Adjusting ad costs using document performance or document collection performance

US8494900B2 · kind B2 · utility

Assignee

• Google LLC · US

Inventors

• Brian Axe · Portola Valley, US
• Doug Beeferman · Palo Alto, US
• Amit J. Patel · Algonquin, US
• Nathan Stoll · San Francisco, US
• Hal R. Varian · Danville, US

Key dates

• Filing date: Jun 30, 2004
• Grant date: Jul 23, 2013
• Expiry date: Sep 16, 2032

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0273
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Documents or document sets may be scored to reflect a value of an action, such as a selection for example, when an ad is served with the document (or a document belonging to a document set). A cost associated with the action with respect to an ad that was served with a document may then be adjusted using the score. For example, ad scores may be accepted or determined, and a document may be scored using the ad scores when served with the document and ad scores across a collection of documents to generate a document score. Each of the ad scores may indicate a value of an action with respect to an ad, such as a conversion rate, or a return on investment for an ad selection for example. Document scores used in this way may help advertisers get a more consistent cost per conversion, or return on investment, without requiring them to enter and manage various offers for various documents and/or various ad serving systems having various conversion rates or returns on investment.