公开(公告)号：US20170323380A1

公开(公告)日：2017-11-09

申请号：US14134441

申请日：2013-12-19

Applicant: Google Inc.

Inventor： Christopher Brian Alberti ,  David Vespe ,  Jonathan Ezra Feldman

IPC: G06Q30/08

CPC classification number: G06Q30/08

Abstract: Systems and methods for identifying competitors using content extensions in content items in content items associated with their content placement campaigns are described. A processor identifies one or more competing entities from auctions in which the first entity places a bid. The competing entities are associated with content items having a first type of content extension that received impressions in at least one identified auction. The processor computes an overlap rate based on a number of auctions in which both a content item having the first type of content extension of the identified competing entity and a content item of the first entity received impressions and a number of auctions in which a content item having the first type of content extension of the identified competing entity received an impression and the first entity competed. The processor ranks the competing entities based on the computed overlap rate.

公开(公告)号：US20170330243A1

公开(公告)日：2017-11-16

申请号：US14215824

申请日：2014-03-17

Applicant: Google Inc.

Inventor： Andrew Fuqua ,  David Vespe ,  Jonathan Ezra Feldman

IPC: G06Q30/02

CPC classification number: G06Q30/0275

Abstract: Systems, methods, and computer-readable storage media that may be used to provide bid adjustment recommendations for budget-constrained content campaigns are provided. One method includes identifying a content campaign eligible for each of a plurality of auctions that was excluded from at least some of the auctions based on a budget constraint. The method further includes simulating the auctions using one or more adjusted bid values and generating estimated results for the adjusted bid values based on the simulated auctions. The method further includes determining at least one adjusted bid value that is estimated to result in at least one of the following: (1) increased clicks under substantially the same budget constraint; (2) increased clicks at substantially the same total cost; or (3) decreased cost with substantially the same number of clicks. The method further includes providing at least one recommendation to adopt the at least one adjusted bid value.

公开(公告)号：US20170330219A1

公开(公告)日：2017-11-16

申请号：US14146468

申请日：2014-01-02

Applicant: Google Inc.

Inventor： Jonathan Ezra Feldman ,  Jeremy Lee Whelchel ,  Deepti Bhatnagar ,  Mike Schulman ,  David Vespe ,  Hugh Anthony Lynch

IPC: G06Q30/02

CPC classification number: G06Q30/0243

Abstract: Systems, methods, and computer-readable storage media that may be used to generate competitor-specific bidding recommendations are provided. One method includes identifying, at a computerized analysis system, at least one competitor of a content provider within a plurality of content auctions for displaying content items. The method further includes calculating, at the analysis system, at least one bidding action estimated to improve performance of the content provider in future content auctions with respect to the at least one competitor from a current level to a goal level of the performance metric. The method further includes providing a recommendation to the content provider to implement the at least one bidding action.