Using follow-on search behavior to measure the effectiveness of online video ads

• US 9,292,515 B1
• Filed: 03/15/2013
• Issued: 03/22/2016
• Est. Priority Date: 03/15/2013
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Zigmond, Daniel John, Pashkevich, Maksim
• Primary Examiner(s): Nguyen, Phong
• Application Number:
  US13/833,327
• Time in Patent Office: 1,103 Days
• Field of Search: 707/749, 707/758, 705/14.4, 705/14.41, 705/14.54, 705/14.66
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

An advertisement effectiveness module determines a search lift value for each of a plurality of impressions of an advertisement. The search lift value is based on a relevancy of user searches before and after each advertisement impression. The advertisement effectiveness module calculates a first average search lift value for a subset of the plurality of impressions delivered in a first format and a second average search lift value for the subset of the plurality of impressions delivered in a second format. The advertisement effectiveness module compares the first average search lift value to the second average search lift value to determine an effectiveness of the first format and the second format.

Claims

1. A method comprising:

determining, by a processing device, a first search lift value for a first impression of an advertisement, wherein the first impression of the advertisement is in a first format, and wherein the first search lift value is based on a relevancy of user searches before and after the first impression of the advertisement;

determining, by the processing device, a second search lift value for a second impression of the advertisement, wherein the second impression of the advertisement is in a second format, and wherein the second search lift value is based on a relevancy of user searches before and after the second impression of the advertisement;

determining, by the processing device, a third search lift value for a third impression of the advertisement, wherein the third impression of the advertisement is in the first format, and wherein the third search lift value is based on a relevancy of user searches before and after the third impression of the advertisement;

determining, by the processing device, a fourth search lift value for a fourth impression of the advertisement, wherein the fourth impression of the advertisement is in the second format, and wherein the fourth search lift value is based on a relevancy of user searches before and after the fourth impression of the advertisement;

calculating, by the processing device, a first average search lift value based on the first search lift value and the third search lift value, and a second average search lift value based on the second search lift value and the fourth search lift value; and

comparing, by the processing device, the first average search lift value to the second average search lift value to determine an effectiveness of the first format and the second format.

2. The method of claim 1, wherein determining the first search lift value comprises:

comparing search terms in a user search to one or more keywords associated with the advertisement to determine a relevancy score.

3. The method of claim 2, wherein the relevancy score comprises a percentage of the one or more keywords that are present in the search terms of the user search.

4. The method of claim 2, wherein determining the first search lift value comprises:

determining a first representative relevancy score for user searches from a period before the first impression of the advertisement;

determining a second representative relevancy score for user searches from a period after the first impression of the advertisement; and

comparing the first representative relevancy score to the second representative relevancy score.

5. The method of claim 4, wherein the first representative relevancy score comprises a maximum relevancy score from the period before the first impression and the second representative relevancy score comprises a maximum relevancy score from the period after the first impression.

6. The method of claim 4, wherein determining the first search lift value further comprises:

if the second representative relevancy score is greater than the first representative relevancy score, setting the first search lift value equal to a first representative value; and

if the second representative relevancy score is not greater than the first representative relevancy score, setting the first search lift value equal to a second representative value.

7. The method of claim 1, wherein the first format comprises a non-skippable advertisement and the second format comprises a skippable advertisement.

8. A non-transitory machine-readable storage medium storing instructions which, when executed, cause a processing device to perform a method comprising:

determining, by the processing device, a first search lift value for a first impression of an advertisement, wherein the first impression of the advertisement is in a first format, and wherein the first search lift value is based on a relevancy of user searches before and after the first impression of the advertisement;

determining, by the processing device, a second search lift value for a second impression of the advertisement, wherein the second impression of the advertisement is in a second format, and wherein the second search lift value is based on a relevancy of user searches before and after the second impression of the advertisement;

determining, by the processing device, a third search lift value for a third impression of the advertisement, wherein the third impression of the advertisement is in the first format, and wherein the third search lift value is based on a relevancy of user searches before and after the third impression of the advertisement;

determining, by the processing device, a fourth search lift value for a fourth impression of the advertisement, wherein the fourth impression of the advertisement is in the second format, and wherein the fourth search lift value is based on a relevancy of user searches before and after the fourth impression of the advertisement;

calculating, by the processing device, a first average search lift value based on the first search lift value and the third search lift value, and a second average search lift value based on the second search lift value and the fourth search lift value; and

comparing, by the processing device, the first average search lift value to the second average search lift value to determine an effectiveness of the first format and the second format.

9. The non-transitory machine-readable storage medium of claim 8, wherein determining the first search lift value comprises:

comparing search terms in a user search to one or more keywords associated with the advertisement to determine a relevancy score.

10. The non-transitory machine-readable storage medium of claim 9, wherein the relevancy score comprises a percentage of the one or more keywords that are present in the search terms of the user search.

11. The non-transitory machine-readable storage medium of claim 9, wherein determining the first search lift value comprises:

determining a first representative relevancy score for user searches from a period before the first impression of the advertisement;

determining a second representative relevancy score for user searches from a period after the first impression of the advertisement; and

comparing the first representative relevancy score to the second representative relevancy score.

12. The non-transitory machine-readable storage medium of claim 11, wherein the first representative relevancy score comprises a maximum relevancy score from the period before the first impression and the second representative relevancy score comprises a maximum relevancy score from the period after the first impression.

13. The non-transitory machine-readable storage medium of claim 11, wherein determining the first search lift value further comprises:

if the second representative relevancy score is greater than the first representative relevancy score, setting the first search lift value equal to a first representative value; and

if the second representative relevancy score is not greater than the first representative relevancy score, setting the first search lift value equal to a second representative value.

14. The non-transitory machine-readable storage medium of claim 8, wherein the first format comprises a non-skippable advertisement and the second format comprises a skippable advertisement.

15. A server computer system comprising:

a memory; and

a processing device, operatively coupled to the memory, to;

determine a first search lift value for a first impression of an advertisement, wherein the first impression of the advertisement is in a first format, and wherein the first search lift value is based on a relevancy of user searches before and after the first impression of the advertisement;

determine, a second search lift value for a second impression of the advertisement, wherein the second impression of the advertisement is in a second format, and wherein the second search lift value is based on a relevancy of user searches before and after the second impression of the advertisement;

determine a third search lift value for a third impression of the advertisement, wherein the third impression of the advertisement is in the first format, and wherein the third search lift value is based on a relevancy of user searches before and after the third impression of the advertisement;

determine a fourth search lift value for a fourth impression of the advertisement, wherein the fourth impression of the advertisement is in the second format, and wherein the fourth search lift value is based on a relevancy of user searches before and after the fourth impression of the advertisement;

calculate a first average search lift value based on the first search lift value and the third search lift value, and a second average search lift value based on the second search lift value and the fourth search lift value; and

compare the first average search lift value to the second average search lift value to determine an effectiveness of the first format and the second format.

16. The server computer system of claim 15, wherein to determine the first search lift value, the processing device is to:

compare search terms in a user search to one or more keywords associated with the advertisement to determine a relevancy score.

17. The server computer system of claim 16, wherein the relevancy score comprises a percentage of the one or more keywords that are present in the search terms of the user search.

18. The server computer system of claim 16, wherein to determine the first search lift value, the processing device is to:

determine a first representative relevancy score for user searches from a period before the first impression of the advertisement;

determine a second representative relevancy score for user searches from a period after the first impression of the advertisement; and

compare the first representative relevancy score to the second representative relevancy score.

19. The server computer system of claim 18, wherein the first representative relevancy score comprises a maximum relevancy score from the period before the first impression and the second representative relevancy score comprises a maximum relevancy score from the period after the first impression.

20. The server computer system of claim 18, wherein to determine the first search lift value, the processing device is to:

if the second representative relevancy score is greater than the first representative relevancy score, set the first search lift value equal to a first representative value; and

if the second representative relevancy score is not greater than the first representative relevancy score, set the first search lift value equal to a second representative value.

21. The server computer system of claim 15, wherein the first format comprises a non-skippable advertisement and the second format comprises a skippable advertisement.