KR101016701B1 - Method and system for providing service of advertisement - Google Patents

Abstract

The present invention includes the steps of receiving a predetermined search word from a searcher, extracting a predetermined number of line items associated with the predetermined search word, extracting bid price information for the predetermined number of line items, Extracting a clickthrough rate (CTR) and an average clickthrough rate (CTR) for each of the line items, and determining the location of the extracted predetermined number of line items in consideration of the bid price information, the clickthrough rate for the predetermined number of line items, and the average clickthrough rate for each location. Arranging in the order based on the index and providing the searcher with the advertisement items based on the arranged order.

 The present invention also provides a database storing a predetermined number of advertisements associated with a predetermined search word, bid price information for the predetermined number of line items, a click rate, and an average click rate for each location, and an interface unit for receiving the predetermined search word input from a searcher. And extracting a predetermined number of line items associated with the predetermined search word, and determining a location considering the bid price information of the extracted predetermined number of line items, the click rate of the predetermined number of line items, and the average click rate for each position. Provided is an advertisement service providing system including a control unit arranged in an order based on an index and a search result providing unit for providing the searcher with an advertisement item based on the arranged order.

Description

Method and system for providing service of advertisement

The present invention relates to a method and a system for providing an advertisement service, and more particularly, to a method and system for determining a location of a search advertisement using a positioning index reflecting an average clickthrough rate for each location.

Recently, with the development of internet communication technology, information search using the Internet has become active, and a new type of advertising market has emerged, in which advertisement information on a specific site is exposed to Internet users through Internet search to obtain an advertising effect.

In the advertisement display method through internet search, a positioning index reflecting the bid price of the advertisement and the click through rate of the advertisement is generally used. According to this method, even if the bid price is low, a higher click rate may be displayed in a higher position. However, in search ads, the clickthrough rate is inevitably dependent on the position of the ad, and applying the click-through rate to the positioning index without considering the position is beneficial to the higher-level advertisers, which hinders the effectiveness of the advertisement. As a result, a more rational search advertisement positioning method is required.

The technical problem to be achieved by the present invention is to provide an advertising service providing method and system using a positioning index reflecting the average click rate for each position in addition to the bid price of the advertisement and the click rate of the advertisement.

In addition, the technical problem to be achieved by the present invention is to searcher taste by using a positioning index reflecting the clickthrough rate for the corresponding ads and the average clickthrough rate by location for each searcher related information item including the location, gender, age and occupation of the searcher. The present invention provides a method and system for providing a suitable advertisement service.

In order to solve the above problems, the present invention includes the steps of receiving a predetermined search word from a searcher, extracting a predetermined number of line items associated with the predetermined search word, and extracting bid price information for the predetermined number of line items. Extracting click rate and average click rate for the predetermined number of line items; and extracting the extracted number of line items for the bid price information, click rate for the predetermined number of line items, and average for each position. It provides a method of providing an advertising service comprising the step of arranging in the order based on the positioning index in consideration of the click rate, and providing the searcher with the line item based on the arranged order.

In order to solve the above problems, the present invention provides a database in which a predetermined number of advertisements associated with a predetermined search word, bid price information for the predetermined number of line items, a click rate, and an average click rate for each location are stored, and the predetermined input received from a searcher. An interface unit for receiving a search word, a predetermined number of line items associated with the predetermined search word, the bid price information for the extracted number of line items, a click rate for the predetermined number of line items, and an average for each position The present invention provides a system for providing an advertisement service including a control unit arranged in an order based on a positioning index considering a click rate, and a search result providing unit for providing the searcher with an advertisement item based on the arranged order.

According to an exemplary embodiment of the present invention, a method and system for providing a more reasonable advertisement service may be provided by reflecting the average clickthrough rate of the corresponding position in addition to the bid price of the advertisement and the clickthrough rate of the advertisement, and thus not being controlled by any one condition. have.

In addition, according to an embodiment of the present invention, by displaying a search advertisement to match the taste of the searcher, it is possible to provide the searcher with the convenience of the Internet search advertising, and to provide an efficient advertising effect to the advertiser.

Other objects, features and advantages of the present invention will become apparent from the following detailed description of embodiments taken in conjunction with the accompanying drawings.

Hereinafter, with reference to the accompanying drawings, preferred embodiments of the present invention that can specifically realize the above object will be described. At this time, the configuration and operation of the present invention shown in the drawings and described by it will be described as at least one embodiment, by which the technical spirit of the present invention and its core configuration and operation is not limited.

The terms used in the present invention have been selected as general terms widely used as possible in consideration of functions in the present invention, but may vary according to the intention or custom of the person skilled in the art, the emergence of new technologies, and the like. In addition, in certain cases, there is a term arbitrarily selected by the applicant, and in this case, the meaning will be described in detail in the corresponding description of the present invention. Therefore, it is intended that the terms used in the present invention should be defined based on the meanings of the terms and the general contents of the present invention rather than the names of the simple terms.

In the present specification, it may be defined as “Click Through Rate = Click Count / Exposure”. The click rate means a click rate for a specific item.

"Exposure" refers to the number of times a specific item has been exposed to a searcher (or user) so that the specific item can be clicked. For example, when a searcher visits a specific site where a specific item is displayed once through an internet browser, it may be recorded that a single exposure occurred in a web server of a target site. The exposure occurrence recording may be performed by a specific program. It is possible to know how much exposure has occurred by the particular program.

In addition, the "click frequency" refers to the number of times a specific item exposed is clicked. For example, when a searcher clicks on a particular item, whether it's a buy button or a news title, the 'record of click' and the 'page clicked on' are recorded on the web server of the specific site. The click related recording may be performed by a specific program. That is, the click-related record indicates whether the user clicked, the number of clicks, and the page moved due to the click.

In addition, the web server of the specific site may expose the specific item on the screen for each location. Therefore, the number of exposures by location may be recorded in the web server. Therefore, if a 'click' occurs for each position, the 'click count for that position' may also be recorded. Therefore, the location-specific average clickthrough rate can also be recorded.

In addition, the retention days of the recording of the click-through rate for each location can be determined in the web server of the site. This gives you the number of clicks / impressions you have made over the years (or whatever time you want).

1 is a block diagram illustrating a system for explaining a method of providing an advertisement service according to an embodiment of the present invention.

As shown in FIG. 1, the present invention may be largely composed of a search engine 130, an advertiser 140, and an advertisement service providing system 100 connected to the search unit 110 and the communication network 120.

The advertisement service providing system 100 may extract a predetermined number of advertisement items so as to correspond to a search word input to the search engine 130, and arrange and provide a predetermined number of advertisement items. The advertisement service providing system 100 may provide the searcher with the predetermined number of advertisement items in the order based on the positioning index. The positioning index is an index for determining the exposure position of the line item. In order to determine the positioning index, various variables such as bid price information, a click rate, and an average click rate for each location may be used. For example, the positioning index may be represented numerically or in grade form by various operations by the various variables.

In addition, the variable used for the positioning index may be input by the advertiser 140, may be calculated through statistics and recorded in a web server of a specific site. For example, bid price information for a predetermined search word may be input from the advertiser 140, and a click rate, an average click rate for each location, etc. may be calculated through specific statistics and recorded in the web server.

The search unit 110 inputs a search word corresponding to a keyword of information to be obtained when the searcher wants to search for specific information using the communication network 120, and the advertisement extracted by the advertisement service providing system 100. A searcher terminal that displays an item. Here, the search means 110 includes a computer having a predetermined memory and arithmetic capability such as a personal digital assistant (PDA), a mobile phone, a smartphone, an electronic dictionary, an MP3 player, and the like.

In addition, the search engine 130 may refer to a program or a search server for searching for information corresponding to a predetermined search word input by the searcher through the search means 110. For example, the web server of the specific site may be an example.

The search engine 130 may provide brief information (eg, a specific advertisement item) about the advertiser 140 that may provide the information requested by the searcher in response to the search request of the searcher. The brief information about the advertiser 140 may also include link information for moving to a site operated by the advertiser 140. The search engine 130 may provide the searcher with information desired by the searcher through various search methods such as a search method through a search term input and a category search method by information subject.

Meanwhile, the search engine 130 and the advertisement service providing system 100 may be configured separately or may be integrated into one.

In addition, the advertiser 140 refers to a person who provides specific information on a website based on a network communication network. The advertiser 140 registers its site and information as a line item associated with a specific search term and category, and when a searcher's request occurs, the advertiser's site and information are extracted by the advertisement location determination system 100 to the searcher. To be provided.

In addition, for this purpose, the advertiser 140 may pay the advertising service providing system 100 according to the present invention for the advertising cost generated by providing the search list and selecting the searcher.

FIG. 2 is a block diagram of the advertisement service providing system 100 shown in FIG. 1.

The illustrated advertisement service providing system 100 may include a database 210, an interface unit 220, a controller 230, a search result providing unit 240, and the like.

The database 210 stores an advertisement item associated with a predetermined search word, bid price information for the advertisement item, various variables used for deriving the positioning index, and the like.

The interface unit 220 receives the predetermined search word input through the search means 110 from the searcher.

The controller 230 may extract a predetermined number of advertisement items associated with a predetermined search word received through the interface unit 220, and arrange the extracted predetermined number of advertisement items in an order based on a positioning index. The controller 230 may use bid price information, a click rate, an average click rate for each location, and the like, for the predetermined number of line items to derive the positioning index.

The search result providing unit 240 provides the searcher with an advertisement item in the order arranged by the positioning index.

In providing the line item to the searcher, only a predetermined number of line items may be output based on the order arranged by the positioning index. In addition, pages may be output for the line item in the order of the positioning index.

The advertisement service providing method according to the present invention will be described in detail with reference to the embodiment of FIG. 3.

First, the searcher may input a predetermined search word through the search means 110. The input search word may be transmitted to the search engine 130 through the communication network 120. The advertisement service providing system 100 may then receive the predetermined search word through the search engine 130. Receiving a predetermined search word transmitted from the search engine 130 may be performed by the interface unit 220 provided in the advertisement service providing system 100 (S310).

The controller 230 may extract a predetermined number of advertisement items associated with the predetermined search word (S320). The predetermined search term may be associated with the advertisement item by an input of an advertiser 140, or the predetermined search term may be associated with the advertisement item by analysis of the search engine 130 or the advertisement providing system 100.

In operation S330, a positioning index of the extracted predetermined number of advertisement items may be calculated. The positioning index may be calculated in consideration of various variables.

For example, the positioning index may be derived in consideration of the bid price and the average click rate for each location. For example, the positioning index calculation may be performed by dividing a multiplication result of a bid price and a click rate for the predetermined number of line items by the average click rate for each location. In the calculation of the positioning index, a calculation result may be derived by applying a predetermined weight to at least one of a bid price, a click rate, and an average click rate for each location for the predetermined search word extracted from bid price information. The predetermined weight may be set by an advertisement manager or an advertiser. As described above, by reflecting the location-specific average clickthrough rate in the positioning index, it is possible to compensate for the disadvantage of the clickthrough rate (click rate without considering the position) that can not be influenced by the position of the advertisement.

On the other hand, according to an embodiment of the present invention, the positioning index is extracted for each specific time zone, or when deriving the positioning index, may reflect the advertisement exposure time.

The controller 230 arranges the predetermined number of advertisement items in an order based on the calculation result of the positioning index (S340).

In addition, the advertisement item based on the arranged order may be provided to the searcher through the search result providing unit 240 (S350).

In providing the line item to the searcher, only a predetermined number of line items may be output based on the order arranged by the positioning index. In addition, pages may be output for the line item in the order of the positioning index.

Another embodiment of the present invention will be described with reference to FIGS. 2 and 4.

As shown in FIG. 2, the advertisement service providing system may include a database 210, an interface unit 220, a controller 230, a search result providing unit 240, and the like.

The database 210 stores an advertisement item associated with a predetermined search word, bid price information for the advertisement item, various variables used for deriving the positioning index, and searcher related information.

Here, the searcher related information includes at least one item of the searcher's country, region, gender, age, and occupation.

The interface unit 220 receives the predetermined search word input through the search unit 110 from the searcher.

The controller 230 extracts a predetermined number of advertisement items and searcher related information associated with a predetermined search word received through the interface unit 220, and extracts the extracted number of advertisement items in an order based on a positioning index. Can be arranged. The controller 230 may use bid price information for the predetermined number of advertisement items, click rate for each item related to the searcher, average click rate for each location, and the like to derive the positioning index.

Here, the click-through rate for each searcher-related information item and the average click-through rate for each location are extracted from at least one item among a country, a region, a gender, an age, and a job by a searcher's login information, and the predetermined number of searchers belonging to the item are classified. It can be defined as the click rate for an item and the average click rate for each location. If the searcher is not logged in, location information including the country and region of the searcher based on the IP information of the searcher is extracted, and the clickthrough rate and the average clickthrough rate of a predetermined number of line items of the searchers belonging to the location are extracted. You can also measure statistics for.

The search result providing unit 240 provides the searcher with an advertisement item in the order arranged by the positioning index.

In providing the line item to the searcher, only a predetermined number of line items may be output based on the order arranged by the positioning index. In addition, pages may be output for the line item in the order of the positioning index.

The advertisement service providing method according to the present invention will be described in detail with reference to another embodiment of FIG. 4.

First, the searcher may input a predetermined search word through the search means 110. The input predetermined search word may be transmitted to the search engine 130 through the communication network 120. The advertisement service providing system 100 may then receive the predetermined search word through the search engine 130. Receiving a predetermined search word transmitted from the search engine 130 may be performed by the interface unit 220 provided in the advertisement service providing system 100 (S410).

When the input for the predetermined search word is received from the searcher through the interface unit 220, the controller 230 extracts searcher related information.

Here, the searcher related information includes at least one item of the searcher's country, region, gender, age, and occupation. In addition, the searcher-related information extracts at least one item from among various category items including the country, region, gender, age, and occupation to which the searcher belongs based on login information of the searcher, and the searcher is not logged in. Based on the IP information of the searcher searching means 110, location information including the searcher's country and region may be extracted.

In addition, the controller 230 extracts a predetermined number of advertisement items associated with the predetermined search word (S430). The predetermined search word may be associated with the advertisement item by an input of the advertiser 140, or the search engine 130 Alternatively, the predetermined search term may be associated with the advertisement item by analysis of the advertisement providing system 100.

The positioning index is calculated for the extracted predetermined number of line items (S440). The positioning index includes bid price information for the predetermined number of line items, click rate for each searcher related item, and position for each item. It may be calculated in consideration of various variables such as average click rate.

Here, the positioning index calculation is performed by dividing the result of the multiplication of the bid price for the predetermined search term and the click rate for each searcher related information item by the average click rate for each location based on the searcher related information item. As described above, by reflecting the position-specific average clickthrough rate in the positioning index, the disadvantage of the advertisement clickthrough rate (click rate without considering the position) that is inevitably affected by the position of the advertisement is compensated for. In addition, by measuring an advertisement click rate and an average click rate for each location related to searcher related information such as a country, region, gender, age, and occupation, a line item suitable for a searcher's taste may be provided.

In the calculation of the positioning index, a predetermined weight is applied to at least one of a bid price for the predetermined search word extracted from bid price information, an advertisement click rate for each searcher related information item, and an average click rate for each location. It can be applied to derive the calculation result. The predetermined weight may be set by an advertisement manager or an advertiser.

Meanwhile, according to the present embodiment, the positioning index may be extracted for each specific time period, or may reflect the advertisement exposure time when the positioning index is derived.

The controller 230 arranges the predetermined number of advertisement items in an order based on the calculation result of the positioning index (S450).

The advertisement item based on the arranged order is provided to the searcher through the search result providing unit 240 (S460).

In providing the line item to the searcher, only a predetermined number of line items may be output based on the order arranged by the positioning index. In addition, the line item may be provided in various ways, including a method of dividing the line item into pages according to the order of positioning index.

5 illustrates a process of determining an advertisement position in an order based on a positioning index according to a preferred embodiment of the present invention.

As shown in FIG. 5, the bidding price information (A), the ad click rate (B), and the average clickthrough rate (D) for each of the advertisers A and B in the second position are considered in the positioning index. The location of the advertisement can be determined accordingly.

Advertiser A has a bid price (A) of 100, an ad click rate (B) of 10%, and an average clickthrough rate (D) of 13% at the current location. Results in:

On the other hand, advertiser B has a bid price (A) of 90, an ad clickthrough rate (B) of 8%, and an average clickthrough rate (D) of 7% at the current location. Can be obtained.

If, as before, only the bid price and the ad click rate are reflected in the positioning index calculation, the ranking of advertiser A and advertiser B will remain unchanged.

However, according to the result of the positioning index calculation reflecting the average clickthrough rate for each location according to the present invention, advertiser A, which was placed in the first position, is placed in a lower rank than advertiser B, which has a result of 102.9, due to the result of 76.9.

As described above, the present invention reflects the average clickthrough rate of each location in the positioning index, thereby compensating for the disadvantages of the clickthrough rate of the advertisement, which is inevitably affected by the position of the advertisement, and makes a more reasonable advertisement positioning and advertisement provision. have.

According to one embodiment of the present invention, the above-described method can be implemented as code that can be read by a computer in a medium on which a program is recorded. The computer-readable medium includes all kinds of recording devices in which data that can be read by a computer system is stored. Examples of the computer-readable medium include ROM, RAM, CD-ROM, magnetic tape, floppy disk, optical data storage, and the like, and also implemented in the form of a carrier wave (for example, transmission over the Internet) .

The present invention described so far is not limited to the above-described embodiments, and as can be seen in the appended claims, modifications can be made by those skilled in the art to which the present invention pertains, and such modifications may be made by the present invention. Belongs to the range.

1 is a block diagram illustrating a system for explaining a method of providing an advertisement service according to an embodiment of the present invention.

FIG. 2 is a block diagram of an advertisement service providing system shown in FIG. 1.

3 is a flowchart illustrating an advertisement service providing method according to an embodiment of the present invention.

4 is a flowchart illustrating a method of providing an advertisement service according to another embodiment of the present invention.

5 is a view showing a process of determining the position of the advertisement in the order based on the positioning index according to an embodiment of the present invention.

<Description of the symbols for the main parts of the drawings>

100: advertising position determination system 110: search means

120: communication network 130: search engine

140: Advertiser

210: database 220: interface unit

230: control unit 240: search result provider

Claims (10)

In the method of providing an advertising service of keyword search ads, The interface unit receiving a predetermined search word from a searcher; Extracting, by the controller, a predetermined number of advertisement items associated with the predetermined search word; Extracting, by the controller, bid price information for the predetermined number of line items; Extracting, by the controller, the click rate and the average click rate for each predetermined number of line items; The control unit arranging the extracted predetermined number of line items in an order based on a positioning index considering the bid price information, the click rate for the predetermined number of line items, and the average click rate for each position; And And providing a search result providing unit to the searcher based on the arranged order. The method of claim 1, wherein the positioning index, And a result of multiplying a result of multiplying the bid price extracted from the bid price information by the advertisement click rate for the predetermined number of line items by the average click rate for each location. The method of claim 2, wherein the positioning index, And a predetermined weight is applied to at least one of a bid price extracted from the bid price information, a click rate for the predetermined number of line items, and an average click rate for each location. The method of claim 2, wherein the positioning index, Advertising service providing method characterized in that it can be extracted for a specific time period. The method of claim 1, wherein providing the arranged line items includes: And displaying only a predetermined number of line items based on the arrangement order of the search result providing unit. In the advertising service providing system of keyword search ads, A database storing a predetermined number of advertisements associated with a predetermined search word, bid price information for the predetermined number of line items, a click rate, and an average click rate for each location; An interface unit for receiving the predetermined search word input from a searcher; Extracts a predetermined number of line items associated with the predetermined search word, and calculates the bid price information for the extracted number of line items, the click rate for the predetermined number of line items, and the average click A control unit arranged in order based on the basis; And And a search result providing unit for providing the searchers with the line items based on the arranged order. The method of claim 6, wherein the positioning index, The bid price extracted from the bid price information and the predetermined number of line items Advertisement service providing system, characterized in that determined by using the operation of dividing the multiplication result of the clickthrough rate by the average clickthrough rate for each location. The method of claim 7, wherein the positioning index is, And a predetermined weight is applied to at least one of a bid price extracted from the bid price information, a click rate for the predetermined number of line items, and an average click rate for each location. The method of claim 7, wherein the positioning index is, Advertising service providing system, characterized in that can be extracted for a specific time period. The method of claim 6, wherein the control unit, Advertising service providing system, characterized in that the control to display only a predetermined number of line items based on the arranged order.

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