Management Of Cannibalistic Ads To Reduce Internet Advertising Spending
AssigneeTaskmaster Technologies Inc.
InventorsMatt LeBaron, John Holsworth
Life of this patent
Estimating the term…
Abstract
Generating an estimate of reclaimed ad spend for an Internet advertising campaign, by receiving a set of keywords, where each keyword corresponds to a paid ad that is supplied to a search engine, gathering a cannibalism score for each paid ad, where a cannibalism score indicates that the presence of a designated paid ad in a SERP reduces the chance that a user will click on a corresponding unpaid listing, and estimating a reclaimed ad spend as the difference between the actual revenue reported for a period of time and an estimate of the expected ad spend for a comparable period of time when de-cannibalizing actions were taken; and reporting the estimate of the reclaimed ad spend.
Claims14
A computer-implemented method for estimating the efficiency of an Internet advertising campaign, comprising:
- receiving a plurality of keywords, wherein each keyword corresponds to a paid ad that is supplied to a search engine, wherein a paid ad includes a link to a web page, and wherein in response to receiving a keyword from a web browser the search engine returns a search engine results page (SERP) that includes (1) the corresponding paid advertisement, and (2) at least one unpaid listing, wherein an unpaid listing includes a link to a web page, and wherein a web page is within a domain;
- gathering (1) a cannibalism score for a designated paid ad, wherein a cannibalism score indicates that the presence of a designated paid ad in a SERP reduces the chance that a user will click on a corresponding unpaid listing, wherein a corresponding unpaid listing has a linked web page in the same domain as the linked web page of the designated paid ad, and (2) an actual revenue due to clicks on the designated paid ad and on any corresponding unpaid listings in SERP for a time period where no de-cannibalizing actions were taken, wherein a de-cannibalizing action occurs when a paid ad is not supplied to the search engine due to its cannibalism score;
- estimating a reclaimed ad spend for the designated paid ad as the difference between an estimate of the expected cost of purchasing the designated ad for a period of time and the actual cost reported for a comparable period of time during which de-cannibalizing actions were taken;
- and
- reporting the estimate of the reclaimed ad spend.
A network computing device, comprising:
- a keyword gatherer for gathering:
- a plurality of keywords that are relevant to a designated advertiser, wherein each keyword corresponds to a paid ad that is supplied to a search engine, wherein a paid ad includes a link to a web page, and wherein in response to receiving a keyword from a web browser the search engine returns a search engine results page (SERP) that includes (i) the corresponding paid advertisement, and (ii) at least one unpaid listing, wherein an unpaid listing includes a link to a web page, and wherein a web page is within a domain;
- an ad database for storing (1) a paid ad for each of the plurality of keywords, (2) a cannibalism score for each paid ad, wherein a cannibalism score for a paid ad indicates that the presence of the paid ad in a SERP reduces the chance that a user will click on a corresponding unpaid listing, wherein a corresponding unpaid listing has a linked web page in the same domain as the linked web page of the designated paid ad;
- wherein the keyword gatherer additionally gathers an actual revenue due to clicks on a paid ad and on any corresponding unpaid listings in a SERP for a time period where no de-cannibalizing actions were taken, wherein a de-cannibalizing action occurs when a paid ad is not supplied to the search engine one the basis of its cannibalism score;
- a reclaimed ad spend analyzer for estimating a reclaimed ad spend for a keyword as the difference between an estimate of the expected ad spend due to purchasing a paid ad corresponding to the keyword for a comparable period of time and the actual cost of purchasing the ad as reported for a comparable period of time during which de-cannibalizing actions were taken;
- and
- a cannibalistic ad response generator for reporting the estimate of the reclaimed ad spend.
Dependencies are inferred from the claim text.