Bid optimization in search engine marketing
AssigneeYahoo! Inc.
InventorsPavel Berkhin, Usama M. Fayyad, Scott Gaffney, Bassel Ojjeh, Rajesh Girish Parekh, Andrew Tomkins
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Abstract
Methods and apparatus are described for optimally allocating an online advertising budget for a search engine marketing (SEM) campaign among a fixed set of keywords.
Claims23
A computer-implemented method of allocating an advertising budget among a fixed set of keywords, each keyword having a bid, a bid intensity, and a utility associated therewith, the method comprising:
- raising the bid intensities associated with selected ones of the keywords using one or more computing devices such that the advertising budget is not exceeded, the selected keywords having the highest utilities among the fixed set of keywords;
- and
- when the bid intensities associated with the selected keywords reach maximum values, raising the bids associated with first ones of the selected keywords using the one or more computing devices such that the advertising budget is not exceeded, the first selected keywords having the highest utilities among the selected keywords.
A computer program product for allocating an advertising budget among a fixed set of keywords, each keyword having a bid, a bid intensity, and a utility associated therewith, the computer program product comprising at least one non-transitory computer readable medium having computer program instructions stored therein operable when executed by at least one computing device to:
- raise the bid intensities associated with selected ones of the keywords such that the advertising budget is not exceeded, the selected keywords having the highest utilities among the fixed set of keywords;
- and
- when the bid intensities associated with the selected keywords reach maximum values, raise the bids associated with first ones of the selected keywords such that the advertising budget is not exceeded, the first selected keywords having the highest utilities among the selected keywords.
A system for allocating an advertising budget among a fixed set of keywords, each keyword having a bid, a bid intensity, and a utility associated therewith, the system comprising at least one computing device configured to:
- raise the bid intensities associated with selected ones of the keywords such that the advertising budget is not exceeded, the selected keywords having the highest utilities among the fixed set of keywords;
- and
- when the bid intensities associated with the selected keywords reach maximum values, raise the bids associated with first ones of the selected keywords such that the advertising budget is not exceeded, the first selected keywords having the highest utilities among the selected keywords.
Dependencies are inferred from the claim text.