Governing the serving of advertisements based on a cost target
First Claim
1. A computer implemented method for governing delivery of an advertisement over a specified time period, the method comprising:
- a) determining, using a computer system including one or more computers, an expected total cost associated with delivering multiple impressions of the advertisement, not subject to budget constraints, over the specified time period, wherein a budget constraint is a maximum cost per unit of time, and wherein the expected total cost is determined as (an expected number of impressions of the advertisement over the specified time period)*(an expected rate of selections per impression)*(a cost per selection value); and
b) governing, using the computer system, the delivery of the advertisement over the specified time period based on the expected total cost and a target cost for the specified time period, wherein the target cost is one of a (A) daily, (B) weekly, (C) monthly, (D) quarterly and (E) yearly budget associated with one of (A) the advertisement, (B) an ad group to which the advertisement belongs, (C) a campaign to which the advertisement belongs, and (D) an account to which the advertisement belongs.
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Accused Products
Abstract
Helping advertisers to control marketing expenditures by governing the delivery of an advertisement over a time period. Such governing may be accomplished by (a) determining an expected cost associated with delivering the advertisement, ungoverned, over the time period; and (b) governing the delivery of the advertisement based on the expected cost and a target cost. The delivery of the advertisement may be also governed based on time remaining in the time period, budget deficits from past periods, budget surpluses from past periods, a start date and an end date associated with the advertisement, time since a start date associated with the advertisement, and/or time until an end date associated with the advertisement. The target cost may be based on a predefined budget.
41 Citations
38 Claims
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1. A computer implemented method for governing delivery of an advertisement over a specified time period, the method comprising:
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a) determining, using a computer system including one or more computers, an expected total cost associated with delivering multiple impressions of the advertisement, not subject to budget constraints, over the specified time period, wherein a budget constraint is a maximum cost per unit of time, and wherein the expected total cost is determined as (an expected number of impressions of the advertisement over the specified time period)*(an expected rate of selections per impression)*(a cost per selection value); and b) governing, using the computer system, the delivery of the advertisement over the specified time period based on the expected total cost and a target cost for the specified time period, wherein the target cost is one of a (A) daily, (B) weekly, (C) monthly, (D) quarterly and (E) yearly budget associated with one of (A) the advertisement, (B) an ad group to which the advertisement belongs, (C) a campaign to which the advertisement belongs, and (D) an account to which the advertisement belongs. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. Apparatus for governing delivery of an advertisement over a specified time period, the apparatus comprising:
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a) one or more processors; b) at least one input device; and c) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of; i) determining an expected total cost associated with delivering multiple impressions of the advertisement, not subject to budget constraints, over the specified time period, wherein a budget constraint is a maximum cost per unit of time, and wherein the expected total cost is determined as (an expected number of impressions of the advertisement over the specified time period)*(an expected rate of selections per impression)*(a cost per selection value); and ii) governing the delivery of the advertisement over the specified time period based on the expected cost and a target cost for the specified time period, wherein the target cost is one of a (A) daily, (B) weekly, (C) monthly, (D) quarterly and (E) yearly budget associated with one of (A) the advertisement, (B) an ad group to which the advertisement belongs, (C) a campaign to which the advertisement belongs, and (D) an account to which the advertisement belongs. - View Dependent Claims (15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26)
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27. A computer implemented method for governing delivery of an advertisement over a specified time period, the method comprising:
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a) determining, using a computer system including one or more computers, an expected total cost associated with delivering multiple impressions of the advertisement, not subject to budget constraints, over the specified time period, wherein a budget constraint is a maximum cost per unit of time, and wherein the expected total cost is determined as (an expected number of impressions of the advertisement over the specified time period)*(a cost per impression value); and b) governing, using the computer system, the delivery of the advertisement over the specified time period based on the expected total cost and a target cost for the specified time period, wherein the target cost is one of a (A) daily, (B) weekly, (C) monthly, (D) quarterly and (E) yearly budget associated with one of (A) the advertisement, (B) an ad group to which the advertisement belongs, (C) a campaign to which the advertisement belongs, and (D) an account to which the advertisement belongs. - View Dependent Claims (28, 29)
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30. A computer implemented method for governing delivery of an advertisement over a specified time period, the method comprising:
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a) determining, using a computer system including one or more computers, an expected total cost associated with delivering multiple impressions of the advertisement, not subject to budget constraints, over the specified time period, wherein a budget constraint is a maximum cost per unit of time, and wherein the expected total cost is determined as (an expected number of impressions of the advertisement over the specified time period)*(an expected rate of conversions per impression)*(a cost per conversion value); and b) governing, using the computer system, the delivery of the advertisement over the specified time period based on the expected total cost and a target cost for the specified time period, wherein the target cost is one of a (A) daily, (B) weekly, (C) monthly, (D) quarterly and (E) yearly budget associated with one of (A) the advertisement, (B) an ad group to which the advertisement belongs, (C) a campaign to which the advertisement belongs, and (D) an account to which the advertisement belongs. - View Dependent Claims (31, 32)
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33. Apparatus for governing delivery of an advertisement over a specified time period, the apparatus comprising:
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a) one or more processors; b) at least one input device; and c) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of; i) determining an expected total cost associated with delivering multiple impressions of the advertisement, not subject to budget constraints, over the specified time period, wherein a budget constraint is a maximum cost per unit of time, and wherein the expected total cost is determined as (an expected number of impressions of the advertisement over the specified time period)*(a cost per impression value); and ii) governing the delivery of the advertisement over the specified time period based on the expected cost and a target cost for the specified time period, wherein the target cost is one of a (A) daily, (B) weekly, (C) monthly, (D) quarterly and (E) yearly budget associated with one of (A) the advertisement, (B) an ad group to which the advertisement belongs, (C) a campaign to which the advertisement belongs, and (D) an account to which the advertisement belongs. - View Dependent Claims (34, 35)
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36. Apparatus for governing delivery of an advertisement over a specified time period, the apparatus comprising:
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a) one or more processors; b) at least one input device; and c) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of; i) determining an expected total cost associated with delivering multiple impressions of the advertisement, not subject to budget constraints, over the specified time period, wherein a budget constraint is a maximum cost per unit of time, and wherein the expected total cost is determined as (an expected number of impressions of the advertisement over the specified time period)*(an expected rate of conversions per impression)*(a cost per conversion value); and ii) governing the delivery of the advertisement over the specified time period based on the expected cost and a target cost for the specified time period, wherein the target cost is one of a (A) daily, (B) weekly, (C) monthly, (D) quarterly and (E) yearly budget associated with one of (A) the advertisement, (B) an ad group to which the advertisement belongs, (C) a campaign to which the advertisement belongs, and (D) an account to which the advertisement belongs. - View Dependent Claims (37, 38)
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Specification