Determining and/or designating better ad information such as ad landing pages

• US 7,523,087 B1
• Filed: 12/31/2003
• Issued: 04/21/2009
• Est. Priority Date: 12/31/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Agarwal, Sumit, Kamangar, Salar Arta
• Primary Examiner(s): LEWIS, CHERYL RENEA
• Application Number:
  US10/750,365
• Time in Patent Office: 1,938 Days
• Field of Search: 707/10, 707/102, 707/104.1, 707/1, 707/100, 725/42, 705/26, 705/10
• US Class Current: N/A
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data

Abstract

The performance (e.g., in terms of selection rates, conversion rates, revenues, profits, etc.) of different ad landing pages may be evaluated and compared by (i) for a given ad or collection of ads, serving the ad with the different ad landing pages (e.g., by rotating through the ad landing pages), and (ii) collecting per ad landing page performance information. An authorized user may be provided with such per ad landing page performance information and may designated one of the ad landing pages to be used in future serves of the ad. An authorized application program may be provided with such ad landing pages performance information and may designate one of the ad landing pages to be used in further serves of the ad using such information.

Claims

1. A computer-implemented method for facilitating the comparison of different ad landing pages associated with an advertiser, the computer-implemented method comprising:

a) for an ad to be served, automatically selecting, using a computer system including at least one processor and at least one storage device, one of a plurality of candidate ad landing pages associated with the advertiser;

b) automatically assembling, using the computer system, the ad to include a link to the selected ad landing page;

c) serving, using the computer system, the assembled ad; and

d) tracking, using the computer system, a performance of the ad in combination with the automatically selected ad landing page, such that, for the ad, a performance for each of the plurality of candidate landing pages, linked from the ad when serving the ad, is separately tracked,

wherein the performance of the ad in combination with the automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

2. The computer-implemented method of claim 1 wherein the act of automatically selecting one of a plurality of candidate ad landing pages is performed in a round-robin manner.

3. The computer-implemented method of claim 1 wherein the act of automatically selecting one of a plurality of candidate ad landing pages is performed using a random selection function.

4. The computer-implemented method of claim 1 further comprising:

e) determining, using the computer system, whether or not to automatically designate one of the plurality of candidate ad landing pages using a comparison of their respective performance and an auto-designation policy; and

f) automatically designating, using the computer system, the one of the plurality of candidate ad landing pages if it was determined to designate it.

5. The computer-implemented method of claim 4 wherein the performance of the ad in combination with the automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

6. The computer-implemented method of claim 1 further comprising:

e) accepting, using the computer system, a request for performance information of the ad; and

f) providing, using the computer system, the performance information of the ad for each of the plurality of candidate ad landing pages with which the ad was served to the requester.

7. The computer-implemented method of claim 6 wherein the performance information of the ad provided for each of the plurality of candidate ad landing pages with which the ad was served, is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

8. The computer-implemented method of claim 6 further comprising:

g) accepting, using the computer system, a manual ad landing page designation instruction; and

h) designating, using the computer system, one of the plurality of candidate ad landing pages using the manual ad landing page designation instruction.

9. The computer-implemented method of claim 8 wherein the performance of the ad in combination with the automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

10. The computer-implemented method of claim 1 further comprising:

e) normalizing, using the computer system, the performance of the ad in combination with the automatically selected ad landing page to remove ad landing page independent factors that may influence the ad performance.

11. The computer-implemented method of claim 1 wherein the plurality of candidate ad landing pages are different in at least one of the following (A) different information, (B) different products offered for sale, (C) different services offered for sale, (D) different product prices, (E) different service prices, (F) different formatting, and (G) different shipping charges.

12. A computer-implemented method for facilitating the comparison of different {ad landing page, ad creative} combinations associated with an advertiser, the computer-implemented method comprising:

a) for an ad to be served, automatically selecting, using a computer system including at least one processor and at least one storage device, one of a plurality of candidate {ad landing page, ad creative} combinations, at least some of the combinations including different ad landing pages associated with the advertiser;

b) automatically assembling, using the computer system, the ad to include the selected ad creative and the selected ad landing page of the selected {ad landing page, ad creative} combination;

c) serving, using the computer system, the assembled ad; and

d) tracking, using the computer system, a performance of the ad in combination with the automatically selected {ad landing page, ad creative} combinations, such that, for the ad, a performance for each of the plurality of {ad landing page, ad creative} combinations, used when serving the ad, is separately tracked,

wherein the performance of the ad in combination with the automatically selected {ad landing page, ad creative} combinations tracked is at least one of conversion performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

13. The computer-implemented method of claim 12 wherein the plurality of candidate ad landing pages are different in at least one of the following (A) different information, (B) different products offered for sale, (C) different services offered for sale, (D) different product prices, (E) different service prices, (F) different formatting, and (G) different shipping charges.

14. A computer-implemented method for comparing facilitating the comparison of different {ad landing page, ad serving criteria} combinations associated with an advertiser, the computer-implemented method comprising:

a) for an ad to be served, automatically selecting, using a computer system including at least one processor and at least one storage device, one of a plurality of candidate {ad landing page, ad serving criteria} combinations, at least some of the combinations including different ad landing pages associated with the advertiser;

b) automatically assembling, using the computer system, the ad to include the selected ad landing page of the selected {ad landing page, ad serving criteria} combination;

c) serving, using the computer system, the assembled ad; and

d) tracking, using the computer system, a performance of the ad in combination with the automatically selected {ad landing page, ad serving criteria} combination, such that, for the ad, a performance for each of the plurality of {ad landing page, ad serving criteria} combinations, used when serving the ad, is separately tracked,

wherein the performance of the ad in combination with the automatically selected {ad landing page, ad serving criteria} combination tracked is at least one of conversion performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

15. The computer-implemented method of claim 14 wherein the plurality of candidate ad landing pages are different in at least one of the following (A) different information, (B) different products offered for sale, (C) different services offered for sale, (D) different product prices, (E) different service prices, (F) different formatting, and (G) different shipping charges.

16. A computer-implemented method for facilitating the comparison of different types of ad landing pages associated with an adviser, the computer-implemented method comprising:

a) for an ad to be served, automatically selecting, using a computer system including at least one processor and at least one storage device, one of a plurality of candidate ad landing pages associated with the advertiser, wherein each of the plurality of candidate ad landing pages has a different types;

b) automatically assembling, using the computer system, the ad to include the selected ad landing page;

c) serving, using the computer system, the assembled ad; and

d) tracking, using the computer system, a performance of a set of ads in combination with the type of automatically selected ad landing page, such that, for the ad, a performance for each of the plurality of types of landing page, used when serving the ad, is separately tracked,

wherein the performance of the set of ads in combination with the type of automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

17. The computer-implemented method of claim 16 wherein the different types of ad landing pages have different formatting styles.

18. Apparatus for facilitating the comparison of different ad landing pages associated with an advertiser, the apparatus comprising:

at least one processor;

at least one input/output interface unit; and

at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, perform a method including;

a) automatically selecting one of a plurality of candidate ad landing pages associated with the advertiser for an ad to be served;

b) automatically assembling the ad to include a link to the selected ad landing page;

c) serving the assembled ad; and

d) tracking a performance of the ad in combination with the automatically selected ad landing page, such that, for the ad, a performance for each of the plurality of candidate landing pages, linked from the ad when serving the ad, is separately tracked,

wherein the performance of the ad in combination with the automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

19. The apparatus of claim 18 wherein the act of automatically selecting one of a plurality of candidate ad landing pages performs the selection in a round-robin manner.

20. The apparatus of claim 18 wherein the act of automatically selecting one of a plurality of candidate ad landing pages performs the selection using a random selection function.

21. The apparatus of claim 18 wherein the performance of the ad in combination with the automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

22. The apparatus of claim 18, wherein the program instructions, which, when executed by the at least one processor, perform the method further including:

e) determining whether or not to automatically designate one of the plurality of candidate ad landing pages using a comparison of their respective performance and an auto-designation policy; and

f) automatically designating the one of the plurality of candidate ad landing pages if it was determined to designate it.

23. The apparatus of claim 22 wherein the performance of the ad in combination with the automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

24. The apparatus of claim 18, wherein the program instructions, which, when executed by the at least one processor, perform the method further including:

e) accepting a request for performance information of the ad; and

f) providing the performance information of the ad for each of the plurality of candidate ad landing pages with which the ad was served to the requester.

25. The apparatus of claim 24 wherein the performance information of the ad provided for each of the plurality of candidate ad landing pages with which the ad was served, is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

26. The apparatus of claim 24, wherein the program instructions, which, when executed by the at least one processor, perform the method further including:

g) accepting a manual ad landing page designation instruction; and

h) designating one of the plurality of candidate ad landing pages using the manual ad landing page designation instruction.

27. The apparatus of claim 26 wherein the performance of the ad in combination with the automatically selected ad landing page tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

28. The apparatus of claim 18, wherein the program instructions, which, when executed by the at least one processor, perform the method further including:

e) normalizing the performance of the ad in combination with the automatically selected ad landing page to remove ad landing page independent factors that may influence the ad performance.

29. The apparatus of claim 18 wherein the plurality of candidate ad landing pages are different in at least one of the following (A) different information, (B) different products offered for sale, (C) different services offered for sale, (D) different product prices, (E) different service prices, (F) different formatting, and (G) different shipping charges.

30. Apparatus for facilitating the comparison of different {ad landing page, ad creative} combinations associated with an advertiser, the apparatus comprising:

at least one processor;

at least one input/output interface unit; and

at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, perform a method including;

a) automatically selecting one of a plurality of candidate {ad landing page, ad creative} combinations for an ad to be served, at least some of the combinations including different ad landing pages associated with the advertiser;

b) automatically assembling the ad to include the selected ad creative and the selected ad landing page of the selected {ad landing page, ad creative} combination;

c) serving the assembled ad; and

d) tracking a performance of the ad in combination with the automatically selected {ad landing page, ad creative} combinations, such that, for the ad, a performance for each of the plurality of {ad landing page, ad creative} combinations, used when serving the ad, is separately tracked,

wherein the performance of the ad in combination with the automatically selected {ad landing page, ad creative} combinations tracked is at least one of conversion performance, sales per ad selection, sales per ad impression, and earnings per ad impression.

31. The apparatus of claim 30 wherein the plurality of candidate ad landing pages are different in at least one of the following (A) different information, (B) different products offered for sale, (C) different services offered for sale, (D) different product prices, (E) different service prices, (F) different formatting, and (G) different shipping charges.

32. Apparatus for facilitating the comparison of different {ad landing page, ad serving criteria} combinations associated with an advertiser, the apparatus comprising:

at least one processor;

at least one input/output interface unit; and

at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, perform a method including;

a) automatically selecting one of a plurality of candidate {ad landing page, ad serving criteria} combinations for an ad to be served, at least some of the combinations including different ad landing pages associated with the advertiser;

b) automatically assembling the ad to include the selected ad landing page of the selected {ad landing page, ad serving criteria} combination;

c) serving the assembled ad; and

d) tracking a performance of the ad in combination with the automatically selected {ad landing page, ad serving criteria} combination, such that, for the ad, a performance for each of the plurality of {ad landing page, ad serving criteria} combinations, used when serving the ad, is separately tracked,

wherein the performance of the ad in combination with the automatically selected {ad landing page, ad serving criteria} combinations tracked is at least one of conversion performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

33. The apparatus of claim 32 wherein the plurality of candidate ad landing pages are different in at least one of the following (A) different information, (B) different products offered for sale, (C) different services offered for sale, (D) different product prices, (E) different service prices, (F) different formatting, and (G) different shipping charges.

34. Apparatus for facilitating the comparison of different types of ad landing pages associated with an advertiser, the apparatus comprising:

at least one processor;

at least one input/output interface unit; and

at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, perform a method including;

a) automatically selecting one of a plurality of candidate ad landing pages associated with the advertiser, wherein each of the plurality of candidate ad landing pages has a different type, for an ad to be served;

b) automatically assembling the ad to include the selected ad landing page;

c) serving the assembled ad; and

d) tracking a performance of a set of ads in combination with the type of the automatically selected ad landing page, such that, for the ad, a performance for each of the plurality of types of landing pages, used when serving the ad, is separately tracked,

wherein the performance of the set of ads in combination with the type of the automatically selected ad landing page tracked is at least one of conversion performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

35. The apparatus of claim 34 wherein the different types of ad landing pages have different formatting styles.

36. A computer-implemented method for facilitating the comparison of at least two different ad landing pages associated with an advertiser, the computer-implemented method comprising:

a) for an ad to be served at a first time

i) automatically selecting, using a computer system including at least one processor and at least one storage device, a first ad landing page from a plurality of candidate ad landing pages associate with the advertiser, and

ii) serving an instance of the ad with a link to the first ad landing page;

b) for the ad to be served a second time

i) automatically selecting, using the computer system, a second ad landing page, different from the previously selected first ad landing page, from the plurality of candidate ad landing pages associated with the advertiser, and

ii) serving, using the computer system, an instance of the ad with a link to the second ad landing page;

c) tracking, using the computer system, the performance of instances of the ad having a link to the first ad landing page; and

d) tracking, using the computer system, the performance of instances of the ad having a link to the second ad landing page,

wherein the performance of the ad in combination with the automatically selected first and second ad landing pages tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.

37. Apparatus for facilitating the comparison of at least two different ad landing pages associated with an advertiser, the apparatus comprising:

at least one processor;

at least one input/output interface unit; and

at least one storage device, the storage device storing program instructions which, when executed by the at least one processor, perform a method including;

a) automatically selecting

i) for an ad to be served at a first time, a first ad landing page from a plurality of candidate ad landing pages associated with the advertiser, and

ii) for the ad to be served a second time, a second ad landing page, different from the previously selected first ad landing page, from the plurality of candidate ad landing pages associated with the advertiser;

b) serving

i) an instance of the ad with a link to the first ad landing page, and

ii) an instance of the ad with a link to the second ad landing page; and

c) separately tracking the performance of

i) instances of the ad having a link to the first ad landing page, and

ii) instances of the ad having a link to the second ad landing page,

wherein the performance of the ad in combination with the automatically selected first and second ad landing pages tracked is at least one of conversion per impression performance, conversion per selection performance, sales per ad selection, sales per ad impression, earnings per ad selection, and earnings per ad impression.