Optimized bidding for pay-per-click listings

• US 8,244,585 B1
• Filed: 02/14/2008
• Issued: 08/14/2012
• Est. Priority Date: 02/14/2007
• Status: Active Grant

• Current Assignee: Thryv, Inc. (Mudrick Capital Management LP)
• Original Assignee: Supermedia LLC (Mudrick Capital Management LP)
• Inventors: Huang, Jian, Jiang, Yankang, Gu, Qi
• Primary Examiner(s): Sterrett, Jonathan G
• Assistant Examiner(s): Swartz, Stephen S
• Application Number:
  US12/031,124
• Time in Patent Office: 1,643 Days
• Field of Search: None
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A plurality of pay-per-click listings is retrieved based on a search query. For each pay-per-click listing, a rank value is calculated that is based at least in part on a performance score and a maximum bid, thereby generating a calculated rank value. The plurality of pay-per-click listings is ordered based at least in part on the calculated rank value. A cost is determined associated with each of the plurality of pay-per-click listings.

Claims

1. A method, comprising:

retrieving a plurality of pay-per-click listings based on a search query;

calculating, for each pay-per-click listing, a rank value that is based at least in part on a performance score and a maximum bid, thereby generating a calculated rank value;

ordering the plurality of pay-per-click listings based at least in part on the calculated rank value;

determining, in a computing device having a processor and a memory, a cost associated with each of the plurality of pay-per-click listings; and

calculating a performance score associated with each of the plurality of pay-per-click listings according to the formula;

2. The method of claim 1, further comprising providing a set of final search results, the set of final search results including at least some of the plurality of pay-per-click listings for display in a client.

3. The method of claim 1, wherein the plurality of pay-per-click listings are ordered such that a pay-per-click listing with a higher rank value receives a lower rank than a pay-per-click listing with a lower rank value.

4. The method of claim 1, further comprising ordering the plurality of pay-per-click listings such that a first pay-per-click listing receives a lower rank in a set of final search results than a second pay-per-click listing if a maximum bid and a performance score associated with the first pay-per-click listing are both greater than a maximum bid and a performance score associated with the second pay-per-click listing.

5. The method of claim 1, further comprising moving a pay-per-click listing from a higher rank to a lower rank in a set of final search results if the pay-per-click listing is not at a first rank, and if a maximum bid or a performance score associated with the listing increases.

6. The method of claim 1, further comprising changing a minimum cost associated with providing a pay-per-click listing in a particular position in a set of final search results based on a performance score associated with the pay-per-click listing.

7. The method of claim 1, further comprising charging an advertiser less than a maximum bid associated with a pay-per-click listing based on a performance score associated with the pay-per-click listing.

8. The method of claim 1, further comprising ordering the plurality of pay-per-click listings based on the calculated rank value and at least one of a relevancy score, a category popularity ranking, a locality importance value, and a landing page quality score.

9. The method of claim 8, wherein the relevancy score is a measure of how well a search term in the search query relates to one or more attributes associated with a particular pay-per-click listing, wherein the attributes are one of a campaign tile, a company name, a category, a company profile, a description, and a product offering.

10. The method of claim 8, wherein the category popularity ranking is a statistical representation of a number of selections that a particular category receives, divided by a number of impressions associated with the category, the impressions provided by a plurality of listings that are associated with that particular category.

11. The method of claim 1, further comprising identifying a maximum bid amount associated with each of the plurality of pay-per-click listings.

12. A system, comprising;

a data store configured to store a plurality of pay-per-click listings and a plurality of search log entries; and

a computing device having a processor and a memory that includes a search engine configured to receive a search query from a client, and to respond to the query by providing a set of final search results, wherein the search engine is further configured to calculate a rank value for each pay-per-click listing in the set of final search results, the rank value being based on a performance score and a bid amount, and wherein the search engine is further configured to order the plurality of pay-per-click listings based on the calculated rank values, and to provide at least some of the plurality of pay-per-click listings to a client; and

further wherein the performance score is calculated according to the formula;

13. The system of claim 12, wherein the search engine is further configured to order the plurality of pay-per-click listings such that a pay-per-click listing with a higher rank value receives a lower rank than a pay-per-click listing with a lower rank value.

14. The system of claim 12, wherein the search engine is further configured to order the plurality of pay-per-click listings such that a first pay-per-click listing receives a lower rank in a set of final search results than a second pay-per-click listing if a maximum bid and a performance score associated with the first pay-per-click listing are both greater than a maximum bid and a performance score associated with the second pay-per-click listing.

15. The system of claim 12, wherein the search engine is further configured to move a pay-per-click listing from a higher rank to a lower rank in a set of final search results if the pay-per-click listing is not at a first rank, and if a maximum bid or a performance score associated with the listing increases.

16. The system of claim 12, wherein the search engine is further configured to change a minimum cost associated with providing a pay-per-click listing in a particular position in a set of final search results based on a performance score associated with the pay-per-click listing.

17. The system of claim 12, wherein the search engine is further configured to charge an advertiser less than a maximum bid associated with a pay-per-click listing based on a performance score associated with the pay-per-click listing.

18. The system of claim 12, wherein the search engine is further configured to order the plurality of pay-per-click listings based on the calculated rank value and at least one of a relevancy score, a category popularity ranking, a locality importance value, and a landing page quality score.

19. A computer-readable medium tangibly embodying computer-executable instructions for:

retrieving a plurality of pay-per-click listings based on a search query;

calculating, for each pay-per-click listing, a rank value that is based at least in part on a performance score and a maximum bid, thereby generating a calculated rank value;

ordering the plurality of pay-per-click listings based at least in part on the calculated rank value; and

determining, in a computing device having a processor and a memory, a cost associated with each of the plurality of pay-per-click listings;

wherein the performance score is calculated according to the formula;