AUTOMATED CREATIVE EXTENSION SELECTION FOR CONTENT PERFORMANCE OPTIMIZATION

• US 20150379557A1
• Filed: 08/05/2014
• Published: 12/31/2015
• Est. Priority Date: 06/27/2014
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Liu, Wangyi, Zhu, Yongtai
• Granted Patent: US 10,489,818 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

Systems and methods for optimizing content performance using creative extensions are provided. A content generation system receives request for a content item for presentation on a client device. The request includes an indication of a serving context for the content item. The content generation system uses a creative extension performance model and the serving context for the content item to calculate a predicted performance metric for the content item for multiple different potential creative extensions. Each of the potential creative extensions defines a different action that occurs in response to a user interaction with the content item. The content generation system selects one of the potential creative extensions based on the predicted performance metrics and generates a content item having the selected creative extension using data assets extracted from various data sources. The creative extension performance model is updated using event data from the client device.

Claims

1. A method for optimizing content performance, the method comprising:

receiving, at a processing circuit, a request for a content item for presentation on a client device, the request comprising an indication of a serving context for the content item;

using a creative extension performance model and the serving context for the content item to calculate, by the processing circuit, a predicted performance metric for the content item for multiple different potential creative extensions, wherein each of the potential creative extensions defines a different action that occurs in response to a user interaction with the content item;

selecting, by the processing circuit, one of the potential creative extensions based on the predicted performance metrics;

generating a content item having the selected creative extension, wherein the content item is generated by the processing circuit in response to the request; and

serving the generated content item for presentation on the client device.

2. The method of claim 1, further comprising:

collecting and storing event data describing user actions with respect to content items having each of the potential creative extensions; and

using the event data as feedback for training the creative extension performance model.

3. The method of claim 1, further comprising:

extracting data assets from at least one of a landing resource associated with the content item, a secondary resource associated with the landing resource, and a customer information database; and

using the extracted data assets to determine which of the potential creative extensions are available for selection.

4. The method of claim 3, wherein using the extracted data assets to determine which of the potential creative extensions are available for selection comprises:

identifying a data asset required for generating a creative extension;

determining whether the identified data asset has been extracted; and

determining that the creative extension is unavailable for selection in response to a determination that the required data asset has not been extracted.

5. The method of claim 1, wherein selecting one of the potential creative extensions comprises using the serving context for the content item to determine which of the potential creative extensions are available for selection.

6. The method of claim 1, wherein selecting one of the potential creative extensions comprises selecting a click-to-call extension, the method further comprising:

using extracted contact information to generate a creative extension configured to initiate a communication with an entity associated with the content item; and

rendering the generated creative extension as a selectable element of the content item.

7. The method of claim 1, wherein selecting one of the potential creative extensions comprises selecting a location extension, the method further comprising:

using extracted location information to generate a creative extension configured to launch a maps application or display a geographic location associated with the content item; and

rendering the generated creative extension as a selectable element of the content item.

8. The method of claim 1, wherein selecting one of the potential creative extensions comprises selecting a secondary resource extension, the method further comprising:

using extracted secondary resource information to generate a creative extension configured to cause the client device to navigate to a secondary resource associated with the content item; and

rendering the generated creative extension as a selectable element of the content item.

9. The method of claim 1, wherein selecting one of the potential creative extensions comprises selecting the creative extension associated with an extremum of the predicted performance metrics for the potential creative extensions.

10. The method of claim 1, wherein the serving context comprises at least one of a type of the client device, a platform of the client device, and a resource in conjunction with which the content item will be presented.

11. A system for optimizing content performance, the system comprising:

a processing circuit having a processor and memory, wherein the processing circuit is configured to;

receive a request for a content item for presentation on a client device, the request comprising an indication of a serving context for the content item;

use a creative extension performance model and the serving context for the content item to calculate a predicted performance metric for the content item for multiple different potential creative extensions, wherein each of the potential creative extensions defines a different action that occurs in response to a user interaction with the content item;

select one of the potential creative extensions based on the predicted performance metrics;

generate a content item having the selected creative extension in response to the request; and

serve the generated content item for presentation on the client device.

12. The system of claim 11, wherein the processing circuit is configured to:

collect and store event data describing user actions with respect to content items having each of the potential creative extensions; and

use the event data as feedback for training the creative extension performance model.

13. The system of claim 11, wherein the processing circuit is configured to:

extract data assets from at least one of a landing resource associated with the content item, a secondary resource associated with the landing resource, and a customer information database; and

use the extracted data assets to determine which of the potential creative extensions are available for selection.

14. The system of claim 13, wherein using the extracted data assets to determine which of the potential creative extensions are available for selection comprises:

identifying a data asset required for generating a creative extension;

determining whether the identified data asset has been extracted; and

determining that the creative extension is unavailable for selection in response to a determination that the required data asset has not been extracted.

15. The system of claim 11, wherein selecting one of the potential creative extensions comprises using the serving context for the content item to determine which of the potential creative extensions are available for selection.

16. The system of claim 11, wherein selecting one of the potential creative extensions comprises selecting a click-to-call extension, wherein the processing circuit is configured to:

use extracted contact information to generate a creative extension configured to initiate a communication with an entity associated with the content item; and

render the generated creative extension as a selectable element of the content item.

17. The system of claim 11, wherein selecting one of the potential creative extensions comprises selecting a location extension, wherein the processing circuit is configured to:

use extracted location information to generate a creative extension configured to launch a maps application or display a geographic location associated with the content item; and

render the generated creative extension as a selectable element of the content item.

18. The system of claim 11, wherein selecting one of the potential creative extensions comprises selecting a secondary resource button, wherein the processing circuit is configured to:

use extracted secondary resource information to generate a creative extension configured to cause the client device to navigate to a secondary resource associated with the content item; and

render the generated creative extension as a selectable element of the content item.

19. The system of claim 11, wherein selecting one of the potential creative extensions comprises selecting the creative extension associated with an extremum of the predicted performance metrics for the potential creative extensions.

20. The system of claim 11, wherein the serving context comprises at least one of a type of the client device, a platform of the client device, and a resource in conjunction with which the content item will be presented.