KR20080041757A - Method for offering a search-word advertisement and generating a search result list in response to the search-demand of a searcher and a system thereof - Google Patents

Abstract

A method and a system for generating a search list and providing keyword advertisement by responding to a search request of a searcher are provided to enable an advertiser to obtain high ROI(Return On Investment) by guaranteeing proper impression or click frequency of search listing related to the advertiser, and receiving relatively low AD charge from the advertiser. An AD charge determiner(420) receives bid related to a predetermined keyword from advertisers. A search information database(450) stores search listing related to the advertiser and links the search listing with the keyword. A search request receiver(430) receives a search request related to the keyword from a searcher. A search engine(410) generates a search list in response to the search request by referring to the search information database. A search AD provider(440) provides the search list to the searcher. The search engine recognizes a plurality of search listings corresponding to the search request, selects the predetermined number of search listings based on the bid among the recognized search listings, and generates the search list arranging the selected search listings randomly.

Description

METHOD FOR OFFERING A SEARCH-WORD ADVERTISEMENT AND GENERATING A SEARCH RESULT LIST IN RESPONSE TO THE SEARCH-DEMAND OF A SEARCHER AND A SYSTEM THEREOF}

1 is a general network diagram for providing a search result screen according to a searcher's search request.

2A illustrates an example of the configuration of a search listing stored in a search database.

2B illustrates an example of a search listing screen provided to a searcher.

3 is a diagram illustrating a network configuration of a search word advertisement providing system according to the present invention;

4 is a block diagram showing a system for providing a search word advertisement according to a preferred embodiment of the present invention.

5 is a view showing another embodiment of a search word advertisement providing system according to the present invention;

6 illustrates an example of a search index file.

7A and 7B are flowcharts illustrating in detail a method of providing a search word advertisement according to a preferred embodiment of the present invention.

8 is a flowchart illustrating another modified example of the method of providing a search word advertisement according to the present invention.

FIG. 9 is a flow chart illustrating a process for varying the order of arranging search listings in a random rolling to provide searchers. FIG.

10A and 10B illustrate an example of a search term advertisement listing screen comprising four search listings in accordance with the present invention.

11A and 11B illustrate an example of an additional search list screen.

12 is a view showing an example for explaining a search listing display method according to a preferred embodiment of the present invention.

FIG. 13 is an internal block diagram of a general purpose computer device that may be employed to perform a method for providing search word advertising in accordance with the present invention. FIG.

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

400: search engine advertising system 410: search engine means

420: advertising cost determination means 430: search request receiving means

440: search advertisement providing means 450: search information database

The present invention relates to a method for providing a search term advertisement and a search term advertisement providing system, and more particularly, to configure a search list by selecting a predetermined number of search listings among search listings corresponding to a search request, and arranging the search listings. The present invention relates to a method for providing search word advertisement while continuously changing the order in random order.

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, users (searchers) can easily obtain necessary information anytime, anywhere, and this information search is bringing a lot of changes throughout our lives.

1 illustrates a general network diagram for providing a search result screen according to a search request of a searcher. The searcher is a variety of terminals 110, 120, and 130 such as a PC, a mobile phone, and a PDA. The searcher connects to the search engine server 150 through a communication network such as the Internet 140, and inputs a search word to search results corresponding to the search word. Can be obtained. The network information provider is an enterprise or an individual who provides information required by the searcher and is connected to the Internet through the network information provider web servers 160 and 170. The search database 180 stores a plurality of search listings for the network information provider. When the search query requested by the searcher matches a search query included in the search listing, the search engine server 140 may search for the corresponding search listing. Provide the searcher as a search result. Naver (http://www.naver.com) is a representative search engine server widely used today.

Search listings provided to searchers are not displayed on a single webpage screen, but usually contain a large number of search listings across multiple webpage screens. Therefore, the number of impressions and clicks on network users (searchers) depends on how far ahead (or front page) the search listings associated with the Web sites provided by the Network Information Provider are located. (View count or clickthrough rate) is a big difference. The location of search listings soon had a significant impact on the effectiveness of network information providers' website advertising.

As a result, "search query ads", which link search listings placed in high frequency and frequent views of users within search listings to websites of specific network information providers, are becoming commonplace in the search site industry. Various models have been proposed.

As an example, there is a widely used method of differentiating the cost per click according to the ranking of the search listing in the search list, measuring the frequency or number of clicks of the search listing, and charging the corresponding advertising cost to the network information provider (advertiser). It is used. As a more specific example, Korean Patent Application No. 10-2001-7015234 relates to a method of generating a search result list in connection with a keyword search, and auctions a predetermined click fee charged to a network information provider for each click on a search listing. The decision is made according to the winning bid price, and the order of arranging the search listings in the order of the winning bid is disclosed. In addition, Korean Patent Application No. 10-2002-69486 relates to a method and apparatus for allowing an advertiser (network information provider) to specify a location of a search listing in a search result list. A configuration is disclosed in which a ranking is received and a bid can be appropriately adjusted according to the received position or ranking.

In the above-described conventional advertising methods, in order to be placed in the upper order of the search list, the advertiser has to present a higher cost as a bid and pay the corresponding advertising cost. However, since the frequency of exposure or the number of clicks is absolutely dependent on the arrangement order, the higher the arrangement order, the more proportionally increases and thus the advertising effect does not increase proportionally. That is, if the advertiser's search listings can be located within the upper predetermined rank, the actual advertising effect may not show a big difference even if there are some differences in the frequency of impressions or clicks among the rankings. Therefore, it would be desirable to provide a higher return on investment (ROI) by ensuring that advertisers have a reasonable or moderate exposure frequency or click count and pay a relatively low advertising cost.

Also, in many cases where the order of the order is the size of the winning bid, the bid prices for the top search listings often do not show a big difference. Accordingly, even as a search site provider, even if the advertising costs for the top search listings are not equally charged according to the ranking but charged at the appropriate level, there is a high possibility that there is no great burden on profitability.

On the other hand, when there is a large difference in the frequency of impressions or the number of clicks according to the arrangement order, it may be harsh to force an advertiser who wants to obtain the highest ranking to pay an excessive amount of successful bids. Thus, there is a need to prevent excessive competition in payment of advertising costs by ensuring equal exposure frequency or click counts for certain search listings having a ranking closest to the top.

Accordingly, there is an urgent need for the emergence of a more reasonable search term advertisement model that provides an equal opportunity for advertising that does not vary greatly in the order of arrangement and appropriately charges advertising costs, while also maintaining the profitability of the search word advertisement provider.

The present invention has been made to solve the above problems, by ensuring the appropriate exposure frequency or the number of clicks of the search listing associated with the advertiser and by paying a relatively low advertising costs, advertisers have a higher return on investment ( ROI: Return On Investment.

Another object of the present invention is to provide an equal frequency of impressions or clicks for a given number of search listings closest to the top, and to be able to charge corresponding costs.

Another object of the present invention is to restore the sound market order of the search word advertising market by preventing excessive competition to obtain a higher ranking.

Still another object of the present invention is to enable a search word advertisement provider to maintain an appropriate profitability despite the relaxation of search word advertisement competition.

Still another object of the present invention is to continuously reflect the cost of advertising in real time to the search listing.

In order to achieve the above object, a method of providing a search term advertisement by generating a search list in response to a search request of a searcher according to an embodiment of the present invention may include receiving bid price information associated with a predetermined search term from at least one advertiser. Maintaining a search information database comprising a search listing associated with the advertiser, associating at least one search listing with the search term, receiving a search request associated with the search term from a searcher, the search request Generating a search list by referring to the search information database in response to the request, and providing the searcher with the generated search list, wherein the generating the search list comprises a plurality of search corresponding to the search request. Identifying a search listing of the, identified above And in a search listing of the number based on the bid price it is characterized in that it comprises a step, and a step arranged in any order at random the selected search listings to select the N number of a search listing.

Also, as a technical configuration for achieving the above object, the search word advertisement providing system receives bid price information associated with a predetermined search word from at least one or more advertisers, and selects N advertisers as successful bidders based on the bid price information. Means for determining advertising costs, a search information database for associating at least one or more search listings, including search listings associated with the winning advertiser, with the search term, a search for extracting and storing search listings associated with the winning advertisers from the search information database An index file, search request receiving means for receiving a search request associated with the search term from a searcher, search engine means for generating a search list with reference to the search color file in response to the search request, and the generated search list; Article to searchers Search includes a line providing means, the search means is characterized in that to generate the search list arranged in any order in a random search listing stored in the search index file.

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

The term "search listing" as used herein refers to one search result item extracted from a search database corresponding to a search word input to a search engine server. 2A shows an example of the configuration of a search listing stored in a search database, where one search listing includes a search listing title 210, a search term 220 associated with an advertiser, and a network address (location area on the network) 230. , An advertisement description 240 for an information site operated by an advertiser, a search listing arrangement method 250, and the like. For example, in FIG. 2A, one search listing includes a search listing title of "Naver", a plurality of search terms of "Search, Search Site, Search Query, Search Ad", a network address of "http://www.naver.com", and the like. It includes.

In addition, a search list (or search result list) is a search result extracted in response to a search term entered by the searcher. The search list (or search result list) is a list of data provided to the searcher by processing at least one or more search listings in a predetermined arrangement order. Refers to. Here, the arrangement order is to differentiate the display order of the extracted search listing according to a specific condition and may be flexibly determined by the operator of each search engine supporting the search job service. In the present invention, the arrangement order is randomly determined, and this arrangement order can be changed each time a new search request occurs, and is newly randomly determined.

2B illustrates an example of a search list screen provided to a searcher for a search term of "search". As shown in FIG. 2B, the search listing includes a plurality of search listings, including a search listing called “Naver”, each search listing representing the items illustrated in FIG. 2A.

3 is a diagram illustrating a network configuration of a search word advertisement providing system according to the present invention.

The search word advertisement providing system 300 is an apparatus for extracting search listings corresponding to a searcher's search request from a search database and generating a search list in which these search listings are arranged and providing the search listing to the searcher.

The search engine 310 refers to a program or a web server that supports a search operation so that a searcher 320 can easily access a website of an advertiser 330 that holds a content material to be searched for. It may be provided inside or outside the 300. That is, the search engine 310 may provide brief information (preferably, the search listing of the present invention) of the advertiser 330 that may provide the information requested by the searcher 320 in response to the search request of the searcher 320. ) Saves the time spent searching for content and improves the accuracy of the search. In particular, the extracted simplified information (search listing) includes predetermined link information, so that the searcher 320 displays the summary information (search listing) displayed on the terminal means 321 of the searcher 320. By selecting a click (eg, a mouse click input), the searcher 320 may be connected to a specific advertiser 330. The search engine 310 may be classified into a word-oriented searching method and a subject-oriented searching method according to a search method approach. In the present specification, the search method of the search engine 310 is limited to a word-by-word search method for performing the purpose of the present invention, which provides a searcher by randomly arranging a specific search listing extracted corresponding to the input search word. do. However, in the present specification, limiting the search method of the search engine 310 to the word-by-word search method is merely an example for convenience of description and is not a limitation of the technical idea according to the present invention in the technical field to which the present invention belongs. It will be obvious to those skilled in the art.

The searcher 320 has a terminal means 321 for accessing the search word advertisement providing system 300 of the present invention, and the searcher enters a desired search term into the search engine 310 as an Internet user. Create a search request to find the website 330 of the advertiser holding the material.

Advertiser 330 refers to a content provider (CP) that operates an information site whose location on the network is specified by a network address (eg, IP address, URL, domain, etc.), and searches for a search listing of the information site. According to the number of clicks of the child 320, a predetermined advertising cost is paid to the operator of the search word advertisement providing system according to the present invention. In addition, the advertiser 330 stores the content in a search site server (or a search result providing system), and the advertiser wants to expose a search result by purchasing a web page of the content if desired by the advertiser and directly or indirectly operating the site. It can be interpreted to include.

The terminal means 321, 331 maintains a connection state with the search word advertisement providing system 300 through a communication network 340 such as the Internet, and displays a search list composed of one or more search listings. For example, a computer may be provided with a predetermined memory means such as a personal computer, a handheld computer, a personal digital assistant (PDA), an MP3 player, an electronic dictionary, a mobile phone, a smartphone, and a predetermined microprocessor. It is a general term for a terminal. In particular, through the terminal means 331 held by the advertiser 330, the advertiser may transmit bid price information in association with an advertisement cost of a search word, which will be described in detail later.

Hereinafter, a detailed configuration of the search word advertisement providing system 400 of the present invention will be described with reference to FIG. 4. 4 is a block diagram illustrating a search word advertisement system 400 according to a preferred embodiment of the present invention.

The search word advertisement providing system 400 includes a search engine means 410, an advertisement cost determining means 420, a search request receiving means 430, a search advertisement providing means 440, and a search information database 450. Hereinafter, the function of each component will be described in detail.                     

The search engine means 410 locates the above-described search engine 310 inside the search word advertisement providing system 400, and searches the search information database 450 in response to a search request received through an interface unit (not shown). ) To create a search list.

The advertising cost determining means 420 determines the advertising cost associated with the search term. As an example of advertising costs, you can set a cost per click (CPC) for each search listing, and either charge the advertiser a unit click cost each time a click on the search listing occurs, or measure the total number of clicks over a given time period. One way is to charge the total number of clicks multiplied by the unit click cost.

As an example for determining the unit click cost, it may be determined through a bidding process involving a plurality of advertisers. That is, bid price information associated with a search word is received from at least one advertiser as a bid, and the bids are determined by comparing the received bids to determine an advertiser as a bid price. As an example according to the present invention, a predetermined number of advertisers (for example, N persons) may be selected as a successful bidder in the order of high bid, and the N search listings associated with the successful bidders may be included in the search list for advertisement.

The search request receiving means 430 receives a search request associated with the search word from the searcher. The searcher is a various terminal such as a PC, a mobile phone, a PDA, etc., and accesses the search request receiving means 430 through a communication network such as the Internet, and transmits a search request by inputting a search word.                     

The search information database 450 stores a search listing associated with the advertiser and associates at least one search listing with the search term. That is, the search information database 450 is a device for storing a search listing that normalizes the information on the network of the information site of the advertiser 330 in a predetermined form. For example, the search information is classified / stored by a predetermined category and requested. Ensure that search listings that are optimal for advanced search tasks and extract searches are performed quickly. Although not shown in FIG. 4, the search word advertisement providing system 400 according to an exemplary embodiment of the present invention may further include a database management module for managing the above-described database 450. The database management module of the search word advertisement providing system 400 according to the present invention may be a relational database management system (RDBMS) such as Oracle, Infomix, Sybase, DB2, Gemston, The object-oriented database management system (OODBMS) such as Orion, O2, etc. may be implemented to meet the purposes of the present invention.

The search advertisement providing means 440 transmits the generated search list to the searcher's terminal means 321 through a communication network.

As a more specific example of generating a search listing, search engine means 410 identifies a plurality of search listings corresponding to a search request from a searcher with reference to search information database 450, and identifies the plurality of search listings identified above. A predetermined number (eg, N) of search listings are selected. The predetermined number of search listings may be selected according to the ranking of bids in consideration of unit click cost information received from an advertiser associated with each search listing. That is, the bid for the unit click cost sent by the advertiser plays a role of determining a kind of entrance fee for entering the top N search listings. Advertisers must bid a bid that is sufficiently higher than the entry fee to be included in a given number of search listings.

According to the present invention, a search list may be generated by randomly arranging a predetermined search listing in random order.

In addition, the present invention may provide an advertisement technique for exposing a predetermined number of search listings to a user while continuously changing the arrangement order by random rolling without being fixed to a specific arrangement order. To this end, when receiving a search request corresponding to the same search query from the searcher again, the search engine means 410 generates N search listings, which are included in the previous search list, in generating a new search list. Again, we will create a new search list that is randomly arranged in another random order. Therefore, according to the present invention, by randomly rolling a predetermined number of search listings close to the top every time a search request occurs, it is possible to provide an even frequency of exposure or a click count for the predetermined number of search listings.

The randomly ordered search listings may be placed from the beginning (top or front page) or from a predetermined position within the search listing. In addition, the search list may be written in various types of languages or data formats such as HTML, XML, TXT, and the like.                     

In one embodiment, the advertising cost determination means 420 may continue the process of receiving the unit click cost information from the advertiser to determine a predetermined number of advertisers as a successful bidder, so that the search engine means 410 searches Each time a request occurs, a predetermined number of advertisers or a search listing associated with the advertiser may be selected based on the unit click cost information at the moment. To this end, the advertising cost determining means 420 may select the top N items while storing unit click cost information from the advertiser and continuously updating it in a database.

5 illustrates another embodiment of the search word advertisement providing system 500 according to the present invention. In the embodiment of FIG. 5, a predetermined number of search listings are stored in advance as a separate search index, and when a search request occurs, the search list may be immediately provided to the searcher in real time by referring to the search index.

The search term advertisement providing system 500 includes a search engine means 510, an advertisement cost determining means 520, a search request receiving means 530, a search advertisement providing means 540, a search information database 550, and a search index file. 560. The search request receiving means 530, the search advertisement providing means 540, and the search information database 550 may have the same configuration as described in the means of the same name in the search word advertisement providing system 400 of FIG. 4.

The advertising cost determining means 520 receives unit click cost information associated with a predetermined search word from at least one or more advertisers, and selects a predetermined number of advertisers (eg, N) as successful bidders based on the received unit click cost information. Select.                     

The search index file 560 extracts and stores a search listing associated with the winning advertiser from the search information database 550. 6 shows an example of a search index file. As shown in FIG. 6, the search index file stores the search listings of the successful bidders, and in addition to the search listing title, network address, advertisement description, etc., which are components of the search listing of FIG. Cost information may be included.

The search engine means 510 generates a search list by referring to the search index file 560 in response to the search request received through the search request receiving means 530. That is, the search list may be generated by randomly arranging the search listings stored in the search index file 560 in random order.

The search information database 450 includes a plurality of search listings that are not related to the bidding process in addition to the predetermined search listing. Accordingly, the search word advertisement providing system 400 of FIG. 4 searches the search information database 450 to identify search listings corresponding to the search terms, and to search a predetermined number of search listings based on a unit click cost among the identified search listings in real time. On the other hand, according to the embodiment of FIG. 5, only a predetermined number of search listings are extracted from a search information database and stored as a search index, based on a unit click cost. By referencing the index, you can generate search lists more quickly and quickly and provide them to searchers.

In an exemplary embodiment, in FIG. 5, the advertising cost determining unit 520 continuously receives the unit click cost information from the advertiser to determine the successful bidder, and the search index file 560 is connected to the successful bidder. The associated search listing is updated in real time or stored at predetermined time intervals (e.g., once every 10 minutes or once every hour). As such, through updating the search index, the search list reflecting the real-time bidding result for the unit click cost can be continuously provided to the searcher.

Hereinafter, the workflow of the search word advertisement providing system according to the present invention will be described in detail.

7A is a flowchart illustrating a method of providing a search word advertisement in detail according to a preferred embodiment of the present invention. The search word advertisement providing method according to the present embodiment is performed by the search word advertisement providing system 400 described above.

First, the search word advertisement providing system receives unit click cost information from at least one (plural) advertisers (S710). An advertiser who wants to provide content information to a searcher may participate in a search term advertisement by paying an advertisement cost in association with a predetermined search term that can most effectively identify his website. In this step, a plurality of advertisers participate in a bidding process using unit click cost as a bid and transmit their unit click cost information. In an embodiment of the present invention, an example of the advertising cost is described as being limited to the unit click cost, but this is for convenience of description of the present invention, for example, a bid received from an advertiser such as a cost per impression (CPI) It will be apparent that the technical spirit of the present invention can be applied to other methods of charging various types of advertisement costs, which can be compared by measuring advertisement rankings.

Next, in step S720 to maintain a search information database that stores a plurality of search listings for advertisers. This step is for storing search listings that are associated with a specific search term. The search listing that contains information about the advertiser's website is stored in association with the search term. It will be controlled to be extracted.

Next, the search word advertisement providing system receives a search request from the searcher (S730). In this step, for example, a search term input signal of a searcher is received from a search program provided by the search engine means 410. The input search term may be defined as an identifiable word related to a content material that the searcher wants to search. .

In operation S740, the search list is generated by referring to the search information database in response to the received search request. Hereinafter, the search list generation process of step S740 will be described in more detail with reference to FIG. 7B.

First, in order to generate a search list, the search word advertisement providing system identifies a plurality of search listings associated with the search word from the search information database in response to the search request (S741). Subsequently, a predetermined number (eg, N) of search listings are selected based on the unit click cost received in step S710 from among the plurality of identified search listings (S742). As an example of the selection method, the top N pieces can be selected from the unit click costs. Next, the search list is generated by randomly arranging the selected search listings in random order (S743).

Finally, in step S750 of FIG. 7A, the generated search list is provided to the searcher. The search list transmitted to the searcher may be displayed on the searcher's terminal as a search result screen through a web browser.

8 is a flowchart illustrating another modified example of the method of providing a search word advertisement according to the present invention. The search word advertisement providing method according to the present embodiment is performed by the search word advertisement providing system 500 described above.

In the embodiment of Figure 8, most of the steps can be applied to the configuration with respect to the steps of Figure 7a. That is, in step S810, unit click cost information associated with a predetermined search word is received from at least one advertiser.

However, in step S820, an advertiser of a predetermined number of people (for example, N people) is first selected as a successful bidder based on the unit click cost information. Next, at least one search listing including a search listing associated with the winning advertiser is stored and maintained in a search information database in association with the search word (step S830).

In step S840, the search listing associated with the successful bidder is extracted from the search information database and stored as a search index file. That is, in this embodiment, a predetermined number of search listings associated with the successful bidder are stored in a separate search index.

Subsequently, a search request associated with the search word is received from a searcher (step S850), and in response to the search request, a search listing stored in the search index file is randomly arranged in an arbitrary order to generate a search list (step S850). S860). Finally, the generated search list is provided to the searcher (step S870).

According to the embodiment of FIG. 8, when a search request occurs, a search list is generated more quickly by referring to a search index which stores a search listing associated with N successful bidders instead of a search information database including a large number of search listings. Done.

FIG. 9 is a flowchart illustrating a process of changing the order of arranging the search listing included in the search list provided to the searcher by random rolling in the embodiments of FIGS. 7A and 8 to provide the searcher. Hereinafter, a process performed at each step will be described.

First, a new search request (second search request) associated with the previous search word is received from the searcher (S910). The new search request means that the searcher of FIG. 7A or 8 or another searcher inputs a new search term in the search box, or makes a search request on the search list screen provided in FIG. 7A or 8. It includes a case of clicking "refresh", and may include all cases in which a new search request is generated from the searcher's terminal and transmitted to the search word advertisement providing system. In response to the search request, the search word advertisement providing system generates a new search list (second search list) (S920). The generation of the search list identifies a search listing corresponding to the search request (S921), and reselects a predetermined number (for example, N) of search listings among the identified search listings (S922). The predetermined number is equal to the predetermined number of FIG. 7B or 8. Finally, step S923 is arranged in random order in random order. The sort order in the new search list will have a random order (second random order) different from the sort order in FIG. 7A or 8. Therefore, if the search request is repeatedly repeated for the same search word, the order of arrangement is randomly set each time, and as a result, the N search listings can be guaranteed an even frequency of exposure or the number of clicks.

The search listings selected in step S921 may be the same as or different from the search listings selected in FIG. 7B or 8. That is, as described in the above embodiment, the search word advertisement providing system according to the present invention can continuously perform the process of selecting the successful bidder by receiving the unit click cost information as a bid from the advertiser, so that a new search request may occur. Since a predetermined number of advertisers or search listings associated with the advertisers may be selected based on the unit click cost information at the moment, the search listing selected for generating the search list may continuously change.

10A and 10B illustrate an example of a search word advertisement list screen including four (N = 4) search listings according to the present invention, and FIG. 10A illustrates a search request for the first time by entering a search term “dental”. 10B is a search result screen when the second search request is transmitted with the same "dental" search word. As shown in FIGS. 10A and 10B, the search listings (parts labeled "Sponsored Links" in FIGS. 10A and 10B) all contain the same search listings, whereas the order of the search listings by rolling differs from one another. It can be seen.

As an example for calculating an advertising cost for a search listing, in the present invention, a predetermined advertising cost (unit advertising cost) information is generated and charged to an advertiser whenever a click on a search listing occurs, and the unit advertising cost is selected. N search listings can be charged equally. That is, in the present invention, since the search listings included in N can be guaranteed equal exposure frequency or the number of clicks, even when charging the advertisement cost, the unit advertisement cost is not differentially charged according to the bid of the search listing as in the prior art. For example, it would be more preferable to apply the same predetermined unit advertising cost in the same manner. In other words, according to the present invention, the reason why the advertiser designates a bid higher is not to arrange his or her search listing in a higher rank, but to select a predetermined number of successful bidders and randomly arrange the bidder to see an opportunity exposed to the searcher. It can be interpreted to be guaranteed.

As one example of the unit advertisement cost, the unit advertisement cost may be determined based on the unit click cost of the N + 1th rank among the bids received from the advertiser. More specifically, the advertiser who suggested a bid of N + 1st position by selecting the unit advertising cost by adding a predetermined amount (for example, adding +10 won) to be slightly higher than the bid of N + 1st rank Maintain equilibrium with

As another embodiment according to the present invention, a search word advertising method for generating an additional search list and providing the searcher will be described below with reference to FIGS. 11A and 11B.

The preceding N search listings are always exposed to the searcher by random rolling, while providing a search list for additional search listings only if the searcher desires. That is, the method of providing a search word advertisement according to the present invention includes selecting an advertiser of a predetermined number of people (for example, M (M> N)) as a successful bidder based on the unit click cost information received from the advertiser, and associating with the search word. The method may further include generating an advertisement list including MN search listings except N search listings among the identified search listings. That is, with reference to the unit click cost information, M advertisers are selected as successful bidders in the order of the highest bid, and the search listings of the N advertisers in the order of the highest bid among the M advertisers are shown in FIGS. 7A and 8. Generate a search list according to (step S740), but can further generate a search list for the search listings of the remaining MN advertisers.

In addition, such additional search list is not always exposed to the searcher, and may be provided to the searcher only when receiving a further search request for the additional search list from the searcher. 11A illustrates an example of a screen for receiving a further search request from a searcher. As shown in FIG. 11A, at the bottom of the N search listings (indicated as "Sponsored Links" in FIG. 11A), a link selection means called "View More Sponsored Links" is displayed, and the searcher clicks on the selection means to search for a search term. The providing system may receive a further search request for a further search list.

FIG. 11B shows an example of a search results screen that includes an additional search list (indicated as “more sponsor links” in FIG. 11B) in response to an additional search request, with a total of nine (M = 9) advertisers winning bidders. And search listings containing search listings for four advertisers (N = 4) and additional search listings containing search listings for the remaining five advertisers (MN = 5). It is shown.

As an example of the generation of the additional search list, the configurations related to the generation of the search list may be used as it is. That is, the generating of the additional search list may further include selecting MN search listings based on the unit click cost among the search listings identified in association with the search term, and randomly selecting the selected MN search listings. And arranging as is.

In addition, the above-described method of generating the additional search list may be applied to the embodiment referring to the above-mentioned search index file. In other words, store search listings for M advertisers in search index file, extract N (M> N) search listings by referring to search color file, form search list, and extract and add MN search listings. Form a search list. The additional search list may be made available to the searcher only if there is an additional search request from the searcher.

In addition, as an example for calculating an advertising cost for the additional search listing, whenever a click on the search listing occurs, a predetermined advertising cost (second unit advertising cost) information is generated and charged to the advertiser, but the second unit ad The cost may be the same for all selected MN search listings. Also, since the additional search listings are not always exposed to searchers, it would be more desirable to set the second unit ad cost lower than the unit ad cost for the previous N search listings.

The search listing according to the present invention may be displayed together in a search list including an image (picture) associated with an advertiser. In addition, there may be various display methods. 12 illustrates an example for explaining a search listing display method according to a preferred embodiment of the present invention. As shown in FIG. 12, examples of the display method include a search word banner 1210, a knowledge search result 1220, a sponsor link 1230, a category 1240, a plus site 1250, and the like.

The display method of the "search banner 1210" is displayed in the form of a banner having a predetermined size made of a flash or an image on the first page where search listings of a specific search word are displayed as shown in the right area of FIG. Advertisement can be enhanced by only displaying banners from a few or a few companies.

The “Knowledge Search Results” 1220 display method may express the characteristics of the site and the advertiser in the form of a question, and may link to the corresponding company site about the presenter and the question itself. It is located at the top of the search result screen and provides an advertising area up to a certain rank for each search word.

The display method of "sponsored link 1230" displays a site title and a site description on the first page of a specific search word search result screen.

The method of displaying the “category 1240” displays a number of search listings associated with the search word, and classifies the search categories into a plurality of categories according to the contents of the webpage associated with the search listing. For example, if you enter a search term "dental", it is displayed in various categories such as "dental", "dental", "dental hospital".

The method of displaying the "plus site 1250" is to display additional information and an image of a web page in a search result, and to provide an easy and fast registration service by introducing the promotional contents described by the advertiser and processing the registration process quickly. .

Although the exemplary embodiments of the present invention exemplify unit click cost information as bid price information received from an advertiser, the technical idea of the present invention may be applied to unit cost of exposure (CPI) information as it is. It is self-evident to. That is, the unit exposure cost may be set for each search listing, and the unit exposure cost may be charged to the advertiser whenever the search listing is included in the search result screen and provided to the searcher.

In addition, the bid price information may include unit purchase amount information in consideration of the actual purchase behavior of the searcher. That is, when a searcher visits a website associated with a search listing and actually purchases a product, the number of purchases or the purchase amount may be measured, and an advertisement cost may be charged in consideration of the predetermined unit purchase amount information for the measurement.

In addition, the bid price information may include cost information in a complex form considering at least one of the unit click cost, unit exposure cost, and unit purchase amount information. In this way, the bidding process is performed based on the bid price information received from the advertiser to determine the winning price, thereby determining the advertising cost.

Embodiments of the present invention include computer readable media containing program instructions for performing various computer-implemented operations. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. 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 recording media such as CD-ROMs, DVDs, magnetic-optical media such as floppy disks, and ROM, RAM, flash memory, and the like. Hardware devices specifically configured to store and execute the same program instructions are included. The medium may be a transmission medium such as an optical or metal wire, a waveguide, or the like including a carrier wave for transmitting a signal specifying a program command, a data structure, or 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.

13 is an internal block diagram of a general purpose computer device that may be employed to perform a method for providing a search word advertisement according to the present invention.

The computer device 1300 includes one or more processors 1310 connected to a main memory including a random access memory (RAM) 1320 and a read only memory (ROM) 1330. The processor 1310 is also called a central processing unit (CPU). As is well known in the art, the ROM 1330 serves to transfer data and instructions to the CPU unidirectionally, and the RAM 1320 typically transmits data and instructions bidirectionally. Used to. RAM 1320 and ROM 1330 may include any suitable form of computer readable media. Mass storage 1340 is bidirectionally coupled to processor 1310 to provide additional data storage capability and may be any of the computer readable recording media described above. The mass storage device 1340 is used to store programs, data, and the like, and is typically an auxiliary memory device such as a hard disk which is slower than the main memory device. Certain mass storage devices such as CD ROM 1360 may be used. The processor 1310 may include one or more input / output interfaces, such as a video monitor, trackball, mouse, keyboard, microphone, touchscreen display, card reader, magnetic or paper tape reader, voice or handwriting reader, joystick, or other known computer input / output device. 1350. Finally, the processor 1310 may be connected to a wired or wireless communication network through the network interface 1370. Through this network connection, the procedure of the method described above can be performed. The apparatus and tools described above are well known to those skilled in the computer hardware and software arts.

The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention.

While specific embodiments of the present invention have been described so far, various modifications are possible without departing from the scope of the present invention.

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-described embodiments, which can be variously modified and modified by those skilled in the art to which the present invention pertains. Modifications are possible. Accordingly, the spirit of the present invention should be understood only by the claims set forth below, and all equivalent or equivalent modifications thereof will belong to the scope of the present invention.

As can be seen from the above description, according to the present invention, an advertiser who wants to advertise on a website associated with him or her suggests a unit click cost corresponding to an advertising cost he wants to pay as a bid, and the bid is at least a predetermined rank. You must be within to place your search listing above (or to a specific location) the search term ad list. However, as long as the bid is included in the upper predetermined rank, the equal exposure opportunity and the number of clicks can be guaranteed regardless of the high or low bid. As a result, it is possible to prevent excessive bidding competition among advertisers who are in the top position, and to provide advertisers with relatively low bids compared to the highest bid, the optimal ROI according to guaranteeing adequate exposure and clicks Can provide an effect.

In addition, according to the present invention, it is possible to provide a uniform investment-to-advertisement effect per bid ranking for a predetermined number of upper.

In addition, according to the present invention, it is possible to ensure the advertisers the opportunity to participate in the continuous bidding, it is possible to reflect the winning price obtained as a result of the bidding process in real time or immediately in the search word advertising results.

Claims (13)

A method of providing search term advertisements by generating a search list in response to a search request of a searcher, Receiving bid price information associated with a predetermined search word from at least one advertiser; Maintaining a search information database comprising a search listing associated with the advertiser, the method comprising: associating at least one search listing with the search term; Receiving a search request associated with the search term from a searcher; Generating a search list by referring to the search information database in response to the search request; And Providing the generated search listing to the searcher Including, The step of generating a search list Identifying a plurality of search listings corresponding to the search request; Selecting N search listings based on the bid price among the identified plurality of search listings; And Arranging the selected search listings in random order Search term advertising providing method comprising a. A method of providing search term advertisements by generating a search list in response to a search request of a searcher, Receiving bid price information associated with a predetermined search word from at least one or more advertisers, and selecting N advertisers as successful bidders based on the bid price information; Storing and maintaining at least one search listing including a search listing associated with the winning advertiser in a search information database in association with the search term; Extracting a search listing associated with the winning advertiser from the search information database and storing the search listing as a search index file; Receiving a search request associated with the search term from a searcher; Generating a search list by randomly arranging search listings stored in the search index file in random order in response to the search request; And Providing the generated search listing to the searcher Search term advertising providing method comprising a. The method according to claim 1 or 2, Receiving a second search request associated with the search term from a searcher; And Generating a second search list in response to the second search request Including, The second search list includes N search listings, and the included search listings are arranged in a second random order randomly from the beginning of the second search listing. The method according to claim 1 or 2, Generating predetermined unit advertising cost information whenever a click on the selected search listing occurs. More, The unit ad cost is the search word advertising providing method characterized in that all of the N search listings. The method of claim 4, wherein The unit advertisement cost is determined based on the bid price information of the N + 1 th ranking query providing method. The method of claim 1, Selecting M (M> N) advertisers as successful bidders based on the received bid price information; Generating an additional search listing including M-N search listings excluding the N search listings from the identified plurality of search listings; Receiving an additional search request for an additional search listing from the searcher; And Providing the searcher with the additional search listing in response to the additional search request. More, The step of generating additional search list Further selecting M-N search listings from the identified plurality of search listings based on the bid price information; And Arranging the selected M-N search listings in random order Search term advertising providing method comprising a. The method of claim 6, Generating predetermined second unit advertising cost information each time a click on the selected M-N search listings occurs; More, The second unit advertising cost is the same as all the M-N search listings, search query advertising providing method characterized in that lower than the unit advertising costs for the N search listings. The method of claim 1, wherein the bid price information includes at least one of unit click cost information, unit exposure cost information, and unit purchase amount information. In the search query advertising system, Advertising cost determining means for receiving bid price information associated with a predetermined search word from at least one advertiser; A search information database comprising a search listing associated with the advertiser and associating at least one search listing with the search term; Search request receiving means for receiving a search request associated with the search term from a searcher; Search engine means for generating a search list by referring to the search information database in response to the search request; And Search advertisement providing means for providing the generated search list to the searcher Including, The search engine means identifies a plurality of search listings corresponding to the search request, selects N search listings based on the bid price among the identified plurality of search listings, and randomly selects the selected search listings. To generate a search list arranged in the order of Search term advertising providing system characterized in that. In the search query advertising system, Advertising cost determining means for receiving bid price information associated with a predetermined search word from at least one advertiser and selecting N advertisers as successful bidders based on the bid price information; A search information database that associates the search term with at least one search listing including a search listing associated with the winning advertiser; A search index file for extracting and storing a search listing associated with the winning advertiser from the search information database; Search request receiving means for receiving a search request associated with the search term from a searcher; Search engine means for generating a search list by referring to the search color file in response to the search request; And Search advertisement providing means for providing the generated search list to the searcher Including, The search engine means for generating a search listing by randomly arranging the search listings stored in the search index file in random order Search term advertising providing system characterized in that. The method of claim 10, And the search index file updates and stores a search listing associated with the successful bidder based on the bid price in real time or at predetermined time periods. A computer-readable recording medium having recorded thereon a program for executing the method of any one of claims 1, 2, 5, 6, and 7. The method according to any one of claims 1, 2, 5, 6, and 7, The search listings are displayed in the display method of any one of the search banner, knowledge search results, sponsored links, categories, plus sites.

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