WO2021016655A1 - Optimising paid search channel internet campaigns in an ad serving communication network - Google Patents
Optimising paid search channel internet campaigns in an ad serving communication network Download PDFInfo
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- WO2021016655A1 WO2021016655A1 PCT/AU2020/050754 AU2020050754W WO2021016655A1 WO 2021016655 A1 WO2021016655 A1 WO 2021016655A1 AU 2020050754 W AU2020050754 W AU 2020050754W WO 2021016655 A1 WO2021016655 A1 WO 2021016655A1
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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
- G06Q30/0201—Market modelling; Market analysis; Collecting market data
-
- 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
- G06Q30/0201—Market modelling; Market analysis; Collecting market data
- G06Q30/0202—Market predictions or forecasting for commercial activities
-
- 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
Definitions
- This invention relates generally to optimising internet campaigns in an ad serving network.
- a paid search channel is a form of digital marketing where search engines display ads in search engine results pages (SERPs).
- SERPs search engine results pages
- Paid search generally works on a pay-per-click model (PPC) and wherein various ad formats, include text ads, are shown at the top or bottom of organic search results. Ads may also be displayed on display, video serving, shopping or app networks.
- PPC pay-per-click model
- Ad campaigns comprise ad groups which target phrases by bid amounts and other parameters. Signals are collected to measure performance metrics including click, impressions, click-through rate (CTR), average cost-per-click (CPC), average position, cost/conversion and conversion rate.
- CTR click-through rate
- CPC average cost-per-click
- D1 teaches determining a page rank associated with keywords of an organic search campaign and determining a relationship between the organic search campaign and a paid search campaign. Specifically, D1 determines whether a paid search conversion rate of keywords within a paid search campaign affects an organic search conversion rate of the keywords within the organic search campaign when a bid price of the keyword in the paid search campaign is increased. [8] The present invention seeks to provide a way to optimise paid channel performance metrics, which will overcome or substantially ameliorate at least some of the deficiencies of the prior art, or to at least provide an alternative.
- Embodiments provided herein relate to optimisation of paid search channel performance metrics across a communication network by collecting signals from a first paid search campaign of a paid search channel across the communication network.
- the first paid search campaign comprises a first set of phrases which comprise brand specific keywords.
- a behavioural signature is determined from the signals collected which comprises conversion rates for the first set of phrases for each of a plurality of attributes measured from the signals collected.
- a second paid search campaign is then served using the paid channel across the communication network which comprises a second set of phrases comprising generic keywords which do not comprise brand specific keywords.
- the targeting of the second paid search campaign is optimised according to the empirical behavioural signature. Specifically, bid amounts for the generic keywords are adjusted according to the conversion rates for the first set of phrases for each of the plurality of attributes.
- the targeting of phrases comprising generic keywords is optimised using the empirical behavioural signature observed from online behaviour signals of brand loyal customers and using phrases comprising brand specific keywords which have relatively higher conversion rates.
- Figure 1 shows an ad serving system in accordance with an embodiment
- Figure 2 shows a system for optimising internet campaigns in the ad serving system in accordance with an embodiment
- Figure 3 shows a process for optimising internet campaigns in the ad serving system in accordance with an embodiment.
- Figure 1 shows an ad serving system 100 comprising an ad server 101 in operable communication with a plurality of electronic devices 108 across a communication network 107.
- the ad server 101 comprises a processor 102 for processing digital data.
- the digital storage 1 15 is configured for storing digital data including computer program code instructions.
- the processor 102 fetches these computer program instructions and associated data from the storage 1 15 for interpretation and execution for the implementation of the functionality provided herein.
- the ad server 101 further comprises a data interface 103 for sending and receiving data across the communication network 107.
- the storage 1 15 may comprise an ad serving application 105 and a plurality of ad campaigns 106.
- the ad server 101 serves ads in accordance with the ad campaigns 106.
- the user may interact with an ad displayed by digital display of the electronic device 108 which is recorded as a signal by the ad server 101 .
- the system 100 may comprise a search network 1 10 comprising a search engine 109 wherein the ads appear within organic search engine results therefrom.
- the system 1 00 may further comprise a display network 1 12 wherein ads are injected by way of client-side code into webpages served by third-party web servers 1 1 1 .
- the system 1 00 may further comprise a video serving network 1 14 comprising a video server 1 13 wherein ads are displayed overlaid the video content serve thereby. Further networks may be included including shopping, app networks and the like.
- Figure 3 shows a process 128 of optimising paid search channel campaigns across the communication network 107 described with reference to Figure 2 which shows the communication network 107 having a paid search channel (typically a PPC paid search channel) served by the ad server 1 01 .
- a paid search channel typically a PPC paid search channel
- the process 1 28 comprises collecting signals 1 21 at stage 1 29 from a first paid search campaign 1 1 9 of the paid search channel 1 18 across the communication network 1 07.
- the first paid search campaign 1 19 comprises a first set of phrases 1 16 comprising brand specific keywords.
- a phrase may comprise one or more keywords.
- the term“brand specific” as used herein should be construed as keywords of phrases including generally recognisable brand trademark keywords such as“Nike”,“Adidas” and the like.
- the brand specific phrases 1 16 may comprise keywords such as “Nike shoes”, “Nike leather shoes” and the like. These brand specific keywords are used to target brand loyal customers on the Internet for the collection of the signals 121 .
- Organic search results or display networks ads are displayed by the user electronic devices 108 by the ad server 1 01 and signals 1 21 are collected by the ad server 101 accordingly, including when users interacts with the ads, such as by clicking on an ad.
- a behavioural signature 123 is generated according to the signals 121 collected.
- the behavioural signature 123 comprises conversion metrics for the brand specific phrases 1 1 6 for a plurality of attributes 1 25.
- the conversion metrics 122 may comprise number of clicks, click-through rate (CTR), average cost-per-click (CPC), cost/conversion and/or conversion rate.
- the attributes 125 may comprise user specific attributes including postcode, gender, age, income bracket and device type. The attributes 125 may further comprise time period attributes including hour of the week.
- conversion metrics 122 for the 2386 postcodes in Australia, two types of genders, six age groups, six income groups, three types of devices and 168 hours of the week may be determined from the signals 121 to generate the empirical behavioural signature 123. These combinations afford highly granular conversion metrics 122.
- the conversion metric 122 comprises conversion rate
- the behavioural signature 123 determined from signals 121 may represent:
- targeting 126 of a second paid search campaign 120 comprising generic phrases 1 17 is adjusted according to the behavioural signature 123 and, at stage 132, the second paid search campaign 120 is served across a communication network 107.
- the generic phrases 1 17 include generic phrases which do not include brand specific keywords.
- the generic phrases may include“leather shoes with laces”,“leather shoes size 12” and the like.
- the generic phrases 1 17 may be more numerous than the brand specific phrases 1 16 and comprise“longer-tail” phrases as compared to the brand specific phrases 1 16.
- Long-tail keywords are keywords or key phrases that are more specific, and usually longer than more commonly searched for keywords.
- the targeting 1 26 of the second paid search campaign 120 is optimised by adjusting bid amounts for the generic phrases 1 17 according to the conversion metrics for the brand specific phrases 1 1 6 for each of the plurality of attributes 125.
- Postcode +2% 2000, 0% 2001 , + 1 % 2002, +1 % 2003 etc
- each of the attributes 125 is adjusted to mimic the conversion rates determined from the first paid search campaign 1 1 9.
- a bid adjustment 127 may be made for each conversion metric 123 provided sufficient information is provided in relation to which conversion metric 123.
- the phrases 1 1 6, 1 1 7 may be divided into categories such as “leather shoes”,“running shoes” and the like.
- bid amounts for generic phrases 1 1 7 of a category are made according to the conversion metrics to the brand specific phrases 1 16 of the same category.
- conversion metrics 122 for brand specific phrases 1 16 of a“leather shoes” category such as“Nike leather shoes” may be used for the bid adjustments 127 of generic phrases 1 1 7 of the same category, such as“leather shoes with laces”, “leather shoes size 12”and the like.
- a brand specific phrase 1 16 and a generic phrase 1 17 is assigned to the same category if the brand specific phrase 1 1 6 includes a subset of the generic phrase 1 17, such as“leather shoes”. For example, a brand specific phrase 1 16 comprising“Nike leather shoes” and a generic phrase 117 comprising“leather shoes size 12” will be assigned to the“leather shoes” category.
- the bid adjustments may be made such that the sum of the bid adjustment for each attribute 125 is 0.
- the ad server 101 or software application interfacing therewith via API may be configured for automatically adjusting the bid amounts in this way.
- the ad server 101 or the software application may continually make the bid adjustments 127 in substantial real time depending on the signals 121 received.
- Bid adjustments 127 for each generic phrase 1 17 may be adjusted until the bid adjustment reaches a maximum or minimum threshold.
- further signals may be collected for the second paid search campaign 120 and wherein the bid adjustments 127 are adjusted further to align the conversion metrics 122 of the first paid search campaign 1 19 with the second paid search campaign 120.
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- Game Theory and Decision Science (AREA)
- Economics (AREA)
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- General Business, Economics & Management (AREA)
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Abstract
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Priority Applications (1)
Application Number | Priority Date | Filing Date | Title |
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AU2020323296A AU2020323296A1 (en) | 2019-07-26 | 2020-07-24 | Optimising paid search channel internet campaigns in an ad serving communication network |
Applications Claiming Priority (2)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
AU2019902675A AU2019902675A0 (en) | 2019-07-26 | A method for optimising ad campaign targeting within an ad serving network | |
AU2019902675 | 2019-07-26 |
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WO2021016655A1 true WO2021016655A1 (en) | 2021-02-04 |
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PCT/AU2020/050754 WO2021016655A1 (en) | 2019-07-26 | 2020-07-24 | Optimising paid search channel internet campaigns in an ad serving communication network |
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WO (1) | WO2021016655A1 (en) |
Citations (4)
Publication number | Priority date | Publication date | Assignee | Title |
---|---|---|---|---|
US20120059708A1 (en) * | 2010-08-27 | 2012-03-08 | Adchemy, Inc. | Mapping Advertiser Intents to Keywords |
US8396742B1 (en) * | 2008-12-05 | 2013-03-12 | Covario, Inc. | System and method for optimizing paid search advertising campaigns based on natural search traffic |
US20150302476A1 (en) * | 2014-04-22 | 2015-10-22 | Alibaba Group Holding Limited | Method and apparatus for screening promotion keywords |
US9235570B2 (en) * | 2011-03-03 | 2016-01-12 | Brightedge Technologies, Inc. | Optimizing internet campaigns |
-
2020
- 2020-07-24 WO PCT/AU2020/050754 patent/WO2021016655A1/en active Application Filing
- 2020-07-24 AU AU2020323296A patent/AU2020323296A1/en not_active Abandoned
Patent Citations (4)
Publication number | Priority date | Publication date | Assignee | Title |
---|---|---|---|---|
US8396742B1 (en) * | 2008-12-05 | 2013-03-12 | Covario, Inc. | System and method for optimizing paid search advertising campaigns based on natural search traffic |
US20120059708A1 (en) * | 2010-08-27 | 2012-03-08 | Adchemy, Inc. | Mapping Advertiser Intents to Keywords |
US9235570B2 (en) * | 2011-03-03 | 2016-01-12 | Brightedge Technologies, Inc. | Optimizing internet campaigns |
US20150302476A1 (en) * | 2014-04-22 | 2015-10-22 | Alibaba Group Holding Limited | Method and apparatus for screening promotion keywords |
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AU2020323296A1 (en) | 2022-01-06 |
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