METHOD AND SYSTEM OF SELECTING LANDING PAGE FOR KEYWORD ADVERTISEMENT

• US 20080243797A1
• Filed: 03/28/2008
• Published: 10/02/2008
• Est. Priority Date: 03/30/2007
• Status: Active Grant

• Current Assignee: Naver Corporation
• Original Assignee: NHN Corporation
• Inventors: Kim, Minuk, Song, Ki Ho, Kim, Byounghak
• Granted Patent: US 8,037,064 B2
• Time in Patent Office: Days
• US Class Current: 707/3
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0256 User search

Abstract

A method and system for displaying a keyword advertisement through retrieval of an optimal landing page associated with a detailed keyword, and displaying the retrieved landing page for a user, instead of displaying a non-specific landing page associated with the advertisement keyword included in the detailed keyword. A method of displaying a keyword advertisement includes: receiving from a user a detailed keyword that includes one or more advertisement keywords purchased by an advertiser and character strings; dynamically retrieving a landing page according to the received detailed keyword; and displaying page information of the landing page for the user.

Claims

1. A method of selecting a landing page in response to a query, the method comprising:

providing a query comprising a text string;

identifying, in the text string, one or more of a plurality of advertisement keywords that are subject to a keyword advertisement for generating at least one anchor tag each linking to a keyword-linked page in response to a search using one of the plurality of advertisement keywords subject to the keyword advertisement;

locating one or more keyword-linked pages for each identified advertisement keyword;

locating one or more anchor-tagged pages that are linked by an anchor tag on each keyword-linked page;

generating a plurality of values, each of which is assigned to a combination of one keyword-linked page and one anchor-tagged page linked to the one keyword-linked page, wherein each value is based on the number of occurrences of the query on one keyword-linked page and its anchor-tagged pages; and

ranking the plurality of values of the one or more located anchor-tagged pages so as to select a landing page.

2. The method of claim 1, wherein generating comprises:

counting the number of occurrences of the query on one keyword-linked page and all of its anchor-tagged pages, thereby providing a first count for each combination of one keyword-linked page and all of its anchor-tagged pages;

counting the number of occurrences of the query on each anchor-tagged page linked from each keyword-linked page, thereby providing a second count for each anchor-tagged page linked to one keyword-linked page; and

performing a mathematical operation using the first and second counts for each anchor-tagged page linked to one keyword-linked page, thereby generating each of the plurality of values.

3. The method of claim 2, wherein the mathematical operation comprises at least one selected from the group consisting of a summation of the first and second counts, a multiplication of one or more predetermined coefficients with at least one of the first and second counts, and a multiplication of the first count with the second count, thereby generating a value for each anchor-tagged page linked to one keyword-linked page.

4. The method of claim 2, further comprising:

counting the number of occurrences of the query on each of the one or more located keyword-linked pages, thereby providing a third count for each keyword-linked page;

performing a mathematical operation using the first and third counts for each keyword-linked page, thereby generating one or more additional values, each of which is assigned to one of the located keyword-linked pages; and

wherein ranking ranks the plurality of values along with the one or more additional values so as to select the landing page.

5. The method of claim 2, wherein the one or more keyword-linked pages comprises a first keyword-linked page and a second keyword-linked page, wherein the first keyword-linked page is linked to a first group of anchor-tagged pages by anchor tags appearing on the first keyword-linked page, wherein the second keyword-linked page is linked to a second group of anchor-tagged pages by anchor tags appearing on the second keyword-linked page, wherein the combination of the first keyword-linked page and the first group of anchor-tagged pages is provided with a first number for the first count, wherein the combination of the second keyword-linked page and the second group of anchor-tagged pages is provided with a second number for the first count.

6. The method of claim 2, wherein the one or more keyword-linked pages comprises a first keyword-linked page and a second keyword-linked page, wherein the first keyword-linked page is linked to a first group of anchor-tagged pages by anchor tags appearing on the first keyword-linked page, wherein the second keyword-linked page is linked to a second group of anchor-tagged pages by anchor tags appearing on the second keyword-linked page, wherein each anchor-tagged page of the first group has a number for the second count, wherein a combination of the first keyword-linked page and an anchor-tagged page of the first group is provided with one of the plurality of values.

7. The method of claim 1, wherein generating comprises:

counting the number of occurrences of the query on each of the one or more located keyword-linked pages, thereby providing a first count for each keyword-linked page;

counting the number of occurrences of the query on each anchor-tagged page linked from each keyword-linked page, thereby providing a second count for each anchor-tagged page linked to one keyword-linked page;

performing a mathematical operation using the first and second counts for each anchor-tagged page linked to one keyword-linked page, thereby generating each of the plurality of values.

8. The method of claim 7, wherein the mathematical operation comprises at least one selected from the group consisting of a summation of the first and second counts, a multiplication of one or more predetermined coefficients with at least one of the first and second counts, and a multiplication of the first count with the second count, thereby generating a value for each anchor-tagged page linked to one keyword-linked page.

9. The method of claim 7, wherein generating further comprises:

performing a mathematical operation using the first count for each keyword-linked page, thereby generating one or more additional values, each of which is assigned to one of the located keyword-linked pages; and

wherein ranking ranks the plurality of values along with the one or more additional values so as to select the landing page.

10. The method of claim 9, wherein performing the mathematical operation using the first count comprises squaring the first count for each keyword-linked page.

11. The method of claim 7, wherein the one or more keyword-linked pages comprises a first keyword-linked page and a second keyword-linked page, wherein the first keyword-linked page is linked to a first group of anchor-tagged pages by anchor tags appearing on the first keyword-linked page, wherein the second keyword-linked page is linked to a second group of anchor-tagged pages by anchor tags appearing on the second keyword-linked page, wherein the first keyword-linked page is provided with a first number for the first count, wherein the second keyword-linked page is provided with a second number for the first count.

12. The method of claim 7, wherein the one or more keyword-linked pages comprises a first keyword-linked page and a second keyword-linked page, wherein the first keyword-linked page is linked to a first group of anchor-tagged pages by anchor tags appearing on the first keyword-linked page, wherein the second keyword-linked page is linked to a second group of anchor-tagged pages by anchor tags appearing on the second keyword-linked page, wherein each anchor-tagged page of the first group has a number for the second count, wherein a combination of the first keyword-linked page and an anchor-tagged page of the first group is provided with one of the plurality of values.

13. The method of claim 1, further comprising:

determining each of the one or more located keyword-linked pages is part of either an auction website or an Internet shopping mall; and

wherein if a first one of the one or more keyword-linked page is part of either auction website or an Internet shopping mall, locating one or more anchor-tagged pages that are linked on the first keyword-linked page comprises referring to pre-stored information comprising anchor tags appearing on component pages of the auction website or Internet shopping mall.

14. The method of claim 13, further comprising:

locating an auction website or Internet shopping mall;

analyzing component pages of the auction website or Internet shipping mall;

producing information comprising anchor tags appearing on the component pages; and

storing the information in a memory.

15. The method of claim 1, wherein the plurality of advertisement keywords are sold to advertisers for the keyword advertisement, which is performed such that, in response to a search using one of the plurality of advertisement keywords, a keyword-linked page associated with the advertisement keyword is anchor-tagged on a search result page for clicking through to the keyword-linked page.

16. The method of claim 1, further comprising receiving the query as a user input.

17. The method of claim 1, further comprising:

receiving a text input from a user; and

preprocessing the text input so as to generate the query comprising the text string.

18. The method of claim 1, wherein the landing page is selected among the one or more keyword-linked pages and their anchor-tagged pages.

19. The method of claim 18, wherein the landing page has the highest value among the one or more keyword-linked pages and their anchor-tagged pages.

20. The method of claim 1, further comprising:

sending, subsequent to ranking, data for displaying a query response page on a user terminal in response to the query, wherein the query response page comprises an anchor-tag linking to the landing page.

21. The method of claim 1, further comprising:

sending, subsequent to ranking, a command to a user terminal for opening the landing page.

22. A system for selecting a landing page in response to a query, the system comprising:

means for identifying, in a query comprising a text string, one or more of a plurality of advertisement keywords that are subject to a keyword advertisement for generating at least one anchor tag each linking to a keyword-linked page in response to a search using one of the plurality of advertisement keywords subject to the keyword advertisement;

means for locating one or more keyword-linked pages for each identified advertisement keyword;

means for locating one or more anchor-tagged pages that are linked by an anchor tag on each keyword-linked page;

means for generating a plurality of values, each of which is assigned to a combination of one keyword-linked page and one anchor-tagged page linked to the one keyword-linked page, wherein each value is based on the number of occurrences of the query on one keyword-linked page and its anchor-tagged pages; and

means for ranking the plurality of values of the one or more located anchor-tagged pages so as to select a landing page.