SYSTEMS AND METHODS FOR A SEARCH ENGINE MARKETING INTERNAL AUCTION SYSTEM

• US 20180218409A1
• Filed: 01/31/2017
• Published: 08/02/2018
• Est. Priority Date: 01/31/2017
• Status: Active Grant

• Current Assignee: Walmart Apollo, LLC (WalMart Inc.)
• Original Assignee: Wal Mart Stores Inc (WalMart Inc.)
• Inventors: Zhu, Tao, Mathihalli, Madhusudan
• Granted Patent: US 10,572,907 B2
• Time in Patent Office: Days
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

Systems and methods including one or more processing modules and one or more non-transitory storage modules storing computing instructions configured to run on the one or more processing modules and perform acts of receiving, from a plurality of entities, objectives and budgets associated with a plurality of keywords, determining cost-per-click (CPC) bids for each of the entities for some of the plurality of keywords using the objectives and the budgets, determining internal bids by the plurality of entities for the plurality of keywords by multiplying the CPC bid and a pacing multiplier, performing one or more iterative internal auctions, determining a highest bidder for each keyword of the plurality of keywords, and coordinating bidding by only the highest bidding entity for each of the keywords on a third-party external auction.

Claims

1. A system comprising:

one or more processing modules; and

one or more non-transitory storage modules storing computing instructions configured to run on the one or more processing modules and perform acts of;

receiving a plurality of keywords related to a plurality of products, the plurality of keywords for search engine marketing;

receiving, from a first entity of a plurality of entities, a first objective and a first budget associated with at least one or more first keywords of the plurality of keywords;

determining a first cost-per-click (CPC) bid for each of the one or more first keywords using the first objective and the first budget;

determining one or more first internal bids by the first entity for each of the one or more first keywords by multiplying at least the first CPC bid and a first pacing multiplier, the first pacing multiplier based on a first overall pacing by the first entity equal to a first planned spend amount of the first entity divided by a first allocated spend amount of the first entity;

receiving, from a second entity of the plurality of entities, a second objective and a second budget associated with at least the one or more first keywords of the plurality of keywords;

determining a second CPC bid for each of the one or more first keywords using the second objective and the second budget;

determining one or more second internal bids by the second entity for each of the one or more second keywords by multiplying at least the second CPC bid and a second pacing multiplier, the second pacing multiplier based on a second overall pacing by the second entity equal to a second planned spend amount of the second entity divided by a second allocated spend amount of the second entity;

performing a first iterative internal auction;

determining the one or more first internal bids from the first entity comprise a highest bid for the one or more first keywords from the plurality of entities; and

coordinating bidding by only the first entity of the plurality of entities for the one or more first keywords on a third-party external auction.

2. The system of claim 1, wherein:

determining the one or more first internal bids comprises determining the one or more first internal bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier, and (3) a first priority multiplier, the first priority multiplier being determined by the first entity; and

determining the one or more second internal bids comprises determining the one or more second internal bids by the second entity for each of the one or more first keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier, and (3) a second priority multiplier, the second priority multiplier being determined by the second entity.

3. The system of claim 2, wherein:

determining the one or more first internal bids comprises determining one or more first initial internal bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier, and (3) the first priority multiplier;

determining the one or more second internal bids comprises determining one or more second initial internal bids by the second entity for each of the one or more first keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier, and (3) the second priority multiplier;

the one or more non-transitory storage modules storing the computing instructions are further configured to run on the one or more processing modules and perform acts of;

after performing the first iterative internal auction, determining if the first overall pacing is approximately one and if the second overall pacing is approximately one;

updating the first pacing multiplier if the first overall pacing is not approximately one;

updating the second pacing multiplier if the second overall pacing is not approximately one;

determining one or more first additional internal bids by the first entity for at least each of the one or more first keywords by multiplying at least the first CPC bid and the first pacing multiplier as updated;

determining one or more second additional internal bids by the second entity for at least each of the one or more first keywords by multiplying at least the second CPC bid and the second pacing multiplier as updated; and

performing a second iterative internal auction; and

determining the one or more first internal bids from the first entity comprise the highest bid for the one or more first keywords comprises determining that the one or more first additional internal bids from the first entity comprise the highest bid for the one or more first keywords from the plurality of entities.

4. The system of claim 3, wherein:

determining the one or more first additional internal bids comprises determining the one or more first additional bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier as updated, and (3) the first priority multiplier; and

determining the one or more second additional internal bids comprises determining the one or more second additional internal bids by the second entity for each of the one or more second keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier as updated, and (3) the second priority multiplier.

5. The system of claim 3, wherein the one or more non-transitory storage modules storing the computing instructions are further configured to run on the one or more processing modules and perform acts of:

determining a third CPC bid for the first entity for each of one or more second keywords using the first objective and the first budget;

determining one or more third internal bids by the first entity for each of the one or more second keywords by multiplying at least the third CPC bid and the first pacing multiplier;

determining a fourth CPC bid for each of one or more third keywords using the second objective and the second budget;

determining one or more fourth internal bids by the second entity for each of the one or more third keywords by multiplying at least the fourth CPC bid and the second pacing multiplier;

after performing the first iterative internal auction, determining the one or more fourth internal bids from the second entity comprise a highest bid from the plurality of entities for the one or more third keywords; and

coordinating bidding by only the second entity of the plurality of entities for the one or more third keywords on the third-party external auction.

6. The system of claim 5, wherein:

determining the one or more third internal bids comprises determining one or more third initial internal bids by the first entity for each of the one or more second keywords by multiplying (1) the third CPC bid, (2) the first pacing multiplier, and (3) the first priority multiplier;

determining the one or more fourth internal bids comprises determining one or more fourth initial internal bids by the second entity for each of the one or more third keywords by multiplying (1) the fourth CPC bid, (2) the second pacing multiplier, and (3) the second priority multiplier;

the one or more non-transitory storage modules storing the computing instructions are further configured to run on the one or more processing modules and perform acts of;

determining one or more third additional internal bids by the first entity for at least each of the one or more second keywords by multiplying at least the third CPC bid and the first pacing multiplier as updated; and

determining one or more fourth additional internal bids by the second entity for at least each of the one or more third keywords by multiplying at least the fourth CPC bid and the second pacing multiplier as updated; and

determining the one or more fourth internal bids from the second entity comprise the highest bid for the one or more third keywords comprises determining that the one or more fourth additional internal bids from the second entity comprise the highest bid for the one or more third keywords from the plurality of entities.

7. The system of claim 1, wherein:

the first objective comprises one or more of;

(1) a first estimated number of orders for the first entity resulting from the one or more first keywords being advertised on a search engine;

or (2) a first estimated revenue for the first entity resulting from the one or more first keywords being advertised on the search engine; and

the second objective comprises one or more of;

(1) a second estimated number of orders for the second entity resulting from the one or more first keywords being advertised on the search engine;

or (2) a second estimated revenue for the second entity resulting from the one or more first keywords being advertised on the search engine.

8. The system of claim 1, wherein the first entity and the second entity comprise affiliated entities of a single retailer.

9. The system of claim 1, wherein the first entity and the second entity comprise unaffiliated cooperative entities.

10. The system of claim 1, wherein:

determining the one or more first internal bids comprises determining one or more first initial internal bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier, and (3) a first priority multiplier, the first priority multiplier being determined by the first entity;

determining the one or more second internal bids comprises determining one or more second initial internal bids by the second entity for each of the one or more first keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier, and (3) a second priority multiplier, the second priority multiplier being determined by the second entity;

the one or more non-transitory storage modules storing the computing instructions are further configured to run on the one or more processing modules and perform acts of;

after performing the first iterative internal auction, determining if the first overall pacing is approximately one and if the second overall pacing is approximately one;

updating the first pacing multiplier if the first overall pacing is not approximately one;

updating the second pacing multiplier if the second overall pacing is not approximately one;

determining one or more first additional internal bids by the first entity for at least each of the one or more first keywords by multiplying at least the first CPC bid and the first pacing multiplier as updated;

determining one or more second additional internal bids by the second entity for at least each of the one or more first keywords by multiplying at least the second CPC bid and the second pacing multiplier as updated; and

performing a second iterative internal auction;

determining the one or more first internal bids from the first entity comprise the highest bid for the one or more first keywords comprises determining that the one or more first additional internal bids from the first entity comprise the highest bid for the one or more first keywords from the plurality of entities;

determining the one or more first additional internal bids by the first entity comprises determining the one or more first additional bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier as updated, and (3) the first priority multiplier;

determining the one or more second additional internal bids by the second entity comprises determining the one or more second additional internal bids by the second entity for each of the one or more second keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier as updated, and (3) the second priority multiplier;

the one or more non-transitory storage modules storing the computing instructions are further configured to run on the one or more processing modules and perform acts of;

determining a third CPC bid for the first entity for each of one or more second keywords using the first objective and the first budget;

determining one or more third internal bids by the first entity for each of the one or more second keywords by multiplying (1) the third CPC bid, (2) the first pacing multiplier, and (3) the first priority multiplier;

determining a fourth CPC bid for each of one or more third keywords using the second objective and the second budget;

determining one or more fourth internal bids by the second entity for each of the one or more third keywords by multiplying (1) the fourth CPC bid, (2) the second pacing multiplier, and (3) the second priority multiplier;

after performing the first iterative internal auction, determining the one or more fourth internal bids from the second entity comprise a highest bid from the plurality of entities for the one or more third keywords;

coordinating bidding by only the second entity of the plurality of entities for the one or more third keywords on the third-party external auction;

determining one or more third additional internal bids by the first entity for at least each of the one or more second keywords by multiplying at least the third CPC bid and the first pacing multiplier as updated; and

determining one or more fourth additional internal bids by the second entity for at least each of the one or more third keywords by multiplying at least the fourth CPC bid and the second pacing multiplier as updated;

determining the one or more fourth internal bids from the second entity comprise the highest bid for the one or more third keywords comprises determining that the one or more fourth additional internal bids from the second entity comprise the highest bid for the one or more third keywords from the plurality of entities;

the first objective comprises one or more of;

(1) a first estimated number of orders for the first entity resulting from the one or more first keywords being advertised on a search engine;

or (2) a first estimated revenue for the first entity resulting from the one or more first keywords being advertised on the search engine;

the second objective comprises one or more of;

(1) a second estimated number of orders for the second entity resulting from the one or more first keywords being advertised on the search engine;

or (2) a second estimated revenue for the second entity resulting from the one or more first keywords being advertised on the search engine; and

the first entity and the second entity comprise affiliated entities of a single retailer.

11. A method comprising:

receiving a plurality of keywords related to a plurality of products, the plurality of keywords for search engine marketing;

receiving, from a first entity of a plurality of entities, a first objective and a first budget associated with at least one or more first keywords of the plurality of keywords;

determining a first cost-per-click (CPC) bid for each of the one or more first keywords using the first objective and the first budget;

determining one or more first internal bids by the first entity for each of the one or more first keywords by multiplying at least the first CPC bid and a first pacing multiplier, the first pacing multiplier based on a first overall pacing by the first entity equal to a first planned spend amount of the first entity divided by a first allocated spend amount of the first entity;

receiving, from a second entity of the plurality of entities, a second objective and a second budget associated with at least the one or more first keywords of the plurality of keywords;

determining a second CPC bid for each of the one or more first keywords using the second objective and the second budget;

determining one or more second internal bids by the second entity for each of the one or more second keywords by multiplying at least the second CPC bid and a second pacing multiplier, the second pacing multiplier based on a second overall pacing by the second entity equal to a second planned spend amount of the second entity divided by a second allocated spend amount of the second entity;

performing a first iterative internal auction;

determining the one or more first internal bids from the first entity comprise a highest bid for the one or more first keywords from the plurality of entities; and

coordinating bidding by only the first entity of the plurality of entities for the one or more first keywords on a third-party external auction.

12. The method of claim 11, wherein:

determining the one or more first internal bids comprises determining the one or more first internal bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier, and (3) a first priority multiplier, the first priority multiplier being determined by the first entity; and

determining the one or more second internal bids comprises determining the one or more second internal bids by the second entity for each of the one or more first keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier, and (3) a second priority multiplier, the second priority multiplier being determined by the second entity.

13. The method of claim 12, wherein:

determining the one or more first internal bids comprises determining one or more first initial internal bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier, and (3) the first priority multiplier;

determining the one or more second internal bids comprises determining one or more second initial internal bids by the second entity for each of the one or more first keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier, and (3) the second priority multiplier;

the method further comprises;

after performing the first iterative internal auction, determining if the first overall pacing is approximately one and if the second overall pacing is approximately one;

updating the first pacing multiplier if the first overall pacing is not approximately one;

updating the second pacing multiplier if the second overall pacing is not approximately one;

determining one or more first additional internal bids by the first entity for at least each of the one or more first keywords by multiplying at least the first CPC bid and the first pacing multiplier as updated;

determining one or more second additional internal bids by the second entity for at least each of the one or more first keywords by multiplying at least the second CPC bid and the second pacing multiplier as updated; and

performing a second iterative internal auction; and

determining the one or more first internal bids from the first entity comprise the highest bid for the one or more first keywords comprises determining that the one or more first additional internal bids from the first entity comprise the highest bid for the one or more first keywords from the plurality of entities.

14. The method of claim 13, wherein:

determining the one or more first additional internal bids comprises determining the one or more first additional bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier as updated, and (3) the first priority multiplier; and

determining the one or more second additional internal bids comprises determining the one or more second additional internal bids by the second entity for each of the one or more second keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier as updated, and (3) the second priority multiplier.

15. The method of claim 13, wherein the method further comprises:

determining a third CPC bid for the first entity for each of one or more second keywords using the first objective and the first budget;

determining one or more third internal bids by the first entity for each of the one or more second keywords by multiplying at least the third CPC bid and the first pacing multiplier;

determining a fourth CPC bid for each of one or more third keywords using the second objective and the second budget;

determining one or more fourth internal bids by the second entity for each of the one or more third keywords by multiplying at least the fourth CPC bid and the second pacing multiplier;

after performing the first iterative internal auction, determining the one or more fourth internal bids from the second entity comprise a highest bid from the plurality of entities for the one or more third keywords; and

coordinating bidding by only the second entity of the plurality of entities for the one or more third keywords on the third-party external auction.

16. The method of claim 15, wherein:

determining the one or more third internal bids comprises determining one or more third initial internal bids by the first entity for each of the one or more second keywords by multiplying (1) the third CPC bid, (2) the first pacing multiplier, and (3) the first priority multiplier;

determining the one or more fourth internal bids comprises determining one or more fourth initial internal bids by the second entity for each of the one or more third keywords by multiplying (1) the fourth CPC bid, (2) the second pacing multiplier, and (3) the second priority multiplier;

the method further comprises;

determining one or more third additional internal bids by the first entity for at least each of the one or more second keywords by multiplying at least the third CPC bid and the first pacing multiplier as updated; and

determining one or more fourth additional internal bids by the second entity for at least each of the one or more third keywords by multiplying at least the fourth CPC bid and the second pacing multiplier as updated; and

determining the one or more fourth internal bids from the second entity comprise the highest bid for the one or more third keywords comprises determining that the one or more fourth additional internal bids from the second entity comprise the highest bid for the one or more third keywords from the plurality of entities.

17. The method of claim 11, wherein:

the first objective comprises one or more of;

(1) a first estimated number of orders for the first entity resulting from the one or more first keywords being advertised on a search engine;

or (2) a first estimated revenue for the first entity resulting from the one or more first keywords being advertised on the search engine; and

the second objective comprises one or more of;

(1) a second estimated number of orders for the second entity resulting from the one or more first keywords being advertised on the search engine;

or (2) a second estimated revenue for the second entity resulting from the one or more first keywords being advertised on the search engine.

18. The method of claim 11, wherein the first entity and the second entity comprise affiliated entities of a single retailer.

19. The method of claim 11, wherein the first entity and the second entity comprise unaffiliated cooperative entities.

20. The method of claim 11, wherein:

determining the one or more first internal bids comprises determining one or more first initial internal bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier, and (3) a first priority multiplier, the first priority multiplier being determined by the first entity;

determining the one or more second internal bids comprises determining one or more second initial internal bids by the second entity for each of the one or more first keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier, and (3) a second priority multiplier, the second priority multiplier being determined by the second entity;

the method further comprises;

after performing the first iterative internal auction, determining if the first overall pacing is approximately one and if the second overall pacing is approximately one;

updating the first pacing multiplier if the first overall pacing is not approximately one;

updating the second pacing multiplier if the second overall pacing is not approximately one;

determining one or more first additional internal bids by the first entity for at least each of the one or more first keywords by multiplying at least the first CPC bid and the first pacing multiplier as updated;

determining one or more second additional internal bids by the second entity for at least each of the one or more first keywords by multiplying at least the second CPC bid and the second pacing multiplier as updated; and

performing a second iterative internal auction;

determining the one or more first internal bids from the first entity comprise the highest bid for the one or more first keywords comprises determining that the one or more first additional internal bids from the first entity comprise the highest bid for the one or more first keywords from the plurality of entities;

determining the one or more first additional internal bids by the first entity comprises determining the one or more first additional bids by the first entity for each of the one or more first keywords by multiplying (1) the first CPC bid, (2) the first pacing multiplier as updated, and (3) the first priority multiplier;

determining the one or more second additional internal bids by the second entity comprises determining the one or more second additional internal bids by the second entity for each of the one or more second keywords by multiplying (1) the second CPC bid, (2) the second pacing multiplier as updated, and (3) the second priority multiplier;

the method further comprises;

determining a third CPC bid for the first entity for each of one or more second keywords using the first objective and the first budget;

determining one or more third internal bids by the first entity for each of the one or more second keywords by multiplying (1) the third CPC bid, (2) the first pacing multiplier, and (3) the first priority multiplier;

determining a fourth CPC bid for each of one or more third keywords using the second objective and the second budget;

determining one or more fourth internal bids by the second entity for each of the one or more third keywords by multiplying (1) the fourth CPC bid, (2) the second pacing multiplier, and (3) the second priority multiplier;

after performing the first iterative internal auction, determining the one or more fourth internal bids from the second entity comprise a highest bid from the plurality of entities for the one or more third keywords;

coordinating bidding by only the second entity of the plurality of entities for the one or more third keywords on the third-party external auction;

determining one or more third additional internal bids by the first entity for at least each of the one or more second keywords by multiplying at least the third CPC bid and the first pacing multiplier as updated; and

determining one or more fourth additional internal bids by the second entity for at least each of the one or more third keywords by multiplying at least the fourth CPC bid and the second pacing multiplier as updated;

determining the one or more fourth internal bids from the second entity comprise the highest bid for the one or more third keywords comprises determining that the one or more fourth additional internal bids from the second entity comprise the highest bid for the one or more third keywords from the plurality of entities;

the first objective comprises one or more of;

(1) a first estimated number of orders for the first entity resulting from the one or more first keywords being advertised on a search engine;

or (2) a first estimated revenue for the first entity resulting from the one or more first keywords being advertised on the search engine;

the second objective comprises one or more of;

(1) a second estimated number of orders for the second entity resulting from the one or more first keywords being advertised on the search engine;

or (2) a second estimated revenue for the second entity resulting from the one or more first keywords being advertised on the search engine; and

the first entity and the second entity comprise affiliated entities of a single retailer.