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SPONSORED SEARCH BID ADJUSTMENT BASED ON PREDICTED CONVERSION RATES

  • US 20110040616A1
  • Filed: 08/14/2009
  • Published: 02/17/2011
  • Est. Priority Date: 08/14/2009
  • Status: Abandoned Application
First Claim
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1. A method comprising:

  • using one or more computers, obtaining a first set of information relating to a quality of a match between a keyword query and a keyword phrase specified in connection with an advertiser bid in a sponsored search auction, the advertiser bid relating to one or more advertisements to be served in association with the keyword query;

    using one or more computers, based at least on the first set of information, determining a second set of information providing a measure of the quality of the match;

    using one or more computers, storing the second set of information;

    using one or more computers, obtaining a third set of information comprising historical advertisement performance information, the advertisement performance information comprising conversion rate information;

    using one or more computers, storing the third set of information;

    using one or more computers, based at least in part on the second set of information and the third set of information, determining a fourth set of information comprising predicted conversion rate information, the predicted conversion rate information providing a measure of a predicted conversion rate associated with the one or more advertisements and the match;

    using one or more computers, storing the fourth set of information; and

    based at least in part on the fourth set of information, adjusting the advertiser bid.

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