System and method for forecasting the performance of advertisements

• US 20070255690A1
• Filed: 04/28/2006
• Published: 11/01/2007
• Est. Priority Date: 04/28/2006
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Oath Inc. (Verizon Communications Inc.)
• Inventors: Chang, Chi-Chao, Qian, Xindong, Tie, Haixin, Lin, Cathy
• Application Number:
  US11/414,516
• Publication Number:
  US 20070255690A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

The present invention is directed towards systems and methods for generating a forecast of the performance of one or more advertisements associated with a given bidded search term. The method of the present invention comprises retrieving advertising metric data for one or more advertisements associated with a bidded search term. The advertising metric data retrieved is aggregated according to a rank at which the one or more advertisements were displayed in a ranked list of advertisements. One or more advertising metric values are calculated for the one or more advertisements according to the rank at which the one or more advertisements were displayed. An aggregate landscape is generated indicating the forecasted performance of the one or more advertisements at the one or more ranks at which the one or more advertisements were displayed.

Claims

1. A method for generating a forecast of the performance of one or more advertisements associated with a given bidded search term, the method comprising:

retrieving advertising metric data for one or more advertisements associated with the bidded search term;

aggregating the advertising metric data retrieved according to a rank at which the one or more advertisements were displayed in a ranked list of advertisements;

calculating one or more advertising metric values for the one or more advertisements according to the rank at which the one or more advertisements were displayed; and

generating an aggregate landscape indicating a performance forecast for the one or more advertisements at the one or more ranks at which the one or more advertisements were displayed.

2. The method of claim 1 wherein retrieving advertising metric data comprises retrieving data for a given duration of time.

3. The method of claim 1 wherein retrieving advertising metric data comprises retrieving data indicating a rank at which one or more advertisements associated with the bidded search term were displayed in a ranked list of advertisements in response to a search request comprising the bidded search term.

4. The method of claim 1 wherein retrieving advertising metric data comprises retrieving data indicating a frequency with which the one or more advertisements were selected in response to a search request comprising the bidded search term.

5. The method of claim 1 wherein retrieving advertising metric data comprises retrieving data indicating a quality score associated with the one or more advertisements with respect to the bidded search term.

6. The method of claim 1 wherein retrieving advertising metric data comprises retrieving data indicating a bid amount associated with the one or more advertisements with respect to the bidded search term.

7. The method of claim 1 wherein aggregating the advertising metric data retrieved comprises aggregating the data with respect to the bidded search term and the one or more ranks at which the one or more advertisements were displayed in a ranked list of advertisements in response to a search request comprising the bidded search term.

8. The method of claim 1 wherein calculating one or more advertising metric values for the one or more advertisements according to the rank at which the one or more advertisements were displayed comprises:

calculating an average frequency with which the one or more advertisements displayed at a given rank were selected; and

calculating an average expected cost per one thousand impressions for the one or more advertisements displayed at the given rank.

9. The method of claim 8 wherein an impression comprises displaying a given advertisement.

10. The method of claim 8 wherein calculating an average expected cost per one thousand impressions comprises calculating a product of an average bid amount and an average quality score associated with the one or more advertisements displayed at a given rank.

11. The method of claim 8 wherein generating an aggregate landscape comprises generating a report indicating the average frequency with which the one or more advertisements were selected and the average cost per one thousand impressions for the one or more ranks at which the one or more advertisements were displayed.

12. The method of claim 11 wherein generating a report comprises generating a graph.

13. The method of claim 1 comprising generating an advertiser specific landscape for one or more advertiser specified advertisements associated with the bidded search term.

14. The method of claim 13 wherein generating an advertiser specific landscape comprises:

retrieving a quality score associated with the one or more advertiser specified advertisements; and

calculating one or more advertiser specific advertising metric values for the one or more advertiser specified advertisements using the quality scores associated with the one or more advertiser specified advertisements.

15. The method of claim 14 wherein calculating one or more advertiser specific advertising metric values for the one or more advertiser specified advertisements comprises calculating an advertiser specific bid amount indicating a bid amount needed for the one or more advertiser specified advertisements to be displayed at a given rank.

16. The method of claim 14 wherein calculating one or more advertiser specific advertising metric values for the one or more advertiser specified advertisements comprises calculating a frequency with which the one or more advertiser specified advertisements are to be selected at a given rank.

17. A system for generating a forecast of the performance of one or more advertisements associated with a given bidded search term, the system comprising:

a data warehouse operative to store advertising metric data for one or more advertisements associated with the bidded search term;

a back end service operative to;

aggregate the advertising metric data associated with the one or more advertisements according to a rank at which the one or more advertisements were displayed; and

calculate one or more advertising metric values for the one or more advertisements displayed at a given rank; and

a front end service operative to generate an aggregate landscape indicating a performance forecast for the one or more advertisements using the one or more advertising metric values.

18. The system of claim 17 wherein the data warehouse is operative to store advertising metric data indicating a rank at which the one or more advertisements were displayed in a ranked list of advertisements.

19. The system of claim 17 wherein the data warehouse is operative to store advertising metric data indicating a bid amount associated with the one or more advertisements.

20. The system of claim 17 wherein the data warehouse is operative to store advertising metric data indicating a quality score a given advertisement.

21. The system of claim 17 wherein the back end service is operative to aggregate the advertising metric data received according to the rank at which the one or more advertisements were displayed in a ranked list of advertisements in response to a search request comprising the bidded search term.

22. The system of claim 17 wherein the back end service is operative to calculate an average frequency with which the one or more advertisements were selected at a given rank.

23. The system of claim 17 wherein the back end service is operative to calculate an average expected cost per thousand impressions for the one or more advertisements displayed at a given rank.

24. The system of claim 17 wherein the back end service is operative to calculate an average quality score for the one or more advertisements displayed at a given rank.

25. The system of claim 17 wherein the front end service is operative to generate an aggregate landscape for the bidded search term.

26. The system of claim 17 wherein the front end service is operative to generate an aggregate landscape in response to an advertiser request comprising the bidded search term.

27. The system of claim 17 wherein the front end service is operative to generate an aggregate landscape indicating an average frequency with which the one or more advertisements are to be selected at a given rank.

28. The system of claim 17 wherein the front end service is operative to generate an aggregate landscape indicating an average expected cost per one thousand impressions for the one or more advertisements displayed at a given rank.

29. The system of claim 17 wherein the front end service is operative to:

receive a request identifying one or more advertiser specified advertisements associated with the bidded search term;

retrieve a quality score associated with the one or more advertiser specified advertisements;

calculate one or more advertiser specific advertising metric values for the one or more advertiser specified advertisements using the quality score associated with the one or more advertiser specified advertisements; and

generate an advertiser specific landscape using the one or more advertiser specific advertising metric values.

30. The system of claim 29 wherein the front end service is operative to calculate one or more advertiser specific advertising metric values using the quality score associated with the one or more advertiser specified advertisements and the aggregate landscape associated with the bidded search term.

31. The system of claim 29 wherein the front end service is operative to:

calculate an advertiser specific bid amount indicating a bid amount needed for the one or more advertiser specified advertisements to be displayed at a given rank in response to a search request comprising the bidded search term; and

calculate a frequency with which the one or more advertiser specified advertisements are to be selected at a given rank when displayed in response to a search request comprising the bidded search term.

32. The system of claim 31 wherein the front end service is operative to generating an advertiser specific landscape indicating the frequency with which the one or more advertiser specified advertisements are to be selected and the bid amount for the one or more advertiser specified advertisements at a given rank.