For the sake of Google's star engineer and Jeff's face, Xi Xiaohu is willing to come and meet the star newcomer of Google Brain in person.

But this does not mean that he will directly hand over the core data of the core part of the advertising system to Meng Fanqi.

Whether the young man in front of him has the level or not, whether he is qualified to do this, Xi Xiaohu thinks that he has the power and needs to check it.

After all, if the algorithm is really changed, then the final one to be launched is AdWords, the platform that he has been in charge of.

If something goes wrong, he is also responsible.

Google's AdWords is an online advertising platform, and to put it mildly, Google's version of PPC.

Advertisers who want to run ads can bid on this platform to showcase their services or products.

Whether it is the display of Google searches, or the display of advertisements for related apps and videos, orders can be placed on this platform.

The service fee is paid according to the number of times the user clicks on the advertisement, and there is no charge if the ad is not clicked.

But at the beginning of the 21st century, it was still a relatively advanced design.

Don't think this is a conscientious move by a service provider like Google, which is actually forcing advertisers to improve the quality of their ads.

Some advertisements are of low quality, and one out of a hundred people may not click on them to see them; Some ads are of higher quality, with 10 clicks out for 100 impressions.

In such a situation, advertisers with poor ad quality must bid more than 10 times the price per click to obtain the right to serve ads.

From this point of view, the advertiser itself will also have a significant impact on the price of the service.

Pay-per-click billing is generally more popular with advertisers than hanging banners directly.

Because the number of clicks is a kind of interaction between users and advertisers, it can be used to judge the user's attention and interests, and make certain adjustments.

Banner ads are pulled directly to all corners of the website, which not only has no interactive effect, but also easily makes people disgusted, which is a very poor advertising method.

Google's strategy is very cautious when it comes to user experience.

The strategy they adopt is to strictly control the overall number of deliveries, use bidding to force advertisers to improve the quality of their ads, and then use their big data to push customized advertising content to each user.

Under Google's advertising system, the average click-through rate of users is almost 2-3 times that of the second-place advertiser, which is quite an amazing result.

According to Meng Fanqi's understanding, about sixty percent of users don't even notice that many of the links and interfaces they see are advertising content.

Among the remaining forty percent, nearly one percent of people are willing to click on it knowing that it is an advertisement.

Xi Xiaohu, who led the team to make such results, does have the qualifications to be proud.

"Meng is young and promising, and his breakthrough in computer vision is obvious to all, but there is a big gap between the advertising recommendation algorithm and the image algorithm, especially the external information of this part of Google's content, I don't know how much Meng knows?"

"As far as I know, there are two types of searching, non-searching. Search algorithms will trigger ads on relevant pages and apps based on specific keywords, while non-search algorithms will specify idiosyncratic and personalized recommendations based on the information that users have already obtained when they have not made a search behavior. ”

Meng Fanqi is angry when he talks about non-search advertising, and he pushes whatever he wants after he buys something, and he doesn't know who made this tattered algorithm. Who wants to buy it all?

"Search recommendations are more important here, because when it comes to bidding for related keywords, as far as I know, Google's ad placements are not just about bidding. At the same time, it will also evaluate the quality of the ad itself, the information attached to the ad, and the user's own search environment to make a comprehensive judgment. ”

Meng Fanqi also couldn't understand why Baidu's bidding ranking had been carried out in such a primitive way for so many years, and he still sold stickers, making himself notorious.

It's only a few bucks to sell stickers?

Google combines the quality of the content of the ad itself, the subject and nature of the searcher's search, the geographical location and time of the search, the device used, and the advertising situation of other peers.

If there are 10 different countries with different search habits searching for the same keyword or product at the same time, Google's Ad Rank will be different for those 10 searchers.

For advertisers, even if your competitors outbid you, you can still win higher rankings at a lower price by using highly relevant keywords and high-quality ad content, or by targeting regions and habits.

Xi Xiaohu asked a few more regular questions, such as the panda algorithm and penguin algorithm that Google is using now, and Meng Fanqi answered them fluently.

"The Panda algorithm mainly punishes content farms and keyword stuffing very harshly, and improves search quality by excluding these pages with low-quality content." These two are somewhat similar, and can basically be understood as a keyword stitching monster.

This kind of web page basically has no meaningful content, and it does not exist for the user to see.

Its only purpose is to fill up all kinds of Internet hot words to trick you into clicking in, and it is a pure garbage dump.

Whether search engines will find such inferior content has a great impact on the user's experience.

This thing is actually more similar to the product name of the later small commodity, and there are more than a dozen keywords strung together.

"The Penguin algorithm mainly penalizes the link profile of the web page, and the presence of suspicious links from unknown sources on the website can greatly affect the website score."

Xi Xiaohu was a little upset, and asked a few methods that had just been put into use in 13 years, such as the hummingbird algorithm and the pigeon algorithm, Meng Fanqi saw the move, except for the small details that he couldn't remember clearly, and generally answered very correctly.

"The Hummingbird algorithm enhances Google's understanding of the user's search text, while the pigeon algorithm aims to boost the ranking parameter of physical distance."

The ranking parameter of physical distance, simply put, means that stores and search results that are close to you in reality will be more likely to appear on your search interface.

A very reasonable maneuver, there is always the possibility of people going closer to the actual location.

“emmm。” Xi Xiaohu failed to get what he wanted, and after going back and forth a few times, he found that Meng Fanqi could answer these questions very naturally, and he was a little suspicious in his heart, this kid seemed to be prepared.

Could he really make some decent breakthroughs? It shouldn't be.

Xi Xiaohu also took a few minutes to check Meng Fanqi's resume.

I studied a completely unrelated major, and I studied a completely unrelated field.

Xi Xiaohu has seen a lot of geniuses, but there are not many who can suddenly switch to other fields like this and shine like this. Most of them are continuing to make breakthroughs in one area.

Is it true that people are born to know?