Search advertisement triggering method and device and server

The invention relates to a search advertisement triggering method and device and a server. The method comprises the steps that a first search word input by a user is received; searching first portrait data matched with the first search term in a preset search advertisement portrait library; wherein the search advertisement portrait library comprises multiple pieces of portrait data about search advertisements; and under the condition that the first portrait data is retrieved, pulling a first advertisement associated with the first portrait data in an advertisement library for display, wherein the advertisement in the advertisement library is associated with at least one piece of portrait data in the search advertisement portrait library. The method can improve the quality of search advertisement triggering. 本公开涉及一种搜索广告触发方法、装置及服务器，该方法包括：接收用户输入的第一搜索词；在预置的搜索广告画像库中检索与所述第一搜索词相匹配的第一画像数据；其中，所述搜索广告画像库包括关于搜索广告的多条画像数据；及在检索到所述第一画像数据的情况下，在广告库中拉取与所述第一画像数据相关联的第一广告以供展示；其中，所述广告库中的广告与所述搜索广告画像库中的至少一条画像数据相关联。该方法能够提高搜索广告触发的质量。