System for managing bids for pay-per-click search engines

• US 9,715,692 B1
• Filed: 04/12/2004
• Issued: 07/25/2017
• Est. Priority Date: 04/11/2003
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Carlson, David Gilbert, Watervoort, Frank Wouter
• Primary Examiner(s): Ebersman, Bruce I
• Application Number:
  US10/823,399
• Time in Patent Office: 4,852 Days
• Field of Search: 705 35- 40
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

An Internet/world-wide-web based keyword bid management system that allows advertisers on pay-per-click search engines (“PPCSEs”) to influence position (ranking) on said PPCSEs with the use of a rules based bidding engine. Keyword bid rules allow advertisers to influence desired rankings on PPCSEs based on time-of-day, competitor ranking, bid gaps, etc, or combination of said rules and allow advertisers to mimic human bidding behavior through an automated means. The system comprises of specialized software (“rules based bidding system”) that is hosted by an ASP (“application service provider”) so that all of the advertiser'"'"'s interactions with said software can take place from any personal computer with Internet access and relatively recent Internet browser software without the requirement of having to download any additional software locally.

Claims

1. An internet-based apparatus comprising a processor, memory, a first network interface communicatively coupling the apparatus to advertisers over the internet, and a second network interface communicatively coupling the apparatus to a plurality of pay-per-click search engines over the internet, the apparatus being configured to perform a method for managing bids for the pay-per-click search engines, the method comprising:

receiving, over the internet at the first network interface, a selection of a keyword from a first advertiser and a bidding strategy for placing advertisements on each of the plurality of pay-per-click search engines when the keyword is used as a search term at the pay-per-click search engines, the bidding strategy including a target advertising revenue;

tracking advertising revenue of the first advertiser;

determining whether to apply the bidding strategy based on a number of user actions received for the keyword at the pay-per-click search engines;

responsive to the determination to apply the bidding strategy, generating a plurality of bids for placing advertisements of the advertiser in association with the keyword at each of the pay-per-click search engines, the bid management system simultaneously communicatively coupled to each of the pay-per-click search engines, the generation of the bids comprising;

selecting a bid amount based on the tracked advertising revenue and the target advertising revenue,

responsive to determining a second advertiser has placed a bid less than a threshold amount below the selected bid amount in a first one of the pay-per-click search engines, reducing the selected bid amount to a first reduced bid amount based on the bid placed by the second advertiser, and

responsive to determining a third advertiser has placed a bid less than a threshold amount below the selected bid amount in a second one of the pay-per-click search engines, reducing the selected bid amount to a second reduced bid amount based on the bid placed by the third advertiser, the second reduced bid amount different from the first reduced bid amount;

sending the first reduced bid amount to the first one of the pay-per-click search engines over the internet via the second network interface, the first one of the pay-per-click search engines configured to adjust a ranking of advertisements for the keyword based on the first reduced bid amount; and

sending the second reduced bid amount to the second one of the pay-per-click search engines over the internet via the second network interface, the second one of the pay-per-click search engines configured to adjust a ranking of advertisements for the keyword based on the second reduced bid amount.

2. The apparatus of claim 1, wherein the bidding strategy further includes a threshold number of user actions for applying the bidding strategy, and wherein determining whether to apply the bidding strategy comprises:

responsive to determining the number of user actions received for the keyword exceeds the threshold number of user actions, applying the bidding strategy.

3. The apparatus of claim 2, wherein the bidding strategy further includes a predefined bid amount, and wherein the method further comprises:

responsive to the number of user actions received for the keyword being less than the threshold number of user actions, sending the predefined bid amount to the plurality of pay-per-click search engines.

4. The apparatus of claim 1, wherein the bidding strategy further includes a time parameter for the bids, and wherein the bid amount is selected based further on the time parameter.

5. The apparatus of claim 4, wherein the time parameter specifies a rank of the first advertiser at each of the plurality of pay-per-click search engines at two or more times of day, and wherein the bid amount is selected to achieve the specified rank at the respective time of day.

6. The apparatus of claim 4, wherein the time parameter specifies an amount of time to delay bidding by the first advertiser after bidding by other advertisers has started at the pay-per-click search engines, and wherein the bid amount is selected after the specified amount of time.

7. The apparatus of claim 1, wherein the bidding strategy further includes a maximum bid amount, and wherein sending the first reduced bid amount to the first one of the pay-per-click search engines comprises:

responsive to the first reduced bid amount for the pay-per-click search engine being less than the maximum bid amount, sending the first reduced bid amount to the first one of the pay-per-click search engines; and

responsive to the first reduced bid amount for the first one of the pay-per-click search engines being greater than the maximum bid, sending the maximum bid amount to the first one of the pay-per-click search engines.

8. The apparatus of claim 1, wherein reducing the selected bid amount to the first reduced bid amount comprises reducing the selected bid amount to a lower end of a gap between the selected bid and the bid of the second advertiser.

9. A method for managing bids for placing advertisements on a plurality of pay-per-click search engines at an internet-based bid management system, the method comprising:

receiving, over the internet at a first network interface of the bid management system, a selection of a keyword from a first advertiser and a bidding strategy for placing advertisements on the plurality of pay-per-click search engines when the keyword is used as a search term at the pay-per-click search engines, the first network interface communicatively coupling the bid management system to the first advertiser over the internet, the bidding strategy including a target advertising revenue;

tracking advertising revenue of the first advertiser;

determining whether to apply the bidding strategy based on a number of user actions received for the keyword at the pay-per-click search engines;

responsive to the determination to apply the bidding strategy, generating by the bid management system, a plurality of bids for placing advertisements of the advertiser in association with the keyword at each of the pay-per-click search engines, the bid management system simultaneously communicatively coupled to each of the pay-per-click search engines, the generation of the bids comprising;

selecting a bid amount based on the tracked advertising revenue and the target advertising revenue,

responsive to determining a second advertiser has placed a bid less than a threshold amount below the selected bid amount in a first one of the pay-per-click search engines, reducing the selected bid amount to a first reduced bid amount based on the bid placed by the second advertiser, and

responsive to determining a third advertiser has placed a bid less than a threshold amount below the selected bid amount in a second one of the pay-per-click search engines, reducing the selected bid amount to a second reduced bid amount based on the bid placed by the third advertiser, the second reduced bid amount different from the first reduced bid amount;

sending, over the internet at a second network interface, the first reduced bid amount to the first one of the pay-per-click search engines, the first one of the pay-per-click search engines configured to adjust a ranking of advertisements for the keyword based on the first reduced bid amount, the second network interface communicatively coupling the bid management system to the pay-per-click search engines over the internet, and

sending, over the internet at the second network interface, the second reduced bid amount to the second one of the pay-per-click search engines, the second one of the pay-per-click search engines configured to adjust a ranking of advertisements for the keyword based on the second reduced bid amount.

10. The method of claim 9, wherein the bidding strategy further includes a threshold number of user actions for applying the bidding strategy, and wherein determining whether to apply the bidding strategy comprises:

responsive to determining the number of user actions received for the keyword exceeds the threshold number of user actions, applying the bidding strategy.

11. The method of claim 10, wherein the bidding strategy further includes a predefined bid amount, and wherein the method further comprises:

responsive to the number of user actions received for the keyword being less than the threshold number of user actions, sending the predefined bid amount to the plurality of pay-per-click search engines.

12. The method of claim 9, wherein the bidding strategy further includes a time parameter for the bids, and wherein the bid amount is selected based further on the time parameter.

13. The method of claim 12, wherein the time parameter specifies a rank of the first advertiser at each of the plurality of pay-per-click search engines at two or more times of day, and wherein the bid amount is selected to achieve the specified rank at the respective time of day.

14. The method of claim 12, wherein the time parameter specifies an amount of time to delay bidding by the first advertiser after bidding by other advertisers has started at the pay-per-click search engines, and wherein the bid amount is selected after the specified amount of time.

15. The method of claim 9, wherein the bidding strategy further includes a maximum bid amount, and wherein sending the first reduced bid amount to the first one of the pay-per-click search engines comprises:

responsive to the first reduced bid amount for the pay-per-click search engine being less than the maximum bid amount, sending the first reduced bid amount to the first one of the pay-per-click search engines; and

responsive to the first reduced bid amount for the first one of the pay-per-click search engines being greater than the maximum bid, sending the maximum bid amount to the first one of the pay-per-click search engines.

16. The method of claim 9, wherein reducing the selected bid amount to the first reduced bid amount comprises reducing the selected bid amount to a lower end of a gap between the selected bid and the bid of the second advertiser.

17. A non-transitory computer readable storage medium storing executable computer program instructions, the computer program instructions when executed by a processor causing the processor to:

receive, over the internet at a first network interface, a selection of a keyword from a first advertiser and a bidding strategy for placing advertisements on a plurality of pay-per-click search engines when the keyword is used as a search term at the pay-per-click search engines, the first network interface communicatively coupling the processor to the first advertiser over the internet, the bidding strategy including a target advertising revenue;

tracking advertising revenue of the first advertiser;

determining whether to apply the bidding strategy based on a number of user actions received for the keyword at the pay-per-click search engines;

responsive to the determination to apply the bidding strategy, generating a plurality of bids for placing advertisements of the advertiser in association with the keyword at each of the pay-per-click search engines, the bid management system simultaneously communicatively coupled to each of the pay-per-click search engines, the generation of the bids comprising;

selecting a bid amount based on the tracked advertising revenue and the target advertising revenue,

responsive to determining a second advertiser has placed a bid less than a threshold amount below the selected bid amount in a first one of the pay-per-click search engines, reducing the selected bid amount to a first reduced bid amount based on the bid placed by the second advertiser, and

responsive to determining a third advertiser has placed a bid less than a threshold amount below the selected bid amount in a second one of the pay-per-click search engines, reducing the selected bid amount to a second reduced bid amount based on the bid placed by the third advertiser, the second reduced bid amount different from the first reduced bid amount; and

sending, over the internet at a second network interface, the first reduced bid amount to the first one of the pay-per-click search engines, the first one of the pay-per-click search engines configured to adjust a ranking of advertisements for the keyword based on the first reduced bid amount, the second network interface communicatively coupling the bid management system to the pay-per-click search engines over the internet, and

sending, over the internet at the second network interface, the second reduced bid amount to the second one of the pay-per-click search engines, the second one of the pay-per-click search engines configured to adjust a ranking of advertisements for the keyword based on the second reduced bid amount.

18. The non-transitory computer readable storage medium of claim 17, wherein the bidding strategy further includes a threshold number of user actions for applying the bidding strategy, and wherein the computer program instructions for determining whether to apply the bidding strategy comprise computer program instructions that when executed by the processor cause the processor to:

apply the bidding strategy responsive to determining the number of user actions received for the keyword exceeds the threshold number of user actions.

19. The non-transitory computer readable storage medium of claim 18, wherein the bidding strategy further includes a predefined bid amount, and wherein the computer program instructions further comprise computer program instructions that when executed by the processor cause the processor to:

send the predefined bid amount to the plurality of pay-per-click search engines responsive to the number of user actions received for the keyword being less than the threshold number of user actions.

20. The non-transitory computer readable storage medium of claim 17, wherein the bidding strategy further includes a time parameter for the bids, and wherein the bid amount is selected based further on the time parameter.

21. The non-transitory computer readable storage medium of claim 20, wherein the time parameter specifies a rank of the first advertiser at each of the plurality of pay-per-click search engines at two or more times of day, and wherein the bid amount is selected to achieve the specified rank at the respective time of day.

22. The non-transitory computer readable storage medium of claim 20, wherein the time parameter specifies an amount of time to delay bidding by the first advertiser after bidding by other advertisers has started at the pay-per-click search engines, and wherein the bid amount is selected after the specified amount of time.

23. The non-transitory computer readable storage medium of claim 17, wherein the bidding strategy further includes a maximum bid amount, and wherein the computer program instructions causing the processor to send the first reduced bid amount to the pay-per-click search engines further comprise instructions that when executed by the processor cause the processor to:

responsive to the first reduced bid amount for the pay-per-click search engine being less than the maximum bid amount, sending the first reduced bid amount to the first one of the pay-per-click search engines; and

responsive to the first reduced bid amount for the first one of the pay-per-click search engines being greater than the maximum bid, sending the maximum bid amount to the first one of the pay-per-click search engines.

24. The non-transitory computer readable storage medium of claim 17, wherein reducing the selected bid amount to the first reduced bid amount comprises reducing the selected bid amount to a lower end of a gap between the selected bid and the bid of the second advertiser.