Search engine is one of the most important advertising media. The development of search engine advertising auction platform is conducive to the effective use of advertising resources. In this paper, a search engine advertising auction platform is designed to support the advertising users' self-quotation, and the distribution and pricing of advertisements are realized on the basis of collecting the bidding information. Then, the functional modules of the system are divided and defined according to the actual application background and business processes of auctions. Finally, the system is achieved based on the developing tools of MyEclipse6.0 and the back-end database of MySQL.