Walmart Inc.
ALLOCATING SEARCH ENGINE MARKETING BUDGET BASED ON MARGINAL RETURN ON ADVERTISEMENT SPEND

Abstract:

A method including receiving a total budget amount for a predetermined time period. The method also can include determining a respective spend amount for the predetermined time period for each respective node of nodes of a layered allocation tree based a marginal return on advertisement spend (MROAS) value and a respective performance curve for the each respective node. The method additionally can include determining a total spend amount based on the respective spend amounts of the nodes of the layered allocation tree. The method further can include, when the total spend amount is not within a threshold value of the total budget amount, iteratively adjusting the MROAS value to re-determine the respective spend amounts for the nodes and re-determine the total spend amount, based on the MROAS value, as adjusted, until the total spend amount is within the threshold value. The method additionally can include, when the total spend amount is within the threshold value, outputting an allocation for the predetermined time period. The allocation can include the respective spend amounts for the nodes of the layered allocation tree. Other embodiments are described.