System and method for managing an advertising campaign on a network

• US 20050065844A1
• Filed: 09/24/2003
• Published: 03/24/2005
• Est. Priority Date: 09/24/2003
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Mehta, Bhavesh, Raj, Ravi
• Application Number:
  US10/671,268
• Publication Number:
  US 20050065844A1
• Time in Patent Office: Days
• US Class Current: 705/14.480
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

The invention is directed to a system and method for automating the management of an advertising campaign for a sponsored search application. An advertiser can easily manage their advertising campaign based on a budget and other information that they are most familiar with, e.g., the length of time for the campaign, desired number of total clicks during the campaign, the time zone of the campaign, keywords to be bid upon for the sponsored search application, the advertisement (copy and heading), and the URL associated with the location of the advertisement copy. With this relatively basic information provided, the invention can automatically manage the bidding on both small and relatively large numbers of keywords for an advertising campaign.

Claims

1. A method for placing predetermined content in a result from a sponsored search, comprising:

enabling at least a budget to be provided for placing a bid on a keyword, wherein the bid is associated with predetermined content that corresponds to the keyword;

enabling a selection of at least one method for placing at least one bid for the keyword in the result from the sponsored search;

enabling an automatic placement of at least one bid for the keyword based on the selected method; and

enabling a display of predetermined content that is associated with at least one bid for the keyword and whose value is employed to acquire placement of the predetermined content in the result from the sponsored search.

2. The method of claim 1, wherein acquiring of the placement of the predetermined content further comprises ranking of the predetermined content based in part on the value of each bid.

3. The method of claim 1, wherein placing at least one bid further comprises at least one of placing a bid to acquire the placement of predetermined content in at least one of a lower position in the result of the sponsored search, and placing a bid to acquire the placement of predetermined content in at least one of a first three positions in the result of the sponsored search.

4. The method of claim 1, wherein the selected method includes at least one of minimum cost for maximum acquisitions, shortest time for maximum acquisitions, time interval budget, and custom.

5. The method of claim 4, wherein the custom method further comprises a shortest time for maximum acquisitions within a time interval budget.

6. The method of claim 1, wherein the selected method is configured to enable an unused portion of the budget for a time interval to be included in another time interval.

7. The method of claim 1, wherein the keyword further comprises at least one of a provided keyword, and a generated keyword that is related to the provided keyword.

8. The method of claim 1, further comprising providing information that is employed by the selected method to place at least one bid, wherein the provided information further includes at least one of a total number of acquisitions for a time interval, time interval, position in ranked list of sponsored search result, fixed number of acquisitions for a time interval, start time, stop time, clicks per time interval, sub-budget for a time interval, and relevant keywords.

9. The method of claim 8, wherein the time interval further comprises a time zone for placing at least one bid on the keyword for acquiring placement of the predetermined content in the result of the sponsored search.

10. The method of claim 1, further comprising providing a profile that is employed to provide at least one of the keyword, the budget, and selection of the method for bidding on the keyword.

11. The method of claim 1, further comprising determining multiple versions of predetermined content that corresponds to the keyword;

alternating between each version of predetermined content placed in the result for the sponsored search;

determining a number of clicks associated with each of the multiple versions of predetermined content; and

selecting a version of predetermined content that is associated with a maximum number of clicks, wherein the selected version of predetermined content is employed for a subsequent result in the sponsored search.

12. The method of claim 11, wherein each version of predetermined content further comprises a weighting factor that is configured to enable a version of predetermined content with a most number of clicks to be employed in the subsequent result in the sponsored search.

13. A method for managing an advertising campaign for a sponsored search, comprising:

providing at least one keyword, advertising text, and a total number of clicks to be bid on for each keyword over a period of time, wherein each bid for each keyword is employed by the sponsored search to rank placement of advertising text at a position on a displayed list that is generated by the sponsored search in response to a request for at least one provided keyword;

providing a budget for automatically generating at least one bid for each provided keyword over the period of time, wherein each bid is dependent on at least the provided budget and the total number of clicks to be bid on for the at least one provided keyword;

selecting a method for placing each bid for each provided keyword over the period of time; and

in response to a request for at least one provided keyword, employing the selected method to automatically generate a bid for placement of the provided advertising text on the displayed list.

14. The method of claim 13, wherein the placement of the provided advertising text on the displayed list further comprises acquiring placement of the advertising text in at least one of a first three positions on the displayed list, and acquiring placement of the advertising text in a lower position on the ranked list.

15. The method of claim 13, wherein automatically generating at least one bid for each provided keyword further comprises selecting a method for placing each bid based in part on at least one of a minimum cost for maximum acquisitions, shortest time for maximum acquisitions, time interval budget, and custom.

16. The method of claim 13, wherein at least one provided keyword further comprises at least one generated keyword that is related to the at least one provided keyword.

17. A server for placing advertiser data in a result from a sponsored search, comprising:

a memory for storing logical instructions;

a transceiver for communicating over a network, including receiving advertiser data; and

a processor for executing the logical instructions stored in the memory, the execution of the logical instructions causing actions to be performed, including;

receiving at least a budget to be provided for placing a bid on a keyword, wherein the bid is associated with advertiser data that corresponds to the keyword;

receiving a selection of at least one method for placing at least one bid for the keyword in the result from the sponsored search;

determining an automatic placement of at least one bid for the keyword based on the selected method; and

enabling a display of advertiser data that is associated with at least one bid for the keyword and whose value is employed to acquire placement of the advertiser data in the result from the sponsored search.

18. The server of claim 17, wherein the advertiser data further comprises at least one of a number of acquisitions, time interval, position in a ranked list of sponsored search result, advertising copy, headlines, and a Uniform Resource Locator (URL).

19. The server of claim 17, wherein the advertiser data further comprises multiple versions of advertising copy associated with the keyword.

20. The server of claim 17, wherein the selected method includes at least one of minimum cost for maximum acquisitions, shortest time for maximum acquisitions, time interval budget, and custom.

21. The server of claim 17, further comprising an interface application configured to receive the advertiser data.

22. The server of claim 21, wherein the interface application further comprises a graphical interface displayable at a client, the graphical interface further comprises:

an entry box configured to receive at least one of the budget, desired number of clicks, time zone, start time, stop time, number of clicks per day, position, relevant keywords, advertising headline, advertising copy, and a URL; and

a control means for enabling at least one of a generation of additional keywords, an optimization of the received advertiser data, and the determination of the method.

23. A carrier-wave signal including computer-executable instructions for placing predetermined content in a result from a sponsored search, the instructions comprising:

enabling at least a budget to be provided for placing a bid on a keyword, wherein the bid is associated with predetermined content that corresponds to the keyword;

enabling a selection of at least one method for placing at least one bid for the keyword in the result from the sponsored search;

enabling an automatic placement of at least one bid for the keyword based on the selected method; and

enabling a display of predetermined content that is associated with at least one bid for the keyword and whose value is employed to acquire placement of the predetermined content in the result from the sponsored search.

24. The carrier-wave signal of claim 23, wherein acquiring of the placement of the predetermined content further comprises ranking of the predetermined content by the value of each bid.

25. The carrier-wave signal of claim 23, wherein placing at least one bid further comprises at least one of placing a bid to acquire placement of predetermined content in at least one of a lower position in the result of the sponsored search, and placing a bid to acquire the placement of predetermined data in at least one of a first three positions in the result of the sponsored search.

26. The carrier-wave signal of claim 23, wherein the selected method further comprises at least one of minimum cost for maximum acquisitions, shortest time for maximum acquisitions, time interval budget, and custom.

27. The carrier-wave signal of claim 26, wherein the custom method further comprises shortest time for maximum acquisitions within a time interval budget.

28. The carrier-wave signal of claim 23, wherein the keyword further comprises at least one of a provided keyword, and a generated keyword that is relevant to the provided keyword.

29. The carrier-wave signal of claim 23, further comprising providing a profile that is employed to provide at least one of the keyword, the budget, and selection of the method for bidding on the keyword.

30. An apparatus for placing predetermined content in a result from a sponsored search, comprising:

a means for enabling at least a budget to be provided for placing a bid on a keyword, wherein the bid is associated with predetermined content that corresponds to the keyword;

a means for selecting of at least one method for placing at least one bid for the keyword in the result from the sponsored search;

a means for enabling an automatic placement of at least one bid for the keyword based on the selected method; and

a means for enabling a display of predetermined content that is associated with at least one bid for the keyword and whose value is employed to acquire placement of the predetermined content in the result from the sponsored search.