MONITORING DORMANT ACCOUNTS FOR RESURRECTION IN AN ONLINE SYSTEM
An online system manages online accounts for a number of content providers and monitors them for lack of activity. For such online accounts, the online system determines whether the content provider of the account had a content item that performed relatively well, e.g., as measured by comparing the past performance of the sponsored content item against a benchmark, such as a percentile of a cost-per-objective metric for a country, page category, and objective type. If the past performance exceeds the threshold, the online system generates a recommendation message to the content provider that communicates that the past campaign performed particularly well and that contains a link to purchase another sponsored content item.
1 . A method comprising:
maintaining, by an online system, a plurality of accounts associated with a plurality of content providers;
monitoring an activity of at least one of the plurality of accounts for dormancy exceeding a threshold dormancy period;
determining a past performance metric for the monitored account based on a performance benchmark;
comparing the determined past performance metric for the monitored account against the performance benchmark for the plurality of accounts to determine that the determined past performance metric exceeds a performance threshold; and
generating a recommendation message responsive to the activity of the monitored account exceeding the threshold dormancy period and the determined past performance metric exceeding a performance threshold.
2 . The method of claim 1 , wherein determining the past performance metric further comprises:
retrieving a cost information associated with one or more past sponsored content items associated with the monitored account;
comparing the retrieved cost information with a performance benchmark determined by the online system; and
generating the past performance metric for the monitored account based on the comparison.
3 . The method of claim 1 , wherein the past performance metric is based on a country score associated with a performance of the monitored account in one or more countries.
4 . The method of claim 1 , wherein the past performance metric is based on a page category score determined based on one or more categories of pages visited by a user responsive to a sponsored content item from the monitored account.
5 . The method of claim 1 , wherein the past performance metric is based on an objective score determined based on a user responding to an objective associated with a sponsored content item from the monitored account.
6 . The method of claim 1 , wherein the recommendation message comprises a user interface including a link to create a content item for a new online campaign.
7 . The method of claim 1 , wherein the recommendation message includes the determined past performance metric associated with the monitored account.
8 . The method of claim 6 , wherein the recommendation message is generated responsive to the past performance metric exceeding a percentile score.
9 . The method of claim 1 , wherein the online system determines the past performance metric based on a set of tracking information received from the plurality of content providers based on an action performed by a user on the online system.
10 . The method of claim 2 , wherein the cost information is based at least in part on a cost-per-objective, cost-per-engagement, and a cost-per-click.
11 . A method comprising:
maintaining, by an online system, a plurality of accounts associated with a plurality of content providers;
monitoring an activity of at least one of the plurality of accounts for dormancy exceeding a threshold dormancy period;
for each of the plurality of content providers:
in response to the activity of the monitored account exceeding the threshold dormancy period,
retrieving a cost information associated with each of the plurality of accounts;
comparing the retrieved cost information with a set of benchmarks determined by the online system;
determining a past performance metric for each of the plurality of accounts based on the comparison;
comparing the determined past performance metric for the monitored account against the performance benchmark for the plurality of accounts to determine that the determined past performance metric exceeds a performance threshold; and
generating a recommendation message responsive to the determined past performance metric exceeding a performance threshold.
12 . The method of claim 11 , wherein the past performance metric is based on a country score associated with a performance of the monitored account in one or more countries.
13 . The method of claim 11 , wherein the past performance metric is based on a page category score determined based on one or more categories of pages visited by a user responsive to a sponsored content item from the monitored account.
14 . The method of claim 11 , wherein the past performance metric is based on an objective score determined based on a user responding to an objective associated with a sponsored content item from the monitored account.
15 . The method of claim 11 , wherein the recommendation message comprises a user interface including a link to create a content item for a new online campaign.
16 . The method of claim 11 , wherein the recommendation message includes the determined past performance metric associated with the monitored account.
17 . The method of claim 15 , wherein the recommendation message is generated responsive to the past performance metric exceeding a percentile score.
18 . The method of claim 11 , wherein the online system determines the past performance metric based on a set of tracking information received from the plurality of content providers based on an action performed by a user on the online system.
19 . The method of claim 11 , wherein the cost information is based at least in part on a cost-per-objective, cost-per-engagement, and a cost-per-click.
20 . 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:
maintain, by an online system, a plurality of accounts associated with a plurality of content providers;
monitor an activity of at least one of the plurality of accounts for dormancy exceeding a threshold dormancy period;
for each of the plurality of content providers:
in response to the activity of the monitored account exceeding the threshold dormancy period,
retrieve a cost information associated with each of the plurality of accounts;
compare the retrieved cost information with a set of benchmarks determined by the online system;
determine a past performance metric for each of the plurality of accounts based on the comparison;
compare the determined past performance metric for the monitored account against the performance benchmark for the plurality of accounts to determine that the determined past performance metric exceeds a performance threshold; and
generate a recommendation message responsive to the determined past performance metric exceeding a performance threshold.