KR101102850B1 - Method, system and computer-readable recording medium for enabling advertiser to bid for search advertisement by using drawing data - Google Patents

Abstract

The present invention relates to a method, a system and a computer readable recording medium for enabling an advertiser to make a bid for a search advertisement using drawing data.

According to an aspect of the present invention, a method for enabling an advertiser to bid on a search advertisement using drawing data on a communication network, the drawing data from an advertiser computing device, the drawing data being a plurality of units for a search advertisement. Indicating a bid per hour-converting the drawing data into bid information for each of the plurality of unit hours for the search ad, and processing a bid in accordance with the bid information. This is provided.

Search ads, bidding, drawing data

Description

TECHNICAL, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR ENABLING ADVERTISER TO BID FOR SEARCH ADVERTISEMENT BY USING DRAWING DATA }

The present invention relates to a method, a system and a computer readable recording medium for enabling an advertiser to make a bid for a search advertisement using drawing data. More specifically, the present invention relates to a method, system and computer readable recording medium for enabling advertisers to bid more easily by entering drawing data when bidding on a CPT search advertisement.

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).

Such search advertisements are sold by free competitive bidding among advertisers, and charging for search advertisements is generally performed according to at least one of the above charging methods. However, when an advertiser inputs a bid for each unit (for example, time unit) for a search advertisement, this input operation itself is inconvenient, and the bid is excessive for each unit against the advertiser's intuition. There is a problem that can be underestimated.

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

Another object of the present invention is to provide an interface that enables an advertiser to bid on a search advertisement using drawing data that can be intuitively created and understood.

Another object of the present invention is to provide an interface for bidding convenience of an advertiser, which is useful for a search advertisement model according to the novel CPT method.

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 enabling an advertiser to bid on a search advertisement using drawing data on a communication network, the drawing data from an advertiser computing device, the drawing data being a plurality of units for a search advertisement. Indicating a bid per hour-converting the drawing data into bid information for each of the plurality of unit hours for the search ad, and processing a bid in accordance with the bid information. This is provided.

According to another aspect of the present invention, a method for enabling an advertiser to bid on a search advertisement using drawing data on a communication network, the drawing data from an advertiser computing device, the drawing data being a plurality of units for a search advertisement. Presenting bid information based on hourly bidding; and processing bidding in accordance with the bid information.

According to another aspect of the present invention, a system for enabling an advertiser to bid on a search advertisement using drawing data on a communication network, the drawing data from an advertiser computing device, the drawing data being a plurality of drawings for the search advertisement. Indicating a bid per unit time-a drawing processing unit for receiving the drawing data and converting the drawing data into bid information for each unit time for the search advertisement, and an auction manager for processing the bidding according to the bid information Provided is a system comprising a.

According to another aspect of the present invention, a system for enabling an advertiser to bid on a search advertisement using drawing data on a communication network, the drawing data from an advertiser computing device, the drawing data being a plurality of drawings for the search advertisement. Indicating a bid per unit time-a system is provided that includes an auction manager for receiving bid information based on the bid information and processing bids in accordance with the bid information.

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, an interface is provided so that an advertiser can bid on a search advertisement using drawing data that can be intuitively created and understood.

According to the present invention, an interface for bidding convenience of an advertiser, which is useful for a search advertisement model according to the novel CPT method, is provided.

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 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.

Overview of the CPT Method

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

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

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

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

Configuration of the entire system

1 is a diagram illustrating a schematic configuration of an entire system for enabling an advertiser to bid on a search advertisement using drawing data according to an embodiment of the present invention.

Referring to FIG. 1, the entire system according to an embodiment of the present invention may include a communication network 100, a search advertisement system 200, an advertiser server (or an advertiser terminal device) 300, a user terminal device 400, and a web. It may be configured to include a server 500.

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

Next, when an advertiser bids for a search advertisement, the search advertisement system 200 according to an embodiment of the present invention bids the search advertisement according to the bidding information, and receives the successful search advertisement from the user terminal device 400. A system for providing to a user in combination with a search result generated according to a received search request. According to the present invention, the search advertisement system 200 may enable an advertiser to bid on a search advertisement using drawing data. May be a system.

According to the search advertisement model or another search advertisement model according to the CPT method of the present invention described above, when the search advertisement system 200 receives the bid information including the drawing data from the advertiser server 300, the bid processing proceeds accordingly. can do.

In this case, the advertiser server 300 may be provided with an interface for inputting drawing data, and the interface for inputting drawing data may display past billing data for the corresponding search advertisement as one visual criterion when displayed to the advertiser. Can be. That is, the advertiser may refer to past billing data when inputting the drawing data using the drawing data input interface.

Thereafter, the advertiser may determine the bid corresponding to the drawing data as his bid or change the bid. The bid determined by the advertiser is transmitted from the advertiser server 300 to the search advertising system 200.

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 include an interface for inputting drawing data for allowing an advertiser to input drawing data and transmit the drawing data to the search advertisement system 200. The drawing data input interface may be linked with an application program or a program module that may be transmitted from the search advertisement system 200 to the advertiser server 300.

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.

Next, the user terminal device 400 according to an embodiment of the present invention is a digital device including a function for allowing a user to communicate after accessing the search advertisement system 200, and may include a desktop computer, a laptop computer, a work. Any digital device having memory means such as a station, a PDA, 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.

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

Organization of Search Ads System

In the following detailed description, 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 a search advertising system according to an embodiment of the present invention.

Referring to FIG. 2, the search advertisement system 200 according to an embodiment of the present invention may include a drawing processor 210, an auction manager 220, an advertisement executor 230, a billing manager 240, and a database 250. ), The communication unit 260 and the control unit 270 may be configured. According to an embodiment of the present invention, the drawing processing unit 210, the auction manager 220, the advertisement execution unit 230, the billing management unit 240, the database 250, the communication unit 260 and the control unit 270 At least some of the program modules may communicate 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 drawing processing unit 210 according to an embodiment of the present invention may include an interface unit 211 and a drawing data analysis unit 212.

First, the interface unit 211 transmits an interface for inputting drawing data or an application program or program module for activating the drawing data, which can be configured as described below, to the advertiser server 300. The drawing data input interface may be included in a web browser and displayed on the advertiser server 300, or may be displayed separately from the web browser.

In addition, such an interface for inputting drawing data may be based on bid criteria (eg, a lower bid limit and / or an upper bid limit) that may be calculated based on billing data for a predetermined time in the past regarding a search keyword for a specific search advertisement. You can also display more.

Drawing data input by the advertiser on the drawing data input interface may be transmitted from the advertiser server 300 to the drawing data analyzer 212. Drawing data entered by an advertiser may typically be representative of bids for multiple unit times for a particular search ad (which may be one of January, one week, one day, half day, and one hour, for example). have. In this case, input of drawing data by the advertiser may include, for example, a mouse, a pen mouse, an electronic pen, a digitizer, a touch pad, a touch panel, a tablet, or the like included in or linked to the advertiser server 300. It can be made by the input device. On the other hand, drawing data input by the advertiser may be transmitted in the form of bid information already quantized in the drawing data input interface (in this case, the unit of quantization may be an integer multiple of the unit of bid), and the drawing is not quantized The data may be sent as such.

When drawing data without quantization or drawing data without quantization is transmitted from the advertiser server 300 to the drawing data analyzer 212, the drawing data analyzer 212 analyzes the bid data and bids the drawing data. Can be converted into information. Such bidding information may be determined for each unit time. The analyzed bid information may be transmitted from the drawing data analyzer 212 to the auction manager 220.

Of course, the quantization of the drawing data may be performed at the interface for drawing data input. In this case, bid information according to the quantized drawing data may be directly transmitted from the advertiser server 300 to the auction manager 220.

Next, the auction management unit 220 according to an embodiment of the present invention is determined based on the bid provided from the advertiser server 300 or the drawing data analysis unit 212, the search advertisement to the top n advertisers who presented a high bid The successful bidding function can be performed.

In addition, according to the present invention, if there is a change of an advertiser for a bid due to already input and analyzed drawing data, the bid may be finally determined for each unit time of the corresponding advertiser by reflecting this. The auction manager 220 may process a bid of the corresponding advertiser by using the finally determined bid.

Next, the advertisement execution unit 230 according to an embodiment of the present invention performs a function of displaying the search advertisements of the advertisers bid in the auction process in response to the search keyword input by the user. That is, the advertisement executor 230 may also display the search advertisements of the successful advertisers in providing search results corresponding to the input search keyword.

In particular, according to the CPT method according to an embodiment of the present invention, the ad execution unit 230 determines the position and / or order of placement of the search ad according to the ranking of the bid of each search ad, search for a high bid Place your ad in a relatively favorable position. In addition, the advertisement execution unit 230 according to an embodiment of the present invention determines whether to display each search advertisement according to the advertisement serving time set for each search advertisement, and stops the serving of the search advertisement whose advertisement serving time expires. Then, the serving of the search advertisement whose advertisement serving time starts can be started. Therefore, according to a preferred embodiment of the present invention, the search advertisement of a particular advertiser may be displayed in different positions for each time unit as the ranking of the bids for various time units during which it is displayed varies.

Next, the billing management unit 240 according to an embodiment of the present invention, performs a billing for the search advertisement is completed. As mentioned above, the billing manager 240 may calculate the billed amount based on a specific time when the search advertisement is displayed. For example, the billing management unit 240 may calculate a 100,000 won as a billing amount when a search advertisement that is sold as '10, 000 won per one day 'for the search keyword' stock 'is displayed for 10 days. .

Next, various types of data related to search advertisements may be stored in the database 250 according to an embodiment of the present invention. For example, past charging data, bidding information, and the like regarding the search advertisement as described above may be stored.

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

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

Finally, the control unit 270 according to an embodiment of the present invention is a drawing processing unit 210, auction manager 220, advertising execution unit 230, billing management unit 240, database 250 and communication unit 260 It controls the flow of data. That is, the controller 270 according to the present invention controls the flow of data from the outside or between each component of the search advertisement system 200, thereby drawing the processing unit 210, the auction manager 220, and the advertisement execution unit 230. ), The billing management unit 240, the database 250 and the communication unit 260 controls to perform a unique function, respectively.

Hereinafter, the drawing input interface and the drawing data analysis unit 212 provide detailed descriptions of input and analysis of the drawing data respectively performed.

Example of input of drawing data

3A and 3B illustrate an interface screen for inputting drawing data, which exemplarily shows drawing data according to an embodiment of the present invention.

3A and 3B, drawing data input by an advertiser on an interface unit for drawing data input according to an embodiment of the present invention is illustrated. In each illustrated figure, the search keyword 10 is "stock" and the unit time 20 for the publication of the search advertisement is one day. As shown, the drawing data is entered from July 1 to July 27 of the dates on the X-axis displayed from July 1 to July 31, 2008.

Meanwhile, the drawing data may be displayed as a bar graph as shown in FIG. 3A, or may be displayed as an analog curve graph as shown in FIG. 3B.

Example of analysis of drawing data

4 is an exemplary table illustrating a result of analyzing input drawing data as in FIG. 3A or 3B.

Referring to FIG. 4, a table in which drawing data input by an advertiser is converted into bid information for each unit time is illustrated. As shown in the figure, the bid information for each unit time may be preferably quantized data having a minimum unit of 100 won. That is, even when analog drawing data as shown in FIG. 3B is input, the result analyzed by the drawing data analyzer 212 may be quantized bid information as shown. In this case, the quantization may be rounding the bid corresponding to each drawing data, preferably in units of 100 won. And, the bid information as shown in Figure 4 may be further changed according to the needs of the advertiser.

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 only to help a more general understanding of the present invention, the present invention is limited to the above embodiments. However, one of ordinary skill in the art can make various modifications and variations from this description.

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 diagram illustrating a schematic configuration of an entire system for enabling an advertiser to bid on a search advertisement using drawing data according to an embodiment of the present invention.

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

3A and 3B illustrate an interface screen for inputting drawing data, which exemplarily shows drawing data according to an embodiment of the present invention.

4 is an exemplary table illustrating a result of analyzing input drawing data as in FIG. 3A or 3B.

<Brief description of the major reference numerals>

210: drawing processing unit

211: interface unit

212: drawing data analysis unit

220: auction management

230: ad execution unit

240: billing management

250: database

260: communication unit

270: control unit

Claims (11)

A bidding method of a system for enabling an advertiser to bid on a search advertisement on a communication network, Receiving, by the drawing processor, drawing data in which bids to be presented at any time are coordinated on a time basis and a bid basis for use in the auction for the search advertisement from an advertiser computing device; Analyzing, by the drawing processor, the drawing data and converting the drawing data into bid information including each time and a bid corresponding to the time; and The auction manager resets the preset bid to the bid corresponding to the time so that the bid for the auction can be adjusted according to the converted bid information, and resets the reset bid to the search advertisement. Proceeding with the auction by offering the bid amount of the advertiser to win the auction for How to include. A bidding method of a system for enabling an advertiser to bid on a search advertisement on a communication network, The bid to be presented at an arbitrary time for the auction manager to be used for the auction for the search advertisement from the advertiser computing device corresponds to each time and the corresponding time generated based on the drawing data coordinated by the respective time reference and the bid reference. Receiving bid information, including bids, and The auction manager resets the preset bid to the bid corresponding to the time so that the bid for the auction can be adjusted according to the bid information, and resets the reset bid to the auction for the search advertisement. Proceed with the auction by offering the bid amount of the advertiser to win the auction How to include. The method according to claim 1 or 2, The bid information is a quantized value based on the drawing data. The method of claim 3, Wherein the unit of quantization is an integer multiple of the bid unit. The method according to claim 1 or 2, The bid information may be changed by the advertiser. A system for enabling advertisers to bid on search ads on a communications network. Receives drawing data in which a bid to be presented at any time to be used in the auction for the search advertisement from an advertiser computing device is arranged in coordinates on a time basis and a bid basis, and analyzes the drawing data for each time and the corresponding time. A drawing processing unit for converting the bid information including the bid corresponding to, to The preset bid is reset to a bid corresponding to the corresponding time according to the time change so that the bid for the auction can be adjusted according to the converted bid information, and the reset bid is auctioned for the search ad. Auction manager to auction by presenting the bid of the advertiser to receive the System comprising a. A system for enabling advertisers to bid on search ads on a communications network. A bid to be presented at any time for use in the auction for the search ad from an advertiser computing device includes each time generated based on the drawing data coordinated by each time criterion and the bid reference and the bid corresponding to that time. Receiving the bid information, resetting the preset bid to the bid corresponding to the time so that the bid for the auction can be adjusted according to the bid information, and resetting the reset bid to the search advertisement. The auction manager that auctions by presenting the bid of the advertiser to win the auction for System comprising a. 8. The method according to claim 6 or 7, The bid information is a quantized value based on the drawing data. The method of claim 8, Wherein the unit of quantization is an integer multiple of the bid unit. 8. The method according to claim 6 or 7, The bid information may be changed by the advertiser. A computer-readable recording medium for recording a computer program for executing the method according to claim 1.

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