Method and System for Developing and Managing A Computer-Based Marketing Campaign

• US 20070027901A1
• Filed: 05/05/2006
• Published: 02/01/2007
• Est. Priority Date: 08/01/2005
• Status: Abandoned Application

• Current Assignee: Reprise Media, Inc. (Interpublic Group of Cos., Inc.)
• Original Assignee: Reprise Media, Inc. (Interpublic Group of Cos., Inc.)
• Inventors: Chan, John, Stylman, Joshua, Desai, Prashant, Lapp, Joel, Schwartz, Randy, Russo, Vince, Hershberg, Peter
• Application Number:
  US11/381,872
• Publication Number:
  US 20070027901A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method of implementing an advertising campaign includes receiving content that includes a plurality of terms, analyzing the content for one or more terms that are relevant to a product or service; using one or more of the relevant terms to develop a plurality of keywords; and automatically generating an advertising production sheet. The production sheet includes at least one of the keywords and a creative, wherein the creative comprises one or more of the keywords, or one or more relevant terms or words and phrases relevant to the keyword. The creative may be used in a marketing campaign, such as an Internet search engine result.

Claims

1. A method of implementing an advertising campaign, comprising:

receiving content that includes a plurality of terms;

analyzing the content for one or more terms that are relevant to a product or service;

using at least one of the relevant terms to develop a plurality of keywords or keywords;

automatically generating an advertising production sheet comprising at least one of the keywords and a creative, wherein the creative comprises one or more terms that are relevant to the at least one keyword; and

using the creative in an advertising campaign.

2. The method of claim 1, further comprising creating the creative from a template, wherein the creating comprises dynamically inserting a keyword or other words or phrases relevant to the keyword in the template.

3. The method of claim 1 wherein the development of keywords comprises:

semantically organizing the relevant terms;

expanding the relevant terms with synonyms and variations; and

concatenating keywords with additional descriptive words or phrases to form keyword strings or keyphrases.

4. The method of claim 3 wherein the development of keywords comprises refining the keywords based on previously created taxonomies.

5. The method of claim 1, further comprising:

accessing pricing information from a database; and

determining a bid price for the at least one keyword included in the production sheet based on at least the pricing information;

wherein the production sheet further comprises the bid price.

6. The method of claim 5 wherein the pricing information comprises one or more of the following:

a query;

a maximum cost per click for the query;

a current cost per click for the query;

a click-through rate for the query;

a conversion rate for the query;

a query rate for the query;

a rank for a resultant listing; and

an average position for the resultant listing;

wherein determining the bid price comprises comparing the pricing information with budget information, wherein the budget information comprises one or more of the following;

a duration;

a total cost;

a cost per click charged to an advertiser;

a desired number of views;

a desired number of click-throughs;

a desired number of conversions;

a desired cost per conversion; and

a desired cost per lead.

7. The method of claim 1 wherein the receiving content comprises extracting content from the Internet.

8. The method of claim 1 wherein the content is received from a plurality of sources and the automatic generation of a production sheet is triggered by a frequency of occurrence of terms relating to a concept in the content.

9. The method of claim 1 wherein receiving content comprises one or more of the following:

receiving a data feed from an advertiser;

receiving data from a content management system;

retrieving data from a network location;

performing deep-Web extraction; and

extracting content from a Web site via a forms-based interface.

10. The method of claim 1 wherein the production sheet further comprises one or more of the following:

a campaign name;

a budget;

a keyword;

a bid for a keyword;

a keyword category;

a keyword match type;

a creative;

a file locator for a creative;

a file locator for a landing page;

a file locator for calling ad delivery;

a tracking identifier; and

a hyperlink.

11. The method of claim 1, further comprising identifying a landing page and including a file locator for the landing page in the creative.

12. The method of claim 1, wherein the creative comprises one or more of the following:

a search engine result listing;

a directory listing;

a banner advertisement;

a rich media advertisement;

a video advertisement;

a pop-up advertisement;

a pop-under advertisement;

a browser window launch; and

a print advertisement.

13. The method of claim 1, further comprising estimating a volume of action items for the at least one keyword for a media venue.

14. A method of implementing an advertising campaign, comprising:

receiving content that includes a plurality of terms;

identifying a plurality of relevant terms;

developing a plurality of keywords or keywords by semantically organizing the relevant terms, expanding the relevant terms with synonyms and variations, and concatenating keywords with additional descriptive words or phrases to form keyword strings or keyphrases;

creating a creative from a template, wherein the creating comprises dynamically inserting a keyword or other words or phrases relevant to the keyword in the template; and

automatically generating an advertising production sheet comprising at least one of the keywords and the creative, wherein the creative comprises one or more terms that are relevant to the at least one keyword.

15. The method of claim 14, further comprising:

accessing pricing information from a database; and

determining a bid price for at least one of the keywords included in the production sheet based on at least the pricing information;

wherein the production sheet further comprises the bid price.

16. The method of claim 14, further comprising:

receiving a data feed from an advertiser;

receiving data from a content management system;

retrieving data from a network location;

performing deep-Web extraction; and

extracting content from a Web site via a forms-based interface.

17. A method of implementing an advertising campaign, comprising:

receiving content that includes a plurality of terms;

analyzing the content for one or more terms that are relevant to a product or service;

using at least one of the relevant terms to develop a plurality of keywords or keywords;

refining the keywords based on previously created taxonomies;

creating a creative from a template, wherein the creating comprises dynamically inserting a keyword or other words or phrases relevant to the at least one keyword in the template;

automatically generating an advertising production sheet comprising at least one of the keywords and a creative, wherein the creative comprises one or more terms that are relevant to the at least one keyword; and

determining a bid price for the at least one keyword included in the production sheet based on at least the pricing information;

wherein the production sheet further comprises the bid price.

18. The method of claim 17 wherein the development of keywords comprises:

semantically organizing the relevant terms;

expanding the relevant terms with synonyms and variations; and

concatenating keywords with additional descriptive words or phrases to form keyword strings or keyphrases.

19. The method of claim 17 wherein receiving content comprises one or more of the following:

receiving a data feed from an advertiser;

receiving data from a content management system;

retrieving data from a network location;

performing deep-Web extraction; and

extracting content from a Web site via a forms-based interface.