KR20090068197A - Method and system for advertisement integrated management about plural advertisement domains - Google Patents

Abstract

A method and a system for an advertisement integrated management about plural advertisement domains are provided to enable an advertiser to purchase and manage an advertisement keyword. A generating unit(401) generates an ID related to an advertiser, and a setup unit(402) sets up an advertisement campaign corresponding to the ID of the advertiser. An integration management performing unit(403) integratedly manages the advertisement domains included in the advertisement campaign according to the request from the authenticated advertiser. When a user inputs a keyword included in the advertisement campaign, an output unit(404) outputs an integrated management performance result related to the advertisement campaign.

Description

TECHNICAL AND SYSTEM FOR ADVERTISEMENT INTEGRATED MANAGEMENT ABOUT PLURAL ADVERTISEMENT DOMAINS}

The present invention relates to an advertisement management method and system for an advertisement keyword, and more particularly, to a method and system for an advertiser to purchase and manage an advertisement keyword from a search site.

Advertisers who want to promote and advertise their targeting sites use a variety of advertising methods. Due to the recent rapid development of the Internet, keyword advertising is a large part of the advertising market. Keyword ads are keywords that advertisers (or advertising agents) think best describe their website, company, or product on a search portal site. When a user enters a search term in the search box and performs a search, This is an advertisement area in which an advertisement of an advertiser registering a keyword corresponding to a search word is displayed as a search result.

For such keyword advertising, it is necessary to manage and determine keyword bidding, advertisement ranking, advertisement area, and the like. Such keyword management is done by the advertiser or through an advertising agency. In the past, such keyword management was generally performed for a few keywords bidding by an advertiser. However, recently, due to the expansion of the advertising market, the management of a large number of advertising keywords rather than the management of a few keywords, the advertiser has invested excessive time and effort in keyword management, such excessive time and effort Investment has led to the problem of inefficiency.

In order to solve this problem, in recent years, the keyword management method in the ad group containing a plurality of advertising keywords and the ad campaign unit including a plurality of ad groups, rather than the management of the keyword keyword for the ad. It is used. However, even with such a method, there is a problem in that it is difficult to integrate management including all the various advertisement areas and various advertisement forms.

The present invention has been made to solve the problems of the prior art as described above, and an object of the present invention is to provide a method and system for managing an integrated advertisement for an advertisement campaign including a plurality of advertisement regions and various advertisement forms.

In addition, URL information, keyword information, T & D information, click statistics information, advertising budget information, targeting information, advertisement duration information, ad impression frequency information, bidding information, ranking information, maximum CPC information, and exposure space information of a plurality of advertisement areas may be provided. It is an object of the present invention to provide an integrated management method and system for at least one of the information, and to provide an integrated management method and system for optimally determining the at least one information in relation to the plurality of advertising areas. do.

In accordance with one embodiment of the present invention, a method for integrated management of advertisements for a plurality of advertisement areas includes generating an advertiser ID associated with an advertiser, setting an advertisement campaign corresponding to the advertiser ID, and verifying the advertisement ID. In response to the request of the advertiser, including the integrated management for a plurality of advertising areas included in the advertising campaign.

According to one aspect of the invention, the step of setting the advertising campaign, Cost Per Click (CPC) advertising area, Cost Per Mile (CPM) advertising area, Context Advertisement (CA) advertising area and external site advertising area associated with the advertiser Two or more of the advertising area is set in the advertising campaign.

According to another aspect of the invention, the step of performing integrated management for a plurality of advertising areas, URL information, keyword information, T & D (Title And Description) information, click statistics information, advertising budget for the plurality of advertising areas And at least one of information, targeting information, advertisement period information, advertisement exposure frequency information, bidding information, rank information, maximum CPC information, and exposure space information.

According to another aspect of the invention, the step of performing integrated management with respect to the plurality of advertisement areas comprises the step of optimally determining the at least one information with respect to the plurality of advertisement areas.

In accordance with another embodiment of the present invention, an integrated advertisement management system for a plurality of advertisement areas includes a generation unit for generating an advertiser ID associated with an advertiser, a setting unit for setting an advertisement campaign corresponding to the advertiser ID, and the advertiser ID. In accordance with the request of the authorized advertiser, includes an integrated management performing unit for performing integrated management on a plurality of advertising areas included in the advertising campaign.

According to another aspect of the present invention, the integrated advertising management system for a plurality of advertising area, when the user inputs a keyword included in the advertising campaign, the output unit for outputting the integrated management performance results for the advertising campaign further; Include.

According to the method and system for managing an integrated advertisement for a plurality of advertisement areas according to the present invention, an advertiser ID associated with an advertiser may be generated, an advertisement campaign corresponding to the advertiser ID may be set, and the advertiser may be authenticated through the advertiser ID. By performing integrated management on a plurality of advertisement areas included in the advertising campaign, the plurality of CPM ads, CPC ads, external site advertisements, and contextual advertisements, etc., are not managed by a single product or a single area. It can bring the effect of integrated management of the advertising area of.

In addition, according to an integrated method and system for managing advertisements for a plurality of advertisement areas, an advertiser may be provided with convenience in managing advertisements, and by determining an optimal advertisement, an effective advertisement policy may be operated, and suitable advertisements may be provided from a general user. You can get the effect you see.

Hereinafter, with reference to the contents described in the accompanying drawings will be described in detail an embodiment according to the present invention. However, the present invention is not limited or limited by the embodiments. Like reference numerals in the drawings denote like elements.

1 is a diagram illustrating an overview of a method and system for managing a unified advertisement for a plurality of advertisement areas according to an embodiment of the present invention.

As illustrated, the advertisement integrated management system 120 for a plurality of advertisement regions may expose various types of advertisements for various advertisement regions to users 111 to 113 connected on a network. In addition, the advertiser may integrally manage the advertising campaign through the advertiser terminal 130 connected to the integrated advertising management system in the advertising campaign unit including the plurality of advertising areas.

In order to collectively manage an advertisement in an advertising campaign unit including various advertising areas (such as CPC, CPM, CA, and external site advertising, etc.), various information about the plurality of advertising areas is required. Information may be received from an advertiser (or an advertising agent), or the advertisement integrated management system 120 may be optimally determined based on the received information. To this end, the advertisement integrated management system 120 may maintain a connection with an advertiser (or an advertising agent) through an interface directly connected to the advertiser terminal 130 or the advertisement integrated management system 120.

2 is a flowchart illustrating a method for managing an integrated advertisement for a plurality of advertisement regions according to an embodiment of the present invention. As shown, the integrated management method for the plurality of advertising areas may be performed in steps S201 to S203.

In operation S201, the integrated advertisement management system for the plurality of advertisement areas may generate an advertiser ID associated with the advertiser. Since the integrated advertising management system is integrated management for the advertising campaign associated with the advertiser, it is possible to generate an advertiser ID for identifying the advertiser suitable to receive a variety of information included in the advertising campaign. The advertiser ID may be determined by sequentially assigning the advertisement integrated management system to the advertiser by a serial number. In another embodiment, the advertiser ID may be determined by receiving from the advertiser.

In step S202, the integrated advertising management system may set an advertising campaign corresponding to the advertiser ID. More specifically, it can be set in association with the advertiser ID for the advertising campaign that the advertiser wants to integrate management. An advertising campaign means that an ad group and a keyword may be included. The ad group may be a group of keywords including at least one keyword, and the advertisement campaign may be a group of ad groups including at least one of the above ad groups. For example, an advertisement group A including a keyword of TV / video / audio and an advertisement group B including a washing machine / fridge / cleaner may be included in one advertisement campaign. In operation S202, the advertisement integrated management system may include at least two advertisement areas of a Cost Per Click (CPC) advertisement area, a Cost Per Mile (CPM) advertisement area, a Context Advertisement (CA) advertisement area, and an external site advertisement area associated with the advertiser. May be set in the advertising campaign. Advertisement groups and keywords described above are sub-concepts included in an advertisement campaign, and the advertisement groups and keywords may also be set and integratedly managed in association with the plurality of advertisement areas. This step (S201) will be described in more detail later with reference to FIG.

In operation S203, the integrated advertising management system may perform integrated management on a plurality of advertising areas included in the advertising campaign according to the request of the advertiser authenticated through the advertiser ID. As described above, the plurality of advertisement regions included in the advertisement campaign may be a CPC advertisement region, a CPM advertisement region, a CA advertisement region, and an external site. In step S203, the integrated advertisement management system includes URL information, keyword information, title and description (T & D) information, click statistics information, advertisement budget information, targeting information, advertisement period information, and the number of advertisement exposures of the plurality of advertisement regions. Integrated management of at least one of information, bidding information, ranking information, maximum CPC information, and exposure space information may be performed. The integrated management may be a format set by the advertiser for at least one of the plurality of information, a format in which at least one of the plurality of information changes by reflecting the advertiser's setting by the integrated advertisement management system, and At least one of the plurality of information may be made in a format that is changed and maintained in real time.

The URL information may include representative URL information and landing URL information. Uniform resource locator (URL) is a standard for indicating the location of various kinds of information on the Internet. In general, a web browser is a tool that simultaneously supports various types of services existing on the Internet. In order to obtain the necessary information from the servers, a scheme is needed to indicate their location, for which a URL is used. The URL is for indicating the location of files in each of the servers providing a service on the web and includes the type of service to be connected, the location of the server, and the location of the file. Since the general scheme consists of a computer name / directory name / file name with protocol: // information, the structure of the URL information can also be made of the general scheme. The URL information may include one or more URLs. The representative URL information may be URL information of an advertiser targeting site or a company representative web page, and the landing URL may be moved to a page desired by the advertiser when the user clicks on the advertisement of the advertiser in an Internet advertisement. At this time, the advertiser may be the URL information of the desired page.

The keyword information may mean keyword information included in the advertisement campaign. The keyword information may be managed in three sets of the advertisement group and the advertisement campaign unit, and representative keywords for the advertisement campaign and the advertisement group may be extracted from the keyword information. In step S203, the integrated advertisement management system may extract a keyword associated with the URL information from the URL information and include it as the keyword information. In an embodiment for finding the associated keyword, a method of determining an association based on the content of the URL information may be used. In another embodiment for finding the associated keyword, the plurality of URLs and the keywords resulting from the search for the keyword are set to a plurality of pair sets, respectively, and the occurrence frequency of each of the pair sets is measured to compare the frequency numbers. The degree of association between the keyword included in the pair set and the URL included in the pair set may be determined.

The title and description (T & D) information is an advertisement title and a summary included in a web page displayed as a search result such as a search site, which may be one of advertisement forms. The T & D information may be managed in association with at least one unit of the advertisement campaign, the advertisement group, and the keyword. In addition, the plurality of advertisement areas included in the advertisement campaign may be integrated and managed.

The click statistics information may include impression number information, click count information, and clickthrough rate (CTR) information in relation to at least one of the keyword information and T & D information. The click rate is an abbreviation of "Click-Through Rate" and is a percentage indicating how many clicks occurred among the number of times an advertisement was exposed to a visitor. In the present invention, the click rate may be determined by calculating a percentage using the impression information and the click information. The click statistics information may be click rate information for each of the plurality of T & D information (or keyword information).

The advertisement budget information may include budget information set by the advertiser for an advertisement related to the advertisement campaign. The advertisement budget information may be set in each unit for the advertisement campaign, the advertisement group, and the keyword, and may be separately set for each of the plurality of advertisement regions. The targeting information may be information designated by targeting an age or gender of a user who encounters an advertisement by the advertisement campaign. The target of the targeting may be determined by the classification of the medium to which the advertisement is exposed, the classification of a region, and the type of the content to which the advertisement is exposed.

The advertisement period information is information on a period during which an advertisement associated with the advertisement campaign including the plurality of regions is made. The advertisement period information may be set in each unit for the advertisement campaign, an advertisement group, and a keyword, and may be separately set for each of the plurality of advertisement regions. The advertisement exposure frequency information means information on the number of times advertisement information (eg, T & D information) associated with the advertisement campaign is exposed.

The bidding information may include information about a keyword to be bid for an advertisement among a plurality of keywords included in the keyword information and a bid amount, a bid date, a bid expected competitor, and the like among the plurality of keywords included in the keyword information. It may contain. The ranking information may include ranking information of each of a plurality of keywords to be bid for the advertisement and ranking information of each of the plurality of T & D information to be exposed in relation to the keyword. The maximum CPC information may include maximum budget information that can be determined for an advertisement in a CPC area from an advertiser's point of view, and maximum ratio information that the CPC area occupies for a plurality of advertising areas included in the advertising campaign. The exposure space information may mean information about a space where an advertisement by an advertisement campaign including the plurality of advertisement regions is to be exposed.

In one embodiment of the present invention, in step S203, the advertisement integrated management system may optimally determine the at least one information with respect to the plurality of advertisement regions. In more detail, each of the plurality of pieces of information (ie, the URL information or the entire exposure space information) may be integrated and managed by the advertiser's setting, and the information may be obtained using one or more pieces of the plurality of pieces of information. Each of the plurality of pieces of information can be optimally determined.

In step S203, the integrated advertisement management system may optimally determine the bidding information according to the relevance of the site according to the URL information and the keyword information and the advertisement budget information to optimally determine at least one information. have. More specifically, the integrated advertising management system determines the relevance of the keyword information and the site (or site page) according to the representative URL information and landing URL information included in the URL information or the advertising budget information to determine the The bidding information can be optimally determined. The integrated advertisement management system may determine the degree of relevance of the keyword information to the site according to the URL information, and the degree of relevance (eg Frequency of appearance), and the advertisement integrated management system may analyze the amount of advertisement budget included in the budget information in order to optimally determine the bidding information.

In operation S203, the integrated advertisement management system may optimally determine the T & D information according to the click statistical information in order to optimally determine at least one information. In order to optimally determine T & D information according to the click statistics information, the integrated advertisement management system randomly rolls and exposes a plurality of T & Ds included in the T & D information to a search result of a user, and each of the plurality of randomly exposed T & Ds. The T & D information can be optimally determined by analyzing the click statistical information of the "

For example, the plurality of titles included in the T & D information (composed of title and summary) regarding the keyword “basketball shoes” are “auction basketball shoes”, “basketball shoes auction” and “basketball shoes auction”, respectively). If the click rate of the "auction basketball shoes" is 17%, the click rate of the "basketball shoes auction" is 15%, and the click rate of the "finding a basketball shoes auction" is 10%, the advertisement integrated management system determines the "basketball shoes." The T & D including “auction basketball shoes” as the title can be determined as the optimal T & D information. In addition, the T & D information may be analyzed in the same manner in the advertisement group and the advertisement campaign unit, which are higher concepts including the keyword “basketballization”.

In another embodiment of the present invention, the integrated advertising management system is the URL information, keyword information, T & D (Title And Description) information, click statistics information, advertising budget information, targeting information, advertisement period information, advertisement exposure information, The method may further include determining the predicted CPC information and the predicted CTR information according to at least one or more information among bidding information, ranking information, maximum CPC information, and exposure space information. The integrated advertising management system may determine the predicted CPC information and the predicted CTR information by using the plurality of pieces of integrated information managed in step S203. The estimated CPC information may include advertisement information including the T & D information exposed to a plurality of areas included in the advertisement campaign, estimated click count information, and estimated cost information about advertisement text. The CTR information may include advertisement information including the T & D information exposed in a plurality of areas included in the advertisement campaign and estimated click rate information on advertisement text. The expected CPC information and the estimated CTR information may be determined by the plurality of information of the advertiser, and may be determined by referring to information of an advertiser other than the advertiser.

3 is a diagram illustrating an example of setting an advertisement campaign including a plurality of advertisement regions according to an embodiment of the present invention. As shown, at least two advertisement areas of Cost Per Click (CPC) advertising area, Cost Per Mile (CPM) advertising area, Context Advertisement (CA) advertising area, and external site advertising area associated with the advertiser may be selected. It can be set in A310. As shown, the advertiser may set the two or more advertisement areas in the advertisement campaign A 310 of the advertiser after clicking the area setting 321 with the mouse pointer 330. 3 may be an example of an interface provided to an advertiser for the integrated management. For the plurality of pieces of information including URL information 322 and keyword information 323 described above, in addition to the advertisement area setting. It can also be set or managed by the interface.

The term CPC advertising can refer to how you pay only for clicks, no matter how many times a search occurs. In other words, the advertiser can deposit a certain amount of money in advance and then expose the search results of interested users and deduct the cost per click only when the user clicks on the linked site. The advantage of this advertising method is that you can run the advertisement only when you need it and adjust the ranking to the desired rank. In other words, the advertiser can strategically set the advertising cost only as close as the advertiser's expected advertising cost. Also, if you don't need ads, you can get a 100% refund if you wait for the refund period. However, the disadvantage is that it requires careful consideration of the advertiser and there is room to escape the unexpected advertising costs, but according to the integrated management method, the strategic approach to the plurality of areas included in the advertising campaign This can overcome this disadvantage.

The word CPM advertising refers to an advertising method that is fixed regardless of the amount of impressions and clicks after a fixed amount is set to a flat rate for an advertisement that is performed for a certain period of time. The advantage of this advertisement is that it does not require any special management because it keeps the fixed position if the amount is paid for a certain period of time. However, the downside is that the advertiser must continue to advertise in the circumstances of the advertiser, or even during times when they do not want to proceed, and pay a certain amount of penalties if the advertisement is stopped after the contract for a certain period of time. Therefore, although there is a point that the liquidity can not be exhibited, according to the integrated management method of the advertisement, it is possible to strategically approach a plurality of areas included in the advertising campaign to overcome these disadvantages.

Contextual Advertising (CA) is not limited to search result pages of search portal sites, which are areas where CPC and CPM ads are exposed, and the advertiser's ads are also exposed to various types of content pages provided by search portal sites, It is an advertisement form for executing an advertisement approaching the user. Such a CA refers to an advertisement area provided to the user in an advertisement search portal site of high interest by exposing an advertisement most relevant to the content page. The external site may include all sites operated on the Internet in addition to the sites operated by the advertiser.

In one embodiment of the present invention, when the user inputs a keyword included in the advertising campaign, the integrated advertising management method may output a result of performing integrated management on the advertising campaign, the integrated management performed result The ranking results of the CTR, the quality index, and the remaining budget for each of the plurality of keywords included in the advertising campaign may be included.

The user may include a user who performs a search activity through a search term input box of a search portal site. When the user inputs a keyword included in the advertisement campaign of the advertiser, a result of performing integrated management on the advertisement campaign of the advertiser may be output for the advertiser. The integrated advertisement management system may provide an output result to the advertiser in real time, and may expose the output result at the request of the advertiser. The integrated management performance result may include a ranking result of the CTR, the quality index, and the budget balance for each of the plurality of keywords included in the advertising campaign.

The quality index is an advertisement evaluation index and may mean an index including advertisement quality related factors in terms of a user, such as not only an advertisement effect but also an association between a keyword and a T & D and an association with a targeting site. The quality index is used to prevent indiscriminate cost increases and ranking competition, and to expose higher quality advertisements first, and to allow advertisers to spend reasonable advertising costs and provide better quality search results to search service users. Can be. The budget balance may refer to the balance of the budget for the advertising campaign and may be determined from the advertising budget information.

4 is a block diagram illustrating an advertisement integrated management system for a plurality of advertisement regions according to an embodiment of the present invention. As shown in FIG. 4, the integrated advertisement management system 400 may include a generation unit 401, a setting unit 402, an integrated management execution unit 403, and an output unit 404.

The generation unit 401 generates an advertiser ID associated with the advertiser. The setting unit 402 sets an advertisement campaign corresponding to the advertiser ID. The integrated management execution unit 403 performs integrated management on the plurality of advertisement areas included in the advertising campaign according to the request of the advertiser authenticated through the advertiser ID. When the user inputs a keyword included in the advertising campaign, the output unit 404 outputs a result of performing integrated management on the advertising campaign.

The integrated advertising management method for a plurality of advertising areas according to the present invention may be implemented in the form of program instructions that can be executed by various computer means and recorded in a computer readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on 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 media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks. Magneto-optical media, and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and 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. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

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 embodiments, and those skilled in the art to which the present invention pertains various modifications and variations from such descriptions. This is possible.

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

1 is a diagram illustrating an overview of a method and system for managing a unified advertisement for a plurality of advertisement areas according to an embodiment of the present invention.

2 is a flowchart illustrating a method for managing an integrated advertisement for a plurality of advertisement regions according to an embodiment of the present invention.

3 is a diagram illustrating an example of setting an advertisement campaign including a plurality of advertisement regions according to an embodiment of the present invention.

4 is a block diagram illustrating an advertisement integrated management system for a plurality of advertisement regions according to an embodiment of the present invention.

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

130: advertiser terminal

400: Integrated advertising management system

401: generation unit

402: setting unit

403: integrated management execution unit

Claims (1)

Generating an advertiser ID associated with the advertiser; Setting an advertisement campaign corresponding to the advertiser ID; And Performing integrated management on a plurality of advertisement areas included in the advertisement campaign according to a request of the advertiser authenticated through the advertiser ID. A computer-readable recording medium having recorded thereon a program for executing the program.

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