Estimating inventory, user behavior, and/or cost and presentation attributes for an advertisement for use with an advertising system
First Claim
1. A computer-implemented method, comprising:
- receiving a candidate ad, the candidate ad associated with a plurality of keywords for triggering display of the candidate ad;
for each of the plurality of keywords, identifying a respective plurality of user queries that match the keyword according to respective matching criteria of the candidate ad; and
determining, by one or more processors, a cost estimate or presentation attribute for the candidate ad based on simulated auctions performed for a respective proportion of the respective plurality of user queries for each of the plurality of keywords, the simulated ad auctions being between the candidate ad and one or more competing ads, the respective proportion different from zero or unity.
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Accused Products
Abstract
An advertiser may be provided with fast and accurate estimates of the future performance of at least one of their advertisements. These estimates may be broken down by keyword, thereby providing, up-front, useful information to the advertiser about how different keywords will affect the performance and cost of their ad campaign. Estimates and/or suggestions for a set of keywords, given additional campaign parameters, may be generated by using historical search traffic (or some other ad serving trigger) data to predict future inventory and to find useful keyword (or some other serving constraint) variations. Current data on competing ads may be used to simulate the competitions (e.g., real-time auctions) that the given ads will participate in.
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Citations
24 Claims
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1. A computer-implemented method, comprising:
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receiving a candidate ad, the candidate ad associated with a plurality of keywords for triggering display of the candidate ad; for each of the plurality of keywords, identifying a respective plurality of user queries that match the keyword according to respective matching criteria of the candidate ad; and determining, by one or more processors, a cost estimate or presentation attribute for the candidate ad based on simulated auctions performed for a respective proportion of the respective plurality of user queries for each of the plurality of keywords, the simulated ad auctions being between the candidate ad and one or more competing ads, the respective proportion different from zero or unity. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A computer-readable medium having instructions stored thereon, the instructions, when executed by one or more processors, cause the processors to perform operations comprising:
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receiving a candidate ad, the candidate ad associated with a plurality of keywords for triggering display of the candidate ad; for each of the plurality of keywords, identifying a respective plurality of user queries that match the keyword according to respective matching criteria of the candidate ad; and determining, by one or more processors, a cost estimate or presentation attribute for the candidate ad based on simulated auctions performed for a respective proportion of the respective plurality of user queries for each of the plurality of keywords, the simulated ad auctions being between the candidate ad and one or more competing ads, the respective proportion different from zero or unity. - View Dependent Claims (10, 11, 12, 13, 14, 15, 16)
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17. A system, comprising:
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one or more processors; and memory having instructions stored thereon, the instructions, when executed by the one or more processors, cause the processors to perform operations comprising; receiving a candidate ad, the candidate ad associated with a plurality of keywords for triggering display of the candidate ad; for each of the plurality of keywords, identifying a respective plurality of user queries that match the keyword according to respective matching criteria of the candidate ad; and determining, by one or more processors, a cost estimate or presentation attribute for the candidate ad based on simulated auctions performed for a respective proportion of the respective plurality of user queries for each of the plurality of keywords, the simulated ad auctions being between the candidate ad and one or more competing ads, the respective proportion different from zero or unity. - View Dependent Claims (18, 19, 20, 21, 22, 23, 24)
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Specification