KR20100036027A - Method and system for providing advertisement using bidding range - Google Patents

Abstract

PURPOSE: A method and a system for providing an advertisement using a bidding range are provided to supply an advertisement of an advertiser through an area determined according to bid price per unit time based on bid start price, thereby preventing a keyword of a low competitive rate from being made at too low bid price. CONSTITUTION: An advertisement providing system checks bid start price and maximum bid price(S201). The advertisement providing system decides an advertisement exposure area of an advertiser based on bid price per unit time(S202). The bid price per unit time is inputted from the advertiser. The advertisement providing system offers the advertisement of the advertiser through the advertisement exposure area(S203). The bid price per unit time comprises a value in a range determined based on the bid start price and maximum bid price.

Description

METHOD AND SYSTEM FOR PROVIDING ADVERTISEMENT USING BIDDING RANGE}

Embodiments according to the present invention relate to a method and a system for providing an advertisement using a bidding range, and more particularly, to a method and a system for providing an advertisement through a bidding method based on a bid starting price and a maximum bid.

Internet advertisements are advertisements that use the Internet, and through advertisements that take advantage of the medium of the Internet, companies can meet many consumers at a low cost, and can immediately grasp customer reactions. For example, keyword advertising refers to an advertisement technique in which an advertisement of a related company is displayed on a screen on which a search result is displayed when a search term is entered in a search site. If the user inputs a search term related to 'director', the user may expose advertisements related to the director such as 'packaging director' and 'moving center' as the search result. In other words, the advertisement is exposed to a specific product or a person with an interest, thereby obtaining a higher advertisement effect.

Such Internet advertisements are sold to advertisers in various forms of advertisement products. In this case, the advertisement product sold in the form of an auction may be determined by the advertiser's advertisement to be exposed through a bid input from the advertiser. For example, the advertisement of the advertiser who raised the highest bid may be displayed at the top of the advertisement area for the corresponding advertisement product. In the present specification, an advertisement providing method and system for stably selling an advertisement product through effective bidding are proposed.

The present invention receives a bid per unit time having a value within the range determined through the bid start price and the maximum bid from the advertiser for the ad product sold through a bid for the unit time, the advertiser through the area determined according to the bid per unit time Provided is an advertisement providing method and system for providing an advertisement.

The present invention provides an advertisement providing method and system for determining the maximum bid based on the bid start price or determining the maximum bid through a value received from the advertiser within a predetermined range of the maximum bid.

According to an embodiment of the present invention, a method of providing an advertisement includes determining a bid start price and a maximum bid, determining an area to which the advertiser's advertisement is exposed based on a bid per unit time input from an advertiser, Providing an advertisement of the advertiser. Here, the bid per unit time has a value within a range determined based on the bid start price and the maximum bid.

According to one aspect of the invention, the maximum bid may be determined based on the bid start price, successful bid price and the predetermined weight.

According to an aspect of the present invention, the maximum bid may be determined based on a value input from the advertiser within a range determined by the bid start price and a predetermined value.

According to an aspect of the present invention, the bid start price may include a bid start price for each keyword that is determined based on a minimum cost per click for the keyword and an expected number of clicks for the keyword.

According to an aspect of the present invention, the bid start price may include a bid start price for each advertisement determined based on a bid start price for each keyword and a performance index that quantifies the performance of the advertisement.

According to an aspect of the present invention, the bid starting price for each keyword may be determined based on the minimum cost per click for the keyword and the expected number of clicks for the keyword.

The advertisement providing system according to an exemplary embodiment of the present invention includes a price check unit for checking a bid starting price and a maximum bid for each advertisement, and an area determiner for determining an area in which the advertisement of the advertiser is exposed based on a bid per unit time input from an advertiser. And an advertisement providing unit that provides an advertisement of the advertiser through the area. Here, the bid per unit time has a value within a range determined based on the bid start price for each advertisement and the maximum bid.

According to the present invention, the bid price is too low for a keyword with low competition by providing an advertisement of an advertiser through an area determined according to the bid per unit time, which is input based on the bid start price, for the ad product sold through the bid for the unit time. It can be prevented from being formed at a low price.

According to the present invention, a bid per unit time having a value within a range determined through a bid start price and a maximum bid is input from an advertiser for an ad product sold through a bid for a unit time, and the area determined according to the bid per unit time is determined. Advertisers can provide advertising.

According to the present invention, the maximum bid may be determined based on the bid start price, or the maximum bid may be determined through a value input from the advertiser within the predetermined range of the maximum bid.

According to the present invention, the advertising cost is not calculated based on a click on a link to an advertising document, but is calculated on a unit time basis based on a bid per unit time according to a keyword and an ad exposure area. Can solve the problem of

Hereinafter, various embodiments of the present disclosure will be described in detail with reference to the accompanying drawings.

1 illustrates an example of a part of a search result page screen corresponding to a keyword input from a user. The search result page 110 is a page including search results for the first search word input from the user. The search result page 110 includes advertisement documents for each advertisement product as shown in two dotted boxes 111 and 112. Links to can be established. That is, the search result page 110 shows an example in which links to five advertisement documents are set for two advertisement products.

In this case, when the click event for the link 113 to the second advertisement document occurs by the user, the second advertisement document 120 may be provided to the user. The link to the advertisement document may be set in the sold area when the corresponding advertisement product is purchased according to a keyword such as the first search word. At this time, the sale of the area may be sold in the form of an auction, and the advertisement providing system according to an embodiment of the present invention uses a bid start price in an auction for sale of the area, so that an appropriate successful bid price is obtained even for a keyword having low competition. Can be determined.

In addition, the bid input from the advertiser may include a bid per unit time, which is an estimated cost of the advertiser for providing the advertisement of the advertiser through the area for at least one unit time. In this case, the advertisement providing system may use the bid start price to prevent the advertisement products of the advertisement product sold by the bid for the cost per click from being leaked to the advertisement product sold by the bid for the cost per unit time.

The advertisement providing system may receive a bid per unit time having a value within a range determined through the bid start price and the maximum bid, and provide an advertisement of an advertiser through an area determined according to the bid per unit time. In this case, the maximum bid may be used to prevent excessive competition between advertisers.

2 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention. The advertisement providing method according to the present embodiment may be performed through the advertisement providing system through FIG. 1. In FIG. 2, the advertisement providing method will be described by describing a process in which each step is performed by the advertisement providing system.

In step S201, the advertisement providing system checks a bid starting price and a maximum bid. Here, the bid start price includes a bid start price for each keyword that is determined based on a minimum cost-per-click for the keyword and an expected click count for the keyword, or is determined based on a bid index for each keyword and a performance index that quantifies the performance of the advertisement. It may include the starting bid price for each advertisement.

In this case, the bid starting price for each keyword may be calculated based on the minimum cost per click for the keyword and the expected number of clicks on the keyword. The minimum CPC may be determined based on the vacancy rate for each keyword, and the vacancy rate may include a ratio of an unsold area among areas where an advertisement is exposed. That is, a predetermined cost may be determined as the minimum cost per click according to the ratio of the unsold area among the areas included in at least one of the ad products that expose the advertisement for the keyword. The minimum cost-per-click is based on at least one of sales of an advertisement exposed through a predetermined region, clicks on the advertisement, sales of the same industry advertisements exposed through the region, and clicks of the same industry advertisements. May be determined. In this case, various weights such as weights for stabilizing ratios or weights for using industry information may be applied to clicks and sales.

The expected clicks may be determined based on the median and expected clickthrough rates for n impressions measured on a predetermined date, or the expected clicks may be determined based on the number of impressions and expected clickthrough rates for which charging is effective. For example, the expected clicks may be determined based on the median of impressions for the five ads measured on September 7, at least one of the expected clickthrough rates or impressions for which the charge is available, and the expected clickthrough rate. have. Here, the expected clickthrough rate may include a clickthrough rate of an advertisement exposed through a predetermined region. For example, the expected clickthrough rate may be used as an expected clickthrough rate of an advertisement exposed to a fifth position among advertisements exposed as one advertisement product.

In addition, the maximum bid price may be determined based on the bid start price, the successful bid price, and the predetermined weight. For example, the maximum bid may be calculated by adding the predetermined weight to the difference between the starting bid price of the previous day and the winning bid price of the previous day, and adding the starting bid price. Alternatively, the maximum bid may be determined based on a value input from the advertiser within a range determined by the bid start price and a predetermined value. That is, the advertiser may determine the maximum bid between the bid start price and the predetermined value.

In step S202, the advertisement providing system determines an area where the advertisement of the advertiser is exposed based on the bid per unit time input from the advertiser. Here, the bid per unit time may include an estimated cost of the advertiser for providing the advertisement of the advertiser through the area for at least one unit time.

In the present specification, the term 'time' means a time from a time to a time. The certain view of any keyword and the advertisement exposure area (or field on the webpage) according to the keyword may be determined as needed by the advertisement providing system, the operator or advertiser of the advertisement providing system. For example, the advertisement providing system may classify the keyword and the advertisement exposure area into a total of 144 unit times at 10 minute intervals. In this case, the cost of advertising is not calculated based on clicks on links to advertising documents, but on a per-hour basis based on bids per unit time based on keywords and ad exposure areas. The problem can be solved at the source.

The bid per unit time may include a value within a range determined based on the bid start price and the maximum bid. That is, by allowing the bid per unit time input from the advertiser to be determined within the above range, it is possible to prevent the bid price is too low to be formed even for a low competition keywords, and excessive competition between advertisers occurs for the high competition keywords This may prevent the winning bid price from being determined at an appropriate price.

In step S203, the advertisement providing system provides an advertisement of the advertiser through the area. In this case, the advertisement providing system may provide the advertisement by setting a link to the advertisement document of the advertiser on a page provided to the user for the corresponding unit time. That is, the advertisement of the advertiser may be provided by setting a link to the advertisement document corresponding to the advertisement on the search result page along with text information or image information and exposing it on the terminal of the user, as in the example of FIG. 1. .

In addition, the bid start price for each keyword or the bid start price for each advertisement that may be used as the bid start price may be given a weight among at least one of a preset weight for each day and a preset weight for a specific day. Here, the specific day may include at least one of a holiday period and a period set in advance before and after the holiday period. That is, since a successful bid price may be formed differently for each holiday period or day of the week, weights corresponding to the holiday period and the day of the week may be applied, so that an appropriate successful bid price may be formed.

3 is an example of a table including information on a bid start price, a successful bid price, and a maximum bid. The table 301 shows an example of calculating a maximum bid based on the bid start price and the successful bid price of the previous day (for example, September 6) and the bid start price of the current day (for example, September 7). That is, FIG. 3 shows a bid of September 7 to '900' calculated by multiplying a preset weight of '3' to a difference of '$ 1,000' of a bid start price of 'September 6' and a winning price of '1300 won'. It shows an example of calculating the maximum bid of '2100 won' on September 7 by adding the starting price of '1200 won'.

4 is an example for explaining a bid per unit time. The bid per unit time means a bid for unit time, not a bid for click. 4 illustrates an example of a bid per unit time input for the unit time by the first advertiser 402, the second advertiser 403, and the third advertiser 404 for the keyword X 401. Here, the first advertiser 402 presents a bid per unit time of 400 won for the first unit time and the second unit time, 300 won for the third unit time, and 400 won for the fourth unit time 405, respectively. It can be seen that. Assuming that a sale is made for the unit time simply by the bid per unit time, the highest bid per unit time for the fourth unit time 405 for the keyword X 401 is 500 won (406). ) May be exposed. As described above, embodiments of the present invention are not calculated according to the click on the link to the advertising document, but is calculated by the unit time based on the bid per unit time according to the keyword and the ad exposure area, by the same user / group Can solve the problem of malicious click by

5 is a block diagram illustrating an internal configuration of an advertisement providing system according to an embodiment of the present invention. The advertisement providing system 500 according to the present exemplary embodiment includes a price checking unit 501, an area determining unit 502, and an advertisement providing unit 503, as shown in FIG. 5.

The price confirmation unit 501 checks the bid starting price and the maximum bid. Here, the bid start price includes a bid start price for each keyword that is determined based on a minimum cost-per-click for the keyword and an expected click count for the keyword, or is determined based on a bid index for each keyword and a performance index that quantifies the performance of the advertisement. It may include the starting bid price for each advertisement.

In this case, the bid starting price for each keyword may be calculated based on the minimum cost per click for the keyword and the expected number of clicks on the keyword. The minimum CPC may be determined based on the vacancy rate for each keyword, and the vacancy rate may include a ratio of an unsold area among areas where an advertisement is exposed. That is, a predetermined cost may be determined as the minimum cost per click according to the ratio of the unsold area among the areas included in at least one of the ad products that expose the advertisement for the keyword. The minimum cost-per-click is based on at least one of sales of an advertisement exposed through a predetermined region, clicks on the advertisement, sales of the same industry advertisements exposed through the region, and clicks of the same industry advertisements. May be determined. In this case, various weights such as weights for stabilizing ratios or weights for using industry information may be applied to clicks and sales.

The expected clicks may be determined based on the median and expected clickthrough rates for n impressions measured on a predetermined date, or the expected clicks may be determined based on the number of impressions and expected clickthrough rates for which charging is effective. For example, the expected clicks may be determined based on the median of impressions for the five ads measured on September 7, at least one of the expected clickthrough rates or impressions for which the charge is available, and the expected clickthrough rate. have. Here, the expected clickthrough rate may include a clickthrough rate of an advertisement exposed through a predetermined region. For example, the expected clickthrough rate may be used as an expected clickthrough rate of an advertisement exposed to a fifth position among advertisements exposed as one advertisement product.

In addition, the maximum bid price may be determined based on the bid start price, the successful bid price, and the predetermined weight. For example, the maximum bid may be calculated by adding the predetermined weight to the difference between the starting bid price of the previous day and the winning bid price of the previous day, and adding the starting bid price. Alternatively, the maximum bid may be determined based on a value input from the advertiser within a range determined by the bid start price and a predetermined value. That is, the advertiser may determine the maximum bid between the bid start price and the predetermined value.

The area determiner 502 determines an area in which the advertisement of the advertiser is exposed based on the bid per unit time input from the advertiser. Here, the bid per unit time may include an estimated cost of the advertiser for providing the advertisement of the advertiser through the area for at least one unit time.

The bid per unit time may include a value within a range determined based on the bid start price and the maximum bid. That is, by allowing the bid per unit time input from the advertiser to be determined within the above range, it is possible to prevent the bid price is too low to be formed even for a low competition keywords, and excessive competition between advertisers occurs for the high competition keywords This may prevent the winning bid price from being determined at an appropriate price.

The advertisement providing unit 503 provides the advertisement of the advertiser through the area. In this case, the advertisement providing unit 503 may provide the advertisement by setting a link to the advertisement document of the advertiser on the page provided to the user for the corresponding unit time. That is, the advertisement of the advertiser may be provided by setting a link to the advertisement document corresponding to the advertisement on the search result page along with text information or image information and exposing it on the terminal of the user, as in the example of FIG. 1. .

In addition, the bid start price for each keyword or the bid start price for each advertisement that may be used as the bid start price may be given a weight among at least one of a preset weight for each day and a preset weight for a specific day. Here, the specific day may include at least one day of a holiday period and a period set before and after the holiday period. That is, since the successful bid price may be formed differently for each holiday period or day of the week, weights corresponding to the holiday period and the day of the week may be applied, so that an appropriate successful bid price may be formed.

When the advertisement providing method or the advertisement providing system according to an embodiment of the present invention is used, the advertisement product sold through the auction for the unit time is determined based on the bid per unit time input based on the bid start price of the advertiser. By providing the advertisement, it is possible to prevent the winning bid price from being formed at a too low price even for a low competition keyword. In addition, the advertiser receives a bid per unit time having a value within the range determined by the bid start price and the maximum bid from the advertiser for the ad product sold through a bid for the unit time, and through the area determined according to the bid per unit time Advertisement may be provided. In addition, the maximum bid may be determined based on the bid start price, or the maximum bid may be determined through a value input from the advertiser within a predetermined range of the maximum bid.

Embodiments according to the present invention can be implemented in the form of program instructions that can be executed by various computer means can be recorded on a computer readable medium. The computer readable medium may include program instructions, file data, 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 specific embodiments such as specific components and the like. For those skilled in the art to which the present invention pertains, various modifications and variations are possible.

Therefore, the spirit of the present invention should not be limited to the described embodiments, and all of the equivalents or equivalents of the claims as well as the claims to be described later will belong to the scope of the present invention. .

1 illustrates an example of a part of a search result page screen corresponding to a keyword input from a user.

2 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention.

3 is an example of a table including information on a bid start price, a successful bid price, and a maximum bid.

4 is an example for explaining a bid per unit time.

5 is a block diagram illustrating an internal configuration of an advertisement providing system according to an embodiment of the present invention.

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

500: Ad Serving System

501: price confirmation

502: region determination unit

503: advertising provider

Claims (20)

Checking a bid starting price and a maximum bid; Determining an area in which an advertisement of the advertiser is to be displayed based on a bid per unit time input from an advertiser; And Providing an advertisement of the advertiser through the area Including, The bid per unit time includes a value within a range determined based on the bid starting price and the maximum bid. The method of claim 1, And the maximum bid is determined based on the bid start price, the winning bid price, and the predetermined weight. The method of claim 1, And the maximum bid is determined based on a value input from the advertiser within a range determined by the bid start price and a predetermined value. The method of claim 1, The bid start price includes a bid start price for each keyword that is determined based on a minimum cost per click for the keyword and an expected number of clicks for the keyword. The method of claim 1, The bid start price includes a bid start price for each advertisement determined based on a bid start price for each keyword and a performance index that quantifies the performance of the advertisement. The method according to claim 4 or 5, The bid starting price for each keyword is determined based on the minimum cost per click for the keyword and the expected number of clicks on the keyword. The method of claim 6, The minimum CPC is determined based on the vacancy rate for each keyword, The vacancy rate includes the ratio of the unsold area among the areas where the advertisement is exposed. The method of claim 6, The minimum cost-per-click is determined based on at least one of sales of an advertisement exposed through a predetermined region, clicks on the advertisement, sales of the same industry advertisements exposed through the region, and clicks of the same industry advertisements. , How to serve ads. The method of claim 6, The expected clicks are determined based on the median and expected clickthrough rate for n impressions measured on a predetermined date, And the expected clickthrough rate includes a clickthrough rate of an advertisement exposed through a predetermined area. The method of claim 6, The expected clicks are determined based on the number of impressions for which the charge is valid and the expected clickthrough rate, And the expected clickthrough rate includes a clickthrough rate of an advertisement exposed through a predetermined area. The method of claim 1, The bid start price is given at least one weight among a preset weight for each day and a preset weight for a specific day, The specific date includes at least one of a holiday period and a period set in advance of and after the holiday period. The method of claim 1, The bid per unit time includes an estimated cost of the advertiser for providing the advertiser's advertising through the area for at least one unit time. A computer-readable recording medium having recorded thereon a program for performing the method of any one of claims 1 to 5, 11 or 12. A price check unit for checking an auction starting price and a maximum bid for each ad; An area determiner configured to determine an area in which an advertisement of the advertiser is displayed based on a bid per unit time input from an advertiser; And Ad providing unit for providing the advertisement of the advertiser through the area Including, The bid per unit time includes a value within a range determined based on the bid start price for each advertisement and the maximum bid. The method of claim 14, The maximum bid price is determined based on the bid start price, successful bid price, and the predetermined weight for each advertisement. The method of claim 14, And the maximum bid is determined based on a value input from the advertiser within a range determined by the bid start price and a predetermined value. The method of claim 14, The bid start price includes a bid start price for each keyword that is determined based on a minimum cost per click for the keyword and an expected number of clicks for the keyword. The method of claim 14, The bid start price includes a bid start price for each advertisement determined based on a bid start price for each keyword and a performance index that quantifies the performance of the advertisement. The method of claim 14, The bid start price is given at least one weight among a preset weight for each day and a preset weight for a specific day, And the specific day comprises at least one of a holiday period and a predetermined period before and after the holiday period. The method of claim 14, And the bid per unit time includes an estimated cost of the advertiser for providing the advertiser's advertisement through the area for at least one unit time.

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