CN114782084A - Advertisement delivery method and device - Google Patents
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Abstract
The disclosure relates to an advertisement delivery method and device. The method comprises the following steps: putting advertisements corresponding to all advertisement commodities in the overall advertisement promotion plan in a preset mode to obtain the unit price of each advertisement commodity and the actual ROI of each advertisement commodity; acquiring an actual ROI of an overall advertisement promotion plan; receiving a desired ROI set by a user; when the actual ROI of the overall advertisement promotion plan is detected to be smaller than the expected ROI, acquiring a first target commodity advertisement of which the actual ROI is larger than a preset threshold value through the actual ROI of each advertisement commodity; and increasing the exposure of the first targeted commercial; when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement of which the actual ROI is smaller than or equal to a preset threshold value through the actual ROI of each advertisement commodity; and increasing the exposure of the second targeted product advertisement.
Description
Technical Field
The present disclosure relates to the field of advertisement delivery technologies, and in particular, to an advertisement delivery method and apparatus.
Background
With the development of mobile internet technology, more and more people use mobile phone APPs as tools for exchanging, obtaining news and shopping, and a digital advertisement is produced, wherein a pay-per-click cpc (cost per click) advertisement is common. However, the deduction fee of the CPC advertisement occurs in the click-through stage, and is still a little away from the conversion of the advertisement, so that there are many advertisement platforms which propose intelligent versions of pay-per-click advertisements, such as: ECPC (enhanced CPC) advertisement, however, under some advertisement service scenes, one advertisement promotion plan can bind a plurality of advertisement commodities with huge unit price difference; for example, shop advertisement promotion of e-commerce platform, the bound advertisement commodities have 10, 200 and 1000 unit prices, and the unit prices of the bound advertisement commodities are nearly 100 times different, if ECPC advertisement delivery is adopted, the advertisement commodities with lower unit prices and higher conversion rates are clicked at high prices, so that advertisers and merchants cannot effectively control the ROI of advertisements.
Disclosure of Invention
To overcome the problems in the related art, embodiments of the present disclosure provide an advertisement delivery method and apparatus. The technical scheme is as follows:
according to a first aspect of an embodiment of the present disclosure, there is provided an advertisement delivery method, including:
the method comprises the following steps of putting advertisements corresponding to all advertisement commodities in a whole advertisement promotion plan in a preset mode to obtain statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
acquiring an actual ROI of an overall advertisement promotion plan;
receiving a desired ROI set by a user;
when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
increasing exposure of the first targeted commercial advertisement;
when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is less than or equal to the preset threshold value;
increasing the exposure of the second targeted merchandise advertisement.
The technical scheme provided by the embodiment of the disclosure can have the following beneficial effects: put in the advertisement that each advertisement commodity in the whole advertisement promotion plan corresponds through predetermineeing the mode to obtain statistical indicator, statistical indicator includes: a pen unit price for each advertised item and an actual ROI for each advertised item; acquiring an actual ROI of an overall advertisement promotion plan; receiving a desired ROI set by a user; when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value; increasing exposure of a first targeted commercial; when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is smaller than or equal to a preset threshold value; the exposure of the second targeted commercial advertisement is increased. Wherein, the exposure proportion of the advertisement goods with high ROI and low ROI is adjusted in a self-adaptive way, so that the actual ROI of the whole advertisement promotion plan is equal to the expected ROI set by the advertiser merchant.
In one embodiment, the obtaining the actual ROI of the overall advertisement promotion plan includes:
acquiring the conversion income of all advertisement commodities;
acquiring intelligent advertisement consumption of an overall advertisement promotion plan;
and acquiring the actual ROI of the whole advertisement promotion plan according to the conversion income of all the advertisement commodities and the advertisement consumption of the whole advertisement promotion plan.
In one embodiment, the statistical indicator further comprises: the conversion odd number of each advertisement commodity and the conversion odd number of the whole advertisement promotion plan;
the method for acquiring the conversion income of all the advertisement commodities comprises the following steps:
acquiring the conversion income of each advertisement commodity according to the conversion odd number of each advertisement commodity, the conversion odd number of the whole advertisement promotion plan and the unit price of each advertisement commodity;
and obtaining the conversion income of all the advertisement commodities according to the sum of the conversion income of all the advertisement commodities.
In one embodiment, the statistical indicator further comprises: the number of fee deduction clicks of each advertisement commodity and the number of fee deduction clicks of the whole advertisement promotion plan;
the intelligent advertisement consumption for obtaining the whole advertisement promotion plan comprises the following steps:
acquiring intelligent advertisement consumption of each advertisement commodity according to the fee deduction click number of each advertisement commodity, the fee deduction click number of the whole advertisement promotion plan and the intelligent bid of each advertisement commodity;
and acquiring the intelligent advertisement consumption of the whole advertisement promotion plan according to the sum of the intelligent advertisement consumption of each advertisement commodity.
In one embodiment, the delivering each commercial advertisement in the overall advertisement promotion plan in a preset manner includes:
and advertising corresponding to each advertising commodity in the overall advertising promotion plan is delivered in a CPC advertising mode.
According to a second aspect of an embodiment of the present disclosure, there is provided an advertisement delivery apparatus including:
the first acquisition module is used for putting advertisements corresponding to all advertisement commodities in the whole advertisement promotion plan in a preset mode so as to acquire statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
the second acquisition module is used for acquiring the actual ROI of the whole advertisement promotion plan;
a receiving module for receiving a desired ROI set by a user;
a third obtaining module, configured to obtain a first target product advertisement through the actual ROI of each advertisement product when it is detected that the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
the first adjusting module is used for increasing the exposure of the first target commodity advertisement;
a fourth obtaining module, configured to obtain a second target product advertisement through the actual ROI of each advertisement product when it is detected that the actual ROI of the overall advertisement promotion plan is greater than or equal to the expected ROI; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is less than or equal to the preset threshold value;
and the second adjusting module is used for increasing the exposure of the second target commodity advertisement.
In one embodiment, the second obtaining module includes:
the first acquisition sub-module is used for acquiring the conversion income of all the advertisement commodities;
the second acquisition submodule is used for acquiring the intelligent advertisement consumption of the whole advertisement promotion plan;
and the third acquisition sub-module is used for acquiring the actual ROI of the whole advertisement promotion plan according to the conversion income of all the advertisement commodities and the advertisement consumption of the whole advertisement promotion plan.
In one embodiment, the statistical indicator further comprises: the conversion odd number of each advertisement commodity and the conversion odd number of the whole advertisement promotion plan; the first obtaining sub-module includes:
the first obtaining subunit is used for obtaining the conversion income of each advertisement commodity according to the conversion odd number of each advertisement commodity, the conversion odd number of the whole advertisement promotion plan and the unit price of each advertisement commodity;
and the second acquisition subunit is used for acquiring the conversion income of all the advertisement commodities according to the sum of the conversion income of all the advertisement commodities.
In one embodiment, the statistical indicator further comprises: the number of fee deduction clicks of each advertisement commodity and the number of fee deduction clicks of the whole advertisement promotion plan; the second obtaining sub-module includes:
a third obtaining subunit, configured to obtain, according to the fee deduction click count of each advertisement product, the fee deduction click count of the overall advertisement promotion plan, and the intelligent bid price of each advertisement product, intelligent advertisement consumption of each advertisement product;
and the fourth acquisition subunit is used for acquiring the intelligent advertisement consumption of the whole advertisement promotion plan according to the sum of the intelligent advertisement consumption of each advertisement commodity.
In one embodiment, the first obtaining module includes:
and the first delivery sub-module is used for delivering the advertisements corresponding to the advertisement commodities in the whole advertisement promotion plan in a CPC advertisement mode.
According to a third aspect of an embodiment of the present disclosure, there is provided an advertisement delivery apparatus, including:
a processor;
a memory for storing processor-executable instructions;
wherein the processor is configured to:
the method comprises the following steps of putting advertisements corresponding to all advertisement commodities in a whole advertisement promotion plan in a preset mode to obtain statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
acquiring an actual ROI of an overall advertisement promotion plan;
receiving a desired ROI set by a user;
when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
increasing exposure of the first targeted merchandise advertisement;
when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is smaller than or equal to the preset threshold value;
increasing the exposure of the second targeted commercial advertisement.
According to a fourth aspect of embodiments of the present disclosure, there is provided a computer-readable storage medium having stored thereon computer instructions which, when executed by a processor, implement the steps of the method of any one of the first aspects.
It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the disclosure.
Drawings
The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the present disclosure and together with the description, serve to explain the principles of the disclosure.
FIG. 1 is a flow diagram illustrating a method of advertisement delivery, according to an example embodiment.
FIG. 2 is a flow diagram illustrating a method of advertisement delivery, according to an example embodiment.
Fig. 3 is a flow diagram illustrating a method of advertisement delivery, according to an example embodiment.
FIG. 4 is a flowchart illustrating a method of advertisement delivery, according to an example embodiment.
Fig. 5 is a block diagram illustrating an advertisement delivery device according to an exemplary embodiment.
Fig. 6 is a block diagram illustrating a second obtaining module in an advertisement delivery device according to an example embodiment.
Fig. 7 is a block diagram illustrating a first acquisition sub-module in an advertisement delivery device according to an exemplary embodiment.
Fig. 8 is a block diagram illustrating a second acquisition submodule in an advertisement delivery device according to an example embodiment.
Fig. 9 is a block diagram illustrating a first acquisition module in an advertisement delivery device, according to an example embodiment.
Fig. 10 is a block diagram illustrating an apparatus 90 for advertisement placement, according to an example embodiment.
Detailed Description
Reference will now be made in detail to the exemplary embodiments, examples of which are illustrated in the accompanying drawings. When the following description refers to the accompanying drawings, like numbers in different drawings represent the same or similar elements unless otherwise indicated. The implementations described in the exemplary embodiments below are not intended to represent all implementations consistent with the present disclosure. Rather, they are merely examples of apparatus and methods consistent with certain aspects of the disclosure, as detailed in the appended claims.
In recent years, with the development of mobile internet technology, more and more people use mobile phone APP as a tool for exchanging, obtaining news and shopping, and a digital advertisement is produced, wherein a pay-per-click cpc (cost per click) advertisement is common. However, the deduction fee of the CPC advertisement occurs in the click-through stage, and is still a little away from the conversion of the advertisement, so that there are many advertisement platforms which propose intelligent versions of pay-per-click advertisements, such as:
1) ECPC (enhanced CPC) advertisement, an advertiser sets basic click bid, the bid is adjusted according to the estimated conversion rate of flow, if the flow possibly brings conversion (the estimated conversion rate is higher), the bid is increased, and if the flow is unlikely to bring conversion, the bid is decreased so as to promote ROI (Return On investment) of the advertiser;
2) the method comprises the steps that OCPC (optimized Cost Per click) advertisements, an advertisement system intelligently estimates the conversion rate of each flow in real time based on understanding and mining of click-conversion data of an advertiser, the bid is intelligently adjusted, the OCPC advertisements are different from the ECPC advertisements in that the advertiser needs to set an expected CPA (Cost Per action), and the advertisement system calculates the estimated conversion rate and sets the CPA as the click bid competitive exposure flow. The conversion unit price and the actual ROI of the advertiser are calculated according to the previous delivery result data, the expected CPA is the unit price/the expected ROI, and the advertiser can adjust the expected ROI based on the actual ROI and the profit condition of the advertiser. The OCPC ad is an advanced version of the ECPC ad such that the actual CPA delivered by the advertiser approaches the level of the desired CPA. For the advertiser, the advertisement putting cost is effectively controlled; for the platform, the business value of the flow is maximized, and the platform profit is improved.
However, in some advertisement service scenarios, one advertisement promotion plan will bind a plurality of advertisement commodities with great unit price difference; for example, the shop advertisement promotion of the e-commerce platform is that the bound advertisement commodities have 10, 200 and 1000 pen unit prices, and the pen unit prices are nearly 100 times different.
1) If ECPC advertisement delivery is adopted, advertisement commodities with lower unit price and higher conversion rate are given high click price, so that advertisers and merchants cannot effectively control the ROI of advertisements.
2) If the OCPC advertisement delivery is adopted, the advertiser cannot accurately calculate the unit price of the advertisement promotion, so that the ideal expected CPA cannot be set.
In order to solve the technical problem, the present disclosure provides an advertisement delivery method and apparatus.
FIG. 1 is a flowchart illustrating a method of advertisement delivery, according to an exemplary embodiment, as shown in FIG. 1, the method includes the following steps S101-S107:
in step S101, advertisements corresponding to each advertisement commodity in the whole advertisement promotion plan are delivered in a preset manner to obtain statistical indexes, where the statistical indexes include: a pen unit price for each advertised item and an actual ROI for each advertised item;
the preset mode may include an advertisement delivery mode with a fixed bid, for example: each commodity advertisement in the overall advertisement promotion plan can be delivered in a CPC advertisement mode.
The advertisement putting method in the disclosure can be divided into two stages, wherein the first stage is to put advertisements in a fixed bid CPC advertisement mode, and can be used for the advertisement system to recover putting data, and the first stage is to calculate statistical indexes of dimensions of advertisement commodities, such as the commodity unit price, the conversion rate, the actual CPA, the actual ROI of each commodity advertisement and the like of commodities corresponding to each commodity advertisement; secondly, the method is used for the advertising system to establish a conversion rate estimation model and intelligently estimate the conversion rate of the flow in real time; the second phase is intelligent bidding advertising, i.e., the steps in the following embodiments.
Specifically, the advertisement is put in a fixed bid CPC advertisement mode, and after the advertisement is put for a period of time, the following putting data can be obtained: ad exposure pv, click pv, conversion to singular, conversion to deal gmv, ad consumption for fixed bids;
through putting in data alright obtain statistical indicator, it is specific:
the price of the advertisement commodity is gmv per conversion odd number;
the conversion rate of the advertisement commodity is converted into singular number/click pv;
the actual CPA of the advertisement commodity (advertisement consumption/conversion for fixed bid) (average click bid acp click pv)/(click pv conversion) ("average click bid acp/conversion for advertisement commodity");
the actual ROI of the advertised item is the pen unit price of the advertised item/the actual CPA of the advertised item.
In step S102, an actual ROI of the overall advertisement promotion plan is acquired;
in one implementation, as shown in fig. 2, the step S102 includes the following sub-steps:
in step S1021, conversion revenue of all advertised goods is acquired;
in one implementation, the statistical indicator further includes: the conversion number of each advertised article and the conversion number of the whole advertisement promotion plan, as shown in fig. 3, the above step S1021 includes the following sub-steps:
in step S10211, the conversion income of each advertisement commodity is obtained according to the conversion odd number of each advertisement commodity, the conversion odd number of the whole advertisement promotion plan and the unit price of each advertisement commodity;
in step S10212, conversion revenue of all the advertised goods is acquired from the sum of the conversion revenue of each advertised good.
Wherein, the step of obtaining the conversion income of all the advertisement commodities according to the sum of the conversion income of each advertisement commodity comprises the following steps:
the conversion revenue of all advertised goods is obtained according to the following formula:
conversion income of all the advertisement commodities is sum (wa _ i × price _ i);
wherein wa _ i is the conversion odd number of the advertisement commodity i divided by the conversion odd number of the whole advertisement promotion plan, and price _ i is the unit price of the advertisement commodity i.
In step S1022, the smart advertisement consumption of the whole advertisement promotion plan is acquired;
in one implementation, the statistical indicator further includes: the number of fee deduction clicks of each advertisement commodity and the number of fee deduction clicks of the whole advertisement promotion plan; as shown in fig. 4, the step S1022 includes the following sub-steps:
in step S10221, obtaining the smart advertisement consumption of each advertisement product according to the number of withholding clicks of each advertisement product, the number of withholding clicks of the whole advertisement promotion plan, and the smart bid of each advertisement product;
in step S10222, the smart advertisement consumption of the whole advertisement promotion plan is acquired from the sum of the smart advertisement consumptions of the respective advertisement products.
Wherein, the intelligent advertisement consumption for obtaining the whole advertisement promotion plan according to the intelligent advertisement consumption sum of each advertisement commodity comprises:
obtaining the intelligent advertisement consumption of the overall advertisement promotion plan according to the following formula:
smart ad consumption of the whole ad promotion plan is sum (wc _ i × acp _ i);
wherein wc _ i is the deduction click number of the advertisement commodity i divided by the deduction click number of the whole advertisement promotion plan, and acp _ i is the intelligent bid of the advertisement commodity i.
Wherein the intelligent bid of the advertisement commodity i is the actual CPA of the advertisement commodity i and the estimated conversion rate of the advertisement commodity i; the actual CPA of the advertised commodity i is obtained in step S101, and the estimated conversion rate of the advertised commodity i is estimated by the estimation model of the advertising system cvr.
In step S1023, an actual ROI of the whole advertisement promotion plan is acquired based on the conversion revenue of all advertised commodities and the smart advertisement consumption of the whole advertisement promotion plan.
Wherein, the actual ROI of the whole advertisement promotion plan is obtained according to the conversion income of all advertisement commodities and the intelligent advertisement consumption of the whole advertisement promotion plan:
the actual ROI of the overall advertising promotion plan is obtained according to the following formula:
the actual ROI of the overall ad campaign is the conversion revenue of all the advertised goods/smart ad consumption of the overall ad campaign.
Continuing with the example described above in the previous paragraph,
reality of the overall advertising campaign
In step S103, a desired ROI set by the user is received.
In the present disclosure, the merchant need only set the desired ROI, and no other parameters need to be set, with subsequent bid adjustments optimizing the methods that are all hosted in the present disclosure.
In step S104, when the actual ROI of the overall advertisement promotion plan is detected to be smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI corresponding to the first target commodity advertisement is larger than a preset threshold value;
in step S105, increasing the exposure of the first targeted commercial;
in step S106, when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI corresponding to the second target commodity advertisement is smaller than or equal to a preset threshold value;
in step S107, the exposure of the second targeted product advertisement is increased.
In one implementation, S104-S107 described above can be implemented by a module that intervenes in the exposure duty of the advertising item.
Specifically, in the present disclosure, the ROI of the whole advertisement promotion plan is not equal to the linear superposition of the ROIs of each advertisement commodity, so that the present invention adds a module for intervening the exposure duty of the advertisement commodity in the intelligent advertisement system for adaptive dynamic adjustment, the module for intervening the exposure duty of the advertisement commodity is used for calculating the actual ROI of the whole advertisement promotion plan in real time, and if the actual ROI of the whole advertisement promotion plan is too low, the exposure of the advertisement commodity with a high ROI is properly increased; if the actual ROI of the overall advertising campaign is too high, the low ROI advertising item exposure is increased appropriately.
By setting a module for intervening the exposure duty ratio of the advertisement commodities, the exposure duty ratio of the advertisement commodities with high ROI and low ROI can be adjusted in a self-adaptive mode so that the actual ROI of the overall advertisement promotion plan is equal to the expected ROI set by an advertiser merchant.
Wherein, the module for intervening the exposure proportion of the advertisement commodity can apply PID control or other control methods.
In the method, a merchant only needs to set the expected ROI, and the advertisement system adjusts the exposure proportion of different commodities in a self-adaptive manner according to CPA adjustment bids of different advertisement commodities, so that the actual ROI of a promotion plan is close to the real ROI.
In order to avoid over-high or over-low advertisement bids, the advertisement merchants are required to restrict the bid ranges (the lowest click bid and the highest click bid), and if the intelligent bid is higher than the highest click bid, the highest click bid is used for participating in bidding; if the intelligent bid is below the lowest bid price, the lowest bid price is used to participate in bidding.
The advertisement putting method comprises the following steps:
1) compared with ECPC advertisement, ECPC only depends on estimated conversion rate to adjust price, does not consider the commodity cpa, and causes the price of low-price commodity to be higher (because the conversion rate is higher); the intelligent bidding of the invention is based on the bidding of the CPA of the goods, namely the difference of the CPA of the advertisement goods is considered, thereby avoiding the situation that the advertisement goods with low unit price and high conversion rate are high, and effectively controlling the ROI of the merchant;
2) compared with OCPC advertisement, only the expected ROI is needed to be set, the condition that the expected CPA cannot be accurately calculated by a promotion plan with huge unit price difference is avoided, and the method is more friendly to the use threshold of a merchant.
The present disclosure provides an advertisement delivery method, including: put in the advertisement that each advertisement commodity in the whole advertisement promotion plan corresponds through predetermineeing the mode to obtain statistical indicator, statistical indicator includes: a pen unit price for each advertised item and an actual ROI for each advertised item; acquiring an actual ROI of an overall advertisement promotion plan; receiving a desired ROI set by a user; when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value; increasing exposure of a first targeted commercial; when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is smaller than or equal to a preset threshold value; the exposure of the second targeted commercial advertisement is increased. Wherein, the exposure proportion of the advertisement goods with high ROI and low ROI is adjusted in a self-adaptive way, so that the actual ROI of the whole advertisement promotion plan is equal to the expected ROI set by the advertiser merchant.
The following are embodiments of the disclosed apparatus that may be used to perform embodiments of the disclosed methods.
Fig. 5 is a block diagram illustrating an advertising mechanism that may be implemented as part or all of an electronic device in software, hardware, or a combination of both, according to an example embodiment. As shown in fig. 5, the advertisement delivery apparatus includes:
the first obtaining module 11 is configured to put advertisements corresponding to each advertisement commodity in the whole advertisement promotion plan in a preset manner to obtain statistical indexes, where the statistical indexes include: a pen unit price for each advertised item and an actual ROI for each advertised item;
a second obtaining module 12, configured to obtain an actual ROI of the overall advertisement promotion plan;
a receiving module 13, configured to receive a desired ROI set by a user;
a third obtaining module 14, configured to, when it is detected that the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, obtain a first target product advertisement through the actual ROIs of the advertisement products; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
a first adjusting module 15, configured to increase exposure of the first target product advertisement;
a fourth obtaining module 16, configured to, when it is detected that the actual ROI of the overall advertisement promotion plan is greater than or equal to the desired ROI, obtain a second target product advertisement through the actual ROIs of the advertisement products; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is smaller than or equal to the preset threshold value;
and a second adjusting module 17, configured to increase the exposure of the second target product advertisement.
In one embodiment, as shown in fig. 6, the second obtaining module 12 includes:
a first obtaining sub-module 121, configured to obtain conversion revenue of all advertisement commodities;
a second obtaining sub-module 122, configured to obtain the smart advertisement consumption of the overall advertisement promotion plan;
and a third obtaining sub-module 123, configured to obtain an actual ROI of the whole advertisement promotion plan according to the conversion revenue of all the advertised goods and the advertisement consumption of the whole advertisement promotion plan.
In one embodiment, the statistical indicator further comprises: the conversion odd number of each advertisement commodity and the conversion odd number of the whole advertisement promotion plan; as shown in fig. 7, the first obtaining sub-module 121 includes:
a first acquiring subunit 1211 configured to acquire conversion revenue of each advertisement commodity according to the conversion amount of each advertisement commodity, the conversion amount of the whole advertisement promotion plan, and the unit price of each advertisement commodity;
a second obtaining subunit 1212, configured to obtain conversion revenue of all the advertisement commodities according to a sum of the conversion revenue of each advertisement commodity.
In one embodiment, the statistical indicator further comprises: the number of fee deduction clicks of each advertisement commodity and the number of fee deduction clicks of the whole advertisement promotion plan; as shown in fig. 8, the second obtaining sub-module 122 includes:
a third obtaining subunit 1221, configured to obtain the intelligent advertisement consumption of each advertisement product according to the fee deduction click number of each advertisement product, the fee deduction click number of the overall advertisement promotion plan, and the intelligent bid of each advertisement product;
a fourth obtaining subunit 1222, configured to obtain the smart advertisement consumption of the whole advertisement promoting plan according to the sum of the smart advertisement consumption of each advertisement product.
In one embodiment, as shown in fig. 9, the first obtaining module 11 includes:
and the first delivery sub-module 111 is configured to deliver advertisements corresponding to each advertisement commodity in the overall advertisement promotion plan in a CPC advertisement manner.
According to a third aspect of the embodiments of the present disclosure, there is provided an advertisement delivery apparatus including:
a processor;
a memory for storing processor-executable instructions;
wherein the processor is configured to:
the method comprises the steps of putting advertisements corresponding to all advertisement commodities in a whole advertisement promotion plan in a preset mode to obtain statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
acquiring an actual ROI of an overall advertisement promotion plan;
receiving a desired ROI set by a user;
when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
increasing exposure of the first targeted commercial advertisement;
when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is less than or equal to the preset threshold value;
increasing the exposure of the second targeted merchandise advertisement.
The processor may be further configured to:
in one embodiment, the obtaining the actual ROI of the overall advertisement promotion plan includes:
acquiring the conversion income of all advertisement commodities;
acquiring intelligent advertisement consumption of an overall advertisement promotion plan;
and acquiring the actual ROI of the overall advertisement promotion plan according to the conversion income of all the advertisement commodities and the advertisement consumption of the overall advertisement promotion plan.
In one embodiment, the statistical indicator further comprises: the conversion odd numbers of the advertisement commodities and the conversion odd numbers of the whole advertisement promotion plan;
the method for acquiring the conversion income of all the advertisement commodities comprises the following steps:
acquiring the conversion income of each advertisement commodity according to the conversion odd number of each advertisement commodity, the conversion odd number of the whole advertisement promotion plan and the unit price of each advertisement commodity;
and obtaining the conversion income of all the advertisement commodities according to the sum of the conversion income of all the advertisement commodities.
In one embodiment, the statistical indicator further comprises: the number of fee deduction clicks of each advertisement commodity and the number of fee deduction clicks of the whole advertisement promotion plan;
the intelligent advertisement consumption for obtaining the whole advertisement promotion plan comprises the following steps:
acquiring intelligent advertisement consumption of each advertisement commodity according to the deduction and click number of each advertisement commodity, the deduction and click number of the whole advertisement promotion plan and the intelligent bid of each advertisement commodity;
and acquiring the intelligent advertisement consumption of the whole advertisement promotion plan according to the sum of the intelligent advertisement consumption of each advertisement commodity.
In one embodiment, the delivering each commercial advertisement in the overall advertisement promotion plan in a preset manner includes:
and advertising corresponding to each advertising commodity in the overall advertising promotion plan is delivered in a CPC advertising mode.
With regard to the apparatus in the above embodiment, the specific manner in which each module performs the operation has been described in detail in the embodiment related to the method, and will not be described in detail here.
Fig. 10 is a block diagram illustrating an apparatus 90 for advertisement placement, according to an example embodiment. For example, the apparatus 90 may be provided as a server. The apparatus 90 includes a processing component 902 that further includes one or more processors and memory resources, represented by memory 903, for storing instructions, such as applications, that are executable by the processing component 902. The application programs stored in memory 903 may include one or more modules that each correspond to a set of instructions. Further, the processing component 902 is configured to execute instructions to perform the above-described methods.
The apparatus 90 may also include a power component 906 configured to perform power management of the apparatus 90, a wired or wireless network interface 905 configured to connect the apparatus 90 to a network, and an input/output (I/O) interface 908. The device 90 may operate based on an operating system stored in the memory 903, such as Windows Server, Mac OS XTM, UnixTM, LinuxTM, FreeBSDTM, or the like.
A non-transitory computer readable storage medium, wherein instructions, when executed by a processor of an apparatus 90, enable the apparatus 90 to perform the advertising method described above, the method comprising:
the method comprises the following steps of putting advertisements corresponding to all advertisement commodities in a whole advertisement promotion plan in a preset mode to obtain statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
acquiring an actual ROI of an overall advertisement promotion plan;
receiving a desired ROI set by a user;
when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
increasing exposure of the first targeted merchandise advertisement;
when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is less than or equal to the preset threshold value;
increasing the exposure of the second targeted merchandise advertisement.
In one embodiment, the obtaining the actual ROI of the overall advertisement promotion plan includes:
acquiring the conversion income of all advertisement commodities;
acquiring intelligent advertisement consumption of an overall advertisement promotion plan;
and acquiring the actual ROI of the overall advertisement promotion plan according to the conversion income of all the advertisement commodities and the advertisement consumption of the overall advertisement promotion plan.
In one embodiment, the statistical indicator further comprises: the conversion odd number of each advertisement commodity and the conversion odd number of the whole advertisement promotion plan;
the method for acquiring the conversion income of all the advertisement commodities comprises the following steps:
acquiring the conversion income of each advertisement commodity according to the conversion odd number of each advertisement commodity, the conversion odd number of the whole advertisement promotion plan and the unit price of each advertisement commodity;
and obtaining the conversion income of all the advertisement commodities according to the sum of the conversion income of all the advertisement commodities.
In one embodiment, the statistical indicator further comprises: the number of fee deduction clicks of each advertisement commodity and the number of fee deduction clicks of the whole advertisement promotion plan;
the intelligent advertisement consumption for obtaining the whole advertisement promotion plan comprises the following steps:
acquiring intelligent advertisement consumption of each advertisement commodity according to the fee deduction click number of each advertisement commodity, the fee deduction click number of the whole advertisement promotion plan and the intelligent bid of each advertisement commodity;
and acquiring the intelligent advertisement consumption of the whole advertisement promotion plan according to the sum of the intelligent advertisement consumption of each advertisement commodity.
In one embodiment, the delivering each commercial advertisement in the overall advertisement promotion plan in a preset manner includes:
and advertising corresponding to each advertising commodity in the overall advertising promotion plan is delivered in a CPC advertising mode.
Other embodiments of the disclosure will be apparent to those skilled in the art from consideration of the specification and practice of the disclosure disclosed herein. This application is intended to cover any variations, uses, or adaptations of the disclosure following, in general, the principles of the disclosure and including such departures from the present disclosure as come within known or customary practice within the art to which the disclosure pertains. It is intended that the specification and examples be considered as exemplary only, with a true scope and spirit of the disclosure being indicated by the following claims.
It will be understood that the present disclosure is not limited to the precise arrangements described above and shown in the drawings and that various modifications and changes may be made without departing from the scope thereof. The scope of the present disclosure is limited only by the appended claims.
Claims (10)
1. An advertisement delivery method, comprising:
the method comprises the steps of putting advertisements corresponding to all advertisement commodities in a whole advertisement promotion plan in a preset mode to obtain statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
acquiring an actual ROI of an overall advertisement promotion plan;
receiving a desired ROI set by a user;
when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
increasing exposure of the first targeted merchandise advertisement;
when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is smaller than or equal to the preset threshold value;
increasing the exposure of the second targeted merchandise advertisement.
2. The method of claim 1, wherein obtaining the actual ROI of the overall advertising campaign comprises:
acquiring the conversion income of all the advertisement commodities;
acquiring intelligent advertisement consumption of an overall advertisement promotion plan;
and acquiring the actual ROI of the overall advertisement promotion plan according to the conversion income of all the advertisement commodities and the advertisement consumption of the overall advertisement promotion plan.
3. The method of claim 2, wherein the statistical indicator further comprises: the conversion odd number of each advertisement commodity and the conversion odd number of the whole advertisement promotion plan;
the method for acquiring the conversion income of all the advertisement commodities comprises the following steps:
acquiring the conversion income of each advertisement commodity according to the conversion odd number of each advertisement commodity, the conversion odd number of the whole advertisement promotion plan and the unit price of each advertisement commodity;
and obtaining the conversion income of all the advertisement commodities according to the sum of the conversion income of all the advertisement commodities.
4. The method of claim 2, wherein the statistical indicator further comprises: the number of fee deduction clicks of each advertisement commodity and the number of fee deduction clicks of the whole advertisement promotion plan;
the intelligent advertisement consumption for obtaining the whole advertisement promotion plan comprises the following steps:
acquiring intelligent advertisement consumption of each advertisement commodity according to the deduction and click number of each advertisement commodity, the deduction and click number of the whole advertisement promotion plan and the intelligent bid of each advertisement commodity;
and acquiring the intelligent advertisement consumption of the whole advertisement promotion plan according to the sum of the intelligent advertisement consumption of each advertisement commodity.
5. The method of claim 1, wherein the delivering each commercial advertisement in the overall advertisement promotion plan in a preset manner comprises:
and advertising corresponding to each advertising commodity in the overall advertising promotion plan is delivered in a CPC advertising mode.
6. An advertisement delivery device, comprising:
the first acquisition module is used for putting advertisements corresponding to all advertisement commodities in the whole advertisement promotion plan in a preset mode so as to acquire statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
the second acquisition module is used for acquiring the actual ROI of the whole advertisement promotion plan;
a receiving module for receiving a desired ROI set by a user;
a third obtaining module, configured to obtain a first target product advertisement through the actual ROI of each advertisement product when it is detected that the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
the first adjusting module is used for increasing the exposure of the first target commodity advertisement;
a fourth obtaining module, configured to obtain a second target product advertisement through the actual ROI of each advertisement product when it is detected that the actual ROI of the overall advertisement promotion plan is greater than or equal to the expected ROI; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is less than or equal to the preset threshold value;
and the second adjusting module is used for increasing the exposure of the second target commodity advertisement.
7. The apparatus of claim 6, wherein the second obtaining module comprises:
the first acquisition submodule is used for acquiring the conversion income of all the advertisement commodities;
the second acquisition sub-module is used for acquiring the intelligent advertisement consumption of the whole advertisement promotion plan;
and the third acquisition sub-module is used for acquiring the actual ROI of the whole advertisement promotion plan according to the conversion income of all the advertisement commodities and the advertisement consumption of the whole advertisement promotion plan.
8. The apparatus of claim 7, wherein the statistical indicator further comprises: the conversion odd number of each advertisement commodity and the conversion odd number of the whole advertisement promotion plan; the first obtaining sub-module includes:
the first obtaining subunit is used for obtaining the conversion income of each advertisement commodity according to the conversion odd number of each advertisement commodity, the conversion odd number of the whole advertisement promotion plan and the unit price of each advertisement commodity;
and the second acquisition subunit is used for acquiring the conversion income of all the advertisement commodities according to the sum of the conversion income of all the advertisement commodities.
9. An advertisement delivery device, comprising:
a processor;
a memory for storing processor-executable instructions;
wherein the processor is configured to:
the method comprises the steps of putting advertisements corresponding to all advertisement commodities in a whole advertisement promotion plan in a preset mode to obtain statistical indexes, wherein the statistical indexes comprise: a pen unit price for each advertised item and an actual ROI for each advertised item;
acquiring an actual ROI of an overall advertisement promotion plan;
receiving a desired ROI set by a user;
when the actual ROI of the overall advertisement promotion plan is smaller than the expected ROI, acquiring a first target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the first target commodity advertisement is larger than a preset threshold value;
increasing exposure of the first targeted commercial advertisement;
when the actual ROI of the overall advertisement promotion plan is detected to be larger than or equal to the expected ROI, acquiring a second target commodity advertisement through the actual ROI of each advertisement commodity; the actual ROI of the advertisement commodity corresponding to the second target commodity advertisement is less than or equal to the preset threshold value;
increasing the exposure of the second targeted commercial advertisement.
10. A computer-readable storage medium having stored thereon computer instructions, which when executed by a processor, implement the method of any one of claims 1 to 5.
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