Bid management optimization system and apparatus

• US 7,788,159 B1
• Filed: 07/01/2004
• Issued: 08/31/2010
• Est. Priority Date: 07/01/2004
• Status: Active Grant

• Current Assignee: Thryv, Inc. (Mudrick Capital Management LP)
• Original Assignee: Supermedia LLC (Mudrick Capital Management LP)
• Inventors: Sack, Michael
• Primary Examiner(s): Havan; Thu Thao
• Application Number:
  US10/883,556
• Time in Patent Office: 2,252 Days
• Field of Search: 705 37- 38, 705/1, 705/3, 705/14, 705/26, 705/400
• US Class Current: 705/37
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 40/03 Credit; Loans; Processing thereof
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

Bid management with a robust set of rules that ties bids to actual site-side performance. From site-side performance data, the invention creates an optimal portfolio of keywords by determining optimal mix of keywords, position, and bids to achieve greatest return for risk, comparing keywords against one another to determine allocation of budget, and automatically implementing recommendations.

Claims

1. A server device comprising a software program, the software program including instructions for:

defining a set of bid rules, each bid rule defined to determine at least in part a bid for a pay for performance advertisement;

associating at least some of the bid rules with one and only one bid engine from a set of bid engines;

associating each of the bid rules with one or more keywords, wherein each of the keywords may thereby be associated with more than one of the bid rules; and

transmitting the bid rules to the bid engine, whereby the bid rules govern the placement of pay for performance advertisements provided in response to search queries.

2. The server device of claim 1, the instructions further including instructions for:

selecting a first subset of the bid rules; and

associating a performance goal with the first subset of the bid rules.

3. The server device of claim 2, the instructions further including instructions for:

conducting an analysis of history data related to use of the first subset of the bid rules;

selecting a second subset of the bid rules based on the analysis; and

associating the performance goal with the second subset of the bid rules.

4. The server device of claim 3, wherein the history data includes at least one of data relating to site-side performance and data obtained from the bid engine.

5. The server device of claim 3, wherein the selection of the second subset of the bid rules includes at least one of a mutation and a crossing.

6. The server device of claim 3, wherein the analysis includes identifying each bid rule in the first subset of bid rules as one of an elite, a cull, and a pool.

7. The server device of claim 6, the instructions further including instructions for providing a recommendation relating to at least one bid rule in the first subset of bid rules based at least in part on whether the at least one bid rule is identified as an elite, a cull, or a pool.

8. A method, comprising:

defining a set of bid rules, each bid rule defined to determine at least in part a bid for a pay for performance advertisement;

associating at least some of the bid rules with one and only one bid engine from a set of bid engines;

associating each of the bid rules with one or more keywords, wherein each of the keywords may thereby be associated with more than one of the bid rules;

transmitting the bid rules to the bid engine, whereby the bid rules govern the placement of pay for performance advertisements provided in response to search queries;

selecting a first subset of the bid rules;

associating a performance goal with the first subset of the bid rules;

conducting an analysis of history data related to use of the first subset of the bid rules;

selecting a second subset of the bid rules based on the analysis; and

associating the performance goal with the second subset of the bid rules.

9. The method of claim 8, wherein the history data includes at least one of data relating to site-side performance and data obtained from the bid engine.

10. The method of claim 8, wherein the selection of the second subset of the bid rules includes at least one of a mutation and a crossing.

11. The method of claim 8, wherein the analysis includes identifying each bid rule in the first subset of bid rules as one of an elite, a cull, and a pool.

12. The method of claim 11, further comprising providing a recommendation relating to at least one bid rule in the first subset of bid rules based at least in part on whether the at least one bid rule is identified as an elite, a cull, or a pool.

13. A method, comprising:

defining a set of bid rules, each bid rule defined to determine at least in part a bid for a pay for performance advertisement;

associating at least some of the bid rules with one and only one bid engine from a set of bid engines;

associating each of the bid rules with one or more keywords, wherein each of the keywords may thereby be associated with more than one of the bid rules; and

transmitting the at least some of the bid rules to the bid engine, whereby the bid rules govern the placement of pay for performance advertisements provided in response to search queries.

14. The method of claim 13, further comprising:

selecting a first subset of the bid rules; and

associating a performance goal with the first subset of the bid rules.

15. The method of claim 14, further comprising:

conducting an analysis of history data related to use of the first subset of the bid rules;

selecting a second subset of the bid rules based on the analysis; and

associating the performance goal with the second subset of the bid rules.

16. The method of claim 15, wherein the history data includes at least one of data relating to site-side performance and data obtained from the bid engine.

17. The method of claim 15, wherein the selection of the second subset of the bid rules includes at least one of a mutation and a crossing.

18. The method of claim 15, wherein the analysis includes identifying each bid rule in the first subset of bid rules as one of an elite, a cull, and a pool.

19. The method of claim 18, further comprising providing a recommendation relating to at least one bid rule in the first subset of bid rules based at least in part on whether the at least one bid rule is identified as an elite, a cull, or a pool.