JP2008040613A - Advertising method, advertising program and advertising system - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide an advertisement information providing method, an advertisement information providing program and an advertisement information providing system for obtaining fixed advertising effects even if advertisement information whose bid amount is low, and for enabling a user to more accurately establish a conversation with an advertiser over a telephone. <P>SOLUTION: This advertisement information providing method includes: a step for receiving a retrieval keyword transmitted through the Internet network W; a step (S.14) for extracting advertisement information A2, D2, and E2 associated with the received retrieval keyword from among a plurality of advertisement information A2 to E2; and a step (S.15) for providing the extracted pieces of advertisement information A2, D2 and E2 based on a calling success rate 27 for indexing the rate of the number of times when a conversation is established among the number of times of call incoming to the advertisers A, D and E and an advertisement priority rate R calculated by using a bid amount 25 of the pieces of advertisement information A2, D2, and E2. <P>COPYRIGHT: (C)2008,JPO&INPIT

Description

  The present invention relates to an advertisement information providing method, an advertisement information providing program, and an advertisement information providing system, and more particularly to an advertisement information providing method using a pay-per-call method.

  2. Description of the Related Art Conventionally, a pay-per-click (Pay per Click) method has been used as one method of advertising using an Internet WEB page. The pay-per-click method is a method in which an advertising agent charges an advertising fee to an advertiser according to the number of clicks of advertisement information displayed on a WEB page. For example, when the user who viewed the page selects (clicks) the advertisement information posted on the WEB page of the portal (entrance) site, detailed information regarding the advertisement information can be viewed. Detailed information of the advertisement information (for example, a WEB page of the company site created by the advertiser) is displayed by the click of the user. The advertiser pays an advertisement fee to the administrator of the portal site according to the number of clicks of the advertisement information.

  Such a method is often used in a portal site where there are many users (viewers) and a high advertisement effect can be obtained. The administrator of the portal site advertises by providing an advertising space on a part of the WEB page of his site and lends the advertising space to the advertiser. Depending on the number of times this advertising information is clicked Collect advertising fees from advertisers. The portal site may not only provide advertisement information but also provide a list of WEB pages related to a search keyword (transmission information) transmitted by a user via a telecommunication line. In this case, the portal site often provides advertisement information related to the search keyword together with a list of WEB pages related to the search keyword. Such portal sites generally have a large number of users and can be expected to have many clicks on advertising information. Therefore, a high advertising effect can be expected for the advertiser, and various advertising information can be easily reached for the user.

  In many cases, a plurality of advertisement placement frames are provided on the WEB page of the portal site, and the advertisement effect of the advertisement information placed on the WEB page varies greatly depending on which advertisement placement frame is placed. For example, when there are a lot of ad slots arranged in the vertical direction (hereinafter referred to as “upper and lower ads”), the advertising information posted in the top ad slot is generally easy to click and is displayed at the lower level. The more the advertising information, the harder it is to click. That is, it can be said that the highest advertisement placement frame is the advertisement placement frame with the highest advertisement effect, and the lowest advertisement placement frame is the advertisement placement frame with the lowest advertisement effect.

  In general, advertising information with a high advertising fee is often placed in an advertising space with high advertising effectiveness. Therefore, the advertiser needs to pay a higher advertising fee to the administrator of the portal site in order to place the advertisement information in the advertisement placement space where a high advertisement effect can be obtained. Each advertiser can determine an advertising fee by bidding, and the advertising fee determined by this bidding is called a bid amount.

As an advertising method using such a pay-per-click method, there are, for example, those described in Patent Documents 1 and 2.

  However, in this advertising method using the pay-per-click method, if the advertiser does not have his / her own WEB site, this advertising method cannot be used, and the advertiser cannot ) Cannot be contacted directly.

  Also, even if the user clicks on the advertising information or intentionally repeatedly clicks, the advertising fee will be charged according to the number of clicks, so the relationship between the advertising effect and the advertising fee will be low There is also a case.

Therefore, when the telephone number associated with each advertiser is posted on the WEB page together with the advertising information, and the user who sees it places a call to the advertiser, the advertising fee is based on the establishment of the call. There has also been proposed a method for generating a charge. Note that one method of this advertising method is called a pay-per-call method, and there is one disclosed in Patent Document 3, for example.
Special table 2003-501729 gazette JP 2005-537591 A JP 2005-115945 A

  In the device described in Patent Document 3, a user places a call to an advertiser based on a phone number posted on a WEB page. Since it takes more time to make a phone call than to click on the advertisement information, for example, when the advertising space on the WEB page of the portal site is the advertising space on the top and bottom, the number of users posted on the top In many cases, the call is stopped just by calling the advertiser of the advertisement information. Accordingly, the advertiser of the advertisement information posted in the lower layer is hardly called and the advertising effect is hardly expected. If advertising information with a low bid amount is displayed only at the lower level, the advertising effect may hardly be expected even if a bid is made, and the advertiser may stop posting the advertising information itself. When advertising information is displayed on the display screen of a mobile phone, the display screen is very small, so the advertising information posted below is often not displayed unless a considerable screen scroll is performed. Is even lower.

  In addition, the advertiser of the advertising information posted in the upper advertising space is an advertiser who is not able to respond sufficiently to telephone calls made by users due to tendency to be absent or due to short business hours. There can be. If the advertiser does not answer the call even if a call is made to such an advertiser, the user must make another call to another advertiser, which is very troublesome and such advertising information Users may be dissatisfied with the portal site itself that displays the URL at the top.

  The present invention has been made in view of the above circumstances, and even if the advertisement information has a low bid amount, a certain advertisement effect can be obtained, and the user can more reliably establish a telephone call with the advertiser. It is an exemplary problem to provide an advertisement information providing method, an advertisement information providing program, and an advertisement information providing system that can be used.

  In order to solve the above problems, an advertisement information providing method as an exemplary aspect of the present invention includes a step of receiving predetermined transmission information transmitted via a telecommunication line, and associating with the received predetermined transmission information The extracted advertisement information from the plurality of advertisement information, and the extracted advertisement information, the call success rate that indicates the ratio of the number of calls made to the number of incoming calls to the advertiser, and the call success rate And providing based on the advertisement priority rate calculated using the bid amount of the advertisement information. Since the advertisement information associated with the predetermined transmission information is extracted and provided, the advertisement information having a certain relevance can be provided. It is more convenient for the user to provide advertisement information having a certain relevance than to provide a lot of unrelated advertisement information. For example, if a plurality of pieces of advertisement information for the same product are provided, comparative examination between advertisement information becomes easy.

  Since the advertisement priority rate is calculated based on the call success rate and the advertisement information is provided based on the advertisement priority rate, it is possible to provide the advertisement information reflecting the rate at which the call is established. It is possible to lower the priority of the advertising information of the advertiser who is difficult to establish a call due to the tendency to be away or because the business hours are short, and to provide the advertisement with a low priority. Therefore, if you call the advertiser of the advertisement information provided with high priority, it is highly possible that the call will be established, and it will be beneficial for the user, and if you do not call another advertiser many times It can reduce the trouble of not becoming.

  The predetermined transmission information is information transmitted via a telecommunication line and is information used for extracting advertisement information. For example, the search keyword or search sentence input at the search site, the extracted keyword extracted from the search sentence, the area range information as the search condition, the time range information, and the like are applicable. An example of the telecommunication line is the Internet.

  The call success rate indicates the rate at which a call is established (the rate at which the advertiser answers the phone call) out of incoming calls to the advertiser. For example, the advertiser only receives 2 calls per 10 incoming calls. If the call is not answered, the call success rate is 20%. If the call is answered 8 times for 10 incoming calls, the call success rate is 80%. It can be said that an advertiser with a higher call success rate is an advertiser who is more likely to establish a call.

The bid amount means a billing amount that is predetermined for each advertisement information, that is, an advertisement fee. For example, this is the amount charged to the advertiser when advertisement information is provided and the advertiser is called based on the advertisement information. The bid price may be one for the advertisement information, or a plurality of registered keywords may be set for the advertisement information, and the bid price may be set for each registered keyword. As a result, when advertisement information is provided based on a specific registered keyword and a call is made to the advertiser based on the advertisement information, a bid amount corresponding to the registered keyword is charged. can do.

Providing advertisement information includes displaying image information as an advertisement on a display screen of a personal computer, a display unit of a mobile phone or a television, and outputting sound information as an advertisement from a sound device such as a speaker. .

The advertisement priority rate is information serving as an index for preferentially providing advertisement information. “Providing advertisement information preferentially” means that the advertisement information is displayed on the upper part of the display screen, the advertisement information is displayed larger than the other advertisement information, It includes emphasizing display compared to the advertisement information, and displaying the advertisement information on the screen or outputting sound before other advertisement information. The predetermined transmission information may be a search keyword. If the predetermined transmission information is a search keyword, advertisement information highly relevant to the search keyword can be provided.

  The search keyword is transmitted via a telecommunication line in order to search for an Internet site or the like where information of interest is described using a search site or the like. Since the search keyword is input by the user based on his / her own interest, the advertisement information extracted in relation to the search keyword is likely to attract the user's interest. In addition, since advertising information can be provided to users who use search sites for the purpose of searching Internet sites, advertising information can be provided to a wider range of users. Ad effectiveness can be expected.

  When the advertisement priority rate is R, the total number of extracted advertisement information is n, the rank of the extracted advertisement information from the side with the highest bid amount is L, and the call success rate of the advertiser is s. In addition, the advertisement priority ratio R for each extracted advertisement information may be calculated based on the equation R = (n−L + 1) × (a + s / b).

  Since both the call success rate and the bid amount ranking are considered in calculating the advertisement priority rate, if either the call success rate or the bid amount rank is low, the higher the other, the higher priority Can be obtained. Therefore, even if an advertiser has a low bid amount, if he / she makes a call when he / she receives a call, the call success rate will increase, and his / her ad will be given priority. You can increase the number of times. Here, a and b are constants. For example, a = 1 and b = 100 are applicable. In that case, the unit of the call success rate is%.

  Extracted when R is the advertisement priority rate, E is the total bid amount of the extracted advertisement information, e is the bid amount of the extracted advertisement information, and s is the call success rate of the advertiser. The advertisement priority rate R for each advertisement information may be calculated based on the equation R = e / E × (a + s / b).

  Since both the call success rate and the bid amount are considered in the calculation of the advertisement priority rate, even if either the call success rate or the bid amount is low, if the other is high, a somewhat large advertisement priority rate can be obtained. it can. Therefore, even if the advertiser has a low bid amount, if he / she makes a phone call when he / she receives a call, the call success rate will increase, and his / her advertising information will be given priority. Can be increased. Here, a and b are constants. For example, a = 1 and b = 100 are applicable. In that case, the unit of the call success rate is%.

  Further, since the advertisement priority rate is proportional to the bid price, the difference in bid price is reflected in the advertisement priority rate. For example, when there are two advertisement information, if the bid price of one is 100 yen, the bid price ranking of the other advertisement information is 200 yen or 1000 yen. 1st place. That is, in the calculation of the advertisement priority rate in consideration of the rank of the bid amount, there is no difference in the advertisement priority rate regardless of whether the bid amount is 200 yen or 1000 yen. However, if the advertisement priority rate is calculated in consideration of the bid amount, the advertisement information with a bid amount of 1000 yen can obtain an advertisement priority rate five times larger than the advertisement information with a bid amount of 200 yen, Depending on the situation, it is possible to receive a priority offer with a long time or a large number of times. Therefore, the advertiser can pay the advertising fee with a high degree of satisfaction.

  In the advertisement information providing step, the extracted advertisement information may be provided so that the advertisement information having a higher advertisement priority rate has a longer time to be preferentially provided than the other advertisement information.

  Since advertisement information with a higher advertisement priority rate has a longer time to be preferentially provided than other advertisement information, advertisement information with a higher advertisement priority rate can achieve a higher advertising effect. On the other hand, even for advertisement information with a low advertisement priority rate, it is possible to secure a certain period of time that is preferentially provided, so that a certain advertisement effect can be expected.

  For example, when providing three pieces of advertisement information with a ratio of each advertisement priority ratio of 3: 2: 1, the advertisement information with an advertisement priority ratio of 3 in one hour is used for 30 minutes, and the ratio of the advertisement priority ratio is It is possible to preferentially provide advertisement information that is 2 for 20 minutes and advertisement information whose advertisement priority ratio is 1 for 10 minutes. How to allocate the priority providing time (30 minutes, 20 minutes, 10 minutes) of each advertisement information within one hour can be changed according to the convenience of design. In addition, there is no restriction on the continuity of the priority provision time. For example, the priority provision time may be repeated as 3 minutes, 2 minutes, or 1 minute, or it may be repeated as 3 hours, 2 hours, or 1 hour. It doesn't matter.

  In the advertisement information transmission step, the extracted advertisement information may be provided so that the advertisement information having a higher advertisement priority rate has a higher number of times of priority provision than other advertisement information.

  Since advertisement information with a higher advertisement priority rate is preferentially provided over other advertisement information, advertisement information with a higher advertisement priority rate can achieve a higher advertising effect. Moreover, even if the advertisement information has a low advertisement priority rate, a certain number of times of being preferentially provided can be ensured, so that a certain advertisement effect can be expected.

  You may further have the step which charges an advertising fee with respect to an advertiser on the condition that the call time at the time of call establishment has passed predetermined time.

  Since the advertising fee is charged on the condition that the call time has passed the predetermined time, the relevance between the advertising effect and the advertising fee can be enhanced. For example, if the advertiser does not answer the call, if the call is a prank call or a wrong call, or if the incoming call is disconnected before answering the call, the advertisement will not be advertised. The fee is not charged. Of course, the predetermined time may be appropriately changed.

  An advertisement information providing system as another exemplary aspect of the present invention includes a receiving unit that receives predetermined transmission information transmitted via a telecommunication line, and a plurality of advertisement information, the number of incoming calls to the advertiser. A storage device that holds the call success rate and the bid amount of the advertisement information that indicate the ratio of the number of calls made, and the advertisement information that is associated with the received predetermined transmission information is stored in the storage device. Based on the advertising priority rate, an advertising information extraction unit that extracts from a plurality of advertising information, a calculation unit that calculates an advertising priority rate for each advertising information extracted using the call success rate and the bid amount, An advertisement providing unit that provides the extracted advertisement information.

  Since the advertisement information associated with the predetermined transmission information is extracted and provided, the advertisement information having a certain relevance can be provided. It is more convenient for the user to provide advertisement information having a certain relevance than to provide a lot of unrelated advertisement information. For example, if a plurality of pieces of advertisement information for the same product are provided, comparative examination between advertisement information becomes easy.

  Since the advertisement priority rate is calculated based on the call success rate and the advertisement information is applied based on the advertisement priority rate, it is possible to provide advertisement information reflecting the rate at which calls are established. It is possible to lower the priority of the advertising information of the advertiser who is difficult to establish a call due to the tendency to be away or because the business hours are short, and to provide the advertisement with a low priority. Therefore, if you call the advertiser of the advertisement information provided with high priority, it is highly possible that the call will be established, and it will be beneficial for the user, and if you do not call another advertiser many times It can reduce the trouble of not becoming.

  An advertisement information providing program as still another exemplary aspect of the present invention includes a function for receiving predetermined transmission information transmitted to a computer via a telecommunication line, and advertisement information associated with the received predetermined transmission information. The function of extracting the advertisement information from the plurality of advertisement information, the call success rate indicating the ratio of the number of incoming calls to the advertiser of the extracted advertisement information and the bid amount of the advertisement information And a function for calculating an advertisement priority rate for each advertisement information and a function for providing the extracted advertisement information based on the advertisement priority rate.

  Since the advertisement information associated with the predetermined transmission information is extracted and provided, the advertisement information having a certain relevance can be provided. It is more convenient for the user to provide advertisement information having a certain relevance than to provide a lot of unrelated advertisement information. For example, if a plurality of pieces of advertisement information for the same product are provided, comparative examination between advertisement information becomes easy.

  Since the advertisement priority rate is calculated based on the call success rate and the advertisement information is applied based on the advertisement priority rate, it is possible to provide advertisement information reflecting the rate at which calls are established. It is possible to lower the priority of the advertising information of the advertiser who is difficult to establish a call due to the tendency to be away or because the business hours are short, and to provide the advertisement with a low priority. Therefore, if you call the advertiser of the advertisement information provided with high priority, it is highly possible that the call will be established, and it will be beneficial for the user, and if you do not call another advertiser many times It can reduce the trouble of not becoming.

  Further objects and other features of the present invention will become apparent from the preferred embodiments described below with reference to the accompanying drawings.

  According to the present invention, the advertising priority rate is calculated based on the call success rate and the bid amount of the advertising information, and the advertising information is provided based on the advertising priority rate. It is possible to preferentially provide advertisement information. In addition, since the time and number of times that advertisement information is preferentially provided based on the advertisement priority rate are adjusted, it is possible to secure a certain advertisement effect even with advertisement information with a low bid amount.

BEST MODE FOR CARRYING OUT THE INVENTION

  Hereinafter, an advertisement system V for realizing an advertisement information providing method according to an embodiment of the present invention will be described with reference to the drawings. FIG. 1 is a schematic block diagram showing the overall configuration of an advertisement system V including a management server S as an advertisement information providing system for realizing the advertisement information providing method of the present invention. This advertising system V has a CTI server 2, a Log server 4, a management server S, and a WWW server 8, and is roughly configured.

  In the present embodiment, the CTI server 2, the Log server 4, the management server S, and the WWW server 8 will be described separately, but of course, some or all of them are performed by one server computer. It may be configured.

  The CTI server 2 is a server computer connected to the telephone network T. To this telephone network T, telephones A1 to E1 of advertisers A to E and telephones X1 and Y1 of users X and Y are also connected. Users X and Y and advertisers A to E can communicate with each other by telephones X 1, Y 1 and A 1 to E 1 connected to the telephone network T, respectively, and call the CTI server 2. You can also do that. The telephones X1, Y1, A1 to E1 may of course be wired telephones connected by modular cables, or may be mobile telephones that make calls via a base station (not shown) using radio waves.

  The CTI server 2 is a call management server computer used in so-called pay-per-call advertisements, and has a function of relaying / transferring calls and managing call information. For example, as shown in FIG. 2, an advertiser A posts an advertisement telephone number A3 together with its own advertisement information A2 on an advertisement medium such as a magazine 10. The advertisement medium is not limited to the magazine 10, and may be a newspaper, a TV or radio broadcast, a signboard, an Internet site, or the like. When the user X who has seen the advertisement information A2 places a call from the telephone X1 to the advertisement telephone number A3, the CTI server 2 is called.

  The advertisement telephone number A3 is configured to have a number of multiple digits by combining a plurality of types of information. For example, as shown in FIG. 3, the first half 7-digit server identification number 12 and the second half 10-digit advertisement identification It has the number A4. The server identification number 12 corresponds to the CTI server 2, and the advertisement identification number A4 is the telephone number A0 assigned to the telephone line connected to the telephone set A1 of the advertiser A (hereinafter referred to as “the telephone number of the telephone set A1 for simplicity”). A0 ”). Therefore, when the user X places a call to the advertising telephone number A3, first, the CTI server 2 is called based on the server identification number 12.

  The CTI server 2 includes a telephone number database 2a, a telephone transfer unit 2b, and a telephone relay unit 2c. The telephone number database 2a is a database configured by associating the advertisement identification number with the telephone number of the advertiser's telephone. As shown in FIG. 4, the telephone number database 2a has a telephone number A0 of the telephone set A1 of the advertiser A associated with the advertisement identification number A4 as a database. Similarly, the telephone numbers B0 to E0 of the telephones B1 to E1 of the advertisers B to E respectively associated with the advertisement identification numbers B4 to E4 are also stored as a database.

  The telephone transfer unit 2b has a function of transferring a call to the CTI server to the telephone number A0 of the advertiser A based on the advertisement identification number A4. This “transfer” includes making a call from the CTI server 2 to the telephone number A0 while temporarily receiving the call to the CTI server 2 at the CTI server 2. It also includes connecting the call directly to the telephone number A0 while holding the call to the CTI server 2 on hold.

  The telephone relay unit 2c relays the call between the user X and the advertiser A via the CTI server 2 when the call transferred to the telephone number A0 is received by the advertiser A, that is, when the call is established. It has a function. This function is particularly effectively used in the case of the above-described “telephone transfer to the CTI server 2 while receiving a call from the CTI server 2 to the telephone number A0 while temporarily receiving the call to the CTI server 2”.

  The Log server 4 is a server computer connected to the CTI server 2 and manages call history information 4 a performed via the CTI server 2. The history information 4a includes information such as the call time from the user to the CTI server 2, the advertisement telephone number of the call, the success / failure of the call with the advertiser, and the call time. The history information 4a further includes information on the number of calls 4b and the number of calls made 4c for each of the advertisement identification numbers A4 to E4.

  Here, the number of calls with the advertisement identification number A4 means the number of calls made to the CTI server 2 by the advertisement telephone number A3 including the advertisement identification number A4. Further, the number 4c of calls made with the advertisement identification number A4 is the number of calls made to the CTI server 2 by the advertisement identification number A4 and a call with the advertiser A was established (the number of calls made by the advertiser A) ).

  Of course, when a plurality of advertisement identification numbers correspond to one advertiser, the number of calls 4b and the number of successful calls 4c are not limited to each of the advertisement identification numbers A4 to E4, but to each advertiser A to E. May be. For example, when advertiser A places a plurality of advertisement information on a plurality of advertisement media and places different advertisement telephone numbers including different advertisement identification numbers for each advertisement information, The total number of calls and the number of calls made may be used as the number of calls made by advertiser A and the number of calls made.

  The management server S is a server computer that is connected to the Log server 4 and the Internet network (telecommunications network) W and functions as an advertisement information providing system. As schematically shown in FIG. 5, the management server S has a storage device 21, a CPU 22, and a main memory 23 and is roughly configured.

  The storage device 21 is data storage means such as a hard disk, for example, and holds an advertisement information database 21a therein. As shown in the internal data structure in FIG. 6, the advertisement information database 21a has information on advertisers A to E, advertisement information A2 to E2, registered keyword 24, and bid amount 25 associated with each other.

  Advertisers A to E are associated with advertisement information A2 to E2, respectively. Here, the correspondence between the advertiser and the advertisement information may be “1: 1” or “1: plural”. That is, the advertiser A may be associated with one advertisement information A2, or the advertiser C may be associated with a plurality of advertisement information C2 and C22.

  The registration keyword 24 and the bid amount 25 are registration information associated with each advertisement information A2 to E2 or C22, and each advertiser A to E registers the advertisement information A2 to E2 or C22 in the advertisement system V. Is set to For example, when a keyword is input by the users X and Y, when the advertising information A2 to E2 or C22 is desired to be provided to the users X and Y, the advertisers A to E have the keyword. Is set as the registered keyword 24 in association with the advertisement information A2 to E2 or C22. Therefore, the registered keyword 24 is generally a phrase highly related to the business contents of the advertisers A to E and the advertising product.

  Advertisers A to E set bid amounts 25 for the registered keywords 24 set in association with the respective advertisement information A2 to E2 or C22. This bid amount 25 is provided to the users X and Y with the advertisement information A2 to E2 or C22, and the users X and Y are connected to the advertisers A to E based on the advertisement information A2 to E2 or C22. Is an amount charged as an advertising fee to advertisers A to E. However, for example, when the advertisement information A2 to E2 or C22 is provided to the users X and Y, the amount charged to the advertisers A to E may be used. Moreover, even if it is the amount charged to the advertisers A to E not when the advertisement information A2 to E2 or C22 is provided to the users X and Y but when the detailed information is further provided Good.

  Advertisers A-E wish to have their advertising information A2-E2 or C22 provided with a high priority in relation to the registered keyword 24, a higher bid amount 25 for that registered keyword 24 Set. Accordingly, advertisers A to E who expect that their registered advertisement information A2 to E2 or C22 is provided with a high priority by a certain registered keyword 24 and obtain a high advertising effect are naturally higher than the registered keyword 24. By setting the bid amount 25, a high advertising fee is charged.

  In this embodiment, the registered keyword for the advertising information A2 (“We sell home appliances, personal computers, and all other electrical products!”) Of the advertiser A (“Co., Ltd.”) is used. 24 and the bid amount 25 are set to 150 yen for "home appliance", 50 yen for "PC", 50 yen for "printer", and 100 yen for "audio".

  For the advertisement information B2 of advertiser B (“△△ Trading”) (“△△ To trading if it is real estate!”), The registered keyword 24 and the bid amount 25 are “condominium” 200 yen, “apartment” Is set to 50 yen and "Land" is set to 70 yen.

  For the advertisement information C2 (“pasta, pizza, risotto with fine wine ...”) of the advertiser C (“restaurant □□”), the registered keyword 24 and the bid amount 25 are “pasta” of 40 Yen, “pizza” is set to 40 yen, and “wine” is set to 20 yen.

  In addition, for the advertising information C22 of the advertiser C ("You can also charter! (From 20 people) You can taste the authentic Italian taste ...") "Is set at 30 yen," banquet "is set at 30 yen, and" Italian "is set at 90 yen.

  For advertiser information D2 (“PC shop ◇◇”) advertising information D2 (“a store specializing in PC-related products. Advanced expertise and ...”), registered keyword 24 and bid price 25 are , “PC” is set to 100 yen, “printer” is set to 30 yen, and “modem” is set to 10 yen.

  For the advertising information E2 of the advertiser E (“◎◎ Print”) (“Print business cards, pamphlets, and flyers to ◎◎ Print!”), The registered keyword 24 and bid price 25 are 120 yen for “Business Card” , “Print” is set to 90 yen, “Printer” is set to 20 yen, and “Flier” is set to 60 yen.

  Specifically, for example, when the users X and Y access the management server S from their personal computers (hereinafter referred to as personal computers) X5 and Y5 via the Internet network W, the display units of the personal computers X5 and Y5 are displayed. A search screen 26 as shown in FIG. 7A is displayed. When the users X and Y input the search keyword “apartment” to the search keyword input part 26a of the search screen 26, the advertisement information B2 associated with the registered keyword “apartment” is extracted and the display part of the personal computers X5 and Y5. When the search keyword “PC” is input, advertisement information A2 and D2 associated with the registered keyword “PC” is extracted and displayed on the display units of the computers X5 and Y5. When the users X and Y input the search keyword “printer” to the search keyword input unit 26a, as shown in FIG. 7B, advertisement information A2, D2, and E2 associated with the registered keyword “printer” are displayed. Extracted and displayed on the display unit of the personal computers X5 and Y5.

  Similarly, for example, when the users X and Y access the WWW server 8 (the server in which the search site 8a is constructed in this embodiment) from the personal computers X5 and Y5 via the Internet network W, the personal computers X5 and Y5. A search screen 36 for the search site 8a as shown in FIG. 8A is displayed on the display section Y5. When the users X and Y input the search keyword “printer” to the search keyword input part 36a of the search screen 36, as shown in FIG. 8B, a large number of Internets are displayed on the display part of the personal computers X5 and Y5. Advertisement information A2, D2, E2 associated with the registered keyword “printer” is extracted and displayed together with search result information from the site.

  An advertisement information providing program P is also held in the storage device 21. The advertisement information providing program P has a function (reception function) as a reception unit 31 that receives predetermined transmission information transmitted via the Internet network W to the management server S or the CPU 22 that is a main part of the management server S. Based on the function (extraction function) as the advertisement information extraction unit 32 for extracting the advertisement information associated with the transmission information from the plurality of advertisement information held in the storage device 21, the call success rate and the bid amount A function (calculation function) as a calculation unit 33 that calculates an advertisement priority rate for each advertisement information, and a function (providing function) as an advertisement provision unit 34 that provides advertisement information based on the advertisement priority rate. is there. Details of each function of the CPU 22 exhibited by the advertisement information providing program P will be described later.

  Here, “predetermined transmission information” means a search keyword in the present embodiment, but is not limited to this. For example, a search sentence used in a concept search or the like and extracted from the search sentence based on a predetermined algorithm The extracted keyword may be used. Of course, other input information, for example, a search condition such as a region range, a time range, and a product field may be used instead of the keyword.

  Further, the call success rate 27 means a numerical value indicating the ratio of calls made to the number of incoming calls to the advertisers A to E. Specifically, out of the number of calls 4b made to the CTI server 2 based on the advertising telephone numbers A3 to E3 posted in the advertising information A2 to E2, the advertisers A to E answer the phone and make a call Is the ratio of the number of successful calls 4c. Advertisers with a high call success rate 27 can be said to be making better use of the effect of the provided advertisement by responding to calls with a high probability. Further, an advertiser with a low call success rate 27 has a low probability of responding to a telephone call, and thus it can be said that the precious effect of the provided advertisement has been wasted.

  For example, when the number of calls 4b to the advertisement telephone number A3 posted in the advertisement information A2 is 100, and the number of calls 4c established with the advertiser A is 20, the call success rate of the advertiser A 27 is 20%. This call success rate 27 may be updated approximately in real time every time there is a call to the advertising telephone number and the number of cases is accumulated, or is reset every predetermined time (for example, every day). It may be updated. Further, as shown in FIG. 6, the call success rate 27 may be calculated and associated for each of the advertisers A to E, or different advertisements for the plurality of advertisement information C2 and C22, such as the advertiser C. When the telephone numbers C3 and C33 (not shown) are posted, the call success rate for each advertisement information C2 and C22 is calculated from the number of calls 4b for each advertisement information C2 and C22 and the number of calls made 4c. May be.

  The CPU 22 is a main part of the management server S and performs various arithmetic processes in cooperation with the storage device 21 and the main memory 23. In addition to functioning as a registration management unit 28, a log information management unit 29, and a billing management unit 30, the CPU 22 receives a reception unit 31, an advertisement information extraction unit 32, a calculation unit 33, an advertisement based on a command from the advertisement information provision program P. The function as the providing unit 34 is also exhibited.

  The registration management unit 28 has a function of registering advertisement information A2 to E2 of the advertisers A to E, various settings, and management. For example, when the advertiser A accesses the management server S through the personal computer A5 and selects the registration menu, the initial registration screen is displayed. When initial registration information such as a company name, address, user ID, and password is input on the initial registration screen, an advertisement setting screen 28a as shown in FIG. 9 is subsequently displayed on the display unit of the personal computer A5.

  In this advertisement setting screen 28a, an advertisement information input unit 28b, a keyword registration unit 28c, and a bid amount input unit 28d are arranged, and advertisement information A2 to E2, a registered keyword 24, and a bid amount 25 for each registered keyword are provided. It can be input. A bid rank status display unit 28e is also arranged on the advertisement setting screen 28a, and when the registered keyword 24 is input to the keyword registration unit 28c, the bid status of the registered keyword 24 at that time may be listed. The advertisement information A2 to E2, the registered keyword 24, and the bid price 25 input here are associated with each other and stored in the advertisement information database 21a.

  The Log information management unit 29 has a function of receiving the history information 4a from the Log server 4 and calculating the call success rate 27 for each of the advertisers A to E based on the information. That is, the number of calls 4b and the number of calls made 4c are extracted from the history information 4a in the Log server 4, and the call success rate 27 for each of the advertisers A to E is calculated. The call success rate 27 is calculated by calculating <number of established calls 4c × 100 / number of calls 4b> for each of the advertisers A to E. The call success rate 27 may be not for each advertiser but for each advertisement information.

  In addition, the log information management unit 29 has a function of extracting the call duration information of each established call from the history information 4 a and sending it to the accounting management unit 30.

  The billing management unit 30 has a function of managing billing information for the advertisers A to E. When there is a call to the advertisement telephone numbers A3 to E3 based on the advertisement information A2 to E2 or C22 provided to the users X and Y, and the call time becomes a predetermined time (for example, 10 seconds) or more. The charge management unit 30 generates charges for the advertisers A to E and manages the information.

  The billing to the advertisers A to E is determined based on the search keyword input by the users X and Y and the bid amount 25 thereof. For example, when the user X inputs the search keyword “printer”, makes a call to the advertisement telephone number A3 posted in the advertisement information A2 provided as a result, and the call with the advertiser A is established for a predetermined time or more, Advertiser A is charged a bid amount of 50 yen corresponding to the registered keyword “printer”.

  The receiving unit 31 exhibits a function (reception function) for receiving a search keyword (predetermined transmission information) transmitted via the Internet network W. Although the search keyword may be transmitted directly from the personal computers X5 and Y5 of the users X and Y to the management server S via the Internet network W, the search keyword input by the users X and Y at the search site 8a. May be transmitted from the WWW server 8 in which the search site 8a is constructed to the management server S via the Internet network W.

  The advertisement information extraction unit 32 exhibits a function (extraction function) for extracting the advertisement information associated with the received search keyword from the plurality of advertisement information A2 to E2 or C22 held in the storage device 21. For example, when receiving the search keyword “printer” from the receiving unit 31, the advertisement information extracting unit 32 stores the advertisement associated with the same registered keyword “printer” as the search keyword “printer” in the advertisement information database 21 a in the storage device 21. Investigate whether there is information. When it is confirmed that the registered keyword 24 associated with the advertisement information A2, D2, E2 has “printer”, the advertisement information A2, D2, E2 is extracted.

  The calculation unit 33 exhibits a function (calculation function) for calculating the advertisement priority rate R for each of the extracted advertisement information A2, D2, and E2 based on the call success rate 27 and the bid amount 25. Here, the advertisement priority rate R indicates which advertisement information is preferentially provided when providing the advertisement information A2, D2, E2 on the display units of the personal computers X5, Y5 of the users X, Y. It is a numerical value.

  Here, “providing advertisement information” means displaying image information as an advertisement on a display screen of a personal computer display unit or a TV, and outputting sound information as an advertisement from a sound device such as a speaker. Including that. “Providing advertisement information preferentially” means displaying advertisement information in the upper part of the display screen, displaying advertisement information larger than other advertisement information, This includes emphasizing the information compared to the information, and displaying the screen or outputting the advertisement information before the other advertisement information.

  The advertisement priority rate R for each advertisement information is calculated based on the following formula, for example.

R = (n−L + 1) × (a + s / b) − (1)
Here, n is the total number of extracted advertisement information, L is a rank from the higher bid amount of the extracted advertisement information (hereinafter referred to as a bid rank), and s is an advertiser's information about the extracted advertisement information. Call success rate (%). Further, a and b are constants, for example, a = 1 and b = 100.

  For example, in the example shown in FIG. 6, when advertisement information A2, D2, E2 is extracted based on the search keyword “printer”, the bid amount for the registered keyword “printer” of advertisement information A2 is 50 yen, and the advertisement information D2 The bid amount for the registered keyword “printer” is 30 yen, and the bid amount for the registered keyword “printer” of the advertisement information E2 is 20 yen. Accordingly, the bid rank L = 1 of the advertisement information A2, the bid rank L = 2 of the advertisement information D2, and the bid rank L = 3 of the advertisement information E2.

Since the total number n of the extracted advertisement information n = 3 and the call success rates s of the advertisers A, D, and E are 20%, 95%, and 50%, the advertisement priority ratio of the advertisement information A2 It is calculated that R _A2 = 3.6, advertisement priority ratio R _D2 = 3.9 of advertisement information _D2 , and advertisement priority ratio R _E2 = 1.5 of advertisement information E2.

  As described above, based on only the bid rank L, the advertisement information to be preferentially provided in the order of the advertisement information A2, the advertisement information D2, and the advertisement information E2 is based on the advertisement priority rate R considering the bid rank and the call success rate. Thus, the advertisement information D2, the advertisement information A2, and the advertisement information E2 are preferentially provided in this order.

  In the present embodiment, the advertisement priority rate R is calculated based on the above equation (1), but it is also conceivable to calculate the advertisement priority rate R based on the following equation (2).

R = (e / E) × (a + s / b) − (2)
Here, e is the bid price of the extracted advertisement information, E is the total bid price of the extracted advertisement information, and s is the call success rate (%) of the advertiser for the extracted advertisement information. Further, a and b are constants, for example, a = 1 and b = 100.

  For example, in the example shown in FIG. 6, when advertisement information A2, D2, E2 is extracted based on the search keyword “printer”, the bid amount e for the registered keyword “printer” of the advertisement information A2 is 50 yen, and the advertisement information D2 The bid amount e for the registered keyword “printer” is 30 yen, and the bid amount e for the registered keyword “printer” of the advertisement information E2 is 20 yen. Accordingly, the total bid amount E = 100 yen of the advertisement information A2.

Then, since the call success rate s of each of the advertisers A, D, and E is 20%, 95%, and 50%, the advertisement priority ratio R _A2 = 0.6 of the advertisement information _A2 , and the advertisement information D2 It is calculated that the advertisement priority ratio R _D2 = 0.585 and the advertisement priority ratio R _E2 of the advertisement information _E2 = 0.3.

  In this way, by considering the ratio of the bid amount of the advertisement information to the total bid amount of the advertisement information extracted at the time of calculating the advertisement priority rate R, the advertisement priority rate R that is more strongly influenced by the bid amount is calculated. be able to.

  The advertisement priority ratio R may be calculated after the advertisement information A2, D2, E2 is extracted based on the search keyword as in the present embodiment. However, of course, before extraction, the advertisement priority rate R for each advertisement information A2 to E2 or C22 is calculated in advance using the bid amount 25 for each registered keyword 24 and the call success rate of the advertisers A to E. May be.

The advertisement providing unit 34 has a function of providing the extracted advertisement information A2, D2, and E2 based on each advertisement priority rate R _A2 , R _D2 , and R _E2 . For example, the advertisement providing unit 34 transmits the advertisement information A2, D2, E2 to the personal computers X5, Y5 to display the advertising information A2, D2, E2 on the display units of the personal computers X5, Y5 of the users X, Y. The advertisement information A2, D2, E2 is transmitted to the WWW server 8 that constructs the search site 8a.

At the time of transmission, transmission is performed so that each advertisement information A2, D2, and E2 is provided based on the advertisement priority rates R _A2 , R _D2 , and R _E2 .

  As the method of “providing based on the advertisement priority ratio”, for example, the following priority provision methods are conceivable.

[Priority provision method 1]
In this method, the advertisement information is provided so that the advertisement information with a higher advertisement priority rate has a longer time to preferentially provide than the other advertisement information. That is, the time t when advertisement information is preferentially provided is
t = R / RT- (3)
It is the method of adjusting based on. Here, RT is the total advertisement priority rate R for each extracted advertisement information.

For example, when the advertisement priority ratio R _A2 = 3.6 of the advertisement information _A2 , the advertisement priority ratio R _D2 , = 3.9 of the advertisement information _D2 , and the advertisement priority ratio R _E2 = 1.5 of the advertisement information E2, 1 day = The time t _A2 , t _D2 , t _E2 in which the advertisement information A2, D2, E2 is provided with the highest priority (ie, at the highest level, with the largest size or most emphasized) in 24 hours,
t _A2 = 24 × R _A2 / (R _A2 + R _D2 + R _E2 ) = 9.6 hours t _D2 = 24 × R _D2 / (R _A2 + R _D2 + R _E2 ) = 10.4 hours t _E2 = 24 × R _E2 / (R _A2 + R _D2 + R _E2 ) = 4.0 hours. Specifically, for example, when starting 24 hours a day from midnight, when the search keyword input by the users X and Y is “printer”, the time is 0:00 to 9:00 am The advertisement information A2 is provided with the highest priority for 9.6 hours up to 35 minutes. The advertisement information D2 is provided with the highest priority for 10.4 hours from 9:36 am to 7:59 pm. For 4.0 hours from 8:00 pm to 11:59 pm, the advertisement information E2 is provided with the highest priority.

  Thereby, even if it is advertisement information with a low bid rank L, if the call success rate s is high, the time provided with the highest priority can be secured for a long time. Further, even for advertisement information with a low bid rank L and advertisement priority rate R, it is possible to secure a certain period of time that is provided with the highest priority instead of always having a low priority.

  It should be noted that since the sum of the times that are provided with the highest priority in the day only needs to correspond to the ratio of the magnitude of the advertisement priority rate R, the time when the advertisement information A2 is provided with the highest priority is from midnight to am It need not be continuous 9.6 hours until 9:35. Of course, the highest priority provision time that each advertisement information secures may be set in one day. It is also possible to weight the time of the day and allocate advertisement information having a high advertisement priority rate to a time zone with a relatively large number of Internet users (for example, around noon or around 9 o'clock in the evening).

Furthermore, the priority order of the other advertisement information D2 and E2 in the time zone in which the advertisement information A2 is provided with the highest priority can be arbitrarily designed. For example, since the advertisement priority rate R _D2 is larger than the advertisement priority rate R _{E2, the} advertisement information D2 may be always provided in the second place, the advertisement information E2 may be provided in the third place, and the advertisement priority rate R _D2 Based on the ratio with the advertisement priority rate R _E2 , the time ratio of advertisement information to be provided second may be determined. Each time new advertisement information is provided with the highest priority and displayed first, the advertisement information that has been displayed first until the last time may be sequentially moved down to second display.

[Priority provision method 2]
This is a method of providing advertisement information so that the advertisement information having a higher advertisement priority rate has a higher number of times of priority provision than other advertisement information. That is, the number m of times advertisement information is preferentially provided,
m = R / RT- (4)
It is the method of adjusting based on. Here, RT is the total advertisement priority rate R for each extracted advertisement information.

For example, when the advertisement priority ratio R _A2 = 3.6 of the advertisement information _A2 , the advertisement priority ratio R _D2 , = 3.9 of the advertisement information _D2 , and the advertisement priority ratio R _E2 = 1.5 of the advertisement information _E2 , the advertisement information A2 , D2, E2 are given the number of times m _A2 , m _D2 , m _E2 that are provided with the highest priority (ie, at the top, with the largest magnitude or most emphasized),
m _A2 = R _A2 / (R _A2 + R _D2 + R _E2 ) = 0.4
m _D2 = R _D2 / (R _A2 + R _D2 + R _E2 ) = 0.44
m _E2 = R _E2 / (R _A2 + R _D2 + R _E2 ) = 0.16
Adjust so that the ratio becomes. Specifically, for example, when the number of times the search keyword “printer” is input by the users X and Y is 100 times in one day, 40 times of them provides advertisement information A2 with the highest priority, and 44 times. Provides advertisement information D2 with the highest priority, and provides advertisement information E2 with the highest priority 16 times.

  Actually, since the number of times the search keyword “printer” is input during the day is indeterminate, the advertisement information provided with the highest priority using a random number after weighting the ratio based on the advertisement priority rate R May be selected.

  Thereby, even if it is advertising information with a low bid rank L, if the call success rate s is high, it is possible to secure a large number of times that the highest priority is provided. Further, even if the advertisement information has a low bid rank L or advertisement priority ratio R, it is possible to ensure a certain number of times that the highest priority is provided instead of always having a low priority.

Note that the priority order of the other advertisement information D2 and E2 when the advertisement information A2 is provided with the highest priority can be arbitrarily designed. For example, since the advertisement priority ratio R _D2 is larger than the advertisement priority ratio R _E2 , even when the advertisement information A2 is provided with the highest priority, the advertisement information D2 is always provided second and the advertisement information E2 is provided third. Good. Further, the ratio of the number of times the second advertisement information is provided when the advertisement information A2 is provided with the highest priority may be determined based on the ratio between the advertisement priority ratio R _D2 and the advertisement priority ratio R _E2. . Each time new advertisement information is provided with the highest priority and displayed first, the advertisement information that has been displayed first until the last time may be sequentially moved down to second display.

  Next, a procedure for the advertiser to register in the advertising system V according to the embodiment of the present invention will be described based on the flowchart shown in FIG. The advertiser registration procedure will be described only for the advertiser A, but the same applies to the other advertisers B to E, and the description thereof will be omitted.

  When the advertiser A accesses the management server S from the personal computer A5 and selects the registration menu, an initial registration screen is displayed on the display unit of the personal computer A5 (S.1). When initial registration information such as a company name, address, user ID, and password is input on the initial registration screen (S.2), an advertisement setting screen 28a as shown in FIG. 9 is displayed on the display unit of the personal computer A5 ( S.3).

  In the advertisement setting screen 28a, the advertisement information A2, the registered keyword 24, and the bid price 25 are input to the advertisement information input unit 28b, the keyword registration unit 28c, and the bid price input unit 28d, respectively (S.4). For example, a bid price of 150 yen is input for the registered keyword “home appliance”, a bid price of 50 yen for the registered keyword “PC”, a bid price of 50 yen for the registered keyword “printer”, and a bid price of 100 yen for the registered keyword “audio”.

  Then, the advertiser A, the advertisement information A2, the registered keyword 24, and the bid amount 25 are associated with each other and stored in the advertisement information database 21a held in the storage device 21 in the management server S (S.5). .

  By registering the advertisers B to E in the above-described procedure, as shown in FIG. 6, the advertisers A to E and the respective advertisement information A2 to E2 or C22, the registered keyword 24, and the bid amount 25 are respectively set. The associated advertisement information database 21a is constructed.

  Next, an operation in which advertisement information is provided by the advertisement system V will be described based on a flowchart shown in FIG. The operation for providing the advertisement information will be described in the case where the user X directly accesses the management server S and inputs the search keyword “printer”.

  First, when the user X accesses the management server S from the personal computer X5 via the Internet network W, a search screen 26 as shown in FIG. 7A is displayed on the display unit of the personal computer X5 (S.11). . When the keyword “printer” to be searched for is input to the search keyword input unit 26a on this search screen (S.12), the search keyword “printer” is received by the receiving unit 31 (S.13). Then, based on the search keyword “printer”, the advertisement information extraction unit 32 extracts advertisement information A2, D2, E2 associated with the registered keyword “printer” (S.14).

At this time, the calculation unit 33 uses the advertisement success rate 27 of the advertiser A associated with the extracted advertisement information A2 and the bid amount 25 of the registered keyword 24 (“printer”) in the advertisement information A2 to execute the advertisement. ad priority rate _{R A2} of information A2 is calculated (S.15). Similarly, each call success rate 27 of the advertisers D and E associated with the extracted advertisement information D2 and E2 and the bid amount 25 of the registered keyword 24 (“printer”) in the advertisement information D2 and E2 are used. The calculation unit 33 calculates the advertisement priority rates R _D2 and R _{E2 of the} advertisement information D2 and E2 (S.15).

Based on the advertisement priority rates R _A2 , R _D2 , and R _E2 , the advertisement providing unit 34 prioritizes the advertisement information A 2, D 2, and E 2, and sends the advertisement information A 2 to the personal computer X 5 through the Internet network W. , D2 and E2 are transmitted (S.16). As shown in FIG. 7B, advertisement information A2, D2, and E2 are displayed on the display unit of the personal computer X5 based on the advertisement priority rates R _A2 , R _D2 , and R _E2 (S.17).

For example, when the advertisement priority ratio R _A2 = 3.6, the advertisement priority ratio R _D2 = 3.9, and the advertisement priority ratio R _E2 = 1.5, the advertisement information A2 is displayed with the highest priority for 9.6 hours out of 24 hours. The advertisement information D2 is displayed with the highest priority for 10.4 hours, and the advertisement information E2 is displayed with the highest priority for 4.0 hours.

  When the user X who saw the advertisement information A2 places a call to the advertisement telephone number A3 posted in the advertisement information A2 (S.18), the call is transferred to the telephone number A0 of the advertiser A by the CTI server 2. (S.19). When the advertiser A does not answer the call (S.20), the billing management unit 30 of the management server S does not charge the advertiser A (S.21). And the number 4b of calls made to the advertiser A in the history information 4a in the Log server 4 is added, but the number 4c of call establishment is not added (S.22). The log information management unit 29 newly calculates the call success rate 27 based on the information on the number of calls 4b and the number of calls made 4c received from the Log server 4, and updates the call success rate 27 of the advertiser A. (S.23).

  When the advertiser A answers the phone (S.20) and the call time is less than the predetermined time (10 seconds) (S.24), it is determined that the call is a mischievous phone call or an erroneous phone call. 30 is not charged to advertiser A (S.25). At this time, the number of calls 4b and the number of calls made 4c are not added (S.26), but of course, the number of calls 4b and the number of calls made 4c may be added. The log information management unit 29 newly calculates the call success rate 27 based on the information on the number of calls 4b and the number of calls made 4c received from the Log server 4, and updates the call success rate 27 of the advertiser A. (S.27). Of course, when neither the number of calls 4b nor the number of calls made 4c are added, it is not necessary to newly calculate or update the call success rate 27.

  When the advertiser A answers the phone and the call time is longer than a predetermined time (10 seconds) (S.24), it is determined that the advertising effect by the advertising information A2 has occurred, and the advertisement by the billing management unit 30 Charge to the main A is performed (S.28). This billing amount is a bid amount 25 (50 yen) for the registered keyword 24 (“printer”) of the advertisement information A2. At this time, the number of calls 4b and the number of calls made 4c are also added (S.29). Then, the log information management unit 29 newly calculates the call success rate 27 based on the information on the number of calls 4b and the number of calls made 4c received from the Log server 4, and the call success rate 27 of the advertiser A is updated. (S.30).

  In the above description of the operation, the case where the user X directly accesses the management server S has been described. However, for example, when the user X accesses the WWW server 8 that constructs the search site 8a, the advertisement system V Is applicable. That is, when the user X accesses the WWW server 8 through the personal computer X5, the search screen 36 of the search site 8a is displayed on the display unit (see FIG. 8A). When the search keyword “printer” is input to the search keyword input unit 36 a of the search screen 36, the search keyword “printer” is received by the receiving unit 31 of the management server S via the Internet network W.

Based on the search keyword “printer”, advertisement information A2, D2, E2 associated with the registered keyword “printer” is extracted by the advertisement information extraction unit 32, and each advertisement priority ratio of the extracted advertisement information A2, D2, E2 is extracted. When R _A2 , R _D2 , and R _E2 are calculated by the calculating unit 33, the advertisement providing unit 34 transmits the advertisement information A 2, D 2, E 2 to the WWW server 8 via the Internet network W.

The WWW server 8 uses the search result information obtained from a number of Internet sites based on the search keyword “printer” and the advertisement information A2, D2, E2 on the personal computer based on the advertisement priority rates R _A2 , R _D2 , R _E2. It displays on the display part of X5 (refer FIG.8 (b)).

  As mentioned above, although preferable embodiment of this invention was described, this invention is not limited to these, A various deformation | transformation and change are possible within the range of the summary. Of course, the predetermined time may be arbitrarily changed.

It is a schematic block diagram which shows the whole advertisement system structure containing the management server as an advertisement information provision system which implement | achieves the advertisement information provision method of this invention. It is a figure which shows a mode that advertisement information and the advertisement telephone number were published in the magazine as an advertisement medium. It is structure explanatory drawing explaining the structure of an advertisement telephone number. It is a data structure figure explaining the data structure of the telephone number database in the CTI server shown in FIG. It is a schematic block diagram which shows the internal structure of the management server shown in FIG. It is a data structure figure explaining the data structure of the advertisement information database hold | maintained at the memory | storage device in the management server shown in FIG. FIG. 6 is a diagram showing an example of a search screen displayed on a display unit of a personal computer that has accessed the management server shown in FIG. 5, wherein (a) shows a screen before inputting a search keyword, and (b) It is a figure which shows the screen after inputting the keyword for search. It is a figure which shows the example of the screen for a search displayed on the display part of the personal computer which accessed the search site constructed | assembled in the WWW server shown in FIG. 1, Comprising: (a) is a figure which shows the screen before inputting the keyword for search (B) is a diagram showing a screen after a search keyword is input. It is a figure which shows the example of the advertisement setting screen at the time of an advertiser performing initial registration in the management server shown in FIG. It is a flowchart explaining the procedure which an advertiser registers with the advertising system which concerns on embodiment of this invention. It is a flowchart explaining the operation | movement with which advertisement information is provided by the advertisement system which concerns on embodiment of this invention.

Explanation of symbols

A, B, C: Advertisers A0, B0, C0, D0, E0: Telephone numbers A1, B1, C1, D1, E1, X1, Y1: Telephones A2, B2, C2, C22, D2, E2: Advertising information A3 , B3, C3, C33, D3, E3: Advertising telephone numbers A4, B4, C4, C44, D4, E4: Advertising identification numbers A5, B5, C5, D5, E5, X5, Y5: Personal computers (personal computers)
E: Total bid amount of extracted advertisement information L: Bid rank n: Total number of extracted advertisement information P: Advertisement information provision program R: Advertisement priority rate RT: Total advertisement priority rate S: Management server (advertisement information System)
T: Telephone network t: Priority provision time V: Advertising system W: Internet network (telecommunications network)
X, Y: User 2: CTI server 2a: Telephone number database 2b: Telephone transfer unit 2c: Telephone relay unit 4: Log server 4a: History information 4b: Number of calls 4c: Number of calls established 8: WWW server 8a: Search Site 10: Magazine (advertising media)
12: Server identification number 21: Storage device 21a: Advertisement information database 22: CPU
23: main memory 24: registration keyword 25, e: bid amount 26, 36: search screen 26a, 36a: search keyword input unit 27, s: call success rate 28: registration management unit 28a: advertisement setting screen 29: Log Information management unit 30: Billing management unit 31: Reception unit 32: Advertisement information extraction unit 33: Calculation unit 34: Advertisement provision unit

Claims (9)

Receiving predetermined transmission information transmitted via a telecommunication line;
Extracting advertisement information associated with the received predetermined transmission information from a plurality of advertisement information;
The extracted advertisement information is
Providing based on an advertisement priority rate calculated using a call success rate that indicates a ratio of the number of calls made to the advertiser and the bid amount of the advertisement information; A method for providing advertisement information.   The advertisement information providing method according to claim 1, wherein the predetermined transmission information is a search keyword. The advertisement priority rate is R,
The total number of the extracted advertising information is n,
The extracted advertisement information is ranked from the highest bid amount side by L, and
When the call success rate of the advertiser is s,
The advertisement information providing method according to claim 1 or 2, wherein the advertisement priority rate R for each of the extracted advertisement information is calculated based on the following expression.
R = (n−L + 1) × (a + s / b)
Where a and b are constants The advertisement priority rate is R,
E is the total bid amount of the extracted advertising information.
E and a bid amount of the extracted advertising information;
When the call success rate of the advertiser is s,
The advertisement information providing method according to claim 1 or 2, wherein the advertisement priority rate R for each of the extracted advertisement information is calculated based on the following expression.
R = e / E × (a + s / b)
Where a and b are constants   3. The extracted advertisement information is provided in the advertisement information providing step, wherein the extracted advertisement information is provided so that the advertisement information having a higher advertisement priority rate has a longer time to be preferentially provided than other advertisement information. Advertisement information provision method.   3. The extracted advertisement information is provided in the advertisement information transmitting step, wherein the extracted advertisement information is provided so that the advertisement information having a higher advertisement priority rate has a higher number of times of priority provision than the other advertisement information. Advertisement information provision method.   The advertisement information providing method according to claim 1, further comprising: charging an advertising fee to the advertiser on the condition that a call time when the call is established has passed a predetermined time. A receiving unit for receiving predetermined transmission information transmitted via a telecommunication line;
A storage device that holds a plurality of advertisement information in association with a call success rate that indicates a ratio of the number of calls made to the advertiser and the bid amount of the advertisement information;
An advertisement information extracting unit for extracting the advertisement information associated with the received predetermined transmission information from the plurality of advertisement information held in the storage device;
A calculation unit that calculates an advertisement priority rate for each of the extracted advertisement information using the call success rate and the bid amount;
And an advertisement providing unit that provides the extracted advertisement information based on the advertisement priority rate. A function of receiving predetermined transmission information transmitted to a computer via a telecommunication line;
A function of extracting advertisement information associated with the received predetermined transmission information from a plurality of advertisement information;
The advertisement priority rate for each advertisement information is determined using the call success rate indicating the ratio of the number of calls made to the advertiser of the extracted advertisement information to the advertiser and the bid amount of the advertisement information. Function to calculate, and
An advertisement information providing program for realizing a function of providing the extracted advertisement information based on an advertisement priority rate.

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