Bid optimization in search engine marketing

US8712832B2 · kind B2 · utility

Assignee

• YAHOO HOLDINGS, INC. · US

Inventors

• Pavel Berkhin · Sunnyvale, US
• Usama M. Fayyad · Mercer Island, US
• Scott Gaffney · Palo Alto, US
• Bassel Ojjeh · Bellevue, US
• Rajesh Girish Parekh · San Jose, US
• Andrew Tomkins · Menlo Park, US

Key dates

• Filing date: Dec 12, 2006
• Grant date: Apr 29, 2014
• Expiry date: Jan 12, 2033

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0275
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Methods and apparatus are described for optimally allocating an online advertising budget for a search engine marketing (SEM) campaign among a fixed set of keywords.