Location-based bid modifiers
AssigneeGoogle Inc.
InventorsZhou Yu, Dheeraj Ashok Motwani
Life of this patent
Estimating the term…
Abstract
Systems and methods for determining location-based bid modifier suggestions include determining a content placement cost based in part on a likelihood of a user that has entered a physical establishment completing a transaction, an average transaction amount for the establishment, and an expected return on investment (ROI). A location-based bid modifier may be determined using the computed cost and a base bid amount. In some implementations, the location-based bid modifier may also be based on a probability model that models the probability of the user visiting the establishment.
Claims20
A system for dynamic location-based selection of online content, comprising:
- memory and one or more processors;
- a content selection service executed by the one or more processors to:
- receive a search query identified from voice input detected by a microphone of a client device;
- identify, responsive to the search query and based on data received from location hardware configured on the client device, a location of the client device;
- determine, based on the location input into a function comprising a minimum probability value at a maximum travel value for a physical establishment, a probability that a user of the client device visits the physical establishment with the client device;
- generate, responsive to at least one of a request for content and the search query, a bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected amount for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider;
- select, via a content selection process based on the bid modifier in response to the at least one of the request for content and the search query, an online content item comprising audio for the physical establishment;
- and
- provide, via a network to the client device, the online content item comprising the audio selected based on the bid modifier to cause the client device to present the online content item via an interface of the client device.
A method of location-based selection of online content, comprising:
- receiving, by a content selection service executed by one or more processors of one or more servers, a search query identified from voice input detected by a microphone of a client device;
- identifying, by the content selection service responsive to the search query and based on data received from location hardware configured on the client device, a location of the client device;
- determining, by the content selection service based on the location input into a function comprising a minimum probability value at a maximum travel value for a physical establishment, a probability that a user of the client device visits the physical establishment with the client device;
- generating, by the content selection service responsive to at least one of a request for content and the search query, a bid modifier based on a first product of the probability that the client device visits the physical establishment and an average transaction amount for the physical establishment divided by a second product of an expected amount for one or more transactions made at the physical establishment that resulted from placement of third-party content and a base bid amount established by a content provider;
- selecting, by the content selection service via a content selection process based on the bid modifier in response to the at least one of the request for content and the search query, an online content item comprising audio for the physical establishment;
- and
- providing, by the content selection service via a network to the client device, the online content item comprising the audio selected based on the bid modifier to cause the client device to present the online content item via an interface of the client device.
Dependencies are inferred from the claim text.