KR20220096747A - Operating method of advertising platform and advertising platform thereof - Google Patents

Abstract

An operating method of an advertising platform according to an embodiment includes: obtaining an advertiser's advertising daily budget and the advertiser's maximum PPC cost; obtaining an action set to increase or decrease a parameter of customers to be exposed to an advertisement of the advertiser; calculating an average PPC cost of the advertiser incurred during a predetermined period of time by executing an advertisement according to bidding based on the maximum PPC cost; determining whether to maintain the current setting of the action or change to the opposite setting, based on the average PPC cost and a burnout rate of an advertising budget within the predetermined period of time; adjusting the parameter based on the action according to a determined result; and executing the advertiser's advertisement according to the adjusted parameter.

Description

The operation method of the advertising platform and the advertising platform

The embodiments below relate to a method of operating an advertisement platform and an advertisement platform.

Advertisement may help increase sales volume and/or improve image by notifying the public of advertisement targets such as products and services in various fields such as industrial products, agricultural products, and livestock products and/or advertisement subjects such as advertisers and companies. Recently, in addition to Internet advertisements, various types of advertisements for applications running on communication devices such as smart phones have been provided through advertisement platforms.

The advertisement platform may execute the advertisement of the advertiser corresponding to the highest bid through auto bidding, which automatically adjusts the basic bid of the advertisement. In this case, there is a need for a method capable of optimizing advertising efficiency versus advertising cost while maximizing advertising revenue through an advertising platform.

According to an embodiment, a method of operating an advertisement platform includes: obtaining an advertisement daily budget of an advertiser and a maximum PPC (Pay Per Click) cost of the advertiser; acquiring an action set to increase or decrease a parameter of customers to be exposed to the advertisement of the advertiser; calculating an average PPC cost of the advertiser generated for a predetermined period by advertisement publication according to bidding based on the maximum PPC cost; determining whether to keep the current setting of the action or change it to the opposite setting based on the average PPC cost and the exhaustion rate of the advertising budget within the predetermined period; adjusting the parameter based on the action according to the determination result; and executing the advertisement of the advertiser according to the adjusted parameter.

The step of determining whether to keep the current setting of the action or change it to the opposite setting includes Pay Per Action (PPA) costs incurred according to parameters determined based on average PPC costs of different days within the predetermined period. The method may include determining whether to maintain the current setting of the action or change it to the opposite setting based on the comparison result between the two.

The step of determining whether to keep the current setting of the action or change it to the opposite setting includes a first PPA cost incurred according to a first parameter corresponding to a t-2 date in the predetermined period and subsequent to the t-2 date based on the comparison result between the second PPA costs generated according to the second parameter corresponding to the t-1 date, determining whether to maintain the current setting of the action or change it to the opposite setting.

The step of determining whether to keep the current setting of the action or change to the opposite setting comprises the cost of the first PPA based on a first conversion rate of the customers according to the first parameter and an average PPC cost according to the first parameter. calculating ; calculating the second PPA cost based on a second conversion rate of the customers according to the second parameter and an average PPC cost according to the second parameter; if the second PPA cost is less than or equal to the first PPA cost, determining to keep the current setting of the action; and when the second PPA cost is greater than the first PPA cost, determining to change the current setting of the action to the opposite setting.

The step of determining whether to keep the current setting of the action or change it to the opposite setting may further include determining whether the total amount of advertisements according to the rate of exhaustion of the advertisement budget within the predetermined period reaches the upper limit of consumption. have.

The method of operating the advertising platform may include: calculating an exhaustion rate of an advertising budget corresponding to the published advertisement according to the adjusted parameter; and re-adjusting the adjusted parameter based on at least one of an exhaustion rate of the advertising budget and the maximum PPC cost.

The step of re-adjusting the adjusted parameter may include: checking whether the advertisement belongs to a target account that must fully exhaust the advertisement day budget; and when the advertisement belongs to the target account, re-adjusting the adjusted parameter based on an exhaustion rate of the advertisement budget.

In the step of re-adjusting the adjusted parameter, when the advertisement day budget is exhausted and the PPC cost according to the adjusted parameter reaches the maximum PPC cost, the reciprocal of the exhaustion rate is multiplied by the adjusted parameter. readjusting the adjusted parameter.

Calculating the average PPC cost of the advertiser may include calculating the first average PPC cost of the advertiser generated on a t-2 day of the predetermined period; and calculating a second average PPC cost of the advertiser generated on a t-1 date subsequent to the t-2 date.

The method of operating the advertisement platform may further include determining an initial parameter corresponding to the advertisement, based on the advertisement working budget.

The method of operating the advertising platform may include setting an initial value of the action to increase or decrease the initial parameter according to a comparison result between the advertiser's initial PPC cost and the reference PPC cost generated according to the initial parameter. can

The setting of the initial value of the action may include: when the initial PPC cost is greater than or equal to the reference PPC cost, setting the initial value of the action to an increase in the parameter; and when the initial PPC cost is less than the reference cost, setting the initial value of the action to decrease the parameter.

The performing the action set to increase or decrease the initial parameter may include setting at least one of an adjustment direction and an adjustment scale of the initial parameter based on a cost interval to which the initial PPC cost belongs.

The method of operating the advertisement platform may further include, when the daily advertisement budget is changed, changing the initial parameter based on a change rate of the advertisement daily budget.

According to an embodiment, the advertisement platform includes: a user interface for obtaining an advertisement daily budget of an advertiser and a maximum PPC cost of the advertiser; and obtaining an action set to increase or decrease a parameter of customers to be exposed to the advertiser's advertisement, and calculate the average PPC cost of the advertiser generated for a predetermined period by advertisement execution according to a bid based on the maximum PPC cost, , based on the rate of exhaustion of the advertising budget within the predetermined period and the average PPC cost, determine whether to keep the current setting of the action or change it to the opposite setting, and determine whether to change the setting to the opposite setting, and the parameter based on the action according to the determination result and a processor configured to publish an advertisement of the advertiser according to the adjusted parameter.

The processor determines whether to maintain the current setting of the action or change it to the opposite setting based on a comparison result between PPA costs generated according to parameters determined based on average PPC costs on different days within the predetermined period. can be judged

The processor is configured to calculate a first PPA cost incurred according to a first parameter corresponding to a t-2 date during the predetermined period and a second PPA generated according to a second parameter corresponding to a t-1 date subsequent to the t-2 date. Based on the comparison result between the costs, it may be determined whether to maintain the current setting of the action or change the setting to the opposite setting.

The processor may calculate an exhaustion rate of an advertisement budget corresponding to the advertisement executed according to the adjusted parameter, and readjust the adjusted parameter based on at least one of the advertisement budget exhaustion rate and the maximum PPC cost. .

1 is a view for explaining a method for an advertisement platform to perform automatic bidding according to an embodiment;
2 is a diagram for explaining an account structure of an advertisement platform according to an embodiment;
3 is a flowchart illustrating a method of operating an advertisement platform according to an embodiment.
4 is a diagram for explaining a relationship between a customer's conversion rate (CVR) and PPC cost according to a parameter scale according to an embodiment;
5 is a diagram for explaining a relationship between a parameter, a level of a parameter, and a conversion rate according to an embodiment;
6 is a flowchart illustrating a method of changing a setting of an action according to an embodiment;
7 is a view for explaining an operation of an advertisement platform adjusting a parameter according to an embodiment;
FIG. 8 is a diagram for explaining a method for an advertisement platform to change an action setting on a daily basis, according to an embodiment;
9 is a diagram for explaining an operation of an advertisement platform according to a timeline according to an embodiment;
Fig. 10 is a block diagram of an advertising platform according to an embodiment;

Specific structural or functional descriptions of the embodiments are disclosed for purposes of illustration only, and may be changed and implemented in various forms. Accordingly, the actual implementation form is not limited to the specific embodiments disclosed, and the scope of the present specification includes changes, equivalents, or substitutes included in the technical spirit described in the embodiments.

Although terms such as first or second may be used to describe various elements, these terms should be interpreted only for the purpose of distinguishing one element from another. For example, a first component may be termed a second component, and similarly, a second component may also be termed a first component.

When a component is referred to as being “connected to” another component, it may be directly connected or connected to the other component, but it should be understood that another component may exist in between.

The singular expression includes the plural expression unless the context clearly dictates otherwise. In this specification, terms such as "comprise" or "have" are intended to designate that the described feature, number, step, operation, component, part, or combination thereof exists, and includes one or more other features or numbers, It should be understood that the possibility of the presence or addition of steps, operations, components, parts or combinations thereof is not precluded in advance.

Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art. Terms such as those defined in a commonly used dictionary should be interpreted as having a meaning consistent with the meaning in the context of the related art, and should not be interpreted in an ideal or excessively formal meaning unless explicitly defined in the present specification. does not

Hereinafter, embodiments will be described in detail with reference to the accompanying drawings. In the description with reference to the accompanying drawings, the same components are assigned the same reference numerals regardless of the reference numerals, and overlapping descriptions thereof will be omitted.

1 is a diagram for explaining a method for an advertisement platform to perform automatic bidding according to an embodiment. Referring to FIG. 1 , a situation in which an advertisement selected or recommended through automatic bidding among advertisements of an advertiser provided through an advertisement exposure area(s) 130 of an advertisement site according to an embodiment is exposed to a customer 105 This is shown.

The advertisement platform 110 may provide various advertisements to advertisement sites linked to various services, such as a search service, an instant messaging service, and a social network service, and the operation of the advertisement platform 110 may be performed by an advertisement server. Hereinafter, even if the subject of the operation is described as the advertisement platform 110 or there is no separate description, it may be understood that the operation of the advertisement platform 110 is performed by the advertisement server operating the advertisement platform 110 .

The advertisement platform 110 according to an embodiment provides, for example, registration campaigns, advertisement groups, payment information for advertisement materials, advertisement registration status, on/off performance analysis, etc. through various menus of a dashboard (dash board). can be done Here, the dashboard may correspond to an item within an institution that can be identified through a corresponding icon or the like when browsing or searching for content. Dashboards can monitor events, make decisions, inform others, show spatial information and data to see trends, and display multiple visualizations that work together on a single screen. With a comprehensive view of the data, users can understand important decision-making information at a glance.

The advertisement platform 110 may check the number and type corresponding to the unique information of the advertisement account, the name of the advertiser and the campaign, the advertisement group, and the status of the advertisement through the dashboard. Here, 'advertisement material' may be understood as a category of an advertisement field. Also, the advertisement platform 110 may check the balance of the remaining advertisement budget after the advertisement is published, the amount to be charged through the registered automatic payment, and the cost of exhaustion.

The advertisement platform 110 may expose the advertisement bid by the advertiser through, for example, the advertisement exposure area A 130 or C of the advertisement site. The advertisement site is displayed through the advertisement platform 110 or other various service platforms, and may include an advertisement exposure area A 130 or C in which advertisements are exposed as shown in FIG. 1 .

The advertisement exposure area A 130 may correspond to a partial area of a web page corresponding to an advertisement site or may correspond to an entire area of the web page. Also, the advertisement exposure area A 130 may correspond to at least a portion of a separate window window that is distinguished from the web page. Various types of advertisements, such as a search advertisement, a display advertisement, and a banner advertisement, may be exposed in the advertisement exposure area A 130 , but is not limited thereto.

The advertisement server may be connected to the advertiser server through, for example, an application programming interface (API). The advertisement server may receive, for example, an advertisement request, advertisement bidding, advertisement information, and/or an application for linkage between a sales site and an advertisement site (or a search site) from the advertiser server through the API.

The advertisement server may register various types of advertisement information in the advertisement platform 110 . The advertisement server may automatically register the link URL included in the advertisement information as the URL of the advertisement landing page.

For example, the advertisement server may expose an advertisement of an advertiser having a high bid at the top of the advertisement area, or may expose an advertisement of an advertiser having a low bid at the bottom of the advertisement area.

The advertiser may set whether to execute automatic bidding when an advertisement group is created in the advertisement platform 110 . After setting up automatic bidding, the advertiser can enter an ad daily budget and a maximum pay per click (PPC) cost.

Here, the 'advertising daily budget' may correspond to the maximum payable amount (budget) per day set by the advertiser for advertisement exposure of the advertisement group through auto bidding in the advertisement platform 110 . The advertising day budget may be set, for example, from a minimum of 10,000 won to a maximum of 1 billion won. The advertisement group will be described later with reference to FIG. 2 below.

In addition, the 'maximum PPC cost' may correspond to the maximum amount payable by the advertiser per click of the customer 105 for an advertisement exposed through an advertisement site. The maximum PPC cost may be set, for example, to an amount between a minimum of 200 won and a maximum of 5000 won. The maximum PPC cost may be set to, for example, less than or equal to 50% of the advertising day budget or KRW 1 million, whichever is smaller.

The advertisement platform 110 may perform automatic bidding by adjusting the basic bid for each advertisement group based on the maximum PPC cost of advertisers who bid for the corresponding advertisement exposure area A 130 . The advertisement platform (or the bidding engine of the advertisement platform) 110 repeatedly searches the bid for each advertiser, starting with the minimum bid at which advertisements can be exposed on the corresponding advertisement site, and exposes the bid advertisement in the advertisement exposure area A 130 . can In this case, the period for changing the basic bid may be determined according to the situation for each time point of the individual advertisement group. For example, when a changed bid is calculated as a result of learning, the advertising platform may change the basic bid by applying the changed bid.

For example, it is assumed that after advertisers X and Y bid for the advertisement exposure area A 130 , advertiser Z bids thereafter.

Assume that advertiser X's maximum PPC cost is 300 won, and advertiser Y's maximum PPC cost is 500 won. The advertisement platform 110 may bid by setting the advertiser Y's bid to 310 according to the advertiser Y's maximum PPC cost. At this time, suppose that advertiser Z, whose maximum PPC cost is 400 won, participates in the bidding together.

In this case, the advertisement platform 110 may set the advertiser Y's maximum PPC cost to 500 won and the advertiser Y's bid to 410 won, which is higher than the advertiser Z's maximum PPC cost (400 won).

The advertisement platform may expose the advertisement of the advertiser Y in the advertisement exposure area A 130 according to the final bid of the advertiser Y (KRW 410). In this case, only the advertisement of the advertiser Y is exposed in the advertisement exposure area A 130 , and when the parameters of customers to which the advertisement is to be exposed are fixed, the advertisement cost cannot be consumed and the advertisements of other advertisers cannot be exposed at all. cases may occur.

In addition, the advertisement platform 110 according to an embodiment may adjust the parameters by borrowing the concept of reinforcement learning, for example. Reinforcement learning is, for example, an algorithm in which an agent recognizes a current state in a predetermined environment and learns in a direction to maximize a reward through an action. In reinforcement learning, actions that increase the reward are performed more often, and actions that decrease the reward are performed less frequently. The advertisement platform 110 may adjust the parameters in a manner that updates information about a value function and each state for each state. In this case, the value function may correspond to expressing the value of each state in the form of a score using a predefined value function. The state may correspond to a parameter value for each date.

For example, suppose customer 105 is a customer with a high conversion rate. In this case, the advertisement platform 110 may recommend an advertisement to the customer 105 by filtering which advertisement among advertisements of a plurality of advertisers has a high conversion rate for the customer 105 .

In this case, advertisement contention to expose advertisement A having a parameter level of 1 among advertisements N in advertisement 1 to advertisement exposure area A 130 may intensify. As will be described in more detail with reference to FIG. 5 below, an advertisement having a parameter level of 1 may correspond to an advertisement having the highest parameter level. Parameter level 1 may correspond to the parameter with the best (lowest) Pay Per Action/Acquisition (PPA) cost. As described above, with respect to an advertisement or advertisement exposure area corresponding to a parameter with a good (low) PPA cost, competition among advertisers may intensify, and the PPC cost may increase.

The 'PPA cost' may correspond to a cost paid per conversion action of an advertisement. The 'advertising conversion action' refers to an action in which a customer's contact (click) with respect to the advertisement is converted into an advertisement goal such as product purchase, membership subscription, service subscription, and survey participation, but is not necessarily limited thereto. In the case of paying an advertisement cost according to the PPA cost, the advertiser may pay the advertisement fee to the advertisement platform 110 for each advertisement conversion action of a customer connected to the advertisement. A lower PPA cost can be advantageous for advertisers. The PPA cost can be obtained, for example, as in Equation 1 below.

Here, Charge Amount may indicate a billing amount paid by an advertiser, and Conversion may indicate a conversion rate (CVR) of a customer corresponding to the corresponding advertisement. A customer's 'conversion rate' (conversion rate (CVR)) may correspond to a percentage that indicates how many conversion actions the customer clicked on that ad. Conversion rate (CVR) can be calculated as conversion action/click.

The amount of purchases for advertisements is difficult to be a universal indicator because it is collected by advertisement industry and advertiser. Thus, in one embodiment, instead of directly using the PPA cost, the PPA cost may be improved through the relationship between the PPC cost and the conversion rate (CVR). For example, a lower PPC cost may improve the PPA cost, and a higher conversion rate (CVR) may improve the PPA cost. PPC cost may be reduced by external influences such as, for example, click-through rate (CTR) for creatives, ground competition conditions and ground traffic. Click-through rate (CTR) may correspond to a method of measuring the success of an online advertising campaign for a particular website and the effectiveness of an email campaign using the number of users who clicked on a particular link. In addition, the conversion rate (CVR) may be increased by, for example, the landing marketability of the advertisement material, the attractiveness of the product, and the like. The relationship between conversion rate (CVR) and PPC cost is described in more detail with reference to FIG. 4 below.

For example, if the advertiser's bid price (eg, maximum PPC cost) is low, it is difficult to expose the advertisement in the advertisement exposure area A 130 . As will be described in detail with reference to FIG. 5 below, the higher the parameter level, the higher the customer's conversion rate, and the higher the customer's purchasing power. In this case, the PPA cost increases, and it may be difficult to exhaust the advertisement depending on the current parameters of the customers who will be exposed to the advertisement of the advertiser.

Accordingly, in one embodiment, different initial parameter values are allocated according to the size of the daily advertising budget, or the initial parameters are reset when the daily advertising budget is changed, thereby maximizing advertising efficiency within the limit of the advertising daily budget and at the same time maximizing advertising costs. This can be done to the extent possible. The advertising platform 110 slightly lowers the customer's conversion rate by increasing the parameter of customers to be exposed to the advertisement provided through the advertisement exposure area A 130, for example, but the PPA cost for the advertiser's advertisement corresponding to the highest bid can be reduced, so it is possible to satisfy advertisers who want to obtain the maximum advertising effect at the minimum cost.

2 is a diagram for explaining an account structure of an advertisement platform according to an embodiment. Referring to FIG. 2 , the account of the advertising platform according to an embodiment is, for example, a Manager Account (MCC) 210 , an Ad Account(s) 230 , and a Campaign(s). ) 250 and advertisement (Ad) group(s) 270 .

The management account 210 may correspond to an account for integrated management of a plurality of advertisement accounts 230 in one place. For example, when the advertisement accounts 230 are referred to as 'child accounts', the management account 210 may correspond to a 'mother account'.

The advertisement account(s) 230 may correspond to an account for operating advertisements. A plurality of advertisement account(s) 230 may be created for each country or platform (eg, YouTube, display, search advertisement, shopping, etc.) for easy management. The advertisement account(s) 230 may include, for example, billing information.

The campaign(s) 250 may be an account created to categorize the various ad group(s) 270 . For example, when an advertiser operates a fashion brand, the campaign(s) 250 may be divided into outerwear, tops, bottoms, accessories, and the like. Campaign(s) 250 may include, for example, an advertising daily budget, location and language, and the like.

Ad group(s) 270 may correspond to a more granular classification than campaign(s) 250 . For example, if the campaign is an accessory, earrings, rings, necklaces, etc. belonging to the accessory may be created as an advertisement group. As such, the ad group(s) 270 may belong to the lowest group in the account.

The advertisement group(s) 270 may include, for example, a 'keyword' (or 'advertisement material') that an advertiser will bid on and an 'advertisement' which is a phrase to be advertised when the keyword is searched for. In addition, the ad group(s) 270 may include custom target and demographic settings, device and publication space settings, advertisement total budget and schedule settings, ad group name settings, and expected parameters, and the like.

3 is a flowchart illustrating a method of operating an advertisement platform according to an exemplary embodiment. Referring to FIG. 3 , a process in which the advertisement platform publishes advertisements according to the parameters adjusted through steps 310 to 360 according to an embodiment is illustrated.

In step 310 , the advertising platform obtains the advertiser's advertising daily budget and the advertiser's maximum Pay Per Click (PPC) cost. The advertisement platform may receive, for example, an advertisement day budget and/or maximum PPC cost from an advertiser through a user interface (see 1010 of FIG. 10 ).

In step 320, the advertising platform obtains an action set to increase or decrease the parameter of customers to be exposed to the advertiser's advertisement. The action acquired in step 320 may correspond to an action initial value set in the process of setting an initial value 710 to be described later with reference to FIG. 7 below. A method of setting an initial value of an action will be referred to with reference to FIG. 7 below.

In step 330 , the advertisement platform calculates the average PPC cost of the advertiser generated during a predetermined period by advertisement publication according to auto bidding based on the maximum PPC cost. The predetermined period may be, for example, on a daily basis, on an alternate day basis, on a weekly basis, on a weekly basis, or on a monthly basis, but is not necessarily limited thereto.

For example, if today's date is a date t, the advertising platform may calculate the advertiser's first average PPC cost incurred on a t-2 day of a predetermined period. In addition, the advertisement platform may calculate the advertiser's second average PPC cost incurred on the t-1 day following the t-2 date. Here, the date t-1 may correspond to the next day of the day t-2, and may correspond to the previous day of the date t.

In step 340, the advertising platform determines whether to keep the current setting of the action or change it to the opposite setting, based on the average PPC cost and the exhaustion rate of the advertising budget within a predetermined period. In step 340 , the advertisement platform may determine whether the total amount of advertisements according to the consumption rate of the advertisement budget within a predetermined period reaches the upper limit of consumption. The advertising platform may determine whether to keep the current setting of the action or change it to the opposite setting when the total amount of advertisement has not reached the upper limit of exhaustion. In step 340, the advertising platform maintains the current setting of the action or sets the opposite setting based on the comparison result between the PPA costs incurred according to the parameters determined based on the average PPC costs of different days within the predetermined period. You can decide whether to change to . The advertising platform may, for example, include a first PPA cost incurred according to a first parameter corresponding to a date t-2 of the predetermined period and a second parameter generated according to a second parameter corresponding to a date t-1 subsequent to the date t-2. Based on the comparison result between the two PPA costs, it may be determined whether to keep the current setting of the action or change it to the opposite setting. A method for the advertising platform to determine whether to change the current setting of an action will be described in more detail with reference to FIG. 6 below.

In step 350 , the advertising platform adjusts the parameters based on the action according to the determination result of step 340 . In this case, the adjustment ratio of the parameter may be, for example, ±5% or ±10% of the previously set parameter, but is not necessarily limited thereto. For example, if the current setting of the action is an increase in the parameter, and it is determined in step 340 to keep the current setting of the action, the advertising platform may increase the current parameter by +5% or +10%. Alternatively, if the current setting of the action is an increase in the parameter, and it is determined in step 340 to change the current setting of the action to the opposite setting, the advertising platform may decrease the current parameter by -5% or -10%.

In step 360 , the advertising platform publishes an advertisement of the advertiser according to the parameters adjusted in step 350 .

According to an embodiment, the advertisement platform may calculate the consumption rate of the advertisement budget corresponding to the advertisement executed in step 360 . The advertising platform may readjust the adjusted parameter in step 350 based on the rate of exhaustion of the advertising budget. The advertising platform may, for example, check whether the advertisement in question belongs to a target account that should fully exhaust the advertising day budget. In this case, the 'target account' may be an account belonging to a campaign of an advertisement group having a need to completely exhaust an advertisement day budget. If the advertisement belongs to the target account, the advertisement platform may readjust the adjusted parameter based on the consumption rate of the advertisement budget. If the corresponding advertisement belongs to the target account, the advertising platform may expand the parameter to exhaust the daily budget.

Here's how the advertising platform readjusts the adjusted parameters:

The advertising platform may check whether the advertising day budget is exhausted according to the exhaustion rate of the advertising budget and whether the PPC cost according to the adjusted parameter has reached the maximum PPC cost. If the advertising day budget is not exhausted, and the PPC cost according to the adjusted parameter has reached the maximum PPC cost, the advertising platform may readjust the adjusted parameter by a value multiplied by the reciprocal of the burnout rate by the adjusted parameter. The advertising platform may forcibly readjust the adjusted parameters, for example, when a parameter expansion limit exists and the maximum PPC cost of automatic bidding has reached the limit. A method for forcibly re-adjusting the adjusted parameters by the advertising platform will be described in detail with reference to FIG. 7 below.

4 is a diagram for explaining a relationship between a customer's conversion rate (CVR) and PPC cost according to a parameter scale according to an embodiment. Referring to FIG. 4 , the relationship between the customer's conversion rate (CVR) and the PPC cost according to the initial parameters in the case where there is no change in the advertising day budget is shown.

The advertising platform maximizes advertising efficiency by taking into account the trade-off between PPC cost and conversion rate (CVR) within a given advertising daily budget and adjusting parameters to minimize PPA cost while increasing burnout rate. The optimal parameter size can be determined.

As described above, in order to increase conversion efficiency (eg, PPA cost), the PPC cost must be reduced and the customer conversion rate (CVR) must be increased. However, the following trade-offs may exist between the PPC cost and the conversion rate (CVR) upon parameter change.

a. Reducing the parameter increases the PPC cost (worst) and increases the conversion rate (CVR) (better).

b. By increasing the parameter, the PPC cost becomes smaller (better) and the conversion rate (CVR) is lowered (worse).

Conversion rate (CVR) is a fixed factor to some extent, but PPC cost can fluctuate depending on competition conditions, creative operation, and daily advertising budget. Accordingly, the advertising platform may set the parameter adjustment direction differently according to the high and low PPC cost.

As shown in FIG. 4 , in a campaign with a high PPC cost, if the parameter is reduced and exposure target traffic is reduced, the PPC cost rises sharply, so the side effect of adjusting the parameter may be large. Therefore, in this case, it may be effective to decrease the PPC cost by increasing (expanding) the parameter for a campaign with a high PPC cost (or a section with a high PPC cost). Here, the 'section in which the PPC cost is high' may correspond to a case in which the daily advertising budget is small or the responsiveness to the advertising material is good. As shown in FIG. 4, in a high PPC cost section (eg, PPC cost: 600 won), the effect of reducing the PPC cost is greater as the (initial) parameter is expanded, while the parameter is expanded from the upper parameter to the lower parameter. This is because the downward trend of the conversion rate (CVR) is moderate.

Accordingly, the advertising platform can greatly reduce the PPC cost and reduce the conversion rate (CVR) relatively little by performing an action of increasing (expanding) the parameter in the section where the PPC cost is high.

On the other hand, a campaign with a low PPC cost does not increase the PPC cost sharply even if the target traffic decreases by reducing the parameter. Therefore, in this case, it may be effective to induce improvement of the conversion rate (CVR). Here, the 'interval in which the PPC cost is low' may correspond to a case in which an advertisement day budget is high or the responsiveness to an advertisement material is poor. As shown in FIG. 4 , in the low PPC cost section (eg, PPC cost: 200 won), as the parameter is decreased, the upward trend of the conversion rate (CVR) is steep, whereas even if the parameter is decreased, the PPC cost is relatively This is because the increase is modest.

Accordingly, the advertising platform may perform an action of reducing (reducing) the parameter in the section where the PPC cost is low, thereby slightly increasing the PPC cost and improving the conversion rate (CVR) by relatively increasing the conversion rate (CVR).

FIG. 5 is a diagram for explaining a relationship between a parameter, a level of a parameter, and a conversion rate according to an embodiment. Referring to FIG. 5 , parameters and conversion rates corresponding to levels of parameters are shown, according to an embodiment.

For example, let's say you have 100,000 customers with a conversion rate of 70% or higher for a creative or ad category A. In this case, the parameter level of 100,000 customers with a conversion rate of 70% or more may correspond to 1. Also, let's say you have 300,000 customers with a conversion rate of 60% or higher for a creative or ad category A. In this case, the 300,000 customers with a conversion rate of 60% or higher may include 100,000 customers with a conversion rate of 70% or higher and 200,000 customers with a conversion rate of 60% or higher to less than 70%. In this case, the parameter level of 300,000 customers with a conversion rate of 60% or more may correspond to 2. Similarly, let's say you have 500,000 customers with a conversion rate of 50% or higher for a creative or ad category A. In this case, the 500,000 customers with a conversion rate of 50% or higher include 100,000 customers with a conversion rate of 70% or higher, 200,000 customers with a conversion rate of 60% or higher and less than 70%, and 200,000 customers with a conversion rate of 50% or higher and less than 60%. .

As described above, as the value of the parameter level is smaller, the corresponding parameter may correspond to an upper parameter, and as the value of the parameter level is larger, the corresponding parameter may correspond to a lower parameter. For example, in FIG. 5 , 100,000 parameters corresponding to level 1 may correspond to upper parameters, and 1 million parameters corresponding to level 5 may correspond to lower parameters.

In an embodiment, increasing the parameter may mean that the number of customers exposed to the corresponding advertisement increases, and the conversion rate and level of customers exposed to the corresponding advertisement decrease. As the parameter increases, the number of customers exposed to the corresponding advertisement increases. Therefore, within the limit of the daily advertisement budget, the PPC cost becomes relatively low, and the amount of consumption of the advertisement daily budget may increase.

In addition, a decrease in the parameter may mean that the number of customers exposed to the corresponding advertisement decreases, and the conversion rate and level of the customers exposed to the corresponding advertisement increase. As the parameter decreases, the number of customers exposed to the corresponding advertisement decreases, so that within the limit of the daily advertisement budget, the PPC cost can be relatively high, and the consumption amount of the advertisement daily budget can be decreased. When the amount of consumption of the daily advertising budget decreases in the process of adjusting the parameters, the advertisement platform may forcibly increase the parameter to increase the consumption rate of the daily advertising budget.

6 is a flowchart illustrating a method of changing an action setting according to an exemplary embodiment. Referring to FIG. 6 , a process in which an advertisement platform changes an action setting through the processes of steps 610 to 650 is illustrated according to an embodiment.

In step 610 , the advertising platform may calculate the first PPA cost based on the customer's conversion rate (CVR) according to the first parameter and the average PPC cost according to the first parameter.

In step 620 , the advertising platform may calculate the second PPA cost based on the conversion rate of customers according to the second parameter and the average PPC cost according to the second parameter.

In step 630 , the advertising platform may compare the second PPA cost with the first PPA cost. If at step 630 the second PPA cost is less than or equal to the first PPA cost, at step 640 the advertising platform may decide to keep the current setting of the action. In this case, as described above with reference to FIG. 5 , the first conversion rate corresponding to the first parameter may have a higher value than the second conversion rate corresponding to the second parameter, and the first parameter may be smaller than the second parameter. .

Alternatively, if the second PPA cost is greater than the first PPA cost in step 630 , the advertising platform may determine to change the current setting of the action to the opposite setting in step 650 .

7 is a diagram for explaining an operation of an advertisement platform adjusting a parameter according to an embodiment. Referring to FIG. 7 , operations according to an initial value setting 710 , an action execution strategy 730 , and an action result 750 performed by the advertising platform for parameter adjustment are illustrated according to an embodiment.

The operation of the advertisement platform when the initial value is set 710 is as follows.

The advertisement platform may initialize the parameter by differentially applying the initial parameter size according to the size of the advertisement day budget, for example, at the beginning of execution of the advertisement and/or when the advertisement day budget is changed. The advertising platform may determine an initial parameter corresponding to the advertisement, eg, based on the advertising day budget. For example, the minimum value of the initial parameter may be 500,000, and the maximum value may be 5 million.

The advertisement platform may set the initial value of the action together with the initialization of the parameter at the time of setting the initial value 710 . The advertising platform may set the initial value of the action to increase or decrease the initial parameter according to a result of comparison between the initial PPC cost and the reference PPC cost.

For example, if the advertiser's initial PPC cost (for example, $400) incurred according to the initial parameter is greater than or equal to the base PPC cost (for example, $200), the advertising platform sets the initial value of the action to that of the parameter. It can be set to increment.

Alternatively, if the initial PPC cost is less than the reference PPC cost, the advertising platform may set the initial value of the action to decrease the parameter. Here, the 'standard PPC cost' may be variously set based on, for example, an advertisement field, an advertisement material, and a bidding competition rate, but is not necessarily limited thereto.

In one embodiment, when increasing or decreasing the parameter, the increase rate (or decrease rate) of the parameter may be, for example, ±5% or ±10% of the initial value.

Alternatively, the advertising platform may check whether the advertising day budget is changed. When the advertising day budget is changed, the advertising platform may change the initial parameter based on the change rate of the advertising day budget. In this case, the check of whether the daily advertisement budget is changed may be performed not only when the initial value is set 710 , but also in response to activation of a user interface into which an advertisement daily budget corresponding to the corresponding advertisement is input.

After the initial value setting 710 , the operation of the advertisement platform according to the action execution strategy 730 is as follows.

The advertising platform may determine, according to the action execution strategy 730 , an N% increase or decrease of the parameter for the purpose of reconsidering the PPA cost. The advertising platform may, for example, adjust the parameters from the time point 1 day after the first 2 million parameters are published.

For example, if the PPA cost is the same as or lower than the previous day, the advertising platform may perform (maintain) the previously set action as it is. Here, the 'action' may include an action for increasing a parameter and an action for decreasing a parameter.

On the other hand, if the PPA cost has risen compared to the previous day, the advertising platform may reverse the set action, ie, set the opposite of the current setting of the action. A method in which the advertising platform adjusts parameters by changing the action settings on a daily basis can be expressed in a simplified manner as shown in FIG. 8 below.

In addition, the advertising platform may increase the parameter for the purpose of exhaustion of the campaign not exhausted. The advertising platform may calculate an exhaustion rate of the advertising budget corresponding to the published advertisement according to the adjusted parameter, and readjust the adjusted parameter based on the exhaustion rate of the advertising budget. In this case, the advertising platform may check whether the advertisement belongs to a target account that should fully exhaust the advertising day budget. If the advertisement belongs to the target account, the advertisement platform may rebalance the adjusted parameter based on at least one of an exhaustion rate of the advertisement budget and a maximum PPC cost.

For example, if the advertiser does not input a set value of the maximum PPC cost, the advertising platform may readjust the adjusted parameter based on the rate of exhaustion of the advertising budget. If the advertising day budget is not exhausted, the advertising platform may readjust (increase) the parameter at a rate equal to the reciprocal of the exhaustion rate.

On the other hand, when the advertiser inputs the set value of the maximum PPC cost, the advertising platform checks whether the advertising day budget has been exhausted according to the rate of exhaustion of the advertising budget and whether the PPC cost according to the adjusted parameter has reached the maximum PPC cost. can do. If the advertising day budget is not exhausted and the PPC cost according to the adjusted parameter reaches the maximum PPC cost, the advertising platform may readjust (increase) the parameter at a rate equal to the reciprocal of the burnout rate.

For example, suppose that the adjusted parameter (state(t)) is 2 million, the daily advertising budget (Budget(t)) is 10 million won, and the spent cost (Spend(t)) of the advertising day budget is 8 million won. lets do it. In this case, the burnout rate (SpendRate(t)) may be 8 million won / 10 million won = 0.8, and the reciprocal (β) of the burnout rate may be 1/0.8 = 1.25. The advertising platform may readjust the adjusted parameter (2 million) to 2.5 million by the value (2 million * 1.25 = 2.5 million) multiplied by the adjusted parameter (2 million) by the reciprocal of the burnout rate (β = 1.25).

The action result 750 according to the above-described action execution strategy 730 is as follows.

For example, if the action is a parameter increase, the advertising budget burnout may increase, the advertiser's average PPC cost may decrease, and the customer's conversion rate (CVR) may decrease.

Conversely, if the action is a parameter reduction, the advertising budget burnout may decrease, the average PPC cost of the advertiser may increase, and the conversion rate of customers may increase.

FIG. 8 is a diagram for describing a method for an advertisement platform to change an action setting on a daily basis, according to an exemplary embodiment. Referring to FIG. 8 , a process in which the advertisement platform changes the action setting of the current date (eg, the t date) through steps 810 to 840 according to an embodiment is illustrated.

)을 포함할 수 있다. In step 810 , the advertising platform may receive, for example, an action result of one day before the current date (date t-1). At this time, the action result of the day before (t-1 date) is, for example, the PPA cost (

) may be included.

)을 현재 일자의 이틀 전(t-2 일자)의 액션에 따른 PPA 비용(

)로 나눈 결과가 1보다 작은지 여부를 판단할 수 있다. In step 820 , the advertising platform pays the PPA cost (

) is the PPA cost (

) to determine whether the result of dividing by 1 is less than 1.

를

로 나눈 결과가 1보다 작거나 같다고 판단되면, 단계(830)에서 광고 플랫폼은 하루 전(t-1 일자)의 액션과 동일한 액션을 현재 일자의 액션으로 설정할 수 있다. In step 820,

cast

When it is determined that the divided result is less than or equal to 1, in step 830, the advertisement platform may set the same action as the action of the day before (date t-1) as the action of the current date.

를

로 나눈 결과가 1보다 크다고 판단되면, 광고 플랫폼은 단계(840)에서 광고 플랫폼은 하루 전(t-1 일자)의 액션과 반대되는 액션을 현재 일자의 액션으로 설정할 수 있다. In contrast,

cast

If it is determined that the result of dividing by is greater than 1, in step 840, the advertisement platform may set the action opposite to the action of the day before (date t-1) as the action of the current date.

9 is a diagram for explaining an operation of an advertisement platform according to a timeline according to an embodiment. Referring to FIG. 9 , operations from the first day to the fourth day in which the advertisement platform publishes advertisements according to an exemplary embodiment are sequentially illustrated.

On the first day of advertisement publication, the advertisement platform may publish advertisements according to the initial parameter values ('initial parameters') set through parameter initialization in the above-described initial value setting 710 of FIG. 7 . In this case, the advertising platform may differentially apply the scale of the initial parameter according to the advertising day budget. The advertisement platform may reset the initial parameter value at any time when the daily budget is changed, and the action may also be initialized to perform the operation of the first day of advertisement publication.

On the second day of advertisement publication, the advertisement platform may determine an action for expanding or reducing the parameter based on the PPC cost interval of the first day of publication. The advertising platform may improve the conversion rate (CVR) by, for example, performing the action of reducing the parameter as described above with reference to FIG. 4 in a section where the PPC cost is lower than or equal to 400 won. Also, for example, in a section where the PPC cost is higher than 400 won, the advertisement platform may lower the PPC cost by performing the action of expanding the parameter as described above with reference to FIG. 4 . Here, 400 won may correspond to the average PPC cost for each category (advertisement material) of the advertiser.

On the third day of advertisement publication, the advertisement platform may evaluate the result of the action taken on the previous day (the second day of execution), and may determine an action based on the corresponding day (day t) according to the evaluation result. In this case, the evaluation criterion of the action result may be whether the PPA cost of the second day of advertisement publication (date t-1) is better (or less) than the PPA cost of the first day of advertisement publication (date t-2). If the action taken on the previous day (the second day of execution) resulted in a good result (eg, a result of reducing the PPA cost), the advertising platform may perform the same action as the previous day again. On the other hand, if an action taken on the previous day (day 2 of execution) had a bad outcome (for example, resulting in increased PPA costs), then perform an action that reverses the action from the previous day, i.e., the action set opposite to that of the previous day. can do.

On the fourth day of advertisement publication, the advertisement platform may determine the action direction based on the same judgment criteria as on the third day of advertisement publication. In this case, the variation limit of the parameter may be, for example, a value between 10,000 and 5 million. The advertising platform may exceptionally increase the parameter if the daily budget is greater than a certain criterion.

10 is a block diagram of an advertisement platform according to an embodiment. Referring to FIG. 10 , the advertisement platform 1000 according to an embodiment may include a user interface 1010 , a processor 1030 , and a memory 1050 . The user interface 1010 , the processor 1030 , and the memory 1050 may be coupled to each other via a communication bus 1005 .

The user interface 1010 obtains the advertiser's advertising day budget and the advertiser's maximum PPC cost.

The processor 1030 obtains an action set to increase or decrease a parameter of customers to be exposed to an advertisement of the advertiser. The processor 1030 calculates the average PPC cost of the advertiser generated for a predetermined period by advertisement publication according to the automatic bidding based on the maximum PPC cost. The processor 1030 determines whether to maintain the current setting of the action or change it to the opposite setting based on the average PPC cost and the exhaustion rate of the advertising budget within a predetermined period. The processor 1030 adjusts the parameters based on the action according to the determination result, and executes the advertiser's advertisement according to the adjusted parameters.

The processor 1030 determines whether to maintain the current setting of the action or change it to the opposite setting based on the comparison result between the PPA costs generated according to the parameters determined based on the average PPC costs of different days within a predetermined period. can be judged

The processor 1030 may calculate an exhaustion rate of an advertisement budget corresponding to the published advertisement according to the adjusted parameter. The processor 1030 may readjust the adjusted parameter based on the burnout rate of the advertising budget.

The memory 1050 may store the advertiser's daily advertising budget and the advertiser's maximum PPC cost obtained through the user interface 1010 .

The memory 1050 may store an average PPC cost of an advertiser calculated by the processor 1030 and/or a parameter adjusted by the processor 1030 .

In addition, the processor 1030 may perform at least one method described above with reference to FIGS. 1 to 9 or an algorithm corresponding to the at least one method. The processor 1030 may execute a program and control the advertisement platform 1000 . The program code executed by the processor 1030 may be stored in the memory 1050 .

Memory 1050 may include, for example, high-speed random access memory, such as DRAM, SRAM, DDR RAM, or other fast access solid state memory device. The memory 1050 may include a volatile memory and a non-volatile memory. The memory 1050 may optionally include at least one storage device remotely located from the processor 1030 .

The embodiments described above may be implemented by a hardware component, a software component, and/or a combination of a hardware component and a software component. For example, the apparatus, methods, and components described in the embodiments may include, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate (FPGA) array), a programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions, may be implemented using a general purpose computer or special purpose computer. The processing device may execute an operating system (OS) and a software application running on the operating system. A processing device may also access, store, manipulate, process, and generate data in response to execution of the software. For convenience of understanding, although one processing device is sometimes described as being used, one of ordinary skill in the art will recognize that the processing device includes a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that can include For example, the processing device may include a plurality of processors or one processor and one controller. Other processing configurations are also possible, such as parallel processors.

Software may comprise a computer program, code, instructions, or a combination of one or more thereof, which configures a processing device to operate as desired or is independently or collectively processed You can command the device. The software and/or data may be any kind of machine, component, physical device, virtual equipment, computer storage medium or apparatus, to be interpreted by or to provide instructions or data to the processing device. , or may be permanently or temporarily embody in a transmitted signal wave. The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored in a computer-readable recording medium.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded in a computer-readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination, and the program instructions recorded on the medium are specially designed and configured for the embodiment, or may be known and available to those skilled in the art of computer software. may be Examples of the computer-readable recording medium include magnetic media such as hard disks, floppy disks and magnetic tapes, optical media such as CD-ROMs and DVDs, and magnetic media such as floppy disks. - includes magneto-optical media, and hardware devices specially configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine language codes such as those generated by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like.

The hardware devices described above may be configured to operate as one or a plurality of software modules to perform the operations of the embodiments, and vice versa.

As described above, although the embodiments have been described with reference to the limited drawings, a person skilled in the art may apply various technical modifications and variations based thereon. For example, the described techniques are performed in an order different from the described method, and/or the described components of the system, structure, apparatus, circuit, etc. are combined or combined in a different form than the described method, or other components Or substituted or substituted by equivalents may achieve an appropriate result.

Therefore, other implementations, other embodiments, and equivalents to the claims are also within the scope of the following claims.

1000: advertising platform
1005: communication bus
1010: user interface
1030: Processor
1050: memory

Claims (19)

In the method of operation of the advertising platform,
obtaining an advertisement daily budget of an advertiser and a maximum Pay Per Click (PPC) cost of the advertiser;
acquiring an action set to increase or decrease a parameter of customers to be exposed to the advertisement of the advertiser;
calculating an average PPC cost of the advertiser generated for a predetermined period by advertisement publication according to bidding based on the maximum PPC cost;
determining whether to maintain the current setting of the action or change it to a reverse setting based on the average PPC cost and the exhaustion rate of the advertising budget within the predetermined period;
adjusting the parameter based on the action according to the determination result; and
Publishing the advertiser's advertisement according to the adjusted parameter
containing,
How the advertising platform works. According to claim 1,
The step of determining whether to keep the current setting of the action or change it to the opposite setting is
Based on the comparison result between Pay Per Action (PPA) costs generated according to parameters determined based on the average PPC costs of different days within the predetermined period, whether to keep the current setting of the action or change it to the opposite setting Steps to decide whether to
containing,
How the advertising platform works. 3. The method of claim 2,
The step of determining whether to keep the current setting of the action or change it to the opposite setting is
A comparison between a first PPA cost incurred according to a first parameter corresponding to a date t-2 of the predetermined period and a second PPA cost incurred according to a second parameter corresponding to a t-1 date subsequent to the t-2 date Determining whether to keep the current setting of the action or change it to the opposite setting based on the result
containing,
How the advertising platform works. 4. The method of claim 3,
The step of determining whether to keep the current setting of the action or change it to the opposite setting is
calculating the first PPA cost based on a first conversion rate of the customers according to the first parameter and an average PPC cost according to the first parameter;
calculating the second PPA cost based on a second conversion rate of the customers according to the second parameter and an average PPC cost according to the second parameter;
if the second PPA cost is less than or equal to the first PPA cost, determining to keep the current setting of the action; and
if the second PPA cost is greater than the first PPA cost, determining to change the current setting of the action to the opposite setting;
containing,
How the advertising platform works. According to claim 1,
The step of determining whether to keep the current setting of the action or change it to the opposite setting is
Determining whether the total amount of advertising according to the exhaustion rate of the advertising budget within the predetermined period reaches an upper limit of exhaustion
further comprising,
How the advertising platform works. According to claim 1,
calculating an exhaustion rate of an advertisement budget corresponding to the published advertisement according to the adjusted parameter; and
re-adjusting the adjusted parameter based on at least one of an exhaustion rate of the advertising budget and the maximum PPC cost;
further comprising,
How the advertising platform works. 7. The method of claim 6,
The step of re-adjusting the adjusted parameter is
checking whether the advertisement belongs to a target account that should fully exhaust the advertising day budget; and
if the advertisement belongs to the target account, re-adjusting the adjusted parameter based on the rate of exhaustion of the advertising budget;
containing,
How the advertising platform works. 7. The method of claim 6,
The step of re-adjusting the adjusted parameter is
When the advertising day budget is exhausted and the PPC cost according to the adjusted parameter reaches the maximum PPC cost, re-adjusting the adjusted parameter by a value obtained by multiplying the reciprocal of the burnout rate by the adjusted parameter;
containing,
How the advertising platform works. According to claim 1,
The step of calculating the average PPC cost of the advertiser is
calculating a first average PPC cost of the advertiser generated on a t-2 day during the predetermined period; and
Calculating the second average PPC cost of the advertiser generated on a t-1 date subsequent to the t-2 date
containing,
How the advertising platform works. According to claim 1,
determining, based on the advertising day budget, an initial parameter corresponding to the advertisement;
further comprising,
How the advertising platform works. 11. The method of claim 10,
setting an initial value of the action to increase or decrease the initial parameter according to a comparison result between the advertiser's initial PPC cost and the reference PPC cost generated according to the initial parameter;
containing,
How the advertising platform works. 12. The method of claim 11,
The step of setting the initial value of the action is
when the initial PPC cost is greater than or equal to the reference PPC cost, setting an initial value of the action to increase the parameter; and
If the initial PPC cost is less than the reference cost, setting the initial value of the action to decrease the parameter;
containing,
How the advertising platform works. 12. The method of claim 11,
The step of performing an action set to increase or decrease the initial parameter is
setting at least one of an adjustment direction and an adjustment scale of the initial parameter based on a cost interval to which the initial PPC cost belongs
containing,
How the advertising platform works. 11. The method of claim 10,
If the daily advertising budget is changed, changing the initial parameter based on the change rate of the advertising daily budget;
further comprising,
How the advertising platform works. A computer program stored in a computer-readable recording medium in combination with hardware to execute the method of any one of claims 1 to 14. In the advertising platform,
a user interface for obtaining an advertisement daily budget of an advertiser and a maximum PPC cost of the advertiser; and
Acquire an action set to increase or decrease a parameter of customers to be exposed to the advertiser's advertisement, and calculate the average PPC cost of the advertiser generated during a predetermined period by advertisement execution according to a bidding based on the maximum PPC cost, Based on the rate of exhaustion of the advertising budget within the predetermined period and the average PPC cost, it is determined whether to keep the current setting of the action or change to the opposite setting, and the parameter is determined based on the action according to the determination result. A processor that adjusts and publishes the advertisement of the advertiser according to the adjusted parameter
containing,
advertising platform. 17. The method of claim 16,
the processor is
Determining whether to maintain the current setting of the action or change it to the opposite setting based on the comparison result between the PPA costs generated according to the parameters determined based on the average PPC costs of different days within the predetermined period ,
advertising platform. 18. The method of claim 17,
the processor is
A comparison between a first PPA cost incurred according to a first parameter corresponding to a date t-2 of the predetermined period and a second PPA cost incurred according to a second parameter corresponding to a t-1 date subsequent to the t-2 date Based on the result, determining whether to keep the current setting of the action or change it to the opposite setting,
advertising platform. 17. The method of claim 16,
the processor is
calculating an exhaustion rate of an advertisement budget corresponding to the advertisement executed according to the adjusted parameter, and re-adjusting the adjusted parameter based on at least one of the exhaustion rate of the advertisement budget and the maximum PPC cost;
advertising platform.

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