Patent ID: 11922457
Assignee: nan
Field: IT methods for management (Electrical engineering)
Classification: CPC G | IPC G

Claim 0:
1. A computer-implemented method for adjusting internet advertising bids in internet advertising campaigns, comprising:
gathering a plurality of keywords and a plurality of ads, wherein each keyword corresponds to one of the plurality of ads that an advertiser intends to purchase as part of an internet advertising campaign, wherein in response to receiving a keyword from a web browser a search engine returns a search engine results web page (SERP), wherein a SERP includes (1) at least one ad, and (2) at least one unpaid listing, and wherein an ad has an ad position within a SERP and an unpaid listing has an unpaid listing position within a SERP;
maintaining at least one cannibalism rule that computes a cannibalism score for an ad, wherein a cannibalism score for an ad indicates that the ad is cannibalistic if it generates a reduced value due, at least in part, (1) to its ad position in a SERP and (2) to a listing position of a corresponding unpaid listing in the SERP, wherein a corresponding unpaid listing refers to the same goods or services as those referred to by the ad;
periodically determining whether to purchase a designated ad from the plurality of received ads, wherein periodically determining comprises:
performing a keyword search to obtain a SERP for the keyword that corresponds to the designated ad;
determining an ad position for the designated ad in the SERP and determining an unpaid listing position for a corresponding unpaid listing in the SERP;
generating a cannibalism score for the designated ad by applying the at least one cannibalism rule to the designated ad; and
determining whether to purchase the designated ad based on the generated cannibalism score.