WO2010050762A2

WO2010050762A2 - Method and system for performing auctions and charging operation for search advertisements, and computer-readable recording medium

Info

Publication number: WO2010050762A2
Application number: PCT/KR2009/006305
Authority: WO
Inventors: 권기오; 김유원; 노원숙; 신웅섭; 이우성; 전민선; 한서진; 정하녕
Original assignee: 엔에이치엔비즈니스플랫폼(주)
Priority date: 2008-10-29
Filing date: 2009-10-29
Publication date: 2010-05-06
Also published as: WO2010050762A3; KR101082350B1; KR20100047704A

Abstract

The present invention relates to a method and a system for performing auctions and a charging operation for search advertisements, and a computer-readable recording medium. According to one aspect of the invention, a method for performing auctions and payment for search advertisements in a communications network comprises the steps of: receiving bid information for search advertisements from an operating device of an advertiser, wherein the bid information includes search keywords, a time for displaying the search advertisement, and a bid price for the search advertisement; determining whether or not the bid is successful based on the bid price corresponding to a certain amount of time among the display time of the search advertisement; determining the charge amount for the search advertisement based on the certain amount of time and the bid price and ensuring the payment of the determined charge amount from the money deposited in a bank account of the advertiser if the bid for search advertisement is successful; and charging the ensured charge amount on the basis of the certain amount of time and the bid price if the display of the search advertisement is validly completed in the certain amount of time.

Description

Method, system and computer readable recording medium for conducting auctioning and billing for search advertising

The present invention relates to a method, a system and a computer readable recording medium for conducting auctions and billing for search advertisements. More specifically, the present invention provides a method and system for temporarily holding a charge for a search advertisement that has been won at the time of an auction for a search advertisement, while performing a charge for the search advertisement only when the publication of the search advertisement is effectively completed. And a computer readable recording medium.

In recent years, as the use of the Internet has become more common, users can obtain various information through Internet searches. That is, after accessing an Internet search site through a terminal device such as a personal computer that can access the Internet, users can search for various contents related to news, knowledge, games, communities, and the like.

As information acquisition through Internet search is becoming more common, recently, a search advertisement (Search Advertisement) that provides an advertisement related to a search clue (eg, a search keyword, a search category, etc.) input from a user through a search site is activated. have. Here, when a user searches using a search engine using a specific search clue, the search advertisement may include an advertiser's web page address, an advertisement message (in many cases, an advertisement serving as an advertisement) at a specific position on the search result page. And a web link for supporting access to a web page, etc.) and advertisement information such as an advertisement image. According to these search advertisements, advertisements are not provided to an unspecified number of people unconditionally, but the advertisements are provided only to users who have searched with the search clues associated with a specific advertisement, so the possibility of using the product or service provided by the advertiser is relatively low. Because of the advantage that targeted advertising is provided only to high potential customers, search advertising is in the spotlight in recent years and its range of use is gradually expanding.

On the other hand, for advertisers who pay for search advertising, the main concern is whether they can effectively experience their ads with users within a limited advertising budget, so the cost of search advertising is in line with their needs. Several methods have been developed for imposing. As a specific billing method, a cost per millennium (CPM) method for calculating an advertising cost according to the number of times an advertisement is exposed to a user, a cost per action (CPA) method for calculating an advertising cost according to a result of the user's action, , Cost per click (CPC) method for calculating an advertising cost according to the number of times of selecting and clicking a link of an advertiser's web page).

On the other hand, the sale of search advertising is generally made through auctions among a plurality of advertisers and advertising providers, the above-mentioned CPM method, CPA method, CPC method, etc. may also be used in the auction of search ads. For example, in the case of determining a bid according to the CPC method, the advertiser may determine the bid with respect to the 'cost of advertising paid per click' generated for the search advertisement.

According to the above-mentioned conventional billing and auction method, there is a reasonable aspect in that the advertising fee is charged according to the occurrence of billing basis (ad impression, click on advertisement information, etc.). Side effects are also small in that the number of clicks on the advertisement information directly affects the billing amount for the search advertisement. For example, an unusually high number of invalid impressions or invalid clicks are often generated for a particular search ad that doesn't have a substantial advertising effect. There may be a problem that the advertising cost to be paid is too large. Indeed, in the search advertising industry, exploiting the above problems frequently causes competitors' search ads to be exposed several times without meaning or to make them click on them several times. Advertisers' economic losses due to invalid impressions or invalid clicks are increasing day by day. If the advertiser's economic loss due to invalid impressions or invalid clicks continues, the advertiser's trust in the advertising provider may be cracked, and as a result, the search advertising market may shrink.

In order to solve the above problems, the present applicant relates to a method, a system and a computer-readable recording medium for determining the cost for the search advertisement on the basis of the time when the search advertisement is displayed Korean Patent Application No. 2008-91074 It has been filed. However, Applicants seek to provide more advanced ideas with regard to the invention.

The object of the present invention is to solve all the above-mentioned problems.

In addition, the present invention temporarily holds a charge for a search advertisement that is successful at the time of an auction for a search advertisement, and performs a charge for the search advertisement only when the publication of the search advertisement is effectively completed. To make it more rational and to improve the safety of the advertising cost recovery of the search advertising seller for other purposes.

Representative configuration of the present invention for achieving the above object is as follows.

According to an aspect of the present invention, a method for performing auction and billing for a search advertisement on a communication network, the bid information for a search advertisement from an advertiser computing device, the bid information includes a search keyword, a time at which the search advertisement is to be displayed, and Including information about bids for the search ads, determining whether or not the search ads are successful, based on the amount of bids corresponding to the predetermined amount of time during which the search ads are to be displayed. If the search advertisement is successful, determining the billed amount for the search advertisement based on the predetermined time and the amount of the bid, and securing a payment of the determined billed amount from the deposit of the advertiser; and When the publication of the search advertisement is effectively completed for a predetermined time, the predetermined time and the entry A method of performing a billing due date for the payment of the secure billing amount is provided based on the amount of monovalent.

According to another aspect of the present invention, there is provided a system for performing auction and billing for a search advertisement on a communication network, the bid information of a search advertisement from an advertiser computing device, wherein the bid information includes a search keyword, a time at which the search advertisement is to be displayed, and Include information about bids for the search ads, and determine whether to win the search ads based on the amount of bids corresponding to the predetermined amount of time during which the search ads are to be displayed. An auction manager, and when the search advertisement is successful, determines a billed amount for the search advertisement based on the predetermined time and the amount of the bid, secures the payment of the determined billed amount from the deposit of the advertiser, When the publication of the search advertisement is effectively completed for a predetermined time, the predetermined time and phase There is provided a system including a billing management unit for performing a billing based on the amount of the payment secured based on the amount of the previous bid.

In addition, there is further provided a computer readable recording medium for recording another method, system for implementing the present invention and a computer program for executing the method.

According to the present invention, charging for a search advertisement can be made more reasonably.

According to the present invention, the search advertising seller can increase the safety of the advertising cost recovery.

1 is a diagram schematically illustrating a configuration of an entire system for performing auction and charging for a search advertisement based on a time when a search advertisement is displayed according to an embodiment of the present invention.

2 is a diagram illustrating in detail the internal configuration of a search advertising system according to an embodiment of the present invention.

FIG. 3 is a diagram illustrating an exemplary interface screen showing that bids are determined for a specific search keyword in a specific time interval according to an embodiment of the present invention.

4 is a diagram exemplarily illustrating an interface screen indicating that bid status information regarding a specific search keyword is provided according to an embodiment of the present invention.

5 is a diagram exemplarily illustrating an interface screen indicating that a search advertisement and a general search result are provided for a specific search keyword according to an embodiment of the present invention.

6 is a diagram exemplarily illustrating a situation in which a charge reservation for a search advertisement is processed according to an embodiment of the present invention.

210: auction management

212: Bid starting price

214: bid determination unit

220: information provider

230: ad execution unit

240: billing management

250: database

260: communication unit

270: control unit

DETAILED DESCRIPTION The following detailed description of the invention refers to the accompanying drawings that show, by way of illustration, specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention are different but need not be mutually exclusive. For example, certain shapes, structures, and characteristics described herein may be embodied in other embodiments without departing from the spirit and scope of the invention with respect to one embodiment. In addition, it is to be understood that the location or arrangement of individual components within each disclosed embodiment may be changed without departing from the spirit and scope of the invention. The following detailed description, therefore, is not to be taken in a limiting sense, and the scope of the present invention, if properly described, is defined only by the appended claims, along with the full range of equivalents to which such claims are entitled. Like reference numerals in the drawings refer to the same or similar functions throughout the several aspects.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily implement the present invention.

[Preferred Embodiments of the Invention]

In the present specification, a search advertisement refers to an advertiser's web page address at a specific location on a search result page when a user searches using a search engine using a specific search clue (for example, a search keyword or a search category). , Advertising techniques such as single-line advertising messages, image ads, or the like, which collectively refer to advertising techniques, and, in particular, the search ads referred to herein are search sites according to search keywords entered by a user. It should be understood in the broadest sense to include a keyword advertisement (Keyword Advertisement) that allows the advertisement related to the search keyword to be displayed together with the search result provided by the user.

In addition, in this specification, billing refers to a series of processes that charge advertisers in exchange for displaying search ads for advertisers, and in particular, billing referred to herein refers to advertising Based on the CPM method of calculating advertising costs based on the number of impressions, the CPA method of calculating advertising costs based on the user's actions, the CPC method of calculating advertising costs based on the number of times a user selects and clicks on the ad, and the time the ad is displayed. Therefore, it should be understood in the broadest sense to cover all the various charging methods such as cost-per-time (CPT) method for calculating advertising costs.

Overview of the CPT Method

In the present specification, the CPT method allows an advertiser to bid at a bid set by a user for a predetermined search keyword and a predetermined time period in order to display his or her search advertisement at a predetermined position on a search result page. During this time, you'll find a new billing technique that allows your ad to appear whenever a user searches on your search keywords, and the resulting advertising cost is essentially determined by your bid and the time your ad appeared. Say.

According to this CPT method, multiple search ads with one search keyword (in many cases, different advertisers) are basically placed on the search results page (in order of largest value), depending on the amount of bid for each ad. It can be displayed aligned. In this case, variables other than the amount of the bid (for example, the advertiser's grade and the cumulative billing amount for the advertiser) may be used to determine the position of the search advertisement.

And, the bid may be treated as separate for each time interval, even if it is for one search advertisement (in this case, the bid for each time interval may vary depending on the advertiser's choice. ). The sorted position of the search advertisement may vary for each time interval.

Of course, notwithstanding the above description, the CPT method according to the present invention is not limited to that described above, and it should be seen that the rights to all CPT methods disclosed or implied in the following detailed description can be attributed to the applicant. will be.

Keyword bidding

In this specification, an embodiment of bidding on keywords will be briefly described as follows. In the following description of the date, day of the week, time, and bidding form, etc. are all used as examples only, and various dates, days, times, bidding forms, or variations thereof may be used.

① Regular bidding

Regular bidding closes every Wednesday at 15 o'clock, and depending on the winning bid, the ad may be exposed for 7 days starting at 0 o'clock the next day. The result of the successful bid may be notified to the advertiser by e-mail, mobile phone message, etc., and the next regular bidding starts immediately after the 15 o'clock bid on Wednesday, so that the advertiser may participate in the next regular bid even if the successful bid fails.

② irregular bidding

For keywords that have been canceled or canceled, irregular bidding (additional bidding) may be performed for the remaining days of 7-DAY daily. If there is a keyword that must be exposed even for a short time, the advertiser may expose the advertisement through an irregular bid even after the regular bid is closed. The number or type of keywords that have been canceled or posted can be provided through a separate advertisement management page so that advertisers can participate in irregular bidding.

③ automatic bidding

For advertisers who want to execute keyword advertising by minimizing the advertising management cost, it is possible to enable convenient advertisement management through the automatic bidding function. Advertisers using automatic bidding can run ads for each ad group, and can automatically participate in regular bidding without the hassle of checking bids each time through bid ON / OFF and additional bid participation options. Advertisers can use the additional bidding option to automatically participate in occasional bidding that can occur for a variety of reasons.

Configuration of the entire system

As shown in FIG. 1, the entire system according to an exemplary embodiment of the present invention includes a communication network 100 and a search advertisement system 200 that performs auction and charging for search advertisements based on a time when a search advertisement is displayed. ), A plurality of web servers that search and provide contents according to a search clue received from the user terminal device 400 according to the advertiser server (or the advertiser terminal device) 300, the user terminal device 400, and the user's request ( 500).

First, the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network). Preferably, the communication network 100 according to the present invention may be a known World Wide Web (WWW).

According to an embodiment of the present invention, the search advertisement system 200 enables the advertiser to bid on a specific search keyword based on the time when the search advertisement is displayed in performing an auction on the search advertisement. Can be performed. Such a search advertisement system 200 preferably temporarily holds a charge for a search advertisement that has been won at the time of an auction for a search advertisement, and may perform a charge for the search advertisement only when the display of the search advertisement is successfully completed. have.

In addition, according to an embodiment of the present invention, the search advertisement system 200 recognizes a plurality of successful search advertisements as candidates to be displayed at a specific position on the search result page, and then displays at least some of the corresponding search advertisements. Function can be performed. In this case, the publication of the search advertisement may be made corresponding to the search keyword input by the user.

Furthermore, according to an embodiment of the present invention, if at least some of the successful search advertisements are effectively displayed for a predetermined time, the search advertisement system 200 may be based on a time when the search advertisement is displayed and a bid for the corresponding search advertisement. As a result, the billing amount can be determined and the billing processing can be performed.

According to an embodiment of the present invention, the advertiser server 300 may be a server including a function for allowing an advertiser to communicate after accessing the search advertisement system 200. However, the present invention may be any digital device having a computing capability by mounting a microprocessor such as a personal computer (for example, a desktop computer, a notebook computer, etc.), a workstation, a PDA, a web pad, a mobile phone, and the like. Adopt one device of the advertiser server 300 or the advertiser terminal 300 according to the. Specifically, the advertiser server 300 according to an embodiment of the present invention may search information about a search advertisement and a bid to be displayed by an advertiser (for example, a bid for each time interval and a total bid accordingly). It may perform a function provided to (200), it may perform a function to receive information about the bid status from the search advertising system 200. The advertiser server 300 may be a homepage operation server operated by an advertiser to provide a product or a service.

On the other hand, the user terminal device 400 according to an embodiment of the present invention is a digital device including a function that allows a user to communicate after connecting to the web server 500 through the communication network 100, a personal computer ( For example, a user terminal device according to the present invention may be any digital device having a computing capability by mounting a microprocessor such as a desktop computer, a notebook computer), a workstation, a PDA, a web pad, a mobile phone, or the like. And may be adopted as 400. In addition, the user terminal device 400 may further include a web browser (not shown) program for allowing a user to request and receive content from the web server 500.

According to an embodiment of the present invention, the web server 500 communicates with the search advertisement system 200 and the user terminal device 400 through the communication network 100. For example, the web server 500 may be an operation server of an Internet search portal site. In this case, the web server 500 may include a web content search engine (not shown) to store a search keyword input by a user. After that, the content corresponding to the search keyword may be searched and the search result may be provided for the user to browse. The content provided as a search result may be various information about news, knowledge, games, communities, and the like. Of course, if necessary, the web content search engine may be included in a computing device or a recording medium other than the web server 500. In addition, although FIG. 1 shows that the search advertisement system 200 and the web server 500 are separately configured, a search service for a content and a search advertisement service are provided together according to the needs of those skilled in the art for implementing the present invention. In this case, the search advertisement system 200 may be included in a web server 500 that provides a search service.

Organization of Search Ads System

Hereinafter, the internal configuration of the search advertisement system 200 performing important functions for the implementation of the present invention and the functions of each component will be described.

2 is a diagram illustrating in detail the internal configuration of the search advertising system 200 according to an embodiment of the present invention. Referring to FIG. 2, the search advertisement system 200 according to an embodiment of the present invention may include an auction manager 210, an information provider 220, an advertisement execution unit 230, a billing manager 240, and a database ( 250, the communication unit 260 and the control unit 270, it can be seen that the auction management unit 210, the bid start may be composed of the calculation unit 212, the bid determination unit 214, etc. Able to know. According to an embodiment of the present invention, the auction management unit 210, information providing unit 220, advertising execution unit 230, billing management unit 240, database 250, communication unit 260 and the control unit 270 At least some of them may be program modules communicating with the advertiser server 300 and / or the user terminal device 400. Such program modules may be included in the search advertisement system 200 in the form of an operating system, an application module, and other program modules, and may be physically stored on various known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the search advertising system 200. On the other hand, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.

First, the auction manager 210 according to an embodiment of the present invention calculates a bid start price for a search keyword and / or sets a bid so that an auction about a specific search keyword selected by an advertiser may be performed based on time. Determining function can be performed. In addition, when the bidding process is completed, the auction manager 210 may further perform a function of winning a search advertisement by the specific search keyword to the top n advertisers who have offered a high bid based on the bid of each advertiser. have. Hereinafter, the internal configuration of the auction manager 210 and the function of each component will be described with reference to FIG. 2.

The bid start price calculation unit 212 according to an exemplary embodiment of the present invention provides a function of calculating and providing a bid start price for a search advertisement, which may provide historical data about a search keyword selected by an advertiser and / or may be determined based thereon. Can be performed. The configuration of the bidding start calculation unit 212 is well shown in the specification of the applicant's Korean Patent Application No. 2008-91074 mentioned above.

The bid determination unit 214 according to an embodiment of the present invention may perform a function of determining a bid according to the setting and / or modification of the advertiser. According to one embodiment of the invention, the bid of the advertiser may be an amount determined by the advertiser based on the bid start price initially suggested by the calculation unit 212, but the advertiser is free to set and / or every one or more unit times It may be a modified amount. Here, the unit time may be specified by time units such as month, week, day, hour, minute, and the like, and bids for each unit time may be set and / or modified individually or collectively according to the intention of the advertiser. Can be determined. As such, information about the bid determined for each unit time and the corresponding unit time may be transmitted from the advertiser server 300 to the search advertisement system 200.

Referring to FIG. 3, it can be seen that a price is determined as a bid for a search keyword, which is displayed for one day, for the search keyword "travel". From July 1, 2008 to July 19, 2008, In the time period, the bid is set to '1000 won per day' and in the time period from July 21, 2008 to July 31, 2008, the bid is set to '2000 won per day'. . However, it should be understood that the bid determination for the search advertisement does not necessarily have to be made on a daily basis or over several days as in the above example.

Next, according to an embodiment of the present invention, the information provider 220 performs a function of providing the advertiser server 300 with information necessary for the advertiser to determine the bid in the auction process for the search advertisement. . Specifically, the information providing unit 220 according to an embodiment of the present invention, in order to solve the uncertainty of the advertising effect and to support the advertiser to guess the value of the search advertising that he wants to bid, specific search keywords Historical statistical information about a search advertisement by may be provided, wherein the historical statistical information includes the number of times the advertisement information has been exposed (or the number of times the search advertisement has been displayed) and the number of times the search advertisement has been displayed in the past. Information such as a click through rate (CTR), an exposure count ranking, a publication count ranking, and the like may be included.

In addition, the information providing unit 220 according to an embodiment of the present invention, the bidding status for a particular search keyword in order to assist the advertiser in determining the bid and the bidding probability in the auction stage of the search advertising Information may be provided, and the bid status information may include information such as a bid ranking and a highest bid expected when bidding with a predetermined bid.

Referring to FIG. 4, it can be seen that information such as a bid status, a bid starting price, a currently set bid, a maximum bid, an estimated bid ranking, and an estimated billing amount is provided according to each search keyword.

Next, according to an embodiment of the present invention, the advertisement execution unit 230 performs a function of displaying at least a part of the search advertisements of the advertisers bid in the auction process in response to the input search keyword. That is, in providing the search result corresponding to the input search keyword, the advertisement execution unit 230 may also display at least a part of the search advertisements that have been won with respect to the search keyword.

Specifically, the advertisement execution unit 230 according to an embodiment of the present invention determines the position and / or order of placement of the search ads in accordance with the ranking of the bid of each search ad, thereby relatively high search bids Can be placed in an advantageous position. In addition, the advertisement execution unit 230 according to an embodiment of the present invention determines whether to display each search advertisement according to the advertisement serving time set for each search advertisement, and stops the serving of the search advertisement whose advertisement serving time expires. Then, the serving of the search advertisement whose advertisement serving time starts can be started. Therefore, according to a preferred embodiment of the present invention, the search advertisement of a particular advertiser may be displayed in different positions in each time interval as the ranking of the bids for different time intervals during which it is displayed.

5 is a diagram exemplarily illustrating an interface screen indicating that a search advertisement and a general search result are provided for a specific search keyword according to an embodiment of the present invention. Referring to FIG. 5, as a search result for the search keyword 502 of "dermatology", general search results 508 corresponding to the

successful search advertisements

504 and 506 and "dermatology" 502 may be provided. It can be seen that.

According to an embodiment of the present invention, it can be seen that a plurality of

search advertisements

504 and 506 are placed in different positions on the screen in a predetermined order. The bid amount for the corresponding search advertisement may be determined. For example, a search ad placed on a sponsored link 504 location that is expected to have a relatively high advertising impact may have a bid higher than a search ad placed on a power link 506 location that is expected to have a relatively low advertising effect. May be larger, and the search advertisement corresponding to the highest bid among the search advertisements displayed on the sponsored link 504 may be displayed in the first line of the position of the sponsored link 504.

Next, the billing management unit 240 according to an embodiment of the present invention may perform billing for the search advertisement that is effectively posted among the successful search advertisements. As mentioned above, the billing manager 240 may calculate the billed amount based on a specific time interval in which the search advertisement is displayed. For example, the billing management unit 240 may calculate 100,000 won as a billing amount when a search advertisement that is sold as '10, 000 won per one day 'for the search keyword' dermatology 'is displayed for 10 days. .

Even if a search ad wins a particular search keyword, if the search ad does not meet certain conditions (e.g., review of the ad text is completed, meets adult site constraints, etc.) May not appear. In addition, even if a search advertisement is displayed in response to a specific search keyword because the search advertisement satisfies a predetermined condition, it is determined that the advertisement effect due to the advertisement is insignificant (for example, the number of times the advertisement information of the search advertisement is exposed). May be less than a certain number of times). Although various cases as described above may occur, there is a problem that it is unreasonable to post all the search ads based on the fact that the search advertisement is successful and to charge the search advertisements collectively accordingly.

However, there is another problem that the above-mentioned problem is that if the billing is performed only after the completion of the publication of the search advertisement, the risk of the recovery of the advertisement cost of the search advertisement seller increases.

In order to solve the above-mentioned problems, first, the billing management unit 240 according to an embodiment of the present invention, even if a successful search advertisement is billed for the successful search advertisement until the completion of the search advertisement Can be temporarily suspended. Specifically, the billing manager 240 determines the billed amount expected to occur when the search ad is validly displayed based on the time when the search ad is to be displayed and the amount of the bid for the successful search ad, and the advertiser The payment of the determined billing amount may be secured in advance (for example, a reservation deduction is made) from the deposit of the advertiser stored in the account, and the billing processing for the obtained billing amount may be reserved. In addition, when the display of the search advertisement is effectively completed, the charging management unit 240 may perform a substantial charging process (for example, deducting a deposit) of at least a portion of the previously secured billing amount based on the time and the bid on which the search advertisement is displayed. ) Can be performed. If the search advertisement is not posted, the billing manager 240 may release that the payment of the billed amount is secured.

On the other hand, the billing management unit 240 according to an embodiment of the present invention may perform a charge reservation for the search advertisement on the basis of a specific unit time. Here, the unit time may be specified by a time unit such as month, week, day, hour, minute, and the like.

Specifically, the charge reservation may be performed every unit time, for example, for the nth unit time for a specific search keyword (0 to 24 hours on September 17, 2008 in FIG. 6 to be described later). Ensuring payment of the billed amount for a search advertisement to be performed may be performed at a certain point in time (eg, 16 September 2008 at 16:00), and the actual billing for the search advertisement may be It may be performed at a specific point in time in the n + 1 th unit time (eg, September 18, 2008 at 4:00).

Referring to FIG. 6, it may be assumed that a total of five or more search advertisements have been won as a search advertisement to be displayed from 0 o'clock to 24 o'clock on September 17, 2008 with respect to the keyword “permanent hair removal”. According to the order in which the two search ads are displayed, "Eternal Hair Removal Clinic Gangnam Aumura Line", "Permanent Hair Removal Mabel Skin Clinic", "Permanent Hair Removal Professional RayMedic", "Epilation Surgery Rose Mizu Hair Removal Center", "Epilation Yonsei Elegance Clinic" "Can be. According to an embodiment of the present invention, the amount of secured payment from the advertiser's deposit may be determined based on the bids of the five search advertisements (that is, the amount of reserved charges). 1800 won may be set as a charge reserve amount for the "Mibel Skin Clinic" search advertisement. In addition, according to an embodiment of the present invention, the charges according to the previously reserved amount may be performed on the five search advertisements according to whether or not the advertisement is effectively completed. In the case of a "hair removal mibel skin clinic" search advertisement, since the advertisement is not effectively completed, charging may not be performed. However, in this case, another search advertisement of a pre-priority bid that has already been preliminarily bidded may be displayed after the "hair removal Yonsei Elegance Clinic" search advertisement.

On the other hand, the database 250 according to an embodiment of the present invention may store a variety of data about the search advertisement. For example, historical data, various statistical information, bid state information, and the like regarding the search advertisement as described above may be stored.

Meanwhile, although the database 250 is illustrated in FIG. 2 as being included in the search advertisement system 200, the database 250 may be connected to the search advertisement system 200 according to the needs of those skilled in the art. It may be configured separately. On the other hand, according to the present invention, the database 250 is a concept including a computer-readable recording medium, and refers to not only a narrow database but also a database in a broad sense including a data system based on a file system. If a simple set of logs can be retrieved to extract data, it is included in the database 250 of the present invention.

The communication unit 260 according to an embodiment of the present invention performs a function of enabling data transmission / reception from / to the search advertisement system 200.

The control unit 270 according to an embodiment of the present invention is the data between the auction manager 210, the information provider 220, the advertisement execution unit 230, the billing manager 240, the database 250, and the communication unit 260. To control the flow of the. That is, the control unit 270 according to the present invention controls the flow of data from the outside or between each component of the search advertising system 200, thereby controlling the auction manager 210, the information provider 220, the advertisement execution unit ( 230, the billing manager 240, the database 250, and the communicator 260 control each to perform a unique function.

Embodiments according to the present invention described above can be implemented in the form of program instructions that can be executed by various computer components and recorded on a computer-readable recording medium. The computer-readable recording medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the computer-readable recording medium may be those specially designed and configured for the present invention, or may be known and available to those skilled 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, and magneto-optical media such as floptical disks. media), and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device may be configured to operate as one or more software modules to perform the process according to the invention, and vice versa.

Although the present invention has been described by specific embodiments such as specific components and the like, but the embodiments and the drawings are provided to assist in a more general understanding of the present invention, the present invention is not limited to the above embodiments. For those skilled in the art, various modifications and variations can be made from these descriptions.

Therefore, the spirit of the present invention should not be limited to the embodiments described above, and all of the equivalents or equivalents of the claims, as well as the following claims, are included in the scope of the spirit of the present invention. I will say.

Claims

A method for auctioning and charging for search advertising on a communications network,

Receiving bid information for a search advertisement from an advertiser computing device, the bid information including information about a search keyword, a time at which the search ad is to be displayed, and a bid for the search ad;

Determining whether or not the search advertisement is successful based on the amount of the bid corresponding to the predetermined time during the time when the search advertisement is to be displayed;

When the search advertisement is successful, determining the billed amount for the search advertisement based on the predetermined time and the amount of the bid, and securing a payment of the determined billed amount from the deposit of the advertiser; and

If the publication of the search advertisement is effectively completed for the predetermined time, performing a charging based on the predetermined amount of payment based on the predetermined time and the amount of the bid;

How to include.
The method of claim 1,

When the search advertisement is successfully completed, the search advertisement satisfies a predetermined publication condition or a predetermined advertisement effect condition according to the publication of the search advertisement is satisfied.
The method of claim 2,

Wherein the predetermined publication condition includes at least one of completion of the review of the ad text and meeting adult site constraints.
The method of claim 2,

The predetermined advertisement effect condition includes a number of exposures of advertisement information of the search advertisement according to the publication of the search advertisement.
The method of claim 1,

Ensuring the payment of the determined billing amount is performed before a time when the search advertisement is to be displayed.
The method of claim 1,

And performing the charging is performed after a time when the search advertisement is displayed.
A system for conducting auctions and billing for search advertisements over a communications network,

Receive bid information for a search advertisement from an advertiser computing device, wherein the bid information includes a search keyword, a time at which the search ad is to be displayed, and information about a bid for the search ad, and a time at which the search ad is to be displayed. An auction manager for determining whether to bid the search advertisement on the basis of the amount of the bid corresponding thereto at a predetermined time;

When the search advertisement is successful, the billed amount for the search advertisement is determined based on the predetermined time and the amount of the bid, the payment of the determined billed amount is secured from the deposit of the advertiser, and the If the publication of the search advertisement is effectively completed, a billing management unit for performing a billing based on the predetermined amount of time and the amount of the payment secured based on the amount of the bid;

System comprising.
The method of claim 7, wherein

When the publication of the search advertisement is effectively completed, the search advertisement satisfies a predetermined publication condition or a predetermined advertisement effect condition according to the publication of the search advertisement is satisfied.
The method of claim 8,

The predetermined posting condition comprises at least one of completion of the review of the ad text and of meeting adult site constraints.
The method of claim 8,

The predetermined advertisement effect condition includes a number of exposures of advertisement information of the search advertisement according to the publication of the search advertisement.
The method of claim 7, wherein

The securing of the determined payment is performed prior to the time when the search advertisement is to be displayed.
The method of claim 7, wherein

Wherein the charging is performed after a time that the search advertisement is displayed.
A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 6.