Granted Patent B2

US 7,672,894 · App. 10/201,118 · Granted Mar 2, 2010

Abstract

Claims (65)

1. A computer implemented bidding method for use in bidding on auction items that allows for a desired optimization of bid amounts over a plurality of biddable items comprising:

determining a plurality of current bids for the plurality of biddable items, wherein for a biddable item the auction offers a ranking for received bids according to bid amounts;

calculating via a processor a plurality of bid amounts for a given bidder for achieving a desired optimized outcome from the bidding based on a given computer-implemented utility function retrievable by the processor from a memory and executable by the processor, subjectively formulated for the bidder wherein the calculating comprises estimating the ranking of a bid amount for a first biddable item, estimating the ranking of a bid amount for a second biddable item, and comparing the estimated incremental effect of obtaining a higher estimated ranking for the first biddable item with estimated incremental effect of obtaining a higher estimated ranking for the second biddable item; and;

submitting for the given bidder the plurality of bid amounts to an operator of an auction.

2. The method of claim 1 wherein the computer-implemented utility function, subjectively formulated for the bidder, is used to calculate the estimated incremental effect on maximum profit or maximum return on investment based on a cost of the successful bid and an estimate of the resale value of the biddable item, wherein the utility function considers whether the estimated incremental effect of a lower ranking rather than a higher ranking for each biddable item in the plurality can yield a higher return on investment.

3. The method of claim 1 wherein the ranking comprises a ranked inclusion in a search results list on a webpage available to online users, and the utility function is based on an actual or estimated level of traffic from online users selecting the link to the webpage.

4. The method of claim 1 wherein the determination of current bids includes a determination of the nearest bid below the current bid.

5. The method of claim 1 wherein the determination of current bids includes a determination of the nearest bid above the current bid.

6. The method of claim 1 wherein the determination of current bids includes a determination of the nearest bid below and above the current bid.

7. The method of claim 1 wherein the biddable items are a plurality of keywords auctioned by the operator of an online search engine and the computer implemented bidding method optimizes cost per click for existing keywords by decreasing the bid amount to a predetermined amount above the next lower bid.

8. The method of claim 7 wherein the predetermined amount is the minimum monetary increment above the next lower bid.

9. The method of claim 1 wherein the computer-implemented cardinal utility function has a discrete numerical value for each given ranking.

10. The method of claim 1 wherein the computer-implemented utility function further comprises a click-thru rate estimator function.

11. The method of claim 1 wherein the computer-implemented utility function further comprises selecting an optimal value for the ranking.

12. The method of claim 1 wherein the desired optimized outcome of the computer-implemented utility function is increased traffic in the case of click-thrus on hyperlinked keywords.

13. The method of claim 1 wherein the computer-implemented utility function allocates a fixed budget among the bids for the plurality of biddable items.

14. The method of claim 1 wherein the auction has a minimum bidding increment and the determining a bid amount selected to achieve a given ranking selects a bid more than one increment greater than a nearest bid below.

15. The method of claim 1 wherein the computer-implemented utility function is based on an aggregate value to multiple users.

16. A computer system comprising:

a processor;

a memory; and

a set of instructions stored in and retrievable and executable by the processor for computing the memory for computing via the processor a plurality of optimized bid amounts over a plurality of biddable items wherein for a biddable item the auction offers a ranking for received bids according to bid amounts;

and a set of instructions comprising computer instructions for determining a bid amount for each ranking for each selectable biddable item from the current bids for the biddable item based on calculating of a given computer-implemented utility function retrievable by the processor from the memory and executable by the processor, subjectively formulated for a bidder; and

wherein the set of instructions include instructions for calculating of the utility function, comprising estimating the ranking of a bid amount for a first biddable item, estimating the ranking of a second biddable item, and comparing the estimated incremental effect of obtaining a higher estimated ranking for the first biddable item with estimated incremental effect of obtaining a higher estimated ranking of the second biddable item; and

submitting for the given bidder the plurality of bid amounts to an operator of an auction.

17. The system of claim 16 further comprising a set of instructions for submitting the plurality of optimized bid amounts to an operator of an auction.

18. The computer system of claim 16 wherein the set of instructions for computing a plurality of optimized bid amounts implements a greedy knapsack algorithm.

19. The computer system of claim 16 wherein the set of instructions for determining a bid amount for each ranking implements an extended Kalman filter.

20. A tangible, computer-readable medium for use in bidding on auction items that allows for a desired optimization of bid amounts over a plurality of biddable items wherein for a biddable item the auction offers a ranking for one or more received bids according to bid amounts, the system having computer-implemented functions which, when executed by a processor performs the following steps:

determining a plurality of current bids for the plurality of biddable items; and

calculating via the processor a plurality of bid amounts for a bidder for each selected biddable item based on a given computer-implemented utility function retrievable by the processor from a memory and executable by the processor, subjectively formulated for the bidder wherein the calculating comprises:

estimating the ranking of a bid amount for a first biddable item,

estimating the ranking of a bid amount for a second biddable item, and

comparing the estimated incremental effect of obtaining a higher estimated ranking for the first biddable item with estimated incremental effect of obtaining a higher estimated ranking for the second biddable item.

21. A computer implemented bidding method for use in bidding on auction items that allows for a desired optimization of bid amounts over a plurality of biddable items comprising the following computer-implemented steps:

determining the current bids for the plurality of biddable items;

determining via a processor a plurality of bid amounts for the plurality of biddable items based on maximum profit or maximum return on investment to a bidder of the entire plurality of biddable items based on a cost of the successful bid and an estimated resale value wherein the determining comprises a set of instructions retrievable by the processor from a memory and executable by the processor for:

estimating the ranking of a bid amount for a first biddable item,

estimating the ranking of a bid amount for a second biddable item, and

comparing the estimated incremental effect of obtaining a higher estimated ranking for the first biddable item with estimated incremental effect of obtaining a higher estimated ranking for the second biddable item; and

submitting the plurality of bid amounts to an operator of the auction.

22. A computer-implemented bidding method for a plurality of biddable items offered at auction wherein for a biddable item the auction offers a ranking for one or more received bids according to bid amounts and the bidder has either placed a non-zero current bid and has a current rank for each biddable item or is assumed to have placed a zero bid and has the lowest rank comprising:

determining all current bids for each biddable item in the plurality of biddable items;

determining the bidder's current bid if the bidder has a current bid for each biddable item in the plurality of biddable items via a set of instructions retrievable by a processor from a memory and executable by the processor;

calculating an estimated benefit to the bidder of increasing the bidder's current rank by one if the bidder has a current bid or assuming the lowest rank if the bidder has no current bid, the calculating being for each biddable item in the plurality of biddable items via a set of instructions retrievable by the processor from the memory and executable by the processor;

calculating an estimated cost to the bidder of increasing the bidder's current rank by one if the bidder has a current bid or assuming the lowest rank if the bidder has no current bid, the calculating being for each biddable item in the plurality of biddable items via a set of instructions retrievable by the processor from the memory and executable by the processor;

selecting a biddable item from among the plurality of biddable items, wherein the selected biddable item has the highest total of estimated benefit minus estimated cost, the selecting considering each biddable item in the plurality of biddable items via a set of instructions retrievable by the processor from the memory and executable by the processor;

calculating a selected bid to increase the bidder's current rank by one if the bidder has a current bid or assume the lowest rank if the bidder has no current bid via a set of instructions retrievable by the processor from the memory and executable by the processor;

estimating the ranking of a bid amount for a first biddable item, estimating the ranking of a second biddable item, and comparing the estimated incremental effect of obtaining a higher estimated ranking for the first biddable item with estimated incremental effect of obtaining a higher estimated ranking of the second biddable item via a set of instructions retrievable by the processor from the memory and executable by the processor; and

submitting the selected bid for the selected biddable item to the auction via a set of instructions retrievable by the processor from the memory and executable by the processor.

23. A computer system comprising a tangible, computer-readable medium with a set of executable instructions for bidding on a plurality of biddable items offered at an auction wherein for a biddable item the auction offers a ranking for one or more received bids according to bid amounts and the bidder has either placed a non-zero current bid and has a current rank for each biddable item or is assumed to have placed a zero bid and has the lowest rank, comprising:

a processor;

a memory;

a set of instructions retrievable by the processor from the memory and executable by the processor for determining all current bids for each biddable item in the plurality of biddable items;

a set of instructions retrievable by the processor from the memory and executable by the processor for determining the bidder's current bid if the bidder has a current bid for each biddable item in the plurality of biddable items;

a set of instructions retrievable by the processor from the memory and executable by the processor for calculating an estimated benefit to the bidder of increasing the bidder's current rank by one if the bidder has a current bid or assuming the lowest rank if the bidder has no current bid, the calculating being for each biddable item in the plurality of biddable items;

a set of instructions retrievable by the processor from the memory and executable by the processor for calculating an estimated cost to the bidder of increasing the bidder's current rank by one if the bidder has a current bid or assuming the lowest rank if the bidder has no current bid, the calculating being for each biddable item in the plurality of biddable items;

a set of instructions retrievable by the processor from the memory and executable by the processor for selecting a biddable item from among the plurality of biddable items, wherein the selected biddable item has the highest total of estimated benefit minus estimated cost, the selecting considering each biddable item in the plurality of biddable items;

a set of instructions retrievable by the processor from the memory and executable by the processor for calculating a selected bid to increase the bidder's current rank by one if the bidder has a current bid or assume the lowest rank if the bidder has no current bid;

a set of instructions retrievable by the processor from the memory and executable by the processor for estimating the ranking of a bid amount for a first biddable item, estimating the ranking of a second biddable item, and comparing the estimated incremental effect of obtaining a higher estimated ranking for the first biddable item with estimated incremental effect of obtaining a higher estimated ranking of the second biddable item; and

a set of instructions retrievable by the processor from the memory and executable by the processor for submitting the selected bid for the selected biddable item to the auction.

24. A computer implemented bidding method for use in bidding on auction items that allows for a desired optimization of bid amounts over a plurality of biddable items in auctions that provide a benefit commensurate to a ranking for received bids according to bid amounts:

defining a utility function based on a given computer-implemented utility function retrievable by a processor from a memory and executable by the processor selected from the group comprising maximizing profit from a given budget, maximizing traffic to the operator's site, maximizing redirects from the operator's site to another site, and maximizing the number of page views on the operator's site;

calculating a plurality of bid amounts for achieving a desired optimized outcome for the plurality of bid amounts wherein the calculating comprises comparing the utility of different rankings of a first biddable item with rankings of a second biddable item via a set of instructions retrievable by the processor from the memory and executable by the processor; and

submitting for a bidder the plurality of bid amounts to an operator of an auction.

Assignments (20)