Adjusting Bids Based on Predicted Performance
AssigneeGoogle Inc.
InventorsAndrew E. Silverman, Abhinay Sharma, James A. Gallagher, Tomas Lloret Llinares, Scott S. Benson, Karl Robert Pfleger, Adrian Dumitru Corduneanu
Life of this patent
Estimating the term…
Abstract
A predicted performance metric of a candidate advertisement in an advertising slot can be received and compared to a baseline predicted performance metric for the candidate advertisement. A target bid associated with the candidate advertisement can be adjusted based upon the comparison, and the adjusted bid can be submitted to an auction for the advertising slot.
Claims22
A computer implemented method, comprising:
- receiving a predicted performance metric for a candidate advertisement in an advertising slot;
- comparing the predicted performance metric for the candidate advertisement in the advertising slot to a baseline predicted performance metric of the candidate advertisement;
- adjusting a target bid associated with the candidate advertisement based upon the comparison of the predicted performance metric for the candidate advertisement and the baseline predicted performance metric for the candidate advertisement;
- and
- submitting the adjusted target bid to an auction for the advertising slot.
A computer-readable medium having instructions stored thereon, which, when executed by a processor, causes the processor to perform operations comprising:
- receiving a predicted conversion rate for a candidate advertisement in the current advertising slot;
- comparing the predicted conversion rate for the advertisement in the current advertising slot to a baseline predicted conversion rate;
- adjusting the target bid associated with the advertisement based upon the comparison of the predicted conversion rate and the baseline predicted conversion rate;
- and
- submitting the adjusted target bid to the impending auction.
A computer implemented method, comprising:
- receiving a predicted click-through rate for a candidate advertisement in an available advertising slot;
- comparing the predicted click-through rate for the candidate advertisement in the available advertising slot to an average predicted click-through rate for the candidate advertisement derived from a control set;
- and
- adjusting a target impression based bid associated with the candidate advertisement based upon the comparison of the predicted click-through rate for the candidate advertisement and the average predicted click-through rate for the candidate advertisement;
- submitting the adjusted target impression based bid to an auction for the available advertising slot.
A computer implemented method, comprising:
- receiving a predicted revenue metric for a candidate advertisement in an available advertising slot;
- comparing the predicted revenue metric for the advertisement in the available advertising slot to an average predicted revenue metric for the candidate advertisement derived from a control set;
- and
- adjusting a target conversion based bid associated with the candidate advertisement based upon the comparison of the predicted revenue metric for the candidate advertisement and the average predicted revenue metric for the candidate advertisement;
- submitting the adjusted target bid to an auction for the available advertising slot.
Dependencies are inferred from the claim text.