System and method for generating creatives

• US 8,122,018 B2
• Filed: 08/09/2006
• Issued: 02/21/2012
• Est. Priority Date: 08/09/2006
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Stanis, Thomas, Gehrking, David, Bardin, Ariel
• Primary Examiner(s): Lie, Angela
• Assistant Examiner(s): MACKES, KRIS E
• Application Number:
  US11/463,454
• Publication Number:
  US 20080040318A1
• Time in Patent Office: 2,022 Days
• Field of Search: 707/1, 707/727
• US Class Current: 707/727
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06T 11/60 Editing figures and text; Combining figures or text

Abstract

Attribute data regarding an entity, such as a business entity, are identified. Thereafter, one or more creative templates are selected based on the attribute data related to the entity. Creatives for the entity are then generated from the creative templates and the entity attribute data.

Claims

1. A computer-implemented method for generating creatives, comprising:

identifying entity attribute data for a plurality of entities, wherein each of the plurality of entities is an advertiser, the identifying entity attributes comprising, for each advertiser;

providing a first question requesting the advertiser to select a business vertical of the advertiser;

issuing additional questions based on the business vertical selected in response to the first question, the additional questions being questions that correspond to the business vertical selected; and

determining entity attribute values for the advertiser based on responses to the first question and the additional questions from a user associated with the advertiser;

selecting a creative template from a plurality of creative templates, each of the creative templates being eligible for selection for the plurality of advertisers, the selection being based on;

the entity attribute data for the advertiser; and

a diversity frequency associated with each creative template to limit use of the creative template to a maximum percentage rate of creative generations; and

generating a creative from the creative template and the entity attribute data.

2. The method of claim 1, wherein selecting a creative template from a plurality of creative templates based on the entity attribute data comprises:

selecting the creative template from the plurality of creative templates based on the entity attribute values.

3. The method of claim 1, further comprising:

for each business vertical for which a creative template is selected for a plurality of advertisers;

associating a performance metric with the creative template for the business vertical;

evaluating a performance of the creative generated from the creative template, the performance metric evaluated only on the performance of the creative for the business vertical;

updating the performance metric based on the evaluation and

selecting the creative template based on the performance metric for the business vertical that matches the business vertical selected in response to the first question.

4. The method of claim 3, wherein selecting the creative template based on the performance metric comprises:

increasing or decreasing a selection frequency of the creative template for the business vertical based on the value of the performance metric for the business vertical.

5. The method of claim 1, wherein identifying entity attribute data for a plurality of entities comprises:

analyzing content of documents associated with at least one of the plurality of entities; and

identifying the entity attribute data based on the content analysis.

6. The method of claim 1, further comprising:

selecting variable creative data for a creative template, the variable creative data specifying attributes for insertion of variable attribute values in a creative generated from the creative template;

selecting invariable creative data for the creative template, the invariable creative data being date that is included in each creative generated from the creative template; and

storing the variable creative data and invariable creative data as another creative template in the plurality of creative templates.

7. The method of claim 6, wherein the variable creative data and invariable creative data comprise one or more of voice data, image data, or text data.

8. The method of claim 7, wherein the variable creative data specifies a presentation characteristic.

9. The method of claim 6, further comprising:

analyzing advertising content of documents associated with one or more entities; and

generating the invariable creative data based on the advertising content analysis.

10. The method of claim 6, further comprising:

analyzing the performance of existing creatives; and

in response to determining that the performance of existing creatives exceeds a threshold;

identifying a phrase common to the existing creatives having a performance that exceeds the threshold; and

generating selecting the phrase as the invariable creative data. based on the analysis of the performance of the existing creatives.

11. The method of claim 1, wherein generating a creative from the creative template and the entity attribute data comprises:

selecting variable creative data;

selecting invariable creative data; and

substituting entity attribute values based on the variable creative data.

12. The method of claim 1, further comprising:

presenting an option for exclusive use of the creative to the advertiser.

13. The method of claim 1, wherein the diversity frequency limits the of the creative template to maximum percentage rate of creative generations of creatives generated for all advertisers.

14. A system for generating creatives, comprising:

a processing device; and

a data store storing;

attribute set data defining attribute sets associated with a plurality of entities, wherein each of the plurality of entities is an advertiser;

attribute category data associating categories with attribute sets;

creative template data defining creative templates; and

program instructions that upon execution by the processing device cause the system to;

for each advertiser;

provide a first question requesting the advertiser to select a business vertical of the advertiser;

issue additional questions based on the business vertical selected in response to the first question, the additional questions being questions that correspond to the business vertical selected; and

determine entity attribute values for the advertiser based on responses to the first question and the additional questions from a user associated with the advertiser;

store the entity attribute values in entity campaign data for the advertiser;

select a creative template from a plurality of creative templates, each of the creative templates in the plurality of creative templates being eligible for selection for the plurality of advertisers, the selection being based on;

the entity campaign data for the advertiser; and

a diversity frequency associated with each creative template to limit use of the creative template to a maximum percentage rate of creative generations; and

generate a creative from the creative template based on the entity campaign data for the advertiser.

15. The system of claim 14, further comprising program instructions that upon execution by the processing device cause the system to:

for each business vertical for which a creative template is selected for a plurality of advertisers;

associate a performance metric with the creative template for the business vertical;

evaluate the performance of the creative generated from the creative template, the performance metric evaluated only on the performance of the creative for the business vertical;

update the performance metric based on the evaluation; and

select the creative template from the plurality of creative templates based on the performance metric for the business vertical that matches the business vertical selected in response to the first question.

16. The system of claim 14, wherein the creative template data comprises:

variable creative data for the creative template, the variable creative data specifying attributes for insertion of variable attribute values in a creative generated from the creative template;

invariable creative data for the creative template, the invariable creative data being date that is included in each creative generated from the creative template; and

wherein the variable creative data and invariable creative data comprise at least one of text data, image data, or audio data.

17. The system of claim 16, further comprising program instructions that upon execution by the processing device cause the system to:

analyzing the performance of existing creatives;

in response to determining that the performance of existing creatives exceeds a threshold;

identifying a phrase common to the existing creatives having a performance that exceeds the threshold; and

selecting the phrase as the invariable creative data.

18. The system of claim 14, wherein the diversity frequency limits the of the creative template to maximum percentage rate of creative generations of creatives generated for all advertisers.

19. Software stored on computer readable memory storage device comprising instructions executable by one or more computers and upon such execution cause the one or more computers to perform operations comprising:

identifying entity attribute data for a plurality of entities, wherein each of the plurality of entities is an advertiser, the identifying entity attributes comprising, for each advertiser;

providing a first question requesting the advertiser to select a business vertical of the advertiser;

issuing additional questions based on the business vertical selected in response to the first question, the additional questions being questions that correspond to the business vertical selected; and

determining entity attribute values for the advertiser based on responses to the first question and the additional questions from a user associated with the advertiser;

for each entity;

selecting a creative template from a plurality of creative templates, each of the creative templates being eligible for selection for the plurality of entity advertisers, the selection being based on;

the entity attribute data for the advertiser; and

a diversity frequency associated with each creative template to limit use of the creative template to a maximum percentage rate of creative generations; and

generating a creative from the creative template and the entity attribute data.

20. The software of claim 19, wherein selecting a creative template from a plurality of creative templates based on the entity attribute data comprises:

selecting the creative template from the plurality of creative templates based on the entity attribute values.

21. The software of claim 19, wherein the instructions cause the one or more computers to perform further operations comprising:

for each business vertical for which a creative template is selected for a plurality of advertisers;

associating a performance metric with the creative template for the business vertical;

evaluating a performance of the creative generated from the creative template, the performance metric evaluated only on the performance of the creative for the business vertical; and

updating the performance metric based on the evaluation and

selecting the creative template based on the performance metric for the business vertical that matches the business vertical selected in response to the first question.

22. The software of claim 19, wherein selecting the creative template based on the performance metric comprises:

increasing or decreasing a selection frequency of the creative template for the business vertical based on the value of the performance metric for the business vertical.

23. The software of claim 19, wherein identifying entity attribute data for a plurality of entities comprises:

analyzing content of documents associated with at least one of the plurality of entities; and

identifying the entity attribute data based on the content analysis.

24. The software of claim 19, wherein the instructions cause the one or more computers to perform further operations comprising:

selecting variable creative data for a creative template, the variable creative data specifying attributes for insertion of variable attribute values in a creative generated from the creative template;

selecting invariable creative data for the creative template, the invariable creative data being date that is included in each creative generated from the creative template; and

storing the variable creative data and invariable creative data as another creative template in the plurality of creative templates.

25. The software of claim 24, wherein the variable creative data and invariable creative data comprise one or more of voice data, image data, or text data.

26. The software of claim 24, wherein the variable creative data specifies a presentation characteristic.

27. The software of claim 24, wherein the instructions cause the one or more computers to perform further operations comprising:

analyzing advertising content of documents associated with one or more entities; and

generating the invariable creative data based on the advertising content analysis.

28. The software of claim 24, wherein the instructions cause the one or more computers to perform further operations comprising:

analyzing the performance of existing creatives; and

in response to determining that the performance of existing creatives exceeds a threshold;

identifying a phrase common to the existing creatives having a performance that exceeds the threshold; and

generating selecting the phrase as the invariable creative data. based on the analysis of the performance of the existing creatives.

29. The software of claim 19, wherein generating a creative from the creative template and the entity attribute data comprises:

selecting variable creative data;

selecting invariable creative data; and

substituting entity attribute values based on the variable creative data.