Automated Ad Generation with Predicted ROI
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Solution Overview
Problem
Conventional social networking systems require advertisers to expend significant resources determining budgets and targeting criteria for advertisements, and navigating complex interfaces to create effective ad campaigns, which can be time-consuming and inefficient.
Innovation Solution
A social networking system automatically generates advertisements, recommended targeting criteria, and budgets for advertisers based on information associated with the object being promoted, using retrieved data such as user connections, geographic location, and metadata, with the option for advertisers to modify or specify these elements, and predicts return on investment (ROI) for different budget options.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If advertisers manually specify budgets and targeting criteria through conventional interfaces, then they have control over ad parameters, but they must expend significant resources and time to determine optimal settings
Solution Approach 1:
The system automatically generates advertisements, determines budgets, and selects targeting criteria without requiring manual advertiser input for these parameters. The advertisement generation module autonomously retrieves object information, determines appropriate budgets based on object characteristics, and selects targeting criteria, allowing the system to serve itself rather than requiring extensive manual configuration from advertisers.
Solution Approach 2:
The system pre-determines budget amounts and targeting criteria before the advertiser needs to launch the advertisement. By analyzing object information in advance and pre-calculating optimal parameters, the system eliminates the need for advertisers to spend time on manual parameter determination at the moment of ad creation.
2Productivity
If advertisers manually configure ad parameters, then they can customize their advertisements, but the process becomes complex and time-consuming
Solution Approach 1:
The patent extracts the complex parameter determination functions from the advertiser and transfers them to the system's advertisement generation module. The module automatically determines budgets, selects targeting criteria, and generates ad content by retrieving and processing object information, thereby removing the complexity from the advertiser's task and isolating it within the system's automated processes.
Solution Approach 2:
The advertisement generation module acts as an intermediary between the advertiser's simple ad initiation action and the complex parameter configuration. Instead of requiring advertisers to directly navigate complex interfaces, the module mediates by automatically translating minimal input into fully configured advertisements with appropriate budgets and targeting criteria.
3Ease of operation
If the system automatically generates advertisements, then ad creation is simplified and faster, but advertisers have less control over specific parameters
Solution Approach 1:
The system provides dynamic control where advertisers can modify automatically generated parameters as needed. The advertisement generation module creates initial parameters automatically, but the interface allows advertisers to adjust budgets, targeting criteria, and ad content dynamically. This maintains ease of operation while preserving adaptability, as the system adapts to advertiser needs through optional modifications.
Data Source
AI summary
A social networking system generates an advertisement, a recommended budget, and recommended targeting criteria for an object maintained by the social networking system for presentation to social networking system users. Information associated with the object by the social networking system is used to generate elements of the advertisement, the recommended budget, and the recommended targeting criteria. Different budgets, each associated with a predicted return on investment, may be determined, allowing an advertiser to select a budget based on the return the advertiser receives from presentation of the advertisement. Additionally, an advertiser may modify the recommended targeting criteria, recommended budget, or elements of the generated advertisement to customize presentation or distribution of the advertisement.