System and method for creating and providing a user interface for optimizing advertiser defined groups of advertisement campaign information

• US 20070027762A1
• Filed: 04/28/2006
• Published: 02/01/2007
• Est. Priority Date: 07/29/2005
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Collins, Robert, Wand, Adam
• Application Number:
  US11/413,539
• Publication Number:
  US 20070027762A1
• Time in Patent Office: Days
• US Class Current: 705/14.580
• CPC Class Codes: G06F 16/374 Thesaurus
• CPC Class Codes: G06F 40/30 Semantic analysis
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A system and method for creating and providing a user interface for optimizing advertiser defined groups of advertisement campaign information is disclosed. Generally, advertisement campaign information is organized into one more ad groups. An ad group typically includes advertisements and parameters for advertisements that are to be handled by an advertisement campaign management system in a similar manner. Forecasting information is obtained relating to at least a portion of one of the one or more ad groups. At least a portion of the advertisement campaign information is then modified based at least in part on the forecasting information to optimize performance of at least one of the one or more ad groups.

Claims

1. A method of facilitating optimization of an advertisement campaign, comprising:

organizing advertisement campaign information into one or more ad groups;

obtaining forecasting information relating to at least a portion of the one or more ad groups; and

modifying at least a portion of the advertisement campaign information of the one or more ad groups based at least in part on the forecasting information to optimize performance of at least one of the one or more ad groups.

2. The method of claim 1, wherein at least one of the one or more ad groups comprises advertiser customized and defined groups of advertisement campaign information.

3. The method of claim 1, wherein based at least in part on at least one of the one or more ad groups comprises arranged at least in part on at least one of the one or more ad groups.

4. The method of claim 1, wherein at least one of the one or more ad groups comprises advertisements and parameters for advertisements that are handled by an advertisement campaign management system in a similar manner.

5. The method of claim 1, wherein at least one of the one or more ad groups comprises advertisements and parameters for advertisements targeted to a demographic group.

6. The method of claim 5, wherein the demographic group comprises a sex of a user performing an internet search.

7. The method of claim 5, wherein the demographic group comprises a geographic location of a user performing an internet search.

8. The method of claim 5, wherein the demographic group comprises an income level of a user performing an internet search.

9. The method of claim 5, wherein the demographic group comprises an age of a user performing an internet search.

10. The method of claim 1, wherein at least one of the one or more ad groups comprises advertisements and parameters for advertisements targeted to a family of products.

11. The method of claim 1, wherein at least one of the one or more ad groups comprises advertisements and parameters for advertisements comprising the same search tactic.

12. The method of claim 11, wherein the search tactic comprises sponsored search.

13. The method of claim 11, wherein the search tactic comprises content match.

14. The method of claim 1, wherein organizing advertisement campaign information into one or more ad groups comprises:

receiving commands from a user defining how to organize the advertisement campaign information into one or more ad groups.

15. The method of claim 1, wherein obtaining forecasting information relating to at least a portion of the one or more ad group comprises:

receiving a potential parameter related to a portion of the one or more ad groups;

estimating performance parameters relating to the portion of the one or more ad groups based at least in part on the received potential parameter.

16. The method of claim 15, wherein the potential parameter is a performance parameter.

17. The method of claim 16, wherein the performance parameter is a cost-per-click (“

CPC”

).

18. The method of claim 15, wherein the potential parameter is a business objective.

19. The method of claim 1, wherein obtaining forecasting information relating to at least a portion of the one or more ad groups comprises:

receiving a plurality of business objectives related to a portion of the one or more ad groups; and

estimating one or more performance parameters based on the received plurality of business objectives.

20. A system for facilitating optimization of an advertisement campaign, comprising:

means for organizing advertisement campaign information into one or more ad groups;

means for obtaining forecasting information relating to at least a portion of the one or more ad groups; and

means for receiving commands from a user interface for modifying at least a portion of the advertisement campaign information based at least in part on the forecasting information to optimize performance of at least one of the one of more ad groups, the user interface operative to receive the commands from a user.

21. A computer-readable storage medium comprising a set of instructions for optimizing performance of an advertisement campaign, the set of instructions to direct a computer system to perform acts of:

organizing advertisement campaign information into one or more ad groups;

obtaining forecasting information relating to at least a portion of the one or more ad group; and

modifying at least a portion of the campaign information of the one or more ad groups based at least in part on the forecasting information to optimize performance of at least one of the one or more ad groups.

22. A method of facilitating optimization of an advertisement campaign, comprising:

organizing advertisement campaign information into one or more ad groups;

sending at least a portion of the advertisement campaign information to a user interface for display based at least in part on at least one of the one or more ad groups;

obtaining forecasting information relating to at least a portion of the displayed advertisement campaign information; and

modifying at least a portion of the displayed advertisement campaign information based at least in part on the forecasting information to optimize performance of at least one of the one or more ad groups.

23. The method of claim 22, wherein display of the at least a portion of the advertisement campaign information based at least in part on at least one of the one or more ad groups comprises:

displaying an estimate tool comprising one or more estimated performance parameters associated with the portion of the advertisement campaign.

24. The method of claim 23, wherein display of the at least a portion of the advertisement campaign information based at least in part on at least one of the one or more ad groups further comprises:

displaying an estimate graph illustrating at least one of an estimated number of impressions or an estimated number of clicks versus a maximum cost-per-click (“

CPC”

) parameter for an ad group, the estimate graph comprising a current bid estimate indicator illustrating where a current bid for an ad group is located in relation to the at least one of the estimated number of impressions or the estimated number of clicks.

25. The method of claim 24, wherein obtaining forecasting information relating to at least a portion of the displayed information comprises:

receiving a potential parameter in the estimate tool relating to the displayed portion of the advertisement campaign information;

estimating value for the one or more estimated performance parameters based on the received potential parameter; and

shifting the current bid estimate indicator in relation to the at least one of the estimated number of impressions or the estimated number of clicks to correspond to the one or more estimated performance parameters.

26. The method of claim 25, wherein modifying at least a portion of the displayed advertisement campaign information based at least in part on the forecasting information to optimize performance of at least one of the one or more ad groups comprises:

modifying a performance parameter of the displayed advertisement campaign information to be equal to the potential parameter.

27. A system for facilitating optimization of an advertisement campaign, comprising:

means for organizing advertisement campaign information into one or more ad groups;

means for sending at least a portion of the advertisement campaign information to a user interface, the user interface operative to display the at least a portion of the advertisement campaign information based at least in part on the one or more ad groups; and

means for obtaining forecasting information relating to at least a portion of the displayed advertisement campaign information; and

means for receiving commands from the user interface to modify the displayed advertisement campaign information based at least in part on the forecasting information to optimize performance of at least one of the one or more ad groups.

28. The system of claim 27, wherein the user interface comprises:

an estimate tool operative to receive a potential parameter for the displayed advertisement campaign information and estimate one or more performance parameters based on the received potential parameter; and

an estimate graph operative to illustrate at least one of an estimated number of impressions or an estimated number of clicks versus a maximum cost-per-click (“

CPC”

) parameter for an ad group, the estimate graph comprising a current bid estimate indicator illustrating where a current bid for an is located in relation to the at least one of the estimated number of impressions or the estimated number of clicks.

29. A computer-readable storage medium comprising a set of instructions for optimizing performance of an advertisement campaign, the set of instructions to direct a computer system to perform acts of:

organizing advertisement campaign information into one or more ad groups;

sending at least a portion of the advertisement campaign information to a user interface for display based at least in part on at least one of the one or more ad groups;

obtaining forecasting information relating to at least a portion of the displayed advertisement campaign information; and

modifying at least a part of the displayed advertisement campaign information based at least in part on the forecasting information to optimize performance of at least one of the one or more ad groups.