KR20050101290A - System and method for selecting search listings in an internet search engine and ordering the search listings - Google Patents

Abstract

The present invention relates to a search word advertisement providing system and a search word advertisement providing method of exposing one or more search list orders extracted in response to a search request as search results based on reference data other than the existing bid price size order.

In order to achieve the above object, a search term advertisement providing system for extracting a search list order according to a predetermined search request of the present invention includes interface means for receiving bid price information corresponding to a search word from an advertiser, and a search list order associated with the advertiser. A search information database for storing in association with each of the input bid price informations, list generating means for generating a predetermined search list referring to the search information database in response to a search request from a predetermined searcher, and Search result providing means for providing the searcher with a generated search list, wherein the list generating means identifies a search term of the searcher input in association with the search request, and corresponds to the identified search term. Set the bid price from one or more of the search listings. On the basis of it to the step, and wherein by performing the steps of: arranging in sequence compared to exposure click rate (CTR) for the selected search listings to generate the search list for selecting the N number of search listings.

According to the present invention, in response to a search request, a predetermined number of search list orders are selected based on a bid price, and the sorted search list order is determined based on a click-to-impression ratio to determine an arrangement position in the search list. There is an advantage in that it is possible to provide a search term advertisement providing system and a search term advertisement providing method reflecting popularity and fidelity of the corresponding information site.

Description

Search term advertisement providing system and method for providing search term advertisement by extracting search list order by a predetermined search request {SYSTEM AND METHOD FOR SELECTING SEARCH LISTINGS IN AN INTERNET SEARCH ENGINE AND ORDERING THE SEARCH LISTINGS}

The present invention relates to a search term advertisement providing system and a search term advertisement providing method for extracting search list order according to a predetermined search request. More particularly, the present invention provides a bid price size of at least one search list order extracted in response to a search request. The present invention relates to a search term advertisement providing system and a search term advertisement providing method which are exposed as a search result based on reference data other than the order.

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, Internet users (searchers) can easily obtain necessary information anytime, anywhere, and this information search has changed a lot in our lives.

Accordingly, various models can be used for the mode of payment of advertisement costs between an operator who supports a search operation service of an internet user and an advertiser who obtains an advertisement effect by exposing advertisement information about his or her information site to an internet user through a search operation. Are developed and presented.

Among these payment methods, the most common is the cost per click (CPC) method of determining the exposure of advertiser information and the cost of advertising. This CPC method allows searchers to click on the advertisement information of a particular advertiser as the search requester clicks. It means to calculate the advertising cost based on the number of times the connection between the advertiser and the advertiser. In other words, the order of information exposure in the CPC method is to display the advertisement information of the advertiser who presented the highest price CPC value (the charge per click) that the advertiser can allow to be displayed on the top of a predetermined search screen that is easy for the searcher to recognize. Is provided to the searcher in the form of: That is, the CPC method sorts the search results according to the size of the CPC presented by the advertiser and provides them to the searcher.

However, it is well known that in the CPC method, only the advertisement information of an advertiser having a high CPC value is first extracted or preemptively positioned at a display point that may easily cause a click of a searcher. This causes an advertiser who wants to provide the advertisement information of the advertiser as a result of the search request acts as a factor of increasing the bid price, and thus, there may be a concern that a heavy advertising cost is imposed on the advertiser.

In addition, the method of paying the advertising cost by the CPC method is a state in which there is no consideration of the advertising contract period of the advertiser, there is a disadvantage that does not reflect the advertiser's intention to make a long-term advertising contract. In other words, advertising contracts that generally maintain a long advertising period tend to lower bid prices, and the advertisement information exposure method that reflects only the bid price tends to have a relatively low awareness of searcher's advertisement information. There is a contradiction that causes it to be located at the display point.

In addition, according to the related art, since the selection of the search list for the advertisement exposed in the search result and the ordering of the selected search list for the advertisement are performed according to the same criteria, it can be performed according to different criteria. There is a need for a method that can balance the interests of advertisers with those of searchers in relation to search advertising.

In addition, in extracting and displaying advertisement information of an advertiser, a new type of advertisement cost payment model is required in which advertisement information is exposed by applying other criteria in addition to a bid price to appropriately reflect various needs of an advertiser. In addition, an advertisement cost model is required to charge the advertisement cost more efficiently by allowing the advertisement cost for the search listing order to be paid by the searcher with a single click.

The present invention has been made to solve the above problems, the present invention selects a predetermined number of search list order based on the bid price in response to a search request, and searches the selected search list order based on the click-to-impression ratio It is an object of the present invention to provide a search word advertisement providing system and a search word advertisement providing method that reflect the popularity of the search list order and the fidelity of the corresponding information site by determining the arrangement position in the list.

Also, an object of the present invention is to extract the search list order and determine the arrangement position according to the grade value calculated in consideration of the bid price and the advertisement period, and the search list order in which the arrangement is made according to the determined arrangement position as a result of the search request. As a result, the present invention provides a search term advertisement providing system and a search term advertisement providing method for obtaining an excellent advertisement effect to an advertiser maintaining a high bid price or a continuous advertisement contract.

In addition, another object of the present invention is to enable a reasonable billing payment by allowing the billing fee is charged according to the searcher's click selection on the search list order arranged in the search list, so that advertisers can obtain an economical and more efficient advertising effect The present invention provides a search term advertisement providing system and a search term advertisement providing method.

In order to achieve the above object, a search term advertisement providing system for extracting a search list order according to a predetermined search request of the present invention includes interface means for receiving bid price information corresponding to a search word from an advertiser, and a search list order associated with the advertiser. A search information database for storing in association with each of the input bid price informations, list generating means for generating a predetermined search list referring to the search information database in response to a search request from a predetermined searcher, and Search result providing means for providing the searcher with a generated search list, wherein the list generating means identifies a search term of the searcher input in association with the search request, and corresponds to the identified search term. Set the bid price from one or more of the search listings. On the basis of it to the step, and wherein by performing the steps of: arranging in sequence compared to exposure click rate (CTR) for the selected search listings to generate the search list for selecting the N number of search listings.

In addition, another technical implementation method of the present invention for achieving the above object, the method comprising the steps of maintaining a search information database for storing the bid price information received in response to a search term, in association with the search list order of the advertiser, and the search word Selecting N advertisers based on the bid price information and a predetermined selection weight as a successful bidder, receiving a predetermined search term associated with the search request, and selecting a successful bidder in response to the received search term. Generating a search list by arranging the search list order associated with the N advertisers according to the bid price information and the selection weight, and providing the generated search list to the searcher.

Hereinafter, a search term advertisement providing system and a search term advertisement providing method for extracting a search list order by a predetermined search request will be described with reference to the accompanying drawings.

The search listing used continuously in this specification may mean one search result item that is extracted in response to a specific search word input on a search engine and provided to a searcher who requests a search operation. One search listing may include brief information about an information site operated by an advertiser, that is, a content title, a content summary, a network address, and the like. For example, one search list in FIG. 3C extracted by the search term 'cafe' includes a content title of 'Naver Cafe iN', a network address of 'http://cafe.naver.com', a summary of other contents, and the like. It will include. In addition, a search list is a search result for a searcher's search request, and may refer to an array list in search list order provided to the searcher by processing at least one or more search list orders in a predetermined arrangement order. Here, the arrangement order is to differentiate the exposure position (exposure sequence number) of the extracted search list order according to a specific condition, and can be flexibly determined by the operator of each search engine supporting the search request service. In the present embodiment, the arrangement order is determined according to the bid price information considering the click through rate (CTR) or the advertisement period information of each search list order.

1 is a view for explaining a brief configuration of a search word advertisement providing system of the present invention.

The search term advertisement providing system 100 extracts a predetermined number of search list orders corresponding to the search terms input to the search engine 110 for a search request, and searches the search list order according to the order of the bid prices for each search list order. It is an apparatus for the extraction of the. To this end, when a predetermined search word is input, the search word advertisement providing system 100 receives information regarding a bid price from the advertiser 130 who wants to extract the related search list order. In addition, the search word advertisement providing system 100 generates one or more search list order arranged in the order of the bid price as a search list, and is provided to the searcher 120 that generated the search request.

First, the search engine 110 may refer to a search program or a search web server that supports a search operation so that the searcher 120 can easily access a web site that holds a content material to be searched for. That is, the search engine 110 may provide brief information (preferably the search list 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. By reducing the amount of time spent searching for content and improving the accuracy of the search. In particular, each brief information (in order of search list) includes predetermined link information, and click selection of the command input tool of the searcher 120 for the short information (in order of search list) displayed on the terminal means 125 (example , Mouse click input), the search engine 110 enables the advertiser 130 to connect with the searcher 120 that generated the click selection. 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 each word is performed to perform the purpose of the present invention, which displays the specific search list order extracted in correspondence with the input search word on the search screen in the order of selection based on selection criteria. The description is limited to the search method. However, in the present specification, limiting the search of the search engine 110 to a 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. 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 for the web site of the advertiser 130 holding the content material to be searched. It may mean an Internet user who generates a predetermined search word by inputting the search engine 110.

The advertiser 130 may mean, for example, a content provider (CP) that operates a web site whose location is specified by a network address (eg, an IP address, a URL, a domain, etc.), and a search list of the corresponding information site. According to the searcher 120's click on net, a predetermined advertising billing cost is paid to the system operator according to the present invention.

The terminal means 125 maintains a connection state with the search word advertisement providing system 100 through a communication network 140 such as the Internet, and includes one or more search list order (or search) extracted by a search operation of the search engine 110. A search list arranged in list order) is displayed on a predetermined screen. The terminal means 125 is provided with predetermined memory means such as, for example, a personal computer, a handheld computer, a personal digital assistant (PDA), an MP3 player, an electronic dictionary, a mobile phone, a smartphone, and the like. It may be a concept of collectively referred to as a terminal having a predetermined computing power by mounting.

The search word advertisement providing system 100 is an apparatus that allows one or more search list orders corresponding to each search word to be arranged based on a predetermined bid price size, a bid price size, and a selection weight with respect to the display of the search list order. In particular, the search word advertisement providing system 100 may charge the advertising cost for the search list order provided to the searcher 120 according to the clicker input of the searcher 120 for the search list order, thereby charging a reasonable advertisement cost. To be done. 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 includes an interface means 210, a search information database 220, a list generating means 230, a calculation control means 240, a search result providing means 250, and a charging control means 260. It includes.

First, the interface unit 210 is a device that receives bid price information corresponding to a search word from the advertiser 130, and selects a position (arrangement position in the present embodiment) where the search list order related to the advertiser 130 is exposed. It serves to receive bid price information as betting data for. Here, the bid price information is information about the billing cost (payable cost of the advertiser 130) that occurs when the search list order extracted in response to the search request is clicked by the command input tool of the searcher 120. Can mean. As the billing cost, the unit click cost according to one click on the search list order of the searcher 120, the unit exposure cost according to the searcher 120 providing the search list in which the search list is arranged, the advertiser 130 and The unit purchase cost according to a predetermined transaction of the connected searcher 120 may be exemplified. In the present embodiment, the unit click cost is set as the charging cost for convenience of description. For example, in FIG. 3A, four bid price informations correspond to the search term 'cafe', and each bid price information includes a unit click cost. Accordingly, when the searcher 120 inputs the search term 'cafe' into the search engine 110, four search list orders related to each advertiser 130 are exposed on the search screen, and Wait for the click selection. For example, if the searcher 120 clicks on the search list related to the advertiser 'Naver Cafe iN', the advertiser 'Naver Cafe iN' is charged to the advertiser 'Naver Cafe iN' included in the bid price information. do. That is, the interface means 210 recognizes the intention of the advertiser 130 to extract the relevant search list order in response to the search word input by the bid price information, and the bid price information is the search list order. It will include information about the cost per click (unit click cost) of the searcher 120 for.

The search information database 220 is a device for storing the search list order associated with the advertiser 130 in association with each input bid price information. That is, the search information database 220 stores the search list order associated with the advertiser 130 generated (or received) at a predetermined time in association with the bid price information. This is due to the fact that the bid price information is related to the extraction of the predetermined search list order and the position determination of the search list order. For example, as shown in FIG. 3A, the bid price information '1,000 won' entered by the advertiser 'Naver Cafe iN' Is stored in association with a predetermined search list order associated with the advertiser 'Naver Cafe iN'. In addition, the search information database 220 may store all the bid price information corresponding to the search word that is the cause of extraction of the search list in association, so that all search list order that can be extracted corresponding to the search word is search information database ( 220). Hereinafter, with reference to FIG. 3A, the bid price information input corresponding to the search word and the search list order extracted will be described.

3A is a diagram illustrating an example of a configuration of a search information database according to the present invention.

In FIG. 3A, in response to an input of the search term 'cafe', the bid price information having a predetermined size is received from the advertiser 130 to display the related search list order as a search result. The bid price information received by the interface means 210 includes information about the advertising cost size that occurs when the relevant search listing order is clicked on by the searcher 120. The search information database 220 of FIG. 3A corresponds to the search term 'cafe', and the search list related to the advertiser 'naver cafe iN', 'next cafe', 'Jeonhyun's fan cafe', 'twosome place', and a search list. Each of the received bid price information is stored in association with each other. Accordingly, when a search term 'cafe' for a search request is input to the search engine 110, the search list extracted as a search result is searched for by advertisers 'naver cafe iN', 'next cafe', 'Jeonhyun fan cafe', It will be decided by the search list related to 'Twosome Place'. In this case, the determined search list order may be a search list order of all advertisers 130 that have input bid price information, or may be a search list order of N (N≤4) set by an operator of the present system. That is, when N is set to '2', the search list order extracted by the list generating unit 230 to be described later is two according to the size of the bid price, that is, the advertiser 'Naver Cafe iN' and 'Next Cafe' are searched. You can limit the list order.

In addition, the numerical data input as the bid price information relates to the unit click cost corresponding to the advertising cost charged to the advertiser 130, and the searcher 120 provides a single search order by the search list provided to the searcher 120. One click) refers to the cost charged to the advertiser 130. For example, the bid price information input by the advertiser 'Naver Cafe iN' includes a unit click cost of '1,000 won', and accordingly, the searcher 120 searches for a search list related to the advertiser 'Naver Cafe iN' extracted. In the case of making a click selection on net, an advertising cost of 1,000 won is charged to the advertiser 'Naver Cafe iN' or is deducted from a predetermined advertisement deposit of the account associated with the advertiser 'Naver Cafe iN'. As described above, the bid price information may be input from the advertiser 130 in addition to the unit click cost, unit impression cost, unit purchase cost, etc., the payment of the advertising cost at this time will be the same or similar to the unit click cost Of course it can.

The list generating means 230 is an apparatus for generating a predetermined search list referring to the search information database 220 in response to a search request from the predetermined searcher 120. That is, the list generating unit 230 generates a search list by extracting a predetermined number of search list orders corresponding to the search word, and determines an arrangement position in the search list for each extracted search list order. Here, the search list may be a search result provided to the searcher 120 who generated the search request, and the extracted search list order is displayed at different exposure points according to the arrangement position. In addition, the arrangement position determines the screen arrangement of the search list order displayed to the searcher 120, and is determined in consideration of the actual click connection rate or the advertisement duration according to the exposure points of the search list order. The arrangement position is different depending on the search list order exposure point on the screen, the recognition of the searcher 120 with respect to the search list occurs, which is clicked by the actual searcher 120 is selected by the searcher 120 ) And the frequency at which a connection is connected between the advertiser 130 occurs. In general, when one or more search listings are extracted, the actual click-through rate is high with respect to the search listings displayed in advance, and at the same time, an excellent advertisement effect can be obtained. Accordingly, the list generating means 230 determines the arrangement position such that the search list order of the high bid price information is located sequentially from the top of the search screen having the high actual click connection rate. Hereinafter, the search list generation of the list generating means 230 will be described with reference to FIG. 3B.

3B is a flowchart showing an example of a method for generating a search list by the list generating means of the present invention.

First, the list generating means 230 identifies the search word of the searcher 120 input in association with the search request (S310). The step S310 is a process for checking a search word input on the search engine 110 for a search request, and recognizing one or more search list orders corresponding to the checked search word from the search information database 220. The search word may be a single word or a compound word in which a plurality of words are combined, and the list generating means 230 in this step S310 compares the same word with the corresponding search word previously registered in the search information database 220. Or a predetermined search word identification process (process for identifying the first search word among two or more statements) to identify a search word for which the search is performed.

In addition, the list generating unit 230 selects N search listings based on the bid price information from one or more search listings corresponding to the identified search word (S320). This step (S320) is a process of extracting N search list order corresponding to the search word, comparing the unit click cost of the bid price information, and extracts the search list order in the order of high unit click cost. That is, the list generating unit 230 preferentially extracts the search list order of the advertiser 130 who is willing to pay a high advertisement cost in the search list order extraction. Here, N is the number of search list to be sorted and can be flexibly determined by the operator of the present system in consideration of the occupied area on the search screen on which the search list is displayed. As described above, N may preferably match the number of search lists in the search information database 220 stored in correspondence with the search word, which allows the maximum search list order to be extracted in response to the search word. This is to allow operators to generate more advertising revenue.

Next, the list generating unit 230 arranges the sorted search list order according to the click-through rate (CTR) order (S330). This step (S330) arranges the extracted search list order on the search list based on the ratio of the actual number of clicks to the number of impressions of the search list order in order to reflect the popularity of the searcher 120 with respect to the search list order. It is a process to make it possible. The click-to-impression ratio is determined by the number of times a particular search listing is arranged on the search list (number of impressions), and a valid click (a click that engages in an actual connection) for a particular search listing during the previous predetermined period. It is calculated as a ratio of the number of times the connection connection is made between the advertiser 130 and the higher the click-to-impression ratio, the more the searcher's popularity or the probability of access to the information site of the advertiser 130.

Therefore, a predetermined number of search listings are selected according to the bid price, and the sorted search listings are determined based on the click-to-impression ratio to determine the arrangement position in the search listing. You can get the advantage of providing search results that reflect this.

Hereinafter, the search list generated by the list generating means 230 will be described with reference to FIG. 3C.

3C is a diagram illustrating an example of a search list provided to a searcher according to the present invention.

As shown in FIG. 3C, the search list arranges one or more search list order extracted in response to a search request according to a predetermined arrangement order, and provides the searcher 120 as a search result for the search request. As described above, the arrangement order of the search list order in the search list is determined according to the click-to-exposure click rate for each search list order, and the exposure comparison order of each search list order stored in the search information database 220 of FIG. 3A will be described below. It demonstrates based on a click rate.

When N is set to '4' by the operator of the present system, the search word advertisement providing system 200 according to the present invention refers to the bid price information recorded in FIG. You will extract four. Accordingly, the search list in which extraction is performed is in order of search list related to advertisers 'Naver Cafe iN', 'next cafe', 'Jeonhyun's fan cafe', and 'Twosome Place'. The location will be determined. For example, the search listing order associated with the advertiser 'Naver Cafe iN' forms the highest value in the bid price, but is 0.305 in the CTR, followed by the advertiser 'Next Cafe' (CTR = 0.417). Accordingly, the arrangement position of the search list order associated with the advertiser 'Naver Café iN' determined on the search list is determined as the exposure point of the differential rank as shown in FIG. 3C. In addition, the search list order associated with the advertiser 'Next cafe' having the best CTR determines the arrangement position to be displayed at the top of the search list.

Accordingly, the present invention provides the searcher 120 with the search list 120 arranged in accordance with the CTR reflecting the popularity, thereby providing the searcher 120 as a result of the search request. ) Has the advantage of being displayed in a easily recognizable position. In addition, in determining the arrangement position, it is possible to obtain an effect of inducing a qualitative improvement on the information site operated by the advertiser 130 by allowing the clickthrough rate (CTR) as an important determining factor, rather than the conventional bid price order. have. That is, according to the present invention, since the search list to be exposed to the search result is determined according to the bid price, while protecting the information of the advertiser, the order of the search list exposed to the search result is based on the CTR. All have the advantage of being protected. In addition, according to another embodiment of the present invention, a method of determining the ranking in consideration of both the CTR and the bid price in the exposure of the search result, and accordingly exposed.

In order to calculate the click-through rate (CTR), the search word advertisement providing system 200 of the present invention further includes a calculation control unit 240. That is, the calculation control means 240 calculates the click-to-exposure clickthrough rate (CTR) for the predetermined search list order arranged in each search list. Here, the click-to-exposure ratio (CTR) may be calculated based on the number of effective clicks of the searcher in the search list order in preparation for the number of selections in the search list order for the arrangement into the search list. That is, the clickthrough rate (CTR) of the impressions is a frequency in which a specific search list order is provided to the searcher 120 as a search result, and the search list order is clicked by the searcher 120 to actually access the information site of the advertiser 130. It is calculated as a ratio of the frequency at which the connection is made, and thus the popularity of the information site of the advertiser 130 can be estimated. In this case, the effective number of clicks involved in the calculation of the click-to-impression ratio is a predetermined time, for example, a load time that is a time at which information of the information site is output to the terminal means 125 of the searcher 120 after a click. The number of clicks of the searcher 120 occurring in addition to the load time may be defined. That is, when the searcher 120 makes a second click input for the same search list order within load time after the first click input for the specific search list order, the calculation control means 240 receives the second click input. It is determined as invalid clicks and is not counted as clicks. Accordingly, the number of clicks is added only to the clicks of the searcher 120 that directly generates the advertisement effect, so that the accurate click-to-click ratio (CTR) can be calculated. In addition, it is possible to obtain a reasonable charge in calculating the advertising cost for each search listing order.

Referring again to FIG. 2, the search result providing means 250 is an apparatus for providing the searcher 120 with the generated search list. That is, the search result providing means 250 serves to display the search list generated as a search result on the terminal means 125 of the searcher 120 in response to the search request of the searcher 120. (See FIG. 3C).

Therefore, the present invention extracts a predetermined number of search listings according to the bid price size in response to a search request, and arranges the search listings according to the clickthrough rate (CTR) to the searcher 120 by arranging the search listings. The searcher 120 may obtain an effect of displaying the optimal search list order to be searched in advance.

Hereinafter, as another embodiment of the present invention, a configuration in which a predetermined advertising cost is generated according to a single click on a specific search list order arranged in a search list and the advertiser 130 is charged for the generated advertising cost will be described. .

To this end, the charging control means 260 of the search word advertisement providing system 200 of the present invention may further include.

That is, the charging control means 260 is a device for generating the advertising cost information in response to the search input of the searcher 120 for a predetermined search list order arranged in the search list. That is, the charging control means 260 determines the advertising cost charged according to the searcher 120's click selection for the search list order arranged in the search list, for example, the one click of the searcher 120. By interlocking with, the account click processing may be performed by subtracting the unit click cost from the advertisement deposit of the account. In this case, as the deductible advertisement cost, in addition to the unit click cost described above, it may be a unit exposure cost by arranging a search list in a search list or a unit purchase cost according to a click of the searcher 120 for an actual purchase transaction. Of course. This kind of advertising cost can be flexibly selected by the operator of the present system in consideration of the system environment.

Accordingly, the present invention enables a reasonable billing payment by allowing a billing fee to be charged according to the searcher 120's click selection for the search list order arranged in the search list, thereby allowing the advertiser 130 to make an economical and more efficient advertisement. There is an advantage that the effect is obtained.

In the present exemplary embodiment, the advertisement cost is generated when the searcher 120 makes a single click on the search list order. However, this is only an embodiment of the present invention. If the type of cost included is a unit impression cost or a unit purchase cost, the advertisement cost is generated when the search list is exposed or when a predetermined purchase button is clicked by the command input tool of the searcher 120. Of course, there may be advertising costs at various points in time.

Hereinafter, as another embodiment of the present invention, in determining the extraction and arrangement of the search list order, it is described to consider the advertisement period of each search list order in addition to the bid price. Search engine advertisement providing system 400 of the present invention for this purpose, the search information database 410, bid control means 420, calculation control means 430, interface means 440, list generation means 450, and search Result providing means 460.

4 is a diagram illustrating an example of a configuration of a search word advertisement providing system according to another exemplary embodiment of the present invention.

First, the search information database 410 is an apparatus for storing the bid price information received in response to the search term in association with the search list order of the advertiser 130, for example, one or more advertisers 130 through the interface means 440. ) Receives predetermined bid price information, and stores the received bid price information in association with a search list order associated with the advertiser 130. That is, the information recorded in the search information database 410 includes at least one bid price information corresponding to one search term and a search list order related to the advertiser 130 that inputs the bid price information, and the like. Through this, it is possible to recognize the information related to search terms, extractable search list order, etc. involved in the search list order.

The bid control unit 420 selects N advertisers 130 as successful bidders based on the bid price information and the predetermined selection weight for the search word, and assigns the bid price information to the advertiser 130 that inputs the bid price information in response to the search word. It gives the ranking according to the condition and serves to select the advertiser 130 included in the N ranking. Here, the selection weight is a variable factor in determining the ranking of the advertiser 130, for example, the popularity of the information site operated by the advertiser 130, the UV (Unique Visitor: unique user or unique user) to the information site. , And Return On Investment (ROI). The selection weight may be set flexibly by the operator of the present system, and in the present embodiment, the selection weight may be advertisement period information in the order of search list related to the advertiser 130. That is, the predetermined condition involved in determining the ranking of the advertiser 130 may be set by a combination of auction price information and arithmetic operation for the advertisement periods in the search list order. Hereinafter, the bid control means 420 will be described with reference to FIG. 5A. The selection of successful bidders from the plurality of advertisers 130 will be described.

5A is a diagram illustrating an example of a configuration of a search information database for selecting successful bidders according to the present invention.

As shown in FIG. 5A, the search information database 410 stores one or more bid price information corresponding to a search word and a search list order associated with each of the bid price information. In addition, the search information database 410 stores information on the advertisement period of each search list order, and the advertisement period information may be used to determine the successful bidder of the advertiser 130 by the bid control means 420. The winning bidder by the bid control means 420 is determined according to a rating value given by, for example, a multiplication operation of the bid price and the advertisement period, and the N advertisers 130 are listed in the order of the highest ranking value for each search list. Will be selected as a successful bidder. For example, as shown in FIG. 5A, the bid price input by the advertiser 'Naver Cafe iN' is '1,000 won', and the related advertisement list period is '12 weeks ', and thus the advertiser' Naver The grade value assigned to Cafe iN 'is stored as '12, 000' (= 12 x 1000). In the same calculation method, a rating value may be given to each advertiser 130, and accordingly, the bid control means 420 may order advertisers 'naver cafe iN', 'twosome place', and 'next cafe' in the order of the highest rating value. The winners will be selected in order of 'Jeonhyun Fan Fan Cafe'.

The information on the advertisement period is generated by predicting the period up to the time when the advertisement is directly input from the advertiser 130 or when a predetermined advertisement deposit expires, which will be described below.

First, when the advertisement period information is directly input from the advertiser 130, the search word advertisement system 400 of the present invention is a user interface for inputting the advertisement period to the terminal means (not shown) of the advertiser 130 ( UI), and advertisement period information generated corresponding to a predetermined numerical input of the advertiser 130 to the transmitted user interface is received through, for example, the interface means 440. In the present embodiment, the advertiser 130 receives information about a period during which the search list order related to the advertiser 130 is arranged in the search list directly from the advertiser 130, and the advertiser 130 flexibly and actively changes / sets the advertisement period. To ensure the effect.

Meanwhile, when generating the advertisement period information by predicting the extinction period of the advertisement deposit, the search word advertisement providing system 400 of the present invention maintains the daily click count history information for each arrangement position on the search list, and the daily click count history. Based on the information, the daily advertising estimate for each array location is calculated. That is, the search word advertisement providing system 400 may analyze the tendency of the advertisement deposit held in the account associated with the advertiser 130 to be deducted to predict when the advertisement deposit is to be extinguished, and the search list order is first arranged in the search list. The period from the time point until the advertisement deposit disappearance prediction time is generated as the advertisement period information and stored in the search information database 410. In order to calculate such advertisement period information, the search word advertisement system 400 of the present invention further includes a calculation control unit 430. That is, the calculation control means 430 is an apparatus for calculating the advertisement period information in which the search list order associated with the advertiser 130 is arranged in the search list. Hereinafter, the advertisement period information by the calculation control means 430 will be described with reference to FIG. 5B. The calculation of will be described.

5B is a flowchart illustrating an example of a generation method of predicting an expiration time of an advertisement deposit based on daily click history information.

First, the calculation control means 430 identifies the arrangement position of the search list order associated with the advertiser 130 in the search list (S510). This step (S510) is a process of recognizing the exposure point on the search list for a particular search list order, for example, the position of the search list order associated with the advertiser 'Naver Cafe iN' highest ranking value in FIG. It will identify what is determined at the top (see FIG. 5C).

In addition, the calculation control means 430 recognizes the daily click number history information on the identified arrangement position from the predetermined memory means 435 (S520). This step (S520) is a process of checking the average daily clicks for a predetermined period with respect to a specific arrangement position, for example, one month (or one year, one year) at a specific arrangement position by a click counting module (not shown). Weekly, one-day, etc.), the number of effective clicks (the number of clicks for which an actual connection is made) is measured, and the daily click count history information is generated by dividing the measured number of valid clicks by the measurement period. For example, in the calculation of the average daily clicks at the arrangement position of FIG. 5C determined in the search list order of the advertiser 'Naver Cafe iN', the click counting module calculates the total number of effective clicks for '30 days' 1,500 times 'is measured and averaged to generate daily click history information of '50 times' and recorded in the memory means 435. The daily click count history information may be updated at every cycle set by the operator of the present system to be updated in the memory means 435, and accordingly, the trend of the effective click count for the search list order may be appropriately reflected. have.

Next, the calculation control means 430 calculates the daily advertising estimated amount by calculating the bid price information of the advertiser 130 to the daily click count history information (S530). This step (S530) is a process of calculating the daily advertising expected amount to be deducted in a day by multiplying the bid price information by the recognized daily click history information. For example, in FIG. 5A, the bid price information input by the advertiser 'Naver Cafe iN' is' 1,000 won ', and the estimated daily amount of advertisement' 500,000 by multiplying the daily click history information '50' generated in the step S530. 'Will be calculated.

Subsequently, the calculation control means 430 divides the predetermined advertisement deposit of the advertiser 130 by the calculated daily advertisement estimated amount (S540). This step (S540) is a process of calculating the period (ad period) that the search list order can be maintained in the search list based on the advertisement deposit information first input by the advertiser 130, it is held in the account associated with the advertiser 130 The predetermined advertising period is calculated by dividing the advertising deposit by the expected daily advertising amount calculated in the step S530. For example, if you have an advertising deposit of $ 50 in the account associated with the advertiser 'Naver Cafe iN,' and the estimated daily budget for that search listing is $ 50, then the days 10 days (500,000 / 50,000).

Therefore, the advertisement period of the search list order is automatically calculated based on the size of the advertisement deposit deposited by the advertiser 130, thereby reducing the inconvenience of the direct input of the advertisement period. In addition, in the case where the advertiser 130 wants to adjust / change the advertising period, it is possible to change the value of the advertising deposit held in the associated account (additional deposit or withdrawal) to obtain the convenience of controlling the advertising period. Can be.

4 again, the interface means 440 is an apparatus for receiving a predetermined search word associated with a search request. That is, the interface unit 440 receives a search word for a search request from the searcher 120, and recognizes the search word of the searcher 120 input to the search engine 110, for example. These search terms are an important factor in determining the search list order extracted from the search information database 410 as a search result. In particular, the interface means 440 may comprise a user interface (UI) provided to the advertiser 130 in connection with the accumulation of advertising deposits into the account associated with the advertiser 130. The user interface (UI) is controlled to accumulate the corresponding advertisement deposit in the account assigned to the advertiser 130 in conjunction with the advertisement deposit input of the advertiser 130. For example, in order to accumulate an advertising deposit of '500,000 won' in an account associated with the advertiser 'Naver Cafe iN', numerical data for entering '500,000' or '500,000' in the user interface provided to the advertiser 130 should be entered. do.

The list generating means 450 generates a search list by arranging the search list order associated with the N advertisers 130 selected as the successful bidders according to the received search terms according to the bid price information and the selection weight. That is, the list generating means 450 generates the search list by extracting the search list order of the successful bidder 130, and determines the arrangement position in the search list for each extracted search list order. The arrangement position by the list generating means 450 is determined according to the size of the rank value given to each of the search list order, and the search list order having the highest rank value may be arranged in order from the top of the search screen. That is, the list generating means 450 calculates a rating value by calculating and applying advertisement period information to the bid price information, and generates a search list by arranging the search list order associated with the advertiser 130 according to the calculated rating value. . Accordingly, the list generating means 450 extracts / arranges / exposes the search list order considering the bid price information and the advertisement period at the same time, thereby obtaining the effect of faithfully fulfilling the object of the present invention to be provided to the searcher 120. The search list will be described with reference to FIG. 5C.

5C illustrates another example of a search list provided to a searcher according to the present invention.

In the search list in FIG. 5C, the search list order extracted in response to the search request is arranged in the order of arrangement, and the search list order associated with the advertiser 130 that is successful by the bid control means 420 is sequentially. It is an example of extracting and arranging. That is, the arrangement order of the search list order is determined according to the rank number assigned to each search list order, and will be described below based on the rank number of each search list order stored in the search information database 410 of FIG. 5A.

When N is set to '4' by the operator of the present system, the search word advertisement providing system 400 according to the present invention refers to the bid price information and the advertisement period information recorded in FIG. You will extract four search lists. Accordingly, the search list order of extraction is sequentially extracted from the search list related to the advertiser 'naver cafe iN', 'twosome place', 'next cafe', 'Jeonhyun fan cafe'. Thereafter, the list generating means 450 determines the arrangement position in the order of the search list to be extracted, and generates the search list by arranging the search list in the corresponding exposure point. For example, the search list order related to the advertiser 'Naver Café iN' has the highest value with a rating value of '12, 000 ', which is extracted first as a search result, and is located at the top of the search list with excellent clickthrough rate. The arrangement position can be determined so as to. On the other hand, the search list order related to the advertiser 'Cheonhyeon Fan Cafe' is the lowest among the advertisers 130 that have been awarded the rating value of '3,600', and thus, the extraction is performed last, and the search The arrangement position can be determined to be located at the bottommost.

Accordingly, the present invention arranges the search list order according to the rank number calculated in consideration of the bid price and the advertisement period, and provides the searcher 120 with the arranged search list order as a result of the search request, thereby providing a high bid price or continuous Advertisers 130 who maintain the advertising contract can be given an advantage to obtain a good advertising effect.

4 again, the search result providing means 460 is an apparatus for providing the searcher 120 with the generated search list, and is a search list generated as a search result in response to a search request of the searcher 120. To be displayed on the terminal means 125 of the searcher 120 (see FIG. 5C).

Accordingly, the present invention determines the predetermined number of advertisers 130 as successful bidders in consideration of the bid price size and the advertisement period, and the search list order of the successful bidders 130 in response to the search request is sequentially extracted according to the predetermined grade number. By doing so, it is possible to obtain an effect of determining a reasonable exposure point by bid processing. According to the prior art, since there is a time between the end of one advertiser's advertisement and the start of a new advertiser's advertisement, there is a disadvantage in that it is not possible to receive the advertising cost during this period and thus loses the potential profit for the search service provider. There was this. Therefore, if possible, the longer the advertiser's advertising period is, the more advantageous the search advertisement provider is. According to the present invention, it is possible to increase the likelihood of being exposed to the top in the search results for the advertiser having a long advertising period. In turn, advertisers prefer long-term advertisements, so that search advertising providers can reap the potential benefits that have been lost in the prior art.

In addition, the search word advertisement providing system 400 of the present embodiment generates a predetermined advertising cost according to a single click on a specific search list order arranged in a search list, and charges the advertiser 130 to charge the generated advertising cost. It may further include a control means 260, the detailed description thereof will be replaced with the above. However, through the generation and the billing processing of the advertising cost by the billing control means 260, the present invention enables a reasonable billing settlement, and allows the advertiser 130 to obtain an economical and more efficient advertising effect.

The workflow of the search word advertisement providing system 200 according to the present invention having such a configuration will be described in detail.

6A 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 receives bid price information corresponding to a search word from the advertiser 130 (S610). This step (S610) is a process of receiving bid price information from each advertiser 130 involved in the extraction of the search list order and the calculation of the advertising cost, for example, the interface means 210 clicks on the extracted search list order When the selection is made, bid price information is input as the payable cost of the advertiser 130. In addition, the search word advertisement providing system 200 of the present step (S610) may receive more information about the search terms in which the bid price information participates in the auction, thereby allowing the advertiser 130 to extract the search list order. Ensure that active search terms are selected.

In addition, the search word advertisement providing system 200 maintains a search information database 220 for storing the search list order associated with the advertiser 130 (S620). This step (S620) is a process of associating and storing the search list order with each of the input bid price information, the search of the advertiser 130 so as to establish an association between the search terms and the bid price information that causes the search list order extraction The list order is stored in the search information database 220 (see FIG. 3A).

Next, the search word advertisement providing system 200 generates a predetermined search list referring to the search information database 220 in response to a search request from the predetermined searcher 120 (S630). This step (S630) is a process of generating a search list by extracting a search list order corresponding to a search word of the searcher 120 input at the time of a search request and arranging the extracted search list order according to a predetermined arrangement order. . In particular, the search word advertisement providing system 200 in this step S630 extracts a predetermined number of search list orders based on the size of the bid price, and sequentially searches the search list order based on the clickthrough rate (CTR). Arranging will generate a search list. Hereinafter, generation of a search list will be described with reference to FIG. 6B.

6B is a flowchart illustrating another example of a method of generating a search list according to the present invention.

As illustrated in FIG. 6B, the search word advertisement providing system 200 identifies a search word of the searcher 120 input in association with the search request (S631). This step S631 is a process for checking a search word input on the search engine 110 for a search request and recognizing one or more search list orders corresponding to the checked search word from the search information database 220.

In addition, the search word advertisement providing system 200 selects N search list orders based on bid price information from one or more search list orders corresponding to the identified search words (S632). This step (S632) is a process of extracting the N search list order corresponding to the search word, comparing the unit click cost of the bid price information, and extracts the search list order in the order in which the unit click cost is high. That is, the search word advertisement providing system 200 preferentially extracts the search list order of the advertiser 130 who is willing to pay a high advertising cost in extracting the search list order. Here, N is the number of search list to be sorted and can be flexibly determined by the operator of the present system in consideration of the occupied area on the search screen on which the search list is displayed.

Next, the search word advertisement providing system 200 generates the search list by arranging the sorted search list order in the order of click-to-exposure (CTR) order (S633). This step (S630) arranges the extracted search list order on the search list based on the ratio of the actual number of clicks to the number of exposures of the search list order in order to reflect the popularity of the searcher 120 with respect to the search list order. It is a process to make it possible.

Therefore, a predetermined number of search listings are selected according to the bid price, and the sorted search listings are determined based on the click-to-impression ratio to determine the arrangement position in the search listing. You can get the advantage of providing search results that reflect this.

6A, the search word advertisement providing system 200 provides the generated search list to the searcher 120 (S640). In operation S640, the search list generated as a search result is displayed on the terminal means 125 of the searcher 120 in response to the search request of the searcher 120 (see FIG. 3C).

Therefore, the present invention extracts a predetermined number of search listings according to the bid price size in response to a search request, and arranges the search listings according to the clickthrough rate (CTR) to the searcher 120 by arranging the search listings. The searcher 120 may obtain an effect of displaying the optimal search list order to be searched in advance.

Hereinafter, as another embodiment of the present invention, it will be described to determine the search list order extraction and arrangement position in consideration of the advertisement period of each search list order in addition to the bid price.

7A is a flowchart illustrating another embodiment of a method of providing a search word advertisement according to the present invention.

First, the search word advertisement providing system 400 maintains a search information database 410 for storing the bid price information received corresponding to the search term in association with the search list order of the advertiser 130 (S710). This step (S710) is a process of associating and storing the search list order with each of the input bid price information, the search of the advertiser 130 so as to establish an association between the search terms and the bid price information that causes the search list order extraction The list order is stored in the search information database 410 (see FIG. 5A).

In addition, the search word advertisement providing system 400 selects N advertisers as successful bidders based on the bid price information and the predetermined selection weight for the search word (S720). This step (S720) is a process of assigning a ranking according to a predetermined condition to the advertiser 130 who inputs bid price information in response to a search word, and selecting the advertiser 130 included in the N ranking as a successful bidder. Here, the selection weight may be a variable element in determining the ranking of the advertiser 130, and in the present embodiment, the selection weight may be advertisement period information in order of search list related to the advertiser 130. That is, the predetermined condition involved in determining the ranking of the advertiser 130 is a magnitude of a rating value calculated by a combination of bid price information and arithmetic operation for an advertisement period in a search list order. The advertiser 130 having a high rating is determined as a successful bidder.

Next, the search word advertisement providing system 400 receives a predetermined search term associated with a search request (S730). This step (S730) is a process of receiving a search term for the search request from the searcher 120, the search word advertisement providing system 400 recognizes the search term of the searcher 120 input on the search engine 110 Done.

In addition, the search word advertisement providing system 400 generates a search list by arranging the search list order associated with the N advertisers 130 selected as the successful bidders according to the received search terms according to the bid price information and the selection weight (S740). ). The step S740 is a process of generating a search list by extracting the search list order of the successful bidder 130, and determining the arrangement position in the search list for each extracted search list order. The arrangement position is determined according to the size of the rating value given to each search list order, and the search list order having the highest rating value may be configured to be sequentially located from the top of the search screen. Hereinafter, a method of generating a search list will be described with reference to FIG. 7B. Explain about.

7B is a flowchart illustrating another example of a method of generating a search list according to the present invention.

First, the search word advertisement providing system 400 calculates a rating value by calculating and applying the bid price information to the bid price information for each search list order associated with the advertiser 130 (S741). In step S741, the selection weight is set as the advertisement period information in the search list order associated with the advertiser 130, and the advertisement period corresponding to the search list order is multiplied by the bid price stored in the search information database 410. It is the process of calculating the grade value. The information on the advertisement period is generated by predicting the period until directly received from the advertiser 130 or when a predetermined advertisement deposit expires. The detailed description in this regard substitutes the above.

In addition, the search word advertisement providing system 400 sequentially arranges the search list order associated with the advertiser 130 according to the calculated grade value (S742). This step (S742) is a process of arranging the search list order sequentially from the top of the search list according to the size of the rank value calculated in each search list order.

Accordingly, the present invention arranges the search list order according to the rank number calculated in consideration of the bid price and the advertisement period, and provides the searcher 120 with the arranged search list order as a result of the search request, thereby providing a high bid price or continuous Advertisers 130 who maintain the advertising contract can be given an advantage to obtain a good advertising effect.

7A, the search word advertisement providing system 400 provides the searcher with the generated search list (S750). In operation S750, the search list generated as a search result is displayed on the terminal means 125 of the searcher 120 in response to the search request of the searcher 120 (see FIG. 5C).

Accordingly, the present invention determines the predetermined number of advertisers 130 as successful bidders in consideration of the bid price size and the advertisement period, and the search list order of the successful bidders 130 in response to the search request is sequentially extracted according to the predetermined grade number. By doing so, it is possible to obtain an effect of determining a reasonable exposure point by bid processing.

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.

8 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 800 includes one or more processors 810 coupled with a main memory device including random access memory (RAM) 820 and read only memory (ROM) 830. The processor 810 is also called a central processing unit (CPU). As is well known in the art, the ROM 830 serves to transfer data and instructions to the CPU unidirectionally, and the RAM 820 typically transfers data and instructions bidirectionally. Used to. RAM 820 and ROM 830 may include any suitable form of computer readable media. Mass storage 840 is bidirectionally coupled to processor 810 to provide additional data storage capability, and may be any of the computer readable recording media described above. The mass storage device 840 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 860 may be used. The processor 810 may include one or more input / output interfaces, such as video monitors, trackballs, mice, keyboards, microphones, touchscreen displays, card readers, magnetic or paper tape readers, voice or handwriting readers, joysticks, or other known computer input / output devices. 850 is connected. Finally, the processor 810 may be connected to a wired or wireless communication network through the network interface 870. 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 response to a search request, a predetermined number of search list orders are selected based on a bid price, and the sorted search list orders are arranged in a search list based on a click-to-impression ratio. By determining the location, it is possible to provide a search term advertisement providing system and a search term advertisement providing method reflecting the popularity of the search list order and the fidelity of the corresponding information site.

Also, according to the present invention, the search list order is extracted and arranged in accordance with the rank value calculated in consideration of the bid price and the advertisement period, and the search list order arranged in accordance with the determined arrangement position is a result of the search request. By providing the searcher, it is possible to provide a search term advertisement providing system and a search term advertisement providing method for obtaining an excellent advertising effect to an advertiser maintaining a high bid price or a continuous advertising contract.

In addition, according to the present invention, the billing cost is charged according to the searcher's click selection on the search list order arranged in the search list to enable a reasonable billing payment, allowing the advertiser to obtain an economical and more efficient advertising effect A search term advertisement providing system and a search term advertisement providing method may be provided.

In addition, according to the present invention, by selecting the search list for the advertisement exposed in the search results and the ordering of the selected search list for the advertisement can be performed according to different criteria, the profit and search of the advertiser related to the Internet search advertising You can balance your interests.

According to the present invention, since the search list to be exposed to the search result is determined according to the bid price, while protecting the information of the advertiser, the order of the search list exposed to the search result is protected by the CTR, thereby protecting all the interests of the searcher. can do.

According to the present invention, advertisers prefer long-term advertisements, as they increase the likelihood of being exposed to higher ranks in search results for advertisers with longer advertising periods, and therefore search ad providers have lost the prior art. Potential benefits can be secured.

1 is a view for explaining a brief configuration of a search word advertisement providing system of the present invention.

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

3A is a diagram illustrating an example of a configuration of a search information database according to the present invention, FIG. 3B is a flowchart illustrating an example of a method of generating a search list by a list generating means, and FIG. 3C is an example of a search list provided to a searcher. It is a figure which shows.

4 is a diagram illustrating an example of a configuration of a search word advertisement providing system according to another exemplary embodiment of the present invention.

5A is a diagram illustrating an example of a configuration of a search information database for selecting successful bidders according to the present invention, and FIG. 5B is a flowchart illustrating an example of a generation method of predicting an expiration time of an advertisement deposit based on daily click history information. 5C is a diagram illustrating another example of a search list provided to a searcher.

6A is a flowchart illustrating a method of providing a search word advertisement according to an exemplary embodiment of the present invention in detail, and FIG. 6B is a flowchart illustrating another example of a method of generating a search list.

7A is a flowchart illustrating another embodiment of a method of providing a search word advertisement according to the present invention, and FIG. 7B is a flowchart illustrating another example of a method of generating a search list.

8 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.

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

200: query advertising system 210: interface means

220: search information database 230: list generation means

240: calculation control means 250: search result providing means

260: charging control means

Claims (1)

In the search term advertisement providing method for extracting the search list order by a predetermined search request, Receiving bid price information corresponding to a search word from an advertiser; Maintaining a search information database for associating and storing search order related to the advertiser with each of the input bid price information; In response to a search request from a predetermined searcher, identifying a search term of the searcher inputted; Selecting a predetermined number of search listings based on the bid price information from one or more search listings corresponding to the identified search terms; Calculating a click-to-exposure clickthrough rate (CTR) based on the number of effective clicks of the searcher for the search list order compared to the number of times the search list order is selected; Generating a search list by sequentially arranging the selected search list in order of the calculated click-to-exposure ratio (CTR); And Providing the generated search list to the searcher Including, The step of calculating the clickthrough rate (CTR) relative to the impression, Measuring a number of exposures to the search list order during a predetermined previous period; Measuring the number of clicks of the searcher for the exposed search list order; And Calculating a clickthrough rate (CTR) as a percentage based on the measured number of impressions and the number of clicks Search term advertising providing method comprising a.