TARGETED ADVERTISING IN SOCIAL MEDIA NETWORKS
Machines, systems and methods for managing reach of an advertisement campaign, the method comprising selecting an initial seed of one or more keywords, such that the initial seed is pertinent to a target audience with known interests and demographics; receiving at least one candidate keyword to be added to the initial seed; determining effectiveness of the candidate keyword based on relevancy, expansion and redundancy parameters associated with the candidate keyword; and expanding the initial seed by adding the candidate keyword, in response to determining that the candidate keyword meets a threshold measure for effectiveness.
1 . A method for managing reach of an advertisement campaign, the method comprising:
selecting an initial seed of one or more keywords, such that the initial seed is pertinent to a target audience with known interests and demographics;
receiving at least one candidate keyword to be added to the initial seed;
determining effectiveness of the candidate keyword in reaching the target audience based on relevancy, expansion and redundancy parameters associated with the candidate keyword; and
expanding the initial seed by adding the candidate keyword, in response to determining that the candidate keyword meets a threshold measure for effectiveness.
2 . The method of claim 1 , wherein the target audience includes members of a social media network.
3 . The method of claim 1 , wherein the candidate keyword is selected based on known interests and demographics for the target audience to facilitate communication of most pertinent content to the target audience.
4 . The method of claim 1 , wherein the candidate keyword is selected for expanding the initial seed based on a quality index calculated for the candidate keyword, wherein the quality index defines a measure for the effectiveness of the candidate keyword and is calculated based on the relevancy, expansion and redundancy parameters associated with the candidate keyword.
5 . The method of claim 1 , wherein the initial seed is expanded until it is determined that a predetermine stop criteria is met.
6 . The method of claim 1 , further comprising forwarding the expanded seed to a digital advertising platform.
7 . The method of claim 1 , wherein a relevancy parameter associated with a candidate keyword (K) represents joint number of individuals in audience of a seed (S) and in audience of K, relative to the audience of S.
8 . The method of claim 1 , wherein an expansion parameter associated with a candidate keyword (K) represents the relative number of individuals added to audience of the seed (S) when K is added to the S.
9 . The method of claim 1 , wherein a redundancy parameter associated with a candidate keyword (K) represents the relative overlap between a suggested potential audience in a target (T) for K and the suggested potential audience for the seed (S).
10 . The method of claim 1 , wherein a relevancy parameter associated with a candidate keyword (K) represents the joint number of individuals in audience of the seed (S) and in audience of K, relative to the audience of S, such that:
Relevancy
=
S
⋂
K
S
×
100
,
wherein an expansion parameter associated with K represents the relative number of individuals added to the audience of S when K is added to the S, such that:
Expansion
=
S
⋃
K
-
S
S
×
100
,
wherein a redundancy parameter associated with K represents the relative overlap between a suggested potential audience in a target (T) for K and the suggested potential audience for S, such that:
Redundancy
=
T
⋂
K
T
×
100
,
and
wherein the relevancy, expansion and redundancy parameters are evaluated for K to generate an index value (CQI) according to the following formula:
C
Q
I
=
log
(
E
)
+
log
(
R
)
log
(
T
)
×
min
(
log
(
E
)
,
log
(
R
)
)
max
(
log
(
E
)
,
log
(
R
)
)
×
1
log
(
Red
)
.
11 . A system for managing reach of an advertisement campaign, the system comprising:
a logic unit for selecting an initial seed of one or more keywords, such that the initial seed is pertinent to a target audience with known interests and demographics;
a logic unit for receiving at least one candidate keyword to be added to the initial seed;
a logic unit for determining effectiveness of the candidate keyword based on relevancy, expansion and redundancy parameters associated with the candidate keyword; and
a logic unit for expanding the initial seed by adding the candidate keyword, in response to determining that the candidate keyword meets a threshold measure for effectiveness.
12 . The system of claim 11 , wherein the target audience includes members of a social media network.
13 . The system of claim 11 , wherein the candidate keyword is selected based on known interests and demographics for the target audience to facilitate communication of most pertinent content to the target audience.
14 . The system of claim 11 , wherein the candidate keyword is selected for expanding the initial seed based on a quality index calculated for the candidate keyword, wherein the quality index defines a measure for the effectiveness of the candidate keyword and is calculated based on the relevancy, expansion and redundancy parameters associated with the candidate keyword.
15 . The system of claim 11 , wherein the initial seed is expanded until it is determined that a predetermine stop criteria is met, the system further comprising a logic unit for forwarding the expanded seed to a digital advertising platform.
16 . A computer program product for managing reach of an advertisement campaign, the computer program product comprising logic code embedded in a non-transitory data storage medium, wherein execution of the logic code on at least one computing processor causes the processor to:
select an initial seed of one or more keywords, such that the initial seed is pertinent to a target audience with known interests and demographics;
receive at least one candidate keyword to be added to the initial seed;
determine effectiveness of the candidate keyword based on relevancy, expansion and redundancy parameters associated with the candidate keyword; and
expand the initial seed by adding the candidate keyword, in response to determining that the candidate keyword meets a threshold measure for effectiveness.
17 . The computer program product of claim 16 , wherein the target audience includes members of a social media network.
18 . The computer program product of claim 16 , wherein the candidate keyword is selected based on known interests and demographics for the target audience to facilitate communication of most pertinent content to the target audience.
19 . The computer program product of claim 16 , wherein the candidate keyword is selected for expanding the initial seed based on a quality index calculated for the candidate keyword, wherein the quality index defines a measure for the effectiveness of the candidate keyword and is calculated based on the relevancy, expansion and redundancy parameters associated with the candidate keyword.
20 . The computer program product of claim 16 , wherein the initial seed is expanded until it is determined that a predetermine stop criteria is met, and wherein the expanded seed is forwarded to a digital advertising platform.