KR100921180B1 - Keyword advertising sales system and method - Google Patents

Abstract

The present invention relates to a system and method for selling keyword advertising. The method may include receiving a keyword from an advertiser and searching for a sellable advertisement product among advertisement products associated with a location where a search result list corresponding to the received keyword is displayed; and at least one of the sellable advertisement product by the advertiser. Is selected, receiving information on whether to purchase or bid-buy the selected at least one advertisement product from the advertiser; and when bidding to purchase the selected at least one advertisement product, Receiving price information, performing the selected at least one advertisement product auction based on the price information, receiving advertisement contents included in a search result list corresponding to the received keyword from the advertiser, and Write down selected by the advertiser And payment for one advertisement product, wherein the bid start price of the at least one selected advertisement product is lower than the list price purchase price of the selected at least one advertisement product, and the value of the predetermined ratio is Differentiate according to the price of the input keyword. Therefore, the keyword advertising sales system and method according to the present invention not only stably form the price of the keyword advertisement product by differentially auction starting price according to the keyword price reflecting the market price, but also differentiate the price change rate according to the keyword price. By doing so, it is possible to prevent the advertisers and portal sites from losing money even in the event of severe price changes.

Keyword Ads, List Purchases, Auctions

Description

System and method for selling keyword advertisement}

TECHNICAL FIELD The present invention relates to keyword advertising, and more particularly, to a system and method for selling an advertising product associated with a location where a keyword ad is exposed.

With the development of the Internet, various websites are appearing exponentially around the world. In other words, various websites have been opened for other reasons such as public relations, community means of hobbyists, and individuals voluntary network participation in companies or organizations. As such a number of Web sites appeared, a variety of search sites that provide services that allow ordinary Internet users to visit a desired Web site appeared. These search sites display countless web sites by area, or find and list keyword related sites for keyword input related to the desired contents, so that Internet users can easily visit desired web sites. . They are also called portal sites because they act as gateways to Internet users on the Internet.

As portal sites grow exponentially, these portal sites have attracted more Internet users and new business opportunities. In other words, it is possible to generate revenue by exposing advertisements of advertisers who want to promote their web sites to Internet users who visit portal sites.

In the early days of Internet advertising, the banner of the advertiser's web site was mainly exposed. However, with the evolution of the Internet, various Internet advertising models were developed to increase the effectiveness of advertisements. Currently, portal sites apply various new Internet advertising models. Doing.

Among such Internet advertising models, keyword advertising services are being actively operated to expose a list of search results related to an advertiser to searchers who have requested a keyword search task in response to the keyword inputted for the search task.

Accordingly, an advertiser must purchase an advertisement product associated with a location where a search result list corresponding to the keyword is displayed in order to perform a keyword advertisement, and portal sites operate a keyword advertisement sales system to sell the advertisement product.

Such a keyword advertising sales system tries to make as many advertisers participate in the purchase to form a market price and increase the sales rate. However, if the market situation changes rapidly, the price of the keyword ad fluctuates so much that the advertiser is burdened, There is a problem of losing the portal site.

The technical problem to be achieved by the present invention is to provide a keyword advertising sales system and method that not only accurately reflects the market situation for keyword advertising, but also prevents damages of advertisers and portal sites due to severe price fluctuations.

In order to achieve the above object, the keyword advertisement sales system according to the present invention receives a keyword from an advertiser and searches for a keyword advertisement that can be sold from among advertisement products associated with a position where a list of search results corresponding to the input keyword is displayed. And a keyword advertisement purchasing method selection unit for selecting at least one of the sellable advertisement products by the advertiser, and receiving information on whether to purchase the selected at least one advertisement product or bid auction from the advertiser. A keyword advertisement bidding execution unit configured to receive price information of a bid start price or more from the advertiser when the bidding purchases the selected at least one advertisement product, and perform the at least one selected advertisement product auction based on the price information; From the advertiser A keyword advertisement contents input unit for receiving advertisement contents included in a search result list corresponding to the received keyword and a keyword advertisement payment unit for payment for at least one advertisement product selected by the advertiser; The bid starting price of the advertisement product may be lowered by a predetermined ratio than the list price purchase price of the at least one selected advertisement product, and the value of the predetermined ratio may be differentiated according to the price of the keyword.

In addition, in order to achieve the above object, the keyword advertising sales method according to the present invention receives a keyword from the advertiser search for the advertising products available for sale among the advertising products associated with the position where the search result list corresponding to the input keyword is displayed; And selecting at least one of the sellable advertisement products by the advertiser, and receiving information on whether to purchase the selected at least one advertisement product from the advertiser or purchase the bid price. In the case of a bidding purchase of an advertisement product, receiving price information of at least a bid starting price from the advertiser, performing the at least one selected advertisement product auction based on the price information, and corresponding to the keyword received from the advertiser. Included in the search results list And inputting a content and paying for at least one advertisement product selected by the advertiser, wherein the bid starting price of the selected at least one advertisement product is a list price purchase price of the selected at least one advertisement product. It is lower by a predetermined ratio, and the value of the predetermined ratio may be differentiated according to the price of the input keyword.

As described above, the keyword advertising sales system and method according to the present invention not only stably form the price of the keyword advertisement product by differentially bidding the price according to the keyword price by reflecting the market price, By differential pricing, advertisers and portal sites can be prevented from losing money despite severe price changes.

Hereinafter, with reference to the accompanying drawings, the configuration and operation of an embodiment of a keyword advertising sales system according to the present invention and an embodiment of a method performed in the system will be described as follows. At this time, the configuration and operation of the present invention shown in the drawings and described by it will be described as at least one embodiment, by which the technical spirit of the present invention and its core configuration and operation is not limited.

1 is a view for explaining a schematic operation of a keyword advertising system including a keyword advertising selling system according to the present invention.

The keyword advertisement system including the keyword advertisement sales system according to the present invention is a keyword advertisement sales system connected to a searcher 300 having a predetermined terminal means, an advertiser 400, and a network 500 such as the Internet ( 100 and the search engine 200.

Here, the keyword advertisement sales system 100 purchases an advertisement product associated with a position where a list of search results corresponding to the keyword selected by the advertiser 400 is displayed in a predetermined manner, and includes the same in the search result list of the purchased advertisement product. The advertisement content may be provided to the search engine 200 to be displayed in the search result list corresponding to the keyword searched by the searcher 300.

In this case, the advertiser 400 may purchase the advertisement product immediately by a list price purchase method or a bid purchase price at a discounted price.

If the advertiser 400 bids to buy an advertisement product, the keyword advertisement sales system 100 receives price information equal to or greater than the bid start price of the advertisement product from the advertiser 400, and a successful bid of the advertisement product based on the price information. Can be performed.

In addition, the bid start price of the advertisement product is lower than the list price purchase price of the advertisement product, the value of the predetermined ratio may be differentiated according to the price of the input keyword. For example, the value of the predetermined ratio may be larger as the price of the input keyword is higher.

Here, the value of the predetermined ratio is different for each grade divided by the price range of the keyword, and the higher the price range, the larger the value of the predetermined ratio.

This is because an ad product corresponding to a popular keyword is so expensive that it is not sold when the bidding price is even higher, and when it is cheaply sold immediately, the expensive keyword is, for example, 30% above the regular purchase price. This is because the price can be stably formed between the list price and the low bid price.

In addition, since a low-priced keyword is increasingly lower in the list price purchase price and fewer advertisers are inclined to purchase, the bid price may be formed from a bid starting price that is 10% lower than the list price purchase price.

In addition, the list price purchase price may change periodically, and the value of the list price purchase price change rate may be smaller as the price of the input keyword is higher.

Here, the value of the list price purchase price change rate is different for each grade divided by the price range of the input keyword, and the higher the price range, the smaller the value of the price purchase price change rate.

This is because regular purchase price is not an immutable price and can be changed automatically by various variables periodically. Therefore, there is a possibility of increasing the number of searches of keywords, increasing competition due to active competition of advertisers, If there is room for the price to rise due to the improvement of advertisement effect such as Through Rate (CTR), the higher priced keyword widens the gap between the list price and the starting price of bidding so that many advertisers participate in the purchase of keyword advertising products to form the market price. Instead of limiting the rate of change in prices, it is possible to prevent advertisers from being burdened by the excessive price fluctuations or vice versa.

The search engine 200 may provide a search program that provides advertisement contents included in a search result list corresponding to a keyword inputted by the searcher in order to induce the searcher 300 to move to a website containing content to be searched. It can mean a search web server. In other words, the advertisement contents of the advertisement product purchased by the advertiser is provided to the searcher in response to the keyword searched by the searcher 300 using the search engine 200.

The searcher 300 has a predetermined terminal means for accessing the search engine 200 and inputs a predetermined keyword for searching the web site of the advertiser 400 having the content to be searched. It can mean an Internet user who performs a search.

The advertiser 400 has a predetermined terminal means for accessing the search engine 200 and the keyword advertisement sales system 100, and may purchase keyword advertisement products from the keyword advertisement sales system 100. In addition, the registered keyword advertising product is registered in the search engine 200 to be included in the search result list so that the searcher 300 who receives the search result list may cause an advertisement effect on the advertiser's product or web page.

Therefore, the keyword advertisement system including the keyword advertisement sales system 100 according to the present invention not only stably forms the price of the keyword advertisement product by reflecting the market situation, but also causes the advertiser and the portal site to lose money even under the severe price fluctuation. This can be prevented.

Figure 2 is a block diagram showing an embodiment of a keyword advertising sales system according to the present invention.

As shown in FIG. 2, the keyword advertisement sales system according to the present invention includes a keyword advertisement search unit 110, a keyword advertisement purchasing method selection unit 120, a keyword advertisement bidding execution unit 130, and a keyword advertisement content input unit 140. And a keyword advertisement price payment unit 150.

As an embodiment of the keyword advertisement sales system according to the present invention, first, the keyword advertisement search unit 110 may receive a keyword from an advertiser and sell it among advertisement products associated with a position where a search result list corresponding to the received keyword is displayed. You can search for advertising products.

Here, the sellable advertisement product may include an advertisement product related to a position where a list of search results corresponding to the associated keyword of the input keyword is displayed.

In other words, when all of the advertisement products corresponding to the keyword searched by the advertiser are sold, the advertiser may be provided with a sellable advertisement product among the advertisement products corresponding to the related keyword of the keyword searched by the advertiser.

Here, the advertisement product may include a premium link, a special link, a sponsor box, and the like, according to a position where a search result list corresponding to the input keyword is displayed.

For example, a "premium link" is a text ad that is always fixedly exposed at the top of a search result list. Up to five sites may be registered for each keyword, and the ranking of the five sites may be rotated.

"Special Links" exposes images, site titles, site descriptions, promotional phrases, URLs, and more in your search results listings to promote your site to your searchers through images. Up to five sites can be listed for each keyword. The rankings of the five sites are fixed and can be exposed.

"Sponsor Box" consists of image, site title, site description, promotional section, rolling text, URL, etc. in the search results list, and only one ad is displayed per keyword. Can be.

In other words, the advertiser may search for a commercial product available for sale among various advertisement products corresponding to the keyword, for example, a premium link, a special link, a sponsor box, and the like through the keyword advertisement search unit 110.

Next, the keyword advertisement buying method selection unit 120 is selected by the advertiser at least one of the sellable advertising products, information on whether to purchase a full price or bid purchase of the at least one selected advertising product from the advertiser Can be received.

In other words, the keyword advertisement buying method selection unit 120 of the keyword advertisement selling system according to the present invention bids to buy the advertisement product selected by the advertiser immediately at the list price purchase price or bid by presenting a price higher than the bid start price. Receive information from the advertiser about whether or not.

Next, when bidding purchases the selected at least one advertisement product, the keyword ad bid performing unit 130 receives the price information of the bid start price or more from the advertiser, based on the price information at least one selected advertisement product Auction can be performed.

In other words, if an advertiser decides to buy an ad product in a bidding manner, the advertiser may purchase an ad product that he or she would like to buy if he or she bids at or above the bid price, and if the advertiser bids higher than the other advertisers in the auction. Will be.

In addition, when the bidding method is selected to buy the advertising product, the bidding time can be set, and the bidding can be purchased at any time during the bidding price, the bidding of the advertising product is automatically Can be terminated.

Here, when the advertiser purchases the advertisement product in a bidding manner, the evidence of bidding may be settled.

This is to prevent the payment of the successful advertisement product even though the successful bid for the advertisement product to be purchased.

The bid start price of the at least one selected advertisement product may be lowered by a predetermined ratio than the list price purchase price of the at least one selected advertisement product, and the value of the predetermined ratio may be differentiated according to the price of the input keyword.

In addition, the value of the predetermined ratio is different for each grade divided by the price range of the input keyword, and the higher the price range, the greater the value of the predetermined ratio.

Here, the list price purchase price may change periodically, and the value of the list price purchase price change rate may be differentiated according to the price of the input keyword.

In addition, the value of the list price purchase price change rate is different for each grade divided by the price range of the input keyword, and the higher the price range, the smaller the value of the price purchase price change rate.

For example, as shown in Table 1, eight grades may be divided according to a keyword's price range, and the values of the list price purchase price, the bid start price range, and the list price change rate may be differentiated according to each grade.

Rating standard List of List Price and Bid Starting Price List price change rate 1st grade Cumulative Sales Top 30% 30% ± 3% 2nd class Top 30-50% of cumulative sales 27% ± 5% Level 3 Top 50-90% of drop sales 24% ± 10% Grade 4 Over 90% of cumulative sales & sales exceed 15,000 won 21% ± 15% Grade 5 Sales less than 15,000 won 18% ± 20% 6th grade Last month's first sale keyword 15% ± 25% 7th grade Unannounced keywords for two consecutive months 10% ± 30% 8th grade Previous month unsold keyword - -

In addition, as a criterion for dividing keywords by price range, various criteria such as cumulative sales, sales, and sales may be considered.

In other words, the higher the price, the higher the popularity of the advertiser may represent a higher in the cumulative sales, and if not sold in the previous month reflects that low to the advertiser that the price is also low.

Here, as shown in Table 1, the reason is that the more expensive keywords (class 1), the wider the gap between the regular purchase price and the bid start price, so that many advertisers participate in the purchase to form a market price and increase the selling rate. To 3% to prevent advertisers from being burdened by excessive price fluctuations or the loss of portal sites, no matter how rapidly the market situation changes.

On the contrary, since low-priced keywords generally have fewer searches, most of the keywords are cheaper, and instead of narrowing the interval between the purchase price and the starting price of the bid, the price change rate is widened to give enough room for the price to rise quickly. For example, if the new keyword "skinny jeans" becomes popular with an explosive increase in the number of searches, the price change rate of the price of the advertisement product for "skinny jeans" may increase.

Next, the keyword advertisement contents input unit 140 may receive advertisement contents included in a search result list corresponding to the received keyword from the advertiser.

In other words, when the advertiser decides how to buy an advertisement product that can be sold among various advertisement products such as premium link, special link, sponsor box, etc., the advertiser is exposed to the search result list corresponding to the keyword searched by the searcher. Advertisers can enter the ad content.

In addition, the advertisement content included in the search result list may include, for example, an image of a website to be advertised by the advertiser, a website title, a website description, It may include at least one of a promotional phrase and a URL.

Finally, the keyword advertisement price payment unit 150 may be paid for at least one advertisement product selected by the advertiser.

In other words, when the advertiser purchases the advertisement product by the price purchase method, the price purchase price is settled, and when the bidding method is purchased, the winning price is settled.

Accordingly, the keyword advertising sales system according to the present invention not only stably forms the price of the keyword ad product reflecting the market price, but also differentiates the price change rate according to the price of the keyword so that the advertiser and the portal site lose the damage even under the severe price change. You can prevent seeing.

3 is a flowchart illustrating an embodiment of a keyword light and selling method according to the present invention.

First, a keyword is input from an advertiser and a searchable advertisement product is searched among advertisement products associated with a position where a search result list corresponding to the input keyword is displayed (S301).

Here, the sellable advertisement product may include an advertisement product associated with a position where a list of search results corresponding to the associated keyword of the input keyword is displayed.

In other words, when all of the advertisement products corresponding to the keyword searched by the advertiser are sold, the advertiser may be provided with a sellable advertisement product among the advertisement products corresponding to the related keyword of the keyword searched by the advertiser.

Here, the advertisement product may include various advertisement products, such as a premium link, a special link, a sponsor box, and the like, depending on a position where a search result list corresponding to the input keyword is displayed.

In other words, the advertiser may search for available advertisement products among various advertisement products corresponding to the keyword, for example, advertisement products such as premium links, special links, sponsor boxes, and the like.

Next, at least one of the sellable advertisement products is selected by the advertiser, and receives information on whether to purchase the selected at least one advertisement product or purchase a bid from the advertiser (S303).

In other words, the method of selling keyword ads according to the present invention is to receive information on whether to buy an advertisement product selected by the advertiser immediately at the list price purchase price or to buy the bid in a manner in which a bid is presented by presenting a price higher than the bid start price. .

Next, when bidding purchases the selected at least one advertising product, receives the price information of the bid start price or more from the advertiser, and performs the selected at least one advertising product successful bid based on the price information (S305).

In other words, if an advertiser decides to buy an ad product in a bidding manner, the advertiser may purchase an ad product that he or she would like to buy if he or she bids at or above the bid price, and if the advertiser bids higher than the other advertisers in the auction. Will be.

In addition, when the bidding method is selected to buy the advertising product, the bidding time can be set, and the bidding can be purchased at any time during the bidding price, the bidding of the advertising product is automatically Can be terminated.

Here, when the advertiser purchases an advertisement product in a bidding manner, the advertiser may further include a step of checking the bidding evidence.

This is to prevent the payment of the successful advertisement product even though the successful bid for the advertisement product to be purchased.

The bid start price of the at least one selected advertisement product may be lowered by a predetermined ratio than the list price purchase price of the at least one selected advertisement product, and the value of the predetermined ratio may be differentiated according to the price of the input keyword.

In addition, the value of the predetermined ratio is different for each grade divided by the price range of the input keyword, and the higher the price range, the greater the value of the predetermined ratio.

Here, the list price purchase price may change periodically, and the value of the list price purchase price change rate may be differentiated according to the price of the input keyword.

In addition, the value of the list price purchase price change rate is different for each grade divided by the price range of the input keyword, and the higher the price range, the smaller the value of the price purchase price change rate.

For example, as shown in Table 1, eight grades may be divided according to price ranges of keywords, and the values of the list price purchase price, the bid start price range, and the list price change rate may be differentiated according to each grade.

The criteria for dividing keywords by price range can be divided into various criteria such as cumulative sales, sales, and sales.

In other words, the higher the price, the higher the popularity of the advertiser, so it can be ranked in the top of the cumulative sales, if not sold in the previous month, because it reflects the low popularity to the advertiser that the price is also low. .

Here, the reason for the division as shown in Table 1 is that the regular purchase price is not an invariant price, but can be automatically changed by various variables periodically, so that the number of searches for keywords increases or the competition of advertisers increases, which increases the price. If there is room for a price increase, or if there is room for price increases due to improved advertising effectiveness, such as Click Through Rate (CTR), higher priced keywords will widen the gap between the list price and the bid start price. While participating in the purchase of advertising products to form a market price and increase the sales rate, by limiting the price fluctuation rate, even if the market situation changes drastically, too much price fluctuations will burden the advertiser or vice versa To prevent that.

On the contrary, since low-priced keywords generally have fewer searches, most of the keywords are cheaper, and instead of narrowing the interval between the purchase price and the starting price of the bid, the price change rate is widened to give enough room for the price to rise quickly.

Next, the advertiser receives an advertisement content included in a search result list corresponding to the received keyword from the advertiser (S307).

In other words, when the advertiser decides how to buy an advertisement product that can be sold among various advertisement products such as premium link, special link, sponsor box, etc., the advertiser is exposed to the search result list corresponding to the keyword searched by the searcher. Advertisers can enter the ad content.

In addition, the advertisement content included in the search result list may include, for example, an image of a website to be advertised by the advertiser, a website title, a website description, It may include at least one of a promotional phrase and a URL.

Finally, the payment for the at least one advertisement product selected by the advertiser (S309).

In other words, when the advertiser purchases the advertisement product by the price purchase method, the list price purchase price is settled, and when the bidding method is purchased, the highest bid price, which is the highest bid price, is settled.

Therefore, the keyword advertising sales method according to the present invention not only stably forms the price of the keyword advertising product by differentially auctions the starting price according to the price of the keyword to reflect the market price, but also increases the rate of change of the price according to the price of the keyword. Advertisers and portal sites can be protected from price fluctuations.

As mentioned above, preferred embodiments of the present invention are disclosed for purposes of illustration, and those skilled in the art can improve and change various other embodiments within the spirit and technical scope of the present invention disclosed in the appended claims below. , Replacement or addition would be possible.

1 is a view for explaining a schematic operation of a keyword advertising system including a keyword advertising selling system according to the present invention.

Figure 2 is a block diagram showing an embodiment of a keyword advertising sales system according to the present invention.

3 is a flowchart illustrating an embodiment of a keyword light and selling method according to the present invention.

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

100: keyword advertising sales system 110: keyword advertising search unit

120: keyword advertising buying method selection unit 130: keyword ad bid performing unit

140: keyword advertising content input unit 150: keyword advertising bill payment unit

Claims (10)

In the keyword advertising selling method using the keyword advertising selling system, A keyword advertisement search unit receiving a keyword from an advertiser and searching for a sellable advertisement product among advertisement products associated with a position where a search result list corresponding to the input keyword is displayed; At least one selected from the salable advertisement products by the advertiser, and a keyword advertisement purchasing method selecting unit receiving information on whether to purchase the selected at least one advertisement product or bid auction from the advertiser; When the bidding purchases the selected at least one advertisement product, a keyword advertisement bidding execution unit receives price information of a bid start price or more from the advertiser and performs the selected at least one advertisement product bidding based on the price information; Receiving, by a keyword advertisement contents input unit, advertisement contents included in a search result list corresponding to the input keywords from the advertiser; And The keyword advertising billing unit comprises the step of paying for at least one advertising product selected by the advertiser, The bid start price of the at least one selected advertisement product is lower than the list price purchase price of the at least one selected advertisement product by a predetermined ratio, and the value of the predetermined ratio depends on the grade divided by the price range of the input keyword. The higher the rating, the greater the value of the predetermined ratio. delete The method of claim 1, The list price purchase price may change periodically, and the value of the rate of change of the list price purchase price is differentiated according to the price of the input keyword. The method of claim 3, wherein The value of the change rate for the list price purchase price is different for each grade divided by the price range of the input keyword, wherein the higher the price range, the smaller the value of the change rate for the price purchase price. The method of claim 1, wherein the advertisement content included in the search result list is The method of claim 1, wherein the advertiser includes at least one of an image, a website title, a website description, a promotional phrase, and a URL. The method of claim 1, wherein the sellable advertising product And an advertisement product associated with a position where a search result list corresponding to the inputted keyword of the keyword is displayed. A keyword advertisement search unit that receives a keyword from an advertiser and searches for a sellable advertisement product among advertisement products associated with a position where a search result list corresponding to the input keyword is displayed; A keyword advertisement purchasing method selection unit for selecting at least one of the salable advertisement products by the advertiser and receiving information on whether to purchase the selected at least one advertisement product or bid auction from the advertiser; A keyword advertisement bidding execution unit configured to receive price information of at least a bid start price from the advertiser when the bidding purchases the selected at least one advertisement product, and to perform the at least one selected advertisement product auction based on the price information; A keyword advertisement contents input unit which receives advertisement contents included in a search result list corresponding to the input keywords from the advertiser; And It includes a keyword advertising payment unit that is paid for the at least one advertising product selected by the advertiser, The bid start price of the at least one selected advertisement product is lower than the list price purchase price of the at least one selected advertisement product by a predetermined ratio, and the value of the predetermined ratio is different for each grade divided by the price range of the input keyword. And the higher the rating, the greater the value of the predetermined ratio. delete The method of claim 7, wherein The price purchase price is subject to change periodically, the value of the rate of change for the price purchase price keyword advertising system, characterized in that the differential according to the price of the input keyword. The method of claim 9, The value of the rate of change for the list price is different for each grade divided by the price range of the input keyword, wherein the higher the price range, the smaller the value of the rate of change for the price list price.

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