Creating, Managing and Optimizing Online Advertising

• US 20110071899A1
• Filed: 07/08/2010
• Published: 03/24/2011
• Est. Priority Date: 07/08/2009
• Status: Abandoned Application

• Current Assignee: Trada, Inc.
• Original Assignee: Trada, Inc.
• Inventors: Guzik, Tom, Lawless, Michael, Burton, Chris, Hessler, Matt, Osborn, Jeff, Levine, Seth, Quinn, Bill, Mitchell, David, Robertson, Niel
• Application Number:
  US12/832,568
• Publication Number:
  US 20110071899A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds

Abstract

Systems and methods for creating, managing and optimizing online advertising campaigns include groups of independent human resources working through a marketplace to suggest and optimize appropriate choices for how, where and how much to pay for online advertising. Optimization is achieved through the use of market-based incentives that pay participants based on the quality, quantity and efficiency of the results of their suggestions. The systems and methods enable a marketplace that leverages the inherent knowledge of a large group of people to come up with all search terms, placements, targeting and advertisements that might be relevant to a product, and determine the optimal auction prices for these search terms, placements, targeting and ads on the search engine systems.

Claims

1. A method executing on a processor, the method comprising:

receiving a plurality of campaign attributes from an advertiser via a user interface;

generating from the plurality of campaign attributes an advertising campaign on at least one advertising network that includes online advertising networks;

receiving a plurality of optimizer solutions from a plurality of optimizers, wherein the plurality of optimizer solutions correspond to the advertising campaign, wherein an optimizer solution comprises at least one parameter of the advertising campaign; and

generating an optimized advertising campaign by updating the advertising campaign on the at least one advertising network using the plurality of optimizer solutions, wherein the optimized advertising campaign comprises optimized advertisements and advertising campaign budget resulting from the plurality of optimizer solutions.

2. The method of claim 1, wherein the campaign attributes comprise an optimizer payment system of the advertising campaign.

3. The method of claim 2, wherein the optimizer payment system comprises a Pay Per Click (PPC) model.

4. The method of claim 3, wherein the campaign attributes comprise a click bid price.

5. The method of claim 2, wherein the optimizer payment system comprises a Pay Per Action (PPA) model.

6. The method of claim 5, wherein the campaign attributes comprise a conversion bid price.

7. The method of claim 1, wherein the optimizer payment system comprises paying optimizers based on a characteristic of a visitor to the advertising campaign.

8. The method of claim 7, wherein the campaign attributes comprise a target value for at least one variable that represents the viewer, wherein the at least one variable is one or more of bounce rate, time on site, percentage of new visitors.

9. The method of claim 1, wherein the campaign attributes comprise campaign budget.

10. The method of claim 1, wherein the campaign attributes comprise at least one advertisement for use by the plurality of optimizers.

11. The method of claim 1, wherein the campaign attributes comprise the at least one advertising network, wherein the at least one advertising network includes at least one online search engine.

12. The method of claim 1, wherein the campaign attributes comprise the at least one advertising network and a budget allocation per network, wherein the at least one advertising network includes at least one online search engine.

13. The method of claim 1, wherein the campaign attributes comprise advertisement guidelines to be followed when the plurality of optimizers generates advertisement content.

14. The method of claim 1, wherein the campaign attributes comprise terms of service.

15. The method of claim 1, wherein the at least one parameter is advertisement content.

16. The method of claim 1, wherein the at least one parameter is advertisement placement on an advertising network, wherein the advertising network includes an online search engine.

17. The method of claim 1, wherein the at least one parameter is a search term to be associated with an advertisement.

18. The method of claim 1, wherein the at least one parameter is a bid price.

19. The method of claim 1, wherein the at least one parameter comprises two or more of advertisement content, advertisement placement on an advertising network including an online search engine, a search term to be associated with an advertisement, and a bid price.

20. The method of claim 1, wherein the at least one parameter comprises a set of parameters that includes advertisement content, advertisement placement on an advertising network including an online search engine, and a search term to be associated with an advertisement.

21. The method of claim 1, wherein the at least one parameter comprises an organization scheme for an advertisement group including a plurality of advertisements.

22. The method of claim 1, wherein the at least one parameter comprises an association between an advertisement and a search term.

23. The method of claim 1, comprising automatically resolving a conflict between the plurality of optimizer solutions.

24. The method of claim 23, wherein the resolving of the conflict comprises using a first optimizer solution when a first optimizer solution and a second optimizer solution are received and the second optimizer solution is the same as the first optimizer solution.

25. The method of claim 24, comprising returning the first optimizer solution to a status of available for use by the plurality of optimizers when it ceases to be used by a first optimizer.

26. The method of claim 23, wherein the resolving of the conflict comprises allowing use of the plurality of optimizer solutions by more than one optimizer, wherein each of the plurality of optimizer solutions comprises a plurality of parameters and at least one parameter is the same between the plurality of optimizer solutions and at least one parameter is different between the plurality of optimizer solutions.

27. The method of claim 1, comprising automatically attributing results of the advertising campaign selectively to the plurality of optimizers.

28. The method of claim 27, wherein the attributing results of the advertising campaign to the plurality of optimizers comprises:

receiving data of a selected advertisement that is an advertisement selected for viewing via a remote user interface;

determining a sourcing optimizer that is the optimizer that submitted the optimizer solution corresponding to the selected advertisement; and

generating credit to the sourcing optimizer as a result of the selected advertisement.

29. The method of claim 28, comprising:

directing the user interface to an advertising management system (AMS) platform in response to the selected advertisement being selected for viewing; and

recording the data of the selected advertisement at the AMS platform.

30. The method of claim 29, comprising, subsequent to the recording, redirecting the user interface to a website landing page that corresponds to the selected advertisement.

31. The method of claim 30, comprising placing a cookie at the user interface for performing conversion tracking, wherein the conversion tracking comprises collecting via the cookie conversion data of a conversion executed with the user interface.

32. The method of claim 1, comprising:

simultaneously running a plurality of advertising campaigns, wherein the plurality of advertising campaigns comprise the advertising campaign;

presenting to the plurality of optimizers via a user interface the plurality of advertising campaigns and campaign statistics corresponding to each of the plurality of advertising campaigns.

33. The method of claim 1, comprising presenting a user interface to the plurality of optimizers, wherein the user interface is coupled to an advertising management system (AMS) platform, wherein an optimizer generates the optimizer solution at the AMS platform via the user interface.

34. The method of claim 33, wherein generating the optimizer solution comprises generating an advertisement group that is an optimizer solution, the advertisement group including an advertisement and at least one of a search term and an advertisement placement on the at least one advertising network.

35. The method of claim 33, wherein generating the optimizer solution comprises selecting an advertisement from an advertisement database of the AMS platform.

36. The method of claim 33, wherein generating the optimizer solution comprises generating an advertisement by adding content to the AMS platform.

37. The method of claim 33, wherein generating the optimizer solution comprises specifying a bid price for the at least one parameter of the optimizer solution.

38. The method of claim 33, comprising generating changes to the optimizer solution via the user interface, and propagating the changes to the advertising campaign.

39. The method of claim 38, wherein the changes include at least one change made to the at least one parameter, wherein the at least one change is at least one of an edit, an addition, and a deletion.

40. The method of claim 1, comprising:

automatically tracking performance data of the advertising campaign, wherein the performance includes at least one of campaign performance, ad performance, budget spending, conversions, search term impressions, search term clicks, search term conversions, placement impressions, placement clicks, and placement conversions; and

presenting to the plurality of optimizers via a user interface the performance data.

41. A method executing on a processor, the method comprising:

receiving a plurality of campaign attributes from an advertiser;

generating from the plurality of campaign attributes an advertising campaign on at least one online advertising network;

receiving a plurality of optimizer solutions from a plurality of optimizers, wherein an optimizer solution comprises at least one parameter of the advertising campaign;

automatically resolving a conflict between the plurality of optimizer solutions;

generating an optimized advertising campaign by applying the plurality of optimizer solutions, wherein the optimized advertising campaign comprises optimized advertisements and campaign budget; and

automatically attributing results of the advertising campaign selectively to the plurality of optimizers.

42. A method executing on a processor, the method comprising:

receiving a plurality of campaign attributes from an advertiser;

generating from the plurality of campaign attributes an advertising campaign on at least one online advertising network;

receiving a plurality of optimizer solutions from a plurality of optimizers, wherein an optimizer solution comprises at least one parameter of the advertising campaign;

generating an optimized advertising campaign by applying the plurality of optimizer solutions, wherein the optimized advertising campaign comprises optimized advertisements and campaign budget;

automatically attributing results of the advertising campaign selectively to the plurality of optimizers by receiving data of a selected advertisement that is selected for viewing; and

determining a sourcing optimizer that is the optimizer that submitted the optimizer solution corresponding to the selected advertisement and generating credit to the sourcing optimizer.

43. An advertising system comprising:

an advertising management system (AMS) platform;

a plurality of campaign attributes, wherein the plurality of campaign attributes are received at the AMS platform from an advertiser via a user interface;

an advertising campaign generated by the AMS platform from the plurality of campaign attributes and hosted on at least one advertising network;

a plurality of optimizer solutions comprising at least one parameter of the advertising campaign received at the AMS platform from a plurality of optimizers; and

wherein the AMS platform generates an optimized advertising campaign by updating the advertising campaign on the at least one advertising network using the plurality of optimizer solutions, wherein the optimized advertising campaign comprises optimized advertisements and advertising campaign budget resulting from the plurality of optimizer solutions.

44. The advertising system of claim 43, wherein the AMS platform selectively attributes results of the advertising campaign to the plurality of optimizers.

45. The advertising system of claim 44, wherein the AMS platform attributes results by:

receiving data of a selected advertisement that is an advertisement selected for viewing via the user interface;

determining a sourcing optimizer that is the optimizer that submitted the optimizer solution corresponding to the selected advertisement; and

generating credit to the sourcing optimizer as a result of the selected advertisement.

46. The advertising system of claim 45, comprising directing the user interface to the AMS platform in response to the selected advertisement being selected for viewing and recording the data of the selected advertisement at the AMS platform.

47. The advertising system of claim 46, comprising redirecting the user interface to a website landing page that corresponds to the selected advertisement.

48. The advertising system of claim 47, wherein the AMS platform places a cookie at the user interface, wherein the cookie performs conversion tracking that comprises collecting conversion data of a conversion executed through the user interface.

49. The advertising system of claim 43, wherein the AMS platform resolves a conflict between the plurality of optimizer solutions.

50. The advertising system of claim 49, wherein the AMS platform resolves the conflict using a first optimizer solution when a first optimizer solution and a second optimizer solution are received and the second optimizer solution is the same as the first optimizer solution.

51. The advertising system of claim 50, comprising returning the first optimizer solution to a status of available for use by the plurality of optimizers when it ceases to be used by a first optimizer.

52. The advertising system of claim 49, wherein the AMS platform resolves the conflict by allowing use of the plurality of optimizer solutions by more than one optimizer, wherein each of the plurality of optimizer solutions comprises a plurality of parameters and at least one parameter is the same between the plurality of optimizer solutions and at least one parameter is different between the plurality of optimizer solutions.

53. The advertising system of claim 43, wherein the user interface is used to generate the optimizer solution.

54. The advertising system of claim 53, comprising generating the optimizer solution by generating an advertisement group that is an optimizer solution, the advertisement group including an advertisement and at least one of a search term and an advertisement placement on the at least one advertising network.

55. The advertising system of claim 53, comprising generating the optimizer solution by selecting an advertisement from an advertisement database of the AMS platform.

56. The advertising system of claim 53, comprising generating the optimizer solution by generating an advertisement by adding content to the AMS platform.

57. The advertising system of claim 53, comprising generating the optimizer solution by specifying a bid price for the at least one parameter of the optimizer solution.

58. The advertising system of claim 53, wherein the user interface is used to generate changes to the optimizer solution, wherein the AMS platform propagates the changes to the advertising campaign, wherein the changes include at least one change made to the at least one parameter, wherein the at least one change is at least one of an edit, an addition, and a deletion.

59. The advertising system of claim 43, wherein the AMS platform automatically tracks performance data of the advertising campaign and presents the performance data to the plurality of optimizers via the user interface, wherein the performance includes at least one of campaign performance, ad performance, budget spending, conversions, search term impressions, search term clicks, search term conversions, placement impressions, placement clicks, and placement conversions.

60. The advertising system of claim 43, wherein the AMS platform simultaneously runs a plurality of advertising campaigns comprising the advertising campaign, and presents to the plurality of optimizers via the user interface the plurality of advertising campaigns and campaign statistics corresponding to each of the plurality of advertising campaigns.

61. The advertising system of claim 43, wherein the campaign attributes comprise an optimizer payment system of the advertising campaign.

62. The advertising system of claim 61, wherein the optimizer payment system comprises a Pay Per Click (PPC) model, wherein the campaign attributes comprise a click bid price.

63. The advertising system of claim 61, wherein the optimizer payment system comprises a Pay Per Action (PPA) model, wherein the campaign attributes comprise a conversion bid price.

64. The advertising system of claim 43, wherein the optimizer payment system comprises paying optimizers based on a characteristic of a visitor to the advertising campaign.

65. The advertising system of claim 64, wherein the campaign attributes comprise a target value for at least one variable that represents the viewer, wherein the at least one variable is one or more of bounce rate, time on site, percentage of new visitors.

66. The advertising system of claim 43, wherein the campaign attributes comprise campaign budget.

67. The advertising system of claim 43, wherein the campaign attributes comprise at least one advertisement for use by the plurality of optimizers.

68. The advertising system of claim 43, wherein the campaign attributes comprise the at least one advertising network, wherein the at least one advertising network includes at least one online search engine.

69. The advertising system of claim 43, wherein the campaign attributes comprise the at least one advertising network and a budget allocation per network, wherein the at least one advertising network includes at least one online search engine.

70. The advertising system of claim 43, wherein the campaign attributes comprise advertisement guidelines to be followed when the plurality of optimizers generates advertisement content.

71. The advertising system of claim 43, wherein the campaign attributes comprise terms of service.

72. The advertising system of claim 43, wherein the at least one parameter is advertisement content.

73. The advertising system of claim 43, wherein the at least one parameter is advertisement placement on an advertising network, wherein the advertising network includes an online search engine.

74. The advertising system of claim 43, wherein the at least one parameter is a search term to be associated with an advertisement.

75. The advertising system of claim 43, wherein the at least one parameter is a bid price.

76. The advertising system of claim 43, wherein the at least one parameter comprises an organization scheme for an advertisement group including a plurality of advertisements.