KR100627160B1 - A advertising phrase recommendation method for a keyword advertisement and a system thereof - Google Patents

Abstract

The present invention provides a method for recommending a creative for a keyword ad to reduce the time and effort required to create a creative by allowing the advertiser to recommend the creative required to create a search list order when registering the keyword ad, and Creative recommendation system.

According to an aspect of the present invention, there is provided a method of recommending a creative, the method comprising: maintaining a database of annotation information for recording a keyword and at least one creative corresponding to the keyword, and requesting a predetermined keyword registration request for the keyword. Receiving from the user, and in response to the received keyword registration request, providing the advertiser with at least a portion of the creative corresponding to the keyword, wherein the annotation information database evaluates each of the creatives. Wherein the providing of the creative to the advertiser comprises: assigning a predetermined ranking to the creative with reference to the evaluation information, and extracting the creative within the set ranking. do.

According to the present invention, a creative recommendation method and a creative recommendation method for a keyword ad, which makes it easier to create a creative by selecting and providing a creative included in a search list order for registering a keyword advertising service to an advertiser. There is an advantage to providing a system.

Keyword ads, search listings, copy, referrals, creatives

Description

Creative recommendation method and creative recommendation system for keyword ads {A ADVERTISING PHRASE RECOMMENDATION METHOD FOR A KEYWORD ADVERTISEMENT AND A SYSTEM THEREOF}

1 is a view for explaining a schematic operation of the creative recommendation system according to the present invention.

2 is a block diagram showing a creative recommendation system according to a preferred embodiment of the present invention.

3A is a diagram illustrating an example of a configuration of an annotation information database according to the present invention, and FIG. 3B is a diagram illustrating an example of a configuration of an annotation information database including reference data.

4A is a flowchart illustrating a creative recommendation method according to a preferred embodiment of the present invention in detail, and FIG. 4B is an example of a method of determining a recommendation priority of a creative based on a ranking assigned to the creative. It is a working flow chart.

FIG. 5A is a flowchart illustrating an example of a method of storing evaluation information in an annotation information database, and FIG. 5B is a flowchart illustrating another example of a method of storing evaluation information in an annotation information database.

FIG. 6A is a flowchart illustrating a method for recommending a creative having an input history as another example of a creative recommendation method according to the present invention, and FIG. 6B is a screen illustrating a creative in a category that is optimal for a second keyword registration request. A work flow diagram showing an example of how to do this.

FIG. 7A is another example of a method for recommending a creative according to the present invention, which is a flowchart illustrating a method for recommending a creative based on a frequency adopted, and FIG. 7B is a screen for selecting a creative according to a preference of a second advertiser. A work flow diagram showing an example of how to do this.

8 is an internal block diagram of a general purpose computer device that may be employed to perform the method of recommending creatives in accordance with the present invention.

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

200: creative recommendation system 210: annotation information database

220: interface means 230: recommended material selection means

240: user information database

The present invention relates to a creative recommendation method and a creative recommendation system. More specifically, the time required to create a creative by allowing a advertiser to recommend a creative required for the creation of a search list order when registering a keyword ad. The present invention relates to a creative recommendation method and a creative recommendation system for keyword advertising, which can reduce the amount of labor and reduce labor.

Recently, with the activation of the Internet advertising market, keyword advertising services are being actively operated to expose search order related to advertisers to searchers who have requested a search operation in response to a keyword inputted for the search operation. The search listing order in the keyword advertising service includes brief information about the advertiser, as well as information on the sales field handled by the advertiser, and it is well known that there is an advertisement marketing means important for the advertiser.

In particular, the creatives included in the search list order information about the advertiser or the advertiser's products, and induces the searchers who read the information to generate a predetermined advertising effect, which can be said to be significant. . Accordingly, the advertiser spends a lot of effort and time in creating a creative.

When creating a creative, if the advertiser recommends and provides a sample of a previously prepared creative, the creation of the advertiser's creative may be more easily performed.

However, in the current keyword advertising service, there is no service supporting the method of recommending such creative.

In addition, among the previously created creatives, there is also a problem of not using appropriately the creatives having an excellent advertising effect, and throwing them away with one-time use.

Therefore, when registering a keyword advertising service, a new type of creative recommendation model that can reduce the effort and time consuming of advertisers in creating the creative by recommending and providing the creatives to be included in the search list order to the advertisers. The appearance of is called for. In addition, there is a demand for a creative recommendation model for maximizing utilization of creatives and creating creatives having high expected advertising effects by selecting and recommending creatives having excellent advertising effects.

The present invention has been made to solve the above problems, keyword ads that make the creation of creatives easier by selecting and providing to the advertiser the creatives included in the search list for registration of the keyword advertising service To provide a creative recommendation method and creative recommendation system for.

In addition, an object of the present invention is to refer to the number of click confirmations or click-to-impression ratios during a predetermined time period for the search listing order including the creatives, so that the recommended creatives are screened for the creatives that can cause a high advertising effect. The present invention provides a creative recommendation method and a creative recommendation system for keyword ads recommended to advertisers.

In addition, another object of the present invention is to select a creative, a creative recommended by a plurality of advertisers by first recommending the creative recommendation method and creative for keyword ads that recommend creatives that reflect the popularity of multiple advertisers To provide a recommendation system.

In addition, the present invention provides a creative recommendation method for keyword ads that can reduce the time and effort required to create a creative by providing the advertiser with a creative having a history of adoption for the same category as a recommended creative and Another goal is to provide a creative recommendation system.

According to an aspect of the present invention, there is provided a method of recommending a creative, the method comprising: maintaining a database of annotation information for recording a keyword and at least one creative corresponding to the keyword, and requesting a predetermined keyword registration request for the keyword. Receiving from the user, and in response to the received keyword registration request, providing the advertiser with at least a portion of the creative corresponding to the keyword, wherein the annotation information database evaluates each of the creatives. Wherein the providing of the creative to the advertiser comprises: assigning a predetermined ranking to the creative with reference to the evaluation information, and extracting the creative within the set ranking. do.

In addition, as a technical configuration for achieving the above object, the creative recommendation system for keyword advertising according to the present invention, the annotation information database for recording a keyword and one or more creatives corresponding to the keyword, and predetermined for the keyword Interface means for receiving a keyword registration request from an advertiser, and recommending material selecting means for providing the advertiser with at least a portion of the advertisement material corresponding to the keyword in response to the received keyword registration request, An annotation information database includes information on the number of click confirmations for each of the creatives, and the recommendation material selection means refers to the number of click confirmations to determine the predetermined amount of the creatives at the time when the keyword registration request is received. Rank within, and within the set rank It is characterized by extracting the material.

Hereinafter, a creative recommendation method and a creative recommendation system for keyword advertising will be described with reference to the accompanying drawings.

Creatives consistently used herein include advertiser promotional phrases or advertisers included in search listings in keyword ads (in the form of ads that extract search listings as search results in response to searcher requests for search). Advertising phrases, such as information about the field of business to be handled, may be referred to. That is, the advertisement material is exposed to the searcher who requested the search operation with the extraction of the search list order, and the searcher who reads the advertisement material causes a predetermined advertisement effect to be generated. For example, the search list order related to the advertiser 'flower delivery' in FIG. 3 includes a creative 'high quality, high quality nationwide three-hour flower delivery ~', and the searcher who reads the creative searches the advertiser's search list. By clicking and selecting, it is possible to generate an advertisement effect for making a connection with the advertiser. These creatives are entered by the advertiser as text, image form when registering search listings for keyword ads, and their size (number of texts or image capacity) depending on the system environment of the search engine from which the search listings are extracted. May be limited.

In addition, the search list order may mean one search result item extracted in response to a search task request generated by a predetermined searcher inputting a keyword on a search engine. This search listing order, together with the function as a general search result, provides the searcher with advertisement information (creative) for the advertiser on a search engine, thereby providing a predetermined advertising effect (the impression of the creative or the web on which the advertiser operates). It can also have the ability to drive access to sites.

1 is a view for explaining a schematic operation of the creative recommendation system according to the present invention.

The creative recommendation system 100 is a device that provides one or more creatives to be included in the search list order to the advertiser 130 according to a selected criterion, and waits for a selection signal of the advertiser 130 for the provided creatives. The selected criteria may exemplify the degree of induction of the advertising effect generated to the searcher 120, the frequency of adoption as the creative material, the history of the advertiser previously selected / input as the creative material.

First, the search engine 110 may refer to a search program or a search web server that supports a search operation so that the searcher 120 can easily access a web site holding a content material to be searched for. That is, the search engine 110 may provide brief information (preferably the search list of the present invention) of the advertiser 130 that may provide the information requested by the searcher 120 in response to the search request of the searcher 120. By reducing the amount of time spent searching for content and improving the accuracy of the search. In particular, the extracted search list order includes predetermined link information, and a command input tool click selection (eg, a mouse click) of the searcher 120 occurs with respect to the search list order displayed on the terminal means 125. In this case, the search engine 110 allows the advertiser 130 to access the searcher 120 that generated the click selection.

The searcher 120 has a predetermined terminal means 125 for accessing the search engine 110, and searches for a search job request for the website of the advertiser 130 that holds the content material to be searched. It may mean an internet user who generates a predetermined keyword by inputting the engine 110.

The terminal means 125 maintains a connection state with the creative recommendation system 100 of the present invention through a communication network 140 such as the Internet, and includes one or more search list extracted by a search operation of the search engine 110. Is displayed on a predetermined screen. The terminal means 125 is provided with predetermined memory means such as, for example, a personal computer, a handheld computer, a personal digital assistant (PDA), an MP3 player, an electronic dictionary, a mobile phone, a smartphone, and the like. It may be a concept of collectively referred to as a terminal having a predetermined computing power by mounting.

The advertiser 130 registers the search list order used in the keyword advertisement with the search engine 110 and allows the searcher 120 provided with the search list order to generate an advertisement effect on itself (the company), for example, a content provider ( CP). In particular, the advertiser 130 generates a selection signal for one or more creatives selected and provided by the creative recommendation system 200 of the present invention when registering the search list. In addition, the advertiser 130 operates a website where a location on the network is designated by a network address (for example, an IP address, a URL, a domain, etc.), and the searcher 120 accesses according to a click selection on a search list order. ) The predetermined information content to be held.

The creative recommendation system 100 of the present invention selects and provides a creative to the advertiser 130, and includes a specific creative in the search list order according to the selection signal generated by the advertiser 130 for the provided creative. It will play a role. In addition, the creative recommendation system 100 may extract the creative having a good advertising effect, or the creative having a history previously adopted by the advertiser 130 in the selection of the creative. Hereinafter, a detailed configuration of the creative recommendation system 200 of the present invention will be described with reference to FIG. 2.

2 is a block diagram showing a creative recommendation system according to a preferred embodiment of the present invention.

The advertisement material recommendation system 200 of the present invention includes an annotation information database 210, an interface means 220, a recommendation material selection means 230, and a user information database 240.

First, the annotation information database 210 is a device for recording a keyword and at least one creative corresponding to the keyword, and serves to maintain the creative as advertisement text for the advertiser 130 to be included in the search list order. . The creatives recorded in the annotation information database 210 are obtained by, for example, inputted by the advertiser 130 performing registration of keyword advertisements or arbitrarily created by an operator of the present system. In particular, the annotation information database 210 is obtained. Creatives are classified and stored in specific categories. That is, the annotation information database 210 correlates and records the keywords that cause the search list order, the category to which the keywords belong, and the creatives corresponding to the keywords, and registers the keyword advertisements of the advertiser 130. When the city, the creative of the category is identified according to the input keyword. Hereinafter, the annotation information database 210 will be described in more detail with reference to FIGS. 3A and 3B.

3A is a diagram illustrating an example of a configuration of an annotation information database according to the present invention.

As shown in FIG. 3A, the annotation information database 210 associates one or more keywords, each corresponding to a creative, with a specific category. In this case, the keyword may be a semantic identifiable statement set by the advertiser 130 registering the keyword ad, and in particular, the search list related to the advertiser 130 may be extracted in response to a predetermined search operation request. Keywords may be preferred. In addition, the category may be a group name for comprehensively recognizing a plurality of keywords, and by this category, more creatives may be provided to the advertiser 130 as recommended creatives through keyword association. For example, assuming that a keyword registered by the advertiser 130 for registration of a keyword advertisement is 'flower delivery', and recommends a creative based on the keyword, the creative recommendation system 200 of the present invention is illustrated in FIG. Referring to the annotation information database 210 of 3a, up to four creatives corresponding to the keyword 'flower delivery' may be recommended to the advertiser 130. On the other hand, in the case of recommending and providing a creative based on a category, up to six creatives corresponding to the category “gift / flower” associated with the keyword “flower delivery” may be provided to the advertiser 130. Accordingly, when the keyword is registered, the advertisement material provided to the advertiser 130 may be more diverse, and the width of the advertisement material may be expanded by the selection of the advertiser 130 for the advertisement material. In addition, the advertisement material corresponding to the keyword 'packing' having a relatively low keyword registration frequency may also increase the probability of being provided according to the recommendation method based on the category. The selection of the keyword, or the manner of storing the advertisement material corresponding to the category associated with one or more keywords may be made flexible by the operator of the present system in consideration of the environment of the present system.

In addition, the annotation information database 210 may include information about predetermined reference data for determining the recommendation priority of the advertisement material according to the selected condition.

3B is a diagram illustrating an example of a configuration of an annotation information database including reference data of the present invention.

The reference data refers to the data data for determining the recommendation priority for the creative recorded corresponding to the keyword or category. The annotation information database 210 in FIG. 3B includes the creative as reference data. The searcher's response to the search list order (click check count, click-to-impression ratio (CTR)), and the frequency of selection of a specific creative for which a selection signal is generated by the predetermined advertiser 130 are illustrated. Accordingly, the creative recommendation system 200 according to the present invention selects the optimal predetermined creatives based on the reference data included in the annotation information database 210 and sequentially or temporarily sends them to the advertiser 130. Can be provided.

The interface unit 220 is a device for receiving a predetermined keyword registration request for the keyword from the advertiser 130 and performs a role of recognizing the advertiser's intention to apply for the service for the keyword advertisement. Here, the keyword advertisement causes the advertiser 130 to specify keywords related to the search list order extraction, and when the specified keyword is input by the searcher 120 to request a search operation, the advertiser 130 responsive thereto. ) Means an advertising service method to extract the search list order. That is, the interface unit 220 serves to receive a keyword selection signal specifying the predetermined keyword from the advertiser 130 for the service application of the keyword advertisement.

The recommendation material selecting means 230 is an apparatus for providing the advertiser 130 with at least a part of the advertisement material corresponding to the keyword in response to the received keyword registration request. That is, the recommendation material selecting means 230 selects the advertisement material to be included in the search list ordered as a search result in response to the search request of the searcher 120. The selection of the creatives by the recommended creative selection means 230 allows the search listing 120 including the specific creatives to be provided to the searcher 120, thereby inducing the maximum advertising effect to the searcher 120. Is done for. The reference data based on the screening of the creatives is previously selected by the advertiser 130 as the creative, in addition to the degree of response of the searcher 120 and the frequency selected by the advertiser 130 as the creative, as described above. Whether or not the history may be exemplified.

Hereinafter, with reference to the annotation information database of FIG. 3B, selection of the advertisement material by the recommended material selection means 230 is demonstrated.

First, a case in which the reference data is the response degree of the searcher 120, that is, the click confirmation number (CTR) or the click-to-impression ratio (CTR) for the search list order including the creative material will be described. As shown in FIG. 3B, the annotation information database 210 of the present embodiment includes the number of click confirmations of the searcher 120 for the search list order extracted as a search result, or the frequency and number of searchers for which the search list order is extracted. The click-to-exposure click rate calculated using the click confirmation count of 120 is accumulated and recorded for each creative. The click confirmation rate or the click-to-impression ratio may be numerical data related to the number of times the advertising effect (the occurrence of the desire to connect with the advertiser 130) occurs to the searcher 120 who viewed the creative. It can be seen that the more the advertising effect is generated to the searcher 120, the higher the creative size in which the click confirmation number or the click-to-impression ratio is accumulated. In addition, the recommended creative selecting means 230 gives a predetermined ranking to the creative at the time when the keyword registration request is received, referring to the click confirmation number or the click-to-impression ratio, and extracts the creative within the set ranking. do.

For example, it is assumed that the recommendation material selecting means 230 selects three advertisement materials based on the click confirmation number as the reference data to the advertiser 130 who wants to register the keyword advertisement for the keyword 'flower delivery'. In FIG. 3B, the creative 2 corresponding to the keyword 'flower delivery' is the largest value with 45 clicks during the month of April, and accordingly, the recommended material selection means 230 includes the annotation information database ( Referring to 210, the rankings are sequentially assigned to the creative 2 (45 times), the creative 1 (40 times), and the creative 3 (25 times). In addition, the recommended creative selection means 230 selects the creatives (Creative 2, Creative 1, Creative 3 of FIG. 3A) within the 3rd ranking with reference to the ranking assigned to each creative as a recommended creative It is provided to the advertiser 130.

On the other hand, when four creatives are selected and recommended based on the click-to-exposure click rate accumulated during April as reference data, the recommended creative selecting means 230 refers to the creative information with reference to the annotation information database 230 of FIG. 3B. Adequate ranking is given to 3 (90%), Creative 2 (30%), Creative 1 (20%), and Creative 4 (15%), and the advertiser 130 is selected by selecting creatives within the fourth ranking. Will be provided to

Click confirmation is a measure of the effect of the generated advertising as the number of actual clicks (effective clicks) between the actual searcher 120 and the advertiser 130, the click-to-impression ratio is based on the search list order of the advertiser 130 It measures the advertising effect caused by the creative by reflecting the popularity. Of course, the setting of the reference data can be made flexible by the operator of the present system in consideration of the system environment.

As another type of reference data, the advertisement material may be selected and extracted by assigning a predetermined weight according to the number of click confirmations or the change in click rate to exposure for a predetermined period. To this end, the annotation information database 230 records accumulating information on click counts or click-to-impression ratios for each predetermined time unit, and calculates a change in click rate vs. click-through rate for each creative.

For example, the annotation information database 210 of FIG. 3B compares the accumulated information of March and the accumulated information of April to record the degree of change for each creative, and the recommended material calculating means 230 records the recorded change. Considering the degree, the selected creatives to be recommended. For example, an example of selecting one advertisement material based on the change width of the click confirmation number is given to the advertiser 130 who wants to register the keyword advertisement for the keyword 'packing'. In this case, the recommendation creative calculation unit 230 may select and provide the creative material 5 having the largest '+15' (= 35-25) as the recommended advertising material to the advertiser 130 in a direction in which the magnitude of change is increased.

In the present exemplary embodiment, the recommended creatives are selected based on the variation in the numerical value generated during a certain unit elapsed time. However, this is only an exemplary embodiment of the present invention, and in addition, a specific searcher who has selected a click ( There may be a selection method of various creatives, such as applying a weight (for example, x 1.2 to VIP members) to the variation range.

In addition, when the reference data is the frequency of selection of the advertiser 130 for the creative, that is, the frequency of adoption of the advertiser 130 for the particular creative selected and provided by the creative recommendation system 200 of the present invention. Explain. In the present embodiment, the recommended creative calculating means 230 selects and provides a predetermined number of creatives according to the number of times selected as the creative by the second advertiser (a plurality of advertisers who register keyword advertisements) for a predetermined period of time. .

As described above, to the advertiser 130 who wants to register the keyword advertisement for the keyword 'flower delivery', the recommended material selecting means 230 selects and recommends three creatives based on the number of clicks confirmed as reference data. Assume that you do. In this case, the recommended material selecting means 230 selects the creatives selected by the plurality of advertisers based on the frequency of selection recorded in the annotation information database 210 of FIG. 3B, for example, Creative 2 (21 times), The creatives 1 (14 times) and the creatives 4 (11 times) are given sequential rankings, and the creatives within the 3rd ranking are selected and provided to the advertiser 130.

In the present exemplary embodiment, a predetermined creative is recommended in association with a keyword. However, referring to the annotation information database 210, a creative that recognizes a category to which the keyword belongs and associates with the recognized category is described. Of course, it can be recommended.

Although not shown in FIG. 3B, as reference data used in the present exemplary embodiment, history information about the advertisement material previously registered by the advertiser 130 may be used as reference data. That is, the reference data in the present embodiment is whether or not there is a history of input previously as the creative, and the recommended material selecting means 230 extracts the creative stored in the predetermined user information database 240. As the recommended creative material, the advertiser 130 is selected and provided.

The user information database 240 stores the advertisement material input by the predetermined material input field 245 in correspondence with the advertiser 130. Here, the material input field 245 is a device that is provided to the advertiser 130 in response to the keyword registration request, the input of the advertiser 130 for the creative material. Accordingly, the user information database 240 serves to store the advertising material directly created by the advertiser 130 for each of the advertisers 130. In particular, the user information database 240 stores the input material corresponding to the category of the keyword, and when the keyword advertisement of the keyword is re-registered in the future, the creative of the same category previously input is extracted as the recommended advertisement material. Accordingly, it is not required to input the advertiser 130 for a new creative and registration of keyword ads of the same category is not required to produce duplicate creatives, so that it is possible to obtain the effect of easier keyword ad registration. do.

The workflow of the creative recommendation system 200 according to the present invention having such a configuration will be described in detail.

4A is a flowchart illustrating a creative recommendation method according to a preferred embodiment of the present invention.

The creative recommendation method according to the present embodiment is performed by the above-described creative recommendation system 200.

First, the creative recommendation system 200 maintains an annotation information database 210 for recording a keyword and one or more creatives corresponding to the keyword (S410).

This step (S410) is a process of storing the advertisement material to be included in the search listing order of the advertiser 130 in association with a predetermined keyword associated with the registration of the keyword advertisement. In particular, the creative recommendation system 200 in this step S410 allows one or more keywords to be associated with a common category, and enables the extraction of the creatives based on the categories by matching the creatives of the categories with the keywords. That is, the advertisement material recommendation system 200 enables the correspondence with the advertisement material not only to the keyword but also to the category of the keyword so as to diversify the advertisement material provided to the advertiser 130 at the time of the keyword advertisement.

In addition, the creative recommendation system 200 receives a predetermined keyword registration request for the keyword from the advertiser 130 (S420). This step (S420) is a process of receiving a predetermined application for registration with the keyword selection signal of the advertiser 130 in relation to the registration of the keyword ad, the keyword selection signal is the cause of extraction in the search list order associated with the advertiser 130 It is related to the determination of the keyword to become. In other words, the creative recommendation system 200 allows advertisers to purchase keyword ads for a predetermined keyword to extract the search list order of the advertiser 130 in response to the search keyword of the searcher 120 input when the search operation request is made. Received from 130. The search listing order of the advertiser 130 may be selected among the one or more advertisers who have purchased the same keyword, for example, based on a predetermined bidding process according to a cost per click, or an exposure position provided to the searcher 120. .

Next, in response to the received keyword registration request, the creative recommendation system 200 provides the advertiser 130 with at least some creatives corresponding to the keyword (S430). This step (S430) extracts a predetermined number of creatives maintained in the annotation information database 210 based on the selected criteria, and recommends the extracted creatives to the advertiser 130 who applied for registration for keyword ads. As a process to provide. The selected criterion may be, for example, evaluation information of the searcher 120 for the search listing order including the creatives, and thus, the advertiser 130 may generate a creative that generates an excellent advertising effect. To be provided). In addition, the creative recommendation system 200 in this step (S430) assigns a ranking to each of the creatives based on the evaluation information so that the recommendation priority is identified among the creatives. Hereinafter, with reference to FIG. 4B, ranking is given to the creative.

4B is an operation flowchart illustrating an example of a method of determining a recommendation priority of a creative material based on a ranking given to the creative material of the present invention.

As shown in FIG. 4B, the creative recommendation system 200 gives a predetermined rank to the creative with reference to the evaluation information (S431). This step (S431) is a process of comparing the numerical data of the evaluation information calculated for each creative, so that the higher rank is given to the creative having a high numerical data. In this case, the ranking is given to identify priority rights of the plurality of creatives extracted as the recommended creatives, so that the creatives having a higher ranking are preferentially extracted (recommended).

In addition, the creative recommendation system 200 extracts the creative within the set level (S432). This step S432 is a process of recommending the number of creatives set by the operator of the present system in consideration of the system environment, for example. Accordingly, the number of creatives having an excellent advertising effect can be extracted to the advertiser 130 by the number required by the system.

Therefore, while recommending a plurality of creatives required in the registration of the keyword ad, it is possible to obtain the advantage that the recommendation of the selective creative is made according to the degree of evaluation of the searcher 120 for the creative.

Hereinafter, a detailed definition of evaluation information and a method of maintaining the annotation information database 210 using the same will be described.

As an example of the evaluation information, the evaluation information may be information about a click confirmation number or a click-to-impression ratio associated with the creative that occurs during the selected period. That is, the evaluation information is a numerical conversion of the frequency of the advertising effect generated to the searcher 120 who viewed the creative, and the click confirmation number links the searcher 120 to the website of the advertiser 130. It may mean information about the number of connections to be made. In addition, the click-to-exposure ratio is to reflect the popularity of the searcher 120 in the search listing order, through which the size of the advertising effect possessed by each creative can be estimated.

5A is a flowchart illustrating an example of a method for storing evaluation information in an annotation information database according to the present invention.

As shown in FIG. 5A, in response to a search request of the searcher 120, the creative recommendation system 200 exposes the searcher 120 to a predetermined search list order including the creatives (S511). . In operation S511, the searcher 120 may search the search list including the creatives in order to calculate a click rate or a click-through rate for a predetermined previous period for the creative stored in the annotation information database 210. ) Process. That is, the creative recommendation system 200 in this step S511 controls the searcher 120 requesting a search operation according to the keyword advertising service to provide the search list order as a search result.

In addition, the creative recommendation system 200 calculates the number of impressions related to the frequency in which the search listing is provided and the number of clicks related to the click input frequency of the searcher 120 in the search order provided in the selected period. (S512). This step (S512) is a process of calculating a predetermined factor value for measuring the click confirmation number or the click-to-impression ratio, which is defined as the evaluation information. Here, the number of impressions calculated as a factor value refers to the number of times that the extracted search list order is provided on the search screen of the search engine 110 to be exposed to the searcher 120 who requested the search operation, and the number of clicks is searched. It means the number of times a click selection for a specific search list is generated by the searcher 120 viewing the list of creatives. That is, the number of click confirmations may be measured by accumulating only the effective clicks derived from the number of clicks to effectively connect with the advertiser 130, and the click-to-exposure click rate may be measured through a percentage of the impressions to the clicks. In the present embodiment, there is no particular limitation on the selected period, but it may be desirable to select a sufficient time period in which valid data on the click confirmation number or the click-to-impression ratio defined as the evaluation information can be accumulated. (Eg 1 month in FIG. 3).

Next, the creative recommendation system 200 maintains the calculated click confirmation number or click-to-impression ratio in the annotation information database 210 as evaluation information in response to the creative (S513). This step (S513) is a process of recording the evaluation information as a criterion for selecting the recommended creative, which reflects the popularity of the number of click checks or the corresponding search list in order to reflect the frequency of occurrence of the advertising effect associated with each creative Maintain click-through rate versus impression.

Therefore, the number of click confirmations or click-to-impression ratios for a predetermined period of time for each creative may be recorded, and thus, the screening operation for the recommended creative may be more easily performed.

In addition, as another example of the evaluation information, the evaluation information may be information about a change in the click confirmation number or the click-to-exposure rate which varies with each predetermined period. In other words, the evaluation information may include probability data about the change in click rate or impression rate per unit time period, and the change in the recent searcher 120 response for each creative. To be.

5B is a flowchart illustrating another example of a method of storing evaluation information in an annotation information database according to the present invention.

First, in response to a search request of the searcher 120, the creative recommendation system 200 exposes the searcher 120 to a predetermined search list including the creative (S521) and during the first unit period. In operation S522, the first click confirmation number or the click-ratio relative to the first impression is calculated for the exposed search list order. The steps S521 and S522 provide the search listing 120 as a search result to the searcher 120 who requested the search operation by the keyword advertising service, and calculate the number of impressions or clicks to confirm the click during the first unit period. This is the process of measuring and recording click-through-rate versus number or impression. Here, the first unit period is set at an arbitrary time interval measuring the exposure status of the search list order for the advertisement week 130, for example, by the operator of the present system, and the searcher 120 's response to the creative. It may be desirable to set a sufficient time period to be optimally reflected through this click confirmation number or impression-to-impression click rate.

In addition, the creative recommendation system 200 records the second click confirmation number or the click rate relative to the second impression for the exposed search list order generated during the second unit period after the end of the first unit period (S523). This step (S523) is a process for recognizing the response of the searcher 120 during another unit period that is distinguished from the first unit period, and measuring the click rate or the click rate to the impressions generated after the first unit period. It is a process. Although the present embodiment does not have a specific limitation on the second unit period, in order to identify the degree of change in the click rate or the click rate to impression ratio under the same conditions, the second unit period is the elapsed time of the same length as the first unit period. It may be desirable to set.

Next, the creative recommendation system 200 is generated by comparing the change in clicks generated by comparing the first and second click checks, or comparing the click rate to the first impression and the click rate to the second impression. The change width with respect to the click rate is maintained in the annotation information database 210 as evaluation information corresponding to the creative material (S524). This step (S524) is a process of calculating the change in click rate vs. click rate or impression count measured under the same condition in order to recognize the change in the searcher 120's response to the creative.

Therefore, the change in click checks or click-to-impression ratios per unit period for each creative can be recorded, thereby obtaining information on the recent searcher 120 response tendency for each creative. have. In addition, it is possible to select the creative having a rapidly increased change range as the recommended creative, to provide the advertiser 130 with a creative that can obtain a high advertising effect at this time.

Referring back to FIG. 4A, the creative recommendation system 200 recognizes generation of a selection signal of the advertiser 130 for the provided creative (S440). This step (S440) is a process that allows one or more creatives to be specified by the advertiser 130 who viewed the recommended creatives, the advertiser 130 is to be included in the search list associated with their (his) For example, by selecting the information related to the command input tool to be recognized by the creative recommendation system 200 of the present invention.

In addition, the creative recommendation system 200 generates a predetermined search list order including the creative generated the selection signal (S450). This step (S450) generates a search listing order by using the creative determined according to the selection of the advertiser 130, by matching the keywords selected by the advertiser 130 when registering the keyword ad, the generated search listing order This is a process of maintaining it in a predetermined search information database (not shown).

Subsequently, the creative recommendation system 200 identifies a search list order corresponding to a keyword input when a search request of the searcher 120 is performed (S460). This step (S460) is a process of extracting the search list order as a search result in response to the keyword input of the searcher 120, through which the creative selected by the advertiser 130 is exposed to the searcher 120 A predetermined advertising effect can be generated.

Therefore, when registering a search list for keyword ads, by recommending the creative to the advertiser 130 that causes a good advertising effect, the time required to create the creative and the effort of creating the advertiser 130 Not only can it be reduced, but also the advantage of increasing the success rate of the searcher 120 to the advertiser 130 Web site can be obtained.

Hereinafter, as another embodiment of the present invention, it will be described that the advertiser 130 provides the advertisement material input at the time of registering the keyword advertisement as the recommended advertisement material.

6A is a flowchart illustrating a method of recommending a creative having an input history as another example of a creative recommendation method according to the present invention.

As shown in FIG. 6A, the creative recommendation system 200 receives a first keyword registration request from the advertiser 130 for keyword advertising (S610). This step (S610) is a process of receiving a request for the keyword advertisement from the advertiser 130 at a predetermined time point. In particular, the creative recommendation system 200 in this step (S610) searches related to the advertiser 130. It also receives information about the keywords that cause the list to be extracted.

In addition, the creative recommendation system 200 provides a predetermined material input field 245 to the advertiser 130 in response to the first keyword registration request (S620). This step (S620) is a process of providing a material input field 245 for receiving the input of the advertising material associated with the keyword advertising to the advertiser 130 to register the keyword advertising. The creative input field 245 is for input of an advertiser 130 for a creative related to a keyword advertisement, and is implemented in a terminal means (not shown) of a predetermined advertiser 130 to input a creative input of the advertiser 130. I will wait.

Subsequently, the creative recommendation system 200 maintains a user information database 240 that stores the creative inputted on the provided material input field 245 corresponding to the advertiser 130 (S630). This step (S630) is a process of storing the creative inputted in the creative input field 245 as history information, in association with the advertiser 130, and the corresponding creative is generated in response to the first keyword registration request. Included in

In addition, the creative recommendation system 200 extracts at least some of the creatives corresponding to the advertiser 130 in response to the second keyword registration request of the advertiser 130 (S640).

In step S640, when the intention to apply for the keyword advertisement is received from the same advertiser 130, the selected creative previously input by the advertiser 130 is first selected from the user information database 240 as the recommended creative. The process of providing. In this case, the second keyword registration request is generated by receiving an application intention for the keyword advertisement from the advertiser 130 who has previously registered the keyword advertisement. In particular, the creative recommendation system 200 of the step S640 may allow the advertiser 130 to recommend a creative of a category that is optimal for a keyword advertisement that is currently registered among the selected creatives as history information. Hereinafter, with reference to FIG. 6B, an advertisement material suitable for a category of a keyword to be registered by the advertiser 130 will be described.

6B is a flowchart illustrating an example of a method of selecting a creative of a category most suitable for a second keyword registration request according to the present invention.

First, the creative recommendation system 200 identifies a category of a keyword related to the second keyword registration request (S641). This step (S641) is a process of identifying the category that the advertiser 130 wants to register the keyword, with reference to the keyword input for the registration of the keyword ad, requested by the advertiser 130 among the selected creatives as the history information Recognize the data to ensure that the creative that is being delivered is optimally provided. To this end, the user information database 240 stores the advertisement material in association with the category of the keyword associated with the first keyword registration request. That is, the user information database 240 maintains the creative corresponding to the category of the keyword inputted when registering the previous keyword ad, and maintains the creative corresponding to the category of the keyword inputted for the second keyword registration request. To be identified.

In addition, the creative recommendation system 200 selects a predetermined number of creatives based on a selected criterion from among the creatives associated with the identified category (S642). That is, the creative recommendation system 200 in this step S642 primarily identifies a creative previously input by the same advertiser 130 and is associated with a keyword advertisement that is currently registered among the identified creatives. The best creative for the category is selected and recommended. Here, the selected criteria may be a frequency adopted by the advertiser 130 for a particular creative, when the creative is registered, the number of clicks checked by the searcher 120 for the creative, and the like (S642). The creative recommendation system 200 of the predetermined reference to the selected criteria with reference to the selected criteria, and extracts the creative within the set degree. This is to allow a limited number of recommended creatives, such as those that can cause excellent advertising effects, when there are many existing inputs by the same advertiser 130, and the number of recommended creatives provided is It can be flexibly determined by the operator of the present system in consideration of the system environment.

Therefore, according to the present invention, in the registration of the keyword advertisement, the advertisement material which is optimal for the category of the keyword to be registered by the advertiser 130 can be provided as the recommended advertisement material.

6A, the creative recommendation system 200 provides the advertiser 130 with a predetermined recommendation list generated by arranging the extracted creatives (S650). This step (S650) is a process of arranging one or more recommended creatives according to a predetermined arrangement condition to generate a recommendation list, and transmit the generated recommendation list to wait for the click selection of the advertiser 130. Here, the recommendation list is to place the recommended advertising material to be exposed to the advertiser 130 collectively, the arrangement position for the creative material in the recommendation list may be determined based on the ranking given to each creative. For example, the advertisement material receiving the highest ranking may be positioned at the top of the recommendation list in which the highest recognition rate of the advertiser 130 is formed.

Therefore, according to the present invention, by providing a creative having a history of adoption for the same category as the recommended creative, the advertiser 130 can reduce the time spent and labor unnecessary to create the creative.

Hereinafter, as another embodiment of the present invention, the selection of the recommended advertising material according to the preferences / favorites of general advertisers who register keyword advertisements will be described.

7A is a flowchart illustrating a method of recommending a creative material based on a frequency adopted as another example of the creative material recommendation method according to the present invention.

As shown in FIG. 7A, the creative recommendation system 200 maintains an annotation information database 210 including a predetermined category and creative associated with the category (S710). This step (S710) is a process of classifying and storing the advertisement material by category in order to select and provide the advertisement material in a specific field to the advertiser 130 registering the keyword advertisement.

In addition, the creative recommendation system 200 searches for a keyword inputted for the keyword registration request of the advertiser 130 (S720), and identifies a category associated with the searched keyword (S730). The steps S720 and S730 are processes of recognizing keywords related to registration of keyword advertisements and determining a field to which the recognized keywords belong. In the present embodiment, there is no particular limitation on the category determination method of the keyword, but it may be desirable to identify one of the categories classified in the annotation information database 210 as the category of the keyword in order to extract the optimal creative. .

Next, the creative recommendation system 200 extracts at least some creatives corresponding to the identified category by referring to the annotation information database 210 (S740).

This step (S740) is a process of selecting one or more creatives to be included in the search list in relation to the registration of the keyword ad, so that the optimal creative is extracted in accordance with the category of the keyword ad required by the advertiser 130 . In particular, the creative recommendation system 200 in this step (S740) is based on the degree of preference (favorability) generated in accordance with the frequency of adoption by a plurality of general advertisers (second advertiser) in the extraction of the creative Material can be selected.

7B is a flowchart illustrating an example of a method of allowing creatives to be selected according to a preference degree of a second advertiser according to the present invention.

First, the creative recommendation system 200 assigns a predetermined ranking to the creative with reference to the preference degree (S741). This step (S741) is a process of recommendation priority is given to the creative stored in the annotation information database 240 according to the second advertiser for each creative in accordance with the likelihood, the annotation information database ( 240 includes information on the degree of preference for each of the creatives. Here, the degree of preference may be the frequency of adoption by the second advertiser for the creatives generated during the predetermined period, which may be relatively favorable for the creatives adopted by the second advertiser for the recommended and provided creatives. It is due to the judgment. Accordingly, the annotation information database 210 calculates the frequency of adoption of the second advertiser for the creatives included in the recommendation list generated during the predetermined previous period, and refers to each of the generated creatives by referring to the calculated frequency of adoption. It will store your preferences. In the present embodiment, the preference degree is limited to the frequency of adoption by the second advertiser, but in addition to the corresponding creatives, the searcher 120's click confirmation or impression-to-impression click rate for the search list order may be determined as the preference degree. Of course.

In addition, the creative recommendation system 200 extracts the creative within the set level (S742). This step S742 is a process of extracting a predetermined number of creatives set by the operator of the system in consideration of the system environment, for example. For example, if a frequency of a predetermined creative previously adopted by the second advertiser is relatively higher than other creatives, the creative is selected as the recommended creative.

Therefore, according to the present invention, it is possible to recommend the creative reflecting the popularity of the general second advertiser by controlling the selected creative to be frequently selected by the second advertiser for a predetermined period of time.

Referring again to FIG. 7A, the creative recommendation system 200 generates a recommendation list using the extracted creative material (S750), and provides the generated recommendation list to the advertiser 130 who inputs a keyword registration request (S750). S760). These steps (S750, S760) is a process of arranging one or more recommended creatives according to a predetermined arrangement condition to generate a recommendation list, and transmits the generated recommendation list to wait for the click selection of the advertiser 130. The detailed description is replaced with the description in the above-described providing step S650 of the recommendation list, and is omitted here.

Therefore, according to the present invention, it is possible to obtain an effect of enabling the recommendation of the creative material so that the preference of the second advertiser is reflected by first recommending the creative material adopted by the plurality of advertisers.

Embodiments of the invention include a computer readable medium containing program instructions for performing various computer-implemented operations. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. The media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical recording media such as CD-ROMs, DVDs, magnetic-optical media such as floppy disks, and ROM, RAM, flash memory, and the like. Hardware devices specifically configured to store and execute the same program instructions are included. The medium may be a transmission medium such as an optical or metal wire, a waveguide, or the like including a carrier wave for transmitting a signal specifying a program command, a data structure, or the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like.

8 is an internal block diagram of a general purpose computer device that may be employed to perform the method of recommending creatives in accordance with the present invention.

Computer device 800 includes one or more processors 810 coupled with a main memory device including random access memory (RAM) 820 and read only memory (ROM) 830. The processor 810 is also called a central processing unit (CPU). As is well known in the art, the ROM 830 serves to transfer data and instructions to the CPU unidirectionally, and the RAM 820 typically transfers data and instructions bidirectionally. Used to. RAM 820 and ROM 830 may include any suitable form of computer readable media. Mass storage 840 is bidirectionally coupled to processor 810 to provide additional data storage capability, and may be any of the computer readable recording media described above. The mass storage device 840 is used to store programs, data, and the like, and is a secondary memory device such as a hard disk which is generally slower than the main memory device. Certain mass storage devices such as CD ROM 860 may be used. The processor 810 may include one or more input / output interfaces, such as video monitors, trackballs, mice, keyboards, microphones, touchscreen displays, card readers, magnetic or paper tape readers, voice or handwriting readers, joysticks, or other known computer input / output devices. 850 is connected. Finally, the processor 810 may be connected to a wired or wireless communication network through the network interface 870. Through this network connection, the procedure of the method described above can be performed. The apparatus and tools described above are well known to those skilled in the computer hardware and software arts.

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

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

Therefore, the scope of the present invention should not be limited to the described embodiments, but should be defined not only by the claims below, but also by the equivalents of the claims.

As described above, the present invention has been described by way of limited embodiments and drawings, but the present invention is not limited to the above-described embodiments, which can be variously modified and modified by those skilled in the art to which the present invention pertains. Modifications are possible.

Accordingly, the spirit of the present invention should be understood only by the claims set forth below, and all equivalent or equivalent modifications thereof will belong to the scope of the present invention.

As can be seen from the above description, according to the present invention, by selecting and providing to the advertiser the creatives included in the search list order for registration of the keyword advertising service keyword advertising to facilitate the creation of creatives It is possible to provide a creative recommendation method and a creative recommendation system.

In addition, according to the present invention, by referring to the number of click confirmations or click-to-impression ratios during a predetermined period for the search list including the creatives, the recommended creatives are selected to select a creative that can cause a high advertising effect. It is possible to provide a creative recommendation method and a creative recommendation system for keyword advertising recommended to advertisers.

In addition, according to the present invention, in the selection of the creative, the creative recommendation method and creative recommendation for the keyword ad for recommending a creative reflecting the popularity of multiple advertisers by first recommending the creatives adopted by a plurality of advertisers The system can be provided.

In addition, according to the present invention, by providing a creative with a history of the adoption of the same category to the advertiser as a recommended creative creative recommendation method for keyword ads that can reduce the time and effort required to create a creative And a creative recommendation system.

Claims (12)

In the method of recommending creatives in keyword ads using the creative recommendation system, Maintaining, in the creative recommendation system, an annotation information database for recording a keyword and one or more creatives corresponding to the keyword, wherein the annotation information database includes the creative in the search listing associated with the keyword, Recording information about click confirmation numbers or click-to-impression ratios in the search list order generated during a predetermined period based on each creative; Receiving, at an interface means of the creative recommendation system, a keyword registration request including a keyword from an advertiser; In the recommendation material selection means of the creative recommendation system, assigning a predetermined rank to each of the creatives corresponding to the keyword in consideration of the click confirmation number or the click-to-impression ratio; Extracting a creative within a predetermined rank and providing the advertiser with the creative for the keyword; In the creative recommendation system, recognizing generation of a predetermined selection signal for the provided creative from the advertiser; Generating, by the creative recommendation system, a search list order of the advertiser including the creative in which the selection signal is generated; In the creative recommendation system, storing the keywords related to the extraction of the creative and the generated search list in correspondence; And In the creative recommendation system, identifying a search list order corresponding to a keyword inputted when the searcher requests a search and providing the searcher as a result of the search request to the searcher. Creative recommendation method for keyword advertising comprising a. In the method of recommending creatives in keyword ads using the creative recommendation system, Maintaining, in the creative recommendation system, an annotation information database for recording a keyword and one or more creatives corresponding to the keyword, wherein the annotation information database includes the creative in the search listing associated with the keyword, Recording information on the amount of change in the click confirmation number or the click-to-impression ratio, which is calculated using the click confirmation number or the click-to-impression ratio in the search list order generated during a plurality of unit periods, based on each creative; Receiving, at an interface means of the creative recommendation system, a keyword registration request including a keyword from an advertiser; In the recommendation material selection means of the creative recommendation system, assigning a predetermined ranking to each of the creatives corresponding to the keyword in consideration of the click confirmation number or the change in the click rate to the impression; Extracting a creative within a predetermined rank and providing the advertiser with the creative for the keyword; In the creative recommendation system, recognizing generation of a predetermined selection signal for the provided creative from the advertiser; Generating, by the creative recommendation system, a search list order of the advertiser including the creative in which the selection signal is generated; In the creative recommendation system, storing the keywords related to the extraction of the creative and the generated search list in correspondence; And In the creative recommendation system, identifying a search list order corresponding to a keyword inputted when the searcher requests a search and providing the searcher as a result of the search request to the searcher. Creative recommendation method for keyword advertising comprising a. delete delete In the method of recommending creatives in keyword ads using the creative recommendation system, Receiving, at an interface means of the creative recommendation system, a first keyword registration request for the keyword advertisement from an advertiser; In the creative recommendation system, providing a predetermined material input field to the advertiser in response to the first keyword registration request, wherein the material input field is for input of the advertiser to a creative associated with the keyword advertisement. - Maintaining, in the creative recommendation system, a user information database storing the creative input in the provided material input field corresponding to the advertiser; Extracting at least a portion of the advertisement material corresponding to the advertiser and the second keyword from the user information database in response to a second keyword registration request of the advertiser, in the recommended material selecting means of the creative recommendation system; And In the creative recommendation system, providing a predetermined recommendation list generated by arranging the extracted creative material to the advertiser as a creative for the second keyword; Including; The user information database stores the creative according to a category of a keyword related to the first keyword registration request, Extracting at least a portion of the creative corresponding to the advertiser, In the creative recommendation system, identifying a category of a keyword associated with the second keyword registration request; And In the creative recommendation system, selecting predetermined creatives based on a selected criterion from among the creatives associated with the identified category Creative recommendation method for keyword advertising comprising a. delete The method of claim 5, The selected criterion is one or more of an advertiser's frequency of adoption of the creative, a registration timing of the creative, and a searcher's click confirmation number of the creative, Extracting at least a portion of the creative corresponding to the advertiser, The method of recommending creatives for keyword advertising in the creative recommendation system with reference to the selected criteria, assigning a predetermined ranking to the creative and extracting the creative within the set ranking. The method of claim 7, wherein The arrangement position of the creative in the recommendation list is determined according to the given rank. In the method of recommending creatives in keyword ads using the creative recommendation system, Maintaining, in the creative recommendation system, an annotation information database including a predetermined category and a creative corresponding to the category; Retrieving a keyword inputted for a keyword registration request in the interface means of the creative recommendation system; In the creative recommendation system, identifying a category associated with the searched keyword; Extracting at least a portion of the advertisement material corresponding to the identified category by referring to the annotation information database, in the recommendation material selecting means of the advertisement material recommending system; Generating, in the creative recommendation system, a recommendation list using the extracted creative material; And In the creative recommendation system, providing the generated recommendation list as a creative for the keyword to an advertiser who inputs the keyword registration request. Including, the annotation information database is (1) preference information about how often each creative is adopted by advertisers over a given time period, or (2) calculating a frequency of adoption of the second advertiser for the creative included in the recommendation list generated during the predetermined previous period, and referring to the calculated degree of preference of each of the creatives generated by referring to the calculated frequency of adoption; Information, Extracting at least a portion of the creative corresponding to the identified category, In the recommendation material selection means of the creative recommendation system, a predetermined ranking for the creative is given with reference to the preference degree information, and the creative for the keyword advertisement is extracted. Recommended way. delete A computer-readable recording medium having recorded thereon a program for executing the method of any one of claims 1, 2, 5, 7, 8, and 9. delete

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