ad plan adjusting method in the above embodiments.
It will be understood by those skilled in the art that all or part of the processes of the methods of the embodiments described above can be implemented by hardware instructions of a computer program, which can be stored in a non-volatile computer-readable storage medium, and when executed, can include the processes of the embodiments of the methods described above. Any reference to memory, storage, database or other medium used in the embodiments provided herein can include non-volatile and/or volatile memory. Non-volatile memory can include read-only memory (ROM), Programmable ROM (PROM), Electrically Programmable ROM (EPROM), Electrically Erasable Programmable ROM (EEPROM), or flash memory. Volatile memory can include Random Access Memory (RAM) or external cache memory. By way of illustration and not limitation, RAM is available in a variety of forms such as Static RAM (SRAM), Dynamic RAM (DRAM), Synchronous DRAM (SDRAM), Double Data Rate SDRAM (DDRSDRAM), Enhanced SDRAM (ESDRAM), Synchronous Link DRAM (SLDRAM), Rambus Direct RAM (RDRAM), direct bus dynamic RAM (DRDRAM), and memory bus dynamic RAM (RDRAM).
It will be apparent to those skilled in the art that, for convenience and brevity of description, only the above-mentioned division of the functional units and modules is illustrated, and in practical applications, the above-mentioned function distribution may be performed by different functional units and modules according to needs, that is, the internal structure of the apparatus is divided into different functional units or modules to perform all or part of the above-mentioned functions.
The above-mentioned embodiments are only used for illustrating the technical solutions of the present invention, and not for limiting the same; although the present invention has been described in detail with reference to the foregoing embodiments, it will be understood by those of ordinary skill in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; such modifications and substitutions do not substantially depart from the spirit and scope of the embodiments of the present invention, and are intended to be included within the scope of the present invention.
Claims (10)
1. An advertisement plan adjustment method, comprising:
obtaining return analysis data of the target advertisement plan; the returned analysis data comprises advertisement traffic distribution corresponding to each advertisement promotion platform and advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform;
carrying out plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan;
determining average index data corresponding to each advertising promotion crowd according to all the advertising index data;
adjusting the target promotion information according to the average index data to obtain adjusted promotion information, and adjusting the advertisement traffic distribution corresponding to the same advertisement promotion platform according to all advertisement index data corresponding to the same advertisement promotion platform to obtain adjusted traffic distribution corresponding to each advertisement promotion platform;
and generating an adjusted advertisement plan corresponding to the target advertisement plan according to the adjustment promotion information and the adjustment traffic distribution.
2. The method of claim 1, wherein the obtaining of the backtransmission analysis data of the target advertisement plan comprises:
generating an access configuration file after responding to the user access operation; the access configuration file comprises an access script address and an access task type;
and generating a data access script through a data monitoring end according to the access script address so as to collect the return analysis data of the target advertisement plan from the target terminal through the data access script.
3. The method for adjusting an advertisement plan according to claim 1, wherein the performing plan parsing on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan includes:
carrying out plan analysis on the target advertisement plan to obtain promotion area information, promotion crowd information and behavior interest information in the target advertisement plan;
generating a promotion user portrait according to the promotion crowd information and the behavior interest information;
and generating the target popularization information according to the popularization user portrait and the popularization region information.
4. The method for adjusting an advertisement plan according to claim 3, wherein the adjusting the target promotion information according to the average indicator data to obtain adjusted promotion information includes:
acquiring a first index threshold value and a second index threshold value corresponding to the target advertisement plan, and comparing the average index data with the first index threshold value and the second index threshold value; the first metric threshold is greater than the second metric threshold;
recording advertisement promotion crowd corresponding to the average index data which is greater than or equal to the first index threshold value as first target crowd; recording advertisement promotion crowd corresponding to average index data which is smaller than the first index threshold and larger than or equal to the second index threshold as second target crowd; recording advertisement promotion crowd corresponding to the average index data smaller than the second index threshold as third target crowd;
detecting whether the first target crowd, the second target crowd and the third target crowd comprise crowds with the promoted user portrait or not;
when any one first target crowd has the promotion user portrait and neither the second target crowd nor the third target crowd has the promotion user portrait, selecting a first area to be selected from a preset area selection platform according to the promotion user portrait;
and adjusting the promotion area information according to the first area to be selected to obtain first adjustment area information, and generating the adjustment promotion information according to the first adjustment area information and the promotion user portrait.
5. The method of adjusting an advertising schedule according to claim 4, wherein said detecting whether the first, second and third target groups include a group having the promotional user representation further comprises:
when any second target crowd has the promotion user portrait and neither the first target crowd nor the third target crowd has the promotion user portrait, acquiring real-time return data of the target advertisement plan and an advertisement early warning configuration file;
performing early warning condition detection on the target advertisement plan according to the real-time return data and the advertisement early warning configuration file to obtain an early warning detection result;
and when the early warning detection result represents that the early warning is successful, performing early warning adjustment on the target promotion information according to the real-time return data and the early warning detection result to obtain adjusted promotion information.
6. The method of adjusting an advertising schedule according to claim 4, wherein said detecting whether the first, second and third target groups include a group having the promotional user representation further comprises:
when any third target crowd has the promotion user portrait and neither the first target crowd nor the second target crowd has the promotion user portrait, recording the third target crowd with the promotion user portrait as a crowd to be eliminated;
acquiring a second to-be-selected area including the first target crowd and a third to-be-selected area including the crowd to be eliminated from a preset area selection platform;
adjusting the popularization area information according to the second area to be selected and the third area to be selected to obtain second adjustment area information;
and acquiring a target user portrait corresponding to the first target crowd, and generating the adjustment popularization information according to the target user portrait and the second adjustment area information.
7. The method for adjusting an advertisement plan according to claim 1, wherein the adjusting advertisement traffic distribution corresponding to the same advertisement promotion platform according to all advertisement index data corresponding to the same advertisement promotion platform to obtain an adjusted traffic distribution comprises:
recording the sum of all advertisement index data corresponding to the same advertisement promotion platform as platform index data corresponding to the advertisement promotion platform;
inserting each advertisement promotion platform into a preset platform sequence according to the sequence of the platform index data from large to small;
detecting whether the sequencing of the advertisement promotion platforms from large to small according to the advertisement traffic distribution is the same as the sequencing of the advertisement promotion platforms in the preset platform sequence;
when the sequencing of the advertisement promotion platforms from large to small according to the advertisement traffic distribution is different from the sequencing of the advertisement promotion platforms in the preset platform sequence, adjusting the advertisement traffic distribution corresponding to each advertisement promotion platform according to the preset platform sequence to obtain the adjusted traffic distribution corresponding to each advertisement promotion platform.
8. An advertisement plan adjustment device, comprising:
the data acquisition module is used for acquiring return analysis data of the target advertisement plan; the returned analysis data comprises advertisement traffic distribution corresponding to each advertisement promotion platform and advertisement index data corresponding to different advertisement promotion crowds in each advertisement promotion platform;
the plan analysis module is used for carrying out plan analysis on the target advertisement plan to obtain target promotion information corresponding to the target advertisement plan;
the average index data determining module is used for determining average index data corresponding to each advertisement promotion crowd according to all the advertisement index data;
the data adjusting module is used for adjusting the target popularization information according to the average index data to obtain adjusted popularization information, and adjusting the advertisement traffic distribution corresponding to the same advertisement popularization platform according to all the advertisement index data corresponding to the same advertisement popularization platform to obtain the adjusted traffic distribution corresponding to each advertisement popularization platform;
and the plan adjusting module is used for generating an adjusting advertisement plan corresponding to the target advertisement plan according to the adjusting popularization information and the adjusting flow distribution.
9. A computer device comprising a memory, a processor and a computer program stored in the memory and executable on the processor, wherein the processor implements the ad plan adjusting method according to any one of claims 1 to 7 when executing the computer program.
10. A computer-readable storage medium, in which a computer program is stored, which computer program, when being executed by a processor, is adapted to carry out a method of ad plan adjustment according to any one of claims 1 to 7.
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