ONLINE KEYWORD BUYING, ADVERTISEMENT AND MARKETING

• US 20080004947A1
• Filed: 06/28/2006
• Published: 01/03/2008
• Est. Priority Date: 06/28/2006
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: O'Meara, Brendan A., Surpatanu, Nicolae, Taneja, Rajat, Mathew, Ashvin J.
• Application Number:
  US11/427,030
• Publication Number:
  US 20080004947A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A computer-implemented method of providing keyword purchasing assistance to a business for online marketing or advertising includes the step of identifying product or service offerings, of the business, to be targeted with the online marketing or advertising. Once the offerings to be targeted are identified, business data corresponding to the identified offerings is obtained. A statistical analysis is performed on the business data to determine keywords. Then, based upon those keywords determined from the statistical analysis, keyword suggestions are provided.

Claims

1. A computer-implemented method of providing keyword purchasing assistance to a business for online marketing or advertising, the method comprising:

identifying product or service offerings, of the business, to be targeted with the online marketing or advertising;

obtaining business data corresponding to the identified offerings;

performing a statistical analysis on the business data to determine keywords from the business data; and

providing keyword suggestions based upon the keywords determined from the statistical analysis.

2. The computer-implemented method of claim 1, and after the step of performing the statistical analysis to determine keywords from the business data, further comprising:

performing a linguistic analysis on the keywords determined from the statistical analysis to identify at least one keyword phrase;

wherein the step of providing the keyword suggestions based upon the keywords determined from the statistical analysis comprises providing the at least one identified keyword phrase.

3. The computer-implemented method of claim 2, wherein providing the at least one identified keyword phrase comprises displaying the at least one identified keyword phrase to a user for approval, modification or rejection.

4. The computer-implemented method of claim 2, wherein providing the at least one identified keyword phrase comprises sending the at least one identified keyword phrase to an advertising system as a step toward purchasing the at least one keyword phrase from the advertising system.

5. The computer-implemented method of claim 2, wherein obtaining the business data corresponding to the identified offerings further comprises:

obtaining, from one or more business data databases of the business, information corresponding to the identified offerings, including at least one of product or service titles, product or service descriptions, product Universal Product Codes UPCs), and product or service brand names;

wherein the step of performing the statistical analysis on the business data to determine keywords from the business data comprises performing the statistical analysis on the at least one of the product or service titles, the product or service descriptions, the product Universal Product Codes (UPCs), and the product or service brand names.

6. The computer-implemented method of claim 5, wherein the step of performing the statistical analysis on the business data to determine keywords from the business data further comprises identifying words having highest occurrence frequencies in the business data.

7. The computer-implemented method of claim 2, wherein the step of performing the linguistic analysis on the keywords determined from the statistical analysis to identify at least one keyword phrase further comprises eliminating keywords determined from the statistical analysis which have a low likelihood of being relevant to the offerings.

8. The computer-implemented method of claim 2, wherein the step of performing the linguistic analysis on the keywords determined from the statistical analysis further comprises using at least one of a synonym database and a dictionary database to identify words which are similar to the determined keywords, but more commonly used by consumers, and providing the words which are similar, to the keywords determined from the statistical analysis, in the at least one keyword phrase.

9. The computer-implemented method of claim 2, wherein providing the at least one identified keyword phrase comprises providing a plurality of keyword phrases, the method further comprising:

analyzing bid cost, bid position within sponsored listing or rank, and click through rate for each of the plurality of keyword phrases to determine optimal bid-to-position tradeoff; and

comparing optimal bid-to-position tradeoffs for each of the plurality of keyword phrases to identify least expensive keywords for a particular position within listing or rank.

10. The computer-implemented method of claim 2, and further comprising:

determining costs of same or similar keywords among different online marketing engines; and

using market share/search share metrics to identify at least one most effective online marketing engine for the same or similar keywords.

11. The computer-implemented method of claim 2, and further comprising analyzing a search tail to optimize keyword phrase purchasing cost versus click through to identify optimized keyword phrase suggestions, and providing keyword phrase suggestions based on the analysis of the search tail.

13. The online advertising campaign system of claim 11, wherein the statistical analysis engine is configured to determine keywords from the business data by identifying words having highest occurrence frequencies in the business data.

15. The online advertising campaign system of claim 11, and further comprising a linguistic analysis engine configured to perform linguistic analysis on the keywords determined by the statistical analysis engine to identify at least one keyword phrase, the graphical user interface component displaying the at least one keyword phrase as the keyword suggestions.

12. An online advertising campaign system for providing keyword purchasing assistance to a business for online marketing or advertising, the system comprising:

a business database containing business data corresponding to product or service offerings to be targeted with the online marketing or advertising;

a statistical analysis engine configured to perform statistical analysis on the business data to determine keywords; and

a graphical user interface component which is configured to display keyword suggestions on a display device to a user based upon the keywords determined from the statistical analysis.

14. The online advertising campaign system of claim 12, wherein the business data on which the statistical analysis engine performs the statistical analysis includes information corresponding to the identified offerings in the form of at least one of product or service titles, product or service descriptions, product Universal Product Codes UPCs), and product or service brand names.

16. The online advertising campaign system of claim 14, and further comprising at least one of a synonym database and a dictionary database, the linguistics analysis engine being configured to use the at least one of the synonym database and the dictionary database to identify other words which are similar to the keywords determined by the statistical analysis, and to provide the words which are similar in the at least one keyword phrase.

17. The online advertising campaign system of claim 14, and further comprising an advertising portal communication component configured to communicate with advertising portals of online advertising systems, the communication component configured to send the at least one identified keyword phrase to at least one advertising portal to purchase the at least one keyword phrase from corresponding online advertising systems.

18. The online advertising system of claim 17, and further comprising a cost analysis engine configured to communicate with the plurality of online advertising systems using the communication component, the cost analysis engine being configured to determine costs of the at least one keyword phrase at different online advertising systems and to use market share/search share metrics to identify at least one most effective online marketing engine for the keyword phrase.

19. A computer readable medium having stored thereon computer-executable instructions for implementing steps of a method of providing keyword purchasing assistance to a business for online marketing or advertising, the steps comprising:

identifying product or service offerings, of the business, to be targeted with the online marketing or advertising;

obtaining business data corresponding to the identified offerings;

performing a statistical analysis on the business data to determine keywords from the business data;

performing a linguistic analysis of the determined keywords to identify at least one keyword phrase; and

providing the at least one keyword phrase to a user as a suggestion for purchasing.

20. The computer-readable medium of claim 19, wherein the method further comprises the step of sending the at least one keyword phrase to an online advertising system to initiate purchasing of the keyword phrase.