Amazon Technologies, Inc.

Ayman Omar Farahat

Pragyana K Mishra

Rohan Gurappagouda Patil

Han Wu

Rohit K Gupta

Douglas Wong

Bid values submitted for various keywords can take into account the recovery propensity between paid search and organic search. When submitting a bid to a search engine provider for a keyword, an entity may get a certain level of performance in return. If not submitting a bid, however, the entity will likely still get some level of performance, although likely less than for paid search. In order to optimize for a parameter such as impressions, purchases, or profit, the recovery propensity can be taken into account in order to adjust the bid price, taking into account the relative performance of paid and organic search and then optimizing for the determined goal. Organic search data in some embodiments can be obtained through testing or modeling, or a combination thereof.

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San Francisco, CA, United States of America

Ayman Omar Farahat