BID OPTIMIZATION IN SEARCH ENGINE MARKETING

• Main Authors: PAREKH RAJESH GIRISH, PAVEL BERKHIM, USAMA M. FAYYAD, BASSEL OJJEH, SCOTT GAFFNEY, ANDREW TOMKINS
• Format: Patent
• Language: English
• Published: 31.07.2015
• Subjects: CALCULATING; COMPUTING; COUNTING; DATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FORADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORYOR FORECASTING PURPOSES; PHYSICS; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE,COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTINGPURPOSES, NOT OTHERWISE PROVIDED FOR

Methods and apparatus are described for optimally allocating an online advertising budget for a search engine marketing (SEM) campaign among a fixed set of keywords.