WO2017028693A1 - 一种竞价控制方法及设备 - Google Patents

一种竞价控制方法及设备 Download PDF

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Publication number
WO2017028693A1
WO2017028693A1 PCT/CN2016/093890 CN2016093890W WO2017028693A1 WO 2017028693 A1 WO2017028693 A1 WO 2017028693A1 CN 2016093890 W CN2016093890 W CN 2016093890W WO 2017028693 A1 WO2017028693 A1 WO 2017028693A1
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bidding
ranking
target information
word
information
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French (fr)
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魏聪
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Alibaba Group Holding Ltd
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Alibaba Group Holding Ltd
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    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present application relates to the field of computers, and in particular, to a bidding control method and device.
  • bidding advertising has become one of the most important forms of Internet advertising today.
  • the traditional bidding method requires manual adjustment based on experience, or the advertiser bids based on the budget of the advertiser. Manual price adjustment is acceptable when bidding words are small, but at the same time, when bidding for a large number of bidding words, a lot of labor costs are required. Because of the price adjustment based on experience, it is difficult to reduce the delivery while maximizing the effectiveness of advertising. cost. In another way, since the advertiser bids according to the budget of the advertiser, the user's consumption and click rate are more concerned, and the price cannot be adjusted in real time, which is not conducive to reducing the cost of placing the advertiser.
  • the purpose of the present application is to provide a bidding control method and device for solving the problem of high advertising cost of advertising in the prior art.
  • the present application provides a bid control method, which includes:
  • the bidding word is bidding according to the bid price corresponding to the optimal bidding ranking.
  • the current performance indicators of the target information in the bidding words are obtained according to the bidding information in the bidding words according to the target information, including:
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word and a bidding information after the target information participates in the bidding;
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number;
  • the current bid position of the target information in the bid word is used as the actual ranking of the bid of the target information in the search result of the bid word;
  • obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word including:
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information.
  • the actual ranking of the target information in the search result of the bidding word is obtained according to the bidding information, including:
  • the current bidding ranking of the target information in the bidding word is used as the bidding of the target information in the search result of the bidding word.
  • the actual ranking, wherein the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number;
  • Obtaining an actual ranking of the target information in the search result of the bidding word according to the bidding information including:
  • obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word including:
  • bidding the bidding words according to the bid price corresponding to the optimal bidding ranking including:
  • the bid word is bid by the budget threshold.
  • the performance indicator includes a click pass rate.
  • an auction control device comprising:
  • An effect obtaining device configured to acquire, according to the bidding information in the bidding word, the current performance indicator of the target information in the bidding word;
  • an optimization device configured to obtain an optimal result index that achieves the desired target information in the bidding word if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word ranking of bidding;
  • a bidding device configured to bid on the bidding word according to an auction price corresponding to the optimal bidding ranking.
  • the effect obtaining device includes:
  • a ranking obtaining module configured to obtain, according to the bidding information, an actual ranking of the target information in a search result of the bidding word
  • the effect calculation module is configured to obtain a current performance indicator according to the correspondence between the preset ranking and the performance indicator and the actual ranking.
  • the ranking obtaining module is configured to use, as the target information, the bidding term, the sum of the natural ranking of the target information in the search result of the bidding word and the bidding information of the target information participating in the bidding
  • the actual ranking of the natural search results, wherein the target information has not participated in the bidding of the bidding words, the bidding information including the natural ranking of the target information in the search results of the bidding words and the assumption of the target information The number of bidding information after participating in the auction;
  • the effect calculation module is configured to obtain an effect indicator corresponding to the natural actual ranking according to the correspondence between the ranking and the effect indicator, and use the effect indicator corresponding to the natural actual ranking as the current effect indicator.
  • the ranking obtaining module is configured to use a sum of a natural ranking and a bidding information of the target information in the search result of the bidding word as a natural reality of the target information in the search result of the bidding word.
  • a ranking wherein the target information has participated in the bidding of the bidding word, the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and an auction a number of information; and a current bid position of the target information in the bid word as an actual ranking of the bid of the target information in the search result of the bid word;
  • the effect calculation module is configured to respectively obtain an effect indicator corresponding to the actual position of the natural and the actual position of the bid according to the correspondence between the ranking and the performance indicator, and compare the effect indicator corresponding to the actual actual ranking The sum of the performance indicators corresponding to the actual ranking of the bid is used as the current performance indicator.
  • the optimizing apparatus is configured to: if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, corresponding to the expected actual performance indicator and the natural actual ranking The difference between the performance indicators is the optimal performance indicator; and the corresponding relationship between the ranking and the performance indicator is obtained. Taking the optimal bidding ranking corresponding to the optimal performance indicator.
  • the ranking obtaining module is configured to: when the natural ranking of the target information in the search result of the bidding word is less than or equal to the preset ranking, obtain the search for the target information in the bidding word according to the bidding information. The actual ranking in the results.
  • the ranking obtaining module is configured to use the current bidding ranking of the target information in the bidding word as the target information when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • An actual ranking of bids in the search results of the bid words wherein the bid information includes a natural ranking of the target information in the search results of the bid words, a current bid ranking of the target information in the bid words, and Number of bidding information;
  • the effect calculation module is configured to obtain an effect indicator corresponding to the actual ranking of the bid according to the correspondence between the ranking and the performance indicator, and use an effect indicator corresponding to the actual ranking of the bid as the current effect indicator.
  • the optimizing apparatus is configured to: if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, use the expected effect indicator as an optimal effect indicator; Obtaining an optimal bidding ranking corresponding to the optimal performance indicator according to a correspondence between the ranking and the performance indicator.
  • the bidding device is configured to: if the bid price corresponding to the optimal bid position is lower than a budget threshold, bid on the bid word corresponding to the bid price corresponding to the optimal bid position; If the bid price corresponding to the optimal bid position is equal to or higher than the budget threshold, the bid word is bidding with the budget threshold.
  • the performance indicator includes a click pass rate.
  • the current delivery effect of the target information is calculated by the bid information of the target information in the current bid word, and the expected effect of the advertisement target on the target information is preset by the expected performance indicator, only When the current delivery effect does not reach the expected delivery effect, the optimal bidding ranking that makes the target information reach the expected delivery effect is automatically calculated, and then the bidding price is bidding according to the bidding price corresponding to the optimal bidding ranking, so While ensuring the effectiveness of the ad delivery, only a minimum price adjustment is required to ensure the lowest delivery cost.
  • the combination of the natural ranking and the auction ranking is adopted, and the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the bidding ranking, and further reduce The cost of delivery.
  • FIG. 1 is a flowchart of a bid control method according to an embodiment of the present application
  • Figure 3 (a) and (b) are schematic diagrams of search results before and after bidding for a certain target information using the bid control method provided by the present application;
  • FIGS. 4(a) and (b) are schematic diagrams showing search results of a target information before and after adjusting the bid price by using the bid control method provided by the present application;
  • FIG. 5 is a flowchart of another preferred bid control method according to an embodiment of the present application.
  • FIG. 6 is a schematic structural diagram of a bidding control apparatus according to an embodiment of the present application.
  • FIG. 7 is a schematic structural diagram of an effect obtaining apparatus in an auction control device according to an embodiment of the present application.
  • FIG. 8 is a schematic structural diagram of another auction control device according to an embodiment of the present disclosure.
  • the terminal, the device of the service network, and the trusted party each include one or more processors (CPUs), input/output interfaces, network interfaces, and memory.
  • processors CPUs
  • input/output interfaces network interfaces
  • memory volatile and non-volatile memory
  • the memory may include non-persistent memory, random access memory (RAM), and/or non-volatile memory in a computer readable medium, such as read only memory (ROM) or flash memory.
  • RAM random access memory
  • ROM read only memory
  • Memory is an example of a computer readable medium.
  • Computer readable media includes both permanent and non-persistent, removable and non-removable media.
  • Information storage can be implemented by any method or technology.
  • the information can be computer readable instructions, data structures, modules of programs, or other data.
  • Examples of computer storage media include, but are not limited to, phase change memory (PRAM), static random access memory (SRAM), dynamic random access memory (DRAM), other types of random access memory (RAM), read only memory. (ROM), electrically erasable programmable read only memory (EEPROM), flash memory or other memory technology, compact disk read only memory (CD-ROM), digital versatile disk (DVD) or other optical storage,
  • Computer readable media is not included as defined herein Non-transitory computer readable media (transitory media), such as modulated data signals and carrier waves.
  • FIG. 1 shows a bid control method provided by an embodiment of the present application, which method includes the following steps:
  • Step S101 Obtain, according to the bid information of the target information in the bidding word, the current performance indicator of the target information in the bidding word;
  • Step S102 If the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, obtain an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word. ;
  • Step S103 bidding the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • the target information refers to information that the advertisement stalker needs to advertise, and may be a specific web page, a product, an information item, or the like.
  • the bidding word refers to the keyword of the bidding advertisement.
  • the search result will display all the target information that has already placed the bidding advertisement in the keyword.
  • the current performance indicator and the desired performance indicator are respectively used to indicate the current delivery effect of the target information and the expected delivery effect that the advertisement producer hopes to achieve the target information, and the CTR (Click Through Rate) can be adopted in practical applications. )Wait.
  • the current delivery effect of the target information is calculated by using the bid information of the target information in the current bid word, and the expected effect of the advertisement target on the target information is preset by the expected performance indicator, only when the current delivery is performed.
  • the optimal bidding ranking that makes the target information reach the expected delivery effect is automatically calculated, and then the bidding word is bidding according to the bid price corresponding to the optimal bidding ranking, so the advertising is guaranteed.
  • only a minimum price adjustment is required to ensure the lowest cost of delivery.
  • the embodiment of the present application further provides a preferred bid control method.
  • the method specifically includes the steps shown in FIG. 2:
  • Step S1011 Obtain an actual ranking of the target information in the search result of the bidding word according to the bidding information.
  • step S1012 the current effect indicator is obtained according to the correspondence between the preset ranking and the effect indicator and the actual ranking.
  • the actual ranking of the target information in the search result of the bidding word refers to the position actually displayed by the target information in the search result.
  • the correspondence between the ranking and the performance indicator indicates a correspondence between the ranking of the target information in the search result and the advertising effect of the target information, and is generally set in a preset manner. Taking the click rate as an example, the corresponding relationship between ranking and performance indicators is shown in Table 1:
  • the correspondence between ranking and click-through rate can be obtained through long-term data monitoring and summary, and can be adjusted according to subsequent data.
  • the correspondences are different for different bidding words or different search engines.
  • the advertiser In order to advertise the target information A webpage, assuming that the A webpage is related to the food, the advertiser needs to place the bidding advertisement on the A webpage in the bidding words such as "Gourmet" and "Szechuan".
  • the search results When a user searches using the above bidding words, the search results generally have two parts, including a promotion area displaying the bidding advertisement and a natural result area displaying the natural search result, and the ranking of the bidding advertisement in the search result is generally displayed before the natural search result.
  • the bidding there may be two situations: First, the target information has not yet participated in the bidding of a certain bidding word. At this time, there is no such target information in the promotion area of the search result; Second, the target information has already participated in a certain bidding word. Bidding, at this time, the target information is already available in the promotion area of the search results.
  • the target information since the target information has not participated in the bidding of the bidding words, the target information is not present in the promotion area in the search result, and the target information is only displayed in the natural result area.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word and a bidding information after the target information participates in the bidding, wherein the bidding ranking of the target information is the target information in the promotion area.
  • Ranking the natural ranking of the target information is the ranking of the target information in the natural result area.
  • 3(a) shows the search result after the user searches the bidding word “Szechuan” using the search engine, wherein the promotion area is the area 3A and the natural result area is the area 3B.
  • the number of information displayed in the promotion area 3A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the step S1011 specifically includes: searching for the target information in the bidding word.
  • the sum of the natural ranking in the result and the number of bidding information of the target information participating in the bidding is used as the natural actual ranking of the target information in the search result of the bidding word.
  • the step S1012 specifically includes: obtaining an effect indicator corresponding to the natural actual ranking according to the correspondence between the ranking and the effect indicator, and using the actual performance index corresponding to the natural actual ranking as the current Performance indicator.
  • the auction information in the auction title “Szechuan” is still taken as an example.
  • FIG. 3(b) shows a schematic diagram of the search results that may occur after the A website participates in the bidding.
  • the bidding information may not be obtained from the current bidding ranking, or an invalid current bidding rank c may be obtained (for example, the value of c is null or 0, so that the current bidding ranking has no corresponding performance indicator).
  • the target information is displayed in the promotion area and the natural result area in the search result.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number, wherein the bidding ranking of the target information is the target information.
  • the natural ranking of the target information is the ranking of the target information in the natural result area.
  • the promotion area is the area 4A and the natural result area is the area 4B.
  • the number of information displayed in the promotion area 4A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the natural ranking of the target information in the search results of the bidding words can be automatically obtained through a background program (such as a web crawler), and the number of bidding information and the current bidding ranking can be provided through an advertiser's bidding platform. (Application Programming Interface, API).
  • the step S1011 specifically includes: using the sum of the natural ranking and the bidding information of the target information in the search result of the bidding word as the target information in the search result of the bidding word.
  • the actual ranking of the natural; and the current bidding ranking of the target information in the bidding word as the actual ranking of the bidding of the target information in the search results of the bidding word.
  • the step S1012 includes: separately acquiring the natural actual ranking and competition according to the correspondence between the ranking and the performance indicator.
  • the actual index corresponding to the actual ranking of the price, and the sum of the performance index corresponding to the actual ranking of the natural ranking and the actual ranking of the bid is used as the current performance indicator.
  • the auction information in the auction word "Gourmet" of the A website is taken as an example.
  • the natural ranking n in the search results is 2, and the number of bidding information m including the A website is 4, in all the information participating in the bidding.
  • step S102 obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word, specifically including:
  • the target information "A website” has a desired click rate e of 30% in the bidding word "Szechuan", and its corresponding optimal click rate R is ef (n+).
  • m') 26%, according to the correspondence between ranking and click-through rate, when the ranking is 2, the click-through rate is 29%, and when the ranking is 3, the click-through rate is 16%, so in order to achieve the optimal performance index of 26%,
  • the optimal bid price is 2.
  • the bidding word can be bidding according to the bid price corresponding to the optimal bidding ranking.
  • the bidding word can be bidding according to the bid price corresponding to the optimal bidding ranking.
  • the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the auction ranking, and further reduce the delivery. cost.
  • bidding the bidding word according to the bid price corresponding to the optimal bidding rank may specifically include: if the bid price corresponding to the optimal bidding rank is lower than a budget threshold, The bid price corresponding to the preferred bidding price bids on the bidding word; if the bid price corresponding to the optimal bidding rank is equal to or higher than the budget threshold, the bidding word is bidding with the budget threshold.
  • the embodiment of the present application provides another preferred bid control method, where the step S1011 includes: when the natural ranking of the target information in the search result of the bid word is less than or equal to the preset rank.
  • the step S1011 includes: when the natural ranking of the target information in the search result of the bid word is less than or equal to the preset rank.
  • the click rate is often smaller than the information displayed on the first page, and the lower the number of pages, the lower the click rate. Therefore, in the actual processing, only the information displayed on the first page or the first few pages can be considered, which can be achieved by setting a preset ranking. For example, if only 10 natural search results are displayed in the first page of a search engine, the information with a natural rank greater than 10 will be displayed on the second page, and the preset rank can be set to 10.
  • the processing of the subsequent steps S1012, S102, and S103 is performed only when the natural ranking of the target information in the search result of the bidding word is less than or equal to 10.
  • the present application also provides an auction control method suitable for another situation, where the bidding control is performed when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • the processing flow of the method is as shown in FIG. 5, including:
  • Step S1011' when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking, the current bidding ranking of the target information in the bidding word is used as the searching of the target information in the bidding word.
  • the actual ranking of the bids in the results, wherein the bidding information includes a natural ranking of the target information in the search results of the bidding words, a current bidding ranking of the target information in the bidding words, and a number of bidding information.
  • step S1012 an effect indicator corresponding to the actual ranking of the bid is obtained according to the correspondence between the ranking and the performance indicator, and an effect indicator corresponding to the actual ranking of the bid is used as the current effect indicator.
  • Step S102 ′ if the current performance indicator is lower than the expected performance index of the target information in the bidding word, acquiring an optimal bid for achieving the desired performance index of the target information in the bidding word. Ranking.
  • Step S103' bidding the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • step S102' obtaining an optimal bidding ranking that causes the target information to achieve a desired performance indicator in the bidding word in step S102', specifically comprising: using the expected performance indicator as an optimal performance indicator, according to the ranking and Corresponding relationship of the effect indicators obtains an optimal bidding ranking corresponding to the optimal effect indicator.
  • the natural ranking n of the website A in the search results is 38, and the number of bidding information including the A website is m. 4.
  • FIG. 6 shows an auction control device provided by an embodiment of the present application, which includes an effect acquisition device, an optimization device, and a bidding device.
  • the effect obtaining device 610 is configured to obtain, according to the bid information in the bidding word, the current performance indicator of the target information in the bidding word;
  • the optimizing device 620 is configured to use the current effect.
  • the indicator is lower than the desired effect of the target information in the bidding word And obtaining an optimal bidding ranking for achieving the desired performance indicator in the bidding word;
  • the bidding device 630 is configured to perform the bidding word according to the bid price corresponding to the optimal bidding ranking bid.
  • the device may include, but is not limited to, an implementation such as a network host, a single network server, a plurality of network server sets, or a cloud computing based computer set.
  • the cloud is composed of a large number of host or network servers based on Cloud Computing, which is a kind of distributed computing, a virtual computer composed of a group of loosely coupled computers.
  • the device may also be software running on a network host, server or computer.
  • the target information refers to information that the advertisement stalker needs to advertise, and may be a specific web page, a product, an information item, or the like.
  • the bidding word refers to the keyword of the bidding advertisement.
  • the search result will display all the target information that has already placed the bidding advertisement in the keyword.
  • the current performance indicator and the desired performance indicator are respectively used to indicate the current delivery effect of the target information and the expected delivery effect that the advertisement producer hopes to achieve the target information, and the CTR (Click Through Rate) can be adopted in practical applications. )Wait.
  • the current delivery effect of the target information is calculated by using the bid information of the target information in the current bid word, and the expected effect of the advertisement target on the target information is preset by the expected performance indicator, only when the current delivery is performed.
  • the optimal bidding ranking that makes the target information reach the expected delivery effect is automatically calculated, and then the bidding word is bidding according to the bid price corresponding to the optimal bidding ranking, so the advertising is guaranteed.
  • only a minimum price adjustment is required to ensure the lowest cost of delivery.
  • the embodiment of the present application further provides a preferred bidding control device.
  • the specific structure of the effect obtaining device 610 is as shown in FIG. 7 , and includes a ranking obtaining module 611 and an effect calculating module 612 .
  • the ranking obtaining module 611 is configured to obtain an actual ranking of the target information in the search result of the bidding word according to the bidding information
  • the effect calculating module 612 is configured to use the preset ranking and the performance indicator according to the preset The corresponding relationship and the actual ranking obtain the current performance indicator.
  • the actual ranking of the target information in the search result of the bidding word refers to the position actually displayed by the target information in the search result.
  • the correspondence between the ranking and the performance indicator indicates a correspondence between the ranking of the target information in the search result and the advertising effect of the target information, and is generally set in a preset manner. Taking the click rate as an example, the correspondence between the ranking and the effect indicator is shown in Table 1.
  • the correspondence between ranking and click-through rate can be obtained through long-term data monitoring and summary, and can be adjusted according to subsequent data. Also, for different bidding words or different searches The engine, the correspondence is also different.
  • the advertiser In order to advertise the target information A webpage, assuming that the A webpage is related to the food, the advertiser needs to place the bidding advertisement on the A webpage in the bidding words such as "Gourmet" and "Szechuan".
  • the search results When a user searches using the above bidding words, the search results generally have two parts, including a promotion area displaying the bidding advertisement and a natural result area displaying the natural search result, and the ranking of the bidding advertisement in the search result is generally displayed before the natural search result.
  • the bidding there may be two situations: First, the target information has not yet participated in the bidding of a certain bidding word. At this time, there is no such target information in the promotion area of the search result; Second, the target information has already participated in a certain bidding word. Bidding, at this time, the target information is already available in the promotion area of the search results.
  • the target information since the target information has not participated in the bidding of the bidding words, the target information is not present in the promotion area in the search result, and the target information is only displayed in the natural result area.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word and a bidding information after the target information participates in the bidding, wherein the bidding ranking of the target information is the target information in the promotion area.
  • Ranking the natural ranking of the target information is the ranking of the target information in the natural result area.
  • 3(a) shows the search result after the user searches the bidding word “Szechuan” using the search engine, wherein the promotion area is the area 3A and the natural result area is the area 3B.
  • the number of information displayed in the promotion area 3A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the ranking obtaining module 611 is specifically configured to use, as the target information, the sum of the natural ranking of the target information in the search result of the bidding word and the bidding information after the target information participates in the bidding.
  • the effect calculation module 612 is specifically configured to acquire an effect indicator corresponding to the natural actual ranking according to the correspondence between the ranking and the effect indicator, and use the effect indicator corresponding to the natural actual ranking as the current Performance indicator.
  • the auction information in the auction title “Szechuan” is still taken as an example.
  • FIG. 3(b) shows a schematic diagram of the search results that may occur after the A website participates in the bidding.
  • the bidding information may not be obtained from the current bidding ranking, or an invalid current bidding rank c may be obtained (for example, the value of c is null or 0, so that the current bidding ranking has no corresponding performance indicator).
  • the target information is displayed in the promotion area and the natural result area in the search result.
  • the bidding information includes a natural ranking of the target information in the search result of the bidding word, a current bidding ranking of the target information in the bidding word, and a bidding information number, wherein the bidding ranking of the target information is the target information.
  • the natural ranking of the target information is the ranking of the target information in the natural result area.
  • the promotion area is the area 4A and the natural result area is the area 4B.
  • the number of information displayed in the promotion area 4A is the current number of bidding information, indicating the number of target information currently participating in the bidding bid.
  • the natural ranking of the target information in the search results of the bidding words can be automatically obtained through a background program (such as a web crawler), and the number of bidding information and the current bidding ranking can be provided through an advertiser's bidding platform. (Application Programming Interface, API).
  • the ranking obtaining module 611 is specifically configured to use the sum of the natural ranking and the bidding information of the target information in the search result of the bidding word as the target information in the search result of the bidding word.
  • the actual ranking of the natural; and the current bidding ranking of the target information in the bidding word as the actual ranking of the bidding of the target information in the search results of the bidding word.
  • the effect calculation module 612 is specifically configured to acquire, according to the correspondence between the ranking and the performance indicator, an effect indicator corresponding to the actual actual ranking and the actual ranking of the bid, and corresponding to the natural actual ranking.
  • the sum of the performance indicators corresponding to the actual rankings of the bids is used as the current performance indicator.
  • the auction information in the auction word "Gourmet" of the A website is taken as an example.
  • the natural ranking n in the search results is 2, and the number of bidding information m including the A website is 4, in all the information participating in the bidding.
  • the optimization device 620 is specifically configured to: if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, the expected performance indicator and the natural actual ranking The difference between the corresponding performance indicators is used as an optimal performance indicator, and the optimal bidding ranking corresponding to the optimal performance indicator is obtained according to the correspondence between the ranking and the performance indicator.
  • the target information "A website” has a desired click rate e of 30% in the bidding word "Szechuan", and its corresponding optimal click rate R is ef (n+).
  • m') 26%, according to the correspondence between ranking and click-through rate, when the ranking is 2, the click-through rate is 29%, and when the ranking is 3, the click-through rate is 16%, so in order to achieve the optimal performance index of 26%,
  • the optimal bid price is 2.
  • the bidding device 630 can bid on the bidding word according to the bid price corresponding to the optimal bidding ranking.
  • the bidding device 630 can bid on the bidding word according to the bid price corresponding to the optimal bidding ranking.
  • the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the auction ranking, and further reduce the delivery. cost.
  • the bidding device 630 bids the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • the bidding device 630 is configured to: if the bid price corresponding to the optimal bid position is lower than a budget threshold, bid on the bid price corresponding to the bid price corresponding to the optimal bid position; If the bid price corresponding to the superior bidding rank is equal to or higher than the budget threshold, the bidding term is used for the bidding term Make a bid.
  • a budget threshold for the bid price of the bidding word the bid price of each bid word is limited, the investment in each bid word is reasonably allocated, and the overall effect of the advertisement is improved.
  • the embodiment of the present application provides another preferred bidding control device, where the ranking obtaining module 611 is configured to use when the natural ranking of the target information in the search result of the bidding word is less than or equal to the preset ranking.
  • the ranking obtaining module 611 is configured to use when the natural ranking of the target information in the search result of the bidding word is less than or equal to the preset ranking.
  • the click rate is often smaller than the information displayed on the first page, and the lower the number of pages, the lower the click rate. Therefore, in the actual processing, only the information displayed on the first page or the first few pages can be considered, which can be achieved by setting a preset ranking. For example, if only 10 natural search results are displayed in the first page of a search engine, the information with a natural rank greater than 10 will be displayed on the second page, and the preset rank can be set to 10. The corresponding processing is performed by the effect calculation module 612, the optimization device 620, and the bidding device 630 only when the natural ranking of the target information in the search results of the bidding words is less than or equal to 10.
  • the present application also provides an auction control device suitable for another situation, for performing bid control when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • the device structure is as shown in Fig. 8, and includes a ranking obtaining module 611', an effect calculating module 612', an optimizing device 620', and a bidding device 630'.
  • the ranking obtaining module 611' is configured to use the current bidding ranking of the target information in the bidding word as the target when the natural ranking of the target information in the search result of the bidding word is greater than the preset ranking.
  • the actual ranking of the bids in the search results of the bidding words wherein the bidding information includes a natural ranking of the target information in the search results of the bidding words, and a current bidding ranking of the target information in the bidding words. And the number of auction information.
  • the effect calculation module 612 ′ is configured to obtain an effect indicator corresponding to the actual ranking of the bid according to the correspondence between the ranking and the performance indicator, and use an effect indicator corresponding to the actual ranking of the bid as the current performance indicator.
  • the optimizing device 620' is configured to acquire, if the current performance indicator is lower than an expected performance indicator of the target information in the bidding word, obtain an effect indicator that achieves the desired target information in the bidding word The optimal bidding ranking.
  • the bidding device 630' is configured to bid on the bidding words according to the bid price corresponding to the optimal bidding ranking.
  • the optimization device 620' is specifically configured to: if the current performance index is low And the desired effect indicator is used as an optimal effect indicator according to the expected performance index of the target information in the bidding word; and the optimal effect indicator is obtained according to the correspondence between the ranking and the effect indicator. Optimal bidding ranking.
  • the natural ranking n of the website A in the search results is 38, and the number of bidding information including the A website is m. 4.
  • the technical solution provided by the embodiment of the present application calculates the current delivery effect of the target information by using the bid information of the target information in the current bid word, and presets the target information of the target by the expected effect indicator.
  • Expected delivery effect only when the current delivery effect does not reach the expected delivery effect, automatically calculate the optimal bidding ranking that makes the target information reach the expected delivery effect, and then according to the bid price corresponding to the optimal bidding ranking
  • the bidding word is used for bidding, so only the minimum price adjustment is required while ensuring the effectiveness of the advertising, thus ensuring the lowest delivery cost.
  • the combination of the natural ranking and the auction ranking is adopted, and the effect of the advertisement that can be achieved by the natural ranking is also considered, which can reduce the cost input of the advertiser in improving the bidding ranking, and further reduce The cost of delivery.
  • the present application can be implemented in software and/or a combination of software and hardware, for example, using an application specific integrated circuit (ASIC), a general purpose computer, or any other similar hardware device.
  • the software program of the present application can be executed by a processor to implement the steps or functions described above.
  • the software programs (including related data structures) of the present application can be stored in a computer readable recording medium such as a RAM memory, a magnetic or optical drive or a floppy disk and the like.
  • some of the steps or functions of the present application may be implemented in hardware, for example, as a circuit that cooperates with a processor to perform various steps or functions.
  • a portion of the present application can be applied as a computer program product, such as computer program instructions, which, when executed by a computer, can invoke or provide a method and/or technical solution in accordance with the present application.
  • the program instructions that invoke the method of the present application may be stored in a fixed or removable record.
  • an embodiment in accordance with the present application includes a device including a memory for storing computer program instructions and a processor for executing program instructions, wherein when the computer program instructions are executed by the processor, triggering
  • the apparatus operates based on the aforementioned methods and/or technical solutions in accordance with various embodiments of the present application.

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Abstract

一种竞价控制方法及设备。所述方法包括：根据目标信息在竞价词中的竞价信息获取目标信息在竞价词中当前的效果指标(S101)；若当前的效果指标低于目标信息在竞价词中期望的效果指标，则获取使目标信息在竞价词中达到期望的效果指标的最优竞价排名(S102)；根据最优竞价排名对应的竞价价格对竞价词进行出价(S103)。通过获取该目标信息的当前投放效果并且预设预期投放效果，仅当当前投放效果未达到预期投放效果时，自动计算出使得该目标信息达到预期投放效果的最优竞价排名，然后根据最优竞价排名对应的竞价价格对竞价词进行出价，因此在保证广告投放效果的同时，仅需进行最低限度的调价，从而保证了最低的投放成本。

Description

一种竞价控制方法及设备
本申请要求2015年08月17日递交的申请号为201510504439.2、发明名称为“一种竞价控制方法及设备”的中国专利申请的优先权，其全部内容通过引用结合在本申请中。
技术领域
本申请涉及计算机领域，尤其涉及一种竞价控制方法及设备。
背景技术
随着计算机和互联网技术的广泛应用，越来越多的用户选择电子商务作为生活购物的一部分。与此同时，许多不同于传统行业的新技术业务领域伴随着互联网的快速发展也逐渐发展起来，互联网广告就是其中之一。
目前，竞价广告已经成为当今互联网广告最重要的形式之一，传统的竞价方式需要人工根据经验调价，或者由广告商根据广告投放者的预算进行竞价。在竞价词较少的时候人工调价尚可接受，但是同时面对大量竞价词进行竞价时，需要投入大量的人力成本，由于根据经验进行调价，难以在保证广告投放效果最大化的同时，降低投放成本。而另一种方式中，由于广告商根据广告投放者的预算进行竞价，更加关注用户的消费和点击率，并且无法实时调价，因此不利于降低广告投放者的投放成本。
发明内容
本申请的目的是提供一种竞价控制方法及设备，用以解决现有技术中广告的投放成本较高的问题。
为实现上述目的，本申请提供了一种竞价控制方法，该方法包括：
根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标；
若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名；
根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
进一步地，根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标，包括：
根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名；
根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指 标。
进一步地，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中，所述目标信息尚未参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数；
根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标，包括：
根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。
进一步地，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中所述目标信息已参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；以及
将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名；
根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标，包括：
根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。
进一步地，获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名，包括：
将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标；
根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞 价排名。
进一步地，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。
进一步地，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时，将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名，其中，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；
根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标，并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。
进一步地，获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名，包括：
将所述期望的效果指标作为最优的效果指标；
根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
进一步地，根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，包括：
若所述最优竞价排名对应的竞价价格低于预算阈值，则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价；
若所述最优竞价排名对应的竞价价格等于或高于预算阈值，则以所述预算阈值对所述竞价词进行出价。
进一步地，所述效果指标包括点击通过率。
根据本申请的另一方面，还提供了一种竞价控制设备，该设备包括：
效果获取装置，用于根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标；
优化装置，用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名；
出价装置，用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
进一步地，所述效果获取装置，包括：
排名获取模块，用于根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名；
效果计算模块，用于根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。
进一步地，所述排名获取模块，用于将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中，所述目标信息尚未参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数；
所述效果计算模块，用于根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。
进一步地，所述排名获取模块，用于将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中所述目标信息已参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名；
所述效果计算模块，用于根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。
进一步地，所述优化装置，用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标；以及根据所述排名与效果指标的对应关系获 取所述最优的效果指标对应的最优竞价排名。
进一步地，所述排名获取模块，用于当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。
进一步地，所述排名获取模块，用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时，将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名，其中，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；
所述效果计算模块，用于根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标，并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。
进一步地，所述优化装置，用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则将所述期望的效果指标作为最优的效果指标；以及根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
进一步地，所述出价装置，用于若所述最优竞价排名对应的竞价价格低于预算阈值，则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价；以及若所述最优竞价排名对应的竞价价格等于或高于预算阈值，则以所述预算阈值对所述竞价词进行出价。
进一步地，所述效果指标包括点击通过率。
与现有技术相比，通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果，同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果，仅当当前的投放效果未达到预期投放效果时，自动计算出使得该目标信息达到预期投放效果的最优竞价排名，然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，因此在保证广告投放效果的同时，仅需进行最低限度的调价，从而保证了最低的投放成本。
此外，在计算广告的投放效果时，采用了自然排名和竞价排名组合的方式，对于自然排名能够达到的广告效果也进行了考虑，可以减少广告投放者在提高竞价排名时的费用投入，进一步降低了投放成本。
附图说明
通过阅读参照以下附图所作的对非限制性实施例所作的详细描述，本申请的其它特征、目的和优点将会变得更明显：
图1为本申请实施例提供的一种竞价控制方法的流程图；
图2为本申请实施例提供的一种优选的竞价控制方法的流程图；
图3(a)和(b)为某一目标信息采用本申请提供的竞价控制方法参与竞价前后的搜索结果示意图；
图4(a)和(b)为某一目标信息采用本申请提供的竞价控制方法调整竞价价格前后的搜索结果示意图；
图5为本申请实施例提供的另一种优选的竞价控制方法的流程图；
图6为本申请实施例提供的一种竞价控制设备的结构示意图；
图7为本申请实施例提供的一种竞价控制设备中效果获取装置的具体结构示意图；
图8为本申请实施例提供的另一种竞价控制设备的结构示意图；
附图中相同或相似的附图标记代表相同或相似的部件。
具体实施方式
下面结合附图对本申请作进一步详细描述。
在本申请一个典型的配置中，终端、服务网络的设备和可信方均包括一个或多个处理器(CPU)、输入/输出接口、网络接口和内存。
内存可能包括计算机可读介质中的非永久性存储器，随机存取存储器(RAM)和/或非易失性内存等形式，如只读存储器(ROM)或闪存(flash RAM)。内存是计算机可读介质的示例。
计算机可读介质包括永久性和非永久性、可移动和非可移动媒体可以由任何方法或技术来实现信息存储。信息可以是计算机可读指令、数据结构、程序的模块或其他数据。计算机的存储介质的例子包括，但不限于相变内存(PRAM)、静态随机存取存储器(SRAM)、动态随机存取存储器(DRAM)、其他类型的随机存取存储器(RAM)、只读存储器(ROM)、电可擦除可编程只读存储器(EEPROM)、快闪记忆体或其他内存技术、只读光盘只读存储器(CD-ROM)、数字多功能光盘(DVD)或其他光学存储、磁盒式磁带，磁带磁盘存储或其他磁性存储设备或任何其他非传输介质，可用于存储可以被计算设备访问的信息。按照本文中的界定，计算机可读介质不包 括非暂存电脑可读媒体(transitory media)，如调制的数据信号和载波。
图1示出了本申请实施例提供的一种竞价控制方法，该方法包括以下步骤：
步骤S101，根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标；
步骤S102，若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名；
步骤S103，根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
在此，所述目标信息是指广告投放者需要进行广告的信息，可以是特定的网页、商品或者信息条目等。所述竞价词是指竞价广告的关键词，某一用户在使用搜索引擎进行关键词搜索时，搜索结果中会显示所有已经在该关键词投放了竞价广告的目标信息。所述当前的效果指标和期望的效果指标分别用于表示目标信息在当前的投放效果以及广告投放者希望该目标信息达到的预期投放效果，在实际应用中可以采用CTR(Click Through Rate，点击率)等。本实施例通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果，同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果，仅当当前的投放效果未达到预期投放效果时，自动计算出使得该目标信息达到预期投放效果的最优竞价排名，然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，因此在保证广告投放效果的同时，仅需进行最低限度的调价，从而保证了最低的投放成本。
进一步地，本申请实施例还提供了一种优选的竞价控制方法，结合图1，该方法具体包括如图2所示的步骤：
步骤S1011，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。
步骤S1012，根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。
在此，所述目标信息在所述竞价词的搜索结果中的实际排名是指目标信息在搜索结果中实际所显示的位置。所述排名与效果指标的对应关系表示在目标信息在搜索结果中的排名与该目标信息的广告效果之间的对应关系，一般采用预设的方式进行设定。以点击率为例，其排名与效果指标的对应关系如表1所示：
排名 点击率
1 35％
2 29％
3 16％
4 10％
5 7％
6 5％
7 4％
8 3.5％
9 3％
10 2.5％
…… ……
表1
在实际应用中，排名与点击率之间的对应关系可以通过长期的数据监测总结获得，并且能够根据后续的数据进行调整。此外，对于不同的竞价词或者不同的搜索引擎，所述对应关系也不相同。
以对目标信息A网页进行广告投放，假设A网页与美食相关，广告投放者需要在“美食”、“川菜”等竞价词对A网页进行了竞价广告的投放。用户在使用上述竞价词进行搜索时，其搜索结果一般分别两部分，包括显示竞价广告的推广区和显示自然搜索结果的自然结果区，竞价广告在搜索结果中的排序一般显示于自然搜索结果之前，以达到广告推广的目的。在进行竞价时，可能存在两种情况：一、目标信息目前尚未参与某一竞价词的竞价，此时在搜索结果的推广区无该目标信息；二、目标信息目前已经参与某一竞价词的竞价，此时在搜索结果的推广区已经有该目标信息。
对于第一种情况，由于目标信息尚未参与竞价词的竞价，因此检索结果中的推广区内无所述目标信息，仅在自然结果区中显示有该目标信息。此时，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数，其中目标信息的竞价排名即为目标信息在推广区的排名，目标信息的自然排名即为目标信息在自然结果区的排名。以前述A网站为例，图3(a)示出了用户使用搜索引擎搜索竞价词“川菜”后的搜索结果，其中推广区为区域3A、自然结果区为区域3B。其中在推广区3A显示的信息数量为当前的竞价信息数，表示当前参与该竞价词竞价的目标信息数量。
在此种情况下，所述步骤S1011，具体包括：将目标信息在所述竞价词的搜索 结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名。相应地，所述步骤S1012，具体包括：根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。
仍以A网站在竞价词“川菜”中的竞价信息为例，其在搜索结果中的自然排名n为3，当前参与竞价的竞价信息数m为3，由于当A网站参与竞价后，竞价信息数会自动增加1，因此所述目标信息参与竞价后的竞价信息数m’为m+1＝4，图3(b)示出了A网站参与竞价后可能出现的搜索结果的示意图。由于当前未参与竞价，获取竞价信息时可以不获取当前竞价排名，也可以获取无效的当前竞价排名c(例如c的值为空或者0，使得当前竞价排名无对应的效果指标)。推广区的信息在搜索结果中的排序均显示于自然结果区的信息之前，因此A网站的自然的实际排名为n+m’＝7。基于表1所示的所述排名与效果指标的对应关系，获取所述自然的实际排名对应的点击率＝f(n+m’)＝f(7)＝4％，其中f()表示由排名获取效果指标的处理函数，由此可知目标信息“A网站”在竞价词“川菜”中当前的点击率为4％。
对于第二种情况，由于目标信息已经参与竞价词的竞价，因此检索结果中的推广区和自然结果区内均显示有该目标信息。此时，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数，其中目标信息的竞价排名即为目标信息在推广区的排名，目标信息的自然排名即为目标信息在自然结果区的排名。以前述A网站为例，图4(a)示出了用户使用搜索引擎搜索竞价词“美食”后的搜索结果，其中推广区为区域4A、自然结果区为区域4B。其中在推广区4A显示的信息数量为当前的竞价信息数，表示当前参与该竞价词竞价的目标信息数量。在实际应用中，目标信息在所述竞价词的搜索结果中的自然排名可以通过后台程序(如网络爬虫程序)自动获取，竞价信息数以及当前的竞价排名可以通过广告商的竞价平台提供的API(Application Programming Interface，应用程序接口)获取。
在此种情况下，所述步骤S1011，具体包括：将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名；以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名。相应地，所述步骤S1012，具体包括：根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞 价的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。
仍以A网站在竞价词“美食”中的竞价信息为例，其在搜索结果中的自然排名n为2，包含A网站在内的竞价信息数m为4，在这些所有参与竞价的信息中A网站当前竞价排名c为4。由于A网站当前已经参与竞价词“美食”的竞价，因此在重新出价后，不会使得竞价信息数发生变化，因此A网站在所述竞价词的搜索结果中的自然的实际排名为n+m＝6，而A网站在所述竞价词的搜索结果中的竞价的实际排名即为当前竞价排名c，图4(b)示出了A网站调整竞价价格后可能出现的搜索结果的示意图。基于表1所示的所述排名与效果指标的对应关系，获取所述自然的实际排名对应的点击率＝f(n+m)＝f(6)＝5％，而所述竞价的实际排名对应的点击率＝f(c)＝f(4)＝10％，由此可知目标信息“A网站”在竞价词“美食”中当前的点击率为f(n+m)+f(c)＝15％。
由此，当前点击率CTR的算法如下：
Figure PCTCN2016093890-appb-000001
进一步地，步骤S102中，获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名，具体包括：
将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标，并根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
例如，对于前述的第一种情况，目标信息“A网站”在竞价词“川菜”中的期望的点击率e设定为30％，则其相应的最优的点击率R为e-f(n+m’)＝26％，根据排名与点击率的对应关系，排名为2时，点击率为29％，而排名3时，点击率为16％，因此为了达到26％的最优的效果指标，最优竞价排名为2。然后，根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。
再如，对于前述的第二种情况，由于在调整出价后，目标信息在搜索结果中推广区的竞价的实际排名会发生变化，竞价的实际排名对应的效果指标也会随之变化，因此在获取最优的效果指标时，仅考虑所述期望的效果指标与所述自然的实际排名对应的效果指标之差即可。假设目标信息“A网站”在竞价词“美食”中的期望的点击率e设定为20％，则其相应的最优的点击率R为e-f(n+m)＝15％。根据排 名与点击率的对应关系，排名为3时，点击率为16％，而排名4时，点击率为10％，因此为了达到15％的最优的效果指标，最优竞价排名为3。然后，根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。
由于在计算广告的投放效果时采用了自然排名和竞价排名组合的方式，对于自然排名能够达到的广告效果也进行了考虑，可以减少广告投放者在提高竞价排名时的费用投入，进一步降低了投放成本。
此外，对于广告投放者来说，在进行竞价时还需要考虑到广告的投放成本，而某些热门的竞价词，其竞价排名的前几名的投放费用可能会很高，在投放费用有限的前提下，若在少数几个关键词中投入较高的费用，可能造成整体投放效果的降低。为此，步骤S103，根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，可以具体包括：若所述最优竞价排名对应的竞价价格低于预算阈值，则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价；若所述最优竞价排名对应的竞价价格等于或高于预算阈值，则以所述预算阈值对所述竞价词进行出价。通过对竞价词的竞价价格设定预算阈值，来限制每个竞价词的竞价价格，合理分配在各个竞价词中的投入，提高广告的整体投放效果。
进一步地，本申请实施例提供了另一种优选的竞价控制方法，该方法中所述步骤S1011，具体包括：当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。由于在实际应用中，搜索结果中包含的信息往往会很多，在搜索结果的第一页中仅会显示一定数量的信息，其中推广区的信息会显示于第一页，而自然结果区的信息除第一页能够显示一部分之外，其余会按照排名显示在后续的页面。对于后续页面中显示的信息，其点击率往往会小于第一页显示的信息，并且页数越靠后，其点击率越低。因此在实际处理中可以仅考虑第一页或者前几页中显示的信息，可以通过设定预设排名来实现。例如，某一搜索引擎的搜索结果的第一页中仅会显示10条自然搜索结果，那么对于自然排名大于10的信息，均会显示于第二页，可以将预设排名设定为10，仅当目标信息在所述竞价词的搜索结果中的自然排名小于等于10时，才进行后续步骤S1012、步骤S102以及步骤S103的处理。
此外，本申请还提供了一种适用于另一种情况的竞价控制方法，用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时进行竞价控制。该方法的处理流程如图5所示，包括：
步骤S1011’，当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时，将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名，其中，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数。
步骤S1012’，根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标，并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。
步骤S102’，若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名。
步骤S103’，根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
由于自然排名在大于预设排名时，其所能产生的点击率较小，因此可以直接不考虑，以提高处理的效率。在计算当前的点击率时，可以仅考虑其当前的竞价排名所产生的点击率。相应地，步骤S102’中获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名，具体包括：将所述期望的效果指标作为最优的效果指标，根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
例如，以A网站在竞价词“火锅”中的竞价信息为例，并且以点击率作为效果指标，A网站在搜索结果中的自然排名n为38，包含A网站在内的竞价信息数m为4，在这些所有参与竞价的信息中A网站当前竞价排名c为4，设定的预设排名为10。由于A网站在竞价词“火锅”的搜索结果中的自然排名大于预设排名，因此其当前点击率CTR即为f(c)＝10％。若期望点击率e为25％，由于CTR＜e，则需要对竞价价格进行调整。进一步地，其最优点击率R＝e，通过表1可知，最优竞价排名为2。由此根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，完成进价价格的调整。
图6示出了本申请实施例提供的一种竞价控制设备，该设备包括效果获取装置、优化装置以及出价装置。具体地，所述效果获取装置610用于根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标；所述优化装置620用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指 标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名；所述出价装置630用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
在此，本领域技术人员应当理解，该设备可以包括但不限于如网络主机、单个网络服务器、多个网络服务器集或基于云计算的计算机集合等实现。在此，云由基于云计算(Cloud Computing)的大量主机或网络服务器构成，其中，云计算是分布式计算的一种，由一群松散耦合的计算机集组成的一个虚拟计算机。优选地，设备还可以是运行于网络主机、服务器或者计算机的软件。
在此，所述目标信息是指广告投放者需要进行广告的信息，可以是特定的网页、商品或者信息条目等。所述竞价词是指竞价广告的关键词，某一用户在使用搜索引擎进行关键词搜索时，搜索结果中会显示所有已经在该关键词投放了竞价广告的目标信息。所述当前的效果指标和期望的效果指标分别用于表示目标信息在当前的投放效果以及广告投放者希望该目标信息达到的预期投放效果，在实际应用中可以采用CTR(Click Through Rate，点击率)等。本实施例通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果，同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果，仅当当前的投放效果未达到预期投放效果时，自动计算出使得该目标信息达到预期投放效果的最优竞价排名，然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，因此在保证广告投放效果的同时，仅需进行最低限度的调价，从而保证了最低的投放成本。
进一步地，本申请实施例还提供了一种优选的竞价控制设备，结合图6，其中效果获取装置610的具体结构如图7所示，包括排名获取模块611和效果计算模块612。具体地，所述排名获取模块611用于根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名；所述效果计算模块612用于根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。
在此，所述目标信息在所述竞价词的搜索结果中的实际排名是指目标信息在搜索结果中实际所显示的位置。所述排名与效果指标的对应关系表示在目标信息在搜索结果中的排名与该目标信息的广告效果之间的对应关系，一般采用预设的方式进行设定。以点击率为例，其排名与效果指标的对应关系如表1所示。
在实际应用中，排名与点击率之间的对应关系可以通过长期的数据监测总结获得，并且能够根据后续的数据进行调整。此外，对于不同的竞价词或者不同的搜索 引擎，所述对应关系也不相同。
以对目标信息A网页进行广告投放，假设A网页与美食相关，广告投放者需要在“美食”、“川菜”等竞价词对A网页进行了竞价广告的投放。用户在使用上述竞价词进行搜索时，其搜索结果一般分别两部分，包括显示竞价广告的推广区和显示自然搜索结果的自然结果区，竞价广告在搜索结果中的排序一般显示于自然搜索结果之前，以达到广告推广的目的。在进行竞价时，可能存在两种情况：一、目标信息目前尚未参与某一竞价词的竞价，此时在搜索结果的推广区无该目标信息；二、目标信息目前已经参与某一竞价词的竞价，此时在搜索结果的推广区已经有该目标信息。
对于第一种情况，由于目标信息尚未参与竞价词的竞价，因此检索结果中的推广区内无所述目标信息，仅在自然结果区中显示有该目标信息。此时，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数，其中目标信息的竞价排名即为目标信息在推广区的排名，目标信息的自然排名即为目标信息在自然结果区的排名。以前述A网站为例，图3(a)示出了用户使用搜索引擎搜索竞价词“川菜”后的搜索结果，其中推广区为区域3A、自然结果区为区域3B。其中在推广区3A显示的信息数量为当前的竞价信息数，表示当前参与该竞价词竞价的目标信息数量。
在此种情况下，所述排名获取模块611具体用于将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名。相应地，所述效果计算模块612具体用于根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。
仍以A网站在竞价词“川菜”中的竞价信息为例，其在搜索结果中的自然排名n为3，当前参与竞价的竞价信息数m为3，由于当A网站参与竞价后，竞价信息数会自动增加1，因此所述目标信息参与竞价后的竞价信息数m’为m+1＝4，图3(b)示出了A网站参与竞价后可能出现的搜索结果的示意图。由于当前未参与竞价，获取竞价信息时可以不获取当前竞价排名，也可以获取无效的当前竞价排名c(例如c的值为空或者0，使得当前竞价排名无对应的效果指标)。推广区的信息在搜索结果中的排序均显示于自然结果区的信息之前，因此A网站的自然的实际排名为n+m’＝7。基于表1所示的所述排名与效果指标的对应关系，获取所述自然的实际 排名对应的点击率＝f(n+m’)＝f(7)＝4％，其中f()表示由排名获取效果指标的处理函数，由此可知目标信息“A网站”在竞价词“川菜”中当前的点击率为4％。
对于第二种情况，由于目标信息已经参与竞价词的竞价，因此检索结果中的推广区和自然结果区内均显示有该目标信息。此时，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数，其中目标信息的竞价排名即为目标信息在推广区的排名，目标信息的自然排名即为目标信息在自然结果区的排名。以前述A网站为例，图4(a)示出了用户使用搜索引擎搜索竞价词“美食”后的搜索结果，其中推广区为区域4A、自然结果区为区域4B。其中在推广区4A显示的信息数量为当前的竞价信息数，表示当前参与该竞价词竞价的目标信息数量。在实际应用中，目标信息在所述竞价词的搜索结果中的自然排名可以通过后台程序(如网络爬虫程序)自动获取，竞价信息数以及当前的竞价排名可以通过广告商的竞价平台提供的API(Application Programming Interface，应用程序接口)获取。
在此种情况下，所述排名获取模块611具体用于将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名；以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名。相应地，所述效果计算模块612具体用于根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。
仍以A网站在竞价词“美食”中的竞价信息为例，其在搜索结果中的自然排名n为2，包含A网站在内的竞价信息数m为4，在这些所有参与竞价的信息中A网站当前竞价排名c为4。由于A网站当前已经参与竞价词“美食”的竞价，因此在重新出价后，不会使得竞价信息数发生变化，因此A网站在所述竞价词的搜索结果中的自然的实际排名为n+m＝6，而A网站在所述竞价词的搜索结果中的竞价的实际排名即为当前竞价排名c，图4(b)示出了A网站调整竞价价格后可能出现的搜索结果的示意图。基于表1所示的所述排名与效果指标的对应关系，获取所述自然的实际排名对应的点击率＝f(n+m)＝f(6)＝5％，而所述竞价的实际排名对应的点击率＝f(c)＝f(4)＝10％，由此可知目标信息“A网站”在竞价词“美食”中当前的点击率为f(n+m)+f(c)＝15％。
由此，当前点击率CTR的算法如下：
Figure PCTCN2016093890-appb-000002
进一步地，所述优化装置620具体用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标，并根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
例如，对于前述的第一种情况，目标信息“A网站”在竞价词“川菜”中的期望的点击率e设定为30％，则其相应的最优的点击率R为e-f(n+m’)＝26％，根据排名与点击率的对应关系，排名为2时，点击率为29％，而排名3时，点击率为16％，因此为了达到26％的最优的效果指标，最优竞价排名为2。然后，由出价装置630根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。
再如，对于前述的第二种情况，由于在调整出价后，目标信息在搜索结果中推广区的竞价的实际排名会发生变化，竞价的实际排名对应的效果指标也会随之变化，因此在获取最优的效果指标时，仅考虑所述期望的效果指标与所述自然的实际排名对应的效果指标之差即可。假设目标信息“A网站”在竞价词“美食”中的期望的点击率e设定为20％，则其相应的最优的点击率R为e-f(n+m)＝15％。根据排名与点击率的对应关系，排名为3时，点击率为16％，而排名4时，点击率为10％，因此为了达到15％的最优的效果指标，最优竞价排名为3。然后，由出价装置630根据最优竞价排名对应的竞价价格对所述竞价词进行出价即可。
由于在计算广告的投放效果时采用了自然排名和竞价排名组合的方式，对于自然排名能够达到的广告效果也进行了考虑，可以减少广告投放者在提高竞价排名时的费用投入，进一步降低了投放成本。
此外，对于广告投放者来说，在进行竞价时还需要考虑到广告的投放成本，而某些热门的竞价词，其竞价排名的前几名的投放费用可能会很高，在投放费用有限的前提下，若在少数几个关键词中投入较高的费用，可能造成整体投放效果的降低。为此，所述出价装置630根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。具体地，所述出价装置630用于若所述最优竞价排名对应的竞价价格低于预算阈值，则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价；若所述最优竞价排名对应的竞价价格等于或高于预算阈值，则以所述预算阈值对所述竞价词 进行出价。通过对竞价词的竞价价格设定预算阈值，来限制每个竞价词的竞价价格，合理分配在各个竞价词中的投入，提高广告的整体投放效果。
进一步地，本申请实施例提供了另一种优选的竞价控制设备，该设备中所述排名获取模块611用于当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。由于在实际应用中，搜索结果中包含的信息往往会很多，在搜索结果的第一页中仅会显示一定数量的信息，其中推广区的信息会显示于第一页，而自然结果区的信息除第一页能够显示一部分之外，其余会按照排名显示在后续的页面。对于后续页面中显示的信息，其点击率往往会小于第一页显示的信息，并且页数越靠后，其点击率越低。因此在实际处理中可以仅考虑第一页或者前几页中显示的信息，可以通过设定预设排名来实现。例如，某一搜索引擎的搜索结果的第一页中仅会显示10条自然搜索结果，那么对于自然排名大于10的信息，均会显示于第二页，可以将预设排名设定为10，仅当目标信息在所述竞价词的搜索结果中的自然排名小于等于10时，才在由效果计算模块612、优化装置620和出价装置630进行相应的处理。
此外，本申请还提供了一种适用于另一种情况的竞价控制设备，用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时进行竞价控制。该设备结构如图8所示，包括排名获取模块611’、效果计算模块612’、优化装置620’和出价装置630’。具体地，所述排名获取模块611’用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时，将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名，其中，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数。所述效果计算模块612’用于根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标，并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。所述优化装置620’用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名。所述出价装置630’用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
由于自然排名在大于预设排名时，其所能产生的点击率较小，因此可以直接不考虑，以提高处理的效率。在计算当前的点击率时，可以仅考虑其当前的竞价排名所产生的点击率。相应地，所述优化装置620’具体用于若所述当前的效果指标低 于所述目标信息在所述竞价词中期望的效果指标，则将所述期望的效果指标作为最优的效果指标；以及根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
例如，以A网站在竞价词“火锅”中的竞价信息为例，并且以点击率作为效果指标，A网站在搜索结果中的自然排名n为38，包含A网站在内的竞价信息数m为4，在这些所有参与竞价的信息中A网站当前竞价排名c为4，设定的预设排名为10。由于A网站在竞价词“火锅”的搜索结果中的自然排名大于预设排名，因此其当前点击率CTR即为f(c)＝10％。若期望点击率e为25％，由于CTR＜e，则需要对竞价价格进行调整。进一步地，其最优点击率R＝e，通过表1可知，最优竞价排名为2。由此根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，完成进价价格的调整。
综上所述，本申请实施例提供的技术方案通过目标信息在当前竞价词中的竞价信息来计算该目标信息的当前投放效果，同时通过预期的效果指标来预设广告投放者对于该目标信息的预期投放效果，仅当当前的投放效果未达到预期投放效果时，自动计算出使得该目标信息达到预期投放效果的最优竞价排名，然后根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，因此在保证广告投放效果的同时，仅需进行最低限度的调价，从而保证了最低的投放成本。此外，在计算广告的投放效果时，采用了自然排名和竞价排名组合的方式，对于自然排名能够达到的广告效果也进行了考虑，可以减少广告投放者在提高竞价排名时的费用投入，进一步降低了投放成本。
需要注意的是，本申请可在软件和/或软件与硬件的组合体中被实施，例如，可采用专用集成电路(ASIC)、通用目的计算机或任何其他类似硬件设备来实现。在一个实施例中，本申请的软件程序可以通过处理器执行以实现上文所述步骤或功能。同样地，本申请的软件程序(包括相关的数据结构)可以被存储到计算机可读记录介质中，例如，RAM存储器，磁或光驱动器或软磁盘及类似设备。另外，本申请的一些步骤或功能可采用硬件来实现，例如，作为与处理器配合从而执行各个步骤或功能的电路。
另外，本申请的一部分可被应用为计算机程序产品，例如计算机程序指令，当其被计算机执行时，通过该计算机的操作，可以调用或提供根据本申请的方法和/或技术方案。而调用本申请的方法的程序指令，可能被存储在固定的或可移动的记 录介质中，和/或通过广播或其他信号承载媒体中的数据流而被传输，和/或被存储在根据所述程序指令运行的计算机设备的工作存储器中。在此，根据本申请的一个实施例包括一个装置，该装置包括用于存储计算机程序指令的存储器和用于执行程序指令的处理器，其中，当该计算机程序指令被该处理器执行时，触发该装置运行基于前述根据本申请的多个实施例的方法和/或技术方案。
对于本领域技术人员而言，显然本申请不限于上述示范性实施例的细节，而且在不背离本申请的精神或基本特征的情况下，能够以其他的具体形式实现本申请。因此，无论从哪一点来看，均应将实施例看作是示范性的，而且是非限制性的，本申请的范围由所附权利要求而不是上述说明限定，因此旨在将落在权利要求的等同要件的含义和范围内的所有变化涵括在本申请内。不应将权利要求中的任何附图标记视为限制所涉及的权利要求。此外，显然“包括”一词不排除其他单元或步骤，单数不排除复数。装置权利要求中陈述的多个单元或装置也可以由一个单元或装置通过软件或者硬件来实现。

Claims (20)

  1. 一种竞价控制方法，其中，该方法包括：
    根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标；
    若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名；
    根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
  2. 根据权利要求1所述的方法，其中，根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标，包括：
    根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名；
    根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。
  3. 根据权利要求2所述的方法，其中，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
    将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中，所述目标信息尚未参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数；
    根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标，包括：
    根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。
  4. 根据权利要求2所述的方法，其中，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
    将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中所述目标信息已参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；以及
    将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词 的搜索结果中的竞价的实际排名；
    根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标，包括：
    根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。
  5. 根据权利要求3或4所述的方法，其中，获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名，包括：
    将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标；
    根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
  6. 根据权利要求3至5中任一项所述的方法，其中，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
    当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。
  7. 根据权利要求2所述的方法，其中，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
    当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时，将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名，其中，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；
    根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名，包括：
    根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标，并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。
  8. 根据权利要求7所述的方法，其中，获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名，包括：
    将所述期望的效果指标作为最优的效果指标；
    根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排 名。
  9. 根据权利要求1至8中任一项所述的方法，其中，根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价，包括：
    若所述最优竞价排名对应的竞价价格低于预算阈值，则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价；
    若所述最优竞价排名对应的竞价价格等于或高于预算阈值，则以所述预算阈值对所述竞价词进行出价。
  10. 根据权利要求1至9中任一项所述的方法，其中，所述效果指标包括点击通过率。
  11. 一种竞价控制设备，其中，该设备包括：
    效果获取装置，用于根据目标信息在竞价词中的竞价信息获取所述目标信息在所述竞价词中当前的效果指标；
    优化装置，用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则获取使所述目标信息在所述竞价词中达到期望的效果指标的最优竞价排名；
    出价装置，用于根据所述最优竞价排名对应的竞价价格对所述竞价词进行出价。
  12. 根据权利要求11所述的设备，其中，效果获取装置，包括：
    排名获取模块，用于根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名；
    效果计算模块，用于根据预设的排名与效果指标的对应关系以及所述实际排名获取当前的效果指标。
  13. 根据权利要求12所述的设备，其中，所述排名获取模块，用于将目标信息在所述竞价词的搜索结果中的自然排名与所述目标信息参与竞价后的竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中，所述目标信息尚未参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名以及假定所述目标信息参与竞价后的竞价信息数；
    所述效果计算模块，用于根据所述排名与效果指标的对应关系获取所述自然的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标作为所述当前的效果指标。
  14. 根据权利要求12所述的设备，其中，所述排名获取模块，用于将目标信息在所述竞价词的搜索结果中的自然排名和竞价信息数之和作为所述目标信息在所述竞价词的搜索结果中的自然的实际排名，其中所述目标信息已参与所述竞价词的竞价，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；以及将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名；
    所述效果计算模块，用于根据所述排名与效果指标的对应关系分别获取所述自然的实际排名和竞价的实际排名对应的效果指标，并将所述自然的实际排名对应的效果指标与所述竞价的实际排名对应的效果指标之和作为所述当前的效果指标。
  15. 根据权利要求13或14所述的设备，其中，所述优化装置，用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则将所述期望的效果指标与所述自然的实际排名对应的效果指标之差作为最优的效果指标；以及根据所述排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
  16. 根据权利要求13至15中任一项所述的设备，其中，所述排名获取模块，用于当目标信息在所述竞价词的搜索结果中的自然排名小于等于预设排名时，根据所述竞价信息获取所述目标信息在所述竞价词的搜索结果中的实际排名。
  17. 根据权利要求12所述的设备，其中，所述排名获取模块，用于当目标信息在所述竞价词的搜索结果中的自然排名大于预设排名时，将目标信息在所述竞价词中的当前竞价排名作为所述目标信息在所述竞价词的搜索结果中的竞价的实际排名，其中，所述竞价信息包括目标信息在所述竞价词的搜索结果中的自然排名、目标信息在所述竞价词中的当前竞价排名以及竞价信息数；
    所述效果计算模块，用于根据所述排名与效果指标的对应关系获取所述竞价的实际排名对应的效果指标，并将所述竞价的实际排名对应的效果指标作为所述当前的效果指标。
  18. 根据权利要求17所述的设备，其中，所述优化装置，用于若所述当前的效果指标低于所述目标信息在所述竞价词中期望的效果指标，则将所述期望的效果指标作为最优的效果指标；以及根据排名与效果指标的对应关系获取所述最优的效果指标对应的最优竞价排名。
  19. 根据权利要求11至18中任一项所述的设备，其中，所述出价装置，用于 若所述最优竞价排名对应的竞价价格低于预算阈值，则以所述最优竞价排名对应的竞价价格对所述竞价词进行出价；以及若所述最优竞价排名对应的竞价价格等于或高于预算阈值，则以所述预算阈值对所述竞价词进行出价。
  20. 根据权利要求11至19中任一项所述的设备，其中，所述效果指标包括点击通过率。
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