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1. 发明申请

WO2012047895A2 SEARCH CHANGE MODEL 审中-公开
标题翻译：搜索变更模型
公开(公告)号：WO2012047895A2
公开(公告)日：2012-04-12
申请号：PCT/US2011054777
申请日：2011-10-04
申请人： GOOGLE INC , CHAN DAVID XI-KUAN , GERSHONY ORI , KOEHLER JAMES R , PASCOVICI ANDREI , SILVERSTEIN JIAN L , YUAN YUAN
发明人： CHAN DAVID XI-KUAN , GERSHONY ORI , KOEHLER JAMES R , PASCOVICI ANDREI , SILVERSTEIN JIAN L , YUAN YUAN
IPC分类号： G06Q30/00
CPC分类号： G06Q30/0241
摘要： Systems, methods and computer program products for determining lost opportunities resulting from changes to advertising spending are described. To assist advertisers in evaluating and allocating a proper budget to advertising, an analyzer can be used to develop an analytical model that gathers data pertaining to the incremental value of search advertising. (e.g., the true cost of the additional click lost or gained), which can be presented to the advertisers when changes have been made/proposed to the advertiser's advertising spending. The analyzer can detect large changes in advertising spending, and indicate (e.g., by prediction) how many total clicks were lost or gained as a result of the change in advertising spending to allow the advertisers to visualize the impact to changes in advertising spending, and determine when to decrease advertising budget on ads that yield low return-on-investment or to increase advertising budget to maximize the effectiveness of an active ad campaign.
摘要翻译：描述了用于确定由广告支出变化导致的失去机会的系统，方法和计算机程序产品。为了帮助广告客户评估和分配适当的广告预算，分析器可用于开发收集与搜索广告增量价值有关的数据的分析模型。（例如，额外点击丢失或获得的真实成本），当广告客户的广告支出进行更改/提出后，可以向广告客户显示。分析仪可以检测广告支出的巨大变化，并指出（例如，通过预测）由于广告支出变化导致的广告点击次数损失或获得的总点击数量，允许广告客户将广告支出变化的影响视为可视化; 确定何时降低投资回报率低的广告的广告预算，或增加广告预算以最大限度地提高有效广告系列的有效性。

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