GB2611975A - Identification and management of cannibalistic ads to improve internet advertising efficiency - Google Patents

Identification and management of cannibalistic ads to improve internet advertising efficiency Download PDF

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Publication number
GB2611975A
GB2611975A GB2301657.9A GB202301657A GB2611975A GB 2611975 A GB2611975 A GB 2611975A GB 202301657 A GB202301657 A GB 202301657A GB 2611975 A GB2611975 A GB 2611975A
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serp
listing
unpaid
designated
paid
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GB2301657.9A
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Lebaron Matt
Holsworth John
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Taskmaster Tech Inc
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Taskmaster Tech Inc
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Priority claimed from US16/922,593 external-priority patent/US11727434B2/en
Priority claimed from US17/011,449 external-priority patent/US11481806B2/en
Application filed by Taskmaster Tech Inc filed Critical Taskmaster Tech Inc
Publication of GB2611975A publication Critical patent/GB2611975A/en
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/953—Querying, e.g. by the use of web search engines
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising

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  • Engineering & Computer Science (AREA)
  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Theoretical Computer Science (AREA)
  • Physics & Mathematics (AREA)
  • General Physics & Mathematics (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Game Theory and Decision Science (AREA)
  • General Business, Economics & Management (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Databases & Information Systems (AREA)
  • Data Mining & Analysis (AREA)
  • General Engineering & Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Credit Cards Or The Like (AREA)
  • Telephonic Communication Services (AREA)

Abstract

Generating a cannibalism score for a paid ad in a search engine results page (SERP) by gathering keywords relevant to an advertiser, defining rules that compute a cannibalism score for the ad in relation to a corresponding unpaid listing, where the cannibalism score estimates the reduction in revenue to the advertiser due to the ad appearing in the same SERP as the corresponding listing, providing a keyword to a search engine, receiving a SERP from the search engine, determining the position of a first ad placed by the advertiser from among one or more ads in the SERP, determining the position of a corresponding unpaid listing from among a plurality of unpaid listings in the SERP, and applying the rules to the ad and to the corresponding unpaid listing to obtain a cannibalism score for the ad.

Claims (29)

1. A computer-implemented method for generating a cannibalism score for an ad, comprising: gathering a plurality of keywords that are relevant to a designated advertiser, wherein in response to receiving a keyword a search engine returns a search engine results page (SERP), and wherein a SERP includes (1) a sequence of one or more ads, wherein an ad is placed by an advertiser and includes a link to a landing page, and wherein higher positions in the sequence are more valuable than lower positions, and (2) a plurality of unpaid listings, wherein each unpaid listing includes a link to a landing page, and wherein higher positions in the sequence are more valuable than lower positions, and wherein each landing page is within a domain, wherein a domain is a collection of web pages, and wherein a corresponding unpaid listing in a SERP links to a landing page in the same domain as the landing page linked to an ad in the same SERP placed by the designated advertiser; defining a sequence of rules, wherein, when applied, the rules compute a cannibalism score for an ad within a SERP in relation to a corresponding unpaid listing; for each received keyword: providing the keyword to a search engine; receiving a SERP from the search engine, the SERP including one or more ads and one or more unpaid listings; determining the position of a first ad placed by the designated advertiser from among the one or more ads; determining the position of a corresponding unpaid listing from among the one or more unpaid listings; and applying the rules to the ad and to the corresponding unpaid listing to obtain a cannibalism score for the ad.
2. The method of Claim 1 wherein the cannibalism score represents a measure selected from the group consisting of an estimate of the reduction in revenue to the advertiser due to the ad appearing in the same SERP as the corresponding listing, an estimate of the likelihood that an ad is cannibalistic, or a BOOLEAN determination as to whether an ad is cannibalistic.
3. The method of Claim 1 wherein said determining the position of an ad refers to determining an average position of the ad and said determining the position of a corresponding unpaid listing refers to determining an average position of the unpaid listing and wherein at least one of said rules is based in part on the position of the ad and the position of the unpaid listing.
4. The method of Claim 1 wherein each rule is based on one or more factors selected from the group consisting of the position of an ad within a SERP, the number of ads in the SERP, the position of a corresponding unpaid listing within the SERP, the average revenue per click on the ad, and the average revenue per click on the unpaid listing.
5. The method of Claim 1 wherein each ad in a SERP can be assigned a category selected from the group consisting of an ad placed by the designated advertiser, a friendly ad, a competitive ad, or another ad and wherein at least one rule is based the category of an ad in the SERP.
6. The method of Claim 1 wherein a distance may be computed between an ad and an unpaid listing within a SERP and at least one rule in the sequence of rules is based on the distance between the ad placed by the advertiser and the corresponding unpaid listing.
7. The method of Claim 1 further comprising generating a report that includes a cannibalism score for each ad placed by the designated advertiser that appears in a received SERP.
8. The method of Claim 7 further comprising purchasing ads from the search engine based at least in part on the report of cannibalistic ads.
9. A network computing device, comprising: a keyword gatherer for gathering a plurality of keywords that are relevant to a designated advertiser, wherein in response to receiving a keyword a search engine returns a search engine results page (SERP), and wherein a SERP includes (1) a sequence of one or more ads, wherein an ad is placed by an advertiser and includes a link to a landing page, and wherein higher positions in the sequence are more valuable than lower positions, and (2) a plurality of unpaid listings, wherein each unpaid listing includes a link to a landing page, and wherein higher positions in the sequence are more valuable than lower positions, and wherein each landing page is within a domain, wherein a domain is a collection of web pages, and wherein a corresponding unpaid listing in a SERP links to a landing page in the same domain as the landing page an ad in the same SERP placed by the designated advertiser; a keyword definer for defining a sequence of rules, wherein, when applied, the rules compute a cannibalism score for an ad within a SERP in relation to a corresponding unpaid listing, wherein the cannibalism score estimates the reduction in revenue to the advertiser due to the ad appearing in the same SERP as the corresponding listing; and a CA analyzer for processing each received keyword, the processing comprising the steps of: providing the keyword to a search engine; receiving a SERP from the search engine determining the position of a first ad placed by the designated advertiser from among one or more ads in the SERP; determining the position of a corresponding unpaid listing from among a plurality of unpaid listings in the SERP; and applying the rules to the ad and to the corresponding unpaid listing to obtain a cannibalism score for the ad.
10. The network computing device of Claim 9 wherein said determining the position of an ad refers to determining an average position of the ad and said determining the position of a corresponding unpaid listing refers to determining an average position of the unpaid listing and wherein at least one of said rules is based in part on the position of the ad and the position of the unpaid listing.
11. The network computing device of Claim 9 wherein each rule is based on one or more factors selected from the group consisting of the position of an ad within a SERP, the number of ads in the SERP, the position of a corresponding unpaid listing within the SERP, the average revenue per click on the ad, and the average revenue per click on the unpaid listing.
12. The network computing device of Claim 9 wherein each ad in a SERP can be assigned a category selected from the group consisting of an ad placed by the designated advertiser, a friendly ad, a competitive ad, or another ad and wherein at least one rule is based the category of an ad in the SERP.
13. The network computing device of Claim 9 wherein a distance may be computed between an ad and an unpaid listing within a SERP and at least one rule in the sequence of rules is based on the distance between the ad placed by the designated advertiser and the corresponding unpaid listing.
14. The network computing device of Claim 9 further comprising a cannibalistic ad report generator that generates a report that includes a cannibalism score for each ad placed by the designated advertiser that appears in a received SERP.
15. The network computing device of Claim 14 further comprising an ad buyer for purchasing ads from the search engine based at least in part on the report of cannibalistic ads.
16. A computer-implemented method for estimating the efficiency of an Internet advertising campaign, comprising: receiving a plurality of keywords, wherein each keyword corresponds to a paid ad that is supplied to a search engine, wherein a paid ad includes a link to a web page, and wherein in response to receiving a keyword from a web browser the search engine returns a search engine results page (SERP) that includes (1) the corresponding paid advertisement, and (2) at least one unpaid listing, wherein an unpaid listing includes a link to a web page, and wherein a web page is within a domain; gathering (1) a cannibalism score for a designated paid ad, wherein a cannibalism score indicates that the presence of a designated paid ad in a SERP reduces the chance that a user will click on a corresponding unpaid listing, wherein a corresponding unpaid listing has a linked web page in the same domain as the linked web page of the designated paid ad, and (2) an actual revenue due to clicks on the designated paid ad and on any corresponding unpaid listings in SERP for a time period where no de- cannibalizing actions were taken, wherein a de-cannibalizing action occurs when a paid ad is not supplied to the search engine due to its cannibalism score; estimating a reclaimed ad spend for the designated paid ad as the difference between an estimate of the expected cost of purchasing the designated ad for a period of time and the actual cost reported for a comparable period of time during which de-cannibalizing actions were taken; and reporting the estimate of the reclaimed ad spend.
17. The method of Claim 16 wherein said gathering further comprises: gathering for the designated paid ad an average ad cost-per-click (CPC) for the period, an average click through rate (CTR) for the period, and the number of impressions for the period, the method further comprising: calculating an expected ad spend for the designated paid ad for the period wherein the expected ad spend for the period is the CPC for the period * the CTR for the period * the impressions for the period; wherein the reclaimed ad spend is the difference between the expected ad spend and the gathered actual cost for the period.
18. The method of Claim 16 further comprising calculating a cannibalism score for the designated ad.
19. The method of Claim 16 wherein the cannibalism score represents a measure selected from the group consisting of an estimate of the reduction in revenue to the advertiser due to the designated ad appearing in the same SERP as the corresponding listing, an estimate of the likelihood that a paid ad is cannibalistic, and a BOOLEAN value that indicates whether an ad is cannibalistic.
20. The method of Claim 18 wherein the decision to supply the designated paid ad to the search engine is based on a threshold value applied to the cannibalism score for the designated paid ad.
21. The method of Claim 16 wherein the reclaimed ad spend is aggregated for the period over all the gathered keywords.
22. The method of Claim 17 wherein reclaimed ad spend is calculated for a plurality of search engines and is then aggregated over the plurality of search engines.
23. A network computing device, comprising: a keyword gatherer for gathering: a plurality of keywords that are relevant to a designated advertiser, wherein each keyword corresponds to a paid ad that is supplied to a search engine, wherein a paid ad includes a link to a web page, and wherein in response to receiving a keyword from a web browser the search engine returns a search engine results page (SERP) that includes (i) the corresponding paid advertisement, and (ii) at least one unpaid listing, wherein an unpaid listing includes a link to a web page, and wherein a web page is within a domain; an ad database for storing (1) a paid ad for each of the plurality of keywords, (2) a cannibalism score for each paid ad, wherein a cannibalism score for a paid ad indicates that the presence of the paid ad in a SERP reduces the chance that a user will click on a corresponding unpaid listing, wherein a corresponding unpaid listing has a linked web page in the same domain as the linked web page of the designated paid ad; wherein the keyword gatherer additionally gathers an actual revenue due to clicks on a paid ad and on any corresponding unpaid listings in a SERP for a time period where no de-cannibalizing actions were taken, wherein a de-cannibalizing action occurs when a paid ad is not supplied to the search engine one the basis of its cannibalism score; a reclaimed ad spend analyzer for estimating a reclaimed ad spend for a keyword as the difference between an estimate of the expected ad spend due to purchasing a paid ad corresponding to the keyword for a comparable period of time and the actual cost of purchasing the ad as reported for a comparable period of time during which de-cannibalizing actions were taken; and a cannibalistic ad response generator for reporting the estimate of the reclaimed ad spend.
24. The network computing device of Claim 23 wherein said gathering further comprises: gathering for the keyword an average ad cost-per-click (CPC) for the period, an average click through rate (CTR) for the period, and the number of impressions for the period, and wherein estimating a reclaimed ad spend comprises: calculating an expected ad spend for the designated keyword for the period wherein the expected ad spend for the period is the CPC for the period * the CTR for the period * the impressions for the period; and wherein the reclaimed ad spend is the difference between the expected ad spend and the gathered actual cost for the period.
25. The network computing device of Claim 23 further comprising a cannibalistic analyzer for calculating a cannibalism score for the designated ad.
26. The network computing device of Claim 23 wherein the cannibalism score represents a measure selected from the group consisting of an estimate of the reduction in revenue to the advertiser due to the ad appearing in the same SERP as the corresponding listing, an estimate of the likelihood that an ad is cannibalistic, and a BOOLEAN determination as to whether an ad is cannibalistic.
27. The network computing device of Claim 23 wherein the decision to supply the designated keyword to the search engine is based on a threshold value applied to the cannibalism score for the designated keyword.
28. The network computing device of Claim 23 wherein the reclaimed ad spend is aggregated for the period over all the gathered keywords.
29. The network computing device of Claim 23 wherein the reclaimed ad spend is estimated for a plurality of search engines and is aggregated over the plurality of search engines.
GB2301657.9A 2020-07-07 2021-04-23 Identification and management of cannibalistic ads to improve internet advertising efficiency Pending GB2611975A (en)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
US16/922,593 US11727434B2 (en) 2020-07-07 2020-07-07 Management of cannibalistic ads to improve internet advertising efficiency
US17/011,449 US11481806B2 (en) 2020-09-03 2020-09-03 Management of cannibalistic ads to reduce internet advertising spending
PCT/US2021/028992 WO2022010560A1 (en) 2020-07-07 2021-04-23 Identification and management of cannibalistic ads to improve internet advertising efficiency

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GB2611975A true GB2611975A (en) 2023-04-19

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GB2301657.9A Pending GB2611975A (en) 2020-07-07 2021-04-23 Identification and management of cannibalistic ads to improve internet advertising efficiency

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EP (1) EP4179493A4 (en)
JP (1) JP2023533515A (en)
KR (1) KR20230085129A (en)
CN (1) CN115885304A (en)
AU (2) AU2021305814A1 (en)
CA (1) CA3185052A1 (en)
GB (1) GB2611975A (en)
IL (1) IL299596A (en)
WO (1) WO2022010560A1 (en)

Citations (6)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20090037375A1 (en) * 2007-07-30 2009-02-05 Seok Won Cho Method and apparatus for the placement of advertisements in a search results page
US20090292677A1 (en) * 2008-02-15 2009-11-26 Wordstream, Inc. Integrated web analytics and actionable workbench tools for search engine optimization and marketing
US20120084212A1 (en) * 2010-10-05 2012-04-05 Baker Hughes Incorporated Method and Apparatus for Efficient Implementation of Design Changes
US20120166413A1 (en) * 2010-12-24 2012-06-28 Lebaron Matt Automatic Generation of Tasks For Search Engine Optimization
US8396742B1 (en) * 2008-12-05 2013-03-12 Covario, Inc. System and method for optimizing paid search advertising campaigns based on natural search traffic
US20150046254A1 (en) * 2012-07-18 2015-02-12 Simon Raab System and method for display relevance watch

Patent Citations (6)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20090037375A1 (en) * 2007-07-30 2009-02-05 Seok Won Cho Method and apparatus for the placement of advertisements in a search results page
US20090292677A1 (en) * 2008-02-15 2009-11-26 Wordstream, Inc. Integrated web analytics and actionable workbench tools for search engine optimization and marketing
US8396742B1 (en) * 2008-12-05 2013-03-12 Covario, Inc. System and method for optimizing paid search advertising campaigns based on natural search traffic
US20120084212A1 (en) * 2010-10-05 2012-04-05 Baker Hughes Incorporated Method and Apparatus for Efficient Implementation of Design Changes
US20120166413A1 (en) * 2010-12-24 2012-06-28 Lebaron Matt Automatic Generation of Tasks For Search Engine Optimization
US20150046254A1 (en) * 2012-07-18 2015-02-12 Simon Raab System and method for display relevance watch

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IL299596A (en) 2023-03-01
AU2021305814A1 (en) 2023-02-09
KR20230085129A (en) 2023-06-13
JP2023533515A (en) 2023-08-03
WO2022010560A1 (en) 2022-01-13
EP4179493A1 (en) 2023-05-17
CN115885304A (en) 2023-03-31
CA3185052A1 (en) 2022-01-13
AU2024203739A1 (en) 2024-06-27
EP4179493A4 (en) 2024-05-15

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