WO2009078591A1 - Method for providing keyword advertisement based on user conversion and system for executing the method - Google Patents
Method for providing keyword advertisement based on user conversion and system for executing the method Download PDFInfo
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- WO2009078591A1 WO2009078591A1 PCT/KR2008/006839 KR2008006839W WO2009078591A1 WO 2009078591 A1 WO2009078591 A1 WO 2009078591A1 KR 2008006839 W KR2008006839 W KR 2008006839W WO 2009078591 A1 WO2009078591 A1 WO 2009078591A1
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- G—PHYSICS
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- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0201—Market modelling; Market analysis; Collecting market data
- G06Q30/0206—Price or cost determination based on market factors
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
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- G06Q30/06—Buying, selling or leasing transactions
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Abstract
A system and method of providing a keyword advertising based on a user conversion. The method of providing a keyword advertising including: setting a Cost Per Conversion for an advertisement of an advertiser; and presenting and performing accounting of the advertisement based on the Cost Per Conversion.
Description
METHOD FOR PROVIDING KEYWORD ADVERTISEMENT BASED ON USER CONVERSION AND SYSTEM FOR EXECUTING THE METHOD
Technical Field The present invention relates to a system for providing a keyword advertising, and more particularly, to a method and system for providing a keyword advertising which may prevent an advertisement cost from increasing due to an inappropriate click, and effectively determine an advertisement presentation order and advertisement cost.
Background Art
Currently, information search via communication networks is common along with the development of communication networks such as the Internet. Internet users may be provided with desired information via the Internet anytime and anywhere, which brings about a number of changes in life. Accordingly, a variety of Internet advertising pricing models for an Internet service provider and an advertiser have been developed and provided. Here, an Internet service provider may provide an Internet search service to Internet users, and an advertiser may desire to expose an advertiser's website to users through a search.
Cost Per Click(CPC) may be a general advertising pricing model for advertisement information exposure and advertisement cost determination. In CPC, an advertisement cost may be measured based on the number of connections between an advertiser and a searcher, that is, Internet user, when the searcher requesting the search clicks the advertisement of the advertiser.
In CPC, an advertisement may be presented in such a manner that advertisement information of an advertiser that has suggested the highest CPC value (charge amount per click) may be listed at the top of a search engine listings page to enable users to recognize advertisement information easily. That is, CPC may sort search results by a value of CPC provided by an advertiser, and provide a searcher with the sorted search results. However, CPC may not guarantee that an advertisement is shown on a desired location. Specifically, since CPC values suggested by advertisers may be compared and advertisement information of the advertisers may be listed in an order of the CPC
values on a search engine listings page, advertisement information may be presented on a location that is not desired by an advertiser.
That is, in CPC, only advertisement information of an advertiser who inputs a higher CPC value may be extracted and provided on a location where it is easy to click. Accordingly, it may cause a rise in bid price, and a heavy advertisement cost may be charged to an advertiser.
Thus, a new type of online advertising pricing model which may appropriately present advertisement information by applying another criterion besides a bid price based on various desires of an advertiser is required. Also, an advertising pricing model which may reasonably charge advertisement costs is required.
Disclosure of Invention
Technical Goals
An aspect of the present invention provides a method and system for providing a keyword advertising based on a user conversion which determines a listing rank based on a conversion rate of an advertisement, and thereby may provide a more intuitive advertising model.
An aspect of the present invention also provides a method and system for providing a keyword advertising based on a user conversion which determines an advertisement cost based on a conversion count of an advertisement, and thereby may prevent an advertisement cost from increasing due to an inappropriately click.
Technical solutions
According to an aspect of the present invention, there is provided a method of providing a keyword advertising, the method including: setting Cost Per Conversion for an advertisement of an advertiser; and presenting and performing accounting of the advertisement based on the Cost Per Conversion.
The conversion may correspond to at least one of a purchase, log-in, sign-up, page view, download, and communication as a user's action with respect to the advertisement.
The presenting may include: calculating a conversion rate based on a conversion count, the conversion count being in proportion to a number of clicks for the
advertisement; calculating the ranking index based on the calculated conversion rate and the set Cost Per Conversion for the advertisement; and arranging the advertisement corresponding to a predetermined keyword in an order of the calculated ranking index, and presenting. The performing may include: accumulating a conversion count with respect to the advertisement; calculating an advertisement cost based on the accumulated conversion counts and the set Cost Per Conversion; and charging the calculated advertisement cost to the advertiser.
According to an aspect of the present invention, there is provided a system for providing a keyword advertising, the system including: a search information database storing an advertisement of an advertiser in association with a predetermined Cost Per Conversion; and an advertisement providing unit presenting and performing accounting of the advertisement based on the Cost Per Conversion.
The advertisement providing unit may include: a ranking index calculation unit calculating a ranking index of the advertisement based on the Cost Per Conversion; an advertisement presentation unit presenting the advertisement corresponding to a predetermined keyword according to the calculated ranking index; and an accounting unit performing accounting of the advertisement when a conversion with respect to the presented advertisement occurs.
Advantageous effects
According to an embodiment of the present invention, a method and system for providing a keyword advertising which estimates an advertisement cost of an advertisement with respect to an actual conversion of the advertisement, and thereby may provide a new advertisement presentation and accounting model and reduce economic harm of an advertiser due to an inappropriate click.
According to an embodiment of the present invention, a method and system for providing a keyword advertising which determines a ranking index based on a conversion rate in proportion to a number of clicks, presents an advertisement according to the ranking index, and thereby may provide a user with more intuitive search results.
According to an embodiment of the present invention, a method and system for providing a keyword advertising which sets a Cost Per Conversion for an advertisement,
calculates an advertisement cost based on the Cost Per Conversion, and thereby may perform accounting of the advertisement more reasonably and enable an advertiser and an Internet service provider to be financially balanced with respect to a keyword advertising.
Brief Description of Drawings
FIG. 1 is a flowchart illustrating a method of providing a keyword advertising based on a user conversion according to an embodiment of the present invention;
FIG. 2 is a flowchart illustrating an operation of calculating a ranking index based on a Cost Per Conversion according to an embodiment of the present invention;
FIG. 3 is a flowchart illustrating an operation of calculating an advertisement cost of a presented advertisement based on a Cost Per Conversion according to an embodiment of the present invention;
FIG. 4 is a diagram illustrating a relationship associated with a system for providing a keyword advertising according to an embodiment of the present invention; and
FIG. 5 is a block diagram illustrating a configuration of a system for providing a keyword advertising according to an embodiment of the present invention.
Best Mode for Carrying Out the Invention
Reference will now be made in detail to embodiments of the present invention, examples of which are illustrated in the accompanying drawings, wherein like reference numerals refer to the like elements throughout. The embodiments are described below in order to explain the present invention by referring to the figures. The present invention is related to a method and system for providing a keyword advertising based on a user conversion.
The method and system for providing a keyword advertising based on a user conversion is for presenting and performing accounting of an advertisement using a Cost Per Conversion. A ranking index of each advertisement may be measured based on a conversion generated in association with the advertisement to present the advertisement, and an advertisement cost may be calculated when a conversion with respect to the presented advertisement occurs.
In the present specification, the conversion may correspond to at least one of a purchase, log-in, sign-up, page view, download, and communication as a user's action with respect to the advertisement.
The conversion may be designated by an advertiser, and may indicate various types of user's actions on a website of the advertiser providing the advertisement. Also, the communication may include a user's action such as posting or reading a comment on a free board of a website.
FIG. 1 is a flowchart illustrating a method of providing a keyword advertising based on a user conversion according to an embodiment of the present invention. A system for providing a keyword advertising according to an embodiment of the present invention may set a Cost Per Conversion for an advertisement provided by an advertiser, and store and maintain the advertisement in association with the set Cost Per Conversion.
In operation SlOl, the system for providing a keyword advertising may calculate and maintain a ranking index of an advertisement based on a Cost Per
Conversion. The system for providing a keyword advertising may store the advertisement in association with the Cost Per Conversion, calculate the ranking index of the advertisement based on the Cost Per Conversion, and store the calculated ranking index in association with the advertisement. Accordingly, a ranking index for each advertisement may be maintained.
The calculating in operation SlOl is described in greater detail with reference to FIG. 2.
In operation S 102, the system for providing a keyword advertising may present the advertisement based on the ranking index. In this instance, the system for providing a keyword advertising may present a predetermined number of advertisements in a predetermined advertisement area in an order of highest ranking index. That is, when a searcher (hereinafter, a user) requests a search by inputting a keyword, advertisements corresponding to the keyword may be listed in an order of highest ranking index, and a listing rank may be determined. The advertisement may be presented according to the listing rank.
In operation S 103, the system for providing a keyword advertising may perform accounting of the advertisement based on the Cost Per Conversion. When a
conversion with respect to the presented advertisement occurs, the system for providing a keyword advertising may perform accounting of the advertisement where the conversion occurs. For this, the system for providing a keyword advertising may calculate an advertisement cost of the advertisement based on the Cost Per Conversion, and charge the calculated advertisement cost to the advertiser.
As described above, the calculating of the advertisement cost in operation S 103 is described in greater detail with respect to FIG. 3.
FIG. 2 is a flowchart illustrating an operation of calculating the ranking index based on the Cost Per Conversion in operation SlOl of FIG. 1. In operation S201, the system for providing a keyword advertising may define a predetermined billing period, and calculate a conversion rate of the advertisement for each billing period. The conversion rate of the advertisement may be measured by calculating a proportion of a conversion count to a number of clicks with respect to the advertisement during a billing period. The conversion rate of the advertisement may be calculated and maintained for each billing period.
In operation S202, the system for providing a keyword advertising may determine a conversion rate of a billing period prior to a time that the keyword is inputted by the user, and calculate the ranking index based on the Cost Per Conversion and the conversion rate of the prior billing period. The ranking index may be defined by,
Ranking index = Cost Per Conversion * conversion rate of prior billing period
That is, the ranking index may be calculated by multiplying the Cost Per Conversion and the conversion rate of the prior billing period.
FIG. 3 is a flowchart illustrating an operation of calculating an advertisement cost of a presented advertisement based on Cost Per Conversion in operation S 103 of FIG. 1.
In operation S301, the system for providing a keyword advertising may define a predetermined billing period, and accumulate the conversion count with respect to the advertisement for each billing period. That is, the conversion count with respect to the advertisement may be calculated and maintained for each billing period.
In operation S302, the system for providing a keyword advertising may calculate an advertisement cost for each billing period based on the Cost Per Conversion
and the accumulated conversion counts.
The advertisement cost may be defined by,
Advertisement cost = Cost Per Conversion * conversion count for each billing period That is, the advertisement cost for each billing period with respect to the advertisement may be obtained by multiplying the Cost Per Conversion and the conversion count for each billing period. Specifically, when the predetermined billing period ends, the advertisement cost of a current billing period may be calculated by multiplying the Cost Per Conversion and a conversion count accumulated during the current billing period.
In operation S3O3, the system for providing a keyword advertising may charge the calculated advertisement cost to the advertiser. The advertisement cost may be calculated for each billing period, and charged to the advertiser of the advertisement.
As described above, the system for providing a keyword advertising may calculate the ranking index of the advertisement based on the Cost Per Conversion, and determine the listing rank according to the calculated ranking index. Also, when the conversion with respect to the presented advertisement occurs, the system for providing a keyword advertising may calculate the advertisement cost of the advertisement based on the Cost Per Conversion and charge the advertisement cost to the advertiser. Hereinafter, the system for providing a keyword advertising which operates a method of providing a keyword advertising is described. FIG. 4 is a diagram illustrating a relationship associated with a system for providing a keyword advertising according to an embodiment of the present invention. FIG. 5 is a block diagram illustrating a configuration of a system for providing a keyword advertising according to an embodiment of the present invention.
As illustrated in FIG. 4, a user, that is, a searcher 410 may have a terminal to maintain connection with a system for providing a keyword advertising 430 through a network 420. That is, the user 410 may indicate an Internet user that inputs a predetermined keyword to request the system for providing a keyword advertising 430 for retrieval through the terminal.
An advertiser 440 may indicate a contents provider managing a website on the network 420 based on an Internet Protocol (IP) address, Uniform Resource Locator
(URL), domain, and the like. The advertiser 440 may pay for a predetermined advertisement cost depending on an advertisement presentation in the system for providing a keyword advertising 430.
The system for providing a keyword advertising 430 may include a search engine to extract a predetermined number of advertisements corresponding to the keyword, and to provide the advertisements as a search result.
When the keyword is inputted by the user 410, the system for providing a keyword advertising 430 may extract the advertisements corresponding to the keyword, determine a ranking index of the advertisement based on a bid price, and provide the advertisement in an order of highest ranking index.
As illustrated in FIG. 5, the system for providing a keyword advertising 500 may include a search information database 510, a ranking index calculation unit 520, an advertisement presentation unit 530, and an accounting unit 540.
The system for providing a keyword advertising 500 may set a Cost Per Conversion for an advertisement provided by an advertiser, and present and perform accounting of the advertisement based on the Cost Per Conversion.
The search information database 510 may store the advertisement provided by the advertiser, and maintain the advertisement in association with the Cost Per Conversion. The ranking index calculation unit 520 may calculate a ranking index of the advertisement based on the Cost Per Conversion. The ranking index calculation unit 520 may calculate a conversion rate of the advertisement for each predetermined billing period based on a conversion count. The conversion count may be in proportion to a number of clicks for the advertisement. Also, the ranking index calculation unit 520 may calculate the ranking index of the advertisement based on the Cost Per Conversion and a conversion rate of a billing period prior to a time that a keyword is inputted. The ranking index calculation unit 520 may store the calculated ranking index in association with the advertisement, and thereby may maintain the ranking index and update the ranking index of the advertisement for each billing period. The advertisement presentation unit 530 may present advertisements corresponding to the keyword according to the ranking index calculated by the ranking index calculation unit 520. The advertisement presentation unit 530 may provide a
predetermined number of advertisements in an order of highest ranking index. That is, the advertisements corresponding to the keyword may be listed in an order of highest ranking index, and a listing rank may be determined. Accordingly, the advertisement may be presented according the listing rank. The accounting unit 540 may perform accounting of the advertisement when a conversion with respect to the presented advertisement occurs, based on the Cost Per Conversion. The accounting unit 540 may accumulate the conversion count with respect to the advertisement for each billing period, and determine the conversion count for each billing period. Also, the accounting unit 540 may calculate an advertisement cost of the advertisement based on the Cost Per Conversion and the conversion count for each billing period, and thereby may charge the calculated advertisement cost to the advertiser. The accounting unit 540 may calculate and maintain the advertisement cost for each billing period to perform accounting of only the advertisement where the conversion occurs. According to an embodiment of the present invention, the system for providing a keyword advertising may determine whether to present an advertisement where a conversion occurs based on a Cost Per Conversion, and thereby may provide a more intuitive search result.
Also, according to an embodiment of the present invention, the system for providing a keyword advertising may calculate an advertisement cost based on a Cost Per Conversion and a conversion count of a predetermined billing period, and thereby may charge an advertisement cost with respect to only advertisements where a conversion actually occurs, and perform reasonable accounting.
Also, according to an embodiment of the present invention, the system for providing a keyword advertising may decrease a conversion rate in proportion to a number of clicks when a random user inappropriately clicks, an may prevent an advertisement cost from increasing, and thereby may prevent from an inappropriate click and reduce an economic harm of an advertiser.
Also, according to an embodiment of the present invention, the system for providing a keyword advertising may decrease a conversion rate and a ranking index when an advertiser reports intentionally-reduced conversion rate for reducing an advertisement cost, and thereby may cause a decrease in profit and advertisement effect
in a subsequent billing period. Accordingly, the system for providing a keyword advertising may enable the advertiser to report a conversion rate of an advertisement more accurately, and enable the advertiser and an Internet service provider to be financially balanced with respect to the advertisement. The exemplary embodiments of the present invention include computer-readable media including program instructions to implement various operations embodied by a computer. The media may also include, alone or in combination with the program instructions, data files, data structures, tables, and the like. The media and program instructions may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well known and available to those having skill in the computer software arts. Examples of computer-readable media include magnetic media such as hard disks, floppy disks, and magnetic tape; optical media such as CD ROM disks; magneto-optical media such as floptical disks; and hardware devices that are specially configured to store and perform program instructions, such as read- only memory devices (ROM) and random access memory (RAM). Examples of program instructions include both machine code, such as produced by a compiler, and files containing higher level code that may be executed by the computer using an interpreter. The described hardware devices may be configured to act as one or more software modules in order to perform the operations of the above-described embodiments of the present invention, or vice versa.
Although a few embodiments of the present invention have been shown and described, the present invention is not limited to the described embodiments. Instead, it would be appreciated by those skilled in the art that changes may be made to these embodiments without departing from the principles and spirit of the invention, the scope of which is defined by the claims and their equivalents.
Claims
1. A method of providing a keyword advertising, the method comprising: setting a Cost Per Conversion for an advertisement of an advertiser; and presenting and performing accounting of the advertisement based on the Cost Per Conversion.
2. The method of claim 1, wherein the conversion corresponds to at least one of a purchase, log-in, sign-up, page view, download, and communication as a user's action with respect to the advertisement.
3. The method of claim 1 , wherein the presenting and the performing comprises: calculating a ranking index based on the Cost Per Conversion, and presenting the advertisement according to the calculated ranking index; and performing accounting of the advertisement when a conversion with respect to the presented advertisement occurs.
4. The method of claim 3, wherein the presenting comprises: calculating a conversion rate based on a conversion count, the conversion count being in proportion to a number of clicks for the advertisement; calculating the ranking index based on the calculated conversion rate and the set
Cost Per Conversion for the advertisement; and arranging the advertisement corresponding to a predetermined keyword in an order of the calculated ranking index, and presenting.
5. The method of claim 4, wherein the calculating of the ranking index comprises: calculating the conversion rate of the advertisement for each predetermined billing period; determining a conversion rate of a billing period prior to a time that the keyword is inputted; and calculating the ranking index based on the Cost Per Conversion and the conversion rate of the prior billing period.
6. The method of claim 3, wherein the performing comprises: accumulating a conversion count with respect to the advertisement; calculating an advertisement cost based on the accumulated conversion counts and the set Cost Per Conversion; and charging the calculated advertisement cost to the advertiser.
7. The method of claim 6, wherein the calculating of the advertisement cost comprises: accumulating the conversion count with respect to the advertisement for each billing period; determining the conversion count for each billing period; and calculating the advertisement cost for each billing period based on the Cost Per Conversion and the conversion count for each billing period.
8. A computer-readable recording medium storing a program for implementing the method according to any one of claims 1 through 7.
9. A system for providing a keyword advertising, the system comprising: a search information database storing an advertisement of an advertiser in association with a predetermined Cost Per Conversion; and an advertisement providing unit presenting and performing accounting of the advertisement based on the Cost Per Conversion.
10. The system of claim 9, wherein the advertisement providing unit comprises: a ranking index calculation unit calculating a ranking index of the advertisement based on the Cost Per Conversion; and an advertisement presentation unit presenting the advertisement corresponding to a predetermined keyword according to the calculated ranking index.
11. The system of claim 10, wherein the ranking index calculation unit calculates a conversion rate based on a conversion count, and calculates the ranking index based on the calculated conversion rate and the set Cost Per Conversion, the conversion count being in proportion to a number of clicks for the advertisement.
12. The system of claim 11, wherein the ranking index calculation unit calculates the conversion rate of the advertisement for each predetermined billing period, and calculates the ranking index based on the Cost Per Conversion and a conversion rate of a billing period prior to a time that the keyword is inputted.
13. The system of claim 10, wherein the advertisement providing unit further comprises: an accounting unit performing accounting of the advertisement when a conversion with respect to the presented advertisement occurs.
14. The system of claim 13, wherein the accounting unit accumulates a conversion count with respect to the advertisement, and calculates an advertisement cost based on the accumulated conversion counts and the set Cost Per Conversion.
15. The system of claim 14, wherein the accounting unit accumulates the conversion count with respect to the advertisement for each billing period, calculates the advertisement cost for each billing period based on the Cost Per Conversion and the conversion count for each billing period, and charges the calculated advertisement cost to the advertiser.
Applications Claiming Priority (2)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| KR20070130812A KR100986434B1 (en) | 2007-12-14 | 2007-12-14 | Method for providing keyword advertisement based on user conversion and system for executing the method |
| KR10-2007-0130812 | 2007-12-14 |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| WO2009078591A1 true WO2009078591A1 (en) | 2009-06-25 |
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Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| PCT/KR2008/006839 WO2009078591A1 (en) | 2007-12-14 | 2008-11-20 | Method for providing keyword advertisement based on user conversion and system for executing the method |
Country Status (2)
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| KR (1) | KR100986434B1 (en) |
| WO (1) | WO2009078591A1 (en) |
Cited By (2)
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| WO2014077937A1 (en) * | 2012-11-16 | 2014-05-22 | Google Inc. | Method for maximizing conversion value for content provided by a content provider |
| CN105808728A (en) * | 2016-03-08 | 2016-07-27 | 百度在线网络技术（北京）有限公司 | Data processing method and device |
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| WO2013116105A1 (en) * | 2012-02-01 | 2013-08-08 | Google Inc. | Alterations of calculations in attribution modeling |
| KR101934873B1 (en) * | 2012-08-28 | 2019-04-05 | 에스케이플래닛 주식회사 | System and method for advertisement service, and apparatus applied to the same |
| US9996853B2 (en) * | 2015-04-02 | 2018-06-12 | Vungle, Inc. | Systems and methods for selecting an ad campaign among advertising campaigns having multiple bid strategies |
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| US20060026067A1 (en) * | 2002-06-14 | 2006-02-02 | Nicholas Frank C | Method and system for providing network based target advertising and encapsulation |
| US7136875B2 (en) * | 2002-09-24 | 2006-11-14 | Google, Inc. | Serving advertisements based on content |
| KR20050123236A (en) * | 2004-06-24 | 2005-12-29 | 엔에이치엔(주) | Method and system for selecting search list table in an internet search engine in response to search request |
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| WO2014077937A1 (en) * | 2012-11-16 | 2014-05-22 | Google Inc. | Method for maximizing conversion value for content provided by a content provider |
| CN105808728A (en) * | 2016-03-08 | 2016-07-27 | 百度在线网络技术（北京）有限公司 | Data processing method and device |
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Also Published As
| Publication number | Publication date |
|---|---|
| KR100986434B1 (en) | 2010-10-08 |
| KR20090063448A (en) | 2009-06-18 |
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