Custom user definable keyword bidding system and method

• US 20070100708A1
• Filed: 08/24/2006
• Published: 05/03/2007
• Est. Priority Date: 10/28/2005
• Status: Active Grant

• Current Assignee: Adobe Inc.
• Original Assignee: Adobe Systems Incorporated (Adobe Inc.)
• Inventors: Malhotra, Dipendra, Smith, Kevin
• Granted Patent: US 8,219,457 B2
• Time in Patent Office: Days
• US Class Current: 705/26
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

A system and method allow a user or business entity to create customized rules for bidding on keywords to/from a search engine. A bid automation engine allows a user or business entity to specify a number of rules for bidding on keywords used in Internet advertising campaigns. The bid automation engine may be part of, or interface with, a web analytics tool and/or a bid management system to provide user-defined strategies for bidding on keywords. Accordingly, a user or business entity may set up a customized bidding strategy for keywords by building sets of bidding rules.

Claims

1. A computer-implemented method of keyword bidding for Internet advertising, comprising:

enabling a user to define a keyword condition to be met in order for a rule to be triggered; and

enabling a user to define an action to be taken when the rule is triggered, wherein the action results in bidding for the keyword according to a selection by the user.

2. The computer-implemented method of claim 1, wherein the selection relates to adjusting a cost-per-click (CPC) parameter.

3. The computer-implemented method of claim 1, wherein the action results in bidding for the keyword according to a predefined selection.

4. The computer-implemented method of claim 1, further comprising:

interfacing with a search engine to collect information for determining whether the keyword condition has been met.

5. The computer-implemented method of claim 1, further comprising:

interfacing with a web analytics tool to validate a performance of the keyword bidding.

6. The computer-implemented method of claim 1, further comprising:

enabling the user to define a library of customized bidding rules.

7. The computer-implemented method of claim 1, wherein the selection relates to at least one of disabling the keyword and taking no action.

8. A system for customized keyword bidding for Internet advertising, comprising:

a bid automation tool arranged to allow a user to customize at least one rule for bidding on a keyword;

a bid management system operatively connected to the bid automation tool and arranged to perform keyword bidding with a search engine; and

a web analytics tool operatively connected to the bid automation tool and arranged to validate the customized bidding rule.

9. The system of claim 8, wherein the bid automation tool is further arranged to enable the user to define an event component of the at least one rule.

10. The system of claim 8, wherein the bid automation tool is further arranged to enable the user to define an action component of the at least one rule.

11. The system of claim 8, wherein the web analytics tool is arranged to monitor web traffic in correlation with instantiation of the customized at least one rule.

12. The system of claim 8, wherein the bid automation tool is further arranged to allow the user to select a CPC adjustment as part of the customized at least one rule.

13. The system of claim 8, wherein the bid automation tool is further arranged to perform the rule based on at least one predefined rule.

14. A computer-readable medium having instructions stored therein and that are executable by a processor, the instructions comprising instructions to:

enable a user to define a keyword condition to be met in order for a rule to be triggered, the keyword being used for Internet advertising; and

enable a user to define an action to be taken when the rule is triggered, wherein the action results in bidding for the keyword according to a selection by the user.

15. The computer-readable medium of claim 14, wherein the selection relates to adjusting a cost-per-click (CPC) parameter.

16. The computer-readable medium of claim 14, wherein the action results in bidding for the keyword according to a predefined selection.

17. The computer-readable medium of claim 14, further comprising instructions to:

interface with a search engine to collect information for determining whether the keyword condition has been met.

18. The computer-readable medium of claim 14, further comprising instructions to:

interface with a web analytics tool to validate a performance of the keyword bidding.

19. The computer-readable medium of claim 14, further comprising instructions to:

enable the user to define a library of customized bidding rules.

20. The computer-readable medium of claim 14, wherein the selection relates to at least one of disabling the keyword and taking no action.