PRICING ACROSS KEYWORDS ASSOCIATED WITH ONE OR MORE ADVERTISEMENTS
First Claim
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1. Apparatus for associating advertisements, keywords, and bid information, the apparatus comprising:
- a) at least one processor;
b) an input fori) accepting one or more advertisements or information identifying the one or more advertisements, andii) accepting at least two keywords and a single maximum bid amount; and
c) at least one storage device storing program instructions which, when executed by the at least one processor, (A) stores an association between the single maximum bid amount and each of the at least two keywords, (B) stores an association between (1) each of the at least two keywords and the single maximum bid amount and (2) the one or more advertisements or information identifying the one or more advertisements, (C) receives an ad request, (D) determines whether the one or more advertisements are relevant to the received ad request using each of the at least two keywords independently, (E) determines a first cost associated with serving the one or more advertisements responsive to a first query having a term matching a first of the at least two keywords associated with the single maximum bid amount, and (F) determines a second cost, which is different than the first cost, associated with serving the one or more advertisements responsive to a second query having a term matching another of the at least two keywords associated with the single maximum bid amount,wherein at least one of the first cost and the second cost is less than the single maximum bid amount associated with the at least two keywords.
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Abstract
Helping advertisers by simplifying the management of interactive advertising. Such simplification can by achieved by allowing an advertiser to specify a single bid for multiple keywords associated with an advertisement. When used in conjunction with a maximum cost bid, advertisers are not penalized with higher costs for such simplification.
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Citations
14 Claims
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1. Apparatus for associating advertisements, keywords, and bid information, the apparatus comprising:
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a) at least one processor; b) an input for i) accepting one or more advertisements or information identifying the one or more advertisements, and ii) accepting at least two keywords and a single maximum bid amount; and c) at least one storage device storing program instructions which, when executed by the at least one processor, (A) stores an association between the single maximum bid amount and each of the at least two keywords, (B) stores an association between (1) each of the at least two keywords and the single maximum bid amount and (2) the one or more advertisements or information identifying the one or more advertisements, (C) receives an ad request, (D) determines whether the one or more advertisements are relevant to the received ad request using each of the at least two keywords independently, (E) determines a first cost associated with serving the one or more advertisements responsive to a first query having a term matching a first of the at least two keywords associated with the single maximum bid amount, and (F) determines a second cost, which is different than the first cost, associated with serving the one or more advertisements responsive to a second query having a term matching another of the at least two keywords associated with the single maximum bid amount, wherein at least one of the first cost and the second cost is less than the single maximum bid amount associated with the at least two keywords. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11)
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12. A machine readable medium having stored thereon:
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a) information uniquely identifying at least two advertisements; b) at least two keywords associated with the information uniquely identifying the at least two advertisements; and c) a single maximum bid amount, input via an ad information entry interface, stored in association with each of with the at least two keywords and the at least two advertisements, wherein the single maximum bid is stored in association with each of the at least two keywords and the at least two advertisements responsive to the input specifying the single maximum bid amount; d) a first cost associated with serving the at least two advertisements responsive to a first query having a term matching a first of the at least two keywords associated with the single maximum bid amount; and e) a second cost, which is different than the first cost, associated with serving the at least two advertisements responsive to a second query having a term matching another of the at least two keywords associated with the single maximum bid amount, wherein at least one of the first cost and the second cost is less than the single maximum bid amount associated with the at least two keywords. - View Dependent Claims (13)
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14. Apparatus for associating advertisement, keywords, and bid information, the apparatus comprising:
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a) at least one processor; b) an input for i) accepting at least two advertisements or information identifying the at least two, and ii) accepting at least two keywords and a single maximum bid amount; and c) at least one storage device storing program instructions which, when executed by the at least one processor, (A) stores an association between the single maximum bid amount and each of the at least two keywords, (B) stores an association between (1) each of the at least two keywords and the single maximum bid amount and (2) the at least two advertisements or information identifying the at least two advertisements, (C) receives an ad request, (D) determines whether the at least two advertisements are relevant to the received ad request using each of the least two keywords independently, (E) determines a first cost associated with serving the at least two advertisements responsive to a first query having a term matching a first of the at least two keywords associated with the single maximum bid amount, and (F) determines a second cost, which is different than the first cost, associated with serving the at least two advertisements responsive to a second query having a term matching another of the at least two keywords associated with the single maximum bid amount, wherein at least one of the first cost and the second cost is less than the single maximum bid amount associated with the at least two keywords.
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Specification