KR101620610B1 - Advertising system and method for providing search result expanded with respect to attribute of search word - Google Patents

Abstract

An advertisement system and method for providing an expanded search result according to a property of a search word is disclosed. The advertisement system includes an attribute designation confirmation unit for determining whether an attribute for at least one of a reserve, a checkout payment, and a mobile is designated in response to a search word when the user inputs the search word, And an exposure priority determining unit for determining an exposure priority of the advertisement corresponding to the determined extended keyword based on the specified attribute.

Description

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to an advertisement system and method for providing expanded search results according to attributes of search terms,

Embodiments of the present invention relate to an advertising system and method for providing an expanded search result according to the attributes of a search term.

The deposit according to the prior art is determined based on the amount of money that is paid by the user when the user receives the goods or services and when the goods or services are provided, that is, the transaction amount. Therefore, in general, the trade value of the goods or services sold is proportional to the reserve provided. In particular, if the accrual rate for the transaction price of the goods or services sold is the same for all goods or services, the total transaction price and the total reserve are linearly proportional. Even if the accrual rate for the transaction amount is slightly different for each product or service, the total transaction amount and the total reserve amount are close to linear.

That is, in the reserve management method according to the related art, the source of revenue of the reserve is the transaction price. Therefore, as the total transaction value increases, the total reserve also increases, so that the reserve rate for the transaction price can be fixed. In other words, in the reserve management method according to the related art, the accumulation rate can be determined easily and easily before the sale of the goods or the service, and the determined accumulation rate can be informed to the user in advance.

However, if the reserve fund is not a transaction price, for example, in an individual transaction, the reserve is paid at a certain rate of the transaction price, but if the total amount of the reserve is met by other sources, There is a problem that is difficult to determine. In particular, when the total reserve is different from the transaction price, if it is fixed, it is difficult to know what amount of reserve should be provided for the transaction price or how much the reserve ratio should be applied.

For example, Korean Patent Laid-Open Publication No. 10-2002-0060855 relates to a method of intermediating an Internet electronic commerce site. When a commerce site is intermediated, a subscriber accesses an intermediary site by various means, In the case of purchasing, a conventional technique is disclosed in which a predetermined amount is paid from a commerce site mediated and a predetermined amount is paid to a user for payment. That is, in this conventional technique, since the funds of the reserve money from the commerce site is not the transaction price, it is difficult to determine the amount to be paid to the user.

In addition, in order to reduce the inconvenience of repeatedly inputting information each time a purchaser purchases a product, the checkout payment may include information necessary for payment such as a user name, an address, and a credit card number in advance And it is a payment service that can help a user to purchase a product or service simply by the user's identifier.

However, there is a problem that it is difficult for users to find out the merchant that provides the aforementioned deposit or checkout settlement. For example, when purchasing a particular item, users may want to find an advertisement of the advertiser providing the deposit or an advertisement of the advertiser providing the checkout payment service. However, users simply have to enter a search term and search for the desired advertiser's ad directly from the search results provided according to the entered search term.

In this specification, a system and method are provided that can more efficiently provide search results.

The present invention provides an advertisement system and a method for allowing a user to easily and easily search an advertisement providing a deposit or providing a checkout payment service.

An advertisement system and method capable of expanding and providing an advertisement using an extended keyword determined based on a search word when a search word to which an attribute is specified is input.

The present invention provides an advertisement system and method capable of adjusting an advertisement cost for an advertisement provided through a search word whose attribute is specified and charging the advertisement.

An attribute specifying whether or not an attribute for at least one of a reserve, a checkout settlement, and a mobile is specified in response to a search term input by a user; And an exposure priority determining unit for determining an exposure priority of the advertisement corresponding to the determined extended keyword based on the specified attribute.

According to one aspect, the reserve may be an attribute that provides a weight for the exposure priority to an advertiser's advertisement that provides a reserve for a user who purchases an advertiser's product or service.

According to another aspect, the attribute for the check-out settlement may be a property for providing a weight for the exposure priority to the advertisement of the advertiser providing the settlement service based on the check-out settlement.

According to another aspect, the attribute for the mobile may be an attribute that provides a weight on the exposure priority to the advertiser's advertisement in which the mobile web site is established.

According to another aspect, the extended keyword determining unit may extract a related keyword stored in association with a keyword included in a search term in an associated keyword pool to determine the keyword as an extended keyword, when the attribute is specified.

According to another aspect, the extended keyword determination unit can determine an extended keyword by further using a predetermined keyword according to an attribute.

According to another aspect, the exposure priority determination unit may determine the exposure priority by sorting the advertisements corresponding to the attribute among the advertisements corresponding to the extended keyword based on the cost of one of the cost per click, the cost per impression, and the cost per conversion have.

According to another aspect, a predetermined number of advertisements among the advertisements corresponding to the attribute may be included and included in the search result for the search term.

According to another aspect, when the search result corresponding to the attribute is smaller than the predetermined number, at least one of the advertisements corresponding to the search term may be further included in the search result for the search term.

According to another aspect, the advertisements corresponding to the attributes may include an advertisement of an advertiser who agrees to provide a reserve, an advertisement of an advertiser who has agreed to a checkout settlement, or an advertisement of an advertiser in which a mobile web page is constructed.

According to another aspect, the advertisement system may further include an advertisement cost adjustment unit that adjusts an advertisement cost of an advertisement exposed through a search word whose attribute is specified.

According to another aspect of the present invention, the advertisement cost adjustment unit can increase the maximum click cost for the advertisement exposed through the search word having the attribute specified and calculate the advertisement cost according to the advertisement exposure by using the updated maximum click cost.

According to another aspect, whether or not an attribute will expose an advertisement for a specified search term can be preset by the advertiser of the advertisement. In this case, the exposure priority determination unit may determine an exposure priority for the advertisement for which the advertisement is set by the advertiser.

According to another aspect, the at least one attribute may be specified based on a predetermined character that is specified by a user through a user interface of a site to which the search query is input or added by the user as a search query.

Determining whether an attribute for at least one of a reserve, a checkout settlement, and a mobile is designated in response to a search term when the user inputs the search term; determining an extended keyword based on the search term, And determining an exposure priority of the advertisement corresponding to the determined extended keyword based on the specified attribute.

A computer-readable storage medium having computer-readable instructions for controlling a computer system to calculate an advertising cost, the computer program product comprising instructions that, when a search term is entered by a user, include at least one of a reserve, Determining if an attribute is specified, determining an extended keyword based on a search term, and determining an exposure priority of the advertisement corresponding to the determined extended keyword based on the specified attribute A computer readable storage medium is provided for controlling a computer system by a method.

The present invention provides an advertisement system and a method for allowing a user to easily and easily search an advertisement providing a deposit or providing a checkout payment service.

An advertisement system and method capable of expanding and providing an advertisement using an extended keyword determined based on a search word when a search word to which an attribute is specified is input.

The advertisement cost can be adjusted and charged for the advertisement provided through the search word whose attribute is specified.

1 is a diagram schematically illustrating a relationship between an advertiser, an advertisement platform, a publisher, and a user in an embodiment of the present invention.
2 is a diagram showing a relationship between a member, a merchant, and an advertisement system in an embodiment of the present invention.
3 is a flowchart showing a method of accumulating a reserve and a method of using the reserve in an embodiment of the present invention.
4 is an example of a screen showing a site that exposes an advertisement of an advertiser in an embodiment of the present invention.
5 is another example of a screen showing a site that exposes an advertisement of an advertiser in an embodiment of the present invention.
Figure 6 is an example of an order page of a site associated with an advertiser in an embodiment of the present invention.
7 is an example for explaining a method of determining an exposure priority of an advertisement in an embodiment of the present invention.
FIG. 8 is an example for explaining an advertisement exposure method according to an attribute designation in an embodiment of the present invention.
FIG. 9 is an example for explaining an attribute designation method in an embodiment of the present invention.
10 is a block diagram for explaining an internal configuration of an advertisement system in an embodiment of the present invention.
11 is a flow chart illustrating an advertising method in an embodiment of the present invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 is a diagram schematically illustrating a relationship between an advertiser, an advertisement platform, a publisher, and a user in an embodiment of the present invention. 1 shows an advertiser 110, an advertising platform 120, a publisher 130, and a user 140, respectively. Herein, the advertiser 110 and the user 140 may substantially refer to user terminals such as a PC (personal computer), a smart phone, etc., which are used by the advertiser 110 or the user 140. That is, the arrows shown in FIG. 1 indicate that data can be transmitted and received between a user terminal used by the advertiser 110, an advertisement platform 120, a publisher 130, and a user terminal used by the user 140 using a wired / wireless network It can mean.

The advertisement platform 120 may be a system for performing a bid for an advertisement of an advertiser 110, matching between an advertisement and a keyword, sorting an advertisement or an advertiser, providing an advertisement to the publisher 130, . Regarding general technical matters of the advertisement platform 120, the description of the matters that can be understood with reference to the prior art related to the search advertisement and / or the banner advertisement platform transmitted via the Internet will be omitted.

The term "publisher" herein may be used interchangeably with the term "site ". However, the description using the term site does not exclude the possibility of implementing the present invention in an environment other than a general PC web site connection such as an application screen executed in a mobile terminal. Conversely, the term "site" may be used interchangeably with the term publishing site or the publisher referred to above. In other words, each site may correspond to an individual publisher (first publisher, second publisher, ...) included in the publisher 130. At this time, the term "site" may include any kind of web site that can be exposed to an advertisement and can be provided to a user through a wired or wireless network, and may refer to a single web page constituting a web site as needed .

In addition, the "exposure" of an advertisement means that publicity contents such as text, images, sounds, videos, and hyperlinks associated with the advertiser through a site (publisher) are provided to a visitor (e.g., user 140) Can be interpreted to include. In addition, the "selection" for the exposed advertisements indicates a situation in which the advertiser is expected to achieve through the delivery of the publicity content by displaying a reaction (user event) of a mouse click or the like to the publicity contents provided by the users May occur. At this time, for example, the advertiser may include a situation in which a page associated with an advertiser is exposed to a user who selects an advertisement, or a situation in which a user joins a member through an exposed page by selecting an advertisement.

At this time, the achievement of the situation induced by the advertiser can be expressed as "conversion ". For example, if an advertiser-derived situation is a "selection" (e.g., click) on an exposed ad, the "conversion" In another example, if the situation led by the advertiser is sales of the product through the exposed advertisement, the "conversion" may refer to the sale of the product to be sold through the exposed advertisement. As another example, if an advertiser-derived situation is a subscription on a site accessed by users via an exposed ad, the "conversion" may refer to a user's subscription.

The publisher 130 may provide the user 140 with his or her site, provide the pages included by the site to the user 140 through the site, or provide the search results for the search word to the user 140 through the site (140). At this time, the publisher 130 may receive advertisements for exposing through the pages from the advertisement platform 120 and provide the advertisements to the user 140. For example, the publisher 130 may deliver the keyword entered by the user 140 to the advertisement platform 120, receive the advertisement for the keyword from the advertisement platform 120, and provide the advertisement 140 to the user can do. As another example, the publisher 130 may determine an advertisement to provide as a search result using the keyword entered by the user 140, and may request the advertisement platform 120 for information on the determined advertisement. At this time, the publisher 130 may add information about the advertisement received from the advertisement platform 120 to the user 140 in addition to the search result.

The publisher 130 may provide a path (screen) in which the user 140 is directly provided with the advertisement. For example, in a typical online environment, advertisements may be provided to a user 140 via a web site. Each of the plurality of individual advertisement platforms (first advertisement platform, second advertisement platform, ...) included in the advertisement platform 120 includes a plurality of individual publishers (the first publisher, The first publisher, the second publisher, ...). In addition, at least one individual publisher of the plurality of individual publishers may provide the user 140 with at least one site, such as aggregate search, keyword search, blog service, mail service, social network service, etc., And can provide at least one of various services that can be provided through a wired or wireless network.

In other embodiments, the advertising platform 120 and the publisher 130 may be systems included in one system.

At this time, the advertisement system according to the embodiment of the present invention may be one of the systems operating in the individual advertisement platform or a system included in the system of one of the systems operating in the individual advertisement platform. In this case, the advertising system may receive and use information associated with the user from at least one of the systems associated with the individual publisher.

An advertisement system according to another embodiment may be a system of one of the systems associated with an individual publisher, or a system included in a system of one of the systems associated with an individual publisher. In this case, the advertisement system can receive and use information related to the advertiser from at least one of the systems operating in the individual advertisement platform.

That is, the advertisement system may directly receive relevant information from an advertiser or a user, but may receive related information through at least one of the advertisement platform and the corresponding publisher. However, for convenience of description, the relationship with the advertisement platform or the publisher will be omitted, and the advertising system and method will be described.

2 is a diagram showing a relationship between a member, a merchant, and an advertisement system in an embodiment of the present invention. 2 illustrates the relationship between the advertisement system 210, the merchant 220 and the member 230 in an outline manner. Here, the merchant 220 may mean an advertiser who has consented to disclose information about a predetermined user benefit, such as a reserve rate of the deposit of the advertiser 110 in FIG. have. In addition, the member 230 may refer to a user who is connected to a publisher and is provided with an advertisement exposed through a publisher.

At this time, the advertisement may be exposed through a site associated with an individual publisher. That is, when the member 230 visits the site of the publisher, visits the advertiser page through an advertisement of the advertiser approved to join the merchant on the site of the publisher, and purchases goods or services on the advertiser page, You can be provided with a reserve based on the price. Here, the transaction price may refer to an amount that accrues on the purchase of the goods or services.

In the present specification, the term "reserve money" may be expressed as a unit of currency used in the real world, but may be represented by cyber currency such as points or mileage corresponding to the currency used in the real world. In the case of cyber money, for example, it can be freely expressed as needed, such as cyber money having a value of 1: 1 ratio with cyber money used in the real world, or cyber money having a value of 1:10 ratio. This "reserve" is used herein as an example of a user benefit that can be provided to a user as the user selects the search results provided. However, user benefits are not limited to simply "reserves". For example, a user benefit may be provided in the form of a discount coupon or the like.

It should be noted that the term "checkout payment" in this specification means that when a site (individual publisher) associated with the advertisement system 210 associates with the merchant 220 for checkout payment, And a payment service that allows the payment service to proceed using an identifier and a password set at the time of subscribing to an individual publisher of the service provider 230. These checkout settlements are already well known and will not be described in detail.

3 to 6, a description will be given of a method of accumulating / using a reserve, a method of displaying a franchisee, and a method of providing information on the reserve ratio, which will be described in the embodiments of the present invention.

3 is a flowchart showing a method of accumulating a reserve and a method of using the reserve in an embodiment of the present invention. FIG. 3 largely illustrates the accumulation step 310 and the use step 320. [

First, the accumulation step 310 includes a step 311 of purchasing goods or services of a merchant, a step 312 of a merchant paying a payment to the publisher, and a step 313 of accumulating a reserve of the member, . ≪ / RTI > That is, when a member visits a merchant and purchases a merchandise or a service, the merchant pays a payment for the reserve money to the publisher first, and the publisher accumulates the reserve money of the member, and the accumulation step 310 can be performed.

In addition, the use step 320 includes a step 321 in which the member uses the reserve, a step 322 in which the publisher subtracts the reserve of the member, and a step 323 in which the publisher pays the payment to the corresponding merchant . In other words, if a member uses at least a portion of the accumulated reserves when purchasing a product or service from an affiliated store, the publisher deducts the amount of the amount used by the member, and pays the payment amount corresponding to the amount of the reserve used for the payment to the merchant , The use step 320 may be performed.

4 is an example of a screen showing a site that exposes an advertisement of an advertiser in an embodiment of the present invention. A screen 400 shown in FIG. 4 is an example of a portion of a site (publisher) screen in which advertisements of the advertiser 110 are exposed as described in FIG. At this time, the individual advertisements for which the "Cash" icons 410 to 440 are set may refer to the advertisements provided with the reserves described in FIGS. That is, the "Cash" icon 410 to 440 may be exposed to the advertisements of the advertisers who are approved to join the merchant and are allowed to provide the deposit.

At this time, when the member 230 described in FIG. 2 accesses the corresponding merchandise site through the link of the advertisement having the "Cash" icon 410 to 440 and purchases the merchandise or service, a certain amount of the transaction price is provided as a reserve Can receive.

5 is another example of a screen showing a site that exposes an advertisement of an advertiser in an embodiment of the present invention. The screen 500 shown in FIG. 5 is also an example of a portion of a site (publisher) screen in which advertisements of the advertiser 110 described in FIG. 1 are exposed. In the screen 500, the "Cash" icons 510 and 520 indicate a case where a reserve is set for the entire specific advertiser shopping mall rather than the individual merchandise. In this case, the "Cash" icons 510 and 520 may indicate that a reserve is set for all goods or services sold at a particular advertiser's mall. Also in this case, a deposit may be set for individual goods or services such as the "Cash"

That is, FIGS. 4 and 5 show that when a specific advertisement is exposed, information indicating whether or not a reserve is provided can be exposed together. At this time, if necessary, not only information on whether or not the reserve is provided, but also information on the accumulation rate may be exposed together. For example, if a purchase of a product occurs through an advertisement corresponding to the "Cash" icon 410 of FIG. 4 and the decision is made to provide the buyer with "3% Information about the accumulation rate "3%" together with the icon 410 may be further exposed.

Figure 6 is an example of an order page of a site associated with an advertiser in an embodiment of the present invention. The screen 600 is an example showing a part of the order page screen at a specific merchant shop. At this time, the dotted box 610 shows an icon indicating that the reserve is accumulated and a user interface that can use the accumulated reserve if the reserve exists. At this time, login to the site associated with the publisher is required for accumulation or use of the reserve. At this time, the login box 620 represents a user interface for login to the site associated with the publisher. That is, the user can authenticate himself / herself by subscribing to the site associated with the publisher through the login box 620.

7 is an example for explaining a method of determining an exposure priority of an advertisement in an embodiment of the present invention. The advertisement system according to the present embodiment can confirm the search word input by the user at step 710. [ In addition, the advertising system may determine in step 720 whether an attribute is specified. At this time, the advertisement system can perform step 730 if it is confirmed that the attribute is designated in step 720, and perform step 750 if it is confirmed that the attribute is not specified. Here, the attribute can be specified, for example, when a user inputs a search word. As another example, the attribute may be specified after the user inputs a search word and confirms the search result according to the search term. That is, after the user confirms the search result, the user may designate the attribute to perform additional search.

The advertisement system can determine an extended keyword that extends the reference keyword included in the search term in step 730. [ For example, the advertisement system can extract the related keywords stored in association with the reference keyword in the associated keyword pool, and determine the extracted related keywords as extended keywords. The method of determining the keywords associated with a particular keyword is already well known, so a detailed description is omitted. As another example, the advertisement system may determine an extended keyword by using a predetermined keyword according to a search word and an attribute. For example, when the keyword "automobile" is inputted and the attribute for the "reserve" is designated and the keywords "mileage", "reserve", "accumulation rate", etc. are preset according to the attribute of "reserve" Quot ;, "car reserve ", or" car accumulation rate "may be determined as the extended keyword.

At this time, at least a part of the advertisements corresponding to the extended keyword may be provided to the user who inputs the search word. To this end, the advertisement system may determine the exposure priority by reflecting the attribute assigned to the advertisement corresponding to the extended keyword in step 740. The designated property may include at least one of an attribute for the reserve, an attribute for the check-out settlement, and an attribute for the mobile. In this case, for example, the advertisement system may be configured such that the advertisement of the advertiser providing the reserve, the advertisement of the advertiser providing the settlement service according to the checkout payment, or the advertisement of the advertiser having the mobile web page, Can be determined.

If an attribute is not specified in step 720, the advertisement system may determine an exposure priority for the advertisement corresponding to the search term in step 750. That is, when the attribute is not specified, the search result for the input keyword can be provided simply according to the existing advertisement exposure method, and the exposure priority can be determined according to the existing exposure priority determination method for the exposed advertisement have.

FIG. 8 is an example for explaining an advertisement exposure method according to an attribute designation in an embodiment of the present invention. As described above, the advertisement system according to the present embodiment can confirm the search term input from the user, and if the attribute is designated in correspondence with the search term, the advertisement system can confirm the extended keyword based on the input search term. In this case, in FIG. 8, "inputting a search word" indicates a process of confirming a search word entered by visiting a separate publisher (site) and determining extended keywords when an attribute is specified in response to a search word. For example, when the keyword included in the inputted search word is "car ", various related keywords such as" car seat ", "car tire "," used car " As another example, the extended keyword may be determined through the keyword "car" and predetermined keywords according to the designated attribute.

In Fig. 8, "attribute designation" shows an example of attributes that can be specified in correspondence with a search word. Here, the attribute for the "reserve amount " may mean an attribute for providing a weight for the exposure priority to the advertiser's advertisement providing the reserve to the user who purchases the goods or services of the advertiser. In addition, the attribute for "checkout payment" may refer to an attribute that provides a weight for the exposure priority to an advertisement of an advertiser providing a payment service based on checkout settlement. In addition, the attribute for "mobile " may refer to an attribute that provides a weight for the exposure priority to an advertisement of an advertiser having a mobile web site. Here, the attribute for "mobile" can be used to optimize the mobile environment of the user by allowing the advertisement of the advertiser having the mobile website to be exposed to the user in the mobile search.

For example, if an attribute for "reserve" is specified, the merchant's ads that provide the reserve may have a higher exposure priority than other ads. As another example, if the attribute for "checkout payment" is specified, the merchants of the checkout payment may have a higher exposure priority than other ads. As another example, if the attribute for "mobile" is specified, the advertiser's advertisements for which the mobile website is built may have a higher exposure priority than other ads. In FIG. 8, "search result" indicates that the advertisements may have a higher exposure priority according to the specified attribute.

FIG. 9 is an example for explaining an attribute designation method in an embodiment of the present invention. The screen 900 is a diagram showing a part of a search word input site. The user may select the user interface "refinement" shown in the first dashed box 910, in which case a layout 920 for refinement may appear on the screen 900. Here, the second dashed box 930 represents a user interface that allows a user to specify an attribute desired by the user. At this time, the user interface for designating the property of "mileage merchant site" for "reserve" and the user interface for designating the property for "checkout payment" for "checkout payment merchant site" &Quot; indicates a user interface for specifying attributes for "mobile ". That is, the site can provide a user interface for specifying attributes to the user, and the advertisement system can confirm whether or not the attribute is specified through the user interface.

In another embodiment, the attribute may be specified through a search term input by the user. At this time, certain characters may be preset to specify the attribute. For example, characters such as " (+) mileage "or" (+) checkout payment "in a search term such as" soccer (+) mileage " As shown in FIG. The user can specify desired attributes by additionally inputting preset characters into desired search words.

10 is a block diagram for explaining an internal configuration of an advertisement system in an embodiment of the present invention. The advertisement system 1000 according to the present embodiment may include an attribute designation confirmation unit 1010, an extended keyword determination unit 1020, and an exposure priority determination unit 1030, as shown in FIG. In addition, the advertisement system 1000 may further include an advertisement cost adjustment unit 1040, as needed.

The attribute designation confirmation unit 1010 confirms whether an attribute for at least one of a reserve, a checkout settlement, and a mobile is designated in response to a search term when a search term is input by a user. Here, the property for the reserve may be an attribute for providing a weight for the exposure priority to the advertisement of the advertiser providing the reserve to the user who purchases the goods or service of the advertiser. In addition, the attribute for the check-out settlement may be an attribute for providing a weight for the exposure priority to the advertisement of the advertiser providing the settlement service according to the check-out settlement. In addition, the attribute for the mobile may be an attribute for providing a weight on the exposure priority to the advertiser's advertisement in which the mobile web site is established. At this time, at least one attribute can be specified by the user who inputs the search word. For example, an attribute may be specified through a user interface provided by a site that enters a search query. This user interface is described in detail with reference to FIG. As another example, an attribute may be specified through a designation character further input as a search term. For example, characters such as " (+) mileage "or" (+) checkout payment "in a search term such as" soccer (+) mileage " As shown in FIG. Here, (+) represents an example of a character for indicating attribute designation, and "mileage" or "checkout payment" can indicate which attribute is designated. That is, the user can designate a desired attribute by additionally inputting predetermined characters into a desired search word.

The extended keyword determination unit 1020 can determine an extended keyword based on a search term when an attribute is specified. In one embodiment, when the attribute is specified, the extended keyword determining unit 1020 may extract a related keyword stored in association with a keyword included in a search term in an associated keyword pool to determine the extracted keyword as an extended keyword. For example, if the keyword contained in the search term entered by the user is "soccer" and "soccer shoes", "soccer balls", and "uniforms" are stored as associated keywords in association with the keyword "soccer" , The extended keyword determination unit 1020 can determine at least one of "soccer shoes", "soccer ball", and "uniforms" as the extended keyword.

In another embodiment, the extended keyword determination unit 1020 may determine an extended keyword by further using a preset keyword according to an attribute. For example, if the keyword included in the search term entered by the user is "soccer", the attribute designated in correspondence with the search term is "reserve", and the keywords "reserve", "mileage" The extended keyword determination unit 1020 can determine at least one of the keywords "soccer reserve", "soccer mileage", and "soccer accumulation rate" as the extended keyword.

The exposure priority determining unit 1030 determines the exposure priority of the advertisement corresponding to the determined extended keyword based on the specified attribute. For example, the exposure priority determining unit 1030 may set the exposure priority of the advertisement corresponding to the specified attribute to be higher than that of the other advertisements. To this end, the exposure priority determining unit 1030 assigns the advertisements corresponding to the designated attributes among the advertisements corresponding to the extended keyword to the CPC, the CPM, and the CPM And a cost per action (CPA) to determine an exposure priority.

For example, the exposure priority determination unit 1030 may sort the advertisements corresponding to the designated attributes in descending order of the cost per click, and extract a predetermined number of ads from the sorted advertisements. At this time, the extracted advertisements can be included in the search result in an ordered order and can be exposed. If the inputted search term is "soccer", the attribute for "reserve" is designated, and five ads are extracted, the goods or services associated with the extended keywords determined based on the search term "soccer" The five merchant advertisements simultaneously offering the deposit can be sorted and extracted based on the cost per click. That is, a predetermined number of advertisements among the advertisements corresponding to the attribute may be included in the search result for the search term. Here, the advertisement corresponding to the attribute may include an advertisement of an advertiser who agrees to provide a reserve, an advertisement of an advertiser who agrees to a checkout settlement, or an advertisement of an advertiser in which a mobile web page is constructed. That is, according to the specification of the property, the advertisement of the advertiser providing the deposit, the advertisement of the advertiser providing the payment service according to the checkout payment, or the advertisement of the advertiser in which the mobile web page is constructed is displayed at the top of the search result page Can be exposed.

At this time, if the search result corresponding to the attribute is smaller than the predetermined number, at least one of the advertisements corresponding to the input search term may be further included in the search result for the input search term. For example, if there are three ads corresponding to the attribute and five ads to be exposed, two ads corresponding to the inputted search term may be further included in the search result.

The advertisement cost adjustment unit 1040 can adjust the advertisement cost of the advertisement exposed through the search word whose attribute is specified. For example, the advertisement cost adjustment unit 1040 may adjust the advertisement cost of the advertisement exposed according to the specification of the attribute. That is, the advertisement provided according to the attribute is more suitable for the intention of the user, and the advertisement effect is larger, and accordingly, the advertisement cost can be charged for the advertisement exposed according to the attribute. For this, the advertisement cost adjustment unit 1040 may adjust the maximum click cost for the advertisement exposed through the search word having the attribute, and calculate the advertisement cost according to the advertisement exposure using the adjusted maximum click cost. However, since the advertiser may not want to charge such an additional charge, it may be preset by the advertiser of the advertisement whether or not the attribute will expose the advertisement for the specified search term. In this case, the exposure priority determining unit 1040 may determine an exposure priority for an advertisement for which an advertisement is set by an advertiser. That is, if the advertiser is set not to expose the advertisement for a search query whose attribute is specified, the advertisement may be excluded from the exposure.

11 is a flow chart illustrating an advertising method in an embodiment of the present invention. The advertisement method according to the present embodiment can be performed by the advertisement system 1000 described with reference to FIG. At this time, the advertisement method may basically include steps 1110 to 1130, and may optionally include step 1140 as needed.

In step 1110, the advertisement system 1000 determines whether attributes for at least one of a reserve, a checkout settlement, and a mobile are designated in response to a search term when a search term is input by a user. Here, the property for the reserve may be an attribute for providing a weight for the exposure priority to the advertisement of the advertiser providing the reserve to the user who purchases the goods or service of the advertiser. In addition, the attribute for the check-out settlement may be an attribute for providing a weight for the exposure priority to the advertisement of the advertiser providing the settlement service according to the check-out settlement. In addition, the attribute for the mobile may be an attribute for providing a weight on the exposure priority to the advertiser's advertisement in which the mobile web site is established. At this time, at least one attribute can be specified by the user who inputs the search word. For example, an attribute may be specified through a user interface provided by a site that enters a search query. This user interface is described in detail with reference to FIG. As another example, an attribute may be specified through a designation character further input as a search term. For example, characters such as " (+) mileage "or" (+) checkout payment "in a search term such as" soccer (+) mileage " As shown in FIG. Here, (+) represents an example of a character for indicating attribute designation, and "mileage" or "checkout payment" can indicate which attribute is designated. That is, the user can designate a desired attribute by additionally inputting predetermined characters into a desired search word.

In step 1120, the advertisement system 1000 may determine the extended keyword based on the search term, if the attribute is specified. In one embodiment, when the attribute is specified, the advertisement system 1000 may extract a related keyword stored in association with the keyword included in the search term in the associated keyword pool, and determine the extracted keyword as an extended keyword. For example, if the keyword contained in the search term entered by the user is "soccer" and "soccer shoes", "soccer balls", and "uniforms" are stored as associated keywords in association with the keyword "soccer" , The extended keyword determination unit 1020 can determine at least one of "soccer shoes", "soccer ball", and "uniforms" as the extended keyword.

In another embodiment, the advertisement system 1000 may determine an extended keyword by further using a preset keyword according to an attribute. For example, if the keyword included in the search term entered by the user is "soccer", the attribute designated in correspondence with the search term is "reserve", and the keywords "reserve", "mileage" The advertisement system 1000 can determine at least one of the keywords "soccer reserve", "soccer mileage", and "soccer accumulation rate" as the extended keyword.

In step 1130, the advertisement system 1000 determines the exposure priority of the advertisement corresponding to the determined extended keyword based on the specified attribute. For example, the advertisement system 1000 may set the exposure priority of the advertisement corresponding to the specified attribute to be higher than that of the other ads. To this end, the advertisement system 1000 can determine the exposure priority by sorting the advertisements corresponding to the specified one of the advertisements corresponding to the extended keyword based on one of cost per click, cost per impression, and cost per conversion.

For example, the advertisement system 1000 may sort the advertisements corresponding to the designated attributes in descending order of the cost per click, and extract a predetermined number of ads from the sorted advertisements. At this time, the extracted advertisements can be included in the search result in an ordered order and can be exposed. If the inputted search term is "soccer", the attribute for "reserve" is designated, and five ads are extracted, the goods or services associated with the extended keywords determined based on the search term "soccer" The five merchant advertisements simultaneously offering the deposit can be sorted and extracted based on the cost per click. That is, a predetermined number of advertisements among the advertisements corresponding to the attribute may be included in the search result for the search term. Here, the advertisement corresponding to the attribute may include an advertisement of an advertiser who agrees to provide a reserve, an advertisement of an advertiser who agrees to a checkout settlement, or an advertisement of an advertiser in which a mobile web page is constructed. That is, according to the specification of the property, the advertisement of the advertiser providing the deposit, the advertisement of the advertiser providing the payment service according to the checkout payment, or the advertisement of the advertiser in which the mobile web page is constructed is displayed at the top of the search result page Can be exposed.

At this time, if the search result corresponding to the attribute is smaller than the predetermined number, at least one of the advertisements corresponding to the input search term may be further included in the search result for the input search term. For example, if there are three ads corresponding to the attribute and five ads to be exposed, two ads corresponding to the inputted search term may be further included in the search result.

In step 1140, the advertisement system 1000 may adjust the advertisement cost of the advertisement exposed through the search word whose attribute is specified. For example, the advertisement system 1000 may adjust the advertisement cost of the exposed advertisement according to the specification of the attribute. That is, the advertisement provided according to the attribute is more suitable for the intention of the user, and the advertisement effect is larger, and accordingly, the advertisement cost can be charged for the advertisement exposed according to the attribute. For this purpose, the advertisement system 1000 may adjust the maximum click cost for an advertisement exposed through a search word whose attribute is specified, and may calculate an advertisement cost for an advertisement exposure by using an upwardly adjusted maximum click cost. However, since the advertiser may not want to charge such an additional charge, it may be preset by the advertiser of the advertisement whether or not the attribute will expose the advertisement for the specified search term. In this case, the advertisement system 1000 may determine the exposure priority only for the advertisement whose advertisement is set to be exposed by the advertiser in step 1030. That is, if the advertiser is set not to expose the advertisement for a search query whose attribute is specified, the advertisement may be excluded from the exposure.

The contents omitted in FIGS. 10 and 11 can refer to the contents of FIG. 1 to FIG.

As described above, according to the embodiments of the present invention, there is provided an advertisement system and method in which a user can easily and easily search an advertisement providing a deposit or providing a check-out settlement service. Further, there is provided an advertisement system and method for expanding and providing an advertisement using an extended keyword determined based on a search term, when a search word to which an attribute is specified is input. In addition, the advertisement cost can be adjusted for the advertisement provided through the search word with the attribute specified.

The methods according to embodiments of the present invention may be implemented in the form of program instructions that can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, and the like, alone or in combination. The program instructions recorded on the medium may be those specially designed and constructed for the present invention or may be available to those skilled in the art of computer software.

While the invention has been shown and described with reference to certain preferred embodiments thereof, it will be understood by those of ordinary skill in the art that various changes in form and details may be made therein without departing from the spirit and scope of the invention as defined by the appended claims. This is possible.

Therefore, the scope of the present invention should not be limited to the described embodiments, but should be determined by the equivalents of the claims, as well as the claims.

210: Advertising System
220: Merchant
230: Member

Claims (27)

An attribute designation confirmation unit for confirming whether an attribute of at least one of a reserve, a checkout settlement, and a mobile is designated in response to the search word when the user inputs the search word;
An extended keyword determination unit for extracting a related keyword stored in association with a keyword included in the search term in the associated keyword pool and determining the extracted keyword as an extended keyword when the attribute is specified;
An exposure priority determining unit for determining an exposure priority of an advertisement corresponding to the determined extended keyword based on the specified attribute; And
And an advertisement cost adjuster for adjusting the maximum click cost for the advertisement exposed through the search word with the attribute specified and calculating the advertisement cost based on the exposure of the advertisement using the adjusted maximum click cost,
Wherein a predetermined number of advertisements corresponding to the attribute among the advertisements corresponding to the extended keyword are included in a search result for the search term,
If it is determined in advance by the advertiser of the advertisement whether or not the attribute will expose the advertisement for the designated search word, the exposure priority determining unit determines the exposure priority for the advertisement for which the advertisement is set by the advertiser ,
The advertisements corresponding to the attributes include at least one of an advertisement of an advertiser who agrees to provide the reserve, an advertisement of an advertiser who agrees to the checkout settlement, and an advertisement of an advertiser who builds a mobile web page. Advertising system. The method according to claim 1,
Wherein the attribute for the reserve is an attribute for providing a weight for the exposure priority to an advertisement of an advertiser providing a reserve to a user who purchases the goods or services of the advertiser. The method according to claim 1,
Wherein the attribute for the check-out settlement is an attribute for providing a weight for the exposure priority to the advertisement of the advertiser providing the settlement service according to the check-out settlement. The method according to claim 1,
Wherein the attribute for the mobile is an attribute for providing a weight for the exposure priority to an advertisement of an advertiser having a mobile web site. delete The method according to claim 1,
Wherein the extended keyword determination unit determines,
And the extended keyword is determined by further using a predetermined keyword according to the attribute. The method according to claim 1,
Wherein the exposure priority determining unit determines,
Wherein the advertisement priority determining unit determines the exposure priority by sorting the advertisements corresponding to the attribute among the advertisements corresponding to the extended keyword based on one of cost per click, cost per impression, and cost per conversion. delete The method according to claim 1,
Wherein at least one of the advertisements corresponding to the search term is further included in the search result for the search term when the search result corresponding to the attribute is smaller than the preset number. delete delete delete delete The method according to claim 1,
Wherein the at least one attribute is specified based on a predetermined character designated by the user through the user interface of the site receiving the search word or further input by the user as the search word. Checking whether an attribute for at least one of a reserve, a checkout settlement, and a mobile is designated in response to a search word input by a user;
Extracting a related keyword stored in association with a keyword included in the search term in an associated keyword pool and determining the extracted keyword as an extended keyword if the attribute is specified;
Determining an exposure priority of an advertisement corresponding to the determined extended keyword based on the designated attribute; And
Increasing the maximum click cost for an advertisement exposed through a search word having the attribute specified and calculating an advertisement cost based on an exposure of the advertisement using the adjusted maximum click cost,
Wherein a predetermined number of advertisements corresponding to the attribute among the advertisements corresponding to the extended keyword are included in a search result for the search term,
If the attribute of the advertisement is set in advance by the advertiser of the advertisement whether or not the advertisement is to be displayed for the designated search word, the exposure priority is determined for the advertisement whose advertisement is set by the advertiser,
The advertisements corresponding to the attributes include at least one of an advertisement of an advertiser who agrees to provide the reserve, an advertisement of an advertiser who agrees to the checkout settlement, and an advertisement of an advertiser in which a mobile web page is constructed. Advertising methods. 16. The method of claim 15,
Wherein the attribute for the reserve is an attribute for providing a weight for the exposure priority to an advertisement of an advertiser who provides a reserve to a user who purchases the goods or services of the advertiser. 16. The method of claim 15,
Wherein the property for the check-out settlement is an attribute for providing a weight for the exposure priority to an advertisement of the advertiser providing the settlement service according to the check-out settlement. 16. The method of claim 15,
Wherein the attribute for the mobile is an attribute for providing a weight for the exposure priority to an advertisement of an advertiser having a mobile web site. delete 16. The method of claim 15,
Wherein the step of determining the extended keyword comprises:
And the extended keyword is determined by further using a predetermined keyword according to the attribute. 16. The method of claim 15,
Wherein the step of determining the exposure priority based on the designated attribute comprises:
And arranging the advertisements corresponding to the attribute among the advertisements corresponding to the extended keyword based on one of cost per click, cost per impression, and cost per conversion to determine the exposure priority. delete delete 16. The method of claim 15,
Wherein the at least one attribute is specified based on a predetermined character designated by the user through the user interface of the site receiving the search word or further input by the user as the search word. 43. A computer readable storage medium comprising instructions for controlling a computer system to calculate advertising costs,
The command includes:
Checking whether an attribute for at least one of a reserve, a checkout settlement, and a mobile is designated in response to a search word input by a user;
Extracting a related keyword stored in association with a keyword included in the search term in an associated keyword pool and determining the extracted keyword as an extended keyword if the attribute is specified;
Determining an exposure priority of an advertisement corresponding to the determined extended keyword based on the designated attribute; And
Further comprising the step of adjusting the maximum click cost for the advertisement exposed through the search term with the attribute specified and calculating the advertisement cost based on the exposure of the advertisement using the adjusted maximum click cost,
Wherein a predetermined number of advertisements corresponding to the attribute among the advertisements corresponding to the extended keyword are included in a search result for the search term,
If the attribute of the advertisement is set in advance by the advertiser of the advertisement whether or not the advertisement is to be exposed for the designated search word, the exposure priority is determined for the advertisement for which the advertisement is set by the advertiser,
Wherein the advertisements corresponding to the attribute include at least one of an advertisement of an advertiser who agrees to provide the reserve, an advertisement of an advertiser who agrees to the checkout settlement, and an advertisement of an advertiser who builds a mobile web page Wherein the computer system controls the computer system. 26. The method of claim 25,
Wherein the step of determining the exposure priority based on the designated attribute comprises:
Wherein the advertiser determines the exposure priority by sorting the ads corresponding to the attribute among the advertisements corresponding to the extended keyword based on one of cost per click, cost per impression, and cost per conversion. . An attribute designation confirmation unit for confirming whether an attribute of at least one of a reserve, a checkout settlement, and a mobile is designated in response to the search word when the user inputs the search word;
An extended keyword determining unit for determining an extended keyword based on the search term if the attribute is specified;
An exposure priority determining unit for determining an exposure priority of an advertisement corresponding to the determined extended keyword based on the specified attribute; And
And an advertisement cost adjuster for adjusting the maximum click cost for the advertisement exposed through the search word with the attribute specified and calculating an advertisement cost based on the exposure of the advertisement using the adjusted maximum click cost,
Whether or not the attribute will expose an advertisement for a specified search word is preset by an advertiser of the advertisement,
Wherein advertisements corresponding to the attribute among the advertisements corresponding to the extended keyword are included in a search result for the search term.

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