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WO2018014269A1 - 媒体广告点击率的优化方法、装置及媒体广告系统 - Google Patents

媒体广告点击率的优化方法、装置及媒体广告系统 Download PDF

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Publication number
WO2018014269A1
WO2018014269A1 PCT/CN2016/090765 CN2016090765W WO2018014269A1 WO 2018014269 A1 WO2018014269 A1 WO 2018014269A1 CN 2016090765 W CN2016090765 W CN 2016090765W WO 2018014269 A1 WO2018014269 A1 WO 2018014269A1
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Prior art keywords
media
click
click rate
advertisement
rate data
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PCT/CN2016/090765
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English (en)
French (fr)
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金培银
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深圳市东信时代信息技术有限公司
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Application filed by 深圳市东信时代信息技术有限公司 filed Critical 深圳市东信时代信息技术有限公司
Priority to PCT/CN2016/090765 priority Critical patent/WO2018014269A1/zh
Priority to CN201680089284.3A priority patent/CN109716379A/zh
Publication of WO2018014269A1 publication Critical patent/WO2018014269A1/zh

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR 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
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor

Definitions

  • the present invention relates to the field of Internet technologies, and in particular, to a method, an apparatus, and a media advertisement system for optimizing a media advertisement click rate.
  • the existing media advertising system usually distributes according to the preset promotion strategy according to the promotion experience of the media advertisement.
  • the actual click rate of the advertisement in some media is low and there is not much promotion effect.
  • the manual adjustment of the click rate of the media is inefficient, and the click rate control and media adjustment cannot be automatically performed according to the actual click rate of the advertisement in each media, resulting in poor promotion of the entire media advertisement.
  • the present invention provides a method and device for optimizing the click rate of a media advertisement, and a media advertisement system, which solves the problem that the existing media advertisement system cannot automatically perform the click rate control and the media adjustment according to the actual click rate of the advertisement on the media.
  • a method for optimizing a media advertisement click rate includes: obtaining real-time click rate data of advertisements on respective delivery media; and extracting media whose real-time click rate data is lower than a first preset click rate; The global click rate data of the extracted media within a preset time; and when the global click rate data of the acquired media is lower than the second preset click rate, the media is excluded from the media delivery list of the advertisement.
  • the method for optimizing the media advertisement click rate further comprises: acquiring global click rate data of the excluded media within a preset time; and when the acquired global click rate data of the excluded media exceeds the second pre- When the click rate is set, the excluded media is re-added to the media delivery list of the advertisement.
  • the method for optimizing the media advertisement click rate further includes: setting an optimization strength and an optimization frequency according to the expected advertisement performance target; setting the first preset click rate and the second preset click rate according to the optimization strength; Set the optimization time based on the optimized frequency.
  • a method for optimizing a click rate of a media advertisement includes: obtaining real-time click rate data of advertisements on respective delivery media; extracting media with a preset number of real-time click-rate data; The global click rate data of the extracted media within a preset time; and when the global click rate data of the acquired media is lower than the third preset click rate, the media is excluded from the media delivery list of the advertisement.
  • the method for optimizing the media advertisement click rate further comprises: acquiring global click rate data of the excluded media within a preset time; and when the acquired global click rate data of the excluded media exceeds the third pre- When the click rate is set, the excluded media is re-added to the media delivery list of the advertisement.
  • an apparatus for optimizing a media advertisement click rate includes: a real-time click rate data acquisition module, configured to acquire real-time click-through rate data of advertisements on respective delivery media; and an extraction module for extracting real-time The click rate data is lower than the media of the first preset click rate; the global click rate data obtaining module is configured to obtain the global click rate data of the media extracted by the extraction module within a preset time; and the exclusion module is used for When the global click rate data of the media acquired by the global click rate data acquisition module is lower than the second preset click rate, the media is excluded from the media placement list of the advertisement.
  • the media advertisement click rate optimization device further includes a joining module, wherein the global click rate data obtaining module is further configured to acquire global click rate data of the media excluded by the exclusion module within a preset time,
  • the adding module is configured to re-add the excluded media to the media placement of the advertisement when the global click rate data of the excluded media acquired by the global click rate data obtaining module exceeds the second preset click rate In the list.
  • an apparatus for optimizing a media advertisement click rate includes: a real-time click-rate data acquisition module, configured to acquire real-time click-through rate data of advertisements on respective delivery media; and an extraction module for extracting pre- a media with the lowest real-time click-through rate data; a global click-through rate data acquisition module, configured to acquire global click-through rate data of the media extracted by the extraction module within a preset time; and an exclusion module for when the global click is performed When the global click rate data of the media acquired by the rate data acquisition module is lower than the third preset click rate, the media is excluded from the media placement list of the advertisement.
  • the media advertisement click rate optimization device further includes a joining module, wherein the global click rate data obtaining module is further configured to acquire global click rate data of the media excluded by the exclusion module within a preset time,
  • the adding module is configured to re-add the excluded media to the media placement of the advertisement when the global click rate data of the excluded media acquired by the global click rate data obtaining module exceeds the third preset click rate In the list.
  • a media advertisement system including the above-described media advertisement click rate optimization device.
  • the method, device and media advertisement system for optimizing the click rate of the media advertisement provided by the present invention extract the media whose real-time click-through rate data is lower than the first preset click-through rate, and obtain the global click-through rate data of the extracted media within a preset time,
  • the media is taken from the media of the advertisement Excluded from the delivery list, media with low real-time click-through rates and lower-than-expected global click-through rates on media serving ads are excluded from the ad’s media placement list, and do not continue to have low real-time clickthrough rates and fail to meet expected global clickthrough rates.
  • the media continues to promote the advertisement, and the subsequent promotion of the advertisement is concentrated on the remaining media with high real-time click rate or global click-through rate, and the click rate control and the media optimization are automatically performed according to the actual click rate of the advertisement on each delivery medium. Improve the overall media click-through rate and promotion effectiveness of your ads.
  • FIG. 1 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to an embodiment of the present invention.
  • FIG. 2 is a schematic flow chart of a preset process for optimizing a media advertisement click rate according to an embodiment of the present invention.
  • FIG. 3 is a schematic flow chart of a method for optimizing a media advertisement click rate according to another embodiment of the present invention.
  • FIG. 4 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention.
  • FIG. 5 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention.
  • FIG. 6 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to an embodiment of the present invention.
  • FIG. 7 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to another embodiment of the present invention.
  • FIG. 1 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to an embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:
  • Step S101 Acquire real-time click rate data of advertisements on respective delivery media.
  • the media may include an Internet website, various application software, or an application APP of the mobile terminal, and perform policy control on the media to be delivered on the media advertisement application server through the Internet or the mobile network, such as parameter control such as frequency and time of delivery.
  • the media advertisement application server performs data communication with each delivery media, and can obtain advertisement delivery click rate data of each delivery media and global click rate data of all advertisements of each media in real time.
  • the media advertisement application server obtains the real-time click-through rate data of the advertisement on each delivery media, and the higher the real-time click rate, the corresponding advertisement promotion effect of the media.
  • Step S102 Extract media whose real-time click-through rate data is lower than the first preset click-through rate.
  • the media advertisement needs to be set in advance.
  • the pre-setting the media advertisement includes:
  • Step S201 setting an optimization strength and an optimization frequency according to the expected advertisement performance target.
  • the optimization strength and the optimization frequency are set according to the expected advertisement performance target. For example, when the breadth promotion is implemented on various media, a lower level optimization strength can be set, and at the same time, a large amount of promotion media is retained as much as possible while optimizing. Advertising exposure, and want to focus on high-click rate promotion in the core media, you can set a higher level of optimization, improve the effectiveness of advertising, while eliminating a large number of media with low real-time click-through rate, but will reduce the media exposure of advertising rate.
  • the optimization frequency can be set according to the expected advertising performance goal, for example, the advertisement media optimization can be set every six hours.
  • Step S202 Set the first preset click rate and the second preset click rate according to the optimized strength.
  • Second preset point The hit rate is only considered when the real-time click rate of the specific media is lower than the lower first click rate, and the specific media is optimized while maintaining the promotion effect. Advertising exposure, and this optimized media is re-joined into the delivery media only if the real-time click rate of the particular media being optimized is lower than the lower second predetermined click rate.
  • you want to achieve high click-through rate promotion on the core media you can set a higher level of optimization.
  • the first preset click rate and the second preset click rate may be set to be the same or may be set to be different.
  • Step S203 setting an optimization time according to the optimized frequency.
  • the optimization time of the advertisement media can be set to the accurate 6 o'clock, 12 o'clock, 18 o'clock, and 24 o'clock time points according to the optimized frequency, for example, every 6 hours.
  • the media advertisement application server obtains the real-time click rate of the advertisement on each media, and compares it with the first preset click rate to determine that the real-time click rate data is lower than the first
  • the media with the preset click rate is used as the media for the subsequent optimization of the advertisement media, and the media with the real-time click-through rate data exceeding the first preset click rate does not need subsequent optimization.
  • Step S103 Acquire global click rate data of the extracted media within a preset time.
  • the media advertisement application server communicates with the media extracted from the real-time click rate data that is lower than the first preset click rate, and obtains global click-through rate data of the preset time.
  • the global click-through rate data identifies the average click-through rate data of all the advertisements that the media delivers within a preset time. The higher the global click-through rate data, the better the advertisement promotion capability and the promotion effect of the media, the global click-through rate. The lower the data, the worse the advertising promotion ability and promotion effect of the media.
  • Step S104 When the global click rate data of the acquired media is lower than the second preset click rate, the media is excluded from the media placement list of the advertisement.
  • the media advertisement application server compares the global click rate data of the acquired media with the second preset click rate, when the global click rate data of the specific media is lower than the second preset click rate. Determining that the advertisement promotion capability and the promotion effect of the specific media are not up to expectations, and the specific media is excluded from the media placement list of the advertisement, and does not continue to proceed in the specific media that does not meet expectations. Advertising promotion, and The subsequent promotion of the advertisements is concentrated on the remaining advertisement promotion capabilities and the promotion effect to achieve the expected media, which improves the overall media click rate and promotion effect of the advertisements.
  • the media is excluded from the media delivery list of the advertisement, and the media with low real-time click rate and lower global click rate than the expected media in the media to be served Exclude from the media placement list of the advertisement, and continue to promote the advertisement in the media with low real-time click rate and not reaching the expected global click rate, and concentrate the subsequent promotion of the advertisement on the remaining real-time click rate or global click-through rate.
  • the click rate control and the delivery media optimization are automatically performed according to the actual click rate of the advertisements on the respective delivery media, thereby improving the overall media click rate and promotion effect of the advertisement.
  • FIG. 3 is a schematic flow chart of a method for optimizing a media advertisement click rate according to another embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:
  • Step S301 Acquire real-time click rate data of advertisements on respective delivery media.
  • Step S302 Extract media whose real-time click rate data is lower than the first preset click rate.
  • Step S303 Acquire global click rate data of the extracted media within a preset time.
  • Step S304 When the global click rate data of the acquired media is lower than the second preset click rate, the media is excluded from the media delivery list of the advertisement.
  • Step S305 Acquire global click rate data of the excluded media within a preset time.
  • Step S306 When the acquired global click rate data of the excluded media exceeds the second preset click rate, the excluded media is re-joined into the media delivery list of the advertisement.
  • the exclusion is continued.
  • the global click rate data of the media within a preset time when the subsequent global click rate data of the excluded media is found to exceed the second preset click rate, the excluded media is rejoined to the media of the advertisement.
  • the list the situation that the media is not permanently expected due to the fluctuation of the global click rate of the media or the short-term local deviation is avoided, and the click rate control and the media optimization are automatically performed according to the actual click rate of the advertisement on each delivery media.
  • the media that has been excluded but the subsequent global click-through rate is expected to re-join the promotion media list, and the overall media click rate and promotion effect of the advertisement are improved.
  • FIG. 4 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:
  • Step S401 Acquire real-time click rate data of advertisements on respective delivery media.
  • Step S402 Extracting a media with a preset number of real-time click-rate data.
  • Step S403 Acquire global click rate data of the extracted media within a preset time.
  • Step S404 When the global click rate data of the acquired media is lower than the third preset click rate, the media is excluded from the media delivery list of the advertisement.
  • the media with the lowest number of real-time click rate data is extracted, and the global click rate data of the extracted media is lower than the third preset.
  • the click rate is used, the media is excluded from the media delivery list of the advertisement, and the media with the lowest real-time click rate and the lower global click rate than the expected media are excluded from the media delivery list of the advertisement.
  • the click rate control and the delivery media optimization are automatically performed, thereby improving the overall media click rate and promotion effect of the advertisement.
  • the third preset click rate in the embodiment may be set to be the same as the first preset click rate and the second preset click rate, or may be set to be different. .
  • FIG. 5 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:
  • Step S501 Acquire real-time click rate data of advertisements on respective delivery media.
  • Step S502 Extract a media with a preset number of real-time click-rate data.
  • Step S503 Acquire global click rate data of the extracted media within a preset time.
  • Step S504 When the global click rate data of the acquired media is lower than the third preset click rate, the media is excluded from the media placement list of the advertisement.
  • Step S505 Acquire global click rate data of the excluded media within a preset time.
  • Step S506 When the acquired global click rate data of the excluded media exceeds the third preset click rate, the excluded media is re-joined into the media delivery list of the advertisement.
  • the media continues to be acquired.
  • the subsequent global click rate data of the excluded media within a preset time, when the subsequent global click rate data of the excluded media is found to exceed the second preset click rate, the excluded media is rejoined to the advertisement In the media placement list, it is avoided that the media is not as expected due to the volatility or short-term local deviation of the media's global click-through rate.
  • the click rate control and the delivery media optimization are automatically performed according to the actual click rate of the advertisements on the respective delivery media, and the media that has been excluded but the subsequent global click rate is expected to be re-joined the promotion media list, and the overall media of the advertisement is improved. Clickthrough rate and promotion performance.
  • FIG. 6 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to an embodiment of the present invention.
  • the media advertisement click rate optimization device 100 includes a real-time click-through rate data acquisition module 10, an extraction module 20, a global click-through rate data acquisition module 30, and an exclusion module 40.
  • the media may include an Internet website, various application software, or an application APP of the mobile terminal, and perform policy control on the media to be delivered on the media advertisement application server through the Internet or the mobile network, such as parameter control such as frequency and time of delivery.
  • the media advertisement application server performs data communication with each delivery media, and the real-time click-through rate data acquisition module 10 can obtain the advertisement delivery click rate data of each delivery media and all advertisements of each media in real time from the media advertisement application server.
  • Global clickthrough rate data In this embodiment, when the advertisement is delivered in each of the delivery media, the real-time click-through rate data acquisition module 10 obtains real-time click-through rate data of the advertisement on each delivery media, and the higher the real-time click rate, the corresponding advertisement of the media. The better the effect, the lower the real-time click rate indicates that the corresponding media's advertising promotion effect is poor, and it is necessary to subsequently adjust and optimize the media for the delivery media.
  • the media advertisement needs to be set in advance through the setting module.
  • the setting module sets the optimization strength and the optimization frequency according to the expected advertisement performance target. For example, if you want to implement the breadth promotion on various media, you can set a lower level of optimization strength, and keep as much as possible while optimizing. Extensively promote the advertising exposure of the media, and want to concentrate on the high-click rate promotion in the core media, you can set a higher level of optimization, improve the advertising promotion effect and eliminate a large number of media with low real-time click-through rate, but will reduce The media exposure of the ad.
  • the setting module can also set an optimization frequency according to the expected advertisement performance target, for example, it can be set to perform advertisement media optimization every six hours.
  • the setting module may set a lower first preamble according to a lower media exclusion ratio, such as a 10% exclusion ratio.
  • the click rate and the second preset click rate are considered to optimize the specific media only when the real-time click rate of the specific media is lower than the lower first click rate, and the advertisement promotion effect is ensured at the same time. It is possible to retain a large amount of advertising exposure of a large amount of promotional media, and only to re-join the optimized specific media when the real-time click rate of the optimized specific media is lower than the lower second predetermined click rate. Serve the media.
  • the setup module can follow the higher media.
  • a body exclusion ratio such as a rejection ratio of 30%
  • setting a higher first preset click rate and a second preset click rate only when the real-time click rate of the specific media is lower than the higher first predetermined click rate
  • the setup module can follow the higher media.
  • a body exclusion ratio such as a rejection ratio of 30%
  • setting a higher first preset click rate and a second preset click rate only when the real-time click rate of the specific media is lower than the higher first predetermined click rate
  • the higher specific second click rate will only consider re-joining the optimized specific media to the delivery media.
  • the setting module may further set the optimization time of the advertisement media to the accurate 6 o'clock, 12 o'clock, 18 o'clock, and 24 o'clock time points according to the optimized frequency, for example, every 6 hours.
  • the first preset click rate and the second preset click rate may be set to be the same or may be set to be different.
  • the real-time click-through rate data obtaining module 10 obtains the real-time click rate of the advertisement in each media, and the extraction module 20 compares it with the first preset click-through rate to extract a real-time click rate.
  • the media whose data is lower than the first preset click rate is used as the media that needs to be optimized for the advertisement media, and the media whose real-time click rate data exceeds the first preset click rate does not need to be subsequently optimized.
  • the global click rate data acquisition module 30 extracts the real-time click rate data from the extraction module 20 that is lower than the media communication of the first preset click rate and obtains the global click rate in the preset time.
  • the global click-through rate data identifies average click-through rate data of all advertisements that the media delivers within a preset time, and the higher the global click-through rate data indicates that the media's advertisement promotion capability and promotion effect are better. The lower the global click-through rate data, the worse the advertising promotion ability and promotion effect of the media.
  • the exclusion module 40 compares the global click rate data of the media acquired by the global click rate data obtaining module 30 with the second preset click rate, when the global click rate data of the specific media is low. When the second preset click rate is reached, the exclusion module 40 determines that the advertisement promotion capability and the promotion effect of the specific media are not up to expectations, and excludes the specific media from the media placement list of the advertisement, and does not Continue to continue advertising promotion in the specific media that did not meet the expectations, and focus on the subsequent promotion of the advertisements on the media with the remaining advertising promotion capabilities and promotion effects, and improve the overall media click rate and promotion effect of the advertisements. .
  • the extraction module 20 extracts the media whose real-time click-through rate data acquired by the real-time click-through rate data acquisition module 10 is lower than the first preset click-through rate, and the global click-through rate data acquisition module 30 Obtaining global click-through rate data of the media extracted by the extraction module 20 within a preset time.
  • the exclusion module 40 When the global click-through rate data of the media acquired by the global click-through rate data acquisition module 30 is lower than the second predetermined click-through rate, the exclusion module 40 will The media is excluded from the media placement list of the advertisement, and the media with low real-time click rate and lower global click rate than the expected media in the media of the advertisement is excluded from the media delivery list of the advertisement, and does not continue to have a low real-time click rate. Media that does not meet the expected global click-through rate continues to promote ads, while the subsequent promotion of ads is concentrated in the remaining real-time On the media with high click-through rate or global click-through rate, the click rate control and media optimization are automatically performed according to the actual click rate of the advertisements on each delivery media, which improves the overall media click rate and promotion effect of the advertisement.
  • FIG. 7 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to another embodiment of the present invention.
  • the media advertisement click rate optimization device 100 includes a real-time click-through rate data acquisition module 10, an extraction module 20, a global click-through rate data acquisition module 30, an exclusion module 40, and an addition module 50.
  • the global click rate data acquisition module 30 After the exclusion module 40 excludes the media with low real-time click rate and the global click rate lower than expected from the media delivery list of the advertisement, the global click rate data acquisition module 30. Continue to obtain the global click rate data of the media excluded by the exclusion module 40 within a preset time.
  • the adding module 50 re-adding the excluded media to the media placement list of the advertisement, avoiding the situation that the media is not completely expected due to the fluctuation of the global click rate of the media or the short-term local deviation, according to the advertisement in each
  • the actual click-through rate of the delivery media automatically controls click-through rate and media optimization, while continuing to re-add the media that has been excluded but the expected global click-through rate is expected to the promotion media list, improving the overall media click-through rate and promotion effect of the advertisement.
  • the media advertisement click rate optimization apparatus 100 includes a real-time click rate data acquisition module 10, an extraction module 20, a global click-through rate data acquisition module 30, and an exclusion module 40.
  • the extraction module 20 is configured to extract a media with a preset number of real-time click-through rate data, and the global click-through rate data of the media extracted by the extraction module 20 is lower than the third preset click.
  • the exclusion module 40 excludes the media from the media placement list of the advertisement, and the media with the lowest real-time click rate and the global click rate lower than the expected media are served from the media of the advertisement.
  • the click rate control and the delivery media optimization are automatically performed according to the actual click rate of the advertisements on the respective delivery media, thereby improving the overall media click rate and promotion effect of the advertisement.
  • the media advertisement click rate optimization apparatus 100 may further include an adding module 50, where the real-time click rate of the media in which the advertisement module is placed is the lowest and the global click rate is lower than expected.
  • the global click-through rate data acquisition module 30 continues to acquire the global click-through rate data of the media excluded by the exclusion module 40 within a preset time, when the excluded media is found.
  • the adding module 50 re-adds the excluded media to the media delivery list of the advertisement, thereby avoiding fluctuations in the global click rate of the media.
  • the local deviation causes the media to be permanently excluded if it is not expected.
  • the click rate control and media optimization are automatically performed according to the actual click rate of the advertisement on each delivery media, and the media that is excluded but the subsequent global click rate is expected to re-join is continued. Promote the media list and improve the overall media click rate and promotion effect of the advertisement.
  • the third preset click rate in the embodiment may be set to be the same as the first preset click rate and the second preset click rate, or may be set to be different. .
  • a media advertisement system is further provided, where the media advertisement system includes the media advertisement click rate optimization device 100 in the above embodiment, which can be automatically performed according to the actual click rate of the advertisements on the respective delivery media. Click rate control and delivery media optimization improve the overall media click rate and promotion effect of the media advertising system.
  • portions of the invention may be implemented in hardware, software, firmware or a combination thereof.
  • multiple steps or methods may be implemented in software or firmware stored in a memory and executed by a suitable instruction execution system.
  • a suitable instruction execution system For example, if implemented in hardware, as in another embodiment, it can be implemented by any one or combination of the following techniques well known in the art: having logic gates for implementing logic functions on data signals. Discrete logic circuits, application specific integrated circuits with suitable combinational logic gates, programmable gate arrays (PGAs), field programmable gate arrays (FPGAs), etc.

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Abstract

本发明公开一种媒体广告点击率的优化方法，包括：获取广告在各个投放媒体的实时点击率数据；提取实时点击率数据低于第一预设点击率的媒体；获取提取的媒体在预设时间内的全局点击率数据；以及当获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。相应地，本发明还公开一种媒体广告点击率的优化装置及媒体广告系统。本发明采用的技术方案，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，提高了广告的整体媒体点击率和推广效果。

Description

媒体广告点击率的优化方法、装置及媒体广告系统 技术领域
本发明涉及互联网技术领域，尤其涉及一种媒体广告点击率的优化方法、装置及媒体广告系统。
背景技术
现有的媒体广告系统通常根据媒体广告的推广经验在特定媒体按照预设的推广策略进行投放，在实际推广过程中在一些投放媒体中该广告的实际点击率偏低而没有太多推广效果，而人工调整投放媒体点击率的工作效率又偏低，无法根据广告在各个媒体的实际点击率自动进行点击率控制和投放媒体调整，导致整个媒体广告的推广效果不佳。
发明内容
鉴于此，本发明提供一种媒体广告点击率的优化方法、装置及媒体广告系统，解决现有媒体广告系统无法根据广告在各个媒体的实际点击率自动进行点击率控制和投放媒体调整而导致整个媒体广告的推广效果不佳的技术问题。
根据本发明的一个实施例，提供一种媒体广告点击率的优化方法，包括：获取广告在各个投放媒体的实时点击率数据；提取实时点击率数据低于第一预设点击率的媒体；获取提取的媒体在预设时间内的全局点击率数据；以及当获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
优选的，所述媒体广告点击率的优化方法还包括：获取被排除的媒体在预设时间内的全局点击率数据；以及当获取的被排除的媒体的全局点击率数据超过所述第二预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
优选的，所述媒体广告点击率的优化方法还包括：根据预期广告效果目标设置优化力度和优化频率；根据所述优化力度设置所述第一预设点击率以及第二预设点击率；以及根据优化频率设置优化时间。
根据本发明的另一个实施例，提供一种媒体广告点击率的优化方法，包括：获取广告在各个投放媒体的实时点击率数据；提取预设个数实时点击率数据最低的媒体；获取 提取的媒体在预设时间内的全局点击率数据；以及当获取的媒体的全局点击率数据低于第三预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
优选的，所述媒体广告点击率的优化方法还包括：获取被排除的媒体在预设时间内的全局点击率数据；以及当获取的被排除的媒体的全局点击率数据超过所述第三预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
根据本发明的又一个实施例，提供一种媒体广告点击率的优化装置，包括：实时点击率数据获取模块，用于获取广告在各个投放媒体的实时点击率数据；提取模块，用于提取实时点击率数据低于第一预设点击率的媒体；全局点击率数据获取模块，用于获取所述提取模块提取的媒体在预设时间内的全局点击率数据；以及排除模块，用于当所述全局点击率数据获取模块获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
优选的，所述媒体广告点击率的优化装置还包括加入模块，所述全局点击率数据获取模块还用于获取被所述排除模块排除的媒体在预设时间内的全局点击率数据，所述加入模块用于当所述全局点击率数据获取模块获取的被排除的媒体的全局点击率数据超过所述第二预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
根据本发明的再一个实施例，提供一种媒体广告点击率的优化装置，包括：实时点击率数据获取模块，用于获取广告在各个投放媒体的实时点击率数据；提取模块，用于提取预设个数实时点击率数据最低的媒体；全局点击率数据获取模块，用于获取所述提取模块提取的媒体在预设时间内的全局点击率数据；以及排除模块，用于当所述全局点击率数据获取模块获取的媒体的全局点击率数据低于第三预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
优选的，所述媒体广告点击率的优化装置还包括加入模块，所述全局点击率数据获取模块还用于获取被所述排除模块排除的媒体在预设时间内的全局点击率数据，所述加入模块用于当所述全局点击率数据获取模块获取的被排除的媒体的全局点击率数据超过所述第三预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
根据本发明的又一个实施例，提供一种媒体广告系统，所述媒体广告系统包括上述的媒体广告点击率的优化装置。
本发明提供的媒体广告点击率的优化方法、装置及媒体广告系统，提取实时点击率数据低于第一预设点击率的媒体，并获取提取的媒体在预设时间内的全局点击率数据，当获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体 投放名单中排除，将广告投放的媒体中实时点击率较低且全局点击率低于预期的媒体从广告的媒体投放名单中排除，并不继续在实时点击率低且未达到预期全局点击率的媒体继续进行广告推广，而将广告的后续推广集中在剩余的实时点击率高或全局点击率达到预期的媒体上，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，提高了广告的整体媒体点击率和推广效果。
附图说明
为了更清楚地说明本发明实施例中的技术方案，下面将对实施例描述中所需要使用的附图作简单的介绍。显而易见地，下面描述中的附图仅仅是本发明的一些实施例，对于本领域普通技术人员来讲，在不付出创造性劳动的前提下，还可以根据这些附图获得其他的附图。
图1为本发明一个实施例中媒体广告点击率的优化方法的流程示意图。
图2为本发明一个实施例中媒体广告点击率的优化方法的预先设置的流程示意图。
图3为本发明另一个实施例中媒体广告点击率的优化方法的流程示意图。
图4为本发明又一个实施例中媒体广告点击率的优化方法的流程示意图。
图5为本发明再一个实施例中媒体广告点击率的优化方法的流程示意图。
图6为本发明一个实施例中媒体广告点击率的优化装置的结构示意图。
图7为本发明另一个实施例中媒体广告点击率的优化装置的结构示意图。
具体实施方式
下面结合附图和具体实施方式对本发明的技术方案作进一步更详细的描述。显然，所描述的实施例仅仅是本发明的一部分实施例，而不是全部的实施例。基于本发明中的实施例，本领域普通技术人员在没有作出创造性劳动的前提下所获得的所有其他实施例，都应属于本发明保护的范围。
在本发明的描述中，需要理解的是，术语“第一”、“第二”等仅用于描述目的，而不能理解为指示或暗示相对重要性。在本发明的描述中，需要说明的是，除非另有明确的规定和限定，术语“相连”、“连接”应做广义理解，例如，可以是固定连接，也可以是可拆卸连接，或一体地连接；可以是机械连接，也可以是电连接；可以是直接相连，也可以通过中间媒介间接相连。对于本领域的普通技术人员而言，可以结合具体情况理解上述术语在本发明中的具体含义。此外，在本发明的描述中，除非另有说明，“多个”的含 义是两个或两个以上。
流程图中或在此以其他方式描述的任何过程或方法描述可以被理解为，表示包括一个或更多个用于实现特定逻辑功能或过程的步骤的可执行指令的代码的模块、片段或部分，并且本发明的优选实施方式的范围包括另外的实现，其中可以不按所示出或讨论的顺序，包括根据所涉及的功能按基本同时的方式或按相反的顺序，来执行功能，这应被本发明的实施例所属技术领域的技术人员所理解。
图1为本发明一个实施例中媒体广告点击率的优化方法的流程示意图。如图所示，所述媒体广告点击率的优化方法，包括：
步骤S101：获取广告在各个投放媒体的实时点击率数据。
其中，所述媒体可包括互联网网站、各种应用软件或移动终端的应用APP，通过互联网或移动网络在媒体广告应用服务器端对投放的媒体进行策略管控，比如投放的频率和时间等参数控制。所述媒体广告应用服务器端与各个投放媒体进行数据通信，可实时获取各个投放媒体的广告投放点击率数据以及各个媒体的所有广告的全局点击率数据。
在本实施例中，当广告在各个投放媒体进行投放时，所述述媒体广告应用服务器端获取所述广告在各个投放媒体的实时点击率数据，实时点击率越高对应的媒体的广告推广效果越好，实时点击率太低说明对应的媒体的广告推广效果较差，需要后续对该投放媒体进行投放媒体的调整和优化。
步骤S102：提取实时点击率数据低于第一预设点击率的媒体。
在本实施例中，在进行投放媒体的优化之前，还需要预先对媒体广告进行设置，如图2所示，所述预先对媒体广告进行设置，包括：
步骤S201：根据预期广告效果目标设置优化力度和优化频率。
在本实施例中，根据预期广告效果目标设置优化力度和优化频率，比如想在各种媒体上实现广度推广时可设置较低等级的优化力度，在优化同时尽可能多地保留大量推广媒体的广告曝光率，而想在核心媒体上集中实现高点击率推广时可设置较高等级的优化力度，提高广告推广效果的同时排除掉大量实时点击率较低的媒体，但会降低广告的媒体曝光率。同时，还可根据预期广告效果目标设置优化频率，比如可设置每六个小时进行一次广告投放媒体优化。
步骤S202：根据所述优化力度设置所述第一预设点击率以及第二预设点击率。
具体的，比如当想在各种媒体上实现广度推广而设置较低等级的优化力度时，可按照较低的媒体排除比例比如10％的排除比例，设置较低的第一预设点击率和第二预设点 击率，只有在特定媒体的实时点击率低于较低的所述第一预设点击率时才会考虑将这个特定媒体进行优化，在保证广告推广效果同时尽可能多地保留大量推广媒体的广告曝光率，并且只有在被优化的特定媒体的实时点击率低于较低的所述第二预设点击率时才会考虑将这个被优化的特定媒体重新加入投放媒体。同理，当想在核心媒体上集中实现高点击率推广可设置较高等级的优化力度时，可按照较高的媒体排除比例比如30％的排除比例，设置较高的第一预设点击率和第二预设点击率，只有在特定媒体的实时点击率低于较高的所述第一预设点击率时才会考虑将这个特定媒体进行优化，提高广告推广效果的同时排除掉大量实时点击率较低的媒体，虽然会降低广告的媒体曝光率，并且只有在被优化的特定媒体的实时点击率低于较高的所述第二预设点击率时才会考虑将这个被优化的特定媒体重新加入投放媒体。需要说明的是，根据实际推广优化需要，所述第一预设点击率和第二预设点击率可设置为相同，也可以设置为不同。
步骤S203：根据优化频率设置优化时间。
在本实施例中，可根据优化频率比如每隔6个小时一次，设置广告媒体的优化时间为准确的6点、12点、18点和24点时间点。
在本实施例中，所述媒体广告应用服务器端获取所述广告在各个媒体的实时点击率，并将其与所述第一预设点击率进行比较，以确定实时点击率数据低于第一预设点击率的媒体作为后续需要进行广告媒体优化的媒体，而实时点击率数据超过第一预设点击率的媒体并不需要进行后续优化。
步骤S103：获取提取的媒体在预设时间内的全局点击率数据。
在本实施例中，所述媒体广告应用服务器端与从所述提取的实时点击率数据低于第一预设点击率的媒体通信并获取其在预设时间内的全局点击率数据，所述全局点击率数据标识所述媒体在预设时间内投放的全部广告的平均点击率数据，所述全局点击率数据越高说明所述媒体的广告推广能力和推广效果越好，所述全局点击率数据越低说明所述媒体的广告推广能力和推广效果越差。
步骤S104：当获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
在本实施例中，所述媒体广告应用服务器端将获取的媒体的全局点击率数据与所述第二预设点击率进行比较，当特定媒体的全局点击率数据低于第二预设点击率时，判定所述特定媒体的广告推广能力和推广效果并未达到预期，而将所述特定媒体从所述广告的媒体投放名单中排除，并不继续在未达到预期的所述特定媒体继续进行广告推广，而 将所述广告的后续推广集中在剩余的广告推广能力和推广效果达到预期的媒体上，提高了广告的整体媒体点击率和推广效果。
在本实施例的媒体广告点击率的优化方法中，提取实时点击率数据低于第一预设点击率的媒体，并获取提取的媒体在预设时间内的全局点击率数据，当获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除，将广告投放的媒体中实时点击率较低且全局点击率低于预期的媒体从广告的媒体投放名单中排除，并不继续在实时点击率低且未达到预期全局点击率的媒体继续进行广告推广，而将广告的后续推广集中在剩余的实时点击率高或全局点击率达到预期的媒体上，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，提高了广告的整体媒体点击率和推广效果。
图3为本发明另一个实施例中媒体广告点击率的优化方法的流程示意图。如图所示，所述媒体广告点击率的优化方法，包括：
步骤S301：获取广告在各个投放媒体的实时点击率数据。
步骤S302：提取实时点击率数据低于第一预设点击率的媒体。
步骤S303：获取提取的媒体在预设时间内的全局点击率数据。
步骤S304：当获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
步骤S305：获取被排除的媒体在预设时间内的全局点击率数据。
步骤S306：当获取的被排除的媒体的全局点击率数据超过所述第二预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
在本实施例中，在上述实施例的基础上，在将广告投放的媒体中实时点击率较低且全局点击率低于预期的媒体从广告的媒体投放名单中排除后，继续获取被排除的媒体在预设时间内的全局点击率数据，当发现被排除的媒体的后续全局点击率数据超过所述第二预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中，避免了由于媒体的全局点击率的波动性或短期局部偏差导致媒体未达到预期而被永久排除的情况，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，同时继续将被排除但后续全局点击率达到预期的媒体重新加入推广媒体名单，提高了广告的整体媒体点击率和推广效果。
图4为本发明又一个实施例中媒体广告点击率的优化方法的流程示意图。如图所示，所述媒体广告点击率的优化方法，包括：
步骤S401：获取广告在各个投放媒体的实时点击率数据。
步骤S402：提取预设个数实时点击率数据最低的媒体。
步骤S403：获取提取的媒体在预设时间内的全局点击率数据。
步骤S404：当获取的媒体的全局点击率数据低于第三预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
与上述实施例不同的是，在本实施例的媒体广告点击率的优化方法中，提取预设个数实时点击率数据最低的媒体，当提取的媒体的全局点击率数据低于第三预设点击率时，才将所述媒体从所述广告的媒体投放名单中排除，将广告投放的媒体中实时点击率最低的几个且全局点击率低于预期的媒体从广告的媒体投放名单中排除，并不继续在实时点击率最低的几个且未达到预期全局点击率的媒体继续进行广告推广，而将广告的后续推广集中在剩余的实时点击率较高或全局点击率达到预期的媒体上，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，提高了广告的整体媒体点击率和推广效果。
需要说的是，根据实际推广优化需要，本实施例中的所述第三预设点击率可以设置为与所述第一预设点击率和第二预设点击率相同，也可以设置为不同。
图5为本发明再一个实施例中媒体广告点击率的优化方法的流程示意图。如图所示，所述媒体广告点击率的优化方法，包括：
步骤S501：获取广告在各个投放媒体的实时点击率数据。
步骤S502：提取预设个数实时点击率数据最低的媒体。
步骤S503：获取提取的媒体在预设时间内的全局点击率数据。
步骤S504：当获取的媒体的全局点击率数据低于第三预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
步骤S505：获取被排除的媒体在预设时间内的全局点击率数据。
步骤S506：当获取的被排除的媒体的全局点击率数据超过所述第三预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
在本实施例中，在上述实施例的基础上，在将广告投放的媒体中实时点击率最低的几个且全局点击率低于预期的媒体从广告的媒体投放名单中排除后，继续获取被排除的媒体在预设时间内的后续全局点击率数据，当发现被排除的媒体的后续全局点击率数据超过所述第二预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中，避免了由于媒体的全局点击率的波动性或短期局部偏差导致媒体未达到预期而被永久 排除的情况，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，同时继续将被排除但后续全局点击率达到预期的媒体重新加入推广媒体名单，提高了广告的整体媒体点击率和推广效果。
图6为本发明一个实施例中媒体广告点击率的优化装置的结构示意图。如图所示，在上述方法实施例的基础上，所述媒体广告点击率的优化装置100包括实时点击率数据获取模块10、提取模块20、全局点击率数据获取模块30以及排除模块40。
其中，所述媒体可包括互联网网站、各种应用软件或移动终端的应用APP，通过互联网或移动网络在媒体广告应用服务器端对投放的媒体进行策略管控，比如投放的频率和时间等参数控制。所述媒体广告应用服务器端与各个投放媒体进行数据通信，所述实时点击率数据获取模块10可从所述媒体广告应用服务器端实时获取各个投放媒体的广告投放点击率数据以及各个媒体的所有广告的全局点击率数据。在本实施例中，当广告在各个投放媒体进行投放时，所述实时点击率数据获取模块10获取所述广告在各个投放媒体的实时点击率数据，实时点击率越高对应的媒体的广告推广效果越好，实时点击率太低说明对应的媒体的广告推广效果较差，需要后续对该投放媒体进行投放媒体的调整和优化。
在本实施例中，在所述媒体广告点击率的优化装置100进行投放媒体的优化之前，还需要通过设置模块预先对媒体广告进行设置。在本实施例中，所述设置模块根据预期广告效果目标设置优化力度和优化频率，比如想在各种媒体上实现广度推广时可设置较低等级的优化力度，在优化同时尽可能多地保留大量推广媒体的广告曝光率，而想在核心媒体上集中实现高点击率推广时可设置较高等级的优化力度，提高广告推广效果的同时排除掉大量实时点击率较低的媒体，但会降低广告的媒体曝光率。同时，所述设置模块还可根据预期广告效果目标设置优化频率，比如可设置每六个小时进行一次广告投放媒体优化。
具体的，比如当想在各种媒体上实现广度推广而设置较低等级的优化力度时，所述设置模块可按照较低的媒体排除比例比如10％的排除比例，设置较低的第一预设点击率和第二预设点击率，只有在特定媒体的实时点击率低于较低的所述第一预设点击率时才会考虑将这个特定媒体进行优化，在保证广告推广效果同时尽可能多地保留大量推广媒体的广告曝光率，并且只有在被优化的特定媒体的实时点击率低于较低的所述第二预设点击率时才会考虑将这个被优化的特定媒体重新加入投放媒体。同理，当想在核心媒体上集中实现高点击率推广可设置较高等级的优化力度时，所述设置模块可按照较高的媒 体排除比例比如30％的排除比例，设置较高的第一预设点击率和第二预设点击率，只有在特定媒体的实时点击率低于较高的所述第一预设点击率时才会考虑将这个特定媒体进行优化，提高广告推广效果的同时排除掉大量实时点击率较低的媒体，虽然会降低广告的媒体曝光率，并且只有在被优化的特定媒体的实时点击率低于较高的所述第二预设点击率时才会考虑将这个被优化的特定媒体重新加入投放媒体。此外，所述设置模块还可根据优化频率比如每隔6个小时一次，设置广告媒体的优化时间为准确的6点、12点、18点和24点时间点。需要说明的是，根据实际推广优化需要，所述第一预设点击率和第二预设点击率可设置为相同，也可以设置为不同。
在本实施例中，所述实时点击率数据获取模块10获取所述广告在各个媒体的实时点击率，所述提取模块20将其与所述第一预设点击率进行比较以提取实时点击率数据低于第一预设点击率的媒体作为后续需要进行广告媒体优化的媒体，而实时点击率数据超过第一预设点击率的媒体并不需要进行后续优化。
在本实施例中，所述全局点击率数据获取模块30从所述提取模块20提取的实时点击率数据低于第一预设点击率的媒体通信并获取其在预设时间内的全局点击率数据，所述全局点击率数据标识所述媒体在预设时间内投放的全部广告的平均点击率数据，所述全局点击率数据越高说明所述媒体的广告推广能力和推广效果越好，所述全局点击率数据越低说明所述媒体的广告推广能力和推广效果越差。
在本实施例中，所述排除模块40将所述全局点击率数据获取模块30获取的媒体的全局点击率数据与所述第二预设点击率进行比较，当特定媒体的全局点击率数据低于第二预设点击率时，所述排除模块40判定所述特定媒体的广告推广能力和推广效果并未达到预期，而将所述特定媒体从所述广告的媒体投放名单中排除，并不继续在未达到预期的所述特定媒体继续进行广告推广，而将所述广告的后续推广集中在剩余的广告推广能力和推广效果达到预期的媒体上，提高了广告的整体媒体点击率和推广效果。
在本实施例的媒体广告点击率的优化装置100中，提取模块20提取实时点击率数据获取模块10获取的实时点击率数据低于第一预设点击率的媒体，全局点击率数据获取模块30获取提取模块20提取的媒体在预设时间内的全局点击率数据，当全局点击率数据获取模块30获取的媒体的全局点击率数据低于第二预设点击率时，排除模块40将所述媒体从所述广告的媒体投放名单中排除，将广告投放的媒体中实时点击率较低且全局点击率低于预期的媒体从广告的媒体投放名单中排除，并不继续在实时点击率低且未达到预期全局点击率的媒体继续进行广告推广，而将广告的后续推广集中在剩余的实时 点击率高或全局点击率达到预期的媒体上，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，提高了广告的整体媒体点击率和推广效果。
图7为本发明另一个实施例中媒体广告点击率的优化装置的结构示意图。在上述产品实施例的基础上，所述媒体广告点击率的优化装置100，包括实时点击率数据获取模块10、提取模块20、全局点击率数据获取模块30、排除模块40以及加入模块50。
在本实施例中，在所述排除模块40将广告投放的媒体中实时点击率较低且全局点击率低于预期的媒体从广告的媒体投放名单中排除后，所述全局点击率数据获取模块30继续获取被所述排除模块40排除的媒体在预设时间内的全局点击率数据，当发现被排除的媒体的后续全局点击率数据超过所述第二预设点击率时，所述加入模块50将所述被排除的媒体重新加入所述广告的媒体投放名单中，避免了由于媒体的全局点击率的波动性或短期局部偏差导致媒体未达到预期而被永久排除的情况，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，同时继续将被排除但后续全局点击率达到预期的媒体重新加入推广媒体名单，提高了广告的整体媒体点击率和推广效果。
在本发明的一些实施例中，所述媒体广告点击率的优化装置100包括实时点击率数据获取模块10、提取模块20、全局点击率数据获取模块30以及排除模块40。与上述实施例不同的是，所述提取模块20是用于提取预设个数实时点击率数据最低的媒体，当所述提取模块20提取的媒体的全局点击率数据低于第三预设点击率时，所述排除模块40将所述媒体从所述广告的媒体投放名单中排除，将广告投放的媒体中实时点击率最低的几个且全局点击率低于预期的媒体从广告的媒体投放名单中排除，并不继续在实时点击率最低的几个且未达到预期全局点击率的媒体继续进行广告推广，而将广告的后续推广集中在剩余的实时点击率较高或全局点击率达到预期的媒体上，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，提高了广告的整体媒体点击率和推广效果。
在本实施例中，所述媒体广告点击率的优化装置100还可进一步包括加入模块50，在所述排除模块40将广告投放的媒体中实时点击率最低的几个且全局点击率低于预期的媒体从广告的媒体投放名单中排除后，所述全局点击率数据获取模块30继续获取被所述排除模块40排除的媒体在预设时间内的全局点击率数据，当发现被排除的媒体的后续全局点击率数据超过所述第二预设点击率时，所述加入模块50将所述被排除的媒体重新加入所述广告的媒体投放名单中，避免了由于媒体的全局点击率的波动性或短期 局部偏差导致媒体未达到预期而被永久排除的情况，根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，同时继续将被排除但后续全局点击率达到预期的媒体重新加入推广媒体名单，提高了广告的整体媒体点击率和推广效果。
需要说的是，根据实际推广优化需要，本实施例中的所述第三预设点击率可以设置为与所述第一预设点击率和第二预设点击率相同，也可以设置为不同。
在本发明的一些实施例中，还提供一种媒体广告系统，所述媒体广告系统包括上述实施例中的媒体广告点击率的优化装置100，可根据广告在各个投放媒体的实际点击率自动进行点击率控制和投放媒体优化，提高了所述媒体广告系统的广告整体媒体点击率和推广效果。
应当理解，本发明的各部分可以用硬件、软件、固件或它们的组合来实现。在上述实施方式中，多个步骤或方法可以用存储在存储器中且由合适的指令执行系统执行的软件或固件来实现。例如，如果用硬件来实现，和在另一实施方式中一样，可用本领域公知的下列技术中的任一项或他们的组合来实现：具有用于对数据信号实现逻辑功能的逻辑门电路的离散逻辑电路，具有合适的组合逻辑门电路的专用集成电路，可编程门阵列(PGA)，现场可编程门阵列(FPGA)等。
在本说明书的描述中，参考术语“一个实施例”、“一些实施例”、“示例”、“具体示例”、或“一些示例”等描述意指结合该实施例或示例描述的具体特征、结构、材料或者特点包含于本发明的至少一个实施例或示例中。在本说明书中，对上述术语的示意性表述不一定指的是相同的实施例或示例。而且，描述的具体特征、结构、材料或者特点可以在任何的一个或多个实施例或示例中以合适的方式结合。
尽管已经示出和描述了本发明的实施例，本领域的普通技术人员可以理解：在不脱离本发明的原理和宗旨的情况下可以对这些实施例进行多种变化、修改、替换和变型，本发明的范围由权利要求及其等同物限定。

Claims (10)

  1. 一种媒体广告点击率的优化方法，其特征在于，包括：
    获取广告在各个投放媒体的实时点击率数据；
    提取实时点击率数据低于第一预设点击率的媒体；
    获取提取的媒体在预设时间内的全局点击率数据；以及
    当获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
  2. 如权利要求1所述的媒体广告点击率的优化方法，其特征在于，还包括：
    获取被排除的媒体在预设时间内的全局点击率数据；以及
    当获取的被排除的媒体的全局点击率数据超过所述第二预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
  3. 如权利要求1或2所述的媒体广告点击率的优化方法，其特征在于，还包括：
    根据预期广告效果目标设置优化力度和优化频率；
    根据所述优化力度设置所述第一预设点击率以及第二预设点击率；以及
    根据优化频率设置优化时间。
  4. 一种媒体广告点击率的优化方法，其特征在于，包括：
    获取广告在各个投放媒体的实时点击率数据；
    提取预设个数实时点击率数据最低的媒体；
    获取提取的媒体在预设时间内的全局点击率数据；以及
    当获取的媒体的全局点击率数据低于第三预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
  5. 如权利要求4所述的媒体广告点击率的优化方法，其特征在于，还包括：
    获取被排除的媒体在预设时间内的全局点击率数据；以及
    当获取的被排除的媒体的全局点击率数据超过所述第三预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
  6. 一种媒体广告点击率的优化装置，其特征在于，包括：
    实时点击率数据获取模块，用于获取广告在各个投放媒体的实时点击率数据；
    提取模块，用于提取实时点击率数据低于第一预设点击率的媒体；
    全局点击率数据获取模块，用于获取所述提取模块提取的媒体在预设时间内的全局点击率数据；以及
    排除模块，用于当所述全局点击率数据获取模块获取的媒体的全局点击率数据低于第二预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
  7. 如权利要求6所述的媒体广告点击率的优化装置，其特征在于，还包括加入模块，所述全局点击率数据获取模块还用于获取被所述排除模块排除的媒体在预设时间内的全局点击率数据，所述加入模块用于当所述全局点击率数据获取模块获取的被排除的媒体的全局点击率数据超过所述第二预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
  8. 一种媒体广告点击率的优化装置，其特征在于，包括：
    实时点击率数据获取模块，用于获取广告在各个投放媒体的实时点击率数据；
    提取模块，用于提取预设个数实时点击率数据最低的媒体；
    全局点击率数据获取模块，用于获取所述提取模块提取的媒体在预设时间内的全局点击率数据；以及
    排除模块，用于当所述全局点击率数据获取模块获取的媒体的全局点击率数据低于第三预设点击率时，将所述媒体从所述广告的媒体投放名单中排除。
  9. 如权利要求8所述的媒体广告点击率的优化装置，其特征在于，还包括加入模块，所述全局点击率数据获取模块还用于获取被所述排除模块排除的媒体在预设时间内的全局点击率数据，所述加入模块用于当所述全局点击率数据获取模块获取的被排除的媒体的全局点击率数据超过所述第三预设点击率时，将所述被排除的媒体重新加入所述广告的媒体投放名单中。
  10. 一种媒体广告系统，其特征在于，所述媒体广告系统包括如权利要求6至9任一项所述的媒体广告点击率的优化装置。
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