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1. 发明申请

US20120173326A1 Keyword bid management in an online advertising system 审中-公开
标题翻译：在线广告系统中的关键字出价管理
公开(公告)号：US20120173326A1
公开(公告)日：2012-07-05
申请号：US13136211
申请日：2011-07-26
申请人： David Tao , Xingtao Zhao , Rohit Kaul
发明人： David Tao , Xingtao Zhao , Rohit Kaul
IPC分类号： G06Q30/00
CPC分类号： G06Q30/0244
摘要： In a technique for managing keyword bid amounts in an online advertising system (OAS), a closed-loop feedback technique that integrates data integration, keyword management, bid management, product-search results and user activities is used to optimize revenue generation from online advertisements for websites, such as e-commerce websites. In particular, bids on a group of keywords associated with products are based on an estimated profitability of the group of keywords. Then, the resulting traffic to an associated e-commerce website is monitored by determining a financial performance metric of the e-commerce website, which facilitates subsequent feed-back adaptation. For example, a layout of the e-commerce website (such as product information, which is associated with the products, and/or relative positions of the displayed product information on the e-commerce website) is adjusted based on the determined financial performance metric. Moreover, the bid amounts for the group of keywords are modified based on the determined financial performance metric.
摘要翻译：在管理在线广告系统（OAS）中的关键字出价金额的技术中，使用集数据整合，关键词管理，出价管理，产品搜索结果和用户活动的闭环反馈技术来优化在线广告中的创收用于网站，如电子商务网站。特别地，与产品相关联的一组关键词的出价是基于关键字组的估计的利润率。然后，通过确定电子商务网站的财务绩效指标来监控通向相关联的电子商务网站的流量，这有利于后续的反馈适应。例如，基于所确定的财务绩效指标来调整电子商务网站的布局（例如与产品相关联的产品信息和/或电子商务网站上显示的产品信息的相对位置）。此外，基于确定的财务绩效指标来修改关键字组的出价金额。

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