Pricing across keywords associated with one or more advertisements
First Claim
Patent Images
1. A computer-implemented method for associating environments, keywords, and bid information, the method comprising:
- a) accepting, with an ad system including one or more computers, one or more advertisements or information identifying the one or more advertisements;
b) accepting, with the ad system, (1) at least two keywords input via an ad information entry interface and (2) a single maximum bid amount input via the ad information entry interface;
c) storing, responsive to the accepted input specifying the single maximum bid amount, an association between the single maximum bid amount and each of the at least two keywords;
d) storing, with the ad system, an association between (1) each of the at least two keywords and the single maximum bid amount and (2) the one or more advertisements or information identifying the one or more advertisements;
e) receiving an ad request;
f) determining, with the ad system, whether the one or more advertisements are relevant to the received ad request using each of the at least two keywords independently;
g) determining, with the ad system, a first cost associated with serving the one or more advertisements responsive to a first query having a term matching a first of the at least two keywords associated with the single maximum bid amount; and
h) determining, with the ad system, a second cost, which is different than the first cost, associated with serving the one or more advertisements responsive to a second query having a term matching another of the at least two keywords associated with the single maximum bid amount,wherein at least one of the first cost and the second cost is less than the single maximum bid amount associated with the at lest two keywords.
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Abstract
Helping advertisers by simplifying the management of interactive advertising. Such simplification can be achieved by allowing an advertiser to specify a single bid for multiple keywords associated with an advertisement. When used in conjunction with a maximum cost bid, advertisers are not penalized with higher costs for such simplification.
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Citations
15 Claims
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1. A computer-implemented method for associating environments, keywords, and bid information, the method comprising:
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a) accepting, with an ad system including one or more computers, one or more advertisements or information identifying the one or more advertisements; b) accepting, with the ad system, (1) at least two keywords input via an ad information entry interface and (2) a single maximum bid amount input via the ad information entry interface; c) storing, responsive to the accepted input specifying the single maximum bid amount, an association between the single maximum bid amount and each of the at least two keywords; d) storing, with the ad system, an association between (1) each of the at least two keywords and the single maximum bid amount and (2) the one or more advertisements or information identifying the one or more advertisements; e) receiving an ad request; f) determining, with the ad system, whether the one or more advertisements are relevant to the received ad request using each of the at least two keywords independently; g) determining, with the ad system, a first cost associated with serving the one or more advertisements responsive to a first query having a term matching a first of the at least two keywords associated with the single maximum bid amount; and h) determining, with the ad system, a second cost, which is different than the first cost, associated with serving the one or more advertisements responsive to a second query having a term matching another of the at least two keywords associated with the single maximum bid amount, wherein at least one of the first cost and the second cost is less than the single maximum bid amount associated with the at lest two keywords. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 13, 14, 15)
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12. A computer-implemented method for associating advertisement, keywords, and bid information, the method comprising:
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a) accepting, with an ad system including one or more computers, at least two advertisements or information identifying the at least two advertisements; b) accepting, with the ad system, (1) at least two keywords input via an ad information entry interface and (2) a single maximum bid amount input via the ad information entry interface; c) storing, responsive to the accepted input specifying the single maximum bid amount, an association between the single maximum bid amount and each of the at least two keywords; d) storing, with the ad system, an association between (1) each of the at least two keywords and the single maximum bid amount and (2) the at least two advertisements or information identifying the at least two advertisements; e) receiving an ad request; f) determining, with the ad system, whether the at least two advertisements are relevant to the received ad request using each of the least two keywords independently; g) determining, with the ad system, a first cost associated with serving the at least two advertisements responsive to a first query having a term matching a first of the at least two keywords associated with the single maximum bid amount; and h) determining, with the ad system, a second cost, which is different than the first cost, associated with serving the at least two advertisements responsive to a second query having a term matching another of the at least two keywords associated with the single maximum bid amount, wherein at least one of the first cost and the second cost is less than the single maximum bid amount associated with the at least two keywords.
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Specification