SPONSORED SEARCH BID ADJUSTMENT BASED ON PREDICTED CONVERSION RATES
First Claim
Patent Images
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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Abstract
Methods and systems are provided for adjusting an advertiser bid, in a sponsored search auction, in connection with one or more advertisements to be served in connection with keyword queries, the bid being associated with one or more keyword phrases. The bid is adjusted based on a predicted conversion rate associated with an advertisement served in connection with a match between a keyword query and the one or more keyword phrases. A bid may be decreased for a match with a lower predicted conversion rate than a comparison predicted conversion rate such as a normalized average predicted conversion rate.
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Citations
20 Claims
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1. A method comprising:
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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. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 11, 12, 13, 14, 15, 16, 17)
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10. A system comprising:
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one or more server computers connected to the Internet; and one or more databases connected to the one or more servers; wherein the one or more server computers are for; 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; based at least on the first set of information, determining a second set of information providing a measure of the quality of the match; storing the second set of information in at least one of the one or more databases; obtaining a third set of information comprising historical advertisement performance information, the advertisement performance information comprising conversion rate information; storing the third set of information in at least one of the one or more databases; 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; storing the fourth set of information in at least one of the one or more databases; and based at least in part on the fourth set of information, adjusting the advertiser bid;
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18. A computer readable medium or media containing instructions for executing a method, the method comprising:
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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; wherein; the match is a non-exact match; the fourth set of information comprises information providing an indication of a degree of decrease in predicted conversion rates between a comparison predicted conversion rate and a predicted conversion rate associated with the non-exact match, wherein the comparison predicted conversion rate is a normalized average predicted conversion rate; and the bid is adjusted downward based at least in part on the degree of decrease. - View Dependent Claims (19, 20)
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Specification