广西师范大学学报（自然科学版） ›› 2010, Vol. 28 ›› Issue (3): 148-154.

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面向搜索引擎竞价排名的关键词商业价值分析

王倩, 刘奕群, 马少平, 茹立云   

  1. 清华大学计算机系智能技术与系统国家重点实验室,北京100084
  • 收稿日期:2010-06-15 出版日期:2010-09-20 发布日期:2023-02-06
  • 通讯作者: 马少平(1961—),男,河北唐山人,清华大学教授,博导。E-mail:msp@tsinghua.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(60736044,60903107);高等学校博士学科点专项科研基金资助项目(20090002120005)

Keywords' Commercial Value Analysis in Web Search Access Logs

WANG Qian, LIU Yi-qun, MA Shao-ping, RU Li-yun   

  1. State Key Laboratory of Intelligent Technology and Systems,Department of Computer Science and Technology, Tsinghua University,Beijing 100084,China
  • Received:2010-06-15 Online:2010-09-20 Published:2023-02-06

摘要： 以往的竞价排名算法,大多只考虑搜索关键词与广告的语义相似度,但语义上的相似并不代表提交该查询需求的用户具有购买广告对应产品的意向,也就是说不代表该搜索关键词具有商业价值。本文从搜索关键词的商业价值入手,分析搜索关键词词性、长度以及热门程度等方面的特征与搜索关键词商业价值之间的关系,对推荐搜索关键词和广告商有效投放广告,提供了一些可供考虑的特征,并给出了一定的分析。

关键词: 竞价排名, 搜索关键词, 商业价值

Abstract: Most of the traditional sponsored search algorithms only concentrate on semantic similarity of keyword and ads,but this similarity doesn't mean thatthe user intent to buy the product,namely,it doesn't mean that the search keyword has commercial value.This paper focuses on keywords' commercial value,analyzes the relationship between keyword's commercial value and its features likepart of speech,length,popularity,and performs some qualitative analysis,whichmay be helpful for keyword-related advertising and keyword suggestions.

Key words: sponsor search, search keyword, commercial value

中图分类号: 

  • TP399
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