Search Query Targeting via Auction Data Analysis
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Solution Overview
Problem
Third-party content providers in pay-per-click systems face inefficiencies due to inappropriate bidding on keywords, leading to increased costs and reduced profits, as they struggle to analyze data effectively to target relevant user queries.
Innovation Solution
A method and system that identifies and provides a third-party content provider with potential search queries that can be targeted by a given keyword, using historical auction data to determine relevant queries, correct misspellings, and adjust keyword bids based on query frequency and match types.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If third-party content providers manually analyze reports to determine appropriate bid values, then bid accuracy may improve, but time consumption increases and efficiency decreases
Solution Approach 1:
The system pre-calculates and stores the relationship between keywords and potential search queries in advance, so that when bidding decisions need to be made, the information is already prepared and readily available, eliminating the need for manual analysis at the time of bidding
Solution Approach 2:
The system automatically provides bid recommendations to third-party content providers without requiring manual analysis, enabling the system to serve itself with accurate bid information instantly
2Ease of operation
If third-party content providers place bids based on guesswork, then bidding process is simple, but costs increase and profits decrease
Solution Approach 1:
The system provides feedback to third-party content providers about which search queries their keywords may target, enabling them to make informed bidding decisions rather than guessing, thus improving profitability while maintaining ease of operation
Solution Approach 2:
The system acts as an intermediary between keywords and search queries, providing the connecting information that third-party content providers need to make accurate bidding decisions without having to perform complex analysis themselves
3Adaptability or versatility
If third-party content providers bid on inappropriate keywords, then more search queries may be covered, but costs increase and relevance decreases
Solution Approach 1:
The system provides specific information about which search queries each keyword may target, allowing third-party content providers to tailor their bidding strategies to specific queries rather than using broad, irrelevant keywords, thus maintaining relevance while achieving query coverage
Data Source
AI summary
Systems and methods for providing potential search queries that may be targeted by a given keyword. The method includes receiving, from a third-party content provider, a request to identify one or more search queries that match a given keyword. A table corresponding to the given keyword is identified. The table includes one or more search queries with which at least one third-party content item was selected for display. The selected third-party content item was selected responsive to a bid for the given keyword. The method determines from the identified table, one or more search queries that correspond to the given keyword. The determined search queries that correspond to the given keyword are those search queries that can be targeted by the given keyword. The method provides for display, the determined search queries that correspond to given keyword.