US 12,597,050 B2Granted

Systems and methods for determining a dynamic bid for a ranking system

AssigneeWalmart Apollo, LLC

InventorsBiyi Fang, Anish Saha, Xinzi Sun, Dong Xu, Kritika Upreti, Mohit Prakash Patel, Jayanth Korlimarla, Jiaxuan Xu, Musen Wen, Ramakanth Putta, Naga Vijay Bhaskar Manchi, Valeriy Valeryevich Pelyushenko, Ranjit Kumar Pedapati, Rajesh Garigipati, Anant Furia, Kuang-Chih Lee, Chintan Jagdish Rita, Wei Shen

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Abstract

Systems and methods including one or more processors and one or more non-transitory storage devices storing computing instructions configured to run on the one or more processors and perform: receiving a search query from a user and user session information; receiving input information corresponding to one or more campaigns to display to the user; determining a first bid for the one or more campaigns based on the search query and the user session information; determining a second bid for the one or more campaigns based on the input information; determining a final bid for the one or more campaigns based on the first bid and the second bid; transmitting the final bid to a ranking system to generate a listing of advertisements, the listing of advertisements including positioning information; and enabling a graphical user interface to be modified to reposition the listing of advertisements based on the positioning information. Other embodiments are disclosed herein.

Claims20

Dependent claims

A system comprising:

one or more processors;
and
one or more non-transitory computer-readable media storing computing instructions that, when run on the one or more processors, cause the one or more processors to perform operations comprising:
receiving, from a user device and via a network, a search query and user session information that indicates information regarding an input device, of the user device, selecting one or more portions of a plurality portions, of a website of a graphical user interface, displayed based on the search query being inputted via the website;
receiving, from a database system, input information corresponding to one or more campaigns configured for the website to provide, via the network and for display by the user device within the website, to the user device and including interaction information regarding graphical user interface interaction with the one or more campaigns within the website;
performing an eligibility check on the input information based on interaction of one or more input devices with displayed campaign information;
removing, based on performing the eligibility check and from the input information, one or more portions of the input information that do not pass the eligibility check;
providing, after removing the one or more portions from the input information, the input information to one or more functions configured to:
determine a first bid for the one or more campaigns based on the search query and the user session information by determining a conversion rate (pCVR) bid by dividing a conversion rate for one or more items by a potential conversion return on advertisement spending (CoASgoal);
and
determine a second bid for the one or more campaigns based on the input information by a conversion return on advertisement spending (RoAS) bid by:
determining a RoAS bid by dividing a RoAS for an item, of the one or more items, by a RoAS for a campaign,
determining a cost on advertisement spending (CoAS) bid by dividing an order volume/ad spend for the item by a CoAS for the campaign, and
aggregating the RoAS bid and the CoAS bid by using an equation that is based on average of bid price of the item in a time window, a first weight for the RoAS bid, a second weight for the CoAS bid, and an hour level adjustment factor for capturing campaign and hourly level variation;
using a dynamic, online function to determine a final bid for the one or more campaigns based on one or more outputs, from the one or more functions, indicating the first bid and the second bid;
transmitting the final bid to a ranking system to generate a listing that includes positioning information corresponding to a position that a graphical user interface element, for a campaign of the one or more campaigns, is to be placed within the graphical user interface;
and
causing the graphical user interface to be modified to reposition graphical user interface elements based on the positioning information.

15 more elements

A method implemented via execution of computing instructions configured to run at one or more processors and stored at one or more non-transitory computer-readable media, the method comprising:

receiving a search query and user session information that indicates information regarding an input device, of the user device, selecting one or more portions of a plurality portions, of a graphical user interface, displayed based on the search query;
receiving input information corresponding to one or more campaigns and including interaction information regarding graphical user interface interaction with the one or more campaigns;
executing, based on the input information, one or more functions configured to:
determine a first bid, for the one or more campaigns and based on the search query and the user session information, that includes a conversion rate (pCVR) bid;
and
determine a second bid, for the one or more campaigns and based on the input information, that includes a conversion return on advertisement spending (RoAS) bid by:
determining a RoAS bid by dividing a RoAS for an item by a RoAS for a campaign,
determining a cost on advertisement spending (CoAS) bid by dividing an order volume/ad spend for the item by a CoAS for the campaign, and
aggregating the RoAS bid and the CoAS bid;
executing a dynamic function to determine a final bid for the one or more campaigns based on one or more outputs, from the one or more functions, indicating the first bid and the second bid;
generating, based on the final bid positioning information corresponding to a position that a graphical user interface element, for a campaign of the one or more campaigns, is to be placed within the graphical user interface;
and
enabling the graphical user interface to be modified based on the positioning information.

10 more elements

Dependencies are inferred from the claim text.