Methods and apparatus for ordering advertisements based on performance information and price information

• US 8,078,494 B2
• Filed: 07/06/2010
• Issued: 12/13/2011
• Est. Priority Date: 03/29/2002
• Status: Expired due to Fees

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Kamangar, Salar Arta, Veach, Eric, Koningstein, Ross
• Primary Examiner(s): CHAMPAGNE, DONALD
• Application Number:
  US12/830,908
• Publication Number:
  US 20100274660A1
• Time in Patent Office: 525 Days
• Field of Search: 705/14.43, 705/14.73, 715/210
• US Class Current: 705/14.52
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

An ordering of advertisements requested by an ad consumer is based on scores generated for the ads. In each case, a score may be a function of at least one performance parameter associated with the ad and/or a price parameter associated with the ad. The ad consumer may generate presentation information (e.g., a Web page) including advertisements and non-advertisement content (e.g., search results) by (i) accepting the non-advertisement content and advertisements, each of the advertisements including a score, and (ii) combining the non-advertisement content and the advertisements such that relative placements of the advertisements are based on their associated scores.

Claims

1. A computer-implemented method comprising:

a) accepting, with a computer system including at least one computer, a plurality of candidate ads;

b) accepting, with the computer system, price information for each of the plurality of candidate ads;

c) accepting, with the computer system, weighted performance information for each of the plurality of candidate ads;

d) ordering, with the computer system, at least some of the plurality of candidate ads using both the price information and the weighted performance information, to generate a set of ordered ads; and

e) serving, with the computer system, the set of ordered ads to induce presentation of the set of ordered ads to a user.

2. The computer-implemented method of claim 1, wherein each of the plurality of ads is associated with an advertiser, and wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered.

3. The computer-implemented method of claim 1, wherein each of the plurality of ads is associated with an advertiser, and wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered and selected.

4. The computer-implemented method of claim 1, wherein each of the plurality of ads is associated with an advertiser, and wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered and a conversion, associated with the ad, occurs.

5. The computer-implemented method of claim 1, wherein the weighted performance information includes weighted ad selection information.

6. The computer-implemented method of claim 1, wherein the weighted performance information includes weighted ad conversion information.

7. Apparatus comprising:

a) at least one processor; and

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

1) accepting a plurality of candidate ads,

2) accepting price information for each of the plurality of candidate ads,

3) accepting weighted performance information for each of the plurality of candidate ads,

4) ordering at least some of the plurality of candidate ads using both the price information and the weighted performance information, to generate a set of ordered ads, and

5) serving the set of ordered ads to induce presentation of the set of ordered ads to a user.

8. The apparatus of claim 7, wherein each of the plurality of ads is associated with an advertiser, and wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered.

9. The apparatus of claim 7, wherein each of the plurality of ads is associated with an advertiser, and wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered and selected.

10. The apparatus of claim 7, wherein each of the plurality of ads is associated with an advertiser, and wherein the price information is based on an amount the advertiser has agreed to pay each time the ad is rendered and a conversion, associated with the ad, occurs.

11. The apparatus of claim 7, wherein the weighted performance information includes weighted ad selection information.

12. The apparatus of, claim 7, wherein the weighted performance information includes weighted ad conversion information.