KR20130065821A - System for advertisement and method of management for advertisement - Google Patents

Abstract

PURPOSE: An advertisement system and an advertisement management method thereof are provided to improve advertisement effects by providing a season keyword to an advertiser. CONSTITUTION: A click rate calculation unit(120) selects a first click rate for a first period searching word. An advertisement execution unit(110) executes advertisement. A season searching word determination unit(130) determines a season word for the first period based on the first click rate. A recommendation unit(140) recommends a season searching word selected by an effectiveness determination unit(132) to an advertiser terminal. [Reference numerals] (110) Advertisement execution unit; (120) Click rate calculation unit; (130) Season searching word determination unit; (131) Candidate determination unit; (132) Effectiveness determination unit; (140) Recommendation unit

Description

Ad system and how to manage ads {SYSTEM FOR ADVERTISEMENT AND METHOD OF MANAGEMENT FOR ADVERTISEMENT}

The present invention relates to an advertisement system and an advertisement management method.

An internet user may search for a company of interest in a portal site or the like and receive information on the searched company. At this time, the user's search can be performed by variously inputting a keyword related to the interested company. That is, when the user inputs a search word related to the business, the portal site or the like provides the user with a search result list related to the search word input by the user.

In this regard, a search provider such as a portal site utilizes keyword advertisement, which is an advertisement technique for allowing an advertisement of a related company to be exposed by using a search word input by a user.

Advertisers may recommend appropriate search terms to advertisers participating in such search term advertising. Since the search term recommendation is directly related to the advertisement effect of the advertisement provider and is highly related to the business income of the advertisement service operator, it is an important issue to effectively recommend the search term suitable for the advertiser.

The technical problem to be achieved by the present invention is to increase the advertising effect by effectively selecting a season keyword having a characteristic related to a certain time period and providing it to the advertiser.

According to an exemplary embodiment of the present invention, an advertisement system includes a click occupancy rate calculation unit that calculates a first click occupancy rate of an advertisement for a search term during a first time period, and the first click occupancy rate is calculated based on the first click occupancy rate. It includes a season search term determination unit for determining the season search term.

The first click occupancy ratio may be a value obtained by dividing the number of clicks of the advertisement for the search term by the number of clicks of the advertisement for the entire search term.

The first period may be one month.

The season search term determination unit may be a candidate for determining a candidate of the season search term by comparing the average click occupancy rate, which is an average value of the click occupancy rate for the search term, during the second period including the first time period. It may include a determination unit.

The candidate determiner may determine, as the candidate, a search word having a value obtained by dividing the first click occupancy rate by the average click occupancy rate.

The season search word determining unit may further include a validity determining unit determining the validity of the candidate to determine the season search word.

When the search word is a multi-word search word, the multi-word search word may be divided into a unit search word, and a second click occupancy rate of the unit search word may be calculated to determine the validity based on the search word.

The validity determiner may select at least one unit search word in the order of the highest second click occupation rate, and determine a search word including the selected at least one unit search word as the season search word.

The second click occupancy rate may be the sum of the first click occupancy rates of each of the compound word search words including the unit search word.

It may further include a recommendation unit for recommending the season search term to the advertiser terminal.

An advertisement method according to another embodiment of the present invention is a method of managing an advertisement by an advertisement system, the method comprising: calculating a first click share ratio of the advertisement for a search term during a first period of time, based on the first click share ratio; Determining a season search term for the first period, and recommending the season search term to an advertiser terminal.

The first click occupancy ratio may be a value obtained by dividing the number of clicks of the advertisement for the search term by the number of clicks of the advertisement for the entire search term.

The determining of the season search term may include: comparing the first click occupancy rate with an average click occupancy rate, which is an average value of the click occupancy rate with respect to the search term, during a second period including the first time period. Determining a validity of the candidate by determining the validity of the candidate, and determining the candidate as the season search word when the validity is recognized.

The determining of the candidate may include determining the search term as the candidate when a value obtained by dividing the first click occupation ratio by the average click occupancy ratio is equal to or greater than a predetermined criterion.

The determining of the validity may include: when the search term is a multiword search term, dividing the multiword search term into a unit search term, calculating a second click occupancy rate of the unit search term, and determining the validity based on the search term. can do.

The determining of the validity may include selecting at least one unit search word in order of increasing second click occupancy rate, and determining a search term including the selected at least one unit search term as the season search term. Can be.

The second click occupancy rate may be the sum of the first click occupancy rates of each of the compound word search words including the unit search word.

According to an embodiment of the present invention, an advertisement effect may be enhanced by effectively selecting a season keyword having characteristics related to a predetermined time and providing the same to an advertiser.

1 is a block diagram of an environment in which an advertisement system operates according to an embodiment of the present invention.
2 is a block diagram of an advertising system according to an embodiment of the present invention.
3 is a flowchart of an advertisement management method according to an embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

Throughout the specification, when a part is said to "include" a certain component, it means that it can further include other components, without excluding other components unless specifically stated otherwise. Also, the terms " part, "" module," and " module ", etc. in the specification mean a unit for processing at least one function or operation and may be implemented by hardware or software or a combination of hardware and software have.

An advertisement system and an advertisement management method according to an embodiment of the present invention will be described in detail with reference to the drawings.

1 is a block diagram of an environment in which an advertisement system operates according to an embodiment of the present invention, and FIG. 2 is a block diagram of an advertisement system according to an embodiment of the present invention.

The advertisement system 100 is a server that provides the advertisement of the advertiser terminal 200 to the user terminal 300 according to the advertisement service application of the advertiser terminal 200, and at a specific time according to the advertisement selection history of the user terminal 300. Seasonal terms having related characteristics are selected and provided to the advertiser terminal 200.

Here, the advertiser terminal 200 is a device in which an advertiser connects to and communicates with the advertisement system 100 through a network, for example, a computer, a personal digital assistant (PDA), a mobile communication terminal, and a television (television, Various communication devices such as TV) can be used.

In addition, the user terminal 300 is a device in which a user connects to and communicates with the advertisement system 100 through a network. Like the advertiser terminal 200, various communication devices such as a computer, a personal digital assistant, a mobile communication terminal, and a television are used. Can be.

Referring to FIG. 2, the advertisement system 100 includes an advertisement executive unit 110, a click occupancy rate calculation unit 120, a season search term determination unit 130, and a recommendation unit 140.

The advertisement executive unit 110 executes an advertisement by receiving a request for an advertisement service from the advertiser terminal 200 and providing the same to the user terminal 300.

The click occupancy ratio calculating unit 120 calculates the click occupancy ratio of the advertisement for each search term during the first period determined according to the advertisement execution result of the advertisement executive unit 110. The click occupancy rate is a value obtained by dividing the number of clicks of the search term during the first period by the sum of the number of clicks of the entire search term during the predetermined period. Here, the first period may be, for example, one month.

term All queries
Monthly clicks search word By query Clicks Click-through rate January        620,000 A         6,200        0.01000 February        350,000 A         7,000        0.02000 In March        660,000 A         6,400        0.00970 January        620,000 B         3,100        0.00500 February        350,000 B         3,100        0.00886 In March        660,000 B         3,300        0.00500 January        620,000 C         1,000        0.00161 February        350,000 C           800        0.00229 In March        660,000 C         1,510        0.00229

Table 1 lists the number of clicks of each of the search terms A, B, and C in January, February, and March, the total number of clicks in each period, and the click occupancy rate of each search term.

In the search term A, both the number of clicks and the share of clicks increased in February compared to January, and the number of clicks increased in March compared to January, but the share of clicks decreased. Search term B has the same number of clicks in January as in January but has increased in click occupancy rates, while the number of clicks in March has increased compared to January. In the search term C, the number of clicks decreased in February compared to January, but the share of clicks increased, and both clicks and clicks increased in March.

In order to determine whether a search word has a characteristic related to a specific period, it is preferable to determine the quality after verifying the merchandise. If it is determined based on the number of clicks of the search word, the advertiser terminal 200 may not reflect the product quality of the search word and the needs of the user terminal 300.

Also, if the number of clicks in the search term is determined based on the number of clicks of the search word, if there is a difference in the number of clicks generated, the monthly relative comparison may not be accurate, and the determination may not be accurate when the total number of clicks increases.

That is, when selecting a season search term based on the number of clicks for each search term, since the season search term may not be appropriately determined by external factors, the click occupancy ratio, which is a relative value, is used.

The season query determining unit 130 determines a season query having a feature related to a predetermined period according to the calculation result of the click occupancy ratio calculation unit 120, and includes a candidate determiner 131 and a validity determiner 132. .

The candidate determiner 131 determines the candidate of the season search term according to the calculation result of the click occupancy ratio calculation unit 120. In detail, the candidate determiner 131 may compare the average click occupancy rate and the click occupancy rate to determine a search term having a larger click occupancy rate as a season search term candidate. Here, the average click occupancy rate is an average of click occupancy rates for the search term for a second period including the first period, for example, one year. For example, when the value obtained by dividing the click occupancy rate by the average click occupancy rate is 1 or more, the candidate determiner 131 may determine the corresponding search term as a season search term candidate.

search word term Monthly click rate Average
Click-through rate Average share of clicks to monthly share of clicks Season Judgment A January 0.0012 0.0016 0.731 X A February 0.0013 0.0016 0.792 X A In March 0.0011 0.0016 0.670 X A April 0.0011 0.0016 0.670 X A In May 0.0013 0.0016 0.792 X A June 0.0029 0.0016 1.766 O A In July 0.0028 0.0016 1.706 O A August 0.0031 0.0016 1.888 O A September 0.0015 0.0016 0.914 X A October 0.0011 0.0016 0.670 X A November 0.0014 0.0016 0.853 X A December 0.0009 0.0016 0.548 X

Referring to Table 2, the monthly click occupancy rate and the average click occupancy rate for the term A are described. Referring to the average click-to-occupancy rate for the monthly click-to-occupancy rate for each month, it exceeds 1, with 1.766, 1,706, and 1.888 in June, July, and August, respectively. In this case, the candidate determiner 131 determines the search term A as a season search term candidate in June, July, and August.

The candidate determiner 131 may set a value obtained by dividing the click occupancy ratio by the average click occupancy ratio as a criterion for determining the season search term as a criterion other than 1.

The validity determination unit 132 determines the validity of the season search term candidate determined by the candidate determination unit 131. That is, the validity determination unit 132 filters the search word when it is determined to be a candidate different from the intention to determine the season search word. To this end, the validity determining unit 132 divides the compound word search term into unit search terms when the search term is a compound word search term, calculates the click occupancy rate of each unit search term, and includes the unit search word including a unit search term having a high click occupancy rate. Recognize the validity as a season query. In this case, the unit search word may include at least one morpheme.

month Original query search word
Click-through rate Unit query 1 Unit query 2 December Brand A padding 0.0005 Brand A padding December Brand B padding 0.0003 Brand B padding December Cheap padding 0.0012 padding - December Courier Service A 0.0001 Courier Service A - December Courier Agency B 0.0001 Courier Agency B - December Shopping Mall A Padding 0.0001 Shopping Mall A padding December Christmas Gift Delivery Fast 0.0002 Christmas gift Delivery December Girlfriend christmas gifts 0.0010 Girlfriend Christmas gift

Referring to Table 3, when the original search term determined as a season keyword candidate is a compound word search term, each of the search terms may be divided into a unit search term 1 and a unit search term 2. For example, when the compound word search term is “Christmas present parcel delivery fast”, the unit search word 1 may be “Christmas present” and the unit search term 2 may be “courier delivery”.

month Unit query Share of clicks on a unit query Original search term  Query Rick's share December Brand A 0.0005 Brand A padding 0.0005 December Brand B 0.0003 Brand B padding 0.0003 December Shopping Mall A 0.0001 Shopping Mall A Padding 0.0001 December Girlfriend 0.0010 Girlfriend christmas gifts 0.0010 December Christmas gift 0.0012 Christmas gift Express delivery 0.0002 Girlfriend  Christmas gift 0.0010 December Delivery 0.0002 Christmas Gift Delivery Fast 0.0002 December Courier Service A 0.0001 Courier Service A 0.0001 December Courier Agency B 0.0001 Courier Agency B 0.0001 December padding 0.0021 Brand A padding 0.0005 Brand B padding 0.0003 Cheap padding 0.0012 Shopping Mall A padding 0.0001

Referring to Table 4, the original search word and the unit search word of the original search word are described. In this case, the click occupancy rate of the unit search word is the sum of the click occupancy rates of each of the at least one original search word including the unit search word.

For example, the share of clicks for the unit query "Christmas Gifts" is the sum of the clicks for each of the original queries "Christmas Gift Delivery Location" and "Girls Christmas Gifts" that contain the unit query "Christmas Gifts", 0.0002 and 0.0010, respectively. 0.0012.

In addition, the click occupancy rate of the unit search term "courier service" is 0.0002 which is the click occupancy rate of the original search term "Christmas gift courier service fast" including the unit search term "courier service".

The share of clicks for the unit query "padding" is the percentage of clicks for each of the original search queries "brand A padding", "brand B padding", "padded cheap", and "shopping mall A padding" containing the unit query "padding" 0.0021, which is the sum of 0.0005, 0.0003, 0.0012, and 0.0001.

As such, the validity determination unit 132 selects at least one unit search word based on a predetermined criterion as a result of calculating the click occupancy rate for each unit search word. In Table 4, the top two unit search terms "Christmas gifts" and "padding" are selected, and the original search terms including the unit search terms are selected as valid season search terms. Therefore, among the season query candidates, "Christmas Gift Delivery Fast", "Girls Christmas Gift", "Brand A Padding", "Brand B Padding", "Padded Cheap Place" and "Shopping Mall A Padding" are selected as valid season search terms.

The recommender 140 recommends the season search word selected by the validity determiner 132 to the advertiser terminal 200. The recommender 140 may recommend season search terms to the pre-purchase advertiser terminal 200 before the season time arrives. In addition, the recommendation unit 140 may recommend another complex unit search word that is not purchased to an advertiser who purchased the complex unit search word including the specific unit search word. For example, a search term "cheap padding" may be recommended to an advertiser who has purchased "shopping mall A padding."

Meanwhile, the season query determining unit 130 divides the unit query forming the complex unit query for the complex unit query that is not executed by the ad execution unit 110, and investigates the click occupancy rate for each unit query, and accordingly the compound unit query Can be determined as the season query.

As such, selecting a season search term related to a specific time period based on the click occupancy rate may accurately select a season search term. In addition, when the compound unit search word is selected as the season search term candidate, the season search term may be selected more accurately since the click occupancy rate is calculated and the validity is determined based on the unit search word constituting the compound unit search word.

Now, an advertisement management method according to another embodiment of the present invention will be described in detail with reference to FIG. 3.

3 is a flowchart of an advertisement management method according to another embodiment of the present invention.

Referring to FIG. 3, the advertisement system 100 executes an advertisement for a search word purchased by the advertiser terminal 200 (S310). Thereafter, the advertisement system 100 calculates the click occupancy rate of the advertisement for the search term for each specific period, for example, monthly (S320).

Subsequently, the advertisement system 100 determines a candidate for the season search term based on the calculated click occupancy ratio (S330). For example, a search term having a click share ratio larger than the average click share ratio may be a candidate for the season search term.

The advertisement system 100 determines the validity of the determined candidate season search term (S340). In this case, the candidate season query for determining the validity may be a compound unit search word, and the advertisement system 100 may calculate a click occupancy rate of at least one unit search word constituting the complex unit search word and at least one unit search word having a high click occupancy rate. By selecting, the composite unit search word including the selected unit search word may be determined as a season search word.

The advertisement system 100 recommends a season search term to the advertiser terminal 200 (S350).

The embodiments of the present invention described above are not implemented only by the apparatus and method, but may be implemented through a program for realizing the function corresponding to the configuration of the embodiment of the present invention or a recording medium on which the program is recorded.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed exemplary embodiments, It belongs to the scope of right.

Claims (17)

A click share percentage calculation that calculates a first share of the click for an ad for a search term, and
Season search term determination unit for determining the season search term for the first period based on the first click occupancy rate
Advertising system comprising a. In claim 1,
The first click occupancy rate is a value obtained by dividing the number of clicks on the advertisement for the search term by the number of clicks on the advertisement for the entire search term. In claim 1,
The first period is one month. In claim 1,
The season query decision unit,
The first click share rate
And a candidate determiner configured to determine a candidate of the season search term by comparing the average click occupancy rate, which is an average value of the click occupancy rate for the search term, during the second period including the first period.
Advertising system. 5. The method of claim 4,
The candidate determiner,
And the candidate is a search term having a value equal to or greater than a predetermined criterion obtained by dividing the first click occupancy rate by the average click occupancy rate. In claim 1,
The season query decision unit,
Effectiveness determination unit for determining the validity of the candidate to determine the season search term
Advertising system further comprising. The method of claim 6,
The validity determination unit,
And when the search word is a multi-word search word, divides the multi-word search word into a unit search word, calculates a second click occupancy rate of the unit search word, and determines validity based on the search word. In claim 7,
The validity determination unit,
The at least one unit search word is selected in the order of the high second click occupancy rate, and the advertisement system including the selected at least one unit search word is determined as the season search word. In claim 7,
The second click occupancy rate is the sum of the first click occupancy rate of each of the compound word search terms including the unit search word. In claim 7,
The advertising system further comprises a recommendation unit for recommending the search term to the advertiser terminal. As an advertising system manages advertising,
Calculating a first share of the click for the ad for the search term during the first time period,
Determining a season search term for the first time period based on the first click occupancy rate, and
Recommending the season query to the advertiser terminal
The advertisement management method comprising: 12. The method of claim 11,
The first click occupancy ratio is a value obtained by dividing the number of clicks on the advertisement for the search term by the number of clicks on the advertisement for the entire search term. 12. The method of claim 11,
Determining the season query,
Determining a candidate for the season search term by comparing the first click occupation rate with an average click occupancy rate that is an average value of the click occupancy rate for the search term during the second period including the first period;
Determining the validity of the candidate to determine the validity, and
If the validity is recognized, determining the candidate as the season search term
The advertisement management method comprising: In claim 13,
Determining the candidate,
Determining the search term as the candidate when the value obtained by dividing the first click occupancy rate by the average click occupancy rate is equal to or greater than a predetermined criterion;
The advertisement management method comprising: In claim 13,
The step of determining the validity may comprise:
When the search word is a multi-word search word, dividing the multi-word search word into a unit search word, determining a second click occupancy rate of the unit search word, and determining validity based on the search word
The advertisement management method comprising: 16. The method of claim 15,
The step of determining the validity may comprise:
And selecting at least one unit search word in the order of increasing the second click occupancy rate, and determining a search word including the selected at least one unit search term as the season search word. 16. The method of claim 15,
The second click occupancy rate is the sum of the first click occupancy rate of each of the compound word search terms including the unit search word.

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