Method for offering a search-word advertisement and generating a search result list in response to the search-demand of a searcher and a system thereof

• US 20070162329A1
• Filed: 01/27/2005
• Published: 07/12/2007
• Est. Priority Date: 01/27/2004
• Status: Abandoned Application

• Current Assignee: NHN Corporation
• Original Assignee: NHN Corporation
• Inventors: Lee, Woo Sung
• Application Number:
  US10/597,056
• Publication Number:
  US 20070162329A1
• Time in Patent Office: Days
• US Class Current: 705/14.470
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0248 Avoiding fraud
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

The present invention relates to method and system for providing a search word advertisement which can compute a predetermined expected advertisement cost by predicting the maximum number of expected clicks at the future point with respect to particular search listing, and subtract a cost for execution of advertisement from the expected advertisement cost, wherein the cost for execution of advertisement is determined on the basis of the number of valid clicks that have actually occurred during a contracted advertising period. According to the present invention, in a model for providing an advertisement through a search word advertisement, there is an effect that it is possible to provide method and system for providing a search word advertisement which predict the maximum number of expected clicks by predetermined future point, and adopt a unit cost per click, thereby scientifically computing an expected advertisement cost and charging an advertiser a reasonable advertisement cost.

Claims

1. A method for generating a search result list in response to a searcher'"'"'s search request and providing a search word advertisement, the method comprising the steps of:

generating information on the maximum number of expected clicks for a predetermined advertising period, in association with a predetermined search word;

generating information on a reserve fund using said information on the maximum number of expected clicks and a unit click cost, associated with said search word, thereby providing said information on the reserve fund to an advertiser;

receiving confirmative information on receipt of payment for advertisement based upon said information on the reserve fund from said advertiser;

maintaining a search information database including a search listing associated with said advertiser, in response to receipt of said confirmative information, said search listing being associated with said search word;

receiving a search request from a searcher, said search request including said search word;

identifying said search listing with said search word in response to said search request, thereby arranging said search listing;

measuring the number of actual clicks with respect to said search listing; and

adjusting said information on the reserve fund associated with said advertiser based upon said measured number of actual clicks.

2. The method of claim 1, wherein said step of generating information on the maximum number of expected clicks comprises the steps of:

generating statistical information with respect to the number of clicks during a predetermined previous period;

generating information on the number of expected clicks, based on said statistical information, wherein said information on the number of expected clicks is computed on the basis of regression; and

adding up said number of expected clicks with respect to said predetermined advertising period, thereby generating information on the maximum number of expected clicks.

3. The method of claim 2, wherein said step of generating information on the number of expected clicks comprises the steps of:

setting the number of expected clicks (Y′

) by said regression, as Y′

=b*mˆ

X or Y′

=m·

X+b, wherein X is date; and

determining m and b, variable factors of said regression, by using said statistical information.

4. The method of claim 3, wherein said number of expected clicks (Y′

) is set by further considering information on the number of impressions during a particular period or information on the number of season-oriented clicks.

5. The method of claim 4, the method further comprising the step of setting said number of expected clicks (Y′

) as Y′

=(b*(m1ˆ

X1)*(m2ˆ

X2)* . . . (mnˆ

Xn)) or Y′

=(m1·

X1)+(m2·

X2)+ . . . (mn·

Xn)+b;

wherein said X1, X2, . . . is input of time series data of said information of the number of impressions or said information on the number of season-oriented clicks.

6. The method of claim 1, wherein said step of measuring said searcher'"'"'s clicks with respect to said arranged search listing further includes the step of determining a valid click, wherein said step of determining the valid click comprises the steps of:

receiving a click with respect to said search listing from said searcher;

obtaining a first site identifier corresponding to said clicked search listing;

in case that said first site identifier is identical to a second site identifier associated with other click within the predetermined time, determining that said click is invalid; and

determining that the number of clicks except said click which is determined to be invalid is valid.

7. The method of claim 6, wherein said step of determining a valid click is performed every determined period during said advertising period.

8. The method of claim 6, wherein, in case that a request for cancellation of an advertisement is received from said advertiser within said advertising period, said step of determining a valid click is performed just before cancellation.

9. The method of claim 2, wherein said step of transmitting said information on a reserve fund to an advertiser further considers predetermined weight, based on said statistical information.

10. The method of claim 1, comprising the steps of:

transmitting information on a dummy amount to an account associated with said advertiser;

receiving number data corresponding to said information on a dummy amount, from said advertiser; and

determining whether said dummy amount is identical to said number data.

11. The method of claim 1, wherein said step of adjusting said information on the reserve fund includes the step of comparing said actual number of measured clicks with said maximum number of expected clicks;

and

in case that said actual number of measured clicks is below said maximum number of expected clicks at the result, the method further includes the steps of generating refund information, and transmitting the same to said advertiser.

12. The method of claim 1, wherein said step of adjusting said information on the reserve find includes the step of comparing said number of measured clicks with said maximum number of expected clicks;

and

in case that said number of measured clicks exceeds said maximum number of expected clicks at the result, the method further includes the step of stopping adjustment of said information on the reserve fund.

13. The method of claim 12, the method further comprising the step of generating information on the second maximum number of expected clicks with respect to a second advertising period;

wherein said information on the second maximum number of expected clicks is revised upwards based upon said measured number of actual clicks which exceeds said maximum number of expected clicks.

14. The method of claim 1, comprising the steps of:

generating information on trend of clicks based on said measured number of actual clicks within said advertising period;

generating predicted information on a free advertising period, based on said information trend of clicks; and

transmitting said predicted information on a free advertising period, to said advertiser.

15. The method of claim 14, wherein in case that said adjusted information on the reserve fund is below a predetermined value, said predicted information on a free advertising period is generated.

16. The method of claim 1, the method further comprising the steps of:

maintaining a present information database for recording information on the present state of a predetermined advertisement; and

providing said advertiser with said information on the present state of an advertisement;

wherein said information on the present state of an advertisement includes at least one selected from a group consisting of return on investment (ROI), unique visitor (UV), click through rate (CTR), the number of clicks and the number of impression associated with said search listing during said advertising period.

17. The method of claim 1, wherein said unit click cost is set by satisfying the steps of:

receiving information on a price based on the arranged location of said search listing, from at least one advertiser; and

selling information on one bid price satisfying a predetermined condition, among said received information on the bid price, to each of arranged locations of said search listing by said unit click cost.

18. A method for generating a search result list in response to a searcher'"'"'s search request and providing a search word advertisement, the method comprising the steps of:

generating information on the maximum number of expected clicks for a predetermined advertising period, in association with a predetermined search word;

receiving information on a bid price with respect to a unit click cost associated with said search word, from at least one advertiser;

determining a unit click cost and an advertiser based on said received information on the bid price;

generating information on a reserve fund using said information on the maximum number of expected clicks and said determined unit click cost;

transmitting said information on the reserve fund to said determined advertiser;

maintaining a search listing associated with said advertiser in association with said search word in a database;

receiving a search request from a searcher, said search request including said search word;

identifying said search listing with said search word in response to said search request, thereby arranging said search listing;

measuring and maintaining information on the number of clicks with respect to said arranged search listing during said advertising period; and

generating refund information or information on a free advertising period, based on said information on the number of clicks and said information on the maximum number of expected clicks.

19. A computer readable record medium recording a program for implementing a method for generating a search result list in response to a searcher'"'"'s search request and providing a search word advertisement, the method comprising the steps of:

generating information on the maximum number of expected clicks with respect to a predetermined advertising period, in association with a predetermined search word;

generating information on a reserve fund by considering said information on the maximum number of expected clicks and a unit click cost associated with the keyword, thereby transmitting said information on a reserve fund to an advertiser;

receiving confirmative information on receipt of money with respect to said information on a reserve fund from an account associated with said advertiser;

as the step of maintaining a search information database including search listing associated with said advertiser, in response to receipt of said confirmative information on receipt of money, associating at least one said search listing with the search word;

receiving a search request from a searcher;

in response to said search request, identifying search listing associated with said search word, thereby arranging said identified search listing;

measuring the number of clicks with respect to said arranged search listing; and

in correspondence with said measured number of clicks, subtracting said information on a reserve fund.

20. A system for providing a search word advertisement, the system comprising:

a search information database for storing at least one search listing associated with an advertiser, said search information database associating said search listing with at lease one search word;

a search engine for abstracting search listings from a database, the search engine providing a searcher with at least one abstracted search listing upon search request of said searcher by predetermined arrangement method;

a click predicting means for computing information on the maximum number of expected clicks during a predetermined advertising period with respect to said abstracted search listing;

a cost computing means for generating information on a reserve fund by considering said computed information on the maximum number of expected clicks and a unit click cost associated with said search word;

a settlement control means for transmitting said generated information on a reserve fund to an advertiser associated with said search listing and receiving confirmative information on receipt of money with respect to said information on a reserve fund from an account associated with said advertiser; and

an advertisement cost subtracting means for measuring said searcher'"'"'s number of valid clicks that generate during said advertising period, and subtracting said information on a reserve fund in correspondence with said number of valid clicks;

wherein said click predicting means computes the number of expected clicks on the basis of statistical information with respect to the number of clicks during the predetermined previous period and adds up said computed number of expected clicks with respect to said advertising period, thereby generating information on the maximum number of expected clicks.