METHOD OF PROVIDING ESTIMATED COST FOR KEYWORD ADVERTISEMENT

• US 20090070194A1
• Filed: 09/04/2008
• Published: 03/12/2009
• Est. Priority Date: 09/06/2007
• Status: Abandoned Application

• Current Assignee: NHN Business Platform Corp. (Naver Corporation)
• Original Assignee: NHN Corporation
• Inventors: SONG, KI HO
• Application Number:
  US12/204,687
• Publication Number:
  US 20090070194A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested

Abstract

Disclosed is a method of running a keyword advertisement service. The method comprises receiving, from a potential advertiser, a proposed cost-per-click (proposed CPC) for a first keyword advertisement using a first keyword, providing historical data of a count of search queries submitted to the search engine and comprising the first keyword, and providing historical data of click-through-rates (CTRs) of keyword advertisement contents arranged in a first one of the plurality of groups of keyword advertisements. The method further comprises computing a first estimated cost for using the keyword advertisement service with regard to the first keyword advertisement for a future period of time, wherein computing uses the proposed CPC, historical data of a count of search queries and historical data of CTRs.

Claims

1. A method of running a keyword advertisement service, the method comprising:

providing a keyword advertisement service, which posts keyword advertisement contents in a search result generated in response to a search query submitted to a search engine and charges for the service based on clicking through on the keyword advertisement contents, wherein the keyword advertisement contents are arranged in a plurality of groups in a display of the search result;

receiving, from a potential advertiser, a proposed cost-per-click (proposed CPC) for a first keyword advertisement using a first keyword;

providing historical data of a count of search queries submitted to the search engine and comprising the first keyword;

providing historical data of click-through-rates (CTRs) of keyword advertisement contents arranged in a first one of the plurality of groups; and

computing a first estimated cost for using the keyword advertisement service with regard to the first keyword advertisement for a future period of time, wherein computing uses the proposed CPC, historical data of a count of search queries and historical data of CTRs.

2. The method of claim 1, further comprising:

providing the first estimated cost to the potential advertiser; and

receiving, from the potential advertiser, a request for arranging a content of the first keyword advertisement in the first group in displaying search results in reply to search queries comprising the first keyword.

3. The method of claim 1, further comprising:

requesting, to the potential advertiser, for making a prepayment for using the keyword advertisement service with regard to the first keyword advertisement; and

receiving the prepayment.

4. The method of claim 3, further comprising:

computing a proposed prepayment amount using the first estimated cost; and

providing the potential advertiser with the proposed prepayment amount.

5. The method of claim 1, wherein computing the first estimated cost comprises processing historical data of the count of search queries to provide an average count of search queries for a past period of time.

6. The method of claim 5, wherein the average count is one selected from the group consisting of a daily average, a bi-daily average, a weekly average, a bi-weekly average, a monthly average, a quarterly average, and an hourly average of the count of search queries.

7. The method of claim 1, wherein providing the historical data of CTRs of keyword advertisements arranged in the first group comprises:

identifying keyword advertisements, contents of which were or have been ever arranged in the first group for a past period time; and

providing a CTR of each of the identified keyword advertisements for the past period of time.

8. The method of claim 7, wherein computing the first estimated cost comprises processing the CTRs of the keyword advertisements to provide an average CTR of the identified keyword advertisements.

9. The method of claim 1, further comprising:

rendering the keyword advertisement service with regard to the first keyword advertisement; and

computing a charge for the keyword advertisement service with regard to the first keyword advertisement using a cost-per-click that is equal to or smaller than the proposed CPC.

10. The method of claim 1, further comprising:

rendering the keyword advertisement service with regard to the first keyword advertisement, wherein the content of the first keyword advertisement is arranged in the first group in search results generated in response to search queries comprising the first keyword.

11. The method of claim 1, further comprising:

providing second historical data of click-through-rates (CTRs) of keyword advertisements arranged in a second one of the plurality of groups; and

computing a second estimated cost for using the keyword advertisement service with regard to the first keyword advertisement for a future period of time, wherein computing uses the proposed CPC, historical data of a count of search queries and second historical data of CTRs.

12. The method of claim 11, further comprising:

providing the second estimated cost to the potential advertiser; and

receiving, from the potential advertiser, a request for arranging the content of the first keyword advertisement in the first group in displaying search results in reply to search queries comprising the first keyword.

13. The method of claim 1, wherein the keyword advertisement service has different service fee structures for at least two of the plurality of groups.

14. A method of subscribing a keyword advertisement service, the method comprising:

submitting a proposed cost-per-click (proposed CPC) for a first keyword advertisement using a first keyword in a keyword advertisement service, which posts keyword advertisement contents in a search result generated in response to a search query submitted to a search engine and charges for the service based on clicking through on the keyword advertisement contents, wherein the keyword advertisement contents are arranged in a plurality of groups in a display of the search result;

receiving a first estimated cost for using the keyword advertisement service with regard to the first keyword advertisement for a future period of time for arranging a content of the first keyword advertisement in a first one of the plurality of groups; and

submitting a request for subscribing the keyword advertisement service for the first keyword advertisement and for arranging the content of the first keyword advertisement in the first group when including the content of the first keyword advertisement in a search result generated in response to a search query comprising the first keyword.

15. The method of claim 14, wherein the first estimated cost is generated by a method comprising:

providing historical data of a count of search queries submitted to the search engine and comprising the first keyword;

providing historical data of click-through-rates (CTRs) of keyword advertisement, contents of which were or have been arranged in a first one of the plurality of groups; and

computing the first estimated cost using the proposed CPC, historical data of a count of search queries and historical data of CTRs.

16. The method of claim 15, wherein computing the first estimated cost is performed by a server of the keyword advertisement service or by a local computer connected to the server via the Internet.

17. The method of claim 15, wherein computing the first estimated cost comprises:

processing historical data of the count of search queries to provide an average count of search queries for a past period of time; and

processing historical data of click-through-rates (CTRs) to provide an average CTR of the keyword advertisements, the contents of which were or have been arranged in a first one of the plurality of groups.

18. The method of claim 17, wherein providing the historical data of CTRs comprises:

identifying keyword advertisements, the contents of which were or have been arranged in the first group for a past period time; and

providing a CTR of each of the identified keyword advertisements for the past period of time.

19. The method of claim 14, further comprising:

receiving a second estimated cost for using the keyword advertisement service with regard to the first keyword advertisement for the future period of time for arranging the content of the first keyword advertisement in a second one of the plurality of groups.

20. The method of claim 14, further comprising:

receiving a request to pay a proposed prepayment amount computed based on the first estimated cost prior to making the prepayment; and

making a prepayment for the keyword advertisement service in response to the request to pay the proposed payment amount.