KR101088210B1 - Method, system and computer readable recording medium for conducting auctioning and billing for search advertising - Google Patents

Abstract

The present invention relates to a method, a system and a computer readable recording medium for conducting auctions and billing for search advertisements.

According to an aspect of the present invention, a method for performing an auction for a search advertisement on a network, the bid information of a search advertisement from an advertiser computing device, wherein the bid information is a search keyword, a time at which the search advertisement is to be displayed, and the search. Including information about a bid for an advertisement, wherein, at a predetermined time period during which the search advertisement is to be displayed, the position and / or placement of the search advertisement based on the amount of the bid corresponding thereto. Determining an order, and placing the search advertisement in accordance with the determined placement location and / or order of placement during the predetermined time period.

Search ads, CPT, auction, bidding, billing

Description

METHOD, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR PERFORMING AUCTION AND CHARGING FOR SEARCH ADVERTISEMENT}

The present invention relates to a method, a system and a computer readable recording medium for conducting auctions and billing for search advertisements. More specifically, the present invention allows a method, system, and computer for performing auctions and billing for a search ad in a more advanced manner, by determining an advertising cost for the search ad based on the time the search ad is displayed. A readable recording medium.

In recent years, as the use of the Internet has become more common, users can obtain various information through Internet searches. That is, after accessing an Internet search site through a terminal device such as a personal computer that can access the Internet, users can search for various contents related to news, knowledge, games, communities, and the like.

As described above, as information acquisition through Internet search is becoming more popular, recently, a search advertisement (Search Advertisement) providing an advertisement related to a search clue (eg, a search keyword) input from a user through a search site has been activated. Here, in the case of a search advertisement, when a user searches using a search engine with a specific search clue, the advertisement information such as the advertiser's web page address, single line advertisement message, and image advertisement is displayed at a specific position on the search result page. It is an advertising technique that makes it possible. In addition, according to such a search advertisement, the advertisement is not unconditionally provided to an unspecified number of people, but the advertisement is provided only to a user who performs a search with a search clue associated with a specific advertisement, so that it is possible to use a product or service provided by an advertiser. Because of the advantage that targeted advertising is provided only to relatively high potential customers, search advertising is in the spotlight in recent years and its range of use is gradually expanding.

On the other hand, for advertisers who pay for search advertising, the main concern is whether they can effectively experience their ads with users within a limited advertising budget, so the cost of search advertising is in line with their needs. Several methods have been developed for imposing. As a specific billing method, a cost per millennium (CPM) method for calculating an advertising cost according to the number of times an advertisement is exposed to a user, a cost per action (CPA) method for calculating an advertising cost according to a result of the user's action, , Cost per click (CPC) method for calculating an advertising cost according to the number of times of selecting and clicking a link of an advertiser's web page).

On the other hand, the sale of search advertising is generally made through auctions among a plurality of advertisers and advertising providers, the above-mentioned CPM method, CPA method, CPC method, etc. may also be used in the auction of search ads. For example, in the case of determining the bid amount according to the CPC method, the advertiser may determine the bid amount in relation to the 'advertising fee paid for one click' generated for the search advertisement.

According to the above-mentioned conventional billing and auction method, there is a reasonable aspect in that the advertising fee is charged according to the occurrence of billing basis (ad impression, click on advertisement information, etc.). Side effects are also small in that the number of clicks on the advertisement information directly affects the billing amount for the search advertisement. For example, an unusually high number of invalid impressions or invalid clicks are often generated for a particular search ad that doesn't have a substantial advertising effect. There may be a problem that the advertising cost to be paid is too large. Indeed, in the search advertising industry, exploiting the above problems frequently causes competitors' search ads to be exposed several times without meaning or to make them click on them several times. Advertisers' economic losses due to invalid impressions or invalid clicks are increasing day by day. If the advertiser's economic loss due to invalid impressions or invalid clicks continues, the advertiser's trust in the advertising provider may be cracked, and as a result, the search advertising market may shrink.

It is an object of the present invention to solve all the problems described above.

It is also an object of the present invention to propose a novel search advertisement model, which allows an advertisement cost for a search advertisement to be determined based on the time at which the search advertisement is displayed.

In addition, an object of the present invention to improve the phenomenon that unreasonable billing due to invalid impressions, invalid clicks, etc. through the novel search advertising model.

In addition, an object of the present invention is to further introduce the concept of a bid start price in the novel search advertising model so that the advertising cost can be determined at a more reasonable level.

Representative configuration of the present invention for achieving the above object is as follows.

According to an aspect of the present invention, a method for performing an auction for a search advertisement on a network, the bid information of a search advertisement from an advertiser computing device, wherein the bid information is a search keyword, a time at which the search advertisement is to be displayed, and the search. Including information about a bid for an advertisement, wherein, at a predetermined time period during which the search advertisement is to be displayed, the position and / or placement of the search advertisement based on the amount of the bid corresponding thereto. Determining an order, and placing the search advertisement in accordance with the determined placement location and / or placement order during the predetermined time period.

According to another aspect of the present invention, there is provided a method for performing a billing for a search advertisement on a network, the bid information of a search advertisement from an advertiser computing device, wherein the bid information is a search keyword, a time at which the search advertisement is to be displayed, and the search. Including information about a bid for an ad, determining a billing amount based on a time at which the search ad is displayed and the bid upon the completion of the search advertisement, and the billing amount There is thus provided a method comprising performing charging.

According to yet another aspect of the present invention, there is provided a system for conducting an auction for a search advertisement on a network, the bid information of the search advertisement from an advertiser computing device, the bid information being a search keyword, the time at which the search advertisement is to be displayed, and the Includes information about bids for search ads-an auction management unit for receiving a; and a position of the search ads based on an amount of bids corresponding to the bids in a predetermined time period during which the search ads are to be displayed. And / or an advertisement execution unit for determining the order of publication and for displaying the search advertisement according to the determined placement position and / or placement order during the predetermined time interval.

According to another aspect of the present invention, there is provided a system for performing billing for a search advertisement on a network, wherein bid information for a search advertisement from an advertiser computing device, the bid information is a search keyword, a time at which the search advertisement is to be displayed, and And auction management unit for receiving the search advertisement, and when the search advertisement is displayed, the billing amount is determined based on the time when the search advertisement is displayed and the bid. A system including a billing management unit for performing billing according to the billing amount is provided.

In addition, there is provided another method, system, and computer readable recording medium for recording a computer program for carrying out the method for implementing the present invention.

According to the present invention, a novel search advertisement model is proposed in which an advertisement cost for a search advertisement is determined based on the time at which the search advertisement is displayed.

According to the present invention, the phenomenon of unreasonable charging due to invalid impressions, invalid clicks, etc. can be improved through the novel search advertisement model.

According to the present invention, by further introducing the concept of a bid start price to the new search advertising model, the advertising cost can be determined at a more reasonable level.

According to the present invention, the trust relationship between the advertiser and the advertisement provider is strengthened, and as a result, the search advertisement market can be maintained and expanded, and the profit of the advertisement provider can be increased.

DETAILED DESCRIPTION The following detailed description of the invention refers to the accompanying drawings that show, 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 an 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, therefore, is not to be taken in a limiting sense, and the scope of the present invention, if properly described, is defined only by the appended claims, along with the full range of equivalents to which such claims are entitled. Like reference numerals in the drawings refer to the same or similar functions throughout the several aspects.

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 implement the present invention.

[Preferred Embodiments of the Invention]

In the present specification, a search advertisement includes an advertiser's web page address and a single line advertisement at a specific position on a search result page when a user searches using a search engine using a specific search clue (for example, a search keyword). As a general term for advertising techniques or advertisements that allow advertisement information such as messages and image ads to be displayed, in particular, the search advertisements referred to in the present specification are searches provided by a search site according to a search keyword input by a user. In addition, it should be understood in the broadest sense to include keyword advertisements such that advertisements related to the search keywords are displayed along with the results.

In addition, in this specification, billing refers to a series of processes that charge advertisers in exchange for displaying search ads for advertisers, and in particular, billing referred to herein refers to advertising Based on the CPM method of calculating advertising costs based on the number of impressions, the CPA method of calculating advertising costs based on the user's actions, the CPC method of calculating advertising costs based on the number of times a user selects and clicks on the ad, and the time the ad is displayed. Therefore, it should be understood in the broadest sense to cover all the various charging methods such as cost-per-time (CPT) method for calculating advertising costs.

CPT  Overview of the method

In the present specification, the CPT method allows an advertiser to bid at a bid set by a user for a predetermined search keyword and a predetermined time period in order to display his or her search advertisement at a predetermined position on a search result page. During this time, you'll find a new billing technique that allows your ad to appear whenever a user searches on your search keywords, and the resulting advertising cost is essentially determined by your bid and the time your ad appeared. Say.

According to this CPT method, multiple search ads with one search keyword (in many cases, different advertisers) are basically placed on the search results page (in order of largest value), depending on the amount of bid for each ad. It can be displayed aligned. In this case, variables other than the amount of the bid (for example, the advertiser's grade and the cumulative billing amount for the advertiser) may be used to determine the position of the search advertisement.

And, the bid may be treated as separate for each time interval, even if it is for one search advertisement (in this case, the bid for each time interval may vary depending on the advertiser's choice. ). The sorted position of the search advertisement may vary for each time interval.

Of course, notwithstanding the above description, the CPT method according to the present invention is not limited to that described above, and it should be seen that the rights to all CPT methods disclosed or implied in the following detailed description can be attributed to the applicant. will be.

Configuration of the entire system

1 is a diagram schematically illustrating a configuration of an entire system for performing auction and charging for a search advertisement based on a time when a search advertisement is displayed according to an embodiment of the present invention.

As shown in FIG. 1, the entire system according to an exemplary embodiment of the present invention includes a communication network 100 and a search advertisement system 200 that performs auction and charging for search advertisements based on a time when a search advertisement is displayed. ), A plurality of web servers that search and provide contents according to a search clue received from the user terminal device 400 according to the advertiser server (or the advertiser terminal device) 300, the user terminal device 400, and the user's request ( 500).

First, the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network). Preferably, the communication network 100 according to the present invention may be a known World Wide Web (WWW).

According to an embodiment of the present invention, the search advertisement system 200 enables the advertiser to bid on a specific search keyword based on the time when the search advertisement is displayed in performing an auction on the search advertisement. Can be performed. Preferably, the search advertising system 200 may allow an advertiser to determine, as a bid, an amount suitable for the expected advertising effect for a search advertisement by a specific search keyword. Based on the number of advertisements, the number of clicks on advertisement information, and the amount of billing, etc.), a bid start price for a specific keyword may be calculated and provided to the advertiser.

In addition, according to an embodiment of the present invention, the search advertising system 200 provides information (current bid ranking, highest bid, etc.) regarding the current or recent bidding status to advertisers participating in a bid for a specific search advertisement. It may also perform a function to provide an opportunity for the advertiser to change the bid set by the advertiser with reference to the information on the bid status.

In addition, according to an embodiment of the present invention, the search advertisement system 200 may perform a function of displaying a search advertisement of an advertiser bid by the auction process as described above in response to a search keyword input by a user. .

Furthermore, according to an embodiment of the present invention, the search advertisement system 200 may determine a billing amount based on a bid and a time when the search advertisement is displayed when the serving of the search advertisement is completed for a predetermined time. Can be done.

According to an embodiment of the present invention, the advertiser server 300 may be a server including a function for allowing an advertiser to communicate after accessing the search advertisement system 200. However, the present invention may be any digital device having a computing capability by mounting a microprocessor such as a personal computer (for example, a desktop computer, a notebook computer, etc.), a workstation, a PDA, a web pad, a mobile phone, and the like. Adopt one device of the advertiser server 300 or the advertiser terminal 300 according to the. Specifically, the advertiser server 300 according to an embodiment of the present invention may search information about a search advertisement and a bid to be displayed by an advertiser (for example, a bid for each time interval and a total bid accordingly). It may perform a function provided to (200), it may perform a function to receive information about the bid start price and bid status from the search advertising system 200. The advertiser server 300 may be a homepage operation server operated by an advertiser to provide a product or a service.

On the other hand, the user terminal device 400 according to an embodiment of the present invention is a digital device including a function that allows the user to communicate after connecting to the web server 500 through the communication network 100, a personal computer ( For example, a user terminal according to the present invention may be any digital device having a computing capability by mounting a microprocessor such as a desktop computer, a laptop computer, a workstation, a PDA, a web pad, a mobile phone, and the like. May be employed as the device 400. In addition, the user terminal device 400 may further include a web browser (not shown) program for allowing a user to request and receive content from the web server 500.

According to an embodiment of the present invention, the web server 500 communicates with the search advertisement system 200 and the user terminal device 400 through the communication network 100. The web server 500 may include a web content search engine (not shown) to store a search keyword input by the user, search for content corresponding to the search keyword, and provide a search result for the user to browse. Can be. For example, the web server 500 may be an operational server of an internet search portal site. The content provided as a search result may be various information about news, knowledge, games, communities, and the like. Of course, if necessary, the web content search engine may be included in a computing device or a recording medium other than the web server 500. In addition, although FIG. 1 shows that the search advertisement system 200 and the web server 500 are separately configured, a search service for a content and a search advertisement service are provided together according to the needs of those skilled in the art for implementing the present invention. In this case, the search advertisement system 200 may be included in a web server 500 that provides a search service.

Organization of Search Ads System

Hereinafter, the internal configuration of the search advertisement system 200 performing important functions for the implementation of the present invention and the functions of each component will be described.

2 is a diagram illustrating in detail the internal configuration of the search advertising system 200 according to an embodiment of the present invention. Referring to FIG. 2, the search advertisement system 200 according to an embodiment of the present invention may include an auction manager 210, an information provider 220, an advertisement execution unit 230, a billing manager 240, and a database ( 250, the communication unit 260 and the control unit 270, it can be seen that the auction management unit 210, the bid start may be composed of the calculation unit 212, the bid determination unit 214, etc. Able to know. According to an embodiment of the present invention, the auction management unit 210, information providing unit 220, advertising execution unit 230, billing management unit 240, database 250, communication unit 260 and the control unit 270 At least some of them may be program modules communicating with the advertiser server 300 and / or the user terminal device 400. Such program modules may be included in the search advertisement system 200 in the form of an operating system, an application module, and other program modules, and may be physically stored on various known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the search advertising system 200. On the other hand, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.

First, the auction manager 210 according to an embodiment of the present invention calculates a bid start price for a search keyword and determines a bid so that an auction regarding a search keyword selected by an advertiser may be performed based on time. Can be performed. In addition, when the bidding process is completed, the auction manager 210 may further perform a function of winning a search advertisement by the search keyword to the top n advertisers who have provided a high bid based on the bid of each advertiser. . Hereinafter, the internal configuration of the auction manager 210 and the function of each component will be described with reference to FIG. 2.

The bid start price calculation unit 212 according to an exemplary embodiment of the present invention provides a function of calculating and providing a bid start price for a search advertisement, which may provide historical data about a search keyword selected by an advertiser and / or may be determined based thereon. Can be performed.

Here, the bid start price means an initial bid that is differentially calculated according to the advertising effect of each search keyword, and serves as an index (at least implying) indicating the advertising effect of the search keyword. As in the present invention, in an auction for determining a bid for a search keyword based on a time when a search ad is displayed, an advertiser may provide a bid starting price that reflects an advertising effect or an advertisement value of the search keyword as an initial bid. From the standpoint of setting their own bid can be referred to as a reasonable criterion, the position of the advertising provider can obtain the effect of being able to sell a search ad at a reasonable price. According to an embodiment of the present invention, the bid start price may be calculated based on the time when the search advertisement is to be displayed, and the time interval may be specified by a time unit such as year, month, day, hour, and minute. have. Furthermore, according to an exemplary embodiment of the present invention, the bid start price may act as a lower limit of the successful bid price of the search advertisement by the specific search keyword in order to prevent the search keyword from being successful at a low value.

According to an embodiment of the present invention, the bid start price may be determined by referring to data regarding a search advertisement that has already been charged (or has been settled) with respect to the same search keyword among the past data as illustrated above. . For example, the amount charged for the search advertisement during the immediately preceding time period performed on the same search keyword can be calculated as the bid starting price. As another example, the average value of the amount charged for the search advertisement for the various time periods performed for the same search keyword may be calculated as the bid starting price.

The bid determination unit 214 according to an embodiment of the present invention may perform a function of determining a bid according to the setting of the advertiser. According to one embodiment of the present invention, the bid of the advertiser may be determined as an amount reflecting the bid modification value added or subtracted by the advertiser to the bid start price initially proposed by the bid start price calculation unit 212. Here, the bid modifier may be determined according to the intention of the advertiser and transmitted from the advertiser server 300 to the search advertisement system 200. For example, if the advertiser makes the bid higher than the bid start price, the bid modifier has a positive value, and in the opposite case, the bid modifier has a negative value. Of course, the advertiser may directly input the desired bid from the advertiser server 300 to the search advertisement system 200 while referring to the bid start price.

The bid determination unit 214 according to a preferred embodiment of the present invention, in order to prevent a particular advertiser from submitting an excessively high bid for the purpose of incurring economic losses to other advertisers without a true intention of bidding, the range of bid determination of the advertiser Can be limited. For example, the bid determination unit 214 may limit the advertiser's bid not to exceed 1000% of the bid start price. In addition, according to an embodiment of the present invention, the bid determination unit 214 may perform a function of providing an advertiser with an opportunity to change the predetermined bid for flexibility of the auction.

FIG. 3 is a diagram illustrating an exemplary interface screen showing that bids are determined for a specific search keyword in a specific time interval according to an embodiment of the present invention.

Referring to FIG. 3, it can be seen that a price is determined as a bid for a search keyword, which is displayed for one day, for the search keyword "travel". From July 1, 2008 to July 19, 2008, In the time period, the bid is set to '1000 won per day' and in the time period from July 21, 2008 to July 31, 2008, the bid is set to '2000 won per day'. . However, it should be understood that the bid determination for the search advertisement does not necessarily have to be made on a daily basis or over several days as in the above example.

Next, according to an embodiment of the present invention, the information provider 220 performs a function of providing the advertiser server 300 with information necessary for the advertiser to determine the bid in the auction process for the search advertisement. . Specifically, the information providing unit 220 according to an embodiment of the present invention, in order to solve the uncertainty of the advertising effect and to support the advertiser to guess the value of the search advertising that he wants to bid, specific search keywords Historical statistical information about a search advertisement by may be provided, wherein the historical statistical information includes the number of times the advertisement information has been exposed (or the number of times the search advertisement has been displayed) and the number of times the search advertisement has been displayed in the past. Information such as a click through rate (CTR), an exposure count ranking, a publication count ranking, and the like may be included.

In addition, the information providing unit 220 according to an embodiment of the present invention, the bidding status for a particular search keyword in order to assist the advertiser in determining the bid and the bidding probability in the auction stage of the search advertising Information may be provided, and the bid status information may include information such as a bid ranking and a highest bid expected when bidding with a predetermined bid.

4 is a diagram exemplarily illustrating an interface screen indicating that bid status information regarding a specific search keyword is provided according to an embodiment of the present invention.

Referring to FIG. 4, it can be seen that information such as a bid status, a bid starting price, a currently set bid, a maximum bid, an estimated bid ranking, and an estimated billing amount is provided according to each search keyword.

Next, according to an embodiment of the present invention, the advertisement execution unit 230 performs a function of displaying the search advertisements of the advertisers won in the auction process in response to the input search keyword. That is, in providing the search result corresponding to the input search keyword, the advertisement executing unit 230 may also display search advertisements of the advertisers who have been successful in bidding for the search keyword.

Specifically, the advertisement execution unit 230 according to an embodiment of the present invention determines the placement and / or order of placement of the search advertisements according to the ranking of the bids of the respective search advertisements, so that the search advertisement having a high bid is relatively high. Can be placed in an advantageous position. In addition, the advertisement execution unit 230 according to an embodiment of the present invention determines whether to display each search advertisement according to the advertisement serving time set for each search advertisement, and stops the serving of the search advertisement whose advertisement serving time expires. Then, the serving of the search advertisement, which starts the advertisement serving time, may be started. Thus, according to a preferred embodiment of the present invention, a particular search advertisement may be placed in different positions for each time interval as the ranking of bids for different time intervals during which it is displayed varies.

5 is a diagram exemplarily illustrating an interface screen indicating that a search advertisement and a general search result are provided for a specific search keyword according to an embodiment of the present invention. Referring to FIG. 5, as a search result for the search keyword 502 of "dermatology", general search results 508 corresponding to the successful search advertisements 504 and 506 and "dermatology" 502 may be provided. It can be seen that.

According to an embodiment of the present invention, it can be seen that a plurality of search advertisements 504 and 506 are placed in different positions on the screen in a predetermined order. The bid amount for the corresponding search advertisement may be determined. For example, a search ad placed on a sponsored link 504 location that is expected to have a relatively high advertising impact may have a bid higher than a search ad placed on a power link 506 location that is expected to have a relatively low advertising effect. May be larger, and the search advertisement corresponding to the highest bid among the search advertisements displayed on the sponsored link 504 may be displayed in the first line of the position of the sponsored link 504.

Next, the billing management unit 240 according to an embodiment of the present invention, performs a billing for the search advertisement is completed. As mentioned above, the billing manager 240 may calculate the billed amount based on a specific time interval in which the search advertisement is displayed. For example, the billing management unit 240 may calculate 100,000 won as a billing amount when a search advertisement that is sold as '10, 000 won per one day 'for the search keyword' dermatology 'is displayed for 10 days. .

On the other hand, the database 250 according to an embodiment of the present invention may store a variety of data about the search advertisement. For example, historical data, various statistical information, bid state information, and the like regarding the search advertisement as described above may be stored.

Meanwhile, although the database 250 is illustrated in FIG. 2 as being included in the search advertisement system 200, the database 250 may be connected to the search advertisement system 200 according to the needs of those skilled in the art. It may be configured separately. On the other hand, according to the present invention, the database 250 is a concept including a computer-readable recording medium, and refers to not only a narrow database but also a database in a broad sense including a data system based on a file system. If a simple set of logs can be retrieved to extract data, it is included in the database 250 of the present invention.

The communication unit 260 according to an embodiment of the present invention performs a function of enabling data transmission / reception from / to the search advertisement system 200.

The control unit 270 according to an embodiment of the present invention is the data between the auction manager 210, the information provider 220, the advertisement execution unit 230, the billing manager 240, the database 250, and the communication unit 260. To control the flow of the. That is, the control unit 270 according to the present invention controls the flow of data from the outside or between each component of the search advertising system 200, thereby controlling the auction manager 210, the information provider 220, the advertisement execution unit ( 230, the billing manager 240, the database 250, and the communicator 260 control each to perform a unique function.

Embodiments according to the present invention described above may be implemented in the form of program instructions that may be executed by various computer components, and may be recorded in a computer-readable recording medium. The computer-readable recording medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the computer-readable recording medium may be those specially designed and configured for the present invention, or may be known and available to those skilled in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs, DVDs, and magneto-optical media such as floptical disks. 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 not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device may be configured to operate as one or more software modules to perform the process according to the invention, and vice versa.

Although the present invention has been described by specific embodiments such as specific components and the like, but the embodiments and the drawings are provided to assist in a more general understanding of the present invention, the present invention is not limited to the above embodiments. For those skilled in the art, various modifications and variations can be made from these descriptions.

Therefore, the spirit of the present invention should not be construed as being limited to the above-described embodiments, and all of the equivalents or equivalents of the claims, as well as the following claims, I will say.

1 is a diagram schematically illustrating a configuration of an entire system for performing auction and charging for a search advertisement based on a time when a search advertisement is displayed according to an embodiment of the present invention.

2 is a diagram illustrating in detail the internal configuration of a search advertising system according to an embodiment of the present invention.

FIG. 3 is a diagram illustrating an exemplary interface screen showing that bids are determined for a specific search keyword in a specific time interval according to an embodiment of the present invention.

4 is a diagram exemplarily illustrating an interface screen indicating that bid status information regarding a specific search keyword is provided according to an embodiment of the present invention.

5 is a diagram exemplarily illustrating an interface screen indicating that a search advertisement and a general search result are provided for a specific search keyword according to an embodiment of the present invention.

<Brief description of the major reference numerals>

210: auction management

212: Bid starting price

214: bid determination unit

220: information provider

230: ad execution unit

240: billing management

250: database

260: communication unit

270: control unit

Claims (19)

A method for auctioning a search advertisement on a network using a system including an auction manager, an advertisement executor, and a charge manager, Receiving, by the auction manager, bid information for a search advertisement from an advertiser computing device, wherein the bid information includes information on a bid of a search advertisement fixedly exposed for a unit time with respect to the search keyword; Determining, by the advertisement execution unit, a placement position of the search advertisement and a placement order based on the amount of the bid corresponding to the time interval; Displaying, by the advertisement execution unit, the search advertisement according to the determined placement position and placement order during the time interval; And Performing a charge on the search advertisement displayed based on the bid and the time interval in which the search advertisement is displayed by the charge manager; Including, And the bid is determined by the advertiser computing device with reference to a bid start price determined based on a past billing amount for the corresponding search advertisement. delete The method of claim 1, Wherein the bid start price is determined based on historical data relating to the search keyword. The method of claim 3, The past data is And at least one of a number of times a search advertisement has been displayed for a predetermined time in the past and a number of times of clicks on advertisement information of the corresponding search advertisement. The method of claim 1, And the bid start price is determined as an average value of the amount charged for the search advertisement for the past predetermined time with respect to the search keyword. The method of claim 1, The bid start price is determined by the amount charged for a search advertisement during the immediately preceding time period for the search keyword. The method of claim 1, Determining the placement of the search ad, and the order of placement, And wherein the ad execution unit determines that the search ad has a higher placement position and a serving order as the bid is larger. delete delete A system for conducting auctions for search ads on a network, An auction manager configured to receive bid information on a search advertisement from an advertiser computing device, wherein the bid information includes information on a bid of a search advertisement fixedly exposed for a unit time with respect to the search keyword; An ad execution unit configured to determine a placement position of the search advertisement and a placement order based on the amount of the bid corresponding to the time interval, and to display the search advertisement according to the determined placement position and the placement sequence during the time interval; And A billing management unit configured to perform billing on the displayed search advertisement based on the bid and the time interval in which the search advertisement is displayed; Including, And the bid price is determined by the advertiser computing device with reference to a bid start price determined based on a past billing amount for the corresponding search advertisement. delete The method of claim 10, Wherein the bid start price is determined based on historical data relating to the search keyword. The method of claim 12, The past data is And at least one of a number of search ad serving for a predetermined time in the past and a number of clicks on advertisement information of the search advertisement related to the search keyword. The method of claim 10, And the bid start price is determined as an average value of the amount charged for the search advertisement for the past predetermined time with respect to the search keyword. The method of claim 10, The bid start price is determined by the amount charged for the search advertisement during the immediately preceding time period for the search keyword. The method of claim 10, The ad execution unit, in determining the placement of the search ad, and the order of placement, the system determines that the search ad has a higher placement position, and the order of the higher the bid. delete delete A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 3.

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