Advertiser campaign scripting

Patent metadata

Field	Value
Publication number	US-2016307228-A1
Application number	US-201213475144-A
Country	US
Kind code	A1
Filing date	May 18, 2012
Priority date	Aug 19, 2011
Publication date	Oct 20, 2016
Grant date	—

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for automated management of campaigns using scripted rules.

First claim

What is claimed is:

1 . A system, comprising:
a data processing apparatus including one or more computers; and a computer storage system storing instructions that when executed by the data processing apparatus cause the data processing apparatus to perform actions comprising:
accessing advertising campaign data including:
a plurality of campaign management entities including an advertising campaign entity that defines an advertising campaign;
a plurality of rules, each rule associated with at least one of the advertising campaign entities and a user identifier, each rule defining an operation and a corresponding event, the event being an occurrence of a condition defined for the advertising campaign entity, and the operation being executed in response to detection of the corresponding event and specifying an entity change for a campaign management entity associated with the advertising campaign entity, and wherein the user identifier is an identifier of a user that defined the rule;

detecting the event defined by a given rule that is (i) associated with the advertising campaign and (ii) defined by a given user having a given user identifier;
determining that the given user identifier has permission to make the entity change specified by the operation defined by the given rule for the at least one advertising campaign entity associated with the given rule and in response:
executing the operation defined by the given rule, and in response to the execution, changing the campaign management entity associated with the advertising campaign entity according to the specified entity change;
storing, for each changed campaign management entity, data that identifies the given user identifier as the source of the change to the changed campaign management entity; and
providing reporting data that presents data (i) describing the change to the changed campaign management entity and (ii) identifying the given user identifier as the source of the change.

2 . The system of claim 1 , wherein:
each rule is associated with a frequency parameter, the frequency parameter storing a frequency value that is set by a user and defines a frequency at which the rule is executed; and the actions further comprise detecting events defined by the rules, including executing each rule at a frequency defined by the frequency value of the rule.

3 . The system of claim 2 , wherein the frequency value can range from a unique occurrence to recurring occurrences of a maximum time period.

4 . The system of claim 1 , wherein the actions further comprise detecting events defined by the rules, including executing each rule at a same frequency.

5 . The system of claim 1 , wherein, for at least one rule:
the condition of the at least one rule is based on a metric associated with the advertising campaign; and the operation of the at least one rule changes one or more of a status or a value for a campaign management entity.

6 . The system of claim 5 , wherein, for at least one rule:
the at least one campaign management entity associated with the at least one rule is an advertisement group entity; the condition of the at least one rule is a click through rate threshold for a keyword of an advertisement group of the advertising campaign meeting a threshold; and the operation of the at least one rule is adjusting a bid defined by a bid entity associated with the advertisement group that increases a likelihood that an advertisement of the advertisement group is displayed on a first page of search results.

7 . The system of claim 5 , wherein, for at least one rule:
the at least one campaign management entity associated with the at least one rule is a targeting entity defining keyword targeting criteria; the condition of the at least one rule is a click through rate threshold for an advertisement group of the advertising campaign meeting a first threshold; and the operation of the at least one rule is adjusting a bid defined by a bid entity associated with the advertisement group so that the bid meets a cost per click value that increases a likelihood that an advertisement of the advertisement group is displayed.

8 . The system of claim 5 , wherein, for at least one rule:
the at least one campaign management entity associated with the at least one rule is an advertising campaign entity; the condition of the at least one rule is (i) a click through rate threshold for the advertising campaign meeting a first threshold and (ii) a budget defined by a budget entity for the advertising campaign meeting a second threshold; and the operation of the at least one rule is pausing the advertising campaign to preclude serving advertisements associated with the campaign.

9 . (canceled)

10 . The system of claim 1 , wherein:
the campaign management entities are associated according to a hierarchy in which advertisement entities, budget entities, targeting entities, and bid entities are subordinate to advertisement group entities, and the advertisement group entities are subordinate to the campaign management entities; at least one rule is associated with an advertising campaign entity and all campaign management entities subordinate to the advertising campaign entity and associated with the advertising campaign entity, and wherein the condition is defined for a campaign management entity subordinate to the advertising campaign entity; the actions further comprise:
detecting events defined by the rules associated with the advertising campaign, including detection for an occurrence of the condition for each instance of the campaign management entity subordinate to the advertising campaign entity; and
executing the operation associated with the event by the rule, including executing the operation for only the campaign management entities for which the occurrence of the condition is detected.

11 . Software stored on a non-transitory computer storage system, the software comprising instructions that when executed by a data processing apparatus cause the data processing apparatus to perform actions comprising:
accessing advertising campaign data including:
a plurality of campaign management entities including an advertising campaign entity that defines an advertising campaign;
a plurality of rules, each rule associated with at least one of the advertising campaign entities and a user identifier, each rule defining an operation and a corresponding event, the event being an occurrence of a condition defined for the advertising campaign entity, and the operation being executed in response to detection of the corresponding event and specifying an entity change for a campaign management entity associated with the advertising campaign entity, and wherein the user identifier is an identifier of user that defined the rule;
detecting the event defined by a given rule that is (i) associated with the advertising campaign and (ii) defined by a given user having a given user identifier; determining that the given user identifier has permission to make the entity change specified by the operation defined by the given rule for the at least one advertising campaign entity associated with the given rule and in response:
executing the operation defined by the given rule, and in response to the execution, changing the campaign management entity associated with the advertising campaign entity according to the specified entity change;
storing, for each changed campaign management entity, data that identifies the given user identifier as the source of the change to the changed campaign management entity; and
providing reporting data that presents data (i) describing the change to the changed campaign management entity and (ii)

Assignees

• Balasubramanian Prabhu
• Narasimhan Bhanu
• Miller Alison B
• Fong Alena R
• Bakshi Nikhil
• Netchitailo Ilya
• Yu Jiaqi
• Chitilian Varouj A
• Patel Chetan
• Google Inc

Inventors

• Balasubramanian Prabhu
• Narasimhan Bhanu
• Miller Alison B
• Fong Alena R
• Bakshi Nikhil
• Netchitailo Ilya
• Yu Jiaqi
• Chitilian Varouj A
• Patel Chetan

Classifications

• G06Q30/0258

  Registration · CPC title

• G06Q30/0276

  Advertisement creation · CPC title

• G06F16/24552

  Database cache management · CPC title

• G06Q30/0241

  Advertisements · CPC title

• G06Q30/0275

  Auctions · CPC title