KR100986434B1 - Method for providing keyword advertisement based on user conversion and system for executing the method - Google Patents

Abstract

A search term advertisement providing method and a search term advertisement system based on a user switch are disclosed. The method of providing a search word advertisement may include setting a cost per conversion for an advertisement of an advertiser; And performing exposure and charging of the advertisement based on the bid price per conversion.

Search query ads, conversions, bids, rank indices, impression rank, advertising costs, billing, bids per conversion

Description

Method for providing search word advertisement based on user conversion and system for performing the method {METHOD FOR PROVIDING KEYWORD ADVERTISEMENT BASED ON USER CONVERSION AND SYSTEM FOR EXECUTING THE METHOD}

The present invention relates to a search term advertisement providing system, and more particularly, to a search term advertisement providing system and a search term advertisement providing method capable of preventing an increase in advertising costs due to fraudulent clicks and more effectively determining the order of advertisement exposure and the advertising cost. .

Today, with the rapid development of communication networks such as the Internet, information retrieval through communication networks is becoming very common. By using the Internet, Internet users (searchers) can easily obtain necessary information anytime, anywhere, and this information search has changed a lot in our lives.

Accordingly, various models can be used for the mode of payment of advertisement costs between an operator who supports a search operation service of an internet user and an advertiser who obtains an advertisement effect by exposing advertisement information about his or her information site to an internet user through a search operation. Are developed and presented.

Among these payment methods, a general method may be the exposure of advertiser information and the cost of advertising by cost per click (CPC) method. The CPC method calculates an advertisement cost by measuring the number of connection connections (valid connections) between the searcher and the advertiser as the searcher who makes a search request clicks on the advertisement information of a specific advertiser.

The order of information exposure in the CPC method is to display the advertisement information of the advertiser who has suggested the highest price-per-click (CPC) value that the advertiser can allow and displays the advertisement information of the advertiser at the top of a predetermined search screen that is easily recognized by the searcher. It is provided in the form of arranging the advertisement information of the advertiser who presented the low CPC value at the bottom of the search screen. Therefore, the CPC method sorts the search results according to the size of the CPC presented by the advertiser and provides them to the searcher.

The aspect of paying the advertisement cost by the CPC method has a problem in that it is not possible to guarantee that the advertiser's information is exposed to the desired exposure position. That is, by comparing the CPC values presented by one or more advertisers and sorting them sequentially, and by allowing the advertiser's information to be exposed on the search screen according to the sorting order, the information may be exposed to the exposure position that the advertiser does not want. It has a disadvantage.

That is, in the CPC scheme, it is well known that only advertisement information of an advertiser having a high CPC value is first extracted or preemptively positioned at a display point that may easily cause a click of a searcher. This causes an advertiser to provide the advertiser's advertisement information as a result of the search request acts as an increase factor of the bid price, which may result in a heavy advertising cost.

In addition, in the extraction and display of advertisement information of advertisers, a new type of advertisement cost payment model is required to properly reflect various needs of advertisers by exposing advertisement information by applying other criteria in addition to bid price. Furthermore, there is a demand for an advertisement charging model that can be more reasonably charged for the searched list ranking.

The present invention provides a method and system for providing search word advertisement based on a user conversion reflecting a more intuitive advertising model by determining an advertisement providing rank based on a conversion rate of the advertisement.

The present invention provides a method and system for providing a search word advertisement based on user conversion that can solve the problem of increase in advertisement cost due to fraudulent click by determining the advertisement cost according to the conversion count of the advertisement.

The present invention includes setting a cost per conversion (cost per conversion) for the advertiser's advertisement; And performing exposure and billing of the advertisement based on the bid price per conversion.

The conversion corresponds to at least one of a purchase, login, sign-up, page view, download, and communication as a user action on the advertisement. It means to be.

The exposing of the advertisement may include calculating a conversion rate according to the number of conversions compared to the number of clicks of the advertisement, and based on the calculated conversion rate and a predetermined bid price per conversion for the advertisement. Calculating the ranking index, and arranging and displaying an advertisement corresponding to a predetermined keyword in the order of the calculated ranking index.

The charging of the advertisement may include accumulating the number of conversions for the advertisement, calculating an advertisement cost based on the accumulated number of conversions and a predetermined bid price per conversion for the advertisement; It may include the step of charging the advertiser for the calculated advertising costs.

In addition, the present invention provides a search information database for storing the advertisement of the advertiser in association with a predetermined cost per conversion (cost per conversion); And an advertisement providing unit configured to display and charge the advertisement based on the bid price per conversion.

The advertisement providing unit may include a ranking index calculation unit for calculating a ranking index of the advertisement based on the bid price per conversion, an advertisement exposure unit for exposing an advertisement corresponding to a predetermined keyword according to the calculated ranking index. And, if the conversion to the exposed advertisement may include a charge performing unit for performing the charging of the advertisement.

According to the present invention, by calculating the advertising cost for the actual conversion behavior of the advertisement to provide a new advertising exposure and billing model it can minimize the damage of the advertiser due to click fraud in the existing advertising providing method.

According to the present invention, it is possible to provide a more intuitive search result to the user by determining the ranking index based on the conversion rate for each advertisement in comparison to the number of clicks and by performing the advertisement exposure according to the ranking index.

According to the present invention, by setting a bid per conversion to calculate the advertising cost based on this, more reasonable charges can be imposed and the profit balance between advertisers and business owners related to the search word advertising can be achieved.

Hereinafter, a method for providing a search word advertisement and a system for performing the method will be described with reference to the accompanying drawings.

The present invention relates to a method for providing a search word advertisement based on user conversion, and a system for performing the method.

The present invention is to perform the exposure and billing of the advertisement by the advertising method to apply the cost per conversion (cost per conversion), the advertising method is to calculate the ranking index of each advertisement based on the conversion generated for the advertisement It determines the impression and calculates the advertising cost when a conversion occurs for the exposed advertisement.

In the present specification, 'conversion' refers to a user's action on an advertisement, which corresponds to a purchase, login, sign-up, page view, download, communication, and the like. Means that.

The conversion may be defined by an advertiser and may mean various user actions performed by moving to the web site of the advertiser providing the advertisement. The communication may include writing an article or reading a written article on a bulletin board of an advertiser web site.

1 is a diagram illustrating the entire process of a search word advertisement providing method based on user switching in the search word advertisement providing method of the present invention.

The search word advertisement providing system of the present invention sets a bid price per conversion for each advertisement provided by an advertiser, and stores and maintains the advertisement in association with a predetermined bid price per conversion.

In step S101, the search word advertisement providing system calculates and maintains the rank index of the advertisement based on the bid price per conversion. The search word advertisement providing system stores the advertisement in association with a predetermined bid price per conversion, calculates a ranking index of each advertisement based on the bid price per conversion, and then associates the calculated ranking index with the advertisement. By storing the advertisement, the ranking index for each advertisement can be maintained.

As described above, the step S101 of calculating the rank index will be described in more detail with reference to FIG. 2.

In step S102, the search word advertisement providing system exposes the advertisement based on the ranking index. In this case, the search word advertisement providing system may expose a predetermined number of advertisements in a predetermined advertisement region in the order of the ranking index. That is, when a searcher inputs a keyword and requests a search, advertisements corresponding to the keyword may be sorted in descending order of the ranking index to determine an exposure ranking and to expose the advertisement according to the exposure ranking.

In operation S103, the search word advertisement providing system charges the exposed advertisement based on the bid price per conversion. The search word advertisement providing system charges an advertisement for which the conversion has occurred when a conversion for the exposed advertisement occurs. To this end, the search word advertisement providing system calculates an advertising cost of the advertisement in which the conversion has occurred based on the bid price per conversion and charges the calculated advertisement cost to the corresponding advertiser.

In this way, the step (S103) of calculating the advertising cost will be described in detail with reference to FIG.

FIG. 2 illustrates a detailed process of the step S101, and illustrates a process of calculating a ranking index for advertisement exposure based on a bid price per conversion.

In step S201, the search word advertisement providing system defines a predetermined billing period, and then calculates a conversion rate of the advertisement based on the billing period. The conversion rate of the advertisement may be calculated by calculating a ratio of the number of conversions to the number of clicks of the advertisement generated during the billing period. By the above method, the conversion rate of the advertisement may be calculated and maintained for each billing period.

In step S202, the search word advertisement providing system determines a conversion rate of a billing period corresponding to a previous period based on a time point at which a keyword is input from a searcher, and determines a conversion rate of the previous period billing period and a predetermined conversion for the advertisement. The ranking index is calculated based on the bid price.

The ranking index,

Rank index = conversion rate during the previous cycle billing period * bid price per conversion

The ranking index of the advertisement may be calculated by multiplying the bid price per conversion by the conversion rate of the previous period billing period.

FIG. 3 illustrates a detailed process of the step S103 and illustrates a process of calculating an advertisement cost for an advertisement exposure based on a bid price per conversion.

In step S301, the search word advertisement providing system defines a predetermined billing period, and accumulates the number of conversions for the advertisement at the billing period. That is, the conversion number of the advertisement may be calculated and maintained at the billing period.

In step S302, the search word advertisement providing system calculates an advertising cost for each billing period based on the number of conversions of the billing period and a predetermined bid price per conversion for the advertisement, based on the billing period.

The advertising fee,

Ad cost = billing period conversions * bid price per conversion

The billing period may be calculated by multiplying the bid price per conversion by the number of conversions for each billing period. That is, at the time when the billing period corresponding to the one cycle elapses, the advertisement cost corresponding to the current billing period is calculated by multiplying the number of conversions accumulated during the current billing period, which is the latest cycle, and the bid price per conversion.

In step S303, the search word advertisement providing system charges the advertiser with the calculated advertisement cost. The advertisement cost is calculated based on the billing period and may be charged to the advertiser of the advertisement.

As such, the search word advertisement providing system of the present invention may calculate the rank index of the advertisement based on the bid price per conversion for each advertisement and determine the exposure rank of the advertisement according to the calculated rank index. Furthermore, when a conversion occurs for the exposed advertisement, the advertisement cost of the advertisement may be calculated and billed based on the bid price per conversion.

Hereinafter, a search term advertisement providing system for performing the search term advertisement providing method of the present invention will be described. 4 is a diagram illustrating a peripheral configuration related to a search word advertisement providing system, and FIG. 5 is a diagram illustrating an internal configuration of a search word advertisement providing system based on a user switch according to the present invention.

As shown in FIG. 4, the searcher 410 has a terminal means for maintaining a connection state with the search word advertisement providing system 430 of the present invention through the communication network 420, and provides a search word advertisement through the terminal means. An Internet user who enters a predetermined keyword for a search request in the system 430.

The advertiser 440 may refer to a content provider (CP) that operates a web site on a network by a network address (eg, an IP address, a URL, a domain, etc.), and the advertisement in the search word advertisement providing system 430. The target is to pay a predetermined advertising cost according to the exposure.

The search word advertisement providing system 430 may include a search engine for extracting a predetermined number of advertisement lists corresponding to the keyword and providing the advertisement list as a search result.

When the keyword is input from the searcher 410, the search word advertisement providing system 430 extracts a list of advertisements corresponding to the keyword, and then determines the rank index of the advertisement according to the size of the bid price and determines the rank index. The advertisements may be exposed in descending order.

As shown in FIG. 5, the search word advertisement providing system 430 of the present invention may include a search information database 510, a ranking index calculation unit 520, an advertisement exposure unit 530, and a billing unit 540. Can be.

The search word advertisement providing system 430 may set a bid price per conversion for each advertisement provided by an advertiser and determine the exposure and billing of the advertisement based on the bid price per conversion.

The search information database 510 is a storage device for storing advertisements provided by the advertiser 440 and storing and maintaining each advertisement in association with the bid price per conversion.

The ranking index calculation unit 520 calculates the ranking index of the advertisement based on the bid price per conversion. The ranking index calculator 520 calculates a conversion rate of the advertisement according to the number of conversions compared to the number of clicks of the advertisement at a predetermined billing period. The ranking index of the advertisement may be determined based on a conversion rate of a billing period corresponding to a previous cycle and a predetermined bid price per conversion for the advertisement, based on a time point at which the keyword is input. The ranking index calculation unit 520 may maintain the ranking index by storing the calculated ranking index in association with the advertisement, and may update the ranking index of the advertisement in units of the billing period.

The advertisement exposure unit 530 exposes an advertisement list corresponding to the keyword based on the ranking index calculated and maintained by the ranking index calculator 520. The advertisement exposure unit 530 may provide a predetermined number of advertisements in the order of the ranking index. That is, the advertisements corresponding to the keyword may be arranged in descending order of the ranking index to determine the exposure ranking and the advertisement may be exposed in the order of the exposure ranking.

The billing unit 540 charges the advertisement for which the conversion occurred based on the bid price per conversion when the conversion for the exposed advertisement occurs. The billing unit 540 calculates the number of conversions of the advertisement for each billing period by accumulating the number of conversions of the advertisement at a predetermined billing period. The advertisement cost of the advertisement is calculated based on the number of conversions for each billing period and a predetermined bid price per conversion for the advertisement, and the calculated advertisement cost is charged to the corresponding advertiser. The billing unit 540 may be configured to perform billing only for the advertisement in which the conversion has occurred, and may calculate and maintain an advertisement cost for each billing period.

The search word advertisement providing system of the present invention may determine whether the exposure is performed on the advertisement in which the actual conversion has occurred by performing the advertisement exposure by the advertisement method applying the bid price per conversion. That is, more intuitive advertisement information may be provided as a search result of the search word advertisement providing system.

In addition, the search word advertisement providing system of the present invention may provide a reasonable billing method in which an advertisement fee is charged only for an advertisement click on which an actual conversion has occurred by calculating an advertisement cost based on a predetermined number of conversions and a bid price per conversion.

In addition, the search engine advertisement providing system of the present invention can lower the conversion index for the number of clicks when any attacker clicks fraudulent can lower the ranking index of the target of the attack target, but can not increase the advertising cost to prevent fraudulent clicks Advertisers can benefit from fraudulent clicks.

Furthermore, if the advertiser reports fewer conversions in order to reduce advertising costs, the conversion rate is lowered and the ranking index is also lowered, thereby reducing the advertising effect or profit of the next billing period. This is an opportunity for the advertiser to report the conversion number of the advertisement more honestly, and can realize the profit balance between the advertiser and the business owner related to the advertisement.

The search word advertisement providing method based on the user switching according to the present invention may be implemented in the form of program instructions that can be executed by various computer means and recorded in a computer readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks. Magneto-optical media, and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

As described above, the present invention has been described by way of limited embodiments and drawings, but the present invention is not limited to the above embodiments, and those skilled in the art to which the present invention pertains various modifications and variations from such descriptions. This is possible.

Therefore, the scope of the present invention should not be limited to the described embodiments, but should be determined not only by the claims below but also by the equivalents of the claims.

1 is a diagram illustrating the entire process of a search word advertisement providing method based on user switching in the search word advertisement providing method of the present invention.

2 is a diagram illustrating a process of calculating a ranking index for advertisement exposure based on a bid price per conversion.

3 is a diagram illustrating a process of calculating an advertisement cost of an exposed advertisement based on a bid price per conversion.

4 is a diagram illustrating a peripheral configuration associated with a search word advertisement providing system of the present invention.

5 is a diagram illustrating an internal configuration of a search word advertisement providing system based on user switching according to the present invention.

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

430: search query advertisement system 510: search information database

520: ranking index calculation 530: advertising exposure

540: billing execution unit

Claims (15)

Calculating a ranking index of an advertisement based on a conversion rate corresponding to a billing period of a previous cycle and a bid per conversion based on a time point at which a search keyword is input; Arranging and displaying an advertisement corresponding to the search keyword in order of the rank index; And Billing the exposed ads by determining advertising costs based on the number of conversions accumulated during the current billing period How to provide a search query ad including. The method of claim 1, The conversion is User action for the advertisement corresponds to at least one of purchase, login, sign-up, page view, download, and communication Search terms advertising method characterized in that. The method of claim 1, Setting a cost per conversion for the advertiser's ad; And Calculating a conversion rate according to the number of conversions compared to the number of clicks of the advertisement at a predetermined billing period; Search ad providing method further comprising. delete delete The method of claim 1, In the charging of the exposed advertisement, Accumulating conversions for the ad; Calculating an advertising cost based on the accumulated conversion number and a predetermined bid price per conversion for the advertisement; Charging the advertiser with the calculated advertising cost How to provide a search query ad including. The method of claim 6, The step of calculating the advertising cost, Accumulating the number of conversions of the advertisement at a predetermined billing period; Determining the number of conversions for each billing period; Calculating an advertising cost for each billing period based on the number of conversions for each billing period and the bid price per conversion; How to provide a search query ad including. A computer-readable recording medium in which a program for executing the method of any one of claims 1 to 3, 6 or 7 is recorded. A ranking index calculator for calculating a ranking index of an advertisement based on a conversion rate and a bid per conversion corresponding to a billing period of a previous cycle based on a time when a search keyword is input; An advertisement exposure unit arranged to display an advertisement corresponding to the search keyword in order of the ranking index; And The billing unit that charges the exposed advertising by determining the advertising cost according to the number of conversions accumulated during the billing period of the current cycle Query advertising providing system comprising a. 10. The method of claim 9, A search database that stores your ads in association with a predetermined cost per conversion. Query advertising providing system further comprising. 10. The method of claim 9, The ranking index calculation, The conversion rate is calculated based on the number of conversions compared to the number of clicks on the ad. Calculating the rank index based on the calculated conversion rate and a predetermined bid price per conversion for the advertisement. Search term advertising providing system characterized in that. The method of claim 11, The ranking index calculation, Search term advertisement providing system, characterized in that for calculating a conversion rate of the advertisement at a predetermined billing period. delete delete delete

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