KR20050077241A - Method for offering a search-word advertisement and generating a search result list in response to the search-demand of a searcher and a system thereof - Google Patents

Abstract

The present invention calculates a predetermined estimated advertising cost by predicting the maximum estimated number of clicks at a future point in time for a specific search listing, and calculates the execution cost added to the estimated advertising cost according to the effective clicks actually incurred during the contracted advertising period. The present invention relates to a method for providing a search term advertisement which can be subtracted from the present invention and a search term advertisement providing system.

In order to achieve the above object, a method of generating a search result list and providing a search term advertisement in response to a search request of a searcher according to an embodiment of the present invention includes a maximum estimated click for a predetermined advertisement period in association with a predetermined search term. Generating number information, generating reserve information in consideration of the maximum estimated click information and unit click cost associated with the search word, and transmitting the reserve information to an advertiser, and saving the reserve information from an account associated with the advertiser. Receiving deposit confirmation information for information, and in response to receiving the deposit confirmation information, maintaining a search information database comprising a search listing associated with the advertiser, wherein one or more of the search listings are associated with the search term; Receiving a search request from a searcher; Identifying a search listing associated with the search term in response to a search request, arranging the identified search listing, measuring clicks on the arranged search listing, and corresponding to the measured click counts. It is characterized by including deducting the reserve information.

According to the present invention, in the advertisement providing model through the search word advertising, the predicted maximum clicks to a certain point in the future and the unit cost per click are calculated so that the scientific estimated advertising cost and the reasonable advertising cost are added to the advertiser. There is an advantage that can provide a search term advertisement providing method and a search term advertisement providing system.

Description

TECHNICAL FOR OFFERING A SEARCH-WORD ADVERTISEMENT AND GENERATING A SEARCH RESULT LIST IN RESPONSE TO THE SEARCH-DEMAND OF A SEARCHER AND A SYSTEM THEREOF}

The present invention relates to a method for providing a search term advertisement and a search term advertisement providing system, and more particularly, to estimate a predetermined estimated number of clicks at a future time point for a specific search listing to calculate a predetermined estimated advertising cost, and to provide a contracted advertisement. The present invention relates to a method for providing a search word advertisement and a search word advertisement providing system which can subtract the execution advertising cost added according to the actual clicks actually generated during the period.

Today, with the rapid development of communication networks such as the Internet, information retrieval through communication networks is becoming very common. By using the Internet, users (searchers) can easily obtain necessary information anytime, anywhere, and this information search is bringing a lot of changes throughout our lives.

Therefore, various models have been developed and presented for the mode of payment of advertisement costs between the operator who supports the search operation service of the Internet user and the advertiser who obtains the advertisement effect by exposing his information site to the Internet user through the search operation. have.

As an example of the advertising cost payment model, in the CPM (cost per thousand) advertising cost adding model, the same advertising cost is added to the advertiser for the number of clicks within a certain range for the search result. That is, an advertising fee is charged for each unit (eg, thousand units), and the advertiser is required to prepaid or postpaid the charged advertising cost. The advertising cost in the CPM model is calculated by using cost per impression (CPI) or weighting method.

However, it is true that such CPM advertising cost-added model does not properly reflect the change in clicks according to the season or the change factor of the spikes / decreases in clicks for special reasons, so that there is a limit in calculating reasonable advertising costs. In particular, if the number of exposures surges, there is a problem that the risk of excessive increase in advertising costs can be passed on to the advertiser.

In addition, in the CPM advertising cost adding model, the advertising cost is added regardless of the searcher's click within the contracted number of exposures, and there is a concern that the advertiser may be distrusted with the added advertising cost depending on the case.

As another example of an advertising cost payment model, the unit advertising cost (per unit click cost or unit impression cost) per click or per impression is determined, and the total number of clicks or the total number of impressions during the advertisement period is measured, and the measurement and The method of charging the total advertisement cost according to the product of the unit advertisement cost is also widely used.

However, in the above-described conventional advertising methods, since the advertising cost is determined based on the actual number of impressions and the actual click occurrence result at the end of the advertisement period, the advertiser may not accurately predict the advertisement cost before the advertisement period begins. have. Moreover, even in the light of the fact that most advertisers are predicting the budget for advertising costs early and accordingly plan the operation of corporate activities, the uncertainty of the advertising cost forecast is a burden for advertisers.

Therefore, in search term advertising, a new type of advertising cost that does not uniformly calculate the advertising cost based on the search result after the end of the advertising period, but predicts and executes the advertising cost before the beginning of the advertising period and charges the advertising cost more reasonably. The emergence of payment models is urgently needed. In addition, there is a need for an advertising cost adding model that allows advertisers to increase their confidence in advertising costs.

The present invention has been made to solve the above problems, in the advertisement providing model through the search word advertising, by predicting the maximum estimated clicks up to a certain point in the future and applying the unit cost per click, It is an object of the present invention to provide a search term advertisement providing method and a search term advertisement providing system which allow calculation and reasonable advertisement cost to be added to an advertiser.

In addition, an object of the present invention, by applying a regression analysis that calculates the number of clicks in the future based on the previous click statistics information, providing a search query advertising method and search query advertising to determine the maximum estimated clicks close to the actual effective clicks It is an object to provide a system.

In addition, the object of the present invention is to subtract the advertising costs executed according to the actual clicks generated within the contracted advertising period from the deposit deposited by the advertiser, and to search listings for the contracted advertising period even if all the deductible reserves are exhausted. The present invention provides a search term advertisement providing method and a search term advertisement providing system for ensuring performance of an advertisement.

In addition, another object of the present invention is to provide an advertisement providing method and search terms for calculating the estimated advertising costs that are optimal for realistic demand by differentially selecting the unit click cost for the click in consideration of the arrangement position, seasonal index, bid price of the search listing It is to provide an advertisement providing system.

In order to achieve the above object, a method of generating a search result list and providing a search term advertisement in response to a search request of a searcher according to an embodiment of the present invention includes a maximum estimated click for a predetermined advertisement period in association with a predetermined search term. Generating number information, generating reserve information in consideration of the maximum estimated click information and unit click cost associated with the search word, and transmitting the reserve information to an advertiser, and saving the reserve information from an account associated with the advertiser. Receiving deposit confirmation information for information, and in response to receiving the deposit confirmation information, maintaining a search information database comprising a search listing associated with the advertiser, wherein one or more of the search listings are associated with the search term; Receiving a search request from a searcher; Identifying a search listing associated with the search term in response to a search request, arranging the identified search listing, measuring clicks on the arranged search listing, and corresponding to the measured click counts. Subtracting the reserve information.

In addition, as a technical configuration for achieving the above object, the search word advertisement providing system stores a plurality of search listings associated with an advertiser, and a search information database for associating the search listing with a search term, and responds to a search request from a searcher. Search engine means for extracting a search listing from the search information database, and providing the searcher with the extracted one or more search listings in a predetermined arrangement; and a maximum estimated click during a predetermined advertisement period for the extracted search listing. Click count prediction means for calculating number information, cost calculation means for generating reserve information in consideration of the calculated maximum estimated click information and unit click cost associated with the search word, and the generated advertisers associated with the search listing. Send reserve information and associate with the advertiser Payment control means for receiving deposit confirmation information on the deposit information from the account, and measuring the number of effective clicks of the searcher occurring within the advertisement period, and subtracting the reserve information corresponding to the measured effective number of clicks And an advertising cost subtraction means, wherein the click count predicting means calculates an estimated click count based on statistical information on clicks during a predetermined previous period, and adds the calculated estimated click counts for the advertisement period to a maximum. And generating estimated click information.

Hereinafter, a search term advertisement providing method and a search term advertisement providing system will be described with reference to the accompanying drawings.

The search listing continuously used in the present specification may mean one search result item extracted by a search word input to a search engine and provided to a searcher who requested a search operation. One search listing may include brief information about an information site operated by an advertiser, such as content title, content summary, and network address. For example, one search listing in FIG. 3 includes a content title of “Naver”, a network address of “http://www.naver.com”, and the like. In addition, a search result list is a search result extracted in response to a search word input by the searcher, and refers to a data list provided to the searcher by processing at least one or more search listings in a predetermined arrangement order. Here, the arrangement order is to differentiate the display order of the extracted search listing according to a specific condition and may be flexibly determined by the operator of each search engine supporting the search job service. As an example, the arrangement order may be determined according to the advertisement fee paid by the advertiser for the display of the search listing, the accuracy of the search request, the popularity, and the registration date.

1 is a diagram illustrating a network configuration of a search word advertisement providing system according to the present invention.

The search term advertisement providing system 100 calculates the number of clicks (clicks) of the searcher 120 for the search listing, and a predetermined advertising cost is added to the advertiser 130 of the corresponding search listing according to the calculated clicks. It is an apparatus for doing this.

First, the search engine 110 refers to a program or a web server that supports a search operation so that the searcher 120 easily accesses the advertiser 130 web site that holds the content material that the searcher 120 wants to find. It may be provided inside or outside the system 100. That is, the search engine 110 may provide brief information (preferably the search listing of the present invention) of the advertiser 130 that may provide the information requested by the searcher 120 in response to the search request of the searcher 120. ) Saves the time spent searching for content and improves the accuracy of the search. In particular, the extracted simple information (search listing) includes predetermined link information, so that the searcher 120 inputs the short information (search listing) displayed on the terminal means 125 of the searcher 120. By selecting a click (eg, a mouse click input), the searcher 120 may be connected to a specific advertiser 130. The search engine 110 may be classified into a word-oriented searching method and a subject-oriented searching method according to a search method approach. In the present specification, the search method of the search engine 110 for the purpose of the present invention to measure the number of clicks on a specific search listing extracted in response to the input search word to calculate the advertising cost of the search listing word The description is limited to the other search method. However, in the present specification, limiting the search method of the search engine 110 to the word-by-word search method is merely an example for convenience of description and is not a limitation of the technical idea according to the present invention in the technical field to which the present invention belongs. It will be obvious to those skilled in the art.

The searcher 120 has a terminal means 125 for accessing the search word advertisement providing system 100 of the present invention, and makes a search request to find an advertiser 130 having desired content data. It may mean an Internet user generated by inputting a predetermined search word in 110.

Advertiser 130 refers to a content provider (CP) that operates an information site whose location on the network is specified by a network address (eg, IP address, URL, domain, etc.), and searches for a search listing of the information site. According to the number of clicks of the child 120, a predetermined advertising cost is paid to the system operator according to the present invention.

The terminal means 125 and 135 maintain a connection with the search word advertisement providing system 100 through a communication network 140 such as the Internet, and display a list of search results composed of one or more search listings. For example, a computer may be 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, and a predetermined microprocessor. It is a general term for a terminal. In particular, the terminal means 135 possessed by the advertiser 130 includes advertisement status information on search listings under a predetermined contract, such as the number of impressions, the number of effective clicks, the click through rate (CTR), the unique visitor (UV), and Data on Return On Investment (ROI) and the like may be displayed, and a detailed description thereof will be described later.

The search word advertisement providing system 100 is a device that predicts the maximum estimated number of clicks within a contracted advertisement period for a specific search listing and generates predetermined reserve information corresponding to the predicted maximum number of clicks. Here, the maximum estimated clicks is a value predicted by a predetermined statistical number of clicks of the searcher 120 for the search listing extracted by the search term during the advertisement period, preferably in the future included in the advertisement period. By calculating and cumulatively adding the daily clicks for the date, it is possible to predict the maximum estimated clicks within the advertisement period at the time of the contract. In addition, the reserve information may be the maximum advertising cost that can be added to the advertiser 130 within the advertising period, for example, may be determined by applying the unit click cost or weight to the estimated maximum estimated number of clicks. In addition, the search word advertisement providing system 100 controls the execution advertising cost calculated according to the actual number of clicks generated within the contracted advertisement period to be deducted from the reserve information, thereby applying a method of calculating the advertisement cost per click for the search listing. It becomes possible. Hereinafter, a detailed configuration of the search word advertisement providing system 200 of the present invention will be described with reference to FIG. 2.

2 is a block diagram showing a search word advertisement system 200 according to a preferred embodiment of the present invention.

The search word advertisement providing system 200 may include a search engine unit 210, a click count prediction unit 220, a cost calculation unit 230, a payment control unit 240, an advertisement cost subtraction unit 250, and a status information database 255. ).

First, the search engine unit 210 is configured to place the above-described search engine 110 inside the search word advertisement providing system 200, and generates a search listing in response to a search request received through an interface unit (not shown). It is an apparatus that extracts from the search information database 215 and provides the extracted search listings to the terminal means 125 of the searcher 120.

The search information database 215 stores a plurality of search listings associated with an advertiser and associates the search listing with a search term. That is, the search information database 215 is a device for storing a search listing that normalizes information on the network of the information site of the advertiser 130 in a predetermined form. For example, the search listing is classified / stored by a predetermined category and requested. Ensure that search listings that are optimal for advanced search tasks and extract searches are performed quickly.

One or more search listings to be extracted may be arranged in a differential position by the search engine means 210 according to a predetermined arrangement, such as the accuracy of the search listing, registration date, popularity (click frequency), order of payment of location fees, etc., According to the differentiation of the arrangement position, it is possible to sell a search word with a difference in unit click cost. The difference in unit click cost is taken into consideration that the searchability of the searcher 120 for a specific search listing may vary depending on the arrangement position. Hereinafter, a list of search results generated by the search engine unit 210 will be described in detail with reference to FIG. 3.

3 is a diagram illustrating an example of a search listing and arrangement method extracted through a search operation according to the present invention.

The search program 300 of FIG. 3 is provided by the search engine means 210 of the present invention and may be implemented in the terminal means 125 of the searcher 120. It is assumed that a search term 'search' is input to the search program 300 by the searcher 120. At this time, the search engine unit 210 extracts a plurality of search listings 320 corresponding to the search term 'search' from the search information database 215 and arranges the search results in an arrangement as shown in FIG. 3. Provide 310 to searcher 120. As described above, the arrangement position of the search listing is determined by a predetermined arrangement method, for example, in FIG. 3, the 'sponsored link' is determined according to the order of payment of a certain amount of position fee, and the 'site' is the 'relevance order', ' Order of popularity, 'date of registration', and the like, according to the selection control of the searcher 120.

The search listing 320 includes various data such as category, popularity, and the like according to the content title 330, the content summary 340, the network address 340, and the search job support function of the search engine 210. You can include more. In particular, words with semantic identification included in the content title 330 or the content content summary 340 become index keywords, that is, a cause for extracting a search listing, thereby improving the accuracy of the search operation. For example, a search listing having the search term “search” entered as an index keyword in the content title 330 or the content content summary 340 is likely to have a high probability that the searcher 120 will have the desired content material. The search engine means 210 may determine the search listing as an extraction target.

The click count predicting unit 220 is a device for calculating the maximum estimated click count information for a predetermined advertisement period for the extracted search listing, and the maximum estimated click count based on the click count for a predetermined previous period from the current time point. Predict. Such maximum predicted click information is predicted by, for example, regression, and an example of predicting the maximum predicted click count will be described in detail with reference to FIG. 4.

4 is a diagram showing an example of predicting and calculating the maximum estimated number of clicks by the click predicting means of the present invention.

According to the regression analysis, the estimated number of clicks (Y ') at a certain future point in time can be determined by the regression equation Y' = b * m ^ X or Y '= m · X + b which yields a trend value (TREND). , Where Y 'may mean an estimated number of clicks, and X may mean a value obtained by serializing a date. In addition, m and b are variable factors that determine the regression equation, And Can be determined, where Y is the number of clicks generated on X days. In FIG. 4, the estimated maximum clicks from December 28, 2003 to January 3, 2004, based on the number of clicks for a particular search listing from December 21-27, 2003 (one week). Predicting the number is illustrated. As shown in FIG. 4, m and b may be determined based on the actual number of clicks generated during the previous period, thereby leading to a regression equation Y ′ = 0.14X + 16.87. By predicting the estimated daily clicks by substituting the derived regression equations for each future date (X), the estimated estimated clicks of 128.87 ≒ 129 are estimated by cumulative addition of each estimated click count. That is, the click count predicting unit 220 predicts the maximum estimated click count to occur in the future one week from the click count of the previous week based on the current point in time. Accordingly, it is possible to statistically predict the maximum estimated clicks to occur in the future and to faithfully fulfill the purpose of the present invention to add the advertising cost optimal to the predicted maximum estimated clicks to the advertiser 130 in advance. have.

In this embodiment, the prediction method using the regression analysis is limited to the prediction of the maximum expected clicks, but this is for convenience of explanation and predicts the maximum expected clicks using a time series decomposition method or a causal prediction model. It would be reasonable to estimate the advertising cost as also the technical idea of the present invention which can be easily inferred by the present invention.

In addition, as shown in FIG. 4, the click count predicting unit 220 may calculate the more accurate daily predicted click count by further applying a day element to the predicted click count predicted by the regression equation. The application of the day of the week element reflects the increase or decrease of the number of clicks on the search listing according to a certain day of the week. In addition to the day of the week, the number of impressions and seasonality of seasonal clicks can be selectively applied. have. The application of such a change factor can be flexibly selected by the inventor of the present invention in consideration of the variation of the system environment or the number of clicks. For example, in FIG. 4, assuming that a particular search listing generates the most clicks on Wednesday, the day of the week day, which is the previous Wednesday, may be determined as the trend value Y '/ clicks X. The determined weekday factor of '2.07' is applied to the expected clicks of '18 .41 'on the 31st of next Wednesday, so that the forecasted daily clicks (# 38) can be accurately predicted.

In the present embodiment, the period referred to as the previous click data is described as limited to one week, but this is also for convenience of description and may be selected by flexibly varying the period cited by the inventor of the present invention. .

Referring back to FIG. 2, the cost calculation means 230 generates reserve information in consideration of the calculated maximum estimated click information and the unit click cost associated with the search word. Here, the unit click cost refers to the advertising cost generated when there is a single click input of the searcher 120 for a specific search listing. For example, the unit click cost is allocated according to the differential unit click cost according to the arrangement position of the search listing. Can be. In addition, the reserve information is related to the estimated advertising costs incurred in connection with the searcher 120 by the exposure and click of the search listing during the predetermined advertising period, more specifically, the amount that the advertiser 130 must deposit in a specific account It may mean. That is, the reserve information is to notify the advertiser 130 of the estimated advertising cost to be paid to the inventor of the present invention, the search word advertisement providing system 200 processes the deposit deposited in the specific account by the advertiser 130 Only after confirming that it is possible to perform a series of advertisements (such as search listing exposure and click-through connection based on a specific search term) is processed. For example, it is assumed that the maximum estimated number of clicks for the search listing 'next' arranged in the 'sponsored link' of FIG. 3 is '129' predicted in FIG. 4, and the unit click cost is '100 won per click'. The cost calculation means 230 is an advertising cost that will occur during the next week (December 28 to January 3), and generates reserve information corresponding to '12, 900 won 'by applying the maximum estimated clicks × unit click costs. can do.

In addition, the cost calculation means 230 applies unit index cost to a more reasonable value by applying various indexes, for example, weights according to seasonally increasing or decreasing click frequency, bidding system according to the arrangement position of search listing, etc. in determining the unit click cost. Let this be determined. The unit click cost determination by applying these various indices is intended to reflect that the fluctuation in click propensity increases or the number of clicks increases or decreases depending on the arrangement position in a particular season (season). Accordingly, by predicting the advertising costs for the predetermined advertising period more accurately, the advertiser 130 is controlled so as to increase the reliability of the reserve information and to suppress the rejection of the advertiser 130 by prepaying the advertising costs. have.

The payment control means 240 is a device for transmitting the generated reserve information to the advertiser 130 associated with the search listing, and receiving the payment confirmation information for the reserve information from the account associated with the advertiser 130. In other words, the payment control means 240 is responsible for confirming the deposit of the advertiser 130 with respect to the expected estimated advertising costs, and may also be performed to validate the account in which the expected advertising costs are deposited. The validity check is for verifying that financial processing of a predetermined account under the control of the advertiser 130 can be normally performed. For example, a predetermined dummy amount is provided to an account presented by the advertiser 130 by the inventor of the present invention. The information may be transmitted, and validity may be verified by receiving numerical data corresponding to the dummy amount information from the advertiser 130. In other words, the validity check may be a process of determining whether the deposit (expected advertising cost) deposited by the advertiser 130 can be withdrawn through a normal financial transaction.

In the present embodiment, the financial account under the control of the advertiser 130 is described as an account, but this is for convenience of explanation and confirms the deposit by depositing an estimated advertisement cost to an account designated by the system operator according to the present invention. It will be apparent to those skilled in the art that there may be various account management methods, such as receiving information and allowing a predetermined mileage corresponding to the estimated advertising cost to be assigned to the virtual account assigned to the advertiser 130.

The advertisement cost subtraction means 250 is a device for measuring the number of clicks of the searcher 120 generated during the advertisement period contracted with the advertiser 130 and deducting the reserve information corresponding to the measured number of clicks. In addition, the advertising cost reduction means 250 measures the number of effective clicks by selecting the clicks which are actually connected to the information site of the advertiser 130 among the clickers of the searcher 120 for the search listing 320 And calculates the execution advertising cost according to the measured effective clicks. In order to measure the effective number of clicks, the advertisement cost subtraction means 250 of the present invention uses a load time as a time for outputting information of the information site to a predetermined time, for example, the terminal means 125 after a click. In this case, a method of determining a request for access to the same information site occurring within the load time as an invalid click is adopted. That is, if the searcher 120 makes a second click input for the same search listing within load time after the first click input for a particular search listing, the ad cost deduction means 250 invalidates the second click input. It is judged that the number of clicks is not added. Accordingly, by adding the number of clicks only to the clicks of the searcher 120 in which the advertisement effect is directly generated, a rational and accurate execution advertisement cost can be obtained. In addition, the advertising cost subtraction means 250 calculates the actual execution advertising cost based on the measured effective clicks and deducts the calculated execution advertising cost from the account associated with the advertiser 130 at a predetermined time. To perform. The predetermined time point may be flexibly determined by the inventor of the present invention, for example, a method of deducting from the account as soon as a valid click occurs or collectively deducting at the end of the contracted advertisement period. have.

In addition, the advertising cost subtraction means 250 compares the reserve amount (estimated advertising cost) initially deposited in the account with the execution advertising cost calculated by the actual valid click, and when the reserve is exhausted before the end of the contracted advertising period. Informs the advertiser 130 of the related information. That is, the advertising cost deduction means 250 stops the deduction of the reserve information from the account when the measured clicks exceed the maximum estimated clicks, and the period from when the deductible reserve becomes '0' until the advertisement period expires. For, it is to be notified that the connection connection processing for the search listing 320 is switched for free. As a result, the connection connection process is continuously guaranteed for the first contracted advertisement period irrespective of the actual number of clicks, thereby increasing the confidence of the advertiser 130 for the first intended advertisement effect. In addition, the advertising cost subtraction means 250 may allow a predetermined weight to be added to the maximum estimated clicks in the next advertisement period contract to reduce the operating loss of the system operator for the search listings in which the measured clicks exceed the maximum estimated clicks. It can provide an opportunity to minimize or to make up for it.

On the other hand, even after the end of the contracted advertisement period, if the reserves deducted by the execution advertisement cost remain, the refund information is generated and the remaining reserves are returned to the advertiser 130. That is, the advertising cost subtraction means 250 recognizes that the measured clicks are less than the maximum estimated clicks, and the prediction error for the maximum estimated clicks is received, and the advertising costs for the different clicks are refunded to the advertiser 130. . Accordingly, the transparency of the processing of the advertising cost may be given to the advertiser 130, and more attention may be given to the prediction of the maximum estimated clicks, thereby obtaining the accurate maximum estimated clicks.

The status information database 255 is a device for recording advertisement status information, which is statistical data generated by advertisement processing for a search listing, and the advertisement status information includes impression counts, effective click counts, Data about CTR (click-through rate), UV (Unique Visitor (Unique or unique)), and Return On Investment (ROI).

Unique user (UV) refers to a user who visits the website by clicking. Depending on the website, the number of unique users who actually visited the website is more important every time the website is clicked. . For example, a site or banner advertising site that needs to encourage a user to sign up can receive more advertising than a single user clicking multiple times. Because there is. In addition, the number of new visitors to the website that operates the shopping mall may have more significance as an important indicator of the advertising effect. Thus, such UV information can be very beneficial for advertisers associated with a website.

Each data included in the advertisement status information, for example, is generated by the above-described advertising cost subtraction means 250 and periodically recorded in the status information database 255, and the terminal means 135 of the advertiser 130 under control of the display. Is implemented in

Although not shown in FIG. 2, the search word advertisement providing system 200 according to an exemplary embodiment of the present invention may further include a database management module for managing the above-described databases 215 and 255. The database management module of the search word advertisement providing system 200 according to the present invention is a relational database management system (RDBMS) such as Oracle, Infomix, Sybase, DB2, Gemston, The object-oriented database management system (OODBMS) such as Orion, O2, etc. may be implemented to meet the purposes of the present invention.

Hereinafter, the workflow of the search word advertisement providing system 200 according to the present invention will be described in detail.

5 is a flowchart illustrating a method of providing a search word advertisement in detail according to an exemplary embodiment of the present invention.

The search word advertisement providing method according to the present embodiment is performed by the search word advertisement providing system 200 described above.

First, the search word advertisement providing system 200 generates maximum estimated click count information for a predetermined advertisement period in association with a search word input from the searcher 120 for a search request (S510). This step (S510) is a process of predicting the estimated clicks during a future (future) advertisement period for the search listings controlled to be extracted by a specific search term, for example, regression analysis for the corresponding search listings (past) ) The estimated daily clicks for the future advertisement period can be calculated based on the click count information, and cumulatively added during the advertisement period to generate the maximum estimated click information (see FIG. 4). For example, for a search listing extracted by a specific search term, the estimated clicks for tomorrow may be calculated based on the actual clicks information that has occurred in the past 90 days from today, and the estimated clicks of the day after today are 89 days in the past. Can be calculated based on the actual click count information and the estimated click count for tomorrow. The period to be used as the previous click information may be flexibly selected by the inventor of the present invention. Hereinafter, the generation of the maximum estimated click information by regression analysis will be described in detail with reference to FIGS. 6A and 6B.

6A and 6B are a flowchart illustrating an example of a method of generating maximum expected click information according to the present invention.

As shown in FIG. 6A, the search word advertisement providing system 200 generates statistical information on the number of clicks during a predetermined previous period (S610). This step (S610) is a process of determining a period to be used as past click information in regression analysis. For example, time series data on daily, weekly, and monthly click counts may be obtained. The obtained time series data can be used as data to predict daily, weekly and monthly estimated clicks during the next advertising period through various regression equations.

Next, the search word advertisement providing system 200 generates the estimated click count information based on the statistical information (S620). This step (S620) is a process of estimating the estimated daily clicks for the future advertisement period based on the time series data obtained in the step (S610), for example, by using the trend value (TREND) to predict the estimated daily clicks . Accordingly, the step S620 may further include a method of calculating the daily estimated clicks using the trend value, and the method of calculating the daily estimated clicks will be described with reference to FIG. 6B.

The search word advertisement providing system 200 sets the estimated number of clicks Y 'by the regression equation to Y' = b * m ^ X or Y '= m · X + b (S621). This step (S621) is a process of setting a regression equation for the calculation of the trend value, where the trend value may refer to the quantification of the long-term, gradual change of the time series. In the present embodiment, the regression equation is set to Y '= m · X + b according to the description of FIG. 4.

Next, the search word advertisement providing system 200 determines the variable factors m and b of the regression equation using the generated statistical information (S622). This step (S622) is a process of determining the variable for the set regression equation, and inputs a numerical value that is de-serialized in X according to the elapsed date included in the statistical information, And The variable factors m and b satisfying are determined (see FIG. 4). In the determination of the variable factors m and b, it is desirable that the number of Xs n be large enough, so that more accurate trend values can be predicted by having to base on a lot of data on previous clicks in determining the trend values.

In addition, as another embodiment of the present invention, it will be described to further apply a variety of variable factors, such as the number of impressions, seasonal clicks (seasonal index) occurred in a certain period in predicting the estimated clicks by regression analysis.

The application of the number of exposures or seasonal click trends of the search listing 320 described above is to calculate an estimated click count by multivariate prediction, and the trend value may be calculated by extending the set regression equation.

That is, the search term advertisement providing system 200 may calculate Y '= (b * (m1 ^ X1) * (m2 ^ X2) *…) or Y' = as a regression formula for calculating an estimated number of clicks Y '. (m1, X1) + (m2, X2) +... Set + b (S623). This step (S623) is a process for predicting the estimated clicks by reflecting the impression number information, seasonal click information, X1, X2, ... For example, time series data regarding the number of exposures of the search listing 320 extracted by the search word, the number of clicks in the same season, and the like may be sequentially input to Xn.

Referring again to FIG. 6A, the search word advertisement providing system 200 generates the maximum estimated click information by adding the calculated estimated click counts to the contracted advertisement period (S630). The step S630 is a process of cumulatively adding the estimated daily clicks within the advertisement period calculated through the regression equation, and predicting the maximum estimated clicks by the click predicting means 220.

Accordingly, the method of providing a search word advertisement according to the present invention faithfully fulfills the object of the present invention, which predicts the maximum number of expected clicks for a search listing to occur in a predetermined future period based on statistical information of the number of clicks occurring in a predetermined previous period. You can get it.

Next, referring to FIG. 5, the search word advertisement providing system 200 generates reserve information by multiplying the maximum estimated click information and the unit click cost in consideration of the maximum estimated click information and the unit click cost associated with the search word, and the advertiser. The reserve information is transmitted to the 130 (S520). This step (S520) is a process of calculating the estimated advertising costs by applying the advertising costs generated when the searcher 120 clicks on the search listing to the generated maximum estimated clicks information. It is transmitted to the advertiser 130 as reserve information.

In this case, a predetermined weight may be further applied to the reserve information transmitted to the advertiser 130 based on the statistical information on the number of clicks of the previous period, and the weight change may cause a change in the reserve information (estimated advertising cost). . For example, the weight is determined in consideration of recent propensity of clicks, fluctuations in seasonal impressions / clicks, and the like, thereby adding a more reasonable estimated advertising cost. In particular, the search query advertisement providing system 200 may increase the number of clicks actually generated by the statistical information than the maximum estimated clicks predicted in the previous advertisement period, thereby providing a high value to the advertiser 130 of the search listing 320 where free ads are made. Allow weights to be applied to generate more reserve information than before. In this embodiment, the weight is added to the reserve information by way of example, but the same variable effect on the reserve information can be obtained by adding a predetermined weight to the maximum estimated clicks or unit click costs.

Next, the search word advertisement providing system 200 receives the deposit confirmation information for the reserve information from the account associated with the advertiser 130 (S530). This step (S530) is a process in which the advertiser 130 receiving the reserve information deposits an amount corresponding to the reserve information in a predetermined account and receives information about the reserve. The account is designated by the advertiser 130 or the present invention. It may be a financial account assigned and assigned to each advertiser 130 by the system operator according to. For example, in the case of an account assigned to the advertiser 130, the advertiser 130 deposits the amount corresponding to the reserve information in the financial account designated by the inventor of the present invention, and correspondingly the advertisement status provided to the advertiser 130. Data on the estimated advertising costs deposited in the information may be updated (see FIG. 7B). In addition, in the case where the advertiser 130 designates the account where the deposit is deposited, the search word advertisement providing system 200 performs the validation operation on the account in parallel, thereby deducting the reserve according to the processing of the advertisement. Substantiality of the financial account is determined. 7A and 7B, the validation of the account and advertisement status information displayed to the advertiser 130 will be described in detail.

7A and 7B are a flowchart illustrating an example of advertisement status information that provides an advertiser with an account validation and an execution state of an advertisement cost according to the present invention.

As shown in FIG. 7A, first, the search word advertisement providing system 200 transmits dummy amount information to an account associated with the advertiser 130 (S710). This step (S710) is a process of transmitting a small amount of money information to the financial account specified by the advertiser 130, for example, by sending a small amount of less than 1,000 won in a unit of 1 to the designated account. This is to determine whether the account designated by the advertiser 130 has substantial financial transaction capability under the control of the advertiser 130. When the dummy amount information is transmitted to the account, the financial account has the financial transaction capability. Will be judged.

Next, the search word advertisement providing system 200 receives numerical data corresponding to dummy amount information from the advertiser 130 (S720). This step (S720) is a process of receiving the numeric data of the dummy amount input from the advertiser 130 confirmed the dummy amount information input to the account designated by the user, for example, for inputting the numeric data provided by the payment control means 240 It is possible to receive specific numeric data by the number input by the advertiser 130 in the user interface.

Subsequently, the search word advertisement providing system 200 determines whether the dummy amount coincides with the numerical data input from the advertiser 130 (S730). If the dummy amount and the numeric data match in this step (S730), it is determined that the validity of the account is verified, the account is permitted to use as an account for financial transactions. On the other hand, if there is a mismatch or no reception of numeric data for a predetermined period of time, the validity is denied. For example, when the dummy amount information deposited in the account associated with the advertiser is '456 won', the search word advertisement providing system 200 is verified that the account is validated when receiving numerical data of '456' from the advertiser 130. Will be considered.

Accordingly, the financial transaction associated with the search word ad is allowed only for the account in which the validity is recognized, thereby preventing the illegal financial transaction or the deduction of the reserve from being impossible.

When a series of validity work for the account is performed, the advertisement status information as shown in FIG. 7B is provided to the terminal means 135 of the advertiser 130. The advertisement status information includes the above-mentioned reserve information (e.g., the contract amount of FIG. 7B), the maximum estimated clicks (the number of contract clicks in FIG. 7B), the contract advertisement period, the unit click cost (contract CPC in FIG. 7B), and the account. Information, etc., and numerical values determined at the time of the initial advertising contract are displayed. In addition, the advertiser 130 can quickly and easily identify the change in the advertisement status information by updating and displaying the numerical values accumulated / changed in accordance with the advertisement work in real time. For example, as shown in FIG. 7B, when the maximum estimated number of clicks predicted in the contract advertisement period (03.06.01 to 06.30) is '3,400 times' and the unit click cost is '1,000 won', a contract generated as reserve information The amount may be expressed as '3,400,000 won'. Accordingly, it is possible to obtain an effect that allows the advertiser 130 to grasp the condition data at the time of contract for a specific search word or search listing at a glance.

Referring back to FIG. 5, in response to the received payment confirmation information, the search word advertisement system 200 maintains a search information database 215 including a search listing associated with the advertiser 130 (S540). This step (S540) is a process for storing a search listing associated with a specific search term, by controlling the search listing corresponding to the search request input from the searcher 120 to be extracted by associating the search listing with the search term.

Next, the search word advertisement providing system 200 receives a search request from the searcher 120 (S550). This step (S550) is, for example, a process of receiving a search word input signal of the searcher 120 from a search program provided by the search engine means 210, the input search word is associated with the content material desired by the searcher 120 Can be defined as an identifiable word.

Subsequently, the search word advertisement providing system 200 identifies a search listing associated with the search word from the search information database 215 in response to the search request (S560). This step (S560) is to identify / extract the search listings that are the search results that are optimally matched to the entered search terms, to provide the searcher 120 with a search result list arranged the search listings extracted according to a predetermined arrangement condition The process of control. As described above, the arrangement location of a particular search listing may be associated with the size of the unit click cost and may be higher in the search listing of the arrangement location where the searcher 120 may easily click on the extracted search listing. Unit click costs can be assigned.

As another embodiment of the present invention to determine the unit click cost in consideration of the arrangement position of the search listing, there may be a method for determining the unit click cost according to the arrangement position as a bid, in detail with reference to FIG. Explain.

8 is a flowchart illustrating an example of a method of determining a unit click cost according to another embodiment of the present invention.

First, the search word advertisement providing system 200 receives bid price information according to an arrangement position of a search listing from one or more advertisers 130 (S810). This step (S810) is a process of receiving the bid price information differentiated according to the search listing position in the search result list from the advertiser 130, for example, the inventor of the present invention allocates a certain level of basic bid amount for each specific arrangement position And bid price information received from the advertiser 130 may be set to be equal to or greater than the allocated basic bid amount. For example, in FIG. 3, the default bid of a sponsored link that is easy to be exposed to the searcher 120 is' 100 won ', and the default bid of a site having a general exposure level is '50 won'. Can be assigned differentially. Accordingly, by suppressing the unit click cost to fall below a certain level, it is possible to obtain a profit value for the system operator through the creation of a value for the placement position where the advertising effect is high.

Next, the search word advertisement providing system 200 wins one bid price information that satisfies a predetermined predetermined condition among received bid price information for each arrangement position of the search listing as a unit click cost (S820). This step (S820) is a process of determining the bid price information that presents the selected condition, preferably the highest bid as the winning unit click cost, selecting the advertiser 130 who presented the winning unit click cost as a successful bidder Process. The search listing of the advertiser 130 who presented the corresponding bid price information is arranged at the corresponding position of the successful bid unit click cost. Information on the unit cost that has been won is sent to the advertiser who is the winner.

Accordingly, by determining the unit click cost through the bidding of the present invention and selecting the allocation position, the advertiser 130 may maximize the effect of the advertisement by placing the search listing in a desired arrangement position. It is possible for the inventors to obtain the effect of generating high profits by increasing the unit click cost.

Referring back to FIG. 5, the search word advertisement providing system 200 measures the number of clicks of searchers for the arranged search listings (S570). This step (S570) is a process of measuring the number of clicks of the searcher 120 that actually occurs during the advertising period contracted with the advertiser 130, one or more search listings extracted by the search terms (each search listing is different from each other) The number of times that the searcher 120 connects to the advertiser 130 is calculated by clicking on the unit click cost. The number of clicks of the searcher 120 is to measure only the effective clicks by selecting the invalid clicks, for this purpose, the search word advertisement providing system 200 of the present invention provides a method for detecting effective clicks. An example of valid click detection will be described below with reference to FIG. 9.

9 is a flowchart illustrating an example of a method of detecting a valid click for a searcher click in accordance with the present invention.

In the method for determining valid clicks described in this embodiment, valid clicks are determined by selecting invalid clicks using a load time.

First, the search word advertisement providing system 200 receives a click for a search listing from the searcher 120 (S910). That is, load time for a particular search listing is initiated by receiving a click signal generated by the searcher 120 from among one or more search listings extracted by the search term. The load time is a time for connecting the searcher 120 to the advertiser 130 by link information included in the search listing, that is, the terminal means 125 of the searcher 120 for the content material held by the advertiser 130. It means the elapsed delay time until implementation (display) of.

Next, the search word advertisement providing system 200 obtains a first site identifier corresponding to the clicked search listing (S920). This step (S920) is a process for recognizing the first site identifier of the search listing clicked by the searcher 120, that is, network information for accessing the advertiser 130, and the search word advertisement providing system 200 is recognized. The searcher 120 is controlled to be connected to the advertiser 130 based on the network information. The load time at this time continues to elapse after the click.

Subsequently, when the acquired first site identifier matches the second site identifier being loaded by the preceding click, the search word advertisement providing system 200 determines that the click associated with the first site identifier is invalid (S930). ). In step S930, when the second site identifier obtained by the preceding click input and the first site identifier obtained by the click input generated within the load time initiated by the preceding click input match, the subsequent click is determined to be invalid click. It is a process. That is, for the same site identifier, multiple clicks that occur within load time are considered as one click.

After the identification of the invalid click, the search word advertisement providing system 200 determines the number of clicks excluding the click determined as invalid as the number of valid clicks (S940). This step S940 is, for example, a click count correction process that excludes invalid clicks from the estimated click counts on the assumption that the advertisement cost subtraction means 250 measures the number of clicks each time the searcher 120 clicks. The effective click count determination step (S940) is performed to update the measured number of clicks periodically by controlling to be performed at predetermined intervals during the contracted advertisement period so that more accurate effective click count measurement is performed. In addition, when the effective click count determination step (S940) receives an advertisement cancellation request from the advertiser 130 within a predetermined advertisement period, it may be controlled to be performed immediately before the advertisement cancellation for the corresponding search listing.

Therefore, by periodically performing the correction for the number of clicks, the advertising cost is added only to the clicks where the connection connection of the actual advertiser 130 occurs, leading to a more rational calculation of the advertising cost, and the next through accurate measurement of the number of clicks Ensure a reliable estimate of the maximum estimated clicks for the duration of the advertisement.

Referring back to FIG. 5, the search word advertisement providing system 200 subtracts the reserve information deposited into the account corresponding to the measured number of clicks (S580). This step S580 is a process of subtracting the corresponding execution advertisement cost in consideration of the number of clicks of the searcher 120 for a specific search listing, which will be described with reference to FIG. 7B. The advertisement status information in FIG. 7B shows updated advertisement status information for each value of the search listing 'flower delivery' as of June 14, the 14th day of the advertisement start. Here, the number of exposures means the number of times that the search listings are arranged in the search result list and provided to the searcher 120 by the "flower delivery" search term, and the number of "clicks" substantially searches for individual search listings. It may mean the number of times a click input of the ruler 120 occurs. The click through rate (CTR) represents 'click count' as a percentage of 'impression count', and can be used as a data for estimating the accuracy or popularity of the search listing. Through such a number, the search word advertisement providing system 200 may calculate information on the execution cost of the advertisement (the advertising cost subtracted by the actual generated click) and the remaining cost of the reserve, which is subtracted from the reserve advertisement cost. In addition, by identifying the search trend of the searcher 120 for the search listing 'flower delivery' may further generate information about the 'expected click count' or 'expected click count' at the end of the advertisement period. These "expected clicks" or "expected clicks" are important data in determining the reliability of the estimated maximum predicted clicks for this search listing, and will also trigger free advertising within the remaining advertising period or the end of the ad term. It can be used as important data in carrying out the refund processing of unexecuted reserves.

Hereinafter, as another embodiment of the present invention will be described a variety of search word advertising method that can be derived by subtracting the reserve amount according to the effective clicks.

10A is an operational flow diagram illustrating an example of a method for comparing measured clicks and predicted maximum expected clicks in a credit deduction according to the present invention.

First, the search word advertisement providing system 200 compares the measured click count and the maximum estimated click count (S1010). This step (S1010) is a process for comparing and determining how close the actual clicks (preferably effective clicks) are to the maximum estimated clicks predicted at the time of the contract of the advertisement period.

As a result of the comparison in step S1010, if the measured number of clicks is less than the maximum estimated number of clicks (No in S1010), the search word advertisement providing system 200 generates refund information and transmits it to the advertiser (S1020). This step (S1020) is a process of making a refund processing for the remaining reserves, if the effective clicks less than the expected maximum estimated clicks occurs after the end of the contracted advertising period. Refund processing is performed by various processes such as controlling the remaining reserves to be transferred / transmitted to the account designated by the advertiser 130 or stored in a predetermined memory means (not shown) allocated to the advertiser 130 for use in the next new advertisement period contract. You can consider the method.

On the other hand, when the comparison result in the step (S1010), if the measured clicks exceeded the maximum estimated clicks (Yes of S1010), the search word advertisement system 200 stops the deduction of the reserve information (S1030). This step (S1030) is a process of controlling so that the effective clicks generated during the contracted advertisement period exceeds the estimated maximum estimated clicks, so that the accumulated reserves are used up as the execution advertising expenses and the deduction of reserves is stopped accordingly. The search word advertisement providing system 200 guarantees that the advertisement processing until the contract advertisement period is continued without further charging an advertisement fee for the period until the deduction of the reserve information is stopped until the end of the contract advertisement period. That is, for the processing of advertisements after the point where the deduction of reserve information is stopped, the advertisements are automatically converted into free advertisements so that the service enhancement for the advertiser 130 and the prediction error of the maximum estimated clicks are not transferred to the advertiser 130. . Through such a guarantee of the advertisement period, the advertiser 130 may be given a trust in the inventor of the present invention.

In addition, the search word advertisement providing system 200 generates second maximum estimated click count information for the second advertisement period (S1040). The above descriptions may be applied to the second maximum expected click information generation. This step (S1040) is the second maximum estimated clicks predicted in the contract of the next advertising period for the search listing for which free ads were performed, that is, the number of clicks measured during the current contracted advertising period exceeds the maximum estimated clicks. It is a process to be adjusted upward. For this upward adjustment, in the present embodiment, a predetermined weight may be further applied to the maximum estimated clicks predicted by the regression analysis described above, so that a higher maximum estimated clicks may be controlled. Accordingly, the present invention can obtain the effect of minimizing operating loss due to free advertisement processing by allowing the estimated maximum number of clicks closer to the actual number of clicks to be generated for the next advertisement period.

FIG. 10B is a flowchart illustrating an example of a control processing method for a free advertisement period in which the amount of clicks generated is converted as the amount of clicks generated exceeds the maximum estimated number of clicks according to the present invention.

First, the search word advertisement providing system 200 generates click trend information based on the number of clicks measured within a predetermined advertisement period (S1050). This step (S1050) is a process of estimating the click propensity for a predetermined period, preferably in a recent predetermined period close to the present time in the entire advertising period as the click trend information. For example, the average daily number of times in FIG. It may be exemplified to generate. That is, the average daily number of clicks is a number obtained by averaging the total number of clicks during the 14 days of the advertisement period, and the search word advertisement providing system 200 also includes the 'daily average number of clicks' during the remaining advertisement period. 125 times may be sustained.

Next, the search word advertisement providing system 200 generates free advertisement period prediction information based on the click trend information (S1060). This step (S1060) is a process of estimating the period during which free advertising is provided after the reserve has been exhausted by the execution advertising cost according to the propensity of clicks, especially when the reserve is deducted by the execution advertisement cost or less. In this case, the free advertisement period prediction information is generated. The predetermined value may be flexibly determined by the inventor of the present invention, and may be determined based on, for example, the remaining reserve falling to 10% or less of the deposit deposited first. For example, in FIG. 7B, the free advertisement period prediction information may be 'free conversion expected date', and the search term advertisement providing system 200 assumes that '125 average daily clicks' lasts, and 'free conversion expected date' May be determined as 'June 29'.

Next, the search word advertisement providing system 200 transmits the free advertisement period prediction information to the advertiser 130 (S1070). This step (S1070) is a process for notifying the advertiser 130 of the generated free advertisement period prediction information, and transmits the free advertisement fact through an e-mail, a text service, etc. associated with the advertiser 130. For example, the expected free conversion date in FIG. 7B may be included in the advertisement status information provided in real time to the terminal means 135 of the advertiser 130 and transmitted.

Accordingly, by transmitting the free advertising service to the corresponding advertiser 130 that the free advertising service is provided by the exhaustion of the reserve, it is possible to obtain an effect of increasing the confidence of the advertiser 130 for the search word advertisement.

Hereinafter, as another embodiment of the present invention, advertisement status information indicating respective values that vary according to advertisement processing associated with a search word will be described with reference to FIGS. 11A to 11C.

11A is a flowchart illustrating an example of a method of providing advertisement status information to an advertiser according to the present invention.

First, the search word advertisement providing system 200 maintains a status information database 255 for recording advertisement status information associated with a predetermined execution advertisement cost that deducts reserve information (S1110). This step (S1110) is a process of storing statistical data that can be generated in various ways according to the number of clicks of the searcher 120 on the exposed search listing as advertisement status information, wherein the advertisement status information is displayed during a predetermined advertisement period. Include data on impressions associated with search listings, clicks (including valid clicks), CTR (clickthrough rate), UV (Unique Visitor or Unique User), and Return On Investment (ROI). Can be.

Next, the search word advertisement providing system 200 provides the advertisement status information to the advertiser 130 (S1120). This step (S1120) is a process of providing each numerical value changed according to the click input of the searcher 120 occurring in real time to the terminal means 135 of the advertiser 130, and FIGS. 7B, 11B and 11C. It demonstrates with reference.

FIG. 11B is a diagram illustrating an example of advertisement status information providing a click-to-impression ratio according to the present invention, and FIG. 11C is a diagram illustrating an example of advertisement status information for calculating the return on investment.

In FIG. 11B, statistical information about impressions, clicks, clickthrough rates (CTRs), and users (UVs) of the first half of December 2003 for a specific search listing are summarized and recorded. Accordingly, the advertiser 130 provided with such data may be used as reference data in a new contract of the next advertisement period by referring to statistical information and clickthrough rate information for a specific search listing.

On the other hand, in Fig. 11C, the ROI calculator for determining how much the amount of money invested in the expected advertising cost contributed to sales. That is, as the advertisement period and the sales associated with the search listings are input during the period, the advertisement cost accumulation of the advertiser 130 is extracted from a user database (not shown), for example, and provided as advertisement status information. Accordingly, the ROI calculator can calculate the ROI of '150%' by calculating the cumulative advertising cost and the sales in proportion. Accordingly, the advertiser 130 may obtain an advantage of effectively setting an advertising strategy for the search word advertisement based on the calculated ROI.

Embodiments of the invention include a computer readable medium containing program instructions for performing various computer-implemented operations. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. The media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical recording media such as CD-ROMs, DVDs, magnetic-optical media such as floppy disks, and ROM, RAM, flash memory, and the like. Hardware devices specifically configured to store and execute the same program instructions are included. The medium may be a transmission medium such as an optical or metal wire, a waveguide, or the like including a carrier wave for transmitting a signal specifying a program command, a data structure, or the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like.

12 is an internal block diagram of a general purpose computer device that may be employed to perform a method for providing a search word advertisement according to the present invention.

Computer device 1200 includes one or more processors 1210 coupled with a main memory device including random access memory (RAM) 1220 and read only memory (ROM) 1230. The processor 1210 is also called a central processing unit (CPU). As is well known in the art, the ROM 1230 serves to transfer data and instructions to the CPU unidirectionally, and the RAM 1220 typically transfers data and instructions bidirectionally. Used to. RAM 1220 and ROM 1230 may include any suitable form of computer readable media. Mass storage 1240 is bi-directionally coupled to processor 1210 to provide additional data storage capabilities, and may be any of the computer readable recording media described above. The mass storage device 1240 is used to store programs, data, and the like, and is a secondary memory device such as a hard disk which is generally slower than the main memory device. Certain mass storage devices such as CD ROM 1260 may also be used. The processor 1210 may include one or more input / output interfaces, such as a video monitor, trackball, mouse, keyboard, microphone, touchscreen display, card reader, magnetic or paper tape reader, voice or handwriting reader, joystick, or other known computer input / output device. 1250 is connected. Finally, the processor 1210 may be connected to a wired or wireless communication network through the network interface 1270. Through this network connection, the procedure of the method described above can be performed. The apparatus and tools described above are well known to those skilled in the computer hardware and software arts.

The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention.

While specific embodiments of the present invention have been described so far, various modifications are possible without departing from the scope of the present invention.

Therefore, the scope of the present invention should not be limited to the described embodiments, but should be defined not only by the claims below, but also by the equivalents of the claims.

As described above, the present invention has been described by way of limited embodiments and drawings, but the present invention is not limited to the above-described embodiments, which can be variously modified and modified by those skilled in the art to which the present invention pertains. Modifications are possible. Accordingly, the spirit of the present invention should be understood only by the claims set forth below, and all equivalent or equivalent modifications thereof will belong to the scope of the present invention.

As can be seen from the above description, according to the present invention, in the advertisement providing model through the search word advertising, the prediction of the maximum estimated number of clicks up to a certain point in the future and the calculation of the scientific estimated advertising cost by applying the unit cost per click And a search term advertisement providing method and a search term advertisement providing system which allow a reasonable advertisement cost to be added to the advertiser.

In addition, according to the present invention, by applying a regression analysis that calculates the number of clicks in the future based on the previous click statistics information, the method for providing a search query advertisement and the search query advertisement system to determine the maximum estimated clicks close to actual effective clicks Can be provided.

In addition, according to the present invention, the advertising costs executed according to the actual clicks in the contracted advertising period is subtracted from the deposit deposited by the advertiser, even if all the deductible reserves are exhausted, the advertisement for the search listing during the contracted advertising period. A search term advertisement providing method and a search term advertisement providing system may be provided to ensure performance.

In addition, according to the present invention, by selecting the unit click cost for the click in consideration of the arrangement position, the seasonal index, the bid price of the search listing to provide an advertisement providing method and search term advertising to calculate the expected advertising costs optimal for realistic demand A system can be provided.

In addition, according to the present invention, by eliminating invalid clicks through a correction process of measuring only valid clicks, it is possible to add a more reasonable advertising cost to the advertiser.

1 is a view for explaining a schematic operation of a search word advertisement providing system according to the present invention.

2 is a block diagram showing a search word advertisement system 200 according to a preferred embodiment of the present invention.

3 is a diagram illustrating an example of a search listing and arrangement method extracted through a search operation according to the present invention.

4 is a diagram showing an example of predicting and calculating the maximum estimated number of clicks by the click predicting means of the present invention.

5 is a flowchart illustrating a method of providing a search word advertisement in detail according to an exemplary embodiment of the present invention.

6A and 6B are a flowchart illustrating an example of a method of generating maximum expected click information according to the present invention.

7A and 7B are a flowchart illustrating an example of advertisement status information that provides an advertiser with an account validation and an execution state of an advertisement cost according to the present invention.

8 is a flowchart illustrating an example of a method of determining a unit click cost according to another embodiment of the present invention.

9 is a flowchart illustrating an example of a method of detecting a valid click for a searcher click in accordance with the present invention.

10A is an operational flow diagram illustrating an example of a method for comparing measured clicks and predicted maximum expected clicks in a credit deduction according to the present invention.

FIG. 10B is a flowchart illustrating an example of a control processing method for a free advertisement period in which the amount of clicks generated is converted as the amount of clicks generated exceeds the maximum estimated number of clicks according to the present invention.

11A is a flowchart illustrating an example of a method of providing advertisement status information to an advertiser according to the present invention.

FIG. 11B is a diagram illustrating an example of advertisement status information providing a click-to-impression ratio according to the present invention, and FIG. 11C is a diagram illustrating an example of advertisement status information for calculating the return on investment.

12 is an internal block diagram of a general purpose computer device that may be employed to perform a method for providing a search word advertisement according to the present invention.

<Explanation of symbols for the main parts of the drawings>

200: search engine advertisement providing system 210: search engine means

215: search information database 220: means of predicting clicks

230: cost calculation means 240: payment control means

250: deduction means for advertising costs 255: status information database

Claims (1)

A recording medium having recorded thereon a program for executing a method of generating a list of search results and providing a search term advertisement in response to a search request of a searcher, the method comprising: Generating maximum estimated click count information for a predetermined advertisement period in association with a predetermined search term; Generating reserve information in consideration of the maximum estimated click information and unit click cost associated with the search word, and transmitting the reserve information to an advertiser; Receiving deposit confirmation information for the reserve information from an account associated with the advertiser; In response to receiving the deposit confirmation information, maintaining a search information database comprising a search listing associated with the advertiser, the method comprising: associating one or more of the search listings with the search term; Receiving a search request from the searcher; Identifying a search listing associated with the search term in response to the search request and arranging the identified search listing; Measuring the number of clicks on the arranged search listing; Subtracting the reserve information corresponding to the measured number of clicks; Comparing the measured clicks with the maximum estimated clicks: If the measured number of clicks is less than the maximum estimated number of clicks, generating refund information and transmitting the generated refund information to an advertiser; And If the measured number of clicks exceeds the maximum estimated number of clicks, stopping the deduction of the reserve information Computer-readable recording medium recording a program for implementing a computer program for providing a search query advertisement, characterized in that it comprises a.