US 9,754,283 B2Granted

Recommending a budget for an advertisement presented on an online system

AssigneeFacebook, Inc.

InventorsDong Guo, Mark Kar Hong Wong, Zhi Zhong

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Abstract

An online system provides identifies multiple candidate budgets to an advertiser requesting presentation of advertisements via the online system. The advertiser may select a candidate budget used for presenting advertisements via the online system. A default budget may be identified from the candidate budgets to increase the likelihood of the advertiser selecting the default budget. The candidate budgets and the default budget are determined by the online system to maximize the likelihood that an advertiser elects to present advertisements via the online system or to maximize revenue received the online system for presenting advertisements from the advertiser. Various factors are specific to the advertiser, the object being advertised, and other contextual information may be used to determine the candidate budgets.

Claims22

Dependent claims

A method comprising:

receiving, at an online system, a request from an advertiser of the online system identifying an advertisement for presentation to one or more users of the online system;
retrieving, by the online system, information associated with the advertisement;
determining, by the online system, a plurality of candidate budgets for the advertisement based at least in part on the retrieved information associated with the advertisement, each candidate budget specifying an amount of compensation to be provided to the online system for presenting the advertisement;
for each candidate budget, determining, by the online system, a likelihood of a purchase of the advertisement at the candidate budget based at least in part on the retrieved information associated with the advertisement, the likelihood being a numerical value quantifying a probability of the advertiser selecting the advertisement;
determining, by the online system, an ad purchase interface comprising a set of budget options selected from the plurality of candidate budgets based at least in part on the determined likelihoods of the purchase of the advertisement at the corresponding candidate budgets;
and
providing, by the online system, the ad purchase interface to a client device for display to the advertiser.

4 more elements

A computer program product comprising a non-transitory computer-readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to:

receive, at an online system, a request from an advertiser of the online system identifying an advertisement for presentation to one or more users of the online system;
retrieve, by the online system, information associated with the advertisement;
determine, by the online system, a plurality of candidate budgets for the advertisement based at least in part on the retrieved information associated with the advertisement, each candidate budget specifying an amount of compensation provided to the online system for presenting the advertisement;
for each candidate budget, determine, by the online system, a likelihood of a purchase of the advertisement at the candidate budget based at least in part on the retrieved information associated with the advertisement, the likelihood being a numerical value quantifying a probability of the advertiser selecting the advertisement;
determine an ad purchase interface comprising a set of budget options selected from the plurality of candidate budgets based at least in part on the determined likelihoods of the purchase of the advertisement at the corresponding candidate budgets;
and
provide, by the online system, the ad purchase interface to a client device for display to the advertiser.

4 more elements

Dependencies are inferred from the claim text.