Method and apparatus for allocating a campaign budget among publishers for a marketing campaign

• US 20060074749A1
• Filed: 10/01/2004
• Published: 04/06/2006
• Est. Priority Date: 10/01/2004
• Status: Abandoned Application

• Current Assignee: Reachlocal Incorporated (Gannett Co., Inc.)
• Original Assignee: Reachlocal Incorporated (Gannett Co., Inc.)
• Inventors: Kline, Michael L., Spitz, Robert Kendrick, Simmonds, Leon Frederick Jr.
• Application Number:
  US10/956,558
• Publication Number:
  US 20060074749A1
• 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 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Disclosed are methods and apparatus, including computer program products, implementing and using techniques for allocating a campaign budget among a plurality of electronic publishers for performing a marketing campaign on behalf of an advertiser. The advertiser has an associated computer in communication with a data network. In one aspect, the method includes providing a budget amount for the marketing campaign. A plurality of parameters defining the marketing campaign are also provided. These parameters include marketing campaign parameters associated with the marketing campaign, and publisher parameters associated with the electronic publishers. The publisher parameters include a minimum campaign spend amount and a maximum campaign spend amount for each electronic publisher. Certain ones of the electronic publishers are selected. The budget amount is allocated among the electronic publishers according to at least one of a plurality of allocation rules, to define an allocated budget. When the allocated budget is not within the minimum campaign spend amount and the maximum campaign spend amount for each of the selected electronic publishers, the allocated budget is reallocated according to at least one of a plurality of reallocation rules.

Claims

1. A method for allocating a campaign budget among a plurality of electronic publishers for performing a marketing campaign on behalf of an advertiser having an associated computer in communication with a data network, the method comprising the steps of:

providing a budget amount for the marketing campaign;

providing a plurality of parameters defining the marketing campaign, the parameters including;

i) marketing campaign parameters associated with the marketing campaign, and

ii) publisher parameters associated with the electronic publishers, the publisher parameters including a minimum campaign spend amount and a maximum campaign spend amount for each electronic publisher;

selecting ones of the electronic publishers based on the provided marketing campaign parameters;

allocating, using the provided marketing campaign parameters and the publisher parameters, the budget amount among the selected electronic publishers according to at least one of a plurality of allocation rules, to define an allocated budget;

determining whether the allocated budget is within the minimum campaign spend amount and the maximum campaign spend amount for each of the selected electronic publishers; and

reallocating the allocated budget, when the allocated budget is not within the minimum campaign spend amount and the maximum campaign spend amount for one or more of the selected electronic publishers, among other ones of the selected electronic publishers according to at least one of a plurality of reallocation rules to define a reallocated budget.

2. The method of claim 1, wherein the budget amount is a campaign objective amount.

3. The method of claim 1, wherein the budget amount is a maximum spend amount.

4. The method of claim 1, wherein the budget amount is a fixed cost per lead amount.

5. The method of claim 1, wherein the budget amount is a maximum spend per lead amount.

6. The method of claim 1, wherein the marketing campaign parameters include a duration for the marketing campaign.

7. The method of claim 1, wherein the marketing campaign parameters include one or more categories describing subject matter of the marketing campaign.

8. The method of claim 1, wherein the marketing campaign parameters include one or more geographic areas for targeting the marketing campaign.

9. The method of claim 1, wherein the marketing campaign parameters include one or more demographics for targeting the marketing campaign

10. The method of claim 1, wherein the marketing campaign parameters include one or more psychographics for targeting the marketing campaign

11. The method of claim 1, wherein selecting ones of the electronic publishers based on the provided marketing campaign parameters includes:

accessing a table stored on a processor readable storage medium using one or more of the marketing campaign parameters, the table storing the selected electronic publishers; and

retrieving, from the table, the selected electronic publishers as associated with the one or more marketing campaign parameters.

12. The method of claim 1, wherein providing the publisher parameters includes:

accessing a table on a processor readable storage medium using one or more of the marketing campaign parameters, the table storing the publisher parameters; and

retrieving the publisher parameters as associated with the one or more marketing campaign parameters.

13. The method of claim 1, wherein providing the publisher parameters includes retrieving, from the table, allocation percentages for the selected electronic publishers.

14. The method of claim 1, wherein the minimum and maximum campaign spend amounts are daily campaign spend requirements.

15. The method of claim 1, wherein the minimum and maximum campaign spend amounts are total campaign spend requirements.

16. The method of claim 1, wherein the publisher parameters include a maximum potential daily budget for each electronic publisher, and wherein the allocation rules include:

allocating the budget amount among the selected electronic publishers so that the allocated budget is within the maximum potential daily budget for each of the selected electronic publishers.

17. The method of claim 16, wherein the publisher parameters further include a total daily click or impression inventory and an average cost per click or impression for each electronic publisher, the maximum potential daily budget computed by multiplying the total daily click inventory by the average cost per click for each electronic publisher.

18. The method of claim 16, wherein the maximum potential daily budget is computed for one or more combinations of the marketing campaign parameters.

19. The method of claim 1, wherein the publisher parameters include average click to lead ratios for each of the electronic publishers.

20. The method of claim 1, wherein the publisher parameters include average impression to lead ratios for each of the electronic publishers

21. The method of claim 1, wherein the allocation rules include allocating the budget amount among the selected electronic publishers according to priorities assigned to the selected electronic publishers.

22. The method of claim 21, wherein the priorities are assigned according to lowest cost lead generator values associated with the selected electronic publishers.

23. The method of claim 1, the marketing campaign parameters including a plurality of geographic areas for targeting the marketing campaign, each geographic area including one or more of the selected electronic publishers, wherein the allocation rules include:

allocating the budget amount among the plurality of geographic areas.

24. The method of claim 23, the geographic areas having associated populations, wherein allocating the budget amount among the plurality of geographic areas includes allocating according to the relative populations of the geographic areas.

25. The method of claim 23, the geographic areas having associated demographics, wherein allocating the budget amount among the plurality of geographic areas includes allocating according to relative demographics or psychographics of the geographic areas.

26. The method of claim 1, wherein the publisher parameters include a maximum potential daily budget for each electronic publisher, and wherein the reallocation rules include:

reallocating the allocated budget among the other ones of the selected electronic publishers so that the reallocated budget is within the maximum potential daily budget for each of the other ones of the selected electronic publishers.

27. The method of claim 1, wherein the reallocation rules include:

reallocating the allocated budget among the other ones of the selected electronic publishers according to priorities assigned to the other ones of the selected electronic publishers.

28. The method of claim 27, wherein the priorities are assigned according to lowest cost lead generator values associated with the other ones of the selected electronic publishers.

29. The method of claim 27, wherein the priorities are assigned according to allocation percentages determined for the selected electronic publishers when allocating the budget amount.

30. The method of claim 1, wherein the allocation rules include a minimum number of selected electronic publishers.

31. The method of claim 1 further comprising the step of:

allocating the allocated budget among a plurality of keywords provided to one or more of the selected electronic publishers.

32. The method of claim 1 further comprising the step of:

allocating the allocated budget among a plurality of keyword groups provided to one or more of the selected electronic publishers.

33. The method of claim 1 further comprising the step of:

allocating the allocated budget among a plurality of advertisement types provided to one or more of the selected electronic publishers.

34. The method of claim 1, further comprising the step of:

optimizing the allocated budget or the reallocated budget, including updating the allocation rules.

35. The method of claim 34, wherein the allocation rules are updated based on marketing campaign status information.

36. The method of claim 35, wherein the marketing campaign status information includes a number of campaign events.

37. The method of claim 35, wherein the marketing campaign status information includes cost information.

38. The method of claim 35, wherein the marketing campaign status information includes a conversion rate.

39. The method of claim 36, wherein the campaign events are selected from the group consisting of impressions, clicks, emails, phone calls, links to HTML pages, coupon selection, and coupon redemption, sales and store visits.

41. The method of claim 1, wherein the publisher parameters include a maximum click inventory, and wherein the reallocation rules include:

reallocating the allocated budget among the other ones of the selected electronic publishers so that the reallocated budget is within the maximum click inventory for each of the other ones of the selected electronic publishers.

40. A computer program product, stored on a processor readable medium, comprising instructions operable to cause a data processing apparatus to perform a method for allocating a campaign budget among a plurality of electronic publishers for performing a marketing campaign on behalf of an advertiser having an associated computer in communication with a data network, the method comprising the steps of:

providing a budget amount for the marketing campaign;

providing a plurality of parameters defining the marketing campaign, the parameters including;

i) marketing campaign parameters associated with the marketing campaign, and

ii) publisher parameters associated with the electronic publishers, the publisher parameters including a minimum campaign spend amount and a maximum campaign spend amount for each electronic publisher;

selecting ones of the electronic publishers based on the provided marketing campaign parameters;

allocating, using the provided marketing campaign parameters and the publisher parameters, the budget amount among the selected electronic publishers according to at least one of a plurality of allocation rules, to define an allocated budget;

determining whether the allocated budget is within the minimum campaign spend amount and the maximum campaign spend amount for each of the selected electronic publishers; and

reallocating the allocated budget, when the allocated budget is not within the minimum campaign spend amount and the maximum campaign spend amount for one or more of the selected electronic publishers, among other ones of the selected electronic publishers according to at least one of a plurality of reallocation rules to define a reallocated budget.