Patent Publication Number: US-2017357985-A1

Title: Classification and management of keywords across multiple campaigns

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is a continuation of U.S. patent application Ser. No. 11/696,888, filed Apr. 5, 2007 and entitled “CLASSIFICATION AND MANAGEMENT OF KEYWORDS ACROSS MULTIPLE CAMPAIGNS,” which is continuation of U.S. patent application Ser. No. 11/554,020, filed Oct. 28, 2006 and entitled “CLASSIFICATION AND MANAGEMENT OF KEYWORDS ACROSS MULTIPLE CAMPAIGNS,” now abandoned, which claims priority, under 35 U.S.C. §119(e), to U.S. Provisional Patent Application No. 60/731,177, filed Oct. 28, 2005 and entitled “Classification and Management of Keywords across Multiple Campaigns.” 
    
    
     BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     The present invention relates to a system and methods for interfacing with Internet search engines. For example, web analytic systems often include additional modules, such as bid management systems to manage keyword bids and advertising campaigns associated with those key words. In particular, the present invention relates to systems and methods for classification of keywords across multiple campaigns in a bid management system associated with a web analytics system. 
     2. Description of the Background Art 
     With the development of the Internet, a number of new business models for producing sales and generating revenue have been developed. For example, it is now commonplace for search engines to allow advertisers to purchase keywords and display their associated advertising in response to searches or queries on such keywords. The pricing of such keywords can vary depending on a number of factors including the number of advertisers that want to purchase such keywords, the number of searches including such keywords and other factors. Presently, the management of such keywords is largely performed manually with human users inputting keywords. For example, keywords are currently managed using any one of a number of spreadsheet or document formats. Users typically list the keywords in a document or spreadsheet, then convert the document, so the keywords are listed in a format such as comma-separated values, and finally, that data is converted and uploaded into a search engine. Therefore, since large advertising campaigns can have tens of thousands of keywords as part of an Internet marketing strategy, it would be very cumbersome to manage such keywords in a manual fashion is, as described above. 
     Referring now to  FIG. 1 , a conventional scheme used by search engines to pair keywords with text or advertisements is shown. Typically, an advertiser will purchase a number of keywords (keyword  1  to keyword n) according to prices provided by the search engines. The advertiser will also provide one or more ads/text. Then responsive to search inputs by users the search engine will choose, based on the selected keyword, one of the ads/text from a list provided by the advertiser. In the prior art, the search engine randomly pairs keywords with ads/text or selects the ads last text on a rotating basis: first using ad  1 , next using ad  2 , next using ad  3 , etc. until the nth ad is used and returns to ad  1 . 
     Referring now to  FIG. 2 , the operation of the constituent components is shown in more detail. In a first step, the keyword is selected based on the search criteria input by the user. Then in a next step, an ad/text is selected from a list of possible advertisements. The keyword-ad pair is then provided as part of the web page to the user. 
     One particular problem for companies is that they often run concurrent advertising campaigns that utilize numerous keywords. Even though the advertising campaigns are unrelated, it is very valuable for the advertisers or companies to group keywords across multiple advertising campaigns (inter-campaign), as well as provide other groupings of keywords, such that a variety of web analytic statistics for such keywords can be reviewed and analyzed. While existing search engines provide a user interface for inputting the keywords into such search engine systems, these user interfaces typically separate the campaigns in a hierarchy. Within this hierarchy, there is limited flexibility to group keywords according to the needs of the advertisers and companies. The keywords are typically grouped by the campaign-and only within that campaign is there an ability to provide groupings of keywords. The prior art does not provide any ability to group keywords across different campaigns. Thus, there is a need for systems and methods that can classify keywords across multiple campaigns to provide greater flexibility in the analysis of web data. 
     SUMMARY OF THE INVENTION 
     The present invention overcomes the deficiencies and limitations of the prior art by providing a classification manager for managing keywords across multiple campaigns. In one embodiment, the system comprises a classification manager, a bid management system, a web analytics tool and a search engine. The classification manager interfaces with both the bid management system and the web analytics tool to provide user interfaces for reviewing data about specific keywords across multiple campaigns. The classification manager includes a classification keyword repository, a classification creation module, a classification measurement module and a classification user interface module for generating the user interface. This is particularly advantageous because statistics corresponding to keywords can be classified across multiple campaigns to provide greater flexibility in the analysis of web data. The present invention also includes a novel method for the classification of keywords across multiple campaigns. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The present invention is illustrated by way of example, and not by way of limitation in the figures of the accompanying drawings, in which like-reference numerals are used to refer to similar elements. 
         FIG. 1  is a block diagram of a conventional scheme used by search engines to pair keywords with text or advertisements. 
         FIG. 2  is block diagram of a conventional flow for buying keywords and creating web pages. 
         FIG. 3  is a block diagram of an embodiment of the system according to the present invention including a classification manager. 
         FIG. 4  is a block diagram of an embodiment of the system according to the present invention having a bid management system including the classification manager. 
         FIG. 5  is a block diagram of an embodiment of the classification manager in accordance with the present invention. 
         FIG. 6  is a flowchart of an embodiment of a method for creating a classification for keywords across multiple campaigns in accordance with the present invention. 
         FIG. 7  is a flowchart of an embodiment of a method for generating a display of a classification for keywords across multiple campaigns in accordance with the present invention. 
         FIG. 8  is example graphical user interface for creating a classification across multiple campaigns in accordance with an embodiment of the present invention. 
         FIG. 9  is example graphical user interface for adding keywords to a classification across multiple campaigns in accordance with an embodiment of the present invention. 
         FIG. 10  is example graphical user interface for displaying statistics about keywords without classification in accordance with an embodiment of the present invention. 
         FIG. 11  is example graphical user interface for displaying statistics about keywords with classification in accordance with an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS 
     A classification manager and a method for using the same are described. In the following description, for purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of the invention. It will be apparent, however, to one skilled in the art that the invention can be practiced without these specific details. In other instances, structures and devices are shown in block diagram form in order to avoid obscuring the invention. For example, the present invention is described primarily with reference to printing documents for reading. 
     Reference in the specification to “one embodiment” or “an embodiment” means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the invention. The appearances of the phrase “in one embodiment” in various places in the specification are not necessarily all referring to the same embodiment. 
     The algorithms and displays presented herein are not inherently related to any particular computer or other apparatus. Various general-purpose systems may be used with programs in accordance with the teachings herein, or it may prove convenient to construct more specialized apparatus to perform the required method steps. The required structure for a variety of these systems will be apparent from the description below. In addition, the present invention is not described with reference to any particular programming language. It will be appreciated that a variety of programming languages may be used to implement the teachings of the invention as described herein. 
     Moreover, the present invention claimed below may operate on or work in conjunction with an information system or network. For example, the invention can operate as a server or communicate with a network with additional functionality depending on the configuration. Thus, the present invention is capable of operating with any information system from those with minimal functionality to those providing all the functionality disclosed herein. 
     System Including the Classification Manager 
     The present invention overcomes the shortcomings of the prior art by providing a system  300  and methods for creating and managing classifications of keywords across multiple campaigns for a search engine  308 .  FIG. 3  shows a system  300  in accordance with an embodiment of the present invention. The system  300  comprises a classification manager  302 , a bid management system  304 , a web analytics tool  306  and a search engine  308 . A user  310  interfaces (as delineated with the dashed lines) with the classification manager  302  and the web analytics tool  306 . The user  310  interacts with the classification manager  302  to select keywords, associate the keywords with a classification, and create advertising campaigns that will be described in detail below. The user  310  interacts with the web analytics tool  306  to track and monitor traffic over a user&#39;s web site. 
     In one embodiment, the classification manager  302  is adapted for communication with the search engine  308 , the bid management system  304  and the web analytics tool  306  for classification of keywords across multiple campaigns and tracking web site visitation statistics related to specific keywords. In one embodiment, the classification manager  302  allows keywords used in Internet advertising campaigns to be classified across multiple campaigns. The classifications are user-definable as to what keywords are included in each classification. As shown in  FIG. 3 , the classification manager  302  interfaces with the bid management system  304  to provide user interfaces for reviewing data about specific keywords and their classifications. The classification manager  302  is also coupled to the web analytics tool  306  to measure performance and monitor use and traffic across a user&#39;s website with regard to the specific keyword(s). The classification manager  302  advantageously collects statistics and tracks keywords independent of the campaign in which the keywords are used. Once collected, the statistics can then be divided, arranged and presented to the user  310  according to the classifications defined by the user  310 . The process for both defining a classification and viewing web analytics data according to user-defined classifications are performed by the classification manager  302  and described in more detail below with reference to  FIGS. 6 and 7 . 
     The present invention is particularly advantageous because by allowing the user to define classifications for keywords, the effectiveness of different keywords in the context of relationships to other keywords, products or other information can be compared. This is especially advantageous, since the classifications of keywords are user-definable. This invention allows the user to group keywords as desired into different classifications such that the classifications match other groupings of the user. In one embodiment, the classification can be created by the user (as needed) to match other groupings of keywords that the user is interested in tracking that may mirror a company&#39;s organizational structure, particular groupings of goods that have high margins, groupings of goods by type (e.g., sports/non-sports), groupings of goods from multiple advertising campaigns (aggregation of campaigns), a product lifecycle, the product rollout or replacement plant, and any other grouping of keywords that the user may be interested in tracking The classification manager provides specific information about which combination of keywords generated specific Web traffic, such as traffic that generated a sale. This is particularly advantageous because the keywords that generate a large number of sales can be reused to generate future traffic. Similarly, keywords/classifications that do not generate Web traffic can be eliminated from the words that are purchased by the advertiser. Thus, the present invention greatly reduces the uncertainty presently provided by keyword purchasing schemes offered by present-day search engines. 
     The present invention also includes a user interface that can be used to view Web statistical data corresponding to a keyword as defined within a classification, or even a sub-classification. This user interface is particularly advantageous for identifying keywords that either generate significant amounts of Web traffic, or generate no traffic-as has been noted above. Such an example of user interface will be described below with reference to  FIG. 11 . 
     The classification manager  302  is adapted to communicate with the bid management system  304 . For example, the bid management system  304  may be SearchCenter, manufactured by Omniture, Inc. of Orem, Utah. Portions of the bid management system  304  will be described below with reference to  FIGS. 8-11 . The bid management system  304  is operatively connected to a search engine  308  and communicates with the search engine  308  for the purchase and placement of keywords, transfer of advertising content and collecting keyword and traffic statistics. The bid management system  304  is also coupled to the web analytics tool  306 . 
     The classification manager  302  is also adapted to communicate with the web analytics tool  306 . As an example, SiteCatalyst manufactured by Omniture, Inc. of Orem, Utah can be used as a web analytics tool  306 . The web analytics tool  306  is software that measures the behavior of visitors at a website. In particular, the software measures which aspects of the website work towards the business objectives; for example, which pages encourage people to make a purchase. The web analytics tool  306  is also coupled to the search engine  308 . 
     The web analytics tool  306  and bid management system  304  are adapted to communicate with the search engine  308 . The search engine is a conventional type such as an Internet search engine like those provided by Google, Microsoft Search or Yahoo. 
       FIG. 4  shows a system  400  in accordance with another embodiment of the present invention. The system  400  has the same functionality as has been described above for system  300 ; however, in system  400 , the classification manager  302  is part of an integrated into the bid management system  304 . 
     Referring now to  FIG. 5 , an embodiment of the classification manager  302  is shown in more detail. The classification manager  302  comprises a classification and keyword repository  502 , an interface module  504 , a classification user interface module  506 , an classification creation module  508  and a classification/keyword measurement module  510 . 
     The classification and keyword repository  502  is a storage device for storing classifications, sub-classifications, classification names, keywords associated with a classification and other information associated with the classification. While the present invention is described here and throughout this application as including classifications of keywords into groups, it should be understood the invention is equally applicable to the nesting of classifications any number of levels deep and that other classifications at the same level have exclusive or overlapping groupings of keywords. For example, the classification and keyword repository  502  is used to store a unique data structure for the classifications that includes fields for a classification name, a list of key words of arbitrary length, a list of zero or more related or nested classifications, text, a campaign title, descriptions, etc. The information stored in the classification and keyword repository  502  can be re-used for different campaigns or for the same classification to other keyword groupings. The classification and keyword repository  502  is adapted for communication with the other components of the classification manager  302 . The classification and keyword repository  502  can also be accessed by the web analytics tool  306  and bid management system  304 . 
     In one embodiment, the interface module  504  is adapted for communication with the web analytics tool  306 , the bid management system  304  and the search engine (s)  308 , such as using APIs. The interface module  504  interacts with the web analytics tool  306  to retrieve web analytics information related to the keywords and classifications. The interface module  504  interacts with the bid management system  304  to track what keywords are parts of which campaign, track the usage of the keywords, purchase keywords and interact with the search engine  308 . 
     The classification user interface module  506  is a software program operational on the classification manager  302  and enables communication with the user  310 . The classification user interface module  504  generates and presents a graphical user interfaces and accepts inputs from the user  310  that will be described below for an example embodiment in  FIGS. 8-11 . The inputs from the user are sent by the classification user interface module  506  to the appropriate component of the classification manager  302  that processes the data. The classification user interface module  506  also presents a user interface in which the user  310  can manage keywords across multiple campaigns. For example, the user  310  may also determine: whether a keyword is used, set a maximum cost per click (CPC), select a bid strategy or other aspects and information related to the use of a keyword irrespective of what campaigns the keyword is using. 
     The classification creation module  508  is a software tool for creating a classification including different interfaces to solicit data from the user and to interact with the bid management system  304  and the search engine  308 . In one embodiment, the classification creation module  508  creates a classification data structure, adds data from the user to the classification data structure and stores the classification data structure in the classification and keyword repository  502 . As noted above, the classifications are user-definable including classification names, keywords in the classification, statistics to be generated for the classification, etc. The classification creation module  508  receives data from the user via the classification user interface module  506 , and uses the data to populate the classification data structure. The operation of the classification creation module  508  is described below with reference to  FIGS. 6, 8 and 9 . The classification creation module  508  is adapted for communication with the interface module  504 , the classification user interface module  506 , the classification and keyword repository  502  and the classification measurement module  510 . Using additional information commonly used for different classifications that is stored in the classification and keyword repository  502 , the process of creating new classifications is greatly simplified. Using the information from the classification measurement module  510 , the user  310  can increase the effectiveness of keywords, by reviewing the metrics for keyword that are being selected for re-use in new campaigns. 
     The classification measurement module  510  is a software tool for measuring the usage of keywords across multiple ad campaigns. The classification measurement module  510  is advantageous because it is able to measure different metrics directly on a keyword basis and organize that information according to categories or classifications defined by the user. The classification measurement module  510  is coupled via the interface module  504  to the web analytics tool  306  to retrieve usage metrics of the keywords. The classification measurement module  510  uses conventional capabilities available in the web analytics tool  306  to retrieve web analytics metric such as cost-per-click (CPC), impressions (each time an advertisement loads on a user&#39;s screen), clicks, click-through rate (CTR), cost, etc. The classification measurement module  510  is adapted for communication with the web analytics tool  306  to retrieve data about keywords, and is adapted for communication with the classification and keyword repository  502  to identify keywords and other information on a classification basis. Method for Creating and Using Classifications 
     Referring now to  FIG. 6 , one embodiment of a method for creating a classification of keywords in accordance with the present invention will be described. The method begins by displaying  602  a classification graphical user interface, such as shown in  FIG. 8 . The classification graphical user interface  602  allows the user  310  to input data necessary for the creation of classification. The system  300  then creates  604  a classification data structure as it was described above. The system  300  then receives  606  inputs from the user. The method for determines whether the input was the name for the classification. If the input is the name for the classification, then the method proceeds to step  610  to add the input as the name of the classification in the data structure after which the method returns to step  606  to receive more input from the user  310 . If the input was not the name for the classification, the method determines  612  whether the input was the addition of a keyword to the classification. If so, the method adds the input keyword in the data structure after which the method continues in step  606  to receive more input from the user  310 . In one embodiment, the keywords are provided in a series of windows as shown in  FIG. 9  with one for the keywords in use, and another for the keywords selected in this classification. Those skilled in the art will recognize that the same keyword may be in multiple different classifications. If the input was not the addition of a keyword, the method determines  616  whether additional information is being added to the classification. Such additional information could be a sub-classification, metrics about the classification to be generated or calculated, or any other information. If so, the method adds  618  the other data or reference to the data structure after which the method returns to step  606  to receive more input from the user  310 . If not, the method continues and determines  620  whether the input is to create a new classification. If not, the method returns to step  606  to receive additional input from the user. If so, the method stores  622  the created data structure in the repository  502  and the method is complete. 
     Referring now to  FIG. 7 , one embodiment of a method for displaying keywords and other metrics across multiple campaigns is shown. The method begins by receiving  702  a request for the display of keywords from the user. Next, the method determines  704  whether a classification exists for particular keywords and whether the user  310  has asked for display of the keywords within the classification. If not, the method displays  706  the keywords without classification (as shown for one example in  FIG. 10 ) and the method is complete and ends. However, if the user  310  asked for display of the keywords within the classification, the method continues by identifying  708  the classifications that the user  310  has defined. In one embodiment, the user may share a classification or make a classification a default so that it may be used by others. Then the method identifies  710  the keywords associated with the classification. Then the keywords are assigned  712  within a particular classification according to the classification data structure. While this method is being described in the context of a single classification, those skilled in the art will recognize that there may be multiple classifications, and therefore, keywords must be assigned to the proper classification. Next, the statistics and other web analytics data are retrieved  714  for each keyword. This can be done on a keyword basis or in bulk. Then the statistics or other data are determined  716  for the classifications. The classifications may include subtotals, averages, median, etc., of data for the keywords that are within the classification. These statistics and other information are determined by doing computations, comparisons, additional searching or other operations. Then the classifications, keywords, statistics and other information are displayed  718  in the GUI of the present invention, an example of which is provided in  FIG. 11 . Next the method determines  720  whether the user has input information or has chosen to manage the keywords from the GUI of the present invention. If not, the method is complete and ends. If so, the GUI of the present invention can be used to manage  722  keywords, and the classification manager  302  interacts with the bid management system  304  to manage the use of keywords according to input by the user such as setting a CPC for a particular keyword, activating or deactivating a keyword, selecting a strategy etc. 
     Example Embodiment and User Interfaces 
     Referring now to  FIGS. 8-11  examples of embodiments for different graphical user interfaces presented by the system  300  of the present invention are shown. 
     The classification function of the present invention provides the users  310  with the capability to group the business relevant keywords together and operate them more efficiently. For example, if an advertiser such as GM has 3 different campaigns running at the same time, like the “Employee pricing campaign”, the “No money down campaign” and the “0% financing campaign”, then in Google or Yahoo, these campaigns are created and managed as  3  different entities in each of the search engines  308 . 
     Using the same example, all 3 campaigns will have similar key words that would include vehicle names. Without the classification capabilities of the present invention, users  310  need to manage the same keywords in multiple places and are not be able to analyze the same keywords as a group. For example, the Chevrolet team would not be able to manage and track their vehicles, Cadillac, their corresponding vehicles and Hummer, their own vehicles in a single interface. 
     As shown in the screens of  FIGS. 8-11 , classification functionality of the present invention can easily group these groups of vehicles under “Car Divisions” classification for easy management. 
       FIG. 8  shows example graphical user interface  800  for creating a classification across multiple campaigns in accordance with an embodiment of the present invention. This interface  800  allows the user to create different types of classifications relevant to their business, for example, classifications for products, brands, types, business divisions, etc. The user interface  800  provides field  802  for the user to input the name of the classification. The user interface also provides a button to initiate the process for creating a new classification  804 . The user interface  800  for creating a classification also includes an area  806  for presenting information about the classification such inputting any custom criteria such as (but not limited to) keyword, search engine, campaign, text ad, ad group, landing page, or other classifications such as “car divisions.” Those skilled in the art will understand that the custom criteria provided in the interface  800  are only by way of example, and that alternate embodiments may include any other variety of criteria upon which information may be classified for web analytics purposes. 
       FIG. 9  is example graphical user interface for adding keywords to a classification across multiple campaigns in accordance with an embodiment of the present invention. The user begins the process of creating a classification of keywords using the interface  800  shown in  FIG. 8 . Once that interface  800  has been used to name a classification, the interface  900  of  FIG. 9  is displayed and presented to the user  310 . This interface  900  advantageously has a layout tailored to identify keywords to be added to the classification. Although not shown, this interface  900  can also provide an indication as to which classification keywords are being added to or removed from a classification such as “car divisions,” for example. In one embodiment, the present invention drives the user  310  to enter keywords. Users can enter keywords manually in field  902 , or select from a window  904  that is populated with keywords that have been or are being used. Once the keywords are selected for inclusion, they are added to the selected keywords window  906 . A plurality of buttons provides for the addition or removal of keywords in various different formats as will be recognizable to those skilled in the art. 
       FIG. 10  shows an example graphical user interface  1000  for displaying statistics about keywords without classification in accordance with an embodiment of the present invention. The graphical user interface  1000  shows how the data will appear in one campaign if there is no classification. All brands are shown under the campaign. The brands can be separated through ad groups in Google for example, but there will still be duplicate groups with duplicate keywords in different campaigns on different search engines  308  that would require separate management even though they are the same. Furthermore, the user  310  must toggle between on such interface  1000  for each campaign, and it is difficult if not impossible to effectively compare and combine information across different search engines and different campaigns. 
       FIG. 11  shows an example graphical user interface  1100  for displaying statistics about keywords with a classification in accordance with an embodiment of the present invention. The system  300  provides the user interface  1100  for viewing keywords, and creates new hierarchical views for reviewing the keywords. More particularly, the interface  1100  is shown displaying a previously created “car divisions” classification and assigning the keywords to relevant divisions where keywords are grouped for better management and analysis. As can be seen, the top-level  1102  of a hierarchy indicates the search engine  308  with which the classification manager  302  is interacting. At the next level  1104  in a hierarchy, the present invention provides any number of user-definable classes or classifications. To or within these classes or classifications, keywords that have been purchased with the search engine  308  at the root node can be added. This hierarchical view also includes a variety of other attributes  1106  such as reports, whether the keywords are currently active, bid strategy, destination URL and other information that can be used in reviewing the advertising strategy across multiple campaigns. Those skilled in the art will recognize there is a variety of other data that may be grouped according to the same classifications to allow the user to review and analyze the value of particular keywords across multiple campaigns. In an alternate embodiment not shown, the present invention also allows for the nesting of user created classifications of keywords. 
     The foregoing description of the embodiments of the present invention has been presented for the purposes of illustration and description. It is not intended to be exhaustive or to limit the present invention to the precise form disclosed. Many modifications and variations are possible in light of the above teaching. For example, the present invention may include additional interfaces that may be adapted for use with additional search engines. It is intended that the scope of the present invention be limited not by this detailed description, but rather by the claims of this application. As will be understood by those familiar with the art, the present invention may be embodied in other specific forms without departing from the spirit or essential characteristics thereof. Likewise, the particular naming and division of the modules, routines, features, attributes, methodologies and other aspects are not mandatory or significant, and the mechanisms that implement the present invention or its features may have different names, divisions and/or formats. Furthermore, (as will be apparent to one of ordinary skill in the relevant art,) the modules, routines, features, attributes, methodologies and other aspects of the present invention can be implemented as software, hardware, firmware or any combination of the three. Of course, wherever a component, (an example of which is a module), of the present invention is implemented as software, the component can be implemented as a standalone program, as part of a larger program, as a plurality of separate programs, as a statically or dynamically linked library, as a kernel loadable module, as a device driver, and/or in every and any other way known now or in the future to those of ordinary skill in the art of computer programming. Additionally, the present invention is in no way limited to implementation in any specific programming language, or for any specific operating system or environment. Accordingly, the disclosure of the present invention is intended to be illustrative, but not limiting, of the scope of the present invention, which is set forth in the following claims.