Method and system for providing advertising listing variance in distribution feeds over the internet to maximize revenue to the advertising distributor

• US 20040044571A1
• Filed: 03/05/2003
• Published: 03/04/2004
• Est. Priority Date: 08/27/2002
• Status: Abandoned Application

• Current Assignee: Google Inc. (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Donovan, Kevin RJB., Murphy, Christopher Joseph, Toothman, James Keith, McCoy, Ron, Ewerdt, Jacob Paul, Day, William C., Hammond, Brian, Bronnimann, Eric Robert, Wang, Wen-Wei
• Application Number:
  US10/378,654
• Publication Number:
  US 20040044571A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

An Internet advertisement listings provider that distributes advertisements in a bid-for-placement arrangement based on the revenue-efficiency of the advertisements from the bidding advertisers that calculates the revenue to the advertising distribution system by multiplying the click-through rate times the bid amount for each click-through. Advertisers may be allowed to provide multiple advertisements to enable the advertisement listings provider to select from those various advertisements for inclusion in ranked listings based on a determined efficiency among the advertisements. The system also determines the most efficient grouping of advertisements for a limited-space output, comparing groupings of advertisements to other groups to determine the greater revenue to the distribution system.

Claims

1. An advertisement distribution system for enabling advertisers to provide a hypertext link advertisement and an associated bid representing an amount the advertiser will pay upon selection by the hypertext link advertisement by an end user and rank advertisements provided by those advertisers based on revenue efficiency to the advertisement distribution system, the system comprising:

advertisement input receiving means for receiving at least one advertisement associated with a specific distribution subject and a bid representing an amount to be paid for click-throughs to the advertisement when the advertisement is distributed in association with the specific distribution subject;

advertisement listings output means for outputting a ranked listing of advertisement through one or more Internet distribution channels based on specific distribution subjects, the ranked listing comprising a plurality of advertisements received from the advertisement input receiving means and being based on an evaluation performed by an advertisement evaluation means;

advertisement evaluation means for evaluating the ranking of advertisements in the ranked listing for a specific distribution subject based on a revenue efficiency value of at least one advertisements in the ranked listing, the revenue efficiency value being based at least on a click-through rate for the at least one advertisement.

2. The advertisement distribution system of claim 1 wherein the advertisement evaluation means and advertisement listings output means generate a listing comprising an alternative advertisement for an individual advertiser.

3. The advertisement distribution system of claim 1 wherein the advertisement evaluation means and advertisement listings output means reorder the ranking of advertisements for a specific distribution subject.

4. The advertisement distribution system of claim 1 wherein the specific distribution subject comprises a keyword for distribution through a search engine.

5. The advertisement distribution system of claim 1 wherein the specific distribution subject comprises a subject within a content portal.

6. The advertisement distribution system of claim 5 wherein the specific distribution subject comprises a level node within a multi-level node content portal.

7. The advertisement distribution system of claim 1 wherein the advertisement evaluation means evaluates a grouping of advertisements based on the effective revenue efficiency of the grouping compared to other potential groupings of advertisements provided by advertisers for the specific distribution subject.

8. The advertisement distribution system of claim 7 wherein the advertisement evaluation means generates a ranking of listings as a grouping, the grouping comprising the ranked list of advertisements with the highest effective cost per thousand impressions.

9. The advertisement distribution system of claim 1 wherein the revenue efficiency value is calculated by multiplying the number of click-throughs over a predetermined number of impressions times the bid amount for the advertisement.

10. The advertisement distribution system of claim 1 wherein the revenue efficiency value is calculated by the click-through rate over a given period of time times the bid amount for the advertisement.

11. A method of distributing advertising based on a database of advertisements provided by advertisers that provide a hypertext link advertisement and an associated bid representing an amount the advertiser will pay upon selection by the hypertext link advertisement by an end user, the method of distributing advertising comprising the steps of:

receiving at least one advertisement associated with a specific distribution subject and a bid representing an amount to be paid for click-throughs to the advertisement when the advertisement is distributed in association with the specific distribution subject;

outputting a ranked listing of advertisement through one or more Internet distribution channels based on specific distribution subjects, the ranked listing comprising a plurality of advertisements received and being based on an evaluation step;

evaluating the ranking of advertisements in the ranked listing for a specific distribution subject based on a revenue efficiency value of at least one advertisements in the ranked listing, the revenue efficiency value being based at least on a click-through rate for the at least one advertisement.

12. The method of claim 11 further comprising the step of generating a listing comprising an alternative advertisement for an individual advertiser.

13. The method of claim 11 further comprising the step of reordering the ranking of advertisements for a specific distribution subject.

14. The method of claim 11 wherein the specific distribution subject comprises a keyword for distribution through a search engine.

15. The method of claim 11 wherein the specific distribution subject comprises a subject within a content portal.

16. The method of claim 15 wherein the specific distribution subject comprises a level node within a multi-level node content portal.

17. The method of claim 11 wherein the evaluating step comprises evaluating a grouping of advertisements based on the effective revenue efficiency of the grouping compared to other potential groupings of advertisements provided by advertisers for the specific distribution subject.

18. The method of claim 17 wherein the listing of advertisements generated comprises a grouping that comprises the ranked list of advertisements with the highest effective cost per thousand impressions.

19. The method of claim 11 wherein the revenue efficiency value is calculated by multiplying the number of click-throughs over a predetermined number of impressions times the bid amount for the advertisement.

20. The method of claim 11 wherein the revenue efficiency value is calculated by the click-through rate over a given period of time times the bid amount for the advertisement.

21. An advertisement distribution system for enabling advertisers to provide a hypertext link advertisement and an associated bid representing an amount the advertiser will pay upon selection by the hypertext link advertisement by an end user and rank advertisements provided by those advertisers based on revenue efficiency to the advertisement distribution system, the system comprising:

an advertisement input receiving module that receives at least one advertisement associated with a specific distribution subject and a bid representing an amount to be paid for click-throughs to the advertisement when the advertisement is distributed in association with the specific distribution subject;

an advertisement listings output module that outputs a ranked listing of advertisement through one or more Internet distribution channels based on specific distribution subjects, the ranked listing comprising a plurality of advertisements received from the advertisement input receiving means and being based on an evaluation performed by an advertisement evaluation system;

an advertisement evaluation system that evaluates a ranking of advertisements in the ranked listing for a specific distribution subject based on a revenue efficiency value of at least one advertisements in the ranked listing, the revenue efficiency value being based at least on a click-through rate for the at least one advertisement.

22. The advertisement distribution system of claim 21 wherein the listing generated includes an alternative advertisement for an individual advertiser.

23. The advertisement distribution system of claim 21 wherein the listing generated includes a re-ordering of the ranking of advertisements for a specific distribution subject.

24. The advertisement distribution system of claim 21 wherein the specific distribution subject comprises a keyword for distribution through a search engine.

25. The advertisement distribution system of claim 21 wherein the specific distribution subject comprises a subject within a content portal.

26. The advertisement distribution system of claim 25 wherein the specific distribution subject comprises a level node within a multi-level node content portal.

27. The advertisement distribution system of claim 21 wherein the advertisement evaluation system evaluates a grouping of advertisements based on the effective revenue efficiency of the grouping compared to other potential groupings of advertisements provided by advertisers for the specific distribution subject.

28. The advertisement distribution system of claim 27 wherein the advertisement evaluation system generates a ranking of listings as a grouping, the grouping comprising the ranked list of advertisements with the highest effective cost per thousand impressions.

29. The advertisement distribution system of claim 21 wherein the revenue efficiency value is calculated by multiplying the number of click-throughs over a predetermined number of impressions times the bid amount for the advertisement.

30. The advertisement distribution system of claim 21 wherein the revenue efficiency value is calculated by the click-through rate over a given period of time times the bid amount for the advertisement.