Method and System for Selecting Search List Table in Internet Search Engine in Response to Search Request

• US 20080059258A1
• Filed: 06/23/2005
• Published: 03/06/2008
• Est. Priority Date: 06/24/2004
• Status: Abandoned Application

• Current Assignee: Naver Corporation
• Original Assignee: NHN Corporation
• Inventors: Lee, Woo Sung
• Application Number:
  US11/571,155
• Publication Number:
  US 20080059258A1
• Time in Patent Office: Days
• US Class Current: 705/7
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0283 Price estimation or determination

Abstract

There are provided a keyword advertisement service method and a system including: a step of maintaining a search information database for storing at least one search listing in correspondence to a predetermined keyword; a step of receiving 5 information on predetermined bid participation cost in association with extracting the search listing from the advertiser; a step of extracting at least a part of the search listings corresponding to the keyword inputted for the search request; and a step of arranging the extracted search listings into a search result list by rolling the same and providing the search result list as a search result of the search request, wherein Step of extracting 0 at least the part of the search listings corresponding to the keyword inputted for the search request includes: a step of giving an extraction ranking to each of the search listings corresponding to the keyword based on the bid participation cost and a predetermined additional factor and a step of extracting search listings within a set-up ranking.

Claims

1. A keyword advertisement service method for extracting a search listing of an advertiser in response to a search request, comprising the steps of:

receiving at least one bid in association with a keyword from advertisers, the bid indicating, at least in part, a bid participation cost, the keyword and a search listing;

maintaining a search information database, the search information database storing the search listing associated with the keyword and the bid participation cost;

receiving a search request from a searcher;

identifying the one or more stored search listings in response to the search request;

determining extraction rank for the one or more identified search listings in accordance to the bid participation cost and at least one of a predetermined click through rate (CTR) for exposure and an advertising period as an additional factor;

extracting at least one of the identified search listings based, at least in part, upon the extraction rank; and

arranging the extracted search listings into a search result list in response to the search request.

2. The method of claim 1, further comprising a step of generating information on an advertisement cost according to generating a single click with respect to the search listing arranged in the search result list, in which the advertisement cost is determined to be identical with the search listing arranged in the search result list.

3. The method of claim 2, wherein the minimum bid participation cost from the bid participation cost of the search listing arranged in the search result list is determined as the advertisement cost.

4. The method of claim 2, wherein the bid participation cost is one of cost per click, cost per impression, and cost per purchase.

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

calculating a predetermined order index for each the search listing maintained in the search information database by multiplying the bid participation cost by the predetermined click through rate (CTR) for exposure; and

generating information on an advertisement cost according to occurrence of the single click with respect to the search listing arranged in the search result list by using the calculated order index,

wherein the advertisement cost is obtained by an equation ‘

(determination order index/click through rate (CTR) for exposure)+a predetermined value’ and

determined to be different from the search listing, in which the determination order index is defined as an order index associated with the search listing of a top priority from the rest search listing except the set order.

6. The method of claim 1, wherein a predetermined number of the identified search listings are extracted based at least in part, upon the extraction rank.

7. The method of claim 1, wherein the additional factor is information on click through rate (CTR) for exposure, and further comprising a step of measuring the click through rate (CTR) for exposure with respect to the search listing for a predetermined period.

8. The method of claim 1, wherein the additional factor is information on an advertising period and click through rate (CTR) for exposure of a certain search listing and the step of determining extraction rank for the one or more identified search listings comprises the steps of:

receiving information on the advertising period of the search listing from the advertiser;

measuring the click through rate (CTR) for exposure with respect to the search listing for the received advertising period;

determining an extraction rank for each the search listing by using the advertising period, the click through rate (CTR) for exposure, and the bid participation cost; and

extracting a search listing not more than a predetermined order based on the determined extraction rank.

9. The method of claim 1, wherein the extraction rank is determined based on comparing grade value calculated by applying a selected weight to each of the advertising period, the click through rate (CTR) for exposure, and the bid participation cost.

10. The method of claim 1, wherein the extracted search listings are arranged into the search result list by rolling the extracted search listings, and the step of arranging the extracted search listings by rolling the same comprises the steps of:

recording a first random order with respect to the search listing in the search result list in response to the search request associated with the keyword; and

a controlling the order of the search listings such that a second random order for the search listing in the search result list in response to a subsequent search request associated with the same keyword is different from the recorded first random order.

11. A computer readable storage medium encoded with a program for executing the method recited in claim 1.

12. A keyword advertisement service system for extracting a search listing of an advertiser in response to a search request, comprising:

a search information database, the search information database storing at least one search listing, the search listing being associated with a predetermined keyword;

an interface module, the interface module receiving a bid in association with a keyword from an advertiser, the bid indicating at least in part, a bid participation cost, the keyword and a search listing

a search result extraction module, the search result extraction module determining extraction rank for the one or more search listings in accordance to the bid participation cost and at least one of a predetermined click through rate (CTR) for exposure and an advertising period as an additional factor, the search result extraction module extracting at least one of the search listings based, at least in part, upon the extraction rank; and

a search result list generation module, the search result list generation module arranging the extracted search listing into a search result list in response to the search request.

13. The system of claim 12, further comprising an advertisement cost determination module, the advertisement cost determination module generating information on an advertisement cost according to the occurrence of a single click with respect to the search listing arranged in the search result list,

wherein the advertisement cost determination module determines the advertisement cost with respect to the search listing to be identical, in which the advertisement cost is determined as a minimum bid participation cost from the bid participation cost of the search listing arranged in the search result list.

14. The system of claim 12, wherein a predetermined number of the identified search listings are extracted based, at least in part, upon the extraction rank.