Keyword Advertising System with Random Position Assignment
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Solution Overview
Problem
Conventional keyword advertising methods require advertisers to register and manage campaigns individually across multiple search sites, leading to inefficiencies, high advertising costs, and excessive competition, which can result in unbalanced display positions and increased costs.
Innovation Solution
A keyword advertising system that randomly sorts and displays search information across multiple sites based on a rolling mechanism, allowing advertisers to specify partner sites and manage campaigns systematically, while charging a fair and reasonable cost per click.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If advertisers register keyword advertising at each search site individually, then advertising can be displayed on multiple search sites, but the registration and management procedure becomes complex and time-consuming
Solution Approach 1:
The patent combines multiple search sites into a single advertising management system. Advertisers register once with the advertising management server, which then distributes their ads across multiple partner search sites. This merging approach maintains broad advertising coverage while eliminating the need for separate registrations at each site, directly resolving the contradiction between versatility and procedural complexity.
Solution Approach 2:
The advertising management server provides universal functionality across all partner search sites. A single registration system serves multiple search sites simultaneously, and the server handles various advertising functions (registration, billing, management) centrally. This multi-functional approach allows the system to adapt to multiple sites without increasing procedural complexity for advertisers.
2Reliability
If advertisers bid for better display positions, then advertising effectiveness improves, but advertising costs increase significantly
Solution Approach 1:
The patent implements equipotentiality by making all display positions equally accessible to all advertisers through random selection. Instead of creating hierarchical positions with different values (which would cause bidding wars), the system treats all positions as equivalent opportunities. Advertisers pay uniform costs per click regardless of position, eliminating the incentive to bid for premium positions while maintaining advertising effectiveness through random exposure.
Solution Approach 2:
The patent inverts the conventional keyword advertising model by removing bid-based position determination. Rather than advertisers bidding upward for better positions, the system randomly assigns positions regardless of bid amount. This inversion eliminates the vicious circle of increasing bids while maintaining fair advertising opportunities for all participants.
3Power
If display positions are assigned based on bidding price, then advertising revenue increases, but competition between advertisers becomes excessive and drives up costs
Solution Approach 1:
The system creates equipotential conditions where all advertisers have equal opportunity to obtain any display position through random selection. This eliminates the harmful effect of excessive competition by removing the incentive structure that drives advertisers to outbid each other. Revenue is generated uniformly from all clicks regardless of position, maintaining financial sustainability without fostering destructive competition.
4Ease of operation
If brief information is displayed in fixed positions, then advertising management is systematic, but advertising opportunities become unbalanced
Solution Approach 1:
The patent introduces dynamics into the display position assignment by randomly selecting positions for each advertising instance. Instead of fixed static positions, the system dynamically assigns positions through random selection, ensuring that all advertisers have equitable opportunities over time. The management system remains systematic in tracking and billing, while the display positions adapt randomly to provide fair distribution of advertising opportunities.
Data Source
AI summary
A keyword advertising service method for providing search information in response to a search request, the method includes the steps of: maintaining a search information database for storing at least one search information record; receiving a search request packet including a keyword inputted in a partner site selected by a user and a site identifier for identifying the partner site, from the partner site; extracting, in response to the search request packet, at least one search information record including a keyword corresponding to the keyword included in the search request packet, from the search information database, by using the bidding participation fee; rolling the extracted search information records independently from the bidding participation fee to be displayed on a result list field and providing the result list field to the partner site in response to the search request; and charging an advertiser corresponding to the search information record, in the case the user clicks the search information record in the search result field.