Broad match control

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. A method includes: identifying one or more selection keywords that are associated with a creative, the selection keywords used in determining when the creative is shown in response to received content requests that include one or more request keywords; identifying matching criteria for comparing the selection keywords and the request keywords, the matching criteria defined by a range from an exact match to a broad match and including a matching threshold in the range; establishing a bid modifier associated with the matching criteria, the bid modifier modifying a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request; and evaluating the creative responsive to received content requests based on the matching criteria and the bid modifier.

1 . (canceled) 
     
     
         2 . A method comprising:
 enabling, by one or more computers, selection of a matching criterion by a content sponsor that provides a creative, including presenting an interface to the content sponsor that includes a control for selecting, from a continuous range of matching criteria, the given matching criterion;   presenting, by including in the interface, performance information indicating a historical performance of the creative when presented according to each of the matching criteria, including changing the performance information presented as the control is moved along the continuous range of matching criteria to present the performance information for a particular matching criterion corresponding to the location of the control on the continuous range of matching criterion; and   receiving, through the interface, a selection of the given matching criterion from among the continuous range of matching criteria, wherein the selected given matching criterion has a corresponding historical performance;   establishing different bid modifiers for a single instance of the selection keyword, the different bid modifiers being respectively associated with different levels in the continuous range of matching criteria;   identifying at least one request keyword;   determining, by the one or more computers and based on a comparison of the at least one request keyword and the selection keyword, a given level of match between the received at least one request keyword and the selection keyword;   in response to determining the given level of match, identifying, based on the given level of match, that the given matching criterion is satisfied by the given level of match meeting the corresponding matching threshold of the given matching criterion;   identifying, from among the different bid modifiers for the given matching criterion, a given bid modifier that was established for the given matching criterion that is satisfied by the given level of match; and   evaluating the creative for distribution based on an adjusted bid determined based on application of the given bid modifier to a corresponding bid.   
     
     
         3 . The method of  claim 2 , further comprising presenting a matching criterion suggestion for a content sponsor associated with the creative. 
     
     
         4 . The method of  claim 2 , wherein the control is a sliding scale control. 
     
     
         5 . The method of  claim 2 , wherein establishing the different bid modifiers includes automatically selecting the bid modifiers for a content sponsor associated with the creative. 
     
     
         6 . The method of  claim 2 , wherein establishing the different bid modifiers further includes enabling selection of the different bid modifiers by a content sponsor associated with the creative. 
     
     
         7 . The method of  claim 6 , wherein enabling selection of the different bid modifiers includes presenting an interface to the content sponsor associated with the creative, the interface including a bid modifier control that enables selection of different bid modifiers for different portions of the range. 
     
     
         8 . The method of  claim 7 , wherein the bid modifier control enables selection of a function to define the different bid modifiers over the range. 
     
     
         9 . One or more non-transitory computer-readable media comprising instructions that, when executed by one or more processors, cause the one or more processors to perform operations comprising:
 enabling selection of a matching criterion by a content sponsor that provides a creative, including presenting an interface to the content sponsor that includes a control for selecting, from a continuous range of matching criteria, the given matching criterion;   presenting, by including in the interface, performance information indicating a historical performance of the creative when presented according to each of the matching criteria, including changing the performance information presented as the control is moved along the continuous range of matching criteria to present the performance information for a particular matching criterion corresponding to the location of the control on the continuous range of matching criterion; and   receiving, through the interface, a selection of the given matching criterion from among the continuous range of matching criteria, wherein the selected given matching criterion has a corresponding historical performance;   establishing different bid modifiers for a single instance of the selection keyword, the different bid modifiers being respectively associated with different levels in the continuous range of matching criteria;   identifying at least one request keyword;   determining, based on a comparison of the at least one request keyword and the selection keyword, a given level of match between the received at least one request keyword and the selection keyword;   in response to determining the given level of match, identifying, based on the given level of match, that the given matching criterion is satisfied by the given level of match meeting the corresponding matching threshold of the given matching criterion;   identifying, from among the different bid modifiers for the given matching criterion, a given bid modifier that was established for the given matching criterion that is satisfied by the given level of match; and   evaluating the creative for distribution based on an adjusted bid determined based on application of the given bid modifier to a corresponding bid.   
     
     
         10 . The computer-readable media of  claim 9 , wherein the instructions cause the one or more processors to perform operations further comprising presenting a matching criterion suggestion for a content sponsor associated with the creative. 
     
     
         11 . The computer-readable media of  claim 9 , wherein the control is a sliding scale control. 
     
     
         12 . The computer-readable media of  claim 9 , wherein establishing the different bid modifiers includes automatically selecting the bid modifiers for a content sponsor associated with the creative. 
     
     
         13 . The computer-readable media of  claim 9 , wherein establishing the different bid modifiers further includes enabling selection of the different bid modifiers by a content sponsor associated with the creative. 
     
     
         14 . The computer-readable media of  claim 13 , wherein enabling selection of the different bid modifiers includes presenting an interface to the content sponsor associated with the creative, the interface including a bid modifier control that enables selection of different bid modifiers for different portions of the range. 
     
     
         15 . The computer-readable media of  claim 14 , wherein the bid modifier control enables selection of a function to define the different bid modifiers over the range. 
     
     
         16 . A system comprising:
 one or more processors; and   one or more memory elements including instructions that when executed cause the one or more processors to perform operations comprising:
 enabling selection of a matching criterion by a content sponsor that provides a creative, including presenting an interface to the content sponsor that includes a control for selecting, from a continuous range of matching criteria, the given matching criterion; 
 presenting, by including in the interface, performance information indicating a historical performance of the creative when presented according to each of the matching criteria, including changing the performance information presented as the control is moved along the continuous range of matching criteria to present the performance information for a particular matching criterion corresponding to the location of the control on the continuous range of matching criterion; and 
 receiving, through the interface, a selection of the given matching criterion from among the continuous range of matching criteria, wherein the selected given matching criterion has a corresponding historical performance; 
 establishing different bid modifiers for a single instance of the selection keyword, the different bid modifiers being respectively associated with different levels in the continuous range of matching criteria; 
 identifying at least one request keyword; 
 determining, based on a comparison of the at least one request keyword and the selection keyword, a given level of match between the received at least one request keyword and the selection keyword; 
 in response to determining the given level of match, identifying, based on the given level of match, that the given matching criterion is satisfied by the given level of match meeting the corresponding matching threshold of the given matching criterion; 
 identifying, from among the different bid modifiers for the given matching criterion, a given bid modifier that was established for the given matching criterion that is satisfied by the given level of match; and 
 evaluating the creative for distribution based on an adjusted bid determined based on application of the given bid modifier to a corresponding bid. 
   
     
     
         17 . The system of  claim 16 , wherein the instructions cause the one or more processors to perform operations further comprising presenting a matching criterion suggestion for a content sponsor associated with the creative. 
     
     
         18 . The system of  claim 16 , wherein the control is a sliding scale control. 
     
     
         19 . The system of  claim 16 , wherein establishing the different bid modifiers includes automatically selecting the bid modifiers for a content sponsor associated with the creative. 
     
     
         20 . The system of  claim 16 , wherein establishing the different bid modifiers further includes enabling selection of the different bid modifiers by a content sponsor associated with the creative. 
     
     
         21 . The system of  claim 20 , wherein enabling selection of the different bid modifiers includes presenting an interface to the content sponsor associated with the creative, the interface including a bid modifier control that enables selection of different bid modifiers for different portions of the range. 
     
     
         22 . The system of  claim 21 , wherein the bid modifier control enables selection of a function to define the different bid modifiers over the range.