System and method for search advertising

• US 20060248035A1
• Filed: 04/27/2005
• Published: 11/02/2006
• Est. Priority Date: 04/27/2005
• Status: Abandoned Application

• Current Assignee: Valueclick
• Original Assignee: Valueclick
• Inventors: Ellis, John, Chang, Steve, Gendler, Sam, Davis, Darren J.
• Application Number:
  US11/116,933
• Publication Number:
  US 20060248035A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques

Abstract

A system and method of optimizing pay-for-placement advertising is disclosed. The disclosed method includes the selection of a metric for evaluating the performance of a pay-for-placement advertisement or “listing,” and predicting the performance of the listing relative to said metric using a particular search term at a plurality of positions on a plurality of search engines. The method further includes predicting the anticipated cost and effectiveness for each position, search engine combination, and the setting of new bids or retention of old bids for listings based on said predictions. The disclosed method includes the use of historical data regarding the effectiveness of a particular listing or search term to predict future performance at different listing positions or on different search engines or contextual advertising services. The party placing the advertising can then compare the effectiveness of a listing across different search engines or contextual advertising services in order to optimize its advertising campaigns.

Claims

1. A method of search engine advertising, comprising:

selecting a metric for evaluating the performance of a search listing, and predicting the performance of said search term relative to said metric using a particular search term at a plurality of positions on a plurality of search engines, predicting the anticipated cost-per-response for each position, search engine combination, and

setting new bids or retaining old bids for listings based on said predictions.

2. The method of claim 1, wherein said performance is expressed as cost-per-click.

3. The method of claim 1, wherein said performance is expressed as cost-per-response.

4. A method of search engine advertising, comprising:

predicting the anticipated performance of a search term at a plurality of positions on a plurality of search engines;

sorting the results of said predictions of anticipated performance by a performance ranking.

5. A method of search engine advertising, comprising:

obtaining historical data about the number of responses that were received for a search listing at a first plurality of positions on a search engine;

using said historical data to predict the number of responses that will be received for said search listing at a second plurality of positions on a search engine.

6. The method of claim 5, wherein said historical data is obtained from the search engines.

7. The method of claim 5, wherein said second plurality of positions includes positions for which no historical data is available.

8. The method of claim 5, wherein said historical data is acquired via electronic transfer.

9. The method of claim 5, wherein said prediction is derived by mapping said historical data against a general predicted distribution.

10. The method of claim 9, wherein said general predicted distribution is a distribution normalized between 0 and 1 for each of a plurality of positions.

11. The method of claim 10, wherein said historical data is mapped by assuming that the n most heavily weighted data points are on said normalized distribution.

12. The method of claim 5, wherein said historical data about the number of responses includes average position information aggregated over a unit of time.

13. The method of claim 5, wherein said historical data about the number of responses includes the actual number of clicks per position.

14. The method of claim 5, wherein said historical data about the number of responses is weighted based on the time it was generated.

15. The method of claim 5, wherein each position is assigned a relevance score for ranking the relevance of said historical data to said position.

16. The method of claim 5, further comprising:

predicting the number of responses for said first plurality of positions by averaging the available historical data.

17. The method of claim 5, further comprising:

repeating these steps for a plurality of search engines.

18. The method of claim 5, further comprising:

predicting the rate of response at every relevant position on every relevant search engine.

19. A method of search engine advertising, comprising:

obtaining historical data about the rate of responses as a function of the number of responses that were received for a search listing at a first plurality of positions on a search engine;

using said historical data to predict the rate of responses as a function of the number of responses that will be received for said search listing at a second plurality of positions on a search engine.

20. The method of claim 19, wherein said historical data is obtained from the search engines.

21. The method of claim 19, wherein said second plurality of positions includes positions for which no historical data is available.

22. The method of claim 19, wherein said historical data is acquired via electronic transfer.

23. The method of claim 19, wherein said prediction is derived by mapping said historical data against a general predicted distribution.

24. The method of claim 23, wherein said general predicted distribution is a distribution normalized between 0 and 1 for each of a plurality of positions.

25. The method of claim 19, wherein said average position information is modified to allocate the time spent at actual positions.

26. The method of claim 19, wherein each position is assigned a relevance score for ranking the relevance of said historical data to said position.

27. The method of claim 24, wherein said historical data is mapped by assuming that the n most heavily weighted data points are on said normalized distribution.

28. The method of claim 19, further comprising:

predicting the number of responses for said first plurality of positions by averaging the available historical data.

29. The method of claim 19, further comprising:

repeating these steps for a plurality of search engines.

30. The method of claim 19, further comprising:

predicting the rate of response at every relevant position on every relevant search engine.

31. A method of search engine advertising, comprising:

determining a term landscape entry for each of a plurality of terms; and

calculating an optimization value for each said term landscape entry using the predicted number of responses and predicted revenue rate.

32. The method of claim 31, further comprising:

sorting said term landscape entries by optimization value.

33. The method of claim 31, further comprising:

validating said term landscape entries within at least the constraints of (a) target optimization value;

(b) time remaining in a relevant advertising campaign; and

(c) budget remaining for said advertising campaign.

34. The method of claim 31, further comprising:

selecting at least one term landscape entry based on said optimization values.

35. The method of claim 34, further comprising:

setting a bid on a search engine for each said selected term landscape entry.