Claims
- 1. A computer implemented bidding method for use in bidding on auction items that allows for a desired optimization of bid amounts over a selected set of one or more biddable items comprising: selecting a set of one or more biddable items offered at auction, determining the current bids for a set of the biddable items and determining a bid amount for a selected biddable item based on a given utility function, submitting a set of bid amounts to an operator of an auction that associates a ranking for the bid amount received for a biddable item.
- 2. The method of claim 1 wherein the utility function is maximum profit or maximum ROI based on a cost of the successful bid and a resale value associated with the biddable item.
- 3. The method of claim 1 wherein the biddable item comprises a ranked inclusion in a search results list on a webpage available to online users, and the utility function is based on a level of traffic associated with online users selecting the link to the webpage.
- 4. The method of claim 1 wherein the determination of current bids includes a determination of the nearest bid below the current bid.
- 5. The method of claim 1 wherein the determination of current bids includes a determination of the nearest bid above the current bid.
- 6. The method of claim 1 wherein the determination of current bids includes a determination of the nearest bid below and above the current bid.
- 7. The method of claim 1 wherein the biddable item is a set of keywords auctioned by the operator of an online search engine and the computer implemented bidding method optimizes cost per click for existing keywords by decreasing the bid amount to a predetermined amount above the next lower bid.
- 8. The method of claim 7 wherein the predetermined amount is the minimum monetary increment above the next lower bid.
- 9. A computer implemented bidding method for use in an online auction of keywords by the operator of a search engine, comprising: selecting a set of keywords from a given list of keywords being auctioned and generating a bid amount and target rank for each selected keyword so as to maximize a given utility function.
- 10. The method of claim 9 wherein the utility function comprises the expected aggregate profit generated.
- 11. The method of claim 9 wherein the utility function comprises at least one or more of the following: maximizing profit from a given budget, maximizing traffic to the operator's site, maximizing redirects from the operator's site to another site, and maximizing the number of page views on the operator's site.
- 12. The method of claim 9 wherein the method is operated under one or more preselected constraints.
- 13. The method of claim 12 wherein the budget to be spent is constrained over a given time interval.
- 14. The method of claim 12 wherein selected keywords in a given keyword list are mandated to be included in the bid list regardless of profit consequences.
- 15. The system of claim 12 where a given rank is mandated for certain keywords.
- 16. The method of claim 12 wherein two or more constraints are combined.
- 17. A method of obtaining a ranked result by a search engine comprising: bidding on a keyword controlled by the operator of a search engine that provides ranked results of links related to the keyword based on bids; the bid being determined by a keyword automated bidding process that optimizes or satisfices a given utility function.
- 18. A computer system with means for bidding on auction items that allows for a desired optimization of bid amounts over a selected set of one or more biddable items, the system having functions for: determining a bid amount for a selected biddable item from the current bids for a set of the biddable items based on a given utility function
- 19. The system of claim 19 further comprising a function for submitting a set of bid amounts to an operator of an auction that associates a ranking for the bid amount received for a biddable item.
- 20. A computer system having means for use in bidding on auction items that allows for a desired optimization of bid amounts over a selected set of one or more biddable items, the system having functions for: selecting a set of one or more biddable items offered at auction; determining the current bids for a set of the biddable items; and determining a bid amount for a selected biddable item based on a given utility function.
RELATED APPLICATION
[0001] This application claims priority from provisional application Ser. No. 60/307,080 filed on Jul. 20, 2001. The disclosure of said provisional application is hereby incorporated by reference in its entirety for all it teaches.
Provisional Applications (1)
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Number |
Date |
Country |
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60307080 |
Jul 2001 |
US |