WEB BASED PAY PER CLICK PERFORMANCE GRADER

• US 20140040011A1
• Filed: 08/06/2012
• Published: 02/06/2014
• Est. Priority Date: 08/06/2012
• Status: Abandoned Application

• Current Assignee: Wordstream
• Original Assignee: Wordstream
• Inventors: Kim, Larry
• Application Number:
  US13/567,474
• Publication Number:
  US 20140040011A1
• 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 30/0242 Determining effectiveness of advertisements

Abstract

A performance grader tool for performing evaluation of an advertising campaign is provided that includes a reporting module that receives campaign data associated with the advertising campaign and performs one or more selective metric-base analysis on the campaign data and produces metric-based data used in evaluating the advertising campaign. The reporting module selectively displays the metric-based data in a plurality of reporting formats to the user.

Claims

1. A performance grader tool for performing evaluation of an advertising campaign comprising a reporting module that receives campaign data associated with the advertising campaign and performs one or more selective metric-base analysis on the campaign data and produces metric-based data used in evaluating the advertising campaign, the reporting module selectively displays the metric-based data in a plurality of reporting formats to the user.

2. The performance grader tool of claim 1 further comprising a competitive benchmarking system employed by the performance grader tool to segment different types of advertisers into different sets of similar advertisers.

3. The performance grader tool of claim 1, wherein the reporting module comprises an Account summary section that determines how to compare one or more advertisers.

4. The performance grader tool of claim 2, wherein reporting module comprises a Wasted Spend section that determines the ability of the advertiser to reduce irrelevant clicks through the use of Negative Keywords.

5. The performance grader tool of claim 2, wherein the reporting module comprises a Click-Through Rate section that provides insight into an advertiser'"'"'s ability to create engaging and relevant pay-per click (PPC) advertising campaigns

6. The performance grader tool of claim 2, wherein the reporting module comprises an Impression Share section that provides insight into an advertiser'"'"'s ability to acquire a large share of the available search impressions by creating relevant and engaging pay-per click (PPC) advertising campaigns.

7. The performance grader tool of claim 2, wherein the reporting module comprises a Quality Score section that provides insight into an advertiser'"'"'s ability to create and execute pay-per click (PPC) advertising campaigns that receive relatively high Quality Scores from the Search Engine Marketing platforms.

8. The performance grader tool of claim 2, wherein the reporting module comprises an Account Activity section that provides insight into the level of effort being applied by an advertiser towards optimizing and managing their pay-per click (PPC) advertising accounts

9. The performance grader tool of claim 2, wherein the reporting module comprises an Ad Text Optimization section that provides insight into an advertiser'"'"'s ability to create and test relevant and engaging Text Ads.

10. The performance grader tool of claim 2, wherein the reporting module comprises a Landing Page Optimization section that provides insight into an advertiser'"'"'s ability to create and test relevant and engaging Landing Pages.

11. The performance grader tool of claim 2, wherein the reporting module comprises a Long-Tail Keyword Optimization section that provides insight into an advertiser'"'"'s ability to effectively exploit Long-Tail Keywords.

12. The performance grader tool of claim 2, wherein the reporting module comprises a pay-per click (PPC) Best Practices section that checks to see if an account is adhering to PPC Advertising Best Practices.

13. A method of evaluating an online advertising campaign comprising:

receiving campaign data associated with the user and performs one or more selective metric-base analysis on the campaign data using a reporting module; and

producing metric-based data used in evaluating the advertising campaign using a reporting module, the reporting module selectively displays the metric-based data in a plurality of reporting formats to the user using the reporting module.

14. The method of claim 13 further comprising providing a competitive benchmarking system employed by the method to segment different types of advertisers into different sets of similar advertisers.

15. The method of claim 14, wherein the reporting module comprises an Account summary section that determines how to compare one or more advertisers.

16. The method of claim 14, wherein reporting module comprises a Wasted Spend section that determines the ability of the advertiser to reduce irrelevant clicks through the use of Negative Keywords.

17. The method of claim 14, wherein the reporting module comprises a Click-Through Rate section that provides insight into an advertiser'"'"'s ability to create engaging and relevant pay-per click (PPC) advertising campaigns

18. The method of claim 14, wherein the reporting module comprises an Impression Share section that provides insight into an advertiser'"'"'s ability to acquire a large share of the available search impressions by creating relevant and engaging pay-per click (PPC) advertising campaigns.

19. The method of claim 14, wherein the reporting module comprises a Quality Score section that provides insight into an advertiser'"'"'s ability to create and execute pay-per click (PPC) advertising campaigns that receive relatively high Quality Scores from the Search Engine Marketing platforms.

20. The method of claim 14, wherein the reporting module comprises an Account Activity section that provides insight into the level of effort being applied by an advertiser towards optimizing and managing their pay-per click (PPC) advertising accounts

21. The method of claim 14, wherein the reporting module comprises an Ad Text Optimization section that provides insight into an advertiser'"'"'s ability to create and test relevant and engaging Text Ads.

22. The method of claim 14, wherein the reporting module comprises a Landing Page Optimization section that provides insight into an advertiser'"'"'s ability to create and test relevant and engaging Landing Pages.

23. The method of claim 14, wherein the reporting module comprises a Long-Tail Keyword Optimization section that provides insight into an advertiser'"'"'s ability to effectively exploit Long-Tail Keywords.

24. The method of claim 14, wherein the reporting module comprises a pay-per click (PPC) Best Practices section that checks to see if an account is adhering to PPC Advertising Best Practices.