CN106651411A - Advertising promotion strategy adjusting method and apparatus - Google Patents
Advertising promotion strategy adjusting method and apparatus Download PDFInfo
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- CN106651411A CN106651411A CN201510719846.5A CN201510719846A CN106651411A CN 106651411 A CN106651411 A CN 106651411A CN 201510719846 A CN201510719846 A CN 201510719846A CN 106651411 A CN106651411 A CN 106651411A
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Abstract
The invention discloses an advertising promotion strategy adjusting method and apparatus. The method comprises the following steps: a value conversion state of an object promotion advertisement in an advertisement injecting zone is determined; the value conversion state is used for reflecting advertisement effects that are generated when the object promotion advertisement is put in the advertisement injecting zone, and a promotion strategy of the object promotion advertisement in the advertisement injecting zone is adjusted according to the value conversion state of the object promotion advertisement in the advertisement injecting zone. The advertising promotion strategy adjusting method and apparatus can help solve a technical problem that the advertisement injecting zone can only be set according to personal experience via relevant technologies of the prior art, and therefore current setting cannot truly reflect value of the advertisement injecting zone and cannot effectively track value conversion conditions of each advertisement in the advertisement injecting zone thereof.
Description
Technical field
The present invention relates to internet arena, in particular to the method for adjustment and device of a kind of advertisement promotion strategy.
Background technology
When throwing in advertisement using search engine, need the input region that advertisement is set, i.e. advertisement putting region, and only
Have advertisement throw in region in search for the keyword of a certain advertisement when, just can be appreciated that has with the advertisement and its similar advertisement
The path subchain of pass.The popularization advertisement in Liao Mou hotels is such as thrown in Beijing, just occur during search including hotel of Singapore,
Soul hotel, Beijing hotel, hotel of Bali, Lan Kawei hotels etc. promote the path subchain of advertisement.
In the related, when the input region of advertisement is arranged, can only arrange by artificial experience.On the one hand, should
Region set-up mode has subjectivity, differs and surely truly reflects the value in advertisement promotion region；On the other hand, no
It is easy to management, advertisement promotion personnel to generally require the keyword for managing magnanimity, it is impossible to effectively to track each advertisement and exist
Its each Value Transformation state thrown in region.In addition, manually arranging the input region of advertisement, program is loaded down with trivial details.
For above-mentioned problem, effective solution is not yet proposed at present.
The content of the invention
The method of adjustment and device of a kind of advertisement promotion strategy are embodiments provided, at least to solve correlation technique
In due to artificial experience can only be relied on to arrange the input region of advertisement, cause current setting differ and surely truly reflect wide
Accuse the value of promoting region and can not effectively track each advertisement and respectively throw in the Value Transformation situation in region at it
Technical problem.
A kind of one side according to embodiments of the present invention, there is provided method of adjustment of advertisement promotion strategy, including：Really
Set the goal the Value Transformation state for promoting advertisement in advertisement putting region, wherein, above-mentioned Value Transformation state is used for anti-
Reflect the advertising results produced when throwing in above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region；It is above-mentioned according to what is determined
Above-mentioned Value Transformation state of the targeted promotion advertisement in above-mentioned advertisement putting region, adjusts above-mentioned targeted promotion advertisement and exists
Promotion Strategy in above-mentioned advertisement putting region.
Further, it is determined that Value Transformation state of the targeted promotion advertisement in advertisement putting region includes：Determine above-mentioned
Value Transformation evaluation index of the targeted promotion advertisement in above-mentioned advertisement putting region.
Further, adjust the Promotion Strategy of above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region include it is following it
One：When above-mentioned Value Transformation evaluation index of the above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region is commented less than default
During valency index, above-mentioned advertisement putting region is deleted from the input zone list of above-mentioned targeted promotion advertisement；When above-mentioned
Above-mentioned Value Transformation evaluation index of the targeted promotion advertisement in above-mentioned advertisement putting region, in whole Value Transformation evaluation
Beyond when presetting ranking in index ranking, above-mentioned advertisement putting region is arranged from the input region of above-mentioned targeted promotion advertisement
Delete in table.
Further, adjust the Promotion Strategy of above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region include it is following it
One：When above-mentioned Value Transformation evaluation index of the above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region is commented less than default
During valency index, bid of the above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region is adjusted；When above-mentioned targeted promotion it is wide
The above-mentioned Value Transformation evaluation index in above-mentioned advertisement putting region is accused, in whole Value Transformation evaluation index ranking
Beyond default ranking when, adjust the bid of above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region.
Further, adjusting bid of the above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region includes：According to default
Price reduction ratio reduces bid of the above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region, obtains above-mentioned targeted promotion wide
The present bidding of announcement；When the present bidding of above-mentioned targeted promotion advertisement is less than the lowest offer that search engine is allowed, will
Present bidding of the lowest offer that above-mentioned search engine is allowed as above-mentioned targeted promotion advertisement.
Another aspect according to embodiments of the present invention, additionally provides a kind of adjusting apparatus of advertisement promotion strategy, including：
Determining unit, for determining Value Transformation state of the targeted promotion advertisement in advertisement putting region, wherein, above-mentioned valency
Value conversion conditions are used to be reflected in the advertising results produced when throwing in above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region；
Adjustment unit, for the above-mentioned Value Transformation according to the above-mentioned targeted promotion advertisement for determining in above-mentioned advertisement putting region
State, adjusts Promotion Strategy of the above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region.
Further, above-mentioned determining unit is additionally operable to determine above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region
Value Transformation evaluation index.
Further, above-mentioned adjustment unit includes one below：First removing module, it is wide for working as above-mentioned targeted promotion
When accusing the above-mentioned Value Transformation evaluation index in above-mentioned advertisement putting region less than preset evaluation index, by above-mentioned advertisement
Throw in region to delete from the input zone list of above-mentioned targeted promotion advertisement；Second removing module, for when above-mentioned mesh
Mark promotes above-mentioned Value Transformation evaluation index of the advertisement in above-mentioned advertisement putting region, refers in whole Value Transformation evaluation
In mark ranking beyond default ranking when, by above-mentioned advertisement putting region from the input zone list of above-mentioned targeted promotion advertisement
Middle deletion.
Further, above-mentioned adjustment unit includes one below：First adjusting module, it is wide for working as above-mentioned targeted promotion
When accusing the above-mentioned Value Transformation evaluation index in above-mentioned advertisement putting region less than preset evaluation index, above-mentioned mesh is adjusted
Mark promotes bid of the advertisement in above-mentioned advertisement putting region；Second adjusting module, for when above-mentioned targeted promotion advertisement
Above-mentioned Value Transformation evaluation index in above-mentioned advertisement putting region, surpasses in whole Value Transformation evaluation index ranking
When going out default ranking, bid of the above-mentioned targeted promotion advertisement in above-mentioned advertisement putting region is adjusted.
Further, above-mentioned adjustment unit includes：Price reduction module, for reducing above-mentioned target according to default price reduction ratio
Bid of the advertisement in above-mentioned advertisement putting region is promoted, the present bidding of above-mentioned targeted promotion advertisement is obtained；3rd adjusts
Mould preparation block, during for the lowest offer that search engine permission is less than in the present bidding of above-mentioned targeted promotion advertisement, will be upper
State the present bidding of the lowest offer as above-mentioned targeted promotion advertisement of search engine permission.
In embodiments of the present invention, adopt according to advertising results adjust automatically targeted promotion advertisement in advertisement putting region
Promotion Strategy mode, by determining Value Transformation state of the targeted promotion advertisement in advertisement putting region, wherein,
Value Transformation state is used to be reflected in the advertising results produced when throwing in targeted promotion advertisement in advertisement putting region；According to
It is determined that Value Transformation state of the targeted promotion advertisement in advertisement putting region, adjustment targeted promotion advertisement throws in advertisement
The Promotion Strategy in region is put, the purpose of adjust automatically advertisement promotion strategy has been reached, it is achieved thereby that truly reflecting
The value in advertisement promotion region and effectively track each advertisement and respectively throw in the technology of the Value Transformation state in region at it
Effect, and then solve in correlation technique due to artificial experience can only be relied on to arrange the input region of advertisement, cause current
Setting differs and surely truly reflect the value in advertisement promotion region and can not effectively track each advertisement in its each throwing
Put the technical problem of the Value Transformation situation in region.
Description of the drawings
Accompanying drawing described herein is used for providing a further understanding of the present invention, constitutes the part of the application, this
Bright schematic description and description does not constitute inappropriate limitation of the present invention for explaining the present invention.In accompanying drawing
In：
Fig. 1 is the flow chart of the method for adjustment of a kind of optional advertisement promotion strategy according to embodiments of the present invention；
Fig. 2 is the Organization Chart of the adjustment system of a kind of optional advertisement promotion strategy according to embodiments of the present invention；
Fig. 3 is the structural representation of a kind of optional SEM devices according to embodiments of the present invention；
Fig. 4 is the schematic diagram of the adjusting apparatus of a kind of optional advertisement promotion strategy according to embodiments of the present invention.
Specific embodiment
In order that those skilled in the art more fully understand the present invention program, below in conjunction with the embodiment of the present invention
Accompanying drawing, is clearly and completely described to the technical scheme in the embodiment of the present invention, it is clear that described embodiment
The only embodiment of a present invention part, rather than the embodiment of whole.Based on the embodiment in the present invention, ability
The every other embodiment that domain those of ordinary skill is obtained under the premise of creative work is not made, all should belong to
The scope of protection of the invention.
It should be noted that description and claims of this specification and the term " first " in above-mentioned accompanying drawing, "
Two " it is etc. the object for distinguishing similar, without for describing specific order or precedence.It should be appreciated that this
The data that sample is used can be exchanged under appropriate state, so as to embodiments of the invention described herein can with except
Here the order beyond those for illustrating or describing is implemented.Additionally, term " comprising " and " having " and they
Any deformation, it is intended that covering is non-exclusive to be included, and for example, contains process, the side of series of steps or unit
Method, system, product or equipment are not necessarily limited to those steps clearly listed or unit, but may include unclear
List or other steps intrinsic for these processes, method, product or equipment or unit.
Embodiment 1
According to embodiments of the present invention, there is provided a kind of embodiment of the method for the method of adjustment of advertisement promotion strategy, need
It is bright, can be in the computer system of such as one group of computer executable instructions the step of the flow process of accompanying drawing is illustrated
Middle execution, and, although show logical order in flow charts, but under certain conditions, can be being different from
Order herein performs shown or described step.
Fig. 1 is the flow chart of the method for adjustment of a kind of optional advertisement promotion strategy according to embodiments of the present invention, is such as schemed
Shown in 1, the method comprises the steps：
Step S102, determines Value Transformation state of the targeted promotion advertisement in advertisement putting region, wherein, value turns
Change state is used to be reflected in the advertising results produced when throwing in targeted promotion advertisement in advertisement putting region；
Step S104, according to Value Transformation state of the targeted promotion advertisement for determining in advertisement putting region, adjusts mesh
Mark promotes Promotion Strategy of the advertisement in advertisement putting region.
Value Transformation state is Value Transformation information, including but not limited to following information：The click volume and clicking rate of advertisement,
Order numbers, the order amount of money, spend etc., these information can reflect the targeted promotion advertisement thrown in advertisement putting region
Produced advertising results.The valency for determining targeted promotion advertisement in advertisement putting region is elaborated below in conjunction with Fig. 2
The process of value conversion conditions：
(1) data acquisition module in standing
Data acquisition module is the script being deployed on advertisement master terminal in standing, and it can gather user (i.e. client) and exist
Click data in standing, and save in daily record form.These data reflect the content of user's concern.In addition,
The module can also monitor the process that user enters in inbound from path subchain.
(2) web analytics device
Web analytics device is web analytics optimization tool, in the acquisition station after the original log of data acquisition module,
The instrument such as is cleaned first, is converted at the pretreatment to original log, then the log information after process is deposited into data
In warehouse.
(3) data warehouse
Data warehouse is used to store user accesses data, including aforesaid log information.These data are from browser, behaviour
Make multiple dimensions such as system, data source and describe user access activity.
(4) district management device (i.e. SEM devices) is thrown in
In SEM, keyword is divided into some popularization units, each is promoted unit correspondence one and throws in zone list (letter
Claim zone list).Wherein, the logical construction of SEM devices is as shown in Figure 3.Specifically, SEM can be from data warehouse
It is middle to obtain following information, as shown in table 1：
Table 1
| Promote unit | Region | Pageview | Value Transformation index | Other KPI |
| Unit 1 | Region 1 | …… | …… | …… |
| Unit 2 | Region 2 | …… | …… | …… |
| Unit 3 | Region 3 | …… | …… | …… |
| …… | …… | …… | …… | …… |
Wherein, each keyword promoted in unit can be with popularization advertisement putting to advertisement putting region set in advance
In (i.e. region), pageview is represented in advertisement putting region promotes number of visits of the advertisement in preset time period,
Value Transformation index and other KPI represent the advertising results for promoting advertisement, such as the order numbers brought, the order amount of money,
Spend etc..And the information such as order numbers, the order amount of money, cost is exactly the information for representing Value Transformation state.
By the embodiment of the present invention, adopt according to advertising results adjust automatically targeted promotion advertisement in advertisement putting region
Promotion Strategy mode, the purpose of adjust automatically advertisement promotion strategy has been reached, it is achieved thereby that truly reflecting wide
Accuse the value of promoting region and effectively track each advertisement and respectively throw in the technology effect of the Value Transformation state in region at it
Really.
Optionally it is determined that Value Transformation state of the targeted promotion advertisement in advertisement putting region includes：S2, determines mesh
Mark promotes Value Transformation evaluation index of the advertisement in advertisement putting region.Value Transformation evaluation index namely Value Transformation
Fraction score, Value Transformation fraction score are the quantizations of Value Transformation state.Specifically, Value Transformation fraction score
Equal to each Value Transformation fraction it is cumulative, the fraction of each Value Transformation=(Value Transformation (and i.e. order numbers, order
Single amount of money, cost etc.)-Value Transformation threshold value) * its weight, to avoid the impact of contingency, herein, Value Transformation
Can be Value Transformation mean value.It should be noted that the corresponding weight of each Value Transformation can set according to actual conditions
It is fixed.
For example, Value Transformation fraction scores of the advertisement A in the B of region can be calculated by following steps：First,
Specific Value Transformation index K1, K2, K3 ... KN are arranged according to business demand, while arranging these KPI indexs correspondences
Weight：q1,q2,q3……qn；Secondly, it is respectively provided with threshold value u1 of these Value Transformation indexs, u2, u3 ... un,
Wherein, if the actual value of KPI indexs is less than its threshold value, show that Value Transformation is low, otherwise, then show value
Conversion is normal；Again, calculate and render to advertisement A in the B of region in certain measurement period (in such as 1 month)
Average value conversion A1, A2 ... An；Then, Value Transformation fraction is calculated
Score=(A1-u1) * q1+ (A2-u2) * q2+ ... (An-un) * qn.
By the embodiment of the present invention, the related data converted by break-up value, can reach and find that poorly efficient advertisement is thrown
Put region and the purpose in advertisement putting region is scientifically set.
It should be noted that the scheme provided by above-described embodiment, after poorly efficient advertisement putting region is found, can
To readjust advertisement promotion strategy, including but not limited to：Bid of the keyword in the region is reduced, or is not continued to
Current advertisement is thrown in the region.And meet the condition in poorly efficient advertisement putting region to include but is not limited to：Target
Score is ranked beyond default precedence in whole score queues, or target score is less than default score value.Need
It is bright, deletion strategy or price-adjusting strategy are taken, need to be determined according to gray actual demand.
Situation 1, adjusting Promotion Strategy of the targeted promotion advertisement in advertisement putting region includes one below：S4, when
When Value Transformation evaluation index of the targeted promotion advertisement in advertisement putting region is less than preset evaluation index, advertisement is thrown
Put region to delete from the input zone list of targeted promotion advertisement；S6, when targeted promotion advertisement is in advertisement putting region
Interior Value Transformation evaluation index, beyond when presetting ranking in whole Value Transformation evaluation index ranking, advertisement is thrown
Put region to delete from the input zone list of targeted promotion advertisement.Such as delete ranking end in unit A is promoted
Region R.
Situation 2, adjusting Promotion Strategy of the targeted promotion advertisement in advertisement putting region includes one below：S8, when
When Value Transformation evaluation index of the targeted promotion advertisement in advertisement putting region is less than preset evaluation index, target is adjusted
Promote bid of the advertisement in advertisement putting region；S10, when value of the targeted promotion advertisement in advertisement putting region turns
Change evaluation index, beyond when presetting ranking in whole Value Transformation evaluation index ranking, adjustment targeted promotion advertisement exists
Bid in advertisement putting region.The region R at ranking end, then newly-built one are such as first deleted in unit A is promoted
Individual popularization unit B, replicates the keyword in A and throws in and be configured to B beyond region, and arranges the promoting region of B
For R, according to price reduction ratio rate, bid is adjusted into M*rate.
For example, operation scenario is as follows：Promote unit A and be provided with following promoting region：Beijing, Shanghai, Tibet, sea
South, preset evaluation index minimum 1%.Wherein, the Value Transformation evaluation index point in Beijing, Shanghai, Hainan, Tibet
Not Wei 12%, 13%, 14%, 0.5%, bid as 2.0 yuan, then promoting region Tibet is deleted in unit A is promoted,
Newly-built popularization unit B, setting promoting region is Tibet, and bid is adjusted to 2.0*50%, and 50% represents price reduction ratio
Rate。
By the embodiment of the present invention, on the basis of poorly efficient input region is found, can be with adjust automatically in region
Advertisement promotion strategy, improves regulated efficiency, has reached scientific management and has thrown in region, control input cost, and avoids
The technique effect that fund is wasted.
Still optionally further, adjusting bid of the targeted promotion advertisement in advertisement putting region includes：
S12, according to default price reduction ratio bid of the targeted promotion advertisement in advertisement putting region is reduced, and is obtained target and is pushed away
The present bidding of wide advertisement；
S14, when the present bidding of targeted promotion advertisement is less than the lowest offer that search engine is allowed, search engine is permitted
Perhaps present bidding of the lowest offer as targeted promotion advertisement.
Based on the example in above-mentioned embodiment, promoting region Tibet, and newly-built one are deleted in unit A is promoted
It is that behind Tibet, bid is adjusted to 2.0*50% to promote unit B and arrange promoting region, wherein, 50% is price reduction ratio
Example Rate；If M*rate<During the lowest offer Min that search engine (such as Baidu, 360) is allowed, then Min is set
For present bidding；If during the lowest offer Min that M*rate >=search engine (such as Baidu, 360) is allowed, will
M*rate is present bidding.As such, it is possible to prevent bid too low and suffer search engine refusal.
Embodiment 2
According to embodiments of the present invention, there is provided a kind of device embodiment of the adjusting apparatus of advertisement promotion strategy.
Fig. 4 is the schematic diagram of the adjusting apparatus of a kind of optional advertisement promotion strategy according to embodiments of the present invention, is such as schemed
Shown in 1, the device includes：Determining unit 402, for determining value of the targeted promotion advertisement in advertisement putting region
Conversion conditions, wherein, Value Transformation state is used to be reflected in advertisement putting region generation when throwing in targeted promotion advertisement
Advertising results；Adjustment unit 404, for the value according to the targeted promotion advertisement for determining in advertisement putting region
Conversion conditions, adjust Promotion Strategy of the targeted promotion advertisement in advertisement putting region.
Value Transformation state is Value Transformation information, including but not limited to following information：The click volume and clicking rate of advertisement,
Order numbers, the order amount of money, spend etc., these information can reflect the targeted promotion advertisement thrown in advertisement putting region
Produced advertising results.Wherein it is determined that the mistake of Value Transformation state of the targeted promotion advertisement in advertisement putting region
Journey will not be described here with embodiment 1.
By the embodiment of the present invention, adopt according to advertising results adjust automatically targeted promotion advertisement in advertisement putting region
Promotion Strategy mode, the purpose of adjust automatically advertisement promotion strategy has been reached, it is achieved thereby that truly reflecting wide
Accuse the value of promoting region and effectively track each advertisement and respectively throw in the technology effect of the Value Transformation state in region at it
Really.
Alternatively, above-mentioned determining unit is additionally operable to determine that Value Transformation of the targeted promotion advertisement in advertisement putting region is commented
Valency index.
Value Transformation evaluation index namely Value Transformation fraction score, Value Transformation fraction score is Value Transformation shape
The quantization of state.Specifically, Value Transformation fraction score is equal to the cumulative of the fraction of each Value Transformation, each value
The fraction of conversion=(Value Transformation (i.e. order numbers, the order amount of money, cost etc. the)-Value Transformation threshold value) * its weight,
To avoid the impact of contingency, herein, Value Transformation can be Value Transformation mean value.It should be noted that each valency
The corresponding weight of value conversion can set according to actual conditions.
For example, Value Transformation fraction scores of the advertisement A in the B of region can be calculated by following steps：First,
Specific Value Transformation index K1, K2, K3 ... KN are arranged according to business demand, while arranging these KPI indexs correspondences
Weight：q1,q2,q3……qn；Secondly, it is respectively provided with threshold value u1 of these Value Transformation indexs, u2, u3 ... un,
Wherein, if the actual value of KPI indexs is less than its threshold value, show that Value Transformation is low, otherwise, then show value
Conversion is normal；Again, calculate and render to advertisement A in the B of region in certain measurement period (in such as 1 month)
Average value conversion A1, A2 ... An；Then, Value Transformation fraction is calculated
Score=(A1-u1) * q1+ (A2-u2) * q2+ ... (An-un) * qn.
By the embodiment of the present invention, the related data converted by break-up value, can reach and find that poorly efficient advertisement is thrown
Put region and the purpose in advertisement putting region is scientifically set.
It should be noted that the scheme provided by above-described embodiment, after poorly efficient advertisement putting region is found, can
To readjust advertisement promotion strategy, including but not limited to：Bid of the keyword in the region is reduced, or is not continued to
Current advertisement is thrown in the region.And meet the condition in poorly efficient advertisement putting region to include but is not limited to：Target
Score is ranked beyond default precedence in whole score queues, or target score is less than default score value.Need
It is bright, deletion strategy or price-adjusting strategy are taken, need to be determined according to gray actual demand.
Situation 1, above-mentioned adjustment unit includes one below：First removing module, for when targeted promotion advertisement is wide
When accusing the Value Transformation evaluation index thrown in region less than preset evaluation index, by advertisement putting region from targeted promotion
Delete in the input zone list of advertisement；Second removing module, for when targeted promotion advertisement is in advertisement putting region
Value Transformation evaluation index, in whole Value Transformation evaluation index ranking beyond default ranking when, by advertisement putting
Delete from the input zone list of targeted promotion advertisement in region.Such as delete ranking end in unit A is promoted
Region R.
Situation 2, above-mentioned adjustment unit includes one below：First adjusting module, for when targeted promotion advertisement is wide
When accusing the Value Transformation evaluation index thrown in region less than preset evaluation index, adjustment targeted promotion advertisement is thrown in advertisement
Put the bid in region；Second adjusting module, for when Value Transformation of the targeted promotion advertisement in advertisement putting region
Evaluation index, beyond when presetting ranking in whole Value Transformation evaluation index ranking, adjustment targeted promotion advertisement is wide
Accuse the bid thrown in region.The region R at ranking end, then newly-built one are such as first deleted in unit A is promoted
Unit B is promoted, the keyword in A is replicated and is thrown in and be configured to B beyond region, and the promoting region of B is set is
R, according to price reduction ratio rate, by bid M*rate is adjusted to.
For example, operation scenario is as follows：Promote unit A and be provided with following promoting region：Beijing, Shanghai, Tibet, sea
South, preset evaluation index minimum 1%.Wherein, the Value Transformation evaluation index point in Beijing, Shanghai, Hainan, Tibet
Not Wei 12%, 13%, 14%, 0.5%, bid as 2.0 yuan, then promoting region Tibet is deleted in unit A is promoted,
Newly-built popularization unit B, setting promoting region is Tibet, and bid is adjusted to 2.0*50%, and 50% represents price reduction ratio
Rate。
By the embodiment of the present invention, on the basis of poorly efficient input region is found, can be with adjust automatically in region
Advertisement promotion strategy, improves regulated efficiency, has reached scientific management and has thrown in region, control input cost, and avoids
The technique effect that fund is wasted.
Alternatively, above-mentioned adjustment unit includes：Price reduction module is wide for reducing targeted promotion according to default price reduction ratio
The bid in advertisement putting region is accused, the present bidding of targeted promotion advertisement is obtained；3rd adjusting module, for
The present bidding of targeted promotion advertisement less than search engine allow lowest offer when, by search engine allow it is minimum go out
Present bidding of the valency as targeted promotion advertisement.
Based on the example in above-mentioned embodiment, promoting region Tibet, and newly-built one are deleted in unit A is promoted
It is that behind Tibet, bid is adjusted to 2.0*50% to promote unit B and arrange promoting region, wherein, 50% is price reduction ratio
Example Rate；If M*rate<During the lowest offer Min that search engine (such as Baidu, 360) is allowed, then Min is set
For present bidding；If during the lowest offer Min that M*rate >=search engine (such as Baidu, 360) is allowed, will
M*rate is present bidding.As such, it is possible to prevent bid too low and suffer search engine refusal.
The embodiments of the present invention are for illustration only, do not represent the quality of embodiment.
In the above embodiment of the present invention, the description to each embodiment all emphasizes particularly on different fields, and does not have in certain embodiment
The part of detailed description, may refer to the associated description of other embodiment.
In several embodiments provided herein, it should be understood that disclosed technology contents, other can be passed through
Mode realize.Wherein, device embodiment described above is only schematic, such as division of described unit,
Can be a kind of division of logic function, can there is other dividing mode, such as multiple units or component when actually realizing
Can with reference to or be desirably integrated into another system, or some features can be ignored, or not perform.It is another, institute
The coupling each other for showing or discussing or direct-coupling or communication connection can be by some interfaces, unit or mould
The INDIRECT COUPLING of block or communication connection, can be electrical or other forms.
The unit as separating component explanation can be or may not be it is physically separate, it is aobvious as unit
The part for showing can be or may not be physical location, you can with positioned at a place, or can also be distributed to
On multiple units.Some or all of unit therein can be according to the actual needs selected to realize this embodiment scheme
Purpose.
In addition, each functional unit in each embodiment of the invention can be integrated in a processing unit, it is also possible to
It is that unit is individually physically present, it is also possible to which two or more units are integrated in a unit.It is above-mentioned integrated
Unit both can be realized in the form of hardware, it would however also be possible to employ the form of SFU software functional unit is realized.
If the integrated unit is realized and as independent production marketing or when using using in the form of SFU software functional unit,
During a computer read/write memory medium can be stored in.Based on such understanding, technical scheme essence
On all or part of prior art is contributed part in other words or the technical scheme can be with software product
Form is embodied, and the computer software product is stored in a storage medium, including some instructions are used so that one
Platform computer equipment (can be personal computer, server or network equipment etc.) performs each embodiment institute of the invention
State all or part of step of method.And aforesaid storage medium includes：USB flash disk, read-only storage (ROM, Read-Only
Memory), random access memory (RAM, Random Access Memory), portable hard drive, magnetic disc or CD
Etc. it is various can be with the medium of store program codes.
The above is only the preferred embodiment of the present invention, it is noted that for the ordinary skill people of the art
For member, under the premise without departing from the principles of the invention, some improvements and modifications can also be made, these improve and moisten
Decorations also should be regarded as protection scope of the present invention.
Claims (10)
1. a kind of method of adjustment of advertisement promotion strategy, it is characterised in that include：
Determine Value Transformation state of the targeted promotion advertisement in advertisement putting region, wherein, the Value Transformation
State is used to be reflected in the advertising results produced when throwing in the targeted promotion advertisement in the advertisement putting region；
According to the Value Transformation state of the targeted promotion advertisement for determining in the advertisement putting region,
Adjust Promotion Strategy of the targeted promotion advertisement in the advertisement putting region.
2. method according to claim 1, it is characterised in that determine targeted promotion advertisement in advertisement putting region
Value Transformation state include：
Determine Value Transformation evaluation index of the targeted promotion advertisement in the advertisement putting region.
3. method according to claim 2, it is characterised in that the adjustment targeted promotion advertisement is thrown in the advertisement
The Promotion Strategy put in region includes one below：
When the Value Transformation evaluation index of the targeted promotion advertisement in the advertisement putting region is less than pre-
If during evaluation index, the advertisement putting region is deleted from the input zone list of the targeted promotion advertisement；
When the Value Transformation evaluation index of the targeted promotion advertisement in the advertisement putting region, whole
Beyond when presetting ranking in individual Value Transformation evaluation index ranking, the advertisement putting region is pushed away from the target
Delete in the input zone list of wide advertisement.
4. method according to claim 2, it is characterised in that the adjustment targeted promotion advertisement is thrown in the advertisement
The Promotion Strategy put in region includes one below：
When the Value Transformation evaluation index of the targeted promotion advertisement in the advertisement putting region is less than pre-
If during evaluation index, adjusting bid of the targeted promotion advertisement in the advertisement putting region；
When the Value Transformation evaluation index of the targeted promotion advertisement in the advertisement putting region, whole
Beyond when presetting ranking in individual Value Transformation evaluation index ranking, the targeted promotion advertisement is adjusted in the advertisement
Throw in the bid in region.
5. method according to claim 4, it is characterised in that the adjustment targeted promotion advertisement is thrown in the advertisement
The bid put in region includes：
Bid of the targeted promotion advertisement in the advertisement putting region is reduced according to default price reduction ratio, is obtained
To the present bidding of the targeted promotion advertisement；
When the present bidding of the targeted promotion advertisement is less than the lowest offer that search engine is allowed, search described
Index holds up the present bidding of the lowest offer as the targeted promotion advertisement of permission.
6. a kind of adjusting apparatus of advertisement promotion strategy, it is characterised in that include：
Determining unit, for determining Value Transformation state of the targeted promotion advertisement in advertisement putting region, wherein,
The Value Transformation state is used to be reflected in the advertisement putting region generation when throwing in the targeted promotion advertisement
Advertising results；
Adjustment unit, described according to the targeted promotion advertisement for determining in the advertisement putting region
Value Transformation state, adjusts Promotion Strategy of the targeted promotion advertisement in the advertisement putting region.
7. device according to claim 6, it is characterised in that the determining unit is additionally operable to determine that the target is pushed away
Wide Value Transformation evaluation index of the advertisement in the advertisement putting region.
8. device according to claim 7, it is characterised in that the adjustment unit includes one below：
First removing module, for when the value of the targeted promotion advertisement in the advertisement putting region
When conversion evaluation index is less than preset evaluation index, by the advertisement putting region from the targeted promotion advertisement
Throw in zone list and delete；
Second removing module, for when the value of the targeted promotion advertisement in the advertisement putting region
Conversion evaluation index, beyond when presetting ranking in whole Value Transformation evaluation index ranking, the advertisement is thrown
Put region to delete from the input zone list of the targeted promotion advertisement.
9. device according to claim 7, it is characterised in that the adjustment unit includes one below：
First adjusting module, for when the value of the targeted promotion advertisement in the advertisement putting region
When conversion evaluation index is less than preset evaluation index, the targeted promotion advertisement is adjusted in the advertisement putting region
Interior bid；
Second adjusting module, for when the value of the targeted promotion advertisement in the advertisement putting region
Conversion evaluation index, beyond when presetting ranking in whole Value Transformation evaluation index ranking, adjusts the target
Promote bid of the advertisement in the advertisement putting region.
10. device according to claim 9, it is characterised in that the adjustment unit includes：
Price reduction module, for reducing the targeted promotion advertisement in the advertisement putting area according to default price reduction ratio
Bid in domain, obtains the present bidding of the targeted promotion advertisement；
3rd adjusting module, for allowing most less than search engine in the present bidding of the targeted promotion advertisement
During low bid, present bidding of the lowest offer that the search engine is allowed as the targeted promotion advertisement.
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| CN201510719846.5A CN106651411A (en) | 2015-10-29 | 2015-10-29 | Advertising promotion strategy adjusting method and apparatus |
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| CN108428154A (en) * | 2018-03-19 | 2018-08-21 | 赤子城网络技术（北京）有限公司 | Flow optimization method and system for advertisement launching platform |
| CN109582838A (en) * | 2018-12-07 | 2019-04-05 | 中国银行股份有限公司 | Information displaying method, device and storage medium based on business transaction value change rate |
| CN109598556A (en) * | 2018-12-07 | 2019-04-09 | 中国银行股份有限公司 | Information displaying method, device and storage medium based on business transaction quantitative change rate |
| CN109614548A (en) * | 2018-12-07 | 2019-04-12 | 中国银行股份有限公司 | Information displaying method, device and storage medium based on service-user number change rate |
| CN110310137A (en) * | 2018-03-20 | 2019-10-08 | 北京奇虎科技有限公司 | A kind of advertisement placement method and device |
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| CN108428154A (en) * | 2018-03-19 | 2018-08-21 | 赤子城网络技术（北京）有限公司 | Flow optimization method and system for advertisement launching platform |
| CN110310137A (en) * | 2018-03-20 | 2019-10-08 | 北京奇虎科技有限公司 | A kind of advertisement placement method and device |
| CN110310137B (en) * | 2018-03-20 | 2023-10-20 | 三六零科技集团有限公司 | Advertisement putting method and device |
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| CN109598556A (en) * | 2018-12-07 | 2019-04-09 | 中国银行股份有限公司 | Information displaying method, device and storage medium based on business transaction quantitative change rate |
| CN109614548A (en) * | 2018-12-07 | 2019-04-12 | 中国银行股份有限公司 | Information displaying method, device and storage medium based on service-user number change rate |
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| CN110378745A (en) * | 2019-07-24 | 2019-10-25 | 金瓜子科技发展（北京）有限公司 | Advertisement placement method, device and electronic equipment |
| CN111814062A (en) * | 2020-09-10 | 2020-10-23 | 平安国际智慧城市科技股份有限公司 | Information pushing method and device, server and storage medium |
| CN112348600A (en) * | 2020-11-30 | 2021-02-09 | 广州至真信息科技有限公司 | Service promotion object maintenance method and device, computer equipment and storage medium |
| CN112950273A (en) * | 2021-03-09 | 2021-06-11 | 加和（北京）信息科技有限公司 | Method and device for processing advertisement putting strategy |
| CN112950273B (en) * | 2021-03-09 | 2024-04-09 | 加和（北京）信息科技有限公司 | Advertisement putting strategy processing method and device |
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| CN112884523B (en) * | 2021-03-12 | 2024-05-07 | 杭州网易再顾科技有限公司 | Method, device, equipment and medium for putting multimedia object |
| CN113205365A (en) * | 2021-05-07 | 2021-08-03 | 武汉连岳传媒有限公司 | Mobile internet advertisement intelligent delivery management method based on big data analysis and cloud service platform |
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