Method and apparatus for determining a minimum price per click for a term in an auction based internet search

• US 20040167845A1
• Filed: 02/21/2003
• Published: 08/26/2004
• Est. Priority Date: 02/21/2003
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Corn, Roger, Dorre, Jennifer Wu, McArdle, Meghan, Svrcek, Tom
• Application Number:
  US10/372,637
• Publication Number:
  US 20040167845A1
• Time in Patent Office: Days
• US Class Current: 705/37
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

A method and apparatus determines a minimum price per click for a term in an auction based internet search by determining a search term which has a low price per click; determining a minimum price per click; setting a minimum price per click value for the search term; and thereby increasing revenue generated by the auction based internet search engine. According to one embodiment of the present invention, a minimum price per click for a term in an auction based internet search is determined by creating search volume tiers. Price per click tiers are then created by partitioning search terms within each search volume tier based upon a price per click for each search term. Finally, a plurality of liquidity tiers are created by partitioning search terms in each price per click tier by liquidity of the search term market place. The results of the partitioning is evaluated to determine a price per click increase to one or more particular terms. Methods for determining a minimum price per click for a term in an auction based internet search includes comparing bids for a particular search term with bids for terms which are similar to the particular search term, its category or class of advertiser.

Claims

1. A method of determining a minimum price per click for a term in an auction based internet search, said method comprising the steps of:

determining a search term which has a low price per click;

setting a minimum price per click value for said search term; and

increasing revenue generated by said auction based internet search based upon said minimum price per click.

2. The method of determining a minimum price per click for a term in an auction based internet search of claim 1 further comprising a step of categorizing search terms into a plurality of groups.

3. The method of determining a minimum price per click for a term in an auction based internet search of claim 2 further comprising a step of applying a group minimum price per click value to all search terms in a group of said plurality of groups.

4. The method of determining a minimum price per click for a term in an auction based internet search of claim 1 wherein said step of setting a minimum price per click for said search term comprises setting a minimum price per click for all search terms determined to have a low price per click.

5. The method of determining a minimum price per click for a term in an auction based internet search of claim 1 wherein said step of determining a search term which has a low price per click comprises comparing said search term to similar search terms.

6. The method of determining a minimum price per click for a term in an auction based internet search of claim 5 wherein said step of comparing said search term to similar search terms comprises comparing said search term to similar search terms bid on by a plurality of advertisers bidding on said search term.

7. The method of determining a minimum price per click for a term in an auction based internet search of claim 1 wherein said step of determining a search term which has a low price per click comprises creating volume tiers by partitioning a plurality of search terms by the volume of searches on each search term of said plurality of search terms.

8. The method of determining a minimum price per click for a term in an auction based internet search of claim 7 wherein said step of determining a search term which has a low price per click comprises creating price per click tiers by further partitioning said search terms in each volume tier by an average price per click for each search term.

9. The method of determining a minimum price per click for a term in an auction based internet search of claim 8 wherein said step of determining a search term which has a low price per click comprises further partitioning said search terms in each price per click tiers by the liquidity for a market.

10. The method of determining a minimum price per click for a term in an auction based internet search of claim 9 wherein said step of setting a minimum price per click for said search term comprises setting a minimum price per click to a category of search terms.

11. The method of claim 1 wherein said step of determining a search term which has a low price per click comprising evaluating real time bidding data.

12. The method of claim 11 wherein said step of setting a minimum price per click for said search term comprises setting a minimum price for a search term based upon real time bidding data.

13. A method of determining a minimum price per click for a term in an auction based internet search, said method comprising the steps of:

creating a plurality of search volume tiers by partitioning a plurality of search terms into a plurality of search volume tiers based upon the volume of searches on each search term of said plurality of search terms;

creating a plurality of price per click tiers by partitioning search terms within each search volume tier based upon a price per click for each search term;

creating a plurality of liquidity tiers by partitioning search terms in each price per click tier by liquidity; and

evaluating a search term to determine a new price per click value increase.

14. The method of determining a minimum price per click for a term in an auction based internet search of claim 13 further comprising a step of setting a minimum price per click value for a search term.

15. The method of determining a minimum price per click for a term in an auction based internet search of claim 13 wherein said step of evaluating a search term comprises organizing said search terms into a plurality of categories of search terms.

16. The method of determining a minimum price per click for a term in an auction based internet search of claim 15 wherein said step of evaluating a search term comprises comparing a search term to similar search terms in a category of search terms.

17. The method of determining a minimum price per click for a term in an auction based internet search of claim 16 wherein said step of comparing a search term to similar search terms comprises comparing said search term to similar search terms bid on by advertisers bidding on said search term.

18. The method of determining a minimum price per click for a term in an auction based internet search of claim 17 wherein said step of comparing said search terms to similar search terms bid on by advertisers bidding on said search term comprises creating a list of similar search terms that are bid on by said advertisers.

19. The method of determining a minimum price per click for a term in an auction based internet search of claim 18 further comprising a step of identifying a range of bids on said similar search terms.

20. The method of determining a minimum price per click for a term in an auction based internet search of claim 19 further comprising a step of applying a group minimum price per click to all search terms in a category of search terms.

21. The method of determining a minimum price per click for a term in an auction based internet search of claim 13 further comprising a step of selecting search terms of said plurality of search terms to apply a minimum price per click.

22. The method of claim 13 wherein said step of creating a plurality of search volume tiers comprising evaluating real time bidding data.

23. The method of claim 22 wherein said step of evaluating a search term comprises setting a minimum price for a search term based upon real time bidding data.

24. A method of determining a minimum price per click for a term in an auction based internet search, said method comprising the steps of:

creating a plurality of search volume tiers by partitioning a plurality of search terms into a plurality of search volume tiers based upon the volume of searches on each search term of said plurality of search terms;

creating a plurality of price per click tiers by partitioning search terms within each search volume tier based upon a price per click for each search term;

creating a plurality of liquidity tiers by partitioning search terms in each price per click tier by liquidity;

determining which search terms of said plurality of search terms should be evaluated for a minimum price per click value;

evaluating said search terms for a minimum price per click value; and

establishing a minimum price per click value for at least one search term.

25. A method of determining a minimum price per click for a term in an auction based internet search, said method comprising the steps of:

identifying advertisers bidding on a search term;

creating a list of other search terms that said advertisers are also bidding on;

determining a minimum bid for a search term based upon bids related to the other search terms; and

applying a minimum bid to said search term.

26. The method of determining a minimum price per click for a term in an auction based internet search of claim 25 further comprising a step of categorizing search terms into a plurality of groups.

27. The method of determining a minimum price per click for a term in an auction based internet search of claim 26 further comprising a step of applying a group minimum price per click value to all search terms in a group of said plurality of groups.

28. The method of determining a minimum price per click for a term in an auction based internet search of claim 25 wherein said step of determining a minimum bid for a search term comprises identifying a range of bids for the other search term.

29. The method of determining a minimum price per click for a term in an auction based internet search of claim 25 further comprising a step of determining a search term which has a low price per click by partitioning a plurality of search terms by the volume of searches on each search term of said plurality of search terms to create a plurality of volume tiers.

30. The method of determining a minimum price per click for a term in an auction based internet search of claim 29 wherein said step of determining a search term which has a low price per click comprises creating price per click tiers by further partitioning said search terms in each volume tier by a price per click for each search term.

31. The method of determining a minimum price per click for a term in an auction based internet search of claim 30 wherein said step of determining a search term which has a low price per click comprises further partitioning each search term in each price per click tiers by the liquidity for each said search term.

32. The method of determining a minimum price per click for a term in an auction based internet search of claim 31 wherein said step of setting a minimum price per click for said search term comprises setting a minimum price per click to a category of search terms.

33. A method of determining a minimum price per click for a term in an auction based internet search, said method comprising the steps of:

creating a plurality of search volume tiers by partitioning a plurality of search terms into a plurality of search volume tiers based upon the volume of searches on each search term of said plurality of search terms;

creating a plurality of price per click tiers by partitioning search terms within each search volume tier based upon a price per click for each search term;

creating a plurality of liquidity tiers by partitioning search terms in each price per click tier by liquidity;

evaluating said search terms in predetermined tiers based upon real time data;

determining a search term which has a low price per click;

identifying advertisers bidding on a search term;

creating a list of other search terms that said advertisers are also bidding on;

determining a minimum bid based upon the bids related to the other search terms; and

setting a minimum price per click value for said search term based upon real time data.

34. A system for determining a minimum price per click for a term in an auction based internet search, said system comprising:

a server receiving a bid for a search term in an auction based internet search, said server determining that said search term has a low price per click;

a database coupled to said server and storing information related to a plurality of search terms; and

a minimum price per click established by said server based upon information related to said plurality of search terms and stored in said database.

35. The system for determining a minimum price per click for a term in an auction based internet search of claim 34 further comprising a minimum price per click for all search terms determined to have a low price per click.

36. The system for determining a minimum price per click for a term in an auction based internet search of claim 34 wherein said database comprises search terms categorized in a plurality of groups.

37. The system for determining a minimum price per click for a term in an auction based internet search of claim 36 further comprising a group minimum price per click value for all search terms in a group of said plurality of groups.

38. The system for determining a minimum price per click for a term in an auction based internet search of claim 36 wherein said group of search terms comprises terms similar to said search term.

39. The system for determining a minimum price per click for a term in an auction based internet search of claim 38 wherein said group of search terms comprises similar terms bid on by a plurality of advertisers bidding on said search term.

40. The system for determining a minimum price per click for a term in an auction based internet search of claim 38 further comprising a plurality of volume tiers associated with said group of search terms.

41. The system for determining a minimum price per click for a term in an auction based internet search of claim 40 further comprising a plurality of price per click tiers associated with each volume tier of said plurality of volume tiers.

42. The system for determining a minimum price per click for a term in an auction based internet search of claim 41 further comprising liquidity tiers associated with each price per click tier of said plurality of price per click tiers.

43. The system for determining a minimum price per click for a term in an auction based internet search of claim 42 further comprising a minimum price per click for all search terms in a liquidity tier.