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:
- identifying, using a computer system including one or more computers, a candidate ad;
determining, using the computer system, a plurality of served search queries received from a plurality of users that could trigger the serving of the candidate ad;
determining, using the computer system, for at least some of the plurality of served search queries, at least one other ad that could be triggered by the served search queries;
simulating, using the computer system and for each of the plurality of served search queries, an auction between the at least one other ad and the candidate ad to generate simulation data; and
determining, using the computer system, cost data based on the simulation data that reflects an expected cost to be associated with the candidate ad that will result in a predetermined level of performance for the candidate.
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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.
14 Citations
34 Claims
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1. A computer-implemented method comprising:
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identifying, using a computer system including one or more computers, a candidate ad; determining, using the computer system, a plurality of served search queries received from a plurality of users that could trigger the serving of the candidate ad; determining, using the computer system, for at least some of the plurality of served search queries, at least one other ad that could be triggered by the served search queries; simulating, using the computer system and for each of the plurality of served search queries, an auction between the at least one other ad and the candidate ad to generate simulation data; and determining, using the computer system, cost data based on the simulation data that reflects an expected cost to be associated with the candidate ad that will result in a predetermined level of performance for the candidate. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16)
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17. Apparatus comprising;
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one or more processors; at least one input device; and one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of; identifying a candidate ad; determining a plurality of served search queries received from a plurality of users that would trigger the serving of the candidate ad; determining for at least some of the plurality of served search queries, at least one other ad that could be triggered by the served search queries; simulating, for each of the plurality of served search queries, an auction between the at least one other ad and the candidate ad to generate simulation data; and determining an expected cost to be associated with the candidate ad to meet a predefined performance criteria. - View Dependent Claims (18)
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19. A computer-implemented method comprising:
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identifying, using a computer system including one or more computers, a candidate ad; determining, using the computer system and using historical ad serving triggers that could have triggered the serving of the candidate ad, a predicted future inventory of ad impressions for which the candidate ad would be eligible to compete; simulating, using the computer system, for at least one ad impression of the predicted future inventory of ad impressions, an auction between the candidate ad and a set of competing ads for serving on the predicted future inventory of ad impressions; and determining, using the computer system, presentation attribute data based on simulation data derived from the simulating that reflects an expected presentation attribute to be associated with the candidate ad that will result based on a predefined cost per result bid for the candidate in the auctions. - View Dependent Claims (20, 21, 22, 23, 24, 25, 26, 27, 28)
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29. Apparatus comprising;
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one or more processors; at least one input device; and one ore more storage devices storming processor-executable instructions which, when executed by one or more processors, perform a method of; identifying a candidate ad; determining, using historical ad serving triggers that could have triggered the serving of the candidate ad, a predicted future inventory of ad impressions for which the candidate ad would be eligible to compete; simulating, for at least one ad impression of the predicted future inventory of ad impressions, an auction between the candidate ad and a set of competing ads for serving on the predicted future inventory of ad impressions; and determining, using the computer system, presentation attribute data based on simulation data derived from the simulating that reflects an expected presentation attribute to be associated with the candidate ad that will result based on a predefined cost per result bid for the candidate in the auctions. - View Dependent Claims (30, 31, 32, 33, 34)
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Specification