Keyword advertisement management

• US 20050144064A1
• Filed: 12/19/2003
• Published: 06/30/2005
• Est. Priority Date: 12/19/2003
• Status: Abandoned Application

• Current Assignee: Palo Alto Research Center, Inc. (Xerox Holdings Corp.)
• Original Assignee: Palo Alto Research Center, Inc. (Xerox Holdings Corp.)
• Inventors: Calabria, Hermann, Farahat, Ayman O., Greene, Daniel H., Chen, Francine R.
• Application Number:
  US10/741,336
• Publication Number:
  US 20050144064A1
• Time in Patent Office: Days
• US Class Current: 705/14.710
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0275 Auctions
• 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 of generating a bid for an advertiser for placement of an advertisement in association with a search results list, where the search results list is generated in response to a search query, is provided. In one embodiment, the method includes: a) associating the at least one keyword with the bid, wherein the search query is associated with the at least one keyword, and b) determining an amount of the bid, associated with the at least one keyword, for placement of the advertisement in association with the search results list generated in response to the search query associated with the at least one keyword. The bid is determined based at least in part on bids by other advertisers in competition with the first advertiser for placement of other advertisements with an expectation that the determined bid may elicit a desired change in the bids by the other advertisers.

Claims

1. A method of generating a bid for a first advertiser for placement of a first advertisement in association with a search results list, wherein the search results list is generated in response to a search query, the method including:

a) associating at least one keyword with the bid, wherein the search query is associated with the at least one keyword; and

b) determining an amount of the bid, associated with the at least one keyword, for placement of the first advertisement in association with the search results list generated in response to the search query associated with the at least one keyword, wherein the bid is determined based at least in part on bids by other advertisers in competition with the first advertiser for placement of other advertisements, the determined bid designed to elicit a desired change in the bids by the other advertisers.

2. The method according to claim 1, further including:

c) selecting at least one keyword, wherein the search query is associated with the at least one keyword.

3. The method as set forth in claim 1 wherein the search results list is generated by a server-based keyword search engine and the bid generating method is client-based in relation to the advertiser and the keyword search engine, wherein the bid generation is at least partially automated.

4. The method as set forth in claim 1 wherein the search results list is generated by a server-based keyword search engine and the bid generating method is server-based in relation to the advertiser and the keyword search engine, wherein the bid generation is at least partially automated.

5. The method as set forth in claim 2, further including:

d) selecting the advertisement to be associated with the bid, wherein the advertisement is selected at least in part by matching content of the advertisement to the at least one keyword.

6. The method as set forth in claim 2 wherein the at least one keyword associated with the advertisement is selected at least in part by analyzing content of the advertisement.

7. The method as set forth in claim 2 wherein the at least one keyword is selected at least in part by matching one or more of the at least one keyword to content of the advertisement.

8. The method as set forth in claim 2, further including:

d) receiving information from a user associated with the advertiser via an input device, wherein the user information is considered in the determining step (step b)) to determine the amount to bid.

9. The method as set forth in claim 8 wherein the user information includes at least one of a maximum bid, a minimum bid, a plurality of bids ranging between a maximum bid and a minimum bid, and a range for bids.

10. The method as set forth in claim 2, further including:

d) receiving information from a user associated with the advertiser via an input device, wherein the user information is considered in at least one of steps a)-c).

11. The method as set forth in claim 10 wherein the user information includes at least one of selection of the advertisement, selection of the at least one keyword, association of the at least one keyword with the bid, a maximum bid, a minimum bid, a plurality of bids ranging between a maximum bid and a minimum bid, and a range for bids.

12. The method as set forth in claim 2, further including:

d) receiving information from a keyword search engine associated with the search results list, wherein the keyword search engine information is associated with at least one of current bids for placement of advertisements and previous search queries, wherein the keyword search engine information is considered in at least one of steps a)-c).

13. The method as set forth in claim 12 wherein the keyword search engine information associated with previous search queries includes at least one of keywords used in previous search queries, advertisements displayed in previous search results lists, click-through information for previous search results lists, and descriptive information about consumers that submitted previous search queries.

14. The method as set forth in claim 2, further including:

d) receiving information from an advertising aggregator associated with the search results list, wherein the advertising aggregator information is associated with at least one of current bids for placement of advertisements and previous search queries, wherein the advertising aggregator information is considered in at least one of steps a)-c).

15. The method as set forth in claim 14 wherein the advertising aggregator information associated with previous search queries includes at least one of keywords used in previous search queries, advertisements displayed in previous search results lists, click-through information for previous search results lists, and descriptive information about consumers that submitted previous search queries.

16. The method as set forth in claim 2, further including:

d) receiving information from a bidding service provider associated with the search results list, wherein the bidding service provider information is associated with at least one of current bids for placement of advertisements and previous search queries, wherein the bidding service provider information is considered in at least one of steps a)-c).

17. The method as set forth in claim 16 wherein the bidding service provider information associated with previous search queries includes at least one of keywords used in previous search queries, advertisements displayed in previous search results lists, click-through information for previous search results lists, and descriptive information about consumers that submitted previous search queries.

18. The method as set forth in claim 2, further including:

d) receiving information from an advertiser web site associated with the advertisement, wherein the advertiser web site information is considered in at least one of steps a)-c).

19. The method as set forth in claim 18 wherein the advertiser web site information includes at least one of web site content, web site visits, and web site sales.

20. The method as set forth in claim 2, further including:

d) receiving information from a competitor web site associated with a competitor in relation to the advertiser, wherein the competitor web site information is considered in at least one of steps a)-c).

21. The method as set forth in claim 20 wherein the competitor web site information includes at least one of web site content, web site visits, and web site sales.

22. The method as set forth in claim 2, further including:

d) receiving information from an advertiser web site associated with the advertisement, wherein the advertiser web site information includes at least web site visits and web site sales; and

e) determining return on advertising investment (ROAI) information for at least the advertisement and the at least one keyword at least in part from the advertiser web site information, wherein the ROAI information is considered in the determining step (step b)).

23. The method as set forth in claim 22 wherein step e) also determines ROAI information for each of a plurality of combinations of one or more keywords from the at least one keyword in conjunction with the advertisement and the ROAI information is considered in the associating step (step a)).

24. The method as set forth in claim 22 wherein step e) also determines ROAI information for each of a plurality of advertisements in conjunction with each of a plurality of combinations of one or more keywords from the at least one keyword and the ROAI information is considered in selecting the advertisement and the associating step (step b)).

25. A client-based method of generating a bid for an advertiser for advertisement placement in association with a search results list associated with a keyword search engine, the search results list generated in response to a search query, the method including the steps:

a) receiving information from a user associated with the advertiser via an input device;

b) selecting a plurality of keywords based at least in part on the user information;

c) selecting an advertisement to be associated with the bid based at least in part on the user information;

d) associating one or more of the plurality of keywords with the bid based at least in part on the user information, wherein the search query is associated with the one or more keywords; and

e) determining an amount of the bid for placement of the selected advertisement in association with the search results list generated in response to the search query associated with the one or more keywords based at least in part on the user information.

26. The client-based method as set forth in claim 25, further including:

f) receiving information on current bids for placement of advertisements from at least one of a keyword search engine associated with the search results list, an advertising aggregator associated with the search results list, a bidding service provider associated with the search results list, and the user associated with the advertiser;

wherein the current bid information is considered in at least one of steps b)-e).

27. The client-based method as set forth in claim 25, further including:

f) receiving information from an advertiser web site associated with the advertisement, wherein the advertiser web site information includes at least web site visits and web site sales; and

g) determining return on advertising investment (ROAI) information for at least the selected advertisement and the one or more keywords at least in part from the advertiser web site information;

wherein the ROAI information is considered in at least one of steps b)-e).

28. The method as set forth in claim 27 wherein step g) also determines ROAI information for each of a plurality of combinations of one or more keywords from the plurality of keywords in conjunction with the selected advertisement and the ROAI information is considered in the associating step (step d)).

29. The method as set forth in claim 27 wherein step g) also determines ROAI information for each of a plurality of advertisements in conjunction with each of a plurality of combinations of one or more keywords from the plurality of keywords and the ROAI information is considered in the second selecting step (step c)) and the associating step (step d)).

30. The client-based method as set forth in claim 25, further including:

f) receiving information from an advertiser web site associated with the advertisement;

wherein the advertiser'"'"'s web site information is considered in at least one of steps b)-e).

31. The client-based method as set forth in claim 25, further including:

f) receiving information from at least one competitor web site associated with at least one competitor of the advertiser;

wherein the competitor web site information is considered in at least one of steps b)-e).

32. The client-based method as set forth in claim 25, further including:

f) receiving information associated with previous search queries from at least one of a keyword search engine associated with the search results list, an advertising aggregator associated with the search results list, a bidding service provider associated with the search results list, and the user associated with the advertiser;

wherein the current bid information is considered in at least one of steps b)-e).

33. The method as set forth in claim 25 wherein the advertisement is selected at least in part by matching the one or more keywords with content of the advertisement.

34. The method as set forth in claim 25 wherein the plurality of keywords are selected at least in part by analyzing content of the advertisement.

35. The method as set forth in claim 25 wherein the one or more keywords are selected at least in part by matching the content of the advertisement to one or more of the plurality of keywords.

36. The method as set forth in claim 25 wherein the user information includes at least one of the advertisement to be selected, the plurality of keywords to be selected, the one or more keywords to be associated with the bid, a maximum bid, a minimum bid, a plurality of bids ranging between a maximum bid and a minimum bid, and a range for bids.

37. An apparatus for generating a bid for an advertiser for placement of an advertisement in association with a search results list, wherein the search results list is generated in response to a search query, the apparatus including:

an advertisement selection system for selecting the advertisement to be associated with the bid;

a keyword selection system in communication with the advertisement selection system for selecting a plurality of keywords associated with the advertisement;

a keyword/bid association system in communication with at least one of the advertisement selection system and keyword selection system for associating one or more of the plurality of keywords with the bid, wherein the search query is associated with the one or more keywords; and

a bid determination system in communication with at least one of the advertisement selection system, keyword selection system, and keyword/bid association system for determining an amount of the bid for placement of the selected advertisement in association with the search results list generated in response to the search query associated with the one or more keywords.

38. The apparatus as set forth in claim 37 wherein the search results list is generated by a server-based keyword search engine and the apparatus is client-based in relation to the advertiser and the keyword search engine.

39. The apparatus as set forth in claim 37 wherein the search results list is generated by a server-based keyword search engine and the apparatus is server-based in relation to the advertiser and the keyword search engine.

40. The apparatus as set forth in claim 39 wherein keyword search engine is associated with a first server and the apparatus is associated with a second server.

41. The apparatus as set forth in claim 37, further including:

an input device in communication with at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system for receiving information from a user associated with the advertiser, wherein the user information is considered in at least one of selecting the advertisement, selecting the plurality of keywords, associating one or more keywords with the bid, and determining the amount to bid.

42. The apparatus as set forth in claim 37, wherein at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system also receives information from a keyword search engine associated with at least one of current bids for placement of advertisements and previous search queries, wherein the keyword search engine information is considered in at least one of selecting the advertisement, selecting the plurality of keywords, associating one or more keywords with the bid, and determining the amount to bid.

43. The apparatus as set forth in claim 37, wherein at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system also receives information from an advertising aggregator associated with at least one of current bids for placement of advertisements and previous search queries, wherein the advertising aggregator information is considered in at least one of selecting the advertisement, selecting the plurality of keywords, associating one or more keywords with the bid, and determining the amount to bid.

44. The apparatus as set forth in claim 37, wherein at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system also receives information from a bidding service provider associated with at least one of current bids for placement of advertisements and previous search queries, wherein the bidding service provider information is considered in at least one of selecting the advertisement, selecting the plurality of keywords, associating one or more keywords with the bid, and determining the amount to bid.

45. The apparatus as set forth in claim 37, wherein at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system also receives information from an advertiser web site associated with the advertisement, wherein the advertiser web site information is considered in at least one of selecting the advertisement, selecting the plurality of keywords, associating one or more keywords with the bid, and determining the amount to bid.

46. The apparatus as set forth in claim 37, wherein at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system also receives information from a competitor web site associated with a competitor in relation to the advertiser, wherein the competitor web site information is considered in at least one of selecting the advertisement, selecting the plurality of keywords, associating one or more keywords with the bid, and determining the amount to bid.

47. The apparatus as set forth in claim 37, wherein at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system also receives information from an advertiser web site associated with the advertisement, wherein the advertiser web site information includes at least web site visits and web site sales;

the apparatus further including;

a return on advertising investment (ROAI) determination system for determining ROAI information for at least the selected advertisement and the one or more keywords at least in part from the advertiser web site information, wherein the ROAI information is considered when determining the amount to bid.

48. The apparatus as set forth in claim 47 wherein the ROAI determination system also determines ROAI information for each of a plurality of combinations of one or more keywords from the plurality of keywords in conjunction with the selected advertisement and the ROAI information is considered when associating one or more keywords with the bid.

49. The apparatus as set forth in claim 47 wherein the ROAI determination system also determines ROAI information for each of a plurality of advertisements in conjunction with each of a plurality of combinations of one or more keywords from the plurality of keywords and the ROAI information is considered when selecting the advertisement and when associating one or more keywords with the bid.

50. A client-based computer program product for use with an apparatus for generating a bid for a first advertiser for placement of a first advertisement in association with a search results list, wherein the search results list is generated in response to a search query, the computer program product including:

a computer usable medium having computer readable program code embodied in the medium for causing;

i) association of at least one keyword with the bid, wherein the search query is associated with the at least one keyword; and

ii) determination of an amount to bid, the bid associated with the at least one keyword, for placement of the advertisement in relation to the search results list generated in response to the search query associated with the at least one keyword;

wherein the bid is determined based at least in part on bids submitted by other advertisers in competition with the first advertiser for placement of other advertisements with an expectation that the determined bid may elicit a desired change in the bids by the other advertisers.

51. The computer program product of claim 50, wherein at least one of the selection of the plurality of keywords, selection of the advertisement, association of one or more of the plurality of keywords with the bid, and determination of the amount to bid is based at least in part on user information received by a keyword advertisement management system associated with the medium.