JP2019114203A - Advertisement management method, program, and advertisement management device - Google Patents

Abstract

PROBLEM TO BE SOLVED: To increase variations of advertising contents displayed on a website of an online mall. SOLUTION: An advertisement receiving unit 21 receives a bid amount of an advertisement content and an advertisement fee of a search-linked advertisement to be displayed on a website of an online mall from each of a plurality of store openings. The search-linked advertisement selection unit 22 selects the advertisement content of the search-linked advertisement to be displayed in the search-linked advertisement space based on the bid amount of the advertisement fee. The non-search-linked advertisement selection unit 23 selects the advertisement content to be displayed in the non-search-linked advertisement space from the advertisement contents received by the advertisement reception unit 21. In the non-search-linked advertisement selection unit 23, the contribution of the advertisement fee that contributes to the selection of the advertisement content to be displayed in the non-search-linked advertisement space is the advertisement to be displayed in the search-linked advertisement space in the search-linked advertisement selection unit 22. Select advertising content so that it is less than the contribution of advertising fees to content selection. [Selection diagram] Fig. 2

Description

  The present invention relates to an advertisement management method, program, and advertisement management device, and more particularly to a technology for managing advertisements displayed on an online mall website.

  In recent years, with the rapid development of the Internet, users often use a search site when searching for information they want to know. In such a search site, a character string input by the user as a search keyword is used as input information, and a search-linked advertisement, a search matching advertisement, a search related advertisement, etc. for searching and displaying advertisement content highly relevant to the input information An advertising method called “p” is known (for example, Patent Document 1).

Unexamined-Japanese-Patent No. 2007-272872

  Since search-linked advertisements are displayed based on keywords entered by the user, there is a high probability that advertisement content directly related to the user's interest can be displayed. For this reason, search linked advertising is an advertising method that can expect a high conversion rate compared to non-search linked advertising such as display advertising. Since the number of search-linked ad slots on search sites and websites of online malls is limited, the advertisement content displayed on the search-linked ad slots is in an auction format according to the bidding amount of the advertisement fee set by the advertiser. It may be selected.

  As a result, advertising on search sites and websites of online malls tends to be high in the proportion of advertising content of advertisers who can generate high advertising costs. If the advertising display is monopolized by the advertising content of a small number of advertisers, the opportunity to meet various shopkeepers is lost from the perspective of the consumer who uses the online mall. From the point of view of an advertiser who is a shopper of an online mall, it is not possible to display an advertisement on the website of the online mall, which means that the opportunity for trading is lost.

  Therefore, it is desirable to increase variations in advertising content displayed on the website of the online mall in order to improve the interests of consumers using the online mall and shoppers of the online mall.

  The present invention has been made in view of these points, and it is an object of the present invention to provide a technique for increasing variations in advertising content to be displayed on an online mall website.

  A first aspect of the present invention is an advertisement management method for displaying advertisement content of a shopper of an online mall on an online mall website. In this method, the processor receives an advertisement content of a search-linked advertisement to be displayed on the website and a bid price of an advertisement fee from each of a plurality of the shopkeepers; A search linked advertisement selecting step of selecting advertisement content of a search linked advertisement to be displayed on the website based on at least a bid amount of advertisement fee; and from the advertisement content accepted in the advertisement accepting step, the web The non-search linked advertisement selecting step for selecting the advertisement content of the non-search linked advertisement to be displayed on the site, and the advertisement content selected in the search linked advertisement selecting step are displayed on the search linked advertisement frame on the website Together with the non-search linked ad selection An advertisement display step of displaying the selected advertising content to the non-paid search advertising inventory in the website in step, to run. Here, in the non-search linked advertisement selecting step, the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non-search linked advertisement space is the search linked type in the search linked advertisement selecting step. It is lower than the contribution of the advertising fee that contributes to the selection of the advertising content to be displayed in the advertising space.

  In the advertisement management method, when the advertisement content displayed in the search-linked advertisement space is selected by the browser of the website, the advertisement acceptance is made for the amount billed to the shopkeeper who is the advertiser of the advertisement content. In addition to adding the bid amount accepted in the step, when the browser content of the website is selected as the advertisement content displayed in the non-search linked advertising space, the store owner who is the advertiser of the advertisement content is charged It may further include a billed amount calculation step of adding a fixed amount equal to or less than a minimum bid amount serving as a condition for acceptance in the advertisement acceptance step to the billed amount.

  The advertisement receiving step may further receive a genre to which an advertisement target of the advertising content belongs from the shopkeeper, and in the billing amount calculating step, the advertising content displayed in the non-search linked advertising space may be the website The fixed amount to be added to the billed amount charged to the shopkeeper may be changed according to the genre, when the viewer of the is selected.

  In the non-search linked advertisement selection step, the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non-search linked advertisement space is the same regardless of the fixed amount which differs according to the genre. May be

  In the non-search linked advertisement selecting step, the advertisement fee may not be considered in selecting advertisement content to be displayed in the non-search linked advertisement frame.

  In the advertisement management method, the conversion rate of the advertisement content displayed in the search-linked ad space and the conversion rate of the advertisement content displayed in the non-search-linked ad space are the advertisers of the advertisement content. It may further include a report output step of outputting for each shopkeeper.

  The advertisement accepting step may further accept selection of the shopkeeper indicating whether or not the advertisement content is to be displayed in the non-search linked type ad frame, and in the advertisement display step, the non-search linked type ad frame The advertisement content may be displayed on the non-search linked advertising space, on condition that the shopkeeper selects the advertisement content to be displayed on the screen.

  A second aspect of the present invention is a program that causes a computer to implement a function of causing a website of an online mall to display advertisement content of a storekeeper of the online mall. This program receives an advertisement receiving function of a search-linked advertisement to be displayed on the website from each of a plurality of the shopkeepers and an advertisement receiving function of receiving an advertisement fee, and the advertisement receiving function receives this program from the computer. From the search linked advertisement selection function of selecting the advertisement content of the search linked advertisement to be displayed on the website based on at least the bid amount of the advertisement fee, and the advertisement content accepted by the advertisement reception function, the website A non-search linked advertisement selecting function for selecting advertisement content of non-search linked advertisements to be displayed on the screen, and displaying advertisement content selected by the search linked advertisement selecting function on a search linked advertisement frame on the website; The website is the advertisement content selected by the non-search linked advertisement selection function Definitive non-paid search and advertising display function to be displayed in the advertisement frame, to realize. Here, in the non-search linked advertisement selection function, the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non-search linked advertisement space is the search linked type in the search linked advertisement selection function. The advertisement content is selected so as to be lower than the contribution of the advertisement fee in the selection of the advertisement content to be displayed in the advertisement space.

  A third aspect of the present invention is an advertisement management device for displaying advertisement content of a storekeeper of the online mall on the website of the online mall. The apparatus receives an advertisement content of a search-linked advertisement to be displayed on the website and a bid amount of an advertisement fee from each of a plurality of the shopkeepers, and a bid for the advertisement fee received by the advertisement accepting unit. A search linked advertisement selecting unit for selecting advertisement content of a search linked advertisement to be displayed on the website based on at least an amount, and non-displayed on the website from among the advertisement content accepted by the advertisement accepting unit A non-search linked advertisement selecting unit for selecting advertisement content of a search linked advertisement, and advertisement content selected by the search linked advertisement selecting unit are displayed on a search linked advertisement frame on the website, and the non-search linked advertisement is selected. Displaying advertisement content selected by the advertisement type selection unit in the non-search linked advertisement space on the website And a display unit. Here, the non-search linked advertisement selection unit may be configured such that the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non-search linked advertisement space is the search linked type in the search linked advertisement selection unit. The advertisement content is selected so as to be lower than the contribution of the advertisement fee in the selection of the advertisement content to be displayed in the advertisement space.

  According to the present invention, it is possible to provide a technology for increasing the variation of advertising content to be displayed on the website of an online mall.

BRIEF DESCRIPTION OF THE DRAWINGS It is a figure for demonstrating the outline | summary of the advertisement delivery system which concerns on embodiment. It is a figure which shows typically the function structure of the advertisement management apparatus which concerns on embodiment. It is a figure which shows typically an example of the bid amount reception screen which the advertisement reception part which concerns on embodiment displays on the display part of a shopkeeper terminal. It is a figure which shows typically the data structure of the charge amount database which stores the charge amount of a non-search interlocking | linkage type | mold advertisement. It is a figure which shows typically an example of the performance report which the report output part which concerns on embodiment produces | generates. It is a flowchart for demonstrating the flow of the advertisement management process which the advertisement management apparatus which concerns on embodiment performs.

<Overview of Embodiment>
FIG. 1 is a diagram for explaining an outline of an advertisement distribution system S according to an embodiment. The advertisement distribution system S according to the embodiment is a system for managing advertisements displayed on the website of the online mall. Therefore, the advertisement distribution system S connects the advertisement management device 1 and the online mall server 2 in a communicable manner via the network N.

  Here, the advertisement management device 1 according to the embodiment is a server that selects an advertisement to be displayed on the website of the online mall, and is a server also called an ad server.

  The online mall website is managed by the online mall server 2. When the consumer U accesses the website managed by the online mall server 2 using the consumer terminal Tu, the display unit D of the consumer terminal Tu displays the advertisement selected by the advertisement management device 1. In the advertisement distribution system S according to the embodiment, the advertisement displayed on the website managed by the online mall server 2 is an advertisement called PPC (Pay Per Click) advertisement. In response to the number of times the consumer U clicks on the advertisement displayed on the display unit D of the consumer terminal Tu, an advertisement fee is charged to the shopkeeper M.

  Hereinafter, the outline of the embodiment will be described in the order of (1) to (10) with reference to FIG. 1, but the description corresponds to the numbers (1) to (10) in FIG.

  (1) The shopkeeper M who is selling products on the website of the online mall server 2 requests the advertisement management apparatus 1 for a search-linked advertisement regarding his / her product via the shopper terminal Tm. Here, “search linked advertisement” is used for search when the consumer U who accesses the website of the online mall provided by the online mall server 2 uses the keyword search function provided by the website. Indicates an advertisement displayed on a website in conjunction with a keyword.

  The advertisement management device 1 according to the embodiment adopts a bidding system to select advertisements. Therefore, when the shopkeeper M requests the advertisement management apparatus 1 for a search-linked advertisement, the shopkeeper M inputs the advertisement content, the bid amount of the advertisement fee, and the advertisement publication period to the advertisement management apparatus 1. Here, the shopkeeper M can not input an amount smaller than the minimum bid amount determined by the advertisement management device 1 as a bid amount.

  (2) The consumer U accesses the online mall server 2 using the consumer terminal Tu in order to display the website of the online mall provided by the online mall server 2 on the display section D of the consumer terminal Tu. .

  (3) The online mall server 2 transmits the information of the website requested from the consumer terminal Tu to the advertisement management device 1. When the consumer U uses the search function of the website of the online mall, the online mall server 2 also transmits the keyword to the advertisement management device 1.

  (4) The advertisement management device 1 selects the non-search linked advertisement to be displayed on the display unit D of the consumer terminal Tu based on the information of the website acquired from the online mall server 2. When the advertisement management device 1 acquires a keyword from the online mall server 2, the advertisement management device 1 also selects a search-linked advertisement based on the keyword.

  Here, "non-search linked advertisement" means an advertisement not classified as a search linked advertisement among the advertisements displayed on the website. Non-search linked advertisements are also referred to as “display advertisements” and include so-called “banner advertisements” and advertisements associated with websites requested by the consumer U (sometimes referred to as “promotional advertisements” etc.).

  The advertisement management device 1 selects advertisement content to be displayed as a “non-search linked type” advertisement on the display unit D of the consumer terminal Tu from among the advertisement contents submitted by the store owner M for the “search linked type” advertisement. select. In other words, even if the shopkeeper M does not request the advertisement management device 1 for the non-search linked advertisement, it can obtain an opportunity for the non-search linked advertisement only by requesting the search linked advertisement.

(5) The advertisement management device 1 transmits the selected advertisement content to the online mall server 2.
(6) The online mall server 2 displays the advertisement content acquired from the advertisement management device 1 on the display unit D of the consumer terminal Tu.

(7) When the consumer U clicks on the advertisement content or purchases a product targeted for advertisement of the advertisement content, the information is transmitted to the online mall server 2 as the browsing related information.
(8) The online mall server 2 transmits the browsing related information acquired by the online mall server 2 to the advertisement management device 1.

(9) The advertisement management device 1 calculates the charge amount of the advertisement fee charged to the storekeeper M based on the browsing related information acquired from the online mall server 2.
(10) The advertisement management device 1 bills the shopper M for an advertisement fee every predetermined unit period (for example, every month).

  As described above, in the advertisement distribution system S according to the embodiment, the advertisement displayed on the website managed by the online mall server 2 is a PPC advertisement. When the consumer U clicks on the advertisement content of the “search linked type” advertisement, the advertisement management device 1 charges the shopkeeper M an amount obtained by multiplying the bid amount by the number of clicks. On the other hand, when the consumer U clicks on the advertisement content of the “non-search linked type” advertisement, the advertisement management device 1 multiplies the fixed amount (for example, the minimum bid amount) lower than the bid amount by the click count. Charge the storekeeper M.

  Furthermore, the advertisement management device 1 basically selects advertisement content with a high bid price by priority when selecting the “search linked type” advertisement. That is, the advertisement management device 1 selects advertisement content with a high bid price unless there is a particular reason that the evaluation of the consumer U to the storekeeper M is extremely low. This enables the storekeeper M to increase the opportunity for his / her advertisement content to be selected by increasing the bid amount.

  On the other hand, the advertisement management device 1 basically does not consider the bid amount when selecting the “non-search linked” advertisement. Instead, the evaluation of the consumer U for the store owner M, the relation between the content described in the website requested by the consumer U and the product to be advertised, the past of the consumer U who has requested the website Advertisement content is selected in consideration of purchase history, browsing history, etc.

  As a result, even if it is difficult for the shopkeeper M to set a large bid amount in a search-linked advertisement, the shopkeeper M can obtain an opportunity to select advertisement content in a non-search-linked advertisement. The consumer U can get an opportunity to touch an advertisement that may be close to his or her taste, not the bid amount. Furthermore, the online mall server 2 can display not only specific advertisements for which the bid amount is high but also various advertising content on the website of the online mall, and can increase variations of the advertising content.

<Functional Configuration of Advertisement Management Device 1 According to Embodiment>
FIG. 2 is a diagram schematically showing a functional configuration of the advertisement management device 1 according to the embodiment. The advertisement management device 1 is a device for displaying the advertisement content of the shopper M of the online mall on the website of the online mall, and includes a storage unit 10 and a control unit 20.

  The storage unit 10 includes a ROM (Read Only Memory) for storing a Basic Input Output System (BIOS) of a computer for realizing the advertisement management device 1, a RAM (Random Access Memory) serving as a work area of the advertisement management device 1, an OS ( It is a mass storage device such as an HDD (Hard Disk Drive) or an SSD (Solid State Drive) that stores an Operating System, an application program, and various information referred to when the application program is executed.

  The control unit 20 is a processor such as a central processing unit (CPU) or a graphics processing unit (GPU) of the advertisement management apparatus 1, and executes the program stored in the storage unit 10 to receive the advertisement reception unit 21, search interlocking type It functions as the advertisement selection unit 22, the non-search linked advertisement selection unit 23, the advertisement display unit 24, the billing amount calculation unit 25, and the report output unit 26.

  In addition, FIG. 2 has shown the example in case the advertisement management apparatus 1 is comprised by the single apparatus. However, the advertisement management device 1 may be realized by, for example, a computing resource such as a plurality of processors and memories as in a cloud computing system. In this case, each unit constituting the control unit 20 is realized by executing a program by at least one of a plurality of different processors.

  The advertisement receiving unit 21 receives, from each of the plurality of storekeepers M, the advertisement content of the search-linked advertisement to be displayed on the website and the bid amount of the advertisement fee. In addition, the advertisement reception unit 21 also receives a request for an advertisement to be displayed on the consumer terminal Tu from the online mall server.

  FIG. 3: is a figure which shows typically an example of the bid amount reception screen which the advertisement reception part 21 which concerns on embodiment displays on the display part of shopkeeper terminal Tm. In the example shown in FIG. 3, the minimum bid amount is set as 50 yen. The shopkeeper M sets 102 yen as a bid amount for the advertisement fee.

  The search-linked advertisement selection unit 22 selects the advertisement content of the search-linked advertisement to be displayed on the website, based at least on the bid amount of the advertisement fee received by the advertisement reception unit 21. The selection technology for search-linked advertisements based on the bid amount is known, and therefore details thereof will be omitted. However, as an example, the search-linked advertisement selection unit 22 advertises in descending order of bid amount by the number of advertisement spaces Select content As a result, by setting a large bid amount, the shopkeeper M who has sufficient funds can increase the probability that his / her advertisement content is selected as a search-linked advertisement.

  The non-search linked advertisement selecting unit 23 selects the advertisement content of the non-search linked advertisement to be displayed on the website from the advertisement content received by the advertisement receiving unit 21. As described above, the advertisement receiving unit 21 receives, from the shopkeeper M, submission of advertisement content for a search-linked advertisement. The non-search linked advertisement selection unit 23 selects advertisement content for non-search linked advertisements from advertisement content submitted for search linked advertisements. As a result, the shopkeeper M can obtain an opportunity to display on the non-search linked advertisement only by submitting the advertisement content for the search linked advertisement to the advertisement management device 1 as in the conventional case.

  The advertisement display unit 24 displays the advertisement content selected by the search-linked advertisement selection unit 22 in the search-linked advertisement space on the website of the online mall. In addition, the advertisement display unit 24 displays the advertisement content selected by the non-search linked advertisement selecting unit 23 in the non-search linked advertisement frame on the website of the online mall.

  Here, the contribution rate of the advertisement fee when the non-search linked advertisement selecting unit 23 selects the advertisement content to be displayed in the non-search linked advertisement frame is displayed by the search linked advertisement selecting unit 22 in the search linked advertisement frame It is lower than the contribution of advertising fee when selecting advertising content to be Instead, when the non-search linked advertisement selection unit 23 selects the advertisement content, the evaluation of the consumer U for the storekeeper M, the content described in the website requested by the consumer U, and the product targeted for advertisement are used. And the contribution of the consumer U who has requested the website, such as the past purchase history and browsing history.

  Specifically, the search-linked advertisement selection unit 22 preferentially selects advertisement content for which the bid amount of the advertisement fee inputted by the store owner M is high as the advertisement content to be displayed in the search-linked advertisement space. On the other hand, when selecting advertisement content to be displayed in the non-search linked advertisement space, the non-search linked advertisement selection unit 23 does not emphasize the magnitude of the bid amount of the advertisement fee inputted by the store owner M.

  Thereby, in the selection of non-search linked advertisement content, other factors than the contribution of the bid amount (for example, relevance to the description content of the website requested by the consumer U to the online mall server 2, The degree of contribution of the consumer U's evaluation to the person M is increased.

  The shopper M of the website of the online mall operated by the online mall server 2 according to the embodiment has a wide variation from a large company to a sole proprietor. In general, large companies are more financially capable than individual business owners, and advertising costs can be set higher. For this reason, if the degree of contribution of the bid amount when the advertisement management device 1 selects advertisement content is increased, only the advertisement of the shopkeeper M who has financial ability is selected.

  The advertisement content of the storekeeper M, who has financial ability and can set a high bid amount, has a high probability of being selected as a search-linked advertisement said to have a higher conversion rate than a non-search-linked advertisement. On the other hand, even if the branch manager M has a small amount of funds and the bid amount must be reduced, the advertisement content of the branch manager M may be selected as a non-search linked advertisement. Thereby, the advertisement management device 1 can increase the variation of the advertisement content to be displayed on the website of the online mall.

  The non-search linked advertisement selecting unit 23 may select the advertisement content to be displayed on the non-search linked advertisement frame without considering the bid amount of the advertisement fee. As a result, the selection of the advertisement content to be displayed in the non-search linked advertisement space is performed based on the flat selection criteria regardless of the bid amount. The advertisement management device 1 may further increase the variation of the advertisement content to be displayed on the website of the online mall, since the advertisement content to be displayed in the non-search linked advertisement space does not depend on the presence or absence of the store M's financial ability. it can.

  When the advertisement content displayed in the search-linked ad frame is selected by the consumer U who is a browser of the website, the billing amount calculation unit 25 bills the shopkeeper M who is the advertiser of the advertisement content. The bid amount received by the advertisement receiving unit 21 is added to the amount. That is, when the advertisement content displayed in the search interlocking type advertising space is browsed, the shopkeeper M is charged an amount according to the bid amount.

  On the other hand, when the consumer U selects the advertisement content displayed in the non-search interlocking-type ad frame, the billed amount calculation unit 25 adds a fixed amount equal to or less than the minimum bid amount to the billed amount for the storekeeper M . That is, when the advertisement content displayed in the non-search linked advertisement space is browsed, the shopkeeper M is charged an amount equal to or less than the bid amount.

  In addition, as shown in FIG. 3, in the bid amount receiving screen, the advertisement receiving unit 21 displays an advertisement frame of a display advertisement, which is a non-search linked advertisement, of advertisement content submitted by the storekeeper M for search linked advertisement. Can be accepted from the shopkeeper M as well. Specifically, the advertisement managing apparatus 1 prevents the shopkeeper M from displaying the advertisement content submitted for the search interlocking type advertisement on the non-search interlocking type advertisement by unchecking the check box shown in FIG. 3. Can be instructed.

  The advertisement display unit 24 causes the non-search linked advertisement frame to display the advertisement content on condition that the shopper M selects to display the advertisement content in the non-search linked advertisement frame. In this way, the advertisement management device 1 can suppress the display of the advertisement content submitted for the shopkeeper M to display in the search-linked advertisement on the non-search-linked advertisement against the shopper M's intention. As described above, since the shopkeeper M can select the presence or absence of advertisement of non-search linked advertisement by his own intention, the advertisement content submitted for search linked advertisement is displayed in the non-search linked advertisement Even if it originates in and advertising expenses generate | occur | produce, it can suppress that the persuasive person M's feeling of consent is impaired.

  As shown in FIG. 3, a minimum bid amount is set for the bid amount received by the advertisement reception unit 21 from the storekeeper M. Here, the minimum bid amount of the search-linked advertisement may differ depending on the category to which the advertisement target of the advertisement content belongs. This is done for the purpose of reflecting the market price of advertisement in each genre.

  Similarly, the billing amount calculation unit 25 may change the fixed amount used in the billing relating to the non-search linked advertisement according to the genre to which the advertising target of the advertising content belongs. Therefore, although not illustrated in FIG. 3, the advertisement receiving unit 21 further receives from the shopkeeper M a genre to which the advertisement target of the advertisement content belongs.

  FIG. 4 is a diagram schematically showing a data structure of a billing amount database storing billing amounts of non-search linked advertisements. The charge amount database is stored in the storage unit 10 and is managed by the charge amount calculation unit 25.

  As shown in FIG. 4, the charge amount database stores the charge amount per click in association with each category to which the advertisement target of the advertisement content belongs. For example, if the category to which the advertisement content of the advertising content belongs is a home appliance, the charge amount per click is aa yen, and if the category is cosmetics, it is bb yen. The same applies to the following.

  The billed amount calculation unit 25 refers to the charge amount database read out from the storage unit 10 to select the advertisement content displayed in the non-search linked type ad frame when the consumer U who is a browser of the website selects the advertisement content. The fixed amount to be added to the billed amount charged to the storekeeper M is changed according to the genre. Thereby, the advertisement management device 1 can suppress the debit amount of the advertisement fee charged to the storekeeper M due to the non-search linked advertisement from deviating from the market price of the advertisement fee in each genre.

  It should be noted that the non-search linked advertisement selection unit 23 may set the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non search linked advertisement frame to be the same regardless of the fixed amount which differs according to the genre. Good. For example, the non-search linked advertisement selecting unit 23 does not have to consider fixed amounts different according to the genre when selecting the advertisement content to be displayed in the non-search linked advertisement frame. As a result, the advertisement management device 1 can suppress that the advertisement content displayed in the non-search linked advertisement space is biased to a specific genre having a large fixed amount. As a result, the advertisement management device 1 can increase the variation of advertisement content to be displayed on the website of the online mall.

  FIG. 5 is a diagram schematically illustrating an example of a performance report generated by the report output unit 26 according to the embodiment. The report output unit 26 is an advertiser of the advertisement content at least the conversion rate of the advertisement content displayed in the search-linked ad space and the conversion rate of the advertisement content displayed in the non-search-linked ad space It is generated for each shopkeeper M.

  The report output unit 26 outputs the generated performance report to a display unit (not shown) of the advertisement management device 1. Thereby, the manager of the advertisement management device 1 can view the performance report generated by the report output unit 26.

  The advertisement management device 1 uniquely assigns an ID (IDentifier; identifier) to each of a plurality of shopkeepers M. The performance report shown in FIG. 5 is a performance report on the shopkeeper M whose ID is XXXXXXX. The performance report shown in FIG. 5 is a report of one month from November 21, 2017 to December 21, 2017. The performance report includes, in addition to the conversion rate of the advertisement of the shopkeeper M in one month, a graph showing the number of clicks and their transition.

  The administrator of the advertisement management device 1 can compare at first glance the effect of the search-linked advertisement and the effect of the non-search-linked advertisement by checking the performance report output by the report output unit 26.

  The report output unit 26 can also output a performance report in which only the total is posted without dividing the conversion rate and the number of clicks of search-linked ads and the conversion rate and the number of clicks of non-search-linked ads. . As a result, the administrator of the advertisement management device 1 performs the performance report in which the advertisement effect of the search-linked advertisement and the advertisement effect of the non-search-linked advertisement are divided, or the advertisement effect of the search-linked advertisement and the non-search-linked advertisement It is possible to select which of the performance reports integrated with the advertising effect is to be disclosed to the shopkeeper M.

<Processing flow of advertisement management processing executed by advertisement management device 1>
FIG. 6 is a flowchart for explaining the flow of the advertisement management process performed by the advertisement management device 1 according to the embodiment. The process in this flowchart starts, for example, when the advertisement management device 1 is activated.

  The advertisement reception unit 21 displays the advertisement content of the search-linked advertisement to be displayed on the website of the online mall, the bid amount of the advertisement fee, and the advertisement content as non-search-linked advertisements from each of the plurality of shopkeepers M. An instruction as to whether or not it is accepted (S2). As a result, a candidate for advertisement content to be selected as a search-linked advertisement by the advertisement management apparatus 1 as an ad server and a candidate for advertisement content to be selected as a non-search-linked advertisement are determined.

  The advertisement receiving unit 21 receives a request for an advertisement to be displayed on the consumer terminal Tu from the online mall server 2 (S4). When the advertisement to be displayed on the website of the online mall is a search-linked advertisement (Yes in S6), the search-linked advertisement selection unit 22 displays advertisement content to be displayed as a search-linked advertisement based on at least the bid amount. Is selected (S8).

  The advertisement display unit 24 displays the advertisement content selected by the search-linked advertisement selection unit 22 in the search-linked advertisement frame on the website of the online mall (S10). The billed amount calculation unit 25 adds the bid amount of the advertisement fee to the billed amount charged to the shopkeeper M (S12).

  When the advertisement for displaying on the website of the online mall is a non-search linked advertisement (No in S6), the non-search linked advertisement selecting unit 23 opens the store with the advertisement content to be displayed in the non-search linked advertisement frame. It selects without emphasizing the size of the bid amount of the advertisement fee inputted by the person M (S14). The advertisement display unit 24 displays the advertisement content selected by the non-search linked advertisement selecting unit 23 in the non-search linked advertisement frame on the website of the online mall (S16). The billed amount calculation unit 25 adds a fixed amount equal to or less than the minimum bid amount of the advertisement fee to the billed amount charged to the storekeeper M (S18).

  When the billed amount calculating unit 25 calculates the billed amount charged to the storekeeper M, the process in the present flowchart ends. The advertisement management device 1 continues the selection of the advertisement content to be displayed on the website of the online mall and the calculation of the billed amount charged to the shopkeeper M by repeating the above process.

<Effects achieved by the advertisement management device 1 according to the embodiment>
As described above, according to the advertisement management device 1 according to the embodiment, it is possible to increase the variation of the advertisement content to be displayed on the website of the online mall. Even if it is difficult for the shopkeeper M to set a high bid amount in a search-linked advertisement, the shopkeeper M can obtain an opportunity to select advertisement content in a non-search-linked advertisement. The consumer U can get an opportunity to touch an advertisement that may be close to his or her taste, not the bid amount.

  As mentioned above, although the present invention was explained using an embodiment, the technical scope of the present invention is not limited to the range given in the above-mentioned embodiment, and various modification and change are possible within the range of the gist. is there. For example, a specific embodiment of device distribution and integration is not limited to the above embodiment, and all or a part thereof may be functionally or physically distributed and integrated in any unit. Can. In addition, new embodiments produced by any combination of a plurality of embodiments are also included in the embodiments of the present invention. The effects of the new embodiment generated by the combination combine the effects of the original embodiment.

1 ... advertisement management device 2 ... online mall server 10 ... storage unit 20 ... control unit 21 ... advertisement reception unit 22 ... search interlocking type advertisement selection unit 23 ... non search interlock Type advertisement selection unit 24 ... advertisement display unit 25 ... billing amount calculation unit 26 ... report output unit N ... network S ... advertisement distribution system Tm ... shopkeeper terminal Tu ... consumption Terminal

Claims (9)

An advertisement management method for displaying advertisement content of a shopper of an online mall on an online mall website, wherein the processor is configured to:
An advertisement receiving step of receiving an advertisement content of a search-linked advertisement to be displayed on the website and a bid amount of an advertisement fee from each of a plurality of the shopkeepers;
A search-linked advertisement selection step of selecting advertisement content of a search-linked advertisement to be displayed on the website based at least on a bid amount of the advertisement fee received in the advertisement reception step;
A non-search linked advertisement selecting step of selecting advertisement content of a non-search linked advertisement to be displayed on the website from among the advertisement content received in the advertisement receiving step;
The advertisement content selected in the search interlocking advertisement selecting step is displayed on the search interlocking advertising space on the website, and the advertisement content selected in the non-search interlocking advertisement selecting step is not linked to the search in the website Performing an advertisement display step to be displayed in the type ad space;
In the non-search linked advertisement selection step, the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non-search linked advertisement frame is in the search linked advertisement frame in the search linked advertisement selection step. Lower than the contribution of the advertising fee that contributes to the selection of advertising content to be displayed,
Advertising management method. When the advertisement content displayed in the search-linked ad frame is selected by the browser of the website, the bid accepted in the advertisement acceptance step is the amount billed to the shopkeeper who is the advertiser of the advertisement content. When the viewer of the website selects the advertisement content displayed in the non-search linked advertising space while adding the amount, the advertisement is charged to the amount billed to the shopkeeper who is the advertiser of the advertisement content. The billing step further includes a billing amount calculating step of adding a fixed amount equal to or less than a minimum bid amount serving as a condition of acceptance in the accepting step.
The advertisement management method according to claim 1. The advertisement acceptance step further accepts, from the shopkeeper, a genre to which an advertisement target of the advertisement content belongs.
In the billing amount calculation step, a fixed amount to be added to the billing amount charged to the storekeeper when the browser content of the website is selected as the advertising content displayed in the non-search linked advertising space is the genre Change accordingly,
The advertisement management method according to claim 2. In the non-search linked advertisement selecting step, the contribution degree of the advertisement fee which contributes to the selection of the advertisement content to be displayed in the non-search linked advertisement frame is the same regardless of the magnitude of the fixed amount which varies depending on the genre. ,
The advertisement management method according to claim 3. In the non-search linked advertisement selecting step, the advertisement fee is not considered in selecting advertisement content to be displayed in the non-search linked advertisement space.
The advertisement management method according to any one of claims 1 to 4. The conversion rate of the advertisement content displayed in the search-linked ad space and the conversion rate of the advertisement content displayed in the non-search-linked ad space are output for each shopkeeper who is the advertiser of the advertisement content. Further include a report output step to
The advertisement management method according to any one of claims 1 to 5. In the advertisement acceptance step, the selection of the shopkeeper further indicating whether or not the advertisement content is to be displayed in the non-search linked advertisement space is further accepted.
In the advertisement display step, the advertisement content is displayed in the non-search interlocking advertisement frame on condition that the shopkeeper selects the display of the advertisement content in the non-search interlocking advertisement frame.
The advertisement management method according to any one of claims 1 to 5. A program for causing a computer to realize a function of displaying advertisement content of a storekeeper of the online mall on a website of the online mall, the computer comprising:
An advertisement receiving function for receiving an advertisement content of a search-linked advertisement to be displayed on the website and a bid amount of an advertisement fee from each of a plurality of the store owners;
A search-linked advertisement selection function of selecting advertisement content of a search-linked advertisement to be displayed on the website based at least on the bid amount of the advertisement fee received by the advertisement reception function;
A non-search linked advertisement selection function of selecting advertisement content of a non-search linked advertisement to be displayed on the website from among advertisement content received by the advertisement receiving function;
Non-search linked advertisement on the website showing advertisement content selected by the search linked advertisement selection function on a search linked advertisement space on the website, and advertisement content selected by the non-search linked advertisement selection function To realize the advertisement display function to be displayed in the frame,
In the non-search linked advertisement selection function, the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non-search linked advertisement frame is the search linked advertisement frame in the search linked advertisement selection function. Selecting the advertising content to be lower than the contribution of the advertising fee to the selection of advertising content to be displayed;
program. An advertisement management device for displaying advertisement content of a storekeeper of the online mall on the website of the online mall,
An advertisement reception unit that receives advertisement content of a search-linked advertisement to be displayed on the website and a bid amount of an advertisement fee from each of a plurality of the shopkeepers;
A search-linked advertisement selection unit that selects advertisement content of a search-linked advertisement to be displayed on the website based at least on the bid amount of the advertisement fee received by the advertisement reception unit;
A non-search linked advertisement selecting unit for selecting advertisement content of a non-search linked advertisement to be displayed on the website from among the advertisement content received by the advertisement receiving unit;
Non-search linked advertisement in the website showing advertisement content selected by the search linked advertisement selection unit in the search linked advertisement space on the website, and advertisement content selected by the non-search linked advertisement selection unit An advertisement display unit to be displayed on the frame;
In the non-search linked advertisement selecting unit, the contribution degree of the advertisement fee contributing to the selection of the advertisement content to be displayed in the non-search linked advertisement frame is the search linked advertisement frame in the search linked advertisement selecting unit. Selecting the advertising content to be lower than the contribution of the advertising fee to the selection of advertising content to be displayed;
Advertising management device.

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