微软必应Bing与AdCenter平台概览

微软必应Bing与AdCenter平台概览WUX220议题必应Bing介绍必应Bing

API介绍关于必应Bing微软对搜索效劳进行了大规模的更新今年六月份首次推出在中国叫“必应〞由在北京的亚洲搜索技术中心开发包含了微软亚洲研究院和微软全球开发团队的奉献还在试用阶段用户更依赖于搜索

但满意度并没有提高人们大量地依靠搜索来完成每天工作……数量在不断增长…可是对搜索的满意度有待提高…越来越多地使用搜索%whodothisonatypicaldayMarch2021March202130%GrowthinVisits23visitspersearcher30visitspersearcherMarch2021March20218%GrowthinUsers188Million202MillionSources:PewResearchCenter;ComScore;HarrisPoll2005202168%65%每次搜索都有要做决定的倾向LengthofSessionsbyType复杂任务和做决定的搜索可以更容易一些用户更依赖搜索Q.Inthepastsixmonthshaveyouusedasearchenginetohelpinformyourdecisionsforthefollowingtasks?用户在完成任务和做决定时需要帮助做决定的搜索时间长66%ofpeopleareusingsearchmorefrequentlytomakedecisionsSources:MicrosoftInternalResearchconductedbyiPos2021:;LiveSearchSessionAnalysis搜索结果应该更好四个查询中只有一个给出成功的结果重复查询和提炼完全放弃快速往回点击1AlgoPartialSat,10%AlgoSat23%Pagination10%Others8%2AlgorithmicNotSat,14%Abandonment15%Requery14%3AdSat

4%AnswerSat

2%Source:MicrosoftAnalysisofIndustryData创新的时机用户不满意结果不能满足意图很多点击浪费了重复的去搜用户想要在搜索中得到帮助用法在搜索过程中不在查询里一半的时间花在长时间搜索里提炼或重复查询占相当多的时间越来越多的搜索着重于任务和做决定更多用户依靠搜索来做决定用户专心于完成任务搜索没有被优化成任务和做决定的工具做决定的工具有序的体验更好的结果搜索挑战时机我们的目标更好地理解用户意图帮助搜索者在完成任务和做决定上取得更大成功YourBenefit(Webmaster&Publishers)让更多的搜索流量有意义大多数查询也能得到小范围特殊内容分类的结果覆盖20%的查询从最常用的20%查询开始根据对查询意图的分析定期更新类别每个查询的类别是独特的但相近的实体的类别也相似〔例如：城市，篮球名星〕分类的结果的点击率高于一般算法结果最好的结果–有一些确定最好的结果–比较确定超好的结果–很确定演示必应Bing必应BingAPI:扩大你的网站潜力提高互动性强大、灵活、免费的API把新的内容拉入你的网站并让你根据你的站点来定制

可以作为可定制组件来嵌入可接触到新的内容来源和类型可根据需要来调整搜索结果的风格包括XML、JSON、RSS格式和SOAPAPI和查询相关的内容，例如图片、新闻、和网络结果使用灵活，查询没有每天的上限，搜索结果的排序及格式也没有限制把必应BingAPI作为内容效劳WebIndexNewsIndexVideoIndexImageIndexFinanceDataReferencedataindexWeatherdataMany,manymore…WebIndexNewsIndexVideoIndexImageIndexFinanceDataReferencedataindexWeatherdataMany,manymore…15哪些合作伙伴在使用必应BingAPI演示必应BingAPIIntroductiontoadCenterWorldWideOnlineAdMarketSizing,FY07–FY1320SeattleHotelSeattle,HotelSeattlehotelBiddingdatabaseEstimatedCTRQualityScoreFromQuerytoSearchAdsTargetingPriceExpansion…WhoarethepartiesinvolvedintheAdEcosystem?

PublishersSellAds,viaOnlinecontentCNN,WallStreetJournal,MSNBloggersOnlineApplicationsSearch,Email,Calendars…Non-BrowserApplicationsWindowsLiveMessengerAdvertisersBuyAdsBusinessesofallsizesBigbusinesses:Ford,Proctor&Gamble,ToyotaSmallbusinesses:LocalFlorist,TravelAgent,RealEstateAgentManycustomersuseAgenciestooptimizecampaignsAdPlatformsconnectbuyers&sellersCustomersIMWhoarethepartiesinvolvedintheAdEcosystem?

PublishersSellAds,viaOnlinecontentCNN,WallStreetJournal,MSNBloggersOnlineApplicationsSearch,Email,Calendars…Non-BrowserApplicationsWindowsLiveMessengerAdvertisersBuyAdsBusinessesofallsizesBigbusinesses:Ford,Proctor&Gamble,ToyotaSmallbusinesses:LocalFlorist,TravelAgent,RealEstateAgentManycustomersuseAgenciestooptimizecampaignsAdPlatformsconnectbuyers&sellersCustomersIMWhoarethepartiesinvolvedintheAdEcosystem?

PublishersSellAds,viaOnlinecontentCNN,WallStreetJournal,MSNBloggersOnlineApplicationsSearch,Email,Calendars…Non-BrowserApplicationsWindowsLiveMessengerAdvertisersBuyAdsBusinessesofallsizesBigbusinesses:Ford,Proctor&Gamble,ToyotaSmallbusinesses:LocalFlorist,TravelAgent,RealEstateAgentManycustomersuseAgenciestooptimizecampaignsAdPlatformsconnectbuyers&sellersCustomersIMWhoarethepartiesinvolvedintheAdEcosystem?

PublishersSellAds,viaOnlinecontentCNN,WallStreetJournal,MSNBloggersOnlineApplicationsSearch,Email,Calendars…Non-BrowserApplicationsWindowsLiveMessengerAdvertisersBuyAdsBusinessesofallsizesBigbusinesses:Ford,Proctor&Gamble,ToyotaSmallbusinesses:LocalFlorist,TravelAgent,RealEstateAgentManycustomersuseAgenciestooptimizecampaignsAdPlatformsconnectbuyers&sellersCustomersIMWhoarethepartiesinvolvedintheAdEcosystem?

PublishersSellAds,viaOnlinecontentCNN,WallStreetJournal,MSNBloggersOnlineApplicationsSearch,Email,Calendars…Non-BrowserApplicationsWindowsLiveMessengerAdvertisersBuyAdsBusinessesofallsizesBigbusinesses:Ford,Proctor&Gamble,ToyotaSmallbusinesses:LocalFlorist,TravelAgent,RealEstateAgentManycustomersuseAgenciestooptimizecampaignsAdPlatformsconnectbuyers&sellersCustomersIMWhoarethepartiesinvolvedintheAdEcosystem?

PublishersSellAds,viaOnlinecontentCNN,WallStreetJournal,MSNBloggersOnlineApplicationsSearch,Email,Calendars…Non-BrowserApplicationsWindowsLiveMessengerAdvertisersBuyAdsBusinessesofallsizesBigbusinesses:Ford,Proctor&Gamble,ToyotaSmallbusinesses:LocalFlorist,TravelAgent,RealEstateAgentManycustomersuseAgenciestooptimizecampaignsAdPlatformsconnectbuyers&sellersCustomersIMTypesofAdsforSaleAdTypesOnlineDisplaySearchContentLocal/MobileOfflinePrintTV/Radio(mostly)Newspaper“Books〞“PizzainSeattle〞Joe’sPizza$5.00offanyLargePizza“Relevance〞“BannerAds〞“RichMedia〞TypesofAdsforSaleAdTypesOnlineDisplaySearchContentLocal/MobileOfflinePrintTV/Radio(mostly)Newspaper“Books〞“PizzainSeattle〞Joe’sPizza$5.00offanyLargePizza“Relevance〞“BannerAds〞“RichMedia〞“BannerAds〞“RichMedia〞TypesofAdsforSaleAdTypesOnlineDisplaySearchContentLocal/MobileOfflinePrintTV/Radio(mostly)Newspaper“Books〞“PizzainSeattle〞Joe’sPizza$5.00offanyLargePizza“Relevance〞AdTypesOnlineDisplaySearchContentLocal/MobileOfflinePrintTV/Radio(mostly)Newspaper“BannerAds〞“RichMedia〞TypesofAdsforSale“Books〞“PizzainSeattle〞Joe’sPizza$5.00offanyLargePizza“Relevance〞AdTypesOnlineDisplaySearchContentLocal/MobileOfflinePrintTV/Radio(mostly)Newspaper“BannerAds〞“RichMedia〞TypesofAdsforSale“Books〞“PizzainSeattle〞Joe’sPizza$5.00offanyLargePizza“Relevance〞TypesofAdsforSaleAdTypesOnlineDisplaySearchContentLocal/MobileOfflinePrintTV/Radio(mostly)Newspaper“Books〞“PizzainSeattle〞Joe’sPizza$5.00offanyLargePizza“Relevance〞“BannerAds〞“RichMedia〞HowdoAdvertiserspayforads?PricingModelDescriptionCommonValuesCPMCostperMille,orThousandImpressions,oftennegotiated.CommonplaceinDisplayAds.$0.10to$20,dependingonthevalueofthetargetingCPCCostperClick,oftensoldviaauction.CommonplaceinSearchandContentAds.$0.05toafewdollars,dependingonthekeywords(auction)CPACostperAction[alsoAcquisition]Actionscouldbewebformcompletion,clicktocall,mouse-over,videoplayback,productpurchaseonadvertiser’ssite,printacouponforin-personpurchaseHighvalue(oftendollars),dependsonwhatwaspurchasedoractiontakenWhatisaClickworth?Keyword(s)AverageCPCHiltonHotel$0.40Pizza$0.90Books$0.96Sports$1.06DiamondRing$1.24WashingtonMortgage$1.31Autos$1.32Hotel$1.44DiamondEngagementRing$1.53Dating$1.67HDTV$1.67TokyoHotel$1.97CaliforniaMortgage$3.92Herearesomeexamplevaluesbykeyword(s)onournetwork.AverageCPCrepresentsactualclicksagainstauctionedkeywords.Manyadvertisersmayhavebidhigher–thetoprankedpositionisn’talwaystheonethatgetsclicked.WhatisaClickworth?Keyword(s)AverageCPCHiltonHotel$0.40Pizza$0.90Books$0.96Sports$1.06DiamondRing$1.24WashingtonMortgage$1.31Autos$1.32Hotel$1.44DiamondEngagementRing$1.53Dating$1.67HDTV$1.67TokyoHotel$1.97CaliforniaMortgage$3.92MoreSpecificSpecificSometimesbeingmorespecificismorevaluablesinceittellsmoreaboutyoursearchintent.WhatisaClickworth?Keyword(s)AverageCPCHiltonHotel$0.40Pizza$0.90Books$0.96Sports$1.06DiamondRing$1.24WashingtonMortgage$1.31Autos$1.32Hotel$1.44DiamondEngagementRing$1.53Dating$1.67HDTV$1.67TokyoHotel$1.97CaliforniaMortgage$3.92HigherBidDensityLowerBidDensityOnotheroccasionsaveryspecificsearchmaybecheaperifitlowersbiddensity–thenumberofadvertiserswillingtobidonthosekeywords.WhatisaClickworth?Keyword(s)AverageCPCHiltonHotel$0.40Pizza$0.90Books$0.96Sports$1.06DiamondRing$1.24WashingtonMortgage$1.31Autos$1.32Hotel$1.44DiamondEngagementRing$1.53Dating$1.67HDTV$1.67TokyoHotel$1.97CaliforniaMortgage$3.92Inadditiontobiddensitysomekeywordsalsohavetheirworthinfluencedbythevalueoftheprospectivetransaction.ADayintheLifeofaClick

ADataFlowPerspectiveSearchAds,aka"PaidSearch"AuctionBillingcr[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationsValidClicksFraudCreditsInvoicingCardSwipesRevenueFeedsCMdrdrdrdrAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,Etc.FeedadCenterBIReportsAuctionAdvertisersCampaignMgmtCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseBillCMFeedCampaignMgmtCustomerSignUpAuctionBillingcr[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationsValidClicksFraudCreditsInvoicingCardSwipesRevenueFeedsdrdrdrdrAdcallClick!BudgetPauseadCenterBIReportsAuctionCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseBillPerformCustomerSignUp,provide:Address,CreditCard,UserIDCustomerMgmtCustCampaignManagementAuctionBillingcr[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationsValidClicksFraudCreditsInvoicingCardSwipesRevenueFeedsdrdrdrdrAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,AdText,DestinationURLs,Targeting,etc.adCenterBIReportsAuctionAdvertiserEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseBillFeedCMCMCampaignMgmtCMCMCMCMCMCMBillionsofKeywordsexistinourdatabases.Considerallthepermutationsofbooktitles,CDs,productnames,ISBNs,SKUs,…EditorialValidationAuctionBillingcr[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationsValidClicksFraudCreditsInvoicingCardSwipesRevenueFeedsCMdrdrdrdrAdcallClick!BudgetPauseFeedadCenterBIReportsAuctionCampaignMgmtCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseBillRiskManagementRelevanceAppropriateuseLegalCustadCenterBIReportsAdDeliveryvia"DeliveryEngines"AuctionBillingcr[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationsValidClicksFraudCreditsCMdrdrdrdrAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,Etc.FeedAuctionAdvertisersCampaignMgmtCustomerMgmtEditorialValidationEVDeliveryEnginesRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseBillRealTimeAuction<10msResponseTimePartitionedstructures,entirelyinmemoryRelevance&RankingImpression&CTRHistoryMany9’sofuptimeBudgetPauseAlgorithmsfromadLabsresearchersAuctioncurrency,commonunitsofmeasuretohandleCPM,CPC,CPAbidsValidClicksFraudCreditsClick,RedirectionandLoggingAuctionBilling[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationsInvoicingCardSwipesRevenueFeedsCMdrdrdrAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,Etc.FeedadCenterBIReportsAuctionAdvertisersCampaignMgmtCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseBillRedirectionrequiredtorecordtheclickTerabytesoflogseverydayLogsWhat'sinaLog?NameTypeClientIPStringA(16)CDateDBDateCTimeDBTimeClientTimeZoneIdInt16UserAgentStringA(1024)PUIDStringA(16)AnonymousIdStringA(32)CIDStringA(32)GUIDStringA(32)RGUIDStringA(32)PassportGenderIdStringA(3)PassportAgeGroupIdStringA(3)PassportZipCodeStringA(15)CleanKeywordString(256)StartPositionInt32ReturnedAdCntInt16ListingIdsStringA(256)AdIdsStringA(256)AmountChargedStringA(256)MatchTypeIdsStringA(128)ProbablityOfClicksStringA(128)IXRoundTripTimeStringA(20)[…]Hereisanexcerptfromapaidsearchimpressionlog,schema&data1FullRowofData(scrubbed)Schema(partial)AggregationsadCenterBIReportsPipelinesClickFraudAnalysisAuctionBilling[PubAcct,AdvAcct,Order,AdUnit,Medium]InvoicingCardSwipesRevenueFeedsCMAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,Etc.FeedAuctionAdvertisersCampaignMgmtCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePublisherBudgetPauseBillValidClicksdrdrdrClickFraudanalysisseekstoreduceharmfulimpactsfrombotnetsandothernon-humantrafficCreditsDebitsFraudLogic[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationandReportingAuctionBillingcrAggregationsValidClicksFraudCreditsInvoicingCardSwipesRevenueFeedsCMdrdrdrdrAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,Etc.FeedBI/ReportsAuctionAdvertisersCampaignMgmtCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseBillPerformanceReportingGranularityisdowntotheKeywordPartitionedforscale[PubAcct,AdvAcct,Order,AdUnit,Medium,Keyword]BillingAuctionBillingcrAggregationsValidClicksFraudCreditsInvoicingCardSwipesRevenueFeedsCMdrdrdrdrAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,Etc.FeedadCenterBIReportsAuctionAdvertisersCampaignMgmtCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPublisherBudgetPauseTransactionsare‘Rated’atAuctionBillingcalculatescommissionsplits&recognizesrevenueInvoicePresentmentFineGrainedbudgetpause[PubAcct,AdvAcct,Order,AdUnit,Medium]BillSearchAds,aka"PaidSearch"AuctionBillingcr[PubAcct,AdvAcct,Order,AdUnit,Medium]AggregationsValidClicksFraudCreditsInvoicingCardSwipesRevenueFeedsCMdrdrdrdrAdcallClick!BudgetPauseUserentersCampaign,Budget,Keywords,Bids,Ads,Etc.FeedadCenterBIReportsAuctionAdvertisersCampaignMgmtCustomerMgmtCustEditorialValidationEVDeliveryEngineRedirectServersToAdvertiser’sSitePipelinesPu