JP6898665B2 - Advertisement distribution support system, advertisement distribution support method and advertisement distribution support program - Google Patents

Description

The present invention relates to an advertisement distribution support system, an advertisement distribution support method, and an advertisement distribution support program for allowing an advertiser to effectively distribute an advertisement.

As disclosed in Patent Documents 1 and 2, in recent years, with the spread of the Internet, information distribution based on information acquired via a network has been actively performed. And this information distribution is often used for advertisement distribution of companies and online shops.

Advertising distribution is performed by displaying advertising content created by an advertiser or an advertising company requested by an advertiser on a website (advertising medium) accessed by a user via the Internet.

Advertisements posted on websites are determined by, for example, an auction method (bid method). In the auction method, for example, the advertiser specifies the unit price per click for the advertisement as the bid amount, and the advertisement with the highest bid amount is posted on the website.

In short, you can increase the number of times your ad is posted by increasing the bid amount, but as the number of clicks increases, the advertising cost will also increase, so effective advertisement delivery within the budget Budget management becomes important so that it can be done.

Patent Document 1 discloses a calculation device that calculates the number of users (users) to whom an advertisement is distributed so that the CPA (Cost Per Acquisition / Cost Per Action) is the lowest in the auction-type advertisement distribution. .. Here, CPA means that one user reaches a predetermined conversion, such as when a user purchases a transaction target related to an advertisement or when a user is guided to a predetermined website through an advertisement. Refers to the acquisition unit price of the user required for.

In addition, conversion means the user's behavior that shows the final result that the advertiser can obtain by delivering the advertising content and leads to the profit to the advertiser. Then, Patent Document 2 discloses an advertisement distribution support device capable of automatically optimizing conversion. This advertisement distribution support device includes a control unit that performs feedback control for adjusting the bid amount of the advertisement so that the actual value of the CPA approaches a preset target value.

Further, Patent Document 3 discloses a system for managing and optimizing an advertising campaign. When an advertising campaign targets the sale of a product, the advertiser will endeavor to efficiently use the advertising budget for purchase advertisements that require the maximum number of users to purchase the product. Also in this advertising campaign management method, control is performed to optimize the bid amount of the advertisement.

On the other hand, in Patent Document 4, by analyzing the behavior history of many users, users who are likely to purchase the advertiser's products are extracted, and the advertisement contents are distributed to the extracted users. , An extraction device capable of enhancing the advertising effect is disclosed.

JP-A-2018-156306 Japanese Unexamined Patent Publication No. 2019-20804 Japanese Unexamined Patent Publication No. 2010-157269 Japanese Unexamined Patent Publication No. 2015-230717

However, despite the development of support devices for advertisement distribution such as these, more than 80% of online shops in Japan, which are said to have more than 1.6 million sites, are shops with almost no sales. There is a reality that there is.

Therefore, the present invention provides an advertisement distribution support system, an advertisement distribution support method, and an advertisement distribution support program that can propose tactics related to advertisement distribution at an appropriate timing so that an advertiser can easily and effectively distribute an advertisement. Is intended to provide.

In order to achieve the above object, the advertisement distribution support system of the present invention is an advertisement distribution support system for making an advertiser effectively distribute an advertisement, and is a process of setting basic information of the advertisement distribution of the advertiser. A basic setting unit for setting the advertisement distribution status of the advertiser, a distribution status monitoring unit for monitoring the advertisement distribution status of the advertiser, a distribution strategy setting unit for setting the advertisement distribution strategy of the advertiser, and an advertisement distribution to the advertiser. It is characterized by having a distribution tactics proposal department that proposes tactics.

Here, it is preferable that the distribution strategy setting unit has a configuration in which the distribution policy for the advertisement distribution of the advertiser can be set step by step. In addition, the distribution policy can be information on the pace of budget consumption.

Further, the distribution tactics proposal unit may be configured to propose an improvement plan for advertisement distribution suitable for the advertiser based on the monitoring result by the distribution status monitoring unit and the setting of the distribution strategy setting unit. .. Further, the distribution tactic proposal unit can calculate the reference CPA based on the strategy set by the distribution strategy setting unit, and start the proposal of the tactic based on the reference CPA.

Then, the proposal by the distribution tactics proposal unit can be configured based on the result of machine learning made by using the data showing the relationship between the tactics related to the advertisement distribution and the advertisement distribution effect.

Further, the invention of the advertisement distribution support method is an advertisement distribution support method for making an advertiser effectively distribute an advertisement, and includes a step of monitoring the advertisement distribution status of the advertiser and an advertisement of the advertiser. It is characterized by having steps to propose tactics based on the strategy for distribution. Here, it is possible to propose an improvement plan for advertisement distribution suitable for the advertiser based on the strategy set stepwise with respect to the monitoring result of advertisement distribution and the pace of budget consumption.

Further, the invention of the advertisement distribution support program is an advertisement distribution support program for making an advertiser effectively distribute an advertisement, and a procedure for setting an advertisement distribution strategy of the advertiser and an advertisement to the advertiser. It is characterized by having a computer perform a procedure for proposing a delivery tactic. Here, the tactic can be proposed using the reference CPA calculated based on the set strategy.

The advertisement distribution support system of the present invention configured in this way includes a distribution strategy setting unit in which the advertiser sets an advertisement distribution strategy, and a distribution tactics proposal unit that proposes tactics related to advertisement distribution to the advertiser. ..

For this reason, the advertiser can receive proposals for tactics related to advertisement distribution at an appropriate time so that the advertiser can easily and effectively distribute the advertisement simply by setting the advertisement distribution strategy.

In addition, the invention of the advertisement distribution support method includes a step of monitoring the advertisement distribution status of the advertiser and a step of proposing a tactic based on the advertiser's strategy for advertisement distribution. Therefore, while observing the advertisement distribution status of the advertiser, it becomes possible to appropriately implement tactics such as improvement plans based on the advertisement distribution strategy that the advertiser intends.

In addition, the invention of the ad delivery support program automatically causes the computer to perform the steps of setting the advertiser's ad delivery strategy and suggesting tactics for ad delivery to the advertiser. It will be possible to deliver advertisements in the direction of increasing effectiveness.

It is a block diagram explaining the structure of the advertisement distribution support system of embodiment of this invention. It is a flowchart explaining the process flow at the time of performing an advertiser registration. It is a block diagram for demonstrating the delivery status monitoring part which monitors the advertisement delivery status. It is a flowchart explaining the flow of the basic process until the advertisement is delivered by the advertisement delivery support system. It is a flowchart explaining the process flow from monitoring the status of advertisement delivery to proposing an improvement plan. It is explanatory drawing which showed an example of the processing of a delivery strategy setting and a delivery tactic setting. It is explanatory drawing which showed an example of the calculation method of a reference CPA. It is explanatory drawing which showed an example of the tactics proposed from the monitoring of the delivery status to the selection of the improvement plan. It is explanatory drawing which showed an example which the dashboard screen was displayed in the output screen displayed on the advertiser terminal. It is explanatory drawing which showed an example which the advertisement management screen was displayed in the output screen displayed on the advertiser terminal. It is explanatory drawing which showed an example of the history of the proposal by the advertisement distribution support system.

Hereinafter, embodiments of the present invention will be described with reference to the drawings. FIG. 1 is a diagram for explaining an outline of the overall configuration of the advertisement distribution support system 1 of the present embodiment. The advertisement distribution support system 1 is connected to various web servers 6 and advertiser terminals 5 via the network N.

The network N is composed of a part or all of the Internet, WAN (Wide Area Network), wired LAN (Local Area Network), wireless LAN (Wi-Fi), provider device, wireless base station, dedicated line, and the like.

Further, the web server 6 is an example of a server for an advertising medium, and corresponds to, for example, a server for operating and managing a website, which is a collection of web pages referenced by a browser. Furthermore, in addition to this, an application page or the like referenced by an application program can be used as an advertising medium.

Such web pages and application pages constitute search sites, news sites, shopping sites, auction sites, weather forecast sites, SNS (Social Networking Service) sites, game sites, and the like.

When the advertisement content is delivered to the web server 6, it will be posted as an advertisement on a web page or the like. The advertising content is advertising data including information related to the advertisement such as video data, image data, audio data, and text data.

When the advertisement data is delivered, for example, the advertisement content including the URL (Uniform Resource Locator) of the advertiser or the like is displayed on the web page. The advertisement to be displayed on the web page is determined by, for example, an auction method based on the bid amount. For example, the advertising content of the advertiser with the highest bid, which is the unit price per click for the advertisement, is posted on the web page of the website.

The advertising content posted on the website in this way can be viewed by the user terminal 7 connected to the network N. The user terminal 7 is a terminal operated by a user who may purchase a product from, for example, a shopping site.

Examples of the user terminal 7 include personal computers (notebook PCs, desktop PCs), mobile phones such as smartphones, tablet terminals, and computer devices such as PDAs (Personal Digital Assistants).

On the other hand, the advertiser terminal 5 is a terminal operated by the advertiser to access the advertisement distribution support system 1. As the advertiser terminal 5, for example, a personal computer (notebook PC, desktop PC), a mobile phone such as a smartphone, a tablet terminal, a computer device such as a PDA (Personal Digital Assistant), or the like is used.

The advertiser terminal 5 is operated to make various settings related to advertisement distribution in the advertisement distribution support system 1, and also for distributing advertisement contents via network N or requesting an advertisement distributor to distribute advertisements. Is also operated.

The advertiser described in this embodiment is, for example, the manager of an online shop set up to sell the company's products. The server that operates and manages the website of this net shop is referred to as the advertiser site server 50.

Anyone can freely browse the web page of the website (net shop) controlled by the advertiser site server 50 using the user terminal 7. Also, if there is a product that the user likes in the online shop, it can be purchased at any time.

The advertisement distribution support system 1 of the present embodiment is connected to a network N to which such an advertiser terminal 5, an advertiser site server 50, a web server 6 serving as an advertisement medium, a user terminal 7, and the like are connected.

The advertisement distribution support system 1 includes a basic setting unit 11 that sets the basic information of the advertiser's advertisement distribution, a distribution status monitoring unit 2 that monitors the advertisement distribution status of the advertiser, and an advertisement distribution strategy of the advertiser. It is provided with a distribution strategy setting unit 3 for setting the advertisement and a distribution tactics proposal unit 4 for proposing tactics related to advertisement distribution to the advertiser.

An advertiser who wants to receive support from the advertisement distribution support system 1 first registers as an advertiser, as shown in FIG. For example, an advertiser who operates an online shop 50A and also distributes advertisements but has not obtained sufficient sales for the advertisement cost will register as an advertiser.

This advertiser registration can be performed directly on the advertisement distribution support system 1, but it can also be performed using login information of various SNSs and search sites.
When directly registering in the advertisement distribution support system 1, for example, register using an e-mail address (step S1). For example, the advertiser can use the advertisement by inputting the advertiser's e-mail address in the input form displayed on the advertiser terminal 5 by the processing of the basic setting unit 11 of the advertisement distribution support system 1 and undergoing the e-mail address approval process. You can start.

When starting to use the advertisement distribution support system 1, basic information is set in step S2. Items to be set as basic information include the company name, the type of business of the advertiser, the target group of users assumed by the advertiser, and the like. In addition, the name, telephone number, password, etc. of the person in charge of the advertiser who uses this system are also set.

The target group refers to the attributes of users who are likely to purchase the advertiser's products, and can be specified by gender, age group, affiliation such as student or occupation. In addition, a segment indicating a group in which users are classified according to a predetermined relationship can be set as basic information.

Since the advertisement distribution support system 1 is a system for causing an advertiser to effectively distribute an advertisement, payment of a system usage fee, an advertisement cost, and the like is indispensable. Therefore, in step S3, payment information such as credit card information and financial institution account information is set. When these settings are completed, the advertisement distribution support system 1 can be used.

FIG. 3 is a diagram for explaining a distribution status monitoring unit 2 that monitors the status of advertisement distribution. The online shop 50A operated by the advertiser site server 50 designated by the advertiser registered as a member stores data on products to be sold and the like.

For example, product data 501 which is information about a product such as a product number, page data 502 which is information on a web page of a net shop 50A, sales data 503 which is a result of the net shop 50A, and a customer who purchased a product or registered in the net shop 50A. The user's customer data 504 and the like are accumulated as the data of the net shop 50A.

On the other hand, the advertisement distribution server 60 that distributes the advertisement to each web server 6 serving as the advertisement medium stores the advertisement data 61 such as the advertisement content registered by the advertiser or the advertiser requested by the advertiser.

The campaign data 62 regarding the set of advertising activities (advertising set) such as the period and budget for delivering the advertisement is also stored in the advertisement distribution server 60. The campaign data 62 includes information such as the advertisement period of each advertisement set (advertisement campaign), identification information of the advertisement content to be used, information such as the target group to distribute the advertisement, budget information, and bid amount.

On the other hand, the actual data 63 corresponds to the number of impressions, the number of clicks, the number of conversions, the CPA, and the like. The number of impressions indicates the number of times the advertisement content is displayed on the user terminal 7. The number of clicks indicates the number of times the displayed advertising content is clicked by the user.

Further, the number of conversions indicates the final result that the advertiser can obtain by delivering the advertising content, and corresponds to, for example, the number of users (users) who have purchased the product.

Then, CPA indicates the advertising cost (acquisition unit price) required to acquire one conversion. For example, it is calculated as a value obtained by dividing the total advertising cost by the number of conversions (advertising cost / number of CVs). be able to. It can be said that the lower the CPA value, the more efficient the advertisement.

The conversion rate (CVR) can also be added to the actual data 63. The conversion rate is calculated as the ratio of the number of conversions (the number of CVs / the number of clicks) to the number of clicks of the advertising content.

The distribution status monitoring unit 2 periodically monitors various data of the net shop 50A and the advertisement distribution server 60, and analyzes whether or not the advertisement is appropriately distributed. The details of this monitoring behavior will be described later.

FIG. 4 is a flowchart illustrating a flow of processing until advertisement distribution is performed by the advertisement distribution support system 1. First, the advertiser who has registered as a member sets an advertising budget for each period such as monthly or yearly or an advertising budget for each advertising campaign (step S11).

The budget is set by depositing a deposit based on the payment information set by the basic setting unit 11. The advertisement distribution support system 1 collects a predetermined amount of system usage fee from the deposit.

The advertisement distribution support system 1 makes a basic proposal for advertisement distribution according to a set budget. That is, since the scale of the advertisement period that can be implemented and the number of users (number of users) scheduled to be delivered varies greatly depending on the budget, in step S12, a standard basic delivery proposal that matches the budget is made.

In step S13, the advertisement distribution strategy is set according to the display output to the advertiser terminal 5 by the processing of the distribution strategy setting unit 3 of the advertisement distribution support system 1. Here, the "advertising distribution strategy" means qualitatively or quantitatively determining the distribution policy in the marketing strategy such as how to digest the advertising budget.

For example, qualitative distribution policies such as “offensive”, “standard”, and “defensive” can allow advertisers to select the budget digestion speed (digestion pace). That is, when the advertiser selects "offensive", a strategy of delivering to many users (users) in a short period of time will be set. In addition, if the advertiser selects "standard", a strategy based on the basic distribution proposal will be set. Then, when the advertiser selects "defense", a strategy is set so that the advertisement can be delivered for a long period of time.

In step S14, the distribution tactics proposal unit 4 of the advertisement distribution support system 1 creates a tactic related to advertisement distribution based on the strategy set by the distribution strategy setting unit 3. "Tactics related to advertisement distribution" refers to specific settings for advertisement distribution (settings such as advertisement period, distribution target, bid amount, etc.).

Then, a proposal based on the advertisement distribution strategy created by the distribution tactics proposal unit 4 of the advertisement distribution support system 1 is displayed on the advertiser terminal 5, and when the advertiser approves the proposal, the advertisement is distributed. Is executed (step S15).

FIG. 5 shows the flow of processing after the advertisement distribution is started via the advertisement distribution support system 1. First, when the advertisement distribution is started, as shown in step S21, the distribution status monitoring unit 2 monitors the advertisement distribution performed at the request of the advertiser.

The distribution status monitoring unit 2 periodically extracts various data of the net shop 50A and the advertisement distribution server 60 (see FIG. 3) and uses them for the analysis of the distribution status in step S22. In the situation analysis, it is judged whether or not the delivery status is the timing to propose an improvement plan.

Then, when it is determined that it is better to change the current advertisement distribution method, in step S23, the distribution tactics proposal unit 4 creates an advertisement distribution improvement plan, and the improvement plan is displayed on the advertiser terminal 5. Let me. The display on the advertiser terminal 5 can be performed by using a chatbot, an e-mail, or the like.

In step S24, the advertiser sees the improvement plan displayed on the advertiser terminal 5 and considers whether or not to apply the improvement plan. If he / she wishes to revise or re-suggest the improvement plan, he / she may return to step S23 to propose another improvement plan.

Then, when the application of the improvement plan is decided, the advertisement distribution according to the improvement plan is executed by notifying the advertisement distribution support system 1 of the approval (step S25). If the initial budget is insufficient to apply this improvement plan, the advertiser performs a process of putting a deposit as an additional budget as a budget setting (step S11).

FIG. 6 is a diagram for collectively explaining the above-mentioned processing of the distribution strategy setting and the distribution tactic setting. First, when the advertisement distribution support system 1 makes a basic distribution proposal in step S31, the advertiser uses the distribution strategy setting unit 3 to display the strategy (“offensive”, “standard”, “defense”) on the advertiser terminal 5. From the above, a strategy suitable for the distribution policy at that time is selected (step S32).

When a strategy is selected by the advertiser, offensive distribution (step S321), standard distribution (step S322), and defensive distribution (step S323) are performed accordingly. That is, the advertisement distribution support system 1 transmits data such as advertisement data, advertisement period, and distribution target to the advertisement distribution server 60 and the like in accordance with the distribution policy of "offensive distribution", "standard distribution", or "defensive distribution". ..

As an example, "offensive delivery" is set to a digestion pace where the budget is consumed in about 20 days, "standard delivery" is set to a digestion pace where the budget is digested in about 30 days, and "defensive delivery" is set to 40 days. Set the digestion pace so that the budget is consumed by the degree.

The advertisement distribution server 60 makes it possible to display the advertisement content of the advertiser on the website operated by each web server 6, and when the website is accessed from the user terminal 7, the advertisement corresponding to the corresponding user terminal 7 is provided. The process of displaying the content is performed.

Then, when the user who sees the advertisement content of the website clicks the advertisement content on the screen of the user terminal 7, he / she moves to the net shop 50A to browse or purchase the product of the site.

The data accumulated in the advertisement distribution server 60 and the net shop 50A by such an operation of the user terminal 7 is monitored by the distribution status monitoring unit 2. Then, when the situation is analyzed that the delivery status is not the result expected at the time of proposal, the delivery tactics proposal unit 4 proposes a delivery improvement plan (step S33).

Then, in step S34, the process of applying the improvement proposal (step S341) or not applying the improvement proposal (step S342) is performed according to the process of adopting or rejecting the improvement plan selected by the advertiser terminal 5. If the improvement proposal is not applied, the current strategy will be continued and the same improvement proposal will not be made for a certain period (for example, 2 weeks).

In this way, the advertisement distribution support system 1 can monitor the distribution status, make improvement proposals at an appropriate timing, and guide the advertisement distribution to efficiently increase the sales of the online shop 50A.

Next, a proposal of a specific distribution tactic by the advertisement distribution support system 1 of the present embodiment will be described with reference to FIGS. 7 and 8. FIG. 7 is a diagram illustrating a method of calculating a standard CPA, which is an example of a standard for determining the timing for proposing an improvement plan.

This standard CPA serves as a criterion for determining whether or not to activate the process of proposing an improvement plan when the distribution status monitoring unit 2 monitors the distribution status. The example described in the upper part of FIG. 7 shows a calculation method used when actual data is not accumulated, such as before starting advertisement distribution or in the initial stage of advertisement distribution.

If there is no actual data, the standard CPA is calculated based on the CPA fixed for each industry category and the advertiser's distribution strategy (offensive / standard / defensive) according to the advertiser's industry set in the basic setting unit 11. To do. Industry categories include, for example, fashion, home appliances, personal computers, food, interior goods, daily necessities, cosmetics, outdoor goods, pets, books, music, games, cars, and bicycles.

On the other hand, if there is sufficient actual data such as 50 or more sales in the last 30 days, as shown in the lower part of Fig. 7, CPA (= advertising cost / average customer unit price) calculated back from the average customer unit price actual ) And the advertiser's distribution strategy (offensive / standard / defensive) to calculate the standard CPA.

FIG. 8 is a diagram illustrating an example of a tactic proposed interactively using a chatbot from monitoring the distribution status to selecting an improvement plan. First, the distribution status monitoring unit 2 monitors various data of the net shop 50A and the advertisement distribution server 60, and a situation analysis is performed to determine whether or not to activate the tactical proposal logic (step S41).

For example, as illustrated in comment C41, when the CPA of "site access user 5 days" is less than 100% of the standard CPA, the proposal logic by the distribution tactics proposal unit 4 is activated. Here, the "site access user 0 days" refers to a distribution setting that redistributes the advertisement content to the user (user terminal 7) who browses the website 0 days after the browsing date.

When the proposal logic is activated, first, in step S42, a fixed proposal process is performed according to a predetermined rule. The comment C42 shows an example thereof. For example, since the comment C42 has not been delivered on the “site access user 10 days”, the process for making the “additional delivery proposal” is started. Here, if there is no optimal proposal worthy of the proposal, the data monitoring state is returned and the distribution status is continuously monitored.

In step S43, a chatbot is activated to make an optimal proposal. By the chatbot, on the screen of the user terminal 7, as an improvement proposal, "Since the purchase record is good from the revisit of the site access user, why not strengthen the distribution to the access user? 1. Strengthen 2. Do not strengthen" (Comment C43) is displayed.

In step S44, when the advertiser selects an improvement proposal on the advertiser terminal 5, it is "1. Strengthen". Add delivery to site access users 10 days. "(Comment C44) is displayed.

Such improvement proposals can be executed by incorporating a program that makes proposals suitable for each condition into the distribution tactics proposal unit 4. In addition, by incorporating machine-learned artificial intelligence (AI), optimal proposals can be made.

Machine learning is performed using, for example, data showing the relationship between the tactics related to advertisement distribution and the effect of advertisement distribution. For example, CPA (advertisement distribution effect) when an advertisement is distributed with a tactic of "site access user 5 days", CPA (advertisement distribution effect) when an advertisement is distributed with a tactic of adding "site access user 10 days", and so on. When various combinations of data are accumulated for each industry, machine learning (deep learning) is performed using those data as teacher data (training data). Then, the artificial intelligence (AI) that incorporates the learning results will make improvement proposals such as optimal proposals. The artificial intelligence (AI) can also be used for the situation analysis of the distribution status monitoring unit 2.

Such an improvement proposal can be displayed on the screen of the advertiser terminal 5 as described above. 9 to 11 show a display example of the screen of the advertiser terminal 5. FIG. 9 shows an example in which the dashboard screen 511 is displayed on the output screen 51 displayed on the advertiser terminal 5.

On the output screen 51 of the advertiser terminal 5, for example, the dashboard screen 511, the budget management screen 512, the advertisement management screen 513, the registration information screen 514, the inquiry screen 515, and the like can be switched and displayed.

The dashboard screen 511 is a screen on which an outline (summary) is displayed so that the current status of the currently operating advertisement set can be easily grasped. The summary display can be displayed for each brand if the advertiser has a plurality of brands.

On the dashboard screen 511, for example, the budget transition graph G1 showing the transition of the advertising budget and the CV transition graph G2 showing the transition of the number of CVs can be displayed in an overlapping manner. In the budget transition graph G1, the X-axis is the date and the Y-axis is the budget amount. On the other hand, in the CV transition graph G2, the X-axis is the date and the Y-axis is the number of CVs. Each graph can be plotted with points for displaying fixed values within the date.

When the budget transition graph G1 and the CV transition graph G2 are displayed and visualized in this way, the advertiser can confirm the relationship between the budget decreasing tendency and the number of CVs at a glance. Further, on the dashboard screen 511, the set budget amount, the delivered amount (budget digestion amount), and the digestion rate can be displayed side by side.

In addition, the total usage amount, which is the advertising operation amount, the number of impressions that the advertising content is displayed on the website, the number of clicks that the advertising content is clicked, the number of acquisitions (CV number), etc. are displayed. Can be made to. These numerical values can be displayed together with the month-on-month change, for example.

FIG. 10 shows an example in which the advertisement management screen 513 is displayed on the output screen 51 displayed on the advertiser terminal 5. The budget transition graph G1 and the CV transition graph G2 are also displayed on the advertisement management screen 513 in an overlapping manner.

The advertisement management screen 513 can display details limited to the currently operating advertisement set (advertisement campaign). For example, it can be used when you want to know the details of each advertising campaign. On the advertisement management screen 513, a strategy pattern, an advertisement distribution status, and the like can be displayed.

In addition, the budget management screen 512 is displayed when setting a budget or when adding a budget. Further, for example, for each brand name, the date of addition of the budget, the amount of the set budget, the digestibility, etc. can be displayed in a list format. The details of each advertisement set can also be confirmed on the advertisement management screen 513 that is transferred by pressing the detail button.

The registration information screen 514 is selected when confirming or changing the basic information of the registered advertiser. On the inquiry screen 515, answers to typical questions such as unclear points when using the system and information such as contact information are displayed.

FIG. 11 is a diagram illustrating an example of the history of proposals made by the distribution tactics proposal unit 4 in a table format. When the advertiser logs in to the advertisement distribution support system 1 by the advertiser terminal 5, the history is recorded in the system.

When the advertiser logs in to the advertisement distribution support system 1, the advertiser can check the distribution status monitoring result and the like in the report. Since the advertisement distribution support system 1 interactively informs the advertiser of reports and suggestions for improvement, for example, by using a chatbot or the like, the advertiser responds to these suggestions as appropriate to appropriately deliver advertisements. It will be easier to manage.

Next, the operation of the advertisement distribution support system 1, the advertisement distribution support method, and the advertisement distribution support program of the present embodiment will be described.
The advertisement distribution support system 1 of the present embodiment configured in this way has a distribution strategy setting unit 3 in which the advertiser sets an advertisement distribution strategy, and a distribution tactics proposal unit 4 in which the advertiser proposes tactics related to advertisement distribution. And have.

For this reason, advertisers can easily receive proposals for ad delivery tactics at the right time so that they can effectively deliver ads simply by setting a budget and ad delivery strategy. Become.

Further, if the distribution strategy setting unit 3 can set the distribution policy for advertisement distribution step by step, even an advertiser who has little knowledge about advertisement distribution can easily convey the intention regarding the strategy. Furthermore, by using the distribution policy as information on the pace of budget consumption, even qualitative expressions such as "offensive," "standard," and "defensive" can be made easy for advertisers to understand. ..

Furthermore, if the distribution tactics proposal unit 4 proposes an improvement plan to the advertiser based on the monitoring result by the distribution status monitoring unit 2 and the setting of the distribution strategy setting unit 3, it is compared with the system that uniformly proposes the improvement plan. Therefore, it is possible to propose an improvement plan that fully reflects the intention of the advertiser at an appropriate time.

In such a proposal of an improvement plan by the distribution tactics proposal unit 4, the reference CPA is calculated based on the strategy set by the distribution strategy setting unit 3, so that the reference CPA is used as the judgment threshold and the calculation load is small. You will be able to start proposing tactics at.

Furthermore, since the proposal by the distribution tactics proposal unit 4 and the situation analysis by the distribution status monitoring unit 2 are performed based on the results of machine learning made using data showing the relationship between the tactics related to advertisement distribution and the advertisement distribution effect. If so, by accumulating data, it will be possible to produce various proposals and analysis results with higher accuracy.

Further, the advertisement distribution support method of the present embodiment includes a step S21 for monitoring the advertisement distribution status of the advertiser and a step (S13, S14, S23) for proposing a tactic based on the advertiser's strategy for advertisement distribution. It has. Therefore, while observing the advertisement distribution status of the advertiser, it is possible to appropriately implement tactics such as improvement plans based on the advertisement distribution strategy that the advertiser intends.

Further, the advertisement distribution support program of the present embodiment functions to make the computer execute the procedure of setting the advertisement distribution strategy of the advertiser and the procedure of proposing the tactics related to the advertisement distribution to the advertiser, so that it is automatic. It will be possible to deliver advertisements in a direction that enhances the advertising effectiveness of advertisers.

Although the embodiment of the present invention has been described in detail with reference to the drawings, the specific configuration is not limited to this embodiment, and design changes to the extent that the gist of the present invention is not deviated are described in the present invention. Included in the invention.
For example, in the above-described embodiment, the case where the advertisement distribution strategy is set in three stages has been described as an example, but the present invention is not limited to this, and two stages, four stages or more can be arbitrarily set. It is also possible to set a strategy numerically, such as "budget digestion pace 25 days".

1: Advertisement distribution support system 11: Basic setting unit 2: Distribution status monitoring unit 3: Distribution strategy setting unit 4: Distribution tactics proposal unit 5: Advertiser terminal (advertiser)
60: Advertisement distribution server (advertisement distribution)

Claims (5)

It is an advertisement distribution support system that allows advertisers to effectively distribute advertisements.
The basic setting unit that performs the setting processing of the basic information of the advertiser's advertisement distribution,
The distribution status monitoring unit that monitors the advertisement distribution status of the advertiser,
The distribution strategy setting unit for setting the advertisement distribution strategy of the advertiser,
It is equipped with a distribution tactics proposal department that proposes tactics related to advertisement distribution to the advertiser .
The distribution strategy setting unit can set a distribution policy regarding the pace of budget consumption for the advertiser's advertisement distribution from among the stepwise strategies of offensive distribution, standard distribution, and defensive distribution.
The distribution tactics proposal unit proposes an advertisement distribution improvement plan suitable for the advertiser based on the monitoring result by the distribution status monitoring unit and the stepwise strategy set by the distribution strategy setting unit. Characterized advertisement distribution support system. The claim is characterized in that the distribution tactic proposal unit calculates a reference CPA based on the stepwise strategy set by the distribution strategy setting unit, and starts the proposal of the tactic based on the reference CPA. The advertisement distribution support system described in 1. The proposal according to claim 1 or 2 , wherein the proposal by the distribution tactics proposal unit is made based on the result of machine learning made using data showing the relationship between the tactics related to advertisement distribution and the advertisement distribution effect. Advertisement distribution support system. It is an advertisement distribution support method to make advertisers effectively distribute advertisements.
Steps to monitor the ad delivery status of the advertiser and
And a step to propose the tactics based on the strategy with respect to the advertiser's ad serving,
The strategy sets a distribution policy regarding the pace of budget consumption for the advertiser's advertisement distribution from among the stepwise strategies of offensive distribution, standard distribution, and defensive distribution.
An advertisement distribution support method characterized by proposing an improvement plan for advertisement distribution suitable for the advertiser based on the strategy set stepwise with respect to the monitoring result of advertisement distribution and the pace of budget consumption. It is an advertisement distribution support program that allows advertisers to effectively distribute advertisements.
The procedure for setting the advertiser's ad delivery strategy and
In getting the computer to perform the procedure and procedure for proposing tactics for ad delivery to the advertiser.
The strategy sets a distribution policy regarding the pace of budget consumption for the advertiser's advertisement distribution from among the stepwise strategies of offensive distribution, standard distribution, and defensive distribution.
An advertisement distribution support program characterized by proposing the tactics using a standard CPA calculated based on the strategy set in stages.

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