US 2020/0394189 A1 · BROAD MATCH CONTROL

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. A method includes: identifying one or more selection keywords that are associated with a creative, the selection keywords used in determining when the creative is shown in response to received content requests that include one or more request keywords; identifying matching criteria for comparing the selection keywords and the request keywords, the matching criteria defined by a range from an exact match to a broad match and including a matching threshold in the range; establishing a bid modifier associated with the matching criteria, the bid modifier modifying a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request; and evaluating the creative responsive to received content requests based on the matching criteria and the bid modifier.

Claims22

Dependent claims

(canceled)

A method comprising:

enabling, by one or more computers, selection of a matching criterion by a content sponsor that provides a creative, including presenting an interface to the content sponsor that includes a control for selecting, from a continuous range of matching criteria, the given matching criterion;
presenting, by including in the interface, performance information indicating a historical performance of the creative when presented according to each of the matching criteria, including changing the performance information presented as the control is moved along the continuous range of matching criteria to present the performance information for a particular matching criterion corresponding to the location of the control on the continuous range of matching criterion;
and
receiving, through the interface, a selection of the given matching criterion from among the continuous range of matching criteria, wherein the selected given matching criterion has a corresponding historical performance;
establishing different bid modifiers for a single instance of the selection keyword, the different bid modifiers being respectively associated with different levels in the continuous range of matching criteria;
identifying at least one request keyword;
determining, by the one or more computers and based on a comparison of the at least one request keyword and the selection keyword, a given level of match between the received at least one request keyword and the selection keyword;
in response to determining the given level of match, identifying, based on the given level of match, that the given matching criterion is satisfied by the given level of match meeting the corresponding matching threshold of the given matching criterion;
identifying, from among the different bid modifiers for the given matching criterion, a given bid modifier that was established for the given matching criterion that is satisfied by the given level of match;
and
evaluating the creative for distribution based on an adjusted bid determined based on application of the given bid modifier to a corresponding bid.

8 more elements

One or more non-transitory computer-readable media comprising instructions that, when executed by one or more processors, cause the one or more processors to perform operations comprising:

enabling selection of a matching criterion by a content sponsor that provides a creative, including presenting an interface to the content sponsor that includes a control for selecting, from a continuous range of matching criteria, the given matching criterion;
presenting, by including in the interface, performance information indicating a historical performance of the creative when presented according to each of the matching criteria, including changing the performance information presented as the control is moved along the continuous range of matching criteria to present the performance information for a particular matching criterion corresponding to the location of the control on the continuous range of matching criterion;
and
receiving, through the interface, a selection of the given matching criterion from among the continuous range of matching criteria, wherein the selected given matching criterion has a corresponding historical performance;
establishing different bid modifiers for a single instance of the selection keyword, the different bid modifiers being respectively associated with different levels in the continuous range of matching criteria;
identifying at least one request keyword;
determining, based on a comparison of the at least one request keyword and the selection keyword, a given level of match between the received at least one request keyword and the selection keyword;
in response to determining the given level of match, identifying, based on the given level of match, that the given matching criterion is satisfied by the given level of match meeting the corresponding matching threshold of the given matching criterion;
identifying, from among the different bid modifiers for the given matching criterion, a given bid modifier that was established for the given matching criterion that is satisfied by the given level of match;
and
evaluating the creative for distribution based on an adjusted bid determined based on application of the given bid modifier to a corresponding bid.

8 more elements

A system comprising:

one or more processors;
and
one or more memory elements including instructions that when executed cause the one or more processors to perform operations comprising:
enabling selection of a matching criterion by a content sponsor that provides a creative, including presenting an interface to the content sponsor that includes a control for selecting, from a continuous range of matching criteria, the given matching criterion;
presenting, by including in the interface, performance information indicating a historical performance of the creative when presented according to each of the matching criteria, including changing the performance information presented as the control is moved along the continuous range of matching criteria to present the performance information for a particular matching criterion corresponding to the location of the control on the continuous range of matching criterion;
and
receiving, through the interface, a selection of the given matching criterion from among the continuous range of matching criteria, wherein the selected given matching criterion has a corresponding historical performance;
establishing different bid modifiers for a single instance of the selection keyword, the different bid modifiers being respectively associated with different levels in the continuous range of matching criteria;
identifying at least one request keyword;
determining, based on a comparison of the at least one request keyword and the selection keyword, a given level of match between the received at least one request keyword and the selection keyword;
in response to determining the given level of match, identifying, based on the given level of match, that the given matching criterion is satisfied by the given level of match meeting the corresponding matching threshold of the given matching criterion;
identifying, from among the different bid modifiers for the given matching criterion, a given bid modifier that was established for the given matching criterion that is satisfied by the given level of match;
and
evaluating the creative for distribution based on an adjusted bid determined based on application of the given bid modifier to a corresponding bid.

11 more elements

Dependencies are inferred from the claim text.

Facts

Application

17/002,563Filed 25 Aug 2020

Priority

29 May 2014

Published

17 Dec 2020

Term ends

Not estimatedThe source records don’t support an estimate.

Classification6 codes

G06F 16/2468
Special types of queries, e.g. statistical queries, fuzzy queries or distributed queries: fuzzy queries
G06F 16/951
Retrieval from the web: indexing; Web crawling techniques
G06F 16/953
Retrieval from the web: querying, e.g. by the use of web search engines
G06Q 30/02
Commerce: marketing; Price estimation or determination; Fundraising

Broad match control

Life of this patent

Broad match control

Life of this patent

Abstract

Claims22