System and method for automatically determining an advertisement type of a digital advertisement
Systems and methods for determining a type of a digital ad are disclosed. Generally, an ad type determination module automatically determines a type of a digital ad, such as a direct response ad or a branding ad, based on at least one of (1) a number of hyperlinks associated with the digital ad, (2) a number of click throughs associated with the digital ad, (3) a click-through rate associated with the digital ad, and (4) an industry associated with the digital ad. After the ad type determination module determines a type of the digital ad, an indication of the type of digital ad may be exported to a system of an online advertisement service provider so that the online advertisement service provider may perform actions such as optimizing the digital ad, or generating reports regarding the digital ad, based on the determined type of the digital ad.
1. A computer-implemented method for determining a type of a digital ad, the method comprising the steps of:
automatically determining, with a processor, whether a digital ad is a direct response digital ad or a branding ad based on at least one of a number of hyperlinks associated with the digital ad, a number of click throughs associated with the digital ad, a click-through rate associated with the digital ad, and an industry associated with a digital ad; and
exporting, with a processor, an indication of the determined type of the digital ad to a system of an online advertisement service provider.
2. The method of claim 1 , wherein determining whether a digital ad is a direct response digital ad or a branding ad comprises:
determining the digital ad is a direct response ad in response to determining a number of hyperlinks associated with the digital ad exceeds a hyperlink threshold.
3. The method of claim 1 , wherein determining whether a digital ad is a direct response digital ad or a branding ad comprises:
determining the digital ad is a branding ad in response to determining a number of hyperlinks associated with the digital ad does not exceed a hyperlink threshold and determining a number of click-throughs associated with the digital ad does not exceed a click threshold.
4. The method of claim 1 , wherein determining whether a digital ad is a direct response digital ad or a branding ad comprises:
determining the digital ad is a direct response ad in response to determining a number of hyperlinks associated with the digital ad does not exceed a hyperlink threshold, determining a number of click-throughs associated with the digital ad does not exceed a click threshold, and determining a click-through rate associated with the digital ad exceeds a click-through rate threshold.
5. The method of claim 4 , wherein the click-through rate threshold is associated with an industry associated with the digital ad.
6. The method of claim 4 , wherein the click-through rate threshold is associated with a plurality of industries associated with advertisers advertising with the online advertisement service provider.
7. The method of claim 1 , wherein determining whether a digital ad is a direct response digital ad or a branding ad comprises:
determining the digital ad is a branding ad in response to determining a number of hyperlinks associated with the digital ad does not exceed a hyperlink threshold, determining a number of click-throughs associated with the digital ad does not exceed a click threshold, and determining a click-through rate associated with the digital ad does not exceed a click-through rate threshold.
8. The method of claim 7 , wherein the click-through rate threshold is associated with an industry associated with the digital ad.
9. The method of claim 7 , wherein the click-through rate threshold is associated with a plurality of industries associated with advertisers advertising with the online advertisement service provider.
10. The method of claim 1 , further comprising:
adjusting at least a performance parameter associated with the digital ad based on the indication of the type of the digital ad.
11. The method of claim 1 , wherein the indication of the determined type of the digital ad is exported to an advertisement campaign management system of the online advertisement service provider.
12. The method of claim 1 , wherein the indication of the determined type of the digital ad is exported to an optimizer of the online advertisement service provider.
13. A computer-readable storage medium comprising a set of instructions for determining a type of a digital ad, the set of instructions to direct a processor to perform the acts of:
automatically determining whether a digital ad is a direct response digital ad or a branding ad based on at least one of a number of hyperlinks associated with the digital ad, a number of click throughs associated with the digital ad, a click-though rate associated with the digital ad, and an industry associated with the digital ad.
14. The computer-readable storage medium of claim 13 , wherein automatically determining whether a digital ad is a direct response digital ad or a branding ad comprises:
determining whether a number of hyperlinks associated with the digital ad exceeds a hyperlink threshold.
15. The computer-readable storage medium of claim 13 , wherein automatically determining whether a digital ad is a direct response digital ad or a branding ad comprises:
determining whether a number of click throughs associated with the digital ad exceeds a click threshold.
16. The computer-readable storage medium of claim 13 , wherein automatically determining whether a digital ad is a direct response digital ad or a branding ad comprises:
determining whether a click-through rate associated with the digital ad exceeds a click-through rate threshold.
17. The computer-readable storage medium of claim 16 , wherein the click-through rate threshold is associated with an industry associated with the digital ad.
18. The computer-readable storage medium of claim 16 , wherein the click-through rate threshold is associated with a plurality of industries associated with advertisers advertising with the online advertisement service provider.
19. A system for determining a type of digital ad, comprising:
an ad type determination module comprising a computer-readable medium and a processor configured to execute instructions stored on the computer-readable medium, wherein the ad type determination module is operative to automatically determine whether a digital ad is a direct response ad or a branding ad based on at least one of a number of hyperlinks associated with the digital ad, a number of click throughs associated with the digital ad, a click-through rate associated with the digital ad, and an industry associated with the digital ad, and to export an indication of whether the digital ad is a direct response ad or a branding ad to a system of an online advertisement service provider.
20. The system of claim 19 , further comprising:
an ad campaign management system in communication with the ad type determination module, the ad campaign management system operative to adjust at least one performance parameter associated with the digital ad based on the indication of whether the digital ad is a direct response ad or a branding ad.
21. The system of claim 19 , further comprising:
an ad campaign management system in communication with the ad type determination module, the ad campaign management system operative to generate a report based on the indication of whether the digital ad is a direct response ad or a branding ad.
22. A computer-implemented method for determining a type of a digital ad, the method comprising the steps of:
automatically determining, with a processor, whether a digital ad is a direct response digital ad or a branding ad based on at least one of a number of hyperlinks associated with the digital ad, a number of click throughs associated with the digital ad, a performance metric associated with the digital ad, and an industry associated with the digital ad.
23. The method of claim 22 , wherein the performance metric is one of a search lift associated with the digital ad, an acquisition rate associated with the digital ad, a purchase rate associated with the digital ad, or a click-through rate associated with the digital ad.
24. The method of claim 23 , wherein the click-through rate associated with the digital ad is a maximum click-through rate associated with the digital ad after an ad provider has served the digital ad a determined number of times.
25. The method of claim 22 , further comprising:
associating a predetermined number of impressions and a predetermined number of click-throughs with the digital ad when the digital ad is created.