Predicting the Performance of an Advertising Campaign

摘要

An advertiser specifies an advertising campaign including one or more targeting criteria for presentation to users of an online system, which retrieves information describing previously completed advertisement auctions for presenting advertisement to users of the online system satisfying one or more of the targeting criteria. Based on the retrieved information, the online system associates various bid amounts with the advertising campaign and determines the advertising campaign's estimated performance for various bid amounts. For each bid amount, the online system determines a number of previously completed advertisement auctions that would have selected an advertisement from the advertising campaign, an amount that would have been charged to the advertiser if an advertisement campaign was selected, and a number of distinct users that would have been presented with an advertisement from the advertising campaign.

主权项

1. A method comprising:
receiving information for an advertising campaign including one or more advertisements for presentation to one or more users of a social networking system, the advertising campaign associated with one or more targeting criteria; retrieving information describing previously completed advertisement auctions that each selected an advertisement for presentation to a user of the social networking system associated with characteristics satisfying one or more of the targeting criteria, the retrieved information including bid amounts of advertisements selected in the previously completed advertisement auctions and a charged price associated with each advertisement selected in a previously completed advertisement auction; and for a plurality of bid amounts,
selecting a bid amount from the plurality of bid amounts;determining, by a processor, a number of the previously completed advertisement auctions in which an advertisement from the advertising campaign associated with the selected bid amount would have been selected, based at least in part on the retrieved information and the selected bid amount,storing the selected bid amount in association with the number of previously completed advertisements in which the advertisement from the advertising campaign associated with the selected bid amount would have been selected.