CA2592295A1 - Suggesting and/or providing targeting information for advertisements - Google Patents

Suggesting and/or providing targeting information for advertisements Download PDF

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Publication number
CA2592295A1
CA2592295A1 CA 2592295 CA2592295A CA2592295A1 CA 2592295 A1 CA2592295 A1 CA 2592295A1 CA 2592295 CA2592295 CA 2592295 CA 2592295 A CA2592295 A CA 2592295A CA 2592295 A1 CA2592295 A1 CA 2592295A1
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CA
Canada
Prior art keywords
phrases
information
computer
targeting
implemented method
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Abandoned
Application number
CA 2592295
Other languages
French (fr)
Inventor
Ross Koningstein
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Google LLC
Original Assignee
Google, Inc.
Ross Koningstein
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Google, Inc., Ross Koningstein filed Critical Google, Inc.
Publication of CA2592295A1 publication Critical patent/CA2592295A1/en
Abandoned legal-status Critical Current

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Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G06Q30/0244—Optimization
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G06Q30/0256—User search

Abstract

The relevancy of ads may be increased, and opportunities to serve an ad that might otherwise be missed may be exploited by (i) accepting broad targeting information, to be used for serving an ad, from an advertiser, (ii) serving the ad using the broad targeting information, (iii) logging search query terms (or some other information, such as concepts, concept keywords, etc.) associated with the serving of the ad, and (iv) generating one or more candidate targeting keywords or phrases for the ad using the logged search query terms. At least one of the candidate targeting keywords or phrases may be provided as targeting information for the ad. Alternatively, at least one of the candidate targeting keywords or phrases may be presented to the advertiser. Advertiser input with respect to the candidate targeting keyword(s) or phrase(s) presented may then be accepted. Zero or more of the candidate targeting keyword(s) or phrase(s) may be provided as targeting information for the ad, in accordance with the accepted advertiser input. Cost information (e.g., average cost per selection, average cost per conversion, total costs, etc.) may be presented in association with the candidate targeting information.

Claims (25)

1. A computer-implemented method comprising:
a) accepting broad targeting information, to be used for serving an ad, from an advertiser;
b) serving the ad using the broad targeting information;
c) logging search query terms associated with the serving of the ad; and d) generating one or more candidate targeting keywords or phrases for the ad using the logged search query terms.
2. The computer-implemented method of claim 1 further comprising:
e) providing at least one of the candidate targeting keywords or phrases as targeting information for the ad.
3. The computer-implemented method of claim 1 further comprising:
e) presenting at least one of the candidate targeting keywords or phrases to the advertiser;
f) accepting advertiser input with respect to the at least one candidate targeting keyword or phrase presented; and g) associating zero or more of the candidate targeting keywords or phrases as targeting information for the ad, in accordance with the accepted advertiser input.
4. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding ad impression count.
5. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding ad selection count.
6. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding ad conversion count.
7. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding ad performance.
8. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding average price per selection.
9. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding average price per conversion.
10. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding total amount to be paid for the ad.
11. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords presents each of the candidate targeting keywords or phrases in association with a corresponding ad impression count, and wherein the candidate targeting keywords or phrases are presented in an order in accordance with the corresponding ad impression count.
12. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding ad selection count, and wherein the candidate targeting keywords or phrases are presented in an order in accordance with the corresponding ad selection count.
13. The computer-implemented method of claim 3 wherein the act of presenting at least one of the candidate targeting keywords or phrases presents each of the candidate targeting keywords or phrases in association with a corresponding total amount to be paid for the ad, and wherein the candidate targeting keywords or phrases are presented in an order in accordance with the corresponding total amount to be paid.
14. The computer-implemented method of claim 1 wherein the act of accepting broad targeting information includes accepting broad targeting keywords from the advertiser.
15. The computer-implemented method of claim 1 wherein the act of accepting broad targeting information includes accepting an ad creative from the advertiser, and inferring broad targeting information from the ad creative.
16. The computer-implemented method of claim 1 wherein the act of accepting broad targeting information includes accepting ad landing page information from the advertiser, and inferring broad targeting information from the ad landing page.
17. The computer-implemented method of claim 1 further comprising:
- associating ad serve parameters with the logged search query terms.
18. A computer-implemented method comprising:

a) accepting broad targeting information, to be used for serving an ad, from an advertiser;

b) serving the ad using the broad targeting information;
c) logging information associated with the serving of the ad; and d) generating candidate targeting information for the ad using the logged information.
19. The computer-implemented method of claim 18 wherein the logged information includes concepts
20. The computer-implemented method of claim 18 further comprising:
e) generating cost information using the logged information.
21. The computer-implemented method of claim 20 wherein the cost information is average cost per selection information associated with the candidate targeting information.
22. The computer-implemented method of claim 20 wherein the cost information is average cost per conversion information associated with the candidate targeting information.
23. The computer-implemented method of claim 20 wherein the cost information is a total cost associated with the candidate targeting information.
24. Apparatus comprising:
a) means for accepting broad targeting information, to be used for serving an ad, from an advertiser;
b) means for serving the ad using the broad targeting information;
c) means for logging search query terms associated with the serving of the ad;
and d) means for generating one or more candidate targeting keywords or phrases for the ad using the logged search query terms.
25. Apparatus comprising:
a) means for accepting broad targeting information, to be used for serving an ad, from an advertiser;
b) means for serving the ad using the broad targeting information;
c) means for logging information associated with the serving of the ad; and d) means for generating candidate targeting information for the ad using the logged information.
CA 2592295 2004-12-30 2005-12-27 Suggesting and/or providing targeting information for advertisements Abandoned CA2592295A1 (en)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
US11/026,508 2004-12-30
US11/026,508 US20060149625A1 (en) 2004-12-30 2004-12-30 Suggesting and/or providing targeting information for advertisements
PCT/US2005/047155 WO2006073957A2 (en) 2004-12-30 2005-12-27 Suggesting and/or providing targeting information for advertisements

Publications (1)

Publication Number Publication Date
CA2592295A1 true CA2592295A1 (en) 2006-07-13

Family

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Family Applications (1)

Application Number Title Priority Date Filing Date
CA 2592295 Abandoned CA2592295A1 (en) 2004-12-30 2005-12-27 Suggesting and/or providing targeting information for advertisements

Country Status (6)

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US (2) US20060149625A1 (en)
EP (1) EP1839207A4 (en)
JP (1) JP5001173B2 (en)
AU (3) AU2005322947A1 (en)
CA (1) CA2592295A1 (en)
WO (1) WO2006073957A2 (en)

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US20140114744A1 (en) 2014-04-24
WO2006073957A3 (en) 2007-02-22
AU2010203072A1 (en) 2010-08-12
JP5001173B2 (en) 2012-08-15
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