KR101035821B1 - Method, system and computer-readable recording medium for restricting bidding for cpt search advertisement - Google Patents

Abstract

The present invention relates to a method, a system and a computer readable recording medium for limiting a bid request for a CPT search advertisement, and according to an aspect of the present invention, a method for limiting a bid for a search advertisement over a communication network is provided by an advertiser. Receiving bid information for a search advertisement from a computing device, wherein the bid information includes information about a search keyword, a time when the search advertisement is to be displayed, and a bid amount for the search advertisement, and based on the bid information. And determining whether to limit a bid for the search advertisement, and if the bid for the search advertisement is not limited, the search advertisement is displayed in the order of increasing bid amount during the serving time. Is provided.

CPT search ads, bidding, bid limits

Description

METHODS, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR RESTRICTING BIDDING FOR CPT SEARCH ADVERTISEMENT}

The present invention relates to a method, system and computer readable recording medium for limiting bid requests for Cost Per Time (CPT) search ads, and more particularly, to search ads provided by the novel CPT search ad model. A method, system, and computer-readable recording medium for enabling the search advertising model to operate flawlessly by specifically setting a case where there is a need to restrict bidding for such products.

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

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

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

Search advertising is sold by free competitive bidding between advertisers, and charging is generally performed according to at least one of the above charging methods. However, if you blindly rely solely on this approach, it may happen that your bidding is against public interest or the interests of other advertisers or users.

For example, allowing advertisers to bid on abusive search keywords or to advertise an unhealthy website may result in the user being offended by the unhealthy search ad, and the communication environment changing gradually. There may be a problem.

In addition, for example, there may be a problem that the search ad is successful even if the advertiser presents a bid amount exceeding the amount of the advertising budget that is disposable to the advertiser. There may be a problem in which a phenomenon of reading an advertisement occurs.

Accordingly, there is a need for the development of a technology that can solve problems that may arise due to the bidding of advertisers for search advertisements in the search advertisement model, and in particular, the novel CPT search advertisement model of the applicant, as detailed below. .

The object of the present invention is to solve all the problems of the prior art described above.

It is another object of the present invention to restrict an advertiser from bidding on unhealthy search keywords or to bid to advertise unhealthy web sites, thereby preventing unlawful search ads from appearing.

In addition, the present invention is another object to block the search advertising is successful even if the advertiser presents a bid amount exceeding the level of the advertising budget that can be disposed.

In addition, another object of the present invention is to prevent a search advertisement reading phenomenon by a particular advertiser having excellent payment ability.

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

According to an aspect of the present invention, a method for limiting a bid for a search advertisement on a communication network, the bid information for a search advertisement from an advertiser computing device, wherein the bid information includes a search keyword, a time at which the search advertisement is to be displayed, and the search. Including information about a bid amount for an ad, and determining whether to limit a bid for the search ad based on the bid information, wherein the bid for the search ad is not limited. In this case, a method is provided in which the search advertisement is displayed in ascending order of the bid amount during the serving time.

According to another aspect of the present invention, there is provided a system for limiting bidding for a search advertisement on a communication network, wherein bid information for a search advertisement from an advertiser computing device, wherein the bid information is a search keyword, a time at which the search advertisement is to be displayed, and the search And a bidding unit for determining whether to limit bidding on the search advertisement based on the bidding information, and a bidding unit configured to determine whether to limit the bidding on the search advertisement based on the bidding information. If not limited, a system is provided in which the search advertisement is displayed in the order of increasing bid amount during the serving time.

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

According to the present invention, by restricting an advertiser from bidding on an un searchable search keyword or to advertise an unhealthy web site, it is possible to block an unsearchable search advertisement from appearing.

According to the present invention, even if the advertiser presents a bid amount exceeding the level of the advertising budget which he or she can dispose of, the corresponding search advertisement can be blocked.

Advantageous Effects of Invention According to the present invention, it is possible to prevent a search advertisement reading phenomenon by a specific advertiser having excellent payment ability.

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

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

[Preferred Embodiments of the Invention]

In the present specification, when a user searches using a search engine using a specific search clue (eg, a search keyword or a search category), the search advertisement may include an advertiser's web page address, As a general term for advertising techniques or advertisements that allow advertisement information such as single-line advertising messages, image ads, etc. to be displayed, in particular, the search ads referred to in this specification may be based on a search keyword entered by a user according to a search keyword entered by a user. It should be understood in the broadest sense to include keyword advertisements that allow advertisements related to the search keywords to be displayed together with the search results provided.

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

CPT  Overview of the method

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

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

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

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

Configuration of the entire system

1 is a view schematically showing the configuration of the entire system for limiting the bid of the advertiser when necessary in the CPT search advertising model according to an embodiment of the present invention.

As shown in FIG. 1, the entire system of the present invention requests and retrieves an advertisement from a communication network 100, a search advertisement system 200 for providing a search advertisement service according to a CPT method, and a search advertisement system 200. A search advertisement may be provided by accessing an advertiser server (or an advertiser terminal device) 300 for receiving / transmitting necessary information from / to the advertisement system 200 and a search keyword system 200 and inputting a search keyword. It may be configured to include a plurality of user terminal device 400.

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

The search advertisement system 200 according to an embodiment of the present invention receives a CPT search advertisement from the advertiser server 300 through a bidding process and searches the advertisement on the user terminal device 400 according to a search keyword input by the user. Can be provided. According to an embodiment of the present invention, when the search advertisement system 200 receives a bid request for the search advertisement from the advertiser server 300, the advertiser's identification information (the advertiser's name, the advertiser's address and contact information), the advertiser, and the like. Identification information (e.g., the URL of an advertiser's website), an advertisement message, one or more search keywords that wish to display a search advertisement, information about bid amounts, and the like.

The search keyword used for the search advertisement may be a keyword associated with a product or service targeted for the search advertisement, and the search advertisement system 200 may receive a bid request for the search keyword from the advertiser server 300. According to an embodiment of the present invention, bidding on at least some of the search keywords may be restricted according to a predetermined criterion. For example, the search advertisement system 200 may limit bids for search keywords that may harm the breeze, obscene search keywords, search keywords associated with products that cannot be distributed socially, and the like.

In addition, according to an embodiment of the present invention, the search advertisement system 200 may limit a bid for a search advertisement for an advertiser's web site according to a predetermined criterion. For example, when the advertiser's web site is registered as an adult site or an illegal site, bidding on the search advertisement may be restricted.

Meanwhile, according to an embodiment of the present invention, the search advertisement system 200 may limit the bid if the bid amount presented by the advertiser is too large. The advertiser registered in the search advertisement system 200 may have an account for paying an advertisement fee generated by using the search advertisement service provided by the search advertisement system 200, and the advertiser may have cyber money, an electronic coin, or the like. In the form of a certain amount can be deposited in the account. In this case, the search advertisement system 200 may limit the bid if the bid amount corresponding to the bid request received from the advertiser server 300 is larger than the deposit balance of the account of the corresponding advertiser.

In addition, the search advertising service is preferably provided at an appropriate level of advertising costs, for this purpose, the search advertising system 200 to identify the search keywords and bid amounts included in the bid request received from the advertiser server 300, If the bid amount according to the bid request received from the advertiser server 300 is out of an appropriate level, the bid may be limited.

Meanwhile, according to an embodiment of the present invention, an advertiser may bid by varying bid amounts for various search keywords. In this case, the search advertisement system 200 detects the possibility of a successful bid of the corresponding advertiser for each search keyword, and then the sum of bid amounts for the search keywords determined to be more than a predetermined level for the corresponding advertiser is equal to the advertiser. If you exceed your account's deposit, you may limit the bid. In this case, a successful bid for a predetermined search keyword may be determined by referring to historical data that has been successful in the past for the corresponding search keyword. Such a successful bid may be determined in various ways according to the needs of those skilled in the art.

Meanwhile, whether to limit the bid mentioned in the above embodiments may be determined by the search advertisement system 200 for each unit time based on the characteristics of the CPT search advertisement model according to the present invention. For example, when the posting period or the charging period of the CPT search advertisement according to the present invention is one day, whether to limit bidding may also be determined daily.

In addition, according to an embodiment of the present invention, the search advertisement system 200 may transmit a warning message to the advertiser server 300 when the above bid limit is performed. The advertiser of the advertiser server 300 may retry a bid by changing or adjusting a search keyword or a bid amount with reference to the warning message.

Next, the advertiser server 300 according to an embodiment of the present invention may include a digital device including a function for allowing an advertiser to communicate after accessing the search advertisement system 200. The digital device may be an industrial server or a personal computer. Examples of personal computers include desktop computers, notebook computers, workstations, PDAs, web pads, mobile phones, and the like. In addition to the above illustrated, any digital device having a memory means and a microprocessor equipped with arithmetic capability may be adopted as a digital device constituting the advertiser server 300 according to the present invention.

In detail, the advertiser server 300 may allow an advertiser to send a bid request for a search advertisement to the search advertisement system 200, and receive a warning message or other information related to a bid limit from the search advertisement system 200. It may include an application program or program module to enable. Such an application program or program module may be transmitted from the search advertising system 200. On the other hand, the advertiser server 300 may be replaced by the homepage operating server operated by the advertiser to provide a product or service.

User terminal device 400 according to an embodiment of the present invention is a digital device that includes a function that allows the user to communicate after connecting to the search advertising system 200, desktop computer, laptop computer, workstation, PDA Any digital device having memory means such as a web pad, a mobile phone, etc., and having a microprocessor can be adopted as the user terminal device 400 according to the present invention. In addition, the user terminal device 400 may further include a web browser (not shown) program for receiving content.

Organization of Search Ads System

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

2 is a diagram illustrating in detail the internal configuration of the search advertising system 200 according to an embodiment of the present invention.

As shown in FIG. 2, the search advertisement system 200 according to the present invention includes an interface providing unit 210, a bid limiting unit 220, an advertiser information database 230, a bid limit information database 240, and a communication unit 250. ) And the control unit 260. According to an embodiment of the present invention, the interface providing unit 210, bid limiting unit 220, advertiser information database 230, bid limit information database 240, communication unit 250 and the control unit 260 of them At least some may be program modules communicating with the advertiser server 300 and / or the user terminal device 400. Such program modules may be included in the search advertisement system 200 in the form of an operating system, an application module, and other program modules, and may be physically stored on various known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the search advertising system 200. On the other hand, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.

First, the interface providing unit 210 according to an embodiment of the present invention will be described with reference to FIG. 3. The interface provider 210 may provide an advertiser server 300 with an interface for allowing the advertiser server 300 to transmit a bid request or other information necessary to open an advertiser account to the search advertisement system 200. Can be done.

Referring to FIG. 3, the interface provider 210 includes an advertiser information input UI (User Interface) providing unit 211, an account opening information input UI providing unit 212, and a bid information input UI providing unit 213. Can be configured.

The advertiser information input UI providing unit 211 performs a function of providing an interface that allows the advertiser server 300 to transmit advertiser information to the search advertisement system 200. 5A illustrates an example of an interface for inputting advertiser information provided by the advertiser information input UI providing unit 211. When the advertiser of the advertiser server 300 enters his name, business name, password, address, phone number, e-mail address, etc. through the interface as shown in FIG. 200). The search advertisement system 200 may store the received information in the advertiser information database 230.

Meanwhile, the account establishment information input UI providing unit 212 performs a function of providing an interface for allowing an advertiser to open an account for depositing a deposit for the use of the search advertisement service. 5B illustrates an example of an interface provided by the account establishment information input UI provider 212. When the advertiser inputs a deposit method, the deposit amount, etc. in the advertiser server 300 through the interface as shown in FIG. 5B, such information is transmitted to the search advertisement system 200 to open an account of the corresponding advertiser. Such an account may be stored in the advertiser information database 230 in correspondence with the advertiser information input through the interface of FIG. 5A. Later, when the advertiser deposits a certain amount in his or her account, cyber money is accumulated in the account, and if the advertiser uses the search advertisement service, the advertisement cost is deducted from the account.

Next, the bid information input UI providing unit 213 performs a function of providing an interface to receive the bid information for the search advertisement from the advertiser server 300. 5C illustrates an example of an interface provided by the bid information input UI provider 213. The advertiser inputs information about the name of a product or service, a search keyword, a URL of his website, an advertisement message, a bid amount, and the like through the interface, and transmits the information to the search advertisement system 200 to search the advertisement. You can request a bid for. Here, the higher the bid amount of the advertiser, the higher the likelihood of successful bidding according to the CPT method of the present invention and the search advertisement of the corresponding advertiser may be placed in a more advantageous position.

Bid limiter 220 according to an embodiment of the present invention performs a function to limit the bid of the advertiser, if necessary based on the information input and transmitted by the advertiser through the interface provided by the interface provider 210. do.

Hereinafter, the bid limiter 220 will be described in detail with reference to FIG. 4. As shown in FIG. 4, the bid limiter 220 includes a search keyword limiter 221, a website limiter 222, a bid amount limiter 223, and a warning message transmitter 224. Can be.

First, the search keyword limiting unit 221 determines whether the search keyword is an inappropriate search keyword based on the information on the search keyword transmitted from the advertiser server 300, and according to the determination result, the corresponding bid To limit. In this case, the search keyword limiting unit 221 may refer to the bid limit information database 240 that stores a list of inappropriate search keywords. That is, the search keyword limiting unit 221 restricts the bid if the search keyword included in the bid request from the advertiser server 300 is included in the bid limit search keyword list stored in the bid limit information database 240. can do. In this case, the limited bid search keyword may be a search keyword that may harm the breeze, erosive search keyword, a search keyword associated with a product that cannot be socially distributed.

Next, the web site limiting unit 222 restricts the bidding by determining whether the advertiser's web site is an unsuitable web site for the bid for the search advertisement according to the bid request from the advertiser server 300. Again, the bid limit information database 240 may be referenced. The bid limit information database 240 may include a list of adult sites and / or illegal sites.

In addition, the bid amount limiting unit 223 may limit the bid if it is determined that the bid amount is too high based on the information on the bid amount received from the advertiser server 300.

According to an embodiment of the present invention, after the bid amount limiting unit 223 determines the deposit balance of the account of the advertiser with reference to the advertiser information database 230, the current bid amount exceeds the deposit balance. The bid may be limited. In this case, the current bid amount may be a bid amount for one search keyword or a sum of bid amounts for a plurality of search keywords. According to an embodiment of the present invention, the bid amount limiting unit 223 may be the most until the total of the bid amount is lower than the deposit balance when the total amount of the bid amount for the plurality of search keywords is greater than the deposit balance of the corresponding advertiser. The bids for the individual search keywords that have been recently performed can be limited in order. In either case, the advertiser's deposit balance may be either advertising costs associated with the use of other search advertising services (e.g., advertising costs associated with the purchase of CPC search ads, etc.) or advertising costs pending payment (e.g., After the purchase of a unique CPT search ad, the remaining amount may be left after subtracting all the advertising costs that are waiting to be paid until the actual publication of the search ad is completed.

On the other hand, according to another embodiment of the present invention, the bid amount limiting unit 223, if there is a maximum allowable bid amount for a particular search keyword, if the bid amount according to the bid request of the advertiser is higher than this amount, You can limit bidding. Information regarding the maximum allowable bid amount for each search keyword may be stored in the bid limit information database 240 (for example, the maximum allowable bid amount may be a unit of a search ad executed in the past with respect to the search keyword. May be set to several times (eg, five times) the maximum advertising cost per hour). Such bid restrictions can be performed not only every unit time, but also for exclusive search ad bids for a particular period of time over several unit times.

According to an embodiment of the present invention, when it is determined that the bid of a particular advertiser should be restricted by at least one of the search keyword limiting unit 221, the website limiting unit 222, and the bidding amount limiting unit 223. The warning message transmitter 224 may transmit the warning message to the corresponding advertiser server 300. This warning message may simply be a message that the bid is limited, or may be a message including the reason for the bid limit. After receiving the message, the advertiser may retry the bid request by changing the search keyword, the web site identification information or the bid amount entered at the bid request.

On the other hand, when the bidding is limited because the deposit balance of the advertiser's account is insufficient, the warning message transmission unit 224 may guide to charge the insufficient deposit after transmitting the warning message. Known cyber money earning technology may be further employed to charge the insufficient deposit.

The communication unit 250 according to an embodiment of the present invention may provide an interface from the search advertisement system 200 to the advertiser server 300 and perform a function of receiving a bid request from the advertiser server 300. In general, the communication unit 250 performs a function of enabling data reception / transmission from / to the search advertisement system 200. In addition, the communication unit 250 may further perform a function of receiving a search request from the user terminal device 400 and transmitting a search advertisement together with the search result to the user terminal device 400.

On the other hand, the control unit 260 according to an embodiment of the present invention is the interface providing unit 210, bid limiting unit 220, advertiser information database 230, bid limit information database 240 and communication unit 250 Control the flow of data between the liver. That is, the controller 260 according to the present invention controls the flow of data from the outside or between each component of the search advertisement system 200, thereby providing the interface provider 210, the bid limiter 220, and the advertiser information database. In operation 230, the bid limit information database 240 and the communication unit 250 may control to perform unique functions.

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

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

Therefore, the spirit of the present invention should not be construed as being limited to the above-described embodiments, and all of the equivalents or equivalents of the claims, as well as the following claims, I will say.

1 is a view schematically showing the configuration of the entire system for limiting the bid of the advertiser when necessary in the CPT search advertising model according to an embodiment of the present invention.

2 is a diagram illustrating in detail the internal configuration of the search advertising system 200 according to an embodiment of the present invention.

3 is a view illustrating in detail the internal configuration of the interface providing unit 210 according to an embodiment of the present invention.

4 is a view showing in detail the internal configuration of the bid limiter 220 according to an embodiment of the present invention.

5A to 5C are diagrams showing an example of an interface provided by the interface providing unit 210 according to an embodiment of the present invention.

<Brief description of the major reference numerals>

100: network

200: search ad system

300: advertiser server

400: user terminal device

210: interface providing unit

220: bid limit

230: Advertiser Information Database

240: bid limit information database

211: advertiser information input UI provider

212: UI for providing account opening information input unit

213: Bid information input UI provider

221: search keyword restriction

222: Web site restriction

223: bid amount limit

224: warning message transmission unit

Claims (19)

A method for limiting bidding on search advertising performed by a system for limiting bidding on search advertising on a communication network, Receiving, by the communication unit of the system, bid information for a search advertisement from an advertiser computing device, wherein the bid information includes information about a search keyword, a serving time at which the search advertisement is to be displayed, and a bid amount for the search advertisement. , And Determining whether a bid limit for the search advertisement is limited based on at least a part of the bid information by the bid limit unit of the system Including, When the bid for the search advertisement is not limited, the search advertisement is sorted in consideration of the bid amount as the search result for the search keyword and is displayed in the sorted position during the serving time. The serving time includes at least one time interval preset according to a cost per time (CPT) method, The bid amount is determined by the advertiser for the time period that the serving time includes, The search advertisement is arranged for each of the time periods included in the serving time according to the determined bid amount, and the sorting position is determined. The determined bid amount includes an advertising cost for the search keyword as the search advertisement is displayed during the time period that the serving time includes. The method of claim 1, The determining whether to limit the bidding includes determining whether the search keyword is registered as a predetermined bid prohibition keyword. The method of claim 2, The bid prohibition keyword is a search keyword that is harmful to the breeze, erosive search keyword or a search keyword associated with a product that cannot be socially distributed. The method of claim 1, The bidding information further includes information about the website of the advertiser, The determining whether to limit the bidding, includes determining whether the advertiser web site is registered as a predetermined prohibiting bidding site. The method of claim 4, wherein The bid prohibition site is an adult site or an illegal site. The method of claim 1, The determining whether to limit the bidding, includes determining whether the bid amount exceeds the deposit balance of the advertiser's account. The method of claim 1, The determining whether to limit the bidding includes determining whether the bid amount exceeds a maximum allowable bid amount for the search keyword. The method of claim 1, If the bid limit is determined in the step of determining whether to limit the bidding, further comprising the step of transmitting a warning message informing the advertiser computing device to determine the bid limit. The method of claim 8, The warning message includes a guide message for notifying that the deposit balance of the advertiser's account is insufficient and charging the deposit. A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 9. A system for limiting bids for search ads on a communications network, A communication unit for receiving bid information on a search advertisement from an advertiser computing device, wherein the bid information includes information about a search keyword, a serving time at which the search advertisement is to be displayed, and a bid amount for the search advertisement, and Bid limiting unit for determining whether to limit the bid for the search advertising based on at least some of the bidding information Including, When the bid for the search advertisement is not limited, the search advertisement is sorted in consideration of the bid amount as the search result for the search keyword and is displayed in the sorted position during the serving time. The serving time includes at least one time interval preset according to a cost per time (CPT) method, The bid amount is determined by the advertiser for the time period that the serving time includes, The search advertisement is arranged for each of the time periods included in the serving time according to the determined bid amount, and the sorting position is determined. The determined bid amount includes an advertising cost for the search keyword as the search advertisement is displayed during the time period that the serving time includes. The method of claim 11, And the bid limiting unit determines whether the search keyword is registered as a predetermined bid prohibition keyword. The method of claim 12, The bid prohibition keyword is a system that is a search keyword associated with a search keyword that may harm a morals, a lewd search keyword, or a product that cannot be distributed socially. The method of claim 11, The bidding information further includes information about the website of the advertiser, And the bid limiting unit determines whether the advertiser web site is registered as a predetermined bid prohibition site. The method of claim 14, The bid prohibition site is an adult site or an illegal site. The method of claim 11, And the bid limiting unit determines whether the bid amount exceeds a deposit balance of the account of the advertiser. The method of claim 11, And the bid limiting unit determines whether the bid amount exceeds a maximum allowable bid amount for the search keyword. The method of claim 11, The bid limiting unit, when the bid limit is determined, the system for transmitting a warning message for notifying the bid limit decision to the advertiser computing device. The method of claim 18, The warning message includes a guide message for notifying that the deposit balance of the advertiser's account is insufficient and charging the deposit.

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