Research on Accurate Delivery of WeChat Public Accounts Based on CTR Forecast

Abstract

[Purpose/significance] This paper aims to quantify the position of WeChat public number in the social network, forecast the click rates of WeChat public number ads, and provide implementation ideas for the accurate delivery of WeChat public number ads and improve the effectiveness of advertising. [Method/process] Based on the advertising CTR prediction model, we used the analytic hierarchy process to build a comprehensive evaluation system for the location of WeChat public number and determine the weights. Then we used the social network analysis method to calculate the specific value of the evaluation index and the click rate of the WeChat public number, so that can make predictions to guide ad serving. [Result/conclusion] The position of the public number in social networks affects its CTR, which in turn affects the effectiveness of advertising. The placement of public accounts in social networks should be taken into account in ad serving. We should take the predicted click-through rate as a guide, so as to avoid downturns and adopt different delivery strategies for public numbers in different locations.

Keywords

• advertising CTR prediction model