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    ADJUSTING AD COSTS USING DOCUMENT PERFORMANCE OR DOCUMENT COLLECTION PERFORMANCE
    1.
    发明公开
    ADJUSTING AD COSTS USING DOCUMENT PERFORMANCE OR DOCUMENT COLLECTION PERFORMANCE 审中-公开
    调整显示屏的成本，采用文档效率或文档集合效率

    公开(公告)号：EP1782261A4

    公开(公告)日：2008-08-20

    申请号：EP05768168

    申请日：2005-06-29

    申请人： GOOGLE INC

    发明人： AXE BRIAN ,  BEEFERMAN DOUG ,  PATEL AMIT ,  STOLL NATHAN ,  VARIAN HAL

    IPC分类号： G06Q10/00

    CPC分类号： G06Q30/0275 ,  G06Q30/02 ,  G06Q30/0247 ,  G06Q30/0273

    摘要： Documents or document sets may be scored to reflect a value of an action, such as a selection for example, when an ad is served with the document (or a document belonging to a document set). A cost associated with the action with respect to an ad that was served with a document may then be adjusted using the score (700 and 800). For example, ad scores may be accepted or determined, and a document may be scored using the ad scores when served with the document and ad scores across a collection of documents to generate a document score. Each of the ad scores may indicate a value of an action with respect to an ad, such as a conversion rate, or a return on investment for an ad selection for example. Document scores used in this way may help advertisers get a more consistent cast per conversion, or return on investment, without requiring them to enter and manage various offers for various documents and/or various ad serving systems having various conversion rates or returns on investment.