KR101734108B1 - System and method for bidding automatically based on set rule in keyword advertisement, and bidding management server - Google Patents

Abstract

The present invention relates to a method of automatic bidding in a keyword advertisement based on a setting rule, the method comprising the steps of: determining whether a set automatic bidding cycle arrives; Confirming preset previous period rank data for the keyword in the media data collected from the media server providing the keyword advertisement for each keyword when the automatic bidding cycle arrives; And performing automatic bidding with a bid corresponding to a preset target rank based on the determined previous period priority data.

Description

TECHNICAL FIELD [0001] The present invention relates to an automatic bid system, a method, and a bid management server for a keyword advertisement based on a setting rule,

More particularly, the present invention relates to an automatic bidding system for a keyword advertisement that automatically adjusts a bid in an Internet keyword advertisement of a competitive bidding method in which an advertisement is displayed or ranked according to a bid, And a bid management server.

In the modern information society, computers and the Internet have emerged as essential tools for new communication as a medium for transmitting various information. In addition, the Internet does not mean a computer and a computer are connected to each other, but rather serves as a new medium for realizing mutual communication between a company, an individual, and an individual. Accordingly, interest in various advertisements on the Internet is increasing day by day.

A keyword advertisement capable of keyword-based targeting among Internet advertisements is a method of allowing a customer (called an 'advertiser') sites to be listed at a predetermined location as an advertisement area in each portal site when a specific keyword is searched. For example, the keyword advertisement is highly effective because it can be exposed at a time point when a keyword is searched, that is, when a prospective customer who is likely to use the service of the advertiser wants information, .

1 is a diagram showing an advertisement method by keyword search in a general search site (e.g., a neighbor). Referring to FIG. 1, a search window 110 may be provided in a web page 100 of a general portal site. When a user inputs a search keyword (for example, an air conditioner) through a search window 110 included in the web page 100 and then performs a search, an advertisement for a specific company 120) will be given priority.

At this time, there are P4P (Pay for Performance) modeling method, CPM (Cost Per Millennium) modeling method, and CPA (Cost Per Action) modeling method according to a method of calculating the ad unit price for advertisement. The P4P model technique is a scheme in which an advertiser pays advertisement costs according to the number of times a PR for advertisement is clicked. The CPM model scheme is a scheme that spends advertisement expenses according to the number of times the PR is exposed. Meanwhile, the CPA model technique is an advertisement technique that is determined according to a result of a user's action, and an advertiser pays a fee in units of transactions such as purchase or membership of an actual user without involvement in impression, that is, advertisement exposure.

Meanwhile, in the P4P scheme, the amount determined according to the bid is deducted for each keyword every time a click is made, and the 'determined amount' is generally referred to as a 'cost per click' ). In the P4P method, the method of determining the unit price per click may be an important issue, and many companies providing the P4P advertisement solve this problem with a competitive bidding method. That is, if the minimum unit price (for example, 70 won) is set and each advertiser bids a larger amount of money in a specific amount unit (for example, 10 won), the advertisement is exposed to the upper part. Therefore, if there is no advertiser advertising with the desired keyword, it can occupy the first place even if it bids only with the minimum unit price (ie, 70 won). However, if another advertiser is already advertising for the keyword, it must be bid more than the minimum unit price (i.e., 10 won) than the advertiser so that the user can occupy the spot.

Accordingly, the competitive bidding method P4P advertisement method is performed as follows. First, an account (i.e., an ID and a password) for the advertiser is created, the amount of the advertisement is deposited, the information about the advertisement is registered, and the advertisement is reviewed by a media company (for example, Approval is determined. At this time, the information about the advertisement may include a keyword to be exposed, a page to be linked after the click, and a bid amount for each keyword. The approved advertisement may be simultaneously exposed to affiliate media linked to the media company.

On the other hand, only the exposure of the advertisement according to the P4P scheme does not reduce the cost. That is, when the customer clicks the corresponding advertisement, the amount corresponding to the set price per click is deducted from the amount paid for the advertisement. The advertiser can check the purchase conversion rate by the number of clicks and the number of purchases, and analyze the advertisement conversion rate by analyzing the conversion rate. Accordingly, if there is no advertising effect on the keyword, the user may adjust the bid or suspend the advertisement.

As shown in FIG. 1, in a keyword advertisement provided by a portal site or the like, an advertisement position or an advertisement may be determined according to a bid amount of another advertiser for the same search term. For example, the top five to fifteen ads may be displayed in order according to the bid amount at a predetermined position of a specific search engine (e.g., the first screen of the integrated search result page).

At this time, the fluctuation of the bid amount of other advertisers may also occur from time to time, so the ranking according to the bid amount inputted by the corresponding advertiser continuously changes. Accordingly, the advertiser must continuously observe the tendency of the bid price of other advertisers.

As described above, since the competitive bidding method is used in order to determine the advertisement ranking and the unit price per click in the P4P scheme, separate management is required for each advertiser. In order to maximize the advertising effect in the P4P system, since more similar keywords including representative keywords are registered and used, the bids must be continuously monitored and managed for each keyword.

On the other hand, when the keyword information is not provided to the advertiser in real time on the portal site or the like providing the keyword advertisement, ranking information about the keyword or minimum bid information for the target ranking is difficult to be effectively determined.

Therefore, there is a need for an effective method for determining the bids in various ways in accordance with the advertiser's advertising strategy, taking into consideration the advertising effectiveness against the cost to be invested in the keyword advertisement.

Korean Patent Registration No. 10-0754525 (Title of the Invention: Method of Setting Bid Rank in Internet Keyword Advertising of Automatic Bidding Method, Registered Date: Aug. 27, 2007)

An object of the present invention is to provide an automatic bidding system, a method, and a bid management server in a keyword advertisement based on a setting rule for determining a real time bid for each keyword based on bidding history data collected for each account in a keyword advertisement over the Internet .

It is also an object of the present invention to provide an automatic bidding system, a method, and a bid management server in a keyword advertisement based on a setting rule for determining an actual bid for each keyword in accordance with a rule preset for each keyword or group in a keyword advertisement via the Internet .

It is another object of the present invention to provide an automatic bidding system, a method, and a bid management system for a keyword advertisement based on a setting rule for determining a real time bid for each keyword according to a pre- Server.

It is another object of the present invention to provide an automatic bidding system, a method, and a bid management system for a keyword advertisement based on a setting rule for determining a real time bid for each keyword based on performance data preset for each keyword or group in a keyword advertisement via the Internet Server.

In order to achieve the above-described object of the present invention and to achieve the specific effects of the present invention described below, the characteristic structure of the present invention is as follows.

According to an aspect of the present invention, there is provided a method of automatically bidding in a keyword advertisement based on a setting rule, the method comprising: determining whether a set automatic bidding cycle arrives; Confirming preset previous period rank data for the keyword in the media data collected from the media server providing the keyword advertisement for each keyword when the automatic bidding cycle arrives; And performing automatic bidding with a bid corresponding to a preset target rank based on the determined previous period priority data.

Preferably, the method further comprises: setting a plurality of keywords registered in each account into at least one group; And setting a bidding rule to be applied to each of the set groups.

Preferably, the preset previous period ranking data is all day ranking data.

According to another aspect of the present invention, there is provided a method of automatic bidding in a keyword advertisement based on a setting rule, the method comprising: determining whether a set automatic bidding cycle arrives; Identifying at least one performance related data preset in the data collected from the media server or the advertiser server providing the keyword advertisement for each keyword when the automatic bidding cycle arrives; And determining whether or not to achieve a predetermined target performance for each keyword based on the determined performance-related data. And adjusting a bid for each of the keywords according to the achievement of the target performance.

Advantageously, the performance-related data may include at least one of a number of conversions, a number of clicks, an number of impressions, a conversion unit price, an exposure rank, and an average rank.

Preferably, the bid adjustment for each keyword is adjusted upward or downward by a preset ratio.

Preferably, whether or not the achievement of the target performance is achieved is determined by giving priority to a plurality of target performances set in advance.

According to another aspect of the present invention, there is provided a bid management server in a keyword advertisement, comprising: an information collection module for collecting real-time bidding information from a media server providing the keyword advertisement; And a control unit for checking the preset previous period ranking data for the keyword from the media data collected from the media server by the information collection module when a predetermined automatic bidding cycle arrives, And a bid determination module for determining a bid corresponding to a preset target ranking.

Preferably, the group setting module sets a plurality of keywords registered in each account as at least one group, and sets a bidding rule to be applied to each of the set groups.

Preferably, the preset previous period ranking data is all day ranking data.

According to another aspect of the present invention, there is provided a bid management server in a keyword advertisement, comprising: an information collection module for collecting real-time bidding information from a media server or an advertiser server that provides the keyword advertisement; And checking at least one performance-related data set in advance in the data collected from the media server or the advertiser server when a preset automatic bidding cycle arrives, And a bid determination module for determining whether the target achievement is achieved and adjusting a bid for each keyword according to the achievement of the target achievement.

Advantageously, the performance-related data may include at least one of a number of conversions, a number of clicks, an number of impressions, a conversion unit price, an exposure rank, and an average rank.

Preferably, the bid adjustment for each keyword is adjusted upward or downward by a preset ratio.

Preferably, whether or not the achievement of the target performance is achieved is determined by giving priority to a plurality of target performances set in advance.

On the other hand, the information for performing the automatic bidding method in the keyword advertisement based on the setting rule may be stored in a recording medium readable by the server computer. Such a recording medium includes all kinds of recording media in which programs and data are stored so that they can be read by a computer system. Examples of the recording medium include a ROM (Read Only Memory), a Random Access Memory, a CD (Compact Disk), a DVD (Digital Video Disk) -ROM, a magnetic tape, a floppy disk, May be distributed over a networked computer system so that computer readable code can be stored and executed in a distributed manner.

As described above, according to the present invention, unlike the existing automatic bidding method in which bids are adjusted based on real-time ranking provided by a media server such as a portal site, You can maximize your advertising effectiveness and increase your profits by automatically adjusting your bids to predict your conversion performance and reach your target performance.

In addition, according to the present invention, by automatically setting a bid for a detailed keyword or an additional registered keyword that is difficult to individually manage because of a large fluctuation range of the bid in the keyword bidding method, Bidding can be efficiently managed.

1 is a view showing a web page displaying a keyword advertisement according to a result of a keyword search provided by a media server.
2 is a diagram showing a configuration of a system according to an embodiment of the present invention.
3 is a signal flow diagram illustrating a process procedure between respective configurations of a system according to an embodiment of the present invention.
4 is a flowchart illustrating a connection processing procedure in a user terminal according to an embodiment of the present invention.
5 is a flowchart illustrating a switching event processing procedure in a user terminal according to an embodiment of the present invention.
6 is a block diagram illustrating a detailed configuration of an advertisement information management server according to an embodiment of the present invention.
7 is a block diagram illustrating a detailed configuration of a bid management server according to an embodiment of the present invention.
8 is a diagram illustrating a concept of grouping keywords in an account according to an embodiment of the present invention.
9 is a flowchart illustrating a procedure for processing information received by the advertisement information management server according to an embodiment of the present invention.
10 is a flowchart showing a processing procedure in the bid management server according to the embodiment of the present invention.
11 is a diagram illustrating information processed in databases according to an embodiment of the present invention.
12 is a diagram illustrating information processing procedures in a system according to an embodiment of the present invention.
13 is a flowchart illustrating an account setting procedure in a bid management server according to an embodiment of the present invention.
14A, 14B and 14C are flowcharts illustrating various setting procedures in the bid management server according to the embodiment of the present invention.
15 is a graph illustrating a correlation between click and conversion for conversion performance prediction according to an embodiment of the present invention.
FIG. 16 is a diagram illustrating an optimal daily advertisement cost allocation concept for achieving target performance according to an embodiment of the present invention.
17 is a flowchart illustrating an optimal daily advertisement cost allocation procedure for achieving target performance according to an embodiment of the present invention.
18 is a flowchart illustrating a procedure for calculating a monthly goal according to an embodiment of the present invention.
FIG. 19 is a flowchart illustrating a bidding procedure by a rule-based bidding mode according to an embodiment of the present invention.
FIG. 20 is a flowchart illustrating a detailed bidding procedure by a rule-based bidding mode for an all-day ranking according to an embodiment of the present invention.
FIG. 21 is a diagram illustrating a concept of a bid determination algorithm based on a rule-based bid mode for performance according to an embodiment of the present invention.
22 is a diagram illustrating a screen for providing a performance prediction function according to an embodiment of the present invention.
23 is a view showing a screen for providing a target achievement rate for each group according to an embodiment of the present invention.
FIG. 24 is a diagram illustrating a screen for providing target achievement rates for respective groups according to time zones according to an embodiment of the present invention.
25A and 25B are views showing a screen for providing an account setting function according to an embodiment of the present invention.
26 is a diagram illustrating a screen for providing a group setting function according to an embodiment of the present invention.
27 is a view showing a screen for providing a function of setting a machine bid mode according to an embodiment of the present invention.
28 is a view showing a screen for providing a rule-based bid mode setting function according to an embodiment of the present invention.
29 is a diagram illustrating a screen for providing a rule-based bid mode setting function according to an embodiment of the present invention.

The following detailed description of the invention refers to the accompanying drawings, which illustrate, by way of illustration, specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention are different, but need not be mutually exclusive. For example, certain features, structures, and characteristics described herein may be implemented in other embodiments without departing from the spirit and scope of the invention in connection with one embodiment. It is also to be understood that the position or arrangement of the individual components within each disclosed embodiment may be varied without departing from the spirit and scope of the invention. The following detailed description is, therefore, not to be taken in a limiting sense, and the scope of the present invention is to be limited only by the appended claims, along with the full scope of equivalents to which the claims are entitled, if properly explained. In the drawings, like reference numerals refer to the same or similar functions throughout the several views.

Various embodiments of the present invention provide a method for automatically bidding on keyword advertisements based on bid-related history data for determining real-time bids for each keyword based on bid-related history data collected for each account corresponding to an advertiser in a keyword advertisement over the Internet System, method, and bid management server.

In addition, according to various embodiments of the present invention, the determination of the real-time bid may be performed by analyzing the correlation between the bid and the conversion-related goal based on the bid-related history data (e.g., history data) Can be determined.

In addition, in various embodiments of the present invention, the bidder algorithm can be applied to each account based on the bid-related history data collected for each account to determine the real-time bid for each keyword.

Also, in various embodiments of the present invention, at least one keyword registered for each account may be grouped into at least one group, and a bid for each keyword may be determined according to a preset automatic bidding method for each group.

In addition, according to various embodiments of the present invention, it is possible to provide an optimal advertisement cost allocation method capable of achieving performance according to the target budget, based on the bidding history data accumulated for each account.

In addition, according to various embodiments of the present invention, various bidding algorithms can be applied according to the characteristics of each group, and various bidding algorithms such as determining bids according to preset rules can be provided.

For convenience of explanation, various embodiments of the present invention will be described using specific terms (e.g., exposure, click, conversion, CPC, CPA, bid, etc.) related to a keyword advertisement or keyword type bidding. However, it should be understood that the present invention is not limited to the above-described specific terms, and other terms used in the keyword advertisement field having the same function as the above-mentioned terms are also included in the present invention.

Before describing the various embodiments of the present invention, the bidding method of keyword advertisement will be briefly described below.

In the case of keyword advertising on the Internet, advertisers should set appropriate bids for each keyword in consideration of the advertising effectiveness against the advertising costs. That is, the advertiser sets the most optimal bid by referring to various data (e.g., the number of clicks, the click rate, the average cost, the total advertising cost, the total number of purchase conversions, the purchase conversion rate, and the cost per purchase conversion) .

The order in which the advertisements are exposed on the search list as a keyword search result is referred to as a 'rank', and the rank may be determined by a bid price between search listings exposed in the search results for the keyword.

At this time, the bid price set by each advertiser becomes the maximum bid price, and the actual price paid by the advertiser is equal to the unit bid (for example, 10 won) at the maximum bid of the rear ranked bidder, which is one level lower than the actual bid price. For example, as shown in Table 1 below, the first bid is 1,500 won, but the actual billing amount may be charged to 910 won, which is +10 of the second order bid.

ranking Bid (won) 1st 1,500 2nd place 900 3rd place 750

The ranking can be determined according to the bid index and the quality index between the search listings exposed in the search result for the keyword as shown in Table 2 below.

Item A Advertiser B Advertiser C Advertiser Bid 500 450 600 Quality index 4 5 3 Final bid decision maker 2,000 2,250 1,800

For example, the exposure order of the search advertisement area may be determined in the order of the amount by which the bid and the quality rating index are multiplied. The quality index means a quality evaluation index of a search listing by keyword. Therefore, if the quality index of the keyword is high, it can be exposed to a high rank with a low bid. However, the embodiments of the present invention are not limited to the above-described ranking method.

Meanwhile, when the media server (for example, the search site server) providing the keyword advertisement provides the real-time minimum bid information for a desired rank, the user can bid in a desired ranking with reference to the information. However, if the above-described information is not provided in real time, it is difficult for the user to determine a bid for an advertisement to be displayed at a desired location, and it may be difficult to efficiently execute an advertisement for each account in consideration of a desired target.

In the various embodiments of the present invention described below, even if the minimum bid and ranking information for the target ranking of each keyword is not provided in real time in the media server, it is possible to maximize the number of conversions, You can provide optimal bids for each keyword to help you reach your goals.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings, so that those skilled in the art can easily carry out the present invention.

Referring to FIG. 2, the structure of a system according to an embodiment of the present invention will be described. Next, a procedure according to an embodiment of the present invention will be described in detail with reference to FIG.

2 is a diagram showing a configuration of a system according to an embodiment of the present invention. 2, a system according to an embodiment of the present invention includes an agent server 200, at least one media server 210, a communication network 220, at least one advertiser server 230, The terminal 240 may include at least one of the terminals.

The agent server 200 may be a server that performs an automatic bidding to the media server 210 on behalf of the advertiser according to various embodiments of the present invention. The agent server 200 may include a bid management server 201 and an advertisement information management server 202. Also, the agent server 200 may include a plurality of databases. For example, the agent server 200 may include at least one of a bid management information database 203, a collection information database 204, a medium information database 205, and an account information database 206.

2, the agent server 200 is divided into a bid management server 201 and an advertisement information management server 202. However, the agent server 200 may be implemented as one physical server or as a separate physical server It is possible. The bid management server 201 or the advertisement information management server 202 may be implemented as one physical server or a plurality of physical servers interlocked with each other. Also, according to various embodiments of the present invention, the agent server 200 may be managed by one provider, and a plurality of providers may manage the bid management server 201 and the advertisement information management server 202, respectively have.

The agent server 200 receives or collects information from the media server 210 or the advertiser server 230 according to various embodiments of the present invention and transmits the collected information to the advertiser server 230, The media server 210 may perform an automatic bid for at least one keyword. The detailed operation of the agent server 200 will be described later.

The media server 210 may provide a web page including a search window for keyword search to at least one user terminal 240 connected through the communication network 220 as illustrated in FIG. . At this time, when a user inputs a search word through the search window using the user terminal 240 and makes a search request, at least one advertisement registered as a keyword on the search result screen is set on a web page Can be displayed in the keyword advertisement area.

When one of the displayed keyword advertisements is selected through the user terminal 240, a web page provided by the advertiser server 230 corresponding to the selected advertisement may be provided. That is, if one of the advertisements is selected through the user terminal 240, the user can access the advertiser server 230 linked to the advertisement through the communication network 220 (that is, hyperlinked). The corresponding advertiser server 230 may provide a predetermined web page (e.g., a web page of a corresponding company) according to the connection of the user terminal 240. The advertiser server 230 may provide information related to the connection through the user terminal 230 of the user to the agent server 200 through the communication network 220.

In addition, when a user performs a predetermined operation (e.g., an operation related to switching (e.g., membership registration, shopping cart purchase, payment, etc.)) on the web page of the advertiser displayed through the user terminal 240, (230) may provide information related to the operation of the user to the agent server (200) through the communication network (220). The information provided by each advertiser server 220 may be stored in the collection information database 204 of the agent server 200.

For example, the advertiser server 230 may execute a predetermined tracking script to track connection or operation of the user terminal 240, and provide the result to the agent server 200. The detailed embodiments thereof will be described later in the description of Figs. 4 and 5.

Meanwhile, the media server 210 sets information (e.g., ranking information, exposure information, click information, approval information, etc.) related to bids for at least one keyword set in the account corresponding to each advertiser server 230 To the agent server 200 in a periodical manner. The information transmitted from each media server 210 may be stored in the media information database 205 of the agent server 200.

The advertisement information management server 202 of the agent server 200 transmits the information received from the advertiser server 230 or the information received from the media server 210 to the collection information database 204 or the medium information database 205 Or may be provided to the bid management server 201. [ According to various embodiments of the present invention, the information received from the advertiser server 230 or the information received from the media server 210 directly from the bidding management server 201 may be stored in the collection information database 204 or May be stored in the medium information database 205 or may be provided to the advertisement information management server 202.

The advertisement information management server 202 may store the tracking data received by the tracking script operation in each advertiser server 230 in the collection information database 204. [ The advertisement information management server 202 may further include processing the received tracking data and storing the processed tracking data in the collection information database 204 or the bid management server 201 ). The detailed functions of the advertisement information management server 202 will be described later.

The bid management server 201 may set information related to an account for each advertiser and store the information in the account information database 206. Also, according to various embodiments of the present invention, at least one group may be set by grouping at least one keyword set for each account. According to various embodiments of the present invention, the same automatic bid algorithm may be applied to at least one keyword included in the set specific group. The detailed embodiments will be described later.

The bid management server 201 may calculate the expected performance based on the history data accumulated in the collection information database 204 or the medium information database 205 for each account according to various embodiments of the present invention. The bid management server 201 calculates an optimal daily or weekly differential budget that can achieve a conversion-related goal (for example, the number of conversions, CPA, etc.) according to the current month's budget based on the history data, You can set conversion goals based on your budget.

In addition, the bid management server 201 may store history information stored in at least one of the collection information database 204 and the medium information database 205 for each group set in each account according to various embodiments of the present invention The bid amount for each keyword can be calculated according to a preset automatic bid algorithm. For example, the bidding management server 201 can automatically bid on the media server 210 based on bids for each keyword calculated according to the automatic bid algorithm when a predetermined automatic bidding cycle arrives. Various kinds of information related to the automatic bidding performed in the bid management server 201 may be stored in the bid management information database 203.

The user terminal 240 may include the various types of electronic devices. For example, user terminal 240 in accordance with various embodiments of the present invention may be a smartphone, a tablet personal computer, a mobile phone, a videophone, an e-book reader, Such as a desktop personal computer, a laptop personal computer, a netbook computer, a workstation, a server, a personal digital assistant (PDA), a portable multimedia player (PMP) Devices, cameras or wearable devices such as smart glasses, head-mounted-devices (HMDs), electronic apparel, electronic bracelets, electronic necklaces, electronic apps, , An electronic tattoo, a smart mirror, or a smart watch).

In addition, the communication network 220 may include at least one wired communication network or wireless communication network. For example, the wireless communication network cellular communication protocol may use at least one of LTE, LTE-A, CDMA, WCDMA, UMTS, WiBro, or GSM. Also, for example, the wired communication network may include at least one of a universal serial bus (USB), a high definition multimedia interface (HDMI), a recommended standard 232 (RS-232), a plain old telephone service (POTS) . The communication network 220 may also include at least one of, for example, a computer network (e.g., a LAN or WAN), the Internet, or a telephone network.

3 is a signal flow diagram illustrating a process procedure between respective configurations of a system according to an embodiment of the present invention. Referring to FIG. 3, the bid management server 201 in the agent server 200 can set an account corresponding to each advertiser (301). For example, the account setting may include an account type, a power source, or an update method (for example, automatic or manual) of data of the previous year, a method of setting a group keyword, a period of data to be reflected in average operational performance, Goals, conversion items, daily goals, and so on.

Next, at least one keyword to be included in the account can be set (302). For example, a plurality of keywords may be registered in one advertiser account. Also, according to various embodiments of the present invention, the registered at least one keyword may be grouped into at least one group according to a preset method. The same automatic bidding method (or automatic bid algorithm) may be set 303 for each of the groups according to various embodiments of the present invention. A detailed description thereof will be described later.

A user connects (304) to the media server 210 (e.g., portal site) through the user terminal 240 and the web page provided by the media server 210 is displayed on the screen of the user terminal 240 . When a keyword is input to a search window included in the web page through the input means of the user terminal 240 and a search 306 of the input keyword is input to the media server 210, (307) an exposure ranking for a predetermined number of keyword advertisements in consideration of a bid corresponding to the keyword.

The media server 210 may transmit 308 the search result web page including the determined keyword advertisements to the user terminal 240 as the search result. The user terminal 240 may display the search result web page 309 on the screen.

When the user selects (310) a specific keyword advertisement on the search result web page displayed on the user terminal 240, the user can access (311) the corresponding advertiser server 230 linked to the selected keyword advertisement. The advertiser web page provided by the advertiser server 230 may be displayed on the screen of the user terminal 240 according to the connection.

For example, a tracking script may be included in a web page provided to the user terminal 240 by the advertiser server 230. When browsing the web page in the browser of the user terminal 240, can do.

When the tracking script is executed in the user terminal, the connection of the user terminal 240 is detected and it is determined whether the connection of the user terminal 240 is a normal connection (313). For example, the determination of the normal connection may include determining whether the user terminal 240 is connected through the media server 210 previously set. The access path of the user terminal 240 may include a referer included in an HTTP (Hypertext Transfer Protocol) header transmitted for requesting a web page when the user terminal 240 accesses the advertiser server 230 ) URL (uniform resource locator). A detailed description thereof will be described later.

If it is determined that the connection of the user terminal 240 is a normal connection through the media server 210 as a result of the execution of the tracking script, the agent server 200 (for example, Server 202 or bid management server 201). The advertisement information management server 202 may process the inflow tracking data related information received from the user terminal 240 or the advertiser server 230 and store the inflow tracking data related information in the database 315.

The user terminal 240 may perform various operations through the advertiser web page displayed on the screen. (E.g., an operation related to subscription, shopping cart purchase, payment, etc.) 316, which is an operation performed through the user terminal 240, according to various embodiments of the present invention, The advertiser server 230 may process the conversion-related data (317). At this time, the agent server 200 (for example, the advertisement information management server 202 or the bid management server 201) generates conversion tracking data as the conversion related information according to a tracking script operated in the user terminal 240, (318). The advertisement information management server 202 may process the conversion tracking data related information received from the user terminal 240 or the advertiser server 230 and store the conversion tracking data related information in the database 319.

The admission tracking data or conversion tracking data received by the advertisement information management server 202 may be analyzed by the advertisement information management server 202 and the analysis result information may be transmitted to the bid management server 320.

In accordance with various embodiments of the present invention, media server 210 may also provide media information (e.g., keyword bidding) to agent server 200 (e.g., ad information management server 202 or bid management server 201) (321). ≪ / RTI > The transmitted medium information may be stored in the medium information database 205. [

In accordance with various embodiments of the present invention, the bidding management server 201 may control the bidding server 201 based on information received from at least one of the media server 210 and the advertiser server 230 according to a preset automatic bidding method for each group The bids for each keyword in the group may be determined 322.

For example, if the predetermined bidding condition is satisfied, or a preset bidding cycle arrives, the media server 210 may perform automatic bidding for the keyword according to the determined bid amount (step 323).

The media server 210 can determine the exposure or the exposure ranking according to the keyword search in consideration of the bid price in accordance with the automatic bid from the bid management server 201.

According to various embodiments of the present invention, an advertiser server may set a tracking script in advance to collect information related to a keyword advertisement. Accordingly, when a user terminal accesses the advertiser server through a specific media server or performs a predetermined operation (e.g., an operation related to switching) through a web page provided by the advertiser server, Alternatively, the advertiser server 230 may collect information related to the connection or switching by the operation of the tracking script and provide the collected information to the agent server.

4 is a flowchart illustrating a connection processing procedure in a user terminal according to an embodiment of the present invention. Referring to FIG. 4, when a user terminal accesses an advertiser server (or an advertiser website) (401), a predetermined tracking script may be operated (402).

At least one piece of data related to the connection of the user terminal may be collected 403 according to the operation of the tracking script. For example, the collected data may include at least one of a visit time, a session ID, a tracking code, a referrer URL, a landing page URL, a script version, and a user OS.

The user terminal may generate 404 the collected tracking code and session ID as cookie information.

According to various embodiments of the present invention, the user terminal can determine whether the connection by the user terminal is a normal inflow (405) by referring to the collected data. For example, it is possible to check the referrer URL among the collected data, and judge that the referral URL is a normal inflow when the referrer URL corresponds to a predetermined URL of the media server.

As a result of the determination, if the normal inflow is confirmed, the user terminal can transmit (406) inflow tracking data related to the connection to the agent server.

5 is a flowchart illustrating a switching event processing procedure in a user terminal according to an embodiment of the present invention. Referring to FIG. 5, a user terminal may access an advertiser server (or an advertiser web site) and perform various operations as described above with reference to FIG. When an event related to a predetermined transition among operations performed by the user terminal occurs (501), a predetermined tracking script may be operated (502). The conversion means a meaningful operation of a user who visited a web site of an advertiser to be tracked, and may include an operation such as membership registration, shopping cart purchase, purchase, payment, and the like.

For example, when an event related to the switching occurs, the session ID and tracking code may be extracted 503 from the cookie information previously generated in FIG. Also, at least one piece of data related to the switching of the user terminal may be collected 504 through the extracted session ID and tracking code according to the operation of the tracking script. For example, the collected data may include at least one of a conversion occurrence time, a session ID, a tracking code, a page URL where a conversion is made, a script version, and a user OS.

According to various embodiments of the present invention, the user terminal may generate conversion tracking data based on the collected data and transmit (505) the conversion tracking data associated with the conversion to the agent server.

At least one of the operations shown in FIGS. 4 and 5 may be omitted and at least one other operation may be added between the operations. 4 and 5 may be processed in the order shown, and the order of execution of at least one operation may be changed and processed in accordance with the order of execution of other operations. 4 and 5 may be performed in one electronic device or server, and in accordance with another embodiment, at least one of the operations shown in FIGS. 4 and 5 may be performed in the first And the remaining operations may be implemented to be performed in the second device.

Hereinafter, the detailed configuration of the advertisement information management server and the bid management server will be described with reference to FIG. 6 and FIG.

6 is a block diagram illustrating a detailed configuration of an advertisement information management server according to an embodiment of the present invention. 6, the advertisement information management server 201 according to various embodiments of the present invention includes at least one of a log information collection module 610, a log information analysis module 620, and an analysis information transmission module 630 . According to various embodiments of the present invention, the log information analysis module 620 may include at least one of a normal data determination unit 621, a redundant data removal unit 622, and a tracking log update unit 623 .

The log information collection module 610 may collect the tracking log information collected by the operation of the tracking script of the advertiser server as described above. The tracking log information to be collected may include at least one of a visited time, a user IP, a session ID, a tracking code, a keyword code, a referrer URL, a landing page URL, a script version user OS, and a browser version of the accessed user terminal.

The log information analysis module 620 may analyze the log information collected by the log information collection module 610 and process the log information. For example, the normal data determination unit 621 can confirm whether the visit of the advertiser site of the user IP is a site visit through the normal media server through the referrer URL among the collected information. As a result of the determination by the normal data determination unit 621, the tracking log information can be removed if the visit is based on an abnormal path.

The redundant data removing unit 622 can check and remove the collected tracking log if it is duplicated with the previously collected tracking log. For example, the redundant data removing unit 622 can check whether the collected tracking logs are duplicated data through the user IP and the session ID of the tracking log.

The tracking log updating unit 623 may update the log information such as the media code, the campaign, the group, and the keyword through the keyword code for the tracking log. In addition, the tracking log updating unit 623 can update media data and perform other necessary data processing operations.

The analysis information transmission module 630 may report the processed tracking log to the bid management server 021 or the like as a result of analysis through the log information analysis module 620 according to various embodiments of the present invention. For example, the processed tracking log may include information such as date, advertiser, ID, media code, campaign name, group name, keyword name, keyword code, advertisement expense, click, conversion classification, . The processed tracking log may include, for example, at least one performance data.

7 is a block diagram illustrating a detailed configuration of a bid management server according to an embodiment of the present invention. 7, the bid management server 201 according to various embodiments of the present invention includes an account setting module 710, a group setting module 720, a budget and goal setting module 730, an information collection module 740, A bid determination module 750, an automatic bid processing module 760, and a performance data management module 770.

The account setting module 710 may set an account corresponding to each advertiser. For example, the account setting module 710 may set the account type, the power or the previous year's data update method (e.g., automatic or manual), the group keyword setting method, the period of data to be reflected in the average operational performance, Set up budget plans, goal items, conversion items, and daily goals. In addition, the account setting module 710 may set a bid weight for each time period, and may set a weight value for each type of business.

The group setting module 720 registers at least one keyword to be included in the account and groups the registered at least one keyword into at least one group according to a predetermined method according to various embodiments of the present invention Can be performed. In addition, an automatic bidding method to be applied for calculating a bid for each of the set groups can be set. For example, the same automatic bidding method (or automatic bid algorithm) may be set for each of the groups according to various embodiments of the present invention.

The budget and goal setting module 730 may perform a function of setting budgets and goals for the entire account and may be configured to set budgets and goals for at least one group in the account according to various embodiments of the present invention . ≪ / RTI > In addition, the budget and goal setting module 730 may set a budget measurement method, derive a budget for each day of the week according to the set budget measurement method, and output the result in the form of monthly data.

The information collection module 740 may receive media data directly from the media server 210 as described above, or may directly receive performance data related to incoming or outgoing from the advertiser server. According to another embodiment, the information collection module 740 may collect the media data collected from the media server 210 or the performance data collected from the advertiser server in the advertisement information management server 202, As shown in FIG.

The bid determination module 750 determines whether or not the group setting module 720 has received the bid information based on the history information (e.g., media data, performance data, etc.) collected by the information collection module 740 for each group, The bidding amount for each keyword can be determined by applying an automatic bidding algorithm for each group set by the user.

The automatic bid processing module 760 may bid on the corresponding media information with the bid determined by the bid determination module 750 for each keyword.

The performance data management module 770 can perform a function of updating the performance of each group in real time. For example, the performance data management module 770 can calculate and store a budget amount, a conversion target achievement, and a market saturation according to a bid change.

In the meantime, the respective components of the apparatus are separately shown in the drawings to show that they can be functionally and logically separated, and do not necessarily mean physically separate components or separate codes.

In this specification, each functional unit (or module) may mean a functional and structural combination of hardware for carrying out the technical idea of the present invention and software for driving the hardware. For example, each functional unit may refer to a logical unit of a predetermined code and a hardware resource for executing the predetermined code, and may be a code physically connected to the functional unit, But can be easily deduced to the average expert in the field of the invention.

8 is a diagram illustrating a concept of grouping keywords in an account according to an embodiment of the present invention. Referring to FIG. 8, at least one keyword may be set for the account 810 corresponding to each advertiser. The at least one keyword set in the account 810 may be grouped into a plurality of groups 821, 822, 823, 831, 832, 833 according to various embodiments of the present invention. Also, according to various embodiments of the present invention, each of the groups may be a basic unit for setting an automatic bid algorithm, and may be a basic unit for budget allocation or determination of goal achievement.

Between the account 810 and the plurality of groups, campaigns 820 and 830 can be classified. Each of the campaigns 820 and 830 may be a larger unit of automatic bid algorithm configuration. For example, it can be classified into two campaigns 820 and 830 of one account 810 as shown in FIG. According to various embodiments of the present invention, a machine bidding mode may be set for the groups 821, 822, and 823 corresponding to the first campaign 820, and groups 831 corresponding to the second campaign 830 , 832, and 833, a rule-based bid mode may be set. A detailed description of the machine bidding mode or the rule-based bidding mode will be described later.

According to various embodiments of the present invention, among the plurality of automatic bid algorithm corresponding to the machine auction mode in each of the plurality of groups 821, 822, and 823 corresponding to the first campaign 820, You can make detailed settings. Similarly, in each of the plurality of groups 831, 832, and 833 corresponding to the second campaign 830, detailed settings can be made for each group among a plurality of automatic bid algorithms corresponding to the rule-based bidding mode have.

Meanwhile, according to the various embodiments of the present invention, since the setting of various automatic bidding modes is performed for each group as described above, it may be effective to group similar keywords into the same group.

Also, according to various embodiments of the present invention, a small number of high importance keywords may be placed in the groups 821, 822, 823 corresponding to the machine bidding mode set in the first campaign 820, A plurality of keywords having a relatively small number of conversions may be arranged in one group in the groups 831, 832, and 833 corresponding to the rule-based bid mode set in the rule-based bidding mode.

In addition, according to various embodiments of the present invention, as shown, by classifying at least one of the groups into a plurality of campaigns, the bid mode can be effectively managed according to the characteristics of each keyword. For example, the keywords corresponding to the first campaign 820 may be modeled through correlation analysis between the conversion and the bid according to various embodiments of the present invention, as the keywords having a relatively large number of conversions. On the other hand, Based on the rule-based bidding mode designated by the person in charge of the advertisement, by arranging the keywords in the second campaign 830 for the keywords whose correlation is difficult to analyze and the number of which is small.

8, various settings can be made for each account 810, campaigns 820 and 830, and groups 821, 822, 823, 831, 832, and 833 in FIG. For example, the business type can be selected for the account 810, and the monthly budget (for example, total budget or daily budget), goal (conversion or CPA), and the like can be set. In addition, a bid weight for each account time unit can be set for the account 810, and a weight for each type of business can be set. In addition, it is possible to perform data preprocessing on the account 810, and to perform weekly budgeting and finalization on week days. Also, it may turn off or on the keyword bidding for the entire account 810 according to the user's selection.

Also, as described above, a machine bidding mode may be set for the first campaign 820, and a rule-based bidding mode may be set for the second campaign 830. [

According to various embodiments of the present invention, a plurality of groups 821, 822, and 823 corresponding to the first campaign 820 may include a specific bid algorithm corresponding to the machine auction mode for each group A specific bid algorithm corresponding to the rule-based bid mode may be set for each of a plurality of groups 831, 832, and 833 corresponding to the second campaign 830, as described above have.

In the machine bidding mode, data collected in real time according to the target of each group is analyzed, and automatic bidding can be performed by a machine bidding algorithm corresponding to the predetermined machine bidding mode. In the rule-based bidding mode, the automatic bidding can be performed according to the bidding rule and cycle set in advance for each group.

In addition, for each group, a group-based budget may be set, and a goal related to the conversion (e.g., conversion, CPA, etc.) may be set. According to various embodiments of the present invention, time-based goals (e.g., conversion, CPA, etc.) can be calculated for each of the groups. Accordingly, it is possible to determine whether or not the target group is accomplished for each group, and determine whether or not to update the group's bid for the group.

The priority for the budget in the classification may be account, campaign, and group, and the priority for the conversion target may be set in the order of group, campaign, and account.

When the automatic bidding function is executed, it is checked whether the conversion target is achieved in the order of each account, campaign, and group according to the preset automatic bidding cycle. In accordance with the result of checking, each keyword Can be automatically calculated.

More specifically, in the machine bidding mode, the bids can be calculated by calculating unattained numerical values for the goals set for each group and analyzing the correlation between the CPC and the conversion. In addition, if the explanatory power of the result according to each condition is low, a notification may be output to the manager. In the rule-based bidding mode, performance-based bidding such as raising or lowering bids according to the previous day's ranking based target ranking can be applied, or performance based bidding can be applied such as raising or lowering bids based on performance for each set index have. The application of the above performance may be weighted and applied in the order of conversion, click, exposure, and the like. In addition, criteria such as maximum bid, bid cycle, and bid change amount may be applied to each group.

In addition, according to various embodiments of the present invention, when a bid is determined for keywords in the group for each group, automatic bidding is performed at a determined bid price, and the result is updated. For example, after the automatic bidding is performed at the calculated bids, the performance of each group may be updated in real time. For example, the amount of budget used, the achievement of the conversion target, and the degree of market saturation due to bid changes can be calculated for each group.

Hereinafter, procedures to be processed in the respective servers will be described with reference to FIGS. 9 and 10. FIG.

9 is a flowchart illustrating a procedure for processing information received by the advertisement information management server according to an embodiment of the present invention. Referring to FIG. 9, as described above, the advertisement information management server can receive (901) tracking data (e.g., incoming tracking data or conversion tracking data) from each advertiser server. The received tracking data may be stored 902 in a database.

In accordance with various embodiments of the present invention, abnormal data in the received tracking data may be removed 903, and redundant data may also be removed 904. The tracking log may then be updated 905 via the keyword code and the media data may be updated 906 as described above. The processed tracking log may be reported (907) to the bid management server at predetermined time intervals or at the occurrence of a predetermined event.

10 is a flowchart showing a processing procedure in the bid management server according to the embodiment of the present invention. Referring to FIG. 10, in the bid management server 1001, an account corresponding to each advertiser can be set (1001), at least one group is set by grouping at least one keyword set in each account (1002) . In addition, according to various embodiments of the present invention, the bidding method may be set 1004 for each of the set groups.

Thereafter, the information may be received directly from the media server or the advertiser server, or the information processed through the advertisement information management server may be received and stored in the database. (1005) various history information collected directly or indirectly from the media server or the advertiser server, and determines a bid for each keyword in the group according to the bidding method set for each group based on the collected information (1006).

When the bids for the respective keywords are determined as described above, the automatic bidding for the keywords may be performed 1007 by the media server at the determined bids.

11 is a diagram illustrating information processed in databases according to an embodiment of the present invention. Referring to FIG. 11, the agent server may include a bid management information database 203, a collection information database 204, a medium information database 205, and an account information database 206.

The account information database 206 may store account information set for each advertiser as described above. Data for each account-specific sub structure as shown in FIG. 8 (for example, grouping for campaigns or groups Data) can be stored.

The medium information database 205 may store media data provided from each medium that provides keyword advertisement according to a search word input through a web page. The media data stored in the medium information database 205 may store real-time media data for each time period received from the media server through the set API (application programming interface) and daily media data received on a daily basis.

The collection information database 204 may store performance data or conversion item information collected from each advertiser server. For example, the collection information database 204 may store real-time performance data for each time period received from each advertiser server in a time zone and daily performance data received in a day.

The media data stored in the medium information database 205 and the performance data stored in the collection information database 204 may be stored in the bid management information database 203 as backup data or performance backup data, respectively.

The bid management information database 203 may store media data, account setting data, bid log information, group setting data, daily performance data backup, budget / goal setting data, and the like.

12 is a diagram illustrating information processing procedures in a system according to an embodiment of the present invention. Referring to FIG. 12, the daily performance data stored in the collection information database and the real-time performance data per time period may be provided 1201 to the bid management information database.

For example, the daily performance data may be transmitted to the bid management information database of the bid management server when requested by the bid management server as daily data for a period of one month. The daily performance data may include at least one of a date, a keyword name, an echo key, a conversion item, a conversion, and a group sales by date. Also, for example, the real-time performance data for each time period may be transmitted to the bid management information database at predetermined intervals (for example, every 30 minutes) as time-based data for the previous 24 hours. The time-based real-time performance data may include at least one of time, keyword name, EchoKey, conversion item, conversion, and time-based group sales.

The daily media data stored in the medium information database may be transmitted to the bid management information database of the bid management server upon request from the bid management server. The daily media data may include at least one of daily date, month, month, month, month, day, month, month, day, month,

The data of the past 24 hours among the performance data and the media data stored in the bid management information database may be transmitted 1203 to the bid management server or the bid management module (for example, the bid management program) in the bid management server by keyword matching. For example, performance data or media data stored in the bid management information database may be read out and used for real-time automatic bidding when the bid management module determines that the bid cycle has arrived, or reads the performance data or the media data stored in the bid management information database every predetermined cycle. In addition, previously set values stored in the bid management information database may be transmitted to the bid management module.

In addition, information related to the account structure of keywords to be billed out among the account structure data stored in the account information database may be transmitted 1204 to the bid management module. In addition, the previous year's data YOY may be provided to the bid management module as data for budget, goal, and forecast.

The bid management module may receive the log data, the auction result log, and the like and store it in the bid management information database (1205).

In addition, according to various embodiments of the present invention, when the bidding management module requests (1206) a keyword status or a bid to a media server, the media server transmits the requested keyword status or bid information to the bid management module through a media API (1207).

In the medium report module, media data for the time period of the previous 24 hours period can be requested (1209) to the media server (1209). In the media server, the media report module can respond to the time report by the medium report module (1210) through API. In the medium report module, the media data for each time period received from the media server is provided to the bid management server at a predetermined time period (for example, at intervals of one hour), and the provided media data for each time period can be stored in the bid management information database . For example, the media data for each time period may include at least one of time, keyword name, keyword ID, conversion item, conversion, sales of each group by time, and keyword ID.

Hereinafter, operations of the bid management server according to various embodiments of the present invention will be described in detail with reference to FIG. 13 to FIG.

13 is a flowchart illustrating an account setting procedure in a bid management server according to an embodiment of the present invention. Referring to FIG. 13, an account setting screen may be displayed for an account corresponding to each advertiser, and various account settings may be provided through the account setting screen. For example, business type can be selected 1301 through the account setting screen, and daily keyword data 1302 can be uploaded. In addition, data to be reflected in the average operation may be selected 1303, a monthly budget may be written 1304, and a budget measurement method may be selected 1305.

When the budget measurement method is automatically set 1306, the weekly difference day budget may be derived 1307 based on the past data, and the resultant value may be output 1308 in the form of month data. When the determined data is determined as the output data 1309, the derived budget may be stored 1311 in the database.

On the other hand, if the budget measurement method is manually set 1306 or the output data is not determined 1309, the user can input the monthly budget 1310 every day.

When the budget is stored, a target item can be selected 1312 and a conversion item can be selected 1313. In accordance with the selection, the weekly difference day goal can be calculated 1314 based on the past data.

When the determined target is determined (1315), the derived target may be stored (1317) in the database. On the other hand, if the derived goal is not determined (1315), the user may input the monthly goal (1316) on a daily basis.

14A, 14B and 14C are flowcharts showing various setting procedures in the bid management server according to the embodiment of the present invention. Referring to FIG. 14A, after the account setting is completed as shown in FIG. 13, at least one group may be created by grouping at least one keyword set in the account according to an embodiment of the present invention.

In order to create the group, a group name is input 1401, and a keyword corresponding to the group is uploaded 1402. The method for grouping the keywords by each group may be performed by a user or may be automatically grouped into keywords having similarity according to a predetermined algorithm.

If a group including at least one keyword is set as described above, the bidding method may be selected 1403 for each group. Then, the weekly difference day budget of each keyword included in the corresponding group may be derived 1405, and the derived result may be output 1405 as a month data type.

If the user decides 1406 for the output data, the determined data may be stored in the database as a budget 1408. [ If the output data is not determined (1406), the user may input (1407) the monthly budget on a daily basis.

When the budget for each group is determined as described above, a bid increase / decrease interval, a maximum bid, a group on / off, and a bid on / off may be set 1409. In addition, a black keyword condition can be set 1409. In addition, according to whether the bidding method for the group is a machine bidding method or a rule-based bidding method, steps 1410, 14b, or 14c may be performed.

For example, referring to FIG. 14B, when a bidding method of the set group is a machine bidding method, a target item and a conversion item can be set (1411, 1412).

Subsequently, a weekly discrimination day-goal can be derived (1413) for each of the generated groups. When the user determines (1414) the derived data, the determined target may be stored in the database (1416). If the derived data is not determined (1414), the user can input the monthly goal (1415) on a daily basis.

In addition, according to various embodiments of the present invention, it is also possible to additionally set 1417, 1418, and 1419 a time-weighted weight, a bid cycle, a bid change interval, and the like.

Referring to FIG. 14C, when the bidding method of the set group is the rule-based bidding method, a rule name of an automatic bidding method to be applied to the group can be set 1420. The bidding cycle, The bidding method, and the maximum bid amount (1421). Finally, rules may be additionally set 1422 according to media / performance data conditions.

15 is a graph showing a relationship between click and conversion for conversion performance prediction according to an embodiment of the present invention. According to various embodiments of the present invention, the conversion performance can be predicted by analyzing the correlation between each item index based on the history data collected from the media server or the advertiser server. For example, by analyzing the correlation between each of the item indicators, the expected goal of the account unit can be derived.

Mathematical regression analysis algorithms may be applied to the correlation analysis according to various embodiments of the present invention. The regression analysis algorithm is one of statistical techniques for finding trends and trends of future data by referring to information of past data. Therefore, the regression analysis algorithm can be used to analyze the relationship between exposure and click, the relationship between click and conversion, and the relationship between CPC (or bid) and conversion.

For example, daily data of at least three months can be uploaded, and regression analysis can be performed with the uploaded data. According to the regression analysis, the correlation between clicks and conversions, clicks and advertising costs can be analyzed, and predicted conversions or conversion steps according to the monthly budget can be predicted according to the analyzed results.

FIG. 15 is a graph showing the relationship between click and conversion by the regression analysis algorithm as described above. Referring to FIG. 15, it is possible to perform a regression analysis on the basis of accumulated conversion data and click data for a predetermined period of time, and to establish a regression equation.

For example, the regression equation according to the above analysis can be determined as follows.

If a target click value is substituted for x in Equation (1), a prediction value for conversion can be derived as a y value. For example, when the number of clicks is 10,000, substituting into Equation (1) yields y = 0.0283 * 10000 + 118.55, and a conversion value of 402 can be derived. That is, according to various embodiments of the present invention, by applying regression analysis using the historical data, it can be predicted that 402 occurrences occur when the number of clicks is 10,000.

In this manner, the relevance of the keyword advertisement can be determined by applying the regression analysis algorithm to the keyword advertisement through the accumulated history data. In addition, since the relationship between variables can be output as a number, intuitive and quick understanding is possible.

FIG. 16 is a diagram illustrating an optimal daily advertisement cost allocation concept for achieving target performance according to an embodiment of the present invention. Referring to FIG. 16, according to various embodiments of the present invention, an optimal daily advertisement cost allocation for achieving the monthly conversion target can be performed based on the historical data.

For example, considering the daily schedule data of the previous month, which is the operation history data, and the daily performance data of the same month of the previous year, You can allocate advertising costs. In this way, the automatic bid algorithm can be operated according to the achievement of the conversion target based on the target value by automatically performing the quantitative conversion target plan necessary for the advertisement operation based on the data so as to systematically achieve the monthly goal.

In other words, based on the daily performance data of the previous month, which is the operation history data, and the daily performance data of the previous year, it is possible to allocate the optimal daily advertisement cost for the monthly goal by considering the advertisement plan of the total advertisement cost of the corresponding month, And the target conversion value can be calculated by substituting the conversion efficiency index CPA according to the advertisement cost allocated to each day.

For example, referring to FIG. 16, the budget for the fourth month on the fourth month of the month (MOM) is 5% (1610) of the monthly budget, while the budget for the fourth day on the year (YOY) (1620), the average value considering the above two values may be 6%. Therefore, the budget for the 4th day of the month can be set to the monthly budget * 6% (1630). The monthly target conversion * 6% may be set as the 4-day target conversion (1640) in consideration of the set monthly budget * 6%.

17 is a flowchart illustrating an optimal daily advertisement cost allocation procedure for achieving target performance according to an embodiment of the present invention. Referring to FIG. 17, according to various embodiments of the present invention, it is possible to automatically allocate an optimal daily advertisement cost for achieving monthly goal conversion based on the operational history data.

First, an average value of data by day of week is calculated for the account / group (1701). If the day of the first day of the budget setting is earlier than the delivery date / month (1702), the same number of days of weekly average value arrangement can be input (1704). On the other hand, if the day of the first day of the budget setting is not earlier than the delivery / the same month, the day-of-week data array of the difference can be deleted (1703).

Next, if the day of the last date of the budget setting is earlier than the delivery / month (1705), the day of the week data array can be deleted (1706). On the other hand, if the day of the last day of the budget setting is not earlier than the delivery / month, an array of the weekday average value can be inputted (1707) as long as it is not enough.

Then, the day of the week is matched for each parking (1708). If the data exists only in the previous month (1709), the daily data ratio may be calculated (1710) based on the total data sum value. On the other hand, if the data does not exist only in the previous month (1709), it is possible to derive 1711 the parking, day of the week, and daily budget based on the MOM / YOY data. The resultant value of the derived budget may be output 1712 in the form of monthly data.

18 is a flowchart illustrating a procedure for calculating a monthly goal according to an embodiment of the present invention. Referring to FIG. 18, the daily budget and target data of the last month (transfer) account / group is read (1801) from the database. And analyzes the correlation between the advertising cost and the target using the read data. At this time, the target prediction equation can be derived 1802 by analyzing the correlation between the advertisement cost and the target using the simple regression analysis according to one embodiment of the present invention. Based on the daily budget set in the previous step, the target value can be calculated 1803 using the regression analysis result. The resultant value may be output 1804 in the form of monthly data.

Hereinafter, with reference to FIGS. 19 to 21, the procedures of the rule-based bid mode according to various embodiments of the present invention will be described.

FIG. 19 is a flowchart illustrating a bidding procedure by a rule-based bidding mode according to an embodiment of the present invention. Referring to FIG. 19, when a bid cycle comes (1901), past data (for example, all day data) is loaded (1902). The bidding period may be variously set according to a preset reference. For example, a method for applying a rule set for bid adjustment, a number of times to apply a rule, a condition for applying a rule (for example, a sales amount of 100,000 won or more on the day) or a time (for example, 2 hours or 9:00 am to 3:00 pm And bid bidding).

The loading historical data may be information collected from an advertiser server or media server and may include, for example, at least one of conversion, click, exposure, CPA, ranking for each group or keyword.

In this manner, the bid price may be calculated 1904 according to a predetermined rule by referring to the at least one past data loaded. The calculated bids are stored in the database and updated (1904), and real-time bidding can be performed with the calculated bids. The log and the setting value may be stored (1905) in the database according to the bid calculation.

Hereinafter, a more detailed embodiment of the rule-based bidding mode will be described with reference to FIGS. 20 and 21. FIG.

FIG. 20 is a flowchart illustrating a detailed bidding procedure by a rule-based bidding mode for an all-day ranking according to an embodiment of the present invention. Referring to FIG. 20, a keyword group to which a rule-based bid determination method is applied (2001), and a bid rule for each group (2002) can be set. For example, a bid history-based bid can be set as a rule. According to various embodiments of the present invention, data is collected from an advertiser server or media server and stored (2003) in a database. For example, the data collection from the media server can be collected and updated on a daily basis, and thus the bidding cycle can be set to one day.

When a preset bidding cycle (for example, once a day) arrives (2004), all-day ranking data is confirmed (2005) for each keyword in the set group. Based on the confirmed day-of-the-week ranking data, the automatic bidding 2006 may be performed with a bid corresponding to the target ranking.

FIG. 21 is a diagram illustrating a concept of a bid determination algorithm based on a rule-based bid mode for performance according to an embodiment of the present invention. Referring to FIG. 21, a keyword group to which a rule-based bid determination method is applied is set 2101, and a bid rule is set 2102 for each group. For example, performance-based bidding can be set as a rule. According to various embodiments of the present invention, data is collected from an advertiser server or media server and stored (2103, 2104) in a database. For example, the data collection from the advertiser server or the media server can be collected and updated in units of 30 minutes, and accordingly, the bidding cycle can be set in units of 30 minutes.

When a predetermined bidding cycle (for example, a 30-minute cycle) arrives (2105), a preset bidding cycle (for example, (2106) whether or not achievement of the performance for the period is achieved. As a result of the determination, if the preset performance is achieved, the bid price may be maintained (2108). On the other hand, if it is determined that the predetermined result is not achieved, the current bid amount may be adjusted 2107 by a preset ratio.

According to various embodiments of the present invention, when the preset performance to be achieved is the exposure rank, if the real-time exposure ranking is higher or lower than the target ranking, the bid can be adjusted downward or upward by a predetermined ratio (n% have. In addition, when the predetermined performance to be achieved is a click, the bid can be adjusted downward or upward by a preset ratio (n%) when the real-time click count is higher or lower than the target click count. If the preset performance to be achieved is a CPA (cost per conversion), if the real-time CPA of the day ahead is higher or lower than the target CPA, the bid price may be adjusted up or down by a predetermined ratio (n%).

The rule-based automatic bidding method described above can efficiently manage automatic bidding for detailed keywords or additional registered keywords that are not easily fluctuated due to a large number of registered keywords although the variation range of bids is not large.

Hereinafter, an example of a user interface screen provided by the bid management server according to the embodiment of the present invention will be described with reference to FIG. 22 to FIG.

22 is a diagram illustrating a screen for providing a performance prediction function according to an embodiment of the present invention. According to various embodiments of the present invention, conversion performance can be predicted based on history information collected from a media server, an advertiser server, or the like.

 Referring to FIG. 22, when daily data uploads to be used for performance prediction are requested, daily data may be uploaded and used for performance prediction. For example, as shown in FIG. 15, it is possible to predict the conversion performance based on the accumulated history information so far. Therefore, as shown in FIG. 5, prediction, exposure, click, click through ratio (CTR), and CPC according to budget or conversion can be proposed based on existing operating history data. In addition, by analyzing the correlation between the budget and the conversion, it is possible to predict the budget when the conversion is selected from the operational history data. If the budget is selected, the conversion can be predicted and proposed. Various mathematical algorithms such as regression analysis can be applied as a method of predicting various data through the correlation analysis.

In addition, the correlation analysis can analyze not only the correlation between the budget and the conversion, but also the relationship between the conversion and the click, the relationship between the conversion and the CPC, and the relationship between the click and the exposure. It is possible to predict exposure, click, CTR, CPC, conversion, conversion rate, conversion cost, etc. according to the correlation between such indicators.

23 is a view showing a screen for providing a target achievement rate for each group according to an embodiment of the present invention. Referring to FIG. 23, according to a request of a user, the achievement rate of each keyword in the group can be displayed in a graph so that the goal (KPI) achievement rate for each group can be seen at a glance.

FIG. 24 is a diagram illustrating a screen for providing target achievement rates for respective groups according to time zones according to an embodiment of the present invention. Referring to FIG. 24, the at least one keyword corresponding to each group can be displayed through a table or a graph as shown in FIG.

25A and 25B are views showing a screen for providing an account setting function according to an embodiment of the present invention. Referring to FIG. 25A, when the account setting function is executed according to various embodiments of the present invention, various items in the account can be set as shown in FIG.

For example, on the account setup screen, you can select the business type for the account. On the other hand, the criterion for classifying the industry may be determined in consideration of the weight and the number of sales keywords. Also, it is possible to request data uploading in the account setting screen, and it is possible to calculate and propose the total monthly budget to be operated in the account through the data preprocessing process. In addition, through the data preprocessing process, it is possible to confirm the keyword, the performance and the weight of each account of the corresponding account, and provide the functions of recommending an account, a daily budget per group, and a daily goal based on the corresponding performance. Thus, in various embodiments of the present invention, it is possible to provide a goal or plan for each account based on the bid-related history data through the data preprocessing process.

As a more specific example, the user may select data for the previous month or last year as data to be reflected in the average operational performance. In addition, as shown in the figure, the total monthly budget to be operated in the account can be automatically calculated for each day of the week, week, and day, and can be proposed to the advertisement manager, and the proposed budget can be normally reflected have. The data update may be automatically updated for a preset period (for example, the previous day, Jeonju, previous month, etc.), or the manager may manually request the update manually. Also, according to various embodiments of the present invention, at least one keyword may be mapped to each of the bidding groups through the account setting screen.

Referring to FIG. 25B, according to various embodiments of the present invention, a target for the account can be set through the account setting screen. For example, the target CPA, the target ROAS (Return On Ad Spend), and the target ROI (Return On Investment) can be set through the account setting screen. Also, as shown in the figure, the monthly goal of the account can be automatically calculated for each day of the week, week, and day, and can be proposed to the advertiser, and the proposed monthly goal can be normally reflected by the advertiser's decision.

In addition, a daily achievement plan for the current month's performance may be proposed on the basis of the set monthly budget and the target, and it may be provided in a graph form.

26 is a diagram illustrating a screen for providing a group setting function according to an embodiment of the present invention. Referring to FIG. 26, according to various embodiments of the present invention, various settings can be made for each group through a group setting screen.

For example, you can enter a group name and select the type of bidding algorithm to apply to that group. For example, a machine bidding mode may be selected or a rule based bidding mode may be selected. The machine bidding mode is a mode for analyzing the hysteresis data in real time in accordance with the target for each group and bidding by the preset bidding algorithm. The rule-based bidding mode is a mode for bidding according to the bidding rule or period set by the administrator.

Referring to FIG. 27, the total monthly budget to be operated in the group can be suggested through the group setting screen. For example, as shown in the figure, the monthly budget of the group can be automatically calculated for each day of the week, week, and day, and can be proposed to the advertiser. The proposed monthly budget can be normally reflected by the advertiser. Through the data preprocessing process, the budget can be distributed by reflecting the YOY based on the previous month data.

On the other hand, if the bidding mode for the group is set to the machine bidding mode in the group setting screen of FIG. 26, a menu for providing the detailed setting function for the machine bidding mode shown in FIG. 27 can be displayed. The menu providing the detailed setting function for the rule-based mode shown in FIG. 29 can be displayed.

27 is a view showing a screen for providing a function of setting a machine bid mode according to an embodiment of the present invention. Referring to FIG. 27, if the machine bidding mode is set for the group, the target (for example, the number of conversions, the amount of sales, the CPA, the ROAS, etc.) of the group can be selected and set. In addition, weighting can be given to items such as conversion and CPA through the target engagement setting.

28 and 29 are views showing screens providing a rule-based bid mode setting function according to various embodiments of the present invention.

28 is a view showing a screen for providing a rule-based bid mode setting function according to an embodiment of the present invention. Referring to FIG. 28, a user can set a rule-based bidding mode for the group and select a performance based bidding mode in detail. If the performance-based bidding mode is selected, the ranking, exposure, click, and conversion values of the previous day, the previous week, the last one month, etc. for each keyword on the basis of the performance reach a preset section (for example, , You can bid automatically for the amount specified in the bid rule.

For example, in the performance-based bidding mode, bidding may be performed every predetermined period (for example, every hour) based on data updated in real time, and bidding may be performed by selecting a specific period.

29 is a diagram illustrating a screen for providing a rule-based bid mode setting function according to an embodiment of the present invention. Referring to FIG. 29, a user can set a rule-based bidding mode for the group and select a history-based bidding mode in detail. If the history based bidding mode is selected, the bid amount set by default can be increased or decreased according to the historical data based on the target ranking.

Meanwhile, the method according to an embodiment of the present invention may be implemented in the form of a program command which 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, and the like, alone or in combination. The program instructions recorded on the medium may be those specially designed and configured for the present invention or may be available to those skilled in the art of computer software. Examples of computer-readable media include magnetic media such as hard disks, floppy disks and magnetic tape; optical media such as CD-ROMs and DVDs; magnetic media such as floppy disks; Magneto-optical media, and hardware devices specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like. Examples of program instructions include machine language code such as those produced by a compiler, as well as high-level language code 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 more software modules to perform the operations of the present invention, and vice versa.

The invention has been described above with the aim of method steps illustrating the performance of certain functions and their relationships. The boundaries and order of these functional components and method steps have been arbitrarily defined herein for convenience of description. Alternative boundaries and sequences may be defined as long as the specific functions and relationships are properly performed. Any such alternative boundaries and sequences are therefore within the scope and spirit of the claimed invention. In addition, the boundaries of these functional components have been arbitrarily defined for ease of illustration. Alternative boundaries can be defined as long as certain important functions are properly performed. Likewise, the flow diagram blocks may also be arbitrarily defined herein to represent any significant functionality. For extended use, the flowchart block boundaries and order may have been defined and still perform some important function. Alternative definitions of both functional components and flowchart blocks and sequences are therefore within the scope and spirit of the claimed invention.

The invention may also be described, at least in part, in the language of one or more embodiments. Embodiments of the invention are used herein to describe the invention, aspects thereof, features thereof, concepts thereof, and / or examples thereof. The physical embodiment of an apparatus, article of manufacture, machine, and / or process for implementing the invention may include one or more aspects, features, concepts, examples, etc., described with reference to one or more embodiments described herein . Moreover, in the entire drawings, embodiments may incorporate the same or similarly named functions, steps, modules, etc. that may use the same or different reference numerals, and so forth, Steps, modules, etc., may be the same or similar functions, steps, modules, etc., or the like.

As described above, the present invention has been described with reference to particular embodiments, such as specific elements, and specific embodiments and drawings. However, it should be understood that the present invention is not limited to the above- And various modifications and changes may be made thereto by those skilled in the art to which the present invention pertains.

Accordingly, the spirit of the present invention should not be construed as being limited to the embodiments described, and all of the equivalents or equivalents of the claims, as well as the following claims, belong to the scope of the present invention .

100: Portal Site Web Page 110: Search Window
120: Keyword advertisement area 200: Agent server
201: bid management server 201: advertisement information management server
203: bid management information DB 204: collection information DB
205: Medium information DB 206: Account information DB
210: media server 220: communication network
230: Advertiser server 240: User terminal
610: log information collection module 620: log information analysis module
621: normal data determination unit 622: redundant data removal
623: tracking log update unit 630: analysis information transmission module
710: Account setting module 720: Group setting module
730: Budget and Goal Setting Module 740: Information Collection Module
750: bid determination module 760: automatic bid processing module
770: Performance data management module 810: Account
820: campaigns 821, 822, 823, 831, 832, 833: group

Claims (15)

A media server for providing a keyword advertisement reflecting the bid ranking of the searched keyword corresponding to a keyword search by a user terminal to the user terminal, an agent server for performing a bid for the keyword advertisement in the media server for at least one keyword, And an advertiser server for providing a web page of an advertiser corresponding to the selected keyword advertisement according to a selection of a specific keyword advertisement among a plurality of keyword advertisements provided to the user terminal through the media server, In the automatic bidding method in the keyword advertisement operating in the agent server in the system,
Setting at the agent server at least one keyword for keyword advertisement bidding for each account set for each advertiser;
Receiving, at the agent server, inflow tracking data from the user terminal, the inflow tracking data including information related to connection of the user terminal according to execution of a tracking script included in the advertiser's web page provided to the user terminal;
Receiving, at the agent server, conversion tracking data from the user terminal, the conversion tracking data including information related to switching of the user terminal according to the execution of a tracking script included in the advertiser's web page provided to the user terminal;
Receiving, at the agent server, information relating to keyword bidding for at least one keyword set in an account corresponding to each advertiser server from the media server;
Determining whether a predetermined automatic bidding cycle has arrived at the agent server;
Confirming the ranking data for the predetermined period of time in the media data collected from the media server providing the keyword advertisement for each keyword in the agent server when the automatic bidding cycle arrives;
Determining, at the agent server, a bid corresponding to a predetermined target ranking based on the identified ranking data for a predetermined period and information received from the user terminal; And
And performing, at the agent server, keyword advertisement bidding for the at least one keyword to the media server at the determined bid.
The method according to claim 1,
Setting a plurality of keywords registered in each account as at least one group; And
And setting a bidding rule to be applied to each of the set groups.
2. The method according to claim 1, wherein the ranking data for the predetermined period includes:
And wherein the keyword data is an all-day ranking data.
The method according to claim 1,
Determining whether an established automatic bidding cycle has arrived;
Identifying at least one performance-related data preset in the data collected from the media server or the user terminal providing the keyword advertisement for each keyword when the automatic bidding cycle arrives;
Determining whether a predetermined target performance is achieved for each keyword based on the determined performance-related data; And
And adjusting a bid for each of the keywords according to the achievement of the target performance.
5. The method according to claim 4,
The method of automatic bidding in a keyword advertisement comprising at least one of conversions, clicks, impressions, conversion cost, exposure rank, and average ranking.
delete 5. The method according to claim 4,
And determining whether or not the keyword is achieved by assigning a priority among a plurality of predetermined target results.
A media server for providing a keyword advertisement reflecting the bid ranking of the searched keyword corresponding to a keyword search by a user terminal to the user terminal, an agent server for performing a bid for the keyword advertisement in the media server for at least one keyword, And an advertiser server for providing a web page of an advertiser corresponding to the selected keyword advertisement according to a selection of a specific keyword advertisement among a plurality of keyword advertisements provided to the user terminal through the media server, In the system, in the bid management server in the keyword advertisement,
An account setting module for setting an automatic bidding method for at least one keyword set for each account corresponding to each advertiser;
The method of claim 1, further comprising: collecting information related to connection and switching of the user terminal from the user terminal in accordance with the execution of a tracking script included in the web page of the advertiser provided to the user terminal, An information collection module for receiving and collecting information related to keyword bidding for a keyword from the media server; And
And when the preset automatic bidding cycle arrives, the information collection module checks the ranking data for the predetermined period for the keyword in the media data collected from the media server, And a bid determination module for determining a bid corresponding to a predetermined target ranking based on the information received from the user terminal.
9. The method of claim 8,
And a group setting module for setting a plurality of keywords registered in each account as at least one group and setting a bid rule to be applied to each set group.
9. The method according to claim 8, wherein the ranking data for the predetermined period includes:
Wherein the bid management server is an all-day ranking data.
The method according to claim 8, wherein the bid determination module comprises:
Determining at least one performance-related data preset in the data collected from the media server or the advertiser server when a preset automatic bidding cycle arrives; Wherein the bid management server determines the achievement of the target performance and adjusts the bid for each keyword according to the achievement of the target performance.
12. The method according to claim 11,
Wherein the bid management server includes at least one of a number of conversions, a number of clicks, an impression number, a conversion unit price, an exposure rank, and an average rank.
delete 12. The method according to claim 11,
Wherein the bid management server determines whether or not the keyword advertisement is achieved by assigning a priority among a plurality of target achievements set in advance.
A computer-readable recording medium storing a program for executing the method of claim 1.

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