KR20070029967A - Keywords analizing system of advertisement - Google Patents

Abstract

A system for analyzing keyword AD is provided to present a keyword optimized in a cost-effect side to an advertiser and provide an AD effect according to the presented keyword when the advertiser advances the AD, and enable the advertiser to obtain the desired AD effect by automatically processing hit rank when the advertiser wants to keep the hit rank for a website of the advertiser. A keyword extracting module(110) analyzes the AD by referring to a search page matched with the keyword, extracts the keyword from the website of the advertiser and extracts at least one word having relation to each extracted keyword as the keyword according to a business characteristic of the advertiser. A keyword characteristic determining module(120) generates characteristic information for each extracted keyword by referring to a hit and click count for searching each extracted keyword in the search page. A keyword selector(130) selects the optimal keyword for the advertiser by matching the characteristic information with an expense paid from the advertiser. A keyword monitoring module monitors an AD result for the selected keyword and provides a monitoring result to the advertiser.

Description

Keyword advertising analysis system {Keywords analizing system of advertisement}

1 is a conceptual block diagram of a keyword advertising analysis system according to the present invention;

2 is a diagram illustrating an example of a two-dimensional graph generated by the keyword characteristic determination module illustrated in FIG. 1;

3 is a detailed block diagram of a first extraction module of the keyword extraction module shown in FIG. 1;

4 is a detailed block diagram of a second extraction module shown in FIG. 1, and

FIG. 5 shows a detailed block diagram of the keyword monitoring module shown in FIG. 1.

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

110: keyword extraction module 111: first extraction module

112: second extraction module 120: keyword characteristic determination module

130: keyword selection module 140: keyword monitor day module

150: reporting module 160: database

The present invention relates to a keyword advertisement analysis system, and more particularly, to a keyword advertisement analysis system capable of suggesting an optimal keyword for an advertiser wanting a keyword advertisement.

A typical online advertisement has been made by displaying a banner advertisement on a website of a portal company, displaying an advertisement or a pop-up window in the form of a flash and an image. Such online advertisements are often rejected by netizens accessing websites, and the click rate is often less than 1%. This is because online advertising is provided to an unspecified number of people, and it is regarded as an obstacle to information acquisition by netizens who want to find the information they want on a website. As a result, Service Pack 2 for Windows XP, Microsoft's operating system, now includes the ability to block pop-up windows. In order to solve such problems of online advertising, a keyword advertising method (eg, overture advertising) has been proposed. The keyword advertising method is an advertisement method that provides a website and an advertisement corresponding to a keyword requested by a netizen on a website of a portal company that has a search function. The advertiser selects an advertisement selected from among the advertisements (or websites) provided to the netizen, In other words, netizens pay only for the selected advertisement by clicking on it with the mouse. This advertising method has a very reasonable aspect compared to the existing online advertising method paying the advertising fee for each banner ad impressions.

On the other hand, when the advertiser wants to proceed with the keyword advertising, the keyword selection is very important from the advertiser's point of view. Due to the fact that the keyword advertising method provides the netizens with a search page according to a search result for the keyword, if an advertiser incorrectly selects a keyword, the advertisement effect is greatly reduced. Advertisers should select appropriate keywords for the services and products they provide, but most of them are based on intuitive judgment of the advertiser. If the advertiser fails to select an appropriate keyword for the goods or services that he / she wants to provide, the probability of being selected by netizens in the keyword advertisement is reduced, which leads to the loss of the advertiser. Accordingly, the present applicant intends to propose a keyword advertising analysis system capable of analyzing the goods and services provided by the advertiser and determining the optimal keyword required by the advertiser based on the analysis.

As described above, an object of the present invention is to determine an optimal keyword required by an advertiser in a keyword advertisement, and to provide a keyword advertisement analysis system capable of providing the same to the advertiser.

According to the present invention, according to the present invention, an advertisement is analyzed by referring to a search page corresponding to a search word, a keyword is extracted from an advertiser's website, and at least has an association with each of the extracted keywords according to the business characteristics of the advertiser. Keyword feature determination to generate feature information for each of the extracted keywords by referring to a keyword extraction module for extracting one keyword, the number of views for which each keyword extracted from the keyword extraction module is searched on the search page, and the number of clicks And a keyword selecting unit for matching the characteristic information with the cost to be paid by the advertiser and selecting an optimal keyword for the advertiser.

Preferably, the method further includes a keyword monitoring module for monitoring an advertisement result for the keyword selected by the keyword selection module and providing the monitoring result to the advertiser.

Preferably, the keyword monitoring module monitors a predetermined advertisement ranking for the advertiser and increases or decreases the keyword bidding cost of the advertiser according to the result.

The keyword extraction module may include a first extraction module for extracting a keyword from the advertiser's website and a second extraction module for extracting a keyword to be compared with each of the keywords extracted from the first extraction module in the search page. It is preferable to include.

Preferably, the second extraction module extracts at least one keyword associated with any one of the business and the product of the advertiser from any one of the websites displayed on the search page and the words included in the website. .

The keyword extraction module further includes a morpheme analysis module for extracting words from sentences posted on the advertiser's website, wherein the keyword extraction module includes the advertiser's website and the search page through the morpheme analysis module. Extract keywords and target keywords from.

The first extraction module, a keyword collection module for collecting words and sentences in the advertiser's website, a collection condition setting module for setting the conditions for the keyword collection time and interval of the keyword collection module, for the collected keywords It is preferable to include a morpheme database having morpheme information, and a keyword determination module for extracting keywords from the website of the advertiser with reference to the morpheme database.

The second extraction module may include a category builder that generates a category for words having correlations according to the meaning of keyword target words, and a related word expansion module that extracts similar words and related words for each of the keywords classified by the category. And an optimal keyword selection module for extracting keywords highly related to any one of the advertiser's industry, products, and services according to any one of the advertiser's industry, products, and services. It is preferable to include.

Preferably, after the keyword selected by the advertiser with reference to the characteristic information is registered on the search page, the advertiser further includes a reporting module for reporting the results for the number of times the advertising cost of the keyword selected by the advertiser.

The keyword characteristic determination module generates a multi-dimensional graph by selecting at least two of a hit number, a click count, an impression rate, a click rate, a page view count, and an advertisement cost paid for each keyword for each keyword extracted. It is desirable to provide to the advertiser.

The keyword selection module may further include a keyword selection module that selects a keyword of an area corresponding to the advertisement cost in the table among the keywords shown in the table by referring to the advertisement cost and the characteristic information set by the advertiser.

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

Figure 1 shows a block diagram of a keyword advertising analysis system according to the present invention.

The illustrated keyword advertising analysis system, keyword extraction module 110, keyword characteristic determination module 120, keyword selection module 130, keyword monitoring module 140, reporting module 150, and database (DB) 160 ).

The keyword extraction module 110 extracts keywords from the website of the advertiser who requested the keyword analysis, and extracts words having an association with the extracted keywords as keywords. In this case, the word having an association refers to a word that can be frequently used in a search in the same series even if the meaning is similar to or different from the keyword extracted from the advertiser's website. In the drawing, the first extraction module 111 extracts a keyword from an advertiser's website, and the second extraction module 112 compares words having an association with each keyword extracted from the first extraction module 111. Extract as a keyword. The comparison target keyword is a keyword corresponding to the synonyms, synonyms, and related words, which are extracted from the first extraction module 111, and the second extraction module 112 includes a predefined database for the synonyms, synonyms, and related words (not shown). ) Is provided. For example, if the keyword "tour" is extracted from the first extraction module 111, the second extraction module 112 is a comparison target such as "travel", "leisure", "tour", and "hotel" Keywords may be extracted, and when the keyword "gift" is extracted from the first extraction module 111, corresponding flowers "flower", "fragrance", and "girlfriend gift (girlfriend gift)", etc. are compared keywords. Can be extracted as. Here, "girlfriend gift" is a keyword frequently used by a netizen with a girlfriend for such a keyword is a database that is provided in the second extraction module 112 is searched steadily from other websites other than the advertiser's website ( It is preferred to be stored in (not shown).

The keyword characteristic determination module 120 determines the number of hits, clicks, impressions, click rates, page views for the keywords extracted from the keyword extraction module 110, that is, the keywords extracted from the advertiser's website and the corresponding target keywords. (page view) The characteristics of each keyword and a comparison target keyword are determined based on information on the number of times and the advertising cost paid per click. To this end, the keyword characteristic determination module 120 may express keyword characteristics in a form corresponding to each of the following arcs.

1) The keyword characteristics are expressed in a two-dimensional plane with each keyword extracted from the keyword determination module as the number of views (x-axis) and the number of clicks (y-axis).

2) For each keyword extracted by the keyword determination module, a plane including the view count and the click count axis is further expressed as a three-dimensional plane further including an axis for one of advertisement cost, exposure rate, and click rate.

3) Select two or three of view count, click count, impression rate, click rate, page view number, and advertisement cost paid per click for each keyword extracted from keyword characteristic determination module. Expressed as

Keyword characteristic determination module 120 will be described with reference to FIG.

2 illustrates an example of a 2D graph generated by the keyword characteristic determination module 120 illustrated in FIG. 1. In the illustrated two-dimensional graph, the horizontal axis consists of clicks and the vertical axis consists of views. If the advertiser is engaged in a business related to the weekend trip, and requests the keyword characteristics to be identified, the keyword characteristic determination module 120 generates a chart according to the number of views and clicks for each keyword related to the weekend trip and the comparison target keywords. can do. In the chart, keywords such as hotels and hotel reservations have many views, but the number of times netizens select them with the mouse is very small.In the case of keywords such as weekend trips, many netizens choose well as search terms. Show that it is not used. The most preferable keywords may be keywords such as "travel" and "tourism" that netizens use most as search terms, that is, the number of views is high and the mouse clicks the most. That is, when the advertiser selects, it can be seen that "travel" or "tour" is better than "weekend travel" as the most effective keyword.

The keyword selection module 130 sequentially displays the keywords having the highest advertising effect or the most netizens click, and displays the advertising costs set by the keyword advertising agency among these keywords, and the advertiser selects one of the sorted keywords. To help. If the advertiser preliminarily presents a payable amount or a range of amounts, the keyword selection module 130 may select keywords corresponding to the corresponding amount or range of amounts and present them to the advertiser.

In this case, the keyword selection module 130 may select keywords corresponding to the amount (or range of amount) of the advertiser according to the following criteria.

4) Select keywords with high netizens' high inquiry rate.

5) Select a keyword with a high clickthrough rate that netizens click on with their mouse.

6) Select keywords with high view rate and click rate by netizens.

7) Choose a keyword that has one of the highest view rate or click rate compared to the advertisement cost paid by the advertiser.

The keyword selection module 130 selects an optimal keyword selectable by the advertiser by matching the characteristics of each keyword determined by the keyword characteristic determination module 120 with the cost to be paid by the advertiser. As described above, since the keyword characteristic determination module 120 calculates information about the advertising cost paid for each keyword or the keyword to be compared, the keyword selection module 130 refers to the keyword that is optimal for the advertiser. Can present The keyword monitoring module 140 monitors the advertisement result for the keyword selected by the keyword selection module 130 and provides the monitoring result to the advertiser. In addition, the keyword monitoring module 140 continuously monitors the keywords of the advertiser registered in the keyword advertising agency. Accordingly, the keyword monitoring module 140 determines the advertising cost that the advertiser's website can be continuously exposed to a predetermined position (for example, the top 10), and bids on the advertisement agency on behalf of the advertiser. To this end, the keyword monitoring module 140 continuously monitors the ad bids of the same competitor keywords as the advertiser's keywords, and increases or decreases the advertiser's keyword bids in response to the increase or decrease of the bids for the keywords. Keep the rankings constant.

The reporting module 150 includes the number of impressions exposed to the search page, the number of clicks on the search page, the view rate, the click rate, and the purchase conversion rate using the services actually provided by the advertiser by the netizen according to the advertising method at a certain time period (for example, one month). In addition, information about the purchase pattern of the netizen is calculated and stored in the database (DB) 160. In addition, the reporting module processes the information stored in the DB into a report format and provides it to the advertiser.

3 is a detailed block diagram of a first extraction module of the keyword extraction module illustrated in FIG. 1.

The illustrated first extraction module 111 includes a keyword collection module 111a, a collection condition setting module 111b, a keyword determination module 111c, and a morpheme database 111d.

When the advertiser requests keyword analysis and selection, the keyword collection module 111a collects sentences and words provided on the advertiser's website by accessing the advertiser's website. At this time, the keyword collection module 111a collects keywords according to a time preset in the collection condition setting module 111b and a collection condition. The collection condition includes information on the advertiser website, the keyword collection module 111a should collect the sentences and words, the time to collect the sentences and words on the website, and the collection interval.

The morpheme database 111d (DB) includes morpheme information for each of nouns, verbs, adjectives, adverbs, and conjunctions. The keyword determination module 111c divides the sentence collected from the advertiser's website into unit morphemes and extracts words having meanings from the separated unit morphemes by referring to the morpheme information provided in the morpheme database 111d (DB). The extracted word may be any one of words according to the eight parts of speech, but the double noun becomes the most important element and is stored in the database (DB) 160.

4 illustrates a detailed block diagram of the second extraction module 112 illustrated in FIG. 1.

The illustrated second extraction module 112 includes a category builder 112a, a keyword builder 112b, an association word expansion module 112c, and an optimal keyword selection module 130.

Category builder 112a creates a category for words that are relevant for each of the words available as keywords. For example, words associated with the word "travel" may include words such as "travel agency", "hotel", "ticket", and "weekend travel". Accordingly, the category builder 112a selects a large number of words which are determined to be related to the keywords provided on the advertiser's website as keywords and stores them in the database (DB) 160. The keyword builder 112b rearranges the keywords retrieved from the advertiser's website according to the category of the category builder 112a. At this time, the search terms extracted from the category builder 112a and the keyword builder 112b are stored in the database 160. The association term expansion module 112c determines keywords having similar meanings or associations (eg, travel and tickets) for each of the keywords (keywords generated by the category builder and the keyword builder) stored in the database (DB) 160. The keywords selected according to the determination result are provided to the optimal keyword selection module 130. The optimal keyword selection module 130 refers to the keywords (keywords generated by the category builder and the keyword builder) stored in the database (DB) 160 for each keyword with the industry, product, and service of the advertiser. The association is determined to select keywords most related to the advertiser's industry, goods, and services.

FIG. 5 shows a detailed block diagram of the keyword monitoring module shown in FIG. 1.

The illustrated keyword monitoring module 140 includes a monitoring module 143, a monitoring setting module 141, and a data collection module 142.

The monitoring setting module 141 includes information about the advertising costs paid by the advertiser, information about the frequency of monitoring the advertising costs paid to the advertising agency by other advertisers who advertise the same or similar keywords as the advertiser, and the expression of the keywords desired by the advertiser. Contains information about the ranking. Here, the expression ranking of the advertiser website means information such as the position where the advertiser's website is displayed in the search page of the portal site generated by the search word of the netizen, for example, the rank displayed in the top 10th. If the advertiser's website wants to be at the top of the search page, the expression ranking is fixed at number one. The data collection module 142 continuously searches the advertising costs of other companies that perform keyword advertising on the portal website, and stores the search results in the database (DB) 160. The keyword advertising agency conducts auction bidding for the same keyword and announces when one of the advertisers renews the advertising cost per click.

The monitoring module 143 searches information about the advertising costs stored in the database 160 according to the monitoring cycle set in the monitoring setting module 141. If this is the case, the advertiser is notified via email, mobile phone, and website. In addition, the monitoring module 143 determines the ranking in which the advertiser's website is displayed based on the keyword advertising cost collected through the data collection module 142, and the advertiser's website display ranking is lowered below the desired ranking. Increase bids offered to advertising agencies to maintain proper ranking. Accordingly, the advertiser's website exposure ranking can maintain the advertiser's desired ranking.

As described above, the present invention allows the advertiser to present a keyword optimized to the advertiser in terms of cost and effectiveness, and to provide the advertiser with the advertising effect according to the presented keyword, the advertiser for the website When you want to maintain the impression ranking, it automatically handles this so that the advertiser can achieve the desired advertising effect.

Claims (11)

Analyze your ad by referring to the search page corresponding to the search query. A keyword extraction module for extracting keywords from an advertiser's website and extracting at least one word having a relation with each of the extracted keywords according to a business characteristic of the advertiser as a keyword; A keyword characteristic determination module for generating characteristic information on each of the extracted keywords by referring to the number of views and the number of clicks for which each keyword extracted by the keyword extraction module is retrieved from the search page; And And a keyword selecting unit which selects an optimal keyword for the advertiser by matching the characteristic information with a cost to be paid by the advertiser. The method of claim 1, And a keyword monitoring module for monitoring an advertisement result for the keyword selected by the keyword selection module and providing the monitoring result to the advertiser. The method of claim 6, The keyword monitoring module, The keyword advertisement analysis system, characterized in that for monitoring the advertiser's predetermined ranking of the advertiser, and increase or decrease the keyword bid cost of the advertiser according to the result. The method of claim 1, The keyword extraction module, A first extraction module for extracting keywords from the advertiser's website; And And a second extraction module for extracting a comparison target keyword having a relevance with respect to each of the keywords extracted by the first extraction module in the search page. The method of claim 4, wherein The second extraction module, And at least one keyword associated with any one of the business of the advertiser and a product is extracted from any one of the websites displayed on the search page and the words included in the website. The method according to claim 1 or 4, The keyword extraction module, And a morpheme analysis module for extracting words from sentences posted on the website of the advertiser. The keyword extraction module extracts a keyword and a comparison target keyword from the website of the advertiser and the search page through the morpheme analysis module. The method of claim 4, wherein The first extraction module, A keyword collection module that collects words and sentences from the advertiser's website; A collection condition setting module that sets a condition for a keyword collection time and interval of the keyword collection module; A morpheme database having morpheme information on the collected keywords; And And a keyword determination module for extracting a keyword from the website of the advertiser by referring to the morpheme database. The method of claim 4, wherein The second extraction module, A category builder for generating categories for words that are correlated according to meanings of keyword target words; A related word expansion module for extracting similar words and related words for each of the keywords classified by the category; And According to any one of the industry, products, and services of the advertiser And a keyword selection module for extracting a keyword having high relevance to any one of the industry, products, and services of the advertiser. The method of claim 1, After the keyword selected by the advertiser with reference to the characteristic information is registered in the search page, the reporting module for reporting the results of the number of times the advertising cost of the keyword selected by the advertiser; Keyword advertising analysis, characterized in that it further comprises system. The method of claim 1, The keyword characteristic determination module, The keyword extraction module generates a multi-dimensional graph by selecting at least two of view count, click count, impression rate, click rate, page view count, and advertisement cost paid per click for each extracted keyword, and provides the same to the advertiser. Keyword advertising analysis system. The method of claim 1, A keyword selection module that selects a keyword of a region corresponding to the advertisement cost from a table among the keywords shown in the table by referring to the advertisement cost and the characteristic information set by the advertiser; Analysis system.

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