Managing on-line advertising using metrics such as return on investment and/or profit

• US 7,734,503 B2
• Filed: 09/29/2004
• Issued: 06/08/2010
• Est. Priority Date: 09/29/2004
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Agarwal, Sumit, Korte, Thomas
• Primary Examiner(s): CHAMPAGNE, DONALD
• Application Number:
  US10/953,861
• Publication Number:
  US 20060069614A1
• Time in Patent Office: 2,078 Days
• Field of Search: 705/14, 705/14.43, 705/14.49, 705/14.54, 705/14.13
• US Class Current: 705/14.54
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

To help advertisers to manage their online advertising, some business metric, such as ROI, profit, gross profit, etc., may be estimated and/or tracked with respect to an ad campaign, or a portion of the ad campaign. An advertiser may provide a business metric target, such as a target ROI, a target gross profit, a target profit, etc. An ad delivery system may then adjust information in an ad campaign (or a portion of an ad campaign) in an effort to meet the target. Similarly, an advertiser may provide a goal, such as maximizing or minimizing a business metric. The ad delivery system may then adjust information in an ad campaign (or a portion of an ad campaign) in an effort to meet the goal. The targets or goals may be subject to one or more constraints. The advertiser may provide limits on values of one or more business metrics. The ad delivery system may then turn off, or govern, the delivery of ads if the limits are violated.

Claims

1. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer, a metric limit;

b) determining, by the computer system, the metric for one or more ads;

c) determining, by the computer system, whether or not the determined metric violates the metric limit;

d) determining, by the computer system, that the determined metric violates the metric limit; and

e) reducing, by the computer system and responsive to the determination that the determined metric violates the metric limit, the serving of the one or more ads,

wherein the metric limit is a minimum return on investment value resulting from

2. The computer-implemented method of claim 1, wherein the act of reducing the serving of the one or more ads includes stopping the serving of the one or more ads.

3. The computer-implemented method of claim 1, wherein the act of determining the metric for one or more ads uses profit information provided by an advertiser associated with the one or more ads.

4. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer, a metric limit;

b) determining, by the computer system, the metric for one or more ads;

c) determining, by the computer system, whether or not the determined metric violates the metric limit;

d) determining, by the computer system, that the determined metric violates the metric limit; and

e) notifying, by the computer system and responsive to the determination that the determined metric violates the metric limit, an advertiser associated with the one or more ads of the violation,

wherein the metric limit is a minimum return on investment value resulting from

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

f) reducing, by the computer system, the serving of the one or more ads after advertiser approval of the reduction.

6. The computer-implemented method of claim 5, wherein the act of reducing the serving of the one or more ads includes stopping the serving of the one or more ads.

7. The computer implemented method of claim 4, wherein the act of determining the metric for one or more ads uses profit information provided by an advertiser associated with the one or more ads.

8. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer, a target metric value for one or more ads; and

b) adjusting, by the computer system, ad information for at least some of the one or more ads in an effort to meet the target metric value,

wherein the target metric value is a target advertising return-on-investment value resulting from

9. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting an offer per user action with respect to one or more ads.

10. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting an offer per selection of one or more ads.

11. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting an offer per conversion of one or more ads.

12. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting an offer per impression of one or more ads.

13. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting a maximum offer per user action with respect to one or more ads.

14. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting a maximum offer per selection of one or more ads.

15. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting a maximum offer per conversion of one or more ads.

16. The computer implemented method of claim 8, wherein the act of adjusting ad information includes adjusting a maximum offer per impression of one or more ads.

17. The computer implemented method of claim 8, wherein the act of adjusting ad information for at least some of the one or more ads uses profit information provided by an advertiser associated with the one or more ads.

18. The computer implemented method of claim 8, wherein the act of adjusting ad information for at least some of the one or more ads uses constraint information provided by an advertiser associated with the one or more ads.

19. The computer implemented method of claim 18, wherein the constraint information includes a budget constraint.

20. The computer implemented method of claim 18, wherein the constraint information includes a constraint concerning a sales volume of goods that the advertiser can meet.

21. Apparatus comprising:

a) at least one processor;

b) an input for accepting a metric limit; and

c) at least one storage device storing a computer executable code which, when executed by the at least one processor, performs a method of

1) determining the metric for one or more ads,

2) determining whether or not the determined metric violates the metric limit,

3) determining that the determined metric violates the metric limit, and

4) reducing the serving of the one or more ads in response to the determination that the determined metric violates the metric limit,

wherein the metric limit is at least one of (A) a minimum return on investment value resulting from

22. Apparatus comprising:

a) at least one processor;

b) an input for accepting a metric limit; and

c) at least one storage device storing a computer executable code which, when executed by the at least one processor, performs a method of

1) determining the metric for one or more ads,

2) determining whether or not the determined metric violates the metric limit,

3) determining that the determined metric violates the metric limit, and

4) notifying an advertiser associated with the one or more ads of the violation in response to the determination that the determined metric violates the metric limit,

wherein the metric limit is at least one of (A) a minimum return on investment value resulting from

23. A machine-readable storage medium having stored thereon machine-executable instructions which, when executed by a machine, perform a method comprising:

a) accepting, by a computer system including at least one computer, a metric limit;

b) determining, by the computer system, the metric for one or more ads;

c) determining, by the computer system, whether or not the determined metric violates the metric limit;

d) determining, by the computer system, that the determined metric violates the metric limit; and

e) reducing, by the computer system and responsive to the determination that the determined metric violates the metric limit, the serving of the one or more ads,

wherein the metric limit is at least one of (A) a minimum return on investment value resulting from

24. A machine-readable storage medium having stored thereon machine-executable instructions which, when executed by a machine, perform a method comprising:

a) accepting, by a computer system including at least one computer, a metric limit;

b) determining, by the computer system, the metric for one or more ads;

c) determining, by the computer system, whether or not the determined metric violates the metric limit;

d) determining, by the computer system, that the determined metric violates the metric limit; and

e) notifying, by the computer system and responsive to the determination that the determined metric violates the metric limit, an advertiser associated with the one or more ads of the violation such that the act of notifying induces rendering of the determined metric violation on an advertiser device,

wherein the metric limit is at least one of (A) a minimum return on investment value resulting from

25. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer, a metric limit;

b) determining, by the computer system, the metric for one or more ads;

c) determining, by the computer system, whether or not the determined metric violates the metric limit;

d) determining, by the computer system, that the determined metric violates the metric limit; and

e) reducing, by the computer system and responsive to the determination that the determined metric violates the metric limit, the serving of the one or more ads,

wherein the metric limit is a minimum profit value resulting from selections*conversions per selection*revenue per conversion*profit margin, and

wherein the serving of the one or more ads induces rendering of the one or more ads on a device for presentation to a user.

26. The computer-implemented method of claim 25, wherein the act of reducing the serving of the one or more ads includes stopping the serving of the one or more ads.

27. The computer-implemented method of claim 25, wherein the act of determining the metric for one or more ads uses profit information provided by an advertiser associated with the one or more ads.

28. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer, a metric limit;

b) determining, by the computer system, the metric for one or more ads;

c) determining, by the computer system, whether or not the determined metric violates the metric limit;

d) determining, by the computer system, that the determined metric violates the metric limit; and

e) notifying, by the computer system and responsive to the determination that the determined metric violates the metric limit, an advertiser associated with the one or more ads of the violation,

wherein the metric limit is a minimum profit value resulting from selections*conversions per selection*revenue per conversion*profit margin.

29. The computer-implemented method of claim 28, further comprising:

f) reducing, by the computer system, the serving of the one or more ads after advertiser approval of the reduction.

30. The computer-implemented method of claim 29, wherein the act of reducing the serving of the one or more ads includes stopping the serving of the one or more ads.

31. The computer-implemented method of claim 28, wherein the act of determining the metric for one or more ads uses profit information provided by an advertiser associated with the one or more ads.

32. A computer-implemented method comprising:

a) accepting, by a computer system including at least one computer, a target metric value for one or more ads; and

b) adjusting, by the computer system, ad information for at least some of the one or more ads in an effort to meet the target metric value,

wherein the target metric value is a target profit after ad delivery expense, wherein profit is value resulting from selections*conversions per selection*revenue per conversion*profit margin.

33. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting an offer per user action with respect to one or more ads.

34. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting an offer per selection of one or more ads.

35. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting an offer per conversion of one or more ads.

36. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting an offer per impression of one or more ads.

37. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting a maximum offer per user action with respect to one or more ads.

38. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting a maximum offer per selection of one or more ads.

39. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting a maximum offer per conversion of one or more ads.

40. The computer-implemented method of claim 32, wherein the act of adjusting ad information includes adjusting a maximum offer per impression of one or more ads.

41. The computer-implemented method of claim 32, wherein the act of adjusting ad information for at least some of the one or more ads uses profit information provided by an advertiser associated with the one or more ads.

42. The computer-implemented method of claim 32, wherein the act of adjusting ad information for at least some of the one or more ads uses constraint information provided by an advertiser associated with the one or more ads.

43. The computer-implemented method of claim 42, wherein the constraint information includes a budget constraint.

44. The computer-implemented method of claim 42, wherein the constraint information includes a constraint concerning a sales volume of goods that the advertiser can meet.