微型电脑应用
微型電腦應用
미형전뇌응용
MICROCOMPUTER APPLICATIONS
2014年
6期
16-20
,共5页
竞价搜索%淘宝%直通车%搜索引擎%电子商务
競價搜索%淘寶%直通車%搜索引擎%電子商務
경개수색%도보%직통차%수색인경%전자상무
Auction Search%Taobao%Taobao Train%Keywords%Search Engine%Electronic Commerce
电子商务蓬勃发展的大环境下，广告主具有强烈的电商广告投放意愿，显然他们并未达到电商广告的核心业务SEM （搜索引擎营销优化）的专业要求。所以广告主希望借助第三方工具来进行搜索引擎广告投放的一站式服务来满足其业务需求。基于此，本文将提供一整套的竞价词托管式服务的解决方案。以淘宝直通车这一全新的搜索竞价模式作为研究对象，从语义抽取、关键词扩展、竞价词生成、模型化出价、广告效果正向反馈监控模型几方面进行分析和统计，为直通车广告主提供最优投放策略整体解决方案。第一阶段针对商品信息进行数据挖掘，实现关键词推荐引擎。第二阶段实现投放优化模块，实施定价策略，建立的点击量与PPC(“平均点击花费”)模型，实现在预算资金的约束下对不同竞价组合进行ROI（投入产出比）最大化的投资决策。以实际效果改善直通车竞价搜索用户体验。
電子商務蓬勃髮展的大環境下，廣告主具有彊烈的電商廣告投放意願，顯然他們併未達到電商廣告的覈心業務SEM （搜索引擎營銷優化）的專業要求。所以廣告主希望藉助第三方工具來進行搜索引擎廣告投放的一站式服務來滿足其業務需求。基于此，本文將提供一整套的競價詞託管式服務的解決方案。以淘寶直通車這一全新的搜索競價模式作為研究對象，從語義抽取、關鍵詞擴展、競價詞生成、模型化齣價、廣告效果正嚮反饋鑑控模型幾方麵進行分析和統計，為直通車廣告主提供最優投放策略整體解決方案。第一階段針對商品信息進行數據挖掘，實現關鍵詞推薦引擎。第二階段實現投放優化模塊，實施定價策略，建立的點擊量與PPC(“平均點擊花費”)模型，實現在預算資金的約束下對不同競價組閤進行ROI（投入產齣比）最大化的投資決策。以實際效果改善直通車競價搜索用戶體驗。
전자상무봉발발전적대배경하，엄고주구유강렬적전상엄고투방의원，현연타문병미체도전상엄고적핵심업무SEM （수색인경영소우화）적전업요구。소이엄고주희망차조제삼방공구래진행수색인경엄고투방적일참식복무래만족기업무수구。기우차，본문장제공일정투적경개사탁관식복무적해결방안。이도보직통차저일전신적수색경개모식작위연구대상，종어의추취、관건사확전、경개사생성、모형화출개、엄고효과정향반궤감공모형궤방면진행분석화통계，위직통차엄고주제공최우투방책략정체해결방안。제일계단침대상품신식진행수거알굴，실현관건사추천인경。제이계단실현투방우화모괴，실시정개책략，건립적점격량여PPC(“평균점격화비”)모형，실현재예산자금적약속하대불동경개조합진행ROI（투입산출비）최대화적투자결책。이실제효과개선직통차경개수색용호체험。
Under the booming development of e-commerce, however, they neither know nor understand SEM business well, which has both high professional requirements and threshold of SEM (Search engine marketing and optimization). Advertisers are keen to use third-party tools to supply the one-stop service of search engine advertising to meet their business needs. Based on this, this ar-ticle will provide a complete set of bidding word hosted service solutions. Taobao trains as a new search auction model as my subject of academic studies .After analyzing and collecting statistics of semantic extraction, keywords expansion, bid word generation, mod-eling bids, advertising effect positive feedback monitoring model, this thesis offers the optimal solution of placing advertising, I want to provide train advertisers the best overall solution delivery strategy. The first phase focuses on product information for data mining, to achieve keyword recommendation engine. Put in the second stage to achieve optimization module, the implementation of pricing strategy, the establishment of hits and PPC ("average click cost") model. It's restricted by budget, which is the realization of max-imized ROI (input-output ratio) with different bid combination. It improves the practical effect of creating better experiences and advertising in train auction.
