公开(公告)号：US20160217529A1

公开(公告)日：2016-07-28

申请号：US14992416

申请日：2016-01-11

Applicant: Google Inc.

Inventor： Patrick Hummel ,  Kay H. Brodersen ,  Jan-Moritz Peter Franosch

IPC: G06Q40/04 ,  G06Q30/08

CPC classification number: G06Q40/04 ,  G06Q30/08

Abstract: Systems and methods for determining bid adjustments that may result in lower costs and/or increased benefit to content providers, and providing recommendations for adjusting a bidding strategy accordingly, are disclosed. One method includes determining a first marginal cost associated with a first set of one or more of a plurality of auctions for presentation of content items within one or more resources. The marginal costs represents a cost to a content provider associated with an additional action performed in association with the content items presented within the resources. The method further includes determining a second marginal cost associated with a second set of one or more of the plurality of auctions. The method further includes determining whether a difference between the first marginal cost and the second marginal cost exceeds a threshold, and generating a recommendation to adjust a bidding strategy in response to determining the difference exceeds the threshold.

Abstract translation: 公开了用于确定可能导致内容提供商降低成本和/或增加利益的投标调整的系统和方法，并且相应地提供了调整出价策略的建议。 一种方法包括确定与多个拍卖中的一个或多个拍卖的第一组相关联的第一边际成本，以在一个或多个资源内呈现内容项。 边际成本代表与在资源内呈现的内容项目相关联地执行的附加动作相关联的内容提供商的成本。 该方法还包括确定与多个拍卖中的一个或多个拍卖的第二组相关联的第二边际成本。 该方法还包括确定第一边际成本和第二边际成本之间的差异是否超过阈值，以及响应于确定差异而产生调整出价策略的建议超过阈值。

公开(公告)号：US20150012560A1

公开(公告)日：2015-01-08

申请号：US13934805

申请日：2013-07-03

Applicant: Google Inc.

Inventor： Jan-Moritz Peter Franosch ,  Wojciech Skut ,  Bianca Madalina Milatinovici ,  Lars Kåre Engebretsen ,  Julia Maria Lennerz ,  Nadine Sandra Gerspacher ,  Elias Lieberich ,  Ritter Ádám

IPC: G06F17/30

CPC classification number: G06Q30/0275 ,  G06F17/3064

Abstract: Systems and methods for providing potential search queries that may be targeted by a given keyword. The method includes receiving, from a third-party content provider, a request to identify one or more search queries that match a given keyword. A table corresponding to the given keyword is identified. The table includes one or more search queries with which at least one third-party content item was selected for display. The selected third-party content item was selected responsive to a bid for the given keyword. The method determines from the identified table, one or more search queries that correspond to the given keyword. The determined search queries that correspond to the given keyword are those search queries that can be targeted by the given keyword. The method provides for display, the determined search queries that correspond to given keyword.

Abstract translation: 用于提供可能由给定关键字定位的潜在搜索查询的系统和方法。 该方法包括从第三方内容提供商接收用于标识与给定关键字匹配的一个或多个搜索查询的请求。 识别与给定关键字对应的表。 该表包括一个或多个搜索查询，至少选择一个第三方内容项目进行显示。 所选择的第三方内容项目是根据给定关键字的出价来选择的。 该方法从所识别的表确定与给定关键字对应的一个或多个搜索查询。 与给定关键字相对应的确定的搜索查询是可以由给定关键字定位的搜索查询。 该方法用于显示与给定关键字对应的确定的搜索查询。

公开(公告)号：US09378517B2

公开(公告)日：2016-06-28

申请号：US13934805

申请日：2013-07-03

Applicant: Google Inc.

Inventor： Jan-Moritz Peter Franosch ,  Wojciech Skut ,  Bianca Madalina Milatinovici ,  Lars Kåre Engebretsen ,  Julia Maria Lennerz ,  Nadine Sandra Gerspacher ,  Elias Lieberich ,  Ritter Ádám

IPC: G06F7/00 ,  G06F17/30 ,  G06Q30/02

CPC classification number: G06Q30/0275 ,  G06F17/3064

Abstract: Systems and methods for providing potential search queries that may be targeted by a given keyword. The method includes receiving, from a third-party content provider, a request to identify one or more search queries that match a given keyword. A table corresponding to the given keyword is identified. The table includes one or more search queries with which at least one third-party content item was selected for display. The selected third-party content item was selected responsive to a bid for the given keyword. The method determines from the identified table, one or more search queries that correspond to the given keyword. The determined search queries that correspond to the given keyword are those search queries that can be targeted by the given keyword. The method provides for display, the determined search queries that correspond to given keyword.

Abstract translation: 用于提供可能由给定关键字定位的潜在搜索查询的系统和方法。 该方法包括从第三方内容提供商接收用于标识与给定关键字匹配的一个或多个搜索查询的请求。 识别与给定关键字对应的表。 该表包括一个或多个搜索查询，至少选择一个第三方内容项目进行显示。 所选择的第三方内容项目是根据给定关键字的出价来选择的。 该方法从所识别的表确定与给定关键字对应的一个或多个搜索查询。 与给定关键字相对应的确定的搜索查询是可以由给定关键字定位的搜索查询。 该方法用于显示与给定关键字对应的确定的搜索查询。

公开(公告)号：US20150379563A1

公开(公告)日：2015-12-31

申请号：US14318513

申请日：2014-06-27

Applicant: Google Inc.

Inventor： Jan-Moritz Peter Franosch ,  Michael Anuzis ,  Wojciech W. Skut

IPC: G06Q30/02

CPC classification number: G06Q30/0247 ,  G06Q30/0275

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for determining bidding strategies. A method includes: identifying a campaign including one or more selection criteria and associated bids; determining a value associated with a user event associated with presentation of a campaign content item; determining one or more predicted future events based on the selection criteria and historical data; determining aggregate values based on the determined predicted future events, using the value and hypothetical bid changes; determining an interaction rate associated with the content item and a cost per event; determining a plurality of bidding strategies for the campaign, each reflecting a change in a bid associated with one or more selection criteria that optimizes the content sponsor's value; and presenting the plurality of bidding strategies to the content sponsor.

Abstract translation: 方法，系统和装置，包括在计算机存储介质上编码的计算机程序，用于确定出价策略。 一种方法包括：识别包括一个或多个选择标准和相关投标的运动; 确定与与所述活动内容项目的呈现相关联的用户事件相关联的值; 基于选择标准和历史数据确定一个或多个预测的未来事件; 使用价值和假设出价变化确定基于确定的未来预测的总价值; 确定与内容项目相关联的交互速率和每个事件的成本; 确定所述活动的多个出价策略，每个反映出与优化内容赞助者的价值的一个或多个选择标准相关联的出价的变化; 并向内容发起人呈现多个投标策略。