ADJUSTING CONTENT ITEM SPECIFIC BID AMOUNTS TO BIAS SELECTION OF CONTENT ITEMS FROM AN AD CAMPAIGN

摘要

For ad campaigns including multiple advertisement (“ad”) requests each including an ad creative, which are automatically selected, a social networking system, or any other suitable online system, may bias selection of ad requests from an ad campaign towards early-selected ad requests with positive user interactions, limiting the number of ad requests selected from the ad campaign. To increase the likelihood of various advertisements in an ad campaign being evaluated for presentation to users, the social networking system modifies bid amounts associated with advertisements in the ad campaign using advertisement-specific bid adjustments based on interactions with the ad requests. Based on the modified bid amounts, the social networking system selects ad requests from the ad campaign to evaluate for presentation to a user.

主权项

1. A method comprising:
receiving an advertisement (“ad”) campaign including a set of advertisement (“ad”) requests, each ad request associated with an ad creative; identifying an opportunity to present one or more ad requests to a user of a social networking system via a client device; determining bid amounts associated with each of a plurality of ad requests eligible for presentation to the user from the set of ad requests included in the ad campaign; determining bid adjustments for each of the plurality of ad requests, each bid adjustment corresponding to an ad request in the plurality of ad requests; modifying the bid amounts associated with the plurality of ad requests based on the bid adjustments, a bid amount associated with an ad request from the plurality of ad requests modified by a bid adjustment corresponding to the ad request; selecting one or more ad requests from the plurality of ad requests based at least in part on the modified bid amounts associated with the plurality of ad requests; and including the selected one or more ad requests from the plurality of ad requests in a selection process that selects content for presentation to the user.