BUDGETING FOR CAMPAIGNS ASSOCIATED WITH LOCATIONS
An online system receives a request from a content provider to run multiple campaigns. Each campaign is for a different physical location. The online system also receives from the content provider a total budget for running the multiple campaigns. The online system determines a campaign budget for each campaign, which is a portion of the total budget allocated to the campaign. For each campaign, the online system determines the campaign budget by determining a geographic region that includes the location associated with the campaign. The online system determines the campaign budget for the campaign based on the total budget and a number of users that were within the geographic region during one or more time periods. The online system executes the campaigns based on the campaign budgets determined for the campaigns.
1 . A computer-implemented method comprising:
receiving, by a computer system from a content provider, information identifying a plurality of physical locations;
receiving, by the computer system from the content provider, a total budget for a plurality of campaigns, each of the plurality of campaigns associated with a different physical location from the plurality of physical locations;
receiving, by the computer system for each of the plurality of campaigns, a content item to be displayed to users as part of the campaign, the content item including information related to the physical location associated with the campaign;
for each of the plurality of campaigns:
determining, by the computer system, a geographic region that includes the physical location associated with the campaign;
determining, by the computer system, a campaign budget for the campaign based on the total budget and user presence within the geographic region, the campaign budget a portion of the total budget; and
executing, by the computer system, the campaign based on the determined campaign budget.
2 . The method of claim 1 , wherein determining the geographic region comprises:
determining a radius for the campaign; and
determining the geographic region to include area within the radius of the physical location.
3 . The method of claim 2 , wherein the radius is received from the content provider.
4 . The method of claim 2 , wherein the radius is determined based on a population of an additional geographic region that includes the physical location associated with the campaign.
5 . The method of claim 1 , wherein determining the campaign budget for the campaign comprises:
determining the campaign budget based on the total budget and a number of users located within the geographic region during one or more time periods.
6 . The method of claim 1 , wherein determining the campaign budget for the campaign comprises:
determining a measure indicating a number of users located within the geographic region during one or more time periods;
determining a sum of the measures determined for the plurality of campaigns; and
determining the campaign budget for the campaign based on the determined measure, the sum, and the total budget.
7 . The method of claim 6 , wherein the measure is an average number of users located within the geographic region during the one or more time periods.
8 . The method of claim 6 , wherein the measure is a total number of users located within the geographic region during the one or more time periods.
9 . The method of claim 1 , wherein a sum of the campaign budgets determined for the plurality of campaigns does not exceed the total budget.
10 . The method of claim 1 , wherein executing the campaign comprises:
providing the content item received for the campaign to a plurality of users previously located within the geographic region.
11 . The method of claim 1 , wherein executing the campaign comprises:
providing the content item received for the campaign to a user responsive to the user being located within the geographic region.
12 . A computer program product comprising a non-transitory computer-readable storage medium containing computer program code which when executed by one or more processors causes the one or more processors to perform operations comprising:
receiving from a content provider information identifying a plurality of physical locations;
receiving from the content provider a total budget for a plurality of campaigns, each of the plurality of campaigns associated with a different physical location from the plurality of physical locations;
receiving, for each of the plurality of campaigns, a content item to be displayed to users as part of the campaign, the content item including information related to the physical location associated with the campaign;
for each of the plurality of campaigns:
determining a geographic region that includes the physical location associated with the campaign;
determining a campaign budget for the campaign based on the total budget and user presence within the geographic region, the campaign budget a portion of the total budget; and
executing the campaign based on the determined campaign budget.
13 . The computer program product of claim 12 , wherein determining the geographic region comprises:
determining a radius for the campaign; and
determining the geographic region to include area within the radius of the physical location.
14 . The computer program product of claim 13 , wherein the radius is determined based on a population of an additional geographic region that includes the physical location associated with the campaign.
15 . The computer program product of claim 12 , wherein determining the campaign budget for the campaign comprises:
determining the campaign budget based on the total budget and a number of users located within the geographic region during one or more time periods.
16 . The computer program product of claim 12 , wherein determining the campaign budget for the campaign comprises:
determining a measure indicating a number of users located within the geographic region during one or more time periods;
determining a sum of the measures determined for the plurality of campaigns; and
determining the campaign budget for the campaign based on the determined measure, the sum, and the total budget.
17 . The computer program product of claim 16 , wherein the measure is an average number of users located within the geographic region during the one or more time periods.
18 . The computer program product of claim 16 , wherein the measure is a total number of users located within the geographic region during the one or more time periods.
19 . The computer program product of claim 12 , wherein executing the campaign comprises:
providing the content item received for the campaign to a plurality of users previously located within the geographic region.
20 . The computer program product of claim 12 , wherein executing the campaign comprises:
providing the content item received for the campaign to a user responsive to the user being located within the geographic region.