KR20100032780A - Method, system and computer-readable recording medium for performing charging for search advertisement based on publishing ratio thereof - Google Patents

Abstract

PURPOSE: A search advertisement charging method, a system thereof, and a computer readable recording medium thereof are provided to decide advertisement costs according to the publishing ratio of a search advertisement when the search advertisement is differently published depending on the location of users. CONSTITUTION: A search advertisement charging method comprises the following steps: calculating the publishing ratio of search advertisements; calculating the charging amount of search advertisements published to users considered to be in a first location and the charging amount of search advertisements published to users considered to be in a second location; calculating a final charging amount based on the publishing ratio and the calculated charging amounts; and performing billing to an advertiser of the search advertisements with the final charging amount.

Description

METHOOD, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR PERFORMING CHARGING FOR SEARCH ADVERTISEMENT BASED ON PUBLISHING RATIO THEREOF}

The present invention relates to a method, a system and a computer readable recording medium for performing billing for a search advertisement based on a publication ratio. More specifically, the present invention allows the advertising costs for search ads to be determined based on the time when the search ads can be displayed, but if the search ads are displayed differently according to the region where the user is located, A method, system, and computer readable recording medium for performing charging for search advertising in a more advanced manner, by allowing a percentage to be published to be considered in determining advertising costs.

In recent years, as the use of the Internet has become more common, users can obtain various information through Internet searches. That is, after accessing an Internet search site through a terminal device such as a personal computer that can access the Internet, users can search for various contents related to news, knowledge, games, communities, and the like.

As described above, as information acquisition through Internet search is becoming more common, recently, a search advertisement (Search Advertisement) providing an advertisement related to a search clue (eg, a search keyword, a search category, etc.) input from a user through a search site is provided. It is being activated. In this case, when a user searches using a search engine using a specific search clue, advertisement information such as an advertiser's web page address, a single line advertisement message, and an image advertisement may be displayed at a specific position on a search result page. It is an advertising technique that makes it possible. In addition, according to such a search advertisement, the advertisement is not unconditionally provided to an unspecified number of people, but the advertisement is provided only to a user who performs a search with a search clue associated with a specific advertisement, so that it is possible to use a product or service provided by an advertiser. Because of the advantage that targeted advertising is provided only to relatively high potential customers, search advertising is in the spotlight in recent years and its range of use is gradually expanding.

On the other hand, for advertisers who pay for search advertising, the main concern is whether they can effectively experience their ads with users within a limited advertising budget, so the cost of search advertising is in line with their needs. Several methods have been developed for imposing. As a specific billing method, a cost per millennium (CPM) method for calculating an advertising cost according to the number of times an advertisement is exposed to a user, a cost per action (CPA) method for calculating an advertising cost according to a result of the user's action, , Cost per click (CPC) method for calculating an advertising cost according to the number of times of selecting and clicking a link of an advertiser's web page).

On the other hand, the sale of search advertising is generally made through auctions among a plurality of advertisers and advertising providers, the above-mentioned CPM method, CPA method, CPC method, etc. may also be used in the auction of search ads. For example, in the case of determining a bid according to the CPC method, the advertiser may determine the bid with respect to the 'cost of advertising paid per click' generated for the search advertisement.

According to the above-mentioned conventional billing and auction method, there is a reasonable aspect in that the advertising fee is charged according to the occurrence of billing basis (ad exposure, click on advertisement information, etc.). The number of side-clicks has a number of side effects in that it directly affects the billing amount for search ads. For example, an unusually high number of invalid impressions or invalid clicks are often generated for a particular search ad that doesn't have a substantial advertising effect. There may be a problem that the advertising cost to be paid is too large. Indeed, in the search advertising industry, exploiting the above-mentioned problems frequently causes competitors 'advertisements to be irrelevantly exposed multiple times or competitors' search advertisements to be irrelevantly clicked many times. The economic loss of advertisers due to impressions or invalid clicks is increasing day by day. If the advertiser's economic loss due to invalid impressions or invalid clicks continues, the advertiser's trust in the advertising provider may be cracked, and as a result, the search advertising market may shrink.

As one attempt to solve this problem, the applicant of the present invention in the Korean Patent Application No. 2008-91074 filed September 17, 2008 based on the time when the search ads are displayed, the advertising costs for search ads Techniques have been proposed to make this determination (a detailed description of the specification of the above patent application should be considered to be incorporated herein in its entirety). However, such a technology alone has a side in which it is difficult to flexibly cope with the problem related to the regionally targeted search advertisement, in which the advertisement is determined according to the region where the user is located.

It is an object of the present invention to solve all the problems described above.

In addition, the present invention provides a novel search advertising model that allows the advertising cost to be determined based on the rate at which the respective search ads are displayed when the search ads are displayed differently according to the region where the user is located. The purpose.

In addition, an object of the present invention to be able to be charged a reasonable advertising cost to the advertiser through the novel search advertising model.

Representative configuration of the present invention for achieving the above object is as follows.

According to one aspect of the invention, there is provided a method for performing a charge on a search advertisement based on a coverage of the search advertisement, the method comprising: calculating a rate at which the search advertisement is delivered to a plurality of users, the coverage ratio being substantially above The ratio of the number of times a search ad was shown to users perceived to be located in the first region and the number of times it was shown to users perceived to be located in the second region-a user recognized as located in the first region. Calculating a billing amount related to the search advertisement posted to the user and a billing amount related to the search advertisement displayed to the users recognized as being located in the second region, based on the placement rate and the calculated billing amount respectively. Calculating a final billing amount, and performing a billing on the advertiser of the search advertisement with the final billing amount; The method is provided.

According to another aspect of the present invention, a system for performing billing for a search advertisement based on a coverage ratio of a search advertisement, the log analysis unit for calculating the rate at which the search advertisement is displayed to a plurality of users-the coverage ratio is Substantially the ratio of the number of times the search ad was shown to users perceived to be located in the first region and the number of times the search ad was shown to users perceived to be located in the second region-being located in the first region. Calculate a billed amount related to the search advertisements displayed to the recognized users and a billed amount related to the search advertisements displayed to the users recognized as being located in the second region; A billing amount calculating unit for calculating a final billing amount based on the billing price, and a billing for the advertiser of the search advertisement with the final billing amount. A system is provided that includes a charging processing unit to perform the operation.

In addition, there is provided another method, system, and computer readable recording medium for recording a computer program for carrying out the method for implementing the present invention.

According to the present invention, a novel search advertisement model can be achieved in which an advertisement cost is determined based on a rate at which each search advertisement is displayed when the search advertisement is displayed differently according to the region where the user is located.

According to the present invention, the trust relationship between the advertiser and the advertisement provider is strengthened, and as a result, the search advertisement market can be maintained and expanded, and the revenue of the advertisement provider can be increased.

DETAILED DESCRIPTION The following detailed description of the invention refers to the accompanying drawings that show, by way of illustration, specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention are different but need not be mutually exclusive. For example, certain features, structures, and characteristics described herein may be implemented in other embodiments without departing from the spirit and scope of the invention in connection with an embodiment. It is also to be understood that the position or arrangement of the individual components within each disclosed embodiment may be varied without departing from the spirit and scope of the invention. The following detailed description, therefore, is not to be taken in a limiting sense, and the scope of the present invention, if properly described, is defined only by the appended claims, along with the full range of equivalents to which such claims are entitled. Like reference numerals in the drawings refer to the same or similar functions throughout the several aspects.

DETAILED DESCRIPTION Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily implement the present invention.

[Preferred Embodiments of the Invention]

In the present specification, a search advertisement refers to an advertiser's web page address at a specific location on a search result page when a user searches using a search engine using a specific search clue (for example, a search keyword or a search category). , Advertising techniques such as single-line advertising messages, image ads, or the like, which collectively refer to advertising techniques, and, in particular, the search ads referred to herein are search sites according to search keywords entered by a user. It should be understood in the broadest sense to include a keyword advertisement (Keyword Advertisement) that allows the advertisement related to the search keyword to be displayed together with the search result provided by the.

In addition, in this specification, billing refers to a series of processes that charge advertisers in exchange for displaying search ads for advertisers, and in particular, billing referred to herein refers to advertising Based on the CPM method of calculating advertising costs based on the number of impressions, the CPA method of calculating advertising costs based on the user's actions, the CPC method of calculating advertising costs based on the number of times a user selects and clicks on the ad, and the time the ad is displayed. Therefore, it should be understood in the broadest sense to cover all the various charging methods such as cost-per-time (CPT) method for calculating advertising costs.

CPT  Overview of the method

In the present specification, the CPT method allows an advertiser to bid at a bid set by a user for a predetermined search keyword and a predetermined time period in order to display his or her search advertisement at a predetermined position on a search result page. During this time, you'll find a new billing technique that allows your ad to appear whenever a user searches on your search keywords, and the resulting advertising cost is essentially determined by your bid and the time your ad appeared. Say.

According to this CPT method, multiple search ads with one search keyword (in many cases, different advertisers) are basically placed on the search results page (in order of largest value), depending on the amount of bid for each ad. It can be displayed aligned. In this case, variables other than the amount of the bid (for example, the advertiser's grade and the cumulative billing amount for the advertiser) may be used to determine the position of the search advertisement.

And, the bid may be treated as separate for each time interval, even if it is for one search advertisement (in this case, the bid for each time interval may vary depending on the advertiser's choice. ). The sorted position of the search advertisement may vary for each time interval.

Of course, notwithstanding the above description, the CPT method according to the present invention is not limited to that described above, and it should be seen that the rights to all CPT methods disclosed or implied in the following detailed description can be attributed to the applicant. will be.

Configuration of the entire system

1 is a diagram schematically illustrating a configuration of an entire system for performing auction and charging for a search advertisement based on a time when a search advertisement is displayed according to an embodiment of the present invention.

As shown in Figure 1, the entire system according to an embodiment of the present invention, the communication network 100, a search advertising system that performs the auction and billing for the search advertising based on the time when the search advertisement is displayed ( 200, a plurality of web servers that search and provide contents according to a search keyword received from the user server device 400, the user terminal device 400, and the user terminal device 400 according to a user's request. 500.

First, the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network). Preferably, the communication network 100 according to the present invention may be a known World Wide Web (WWW).

According to an embodiment of the present invention, the search advertisement system 200 enables the advertiser to bid on a specific search keyword based on the time when the search advertisement is displayed in performing an auction on the search advertisement. Can be performed.

In addition, according to an embodiment of the present invention, the search advertisement system 200 may perform a function of displaying a search advertisement in response to a search keyword input by a user.

In addition, according to an embodiment of the present invention, the search advertisement system 200 according to the region where the user connected to the web server 500 is located, the search advertisement of the advertiser to be displayed corresponding to the search keyword input by the user Can be determined.

Furthermore, according to an embodiment of the present invention, the search advertisement system 200 stores statistical information about a location where a user who has experienced a search advertisement and a search advertisement posted by accessing the web server 500 is located. And determining a billed amount using the statistical information.

According to an embodiment of the present invention, the advertiser server 300 may be a server including a function for allowing an advertiser to communicate after accessing the search advertisement system 200. However, the present invention may be any digital device having a computing capability by mounting a microprocessor such as a personal computer (for example, a desktop computer, a notebook computer, etc.), a workstation, a PDA, a web pad, a mobile phone, and the like. Adopt one device of the advertiser server 300 or the advertiser terminal 300 according to the.

Specifically, the advertiser server 300 according to an embodiment of the present invention may search information about a search advertisement and a bid to be displayed by an advertiser (for example, a bid for each time interval and a total bid accordingly). It may perform a function provided to (200), it may perform a function to receive information about the bidding results from the search advertising system 200. The advertiser server 300 may be a homepage operation server operated by an advertiser to provide a product or a service.

On the other hand, the user terminal device 400 according to an embodiment of the present invention is a digital device that includes a function to enable the user to communicate after connecting to the web server 500, a personal computer (for example, a desktop computer , A laptop computer or the like), a workstation, a PDA, a web pad, a mobile phone, etc., any memory device having a memory means and equipped with a microprocessor can be adopted as the user terminal device 400 according to the present invention. Can be. In addition, the user terminal device 400 may further include a web browser (not shown) program for allowing a user to request and receive content from the web server 500.

According to an embodiment of the present invention, the web server 500 communicates with the search advertisement system 200 and / or the user terminal device 400. The web server 500 may include a web content search engine (not shown) to store a search keyword input by the user, search for content corresponding to the search keyword, and provide a search result for the user to browse. Can be. For example, the web server 500 may be an operational server of an internet search portal site. The content provided as a search result may be various information about news, knowledge, games, communities, and the like. Of course, if necessary, the web content search engine may be included in a computing device or a recording medium other than the web server 500. In addition, although FIG. 1 shows that the search advertisement system 200 and the web server 500 are separately configured, a search service for a content and a search advertisement service are provided together according to the needs of those skilled in the art for implementing the present invention. In this case, the search advertisement system 200 may be included in a web server 500 that provides a search service.

Organization of Search Ads System

Hereinafter, the internal structure of the search advertisement system 200 according to the present invention and the function of each component will be described.

2 is a diagram illustrating in detail the internal configuration of the search advertising system 200 according to an embodiment of the present invention. 2, the search advertisement system 200 according to an embodiment of the present invention, the auction manager 210, local information acquisition unit 220, advertising provider 230, billing processing unit 240, database It can be seen that the management unit 250, the communication unit 260 and the control unit 270, the billing processing unit 240 is again a log analysis unit 242, the billing amount calculation unit 244, the payment unit ( 246) and the like. According to an embodiment of the present invention, the auction manager 210, local information acquisition unit 220, advertising provider 230, billing processing unit 240, database management unit 250, communication unit 260 and the control unit 270 ) May be program modules in which at least some of them communicate with the advertiser server 300 and / or the user terminal device 400. Such program modules may be included in the search advertisement system 200 in the form of an operating system, an application module, and other program modules, and may be physically stored on various known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the search advertising system 200. On the other hand, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.

First, the auction manager 210 according to an embodiment of the present invention may allow an auction regarding a specific search keyword selected by an advertiser to be performed based on time.

At this time, the auction manager 210 may proceed with the auction considering the bidding information of the advertiser participating in the auction and the information on the local conditions of the user who is provided with the search advertisement of the advertiser.

In addition, when the bidding process is completed, the auction manager 210 may further perform a function of winning a search advertisement by the search keyword to the top n advertisers who have provided a high bid based on the bid of each advertiser. .

Next, the area information acquisition unit 220 according to an embodiment of the present invention may perform a function of obtaining information about an area where a user accessing the search advertisement system 200 is located. A detailed process of acquiring information about a user's region by the local information obtaining unit 220 will be described later.

Next, according to an embodiment of the present invention, the advertisement providing unit 230 receives the user's local information from the local information acquisition unit 220, the successful bid in the auction process with respect to the search keyword input by the user The search advertisement corresponding to the user's local information is displayed among the advertiser's search advertisements. That is, in providing the search result corresponding to the search keyword to the user terminal device 400, the advertisement providing unit 230 may display the search advertisement of the advertiser corresponding to the user's local information.

The advertisement providing unit 230 according to an embodiment of the present invention determines the placement position and / or the order of placement of the search advertisements according to the ranking of the bids of the respective search advertisements, thereby placing the search advertisements having a high bid in a relatively advantageous position. can do. In addition, the advertisement providing unit 230 according to an embodiment of the present invention determines whether to display each search advertisement according to the advertisement serving time set for each search advertisement, and stops the serving of the search advertisement whose advertisement serving time expires. Then, the serving of the search advertisement whose advertisement serving time starts can be started. Thus, according to a preferred embodiment of the present invention, a particular search advertisement may be displayed in different positions at each time interval as the ranking of bids for various time intervals during which it is displayed varies.

Next, the billing processing unit 240 according to an embodiment of the present invention may perform billing for the search advertisement which has been completed by referring to the bid information of the advertiser.

More specifically, the log analyzer 242 according to an embodiment of the present invention may calculate a statistical value, such as a rate at which a search advertisement is displayed according to each situation, with reference to the log database 250b to be described later. have.

In addition, the billing unit calculating unit 244 according to an embodiment of the present invention, the billing amount to be charged to the advertiser of the search advertisement based on the bid information of the advertiser for the search advertisement and the statistics calculated by the log analyzer 242. It can perform a function to calculate.

In addition, the payment unit 246 according to an embodiment of the present invention may perform payment processing for the calculated billed amount.

The database manager 250 according to an exemplary embodiment of the present invention may include a bid information database 250a in which bid information of an advertiser is stored and a log database 250b in which history information on which a search advertisement is posted is stored.

In the communication unit 260 according to an embodiment of the present invention, the search advertisement system 200 according to the present invention may communicate with an external device such as the advertiser server 300, the user terminal device 400, and the web server 500. It performs the function that makes it possible.

The control unit 270 according to an embodiment of the present invention is the auction manager 210, local information acquisition unit 220, advertising provider 230, billing processing unit 240, database management unit 250, and communication unit 260 It controls the flow of data between).

In the above description, the database storing the information for the implementation of the present invention is classified into two databases, the bid information database 250a and the log database 250b. However, the configuration of the database including the classification may be changed as required by those skilled in the art. Can be.

Finally, in the present specification, a database is a concept that includes not only a negotiated database but also a broad database including a data file based on a computer file system, and the like. It should be understood that if data can be extracted, it can be included in the database referred to in the present invention.

Bidding on Search Keywords

Advertisers can participate in the auction by specifying or selecting a search keyword for displaying an advertisement for their web site, etc., and presenting a bid amount and an ad serving time.

The auction manager 210 according to an embodiment of the present invention may select n advertisements to be provided when a search keyword is input from a user based on a bid amount and an advertisement time presented by an advertiser. More preferably, since the present invention can adopt the above-described CPT method, with reference to the ad serving time information among the bidding information of the advertiser, as the rank of the bid amount for different time intervals is different for each time interval The set of advertisements may be selected. For example, the auction manager 210 may sort the list of search advertisements bid by the advertiser in the order of bid amounts presented by the advertiser and select the top n advertisements.

According to another embodiment of the present invention, the auction manager 210 may select n advertisements in consideration of the bid amount of the advertiser and the advertising effect that each advertiser is expected to earn. Here, the expected advertising effect may be calculated by using the same value as the click through rate (CTR) of each search advertisement registered by each advertiser, and the auction manager 210 calculates the bid list of the advertiser and the bid amount. You can sort by the highest advertising effect, and select the top n ads. According to this method, even if the advertiser's search ad shows a higher bid amount, if the ad's effectiveness is not expected to be high, It may happen.

According to an embodiment of the present invention, the auction manager 210 may consider both the bid information of the advertisers participating in the auction and the information regarding the local conditions of the user who will be provided with the search advertisement of the advertiser. For example, a search advertisement of a particular advertiser may be provided to all users regardless of the region where the user is located, or may be provided only to a user located in a specific region such as the metropolitan area.

Information about such local conditions may be input directly during the advertiser's participation in the auction, or the auction manager 210 automatically refers to the advertiser's information (for example, the address of a store operated by the advertiser). You might get it.

3 is a diagram illustrating an example in which a local condition in which a search advertisement of an advertiser is displayed is defined. Referring to FIG. 3, a local condition in which a search advertisement is displayed may be specified in a manner of limiting to a user located in a specific region, excluding a user located in a specific region, or irrelevant to the user's local information. have.

Select search ad to show

According to an embodiment of the present invention, the local information acquisition unit 220 obtains information on the area where the user connected to the search advertisement system 200 is located, and the advertisement providing unit 230 may obtain the local information acquisition unit ( After receiving the user's local information from the user 220, a search advertisement corresponding to the user's local information is displayed among the search advertisements of the advertiser corresponding to the search keyword input by the user.

The process of acquiring the information about the region where the user is located by the region information acquisition unit 220 of the present invention may be performed in various ways.

According to an embodiment of the present invention, the area information acquisition unit 220 may determine the area where the user is located by analyzing the user's IP (Internet Protocol) address. More specifically, it is possible to determine the area where the user is located by using the IP user authority information inquiry function provided by a domain registrar such as Whois Inc. or the like. That is, by obtaining an IP address of the user terminal device 400 that inputs a search keyword, and by applying for the IP user information search service using the obtained IP address to obtain local information where the user terminal device 400 is located can do.

In addition, as another method for determining an area where a user is located by using an IP address, Korean Patent Publication No. 2007- filed on August 25, 2005, and published on March 2, 2007 by Daum Communications, Inc. One can assume a method using the technique disclosed in 23941. In Korean Patent Publication No. 2007-23941, a database is constructed by linking address information inputted by a user performing e-commerce to deliver goods and IP address of the user, and using this information, local information corresponding to the IP address. A technique for obtaining is disclosed.

According to an embodiment of the present invention, the area information acquisition unit 220 may determine an area where the user is located by interworking with a system of a communication service provider to which the user subscribes. For example, when the user terminal device is a device such as a desktop computer or a notebook computer, it is possible to determine an area where a user is located by interworking with a system of an Internet service provider (ISP). That is, when a user applies for a service to an ISP for Internet use, address information of the user is provided to the search advertisement system 200 of the present invention, stored in a predetermined database (not shown), and local information is obtained. The unit 220 may obtain local information of the user with reference to the database. In addition, when the user terminal device is a mobile communication device, the location information of the mobile communication device stored in the home location register (HLR) and / or the visitor location register (VLR) of the mobile communication company may be utilized in conjunction with the mobile communication company system. .

According to an embodiment of the present invention, the area information acquisition unit 220 may determine the area where the user is located with reference to the login information. For example, the local information acquisition unit 220 may refer to the address information that the user inputs while registering as a member of the search advertisement system 200.

According to an embodiment of the present invention, the user terminal device 400 includes a GPS receiver, and transmits the location information calculated according to a signal received through a GPS satellite to the area information acquisition unit 220, which may be used. You can also do that.

According to an embodiment of the present invention, the local information acquisition unit 220 may estimate the local information of the user by analyzing the search keyword input by the user. For example, if a search keyword including a specific region name among the search keywords input by the user occupies a certain degree or more, the region may be estimated as the region where the user is located or the region where the user mainly operates.

The advertisement providing unit 230 according to an exemplary embodiment of the present invention extracts a search advertisement corresponding to the user's search keyword input by the user and the user's local information acquired by the local information obtaining unit 220 and provides the same to the user. do. Therefore, even though the two users input the same search keyword, different search advertisements may be displayed according to local information of the two users.

4 is a diagram exemplarily illustrating a result of a search advertisement provided corresponding to a search keyword input by a user and local information of the user.

In FIG. 4, the user's local information is simply divided into the metropolitan area and the non-capital area, but this is only an example to help the understanding of the present invention, and the user's local information is actually a city, a city, a town. It may be further subdivided into (洞) and the like.

Referring to FIG. 4, it can be seen that an advertisement to be displayed is selected differently according to whether the area where the user is located is located in the metropolitan area. More specifically, when the user is located in the metropolitan area, advertisements of advertisers A, B, C, D, and E are displayed, whereas when the user is located in the non-capital area, the search of advertisers A, B, and D is performed. It can be seen that the advertisement is not selected as the advertisement to be provided to the user regardless of the bid amount. This is because, as shown in FIG. 4, the search advertisements of advertisers A, B, and D are set to be displayed only to metropolitan users. On the other hand, in the case of a search advertisement of Advertiser F, if the user is located in the metropolitan area, the bid amount is lower than that of other advertisers, and thus the advertiser is not selected as an ad to be displayed to the user. As the search advertisements of A, B, and D cannot be displayed, it can be confirmed that they are selected as advertisements of the third rank to be provided to the user.

Billed  Calculation

As mentioned above, the present invention performs charging based on the CPT method. That is, the bid amount suggested by the advertiser in the bidding process may be used to calculate the billed amount during the advertisement time.

According to an embodiment of the present invention, the billing amount calculator 244 may calculate the amount to be charged to the advertiser using only the bid amount suggested by the advertiser in the bidding process.

According to another embodiment of the present invention, the billing amount calculating unit 244 may calculate the billing amount by applying a second price auction method known in the art. Here, the second price auction method is a method of bidding according to the order of bidding with a high amount of money, but the successful bidder pays only the advertising cost according to the bidding amount of the lower-ranked bidder. The billed amount per unit time may be set to the same amount as the bid amount per unit time of an advertiser having a rank lower than that of the corresponding advertiser, or a predetermined small amount added thereto.

According to another embodiment of the present invention, as described above, the billing calculator 244 may apply the second price auction method in the state where the advertisement position is given in consideration of the bid amount of the advertiser and the expected advertisement effect. Can be. In this case, the charge per unit time for a particular advertiser is equal to the bid amount of the advertiser with the next higher ranking than the advertiser's ranking multiplied by the expected advertising effect divided by the advertiser's expected advertising effect, or In addition, it may be set to a sum of a small amount plus a predetermined amount.

The billed amount A and the billed amount B shown in FIG. 4 indicate the billed amount calculated after applying the second price auction method in consideration of the bid amount of the advertiser and the expected advertising effect. According to the present invention, as shown in Figure 4, since the position of the advertisement can be changed according to the user's local information, even if the advertiser is a successful bid by presenting a bid amount, the user's local information ratio As a result, the billed amount may vary. For example, in the case of Advertiser C, even though the advertisement was awarded for 1,500 won, the unit per hour when the user is located in the non-capital region is 1040 won, while the unit is when the user is in the metropolitan area. It can be seen that the hourly billed amount is 1500 won.

As such, the billing unit 244 may set a different billing amount according to the local information of the user who inputs the search keyword even though the advertiser has purchased one search advertisement. Since the method charges the advertiser based only on the possibility of displaying an advertisement for a predetermined time, a process of finally deriving a reasonable charge amount is necessary.

According to an embodiment of the present invention, for this purpose, the log database 250b stores a history of requests and responses between the search advertisement system 200, the user terminal device 400, and the web server 500, and analyzes logs. The unit 242 analyzes the data stored in the log database 250b and calculates a statistical value of the ratio of the area information of the users who performed the search. For example, in FIG. 4, the log analyzer 242 analyzes data stored in the log database 250b, and among the total cases in which the user searches, 80% of the cases are located in the non-capital region, You might be able to calculate the statistics of 20% if you are located.

According to an embodiment of the present invention, the data stored in the log database 250b includes data during a time when the search advertisement that the advertiser has won through the auction is displayed, and the log analyzer 242 stores the data during this time. A statistical value of the ratio of the local information of the users who performed the search may be calculated using.

The billed amount calculation unit 244 according to an embodiment of the present invention calculates the final billed amount by applying a ratio calculated by the log analyzer 242 to the billed amount calculated for each area information to obtain a weighted sum. can do. For example, in the example of FIG. 4, when the user is located in the non-capital region of 80% and the user located in the metropolitan area of 20%, the advertiser C who does not limit the target of the search advertisement is 1040 ( The weighted amount per unit hour is 0.8, and the weighted amount is 0.2 for the 1500 won (unit hourly amount), so the final billed amount per unit time is 1132 won (rounded up to 1130 won). In the case of Advertiser D, whose search target is limited to users in the metropolitan area, search ads are shown only to users in the metropolitan area. Therefore, a weight of 0.2 is given to KRW 1380 (the hourly billing amount per unit), and the final billing amount per unit hour is 276 won (last Will be rounded up to 280 won).

In the above, the method of calculating the final billed amount is described as an example in which the billed amount is calculated for each situation in which the advertisement is displayed at a predetermined ratio when the advertiser presents one bid amount. The billing method may be applied even when the advertiser presents a separate bid amount for each situation.

Embodiments according to the present invention described above may be implemented in the form of program instructions that may be executed by various computer components, and may be recorded in a computer-readable recording medium. The computer-readable recording medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the computer-readable recording medium may be those specially designed and configured for the present invention, or may be known and available to those skilled 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, and magneto-optical media such as floptical disks. 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 may be configured to operate as one or more software modules to perform the process according to the invention, and vice versa.

Although the present invention has been described by specific embodiments such as specific components and the like, but the embodiments and the drawings are provided to assist in a more general understanding of the present invention, the present invention is not limited to the above embodiments. For those skilled in the art, various modifications and variations can be made from these descriptions.

Therefore, the spirit of the present invention should not be construed as being limited to the above-described embodiments, and all of the equivalents or equivalents of the claims, as well as the following claims, I will say.

1 is a diagram schematically illustrating a configuration of an entire system for performing auction and charging for a search advertisement based on a time when a search advertisement is displayed according to an embodiment of the present invention.

2 is a diagram illustrating in detail the internal configuration of the search advertising system 200 according to an embodiment of the present invention.

3 is a diagram illustrating an example in which a local condition in which a search advertisement of an advertiser is displayed is defined.

4 is a diagram exemplarily illustrating a result of a search advertisement provided corresponding to a search keyword input by a user and local information of the user.

<Brief description of the major reference numerals>

100: network

200: search ad system

210: auction management

220: local information acquisition unit

230: advertising provider

240: billing processing unit

242: log analysis unit

244: billing unit

246: payment

250: database management unit

250a: Bidding Information Database

250b: log database

260: communication unit

270: control unit

300: advertiser server

400: user terminal device

500: web server

Claims (10)

A method for charging for search ads based on the percentage of search ads served, Calculating a rate at which a search ad is shown to a plurality of users, the serving rate being substantially recognized by the number of times the search ad has been shown to users perceived to be located in a first region and in a second region Percentage of times served to users-, Calculating a billing amount for a search advertisement posted to users recognized as located in the first region and a billing amount for a search advertisement posted to users identified as located in the second region, respectively; Calculating a final billed amount based on the publication ratio and the calculated billed amount respectively; and Billing an advertiser for the search ad as the final billed amount; How to include. The method of claim 1, The search advertisement may be displayed differently to a plurality of users in consideration of the advertisement display conditions obtained based on the information about the advertiser. The method of claim 2, The advertisement display condition is information about an area where a user who can receive the search advertisement is located. The method of claim 1, The billing amount for a search advertisement posted to users recognized as being located in the first region and / or the billing amount for a search advertisement posted to users identified as being located in the second region is determined by the advertiser's How determined based on bid amount per unit time for search ads. The method of claim 1, The billing amount for a search advertisement posted to users perceived to be located in the first region and the billing amount for a search advertisement posted to users identified as being located in the second region is the search advertisement of the advertiser. And the two billed amounts may be determined at different amounts based on the bid amount per unit time for. The method of claim 5, The two billing amounts are determined according to the second price auction method. The method of claim 1, The final billing amount calculating step includes adding all of the calculated billing amounts to a product of a corresponding serving ratio. The method of claim 1, Whether each user is located in the first region or the second region, Acquired area information using the IP address of the user terminal device, Geographic information provided by the telecommunications service provider's system, Places included in the user's login information, Location information received from the user terminal device, and Local information obtained based on search keywords entered by users in the past Determined by at least one of. A system for billing search ads based on a percentage of search ads, A log analyzer for calculating a rate at which search ads are displayed to a plurality of users, wherein the rate of serving is substantially the number of times the search ad is displayed to users recognized as being located in a first region and is located in a second region. Percentage of times served to users recognized as-, Calculate a billing amount for a search advertisement posted to users recognized as being located in the first region and a billing amount for a search advertisement posted to users identified as being located in the second region; A billing amount calculating unit for calculating a final billing amount based on the ratio and the calculated billing amounts respectively; and A billing processing unit for billing the advertiser of the search advertising as the final billing amount System comprising. A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 8.

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