Keyword advertisement management with coordinated bidding among advertisers

• US 20050144065A1
• 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:
  US10/741,354
• Publication Number:
  US 20050144065A1
• Time in Patent Office: Days
• US Class Current: 705/14.680
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• 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 coordinating one or more bids for one or more groups of advertisers for placement of at least one advertisement in association with a search results list is provided. The search results list is generated in response to a search query. The method includes: a) collecting information from at least two advertisers in the advertiser group and b) devising a joint strategy for the advertiser group for bidding in the keyword auction. In another embodiment, a method of generating a bid for a first advertiser for placement of a first advertisement in association with a search results list is provided. In another embodiment, an apparatus for generating the bid for the first advertiser is provided. Is still another embodiment, a method of coordinating bids from a first advertiser and a second advertiser for placement of at least one advertisement in association with a first search results list is provided.

Claims

1. A method of coordinating one or more bids for one or more groups of advertisers for placement of at least one advertisement in association with a first search results list, wherein the first search results list is generated in response to a first search query, the method including the steps:

a) collecting information from at least two advertisers in the advertiser group; and

b) devising a joint strategy for the advertiser group for bidding in the keyword auction.

2. The method as set forth in claim 1 wherein the collected information is associated with an initial bid for placement of an advertisement associated with an initial one or more keywords, wherein the initial one or more keywords are associated with the first search query and the initial bid is associated with a keyword auction associated with placement of the at least one advertisement in the first search results list.

3. The method as set forth in claim 1 wherein the joint strategy includes a recommendation to at least one advertiser in the advertiser group as to whether the at least one advertiser should select an alternate one or more keywords on which to bid instead of the initial one or more keywords, wherein the alternate one or more keywords are associated with a second search query and a corresponding second search results list.

4. The method as set forth in claim 1 wherein the joint strategy includes a recommendation to one or more advertisers in the advertiser group that includes a first revised bid associated with a first time period and a second revised bid associated with a second time period.

5. The method as set forth in claim 1 wherein the joint strategy includes a first revised bid associated with a first time period and a second revised bid associated with a second time period for one or more advertisers in the advertiser group, wherein the first and second revised bids are provided to the keyword auction.

6. The method as set forth in claim 1 wherein the joint strategy includes a cooperative bid for one or more advertisers in the advertiser group, wherein the cooperative bid is provided to the keyword auction.

7. The method as set forth in claim 1, further including:

c) recruiting one or more additional advertisers to join the advertiser group.

8. The method as set forth in claim 1, further including:

c) testing the collected information received from at least one of the advertisers in the advertiser group for at least one of accuracy and utility.

9. The method as set forth in claim 1 wherein a plurality of bids is coordinated for placement of a corresponding plurality of advertisements in association with the first search results list for a corresponding plurality of advertisers in the advertiser group, wherein the joint strategy includes coordinating compression of the plurality of bids to reduce related advertising costs for at least one of the plurality of advertisers.

10. The method as set forth in claim 1, further including:

c) coordinating exchange of rewards between advertisers in the advertiser group for cooperating.

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

d) calculating at least one of a type of the rewards and an amount of the rewards.

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

d) recommending at least one of a type of the rewards and an amount of the rewards.

13. The method as set forth in claim 1, further including:

c) exchanging information between advertisers in the advertiser group.

14. The method as set forth in claim 13 wherein the exchanged information is for at least one of negotiation and relationship building.

15. The method as set forth in claim 13 wherein the exchanged information is exchanged via at least one of a shared messaging area, a private messaging area, a collaborative messaging environment, a chat room, a mailing list, and a message forum.

16. The method as set forth in claim 1, further including:

c) adjusting the joint strategy when one or more advertiser in the advertiser group does not implement the devised joint strategy.

17. The method as set forth in claim 16 wherein at least one of a recommended bid and a recommended time associated with the bid is adjusted for one or more advertisers in the advertiser group in the adjusted joint strategy.

18. 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 the steps:

a) selecting at least one keyword, wherein the search query is associated with the at least one keyword;

b) associating the at least one keyword with the bid;

c) determining a first amount of the bid 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; and

d) exchanging information with a second advertiser bidding on placement of a second advertisement in association with the search results list generated in response to the search query associated with the at least one keyword, wherein the information exchanged at least includes the first amount.

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

e) adjusting the first amount to a second amount for a first time period, wherein the first and second advertisers agree upon the second amount and the first time period.

20. The method as set forth in claim 19, further including:

f) adjusting the first amount to a third amount for a second time period, wherein the first and second advertisers agree upon the third amount and the second time period.

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

g) adjusting the first amount to a fourth amount for a third time period when the second advertiser does not comply with an agreement associated with at least one of the first and second time periods.

22. The method as set forth in claim 21 wherein at least one of the fourth amount in relation to the second and third amount and the third time period in relation to the first and second time period is adjusted to compensate for the second advertiser not complying with the agreement.

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

e) selecting an alternate at least one keyword and repeating steps a)-d).

24. The method as set forth in claim 18 wherein the information exchanged with the second advertiser is considered in at least one of steps a)-c).

25. The method as set forth in claim 18 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 first advertiser and the keyword search engine, wherein the bid generation is at least partially automated.

26. The method as set forth in claim 18 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 first advertiser and the keyword search engine, wherein the bid generation is at least partially automated.

27. The method as set forth in claim 26 wherein the keyword search engine is associated with a first server and the bid generating method is associated with a second server.

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

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

29. The method as set forth in claim 18 wherein the at least one keyword associated with the first advertisement is selected at least in part by analyzing content of the first advertisement.

30. The method as set forth in claim 18 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 first advertisement.

31. The method as set forth in claim 18 wherein the information is exchanged with the second advertiser via a centralized bidding coordination service.

32. The method as set forth in claim 18 wherein the information is exchanged with the second advertiser via first and second group optimization logic processes corresponding to the first and second advertisers.

33. The method as set forth in claim 18 wherein the first and second advertisers are members of a cooperative bidding group.

34. The method as set forth in claim 33 wherein the cooperative bidding group includes one or more additional advertisers bidding on placement of corresponding advertisements in association with the search results list generated in response to the search query associated with the at least one keyword, wherein the information exchanged is exchanged among each of the advertisers in the cooperative bidding group.

35. The method as set forth in claim 33, further including:

e) recruiting one or more additional advertisers to join the cooperative bidding group.

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

e) testing the information exchanged between the first and second advertisers for at least one of accuracy and utility.

37. The method as set forth in claim 18 wherein the exchanged information is for at least one of negotiation and relationship building.

38. The method as set forth in claim 18 wherein the exchanged information is exchanged via at least one of a shared messaging area, a private messaging area, a collaborative messaging environment, a chat room, a mailing list, and a message forum.

39. 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 apparatus including:

an advertisement selection system for selecting the first 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;

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 a first 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; and

a group optimization logic system in communication with the bid determination system for exchanging information with a second advertiser bidding on placement of a second advertisement in association with the search results list generated in response to the search query associated with the at least one keyword, wherein the information exchanged at least includes the first amount.

40. The apparatus as set forth in claim 39 wherein the bid determination system uses the information exchanged with the second advertiser to adjust the first amount to a second amount for a first time period, wherein the first and second advertisers agree on the second amount and the first time period.

41. The apparatus as set forth in claim 40 wherein the bid determination system uses the information exchanged with the second advertiser to adjust the first amount to a third amount for a second time period, wherein the first and second advertisers agree on the third amount and the second time period.

42. The apparatus as set forth in claim 39 wherein the keyword selection system uses the information exchanged with the second advertiser to select an alternate at least one keyword and the keyword/bid association system and bid determination system operate using the alternate at least one keyword.

43. The apparatus as set forth in claim 39 wherein the information exchanged with the second advertiser is used by at least one of the advertisement selection system, keyword selection system, keyword/bid association system, and bid determination system.

44. The apparatus as set forth in claim 39 wherein the information is exchanged with the second advertiser via a centralized bidding coordination service.

45. The apparatus as set forth in claim 39 wherein the first and second advertisers are members of a cooperative bidding group.

46. The apparatus as set forth in claim 45 wherein at least one of the bid determination system and group optimization logic system recruits one or more additional advertisers to join the cooperative bidding group.

47. The apparatus as set forth in claim 39 wherein at least one of the bid determination system and group optimization logic system tests the information exchanged between the first and second advertisers for at least one of accuracy and utility.

48. A method of coordinating bids from a first advertiser and a second advertiser for placement of at least one advertisement in association with a first search results list, wherein the first search results list is generated in response to a first search query, the method including the steps:

a) receiving at least one keyword selected by both the first and second advertisers, wherein the first search query is associated with the at least one keyword;

b) receiving information from each of the first and second advertisers associated with an initial bid for placement of corresponding first and second advertisements in association with the first search results list in response to the first search query;

c) determining whether the first and second advertiser should cooperate on bids for placement of the first and second advertisements in association with the first search results list in response to the first search query associated with the at least one keyword; and

d) if the first and second advertisers should cooperate on bids, determining a first amount for the first advertiser to bid during a first time period and a second amount for the second advertiser to bid during the first time period for placement of the first and second advertisements in association with the first search results list in response to the first search query, wherein the first and second advertisers agree upon the first and second amounts and the first time period, otherwise, continuing individual bidding by the first and second advertisers for placement of the first and second advertisements in association with the first search results list in response to the first search query.

49. The method as set forth in claim 48, further including:

e) if the first and second advertisers should cooperate on bids, determining a third amount for the first advertiser to bid during a second time period and a fourth amount for the second advertiser to bid during the second time period for placement of the first and second advertisements in association with the first search results list in response to the first search query, wherein the first and second advertisers agree upon the third and fourth amounts and the second time period.

50. The method as set forth in claim 48, further including:

e) determining whether the first or second advertiser should bid on an alternate at least one keyword associated with a second search query and a corresponding second search results list;

f) if the first or second advertiser should bid on the alternate at least one keyword, recommending that the corresponding first or second advertiser bid on the alternate at least one keyword while the remaining advertiser continues to bid on the at least one keyword associated with the first search query and the corresponding first search results list.

51. The method as set forth in claim 48 wherein the bid coordinating method steps are performed by a centralized bidding coordination service.

52. The method as set forth in claim 48 wherein the bid coordinating method steps are performed independently by first and second group optimization logic processes corresponding to the first and second advertisers.

53. The method as set forth in claim 48 wherein the first and second advertisers are members of a cooperative bidding group.

54. The method as set forth in claim 53 wherein the cooperative bidding group includes one or more additional advertisers bidding on placement of corresponding advertisements in association with the first search results list generated in response to the first search query associated with the at least one keyword, wherein steps a)-d) are performed in conjunction with each of the advertisers in the cooperative bidding group.

55. The method as set forth in claim 53, further including:

e) recruiting one or more additional advertisers to join the cooperative bidding group.

56. The method as set forth in claim 48, further including:

e) testing the information received from at least one of the first and second advertisers for at least one of accuracy and utility.

57. A computer program product for use with an apparatus for coordinating bids from a first advertiser and a second advertiser for placement of at least one advertisement in association with a first search results list, wherein the first search results list is generated in response to a first search query, the computer program product including:

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

i) receiving at least one keyword selected by both the first and second advertisers, wherein the first search query is associated with the at least one keyword;

ii) receiving a first bid amount from each of the first and second advertisers for placement of corresponding first and second advertisements in association with the first search results list in response to the first search query;

iii) determining whether the first and second advertiser should cooperate on bids for placement of the first and second advertisements in association with the first search results list in response to the first search query associated with the at least one keyword; and

iv) if the first and second advertisers should cooperate on bids, determining a first amount for the first advertiser to bid during a first time period and a second amount for the second advertiser to bid during the first time period for placement of the first and second advertisements in association with the first search results list in response to the first search query, wherein the first and second advertisers agree upon the first and second amounts and the first time period, otherwise, continuing individual bidding by the first and second advertisers for placement of the first and second advertisements in association with the first search results list in response to the first search query.