KR20060103036A - Internet search advertising service system and method thereof - Google Patents

Abstract

The present invention relates to an Internet search advertisement service system for presenting a website of an advertiser associated with a search keyword of an internet user in a search result list in a browser of an internet user according to an advertiser's bidding contents. The system of the present invention creates an association by pairing each of an initial search keyword of a Internet user transmitted through a search engine web server and subsequent search keywords to a database. Keywords built in the database are recommended to advertisers, and the advertisers' advertisements are randomly displayed on a search result list through an internet user's search engine according to the bid amount of advertisers for the recommended keywords. Such a system allows advertisers to purchase keywords that are appropriate for their website, and gives small website operators the opportunity to place ads on the top of the search results list.

Ad, keyword, search, listing, referral, bid, random, impression

Description

Internet search advertising service system and method

1 is a diagram illustrating a network to which an internet search advertisement service system according to the present invention is applied;

2 is a block diagram of an Internet search advertisement service system according to an embodiment of the present invention;

3 and 4 are diagrams for explaining a keyword collection and suggestion process through a search engine according to an embodiment of the present invention;

5 is a view for explaining a keyword bidding process according to an embodiment of the present invention;

6 is a view showing a bidding tool according to an embodiment of the present invention, and

7 is a view for explaining an advertisement exposure process according to an embodiment of the present invention.

* Description of the symbols for the main parts of the drawings *

110, 120, 130: Internet terminal 150: Internet

200: Internet search advertisement service system 210: Search engine web server

220: web analytics server 230: database server

240: ad server 242: keyword recommendation processing unit

244: bid management unit 246: billing unit

248: ad processing unit

The present invention relates to an internet search advertising service system and method, and more particularly, to an internet search advertising service system and method for presenting a website of an advertiser associated with a search keyword of an internet user in a search result list according to an advertiser's bidding contents. .

With the development of the Internet, various websites are appearing exponentially around the world. In other words, various websites have been opened for other reasons, such as public relations in companies or organizations, community means of hobbyists, and voluntary network participation of individuals. As a result of the myriad of web sites, there have been a variety of search sites that allow ordinary Internet users (where ordinary Internet users use the Internet for simple reasons such as information retrieval) to visit their desired websites. . These search sites display countless Internet sites by area, or provide a list of sites related to keywords based on the keyword input of the Internet users, making it easier for Internet users to visit the desired websites. . They are also called portal sites because they act as gateways to Internet users on the Internet.

Portal sites have attracted more Internet users as their websites grow exponentially, creating new business opportunities. In other words, it is possible to generate revenue by exposing advertisements of advertisers who want to promote their websites to Internet users who visit portal sites.

In the early days of Internet advertising, banner advertisements linking advertisers' websites were mainstream, but with the evolution of the Internet, various Internet advertising models were developed. Currently, portal sites apply various Internet advertising models.

The conventional technology of the newly appeared Internet advertisement model is applied to the 'computer communication network search engine' patented by Overture Services Inc. (hereinafter referred to as 'Overture Inc.') (Korean Application No. 10-2002-0045944). Location and price protection of the list of search results generated by the system and method. Overture's system provides a keyword search and registration tool that allows advertisers to search for and register keywords related to their website, while allowing advertisers to set up usage rights by bidding on Internet users' search keywords. Provide bidding tools to help

Overture's system as described above provides a list of keywords related to the keyword input of the advertiser through a search tool, and the advertiser selects the desired keywords from the presented related keywords. In addition, the advertiser may place a bid on the keywords through a keyword bidding tool, thereby placing his or her advertisement in a desired position in a keyword search result through a search engine of an internet user.

In search advertising systems such as Overture Inc., a method that can efficiently select and recommend the optimal related keywords can have a profound effect on advertising, so keyword recommendation is essential and a key issue. This is explained by its importance for the following reasons.

First, from an advertiser's point of view, if the relationship between keywords is not well known, most of the time, the intention to purchase only a specific keyword will be revealed, causing excessive bidding or purchase competition among advertisers for a few keywords. In addition, even if they find and select related keywords by the intuition of the advertiser, the effect of keyword selection based on actual relevance is inevitably different. The generated advertisements inevitably include excessive competition price, and in some cases, purchase inappropriate keywords and execute advertisements, resulting in waste in terms of transaction inefficiency and cost effectiveness.

Second, in the case of a user who is a consumer of an advertisement, it may be an 'advertisement' or an 'information' depending on how appropriate an advertisement campaign is conducted according to the characteristics of a search advertisement. Another problem is the high likelihood of exposure to irrelevant advertising. This is not only because of the inefficiency of advertisers due to the indefinite supply (for example, inappropriate keyword recommendation) in the process of supplying and demanding advertisements generated by the platform, but also by the service provider providing the advertising platform. It can lead to lower profits.

However, in the above-mentioned advertising system of Overture Inc., a somewhat inefficient aspect of keyword recommendation supporting advertisers' keyword selection is exposed. It is important to search advertisers to recommend related keywords related to specific keywords to advertisers. Overture's system is only compound word level in providing related keywords. For example, it is limited to a function of recommending only a keyword including the word 'golf' to a customer (advertiser) who wants to purchase the keyword 'golf'. In other words, Overture's system can recommend a combination of keywords such as 'Golf Mania', 'Golf Course', and 'Golf Goods' to customers who purchase the keyword 'Golf', but 'Tiger Woods' and PGA that are highly related to 'Golf' ',' Skins games' keywords are not recommended. This is because Overture's keyword recommendation system is developed in other countries and thus has language limitations.

On the other hand, in general, when people access a web document, their eyes tend to move from top to bottom and from left to right. This is especially true for web pages that are the result of search engines whose primary purpose is information acquisition. Therefore, it is known that the most effective at the top, in the order nearest to the search box. Advertisers who present the highest amount occupy the highest positions, which is a general method of advertising exposure of search engines.

However, the ad exposure method of the conventional search engine is general, and in fact, it is not always an area where only the upper level can obtain a high advertisement effect in that the gaze of the Internet user can be directed to various points by various factors. . In addition, small businesses that run websites with a small amount of operating money are deprived of the opportunity to place their website ads at the top. In addition, the advertising platform operating side has a problem that the efficiency of the operation is lowered because the sale is made only for the top-ranked popular keywords among a plurality of related keywords.

An object of the present invention is to provide a highly relevant keyword recommendation reflecting the latest trends to advertisers to solve the above problems, as well as to provide a broader advertising opportunities to more advertisers and Internet search advertising service system and To provide a way.

In order to achieve the above object, the Internet search advertisement service system of the present invention includes a search engine web server for arranging a list of websites having keywords related to a keyword search of an Internet user in a predetermined form, and the search engine A web analytics server for generating an association relationship of pairing the first search keyword of the internet user and subsequent search keywords of the first search keyword transmitted through a web server, and generated by the web analytics server; A database server for constructing the generated keyword pairs as a database, and recommending keywords according to the keyword pairs established in the database to an advertiser, and randomly selecting the keyword pairs from the website list according to the bidding contents for the keywords of the advertiser. ), Including an ad server that processes advertisers' ads All.

The ad server provides a keyword search tool for searching a list of keywords related to advertisements to advertisers who are willing to purchase at least one keyword, and the search keyword from the database for the advertiser's search keyword through the search tool. And a keyword recommendation processing unit for recommending keywords forming a pair with the advertiser, and a bidding tool for inputting the bidding contents of the advertiser for the keywords, and a bid management processing unit processing the bidding of the advertiser through the bidding tool. And a database processing unit for constructing a second database by linking the keyword bidding content of the advertiser with the bidding contents of other advertisers for the bidding keyword, and displaying the advertisement of the advertiser according to the bidding contents registered in the second database. It includes an advertisement processing unit for processing.

The advertisement processor determines an exposure frequency of the advertisement according to the bid amount of the advertiser.

Meanwhile, in the system, the advertisement server may process the advertisement of the advertiser to be randomly displayed on the top item of the website list. In addition, the next higher items following the top item may be processed to be displayed according to the bid amount of advertisers.

In the system, the advertisement server may be configured to expose the advertisement of the advertiser at a ratio of the advertiser purchase amount to the total purchase amount for the keywords.

In order to achieve the above object, the Internet search advertisement service method of the present invention comprises the steps of: collecting search keywords of an Internet user delivered through a search engine web server; Generating an association that pairs the first search keyword and subsequent search keywords of the first search keyword, and constructs keywords according to the association into a first database; Recommending the keywords to an advertiser approaching a system; providing a bidding tool configured to selectively enter bid information for the recommended keywords; Building a second database in association with the bidding contents of other advertisers for Depending on the contents of the bid by advertisers bidding tools include the steps that show ads from the advertiser at random (Random) for the Web site list.

In the service method, recommending keywords to the advertiser may include providing a keyword search tool for searching a list of keywords related to advertisements, and pairing with the search keyword from the database for an advertiser's search keyword through the search tool. Recommending keywords to form an advertiser.

In the serving method, the advertisement frequency of the advertiser is determined according to the bid amount of the advertiser.

Meanwhile, in the service method, displaying the advertisement of the advertiser may randomly display the advertisement of the advertiser with respect to the top item of the website list, and bid the advertiser for the next higher item following the top item. It can be set to display according to the rank of money.

In addition, the displaying of the advertisement of the advertiser in the service method may be set to expose the advertisement of the advertiser in the ratio of the advertiser purchase amount to the total purchase amount of the keywords.

The above Internet search advertising service system and method can recommend the latest relevant keywords reflecting the trends of Internet users when recommending keywords to advertisers, and the upper part perceived to be generally effective for advertisers with limited funding In addition to providing advertising opportunities to, ad platform operators can increase sales opportunities for less popular keywords.

Hereinafter, with reference to the accompanying drawings will be described in detail the present invention.

1 is a diagram illustrating a network to which an Internet advertisement service system according to the present invention is applied. In the network, the Internet user / advertiser terminals 110, 120, 130 and the Internet advertisement service system 200 are organically connected through the Internet 150. Here, the Internet user / advertiser terminals 110, 120, and 130 may access the Internet advertisement service system through various Internet connection tools such as the desktop computer 110, the personal digital assistant (PDA) 120, the notebook 130, and the like. It is showing.

2 is a block diagram of an Internet advertising service system according to an embodiment of the present invention. The system includes a search engine web server 210, an analytics server 220, a database server 230, and an advertisement server 240.

The search engine web server 210 arranges and provides a list of websites having keywords related to a keyword search of an Internet user in a predetermined form.

The web analytics server 220 collects and analyzes search keywords of an Internet user delivered through the search engine web server 210 and generates an association of the search keywords. To this end, the web analytics server 220 creates an association relationship between each of the first search keywords of the Internet user who uses the search engine web server 210 and subsequent search keywords.

The database server 230 builds an association between keywords generated by the analytics server 220 as a database. To this end, the database server 230 registers the association keyword of the pair generated by the analytics server 220 in the database, and targets a search query for all Internet users using the search engine web server 210. The number of generated keyword pairs is counted and registered in the database. The database server 230 is set to be removed from the established database when the number of keyword pairs generated through the analytics server 220 is less than the predetermined number for a predetermined period.

The ad server 240 recommends the keywords constructed in the database to the advertiser, and processes the advertisement according to the bid contents of the advertiser's keywords. And charging is performed from the use of advertisements of Internet users. To this end, the ad server 240 includes a keyword recommendation processor 242, a bid management processor 244, a billing processor 246, and an advertisement processor 248.

The keyword recommendation processor 242 provides a keyword search tool to search a list of keywords related to ads to advertisers who are willing to purchase at least one keyword through membership registration, and provides a keyword search tool for a specific keyword input through the search tool. Provides a list of specific keywords built in a database and keywords associated with a specific keyword pair.

The bid management unit 244 provides a bidding tool for entering a bid amount for each keyword along with a list of search related keywords for hyperlink selection through an advertiser's search tool, which means a keyword bidding intention. The bidding tool includes information on bid amounts of ad competitors up to a predetermined rank for each of the keywords, information on the number of impressions and clicks for each of the associated keywords, and the number of impressions and clicks over a period of time calculated from the aggregated information. Information about expected values, and the like.

The billing unit 246 is configured to issue a cookie having a predetermined session time with respect to the posted advertisement and to be charged once based on the published cookie. The settlement process of the advertiser is set in such a way that the balance is exhausted through one-time charging due to the issuance of cookies after the pre-charging of the advertisement amount through the advertiser's bidding account.

The advertisement processing unit 248 processes an advertisement to be randomly displayed on the search result page of the Internet user according to the bid amount for the advertiser's search keyword. Meanwhile, the advertisement processing unit 248 may randomly determine the advertisement exposure of the advertisers only for the top item of the search list, and may arrange the next higher positions in order of high bid amount.

Hereinafter, a service processing process of the Internet search advertisement service system according to the present invention will be described.

3 and 4 are diagrams illustrating a keyword collection and promotion process through a search engine according to an embodiment of the present invention. First, when an Internet user A searches a keyword 'golf' through the search engine web server 210, and a search query is generated, the search engine web server 210 transmits the search query to the web analytics server 220. Next, when User A searches for another keyword 'Tiger's, the analytics server 220 creates a relationship between the two keywords by pairing the relationship between the keyword' Golf 'and' Tiger's. do. The generated two related keywords are delivered to the database server 230 to build a database. In the same way, if Internet user B searches for 'golf' and then 'tailor maid', an association of 'golf-taylor maid' is created. Likewise, a pair of 'golf-golf goods' and 'golf-golf sky' is generated by user C and user D, respectively. As such, the database server 230 counts the number of AB pairs and the number of pairs of keyword A and another keyword C in the same manner. You will create a set of associations between different keywords. On the other hand, there may be an irrelevant keyword pair in the established association set, the database server 230 removes from the database if the number of keyword pairs for a predetermined period or less. It is also possible to manually remove irrelevant keyword pairs. The association set of the keywords thus constructed is provided to the advertiser visiting the system 200 in the list as shown in FIG.

The result of the above work provides three advantages in advertising planning and execution.

The first advantage is that trends are continuously reflected in keyword recommendations. For example, when Tiger Woods gets married, his spouse, Elin Nordegrin, is also frequently searched for, and the association set is automatically updated to keep up with changing trends. This ensures that advertisers always receive the latest relevant keywords.

Secondly, even if you are a new golf equipment advertiser who doesn't have much knowledge about golf, if you search for 'golf', a famous golf brand called 'Taylor Maid' will appear as a related keyword, so you can be more faithful to your website. In addition, you can achieve more scalability without knowing it in detail.

And the third most important advantage is that you can select the keywords that are best suited to you from the recommended related keywords. As shown in FIG. 4, there are various recommended keywords based on actual 'golf', but the related keywords presented have various characteristics, such as golf equipment, simple interest, and game keywords of ten tastes. In this case, the golf article seller can prevent unnecessary expenses by reviewing the proposed keyword and removing keywords that are far from their interests from the purchase list. For example, the online casual game, "You are the king of golf," will find that the associated keywords are mostly focused on the game, and thus can be removed from the purchase list. In short, among relevant keywords, you can filter out keywords that are appropriate for you.

In addition, in the system of the present invention, keyword extraction for keyword recommendation is set to provide a list of related keywords by reflecting a related keyword extraction using a search engine and a compound word including a search word for a search keyword. Accordingly, the system can recommend an optimal keyword reflecting the trend to the advertiser.

The advertiser may then place his or her ad by participating in the bid for the recommended keywords. 5 shows a keyword bidding process according to an embodiment of the present invention. First, the advertisement processing unit 248 obtains click information (2) by the user A clicking (1) the exposed advertisement and delivers the exposure information and the click information to the bid management processing unit 244 (3). The bid management processor 244 provides an advertisement exposure information and click information delivered to the advertiser along with the recommended keyword list, and provides a bidding tool (4) for filling in the bid amount. 6 is a view showing a bidding tool according to an embodiment of the present invention. When the advertiser enters the bid amount for the keyword through the bidding tool and confirms the bid intention (5), the bid processing unit 244 delivers the advertisement placement information according to the keyword bid amount to the ad processing unit 248 (6). The advertisement processing unit 248 randomly exposes the advertisement of the advertiser whose exposure frequency is determined according to the bid amount in the search result list for the Internet user's search according to the received advertisement placement information.

After the bidding process is completed through the bidding tool, the system randomly exposes advertisements to the top items of the search result list according to the bid amount of advertisers for the keywords. 7 shows an advertisement exposure process according to an embodiment of the present invention. When the advertisers A, B, C, and D bid on the keywords, the bid management unit 244 first calculates the exposure amount according to the bid amount of each advertiser, and notifies the amount of exposure to the advertisement processor 248. The advertisement processor 248 then randomly exposes the advertiser's advertisements to the search result list according to the exposure amount information of each advertisement delivered from the bid management processor 244.

Meanwhile, another advertisement exposure method may be applied in the process of exposing an advertisement to one item of the search result list. That is, the advertisements of the advertisers may be randomly displayed only on the top items of the search result list. By restricting the advertisements of the advertisers to be randomly displayed only at the top of the search result list, the dissatisfaction when the advertiser (the maximum amount advertiser) who bids the relatively high amount of money is placed in an undesired position can be eliminated. Of course, the bidding price determines the frequency of ad exposure, so even if the ad is placed randomly in the global search results, it is natural that the advertiser with the highest bidding price is the most exposed, but only the top level is determined. Sorting by the high bid amount may be enough to satisfy advertisers who bid high.

In addition, in advertisement exposure, advertisements may be set to be exposed at a ratio of an advertiser purchase amount to a total purchase amount (total bid amount) for bidding keywords.

In addition, in advertising exposure, advertisers may be notified in advance for efficient operation of the system and maximum exposure of advertisers, and then excluded from randomly determining exposure positions for advertiser advertisements of a predetermined lower purchase amount. For example, the amount of exposure may be set so that the remaining 90% of the amount is randomly positioned relative to the amount except for the advertisement of the small advertiser belonging to the lower 10% of the total purchase amount for the keyword.

The Internet search advertisement system of the present invention as described above supports advertisers to reflect the latest trends to advertisers through the recommendation of keywords that are constantly updated.

Advertisers can also provide advertising opportunities to the top-perceived advertisers, which are generally perceived to be highly effective for advertisers with limited funding.

In addition, advertising platform operators can increase the sales of non-popular keywords, thereby increasing profits.

Claims (12)

A search engine web server for arranging and providing a list of websites having keywords related to a keyword search of an Internet user in a predetermined form; A web analytics server for generating an association relationship between the first search keyword of the Internet user transmitted through the search engine web server and subsequent search keywords of the first search keyword as a pair; A database server for constructing the keyword pairs generated by the web analytics server into a database; And An ad server recommending keywords according to the keyword pairs established in the database to an advertiser and processing the advertiser's advertisements to be randomly displayed in the website list according to the bidding contents of the keywords of the advertiser. Internet search advertising service system comprising a. The method of claim 1, wherein the ad server Provide a keyword search tool that allows advertisers who are willing to purchase at least one keyword to search a list of keywords related to advertising, and form a pair with the search keyword from the database for the advertiser's search keyword through the search tool. A keyword recommendation processor for recommending keywords to advertisers; A bid management process that provides a bidding tool to fill in bid contents of an advertiser for the keywords, and processes bidding of an advertiser through the bidding tool; A database processor for constructing a second database by associating keyword contents of the advertiser with bid contents of other advertisers for the bid keywords; And And an advertisement processing unit for processing the advertisement of the advertiser to be displayed according to the bid contents registered in the second database. The method of claim 2, The advertisement processing unit determines the exposure frequency of the advertisement according to the bid amount of the advertiser, the Internet search advertising service system. The method of claim 1, And the advertisement server processes the advertisement of the advertiser to be randomly displayed on the top item of the website list. The method of claim 4, wherein The ad server processes the next higher items in the website list to be displayed according to the bid amount of advertisers. The system of claim 1, wherein the advertisement server is configured to expose an advertisement of the advertiser at a ratio of an advertiser purchase amount to a total purchase amount for the keywords. Collecting search keywords of an Internet user delivered through a search engine web server; Generating an association relationship between the first search keyword of the Internet user transmitted through the search engine web server and subsequent search keywords of the first search keyword as pairs; Constructing keywords according to the association into a database; Recommending the keywords registered in the database to an advertiser accessing a system; Providing a bidding tool configured to selectively enter bid information for the recommended keywords; Constructing a second database of the keyword bid contents of the advertiser in association with the bid contents of other advertisers for the bid keywords; And And displaying the advertisement of the advertiser at a random position in the website list according to the bidding contents of the advertiser through the bidding tool. The method of claim 7, wherein recommending keywords to the advertiser comprises: Providing a keyword search tool for searching an advertisement related keyword list; And Recommending keywords to the advertiser that form a pair with the search keyword from the database with respect to the search keyword of the advertiser through the search tool. The method of claim 7, wherein In the step of displaying the advertisement of the advertiser, the Internet search advertising service method, characterized in that the frequency of exposure to the advertisement is determined according to the bid amount of the advertiser. The method of claim 7, wherein In the step of displaying the advertisement of the advertiser, the Internet search advertisement service, wherein the advertisement of the advertiser is randomly displayed for the top item of the website list. The method of claim 10, And displaying the advertisement of the advertiser according to the bidding order of advertisers for the next higher items after the top item of the website list. The method of claim 7, wherein And displaying the advertisement of the advertiser is configured to expose the advertisement of the advertiser at a ratio of the purchase amount of the advertiser to the total purchase amount of the keywords.

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