Biasing Selection of Advertisements from an Advertisement Campaign

• US 20150206170A1
• Filed: 01/17/2014
• Published: 07/23/2015
• Est. Priority Date: 01/17/2014
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Karande, Chinmay Deepak, Greif, Yaron, Candela, Joaquin Quinonero
• Granted Patent: US 10,318,982 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

For ad campaigns that have multiple advertisements, each associated with an ad creative, which are automatically selected, an online system may bias selection of advertisements away from underestimated advertisements and towards early-selected advertisements with positive user interactions. To increase the likelihood of various advertisements in an ad campaign being evaluated for presentation to users, the online system may: associate a relatively high performance score with each advertisement in an ad campaign, randomly select advertisements from an ad campaign, modify bid amounts associated with advertisements in the ad campaign, or allocate a portion of the ad campaign'"'"'s budget for allocation across advertisements in the ad campaign. After presenting a threshold number of advertisements in an ad campaign or receiving an instruction from an advertiser, advertisements from the ad campaign may be selected using conventional methods.

Claims

1. A method comprising:

receiving an advertisement (“

ad”

) campaign including a plurality of advertisements for presentation to users of a social networking system, each advertisement associated with an ad creative, and the ad campaign associated with a budget;

associating an initial performance score with each advertisement from the ad campaign;

identifying an opportunity to present one or more advertisements to a user of the social networking system via a client device;

selecting an advertisement from the ad campaign based at least in part on the initial performance scores associated with the advertisement from the ad campaign;

identifying one or more advertisements for presentation to a user of the social networking system from a set of advertisements including the selected advertisement from the ad campaign; and

communicating the identified one or more advertisements to a client device for presentation to the user.

2. The method of claim 1, wherein the ad campaign is associated with an objective associated with presenting one or more advertisements from the ad campaign to one or more users of the social networking system.

3. The method of claim 2, wherein selecting an advertisement from the ad campaign is further based on a user profile associated with the user by the social networking system and the objective.

4. The method of claim 1, wherein associating the initial performance score with each advertisement from the ad campaign comprises:

identifying an ad creative associated with an advertisement from the ad campaign;

identifying one or more ad creatives associated with advertisements previously presented to one or more social networking system users and having at least a threshold similarity to the ad creative associated with the advertisement from the ad campaign;

determining an average performance score associated with the identified one or more ad creatives based at least in part on performance scores associated with each of the identified one or more ad creatives; and

associating the average performance score with the advertisement from the ad campaign.

5. The method of claim 1, wherein associating the initial performance score with each advertisement from the ad campaign comprises:

identifying an ad creative associated with an advertisement from the ad campaign;

identifying one or more ad creatives associated with advertisements previously presented to one or more social networking system users and associated with an advertiser also associated with the ad creative associated with the advertisement from the ad campaign;

determining an average performance score associated with the identified one or more ad creatives based at least in part on performance scores associated with each of the identified one or more ad creatives; and

associating the average performance score with the advertisement from the ad campaign.

6. The method of claim 1, wherein associating the initial performance score with each advertisement from the ad campaign comprises:

identifying an ad creative associated with an advertisement from the ad campaign;

identifying one or more ad creatives associated with advertisements previously presented to one or more social networking system users and having at least a threshold number of targeting criteria matching targeting criteria associated with the advertisement from the ad campaign;

determining an average performance score associated with the identified one or more ad creatives based at least in part on performance scores associated with each of the identified one or more ad creatives; and

associating the average performance score with the advertisement from the ad campaign.

7. The method of claim 1, wherein associating the initial performance score with each advertisement from the ad campaign comprises:

associating each advertisement from the ad campaign with an initial performance score having at least a threshold value.

8. The method of claim 1, further comprising:

receiving an interaction from a user with an identified advertisement presented to the user; and

modifying an initial performance score associated with the identified advertisement based at least in part on the received interaction.

9. The method of claim 8, wherein the interaction is selected from a group consisting of:

presenting the identified advertisement to the user, an interaction with the identified advertisement, an interaction with an object associated with the identified advertisement, and any combination thereof.

10. A method comprising:

receiving an advertisement (“

ad”

) campaign including a plurality of advertisements each associated with an advertisement (“

ad”

) creative, and the ad campaign associated with a budget;

identifying an opportunity to present one or more advertisements to a user of a social networking system via a client device;

selecting an advertisement from the ad campaign that has been previously presented to less than a threshold number or users of the social networking system;

identifying one or more advertisements for presentation to a user of the social networking system from a set of advertisements including the selected advertisement from the ad campaign; and

communicating the identified one or more advertisements to a client device for presentation to the user.

11. The method of claim 10, wherein selecting the advertisement from the ad campaign that has been previously presented to less than the threshold number of users of the social networking system comprises:

selecting an advertisement from the ad campaign that has not previously been presented to at least one user of the social networking system.

12. The method of claim 11, wherein selecting an advertisement from the ad campaign that has not previously been presented to at least one user of the social networking system comprises:

randomly selecting one or more advertisements from the ad campaign that have not previously been presented to at least one user of the social networking system.

13. The method of claim 12, wherein randomly selecting one or more advertisements from the ad campaign that have not previously been presented to at least one user of the social networking system comprises:

identifying one or more advertisements associated with targeting criteria satisfied by the user;

determining one or more advertisements from the identified advertisements that have not previously been presented to at least one user of the social networking system; and

selecting one or more of the determined advertisements.

14. The method of claim 10, wherein selecting the advertisement from the ad campaign that has been previously presented to less than the threshold number of users of the social networking system comprises:

randomly selecting one or more advertisements from the ad campaign that have previously been presented to less than the threshold number of users of the social networking system.

15. A method comprising:

receiving an advertisement (“

ad”

) campaign including a plurality of advertisements, each advertisement associated with an ad creative and with a bid amount, the ad campaign associated with a budget;

determining a maximum bid amount from the bid amounts associated with the advertisements in the ad campaign;

identifying an opportunity to present one or more advertisements to a user of a social networking system via a client device;

selecting an advertisement from the ad campaign;

modifying a bid amount associated with the selected advertisement based at least in part on the budget associated with the ad campaign and the determined maximum bid amount;

identifying one or more advertisements for presentation to a user of the social networking system from a set of advertisements based on bid amounts associated with each advertisement, the set of advertisements including the selected advertisement associated with the modified bid amount; and

communicating the identified one or more advertisements to a client device for presentation to the user.

16. The method of claim 15, wherein the ad campaign is further associated with an objective associated with presenting one or more advertisements from the ad campaign to one or more users of the social networking system.

17. The method of claim 16, wherein modifying the bid amount associated with the selected advertisement based at least in part on the budget associated with the ad campaign and the determined maximum bid amount comprises:

modifying the bid amount associated with the selected advertisement based at least in part on the budget associated with the ad campaign and the objective.

18. The method of claim 17, wherein modifying the bid amount associated with the selected advertisement based at least in part on the budget associated with the ad campaign and the objective comprises:

modifying a pacing multiplier associated with the selected advertisement, the pacing multiplier allocating a portion of the budget associated with the ad campaign to the advertisement based at least in part on the objective.

19. The method of claim 15, wherein modifying the bid amount associated with the selected advertisement based at least in part on the budget associated with the ad campaign and the determined maximum bid amount comprises:

identifying a bid amount associated with an additional advertisement having one or more characteristics similar to the selected advertisement; and

modifying the bid amount associated with the selected advertisement to a value exceeding the identified bid amount.

20. The method of claim 15, wherein determining the maximum bid amount from the bid amounts associated with the advertisements in the ad campaign comprises:

determining an amount of compensation received for presenting advertisements in the ad campaign;

determining a difference between the budget and the amount of compensation received; and

identifying a bid amount associated with an advertisement in the ad campaign, the bid amount less than or equal to the determined difference.