Methods and systems for implementing automated bidding models

Abstract

A system may include an aggregate model comprising a plurality of modules, a monitoring dashboard in communication with the aggregate model, and a search-marketing campaign manager in communication with the aggregate model, the monitoring dashboard, and a search engine entity. Additionally, the system may include a bidding interface in communication with the aggregate model and a search engine entity and/or a monitoring dashboard configured to generate model adjustment data. The search-marketing campaign manager may be configured to determine trend data, measured marketing indicators, or both, from one or more of marketing data or historical data.

What is claimed is: 
     
         1 . A system comprising:
 an aggregate model comprising a plurality of modules;   a monitoring dashboard in communication with the aggregate model; and   a search-marketing campaign manager in communication with the aggregate model, the monitoring dashboard, and a search engine entity.   
     
     
         2 . The system of  claim 1 , further comprising a bidding interface in communication with the aggregate model and the search engine entity, wherein the bidding interface is configured to transmit a bid to the search engine entity. 
     
     
         3 . The system of  claim 1 , wherein the search-marketing campaign manager includes, or is in communication with, a database including historical data. 
     
     
         4 . The system of  claim 1 , wherein the aggregate model is configured to increase net present value of a bid related to a target keyword. 
     
     
         5 . The system of  claim 4 , wherein at least one module of the plurality of modules of the aggregate model is not related to the target keyword. 
     
     
         6 . The system of  claim 1 , wherein each module of the plurality of modules of the aggregate model is based on one or more of eligible impressions per search, clicks per eligible impression, applications per click, loans per application, present value per loan, or cost per click. 
     
     
         7 . The system of  claim 1 , wherein at least one module of the plurality of modules of the aggregate model is weighted relative to at least one other module of the plurality of modules of the aggregate model. 
     
     
         8 . The system of  claim 1 , wherein the monitoring dashboard is configured to generate model adjustment data. 
     
     
         9 . The system of  claim 8 , wherein the monitoring dashboard is configured to transmit the model adjustment data to the aggregate model. 
     
     
         10 . The system of  claim 1 , wherein the search-marketing campaign manager is configured to transmit data to the aggregate model, the data including data indicative of marketing data related to one or more keywords. 
     
     
         11 . A system comprising:
 an aggregate model comprising a plurality of modules, the aggregate model being in communication with a monitoring dashboard; and   a bidding interface, in communication with the aggregate model and a search engine entity, configured to transmit a bid to the search engine entity;   wherein the monitoring dashboard is configured to generate model adjustment data.   
     
     
         12 . The system of  claim 11 , further comprising a search-marketing manager in communication with the search engine entity, the aggregate model, and the monitoring dashboard. 
     
     
         13 . The system of  claim 12 , wherein the search-marketing campaign manager is configured to determine trend data, measured marketing indicators, or both, from one or more of marketing data or historical data. 
     
     
         14 . The system of  claim 12 , wherein the search-marketing campaign manager is configured to transmit trend data to the aggregate model, transmit measured marketing indicators to the monitoring dashboard, or both. 
     
     
         15 . The system of  claim 12 , wherein the search-marketing campaign manager is configured to:
 determine trend data, measured marketing indicators, or both, from one or more of marketing data or historical data; and   transmit trend data to the aggregate model, transmit measured marketing indicators to the monitoring dashboard, or both.   
     
     
         16 . The system of  claim 11 , wherein the aggregate model is configured to transmit the bid data to the bidding interface, transmit predicted marketing indicators to the monitoring dashboard, or both. 
     
     
         17 . The system of  claim 11 , wherein the aggregate model is configured to predict net present value (NPV) according to: 
       
         
           
             
               NPV 
               = 
               
                 Total 
                 ⁢ 
                     
                 Search 
                 × 
                 
                   
                     Eligible 
                     ⁢ 
                         
                     Impressions 
                   
                   
                     Total 
                     ⁢ 
                         
                     Search 
                   
                 
                 × 
                 
                   Clicks 
                   
                     Eligible 
                     ⁢ 
                         
                     Impressions 
                   
                 
                 × 
                 
                   ( 
                   
                     
                       
                         Applications 
                         Clicks 
                       
                       × 
                       
                         Loans 
                         Applications 
                       
                       × 
                       
                         PV 
                         Loan 
                       
                     
                     - 
                     
                       Cost 
                       Click 
                     
                   
                   ) 
                 
               
             
           
         
       
     
     
         18 . The system of  claim 11 , wherein the monitoring dashboard is configured to transmit model adjustment data to the aggregate model. 
     
     
         19 . The system of  claim 18 , wherein the model adjustment data includes information related to the adjustment of at least two modules of the plurality of modules of the aggregate model. 
     
     
         20 . A system comprising:
 an aggregate model comprising a plurality of modules; and   a search-marketing campaign manager in communication with a search engine entity, the aggregate model, and a bidding interface;   wherein the bidding interface is in communication with the aggregate model and is configured to transmit a bid to the search engine entity, and   wherein the search-marketing campaign manager is configured to determine trend data, measured marketing indicators, or both, from one or more of marketing data or historical data.