JP2009517776A - 広告キャンペーン最適化 - Google Patents
広告キャンペーン最適化 Download PDFInfo
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- JP2009517776A JP2009517776A JP2008543326A JP2008543326A JP2009517776A JP 2009517776 A JP2009517776 A JP 2009517776A JP 2008543326 A JP2008543326 A JP 2008543326A JP 2008543326 A JP2008543326 A JP 2008543326A JP 2009517776 A JP2009517776 A JP 2009517776A
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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
- G06Q30/06—Buying, selling or leasing transactions
- G06Q30/08—Auctions
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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
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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
- G06Q30/0249—Advertisements based upon budgets or funds
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Abstract
Description
○Ri(t)・exp(−E) e(t)<1の場合、
○Ri(t)・exp(E) s(t)<B かつ R(t)≦exp(−E)
の場合、
○Ri(t) その他の場合
ここではE>0は∂に比べて小さな定数とする。
Claims (20)
- コンピュータ上で実行可能なコンポーネントを備える広告キャンペーン最適化システムであって、
広告キャンペーンに関する付け値を受信する取得コンポーネントと、
付け値を変更して予算内の前記キャンペーンの全体的な有益度を最大化する解析コンポーネントと、
を備えることを特徴とするシステム。 - 前記解析コンポーネントは、各々のキーワードまたは広告の限界効用を判定する限界効用コンポーネントを備えることを特徴とする請求項1に記載のシステム。
- 前記解析コンポーネントは、各々のキーワードまたは広告の前記限界効用および前記キャンペーン予算に基づいてキャンペーン広告の前記最適な付け値およびスロット位置を計算する最適化コンポーネントを備えること特徴とする請求項2に記載のシステム。
- 前記解析コンポーネントは、キーワードまたは広告に関連する投資収益率を判定するコンポーネントを備えることを特徴とする請求項1に記載のシステム。
- 前記解析コンポーネントは、付け値を変更し、キャンペーンのキーワードまたは広告の投資収益率を平衡化し、前記キャンペーンの投資収益率を最大化する最適化コンポーネントを備えることを特徴とする請求項4に記載のシステム。
- 様々なスロットでのキーワードの値段を含む前記最適化コンポーネントに使用される値を以前値に基づいて生成するインテリジェント・コンポーネントをさらに備えることを特徴とする請求項5に記載のシステム。
- 前記解析コンポーネントは、競売を管理する管理コンポーネントに付け値を提供することを特徴とする請求項1に記載のシステム。
- 前記最適化システムとキーワード広告システム間の相互作用を容易にするインタフェース・コンポーネントをさらに備えることを特徴とする請求項1に記載のシステム。
- コンピュータが実行する手段を備えるオンライン広告キャンペーン入札最適化システムであって、
キャンペーンにおける各々のキーワード広告に対する広告主の限界効用を判定する手段と、
所定の予算内のキャンペーンに対する全体的な有益度を最大化する付け値を生成する手段と、
を備えることを特徴とするシステム。 - コンピュータが実行可能な広告入札を最適化する方法であって、
広告キャンペーンの各々のキーワードに対して限界効用を計算するステップと、
所定の予算に基づいて付け値を変更してキャンペーンの全体的な有益度の最大化を行うステップと、
を含むことを特徴とする方法。 - 限界効用の計算にキーワードから引き出される全体的な有益度を前記キーワードにかかるコストで除算することで行う投資収益率の計算をするステップを含む請求項10に記載の方法。
- Uを予算内のスロットから得られる最大の有益度とし、kを大きな定数とし、uijをスロットjにあるワードiの限界効用としたときのU/k*floor(uij*k/U)によってキーワードに対する前記全体的な有益度の計算をするステップをさらに含むことを特徴とする請求項10に記載の方法。
- 回収率の低いキーワードの付け値を減少させおよび/または回収率の高いキーワードの付け値を上昇させる付け値の変更を行うステップを含むことを特徴とする請求項10に記載の方法。
- 前記付け値を1つ低いスロットを取得するのに十分な値まで減少させるステップを含むことを特徴とする請求項13に記載の方法。
- 前記付け値を1つ高いスロットを取得するのに十分な値まで上昇させるステップを含むことを特徴とする請求項13に記載の方法。
- 限界効用の計算がキーワードの付け値に基づいて関連する価値の比率を判定するステップを含むことを特徴とする請求項11に記載の方法。
- 限界効用の計算がキーワードのクリック・スルー・レートにキーワードの付け値を乗算するステップを含むことを特徴とする請求項10に記載の方法。
- 限界効用の計算がキーワードの特定の最大の付け値に基づいて関連する価値の比率を判定するステップを含むことを特徴とする請求項10に記載の方法。
- 広告競売に前記付け値を提示するステップをさらに含むことを特徴とする請求項10に記載の方法。
- 前記競売の落札者を選択するより前に前記付け値に小さな乱数を加えるまたは差し引くことで前記付け値を少し摂動させるステップをさらに含む請求項19に記載の方法。
Applications Claiming Priority (3)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
US11/291,886 US20070130004A1 (en) | 2005-12-01 | 2005-12-01 | AD campaign optimization |
US11/291,886 | 2005-12-01 | ||
PCT/US2006/044776 WO2007064503A1 (en) | 2005-12-01 | 2006-11-16 | Ad campaign optimization |
Publications (2)
Publication Number | Publication Date |
---|---|
JP2009517776A true JP2009517776A (ja) | 2009-04-30 |
JP4927863B2 JP4927863B2 (ja) | 2012-05-09 |
Family
ID=38092564
Family Applications (1)
Application Number | Title | Priority Date | Filing Date |
---|---|---|---|
JP2008543326A Expired - Fee Related JP4927863B2 (ja) | 2005-12-01 | 2006-11-16 | 広告キャンペーン最適化 |
Country Status (8)
Country | Link |
---|---|
US (1) | US20070130004A1 (ja) |
EP (1) | EP1960955A4 (ja) |
JP (1) | JP4927863B2 (ja) |
KR (1) | KR20080071586A (ja) |
CN (1) | CN101317192A (ja) |
BR (1) | BRPI0619368A2 (ja) |
RU (1) | RU2008121940A (ja) |
WO (1) | WO2007064503A1 (ja) |
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JP2013528866A (ja) * | 2010-05-05 | 2013-07-11 | ヤフー! インコーポレイテッド | 入札価格展望ツール |
JP2014511535A (ja) * | 2011-03-09 | 2014-05-15 | フェイスブック,インク. | スポンサー記事の推薦購読 |
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EP1960955A1 (en) | 2008-08-27 |
CN101317192A (zh) | 2008-12-03 |
BRPI0619368A2 (pt) | 2011-09-27 |
EP1960955A4 (en) | 2011-05-18 |
WO2007064503A1 (en) | 2007-06-07 |
JP4927863B2 (ja) | 2012-05-09 |
KR20080071586A (ko) | 2008-08-04 |
US20070130004A1 (en) | 2007-06-07 |
RU2008121940A (ru) | 2009-12-10 |
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