KEYWORD TRENDING DATA

• US 20140214883A1
• Filed: 01/29/2013
• Published: 07/31/2014
• Est. Priority Date: 01/29/2013
• Status: Abandoned Application

• Current Assignee: Google Inc. (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Apte, Ajit, Sanderson, Larry G., Banceanu, Alexandru I., Susanu, Cristian, Suter, Christopher G.
• Application Number:
  US13/752,824
• Publication Number:
  US 20140214883A1
• Time in Patent Office: Days
• US Class Current: 707/769
• CPC Class Codes: G06F 16/245 Query processing

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content. In one aspect, a method includes identifying a set of keywords for one or more content items that are included in a content distribution campaign. Keyword trend data for the set of keywords are obtained. The keyword trend data specify, for each of one or more keywords in the set of keywords, a query volume indicative of a number of matching search queries that have been received, at a search system, over a specified period. For a particular keyword from the set of keywords, a determination is made that the keyword trend data meets a distribution parameter change condition. In response to determining that the keyword trend data meets a distribution parameter change condition, a distribution parameter that controls distribution of at least one of the content items is adjusted.

Claims

1. A method performed by data processing apparatus, the method comprising:

identifying a set of keywords for one or more content items that are included in a content distribution campaign, the set of keywords including at least one keyword that must be matched by data included in a content item request for the content item to be distributed in response to the content item request;

obtaining keyword trend data for the set of keywords, the keyword trend data specifying, for each of one or more keywords in the set of keywords, a query volume indicative of a number of matching search queries that have been received, at a search system, over a specified period;

determining, for a particular keyword from the set of keywords and by a data processing apparatus, that the keyword trend data meets a distribution parameter change condition; and

adjusting, by a data processing apparatus and in response to determining that the keyword trend data meets a distribution parameter change condition, a distribution parameter that, in combination with the particular keyword, controls distribution of at least one of the content items.

2. The method of claim 1, wherein obtaining keyword trend data for the set of keywords comprises obtaining, for each keyword among the one or more keywords, a measure of query volume over a specified period, the measure of query volume specifying, for the specified period, a volume of queries received for the specified period relative to a baseline query volume for the keyword.

3. The method of claim 2, wherein determining that the keyword trend data meets a distribution parameter change condition comprises:

receiving, for the particular keyword, a distribution parameter change condition specifying a minimum change in query volume that must occur, from a first specified period to a second specified period, for the distribution change condition to be met; and

determining, based on the keyword trend data, that the change in query volume for the particular keyword meets the minimum change in query volume.

4. The method of claim 1, further comprising:

determining, based on the keyword trend data, a query volume dependent bid for a particular keyword, wherein;

adjusting the distribution parameter comprises setting a bid for the particular keyword to the query volume dependent bid.

5. The method of claim 4, wherein determining the query volume dependent bid comprises computing a value for the query volume dependent bid based on the query volume for the particular keyword, the computed value being proportional to the query volume.

6. The method of claim 4, wherein:

determining that the keyword trend data meets the distribution parameter change condition comprises determining, for the particular keyword, that the query volume meets a specified query volume; and

setting the bid for the particular keyword comprises setting the bid for the particular keyword to a value that has been specified as the volume dependent bid for the specified query volume.

7. The method of claim 1, further comprising:

receiving a distribution start condition specifying that the particular keyword becomes eligible to control distribution of content items when an increase in the query volume for the particular keyword meets a specified query volume; and

determining that the query volume for the particular keyword meets the specified query volume, wherein;

adjusting the distribution parameter comprises enabling the particular keyword to control distribution of a content item in the content distribution campaign, the adjusting being performed in response to determining that the query volume for the particular keyword meets the specified query volume.

8. The method of claim 1, further comprising:

providing a user interface that includes an automate menu in which the distribution parameter change condition is defined; and

receiving, through the user interface, the distribution parameter change condition, the received distribution parameter change condition specifying at least one action that is to be performed in response to determining that the query volume for a particular keyword meets a specified query volume.

9. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

identifying a set of keywords for one or more content items that are included in a content distribution campaign, the set of keywords including at least one keyword that must be matched by data included in a content item request for the content item to be distributed in response to the content item request;

obtaining keyword trend data for the set of keywords, the keyword trend data specifying, for each of one or more keywords in the set of keywords, a query volume indicative of a number of matching search queries that have been received, at a search system, over a specified period;

determining, for a particular keyword from the set of keywords, that the keyword trend data meets a distribution parameter change condition; and

adjusting, in response to determining that the keyword trend data meets a distribution parameter change condition, a distribution parameter that, in combination with the particular keyword, controls distribution of at least one of the content items.

10. The computer storage medium of claim 9, wherein obtaining keyword trend data for the set of keywords comprises obtaining, for each keyword among the one or more keywords, a measure of query volume over a specified period, the measure of query volume specifying, for the specified period, a volume of queries received for the specified period relative to a baseline query volume for the keyword.

11. The computer storage medium of claim 10, wherein determining that the keyword trend data meets a distribution parameter change condition comprises:

receiving, for the particular keyword, a distribution parameter change condition specifying a minimum change in query volume that must occur, from a first specified period to a second specified period, for the distribution change condition to be met; and

determining, based on the keyword trend data, that the change in query volume for the particular keyword meets the minimum change in query volume.

12. The computer storage medium of claim 9, further comprising:

determining, based on the keyword trend data, a query volume dependent bid for a particular keyword, wherein;

adjusting the distribution parameter comprises setting a bid for the particular keyword to the query volume dependent bid.

13. The computer storage medium of claim 12, wherein determining the query volume dependent bid comprises computing a value for the query volume dependent bid based on the query volume for the particular keyword, the computed value being proportional to the query volume.

14. The computer storage medium of claim 12, wherein:

determining that the keyword trend data meets the distribution parameter change condition comprises determining, for the particular keyword, that the query volume meets a specified query volume; and

setting the bid for the particular keyword comprises setting the bid for the particular keyword to a value that has been specified as the volume dependent bid for the specified query volume.

15. The computer storage medium of claim 9, further comprising:

receiving a distribution start condition specifying that the particular keyword becomes eligible to control distribution of content items when an increase in the query volume for the particular keyword meets a specified query volume; and

determining that the query volume for the particular keyword meets the specified query volume, wherein;

adjusting the distribution parameter comprises enabling the particular keyword to control distribution of a content item in the content distribution campaign, the adjusting being performed in response to determining that the query volume for the particular keyword meets the specified query volume.

16. The computer storage medium of claim 9, further comprising:

providing a user interface that includes an automate menu in which the distribution parameter change condition is defined; and

receiving, through the user interface, the distribution parameter change condition, the received distribution parameter change condition specifying at least one action that is to be performed in response to determining that the query volume for a particular keyword meets a specified query volume.

17. A system comprising:

a data store storing keyword trend data specifying, for each of one or more keywords in the set of keywords, a query volume indicative of a number of matching search queries that have been received, at a search system, over a specified period;

one or more data processing apparatus coupled to the data store, the one or more computers including instructions that cause the one or more data processing apparatus to perform operations including;

identifying a set of keywords for one or more content items that are included in a content distribution campaign, the set of keywords including at least one keyword that must be matched by data included in a content item request for the content item to be distributed in response to the content item request;

obtaining the keyword trend data for the set of keywords;

determining, for a particular keyword from the set of keywords, that the keyword trend data meets a distribution parameter change condition; and

adjusting, in response to determining that the keyword trend data meets a distribution parameter change condition, a distribution parameter that, in combination with the particular keyword, controls distribution of at least one of the content items.

18. The system of claim 17, wherein obtaining the keyword trend data for the set of keywords comprises obtaining, for each keyword among the one or more keywords, a measure of query volume over a specified period, the measure of query volume specifying, for the specified period, a volume of queries received for the specified period relative to a baseline query volume for the keyword.

19. The system of claim 18, wherein determining that the keyword trend data meets a distribution parameter change condition comprises:

receiving, for the particular keyword, a distribution parameter change condition specifying a minimum change in query volume that must occur, from a first specified period to a second specified period, for the distribution change condition to be met; and

determining, based on the keyword trend data, that the change in query volume for the particular keyword meets the minimum change in query volume.

20. The system of claim 17, wherein the instructions cause the one or more data processing apparatus to perform operations comprising:

determining, based on the keyword trend data, a query volume dependent bid for a particular keyword, wherein;

adjusting the distribution parameter comprises setting a bid for the particular keyword to the query volume dependent bid.

21. The system of claim 20, wherein determining the query volume dependent bid comprises computing a value for the query volume dependent bid based on the query volume for the particular keyword, the computed value being proportional to the query volume.

22. The system of claim 20, wherein:

determining that the keyword trend data meets the distribution parameter change condition comprises determining, for the particular keyword, that the query volume meets a specified query volume; and

setting the bid for the particular keyword comprises setting the bid for the particular keyword to a value that has been specified as the volume dependent bid for the specified query volume.

23. The system of claim 17, wherein the instructions cause the one or more data processing apparatus to perform operations comprising:

receiving a distribution start condition specifying that the particular keyword becomes eligible to control distribution of content items when an increase in the query volume for the particular keyword meets a specified query volume; and

determining that the query volume for the particular keyword meets the specified query volume, wherein;

adjusting the distribution parameter comprises enabling the particular keyword to control distribution of a content item in the content distribution campaign, the adjusting being performed in response to determining that the query volume for the particular keyword meets the specified query volume.

24. The system of claim 17, wherein the instructions cause the one or more data processing apparatus to perform operations comprising:

providing a user interface that includes an automate menu in which the distribution parameter change condition is defined; and

receiving, through the user interface, the distribution parameter change condition, the received distribution parameter change condition specifying at least one action that is to be performed in response to determining that the query volume for a particular keyword meets a specified query volume.