Method and apparatus for pushing search advertisements

Abstract

The invention discloses a method and apparatus for pushing search advertisement, and relates to the technical field of internet searching, aiming at achieving refined pushing of search advertisements. According to the invention, the technical solution includes the following steps: on the basis of query words which a user searches, conducting searching, acquiring a candidate advertisement set relevant to the query words; on the basis of the characteristic information of the user, acquiring the classification of the user; based on the classification of the user, the search intent of the query words, the content of each advertisement in the candidate advertisement set and historical data of how the user clicks on different advertisements, selecting, from the candidate advertisement set, an advertisement set which meets predetermined conditions, the advertisement set serving as a search advertisement set presented in the page of results from the user's search; and pushing the advertisements in the search advertisement set to the user so as to be presented in the page of the results from the user's search. According to the invention, the method and the apparatus are applied to the pushing of search advertisements.

Description

Technical field [0001] The present invention relates to the field of Internet search technology, in particular to a method and device for placing search advertisements. Background technique [0002] At present, the delivery method of search advertisements is generally extensive push, that is, if the content of the search advertisement is related to the keywords searched by the user, the search advertisement will be delivered to the user. However, with the continuous innovation of search engine advertising styles and the increasing maturity of the advertising market, more and more search problems brought about by this extensive advertising method have gradually become prominent. First of all, for search users, after the user enters search keywords to search, some search advertisements that appear frequently but are not related to the user’s search intent will also be displayed on the search results page for a long time. Many irrelevant search results find search results related t...

AI Technical Summary

Problems solved by technology

However, with the continuous innovation of search engine advertising styles and the increasing maturity of the advertising market, more and more search problems caused by this extensive advertising method have gradually become prominent.

First of all, for search users, when users enter search keywords to search, some Soso advertisements that appear frequently but have little to do with the user's search intention will also appear in the search results page in a large space. Many irrelevant search results find search results related to their search intent, resulting in low search efficiency and greatly affecting the user's search experience; at the same time, users will not click on search results that are not related to search intent. , resulting in a low click-through rate of search ads, which in turn makes the efficiency of search ads low; secondly, for advertisers, there are some target customers whose search traffic is not covered by keyword ads, and some traffic is not covered by keyword ads, and some traffic is due to competition. It is too intense and causes the problem of rapid increase in promotion costs

Images