公开(公告)号：US20150339353A1

公开(公告)日：2015-11-26

申请号：US14361637

申请日：2013-07-22

Applicant: Google Inc.

Inventor： Lars Engebretsen ,  Jennifer J. Huang ,  Puneet Chopra

IPC: G06F17/30

CPC classification number: G06F16/2468 ,  G06F16/951 ,  G06Q30/02

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. A method includes: identifying one or more selection keywords that are associated with a creative, the selection keywords used in determining when the creative is shown in response to received content requests that include one or more request keywords; identifying matching criteria for comparing the selection keywords and the request keywords, the matching criteria defined by a range from an exact match to a broad match and including a matching threshold, in the range; establishing a bid modifier associated with the matching criteria, the bid modifier modifying a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request; and evaluating the creative responsive to received content requests based on the matching criteria and the bid modifier.

Abstract translation: 方法，系统和装置，包括在计算机可读存储介质上编码的用于评估创意的计算机程序。 一种方法包括：识别与广告素材相关联的一个或多个选择关键字，所述选择关键字用于确定何时响应于包括一个或多个请求关键字的接收的内容请求而显示该广告; 确定用于比较所述选择关键字和所述请求关键字的匹配标准，所述匹配标准由所述范围内的从精确匹配到广泛匹配并包括匹配阈值的范围定义; 建立与所述匹配标准相关联的出价修饰符，所述出价修饰符基于在所述选择关键字和所述请求关键字之间确定的用于给定内容请求的匹配程度来修改与所述广告素材相关联的出价; 并根据匹配条件和出价调节器，对收到的内容请求进行响应。