Patent Publication Number: US-8117114-B2

Title: Direct tracking of keywords to Ads/text

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
     This application is a continuation of U.S. application Ser. No. 11/554,018, filed Oct. 28, 2006 now U.S. Pat. No. 7,930,236, which claims priority to U.S. Provisional Application Ser. No. 60/731,329, filed Oct. 28, 2005, the entirety of which is hereby incorporated by reference. 
    
    
     BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     The present invention relates to a system and methods interfacing with Internet search engines, bid management systems and web analytic systems. In particular, the present invention relates to systems and methods for the direct (1:1) tracking of keywords to advertisements (Ads)/text. 
     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 that the keywords are listed in a format such as comma-separated values, and finally, that data is converted and uploaded into a search engine. Large advertising campaigns can have tens of thousands of keywords as part of an Internet marketing strategy. 
     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 ad&#39;s 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. 
     However, one problem with prior art schemes is that it is very difficult to determine which keywords are associated with which ads, and in turn with customer or user traffic associated with the ads as measured by click-throughs, other Web traffic metrics and purchases. Since the ads are randomly or rotationally associated with keywords, it is very difficult to determine which ads in keywords are responsible for generating traffic to the web site that yields sales. Thus, there is a need for a system and method that is able to provide more analytical data that directly associates Web traffic with specific keyword/add pairs. 
     SUMMARY OF THE INVENTION 
     The present invention overcomes the deficiencies and limitations of the prior art by providing a direct tracking module for keywords. In one embodiment, the system comprises a direct tracking module, a bid management system, a web analytics tool and a search engine. The direct tracking module interfaces with the bid management system  304  to provide user interfaces for reviewing data about specific keyword and ads/text pairs. The direct tracking module uses unique codes to provide specific information about which combination of keyword and text generated specific Web traffic, such as traffic that generated a sale. This is particularly advantageous because the keyword/text pairs that generate a large number of sales can be reused to generate future traffic. Similarly, keyword/text pairs 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 novel method for the direct tracking of keywords to ad/text. 
    
    
     
       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 direct tracking module. 
         FIG. 4  is a block diagram of an embodiment of the system according to the present invention having a bid management system including a direct tracking module. 
         FIG. 5  is a block diagram of an embodiment of the direct tracking module in accordance with the present invention. 
         FIG. 6  is a flowchart of an embodiment of a method for direct tracking of keywords to text in accordance with the present invention. 
         FIG. 7-17  are example graphical user interfaces provided by the bid management system or the direct tracking module in accordance with an embodiment of the present invention. 
     
    
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS 
     A direct tracking module and a method for using 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 varying 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 Direct Tracking Module 
     The present invention overcomes the shortcomings of the prior art by providing a system  300  and methods for directly tracking keywords to ads/text.  FIG. 3  shows a system  300  in accordance with an embodiment of the present invention. The system  300  comprises a direct tracking module  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 direct tracking module  302  and the web analytics tool  306 . The user  310  interacts with the direct tracking module  302  to select keywords, associate the keywords with ads/text, and create advertising campaigns as 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 direct tracking module  302  is coupled for communication with the search engine  308 , the bid management system  304  and the web analytics tool  306  for directly tracking web site visitation statistics related to specific keyword and ads/text. As shown in  FIG. 3 , the direct tracking module  302  interfaces with the bid management system  304  to provide user interfaces for reviewing data about specific keyword and ads/text pairs. The direct tracking module  302  is 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 and ads/text pairs. The direct tracking module  302  advantageously creates a unique tracking code for each specific keyword and ads/text pair. As shown in the example of Table 1 below, there is a unique code for each possible combination of a keyword with ads/text. Table 1 below corresponds to the example keywords and ads/text pairs used in the process shown in  FIG. 1 . 
     
       
         
           
               
               
               
               
             
               
                   
                 TABLE 1 
               
               
                   
                   
               
               
                   
                 Keyword 
                 Ads/Text 
                 Unique Code 
               
               
                   
                   
               
             
            
               
                   
                 Keyword 1 
                 Ad/Text 1 
                 UC1 
               
               
                   
                 Keyword 1 
                 Ad/Text 2 
                 UC2 
               
               
                   
                 Keyword 1 
                 Ad/Text 3 
                 UC3 
               
               
                   
                 Keyword 1 
                 Ad/Text n 
                 UC4 
               
               
                   
                 Keyword 2 
                 Ad/Text 1 
                 UC5 
               
               
                   
                 Keyword 2 
                 Ad/Text 2 
                 UC6 
               
               
                   
                 Keyword 2 
                 Ad/Text 3 
                 UC7 
               
               
                   
                 Keyword 2 
                 Ad/Text n 
                 UC8 
               
               
                   
                 Keyword 3 
                 Ad/Text 1 
                 UC9 
               
               
                   
                 Keyword 3 
                 Ad/Text 2 
                 UC10 
               
               
                   
                 Keyword 3 
                 Ad/Text 3 
                 UC11 
               
               
                   
                 Keyword 3 
                 Ad/Text n 
                 UC12 
               
               
                   
                 Keyword 4 
                 Ad/Text 1 
                 UC13 
               
               
                   
                 Keyword 4 
                 Ad/Text 2 
                 UC14 
               
               
                   
                 Keyword 4 
                 Ad/Text 3 
                 UC15 
               
               
                   
                 Keyword 4 
                 Ad/Text n 
                 UC16 
               
               
                   
                 Keyword n 
                 Ad/Text 1 
                 UC17 
               
               
                   
                 Keyword n 
                 Ad/Text 2 
                 UC18 
               
               
                   
                 Keyword n 
                 Ad/Text 3 
                 UC19 
               
               
                   
                 Keyword n 
                 Ad/Text n 
                 UC20 
               
               
                   
                   
               
            
           
         
       
     
     The present invention is particularly advantageous because through the use of the unique code, it provides specific information about which combination of keyword and text generated specific Web traffic, such as traffic that generated a sale. This is particularly advantageous because the keyword/text pairs that generate a large number of sales can be reused to generate future traffic. Similarly, keyword/text pairs 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/text pair. This user interface is particularly advantageous for identifying keyword/text pair combinations that either generate significant amounts of Web traffic, or generate no traffic as noted above. Such an example user interface will be described below with reference to  FIG. 14 . 
     The direct tracking module  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. 7-17 . The bid management system  304  is operatively connected to a search engine  308  and communicates with the search engine  308  for the 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 direct tracking module  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 described above for system  300 ; however, in system  400 , the direct tracking module  302  is part of and integrated into the bid management system  304 . 
     Referring now to  FIG. 5 , an embodiment of the direct tracking module  302  is shown in more detail. The direct tracking module  302  comprises a keyword and creative repository  502 , an interface module  504 , a traffic estimator module  506 , an ad creation module  508  and a keyword/text measurement module  510 . 
     The keyword repository  502  is a storage device for storing keywords, text and other information associated with an ad campaign. For example, the keyword and creative repository  502  is used to store the unique codes associated with keyword-ads/text pairs, keywords, text, campaign title, description, etc. The information in the keyword and creative repository  502  can be re-used for different campaigns or to re-run the same campaign. The keyword and creative repository  502  is adapted for communication with the other components of the direct tracking module  302 . The keyword and creative repository  502  can also be accessed by the web analytics tool  306  and bid management system  304 . 
     The interface module  504  is a software program operational on the direct tracking module  302  and enables communication with other components and the user  310 . The interface module  504  generates and presents a graphical interface and accepts inputs from the user  310  as will be described below as an example embodiment. In one embodiment, the interface module  504  is adapted for communication with the web analytics tool  306  and the bid management system  304 , such as using APIs. The interface module  504  interacts with the web analytics tool  306  to retrieve web analytics information related to the keyword-ads/text pairs. The interface module  504  interacts with the bid management system  304  to create ad campaigns, track the usage of the keyword-ads/text pairs, purchase keywords and interact with the search engine  308 . 
     The traffic estimator module  506  is a software tool that estimates how particular keywords will traffic using a given search engine  308 . This traffic estimator module  506  estimates different web analytics metrics 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. Based on historical information, the traffic estimator module  506  provides the user with an estimate of what the values for these metrics will be for given keyword-ads/text pairs. The traffic module  506  is adapted for communication with the web analytics tool  306  and the bid management system  304 . 
     The ad creation module  508  is a software tool for creating an ad campaign including different interfaces to solicit data from the user and to interact with the bid management system  304  to identify the search engine  308  to be used, and keywords to be purchased, and ads/text to be associated with such keywords. The operation of the ad creation module  508  is described below with reference to  FIGS. 6-17 . The ad creation module  508  creates a campaign wizard that interacts with and assists the user in creating an ad campaign. The ad creation module  508  is adapted for communication with the interface module  504 , the keyword repository  502  and the keyword/text measurement module  510 . Using data stored in the keyword repository  502 , the process of creating new ad campaigns is greatly simplified. Using the information from the keyword/text measurement module  510 , the user  310  can increase the effectiveness of a new campaign by reviewing the metrics for keyword-ads/text pairs that are being selected for re-use in this campaign. 
     The keyword/text measurement module  510  is a software tool for measuring the success of a particular ad campaign. The keyword/text measurement module  510  is advantageous because it is able to measure different metrics directly on a keyword-ads/text pair basis. The keyword/text measurement module  510  uses the unique codes described above to provide such measurements. The keyword/text measurement module  510  operates in a similar manner as it was described above for the traffic estimator module  506 ; however, the keyword/text measurement module  510  is based on the actual data from the campaign. The keyword/text measurement module  510  is adapted for communication with the web analytics tool  306  to retrieve data about keyword-ads/text pairs, and is adapted for communication with the keyword repository  502  to identify [keyword—ads/text] pairs and other information about a given ad campaign. 
     Method for Direct Tracking 
     Referring now to  FIG. 6 , one embodiment of a method for direct tracking of keywords to ads/text will be described. The method begins by collecting  602  ad campaign information from the user  310 . This information is collected using processes and graphical user interfaces that are described below with reference to  FIGS. 7-17 . Next the method stores  604  the ad campaign information such as key words and associated text in the keyword repository  502 . The method next determines whether the user  310  has requested an estimate of the cost for the campaign. If the user has not requested an estimate, then the method proceeds to step  610 . If the user has requested an estimate, then the method estimates  608  the web traffic and cost of the campaign, and presents such information to the user in an interface such in shown in  FIG. 14 , then the method proceeds to step  610 . Using the ad campaign information collected in step  602 , the direct tracking module  302  determines  610  the keywords used in the campaign. Then the direct tracking module  302  determines  612  the ads/text used in the campaign. The direct tracking module  302  assigns a unique code for each combination of keyword and ads/text pair. This embodiment of the invention preferably creates a unique code for all possible combinations, however, in other embodiments fewer unique codes may be utilized by only providing them as subsets of keyword-ads/text pairs. As noted above, this code can then be used to provide specific performance information about a campaign&#39;s success on a keyword-ad/text pair basis. This allows the user to use combinations of keywords and ads/text that yield the best results. Once the ad campaign has been run—or even while it is being run, the direct tracking module  302  determines  616  the keyword-ads/text pair usage statistics by interfacing and retrieving the information using the web analytics tool  306 . Finally, this information can be presented to the user by displaying it in an interface such as shown in  FIG. 14 . Those skilled in the art will recognize that this is just one embodiment and that there are a number of other embodiments, such as performing the step of determining the usage statistics and presenting them during the creation of the ad campaign using data from a previous period. 
     Example Embodiment and User Interfaces 
     Referring now to  FIGS. 7-17 , an example of one embodiment for different graphical user interfaces presented by the system  300  of the present invention is shown, and the user&#39;s interaction with the system  300  will be described. The present invention is particularly advantageous because it provides an interface in which the user can fully utilize the different characteristics of different search engines  308  while providing a simple mechanism to manage different campaigns. As noted above, the direct tracking module  302  in the ad creation module  508  provides a campaign wizard to assist the user  310  that operates as described below. As it was described above, this is in part accomplished using a keyword and creative repository  502 . 
     The process begins by presenting the user  310  with an interface  700  as shown in  FIG. 7 . This interface allows the user to describe their campaign, provide their campaign with a name and choose which search engines  308  to include in the campaign. This interface also provides the entire list of search engine accounts enabled by the user  301  along with other information. 
     Next, the user is presented with an interface  800  as shown in  FIG. 8  that allows the user to provide additional specificity to the campaign. For example, in one embodiment, if Google is selected as the search engine  308 , then target information and a budget may also be specified for the campaign using the interface  800 . This interface  800  also lets the user  310  target ad audiences by specifying a language and a region. Multiple regions and languages can be selected at once, but the defaults are English and all countries and regions. This interface  800  also lets the user  310  specify a daily budget for the campaign. This can be done consistent to the parameters of operation of the particular search engine, such as Google AdWords Management. 
     Next, the user begins the process of creating an ad group of keywords using the interface  900  shown in  FIG. 9 . This interface  900  advantageously has different layout tailored to the particular search engine  308  that are differentiated by tabs  904 . This interface  900  is the starting point for ad group creation in Google. Google Ad Groups are “ad centric”, meaning that keywords in these groups are grouped by the ads they share in common. For ease of use, the present invention drives the user  310  to enter keywords first, and then decide on the ads to show for those keywords. Users can enter keywords manually, or click on the “view keyword repository” link  902  to repurpose keywords for the same campaign that may have been entered for the same campaign under a different search engine. Those skilled in the art will recognize that the present invention includes a different order in which text ads are done first then keywords are specified. Those skilled in the art will recognize that the interface  900  may also include additional information such as a position in a flow creation to provide the user with feedback as to which step in a particular flow they are executing. This is particularly advantageous if the order of the flow (keyword first v. text first) is different for different search engines  308 . For example, the interface  900  may show all the steps along the bottom as tabs or something that lets the user  310  choose which path they would like to take through the flow, like create text ads first, or enter keywords first. 
     Another interface  1000  in the campaign creation process for keywords is shown in  FIG. 10 . This interface  1000  shows all of the keywords entered for the campaign to this point. This is useful for repurposing keywords from one search engine  308  to another. In this embodiment, the list of available keywords is sorted alphabetically. When a user  310  searches, the list is scrolled down and a keyword is highlighted as the user  310  types. Using this interface  1000 , multiple keywords can be selected at once, and by clicking on the controls on the right the keyword is removed from the list for the search engine being operated on at the time: the keywords are also added to the selected keywords field. In one embodiment, the keywords in the repository  502  is a running list of all the keywords used in the campaign to that point, but excludes keywords that may have already been added to the search engine in focus at the time. Those skilled in the art will recognize that different search engines  308  have different constraints on keywords. For example, in Yahoo and other engines that do not allow more than one instance of a single keyword, the repository is used to enforce this, and make adding keywords simple. The keyword can be greyed out, and noted to indicate it has already been used in a previous campaign. 
     Another interface  1100  in the campaign creation process for ads/text is shown in  FIG. 11 . This interface  1100 , much like the keywords screen, shows the ads/text for a campaign. This interface  1100  provides the user with the ability to define their text ads. A link  1102  to the ad repository is available to help repurpose ads that are already defined. A set of buttons  1104  is provided for manipulation of the ads/text, as well as a preview window and fields for entering the data forming the ads/text. The Delete/Deactivate button allows a user  310  to delete when the group has not been officially saved or to deactivate when the user has trafficked the ad, but no longer wishes to use it. The Copy Down button copies the ad definition fields, preview and buttons down below the ad in focus, pre-populating the fields with what they had above. The title fields of the copied ad get the cursor focus. The Add New button copies the definition fields and blank preview down below the ad in focus. The title field of the new ad gets the cursor focus.  FIG. 11  also includes an alternate embodiment for the interface  1110 . 
     Another interface  1200  in the campaign creation process for ads/text is shown in  FIG. 12 . This interface  1200  shows ads that have been previously created. In one embodiment, the interface  1200  lists all of the ads defined previously for the same campaign. Clicking the Add button adds the definition fields and preview to the opener&#39;s list of text ads. In another embodiment, additional buttons can be added to the right of each ad such as “add title”, “add description 1 ”, “add description  2 ”, etc. The ads also include indications as to any limitation to repurposing the ad for other search engines. For example, if ads were created in Yahoo, and the user  310  is trying to repurpose those to Google, there would be problems with description lengths and so forth. The button to add such an ad can also be disabled. 
     Yet another interface  1300  in the campaign creation process is shown in  FIG. 13 . This interface  1300  allows the user  310  to configure all the settings that are at the keyword level. In particular, maximum CPC and destination URL can be set with the interface  1300 . The Estimate Traffic link  1302  at the bottom provides advanced functionality for helping the user  310  find his or her optimal max CPC. For example, Max CPCs in Google have a min of $0.05 and a max of $100. 
     As shown in  FIG. 14 , the interface  1400  can be used to provide information on keywords with traffic. For example, the direct tracking module  302  gives the user insight into how their keywords will traffic in Google. This same interface  1400  with a modified heading label can be used to provide the actual data measure after the campaign has been run. Moreover, instead of keywords, traffic metrics on keyword-ads/text pairs can be provided with the present invention as well. Those skilled in the art will recognize how the interface  1400  of  FIG. 14  could be modified as such as well as be modified to provide more or less web analytic data. 
       FIGS. 15-17  provide the same functionality as was described above, but use examples for a different search engine  308  such as Yahoo.  FIG. 15  illustrates an interface for adding keywords in Yahoo.  FIG. 16  illustrates an interface for adding ads/text. Finally,  FIG. 17  illustrates an interface for viewing competitor bids. 
     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.