US 2012/0084141 A1 · System and Method to Predict the Performance of Keywords for Advertising Campaigns Managed on the Internet

Abstract

Historical data from keywords in a pay-per-click internet advertising campaign are used to predict performance of other keywords with the goal of optimizing a keyword portfolio to maximize returns from the advertising campaign. A computing system receives the keyword portfolio for the advertising campaign, and classifies the keywords based on whether or not sufficient historical data exist to generate acceptable predictions about the performance of the keywords in the advertising campaign. Historical data are then used to make performance predictions for keywords having sufficient data. For keywords without sufficient historical data, generic prediction functions are created based on a generic change rate obtained from keywords with sufficient historical data. These generic prediction functions are then used to predict keyword performance in the advertising campaign. Predictions for keywords with and without sufficient historical data are then used to optimize the advertising campaign.

Claims19

Dependent claims

A method to predict performance of keywords in an interact pay-per-click advertising campaign comprising:

receiving at a computing system a portfolio of keywords from a user computing device across a network;
receiving at the computing system prior performance data for keywords in the portfolio;
identifying a first set of portfolio keywords lacking sufficient prior performance data to be able to predict future performance of the first set of portfolio keywords;
accessing at the computing system a dictionary of keywords and prior performance data for keywords in the dictionary, each dictionary keyword having sufficient prior performance data to be able to predict future performance of the dictionary keyword;
generating prediction functions based on the accessed dictionary of keywords with sufficient prior performance data, each prediction function having a change rate;
predicting the performance of the first set of portfolio keywords lacking sufficient prior performance data, the performance prediction being based on the change rates of the prediction functions for the accessed dictionary of keywords with sufficient prior performance data;
and
transmitting the performance prediction across the network to the user computing device.

5 more elements

A system for predicting keyword performance in an internet pay-per-click advertising campaign comprising:

a computing system configured to
communicate over a network with a user computing device to obtain a keyword portfolio;
communicate over the network to obtain past performance data for the keywords in the portfolio;
identify a first set of portfolio keywords lacking sufficient prior performance data to be able to predict future performance of the first set of portfolio keywords;
access a dictionary of keywords and prior performance data for the keywords in the dictionary, each dictionary keyword having sufficient prior performance data to be able to predict future performance of the dictionary keyword;
generate prediction functions based on the accessed dictionary of portfolio keywords with sufficient prior performance data, each prediction function having a change rate;
predict the performance of the first set of portfolio keywords lacking sufficient prior performance data, the performance prediction being based on the change rates of the prediction functions for the accessed dictionary of keywords with sufficient prior performance data;
and
transmit the performance prediction across the network to the user computing device.

6 more elements

A non-transitory computer readable medium having stored thereupon computing instructions comprising:

a code segment to receive at a computing system a portfolio of keywords from a user computing device across a network;
a code segment to receive at the computing system prior performance data for keywords in the portfolio;
a code segment to identify a first set of portfolio keywords lacking sufficient prior performance data to be able to predict future performance of the first set of portfolio keywords;
a code segment to access at the computing system a dictionary of keywords and prior performance data for the keywords in the dictionary, each dictionary keyword having sufficient prior performance data to be able to predict future performance of the dictionary keyword;
a code segment to generate prediction functions based on the accessed dictionary of portfolio keywords with sufficient prior performance data, each prediction function having a change rate;
a code segment to predict the performance of the first set of portfolio keywords lacking sufficient prior performance data, the performance prediction being based on the change rates of the prediction functions for the accessed dictionary of keywords with sufficient prior performance data;
and
a code segment to transmit the performance prediction across the network to the user computing device.

5 more elements

Dependencies are inferred from the claim text.

System and Method to Predict the Performance of Keywords for Advertising Campaigns Managed on the Internet

Life of this patent

System and Method to Predict the Performance of Keywords for Advertising Campaigns Managed on the Internet

Life of this patent

Abstract

Claims19