KR20040059115A - Internet advertising in search engine using keyword bidding - Google Patents

Abstract

PURPOSE: An Internet AD(ADvertisement) using a search engine of a keyword bidding method is provided to guarantee an advertiser a high ROI(Return On Investment) by making the advertiser pay expense for an accurate result depending on a click number. CONSTITUTION: The advertiser registers the information for a site to a registration center and the inputted values are stored in a database. A recommended keyword tool(104) generates a list by searching a text string from a keyword database(D101) and shows a monthly searched frequency of each keyword if the advertiser inputs a keyword. A top keyword tool(105) outputs a result from the highest bidding of the keyword by searching the list of the keyword inputted from the keyword database if the advertiser inputs the keyword. A maximum bidding tool(106) outputs the list of the keyword selecting a priority bidding form from the keywords of the keyword database and the bidding price for the keyword from the highest bidding price if the advertiser inputs the keyword.

Description

Internet advertising in search engine using keyword bidding}

The present invention relates to Internet advertising, which is becoming a new advertising medium. The Internet is recognized as a definite advertising medium with exploding users and the demand for internet advertising is growing rapidly every year. However, contributing to effective revenue generation requires overcoming controversy over consensus on standards for advertising costs and measuring effectiveness.

The controversy surrounding Internet advertising is summarized as follows. First, there is no unified standard, so different advertising costs are applied to internet advertising media. In the case of the search engine to which the present invention belongs, the search engines are weighted in different ways. Second, the measure of advertising effectiveness is insufficient. Compared with the functionality provided by the Internet, the technology and know-how of measuring the advertising effect are not mature. This is a problem directly related to the formation of advertising costs, making it difficult for advertisers to estimate the appropriate level of internet advertising costs.

The present invention has implemented a search engine to solve the problem of such Internet advertising. Search engines are already the most popular means for Internet users to get information. However, existing search engines do not overcome the limitations of the above mentioned Internet advertising. Search engines adopt the "keyword advertising" to buy a specific keyword to register the site appears in the search results. It belongs to a so-called "targeting advertisement" that is exposed to specific users who want specific information, and is known to be more effective than a normal search engine registration method.

However, it has the same problem as the problem of internet advertisement. First, there is no uniform standard because each search engine is assigned different advertising weights. Second, the measurement of advertising effect on investment costs is also inaccurate. For example, if a keyword contract is expensive and you sign up for an ad contract and register, but the popularity decreases during the advertisement period, you may not be able to compensate for the loss. Third, if keyword advertising is already in place for the desired keyword, you must wait until the end of the contract period. Fourth, depending on the type of keyword advertising, additional advertising production costs may be included.

In order to solve this problem, the present invention introduces a method called "keyword bidding" to a search engine, and pays by "click-per-payment", which thoroughly pays for the results based on the cost of advertising. click) ".

Keyword bidding is to bid by using the desired value for the keyword advertisers want. Keyword bidding value will be influenced by the competition rate of advertisers' autonomous competition. In other words, popular keywords will have a high competition rate, and bidding values will increase accordingly. The search results of search engines are displayed in the order of the highest bid among advertisers bidding on keywords. In other words, the bidding value determines the priority of the search results. According to the bidding method, an advertiser's site that sets a high value for a keyword ranks higher in priority.

For example, suppose that the advertiser A is 50 won, the advertiser B is 100 won, and the advertiser C is 80 won for the keyword "invention". At this time, the search results are displayed in the order of B-C-A. At this time, if advertiser A sets a bidding value of 110 won for the keyword "invention" in order to increase the position in his search results, the ranking in the search results is A-B-C order. If you search for this keyword and want it to appear as the top result, you should set a bidding value of at least $ 110.

In order to achieve the above object, the present invention provides a method of (1) storing a keyword and an address (URL) in a database, (2) selecting a method of preferential bidding so as to rank higher in a search result ranking that changes frequently (3). When a general user searches for a specific keyword, a method of displaying sites registered with the keyword in the order of bidding is implemented.

There are two types of beads to choose from: general fixed bidding and priority bidding. First, bidding is a bidding that sets a maximum bidding value along with a constant bidding value when bidding a keyword, and searches for the highest rank until the maximum bidding value is reached. It will automatically increase by 1 won, the minimum unit, over the competing bidding value, to occupy the rank immediately above. The principle applied to this is as follows.

(1) When the maximum bidding value is reached, the bidding increase is stopped.

(2) Within the limits of the maximum value, it is placed in a ranking that guarantees the highest value.

(3) In case of the same bidding value, priority is given to fixed bidding.

How is the bidding price paid? The bidding value determines the priority of the search and at the same time it is the advertising cost paid by search engine users each time they click on the site.

Search engine users enter the desired keywords, view the search results, and click on the search results to get to the desired site. In other words, they directly click on the search results to visit the site. Advertisers are likely to pay advertising costs when this click is made. That is, instead of paying for a search engine, you pay only when users click through to your site. Therefore, the total cost paid by advertisers is the keyword bid value multiplied by the number of visits. This is the "pay-per-click" method. Advertisers will only pay for accurate results.

In order to solve the problem related to the advertising costs, the present invention more precisely implements a method that allows the advertiser to directly check and manage the balance and all information of the campaign.

(5) The advertiser can check the balance of the campaign at any time.

(6) The advertiser can add costs to the campaign.

(6) The advertiser can check whether the keywords are properly registered and operated by checking the clicks and costs of each keyword constituting the campaign.

(7) Keywords within the campaign can be modified, added, or deleted.

(8) All of the above information can be generated and reviewed in a report.

(9) Construct an optimized database to facilitate access and management of various information and statistics.

FIG. 1 is a flowchart in which a keyword of a database is outputted by a bidding value ranking when a general user (netizens) searches for a site that an advertiser wants to advertise and stores in a search engine.

Figure 2 is a flow chart for calling, modifying, and updating the contents of the database through the authentication step so that the advertiser can manage information about the keywords, campaigns, and costs registered by the advertiser.

3 is a flow chart for generating and outputting a report by statistically processing information in a database when an advertiser requests a report generation through an authentication step.

4 is a search result embodiment shown in the result of the implementation of FIG.

FIG. 5 is an embodiment of campaign information management shown as a result of the implementation of FIG. 2; FIG.

FIG. 6 is an embodiment of keyword information management shown as a result of the implementation of FIG. 2; FIG.

FIG. 7 is an embodiment of report generation shown as a result of the implementation of FIG. 3. FIG.

8 is a database structure diagram.

The present invention consists of the Internet advertising model of complete autonomous competition as follows.

First, an advertiser sets a bidding value according to a keyword, registers it in a search engine, and a general user (netizen) visits the advertiser's site by searching and outputting a result (FIG. 1).

A user who registers a site with a search engine is called an advertiser C11. The advertiser goes through the registration process of entering information about his site in the registration center (101). Advertisers can customize their keyword, site address (URL), site title, site description, and bidding. The entered values are sent in a form and stored in the database (102).

The advertiser may refer to data already stored in the database when registering a keyword and setting a bidding value. This is provided as a helper tool to formulate a bidding strategy by looking up competitor information.

When the advertiser inputs a keyword, the recommendation keyword frame 104 searches for a keyword including the corresponding character string in the keyword database D101 and generates a list. It also shows how many times each of those keywords has been retrieved in the last month.

When the advertiser inputs a keyword, the top keyword tool 105 retrieves a list of the keywords entered in the keyword database D101, and the bidding of the keyword is output from the highest value.

When the advertiser inputs a keyword, the maximum bidding tool 106 outputs a list of keywords in which the bidding format is selected among the corresponding keywords from the keyword database D101 and the maximum bidding for the keyword from the highest value.

The bidding 107 for the keyword may be selected from fixed bidding and priority bidding (108). When priority bidding is selected, an automatic increment formula by one won is added to the keyword and recorded in the database D101. The keyword registered as priority bidding sets a bidding value by incrementing one circle by referring to a bidding value lower than the maximum bidding value when outputting a search result. This approach helps advertisers gain an edge in rankings by paying only $ 1 more than their competitors.

A general Internet user, netizen C12, enters a keyword in a search engine and searches a site (111). The keyword is input and transmitted to the form (112) finds the corresponding keyword in the keyword database (D101) and sends a result value (113). The retrieved result values are output 114 in the order of the bidding values (FIG. 4). Among the outputted results, the netizen clicks on a desired site (115), and at the same time, a page moved to the corresponding site (URL) appears in a new window. At that moment, the advertiser pays the advertisement cost by the bidding value of the keyword (116).

Secondly, the advertiser is free to manage all the information related to the campaign, keywords, including their own information, and freely manage the bidding (Fig. 2).

To adjust the bidding value as above, the advertiser must log in to the advertiser center. The advertiser center transmits the ID and the encrypted password, and automatically checks the input value in the database and authenticates the user so that it can be accessed when a match is made (202). The advertiser is given a session, in which case he can access several pages in the advertiser center (203).

The keyword manager 204 page is a page on which the contents of the keyword database D204 are output (FIG. 5). The output information 212 includes a keyword, bidding, address (URL), site title, and site description. The advertiser can view this information and select and modify the desired information (213). The modified information is sent to the form to update the database.

The campaign manager 205 page is a page on which the contents of the campaign database D203 are output (Fig. 6). The output information includes the contents of the campaign, balance, and total cost (214). The advertiser may select and modify the desired information from this information (215). The revised information is sent to the form and updates the database.

The expense manager 206 page outputs the contents of the campaign cost database D202 with information about the cost of each campaign (216). The advertiser can view this information, add costs to the campaign, or change the pricing system. When the cost is added, it goes through a relay of payment authentication service. At this time, identity verification, payment information authentication, and payment are made. When a payment is made, the database is updated and reflected in the campaign.

Keywords, campaigns, campaign costs, and advertiser databases are linked by sharing key keys. 8 is a structure diagram of a database table of the present invention.

Third, it is a service that allows the advertiser to create a report on their campaigns and keywords, and to establish a new advertising strategy based on this (Fig. 3).

The advertiser C31 may request to generate its own report through a secure process as in the above components (301). The report sets the desired time period for each campaign. The report shows the total number of clicks and costs used by the campaign, reports on how effective the keyword is for each campaign, reports on the total number of clicks and costs of the keywords, reports on the transaction of keywords, and transactions on the campaign. The desired report can be selected from the related reports (Fig. 7). At this time, the campaign database D302, the keyword database D303, and the log record database D304 are referred to to produce the report. The generated report is stored in the report database D301.

The generated report can be viewed at any time when desired by the advertiser (302). Select the desired report from the report database to see a list of reports. The report may be viewed as a table 311, a graph 312, or downloaded 313 and stored on the advertiser's computer.

The present invention ensures high return on investment (ROI) by bringing the following effects to advertisers.

First, advertisers can choose their own priorities. It is possible to predict the advertising effect by selecting at the time of site registration where to be located in the search result priority.

Second, the cost for registered sites is 100% cost-effective because it only occurs when users click on search results.

Third, if you are above the minimum cost per click, you can register your site name, site description, and unlimited keywords.

Fourth, there is no restriction on the place and time of access because it is possible to register and manage 24 hours.

Fifth, when the title and description of the site can be differentiated in the desired manner, the advertising effect is maximized.

Sixth, by registering a different address (URL) for each keyword, users can be directed to a specific page.

Seventh, unlimited modifications to keywords can be made. Therefore, you can flexibly run complex and multidimensional advertising campaigns by modifying keywords.

The introduction of the new type of internet advertising will stimulate the development of tools that can measure the exact effect in the advertising market. It will also maximize the return on investment (ROI) for advertisers.

Claims (6)

The process by which an advertiser stores keywords, addresses (URLs), site titles, descriptions, and bidding values in a database. -How advertisers send keywords, addresses (URLs), site titles, descriptions, and bidding values to forms -How to see a list of keywords searched for a certain period of time and the number of searches for target marketing -How to view in order from the highest bidding value of the desired keyword for target marketing -How to bid first to get higher position in the rankings that change from time to time, and how to help you set the maximum bid to prevent the infinite payment of bidding automatically updated The process of claim 1, wherein when a user searches for a specific keyword, the process of displaying sites registered with the keyword in the order of bidding. -How to exclude if your campaign balance is zero or less for keywords that match your query -First, in the case of bidding, the bidding value is increased by 1 won until the maximum bidding value is reached. -If the bidding value is the same, the bidding is output first -How to rank according to registration order if both bidding value and type are same The process of updating the database by modifying campaign information, keyword information, and rate system information after the advertiser has been authenticated for access to pages that call database information. -How to check your campaign balance and add costs -How to edit your campaign's information -How to open a new campaign -How to check keyword bidding and increase or decrease bidding value -How to edit your keyword's information -How to add new keywords -How to change your tariff. -How to add costs to your campaign. -How to check your payment history for costs paid for your campaign. The process of selecting the type of report desired by the advertiser and creating and viewing the report. -How to choose the format of your report -How to show report in graph form -How to download and save a report The method of claim 1, wherein each database is integrated. When a site is clicked in search results, the bidding value is subtracted from the site's campaign balance.