Computer-implemented method and system for managing keyword bidding prices

• US 20070162379A1
• Filed: 09/08/2006
• Published: 07/12/2007
• Est. Priority Date: 12/21/2005
• Status: Active Grant

• Current Assignee: eBay Inc.
• Original Assignee: eBay Inc.
• Inventors: Skinner, Darrin
• Granted Patent: US 7,752,190 B2
• Time in Patent Office: Days
• US Class Current: 705/37
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement
• 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 computer-implemented method and system for managing keyword bidding prices are disclosed. An example system embodiment includes an automatic keyword bidding module, operably coupled with a processor and a memory, operable to determine a revenue per click value associated with a keyword, obtain bidding information associated with the keyword, obtain automatic bid controls associated with the keyword, and automatically generate a bid value for the keyword based on the revenue per click value, the bidding information, and the automatic bid controls.

Claims

1. A computer-implemented method comprising:

determining a revenue per click value associated with a keyword;

obtaining bidding information associated with the keyword;

obtaining automatic bid controls associated with the keyword; and

automatically generating a bid value for the keyword based on the revenue per click value, the bidding information, and the automatic bid controls.

2. The method as claimed in claim 1 further including submitting the bid value via an API.

3. The method as claimed in claim 1 wherein the bidding information is obtained via an API.

4. The method as claimed in claim 1 wherein the bidding information includes a last bid amount.

5. The method as claimed in claim 1 further including determining a maximum cost per click value (CPC) required to yield a desired average CPC.

6. The method as claimed in claim 1 wherein the automatic bid controls include a maximum cost per click value that can be automatically bid for the keyword.

7. The method as claimed in claim 1 wherein the automatic bid controls include a scaling factor for the revenue per click value.

8. The method as claimed in claim 1 wherein the automatic bid controls include a gap position target value.

9. The method as claimed in claim 1 wherein the automatic bid controls include a bid increment factor.

10. The method as claimed in claim 1 wherein the automatic bid controls include a bid increment velocity factor.

19. The article of manufacture as claimed in claim 11 wherein the automatic bid controls include a bid increment factor.

11. An article of manufacture comprising at least one machine readable storage medium having one or more computer programs stored thereon and operable on one or more computing systems to:

determine a revenue per click value associated with a keyword;

obtain bidding information associated with the keyword;

obtain automatic bid controls associated with the keyword; and

automatically generate a bid value for the keyword based on the revenue per click value, the bidding information, and the automatic bid controls.

12. The article of manufacture as claimed in claim 11 being further operable to submit the bid value via an API.

13. The article of manufacture as claimed in claim 11 being further operable to obtain the bidding information via an API.

14. The article of manufacture as claimed in claim 11 wherein the bidding information includes a last bid amount.

15. The article of manufacture as claimed in claim 11 being further operable to determine a maximum cost per click value (CPC) required to yield a desired average CPC.

16. The article of manufacture as claimed in claim 11 wherein the automatic bid controls include a maximum cost per click value that can be automatically bid for the keyword.

17. The article of manufacture as claimed in claim 11 wherein the automatic bid controls include a scaling factor for the revenue per click value.

18. The article of manufacture as claimed in claim 11 wherein the automatic bid controls include a gap position target value.

20. The article of manufacture as claimed in claim 11 wherein the automatic bid controls include a bid increment velocity factor.

21. A system comprising:

a processor;

a memory coupled to the processor to store information related to keywords; and

an automatic keyword bidding module, operably coupled with the processor and the memory, operable to determine a revenue per click value associated with a keyword, obtain bidding information associated with the keyword, obtain automatic bid controls associated with the keyword, and automatically generate a bid value for the keyword based on the revenue per click value, the bidding information, and the automatic bid controls.

22. The system as claimed in claim 21 being further operable to submit the bid value via an API.

23. The system as claimed in claim 21 being further operable to obtain the bidding information via an API.

24. The system as claimed in claim 21 being further operable to determine a maximum cost per click value (CPC) required to yield a desired average CPC.