Organization system for ad campaigns

• US 8,392,396 B1
• Filed: 05/08/2012
• Issued: 03/05/2013
• Est. Priority Date: 12/20/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Carver, Anton, Ashton, Will, Jakobi, Nick
• Primary Examiner(s): Singh, Amresh
• Application Number:
  US13/466,344
• Time in Patent Office: 301 Days
• Field of Search: 707/708, 705/14.4
• US Class Current: 707/708
• CPC Class Codes: G06F 16/355 Class or cluster creation or modification
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

An automatic account organization tool is provided to organize a large adgroup into smaller adgroups with semantically meaningful names. For example, a set of input keywords is received, semantically related pairs of keywords are identified from the set of input keywords, and hierarchical clustering is applied to the pairs of keywords to identify a set of clusters of keywords, each cluster having semantically related keywords. A name can be determined for each of the clusters.

Claims

1. A computer-implemented method comprising:

receiving targeting keywords for an advertisement campaign;

assigning, by a computer, each of the targeting keywords to one or more topic clusters, wherein at least some of the targeting keywords are assigned to multiple topic clusters;

for each topic cluster, determining, by a computer and for pairs of targeting keywords for the topic cluster, a measure of similarity between sets of assigned clusters for the targeting keywords in the pair, the set of assigned clusters for each of the targeting keywords in the pair specifying the one or more topic clusters to which the targeting keyword was assigned;

identifying, by a computer and based on the measure of similarity between the sets of assigned clusters, related keyword pairs, each related keyword pair being a keyword pair for which the measure of similarity meets a threshold;

clustering, by a computer, the identified related keyword pairs into a plurality of sets of pair clusters, the clustering being exclusive of the pairs of targeting keywords for which the measure of similarity failed to meet the threshold; and

creating, by a computer and based on the clustering, a new ad group for the advertisement campaign, the new ad group specifying at least one advertisement that is targeted using a set of the pair clusters.

2. The method of claim 1, further comprising removing a second instance of a particular keyword pair from at least one of the topic clusters, the second instance of the particular keyword pair being removed from a different topic cluster than the topic cluster in which a first instance of the particular keyword was identified.

3. The method of claim 1, wherein assigning each targeting keyword to one or more topic clusters comprises assigning each targeting keyword to one or more topic clusters for predetermined classifications.

4. The method of claim 1, wherein clustering the related keyword pairs comprises applying single link hierarchical clustering to the related keyword pairs.

5. The method of claim 4, wherein applying the single link hierarchical clustering comprises joining a targeting keyword to a cluster if the targeting keyword and another targeting keyword in the cluster belong to a same keyword pair.

6. The method of claim 5, wherein applying the single link hierarchical clustering comprises joining the targeting keyword to the cluster if a semantic distance between the targeting keyword and the other targeting keyword is less than a threshold.

7. The method of claim 4, wherein clustering the related keyword pairs comprises, for each topic cluster, applying complete link hierarchical clustering to the targeting keywords in the topic cluster to generate one or more sets of clustered related keywords.

8. The method of claim 1, further comprising selecting a name for each of the pair clusters, the name for each pair cluster being selected based on one or more topics to which the pair cluster has been identified as relevant.

9. A system comprising:

a database storing targeting keywords for an advertising campaign;

one or more computers coupled to the database, the one or more computers being configured to interact with the database and perform operations comprising;

receiving the targeting keywords from the database;

assigning each of the targeting keywords to one or more topic clusters, wherein at least some of the targeting keywords are assigned to multiple topic clusters;

for each topic cluster, determining, for pairs of targeting keywords for the topic cluster, a measure of similarity between sets of assigned clusters for the targeting keywords in the pair, the set of assigned clusters for each of the targeting keywords in the pair specifying the one or more topic clusters to which the targeting keyword was assigned;

identifying, based on the measure of similarity between the sets of assigned clusters, related keyword pairs, each related keyword pair being a keyword pair for which the measure of similarity meets a threshold;

clustering the identified related keyword pairs into a plurality of sets of pair clusters, the clustering being exclusive of the pairs of targeting keywords for which the measure of similarity failed to meet the threshold; and

creating, based on the clustering, a new ad group for the advertisement campaign, the new ad group specifying at least one advertisement that is targeted using a set of the pair clusters.

10. The system of claim 9, wherein the one or more computers are further configured to perform operations comprising removing a second instance of a particular keyword pair from at least one of the topic clusters, the second instance of the particular keyword pair being removed from a different topic cluster than the topic cluster in which a first instance of the particular keyword was identified.

11. The system of claim 9, wherein assigning each targeting keyword to one or more topic clusters comprises assigning each targeting keyword to one or more topic clusters for predetermined classifications.

12. The system of claim 9, wherein clustering the related keyword pairs comprises applying single link hierarchical clustering to the related keyword pairs.

13. The system of claim 12, wherein applying the single link hierarchical clustering comprises joining a targeting keyword to a cluster if the targeting keyword and another targeting keyword in the cluster belong to a same keyword pair.

14. The system of claim 13, wherein applying the single link hierarchical clustering comprises joining the targeting keyword to the cluster if a semantic distance between the targeting keyword and the other targeting keyword is less than a threshold.

15. The system of claim 12, wherein clustering the related keyword pairs comprises, for each topic cluster, applying complete link hierarchical clustering to the targeting keywords in the topic cluster to generate one or more sets of clustered related keywords.

16. The system of claim 9, wherein the one or more computers are further configured to perform operations comprising selecting a name for each of the pair clusters, the name for each pair cluster being selected based on one or more topics to which the pair cluster has been identified as relevant.

17. A non-transitory computer-readable medium comprising instructions that upon execution by one or more computers cause the one or more computers to perform operations including:

receiving targeting keywords for an advertisement campaign;

assigning each of the targeting keywords to one or more topic clusters, wherein at least some of the targeting keywords are assigned to multiple topic clusters;

for each topic cluster, determining, for pairs of targeting keywords for the topic cluster, a measure of similarity between sets of assigned clusters for the targeting keywords in the pair, the set of assigned clusters for each of the targeting keywords in the pair specifying the one or more topic clusters to which the targeting keyword was assigned;

identifying, based on the measure of similarity between the sets of assigned clusters, related keyword pairs, each related keyword pair being a keyword pair for which the measure of similarity meets a threshold;

clustering the identified related keyword pairs into a plurality of sets of pair clusters, the clustering being exclusive of the pairs of targeting keywords for which the measure of similarity failed to meet the threshold; and

creating, based on the clustering, a new ad group for the advertisement campaign, the new ad group specifying at least one advertisement that is targeted using a set of the pair clusters.

18. The computer-readable medium of claim 17, further comprising instructions that cause the one or more computers to perform operations including removing a second instance of a particular keyword pair from at least one of the topic clusters, the second instance of the particular keyword pair being removed from a different topic cluster than the topic cluster in which a first instance of the particular keyword was identified.

19. The computer-readable medium of claim 17, wherein assigning each targeting keyword to one or more topic clusters comprises assigning each targeting keyword to one or more topic clusters for predetermined classifications.

20. The computer-readable medium of claim 17, wherein clustering the related keyword pairs comprises applying single link hierarchical clustering to the related keyword pairs.

21. The computer-readable medium of claim 20, wherein applying the single link hierarchical clustering comprises joining a targeting keyword to a cluster if the targeting keyword and another targeting keyword in the cluster belong to a same keyword pair.

22. The computer-readable medium of claim 21, wherein applying the single link hierarchical clustering comprises joining the targeting keyword to the cluster if a semantic distance between the targeting keyword and the other targeting keyword is less than a threshold.

23. The computer-readable medium of claim 20, wherein clustering the related keyword pairs comprises, for each topic cluster, applying complete link hierarchical clustering to the targeting keywords in the topic cluster to generate one or more sets of clustered related keywords.

24. The computer-readable medium of claim 17, further comprising instructions that cause the one or more computers to perform operations including selecting a name for each of the pair clusters, the name for each pair cluster being selected based on one or more topics to which the pair cluster has been identified as relevant.