Information processing system and information processing method

Abstract

To perform an A / B test by an effective method from the viewpoint of deriving an optimum page pattern and to reduce the labor of a user required for setting related to the A / B test.SOLUTION: In the advertisement service, it is possible to register one or more advertisement groups to which an advertisement or a search keyword that triggers an entrance to a landing page belongs. Then, the server information processing unit 10 has a function of associating one or more page patterns with each advertisement group in accordance with the setting of the user, and a function of, when there is an inflow from an advertisement to a landing page, specifying an inflow-source advertisement that is an advertisement of an inflow source or an advertisement group to which a use keyword that is a search keyword input to a search site at the time of display of the inflow-source advertisement belongs, and executing a test providing process of providing a landing page related to an A / B test using one or more page patterns associated with the specified advertisement group.SELECTED DRAWING: Figure 5

Description

[Technical Field]

[0001] The present invention relates to an information processing system relating to AB testing and an information processing method using the information processing system. [Background technology]

[0002] AB testing (sometimes referred to as A / B testing) has been widely practiced. As is well known, AB testing involves preparing multiple different patterns of a landing page (hereinafter referred to as "page patterns"), providing one of the page patterns in response to access to the landing page, deriving an evaluation value (e.g., CVR) for each page pattern, and deriving an optimal page pattern. However, there are multiple specific methods for AB testing. Various technologies have been proposed for this type of AB testing. For example, Patent Document 1 describes the following technology. Specifically, a server 1 sets the content of goals to be achieved by switching display content, and assigns multiple types of display content to each set goal. The server 1 automatically switches the display content assigned to each goal based on statistics of user selection operations, and stores the probability of the goal being achieved as a goal achievement result, corresponding to each goal. The above technology is described. The technology described in Patent Document 1 can further improve the probability of each set goal being achieved. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Japanese Patent Application Laid-Open No. 2015-225361 Summary of the Invention [Problem to be solved by the invention]

[0004] AB testing is conducted with the goal of deriving optimal page patterns. Based on this, there is a need to conduct AB testing in an effective manner from the perspective of deriving optimal page patterns. Furthermore, there is a need to reduce the user's effort required for setting up AB testing as much as possible.

[0005] The present invention has been made to solve such problems, and aims to enable AB testing to be performed in an effective manner from the perspective of deriving optimal page patterns, as well as to reduce the effort required by users to set up AB testing. [Means for solving the problem]

[0006] In order to solve the above-mentioned problems, the present invention provides an advertising service that provides media containing advertisements, which allows registration of one or more ad groups to which advertisements or search keywords that trigger traffic to a landing page belong, and has a function of associating one or more page patterns, which are patterns of landing pages, with each ad group according to user settings, and a function of executing a test provision process that, when traffic occurs from an advertisement to a landing page, identifies the ad group to which the source ad, which is the source advertisement, or the used keyword, which is the search keyword entered into the search site to display the source advertisement, belongs, and provides a landing page for AB testing using one or more page patterns associated with the identified ad group. [Effects of the Invention]

[0007] Advertising services that provide media containing advertisements typically allow users to register one or more ad groups per account. An ad group is a unit for managing ads or search keywords, and users can register one or more ads or search keywords under an ad group. Users typically register ad groups for each ad-related category (hereinafter referred to as "ad-related category"), based on categories categorized by taking into account "commonalities / similarities, such as the trends and directions, of the ads or search keywords to be included in the ad group" and "commonalities / similarities, such as the products and services advertised and the target audience (e.g., age group, gender, or occupation)." The inventors discovered that because ad groups are categorized by ad-related categories based on the above factors, the appropriate landing page configuration differs for each ad group. "The appropriate landing page configuration differs for each ad group" means that when a user is directed to a landing page from a certain ad, the appropriate landing page configuration differs depending on the ad group to which the ad or the search keyword that triggered the display of the ad belongs. In light of the above, according to the present invention configured as described above, AB testing (provision of landing pages in AB testing) is performed independently for each ad group, so that it is possible to perform AB testing in an effective manner from the perspective of deriving an optimal page pattern by preferably utilizing the fact that the appropriate landing page form differs for each ad group. Furthermore, according to the present invention, with regard to registering page patterns to realize AB testing in an effective manner, the user only needs to register page patterns to be used in AB testing for each ad group registered in the advertising service, thereby reducing the user's effort required for setting up AB testing. [Brief explanation of the drawings]

[0008] [Figure 1] FIG. 1 is a diagram illustrating an example of the configuration of a control system according to an embodiment. [Figure 2] FIG. 2 is a diagram illustrating a hierarchical structure of a first advertising service. [Figure 3]FIG. 10 is a diagram illustrating an example of a search result page. [Figure 4] FIG. 10 is a diagram illustrating a hierarchical structure of a second advertising service. [Figure 5] FIG. 2 is a block diagram illustrating an example of a functional configuration of an information processing server, a user terminal, and a viewer terminal according to an embodiment. [Figure 6] FIG. 10 is a diagram illustrating an example of a cooperation screen. [Figure 7] FIG. 10 is a diagram showing the contents of a record in an advertisement group management database. [Figure 8] FIG. 10 is a diagram illustrating an example of an advertisement group list screen. [Figure 9] FIG. 10 is a diagram illustrating an example of an advertisement group details screen. [Figure 10] 4 is a flowchart showing the operation of the control system. [Figure 11] FIG. 10 is a diagram illustrating an example of a report screen. [Figure 12] FIG. 1 illustrates an example of the configuration of an information processing system. DETAILED DESCRIPTION OF THE INVENTION

[0009] An embodiment of the present invention will be described below with reference to the drawings. Fig. 1 is a diagram showing an example of the configuration of a control system 1 (information processing system) according to this embodiment. As shown in Fig. 1, the control system 1 includes an information processing server 2 (information processing system, server, computer), a user terminal 3 (information processing system, terminal, computer), a viewer terminal 4 (information processing system, terminal, computer), a first advertisement service system 5, and a second advertisement service system 6. The devices and systems of the control system 1 are connectable to a network N, which may include the Internet, a telephone network, or other communication networks.

[0010] The information processing server 2 is a server device connectable to the network N. The information processing server 2 has the function of providing various services related to AB testing. Hereinafter, the services provided by the information processing server 2 are referred to as the "Service." AB testing involves preparing multiple different patterns of landing pages (hereinafter referred to as "page patterns"), providing one of the page patterns depending on the access to the landing page, deriving an evaluation value (e.g., CVR) for each page pattern, and deriving the optimal page pattern. In principle, the optimal page pattern is a page pattern that is likely to result in a conversion or has a high probability of conversion. However, there are several specific AB testing methods. A landing page is a web page on a website that is expected to be accessed first by a viewer. A landing page is the web page accessed first via search results on a search site, or the web page accessed first when an advertisement linked to the site is selected. However, the landing page is not limited to the above and may be any page accessed in response to the selection of an advertisement. Hereinafter, in this embodiment, the fact that an advertisement is selected by a viewer and as a result, a landing page is accessed may be simply expressed as "a flow from the advertisement to the landing page."

[0011] In FIG. 1 and FIG. 5 described later, the information processing server 2 is represented by a single block. However, this does not mean that the information processing server 2 is composed of a single server device. The information processing server 2 may be composed of multiple server devices. In this case, the server devices constituting the information processing server 2 may include a web server or a web application server. Furthermore, in this case, the information processing server 2 may be composed of multiple server devices whose load is distributed by a load balancer. In this case, each of the server information processing units 10 of the multiple server devices, or a combination of multiple server information processing units 10, functions as an "information processing unit."

[0012] The user terminal 3 is a terminal used by a user. In this embodiment, a user refers to a person who can use the present service provided by the information processing server 2. A user is, for example, a company that conducts some kind of business and opens a website corresponding to the business. However, in this embodiment, the concept of a user includes not only an organization but also people who belong to the organization. The user terminal 3 can be of any type. For example, a desktop computer, a notebook computer, or a tablet computer (including so-called smartphones) can function as the user terminal 3.

[0013] The viewer terminal 4 is a terminal used by a viewer. In this embodiment, a viewer means a person who can use the media provided by the advertising service. The advertising service and media will be explained later. The viewer terminal 4 may be of any type.

[0014] The first advertising service system 5 is a system capable of providing at least a first advertising service. The first advertising service is a service that provides a search site and, when a search using a search keyword is performed, displays an advertisement corresponding to the search keyword on a search result page. The search result page corresponds to "media." Hereinafter, an advertisement related to the first advertising service will be specifically referred to as a "first advertisement." A person who uses the first advertising service (hereinafter referred to as a "first member") registers an account with the service (hereinafter, an account for the first advertising service will be referred to as a "first account") and performs various registrations and settings related to the first advertisement in the first advertising service system 5. Note that, even if not otherwise specified, the various registrations and settings related to the first advertising service by the first member are performed using the screens and user interface provided by the first advertising service system 5. This also applies to the second advertising service described below.

[0015] As shown in FIG. 2, in the first advertising service, elements to be registered for a first advertisement are hierarchically structured. A first member can register one or more first campaigns under a first account. When registering a first campaign, the first member registers a name to be assigned to the first campaign (hereinafter referred to as a "first campaign name"). A first campaign is a unit for managing a first ad group (described below), and a first member can register one or more first campaigns for each group of first ad groups. In addition, a first member can set various attributes for each registered first campaign. The attribute items are predetermined in the first advertising service. For example, the budget amount or distribution schedule can be the attribute items of a first campaign.

[0016] As shown in FIG. 2, the first member can register one or more first ad groups (ad groups) under the first campaign. When registering the first ad group, the first member also registers a name (hereinafter referred to as the "first ad group name") to be assigned to the first ad group. The first ad group is a unit for managing search keywords, and the first member registers ad groups for each ad-related category (hereinafter referred to as the "ad-related category") based on the "commonality / similarity of the trends and directions of the search keywords to be included in the first ad group" and the "commonality / similarity of the products and services to be advertised and the target audience (e.g., age group, gender, or occupation)." The first member can set, as attributes for each first ad group, advertising assets for the first ad and the URL of the landing page to be accessed when the first ad is selected (hereinafter referred to as the "first transition URL"). Advertising assets are elements that make up the first ad, such as the ad headline, description, and link. Hereinafter, the advertising asset of the first advertisement will be simply referred to as the “first advertisement.” Of course, the attribute items of the first advertisement group may include other items such as budget and bid price.

[0017] As shown in FIG. 2, a first member can register one or more search keywords under a first ad group. Hereinafter, a search keyword registered for a first ad group is referred to as a "registered keyword." A first member registers one or more registered keywords for a first ad group, taking into consideration the advertising-related category corresponding to the first ad group. Note that a first member can register registered keywords by specifying a match type such as intent match, phrase match, or exact match. A configuration in which exclusion keywords can also be registered is also possible. A registered keyword is a search keyword that triggers a flow to a landing page. In other words, when a search using a registered keyword is performed on a search site related to the first advertising service, a first ad corresponding to the registered keyword may be displayed on the search result page. Then, when a viewer selects the first ad, the viewer is directed to a landing page corresponding to the first ad group to which the registered keyword belongs. As described above, in the first advertising service according to this embodiment, there is a one-to-one relationship between the first advertising group and the first advertising, there is also a one-to-one relationship between the first advertising group and the first destination URL, and one or more registered keywords (search keywords) can be registered for the first advertising group.

[0018] A simplified example of the first advertising service will be described below. As shown in FIG. 2, a first advertising group A3 is registered in a first campaign A2 of a first account A1 of a first member, and a registered keyword A4 (in this example, the keyword is "accounting software △ installation." △ represents a space, and the same applies below) is registered in the first advertising group A3. Also, a first advertising group A3-1 and a first transition URL (A3-2) are set as attributes of the first advertising group A3. In this example, when a viewer uses the viewer terminal 4 to instruct a search using "accounting software △ installation" as a search keyword on the search site of the first advertising service, a search result page is displayed on the viewer terminal 4. FIG. 3 is a diagram showing page P1, which is an example of a search result page. On page P1, first advertising groups corresponding to the search keywords are displayed side by side at the top of the page (one or more first advertising groups may be displayed, or none may be displayed), and search results based on the search keywords are displayed below them. 3, a first advertisement A3-1 and another first advertisement different from the first advertisement A3-1 are displayed in response to the search keyword "accounting software △ installation." When the viewer selects the first advertisement A3-1 on page P1, the viewer accesses the first transition URL (A3-2) corresponding to the first advertisement group A3 to which the registered keyword A4 belongs, and a landing page is displayed on the viewer terminal 4.

[0019] An example of the first advertising service has been described above, but this example is very simplified and oversimplified. Whether a specific first advertisement is displayed on a search result page when a search using a certain search keyword is instructed, and the order in which the first advertisements are displayed, are actually determined by reflecting various factors such as the bid price, advertisement quality, the effectiveness of the first advertisement (or its advertising asset), the advertisement context, and registered excluded keywords. Furthermore, a search using a search keyword is naturally performed with the specified match type reflected. Furthermore, when a first advertisement is selected, the necessary access to the first advertising service system 5 and the provision of necessary information are naturally performed in accordance with the specifications of the first advertising service. As an example, when a first advertisement is selected, first, access to the first advertising service system 5 is performed, and then access to a landing page is performed by redirection.

[0020] The second advertising service system 6 is a system capable of providing at least a second advertising service. The second advertising service is a service that provides a social networking service (SNS) and provides advertisements in a predetermined manner on the SNS. An example of an SNS related to the second advertising service is a still image / video sharing SNS. Various pages, screens, and user interfaces that may contain advertisements on the SNS related to the second advertising service correspond to "media." Hereinafter, advertisements related to the second advertising service are specifically referred to as "second advertisements." A person using the second advertising service (hereinafter referred to as a "second member") registers an account with the service (hereinafter, an account for the second advertising service is referred to as a "second account") and also registers various information related to the second advertisement with the second advertising service system 6. As shown in Figure 4, in the second advertising service, elements to be registered related to the second advertisement are hierarchically structured. The second member can register one or more second campaigns under the second account. When registering the second campaign, the second member assigns a name to the second campaign (hereinafter referred to as a "second campaign name"). A secondary campaign is a unit for managing secondary ad groups (described below), and a secondary member can register one or more secondary campaigns for each group of secondary ad groups. In addition, a secondary member can set various attributes for each registered secondary campaign.

[0021] As shown in FIG. 4, the second member can register one or more second ad groups (ad groups) under the second campaign. When registering the second ad group, the second member assigns a name to the second ad group (hereinafter referred to as the "second ad group name"). The second ad group is a unit for managing second ads, and the second member registers an ad group for each ad-related category according to the ad-related category. The second member can set, as an attribute for each second ad group, the URL of the landing page to be accessed when the corresponding second ad is selected (hereinafter referred to as the "second transition URL"). The second member can also set, as an attribute for each second ad group, a target attribute. The target attribute is, for example, the target's age group, gender, and location. The target may also be referred to as an audience.

[0022] Furthermore, the second member can register one or more pieces of advertising information under the second ad group. The second member registers each piece of advertising information by associating it with an advertising name (a name assigned to the second ad) used to identify the advertising information. The advertising information includes images (a concept including still images and videos), text, and other elements that make up the advertisement. Hereinafter, the advertising information of a second advertisement will be simply referred to as a "second advertisement," and a second advertisement registered for a second ad group will be referred to as a "registered advertisement." The second member registers one or more registered advertisements for a second ad group, taking into consideration the advertising-related categories corresponding to the second ad group. A registered advertisement is an advertisement that triggers traffic to a landing page. In other words, the registered advertisement may be displayed on an SNS. When a registered advertisement is selected by a viewer, traffic is directed to a landing page corresponding to the second ad group to which the registered advertisement belongs. As described above, in the second advertising service according to this embodiment, multiple second advertisements may be registered for a second ad group. Furthermore, there is a one-to-one relationship between the second ad group and the target attribute, and there is also a one-to-one relationship between the second ad group and the second transition URL. In this embodiment, the ad name is used as identification information for identifying the second ad. However, it goes without saying that other types of information (for example, an ID set in the second ad service) can be used as the identification information.

[0023] A simplified example of the second advertising service will be described below. As shown in FIG. 4, a second advertising group B3 is registered in a second campaign B2 of a second account B1 of a second member, and a registered advertisement B4 is registered in the second advertising group B3. Furthermore, a target attribute B3-1 and a second transition URL (B3-2) are set as attributes in the second advertising group B3. In this example, a viewer is using a viewer terminal 4 to access an SNS related to the second advertising service. The viewer's attributes (such as age group) match or have a high degree of commonality with the attributes indicated by the target attribute B3-1. In this situation, the second advertising service may display a registered advertisement B4 in a predetermined manner on a screen related to the SNS viewed by the viewer, taking into account the viewer's attributes. When the registered advertisement B4 is displayed and selected by the viewer, the second transition URL (B3-2) corresponding to the second advertising group B3 to which the registered advertisement B4 belongs is accessed, and a landing page is displayed on the viewer terminal 4.

[0024] While an example of the second advertising service has been described above, this example is extremely simplified and oversimplified, and in reality, the display of the registered advertisement B4 is achieved through a more complicated process. Furthermore, the method by which the second advertisement is provided in the second advertising service is appropriate for the specific content of the SNS and the type of media provided on the SNS.

[0025] Hereinafter, a service that provides media containing advertisements will generally be referred to as an "advertising service." The concept of an advertising service includes a first advertising service and a second advertising service. Furthermore, in an advertising service, the unit to which an advertisement or search keyword that triggers a flow to a landing page belongs is called an "ad group," and the name given to an ad group is called an "ad group name." The concept of an ad group includes a first advertising group and a second advertising group. Furthermore, the advertisements or search keywords that belong to a lower level of an ad group are collectively called "ad group components." The concept of an ad group components includes registered keywords related to the first advertising service and registered advertisements related to the second advertising service. Furthermore, the URL of a landing page associated with an ad group will be called a "transition URL." Furthermore, in the following explanation, the name of the first advertising service will simply be called the "first advertising service," and the name of the second advertising service will simply be called the "second advertising service."

[0026] Fig. 5 is a block diagram showing an example of the functional configuration of the information processing server 2, the user terminal 3, and the viewer terminal 4. As shown in Fig. 5, the information processing server 2 includes, as its functional configuration, a server information processing unit 10 (information processing unit), a server communication unit 11, and a server storage unit 12. The user terminal 3 includes, as its functional configuration, a user terminal information processing unit 13 (information processing unit), a user terminal communication unit 14, a user terminal display unit 15, a user terminal input unit 16, and a user terminal storage unit 17. The viewer terminal 4 includes, as its functional configuration, a viewer terminal information processing unit 18 (information processing unit), a viewer terminal communication unit 19, a viewer terminal display unit 20, a viewer terminal input unit 21, and a viewer terminal storage unit 22.

[0027] The server information processing unit 10 comprises a processing device including a processor and a primary storage device. The server information processing unit 10 executes processing by having the processing device read out a program stored in the storage area of ​​the server storage unit 12 (or another storage area) into the primary storage device and execute it. In other words, the server information processing unit 10 executes processing through cooperation between hardware and software. The server communication unit 11 comprises a communication device including a communication control device and a network interface. The server communication unit 11 communicates with external devices via the communication device under the control of the server information processing unit 10. The server storage unit 12 stores data in non-volatile memory. The non-volatile memory is, for example, a hard disk drive (or may be another magnetic storage device), ROM, or flash memory.

[0028] The user terminal information processing unit 13 includes a processing device including a processor and a primary storage device. The processing device reads a program stored in the storage area of ​​the user terminal storage unit 17 (or another storage area) into the primary storage device and executes it, thereby executing the program. In other words, the user terminal information processing unit 13 executes processing through cooperation between hardware and software. The user terminal communication unit 14 includes a communication device including a communication control device and a network interface. The user terminal communication unit 14 communicates with external devices via the communication device under the control of the user terminal information processing unit 13. The user terminal display unit 15 includes a liquid crystal panel, an organic EL panel, or other display device. The user terminal display unit 15 displays images on the display device under the control of the user terminal information processing unit 13. The user terminal input unit 16 detects input to the input device and outputs the detection result to the user terminal information processing unit 13. The input device is, for example, a keyboard, a mouse, a touch panel, or a camera. The user terminal storage unit 17 stores data in non-volatile memory.

[0029] Viewer terminal information processing unit 18, viewer terminal communication unit 19, viewer terminal display unit 20, viewer terminal input unit 21, and viewer terminal storage unit 22 each have the same hardware configuration as user terminal information processing unit 13, user terminal communication unit 14, user terminal display unit 15, user terminal input unit 16, and user terminal storage unit 17. In the following explanation, it is assumed that communication by information processing server 2 is appropriately performed by server communication unit 11, and explanations regarding communication will be omitted. The same applies to communication by user terminal 3 and viewer terminal 4.

[0030] Next, the operation of the control system 1 will be explained by dividing it into scenes. In the following explanation, a "noted user" will be assumed as one of the users. The noted user has registered an account with the service and can log in to the account with the service using his / her login information (for example, a combination of a login ID and password). The noted user has also registered accounts with both a first advertising service and a second advertising service. Furthermore, the noted user is assumed to have registered a first campaign, a first ad group, and registered keywords in accordance with a hierarchical structure under his / her first account for the first advertising service. Similarly, the noted user is assumed to have registered a second campaign, a second ad group, and registered ads in accordance with a hierarchical structure under his / her second account for the second advertising service.

[0031] Furthermore, the information processing server 2 legitimately has the authority (API access right) to access the resources of the noted user held by the first advertising service system 5 via a Web API and obtain information about the noted user, in compliance with "OAuth" and other standards. That is, the noted user's consent has been obtained in an appropriate manner for the information processing server 2 to send and receive information to and from the first advertising service system 5 via the Web API. Furthermore, the information processing server 2 has been granted information (e.g., information equivalent to a usage license and a registration certificate) necessary to send an access request to the first advertising service system 5 by the first advertising service system 5. Therefore, the server information processing unit 10 of the information processing server 2 can communicate with the first advertising service system 5 using the Web API as needed to send and receive information about the noted user. Similarly, the information processing server 2 legitimately has the authority to access the resources of the noted user in the second advertising service system 6. Therefore, the server information processing unit 10 can communicate with the second advertising service system 6 using the Web API to obtain information about the noted user. However, the information processing server 2 may be configured to transmit and receive information to and from the first advertisement service system 5 or the second advertisement service system 6 using a method other than the method exemplified in this embodiment.

[0032] <Scene S1: Registering the details of the advertising service to the service> First, the operation of the control system 1 in scene S1, in which the user of interest registers the registration details of the first and second advertising services with the subject service, will be described. The user of interest launches a browser on the user terminal 3 and instructs the information processing server 2 to access a predetermined URL. In response to this instruction, the user terminal information processing unit 13 accesses the predetermined URL using the browser's functions. When the predetermined URL is accessed, the server information processing unit 10 of the information processing server 2 performs appropriate authentication using a predetermined method and then responds to the user terminal information processing unit 13 with display data (including an HTML file and data accompanying the HTML file) for displaying a main screen. The user terminal information processing unit 13 receives the display data and uses the browser's functions to display the main screen on the user terminal display unit 15 based on the display data.

[0033] In the following, the detection of operations on various screens displayed based on display data transmitted from server information processing unit 10 to the client information processing unit (including user terminal information processing unit 13 and viewer terminal information processing unit 18), the acquisition of information entered on various screens, the dynamic modification of various screens, and various other screen-related processes are assumed to be appropriately performed by server information processing unit 10 and the client information processing unit using CGI, JavaScript (registered trademark), Ajax, DHTML, and other existing technologies, and will not be described in detail. Furthermore, the transmission of display data by server information processing unit 10 to the client information processing unit and the client information processing unit displaying various screens on the display unit based on the display data may be expressed as "server information processing unit 10 causes client information processing unit to display (display) XX screen" or simply "server information processing unit 10 causes XX screen / XX user interface to be displayed (displayed)."

[0034] The user of interest performs a predetermined operation on the main screen displayed on the user terminal display unit 15 to instruct the display of the link screen 30. The server information processing unit 10 detects the instruction and causes the user terminal information processing unit 13 to display the link screen 30. FIG. 6 is a diagram showing an example of the link screen 30. As shown in FIG. 6, the link screen 30 displays the names of multiple advertising services, including a first advertising service and a second advertising service, and allows the user to select any one of the advertising services. When any one of the advertising services is selected, the server information processing unit 10 executes link processing. The link processing is a process of acquiring necessary information from a system corresponding to the selected advertising service and registering it with the service. The link processing executed by the server information processing unit 10 when the first advertising service is selected by the user of interest will be described below.

[0035] When a first advertising service is selected on the linkage screen 30, the server information processing unit 10 accesses the first advertising service system 5 and acquires the following information about the noted user using a Web API. That is, for each "first advertising group" registered by the noted user, the server information processing unit 10 acquires the first advertising group name, each of the lower-level registered keywords, and the first transition URL set as an attribute. Next, the server information processing unit 10 accesses the database corresponding to the noted user from among the advertising group management databases 31 stored in the server storage unit 12. The server storage unit 12 stores an advertising group management database 31 for each user who has an account registered with the service.

[0036] 7A shows the contents of one record in the advertisement group management database 31. In the following description, <f>is a symbol that conveniently indicates that the corresponding term is an item / field in which a value is stored. As shown in (A) of FIG. 7, one record in the ad group management database 31 has a field, record ID <f>and the service ID <f>and group name <f>and transition URL <f>and usage patterns <f>and component synthesis <f>Record ID <f>The record ID that uniquely identifies the record is stored in the Service ID. <f>The service ID that uniquely identifies the advertising service is stored in the group name. <f>The ad group name is stored in the transition URL. <f>The transition URL is stored in . Usage pattern <f>The information stored in will be explained later. <f>The component information is stored in the .

[0037] The component information comprehensive information is configured to include each of the component information individual pieces of information corresponding to each of the ad group components. (B) of FIG. 7 shows the contents of the component information individual pieces of information. As shown in (B) of FIG. 7, each of the component information individual pieces of information includes a component ID, <f>and component identification <f>and process execution management <f>and fixed patterns <f>and the distribution rate <f>Component ID <f>The element ID for uniquely identifying the element individual information is stored in element ID. <f>In this embodiment, for the ad group components related to the first advertising service, the registered keywords themselves correspond to "information identifying the ad group components," and for the ad group components related to the second advertising service, the advertisement name corresponds to "information identifying the ad group components." <f>A process execution management flag is stored in the fixed pattern. This flag will be described later. <f>and distribution rate <f>The information stored in will be described later.

[0038] The server information processing unit 10 accesses the ad group management database 31 corresponding to the noted user, and then registers a record for each "first ad group" that the noted user has registered for the first advertising service, based on the information acquired from the first advertising service system 5. The server information processing unit 10 registers a record ID for a record corresponding to a certain first advertising group. <f>Store a unique record ID in the field, and the service ID <f>Store the service ID indicating the first advertising service in <f>Store the first ad group name of the first ad group in <f>The server information processing unit 10 stores the first transition URL set for the first advertisement group in the usage pattern table 10. <f>The server information processing unit 10 stores a null value in the component information <f>The server information processing unit 10 stores the component information including the component individual information corresponding to each registered keyword belonging to the first advertisement group in the first advertisement group. <f>Store a unique component ID in the <f>The server information processing unit 10 stores the registered keyword in the process execution management <f>The server information processing unit 10 sets the process execution management flag of the fixed pattern to the off value as the initial value. <f>and distribution rate <f>Stores a null value in

[0039] The above is the linking process related to the first advertising service. As a result of the above linking process, a record is registered in the ad group management database 31 corresponding to the user of interest for each of the ad groups that the user of interest has registered for the first advertising service. The above has described the linking process related to the first advertising service, but the information processing server 2 also executes a similar linking process when the second advertising service is selected on the linking screen 30. When the linking process is executed for the second advertising service, a record is registered in the ad group management database 31 corresponding to the user of interest for each of the second ad groups that the user of interest has registered for the second advertising service.

[0040] The noted user can use the user interface provided by the server information processing unit 10 to instruct re-execution of the linking process for any advertising service. When re-execution of the linking process for a certain advertising service is instructed, the server information processing unit 10 appropriately updates the contents of the corresponding advertising group management database 31. The noted user can also use the user interface provided by the server information processing unit 10 to easily change information registered in the record that is permitted to be changed.

[0041] In this embodiment, the server information processing unit 10 uses a WebAPI to retrieve the content registered in the advertising service. In this regard, the user may input part or all of the content.

[0042] <Scene S2 where the user configures the AB test> Next, the operation of the control system 1 in scene S2, in which the user of interest makes settings related to the AB test, will be described. The user of interest starts the browser of the user terminal 3 and performs a predetermined operation to display the main screen on the user terminal display unit 15. Next, the user of interest performs a predetermined operation to instruct the display of the ad group list screen 32. In response to this instruction, the server information processing unit 10 displays the ad group list screen 32 on the user terminal display unit 15.

[0043] FIG. 8 is a diagram showing an example of the ad group list screen 32. The ad group list screen 32 displays a list of ad group names of ad groups corresponding to the noted user in association with the names of advertising services to which the ad groups belong. The server information processing unit 10 displays information on the ad group list screen 32 based on the ad group management database 31 corresponding to the noted user. In this embodiment, settings related to AB testing are made for each "ad group." When making settings for one ad group, the noted user selects a record corresponding to the one ad group or a setting button 33 associated with the record on the ad group list screen 32. Hereinafter, the ad group selected by the noted user will be referred to as a "selected ad group." When the noted user selects a selected ad group, the server information processing unit 10 displays an ad group detail screen 34 corresponding to the selected ad group.

[0044] FIG. 9 is a diagram showing an example of an ad group detail screen 34 (first screen, second screen, fourth screen). As shown in FIG. 9, the ad group detail screen 34 displays the name of the advertising service corresponding to the selected ad group, the ad group name of the selected ad group, and the transition URL corresponding to the selected ad group. The ad group detail screen 34 also has a page pattern setting area 35. In the page pattern setting area 35, one or more page patterns to be used in the test provision process for the selected ad group can be registered. The setting of registering one or more page patterns to be used in the test provision process for an ad group corresponds to the setting of associating one or more page patterns with an ad group. Hereinafter, registering one or more page patterns to be used in the test provision process for an ad group may be expressed as "associating a page pattern with an ad group." The test provision process will now be described. As described above, the information processing server 2 according to this embodiment has a function of executing an AB test. In an AB test, when there is an inflow from an advertisement to a landing page (access resulting from the selection of an advertisement), the server information processing unit 10 provides one of one or more pre-registered page patterns as a landing page. The test provision process refers to a process in an AB test in which one page pattern is selected from one or more page patterns in response to the inflow to the landing page, and the selected page pattern is provided.

[0045] As shown in FIG. 9 , the page pattern setting area 35 includes a frame-shaped usage pattern display frame 36. The usage pattern display frame 36 displays a block 37 with the name of the page pattern for each currently registered page pattern. That is, each of the page patterns displayed in the usage pattern display frame 36 is a page pattern registered for the selected ad group. Hereinafter, a page pattern associated with an ad group and provided in the test provision process is referred to as a "usage pattern." When a block 37 in the usage pattern display frame 36 is selected, the server information processing unit 10 displays a screen (hereinafter referred to as a "page pattern editing screen") that allows editing of the page pattern corresponding to the selected block 37. Editing a page pattern refers to changing the appearance and content of the page pattern, such as changing the layout and adding / changing / deleting elements. The page pattern editing screen provides a user interface and tools for editing, and the user of interest can use this screen to edit the content of the page pattern. A delete button 38 is also displayed within the block 37. When the delete button 38 is selected, the corresponding page pattern is cancelled from the usage pattern, and the corresponding block 37 is deleted from the usage pattern display frame 36.

[0046] As shown in FIG. 9 , the page pattern setting area 35 has an Add button 39. When the Add button 39 is selected, a created page pattern list screen is displayed. For each page pattern already created by the noted user, a record is displayed, displaying the page pattern name, an Add button, and an Edit button. The noted user can add a desired page pattern to the usage patterns by selecting the Add button for the desired page pattern. When the noted user selects the Edit button for a record corresponding to a page pattern, a page pattern editing screen is displayed, allowing the user to edit the contents of the page pattern. As shown in FIG. 9 , the page pattern setting area 35 has a New button 40. When the New button 40 is selected, a new page pattern creation screen is displayed for creating a new page pattern. This screen provides various tools and user interfaces for creating a new page pattern, and the noted user can use this screen to create a new page pattern. Although details are omitted, the noted user can create and edit page patterns at any time using another means provided by the server information processing unit 10.

[0047] Here, server storage unit 12 stores page pattern management database 42, which is a database for managing page patterns for each user who has an account with the service. Page pattern management database 42 manages various information about page patterns (such as the name of the page pattern (hereinafter referred to as "page pattern name") and display data of page data) and display data, in association with a page pattern ID that uniquely identifies the page pattern. When a noted user creates a new page pattern or edits an existing page pattern, server information processing unit 10 appropriately updates the contents of the page pattern management database corresponding to the noted user.

[0048] As described above, the records of the advertisement group management database 31 have fields such as usage pattern. <f>This usage pattern <f>The page pattern ID of each page pattern registered by the user as a usage pattern is stored in the page pattern setting area 35. The server information processing unit 10 stores the page pattern ID of the corresponding record in accordance with the usage pattern setting made in the page pattern setting area 35. <f>The server information processing unit 10 stores the page pattern ID of each registered usage pattern in the <f>The process of storing the page pattern ID of the usage pattern in corresponds to "the process of associating a page pattern, which is one or more landing page patterns, with each ad group according to the user's settings."

[0049] As shown in FIG. 9 , the ad group detail screen 34 has an individual component setting area 43 below the page pattern setting area 35. In the individual component setting area 43, it is possible to set whether or not to perform the test provision process for each ad group component belonging to the selected ad group. Here, the point "whether or not to perform the test provision process for each ad group component" will be explained. For example, suppose that a registered keyword X is registered in an ad group of a first advertising service for a user of interest. Then, suppose that a viewer performs a search using the registered keyword X on a site related to the first advertising service, a first advertisement corresponding to the registered keyword X is displayed on the search result page, and the first advertisement is selected by the viewer. In this case, an inflow (access) to a landing page occurs from the first advertisement. In this embodiment, it is possible to individually set for each registered keyword X whether or not to perform the test provision process in response to this inflow. When the test provision process is set to be performed, one of the page patterns among the usage patterns set for the ad group to which the registered keyword X belongs is provided as a landing page. On the other hand, when the test provision process is set not to be performed, the test provision process is not performed, and a fixed pattern (described later) set by the user is provided.

[0050] As shown in FIG. 9, the component individual setting area 43 allows the user to set whether or not to execute the test provision process for each ad group component. As described above, the component comprehensive information of a record in the ad group management database 31 includes component individual information corresponding to each ad group component, and the component individual information includes a process execution management flag. For the process execution management flag, an on value means that the test provision process is executed for the corresponding ad group component, and an off value means that it is not executed. The server information processing unit 10 changes the value of the corresponding process execution management flag in accordance with the setting in the component individual setting area 43. The process by which the server information processing unit 10 updates the value of the corresponding process execution management flag in accordance with the user's setting for the ad group component corresponds to "processing for managing whether or not to execute the page provision process for each advertisement or search keyword belonging to an ad group in accordance with the user's setting."

[0051] 9, in the component individual setting area 43, it is possible to set a page pattern (hereinafter referred to as a "fixed pattern") to be provided when the test provision process is not executed for each of the ad group components. Fixed pattern of component individual information of the ad group management database <f>The page pattern ID of the fixed pattern set by the user is stored in the fixed pattern field. The server information processing unit 10 stores the page pattern ID of the fixed pattern set by the user in the fixed pattern field in accordance with the user's settings for the advertisement group components. <f>The process of storing the page pattern in the table corresponds to the process of managing the page pattern to be used when the test provision process is not executed.

[0052] 9, in the component individual setting area 43, it is possible to set the distribution rate of each page pattern (=usage pattern) associated with the selected ad group for each ad group component. The distribution rate for one page pattern refers to the probability that the page pattern in question will be selected from a group of page patterns in the test provision process. For example, suppose that page pattern P1 and page pattern P2 are associated with a certain ad group. Furthermore, suppose that the distribution rate of page pattern P1 is set to 30%, and the distribution rate of page pattern P2 is set to 70%. In this case, in the test provision process, page pattern P1 will be selected with a probability of 30%, and page pattern P2 will be selected with a probability of 70%. As described above, the component overall information of the records in the ad group management database 31 includes component individual information corresponding to each of the ad group components, and the component individual information has a distribution rate <f>Includes the distribution rate <f>The server information processing unit 10 stores information indicating the distribution rate for each usage pattern (hereinafter referred to as "distribution rate information"). The server information processing unit 10 updates the distribution rate information to appropriate content according to the settings in the component individual setting area 43. The process by which the server information processing unit 10 updates the corresponding distribution rate information according to the user's settings for the distribution rate corresponds to "processing of managing the distribution rate of each page pattern for each advertisement or search keyword belonging to an advertisement group according to the user's settings."

[0053] 9 corresponds to the first advertising service, and a list of registered keywords (wordings) is displayed in the component individual setting area 43. If the screen corresponds to the second advertising service, a list of advertisement names is displayed in the area.

[0054] <Scene S3 in which a viewer selects an advertisement related to a user of interest> Next, the processing of the control system 1 in scene S3 in which the viewer selects an advertisement related to the noted user will be described. Hereinafter, the advertisement related to the noted user will be referred to as the "noteworthy advertisement." FIG. 10 is a flowchart showing an example of the operation of the control system 1 in scene S3. In FIG. 10, FA indicates the operation of the viewer terminal 4, and FB indicates the operation of the information processing server 2. With reference to FIG. 10, at the start of the flowchart FA, a media is displayed on the viewer terminal display unit 20 of the viewer terminal 4, and a noteworthy advertisement is displayed on this media. For example, a viewer may perform a search using a predetermined search keyword on a search site provided by a first advertising service, and the noteworthy advertisement (first advertisement) may be displayed on the search result page that is displayed as a result. Furthermore, for example, when a viewer uses an SNS (e.g., a still image / video sharing SNS) provided by a second advertising service, a noteworthy advertisement (second advertisement) may be displayed on the screen in response to a predetermined event.

[0055] As shown in the flowchart FA, when a viewer selects a featured advertisement (step SA1), the viewer terminal information processing unit 18 accesses a transition URL corresponding to the featured advertisement (step SA2). When accessing the transition URL, necessary access to the advertising service system and necessary information transmission are appropriately performed.

[0056] As shown in the flowchart FB, when a transition URL is accessed, the server information processing unit 10 executes an ad group identification process in response to the access (step SB1). The ad group identification process is a process for identifying an ad group. Step SB1 will be described in detail below. In step SB1, the server information processing unit 10 refers to a plurality of ad group management databases 31 stored in the server storage unit 12, and searches for a record (= transition URL) corresponding to the access destination transition URL. <f>In step SB1, the server information processing unit 10 identifies a record in which the same value as the transition URL of the access destination is stored. As described above, one record corresponds to one ad group, and the process of identifying a record corresponds to the process of identifying an ad group. If the ad selected by the viewer is a second ad related to a second advertising service, the ad group identified by the server information processing unit 10 in step SB1 is the ad group to which the referrer ad (hereinafter referred to as the "referrer ad") belongs. Also, if the ad selected by the viewer is a first ad related to a first advertising service, the ad group identified by the server information processing unit 10 in step SB1 is the ad group to which the search keyword (hereinafter referred to as the "used keyword") entered into the search site to display the referrer ad belongs. Hereinafter, the record identified in step SB1 will be referred to as the "specific record," and the corresponding ad group (= the ad group identified in step SB1) will be referred to as the "specific ad group."

[0057] After step SB1, the server information processing unit 10 executes a component identification process (step SB2). The component identification process is a process for identifying the ad group component (in this embodiment, the referrer advertisement or the used keyword) that triggered the flow to the landing page. The process of step SB2 will be described in detail below. In step SB2, the server information processing unit 10 first refers to the specific record and identifies the corresponding advertising service (= service ID <f>Next, the server information processing unit 10 adds necessary information as parameters to the identified advertising service and requests a response of information identifying the ad group components that triggered the flow to the landing page. The necessary information is, for example, the transition URL, the date and time of access, and information identifying the noted user. The information identifying the ad group components is, for example, the registered keywords themselves for the first advertising service, and the advertisement name for the second advertising service. Then, the server information processing unit 10 receives the information identifying the ad group components in response to the request, and identifies the ad group components (the referring advertisement or the used keyword) based on the information. Hereinafter, the ad group components identified in step SB2 will be referred to as "identified components."

[0058] After step SB2, the server information processing unit 10 refers to the processing execution management flag of the component individual information corresponding to the specific component (hereinafter referred to as "specific component individual information") among the component individual information belonging to the component general information of the specific record, and determines whether or not to execute the test provision processing (step SB3). The processing of step SB3 corresponds to "processing to control whether or not to execute the test provision processing depending on the identified referrer advertisement or used keyword."

[0059] When it is determined that the test provision process is not to be executed (step SB3: NO), the server information processing unit 10 executes the fixed pattern provision process (step SB4). <f>The server information processing unit 10 refers to the URL to identify a fixed pattern and provides the fixed pattern as a landing page. The fixed pattern is provided by sending an HTML file of the fixed pattern page and other necessary information as an HTTP response. Data and files related to the page pattern required to provide the landing page are stored in an appropriate storage area. Other page patterns are also provided in a similar manner. After step SB4, the server information processing unit 10 proceeds to step SB6.

[0060] On the other hand, if it is determined that the test provision process is to be executed (step SB3: YES), the server information processing unit 10 executes the test provision process (step SB5). The process of step SB5 will be described in detail below. First, the server information processing unit 10 checks the usage pattern of a specific record. <f>Then, the server information processing unit 10 determines one or more usage patterns associated with the specific component information by referring to the distribution rate of the specific component information. <f>, and selects one page pattern to be used in the current test provision process from among the usage patterns according to the allocation rate of each usage pattern. Next, the server information processing unit 10 provides the determined page pattern as a landing page. This completes the processing of step SB5. As described above, in step SB5, the server information processing unit 10 executes the test provision process to provide a landing page related to the AB test using one or more page patterns associated with a specific ad group. Furthermore, in the test provision process, the server information processing unit 10 provides the page pattern according to the allocation rate. After step SB5, the server information processing unit 10 proceeds to step SB6.

[0061] In step SB6, the server information processing unit 10 executes a measurement process. In the AB test according to this embodiment, the number of conversions (CV), conversion rate (CVR), and traffic (number of accesses) per day are derived for each ad group component. Hereinafter, these are referred to as "evaluation values." Based on the above, in the measurement process, the server information processing unit 10 measures information necessary to be able to derive an evaluation value and updates a predetermined database. For example, the information is whether or not a conversion has been achieved. Note that the measurement of conversion is performed using existing technology. The processes in steps SB5 and SB6 are part of the AB test.

[0062] As shown in the flowchart FA, the viewer terminal information processing unit 18 receives the display data transmitted in step SB4 or step SB5, and displays a landing page based on the display data (step SA3).

[0063] <Scene S4: Presenting the evaluation value to the user of interest> Next, the operation of the control system 1 in scene S4 in which an evaluation value is presented to the noted user will be described. The noted user starts the browser of the user terminal 3 and performs a predetermined operation to display the main screen on the user terminal display unit 15. Next, the noted user specifies a desired ad group and desired ad group components belonging to the desired ad group, and then instructs the display of a report screen 45. In response to this instruction, the server information processing unit 10 displays the report screen 45 on the user terminal display unit 15.

[0064] FIG. 11 is a diagram showing an example of a report screen 45. As shown in FIG. 11, the report screen 45 is provided with a user interface for specifying a period. The report screen 45 displays the following information for each ad group component element for the specified period. That is, for each usage pattern, the number of conversions (CV), conversion rate (CVR), and traffic (number of accesses) are displayed on a daily basis. By referring to the report screen 45, the user of interest can recognize each evaluation value of the specified component element group, and based on this recognition, can determine which of the usage patterns for the specified component element group is better.

[0065] As described above, the server information processing unit 10 according to this embodiment has a function of associating one or more page patterns, which are patterns of landing pages, with each ad group according to user settings, and a function of, when there is a flow from an ad to a landing page, identifying an ad group to which a source ad, which is an ad from which the flow originates, or a used keyword, which is a search keyword entered into a search site to display the source ad, belongs, and performing a test provision process to provide a landing page for AB testing using one or more page patterns associated with the identified ad group.

[0066] Here, a user registers ad groups for each advertising-related category, which are classified based on the "commonality / similarity of trends, directions, etc. of the ads or search keywords to be included in the ad group" and the "commonality / similarity of the products / services advertised and the targets to which the ads appeal." The inventors then discovered that, because ad groups are classified according to advertising-related categories, which are classified based on the above factors, the appropriate landing page format differs for each ad group. Based on the above, the above configuration allows AB testing (provision of landing pages in AB testing) to be performed independently for each ad group, thereby making it possible to effectively perform AB testing by optimally utilizing the fact that the appropriate landing page format differs for each ad group and deriving the optimal page pattern. Furthermore, with the above configuration, regarding the registration of page patterns for implementing AB testing in an effective manner, a user only needs to register the page patterns to be used in AB testing for each ad group registered in the advertising service, thereby reducing the user's effort required for setting up AB testing.

[0067] The server information processing unit 10 according to the present embodiment also includes a function for managing, according to user settings, whether to execute a test provision process for each advertisement or search keyword belonging to an advertisement group, and a page pattern to be used when the test provision process is not executed. It also includes a function for identifying a referrer advertisement or a keyword when a user is redirected to a landing page from an advertisement, and for controlling whether to execute the test provision process according to the identified referrer advertisement or keyword. The appropriate usage pattern associated with an advertisement group differs for each advertisement group component belonging to the advertisement group. This is because, for example, with respect to a first advertisement service, the tendency of what viewers seek through searches differs for each search keyword, and due to this difference in tendency, the type of landing page that is best for the viewer (which can also be considered a landing page that is likely to result in conversion) differs depending on the search keyword. For example, with respect to a second advertisement service, the tendency of what viewers seek when selecting an advertisement differs depending on the type of second advertisement selected by the viewer, and due to this difference in tendency, the type of landing page that is best for the viewer differs depending on the second advertisement. Note that the inventors have newly discovered that which of the usage patterns associated with an ad group is appropriate differs for each ad group component belonging to the ad group. In light of the above, with the above configuration, it is possible to set whether or not to execute the test provision process for each ad group component belonging to the ad group, and it is also possible to set a page pattern to be used when the test provision process is not executed, so that by suitably utilizing the above-described characteristics of the ad group components, it is possible to provide a better page pattern in accordance with the inflow to the landing page.

[0068] Furthermore, the server information processing unit 10 according to this embodiment has a function for managing the distribution rate of each page pattern for each advertisement or search keyword belonging to an ad group according to user settings, and a function for providing page patterns according to the distribution rate in a test provision process. This configuration makes it possible to perform effective AB testing for each ad group component, taking into account the characteristic that "which usage pattern among the usage patterns associated with an ad group is appropriate (which is more likely to obtain conversions) differs for each ad group component belonging to the ad group," and to provide usage patterns with a better distribution rate rather than a uniform distribution rate.

[0069] Although one embodiment of the present invention has been described above, the above embodiment merely illustrates one example of a specific implementation of the present invention, and the technical scope of the present invention should not be interpreted as being limited thereby. In other words, the present invention can be implemented in various forms without departing from the gist or main features thereof. Below, variations of the above embodiment are presented. The following variations may be implemented in combination if they can be combined.

[0070] In the above embodiment, a first advertising service and a second advertising service are exemplified as advertising services. However, the form of the advertising service is not limited to the exemplified form. That is, the advertising service may be any service that provides media containing advertisements. Furthermore, the media is not limited to the exemplified media related to search sites and media related to SNS, but may be any object that includes advertisements and is provided to viewers. For example, the media may be a web page on a site other than a search site where an advertisement is displayed, a game screen, or a video streaming service screen. The content of the ad group is not limited to the example described in the above embodiment. In other words, an ad group may be any unit in an advertising service that manages the ads that are the source of traffic to a landing page or the search keywords that trigger the display of the ads that are the source of traffic to a landing page. Note that, depending on the advertising service, a group equivalent to an ad group may be given a name different from "ad group." For example, it may be given the name "ad set."

[0071] The content of the ad group identification process (step SB1 in FIG. 10) in the above embodiment is not limited to the exemplified content. That is, the ad group identification process may be a process that identifies an ad group. For example, when a user flows into a landing page, the viewer terminal information processing unit 18 transmits information used to identify an ad group to the server information processing unit 10 using a script or other program function. The server information processing unit 10 then identifies an ad group based on the information. The above configuration may also be used. In this configuration, the information may be transmitted using a URL query, or may be transmitted by describing the information in the body of an HTTP request. Alternatively, for example, when a user flows into a landing page, the server information processing unit 10 may request and obtain information used to identify an ad group from the advertising service system, and identify the ad group based on the information.

[0072] The content of the component identification process (step SB2 in FIG. 10 ) in the above embodiment is not limited to the exemplified content. That is, the component identification process may be a process that identifies ad group components. For example, when a user visits a landing page, the viewer terminal information processing unit 18 may transmit information used to identify ad group components, and the server information processing unit 10 may identify the ad group components based on the information. As an example of this configuration, when a search keyword is searched and a displayed advertisement is selected, the viewer terminal information processing unit 18 transmits the search keyword to the server information processing unit 10 using a URL query. The server information processing unit 10 then identifies the search keyword added to the URL query as an ad group component. Alternatively, when a user visits a landing page, the server information processing unit 10 may request and obtain information used to identify ad group components from an advertising service system, and identify an ad group based on the information.

[0073] In the above embodiment, it was possible to set whether or not to execute the test provision process for each ad group component. In this regard, it is also possible to configure it so that it is not possible to set it for each ad group component, but rather possible to set whether or not to execute the test provision process for each ad group. In the above embodiment, the allocation rate can be set for each usage pattern. However, the allocation rate for each usage pattern may not be set, and usage patterns may be selected at an equal rate during the test provision process. In the above embodiment, the allocation rate of a usage pattern could be set for each ad group component. However, a configuration in which the allocation rate of a usage pattern can be set for each ad group, rather than for each ad group component, is also possible. In this configuration, the allocation rate of each usage pattern is the same for each ad group component belonging to an ad group. In this configuration, the server information processing unit 10 has a function to manage the allocation rate of each page pattern in the test provision process for each ad group according to the user's settings, and a function to provide the page pattern in accordance with the allocation rate in the test provision process. Furthermore, the server information processing unit 10 has a function to provide a third screen in which the allocation rate of each page pattern can be set for each ad group.

[0074] In the above embodiment, the information processing server 2 is configured to provide a landing page and perform other processes related to the AB test. However, the server information processing unit 10 may be configured to execute all or part of the processes related to the AB test in cooperation with a device different from the information processing server 2, or to request the device to execute the processes. As an example of this configuration, in providing a landing page, the information processing server 2 redirects the web server and causes the web server to provide the landing page. In the above embodiment, the transition URL is under the management of the information processing server 2, and the information processing server 2 provides a landing page in response to access to the transition URL. In this regard, the transition URL may be under the management of another device (web server), and the information processing server 2 may cooperate with the other device to provide the landing page and to perform part or all of the AB test related to the provision of the landing page. The specific method of AB testing is not limited to the method exemplified in the above embodiment. For example, the following configuration may be used. That is, a different URL is set for each usage pattern. After determining the usage pattern, the server information processing unit 10 redirects to the URL corresponding to the determined usage pattern, and transmits display data related to the usage pattern in response to the redirect. The above configuration may also be used. The information provided to users as evaluation values ​​based on the results of A / B testing is not limited to the information exemplified in the above embodiment. For example, a configuration may be adopted in which CVR is provided on a weekly basis instead of a daily basis. Furthermore, a configuration may be adopted in which the progress of each evaluation value is provided using a graph. In the above embodiment, the distribution rate is set by the user, but an appropriate distribution rate may be derived and set by the server information processing unit 10. In this configuration, a trained model can be used to derive the appropriate distribution rate.

[0075] In the above embodiment, some or all of the data stored in the server storage unit 12 may be stored in a storage unit of an external device accessible by the server information processing unit 10. The functional blocks shown in the above embodiments can be realized by any hardware or by a combination of any hardware and any software. In other words, these functional blocks are not limited to specific hardware. In the above embodiment, all or part of the processing described as being executed by the browser may be executed by an application other than the browser. The embodiments may also include the provision of a program executed by a computer in the information processing server 2 or the user terminal 3. The embodiments may also include the provision of a recording medium on which the program is recorded in a computer-readable manner. The recording medium may be a magnetic or optical recording medium or a semiconductor memory device. Specific examples include portable or fixed recording media such as flexible disks, HDDs (Hard Disk Drives), CD-ROMs (Compact Disk Read Only Memory), DVDs (Digital Versatile Disks), Blu-ray (registered trademark) Discs, magneto-optical disks, flash memories, and card-type recording media.

[0076] Furthermore, in the above-described embodiment, the device having a certain function is not limited to the device exemplified as the device having the certain function. For example, let us focus on a function for executing a test provision process (referred to as the "first function") and a function for providing a first screen that allows the setting of associating one or more page patterns with each ad group (referred to as the "second function"). In the above-described embodiment, as shown in FIG. 12(A), the server information processing unit 10 of the information processing server 2 has the first function, and the user terminal information processing unit 13 of the user terminal 3 has the second function. In this configuration, the combination of the information processing server 2 and the user terminal 3 functions as an "information processing system." Furthermore, the server information processing unit 10 and the user terminal information processing unit 13 each function as an "information processing unit." On the other hand, as shown in FIG. 12(B), the user terminal information processing unit 13 of the user terminal 3 may have the first function and the second function. In this configuration, the user terminal 3 functions as an "information processing system," and the user terminal information processing unit 13 functions as an "information processing unit." 12(C), the server information processing unit 10 may be configured to have the first function and the second function. Note that when the server information processing unit 10 and the user terminal information processing unit 13 each function as an "information processing unit," the functions provided in each information processing unit are not limited. Also, a configuration may be possible in which one function is realized by cooperation between the server information processing unit 10 and the user terminal information processing unit 13. Furthermore, a device that realizes a certain function may be a device other than the information processing server 2 and the user terminal 3. [Explanation of symbols]

[0077] 1. Control system (information processing system) 2. Information processing server (information processing system) 3 User terminal (information processing system) 10 Server information processing unit (information processing unit) 13 User terminal information processing section (information processing section)< / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f> < / f>

Claims

1. In advertising services that provide media containing advertisements, you can register one or more ad groups to which the advertisements or search keywords that lead to the landing page belong. a function of associating one or more landing page patterns with each of the ad groups according to a user's settings; and an information processing unit having a function of, when there is a flow from the advertisement to the landing page, identifying the advertisement group to which the referral source advertisement, which is the advertisement from which the flow originates, or the used keyword, which is the search keyword entered into the search site for displaying the referral source advertisement, belongs, and performing a test provision process to provide a landing page related to an AB test using one or more of the page patterns associated with the identified advertisement group. An information processing system comprising:

2. The information processing unit has a function of providing a first screen on which one or more page patterns can be set to correspond to each of the advertisement groups.

2. The information processing system according to claim 1, wherein:

3. The information processing unit a function of managing whether or not to execute the test provision process for each of the advertisements or search keywords belonging to the advertisement group according to the user's settings, and a function of managing a page pattern to be used when the test provision process is not executed; When an inflow from the advertisement to the landing page occurs, the inflow source advertisement or the used keyword is identified, and a function of controlling whether or not the test provision process is executed according to the identified inflow source advertisement or the used keyword is included.

2. The information processing system according to claim 1, wherein:

4. The information processing unit has a function of providing a second screen on which it is possible to set whether or not to execute the test provision process and to set a page pattern to be used when the test provision process is not executed for each of the advertisements or the search keywords.

4. The information processing system according to claim 3.

5. The information processing unit a function of managing the distribution rate of each of the page patterns in the test provision process for each of the advertisement groups according to the user's settings; and providing the page pattern according to the distribution ratio in the test provision process.

2. The information processing system according to claim 1, wherein:

6. The information processing unit has a function of providing a third screen on which distribution rates of the page patterns can be set for each of the advertisement groups.

6. The information processing system according to claim 5.

7. The information processing unit a function of managing the distribution rate of each of the page patterns for each of the advertisements or the search keywords belonging to the advertisement group according to the user's settings; and providing the page pattern according to the distribution ratio in the test provision process.

2. The information processing system according to claim 1, wherein:

8. The information processing unit has a function of providing a fourth screen on which distribution rates of the page patterns can be set for each of the advertisements or the search keywords.

8. The information processing system according to claim 7,

9. In advertising services that provide media containing advertisements, you can register one or more ad groups to which the advertisements or search keywords that lead to the landing page belong. an information processing unit of the information processing system associating one or more page patterns, which are patterns of landing pages, with each of the advertisement groups in accordance with a user's setting; and a step in which the information processing unit of the information processing system, when there is a flow from the advertisement to the landing page, identifies the advertisement group to which the referral source advertisement, which is the advertisement from which the flow originates, or the used keyword, which is the search keyword entered into a search site for displaying the referral source advertisement, belongs, and executes a test provision process to provide a landing page related to an AB test using one or more of the page patterns associated with the identified advertisement group. An information processing method comprising:

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