System and Method for Selecting Search Listing in an Internet Search Engine and Ordering the Search Listings

• US 20080313164A1
• Filed: 04/18/2005
• Published: 12/18/2008
• Est. Priority Date: 04/17/2004
• Status: Active Grant

• Current Assignee: Naver Corporation
• Original Assignee: NHN Corporation
• Inventors: Yang, Ra Young, Lee, Woo Sung
• Granted Patent: US 7,801,892 B2
• Time in Patent Office: Days
• US Class Current: 707/5
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Provided is a keyword advertising system extracting search listings in response to a search request, the system comprising: an interface receiving bid price information corresponding to a keyword from an advertiser; a search information database storing search listings associated with the advertisers in association with each of the received bid price information; a ranking module generating a search result list by referring to the search information database, in response to a search request from a searcher; and a search results providing module providing the searcher with the generated search result list; wherein the ranking module generates the search result list by performing the steps of: identifying a keyword received from the searcher in association with the search request; selecting N of search listings from the at least one search result listing corresponding to the identified keyword, based on the bid price information; and ordering the selected search listings in order of click through rate.

Claims

1. A keyword advertising system extracting search listings in response to a search request, the system comprising:

an interface receiving at least one bid corresponding to a keyword from advertisers, said each bid being associated with a bid amount and a search listing;

a search information database storing search listings associated with said bid; and

a ranking module, said ranking module generating an ordered search result list in response to a search request from a searcher, said ranking module selecting a predetermined number of search listings corresponding to at least one identified keyword based upon said bid, said identified keyword matching with said search request, said ranking module ordering said selected search listings in said search result list according, at least in part, to a click through rate.

2. The system of claim 1,

wherein the click through rate is computed by dividing the number of valid clicks of searchers on said search listing by the number of times said search listing was delivered in search result list.

8. The system of claim 1, further comprising:

a charge control module determining advertising costs using at least one selected from the group consisting of unit click cost, unit exposure cost, and unit purchase cost, or, cost per click, cost per exposure, and cost per purchase, said charge control module, in response to clicks of searchers, charging account of said advertiser associated with said search listing by said advertising cost.

3. A keyword advertising system extracting search listings in response to a search request, the system comprising:

a search information database storing at least one bid received from advertisers, said each bid being associated with a keyword, a bid amount and a search listing;

a bid control module selecting a predetermined number of bids based, at least in part, on review of said bid amount and advertising period; and

a ranking module, said ranking module generating an ordered search result list, said ranking module ordering search listings in said search result list in accordance with said selected bids in response to said keyword.

5. The system of claim 3, further comprising:

a computation control module computing said advertising period for said received bids, said computation control module identifying placement locations of the search listings associated with the advertisers in the search result list, said computation control module estimating daily advertising costs using said bid amount of said advertiser and average number of daily clicks information with respect to said identified placement locations during a predetermined previous period, said computation control module calculating an estimated advertising period using deposit from the advertiser and said estimated daily advertising costs.

7. The system of claim 5, wherein:

the ranking module computes a class value by applying the information on advertising period to the bid price information and puts the search listing associated with the advertiser in the search result list in accordance with the computed class value.

4. (canceled)

6. (canceled)

9. A keyword advertising method extracting search listings in response to a search request, the method comprising the steps of:

receiving at least one bid in association with a keyword from advertisers, said bid indicating, at least in part, a bid amount, said keyword and a search listing;

maintaining a search information database, said search information database storing search listings associated with said bid;

selecting a predetermined number of search listings corresponding to at least one identified keyword based upon said bid, said identified keyword matching with said search request; and

ordering said selected search listings in said search result list according, at least in part, to a click through rate.

12. A computer readable record medium recording a program for implementing the method according to claim 9.

14. A computer programmed to perform the steps recited in claim 9.

10. A keyword advertising method extracting search listings in response to a search request, the method comprising the steps of:

maintaining a search information database, said search information database storing at least one bid received from advertisers, said each bid being associated with a keyword, a bid amount and a search listing;

selecting a predetermined number of bids based, at least in part, on review of said bid amount and advertising period;

receiving search request associated with a keyword from a searcher; and

ordering search listings for search result list in accordance with said selected bids in response to said keyword.

11. The method of claim 10, wherein:

the step of ordering search listings for search result list comprises the steps of;

computing a class value by applying the advertising period to the bid amount, with respect to each of the search listings associated with the advertisers; and

sequentially sorting each of the search listings associated with the advertisers in accordance with the computed class value.

13. A computer readable record medium recording a program for implementing the method according to claim 10.

15. A computer programmed to perform the steps recited in claim 10.

16. A computer-readable medium having computer-executable instructions embodied thereon for extracting search listings in response to a search request, comprising:

code for receiving at least one bid in association with a keyword from advertisers, said bid indicating, at least in part, a bid amount, said keyword and a search listing;

code for maintaining a search information database, said search information database storing search listings associated with said bid;

code for selecting a predetermined number of search listings corresponding to at least one identified keyword based upon said bid, said identified keyword matching with said search request; and

code for ordering said selected search listings in said search result list according, at least in part, to a click through rate.

17. A computer-readable medium having computer-executable instructions embodied thereon for extracting search listings in response to a search request, comprising:

code for maintaining a search information database, said search information database storing at least one bid received from advertisers, said each bid being associated with a keyword, a bid amount and a search listing;

selecting a predetermined number of bids based, at least in part, on review of said bid amount and advertising period;

receiving search request associated with a keyword from a searcher; and

ordering search listings for search result list in accordance with said selected bids in response to said keyword.