KR101129831B1 - Method and apparatus of revealing keyword advertisement and display advertisement reflecting will of advertiser - Google Patents

Abstract

According to an embodiment of the present invention, a method of displaying a keyword advertisement reflecting an advertiser's willingness to receive an advertisement includes: receiving a subjective competition index indicating an advertiser's willingness for an advertisement corresponding to a specific keyword, the subjective competition index and the advertisement; Providing a range of bids that are acceptable to the advertiser based on the objective competition indicator for the advertiser, determining an exposure ranking of the advertisement based on the objective competition indicator and the subjective competition indicator for the advertisement, the exposure ranking of the advertisement And exposing the advertisement, and calculating a cost of the advertisement based on the bid of the advertiser input within the allowable bid range.

Description

METHOD AND APPARATUS OF REVEALING KEYWORD ADVERTISEMENT AND DISPLAY ADVERTISEMENT REFLECTING WILL OF ADVERTISER}

The present invention relates to a method and apparatus for displaying an advertisement, and more particularly, to a method and apparatus for displaying a keyword advertisement and a display advertisement reflecting an advertising intention of an advertiser.

Keyword advertising is a form of advertisement in which advertisers purchase a specific keyword and then display the keyword advertisement on a page of the search result when the user searches with a search word including the keyword. For example, if a user searches for the keyword 'flower delivery', an advertisement related to flower delivery is displayed on the screen such as 'AA flower delivery' and 'XX flower delivery'. Such keyword advertising differs from general banner advertising in that it exposes ads to people with particular products or interests. In other words, the content of the advertisement is shown to only those who are interested in a specific product or a specific field, thereby increasing the advertising effect and increasing the clickthrough rate on the advertisement. However, in general, the advertising area is limited so that the number of advertisements that can be exposed to a keyword is usually about a few. Thus, advertisers are fiercely competing to enter the limited space. The competition may be a noticeable revision of the ad text, the discovery of less competitive keywords, and a higher bid price, such as the maximum click price.

However, this overheating competition is a poison for both advertisers and advertisers in the long run. Advertisers can win the competition right now, but they will have a negative impact on their business over the long term due to excessive costs. In addition, the advertising company can increase the profits right now, but it is difficult to meet the expected utility of the advertiser, and may lose the revenue source due to exhaustion of the advertiser's business base and funds. This is the same problem in the case of display advertising.

Therefore, there is a need for an advertisement exposure method that can satisfy both the advertising service provider and the advertiser, and can prevent the competition of advertising costs.

One embodiment of the present invention provides an advertisement exposure method and apparatus that reflects the advertiser's willingness to advertise while allowing the advertiser to execute the advertisement without overheating competition by reflecting the advertiser's willingness to advertise.

In addition, an embodiment of the present invention provides an advertisement exposure method and apparatus that reflects the advertiser's willingness to advertise the advertising provider to supply the advertisement at an appropriate unit price, and to close the gap in revenue due to some competition.

According to an embodiment of the present invention, a keyword advertisement exposure method reflecting an advertiser's intention of advertising includes: receiving a subjective competition index indicating an advertiser's intention of an advertisement for an advertisement corresponding to a specific keyword; Individually providing a range of bids acceptable to the advertiser based on the subjective competition indicator and the objective competition indicator for the advertisement; Determining an exposure ranking of the advertisement based on the objective competition indicator and the subjective competition indicator for the advertisement; Exposing the advertisement according to an exposure rank of the advertisement; And calculating a cost of the advertisement based on the bid of the advertiser input within the allowable bid range.

The objective advertisement competition rate may be defined based on the number of advertisements exposed in relation to the specific keyword and the number of slots previously allocated to the specific keyword.

The providing of the allowable bid range individually may include selecting a range of the allowable bid based on a product of a competition index corresponding to the subjective competition index of the advertiser and the objective advertisement competition rate and a preset bid minimum price. Calculating may be included.

In this case, the objective competition indicator may include at least one of an objective advertisement competition rate for the specific keyword, a quality index of the advertisement, a purchase conversion rate of the advertisement, or a clickthrough rate of the advertisement, and determine an exposure ranking of the advertisement. The calculating may include calculating an integrated index of the advertisement based on the objective advertisement competition rate, the advertisement quality index, the advertisement's purchase conversion rate, the advertisement's click rate, and the subjective competition index to determine the exposure ranking of the advertisement. It may include a step.

The calculating of the cost of the advertisement may include selecting a bid corresponding to a specific rank among bids input from a plurality of advertisers; And determining the cost of the advertisement based on the selected bid.

In this case, selecting a bid corresponding to the specific ranking may select a bid corresponding to a second highest amount among bids input from the plurality of advertisers.

In addition, the display advertisement exposure method reflecting the advertising intention of the advertiser according to an embodiment of the present invention comprises the steps of determining the exposure ratio of each of the plurality of categories; Determining a category to which the target advertisement belongs; Individually providing a range of allowable advertisement costs corresponding to a category to which the target advertisement belongs; Accepting a bid of the target advertisement input from an advertiser of the target advertisement within the allowable advertisement cost; And determining the exposure ratio of the target advertisement in consideration of the exposure ratio of the category to which the target advertisement belongs and the bid price of the target advertisement.

In this case, the step of individually providing a range of acceptable advertising costs may include: receiving a subjective competition index indicating an advertiser's willingness for the target advertisement; And determining a range of advertisement costs allowable to the advertiser based on the subjective competition index.

Here, the method may further include calculating a cost of the advertisement based on the bid of the advertiser input within the allowable bid range.

In this case, the calculating of the cost of the advertisement may include selecting a bid corresponding to a specific rank among bids input from a plurality of advertisers; And determining the cost of the advertisement based on the selected bid.

Here, the exposure ratio of the category to which the target advertisement belongs may be determined based on the advertisement sales corresponding to the category and the click rate on the target advertisement.

The determining of the exposure ratio of the target advertisement may include comparing a bid of the target advertisement with a bid of another advertisement having a category to which the target advertisement belongs to determine the exposure ratio of the target advertisement. .

In this case, the determining of the exposure ratio of the target advertisement may include increasing the exposure ratio of the advertisement corresponding to the high bid among the bid of the other advertisement and the bid of the target advertisement.

The method may further include adjusting an exposure ratio of each of the plurality of categories based on an objective competition index for the target advertisement.

In this case, the objective competition indicator may include a purchase conversion rate of the advertisement, a quality index of the target advertisement, or a click rate on the target advertisement.

In addition, the keyword advertisement exposure apparatus reflecting the advertiser's willingness to advertise according to an embodiment of the present invention includes an input unit for receiving a subjective competition index indicating the advertiser's willingness for advertising corresponding to a particular keyword; A providing unit which individually provides a range of bids allowable to the advertiser based on the subjective competition index and the objective competition index for the advertisement; A determination unit that determines an exposure ranking of the advertisement based on the objective competition index and the subjective competition index for the advertisement; An advertisement exposure unit that exposes the advertisement according to the exposure order of the advertisement; And a calculator configured to calculate a cost of the advertisement based on the bid of the advertiser input within the allowable bid range.

Here, the objective competition indicator may include at least one of an objective advertisement competition rate for the specific keyword, a quality index of the advertisement, a purchase conversion rate of the advertisement, or a click rate of the advertisement, and the determination unit may display the advertisement ranking of the advertisement. The integrated index of the advertisement may be calculated based on the objective advertisement competition rate, the quality index of the advertisement, the purchase conversion rate of the advertisement, the click rate of the advertisement, and the subjective competition index.

According to an embodiment of the present invention, in allocating an advertisement exposure area for a keyword ad to an advertiser, an advertiser individually provides a range of optimal and minimum allowable bids for obtaining a desired rank, thereby preventing overheating competition. For example, a reasonable price model can be provided.

In addition, according to an embodiment of the present invention, through the subjective competitive index indicating the advertiser's willingness to advertise, it is possible to conduct business more actively by adjusting the advertising exposure ratio, the advertising operators profit by adjusting the advertising exposure ratio among industries, etc. Can be optimized.

1 is a flowchart illustrating a keyword advertisement exposure method reflecting an advertising intention of an advertiser according to an embodiment of the present invention.
2 is a diagram illustrating a system setting for a keyword advertisement exposure method according to an embodiment of the present invention.
3 is a view showing a bidding process using a keyword advertising exposure method according to an embodiment of the present invention.
4 is a diagram illustrating an advertisement exposure using a keyword advertisement exposure method according to an embodiment of the present invention.
5 is a flowchart illustrating a display advertisement exposure method reflecting an advertising intention of an advertiser according to an embodiment of the present invention.
6 is a diagram illustrating a system setting for a display advertisement exposure method according to an embodiment of the present invention.
7 is a diagram illustrating an advertiser sign-up procedure for a display advertisement exposure method according to an embodiment of the present invention.
8 is a diagram illustrating an advertisement main bidding process using the display advertisement exposure method according to an embodiment of the present invention.
9 is a block diagram of a keyword advertisement exposure apparatus reflecting an advertiser's willingness to advertise according to an embodiment of the present invention.

Hereinafter, embodiments according to the present invention will be described in detail with reference to the accompanying drawings. However, the present invention is not limited or limited by the embodiments. Also, like reference numerals in the drawings denote like elements.

1 is a flowchart illustrating a keyword advertisement exposure method reflecting an advertising intention of an advertiser according to an embodiment of the present invention.

Referring to FIG. 1, a keyword advertisement exposure method reflecting an advertiser's willingness to receive an advertisement, for example, receives a subjective competition index indicating an advertiser's willingness for an advertisement corresponding to a specific keyword from an advertiser through a keyword advertisement exposure device. (110).

The subjective competitive index is an indication of the advertiser's aggressive competitive intention (eagerness) for the keyword ad. For example, 1 to 10 is 10 if the advertiser is willing to advertise the keyword for the keyword. It can be represented by 5. Subjective competition indicators can be input directly from the advertiser.

Thereafter, the keyword advertisement display apparatus provides the advertiser with a range of allowable bids based on the subjective competition indicator and the objective competition indicator for the advertisement (130).

For example, an advertiser with high aspirations may be given a high allowable maximum bid, and an advertiser with a low aspirations may be given a low allowable maximum bid. More specifically, for example, advertiser A with aspirations of 10 may be provided with a maximum allowable CPC of 300 won, while advertiser B with a desire of 5 may have a maximum allowable CPC of 180 won.

Here, the objective ad competition rate may be defined based on the number of ads exposed in relation to a specific keyword (the number of live ads) and the number of slots pre-allocated for the specific keyword, for example, in relation to a specific keyword. The number of advertisements (Live advertisements) to be divided by the number of slots previously allocated can be obtained.

In addition, the allowable bid range may be calculated based on a product of a competition index corresponding to the advertiser's subjective competition index and an objective advertisement competition rate and a preset bid minimum price.

In this case, the preset minimum bid price may be set at the time of setting the system for performing the keyword advertisement exposure method reflecting the advertising intention of the advertiser according to an embodiment of the present invention, which will be described in detail with reference to FIG. 2.

The objective competition indicator may include at least one of an objective advertisement competition rate for a specific keyword, a quality index of an advertisement, a purchase conversion rate of the advertisement, or a clickthrough rate of the advertisement.

The keyword advertisement display apparatus receives a bid from an advertiser based on the allowable bid range provided at 130, and calculates an advertisement cost based on the advertiser's bid input within the allowable bid range (170).

At the same time or sequentially, the keyword advertisement exposure apparatus may use the subjective competition index received at 110 to determine the exposure ranking of the advertisement. In addition, the exposure ranking of the advertisement is determined based on the objective competition index and the subjective competition index for the advertisement (150), and the advertisement is exposed according to the exposure ranking of the advertisement (190).

In order to determine the exposure ranking of the advertisement, the integrated index of the advertisement may be calculated based on the objective advertisement competition rate, the advertisement quality index, the purchase conversion rate of the advertisement, the click rate on the advertisement, and the subjective competition index at 150. In addition, the exposure ranking of the advertisement may be determined according to the ranking of the integrated index calculated here. In particular, the exposure ranking of the advertisement may be determined irrespective of a bid input by the advertiser of the advertisement.

In calculating the cost of the advertisement at 170, the method may include selecting a bid corresponding to a specific rank among bids input from the plurality of advertisers and determining a cost of the advertisement based on the selected bid.

In this case, in selecting a bid corresponding to a specific ranking, a bid corresponding to a second highest amount among bids input from a plurality of advertisers may be selected.

Also, for example, the cost of the advertisement may be determined by adding a bid corresponding to the second highest amount and a unit bid.

The keyword advertisement exposure method reflecting the advertising intention of the advertiser described above will be described in more detail with reference to Table 1 below.

For example, suppose that there are 10 ads (or advertisers) registered in the keyword 'flower delivery' from A to J, the number of slots assigned to the keyword is 5, and the minimum bid is 50. .

You can then calculate objective ad competition based on the number of ads (10) exposed for a particular keyword (here 'flower delivery') and the number of slots (5) allocated for that particular keyword ('flower delivery'). Can be. That is, the objective advertisement competition rate can be obtained as (10/5) x 100% = 200%.

Here, the subjective competition index can be input directly from the advertiser, and is a value representing the aspiration of the advertiser for the keyword advertising, competition intention among the values 1 to 10.

The competitive index corresponds to the subjective competitive index as an index of competition of the advertiser, that is, relative to the subjective competitive index.

The competitive index may be calculated as an advertiser's subjective competitive index with respect to the top five averages of the advertiser's subjective competitive indexes. In Table 1, the top five average subjective competition indicators among subjective competition indicators are (10 + 9 + 7 + 4 + 6) / 5 = 7.2, and each advertiser's subjective competition index against 7.2 is represented as a competitive index. have.

The acceptable bid range can be calculated based on an objective competition rate of 200% for a particular keyword (here 'flower delivery') and subjective competition indicators.

That is, for example, in case of Advertiser A, in advance, a specific keyword 'flower delivery' is multiplied by a value obtained by multiplying a competition index calculated based on one's subjective competition index (here, 1.250) and an objective advertising competition rate (200%). The set bid minimum price of 50 won plus 300 won is the allowable bid range.

By providing a range of allowable bids as described above, overheating competition can be prevented, and only advertisers who have bids with a large amount of bids can reduce the risk of bidding.

The advertiser may present an amount he or she wishes to bid within the range of acceptable bids, which are then used to determine the cost (click unit price) of the ad for that keyword ad.

Here, suppose that advertiser A bids $ 290 according to the range of allowable bids provided to him. Advertiser A and advertiser F then offered the same bid for $ 290, so the bid rank would be tied first.

However, according to an embodiment of the present invention, since the exposure ranking of the advertisement is determined by considering both the objective competition index and the subjective competition index, advertiser A and advertiser F cannot correspond to the same exposure rank.

Here, the objective competition index may include at least one of an objective advertisement competition rate, an advertisement quality index, a purchase conversion rate of the advertisement, or a click rate of the advertisement in a specific keyword. In addition, the quality index may be determined by the relevancy between the corresponding advertisement keyword and the site or between the advertisement phrase and the site, and may be calculated in advance through setting of the system.

Click rate can be expressed as a click through rate (CTR) as a response to how interested the user is in the advertisement. This value can be determined through the system setting and bidding process, which will be described with reference to FIGS. 2 to 4.

Advertiser A's ad ranking is based on an objective competitive rate of competition (200%) for certain keywords (here, "flower delivery"), advertiser A's ad quality index of 60, advertiser A's clickthrough rate (CTR) of 0.5, and advertiser It can be determined by the integration index (eg, 200 x 60 x 0.5 x 10 = 60000) calculated based on the subjective competition index of.

In other words, even if Advertiser A and Advertiser F have the same bid rank as 1st place, considering the objective and subjective competition indicators together, Advertiser A has a combined index of 60000 while Advertiser F has a combined index of 0. Is calculated.

As a result, Advertiser A gets the third highest exposure ranking, while Advertiser F rarely gains exposure opportunities.

Finally, the cost of the advertisement for the keyword ad, that is, the click price for the keyword ad, is calculated based on the bid entered by the advertiser. Here, the bid is limited to the amount within the allowable bid range.

Here, the cost of the advertisement may be determined based on a specific ranking among the bids input from the plurality of advertisers, for example, a bid corresponding to the second highest amount (here, 260 won).

In some embodiments, the cost of the advertisement, that is, the click price for the advertisement may be determined by adding a preset unit bid to the bid corresponding to the second highest amount.

The keyword advertisement exposure method described above is intended to solve the problem caused by over-competition of keyword advertisements, and may reflect the competitive situation of the market and the will of the market participants in the advertisement exposure ranking.

As such, by providing an optimal and minimum allowable advertising cost range, overheating competition can be prevented, and an appropriate price can be suggested to suggest a price model corresponding to the public and financial characteristics of the advertisement.

In addition, advertisers express competition in the ad market through objective ad competition (number of competitors) and subjective competition indicators (competitive will) .Advertisers can consider exposure rankings and cost of advertising in consideration of ad quality and market competition. Maximum click unit cost) can be calculated and presented to the advertiser.

As a result, this allows advertisers to run ads without overheating competition, making it easier to keep the benefits of advertising. Advertisers can supply ads at appropriate prices, bridging the gap in revenue when competition is low or high. .

2 is a diagram illustrating a system setting for a keyword advertisement exposure method according to an embodiment of the present invention.

Referring to FIG. 2, in operation 210, a system for a keyword advertisement exposure method may calculate a clickthrough rate (CTR) for each keyword in advance. In this case, the advertisement execution data 230 may be used for counting the clickthrough rate (CTR), and the system minimum bid 253 and the unit bid 255 may be preset and used to set the exposure amount 250 for each rank.

3 is a view showing a bidding process using a keyword advertising exposure method according to an embodiment of the present invention. Referring to FIG. 3, when a bid for a keyword advertisement is requested, an advertiser searches for a keyword to expose his or her advertisement (312) and checks related information for the corresponding keyword (314).

Here, the related information about the keyword may include DTR, PVs, click rate, maximum click unit price bidding range, and the like.

Thereafter, the advertiser receives an input of a subjective competition index (aspiration chart) (316).

In this case, bid information such as an estimated maximum click price and an estimated ad position may be provided to the advertiser (322).

The bid information provided at 322 allows the advertiser to predict in advance how high an ad position will be. In operation 318, the user may inquire whether a value input by the user and the predicted position of the advertisement are satisfactory.

As a result of the inquiry at 318, if the advertiser is satisfied with the result, the bidding is completed (324), and is inspected by the manager (advertiser) (326).

However, if the advertiser is not satisfied at 318, the advertiser may reset his subjective competitive index (aspirations) for the keyword (320).

If at 326 the manager is dissatisfied with the bidding situation and refuses the review, the manager can request a review (328). In this case, the flow returns to 316 to receive a subjective competition index (aspiration chart) from the advertiser.

In operation 326, when the manager is satisfied with the bidding situation and proceeds with the inspection, input and approval of a quality index for the corresponding keyword advertisement is made, and the inspection is completed (330). Upon completion of the inspection, the bidding result is provided to the advertiser, and the advertiser can check the bidding result.

In this case, the advertiser may check the finally determined ranking and the cost (maximum click price) of the advertisement.

4 is a diagram illustrating an advertisement exposure using a keyword advertisement exposure method according to an embodiment of the present invention.

Referring to FIG. 4, an advertiser requests a keyword advertisement from a media company (410) and delivers an advertisement (or advertisement phrase) for the keyword (420). In this case, the media company determines whether the advertisement has exceeded the budget for the advertisement (430). As a result of the determination at 430, if the budget is exceeded, the corresponding impression advertisement, that is, the keyword advertisement is replaced (440).

In place of the impression advertisement to be replaced, a next-order advertisement is selected from the list of impression waiting advertisements (450), and the selected next-order advertisement is used as the exposure target advertisement (460). Here, the ranking information on the exposure target advertisement may be adjusted (470), for example, may be adjusted by the method described with reference to FIG.

The advertisement exposure as described above may be applied to the display advertisement exposure method reflecting the advertising intention of the advertiser described below.

5 is a flowchart illustrating a display advertisement exposure method reflecting an advertising intention of an advertiser according to an embodiment of the present invention.

Referring to FIG. 5, in the display advertisement exposure method reflecting the advertising intention of the advertiser, first, a weight ratio of each of a plurality of categories for displaying a display advertisement is determined (510). Here, each of the plurality of categories represents respective areas in which the display advertisement may be performed, and at 510, the exposure weight of each of the plurality of categories may be adjusted based on an objective competition index for the target advertisement.

Here, the objective competition indicator may include a quality index of the target advertisement, a purchase conversion rate of the advertisement, or a click rate on the target advertisement.

In operation 520, the category to which the target advertisement which the advertiser wants to be exposed as the advertisement belongs is determined.

In operation 530, the advertiser may provide a range of allowable advertisement costs corresponding to the category to which the target advertisement belongs.

In order to provide an acceptable range of advertising costs at 530, the process includes receiving a subjective competition index indicating the advertiser's willingness to advertise on the target advertisement and determining a range of acceptable advertising costs based on the subjective competition index. have.

In this case, the cost of the advertisement may be calculated based on the bids of the advertisers entered within the allowable bid range, and bids corresponding to a specific rank among the bids input from the plurality of advertisers are calculated to calculate the cost of the ads. The cost of the advertisement may be determined based on the selected bid.

In operation 540, a bid of the target advertisement input from the advertiser of the target advertisement is accepted within the allowable advertisement cost.

The exposure share of the target advertisement is determined by considering the exposure share of the category to which the target advertisement belongs and the bid of the target advertisement (550).

In 550, the exposure ratio of the category to which the target advertisement belongs may be determined based on the advertisement sales corresponding to the category and the clickthrough rate for the target advertisement.

In operation 550, the bid of the target advertisement may be compared with the bid of another advertisement having a category to which the target advertisement belongs to determine the exposure ratio of the target advertisement.

At this time, the exposure ratio of the advertisement corresponding to the higher bid among the bids of the other advertisements and the target advertisements may be increased at 550 to determine the exposure ratio.

In the display advertisement exposure method reflecting the advertiser's willingness to advertise according to an embodiment of the present invention, in allocating the advertisement exposure amount to various advertisements, an advertisement cost range may be suggested to the advertiser in consideration of an appropriate margin in the business field to which the advertiser belongs. In addition, advertisers can try to secure more impressions by suggesting bids within that range.

Display ad exposure method reflecting the advertiser's willingness to advertise according to an embodiment of the present invention in order to maximize the revenue of the unit site or unit area in adjusting the exposure ratio of the display ads (CTR) or ads for the corresponding display ads Based on sales, we can adjust the portion of exposure between different ads.

In addition, by adjusting the exposure ratio based on the bid input from the advertiser within the homogeneous advertising, it is possible to obtain more exposure than the competitors to give the advertiser an opportunity to aggressively execute the advertisement.

At the same time, operators can present a pricing model that allows them to generate maximum revenue in the same domain.

6 is a diagram illustrating a system setting for a display advertisement exposure method according to an embodiment of the present invention.

Referring to FIG. 6, in operation 610, a system for a display advertisement exposure method calculates a click rate for each category for each of a plurality of categories that an advertiser wants to expose an advertisement. Thereafter, the categories are mapped according to the aggregated ranking (620) and the category setting for each ranking is determined (630).

In this case, the data stored in the advertisement execution data 640 may be used for counting the click rate for each category of 610.

In addition, in order to map the category by the rank aggregated in 620, the exposure setting by rank (650) may be used, where the exposure setting by rank is set by weight setting by ranking (651), bid price setting by ranking (653), and ranking by ranking. Inventory settings 655, and the like.

7 is a diagram illustrating an advertiser sign-up procedure for a display advertisement exposure method according to an embodiment of the present invention. Referring to FIG. 7, an advertiser who wants to display a display advertisement joins a pool in which an advertisement is to be exposed (710). Thereafter, the manager (advertiser) determines whether the classification of the advertiser is appropriate for the category of the display advertisement applied by the advertiser (730), and determines the classification for the advertiser (750).

If the classification of the advertiser is not appropriate at 730, the process returns to 710 to perform the registration procedure from the advertiser again.

8 is a diagram illustrating an advertisement main bidding process using the display advertisement exposure method according to an embodiment of the present invention. Referring to FIG. 8, an advertiser selects an advertisement product (eg, a target advertisement such as a display advertisement) (810), and selects a range of allowable advertisement costs corresponding to a category to which the target advertisement belongs, that is, a bidding range of the corresponding category. Check (820).

The advertiser enters a bid within the bid range at 820 (830), and the bidding is completed accordingly (840).

In this case, the bidding information 850 may include information on the exposure ratio, ranking information, and advertisement cost (click unit price) of the target advertisement identified through the display advertisement exposure method reflecting the advertiser's intention of advertising described with reference to FIG. 5. have.

In step 840, the advertiser determines whether the bid is successful (860), and if the bid is successful, classifies the display advertisement of the advertiser into a pool of exposure for each category (870).

However, if the advertiser fails to bid at 860, the display advertisement of the advertiser is classified into an impression waiting pool (880), and the advertiser checks the waiting position in the impression waiting pool (890).

The above-described methods may be embodied in the form of program instructions that can be executed by various computer means and recorded on a computer-readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on 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 media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks. Magneto-optical 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 devices described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

9 is a block diagram of a keyword advertisement exposure apparatus reflecting an advertiser's willingness to advertise according to an embodiment of the present invention.

Referring to FIG. 9, the keyword advertisement exposure apparatus 900 reflecting the advertising intention of the advertiser according to an embodiment of the present invention may include an input unit 910, a provider 930, a determiner 950, and an advertisement exposure unit 970. And a calculation unit 990.

The input unit 910 receives a subjective competition index indicating the advertiser's willingness for an advertisement corresponding to a specific keyword.

The provider 930 provides a range of bids that are acceptable to the advertiser based on the subjective competition index and the objective competition index for the advertisement.

The determination unit 950 determines the exposure ranking of the advertisement based on the objective competition index and the subjective competition index for the advertisement.

In this case, the objective competition indicator may include at least one of an objective advertisement competition rate for a specific keyword, a quality index of an advertisement, a purchase conversion rate of the advertisement, or a click rate of the advertisement.

In addition, the determiner 950 may calculate an integrated index of the advertisement based on the objective advertisement competition rate, the advertisement quality index, the advertisement click rate, and the subjective competition index to determine the exposure ranking of the advertisement.

The advertisement exposure unit 970 exposes an advertisement in accordance with the advertisement ranking.

The calculator 990 calculates the cost of the advertisement based on the bid of the advertiser input within the allowable bid range.

Although omitted below, the contents described above with respect to the contents related to the keyword advertisement exposure method reflecting the advertising intention of the advertiser described with reference to FIGS. 1 to 4 are keywords that reflect the advertising intention of the advertiser according to an embodiment of the present invention. The same applies to an advertisement display apparatus.

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 embodiments, and various modifications and variations will be made to those skilled in the art to which the present invention pertains. This is possible.

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 those equivalent to the claims.

900: keyword ad exposure device that reflects the intention of the advertiser
910: input unit
930: providing unit
950: decision
970 ad exposure
990: calculation unit

Claims (18)

In the keyword ad exposure method that reflects the advertiser's willingness to advertise a keyword ad exposure device including an input unit, a providing unit, a determining unit, an advertisement exposure unit and a calculation unit,
Receiving, by the input unit, a subjective competition index indicating an advertiser's willingness for an advertisement corresponding to a specific keyword;
The provider calculates a competition index indicating a relative index of the advertiser's subjective competition index to the subjective competition indexes of other advertisers based on the subjective competition index,
Individually calculating a range of allowable bids corresponding to the advertiser based on the competition index of the advertiser and the objective competition index of the advertiser, and providing the advertiser with the calculated range of acceptable bids;
Determining, by the determination unit, an exposure ranking of the advertisement based on an objective competition indicator and the subjective competition indicator for the advertisement;
Exposing the advertisement by the advertisement exposure unit according to the exposure order of the advertisement; And
Calculating, by the calculator, the cost of the advertisement based on the bid of the advertiser input within the allowable bid;
Keyword ad exposure method that reflects the advertising intention of the advertiser, including. The method of claim 1,
The step of determining the exposure position of the advertisement by the advertisement exposure unit
Keyword advertising exposure method reflecting the advertiser's willingness to determine the exposure of the advertisement based on the objective competition index and the subjective competition index for the advertisement irrespective of the bid of the advertiser entered within the allowable bid range . The method of claim 1,
The providing unit provides the range of the allowable bid
Calculating a range of allowable bids based on a product of a competition index corresponding to the advertiser's subjective competition index and the objective advertisement competition rate and a preset bid minimum price
Keyword ad exposure method that reflects the advertising intention of the advertiser, including. The method of claim 1,
The objective competition indicator is
At least one of an objective advertisement competition rate for the specific keyword, a quality index of the advertisement, a purchase conversion rate of the advertisement, or a clickthrough rate of the advertisement,
The step of determining the exposure position of the advertisement by the advertisement exposure unit
An integrated index of the advertisement based on the subjective competition index and at least one of the objective advertisement competition rate, the quality index of the advertisement, the purchase conversion rate of the advertisement, or the click rate of the advertisement, to determine the exposure ranking of the advertisement; Step to calculate
Keyword ad exposure method that reflects the advertising intention of the advertiser, including. The method of claim 1,
The calculating unit calculates the cost of the advertisement
Selecting, by the calculator, a bid corresponding to a specific rank among bids input from a plurality of advertisers; And
Determining, by the calculator, the cost of the advertisement based on the selected bid
Keyword ad exposure method that reflects the advertising intention of the advertiser, including. The method of claim 5,
The step of selecting the bid corresponding to the particular rank by the calculation unit
Keyword advertising exposure method that reflects the advertiser's willingness to select a bid corresponding to the second highest amount of bids input from the plurality of advertisers. delete delete delete delete delete delete delete delete delete A computer-readable recording medium in which a program for executing the method of any one of claims 1 to 6 is recorded. An input unit configured to receive a subjective competition index indicating an advertiser's willingness for an advertisement corresponding to a specific keyword;
Calculating a competition index indicating a relative index of the advertiser's subjective competition index with respect to other advertisers' subjective competition indexes based on the subjective competition index,
A provider configured to separately calculate a range of allowable bids corresponding to the advertiser based on the competition index of the advertiser and the objective competition index of the advertiser, and provide the advertiser with the calculated range of allowable bids;
A determination unit that determines an exposure ranking of the advertisement based on the objective competition index and the subjective competition index for the advertisement;
An advertisement exposure unit that exposes the advertisement according to the exposure order of the advertisement; And
A calculator for calculating the cost of the advertisement based on the bid of the advertiser entered within the allowable bid range
Keyword ad exposure device that reflects the intention of the advertiser, including the. The method of claim 17,
The objective competition indicator is
At least one of an objective advertisement competition rate for the specific keyword, a quality index of the advertisement, a purchase conversion rate of the advertisement, or a clickthrough rate of the advertisement,
The determining unit
An advertiser that calculates an integrated index of the advertisement based on at least one of the objective advertisement competition rate, the advertisement quality index, the purchase conversion rate of the advertisement, or the clickthrough rate of the advertisement, and the subjective competition index to determine the exposure ranking of the advertisement; A keyword ad exposure device that reflects your willingness to advertise.

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