Content Item Pricing

• US 20090043649A1
• Filed: 08/10/2007
• Published: 02/12/2009
• Est. Priority Date: 08/08/2007
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Tang, Diane L., Mirkin, Ilia, Bavor, Clayton W. JR., Wright, Daniel M., Fox, Nicholas C., Badros, Gregory Joseph
• Application Number:
  US11/836,960
• Publication Number:
  US 20090043649A1
• Time in Patent Office: Days
• US Class Current: 705/14.690
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

A threshold measure is determined for an advertisement based on one or more parameters associated with the advertisement. A determination is made as to whether the threshold measure exceeds a filter threshold. The advertisement is promoted if the threshold measure exceeds the filter threshold, and an actual cost-per-click for the advertisement based on the one or more parameters and the filter threshold if the advertisement is promoted.

Claims

1. A method, comprising:

determining a threshold measure for an advertisement based on one or more parameters associated with the advertisement;

determining if the threshold measure exceeds a filter threshold;

promoting the advertisement if the threshold measure exceeds the filter threshold; and

determining an actual cost-per-click for the advertisement based on the one or more parameters and the filter threshold if the advertisement is promoted.

2. The method of claim 1, wherein the one or more parameters are associated with performance metrics or auction metrics.

3. The method of claim 1, wherein at least one parameter is a quality score.

4. The method of claim 3, wherein at least one parameter is a cost-per-click.

5. The method of claim 4, wherein the cost-per-click is one of a maximum cost-per-click, an auction cost-per-click, and a reserve cost-per-click.

6. The method of claim 5, wherein the threshold measure is based on a product of the maximum cost-per-click raised to a first exponential power and the quality score raised to a second exponential power.

7. The method of claim 1, wherein determining an actual cost-per-click for the advertisement based on the one or more parameters if the advertisement is promoted comprises:

Identifying the auction cost-per-click;

identifying the reserve cost-per-click; and

selecting the greater of the auction cost-per-click and the reserve cost-per-click as the actual cost-per-click for the advertisement.

8. The method of claim 7, wherein the reserve cost-per-click is based on a minimum cost-per-click required to exceed the filter threshold.

9. A method, comprising:

determining a threshold measure for an advertisement based on one or more parameters associated with the advertisement;

determining if the threshold measure exceeds a filter threshold; and

calculating an actual cost-per-click for the advertisement if the threshold measure exceeds the filter threshold according to the one or more parameters and the filter threshold.

10. The method of claim 9, wherein the one or more parameters are associated with performance metrics and auction metrics.

11. The method of claim 9, wherein at least one parameter is a quality score.

12. The method of claim 11, wherein at least one parameter is a cost-per-click.

13. The method of claim 12, wherein the cost-per-click is one of a maximum cost-per-click, an auction cost-per-click and a reserve cost-per-click.

14. The method of claim 13, wherein determining a threshold measure for an advertisement based on one or more parameters associated with the advertisement comprises:

calculating the threshold measure based on the product of the maximum cost-per-click raised to a first exponential power and the quality score raised to a second exponential power; and

promoting the advertisement if the threshold measure exceeds the filter threshold.

15. The method of claim 13, wherein calculating an actual cost-per-click for the advertisement if the threshold measure exceeds the filter threshold according to the one or more parameters comprises:

identifying the auction cost-per-click;

identifying the reserve cost-per-click; and

selecting the greater of the auction cost-per-click and the reserve cost-per-click as the actual cost-per-click for the advertisement.

16. The method of claim 15, wherein the reserve cost-per-click is based on a minimum cost-per-click required to exceed the filter threshold.

17. A method, comprising:

calculating a first score associated with an advertisement;

determining whether an auction cost-per-click associated with the advertisement exceeds a reserve cost-per-click associated with the advertisement if the first score exceeds a threshold;

charging an advertiser associated with the advertisement the auction cost-per-click if the first score exceeds the threshold and the auction cost-per-click exceeds the reserve cost-per-click; and

charging the advertiser the reserve cost-per-click if the first score exceeds the threshold and the auction cost-per-click does not exceed the reserve cost-per-click.

18. The method of claim 17, wherein the first score is based one or more parameters associated with the advertisement.

19. The method of claim 18, wherein at least one parameter is a quality score.

20. The method of claim 19, wherein at least one parameter is a cost-per-click.

21. The method of claim 20, wherein the cost-per-click is one of a maximum cost-per-click, an auction cost-per-click, and a reserve cost-per-click.

22. The method of claim 20, wherein calculating a first score associated with an advertisement comprises:

multiplying the maximum cost-per-click raised to a first exponential power and the quality score raised to a second exponential power.

23. The method of claim 21, wherein determining whether an auction cost-per-click associated with the advertisement exceeds a reserve cost-per-click associated with the advertisement if the first score exceeds a threshold comprises:

identifying the auction cost-per click based on the one or more parameters; and

identifying the reserve cost-per click based on the one or more parameters.

24. A system, comprising:

a threshold engine that determines a threshold measure for an advertisement based on one or more parameters associated with the advertisement, and determines if the threshold measure exceeds a filter threshold; and

a pricing engine that calculates an actual cost-per-click for the advertisement if the threshold measure exceeds the filter threshold according to the one or more parameters.

25. The system of claim 24, wherein the one or more parameters are associated with performance metrics and auction metrics.

26. The system of claim 25, wherein at least one parameter is a quality score.

27. The system of claim 26, wherein at least one parameter is a cost-per-click.

28. The system of claim 27, wherein the cost-per-click is one of a maximum cost-per-click, an auction cost-per-click and a reserve cost-per-click.

29. The system of claim 28, wherein the threshold engine:

calculates the threshold measure based on the product of the maximum cost-per-click raised to a first exponential power and the quality score raised to a second exponential power, and promotes the advertisements if the threshold measure exceeds the filter threshold.

30. A system, comprising:

means for determining a threshold measure for an advertisement based on one or more parameters associated with the advertisement;

means for determining if the threshold measure exceeds a filter threshold;

means for promoting the advertisement if the threshold measure exceeds the filter threshold; and

means for determining an actual cost-per-click for the advertisement based on the one or more parameters if the advertisement is promoted.