Bid landscape tool
Techniques are provided that can be used in advertising campaign management in connection with auction-based online advertising. A tool is provided, for use by advertisers or advertising campaign managers, for being provided with, in connection with specified parameters, an indication of a competitive bid and a non-competitive bid. The tool may also provide an actual, estimated, or projected bid, which may be associated with an advertising campaign or a portion thereof, for comparison with the competitive bid and the non-competitive bid. The tool may allow assessment of a competitive bid landscape and help allow determination of an optimal bid.
1. A method for use in connection with auction-based online advertising, comprising:
obtaining a first set of information comprising historical online advertising bidding and delivery information;
receiving input from a graphical user interface including a second set of information, including a set of one or more advertising campaign parameters, wherein advertising campaign parameters can include parameters associated with one or more aspects or portions of an advertising campaign;
based at least in part on the first set of information and based at least in part on the second set of information, determining, in association with the set of one or more advertising campaign parameters, a competitive bid amount or range and a non-competitive bid amount or range;
displaying a bid landscape graphical user interface including a user selectable parameter positioned in the upper portion of the interface and indications of the competitive bid amount or range and the non-competitive bid amount or range organized by the user selectable parameter wherein the indications are provided for each of a number of types or forms of the user selectable parameter and providing for capability for the user repeatedly making adjustments and trying different possibilities for parameters; and
implementing bidding according to selection of a bid amount from the displayed bid landscape graphical user interface and based on conversion of the bid amount into its equivalent in a standard measure.
2. The method of claim 1 , comprising further providing, via the display, an indication of an actual, estimated, or proposed bid amount or range associated with current or recent online advertising associated with an advertising campaign, or portion or aspect of the advertising campaign, associated with an advertiser or advertising campaign manager for whose use the display is provided.
3. The method of claim 1 , comprising allowing a user to input a possible, proposed or hypothetical bid, and to be provided with an indication of a competitive bid and a non-competitive bid relative to the possible, proposed or hypothetical bid.
4. The method of claim 1 , comprising allowing an advertiser or advertising campaign manager to compare a bid amount associated with an advertising campaign, or portion of an advertising campaign, with comparable competitive and non-competitive bid amounts, to help allow the advertiser or advertising campaign manager to select an optimal bid amount.
5. The method of claim 2 , wherein obtaining the first set of information comprises obtaining historical information over a recent period of time in connection with a vertical market associated with the advertising campaign, or the portion or the advertising campaign.
6. The method of claim 2 , comprising determining projected impressions information and projected budget consumption information relating to the advertising campaign, or the portion or the advertising campaign, and comprising utilizing the projection impressions information and the projected budget consumption information in determining the actual or estimated bid amount or range associated with recent online advertising associated with an advertising campaign.
7. The method of claim 1 , wherein the set of one or more advertising campaign parameters comprises one or more advertising campaign goals.
8. The method of claim 1 , comprising obtaining a first set of information comprising historical online advertising performance information.
9. The method of claim 1 , comprising determining, in association with the set of one or more advertising campaign parameters, a competitive bid amount or range and a non-competitive bid amount or range, wherein the competitive bid amount or range and the non-competitive bid amount or range are determined based on a percentile or percentile-equivalent ranking relative to bidding and advertising associated with a plurality of advertising campaigns.
10. The method of claim 1 , comprising determining, in association with the set of one or more advertising campaign parameters, a competitive bid amount or range and a non-competitive bid amount or range, wherein the competitive bid amount or range and the non-competitive bid amount or rang are determined based on a percentile or percentile-equivalent ranking relative to bidding and advertising associated with a plurality of advertising campaigns, and wherein the competitive bid amount or range is determined to be at or near a top 20th percentile, and the non-competitive bid amount or range is determined to be at or near a top 80th percentile.
11. The method of claim 1 , wherein bid amounts or ranges are specified in terms of effective cost per thousand impressions (eCPM).
12. The method of claim 1 , comprising a graphical user interface through which a second set of information can be input, including a set of one or more advertising campaign parameters, wherein the one or more advertising campaign parameters include one or more parameters indicating information relating to a type or form of advertisement and one or more parameters indicating information relating to a subject matter-based area.
13. The method of claim 2 , wherein the advertising campaign, or the portion of the advertising campaign, is impression-based, click-based, or acquisition-based.
14. The method of claim 1 , wherein providing a graphical user interface comprises providing a Web-based graphical user interface.
15. The method of claim 1 , wherein determining, in association with the set of one or more advertising campaign parameters, a competitive bid amount or range and a non-competitive bid amount or range comprises determining projected or actual historical bid amounts or ranges.
16. The method of claim 1 , wherein determining, in association with the set of one or more advertising campaign parameters, a competitive bid amount or range and a non-competitive bid amount or range comprises utilizing at least one machine learning-based method.
17. A system comprising:
one or more server computers coupled to a network; and
one or more databases coupled to the one or more server computers;
wherein the one or more server computers are for:
obtaining a first set of information comprising historical online advertising bidding and delivery information;
receiving input from a graphical user interface including a second set of information, including a set of one or more advertising campaign parameters, wherein advertising campaign parameters can include parameters associated with one or more aspects or portions of an advertising campaign;
based at least in part on the first set of information and based at least in part on the second set of information, determining, in association with the set of one or more advertising campaign parameters, a competitive bid amount or range and a non-competitive bid amount or range;
displaying a bid landscape graphical user interface including a user selectable parameter positioned in the upper portion of the interface and indications of the competitive bid amount or range and a non-competitive bid amount or range organized by the user selectable parameter wherein the indications are provided for each of a number of types or forms of the user selectable parameter and providing for capability for the user repeatedly making adjustments and trying different possibilities for parameters; and
implementing bidding according to selection of a bid amount from the displayed bid landscape graphical user interface and based on conversion of the bid amount into its equivalent in a standard measure.
18. The system of claim 17 , wherein the one or more server computers are coupled to the Internet.
19. The system of claim 17 , comprising further providing, via the display, an indication of an actual, estimated or proposed bid amount or range associated with current or recent online advertising associated with an advertising campaign, or portion or aspect of the advertising campaign, associated with an advertiser or advertising campaign manager for whose use the display is provided.
20. A non-transitory computer readable medium or media containing instructions for executing a method comprising:
obtaining a first set of information comprising historical online advertising bidding and delivery information;
receiving input from a graphical user interface including, including a set of one or more advertising campaign parameters, wherein advertising campaign parameters can include parameters associated with one or more aspects or portions of an advertising campaign;
based at least in part on the first set of information and based at least in part on the second set of information, determining, in association with the set of one or more advertising campaign parameters, at least one bid amount or range anticipated to be competitive, and at least one bid amount or range anticipated to be non-competitive;
displaying a bid landscape graphical user interface including a user selectable parameter positioned in the upper portion of the interface and indications of the at least one bid amount or range anticipated to be competitive and the at least one bid amount or range anticipated to be non-competitive organized by the user selectable parameter wherein the indications are provided for each of a number of types or forms of the user selectable parameter and providing for capability for the user repeatedly making adjustments and trying different possibilities for parameters; and
implementing bidding according to selection of a bid amount from the displayed bid landscape graphical user interface and based on conversion of the bid amount into its equivalent in a standard measure;
wherein the display further provides an indication of an actual, estimated or proposed bid amount or range associated with current or recent online advertising associated with an advertising campaign, or portion or aspect of the advertising campaign, associated with an advertiser or advertising campaign manager for whose use the display is provided; and
wherein the display is to allow an advertiser or advertising campaign manager to compare a bid amount associated with an advertising campaign, or portion of an advertising campaign, with comparable competitive and non-competitive bid amounts or ranges, to help allow the advertiser or advertising campaign manager to select an optimal bid amount in connection with the advertising campaign or the portion of the advertising campaign.