Systems and methods for determining a dynamic bid for a ranking system

Patent metadata

Field	Value
Publication number	US-2025245694-A1
Application number	US-202418428267-A
Country	US
Kind code	A1
Filing date	Jan 31, 2024
Priority date	Jan 31, 2024
Publication date	Jul 31, 2025
Grant date	—

Abstract

Systems and methods including one or more processors and one or more non-transitory storage devices storing computing instructions configured to run on the one or more processors and perform: receiving a search query from a user and user session information; receiving input information corresponding to one or more campaigns to display to the user; determining a first bid for the one or more campaigns based on the search query and the user session information; determining a second bid for the one or more campaigns based on the input information; determining a final bid for the one or more campaigns based on the first bid and the second bid; transmitting the final bid to a ranking system to generate a listing of advertisements, the listing of advertisements including positioning information; and enabling a graphical user interface to be modified to reposition the listing of advertisements based on the positioning information. Other embodiments are disclosed herein.

First claim

1 . A system comprising:
one or more processors; and one or more non-transitory computer-readable media storing computing instructions that, when run on the one or more processors, cause the one or more processors to perform operations comprising:
receiving a search query from a user and user session information;
receiving input information corresponding to one or more campaigns to display to the user;
determining a first bid for the one or more campaigns based on the search query and the user session information;
determining a second bid for the one or more campaigns based on the input information;
determining a final bid for the one or more campaigns based on the first bid and the second bid;
transmitting the final bid to a ranking system to generate a listing of advertisements, the listing of advertisements including positioning information; and
enabling a graphical user interface to be modified to reposition the listing of advertisements based on the positioning information.

2 . The system of claim 1 , wherein the operations further comprise:
determining query content for the search query, the query content corresponding to at least one of a title, a product type, a department, or a brand; and determining a user intent based on the query content and the user session information.

3 . The system of claim 1 , wherein the input information includes at least one of campaign information, order information, and interaction information for the one or more campaigns.

4 . The system of claim 1 , wherein the first bid is a conversion rate (pCVR) bid, wherein determining the pCVR bid for the one or more campaigns includes using an equation comprising:

pCVR
⁢

based
⁢

Bid

=

cvr
i

CoAS
goal

,

wherein cvr i corresponds to a conversion rate for the one or more items, and CoAS goal corresponds to a potential conversion return on advertisement spending.

5 . The system of claim 1 , wherein the second bid is a conversion return on advertisement spending (RoAS) bid, wherein determining the conversion RoAS bid for the one or more campaigns further comprises:
determining a RoAS bid based on input information; and determining a cost on advertisement spending (CoAS) bid based on the input information; and aggregating the RoAS bid and the CoAS bid to determine the conversion RoAS bid.

6 . The system of claim 5 , wherein determining the RoAS bid includes using an equation comprising:

RoAS
i

RoAS
campaign

.

7 . The system of claim 5 , wherein determining the CoAS bid includes using an equation comprising:

CoAS
i

CoAS
campaign

.

8 . The system of claim 5 , wherein aggregating the RoAS bid and the CoAS bid to determine the conversion RoAS bid includes using an equation comprising:

dynamic
⁢

bid

i

(

t
+
1

)

=

avg_bid
i

⁢

(

t
-
delta

,
t

)

×

w
_

1

·

CoAS
i

CoAS
campaign

︸

CoAS
⁢
_
⁢
bidController

+

w
_

2

·

RoAS
i

RoAS
campaign

︸

RoAS
⁢
_
⁢
bidController

·
day_part

⁢

_adj

campaign

⁢

(

t
+
1

)

.

9 . The system of claim 1 , wherein the operations further comprise building a modeling engine based in the first bid, the second bid, and the final bid, wherein each of the first bid, the second bid, and the final bid correspond to separate modeling functions in the modeling engine.

Assignees

• Walmart Apollo Llc

Inventors

• FANG Biyi
• Saha Anish
• Sun Xinzi
• Xu Dong
• Upreti Kritika
• Patel Mohit Prakash
• Korlimarla Jayanth
• Xu Jiaxuan
• Wen Musen
• Putta Ramakanth
• Manchi Naga Vijay Bhaskar
• Pelyushenko Valeriy Valeryevich
• Pedapati Ranjit Kumar
• Garigipati Rajesh
• Furia Anant
• Lee Kuang-Chih
• Rita Chintan Jagdish
• Shen Wei

Classifications

• G06Q30/0275

  Auctions · CPC title

• G06Q30/0247 Primary

  Calculate past, present or future revenues · CPC title

• G06Q30/0246 Primary

  Traffic · CPC title