KR102204712B1 - Method for providing and recommending main keywords by industrial classification and system therefor - Google Patents

Abstract

The present specification relates to a method for providing a main keyword and to a system thereof. Disclosed is the method for providing a main keyword, which comprises the steps of: extracting a first keyword group from keywords with a history of executing a corresponding advertisement for a first period, and extracting a second keyword group from keywords with a history queried from an external server for a second period; merging the first keyword group and the second keyword group, and removing exception keywords; sorting keywords which have passed the previous step based on one of the number of hits of each keyword generated on the external server during the second period, the number of impressions of advertisements corresponding to each keyword generated on the external server during the third period, the number of clicks, the click-through rate, and the advertisement unit; and providing keywords included in the top 10% to 30% of the sorted keywords as a main keyword group.

Description

How to provide and recommend key keywords for the industry and its system {METHOD FOR PROVIDING AND RECOMMENDING MAIN KEYWORDS BY INDUSTRIAL CLASSIFICATION AND SYSTEM THEREFOR}

The present application relates to a method and a system for providing key keywords, and more particularly, to a method and system for providing this through extraction and analysis of key keywords used in advertisements.

'Searching advertising' is an advertising technique that exposes the advertiser's web page to people who searched for a specific keyword on an Internet search site, and advertises to consumers who are interested in a brand or product related to a specific keyword. It is known as a highly effective advertising means because it can be exposed.

The unit price of a search advertisement is determined according to the search volume of each keyword, the location and size of advertisements in the search results, or the intensity of competition among advertisers, and advertisement costs are charged depending on whether the advertisement is exposed or whether the searcher clicks on the advertisement.

Recently, the necessity to use keywords from various angles according to the advertisement purpose of the advertiser has emerged, but a method or system for analyzing them based on the advertisement effect and search volume of the keywords has not been advanced. Accordingly, there is a need for a keyword analysis system in which an advertiser, that is, an advertisement provider, compares a number of keywords and selects a keyword suitable for an advertisement purpose.

An object of the present invention is to provide a method and a system for extracting and analyzing key keywords among keywords used in search advertisements.

According to an aspect of the present invention, a first keyword group is extracted from keywords having a history of execution of a corresponding advertisement during a first period, and a second keyword is extracted from keywords having a history of being viewed in an external server during a second period. Extracting a group, merging the first keyword group and the second keyword group, and removing an exception keyword from keywords included in the first keyword group or the second keyword group, during the second period Sorting the keywords that went through the above steps based on one of the number of views of each keyword generated in the external server, the number of impressions, clicks, click-through rate, and ad unit price corresponding to each keyword generated in the external server during the third period, and the It is possible to provide a main keyword providing method including the step of providing a keyword included in the top 10% to 30% of the sorted keywords as a main keyword group.

According to another aspect of the present invention, it is possible to provide a server that performs the above-described main keyword providing method.

According to an embodiment of the present invention, the advertising effect has been proven from among a number of keywords related to a specific industry through the main keyword providing method, or by extracting expected keywords and providing them as main keywords, a user who wants to operate a search advertisement You can make it easy to select keywords.

According to an embodiment of the present invention, by calculating and providing the advertisement index of the main keyword through the main keyword providing method, the user who wants to operate the search advertisement predicts the advertisement effect of the keyword or the user's You can choose keywords that fit your advertising purpose or industry.

The effects of the present invention are not limited to the above-described effects, and tasks that are not mentioned will be clearly understood by those of ordinary skill in the art from the present specification and the accompanying drawings.

1 is a diagram illustrating a main keyword management system according to an embodiment of the present specification.
2 is a diagram illustrating a search advertisement system of a main keyword management system according to an embodiment of the present specification.
3 is a diagram illustrating a main keyword providing system of a main keyword management system according to an embodiment of the present specification.
4 is a flowchart of a method of providing key keywords according to an embodiment of the present specification.
5 is a flowchart illustrating extraction of a first keyword group according to FIG. 4.
6 is a flowchart illustrating extraction of a second keyword group according to FIG. 4.
7 is another flowchart of a method of providing key keywords according to an embodiment of the present specification.
8 is another flow chart of a method for providing key keywords according to an embodiment of the present specification.
9 is a flowchart illustrating provision of an advertisement index according to FIG. 8.

Since the embodiments described in the present specification are intended to clearly explain the spirit of the present invention to those of ordinary skill in the technical field to which the present invention pertains, the present invention is not limited by the embodiments described herein, and the present invention The scope of should be construed as including modifications or variations that do not depart from the spirit of the present invention.

The terms used in the present specification have been selected as general terms that are currently widely used in consideration of functions in the present invention, but this varies depending on the intention, custom, or the emergence of new technologies of those of ordinary skill in the technical field to which the present invention belongs. I can. However, if a specific term is defined and used in an arbitrary meaning unlike this, the meaning of the term will be separately described. Therefore, terms used in the present specification should be interpreted based on the actual meaning of the term and the entire contents of the present specification, rather than a simple name of the term.

The drawings attached to the present specification are for easy explanation of the present invention, and the shapes shown in the drawings may be exaggerated and displayed as needed to aid understanding of the present invention, so the present invention is not limited by the drawings.

In the present specification, when it is determined that a detailed description of a known configuration or function related to the present invention may obscure the subject matter of the present invention, a detailed description thereof will be omitted as necessary.

According to an aspect of the present specification, a method of providing a main keyword is to extract a first keyword group from keywords with a history of execution of a corresponding advertisement during a first period, and a keyword with a history retrieved from an external server during the second period. Extracting a second keyword group from the group, merging the first keyword group and the second keyword group, and removing an exception keyword from keywords included in the first keyword group or the second keyword group, Keywords that have gone through the steps are selected based on one of the number of views of each keyword generated in the external server during the second period, the number of impressions, clicks, click-through rates, and ad unit prices corresponding to each keyword generated in the external server during the third period. And providing keywords included in a preset upper range top 10% to 30% among the sorted keywords as a main keyword group. In addition, at a second point in time after the first point in time when the main keyword group is provided, a first keyword group is extracted from keywords having a history of executing an advertisement corresponding to the first period, and an external server during the second period A second keyword group is extracted from keywords with a history searched in. Also, the first main keyword group, which is the main keyword group extracted at the first time point, and the second main keyword group, which is the main keyword group extracted at the second time point, are merged and provided as a third main keyword group. In addition, the third main keyword group includes keywords in which the number of views generated by the external server during a period longer than the second period is greater than or equal to a first value.

The main keyword providing method according to an aspect of the present specification further includes providing an advertisement index of the main keyword group, wherein the advertisement index is the number of impressions and clicks of advertisements corresponding to the keywords included in the main keyword group. , Is calculated based on at least one of a click-through rate and an advertisement click unit price. The advertisement index is one of an impression index, a click index, a click rate index, and a click cost index, and the advertisement index of the first keyword included in the main keyword group is the average number of impressions, the average number of clicks, the average click rate of the main keyword group, It is calculated based on at least one of the average ad click price, the impression index is based on a value obtained by dividing the number of impressions of the first keyword by the average number of impressions of the group of the main keyword, and the click index is of the first keyword. The click count is based on a value obtained by dividing the number of clicks by the average number of clicks of the group of the main keyword, and the click rate index is based on a value obtained by dividing the click rate of the first keyword by the average click rate of the group of the main keyword, and the click cost index is It is based on a value obtained by dividing the advertisement click price of the first keyword by the average advertisement click price of the main keyword group, the advertisement recognition index is based on a product of the exposure index and the click-through rate index, and the cost efficiency index is It is based on a product of the click index and the click cost index. In addition, in providing an advertisement index of a first keyword included in the main keyword group, the advertisement index of the first keyword is an advertisement index of a first main keyword relative to an advertisement index of another main keyword included in the main keyword group. Is provided as a relative value of, and the relative value is provided as a positive number less than 10. In addition, the advertisement indicator has a weight corresponding to the business type or advertisement purpose of the main keyword group, and some of the advertisement indicators are provided based on the weight. At least one advertisement index is calculated as a recommendation index based on the weight, and the main keyword groups are sorted based on the recommendation index.

In the main keyword providing method according to an aspect of the present specification, the extracting of the first keyword group comprises: extracting keywords having a history of executing an advertisement corresponding to the first period, and externally during the second period And extracting keywords having a history searched in the server, and extracting keywords having a history in which the corresponding advertisement was clicked on the external server during the third period. In addition, the extracting of the second keyword group includes extracting keywords having a history searched from the external server during the second period, the number of views of the external server through the connection of the first device is greater than or equal to the second value, 2 Extracting keywords in which the number of views of the external server through the connection of the device is greater than or equal to a third value-the third value is greater than the second value-and the advertisement corresponding to each keyword generated in the external server during the third period And extracting keywords having a number of clicks equal to or greater than the fourth value.

In a method of providing a main keyword according to an aspect of the present specification, the exception keyword includes a company name or a brand name keyword. Further, the first period is greater than the second period, and the second period is greater than or equal to the third period.

According to another aspect of the present specification, the server performs the above-described main keyword providing method.

The present specification relates to a method and a system for providing main keywords.

Here,'keywords' may be search words input to a search server to perform a search operation for obtaining information. The keyword may be used in a search advertisement, and when information corresponding thereto is provided as a search result through a search for a specific keyword, a preset advertisement may be output in the search result through a contract with an advertisement provider.

In addition,'main keywords' are keywords provided according to a method for providing a main keyword according to an embodiment of the present specification or a system thereof, and may be keywords for which advertisement effects are recognized or expected within a specific industry. . The main keywords may be extracted based on history information such as the number of impressions, clicks, click-through rates of search advertisements corresponding thereto, or number of views of main keywords generated from an external server.

Hereinafter, specific embodiments will be described in detail with reference to the drawings. However, the spirit of the invention is not limited to the presented embodiments, and those skilled in the art who understand the spirit of the invention can add, change, or delete other elements within the scope of the same idea. Other embodiments included within the scope may be easily proposed, but this will also be said to be included within the scope of the inventive concept.

In addition, components having the same function within the scope of the same idea shown in the drawings of each embodiment will be described with the same reference numerals.

1. Key keyword management system

Hereinafter, a main keyword management system according to an embodiment of the present specification will be described.

1 is a diagram illustrating a main keyword management system according to an embodiment of the present specification.

The main keyword management system 1000 includes a search advertisement system 100, a search advertisement management system 200, and a main keyword providing system 300.

The search advertisement system 100 is a system that provides an advertisement corresponding to a specific keyword together with a search result when a specific keyword is input through a search window, and searches for a keyword, exposure of an advertisement, and a response (e.g., click Etc.) may be a system that is performed. The search advertisement system 100 may be a system in which historical information of keywords is generated.

The search advertisement management system 200 may include a server that receives/delivers an advertisement from an advertisement provider and delivers it to the search advertisement system 100. The search advertisement management system 200 may be for an advertisement provider to easily deliver an advertisement to a plurality of search advertisement systems 100 managed by a plurality of operators. The search advertisement system 200 may receive and manage history information of keywords generated by the search advertisement system 100. The operator of the search advertisement management system 200 may not be the same as the operator of the search advertisement system 100.

Depending on the embodiment, the search advertisement management system 200 may be omitted.

The search advertisement management system 200 may be referred to as an'ad management server 200'.

The main keyword providing system 300 may be a system for providing main keywords for a specific industry. The main keyword providing system 300 acquires the history information generated in the search advertisement system 100 by receiving it from the search advertisement system 100 or through the search advertisement management system 200 or inputting through a separate server/terminal. , You can use this to provide key keywords for a specific industry. The main keyword providing system 300 may calculate an advertisement index of a main keyword and provide the calculated advertisement index.

2. Search advertising system

Hereinafter, a search advertisement providing system according to an embodiment of the present specification will be described in more detail.

2 is a diagram showing a search advertisement system of a main keyword providing system according to an embodiment of the present specification.

Referring to FIG. 2, the search advertisement system 100 includes an advertisement providing server 110, a search server 120, and at least one searcher terminal 130.

The advertisement providing server 110 is a server that stores pre-set advertisements for each keyword through a contract with advertisement providers, and provides at least one advertisement corresponding to the input keyword, and the search server 120 provides the input keyword. A server provided to the advertisement providing server 110 and receiving an advertisement corresponding to a keyword from the advertisement providing server 110, and the searcher terminal 130 receives a keyword from the searcher, and an advertisement corresponding to the keyword is output. It is a terminal.

The advertisement providing server 110 may receive an advertisement corresponding to a specific keyword from an advertisement provider through an external server or terminal. The advertisement providing server 110 may store at least one advertisement corresponding to a specific keyword.

The advertisement providing server 110 may provide an advertisement corresponding to a keyword input from the search server 120. When there are multiple advertisements corresponding to one keyword, the advertisement providing server 110 may determine an exposure priority within the plurality of advertisements based on a bid price or the like.

The search server 120 may refer to a search web server that supports a search operation so that a searcher can easily access a web site containing content data to be searched for. That is, the search server 120 may provide information requested by a searcher in response to a search request from the searcher, and may provide advertisements corresponding to keywords. The search advertisement mainly includes link information, and the searcher clicks it through the input unit (means input means such as keyboard, mouse, touch input, button input) of the searcher terminal 130 to link the web/mobile page to the link. Can be attracted to.

The searcher terminal 130 may be a terminal that receives a keyword from a searcher who requests information corresponding to the keyword through the search server 120 and outputs a search result received through the search server 120. An advertisement delivered from the advertisement providing server 110 may be output together in the search result.

The searcher terminal 130 is provided with a predetermined memory means such as a personal computer, a handheld computer, a PDA (Personal Digital Assistant), an MP3 player, an electronic dictionary, a mobile phone, a smartphone, etc. By mounting a processor, it may be a terminal having a predetermined computing power.

Meanwhile, each of the advertisement providing server 110 and the search server 120 may include a plurality of lower servers, and the advertisement providing server 110 and the search server 120 may be included in one higher server. Therefore, the advertisement providing server 110 and the search server 120 may operate as one server.

On the other hand, there may be a plurality of advertisement providing server 110 and search server 120, each of which may be managed by a plurality of operators, for example, advertisement providing server 110 and two search servers ( When there are two 120), search portal A manages one advertisement providing server 110 and search server 120, and search portal B manages the other advertisement providing server 110 and search server 120 ) Can be managed.

3. Key keyword provision system

Hereinafter, a system for providing key keywords according to an embodiment of the present specification will be described.

3 is a diagram illustrating a main keyword providing system of a main keyword management system according to an embodiment of the present specification.

The main keyword providing system 300 is a system for providing main keywords for a specific industry, and includes a server 310 and a user terminal 320.

The server 310 may extract keywords that have proved or are expected to have an advertisement effect among a plurality of keywords related to a specific industry and provide them as main keywords, and may calculate and provide an advertisement index for each main keyword. The user terminal 320 may receive a main keyword from the server 310 and request/receive an advertisement index for the main keyword.

The server 310 may check a specific business type. The server 310 may receive information on a specific business type, receive information from a separate server/terminal, or load a value stored in advance. The pre-stored value may be industry type information input or transmitted during the previously advanced'providing key keywords'. The pre-stored value may be managed together with the log-in record of the operator or user.

The server 310 may extract a main keyword from a plurality of keywords. The server 310 may receive a plurality of keywords input or may be transmitted from a separate server/terminal through a request. A number of keywords can be classified by industry type. The industry classification system can be subdivided into large, medium and small classifications.

The server 310 may be requested to provide key keywords for a specific industry. The server 310 may check keywords for a specific industry and determine whether the keywords satisfy a preset condition. The preset conditions may be determined step by step, and keywords that satisfy all of the preset conditions may be provided as main keywords.

When the server 310 determines step by step whether a keyword of a specific industry satisfies a preset condition, keywords that satisfy the condition of a specific step may be grouped into a keyword group. In addition, main keywords provided from the server 310 may also be grouped into main keyword groups. Here,'keyword group' refers to a group of keywords, and'grouping' refers to keywords that satisfy a certain level of conditions being distinguished from keywords that do not, so the expression'keyword group' or'grouping' It does not necessarily mean that the server 310 stores or processes keywords as keyword groups.

The server 310 may extract main keywords from a plurality of keywords by using the history information. The server 310 may receive history information from an operator of the main keyword management system 1000 or the main keyword providing system 300, or may receive history information from a separate server or terminal through a request. This separate server or terminal may be the search advertisement system 100 or the advertisement management server 200.

Here, the history information includes a keyword search history in which each keyword was searched (hereinafter referred to as'search history') and a search advertisement execution history in which an advertisement corresponding to the keyword was executed (hereinafter referred to as'ad history'). I can.

The search history may refer to a history of each keyword inputted from the searcher terminal 130 and searched through the search server 120. In other words, the search history may be generated by “inquiring” a keyword through the search server 120.

Here, the search history may be generated based on the search server 120 and may be detected through a log file collected from the search server 120 or the like.

When there are a plurality of search servers 120, a search history according to each search server 120 may be separately generated. The server 310 may separately manage the search history according to each search server 120, or may manage the search history as a single search history by integrating the search history according to each search server 120.

The search history of each keyword is the date of inquiry, the time of inquiry, information confirmed from the searcher terminal 130 that was searched-For example, it may be the model of the searcher terminal 130, IP, cookie information, etc. Depending on the probability of acquisition may vary-, the search path of the searcher, the search server 120 to which the searcher is connected, or the demographic information of the searcher that the search server 120 can obtain-For example, the searcher's log -in) Records can be used, and cases that can be collected through other data are included.

The search history of each keyword may be accumulated, and the searched history through the search server 120 for a predetermined period may be calculated as a number of views. The number of views of each keyword may be calculated differently based on the accumulated period, the search server 120, the searcher terminal 130, or the searcher's information. For example, when the number of views of the search server 120 in the last month of the keyword (a) is 100 times, the number of times the keyword (a) is input from a personal computer (hereinafter referred to as'PC') is 30 times, and from a smartphone. There may be 70 input cases. For another example, a woman may search for the keyword (a) 60 times, and a man may search for the keyword (a) 40 times. In this case, the number of views of the keyword (a) may be calculated differently by removing duplicates based on the above-described information.

The advertisement history may mean a history in which an advertisement corresponding to each keyword is provided through the advertisement providing server 110 or a history in which a searcher responds to the advertisement. In other words, the advertisement history is generated by'impression' of advertisements on the searcher terminal 130 through the advertisement providing server 110 or the search server 120 that has received advertisements therefrom, or the output advertisement is' It can be generated according to whether inflow to a specific web/mobile page has occurred through link information included in the advertisement after being clicked.

Here, the advertisement history related to'exposure' or'click' of the advertisement may be generated based on the search advertisement system 100 or a separate server that manages web/mobile pages connected through link information. Here, the advertisement history may be detected through a log file or page tag data collected from the search server 120 of the search advertisement system 100.

When the search advertisement system 100, that is, the advertisement providing server 110 or the search server 120 is plural, an advertisement history according to each advertisement providing server 110 or search server 120 may be separately generated. The server 310 may separately manage advertisement history according to each advertisement providing server 110 or search server 120, or integrate advertisement history according to each advertisement providing server 110 or search server 120 By doing so, it can be managed as a single advertisement history.

On the other hand, if there is an advertisement management server 200 that receives/delivers an advertisement from the terminal or server of the advertisement provider and delivers the advertisement to the advertisement providing server 110, the advertisement history is displayed by the advertisement management server 200. Can be managed. The advertisement management server 200 may integrate and manage advertisement history of advertisements provided to a plurality of advertisement providing servers 110 or search servers 120.

On the other hand, when the operator of the main keyword providing system 300 is the same as the operator of the advertisement management server 200 or has a contract relationship with the advertisement management server 200 or an advertisement provider, the server 310 It is possible to obtain an advertisement history that is difficult to secure without a contract relationship with an advertisement provider. Accordingly, in this case, the accuracy of the main keyword or advertisement index provided by the main keyword providing system 300 or detailed information may be improved.

The advertisement history of each keyword is the advertisement material, advertisement exposure date, advertisement exposure time, advertisement bid unit price, advertisement click status, advertisement click date, advertisement click time, advertisement click unit price (CPC: cost per click cost for one advertisement click ), link information associated with the advertisement, advertisement provider, information identified from the searcher terminal 130 provided with the advertisement, the search path of the searcher, the search server 120 accessed by the searcher, and the search that the search server 120 can obtain It may include demographic information of the person. Here, the advertisement history related to'exposure' of the advertisement corresponding to the keyword may correspond to the search history related to the'inquiry' of the keyword.

The number of times the advertisement corresponding to each keyword is exposed for a predetermined period may be accumulated, and this may be calculated as the number of impressions. The number of impressions of each keyword may be calculated differently based on the cumulative period, the search server 120, the searcher terminal 130, or the searcher's information. Detailed information may be described with reference to the above-described'number of search history views'.

The number of times an advertisement corresponding to each keyword is clicked for a predetermined period may be accumulated, and this may be calculated as the number of clicks. The number of clicks of each keyword may be calculated differently based on the cumulative period, the search server 120, the searcher terminal 130, or the searcher's information. Detailed information may be described with reference to the above-described'number of search history views'.

Here, numerical data such as the number of impressions or clicks in the advertisement history may include a predicted value generated based on actual execution data of an advertisement corresponding to each keyword. Since numbers such as impressions or clicks are important information directly related to the advertising provider's marketing strategy, it may be difficult for the main keyword providing system 300 or server 310 to collect actual values from operators of different servers or systems. have. Accordingly, the server 310 of the main keyword providing system 300 may receive or input the predicted number of impressions or clicks from an external server and use it to provide the main keyword.

The server 310 may extract key keywords from a plurality of keywords by using noise information. The server 310 may receive noise information from an operator of the main keyword management system 1000 or may receive noise information from a separate server through a request.

Here, the noise information may be generated based on each industry type, and the noise information may include'exception keywords' for each industry type. The exception keyword may be a keyword that is inappropriate to be used for advertisement among keywords of a specific industry. In other words, the exception keyword may be a keyword that is not provided as a major keyword of a specific industry.

For example, the exception keyword is a name that refers to one company or brand, such as a company name or a brand name, and may include a keyword inappropriate to represent a specific industry. For another example, an exception keyword may include a keyword that has a high number of views but has insufficient advertising effect because the keyword is excessively used as a marketing means in a specific industry. For another example, the exception keyword may include a keyword inappropriate for the advertisement to be exposed or to induce a click of the advertisement in the search result. The exception keyword is not limited to the above-described examples, and may be described as including various examples that are not mentioned.

The server 310 may provide key keywords for a specific industry and then update them. The server 310 may update the main keywords according to a preset time interval, or may update the main keywords according to a request. Here, in the update of the main keywords, the main keywords extracted at the first time point are provided, the main keywords are extracted at the second time point, and among the main keywords extracted at the second time point, keywords other than the main keywords extracted at the first time point are selected. It may mean adding as a main keyword and providing it as an updated main keyword.

In this case, the main keywords extracted at the first point in time may all be included in the updated main keywords, but keywords whose views are less than or equal to the threshold range for a predetermined period may be excluded.

The server 310 may calculate an advertisement index for a major keyword. The advertisement index of the main keyword may be calculated based on the above-described number of views, impressions, clicks, advertisement unit price, or other historical information. The advertisement index of the main keyword may be calculated in consideration of the average value of the above-described number of views, impressions, clicks, advertisement unit price, or other history information of the main keyword group-meaning all of the main keywords provided at a specific time. In this case, the advertisement index of the main keyword may be provided as a relative value through comparison with the advertisement index of the main keyword group, and the advertisement index displayed as the relative value may be a positive number less than 10 and a value between 1 and 9.

The server 310 may provide an advertisement index for a major keyword based on an advertisement purpose. The advertisement purpose may correspond to at least one advertisement index. The server 310 may recommend an advertisement index. The server 310 may check an advertisement index corresponding to an advertisement purpose and provide the advertisement index for a main keyword. The server 310 may provide a ranking of key keywords based on an advertisement index or weight. Details related to this will be described later.

The user terminal 320 may request the server 310 to provide key keywords or advertisement indicators. Here, the user is a person who wants to check key keywords of a specific industry and use them in advertisements, and may be an advertisement provider or a person who establishes an advertisement strategy for an advertisement provider.

The user terminal 320 may receive a specific business type input from a user, and may receive a request for a key keyword for a specific business type. The user terminal 320 may transmit a request for a key keyword to the server 310, receive a key keyword provided from the server 310, and output it to the user. In addition, the user terminal 320 may transmit a request for an advertisement index for a specific keyword to the server 310, receive the advertisement index from the server 310 and output it to the user. In addition, the user terminal 320 may receive an advertisement purpose and transmit it to the server 310. The user terminal 320 may perform this through a program or application for providing key keywords, and may perform this through a web/mobile page accessible through a modem or LAN.

The user terminal 320 is provided with a predetermined memory means such as a personal computer, a handheld computer, a personal digital assistant (PDA), an MP3 player, an electronic dictionary, a mobile phone, a smartphone, etc., and a predetermined microprocessor. It may be a terminal equipped with a predetermined computing capability by mounting.

Hereinafter, a server of a main keyword providing system according to an embodiment of the present specification will be described in more detail.

Referring back to FIG. 3, the server 310 may include a storage unit 311, a communication unit 313, a control unit 315, an input unit 317, and an output unit 319.

The storage unit 311 may store a software program required for the operation of the server 310. The storage unit 311 may store data input or received from a separate server/terminal, data required for the operation of the server 310, or data calculated from the operation of the server 310. For example, the storage unit 311 stores information on the above-described industry types, keywords for each industry type, industry classification system, conditions for extracting main keywords, history information of each keyword, noise information, advertisement purpose, advertisement index or weight, etc. Can be saved. To this end, the storage unit 110 includes an EEPROM (Electrically Erasable and Programmable Read Only Memory), a flash memory, or SDRAM (Synchronous Dynamic Random Access Memory) for storing predetermined programs and data. Can be, but is not limited thereto.

The communication unit 313 may support communication between the server 310 and an external device. The communication unit 313 may receive data stored by the storage unit 311 and transmit the data to the outside. The communication unit 313 may receive data to be processed by the control unit 315 or may transmit the processed data to the outside. The server 310 includes information on the above-described industry through the communication unit 313, keywords by industry, industry classification system, conditions for extracting key keywords, history information of each keyword, noise information, advertisement purpose, advertisement index or weight, etc. Can be requested to a separate server and information corresponding thereto can be received. The server 310 may receive a request for providing a main keyword from the user terminal 320 through the communication unit 313 and transmit a main keyword corresponding thereto. The server 310 may receive a request for an advertisement index of a key keyword from the user terminal 320 through the communication unit 313 and transmit the advertisement index corresponding to the request.

The communication unit 313 may support a wireless communication method. The wireless communication method may include wireless LAN communication, Lora, Bluetooth, Zigbee, RFID, NFC, IR method or RF method, but this is not necessarily the case and may include various methods not mentioned. In addition, unlike the above, the communication unit 313 may support a wired communication method.

The communication unit 313 may include a lower communication component suitable for a communication method. There may be at least one lower communication component.

The control unit 315 may oversee the operation of the server 310. The control unit 315 may extract main keywords from keywords by industry type according to an algorithm. The controller 315 may recommend an advertisement index based on a business type, advertisement purpose, calculated main keyword group, or history information. The controller 315 may calculate an advertisement index corresponding to each major keyword. The control unit 315 may provide a ranking of the main keywords based on the advertisement index, and may control various operations related to the main keywords in addition. To this end, the control unit 315 may include an operation module such as a microprocessor.

The input unit 317 may receive data or commands from an operator. The input unit 317 may receive data stored by the storage unit 311. For example, the input unit 317 includes information on the above-described industry from the operator, keywords by industry, industry classification system, conditions for extracting key keywords, history information of each keyword, noise information, advertisement purpose, advertisement index or weight, etc. Can be input. The input unit 317 may receive a command required for data processing by the control unit 315. The input unit 317 may include a keyboard, a mouse, a button, or a touch panel, and may convert an operation instruction received from an operator through a button and a touch panel into an electrical signal.

The output unit 150 may be for outputting the operation process of the server 310 and the presence or absence of errors to the operator, and outputting a processing process of data or commands input from the operator. The output unit 150 may be for providing an image, sound, or video, and a visual device such as a panel or a monitor using a light emitting diode (LED), or a speaker. It may include a voice device. In addition, the output unit 150 may output a tactile sense such as vibration, which may be mainly used to output the presence or absence of an error in the server 310.

The server according to an embodiment of the present specification does not necessarily have to include all of the above-described configurations, and may be provided in a form excluding some configurations according to selection. In addition, the server or the user terminal may be provided in a form in which a configuration for performing an additional function or operation or the like is added according to the selection.

4. How to provide key keywords

Hereinafter, a method of providing key keywords according to an embodiment of the present specification will be described.

4 is a flowchart of a method of providing key keywords according to an embodiment of the present specification.

Referring to FIG. 4, a main keyword providing method S1000 according to an embodiment of the present specification is as follows.

The main keyword providing method according to an embodiment includes the steps of extracting a first keyword group and a second keyword group (S1100); Merging the first keyword group and the second keyword group and removing the exception keyword (S1200); Sorting keywords based on one of number of views of the keyword, number of impressions of search advertisement, number of clicks, click-through rate, and advertisement unit price (S1300); And providing the keywords of the upper range among the sorted keywords as a main keyword group (S1400).

On the other hand, as described above, since the main keywords are provided based on a specific industry, the main keyword provision method further includes'receiving a request for provision of main keywords related to a specific industry' or'confirming the industry'. I can.

Here, as described above, the information related to the business type may be input from an operator or user, transmitted from a separate server/terminal, or may be a value stored in advance. The pre-stored value may be industry type information input or transmitted during the previously advanced'providing key keywords'. The pre-stored value may be managed together with the log-in record of the operator or user.

Hereinafter, each step will be described in more detail.

The server 310 may extract the first keyword group and the second keyword group (S1100).

The server 310 may extract a first keyword group or a second keyword group from keywords related to a specific industry.

For convenience of explanation, in this specification, keywords before being extracted as a first keyword group are referred to as a'first keyword set', and keywords before being extracted as a second keyword group are referred to as a'second keyword set'. .

In this case, keywords included in the first keyword set and the second keyword set may be keywords related to a specific industry.

Hereinafter, extraction of the first keyword group will be described.

The server 310 may receive a plurality of keywords from a separate server or terminal, or input from an operator, and extract keywords suitable for the first keyword set from the plurality of keywords. Alternatively, the server 310 may request and receive a first keyword set for extraction of the first keyword group from a separate server or terminal.

Keywords included in the first keyword set may be keywords contracted with an advertisement provider so that when a keyword is searched by the search server 120 according to a search request, an advertisement corresponding to the keyword is exposed in the search result.

The advertisement corresponding to the keyword included in the first keyword set may be managed by the advertisement providing server 110 or the advertisement management server 200 so that it is provided according to a search request of a searcher through a contract with an advertisement provider. The advertisement may be provided to the searcher terminal 130 through at least one search server 120.

Keywords included in the first keyword set may be used for advertisements during the first period. Here, the term'utilization' may mean that an advertisement provider contracts to expose an advertisement corresponding to a keyword, or may mean that it is managed by the advertisement providing server 110 or the advertisement management server 200 to be provided according to a search request. . Therefore, whether at least part of the contract period of the advertisement provider is included in the first period, or at least a part of the period in which the advertisement corresponding to the keyword is managed by the advertisement providing server 110 or the advertisement management server 200 is the first period A specific keyword may be included in the first keyword set depending on whether it is included in

The'first period' may be a period selected by the system operator, preferably quarter/half year/1 year, and the like. Since the advertising effect may fluctuate in relation to seasonal issues such as seasons, it may be desirable to extract the first keyword set on a quarterly or semiannual basis. In addition, it may be desirable to extract the first keyword set based on one year in order not to consider such seasonality issues. Alternatively, according to the intention of the operator, it may be possible to set a period different from that described above as the'first period'.

Here, the first period may be a discontinuous period. When trying to extract the first keyword set in consideration of the seasonality issue, the first period may be set as a period obtained by summing a quarter/or a specific month for recent years. For example, the first period may be set such as'July for the last 5 years' or '1st quarter for the last 3 years'.

Meanwhile, in order to extract the first keyword group more quickly, the first keyword set may be extracted based on the'keyword having a history of executing an advertisement corresponding to the first period'.

In other words, keywords included in the first keyword set may be executed in the advertisement during the first period. Here, “execution” may mean that an advertisement corresponding to a keyword is provided in a search result according to a search request. Accordingly, when an advertisement corresponding to the keyword is exposed within the first period, the keyword may be included in the first keyword set.

In addition, the above-described'execution' may mean that an advertisement is clicked within a search result corresponding to a keyword. Accordingly, when an advertisement corresponding to the keyword is clicked within the first period, the keyword may be included in the first keyword set. If the first keyword set is extracted based on'ad click', the range of the first keyword set can be reduced compared to the case extracted based on'ad impression', and extraction of the first keyword group is performed more quickly. Can be.

Here, whether the advertisement exposure or the advertisement click occurs within the first period may be determined based on the above-described advertisement history. The advertisement history may be generated by one search server 120 or may be generated by a plurality of search servers 120. The advertisement history may be generated by providing a search advertisement from the advertisement providing server 110.

The advertisement management server 200 may collect, integrate and manage advertisement history generated by at least one search server 120. Accordingly, when the server 310 receives a plurality of keywords -or a first set of keywords- from the advertisement management server 200, the exposure of the advertisement or the click of the advertisement may be determined based on the integrated advertisement history.

At this time, at least one advertisement management server 110, at least one search server 120, or advertisement management server 200 may be collectively referred to as an external server.

The server 310 may extract keywords that satisfy some conditions among keywords included in the first keyword set into the first keyword group. Details related to this will be described later.

Hereinafter, extraction of the second keyword group will be described.

The server 310 may receive a plurality of keywords from a separate server or terminal, or input from an operator, and extract keywords suitable for the second keyword set from the plurality of keywords. Alternatively, the server 310 may request and receive a second keyword set for extraction of the second keyword group from a separate server or terminal.

Keywords included in the second keyword set may be keywords having a history searched by the search server 120 according to a search request.

In this case, the keywords included in the second keyword set may have a history of execution of an advertisement corresponding thereto or may not have a history of execution of an advertisement.

Whether there is a history in which a specific keyword has been searched may be determined based on the search history. The search history may be generated by one search server 120 or may be generated by a plurality of search servers 120.

Keywords included in the second keyword set may be inquired from an external server during the second period. Here, the external server may be the search server 120. The external server may refer to one search server 120 or may refer to a plurality of search servers 120. When there is a single search server 120 that can represent all on/mobile keyword searches, it may be desirable to extract the second keyword set based on the inquiry history of one search server 120 .

The external server described in the extraction of the second keyword set may or may not be the same as the external server described in the extraction of the first keyword set. This may vary depending on the operator's setting value.

The'second period' may be a period selected by the system operator, preferably 1 week/10 days/1 month (30 days)/quarter/half year/1 year, and the like. For example, since an advertisement provider may want to use a keyword that has recently risen or is about to rise rapidly in an advertisement, the operator may set the second period to one month (30 days) in consideration of the needs of the advertisement provider. For another example, since the advertisement provider may want to use keywords that record consistent views regardless of recent issues, the operator may set the second period to 1 year in consideration of the needs of such advertisement providers. The'second period' may be variously set according to the needs of an advertisement provider or operator, and may be a shorter period than the'first period' described above.

The second period may be a predetermined period based on the type of industry. The second period may be set relatively short for a business type with a large search volume of keywords and a fast consumer reaction, and a second period may be set relatively long for a business type with a small search volume for keywords and a slow consumer reaction.

For example, for products that are expensive and take a long time to make decisions, such as automobiles and smartphones, related keywords may not change significantly depending on recent issues. In the case of such an industry, the second period may be set relatively long, specifically based on one month (30 days)/quarter/year. For another example, for products that are easy to replace with daily necessities such as cosmetics and are sensitive to trends, related keywords may vary depending on recent issues. In the case of this type of business, the second period may be set relatively short, such as 1 week/10 days/2 weeks/1 month (30 days).

The server 310 may extract keywords that satisfy some conditions from among keywords included in the second keyword set into the second keyword group. Details related to this will be described later.

The server 310 may merge the first keyword group and the second keyword group, and remove the exception keyword (S1200).

The server 310 may merge the first keyword group and the second keyword group. Here, the merging of the first keyword group and the second keyword group refers to extracting keywords included in the union of the first keyword group and the second keyword group, and removing duplicates of the first keyword group and the second keyword group. can do. As described above,'keyword group' refers to a group of keywords, so'merging' described in an embodiment of the present specification is not necessarily interpreted as storing or processing keywords as keyword groups. will be.

Also, the server 310 may remove the exception keyword. Here, the exception keyword may be included in the above-described noise information.

The server 310 may sort the keywords based on one of number of views of the keyword, number of impressions of search advertisement, number of clicks, click-through rate, and advertisement unit price (S1300).

The server 310 may sort keywords that are included in the first keyword group or the second keyword group and are not exception keywords.

The server 310 may sort the keywords based on the search history or advertisement history of the keywords. The search history may include views, and the advertisement history may include the number of impressions, clicks, and ad unit prices of advertisements corresponding to the keyword.

The server 310 may sort the keywords based on the number of views. The number of views may be the number of times each keyword is inquired from an external server during the second period. Here, the external server may be at least one search server 120.

The server 310 may sort the keywords based on the number of impressions or clicks. The number of impressions or clicks may be the number of times that the advertisement corresponding to each keyword is displayed on the user terminal 130 through an external server during the third period or the number of times the advertisement is clicked. The third period may be the same period as the first period or the second period, or may be a different period. Here, the external server may be at least one search server 120, and may be the same server as the search server 120 in which the number of views is aggregated, but this is not necessarily the case. In addition, the number of impressions or clicks may be an actual execution value of an advertisement corresponding to each keyword, or may be a predicted value generated based on actual execution data.

The server 310 may sort the keywords based on an advertisement unit price. The advertisement unit price may include an advertisement click unit price, and the advertisement unit price may be calculated based on the number of clicks of advertisements corresponding to each keyword generated through an external server during the third period. Here, the advertisement unit price may be an actual execution value of an advertisement corresponding to each keyword, or may be a predicted value generated based on actual execution data.

Here, in order to extract the main keywords suitable for advertisement execution in a specific industry, it may be preferable to sort the keywords based on the number of impressions, clicks, or advertisement unit price related to advertisement execution rather than the number of keyword views.

In order to extract key keywords suitable for advertisement execution in a specific industry, it may be preferable to sort the keywords based on the number of clicks reflecting the active reaction of the searcher rather than the number of impressions.

In order to extract the main keywords suitable for advertising execution in a specific industry, it may be desirable to sort the keywords based on the cost-effective advertising unit price rather than the number of impressions, but if the exact advertising cost cannot be confirmed, it is provided based on this. Key keywords may have low reliability.

In addition, as for the number of views, impressions, or clicks, the greater the value, the greater the advertising effect, and the smaller the value of the advertising unit price, the greater the advertising effect. Therefore, in order to extract key keywords suitable for advertising execution in a specific industry, the number of views, impressions, or clicks can be sorted in descending order, and the ad unit price can be sorted in ascending order, and the number of views, impressions, or clicks are in ascending order, Ad unit prices can also be sorted in descending order.

The server 310 may provide a keyword of an upper range among the sorted keywords as a main keyword group (S1400).

The server 310 may extract a main keyword group from keywords that are included in the first keyword group or the second keyword group and are not exception keywords. The main keywords of the main keyword group can be extracted in various ways. The main keyword group may be extracted based on a specific value among the keywords. The main keyword group may be extracted based on one of the number of views of the keyword, the number of impressions of the search advertisement, the number of clicks, the click-through rate, and the ad unit price.

For example, when key keyword groups are sorted based on one of keyword views, search ad impressions, clicks, click-through rate and ad unit price-impressions, clicks, click-through rates are in descending order, and ad unit prices are in ascending order. Can -, it can be keywords belonging to a specific upper range in the whole. As another example, the main keyword group may be keywords that are greater than or equal to a specific value based on one of the number of views of the keyword, the number of impressions of the search advertisement, the number of clicks, the click-through rate, and the ad unit price. As another example, the main keyword group may be keywords that fall within a specific number from the top when sorted based on one of the number of views of the keyword, the number of impressions of the search advertisement, the number of clicks, the click-through rate, and the ad unit price.

In this case, providing keywords that fall within a higher range under a specific criterion among keywords as a major keyword group is more competitive than providing key keyword groups based on a specific number or specific value among keywords. It may be easy to reflect.

For example, in Industry A and Industry B, a major keyword group may be provided among 300 keywords in Industry A, while a major keyword group among 120 keywords may be provided in Industry B. When the main keyword providing system 300 extracts keywords within the range of the top 20% of keywords as main keywords, 60 types of A type and 24 types of B type may be provided as main keyword groups. In this case, advertisement In the case of an industry in which is actively executed, since the number of keywords may be large, it is possible to determine whether the advertisement activity of the relevant industry is active or not active through the number of key keywords. In the above-described case, it may be determined that industry A has a higher degree of competition than industry B. In addition, even in an industry in which advertisements are not actively executed, the number of key keywords may be large when various keywords are widely used because product characteristics or consumer interests are subdivided. Accordingly, it is possible to determine the degree of use of keywords or diversity of keywords according to the number of main keywords. However, if the number of keywords in a major keyword group is limited to 100, it may be necessary to separately compare the number of impressions, clicks, or ad unit prices to compare the degree of competition between industries. In addition, when only keywords with a certain value or higher are included in the main keyword group, the number of keywords in the main keyword group may be different depending on the degree of competition, but the number of keywords in the main keyword group may be too large for industries with active advertising activities such as insurance. On the other hand, there is a problem in that the number of keywords in the main keyword group may be provided too small in the industries where advertising activity is not active.

Here, the'main keyword group' refers to a group of at least one main keyword, and may be interpreted as having the same meaning as the main keyword. Therefore,'providing a main keyword group' and'providing a main keyword' can be interpreted as the same meaning.

The main keyword group may be keywords belonging to an upper range based on a specific value among the keywords. Key keyword groups are sorted based on one of keyword views, search ad impressions, clicks, click-through rate, and ad unit price-Impressions, clicks, click-through rates can be sorted in descending order, ad unit prices can be sorted in ascending order- , May be keywords that belong to the top 10-30% of the total. The main keyword groups may be keywords that are in the top 15 to 25% of the total when sorted based on one of number of views, impressions, clicks, click-through rates, and ad unit prices of keywords. The main keyword groups may be keywords that are in the top 20% of the total when sorted based on one of number of views, impressions, clicks, click-through rates, and ad unit prices of keywords.

On the other hand, the main keyword group may be extracted by considering the number of keyword hits, the number of impressions of the search advertisement, the number of clicks, and the unit price of the advertisement step by step. For example, the number of impressions-is only an example of several numbers, so other numbers are used. It may be performed based on-and then additionally sorted based on the number of clicks or ad unit price, or based on the number of views-it is only an example of several numbers and may be performed based on other numbers. After extracting the keywords, it may be possible to extract the keywords again based on the number of clicks or advertisement unit price.

In the above, a flow chart of a method for providing main keywords according to an embodiment of the present specification has been described. Hereinafter, extraction of the first keyword group and the second keyword group will be described in more detail.

5 is a flowchart illustrating extraction of a first keyword group according to FIG. 4.

5, a method for extracting a first keyword group (S1110) is

Extracting keywords having a history of executing the corresponding advertisement (S1112); Extracting keywords with a history searched from an external server (S1114); And extracting keywords in which the corresponding advertisement has been clicked on the external server (S1116).

Hereinafter, each step will be described in more detail.

The server 310 may extract keywords having a history of executing advertisements corresponding to the keywords during the first period from keywords related to a specific industry (S1112).

In the above step, the server 310 not only extracts keywords having a history of executing advertisements corresponding thereto during the first period from the plurality of keywords, but also allows the server 310 to provide the first keyword to a separate server or terminal. It may include requesting a set and receiving it. Further, the step may be described with reference to the contents related to the'first keyword set' of (S1100) described above.

The server 310 may extract keywords having a history searched from an external server (S1114).

Here, the searched history may be determined based on the search history generated by the external server for a specific period. Specifically, if the number of views generated by the external server during a specific period is greater than a predetermined value, it may be determined as a'keyword with a searched history'. Here, the predetermined value may be 0.

In this case, the specific period may be a'second period'. The'second period' may be described with reference to the above.

In addition, the external server may refer to one search server 120 or a plurality of search servers 120. However, when there is a single search server 120 that can represent all online/mobile keyword searches, it may be desirable to extract keywords based on the inquiry history of one search server 120. Also, the external server may or may not be the same as the external server described in the above-described extraction of the first keyword set. This may vary depending on the operator's settings.

The server 310 may extract keywords for which a corresponding advertisement has a history of being clicked on an external server (S1116).

Here, the click history may be determined based on an advertisement history generated by an external server or a predicted advertisement history during a specific period. Specifically, if the number of clicks generated by an external server or predicted to occur during a specific period is greater than a predetermined value, it may be determined as a'keyword with a click history'. Here, the predetermined value may be 0.

In this case, the specific period may be a'third period', and the'third period' may be described with reference to the above.

In addition, here, the external server may include at least one search server 120, and may be the same server as the search server 120 in which the number of views is aggregated, but this is not necessarily the case.

In this way, from the keywords on which the corresponding advertisement was executed during the first period, the number of clicks of the search advertisement that occurred in the external server during the second period, or that was predicted to occur in the third period, 1 You will be able to extract keyword groups.

6 is a flowchart illustrating extraction of a second keyword group according to FIG. 4.

6, a method of extracting a second keyword group (S1120) is

Extracting keywords with a history searched from an external server (S1122); Extracting keywords in which the number of views of the external server through the connection of the first terminal and the second terminal is greater than or equal to a predetermined value (S1124); And extracting keywords in which the number of clicks of the corresponding advertisement generated in the external server is equal to or greater than a predetermined value (S1126).

Hereinafter, each step will be described in more detail.

The server 310 may extract a second keyword set including keywords having a history searched from an external server during the second period from keywords related to a specific industry (S1122).

In the above step, the server 310 not only extracts keywords with a history searched from the external server during the second period from the plurality of keywords, but also the server 310 requests a second keyword set from a separate server or terminal. And receiving it. In addition, the step may be described with reference to the contents related to the'second keyword set' in (S1100) described above.

The server 310 may extract keywords in which the number of views of the external server through the connection of the first terminal and the second terminal is greater than or equal to a predetermined value (S1124).

Here, as in step S1122, the number of views may be included in the search history generated in the external server during the second period.

In addition, in the extraction of the keyword based on the number of views, a value calculated individually according to the type of the searcher terminal 130 connected to the search server 120 when the keyword is searched may be used. For example, the number of keywords generated through the connection of the first terminal (for example, a PC) and the number of keywords generated through the connection of the second terminal (for example, a smartphone) Can be considered individually.

Accordingly, the server 310 may extract, as the second keyword group, keywords in which the number of hits greater than the reference value is generated in both the first terminal and the second terminal among the keywords.

In this case, according to the needs of the operator or the advertisement provider, the reference value of the number of views generated through the connection of the first terminal and the number of views generated through the connection of the second terminal may be differently set.

For example, in consideration of the recent rapidly increasing usage of smartphones, the reference value of the number of hits generated through the connection of the first terminal (PC) is the reference value of the number of hits through the connection of the second terminal (smartphone). Can be set larger.

In this way, the reference value of the number of views generated through the connection of the first terminal (PC) can be set to 50 times, and the reference value of the number of views through the connection of the second terminal (smartphone) can be set to 100, and the server 310 Among the keywords, keywords that have been viewed 50 times in the first terminal and 100 times in the second terminal may be extracted as the second keyword group.

In addition, the reference value may be set differently depending on the type of industry. For example, in a household goods industry in which information search/purchase through a smartphone is active, the reference value of the number of views generated through the connection of the smartphone may be set higher than the reference value of the number of views generated through the connection of the PC.

Here, the reference value may be input from a user/operator or may be received from a separate server/terminal. The reference value may be a predetermined value or may be calculated by another terminal/server. Further, the reference value may be set by the server 310 analyzing history information or analyzing the history of'providing key keywords'. That is, the server 310 may calculate the reference value by analyzing the history information acquired in the process of providing the main keyword group related to the corresponding industry. In addition, the server 310 may calculate a reference value by detecting a history of the user examining specific data in detail.

The server 310 may extract keywords for which a corresponding advertisement has a history of being clicked on an external server (S1126).

Here, the click history may be determined based on an advertisement history generated by an external server or a predicted advertisement history during a specific period. Specifically, if the number of clicks generated or predicted to occur in an external server for a specific period is greater than a predetermined value, it may be determined as a'keyword with a click history'. The predetermined value may be 0.

In this case, the specific period may be a'third period', and the'third period' may be described with reference to the above.

In addition, the external server may include at least one search server 120, and may be the same server as the search server 120 in which the number of hits is aggregated, but this is not necessarily the case.

As described above, from the keywords searched on the external server during the second period, the second keyword group is selected based on the number of keyword views according to the type of terminal and the number of clicks of search advertisements that occurred or are predicted to occur on the external server during the third period. You will be able to extract it.

In the above, a method of providing a schematic main keyword group has been described, but the main keyword group may be periodically updated. Accordingly, the following describes a method of extracting one main keyword group and then updating the main keyword group after a predetermined time elapses.

7 is another flowchart of a method of providing key keywords according to an embodiment of the present specification.

Referring to FIG. 7, a main keyword providing method S2000 according to an embodiment of the present specification is as follows.

Providing a first main keyword group (S2100); Extracting the first keyword group and the second keyword group (S2200); Merging the first keyword group and the second keyword group and removing the exception keyword (S2300); Sorting keywords based on one of number of views of the keyword, number of impressions of search advertisement, number of clicks, click-through rate, and advertisement unit price (S2400); And extracting a keyword of an upper range among the sorted keywords into a second main keyword group (S2500). And merging the first main keyword group and the second main keyword group to provide a third main keyword group (S2600).

Hereinafter, each step will be described in more detail.

The server 310 may provide a first main keyword group (S2100).

Here, the first main keyword group may be a main keyword group provided according to the flowchart of FIG. 4 described above at the first time point, and the first time point is an arbitrary time point, which means a time point at which the first main keyword group is provided. I can.

After the first main keyword group is provided at the first point in time, the number of views of keywords included in the first main keyword group or the number of clicks, impressions, advertisement unit price, etc. of the search advertisement may be changed. Accordingly, some of the keywords included in the first main keyword group may have to be excluded from the first main keyword group. In addition, new keywords not included in the first major keyword group may have to be included as the first major keyword group.

Users who want to check the most recent key keywords need to update the key keyword groups. The user may request the update of the main keyword group through the input unit of the server 310 or through a separate terminal/server. Alternatively, the server 310 may be set to periodically update the main keyword group according to a predetermined time interval-for example, 1 month (30 days), 10 days, 1 week.

In order to update the main keyword group, the server 310 provides the first main keyword group, extracts the second main keyword group through steps (S2200) to (S2500), and performs a second main keyword group through the step (S2500). 3 Key keyword groups can be provided. Here, the third main keyword group may be an updated main keyword group.

The server 310 may extract the second main keyword group through steps (S2200) to (S2500). Steps (S2200) to (S2500) may be described with reference to FIG. 4, except that the main keyword group is extracted at the second time point.

Here, the second point in time may mean a point in time after the first point in time when the first main keyword group is provided. Depending on the embodiment, the second time point may be a time point after the'pre-determined time interval' has passed from the first time point.

In addition, the second main keyword group may mean a group of keywords that satisfy a condition that can be extracted as a main keyword group based on a second time point among keywords of a specific industry. Therefore,'extraction of the second main keyword group' will not necessarily be interpreted as storing or processing keywords in the server 310 as a keyword group.

The server 310 may merge the first main keyword group and the second main keyword group and provide the third main keyword group (S2600). Here, the third main keyword group is an updated main keyword group and may be provided to the user.

The server 310 may merge the first main keyword group and the second main keyword group. Here, the merging of the first main keyword group and the second main keyword group may mean adding keywords that are not included in the first main keyword group but included in the second main keyword group as main keywords.

The server 310 may provide a third main keyword group. The server 310 may provide a third main keyword group by merging the first main keyword group and the second main keyword group. Keywords included in the third major keyword group may be keywords included in the first major keyword group or the second major keyword group.

Here, the third main keyword group may include keywords included in the second main keyword group. The third main keyword group may include all or only some of the keywords included in the first main keyword group.

For example, some of the keywords included in the first main keyword group satisfy the condition to be provided as the main keyword based on the first time point, but fail to satisfy the condition to be provided as the main keyword based on the second time point. I can. Accordingly, keywords that do not satisfy a condition to be provided as a main keyword based on the second point in time may not be included in the third main keyword group.

As another example, some of the keywords included in the first major keyword group have a low number such as number of views, number of impressions, clicks, or ad unit price of the keyword based on the second time point- Keywords that may appear high and below the reference value may have to be excluded from the third main keyword group. Therefore, keywords with a number such as number of views of the keyword, number of impressions corresponding to the keyword, number of clicks, or ad unit price based on the second time point are less than or equal to the reference value-in the case of ad unit price, more than the reference value-are included in the third main keyword group. May not be.

Here, the reference value may be set differently according to the operator of the main keyword management system 1000, and the reference value is a server, period that is generated such as'the number of hits generated in the external server during the fourth period is equal to or greater than the reference value' It can be set by specifying the and number.

For example, the number of keyword hits generated in a specific search server 120 for 3 months is 10 or less, or the number of clicks for advertisements corresponding to keywords generated in at least one or more search servers 120 for 1 month (30 days) is 0 or more, etc. May be set to

It may be preferable that the setting period of the reference value is longer than the second period or the third period described above.

In the above, a method of providing a main keyword group and a method of updating the same have been described, but after the main keyword group is provided, the server may additionally provide an advertisement index for one of the keywords. Therefore, hereinafter, a method of receiving one keyword from the main keyword group and providing an advertisement index for the keyword will be described.

8 is another flow chart of a method for providing key keywords according to an embodiment of the present specification.

Referring to FIG. 8, a main keyword providing method (S3000) according to an embodiment of the present specification is as follows.

The main keyword providing method according to an embodiment includes the steps of extracting a first keyword group and a second keyword group (S3100); Merging the first keyword group and the second keyword group and removing the exception keyword (S3200); Sorting keywords based on one of number of views of the keyword, number of impressions of search advertisement, number of clicks, click-through rate, and advertisement unit price (S3300); Providing a keyword of an upper range among the sorted keywords as a main keyword group (S3400); And providing an advertisement index of the main keyword group (S3500).

Hereinafter, each step will be described in more detail.

The server 310 may provide a main keyword group through steps (S3100) to (S3400). Steps (S3100) to (S3400) may be described with reference to FIG. 4 described above.

The server 310 may provide an advertisement index of a major keyword group (S3500).

According to an embodiment, the server 310 may provide advertisement indicators of all keywords included in the main keyword group. In this case, an advertisement index may be provided together at a time when the main keyword group is provided in step S3400.

According to an embodiment, the server 310 may provide advertisement indicators for some keywords included in the main keyword group. In addition, the server 310 may receive at least one of keywords included in the main keyword group, and may provide an advertisement index for the received keyword.

In the case of receiving a keyword for one of the main keyword groups and providing an advertisement index according to the input, the flowchart of FIG. 8 includes the steps of receiving a first keyword included in the main keyword group (S3502); And providing an advertisement index of the first keyword (S3504).

Here, the first keyword is one of keywords included in the main keyword group, and may be selected by a user or an operator. The first keyword may be input through an input unit of the server 310 or a separate terminal/server, or may be transmitted through a communication unit of the server 310.

The server 310 may calculate advertisement indexes of keywords included in the main keyword group using the advertisement history.

The server 310 may calculate various advertisement indicators. The server 310 may provide all advertisement indices calculated based on each keyword, or may provide some of the calculated advertisement indices.

The server 310 may provide at least one advertisement index requested by being input from a user/operator or transmitted from a separate server/terminal. The server 310 may recommend and provide advertisement indicators according to industry type, advertisement purpose, major keyword group, or history information.

Here, the advertisement index may be for predicting the advertisement effect of the keyword. The user can check/predict the number of impressions or clicks of a keyword, or the unit price of an advertisement through the advertisement index, and can check efficient keywords due to a relatively high number of impressions or clicks or a low advertisement unit price within a major keyword group. The advertisement index may be used to prepare a criterion for selecting keywords suitable for an advertisement purpose among the main keywords.

The advertisement index may be calculated based on the advertisement history corresponding to the keyword. The advertisement index may be calculated based on at least one of the number of impressions, the number of clicks, and the advertisement unit price of the advertisement, and may be calculated using various history information not described above. The advertisement history including the number of impressions, clicks, and advertisement unit price described above may be generated by an external server for a predetermined period. Here, the predetermined period may be a third period, and the external server may include at least one search server 120. In addition, the number of impressions, clicks, and advertisement unit price described above may be actual or predicted values.

The server 310 may calculate various advertisement indicators.

For example, the advertisement index may be calculated through an average value of the number of impressions, clicks, or advertisement unit price of the keyword and the number of impressions, clicks, or advertisement unit price of a major keyword group including the keyword. For another example, the advertisement indicator may be calculated through an operation between at least two advertisement indicators.

Here, the average value may be an average number of impressions, an average number of clicks, or an average ad unit price calculated from keywords included in the main keyword group. The average number of impressions may be a value obtained by dividing the sum of the number of impressions of keywords in the main keyword group by the number of keywords. The average number of clicks may be a value obtained by dividing the sum of the number of clicks of keywords of the main keyword group by the number of keywords. The average ad unit price may include an average ad click unit price. The average ad click price may be a value obtained by dividing the total advertising cost of the major keyword group by the total number of impressions or the total number of clicks of the major keyword group. Alternatively, the average ad click unit price may be an average value of each ad click unit price of keywords of a major keyword group.

In more detail, the advertisement index may include an impression index, a click index, and a click cost index. The advertisement index of a specific keyword may be calculated based on the average value of the main keyword group. Through this, users can check the exposure effect, searcher reaction (click), or cost effectiveness of a specific keyword, and predict the advertising effect that will occur when a specific keyword is used in advertisement, and the advertising effect of a specific keyword within the main keyword group is averaged. Can be compared to or against other keywords.

The impression index of a specific keyword may be a value obtained by dividing the number of impressions of a specific keyword by the average number of impressions of a major keyword group. As the exposure index is higher, it can be determined that searchers perceive it as a keyword related to a specific industry. As the exposure index is higher, it may be determined as a keyword frequently searched by searchers seeking to obtain information on a specific industry. The exposure index may also be referred to as awareness.

The click index of a specific keyword may be a value obtained by dividing the number of clicks of a specific keyword by the average number of clicks of a major keyword group. The higher the click index, the higher the possibility of inducing a searcher's reaction (click) when a search advertisement is exposed. The click index may also be referred to as a reactivity.

The click cost index of a specific keyword may be a value obtained by dividing an advertisement click price of a specific keyword by an average advertisement click price of a major keyword group. The higher the click cost index, the higher the advertising unit price of the keyword, and thus it may be determined as a keyword that is mainly used for search advertisements in a specific industry or is popular with advertisement providers. The click cost index may also be referred to as popularity.

Meanwhile, the click cost index may indicate that the click cost index of a specific keyword is a value obtained by dividing an advertisement click price of a specific keyword by an average advertisement click price of a major keyword group. For example, the largest value may be recalculated as the smallest value and the smallest value may be recalculated through indexing described later. This may be for indicating the cost efficiency of the keyword through the click cost index. The higher the recalculated click cost index, the lower the advertising unit price of the keyword may be, so the cost efficiency may be higher. The click cost index may also be referred to as cost effectiveness.

The advertisement index may include a CTR index of a specific keyword. Here, the click-through rate is a value obtained by dividing the number of clicks of a specific keyword by the number of impressions, and through this, the user checks how many reactions (clicks) of the searcher occurred compared to the number of times the advertisement was exposed, and executes an advertisement corresponding to a specific keyword in the future. When you do, you can predict possible advertising effects. Not only the click-through rate of a specific keyword, but also the average click-through rate of the main keyword group may be calculated, which may be a value obtained by dividing the total number of clicks of the main keyword group by the total number of impressions of the main keyword group.

The CTR index of a specific keyword may be a value obtained by dividing the CTR of the specific keyword by the average CTR of the main keyword group. As the CTR index is higher, it may be determined as a keyword with a high probability of inducing a reaction (click) of a searcher compared to exposure of a search advertisement.

Meanwhile, the above-described advertisement indicator may be processed through an additional operation. The above-described advertisement index may be provided as an actually calculated value, but may be displayed/indexed as a relative value through comparison with the advertisement index of a major keyword group. For example, if the calculated value of the exposure index of the first keyword is 0.5 and the calculated value of the exposure index of the second keyword is 2, it is confirmed that the second keyword has a higher exposure effect than the average than the first keyword. /It is predictable, but it may not be easy to determine at what level the first keyword and the second keyword are within the main keyword group-upper, middle, or lower.

Therefore, each advertisement index may be calculated as a relative value so that it is possible to grasp at which level each keyword is located within the main keyword group based on a specific number, and the advertisement index calculated as a relative value may be a positive number of 10 or less, In more detail, it may be a value between 1 and 9. In this case, the average value of the advertisement index of the main keyword group may be 5, and in the case of a keyword having an advertisement index value of a specific keyword greater than 5, it may be determined that the effect is greater than that of other keywords.

In addition, the advertisement index may include an advertisement recognition index or a cost efficiency index calculated through an operation between at least two advertisement indexes. This may be for calculating one advertisement index that simultaneously considers at least two of various advertisement effects such as exposure effect, searcher response, cost efficiency, or click-through rate.

The advertisement recognition index may be for simultaneously considering the exposure effect of the search advertisement and the reaction of the searcher. The higher the advertisement recognition index is, the more frequently it is searched, that is, it can be determined as a keyword that is easy to induce a searcher's response with a higher number of impressions.

The advertisement recognition index may be a product of the impression index and the click-through rate index. The advertisement recognition index of a specific keyword may be a value obtained by multiplying an impression index of a specific keyword and a click-through rate index calculated as a relative value -10 or less. The advertisement recognition index of a specific keyword may be calculated as a relative value again through comparison with the advertisement recognition index of other keywords in the main keyword group. The advertisement index calculated as a relative value may be a positive number of 10 or less, and may be a positive number of 10 or less. In detail, when the impression index and the click-through rate index of a specific keyword are calculated as a relative value between 1 and 9, the advertisement recognition index may be multiplied by these and divided by 9.

The cost efficiency index may be for simultaneously considering the cost efficiency of the search advertisement and the response of the searcher. The higher the cost efficiency index, the higher the probability of inducing a searcher's response (click), and may be determined as a keyword with a lower advertising unit price.

The cost efficiency index may be a product of a click index and a click cost index. The cost efficiency index of a specific keyword may be a value obtained by multiplying a click index of a specific keyword and a click cost index calculated as a relative value. The cost efficiency index of a specific keyword may be calculated as a relative value through comparison with the cost efficiency index of other keywords in the main keyword group. The advertisement index calculated as a relative value may be a positive number of 10 or less. Specifically, when the click index and the click cost index of a specific keyword are calculated as a relative value between 1 and 9, the cost efficiency index may be multiplied by these and divided by 9.

Meanwhile, the advertisement index of the main keyword group may be partially recommended/provided or provided with priority. This is to help users select keywords by recommending/providing only specific advertising indicators of key keyword groups, or providing specific advertising indicators prior to other advertising indicators-temporally (first) or visually (front/top). Can be

In this case, an advertisement index to be calculated by applying a weight between the advertisement indicators may be recommended/provided or the priority thereof may be determined.

Here, “recommending/providing advertisement indicators to be calculated” may mean that some advertisement indicators having the highest weight—for example, one, two, or three—are recommended/provided. In addition, selection of an advertisement index to be calculated may mean that an advertisement index having a weight equal to or greater than a predetermined value is recommended/provided. The predetermined value may be an average value of the weight of each advertisement index, and may be set to various values not mentioned.

In addition, here, the'weight value' is a value considering the weight of each criterion as a result, and by applying a weight, only a specific advertisement indicator may be provided or priority of the advertisement indicators may be determined.

The weight can be set through various methods.

As an example, the weight may be input from the user or may be received through a separate terminal/server. The weight may be a predetermined value or may be calculated by another terminal/server.

As another example, the weight may be set based on an industry type or an advertisement purpose. Details related to this will be described later with reference to FIG. 9.

As another example, the weight may be set based on the characteristics of the main keyword group. Here, the characteristics of the main keyword group are the sorting criteria of the main keyword group-the number of keyword hits, the number of impressions of the search advertisement, the number of clicks, the click-through rate and the ad unit price, etc.-or the number of keywords that the main keyword group has, the main keyword group includes. It may be the number of views of keywords, the number of impressions of a search advertisement, the number of clicks, a click-through rate, or an average value of an advertisement unit price. The characteristic of the main keyword group may be a generic term for historical information of keywords or a value calculated therefrom.

For example, the main keyword group may be extracted from keywords sorted based on the sorting criterion, and the weight of the advertisement index may be determined according to the sorting criterion. As an example, when the number of views or impressions of a major keyword group is used as the sorting criterion, the server 310 considers that the advertisement effect of keywords related to'impression' is already considered by setting the number of views or impressions as a sorting criterion. ,'Click' or'cost' related advertising indicators can be set high weight. Alternatively, the server 310 may set a high weight on the exposure index or advertisement recognition index corresponding to the number of impressions as the sorting criterion.

At this time, in setting the weight, if there are two or more advertisement indexes corresponding to the criteria-although it may be an alignment criterion here, various values related to the industry, advertisement purpose, or characteristics of the main keyword group may be the criteria- A high weight may be set for all of the advertisement indicators, but a high weight may be set for the advertisement indicator that is to be determined more importantly. As a result of determining based on the sorting criteria as described above, if you want to set a weight on the impression index and advertisement recognition index, which are advertisement indicators related to'exposure', the impression index based on the number of impressions is the advertisement recognition based on the number of impressions and clicks. It may be determined that it is more suitable to consider only'exposure' than the index, and the exposure index may have a higher weight than the advertisement recognition index.

For another example, the weight of the advertisement index may be set based on the intensity of competition of the major keyword groups. The main keyword group may be keywords that belong to the top 10 to 30% of the total when sorted by sorting criteria. At this time, the number of keywords included in the main keyword group may vary according to the degree of competition in the industry, and the number of keywords in the main keyword group may be a predetermined value-for example, 50, but is not limited thereto- In this case, the degree of competition in the industry including major keyword groups may be low. In this way, the intensity of competition can be predicted from the number of keywords in the main keyword group. In a major keyword group with low competition intensity, the advertisement exposure effect may be high only by the exposure of the advertisement, so the server 310 may set a higher weight on the advertisement index related to the number of impressions, that is, the impression index or the advertisement recognition index than the click index. . On the contrary, if it is determined that the competitive intensity of the major keyword groups is high, a higher weight than the exposure index may be set for the'click index' or'click rate' that can induce the click of an advertisement.

In this case, the degree of competition depth may be determined based on not only the number of keywords in the main keyword group, but also other values. It can be determined based on historical information such as average number of views, average number of impressions, average number of clicks, or average ad unit price of a major keyword group, and if the value is more than or less than a predetermined value, the competition intensity of the relevant industry is high/low. It can be judged as.

In this case, each weight value may be set differently according to the degree of competition, that is, the number of keywords in the main keyword group. For example, the weight of the impression index may be different when the number of keywords in the main keyword group is 100 and 300 is. In addition, the difference between the weight value of the impression index and the click index may also vary depending on the number of keywords in the main keyword group.

For another example, the weight of the advertisement index may be set based on the average value of the main keyword groups. For example, the average number of views or the average number of impressions is a predetermined value-for example, it may be 1000, but is not limited thereto-In the case of a major keyword group that appears higher than the number of views or impressions, the number of clicks or ad unit price when selecting the keyword Since it may be important to be considered, a high weight may be set on an advertising index related thereto, that is, a'click index', a'click cost index' or a'cost efficiency index'.

As described above, when there are multiple advertisement indicators corresponding to the same criterion-industry, advertisement purpose, or one of the characteristics of a major keyword group, the weights of the plurality of advertisement indicators may be set equally or differently. have.

In addition, when there are multiple advertisement indicators corresponding to the same criterion, the weight of each advertisement indicator may be set differently using additional information. Additional information is related to the industry, advertising purpose, or characteristics of key keyword groups.For example, calculation criteria for key keyword groups, number of keywords, average number of views, average number of impressions, average number of clicks, average click-through rate and average ad unit price. Can be, but is not limited thereto.

More specifically, in the case of a main keyword group extracted with a low number of keywords, the exposure index and the advertisement recognition index, which are advertisement indicators related to'exposure', may have a high weight. At this time, when the server 310 uses the average click count of the main keyword group as additional information, the average click count-compared with the reference value, or compared with other main keyword groups-appears low, the keywords in the main keyword group are searched. Since it may be difficult to obtain a user's response, a higher weight may be set for the'ad recognition index' related to the'click count' among the impression index and advertisement recognition index.

In addition, in the case of a major keyword group in which the average number of views or average impressions is high, a high weight may be set to a'click index', a'click cost index', or a'cost efficiency index' related to'click'. At this time, the server 310 may utilize the average ad unit price of the main keyword group as additional information, and if the average ad unit price of the main keyword group is higher than the reference value or compared to the other main keyword group, the main keyword Since most of the keywords in the group may have a high unit price, the highest weight can be set on the'cost efficiency index' that can consider the advertisement unit price together.

In the above, when there are multiple advertisement indicators corresponding to the same criterion, it has been described that the weights between them are set differently by using additional information, but the server 310 does not use only one of the additional information, but uses two or more simultaneously. Maybe.

Weights can be updated through various methods. Details related to this will be described later.

The server 310 may provide the calculated advertisement index to a user by outputting the calculated advertisement index through an output unit or transmitting it to the user terminal 320.

The server 310 may provide at least one advertisement index for at least one main keyword, and variously provided with reference to the above-described contents.

The server 310 may provide keywords included in the main keyword group and advertisement indicators corresponding thereto.

Here, the server 310 may provide a keyword ranking within the main keyword group based on the advertisement index. That is, the server 310 may sort the main keyword groups based on the advertisement index, and may provide the sorted main keyword groups. The advertisement index of the sorted main keyword groups and their rankings may be provided together at a time when the main keyword groups are provided in step S3400.

In addition, here, the server 310 may provide a keyword ranking in the main keyword group based on a specific advertisement index. The specific advertisement index may be input from a user/operator or transmitted from a separate server/terminal. In addition, the specific advertisement index may be recommended/provided based on the characteristics of the main keyword group, industry type, or advertisement purpose.

In addition, the server 310 may provide a keyword ranking in the main keyword group based on two or more advertisement indices. In this case, two or more advertisement indicators may be sequentially considered based on the weight of each advertisement indicator to sort the major keyword groups, or the major keyword groups may be sorted by calculating a recommendation indicator based on the weight of each advertisement indicator.

For example, when the first advertisement index has a higher weight than the second advertisement index, the main keyword groups are sorted based on the first advertisement index, but keywords having the same or similar values may be sorted based on the second advertisement index. have.

As another example, as described above, if the first advertisement index is set to have a first weight and the second advertisement index has a second weight, the server 310 newly calculates a recommendation index reflecting the weight, and the calculated recommendation You can also sort key keyword groups based on metrics. Here, the recommendation index may be an average value obtained by multiplying each advertisement index and a weight.

In this case, two or more advertisement indices may be input from a user/operator or transmitted from a separate server/terminal. In addition, two or more advertisement indices may include all advertisement indices, or may be recommended/provided based on characteristics of major keyword groups, industry types, or advertisement purposes.

Further, in this case, the weight may be described including the above-described content, but it is not necessarily the case, and the weight for calculating the recommendation index may be managed separately from that for recommending/providing the advertisement index.

In other words, the server 310 may calculate a recommendation index based on the weight of each advertisement index. In addition, the server 310 may determine some of the advertisement indicators corresponding to the characteristics of the main keyword group, industry type, or advertisement purpose among the advertisement indicators, and calculate a recommendation indicator based on a weight of each advertisement indicator. The server 310 may sort key keyword groups based on the recommendation index and provide keyword rankings.

The server 310 may provide only keywords within a predetermined priority range or provide priority over other keywords based on the keyword ranking of the sorted main keyword group. For example, the server 310 may provide keywords that rank higher among the sorted main keyword groups as recommended keywords, or provide them with priority.

In the above, when the server 310 provides an advertisement index of a major keyword group, it has been described focusing on providing an advertisement index and a weight thereof, or a keyword ranking based on the advertisement index. Hereinafter, it will be described that the advertisement index is related to the historical information of the keyword, the type of business or the advertisement purpose of the search advertisement, and based on this, a specific advertisement index is provided/recommended, or a specific advertisement index is provided in preference to other advertisement indicators. .

Hereinafter, provision of the advertisement index will be described in more detail.

9 is a flowchart illustrating provision of an advertisement index according to FIG. 8.

Referring to FIG. 9, a method (S3510) of providing an advertisement index of a major keyword group

Checking the industry type of the main keyword group (S3512); Confirming the purpose of the advertisement (S3514); Checking the advertisement index (S3516); And calculating and providing an advertisement index (S3518).

The server 310 may check the business type of the main keyword group (S3512).

The server 310 may recommend/provide an advertisement index based on the business type of the main keyword group. The server 310 may confirm that the main keyword group is based on a specific industry type, and may provide an advertisement index suitable for the industry, or provide an advertisement index suitable for the industry in preference to other advertisement indexes. This may be to help users select keywords by providing only a small number of advertisement indicators to be considered when selecting a keyword according to the industry type, or providing only such advertisement indicators.

For example, in the case of industries where business to business accounts for the majority of business, such as aircraft manufacturers and ship logistics companies, the purpose of advertising by the advertising provider may be ``obtaining brand awareness,'' but ``consumers (searchers) It may not be'cause of action (for example, click)'. In the case of a corresponding industry, an advertisement index necessary for an advertisement provider may be an'exposure index' or a'ad recognition index'. Accordingly, the server 310 may provide only an exposure index or an advertisement recognition index, or may provide it in preference to other advertisement indexes. In this way, rather than providing all information related to the keyword, if information that is meaningless to the advertisement provider is excluded, the information necessary for the advertisement provider is emphasized and the advertisement provider can easily recognize it, thereby enabling a quick judgment of the advertisement provider. .

Here, the advertisement index corresponding to each business type may be a value previously stored through input/delivery. In addition, the advertisement index corresponding to each business type may be set by analyzing the history of “providing major keywords” by the server 310. That is, in the process of providing a key keyword group related to a corresponding industry, the server 310 allows the user to select a specific advertisement index, or the user sorts keywords based on a specific advertisement index, or the user details data on a specific advertisement index. It is possible to detect the reviewed history, etc., through which the server 310 will be able to set the advertisement index corresponding to the industry.

In addition, the above-described'weight' may be set based on the business type of the main keyword group. As described above, when there are major advertisement indicators according to industry types, the major advertisement indicators may have a high weight. In addition, when there are multiple advertisement indicators corresponding to an industry type, different weights are assigned between them to provide only specific advertisement indicators, or specific advertisement indicators may be given priority.

In this way, a weight is set based on an industry type, and a specific advertisement index may be recommended/provided based on the set weight, or may be provided with priority.

In detail, by setting the first weight to the advertisement index corresponding to the industry type and setting a second weight lower than the first weight to the advertisement index that does not correspond to the industry, the advertisement index that does not correspond to the industry is not provided or is provided in a lower order. can do.

In addition, if all the advertisement indicators are the first advertisement indicator, the second advertisement indicator, and the third advertisement indicator, the first advertisement indicator, the second advertisement indicator, and the third advertisement indicator are determined in the order of suitability for a specific industry. The highest first weight for the advertisement indicator, a second weight lower than the first weight for the second advertisement indicator, and a third weight lower than the second weight for the third advertisement indicator may be set.

As in the above case, when'exposure index' or'ad recognition index' is determined as the main advertising index, the'exposure index' or'ad recognition index' has a relatively high first weight, and other such as'click index' The advertisement indicator may have a relatively low second weight. In addition, when'obtaining brand awareness' is of the utmost importance, the highest first weight for the'exposure index', a second weight lower than the first weight for the'ad recognition index', and a lower weight for the'click index' than the second weight. 3 Weights may be set.

Here, the weight corresponding to each business type may be a value previously stored through input/delivery, but may be a value set by the server 310 analyzing the history of “providing major keywords”.

The server 310 may check the advertisement purpose (S3514).

The server 310 may receive information on an advertisement purpose, receive information from a separate server/terminal, or load a value stored in advance. The pre-stored value may be an advertisement purpose entered or delivered when the previously advanced'providing a main keyword'. The pre-stored value may be managed together with the log-in record of the operator or user.

The server 310 may recommend/provide an advertisement index for a major keyword based on an advertisement purpose. The server 310 may provide an advertisement index suitable for an advertisement purpose, or provide an advertisement index suitable for the advertisement purpose in preference to other advertisement indicators.

Here, the advertisement purpose may be an advertisement provider or a user's intention to establish an advertisement strategy for the advertisement provider or the purpose of an advertisement campaign.

Advertising purposes can vary. For example, the purpose of advertisement may be'obtaining brand/product awareness','consumer action/exploration', or'competition intensity and cost efficiency', but is not limited thereto. In addition. One or two or more of various advertisement purposes may be set as advertisement purposes.

The advertisement purpose may correspond to at least one advertisement index.

As an example, an exposure index may correspond to an advertisement purpose of “securing brand/product awareness”. This is because when an advertisement purpose of'obtaining brand/product awareness' is set, it can be effective for users to select keywords that can maximize the number of impressions of the advertisement. Depending on the embodiment, another advertisement index considering the number of impressions may additionally correspond, for example, an advertisement recognition index may additionally correspond.

As another example, a click index may correspond to an advertisement purpose of'consumer action/exploration'. This is because, when a user wants to introduce consumers to other web/mobile pages through clicks of an advertisement, it may be effective to select a keyword that can maximize the number of clicks of the advertisement. At this time, since the user may wish to consider not only the number of clicks of the advertisement but also the number of impressions, the click-through rate index may correspond to the purpose of the advertisement of'consumer action/exploration'. Depending on the embodiment, another advertisement index considering the number of clicks may be additionally corresponded, for example, a click cost index, an advertisement recognition index, or a cost efficiency index may be additionally corresponded.

As another example, a click cost index may correspond to an advertisement purpose of'competition depth and cost efficiency'. There are only a few popular keywords that can be frequently exposed to consumers or drive clicks, so many ad providers may want them. Therefore, the more popular keywords, the higher the ad unit price, but the number of impressions or clicks may be lower than the unit price. It may be effective for the user to simultaneously consider the popularity of the keyword, that is, the ad unit price, which can determine the degree of competition, and the number of impressions and clicks, which can measure cost efficiency. Depending on the embodiment, another advertisement index considering cost may be additionally corresponded, for example, a cost efficiency index may be additionally corresponded.

In addition, two or more advertisement purposes may correspond to one advertisement index.

For example, if not only'obtaining brand/product awareness' but also'consumer action/exploration' is set for the purpose of advertisement, an advertisement recognition index that can consider not only the number of impressions but also the number of clicks will correspond to the purpose of the advertisement. I can.

As another example, when'consumer action/exploration' as well as'competition depth and cost efficiency' are set for the purpose of advertising, a cost efficiency index that can consider both the number of clicks and cost of the advertisement may correspond to the purpose of the advertisement. have.

Here, the advertisement index corresponding to each advertisement purpose may be a value previously stored through input/delivery. In addition, the advertisement index corresponding to each advertisement purpose may be set by analyzing the history of the “provision of main keywords” by the server 310. That is, after the advertisement purpose is input in the process of providing the main keyword group, the server 310 selects a specific advertisement index, the user sorts keywords based on a specific advertisement index, or the user selects a specific advertisement index. A history of reviewing data in detail may be detected, and through this, the server 310 may set an advertisement index corresponding to an advertisement purpose.

In addition, the above-described'weight' may be set based on the purpose of advertisement. As described above, when there is a main advertisement index corresponding to the purpose of advertisement, the main advertisement index may have a high weight.

In detail, by setting a first weight to the advertisement index corresponding to the advertisement purpose and setting a second weight lower than the first weight to the advertisement index that does not correspond to the advertisement purpose, an advertisement index that does not correspond to the advertisement purpose is not provided or is subordinated. Can be provided.

In addition, even when a single advertisement purpose is input from a user, when there are a plurality of corresponding advertisement indicators, different weights are assigned therebetween to provide only specific advertisement indicators or to provide priority to specific advertisement indicators.

For example, if the purpose of'consumer action/exploration' is set, the order between them is determined by setting different weights to the corresponding click index, click rate index, click cost index, advertisement recognition index, or cost efficiency index. You can do it.

In addition, it is possible to determine the suitability for the purpose of advertisement with respect to all advertisement indexes, and set the weights from the advertisement index with the highest suitability to the lowest advertisement index by differential.

Here, the weight corresponding to each business type may be a value previously stored through input/delivery, but may be a value set by the server 310 analyzing the history of “providing major keywords”.

The server 310 may check the advertisement index to be calculated (S3516).

As described above, the server 310 may recommend/provide an advertisement index to be calculated based on a business type, advertisement purpose, characteristics of a major keyword group, or other information, or may determine a priority of the advertisement index to be calculated. The server 310 calculates a weight based on the type of business, advertisement purpose, characteristics of key keyword groups, or other information, and recommends/provides an advertisement index to be calculated based on the weight, or determines the priority of the advertisement index to be calculated. I can.

Here, when two or more of a number of criteria such as business type, advertisement purpose, characteristics of key keyword groups, or other information are considered at the same time, the server 310 recommends an advertisement index to be calculated in consideration of the order or importance of the criteria. /You can determine the priority of advertisement indicators to be provided or calculated.

The'order' between the criteria may mean that an order is determined among several criteria, and accordingly, one corresponding to the highest order is selected. As a result, several advertisement indicators may be provided based on a specified one of several criteria, or priority may be determined between advertisement indicators.

More specifically, when the first criterion and the second criterion are considered, if the first criterion is higher in order than the second criterion, advertisement indicators corresponding to the first criterion are recommended/provided, or advertisement indicators corresponding to the second criterion It may be provided in preference to it.

The'importance' between the criteria means that a numerical value taking into account the importance of each criterion is calculated, and by reflecting this, the advertisement index to be calculated is recommended/provided, or the priority of the advertisement index is determined.

In more detail, when the first criterion and the second criterion are considered, a first importance level may be set for the first criterion and a second importance level may be set for the second criterion. In this case, advertisement indices related to the first criterion may be applied with a first importance, and advertisement indices related to the second criterion may be applied with a second importance. Some of the advertising indicators are subject to the first importance and the second importance-The first importance and the second importance can be applied together through addition or multiplication -, and the other part of the advertising indicator is one of the first and second importance. Is applied, and another part of the advertising indicator may not be subject to importance. Accordingly, the server 310 may recommend/provide advertisement indicators to which both the first importance and the second importance are applied, only other advertisement indicators, or provide priority over other advertisement indicators. In addition, an advertisement index to which at least one of the first importance and the second importance is applied may be provided in preference to the advertisement index to which the importance is not applied.

Alternatively, the'order' is determined according to the'importance' between the criteria, and advertisement indicators may be recommended/provided based on the order, or priority of the advertisement indicators may be determined.

Hereinafter, in order to distinguish between the'weight' between the advertisement indices of the above-described steps, a numerical value considering the weight between the standards will be described as'importance'. However, there will be no difference in the meaning of'weight' and'importance', and it would be okay to use them together.

The order or importance between criteria can be established through various methods.

For example, the above-described order or importance may be input from a user or may be received through a separate terminal/server. The above-described order or importance may be a predetermined value or may be calculated by another terminal/server.

As another example, the above-described order or importance may be set according to the characteristics of the main keyword group.

For example, as described above, the degree of competition intensity may be determined based on the characteristics of the main keyword group. Therefore, in the case of an industry with a low level of competition in the industry, that is, in which advertisement execution is not active, the advertisement purpose of the advertisement provider is difficult to be subdivided, so it may be desirable to determine the advertisement index based on the industry type. The ranking of the industry may be set to precede the ranking of the advertisement purpose, or the importance of the industry may be set higher than the importance of the advertisement purpose. The server 310 may provide only an advertisement index based on an industry type, or may provide an advertisement index based on an industry type in preference to an advertisement index based on an advertisement purpose.

In addition, the lower the level of competition in the industry-for example, the smaller the number of keywords in the main keyword group, or the lower the number of views/impressions/advertising unit cost-the higher the importance of the industry and the smaller the importance of the purpose of advertising. You can also determine indicators or their priorities. In addition, as the degree of competition intensities of the industry is lower, the difference in importance between the business type and the purpose of advertisement may be set to be smaller, thereby determining the advertisement index or its priority.

As another example, the above-described order or importance may be set based on characteristics of main keyword groups. For example, if the average number of views, average number of impressions, average number of clicks, or average ad unit price of a major keyword group is more than or less than a predetermined value, it may be determined that the intensity of competition in the relevant industry is high/low, and based on this You will be able to set the order or importance between them.

In the above, the order or importance between the business type and the advertisement purpose may be set through various methods not illustrated, and the above-described setting method of the'weight value' may be modified and applied.

In addition, when at least two advertisement purposes are selected, an advertisement index or priority thereof may be determined based on an order or importance between advertisement purposes.

For example, the above-described order or importance may be input from a user or may be received through a separate terminal/server. The above-described order or importance may be a predetermined value or may be calculated by another terminal/server.

As another example, the order or importance of the criteria may be set based on the characteristics of the main keyword group.

For example, the importance may be set based on one of the characteristics of the main keyword group. If the number of keywords, average number of views, average number of impressions, average number of clicks, average click-through rate, or average ad unit price of a major keyword group is more than or less than a predetermined value, it may be determined that the intensity of competition in the relevant industry is high/low. If the degree of competition is high, a number of advertisements may be executed, and so-called advertisement clutter may be high. Therefore,'action triggering/searching' may have to be prioritized rather than'acquiring awareness' that depends on exposure, so the order of'action triggering/searching' may be ahead of others. Alternatively, a higher first importance may be applied to'action triggering/exploration' and a lower second priority level may be applied to'acquisition of awareness', and in this case,'competition intensity and cost efficiency' is also more than'action triggering/exploration'. Low importance may be applied.

For another example, the importance may be set based on at least two of the characteristics of the main keyword group. Depending on the relative values such as the number of keywords, the average number of views, the average number of impressions, the average number of clicks, the average click-through rate, or the average ad unit price of the major keyword group, the purpose of advertising to be considered may vary. That is, when the number of keywords in the main keyword group is large but the average number of views or average number of impressions is relatively low, the degree of competition is high, but the search is not active. Therefore, the purpose of'securing awareness' may take precedence over other purposes. Accordingly, a higher first importance level may be applied to'acquisition of awareness', and a lower second priority level may be applied to'action inducement/exploration' or'competition intensity and cost efficiency'. On the other hand, if the average number of clicks or the average click rate is higher than that of other industries, the purpose of ``acquisition of awareness'' is easy to achieve, but the purpose of ``inducing action/searching'' may be difficult to achieve. In this case, the importance of'action triggering/exploration' may be higher than that of'acquiring awareness', or'action triggering/searching' may be prioritized over other advertising purposes.

On the other hand, by calculating and applying the order or importance between industry, advertising purpose, or other criteria, as well as applying'weight' additionally, it recommends/provides or provides advertising indicators to be calculated among advertising indicators. You might be able to re-determine the priorities

This may be particularly effective in cases where it is difficult to calculate the ranking among advertisement indices even though the order or importance of the criteria is considered-for example, the order is the same or the weights are the same.

On the other hand, the importance may be updated, and detailed information related thereto will be described later.

Depending on the embodiment, one or both of the step of checking the business type of the main keyword group (S3512) and the step of checking the advertisement purpose (S3514) of the flowchart illustrated in FIG. 9 may be omitted.

The server 310 may calculate and provide an advertisement index (S3518).

The server 310 may calculate/provide at least one advertisement index for at least one main keyword, and may calculate/provide in various ways with reference to the above-described contents.

The server 310 may provide keywords included in the main keyword group and advertisement indicators corresponding thereto.

The server 310 may arrange keywords included in a major keyword group according to an advertisement index or a recommendation index, and provide a ranking of the keywords together.

The server 310 may sort keywords included in a major keyword group according to an advertisement index or a recommendation index, and may provide a ranking of the keywords.

The server 310 may provide recommended keywords based on the ranking of the keywords.

On the other hand, when keywords are selected based on the main keyword group "G advertisement index, and an advertisement corresponding thereto is executed, the server 310 can receive the execution result of the keywords and user satisfaction, or receive it through a separate terminal/server. The server 310 may compare the characteristics of the previously provided main keyword group and the execution result.

The server 310 may receive or receive an execution result of the provided main keywords or a consumer survey result, and may update a weight, an importance, or a ranking based thereon.

The server 310 may receive or receive a satisfaction level from users including an advertisement provider, and may update a weight, importance, or ranking based on the input.

For example, when a user inputs an advertisement purpose of ``securing awareness'', the server 310 may set a first weight for the first advertisement index and a second weight for the second advertisement index, and a recommendation index based on this May be calculated to provide a recommended keyword. However, if the'satisfaction' input from the user or received through a separate terminal/server is low, or the actual execution result, when it is determined that the number of views or clicks is not suitable for'acquisition of awareness', the server 310 The 1 weight and the 2nd weight can be changed.

In addition, the server 310 may update the weight, importance, or ranking by analyzing the history of'providing key keywords'.

The server 310 includes a user selecting a specific advertisement index in the process of providing a key keyword group related to a corresponding industry, a user sorting keywords based on a specific advertisement index, or a user examining data related to a specific advertisement index in detail. A history, etc. can be detected, and weight, importance, or ranking can be updated based on this.

In addition, when the keyword finally used for advertisement execution and the recommended keyword provided by the server 310 are different, the server 310 may change the weight used when calculating the recommendation index.

The methods according to the embodiments of the present specification described above may be used alone or in combination with each other. In addition, since all the steps described in each method are not essential, each method may include not only all of the steps, but also some of them. In addition, since the order in which the steps are described is only for convenience of description, the steps in the above-described method are not necessarily performed in the order described.

The above description is merely illustrative of the technical idea of the present invention, and those of ordinary skill in the art to which the present invention pertains will be able to make various modifications and variations without departing from the essential characteristics of the present invention. Accordingly, the embodiments of the present specification described above may be implemented separately or in combination with each other.

Accordingly, the embodiments disclosed in the present specification are not intended to limit the technical idea of the present disclosure, but to explain the technical idea, and the scope of the technical idea of the present disclosure is not limited by these embodiments. The scope of protection of the present invention should be interpreted by the following claims, and all technical ideas within the scope equivalent thereto should be interpreted as being included in the scope of the present invention.

Claims (14)

Extracting, by the server, a first keyword group from keywords having a history of executing the corresponding advertisement during a first period, and extracting a second keyword group from keywords having a history of being viewed by an external server during a second period;
Merging, by the server, the first keyword group and the second keyword group, and removing an exception keyword from keywords included in the first keyword group or the second keyword group;
The exception keyword is based on one of the number of views of each keyword generated by the external server during the second period of the server, the number of impressions, clicks, click-through rates, and ad unit prices corresponding to each keyword generated by the external server during the third period. Sorting keywords that have been subjected to the step of removing.
Providing, by the server, keywords included in the top 10% to 30% of the sorted keywords as a main keyword group; And
Including, the server providing an advertisement index of the main keyword group;
The advertisement index is calculated based on at least one of the number of impressions, the number of clicks, the click rate, and the unit price of an advertisement corresponding to a keyword included in the main keyword group,
The advertisement index is at least one or more of an impression index, a click index, a click rate index, a click cost index, an advertisement recognition index, and a cost efficiency index,
The advertisement index of the first keyword included in the main keyword group is calculated based on at least one of an average number of impressions, an average number of clicks, an average click-through rate, and an average ad click unit price of the main keyword group,
The impression index is based on a value obtained by dividing the number of impressions of the first keyword by the average number of impressions of the group of the main keyword,
The click index is based on a value obtained by dividing the number of clicks of the first keyword by the average number of clicks of the group of the main keyword,
The click-through rate index is based on a value obtained by dividing the click-through rate of the first keyword by the average click-through rate of the group of the main keyword,
The click cost index is based on a value obtained by dividing an advertisement click unit price of the first keyword by an average advertisement click unit price of the main keyword group,
The advertisement recognition index is based on a product of the exposure index and the click-through rate index,
The cost efficiency index is based on a product of the click index and the click cost index.
How to provide key keywords.
The method of claim 1,
At a second time point after the first time point when the main keyword group is provided,
The server extracts a first keyword group from keywords with a history of execution of a corresponding advertisement during the first period, and extracts a second keyword group from keywords with a history of searched by an external server during the second period doing
How to provide key keywords.
The method of claim 1,
The server merges the first main keyword group, which is the main keyword group extracted at the first time point and the second main keyword group, which is the main keyword group extracted at the second time point, and provides them as a third main keyword group.
How to provide key keywords.
The method of claim 3,
The third main keyword group includes keywords in which the number of views generated by the external server for a period longer than the second period is greater than or equal to a first value.
How to provide key keywords.
delete delete The method of claim 1,
In the server providing an advertisement index of the first keyword included in the main keyword group,
The advertisement index of the first keyword is provided as a relative value of the advertisement index of the first main keyword to the advertisement index of other main keywords included in the main keyword group, and the relative value is provided as a positive number of less than 10
How to provide key keywords.
The method of claim 1,
The advertisement index has a weight corresponding to the business type or advertisement purpose of the main keyword group,
Some of the advertisement indicators are provided based on the weight
How to provide key keywords.
The method of claim 8,
At least one of the advertisement indicators is calculated as a recommendation indicator based on the weight,
The main keyword group is sorted based on the recommendation index
How to provide key keywords.
The method of claim 1, wherein extracting the first keyword group comprises:
Extracting, by the server, keywords having a history of execution of a corresponding advertisement during the first period;
Extracting, by the server, keywords having a history searched from an external server during the second period; And
Comprising, by the server, extracting keywords having a history of clicked on an advertisement corresponding to an external server during the third period; including
How to provide key keywords.
The method of claim 1, wherein extracting the second keyword group comprises:
Extracting, by the server, keywords having a history searched from an external server during the second period;
The number of views of the external server through the connection of one device by the server is greater than or equal to the second value
Extracting keywords whose number of views of the external server through the connection of the second device is greater than or equal to a third value-the third value is greater than the second value -; And
Extracting, by the server, keywords in which the number of clicks of advertisements corresponding to each keyword generated in the external server during the third period is greater than or equal to a fourth value;
How to provide key keywords.
The method of claim 1,
The exception keyword includes a company name or brand name keyword.
How to provide key keywords.
The method of claim 1,
The first period is greater than the second period, and the second period is greater than or equal to the third period
How to provide key keywords.
The method according to any one of claims 1 to 4 and 7 to 13,
A server that performs the main keyword providing method.

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