Patent ID: 7295996
Filing Date: 2007-11-13
Classification: G06Q,Y10S

Abstract:
1. An automated method for web ranking of bids and bid management in order to cover advertising costs, comprising the steps of: tracking Internet user activity generated to an OMM and an advertiser's website when an Internet user conducting a web-based search on the OMM enters at least one search term relating to a service or product of the advertiser; acquiring data relating to the Internet user activity, said data including at least the number of resulting sales generated by said at least one search term at a given time period; sorting said data to remove duplicate information; compiling a master data set from said data wherein data values are arranged according to time periods of Internet user activity and a designated primary key, said master data set further including at least the number of resulting sales at various time periods; determining sufficiency of data based on specified conditions, said specified conditions including at least the time period of any sale of a service or product and the amount of such sale; calculating an acceptable new maximum bid for said search term, said new maximum bid including at least the factors of amount of sales and costs to advertise; determining whether said maximum bid is a justified expense for the advertiser in light of profit determining factors, wherein said profit determining factors comprise an expected return on advertising spent (ROAS) value, a minimum acceptable return on advertising spent (ROAS) value, a maximum return on advertising spent (ROAS) value, a computational linguistics value of the search term, and the new maximum acceptable bid value; determining whether to maintain, modify, or remove a bid for a search term; retrieving information on competitor's bids; identifying desired ranking; preparing an insertion order with an appropriate bid for achieving the desired ranking, said insertion order including at least the determination that the bid is a predetermined minimal value above the highest competitor bid which falls below the new maximum acceptable bid value; and automatically uploading the insertion order to OMM.