Automatic flight management in an online marketplace

• US 7,231,358 B2
• Filed: 02/08/2002
• Issued: 06/12/2007
• Est. Priority Date: 05/28/1999
• Status: Expired due to Term

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Overture Services Incorporated (Apollo Global Management, Inc.)
• Inventors: Davis, Darren J., Singh, Narinder Pal
• Primary Examiner(s): NGUYEN, CUONG H
• Application Number:
  US10/072,220
• Publication Number:
  US 20030149622A1
• Time in Patent Office: 1,950 Days
• Field of Search: 705/26, 705/14, 705/37, 707 3- 5, 707/2
• US Class Current: 705/14.46
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0264 based upon schedule
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A database search system includes a database of search terms, each search term associated with a bid amount payable by an advertiser of a plurality of advertisers and a search engine responsive to search queries from searchers for searching the database. A flight management agent is responsive to advertiser-specified parameters for adjusting bid amounts of search listings to manage expenditures over a time interval.

Claims

1. A method for managing an advertising flight in a pay-for-placement marketplace among one or more advertisers and one or more searchers, the method comprising:

maintaining a computer network-accessible database of advertiser search listings,

each search listing including a bid amount, a search term and a network location identifier of an advertiser associated with the search listing,

the bid amount corresponding to economic value given by the associated advertiser to an operator of the pay-for-placement marketplace when network locations of the associated advertiser are referred to a searcher in response to a database query from the searcher,

search results produced from the database in response to the database query being displayable to the searcher in a rank according to the bid amounts of the search listings of the search results;

receiving advertising flight parameters from an advertiser;

from time to time, reviewing bid amounts for specified advertiser search listings in the pay-for-placement marketplace; and

adjusting bid amounts of the specified advertiser search listings to achieve specified advertiser goals of the advertising flight parameters.

2. The method of claim 1 wherein receiving advertising flight parameters comprises:

receiving one or more advertiser search terms;

receiving a flight budget; and

receiving a flight interval.

3. The method of claim 2 wherein receiving advertising flight parameters comprises:

receiving one or more of

a maximum average cost per click over the received one or more advertiser search terms,

a conversion rate for the advertiser; and

an average profit per action for the advertiser.

4. The method of claim 1 wherein adjusting bid amounts of the specified advertiser search listings to achieve specified advertiser goals comprises:

maximizing searcher contacts with a web site of the advertiser.

5. The method of claim 1 wherein adjusting bid amounts of the specified advertiser search listings to achieve specified advertiser goals comprises:

maximizing searcher clicks to web sites of the advertiser.

6. The method of claim 5 wherein adjusting bid amounts comprises

maximizing searcher clicks to web sites of the advertiser subject to a maximum cost per click.

7. The method of claim 1 wherein adjusting bid amounts comprises:

varying bid amounts to maximize advertiser profit.

8. The method of claim 7 wherein adjusting bid amounts comprises:

varying bid amounts subject to a maximum cost per click.

9. The method of claim 7 further comprising:

determining advertiser profit based on multiple searcher clicks to one or more web sites of the advertiser.

10. The method of claim 7 further comprising:

determining advertiser profit based on conversion rate.

11. The method of claim 10 further comprising:

determining search term conversion rates for a plurality of search terms having independent conversion rates.

12. The method of claim 10 further comprising:

determining search term conversion rates for a plurality of search terms at two or more ranks, search terms at each rank having independent conversion rates.

13. The method of claim 1 wherein reviewing bid amounts comprises:

reviewing all bidding combinations for one or more search terms.

15. The method of claim 1 wherein search listings of the pay-for-placement marketplace each have an associated rank, and wherein reviewing bid amounts comprises:

determining ranks of advertiser search listings in the pay-for-placement marketplace which are not likely to achieve the specified advertiser goals; and

ignoring the search listings associated with the determined ranks when adjusting the bid amounts.

16. The method of claim 15 further comprising:

ignoring ranks below a threshold rank.

17. The method of claim 15 wherein search listings of the pay-for-placement marketplace each have an associated rank and an associated number of clicks, the method further comprising:

ignoring ranks associated with search listings having fewer clicks than a click threshold.

20. The method of claim 1 further comprising periodically recomputing bid amounts in accordance with the flight parameters.

21. The method of claim 1 wherein search listings of the pay-for-placement each have an associated bid amount, the method further comprising:

receiving an advertiser specified maximum bid amount for one or more search listings; and

adjusting the associated bid amount for the one or more search listings in accordance with the maximum bid amount.

22. The method of claim 21 wherein adjusting the bid amount comprises:

reducing an associated bid amount for a search listing to a level that just exceeds a next-lowest bid amount for the search listing.

23. The method of claim 1 further comprising:

receiving search queries from searchers;

searching in the database for search terms having a match with the search queries;

providing search results from the search terms having a match with the search query;

when a provided search term is clicked by a searcher, transferring economic value from the advertiser associated with the provided search term.

14. A article of manufacture comprising:

a computer readable data storage medium; and

computer program code recorded on the computer readable data storage medium for managing an advertising flight of an advertiser with a pay-for-placement marketplace, the pay-for-placement marketplace including a database of search listings associated with respective advertisers, each search listing including a search term, each search term associated with a bid amount payable by an advertiser of a plurality of advertisers when the search listing including the search term is referred to a searcher in response to a database query from the searcher, the search listing being displayable with other search listings in a rank according to the associated bid amounts of the search listing and the other search listings, the computer program code operative to access search listings of the advertiser to vary the bid amounts for specified search terms in accordance with advertiser goals for the advertising flight.

18. The article of claim 14 wherein the computer program code comprises code which from time to time checks conditions in the pay-for-placement marketplace and adjusts bids of advertiser search listings to ensure that advertiser-specified objectives are met.

19. The article of claim 14 wherein the computer program code comprises code to update bid amounts of the advertiser according to advertiser-specified flight management criteria, the bid amounts being associated with advertiser search terms of a database searchable by searchers, the bid amounts representing economic value payable by the advertiser when a searcher selects a search term of the advertiser.

24. A database search system in a pay for placement marketplace, the database search system comprising:

a database of search listings, each search listing including a search term, each search term associated with a bid amount payable by an advertiser of a plurality of advertisers when the search listing including the search term is referred to a searcher in response to a database query from the searcher, the search listing being displayable with other search listings in a rank according to the associated bid amounts of the search listing and the other search listings;

a search engine responsive to search queries received over a computer network from searchers for searching the database; and

a flight management agent responsive to advertiser-specified parameters for adjusting bid amounts of search listings to manage expenditures over a time interval.

25. The database search system of claim 24 wherein the flight management agent is configured to receive information about one or more search terms of an advertiser, a budget, and the time interval.

26. The database search system of claim 25 wherein the flight management agent is configured to receive information about one or more of a maximum average cost per click for the one or more search terms, a conversion rate and an average profit per action.

27. The database search system of claim 25 wherein the flight management agent is configured to spend the budget over the time interval.

28. The database search system of claim 25 wherein the flight management agent is configured to maximize number of clicks to a web site of an advertiser.

29. The database search system of claim 25 wherein the flight management agent is configured to maximize advertiser profit for an advertiser over the time interval.

30. The database search system of claim 29 wherein the flight management agent is configured to maximize the advertiser profit subject to a maximum price per click.

31. The database search system of claim 29 wherein the flight management agent is configured to maximize the advertiser profit by determining profit based on multiple searcher actions at a web site of the advertiser.

32. The database search system of claim 29 wherein the flight management agent is configured to maximize advertiser profit by determining profit based on a plurality of search terms having a plurality of conversion rates.

33. The database search system of claim 29 wherein search terms in the database are each associated with a respective advertiser of the plurality of advertisers, each search term having an associated rank and wherein the flight management agent is configured to determine advertiser profit for the respective advertiser based on a plurality of search terms associated with the respective advertiser, the plurality of search terms having different conversion rates at different associated ranks.

34. The database search system of claim 25 wherein the flight management agent is configured to analyze all possible combinations of bids for the one or more search terms and select a combination that provides maximum profit to the advertiser.

35. The database search system of claim 25 wherein the flight management agent is configured to analyze only likely combinations of bids for the one or more search terms and select a combination from the likely combinations that provides maximum profit to the advertiser.

36. The database search system of claim 35 wherein the flight management agent is configured to determine search term ranks not likely to provide the maximum profit to the advertiser.

37. The database search system of claim 36 wherein search terms of the database each have an associated rank stored in the database and wherein the flight management agent is configured to exclude from further analysis search terms having an associated rank less than a rank threshold.

38. The database search system of claim 36 wherein search listings of the database each have an associated number of clicks stored in the database, a click corresponding to a referral of the search listing to a searcher in response to a database query, and wherein the flight management agent is configured to exclude search terms having received a number of clicks fewer than a click threshold.

39. The database search system of claim 24 wherein the flight management agent is configured to recompute the bid amounts of the search listings from time to time.

40. The database search system of claim 24 wherein the search engine is responsive to search queries received from searchers over the Internet.