Provided is a method for controlling a keyword charge in keyword advertising, including the steps of: dividing an exposure location where a search listing abstracted by predetermined keyword search is displayed into at least one unit display zone; receiving bid price data with respect to display of the search listing in the unit display zone from a predetermined advertiser; as the step of associating a predetermined bid field with the unit display zone in response to receiving of the bid price data, recording the received bid price data in the bid field; sorting at least one bid price data recorded in the bid field on the basis of the size of the unit click cost and giving predetermined rankings to the sorted bid price data, respectively; in response to the keyword search, controlling the search listing of the bid price data at the highest ranking to be exposed in the unit display zone; and as the step of controlling a bill to be charged in accordance with a click selection by a predetermined searcher with respect to the exposed search listing, determining a charge amount generated by the click selection; wherein the charge amount is determined by referring to the unit click cost of predetermined bid price data at a lower ranking, except the bid price data at the highest ranking among the sorted bid price data.
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