Patent ID: 8620751

Claim:
One or more computer-readable hardware memory having computer-executable instructions embodied thereon, that when executed, cause a computing device to perform a method for facilitating advertisement selection using impression bids when satisfactory click rates are unavailable, the method comprising: referencing a set of one or more advertisement attributes in association with an advertisement, the set of advertisement attributes including at least an impression bid provided by an advertiser that indicates an acceptable amount to pay for one or more displays of the advertisement and a click bid provided by the advertiser that indicates an acceptable amount to pay for one or more user selections of the advertisement; and determining if a satisfactory click rate is available for the advertisement, wherein the satisfactory click rate is available when a frequency of advertisement impressions, a frequency of advertisement selections, a length of time during which advertisements are displayed, or a combination thereof exceeds a threshold, wherein if it is determined that the satisfactory click rate is unavailable for the advertisement, utilize the impression bid to compete with other advertisements in an advertisement-selection auction, and if it is determined that the satisfactory click rate is available for the advertisement, utilize the satisfactory click rate and the click bid to compete with the other advertisements in the advertisement-selection auction.