p2 .-' \q CONVEX BID

22 Pages·2013·2.02 MB·English

US008412575B2
(12) United States Patent (10) Patent No.: US 8,412,575 B2
Labio et a]. (45) Date of Patent: Apr. 2, 2013
(54) DETERMINING AND/OR MANAGING OTHER PUBLICATIONS
OFFERS SUCH As BIDS FOR ADVERTISING PCT/ISN220, “Noti?cation of Transmittal of the International
(75) Inventors Wilburt Labio cupenino C A (Us) Search Report and the Written Opinion of the International Searching
' sridhar R am a’sW amy cuspenino CA Authority, or the Declaration” for PCT/US06/24149 mailed Aug. 27,
(US); Mark Rose, Los Altos, CA (US) 2007 (1 pg)‘ _
PCT/ISNZIO, “International Search Report” for PCT/US06/ 24149,
- _ - - mailed Aug. 27, 2007 (2 pgs.).
(73) Asslgnee' Google Inc" Mountaln VleW’ CA (Us) PCT/ISN237, “Written Opinion of the International Searching
( * ) Notice: Subject to any disclaimer the term ofthis Authority” for PCT/US06/24149, mailed Aug. 27, 2007 (5 pgs.).
patent is extended or adjusted under 35 * -t d b -
U.S.C. 154(1)) by 2313 days. C1 e y exammer
(21) Appl. No.: 11/172,614 Primary Examiner * Scott D Gartland
(74) Attorney, Agent, or Firm * John C. Pokotylo; Straub &
(22) Filed: Jun. 30, 2005 pokotylo
(65) Prior Publication Data
(57) ABSTRACT
US 2007/0005421 A1 Jan. 4, 2007
Offers, such as bids in an advertising network, may be deter
(51) Int. Cl. mined and/or managed by accepting an ad budget and at least
G06Q 30/00 (2012.01) one ad serving constraint, and then generating offer informa
(52) us. Cl. .............. .. 705/14.49; 705/14.48; 705/1452 Iieh using the ad budget and the Serving eehSIraihKS) The
(58) Field of Classi?cation Search ............... .. 705/142s effer may be generated byebtaininga for each efthe ad selfv
See application ?le for complete search history. mg Constralnqs) a Plurahty of Polms, Whereln each P01nt
includes a cost per event value and an event quantity value.
(56) References Cited These points collectively de?ne a landscape. A convex land
scape for each of the ad serving constraint(s) is then deter
U.S. PATENT DOCUMENTS mined from the landscape(s). One or more points from at least
one of the convex landscapes is then used to generate the offer
2003/0135460 A1 7/2003 Talegon _ _
2003/0153329 A1* 8/2003 Stefan etal. ................ .. 455/456 lnfOrmaIlOIl
2004/0059655 A1* 3/2004 Seifertetal. .................. .. 705/35
2004/0107137 A1 6/2004 Skinner
2005/0065844 A1* 3/2005 Raj et al. ....................... .. 705/14 25 Claims, 9 Drawing Sheets
CPC (b)
A
$300-
P1
$2.00-- I
I‘
.’
p2 .-' \q CONVEX BID
$1 -°° -- : LANDSCAPE
I l I l
I I I I I i
0.01 0.02 0.03 0.04 0.05 CTR (e)
US. Patent Apr. 2, 2013 Sheet 1 019 US 8,412,575 B2
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US. Patent Apr. 2, 2013 Sheet 2 of9 US 8,412,575 B2
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US. Patent Apr. 2, 2013 Sheet 3 of9 US 8,412,575 B2
( KEYWORD BID OPTIMIZER D
l 40_0
ACCEPT KEYWORD
AND BUDGET 410
l
OBTAIN “BID w
LANDSCAPE" FOR
KEYWORD 420
l
DETERMINE CONVEX
BID LANDSCAPE FROM 430
BID LANDSCAPE
l
DETERMINE OPTIMAL BID
STRATEGY FOR KEYWORD @440
USING CONVEX BID LANDSCAPE
450
FIGURE 4
US. Patent Apr. 2, 2013 Sheet 4 0f 9 US 8,412,575 B2
)
( KEYWORD BID OPTIMIZER
I
QQQ
ORDER POINTS ON CONVEX BID LANDSCAPE [V10
FROM LOWEST BID POINT TO HIGHEST
———>< FOR EACH BID POINT >\/\520
SAVE CURRENT POINT
BUDGET REMAINING AFTER
NO
BIDDING ON ALL INCREMENTAL
"RESULTS" AT CURRENT BID
Y
DETERMINE BID w
ANOTHER 570 SPLIT FRACTION 550
I
\ BID POINT
NO
SAVE CURRENT BID
POINT, PREVIOUS
BID POINT AND BID
SPLIT FRACTION
FIGURE 5
US. Patent Apr. 2, 2013 Sheet 5 of9 US 8,412,575 B2
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US. Patent Apr. 2, 2013 Sheet 7 of9 US 8,412,575 B2
C MULTIPLE KEYWORD BID OPTIMIZER )
8 0
F ACCEPT KEYWORDS AND BUDGET M805
FOR EACH KEYWORD
DETERMINE CONVEX BID LANDSCAPE FOR J\
KEYWORD (AND ORDER BID POINTS ACCORDINGLY) 815
V
INITIALIZE KEYWORD, KEYWORD SPEND, BID1, BID2, FRACTION, BUDGET m 820
YES
ANOTHER KEYWORD
\—-—-— 825
NO
V
830 FOR EACH BID POINT, IN ORDER FROM LEAST
EXPENSIVE INCREMENTAL SELECTION COST
ENOUGH
UDGET FOR ALL INCREMENTAL
“RESULTS” AT CURRENT BID
POINT?
DETERMINE BID w
RECORD BID AND AMOUNT
SPL'T FRACT'ON 850 SPENT AS CURRENT
l 835 N STRATEGY FOR KEYWORD
840 AND DISCARD PREVIOUS
BID INFORMATION FOR
RECORD KEYWORD
CURRENT BID.
PREVIOUS BID,
BID FRACTION W855 845 ANOTHER YES
AND TOTAL BID POINT
AMOUNT SPENT T/
860
FIGURE 8
US. Patent Apr. 2, 2013 Sheet 8 of9 US 8,412,575 B2
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US. Patent Apr. 2, 2013 Sheet 9 0f 9 US 8,412,575 B2
CPC (b)
A
$3.00-- P1
$2.00-- PL2‘ ---------- "
$1.00 - P3 ________
c NVEX BID
LANDSCAPE
i i i 1' 1' >
0.01 0.02 0.03 0.04 0.05 CTR(C)
1000
CPC (b)
A
3.00-
$ P1
$2.00—- ,
P25’ CONVEXBID
$1.00 -- ; LANDSCAPE
: : a : a +
0.01 0.02 0.03 0.04 0.05 CTR(C)
1100
FIGURE 11