Amazon Technologies, Inc.

John Todd Larason

Stephan G Betz

Eric Alfred Herrmann

David Richard Brandt

A method and system for augmenting keywords, submitted to advertisement placement services, that are not performing as expected is provided. An advertisement system analyzes the performance of keywords of advertisement sets submitted with advertisement placement services, such as search engine services. Based on the analysis, the advertisement system identifies keywords that are candidate keywords for augmentation. The advertisement system then identifies augmentation terms for the candidate keywords. The advertisement system then augments the candidate keyword of an advertisement set with the augmentation term and submits that augmented advertisement set with the augmented keyword to an advertisement placement service.

Augmenting advertisement keywords to increase conversion rate

A calculate bid system calculates bid amounts based on category-specific conversion information and category-specific advertising expense factors. The calculate bid system collects conversion information for keywords used in advertisements for categories of items purchased during converting sessions. The calculate bid system uses collected category-specific conversion information along with category-specific advertising expense factors to calculate a bid amount for a keyword. The calculate bid system may calculate a bid amount by generating a product for each category of the financial benefit for the category multiplied by the advertising expense factor for that category. The calculate bid system may then aggregate the products and normalize the aggregated product by dividing by a collected number of conversions. The calculate bid system may then multiply the normalized aggregated product by a forecast conversion rate to give the bid amount.

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Renton, WA, United States of America

John Todd Larason