Methods and apparatus for generating an online marketing campaign
View Patent ↗Embodiments of the invention relate to generating an online marketing campaign that comprises a list of keywords to be purchased from a search engine. Keywords for a business' marketing campaign may be selected from a pre-defined template of keywords for the business service category into which the business falls. In addition, the business may add keywords not found in the template into its marketing campaign. The performance of the non-template keywords added by the business may be evaluated and, if they are determined to have been performed well, may be added into the template so that they may be used in the marketing campaigns of other businesses in the business service category.
1. A method for generating keywords to be used in an online marketing campaign, the method comprising acts of:
reviewing at least one taxonomy that specifies at least one business service category and a list of keywords that represent a proposed best practices list of keywords for the at least one business service category for use in a search engine and/or online directory;
specifying a listing type for each of a plurality of keywords in the at least one taxonomy in the proposed best practices list of keywords, wherein the plurality of keywords includes a first keyword and a second keyword, wherein the listing type for the first keyword specifies that the first keyword is a search engine keyword to be purchased, wherein the listing type for the second keyword specifies that the second keyword is an online directory category in which to purchase a listing;
adapting, using at least one processor, the at least one taxonomy based on a collective performance of online marketing campaigns, wherein the performance of online marketing campaigns for at least one hundred businesses is evaluated in determining whether to adapt the taxonomy, and the adapting includes adding and/or removing at least one keyword from the at least one taxonomy;
adopting, using the at least one processor, a first online marketing campaign for a first business that is based, at least in part, on the taxonomy but that employs at least one new keyword for the at least one business service category that is not included in the proposed best practices list;
after adopting the first online marketing campaign, evaluating a performance of the at least one new keyword in the first online marketing campaign; and
adding the at least one new keyword to the best practices list of keywords for the at least one business service category, when it is determined that the at least one new keyword satisfies at least one performance criterion.
2. The method of claim 1 , wherein the list of keywords comprises positive keywords, negative keywords and geographical modifier keywords.
3. The method of claim 1 , wherein the taxonomy is globally managed for a plurality of online marketing campaigns for a plurality of distinct businesses.
4. The method of claim 3 , wherein the taxonomy is adaptive based on the performance of the online marketing campaigns for each of the plurality of distinct businesses.
5. The method of claim 3 , wherein the plurality of distinct businesses comprises at least one hundred businesses.
6. The method of claim 3 , wherein the plurality of distinct businesses comprises at least one thousand businesses.
7. The method of claim 2 , wherein the act of adopting the campaign comprises an act of taking a cross-product of the positive keywords and the geographical modifier keywords.
8. The method of claim 7 , wherein the act of adopting the campaign further comprises placing a bid with a search engine for each concatenation of a positive keyword and geographical modifier keyword.
9. At least one non-transitory computer readable storage medium encoded with instructions that, when executed on a computer system, perform a method for generating keywords to be used in an online marketing campaign, the method comprising acts of:
reviewing at least one taxonomy that specifies at least one business service category and a list of keywords that represent a proposed best practices list of keywords for the at least one business service category for use in a search engine and/or online directory
specifying a listing type for each of a plurality of keywords in the at least one taxonomy in the proposed best practices list of keywords, wherein the plurality of keywords includes a first keyword and a second keyword, wherein the listing type for the first keyword specifies that the first keyword is a search engine keyword to be purchased, wherein the listing type for the second keyword specifies that the second keyword is an online directory category in which to purchase a listing;
adapting the at least one taxonomy based on a collective performance of online marketing campaigns, wherein the performance of online marketing campaigns for at least one hundred businesses is evaluated in determining whether to adapt the taxonomy, and the adapting includes adding and/or removing at least one keyword from the at least one taxonomy;
adopting a first online marketing campaign for a first business that is based, at least in part, on the taxonomy but that employs at least one new keyword for the at least one business service category that is not included in the proposed best practices list;
after adopting the first online marketing campaign, evaluating a performance of the at least one new keyword in the first online marketing campaign; and
adding the at least one new keyword to the best practices list of keywords for the at least one business service category, when it is determined that the at least one new keyword satisfies at least one performance criterion.
10. The at least one non-transitory computer readable storage medium of claim 9 , wherein the list of keywords comprises positive keywords, negative keywords and geographical modifier keywords.
11. The at least one non-transitory computer readable storage medium of claim 9 , wherein the taxonomy is globally managed for a plurality of online marketing campaigns for a plurality of distinct businesses.
12. The at least one non-transitory computer readable storage medium of claim 11 , wherein the taxonomy is adaptive based on the performance of the online marketing campaigns for each of the plurality of distinct businesses.
13. The at least one non-transitory computer readable storage medium of claim 11 , wherein the plurality of distinct businesses comprises at least one hundred businesses.
14. The at least one non-transitory computer readable storage medium of claim 11 , wherein the plurality of distinct businesses comprises at least one thousand businesses.
15. The at least one non-transitory computer readable storage medium of claim 10 , wherein the act of adopting the campaign comprises an act of taking a cross-product of the positive keywords and the geographical modifier keywords.
16. The at least one non-transitory computer readable storage medium of claim 15 , wherein the act of adopting the campaign further comprises placing a bid with a search engine for each concatenation of a positive keyword and geographical modifier keyword.
17. A method of adaptively updating at least one taxonomy that specifies at least one business service category and a list of keywords that represent a proposed best practices list of keywords for the at least one business service category for use in a search engine and/or online directory, the method comprising acts of:
generating, using at least one processor, a plurality of online marketing campaigns for a plurality of businesses, using the proposed best practices list of keywords, so that each of the plurality of online marketing campaigns includes at least one keyword from the proposed best practices list and at least some of the plurality of online marketing campaigns include at least one new keyword;
specifying a listing type for each of a plurality of keywords in the at least one taxonomy in the proposed best practices list of keywords, wherein the plurality of keywords includes a first keyword and a second keyword, wherein the listing type for the first keyword specifies that the first keyword is a search engine keyword to be purchased, wherein the listing type for the second keyword specifies that the second keyword is an online directory category in which to purchase a listing;
adapting, using at least one processor, the at least one taxonomy based on a collective performance of the plurality of online marketing campaigns, wherein the performance of online marketing campaigns for at least one hundred businesses is evaluated in determining whether to adapt the taxonomy, and the adapting includes adding and/or removing at least one keyword from the at least one taxonomy;
after generating the plurality of online marketing campaigns for the plurality of businesses, evaluating a performance of the at least one new keyword in the at least some of the plurality of online marketing campaigns that include the at least one new keyword;
determining whether the at least one new keyword satisfies at least one performance criterion;
updating the at least one taxonomy to add the at least one new keyword to the best practices list of keywords for the at least one business service category, so that at least one online marketing campaign may be based upon the at least one new keyword, when it is determined that the at least one new keyword satisfies the at least one performance criterion.
18. The method of claim 17 , wherein the list of keywords comprises positive keywords, negative keywords and geographical modifier keywords.
19. The method of claim 17 , wherein the plurality of marketing campaigns comprises at least one hundred marketing campaigns.
20. The method of claim 17 , wherein the plurality of marketing campaigns comprises at least one thousand marketing campaigns.
21. The method of claim 18 , wherein the act of generating the plurality of marketing campaigns comprises an act of taking a cross-product of the positive keywords and the geographical modifier keywords.
22. The method of claim 21 , wherein the act of generating the plurality of marketing campaigns further comprises placing a bid with a search engine for each concatenation of a positive keyword and geographical modifier keyword.
23. At least one computer for adaptively updating at least one taxonomy that specifies at least one business service category and a list of keywords that represent a proposed best practices list of keywords for the at least one business service category for use in a search engine and/or online directory, the at least one computer comprising:
at least one physical memory that stores the at least one taxonomy; and
and at least one controller, coupled to the at least one physical memory, that:
generates, using at least one processor, a plurality of online marketing campaigns for a plurality of businesses, using the proposed best practices list of keywords, so that each of the plurality of online marketing campaigns includes at least one keyword from the proposed best practices list and at least some of the plurality of online marketing campaigns include at least one new keyword;
specifies a listing type for each of a plurality of keywords in the at least one taxonomy in the proposed best practices list of keywords, wherein the plurality of keywords includes a first keyword and a second keyword, wherein the listing type for the first keyword specifies that the first keyword is a search engine keyword to be purchased, wherein the listing type for the second keyword specifies that the second keyword is an online directory category in which to purchase a listing;
adapts, using the at least one processor, the at least one taxonomy based on a collective performance of the plurality of online marketing campaigns, wherein the performance of online marketing campaigns for at least one hundred businesses is evaluated in determining whether to adapt the taxonomy, and the adapting includes adding and/or removing at least one keyword from the at least one taxonomy;
after generating the plurality of online marketing campaigns for the plurality of businesses, evaluates a performance of the at least one new keyword in the at least some of the plurality of online marketing campaigns that include the at least one new keyword;
determines whether the at least one new keyword satisfies at least one performance criterion; and
updates the at least one taxonomy to add the at least one new keyword to the best practices list of keywords for the at least one business service category, so that at least one online marketing campaign may be based upon the at least one new keyword, when it is determined that the at least one new keyword satisfies the at least one performance criterion.
24. The at least one computer of claim 23 , wherein the list of keywords comprises positive keywords, negative keywords and geographical modifier keywords.
25. The at least one computer of claim 23 , wherein the plurality of marketing campaigns comprises at least one hundred marketing campaigns.
26. The at least one computer of claim 23 , wherein the plurality of marketing campaigns comprises at least one thousand marketing campaigns.
27. The at least one computer of claim 24 , wherein the at least one controller generates the marketing campaigns by taking a cross-product of the positive keywords and the geographical modifier keywords.
28. The at least one computer of claim 27 , wherein the at least one controller generates the plurality of marketing campaigns by placing a bid with a search engine for each concatenation of a positive keyword and geographical modifier keyword.
29. The method of claim 1 , wherein:
the at least one business service category comprises a plurality of business service categories; and
the taxonomy is organized hierarchically such that business service categories in the plurality of business service categories are grouped into one or more business segments.
30. The non-transitory computer readable storage medium of claim 9 , wherein:
the at least one business service category comprises a plurality of business service categories; and
the taxonomy is organized hierarchically such that business service categories in the plurality of business service categories are grouped into one or more business segments.
31. The method of claim 17 , wherein:
the at least one business service category comprises a plurality of business service categories; and
the taxonomy is organized hierarchically such that business service categories in the plurality of business service categories are grouped into one or more business segments.
32. The at least one computer of claim 23 , wherein:
the at least one business service category comprises a plurality of business service categories; and
the taxonomy is organized hierarchically such that business service categories in the plurality of business service categories are grouped into one or more business segments.
33. The method of claim 3 , wherein:
the plurality of distinct businesses comprises a first business and a second business; and
an online marketing campaign for the first business is altered based at least in part on performance for a keyword in an online marketing campaign for the second business.
34. The non-transitory computer readable storage medium of claim 11 , wherein:
the plurality of distinct businesses comprises a first business and a second business; and
an online marketing campaign for the first business is altered based at least in part on performance for a keyword in an online marketing campaign for the second business.
35. The method of claim 17 , wherein:
the plurality of businesses comprises a first business and a second business; and
an online marketing campaign for the first business is altered based at least in part on performance for a keyword in an online marketing campaign for the second business.
36. The at least one computer of claim 23 , wherein:
the plurality of businesses comprises a first business and a second business; and
a first online marketing campaign for the first business is altered based at least in part on performance for a keyword in a second online marketing campaign for the second business.
37. The method of claim 1 , wherein adopting the first online marketing campaign further comprises purchasing the at least one new keyword from the search engine.
38. The at least one non-transitory computer readable storage medium of claim 9 ,
wherein adopting the first online marketing campaign further comprises purchasing the at least one new keyword from the search engine.
39. The method of claim 1 , wherein adopting the first online marketing campaign further comprises:
placing a bid with a search engine on at least one keyword in the proposed best practices list by setting the bid based at least in part on performance of the at least one keyword in at least one marketing campaign.
40. The at least one non-transitory computer readable storage medium of claim 9 , wherein adopting the first online marketing campaign further comprises:
placing a bid with a search engine on at least one keyword in the proposed best practices list by setting the bid based at least in part on performance of the at least one keyword in at least one marketing campaign.
41. The method of claim 17 , wherein:
the online marketing campaign for a business may be adopted by the business at least in part by the business placing a bid on the at least one keyword in the proposed best practices list by setting the bid based at least in part on performance of the at least one keyword in at least one marketing campaign.
42. The at least one computer of claim 23 , wherein:
the online marketing campaign for a business may be adopted by the business at least in part by the business placing a bid on the at least one keyword in the proposed best practices list by setting the bid based at least in part on performance of the at least one keyword in at least one marketing campaign.