1、l 必應Bing介紹l 必應Bing API 介紹l 微軟對搜索服務進行了大規模的更新l 今年六月份首次推出l 在中國叫“必應”l 由在北京的亞洲搜索技術中心開發l 包含了微軟亞洲研究院和微軟全球開發團隊的貢獻l 還在試用階段43%45%62%75%Healthcare ResearchFlight or HotelLocal ActivityProduct Purchase66%of people are using search more frequently to make decisions四個查詢中只有一個給出成功的結果1.2.3.用戶不滿意結果不能滿足意圖很多點擊浪費了重復的去搜用

2、戶想要在搜索中得到幫助用法在搜索過程中不在查詢里一半的時間花在長時間搜索里提煉或重復查詢占相當多的時間越來越多的搜索著重于任務和做決定更多用戶依靠搜索來做決定用戶專心于完成任務搜索沒有被優化成任務和做決定的工具搜索挑戰時機l 更好地理解用戶意圖l 幫助搜索者在完成任務和做決定上取得更大成功l覆蓋20% 的查詢l從最常用的20%查詢開始l根據對查詢意圖的分析定期更新類別l每個查詢的類別是獨特的但相近的實體的類別也相似例如：城市，籃球名星）l分類的結果的點擊率高于一般算法結果提高互動性強大、靈敏、免費的 API 把新的內容拉入你的網站并讓你根據你的站點來定制 可以作為可定制組件來嵌入可接觸到新的內

3、容來源和類型可根據需要來調整搜索結果的風格包括XML、JSON、RSS 格式和 SOAP API和查詢相關的內容，例如圖片、新聞、和網絡結果使用靈活，查詢沒有每天的上限，搜索結果的排序及格式也沒有限制1621Seattle Hotel Seattle, HotelSeattle hotel BiddingdatabaseEstimatedCTRQualityScoreFrom Query to Search AdsTargetingPriceExpansionWho are the parties involved in the Ad Ecosystem? Publishers Sell Ad

4、s, viaOnline contentCNN, Wall Street Journal, MSNBloggersOnline ApplicationsSearch, , CalendarsNon-Browser ApplicationsWindows Live Messenger Advertisers Buy AdsBusinesses of all sizesBig businesses: Ford, Proctor & Gamble, ToyotaSmall businesses: Local Florist, Travel Agent, Real Estate AgentMa

5、ny customers use Agencies to optimize campaignsAd Platforms connect buyers & sellersCustomersIMWho are the parties involved in the Ad Ecosystem? Publishers Sell Ads, viaOnline contentCNN, Wall Street Journal, MSNBloggersOnline ApplicationsSearch, , CalendarsNon-Browser ApplicationsWindows Live M

6、essenger Advertisers Buy AdsBusinesses of all sizesBig businesses: Ford, Proctor & Gamble, ToyotaSmall businesses: Local Florist, Travel Agent, Real Estate AgentMany customers use Agencies to optimize campaignsAd Platforms connect buyers & sellersCustomersIMWho are the parties involved in th

7、e Ad Ecosystem? Publishers Sell Ads, viaOnline contentCNN, Wall Street Journal, MSNBloggersOnline ApplicationsSearch, , CalendarsNon-Browser ApplicationsWindows Live Messenger Advertisers Buy AdsBusinesses of all sizesBig businesses: Ford, Proctor & Gamble, ToyotaSmall businesses: Local Florist,

8、 Travel Agent, Real Estate AgentMany customers use Agencies to optimize campaignsAd Platforms connect buyers & sellersCustomersIMWho are the parties involved in the Ad Ecosystem? Publishers Sell Ads, viaOnline contentCNN, Wall Street Journal, MSNBloggersOnline ApplicationsSearch, , CalendarsNon-

9、Browser ApplicationsWindows Live Messenger Advertisers Buy AdsBusinesses of all sizesBig businesses: Ford, Proctor & Gamble, ToyotaSmall businesses: Local Florist, Travel Agent, Real Estate AgentMany customers use Agencies to optimize campaignsAd Platforms connect buyers & sellersCustomersIM

10、Who are the parties involved in the Ad Ecosystem? Publishers Sell Ads, viaOnline contentCNN, Wall Street Journal, MSNBloggersOnline ApplicationsSearch, , CalendarsNon-Browser ApplicationsWindows Live Messenger Advertisers Buy AdsBusinesses of all sizesBig businesses: Ford, Proctor & Gamble, Toyo

11、taSmall businesses: Local Florist, Travel Agent, Real Estate AgentMany customers use Agencies to optimize campaignsAd Platforms connect buyers & sellersCustomersIMWho are the parties involved in the Ad Ecosystem? Publishers Sell Ads, viaOnline contentCNN, Wall Street Journal, MSNBloggersOnline A

12、pplicationsSearch, , CalendarsNon-Browser ApplicationsWindows Live Messenger Advertisers Buy AdsBusinesses of all sizesBig businesses: Ford, Proctor & Gamble, ToyotaSmall businesses: Local Florist, Travel Agent, Real Estate AgentMany customers use Agencies to optimize campaignsAd Platforms conne

13、ct buyers & sellersCustomersIMAd TypesOnlineDisplaySearchContentLocal / MobileOfflinePrintTV / Radio (mostly)Newspaper“Books”“Pizza in Seattle”Joes Pizza$5.00 off any Large Pizza“Relevance”“Banner Ads” “Rich Media”Ad TypesOnlineDisplaySearchContentLocal / MobileOfflinePrintTV / Radio (mostly)New

14、spaper“Books”“Pizza in Seattle”Joes Pizza$5.00 off any Large Pizza“Relevance”“Banner Ads” “Rich Media”“Banner Ads” “Rich Media”Ad TypesOnlineDisplaySearchContentLocal / MobileOfflinePrintTV / Radio (mostly)Newspaper“Books”“Pizza in Seattle”Joes Pizza$5.00 off any Large Pizza“Relevance”Ad TypesOnline

15、DisplaySearchContentLocal / MobileOfflinePrintTV / Radio (mostly)Newspaper“Banner Ads” “Rich Media”“Books”“Pizza in Seattle”Joes Pizza$5.00 off any Large Pizza“Relevance”Ad TypesOnlineDisplaySearchContentLocal / MobileOfflinePrintTV / Radio (mostly)Newspaper“Banner Ads” “Rich Media”“Books”“Pizza in

16、Seattle”Joes Pizza$5.00 off any Large Pizza“Relevance”Ad TypesOnlineDisplaySearchContentLocal / MobileOfflinePrintTV / Radio (mostly)Newspaper“Books”“Pizza in Seattle”Joes Pizza$5.00 off any Large Pizza“Relevance”“Banner Ads” “Rich Media”Pricing ModelDescriptionCommon ValuesCPMCost per Mille, or Tho

17、usand Impressions, often negotiated. Commonplace in Display Ads.$0.10 to $20, depending on the value of the targetingCPCCost per Click, often sold via auction. Commonplace in Search and Content Ads.$0.05 to a few dollars, depending on the keywords (auction)CPACost per Action also Acquisition Actions

18、 could be web form completion, click to call, mouse-over, video playback, product purchase on advertisers site, print a coupon for in-person purchaseHigh value (often dollars), depends on what was purchased or action takenKeyword(s)Average CPCHilton Hotel$ 0.40Pizza$ 0.90Books$ 0.96Sports$ 1.06Diamo

19、nd Ring$ 1.24Washington Mortgage$ 1.31Autos$ 1.32Hotel$ 1.44Diamond Engagement Ring$ 1.53Dating$ 1.67HDTV$ 1.67Tokyo Hotel$ 1.97California Mortgage$ 3.92Here are some example values by keyword(s) on our network. Average CPC represents actual clicks against auctioned keywords. Many advertisers may ha

20、ve bid higher the top ranked position isnt always the one that gets clicked. Keyword(s)Average CPCHilton Hotel$ 0.40Pizza$ 0.90Books$ 0.96Sports$ 1.06Diamond Ring$ 1.24Washington Mortgage$ 1.31Autos$ 1.32Hotel$ 1.44Diamond Engagement Ring$ 1.53Dating$ 1.67HDTV$ 1.67Tokyo Hotel$ 1.97California Mortga

21、ge$ 3.92More SpecificSpecificSometimes being more specific is more valuable since it tells more about your search intent.Keyword(s)Average CPCHilton Hotel$ 0.40Pizza$ 0.90Books$ 0.96Sports$ 1.06Diamond Ring$ 1.24Washington Mortgage$ 1.31Autos$ 1.32Hotel$ 1.44Diamond Engagement Ring$ 1.53Dating$ 1.67

22、HDTV$ 1.67Tokyo Hotel$ 1.97California Mortgage$ 3.92Higher Bid DensityLower Bid DensityOn other occasions a very specific search may be cheaper if it lowers bid density the number of advertisers willing to bid on those keywords.Keyword(s)Average CPCHilton Hotel$ 0.40Pizza$ 0.90Books$ 0.96Sports$ 1.0

23、6Diamond Ring$ 1.24Washington Mortgage$ 1.31Autos$ 1.32Hotel$ 1.44Diamond Engagement Ring$ 1.53Dating$ 1.67HDTV$ 1.67Tokyo Hotel$ 1.97California Mortgage$ 3.92In addition to bid density some keywords also have their worth influenced by the value of the prospective transaction.Auction Billingcr Pub A

24、cct, Adv Acct, Order, AdUnit, MediumAggregationsValid ClicksFraud CreditsInvoicingCard SwipesRevenue FeedsCMdrdrdrdrAd callClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Etc.FeedadCenter BI ReportsAuctionAdvertisersCampaign MgmtCustomer MgmtCustEditorial ValidationEVDelivery En

25、gineRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseBillCMFeedCampaign MgmtAuction Billingcr Pub Acct, Adv Acct, Order, AdUnit, MediumAggregationsValid ClicksFraud CreditsInvoicingCard SwipesRevenue FeedsdrdrdrdrAd callClick!Budget PauseadCenter BI ReportsAuctionCustomer MgmtCustEdi

26、torial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseBillPerform Customer Sign Up, provide:Address, Credit Card, User IDCustomer MgmtCustAuction Billingcr Pub Acct, Adv Acct, Order, AdUnit, MediumAggregationsValid ClicksFraud CreditsInvoicingCard SwipesR

27、evenue FeedsdrdrdrdrAd callClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Ad Text, Destination URLs, Targeting, etc.adCenter BI ReportsAuctionAdvertiserEditorial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseBillFeedCMCMCampaign Mgm

28、tCMCMCMCMCMCMBillions of Keywords exist in our databases. Consider all the permutations of book titles, CDs, product names, ISBNs, SKUs, Auction Billingcr Pub Acct, Adv Acct, Order, AdUnit, MediumAggregationsValid ClicksFraud CreditsInvoicingCard SwipesRevenue FeedsCMdrdrdrdrAd callClick!Budget Paus

29、eFeedadCenter BI ReportsAuctionCampaign MgmtCustomer MgmtCustEditorial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseBillRisk ManagementRelevanceAppropriate useLegalCustadCenter BI ReportsAuction Billingcr Pub Acct, Adv Acct, Order, AdUnit, MediumAggrega

30、tionsValid ClicksFraud CreditsCMdrdrdrdrAd callClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Etc.FeedAuctionAdvertisersCampaign MgmtCustomer MgmtEditorial ValidationEVDelivery EnginesRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseBillReal Time Auction10 ms Re

31、sponse TimePartitioned structures, entirely in memoryRelevance & RankingImpression & CTR HistoryMany 9s of uptimeBudget PauseAlgorithms from adLabs researchersAuction currency, common units of measure to handle CPM, CPC, CPA bidsValid ClicksFraud CreditsAuction Billing Pub Acct, Adv Acct, Or

32、der, AdUnit, MediumAggregationsInvoicingCard SwipesRevenue FeedsCMdrdrdrAd callClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Etc.FeedadCenter BI ReportsAuctionAdvertisersCampaign MgmtCustomer MgmtCustEditorial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePipel

33、inesPublisherBudget PauseBillRedirection required to record the clickTerabytes of logs every dayLogsWhats in a Log?,09/12/2019,19:00:10,62,71;70;71;71,Mozilla/5.0 (Windows; U; Windows NT 5.1; en-US) AppleWebKit/525.13 (KHTML; like Gecko) Chrome/7 Safari/525.13,-,-,-,-,c6c10f07dd237

34、d4994116d43bce66bce,-,-,-,-,-,-,-,-,190;4090;4862;0;0,unsecured loans;financial news;business;oil;loan;social security;wall street;funds;accounting;stocks,0,4,4,1065526695;425312479;1394567127;640208783,24245260;7556395;38332794;10074130,200;225;800;372,140;146;339;241,1;1;1;1,5;5;5;5,223;214;40;52,

35、&adunitid=936&v=pubm8&w=300&h=250&url=%3A/foo/public/us%3Frefresh%3Don&ref=%3A/foo/public/us%3Frefresh%3Don&tz=240&cc=2633&dt=1221246008598&uh=1600&uw=2560&uah=1570&uaw=2560&cd=32&npl=15&nmime=68&ja=true&app=Netscape&his=2&a

36、mp;plf=Win32,12140,10579,166300,cpc;cpc;cpc;cpc,49,0,-,-,-,-,-,-,1788,1798,190900;20990;269497;32042,59,3,0;0;0;0,FOO_NoBT_NoCrawl,stocks;accounting;stocks;accounting,204461,132729110;58100242;151127140;69746278,0,163;165;187;196,658;769;831;912,-;-;-;-,37548;2300990;37548;2300990,1000;1000;1000;100

37、0,300000;0,2,996,233313,71,329;336,3598,4460;4815;3200;1934,0;0;0;0,0;0;0;0,0;0;0;0,4;4;4;4,1|171|4|46;2|888888|2|254,1;2;3;4,1,0;0;0;0,1;1;1;1,-,4cd2f69083364d123a3a238fe68e0332;d4c143f004d88b7286e6f999dea9d0d7;4cd2f69083364d323a3a238fe68e0332;d4c143f004d88j87k6e6f999dea9d0d7,0;0;0;0,NameTypeClient

38、IPStringA(16)CDateDBDateCTimeDBTimeClientTimeZoneIdInt16UserAgentStringA(1024)PUIDStringA(16)AnonymousIdStringA(32)CIDStringA(32)GUIDStringA(32)RGUIDStringA(32)PassportGenderIdStringA(3)PassportAgeGroupIdStringA(3)PassportZipCodeStringA(15)CleanKeywordString(256)StartPositionInt32ReturnedAdCntInt16L

39、istingIdsStringA(256)AdIdsStringA(256)AmountChargedStringA(256)MatchTypeIdsStringA(128)ProbablityOfClicksStringA(128)IXRoundTripTimeStringA(20) Here is an excerpt from a paid search impression log, schema & data1 Full Row of Data (scrubbed)Schema (partial)AggregationsadCenter BI ReportsPipelines

40、Auction Billing Pub Acct, Adv Acct, Order, AdUnit, MediumInvoicingCard SwipesRevenue FeedsCMAd callClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Etc.FeedAuctionAdvertisersCampaign MgmtCustomer MgmtCustEditorial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePubl

41、isherBudget PauseBillValid ClicksdrdrdrClick Fraud analysis seeks to reduce harmful impacts from botnets and other non-human trafficCreditsDebitsFraud Logic Pub Acct, Adv Acct, Order, AdUnit, MediumAuction BillingcrAggregationsValid ClicksFraud CreditsInvoicingCard SwipesRevenue FeedsCMdrdrdrdrAd ca

42、llClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Etc.FeedBI / ReportsAuctionAdvertisersCampaign MgmtCustomer MgmtCustEditorial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseBillPerformance ReportingGranularity is down to the Keyword

43、 Partitioned for scale Pub Acct, Adv Acct, Order, AdUnit, Medium, KeywordAuction BillingcrAggregationsValid ClicksFraud CreditsInvoicingCard SwipesRevenue FeedsCMdrdrdrdrAd callClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Etc.FeedadCenter BI ReportsAuctionAdvertisersCampaign

44、MgmtCustomer MgmtCustEditorial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseTransactions are Rated at AuctionBilling calculates commission splits & recognizes revenueInvoice PresentmentFine Grained budget pause Pub Acct, Adv Acct, Order, AdUnit, Med

45、iumBillAuction Billingcr Pub Acct, Adv Acct, Order, AdUnit, MediumAggregationsValid ClicksFraud CreditsInvoicingCard SwipesRevenue FeedsCMdrdrdrdrAd callClick!Budget PauseUser enters Campaign, Budget, Keywords, Bids, Ads, Etc.FeedadCenter BI ReportsAuctionAdvertisersCampaign MgmtCustomer MgmtCustEdi

46、torial ValidationEVDelivery EngineRedirect ServersTo Advertisers SitePipelinesPublisherBudget PauseBill51TermRelevanceobama0.772john mccain0.611presidential candidate0.322election0.307hillary clinton0.224election systems0.224political parties0.222candidates0.208palin0.13campaign0.12white house0.119wall street0.114latest political news0.1152SuggestionRelevanceAuto0.98Automobile0.92SUV0.90Auto reviews0.88Truck0.80Advertiser Campaign associationSuggestionRelevanceHonda0.90Toyota0.88Ford075Camera0.74Honda Accord0.70Suggestion