OPTIMIZING INTERNET CAMPAIGNS

• US 20120226713A1
• Filed: 03/01/2012
• Published: 09/06/2012
• Est. Priority Date: 03/03/2011
• Status: Abandoned Application

• Current Assignee: Brightedge Technologies Incorporated
• Original Assignee: Brightedge Technologies Incorporated
• Inventors: PARK, Lemuel S., YU, Jimmy, YU, Sammy
• Application Number:
  US13/409,804
• Publication Number:
  US 20120226713A1
• Time in Patent Office: Days
• US Class Current: 707/780
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

In an example embodiment, signals are collected from one or more first channels in a communication network. The one or more first channels may include at least one of organic search, paid search, or social media. Based on the collected signals, a recommendation is made with respect to a campaign within a second channel.

Claims

1. A method, comprising:

collecting signals from one or more first channels in a communication network, the one or more first channels including at least one of organic search, paid search, or social media; and

based on the collected signals, making a recommendation with respect to a campaign within a second channel.

2. The method of claim 1, wherein the one or more first channels include organic search and the second channel includes paid search.

3. The method of claim 1, wherein the one or more first channels include paid search and the second channel includes organic search.

4. The method of claim 1, wherein the one or more first channels further include at least one of social media, social networks, blogs, or display advertisements and the second channel includes at least one of organic search or paid search.

5. The method of claim 1, further comprising optimizing the recommendation through the application of at least one of the following to the collected signals:

linear programming, statistical analysis, combinatorial analysis, or fuzzy logic.

6. The method of claim 1, further comprising collecting signals from at least one of:

competitive intelligence, mobile advertisements, or video advertisements, wherein the recommendation is further based on the signals collected therefrom.

7. The method of claim 1, further comprising collecting signals from at least one of past historical data, past seasonal data, or geographical influences.

8. The method of claim 1, wherein the one or more first channels include both of organic search and paid search, the method further comprising synchronizing a first keyword portfolio associated with an organic search campaign with a second keyword portfolio associated with a paid search campaign.

9. The method of claim 1, wherein the one or more first channels include paid search, the signals collected from the one or more first channels include at least one of impression data, conversion rate data, number of conversions, revenue, bid price, or traffic associated with one or more keywords in a paid search campaign, the second channel includes organic search, and making a recommendation with respect to a campaign within a second channel includes automatically recommending at least one of:

one or more keywords from the paid search campaign to target in an organic search campaign,

arrangement of the one or more keywords, and

one or more semantic variants of the one or more keywords to target in an organic search campaign.

10. The method of claim 9, further comprising automatically adding the one or more keywords to an organic search campaign.

11. The method of claim 1, wherein:

the one or more first channels include paid search,

the signals collected from the one or more first channels include a best converting ad copy associated with a particular paid search campaign,

the second channel includes organic search, and

making a recommendation with respect to a campaign within a second channel includes automatically recommending modification of content in a web page associated with an organic search campaign based on the best converting ad copy.

12. The method of claim 11, further comprising automatically updating the content or a tag of a landing page based on the best converting ad copy.

13. The method of claim 1, wherein the one or more first channels include organic search and paid search, the method further comprising calculating a share of voice associated with one or more keywords included in an organic search campaign and a paid search campaign.

14. The method of claim 1, wherein:

the one or more first channels include organic search,

the signals collected from the one or more first channels include page rank in an organic search associated with one or more keywords of an organic search campaign,

the second channel includes paid search, and

making a recommendation with respect to a campaign within a second channel includes recommending an increase or decrease in a bid price associated with the one or more keywords in a paid search campaign.

15. The method of claim 14, further comprising at least one of:

automatically adding, updating, or deleting one or more keywords in the paid search campaign;

automatically updating the bid price associated with the one or more keywords in response to the recommendation;

or

automatically updating ad copy for the one or more keywords in the paid search campaign.

16. The method of claim 14, further comprising:

determining whether a paid search conversion rate of the one or more keywords within the paid search is additive to or detracts from an organic search conversion rate of the one or more keywords within the organic search in response to an increase in the bid price associated with the one or more keywords in the paid search campaign; and

if the paid search conversion rate of the one or more keywords within the paid search is additive to the organic search conversion rate of the one or more keywords within the organic search, maintaining or increasing the bid price associated with the one or more keywords in the paid search campaign, or

if the paid search conversion rate of the one or more keywords within the paid search detracts from the organic search conversion rate of the one or more keywords within the organic search, decreasing the bid price associated with the one or more keywords in the paid search campaign.

17. The method of claim 1, wherein the one or more first channels include organic search and paid search, the method further comprising, based on the collected signals, calculating a share of voice of one or more competitors of an entity.

18. A method, comprising:

collecting signals from two or more first channels in a communication network, the two or more first channels including at least one of organic search, paid search, or social media; and

simultaneously displaying details of;

the collected signals from a first of the two or more first channels and

the collected signals from a second of the two or more first channels.

19. The method of claim 18, wherein the first of the two or more first channels includes organic search, the second of the two or more first channels includes paid search, the method further comprising:

synchronizing a first keyword portfolio associated with an organic search campaign with a second keyword portfolio associated with a paid search campaign; and

displaying details of the first and second keyword portfolios.

20. The method of claim 19, wherein displaying details of the first and second keyword portfolios includes displaying details of one or more keywords of the first and second keyword portfolios.

21. The method of claim 19, wherein displaying details of the first and second keyword portfolios includes displaying historical details of the first and second keyword portfolios.