USING LOCATION-SPECIFIC AD CREATIVES AND/OR AD LANDING PAGES IN AN AD SYSTEM

• US 20120116884A1
• Filed: 10/31/2011
• Published: 05/10/2012
• Est. Priority Date: 09/03/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Leslie Yeh, Mark Rose, Sridhar Ramaswamy, Zhe Qian
• Inventors: Yeh, Leslie, Ramaswamy, Sridhar, Qian, Zhe, Rose, Mark
• Granted Patent: US 8,812,359 B2
• Time in Patent Office: Days
• US Class Current: 705/14.58
• CPC Class Codes: G06F 16/9537 Spatial or temporal dependent retrieval, e.g. spatiotemporal queries
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0205 Location or geographical consideration
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0261 based on user location

Abstract

The usefulness, and consequently the performance, of advertisements are improved by allowing businesses to better target their ads to a responsive audience. For example, location information may be used in ad relevancy determination, and in attribute (e.g., position) arbitration. Such location information may be associated with price information, such as a maximum price bid, and/or with ad performance information. Ad performance information may be tracked on the basis of location information. The content of an ad creative, and/or of a landing page may be selected and/or modified using location information. Tools may be provided to enter and/or modify location information, such as location-dependent targeting information and price information. The location information used to target and/or score ads may be, include, or define an area. The area may be defined by at least one geographic reference point (e.g., defined by latitude and longitude coordinates) and perhaps additional information.

Claims

1. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer on a network, geolocation information associated with a request;

b) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted; and

c) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted,

1) modifying a creative of the ad using at least one of (A) the geolocation information associated with the request, or (B) the geolocation-specific information of the ad, and

2) serving the modified ad creative to induce rendering of the modified creative on a client device,

otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving the creative to induce rendering of the creative on a client device.

2. The computer-implemented method of claim 1 wherein the act of modifying a creative of the ad includes modifying content of the creative.

3. The computer-implemented method of claim 1 wherein the act of modifying a creative of the ad includes selecting one of a plurality of alternative contents.

4. The computer-implemented method of claim 1 wherein the act of modifying a creative of the ad includes inserting geolocation-specific content into the creative.

5. The computer-implemented method of claim 1 wherein the geolocation-specific information corresponds to one of (A) a circular area having a radius about a specified geographic reference point, or (B) an area defined by at least three geographic reference points.

6. The computer-implemented method of claim 1, wherein the geolocation information associated with the request and the geolocation-specific information each include at least one of (a) at least one region, (b) at least one state, (c) at least one metro area, (d) at least one city, (e) at least one town, (f) at least one postal zip code, or (g) at least one telephone area code.

7. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer on a network, geolocation information associated with a request;

b) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted; and

c) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted,

1) selecting one of a plurality of candidate ad landing pages using the geolocation information, and

2) serving a first creative of the ad, the first creative including a link to the selected one of the plurality of candidate ad landing pages, to induce rendering of the first creative on a client device,

otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving a second creative of the ad to induce rendering the second creative on a client device.

8. The computer-implemented method of claim 7 wherein the geolocation-specific information corresponds to one of (A) a circular area having a radius about a specified geographic reference point, or (B) an area defined by at least three geographic reference points.

9. The computer-implemented method of claim 7, wherein the geolocation information associated with the request and the geolocation-specific information each include at least one of (a) at least one region, (b) at least one state, (c) at least one metro area, (d) at least one city, (e) at least one town, (f) at least one postal zip code, or (g) at least one telephone area code.

10. Apparatus comprising:

a) at least one processor; and

b) at least one storage device storing processor-executable instructions which, when executed by the at least one processor, cause the at least one processor to perform a method of;

1) accepting geolocation information associated with a request,

2) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted, and

3) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted,

modifying a creative of the ad using at least one of (A) the geolocation information associated with the request, or (B) the geolocation-specific information of the ad, and

serving the modified ad creative to induce rendering of the modified creative on a client device,

otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving the creative to induce rendering of the creative on a client device.

11. The apparatus of claim 10 wherein the act of modifying a creative of the ad includes modifying content of the creative.

12. The apparatus of claim 10 wherein the act of modifying a creative of the ad includes selecting one of a plurality of alternative contents.

13. The apparatus of claim 10 wherein the act of modifying a creative of the ad includes inserting geolocation-specific content into the creative.

14. The apparatus of claim 10 wherein the geolocation-specific information corresponds to one of (A) a circular area having a radius about a specified geographic reference point, or (B) an area defined by at least three geographic reference points.

15. The apparatus of claim 10, wherein the geolocation information associated with the request and the geolocation-specific information each include at least one of (a) at least one region, (b) at least one state, (c) at least one metro area, (d) at least one city, (e) at least one town, (f) at least one postal zip code, or (g) at least one telephone area code.

16. The apparatus of claim 10, wherein the method further includes:

4) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted, further

selecting one of a plurality of candidate ad landing pages using the geolocation information, and

serving a first creative of the ad, the first creative including a link to the selected one of the plurality of candidate ad landing pages, to induce rendering of the first creative on a client device,

otherwise, responsive to a determination that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving a second creative of the ad to induce rendering the second creative on a client device.

17. A non-transitory storage medium storing processor-executable instructions which, when executed by at least one processor, cause the at least one processor to perform a method of:

a) accepting geolocation information associated with a request;

b) determining whether an ad has geolocation-specific information corresponding to the geolocation information accepted;

c) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted,

1) modifying a creative of the ad using at least one of (A) the geolocation information associated with the request, or (B) the geolocation-specific information of the ad, and

2) serving the modified ad creative to induce rendering of the modified creative on a client device,

otherwise, responsive to a determination, with the computer system, that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving the creative to induce rendering of the creative on a client device.

18. The non-transitory storage medium of claim 17 wherein the act of modifying a creative of the ad includes modifying content of the creative.

19. The non-transitory storage medium of claim 17 wherein the act of modifying a creative of the ad includes selecting one of a plurality of alternative contents.

20. The non-transitory storage medium of claim 17 wherein the act of modifying a creative of the ad includes inserting geolocation-specific content into the creative.

21. The non-transitory storage medium of claim 17, wherein the method further includes:

d) responsive to a determination that the ad has geolocation-specific information corresponding to the geolocation information accepted, further

selecting one of a plurality of candidate ad landing pages using the geolocation information, and

serving a first creative of the ad, the first creative including a link to the selected one of the plurality of candidate ad landing pages, to induce rendering of the first creative on a client device,

otherwise, responsive to a determination that the ad does not have geolocation-specific information corresponding to the geolocation information accepted, serving a second creative of the ad to induce rendering the second creative on a client device.