Keyword analysis using social media data
First Claim
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1. A method that includes a bid management server system having one or more processing devices performing operations comprising:
- identifying a target keyword for evaluation;
controlling a display of search results by a search engine when the search engine services a query including the target keyword, wherein controlling the display of the search results comprises;
establishing communication sessions with a plurality of social media platforms via respective web application programming interfaces of the social media platforms,retrieving, from the plurality of social media platforms and during the communication sessions, social media metrics for the target keyword,determining that a spike has occurred for the target keyword, wherein the spike comprises an increase in the social media metrics of the target keyword that exceeds a threshold increase included in a policy of the bid management server system;
computing, responsive to determining that the spike has occurred, a bid for the target keyword, wherein computing the bid comprises;
(i) selecting comparison keywords having comparison social media metrics similar to the retrieved social media metrics, wherein the comparison social media metrics are dependent on measurements of post activity associated with the plurality of social media platforms,(ii) correlating, based on a statistical analysis, the comparison social media metrics with comparison search engine marketing metrics of the comparison keywords, and(iii) generating the bid from the comparison search engine marketing metrics, andtransmitting the bid to a web server hosting the search engine, wherein transmitting the bid causes the search engine to position, in the search results and based on the transmitted bid, content associated with the bid management server system.
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Abstract
A system and method is disclosed for bidding on search engine marketing keywords at a search engine. The system comprises a bid management system, which is configured to bid on keywords at a search engine, configured to determine a keyword for evaluation and one or more measures for the keyword. The measures are dependent on social media content hosted by one or more social media platforms. The bid management system uses the social media measures to determine a level of popularity for the keyword based at least in part on the one or more measures.
71 Citations
20 Claims
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1. A method that includes a bid management server system having one or more processing devices performing operations comprising:
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identifying a target keyword for evaluation; controlling a display of search results by a search engine when the search engine services a query including the target keyword, wherein controlling the display of the search results comprises; establishing communication sessions with a plurality of social media platforms via respective web application programming interfaces of the social media platforms, retrieving, from the plurality of social media platforms and during the communication sessions, social media metrics for the target keyword, determining that a spike has occurred for the target keyword, wherein the spike comprises an increase in the social media metrics of the target keyword that exceeds a threshold increase included in a policy of the bid management server system; computing, responsive to determining that the spike has occurred, a bid for the target keyword, wherein computing the bid comprises; (i) selecting comparison keywords having comparison social media metrics similar to the retrieved social media metrics, wherein the comparison social media metrics are dependent on measurements of post activity associated with the plurality of social media platforms, (ii) correlating, based on a statistical analysis, the comparison social media metrics with comparison search engine marketing metrics of the comparison keywords, and (iii) generating the bid from the comparison search engine marketing metrics, and transmitting the bid to a web server hosting the search engine, wherein transmitting the bid causes the search engine to position, in the search results and based on the transmitted bid, content associated with the bid management server system. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A non-transitory computer-readable storage medium having instructions stored thereon that, when executed by a processor of a bid management server system, cause the processor to perform operations comprising:
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identifying a target keyword for evaluation; controlling a display of search results by a search engine when the search engine services a query including the target keyword, wherein controlling the display of the search results comprises; establishing communication sessions with a plurality of social media platforms via respective web application programming interfaces of the social media platforms, retrieving, from the plurality of social media platforms and during the communication sessions, social media metrics for the target keyword, determining that a spike has occurred for the target keyword, wherein the spike comprises an increase in the social media metrics of the target keyword that exceeds a threshold increase included in a policy of the bid management server sy stem; computing, responsive to determining that the spike has occurred, a bid for the target keyword, wherein computing the bid comprises; (i) selecting comparison keywords having comparison social media metrics similar to the retrieved social media metrics, wherein the comparison social media metrics are dependent on measurements of post activity associated with the plurality of social media platforms, (ii) correlating, based on a statistical analysis, the comparison social media metrics with comparison search engine marketing metrics of the comparison keywords, and (iii) generating the bid from the comparison search engine marketing metrics, and transmitting the bid to a web server hosting the search engine, wherein transmitting the bid causes the search engine to position, in the search results and based on the transmitted bid, content associated with the bid management server system. - View Dependent Claims (9, 10, 11, 12, 13)
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14. A system comprising:
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a search engine server configured for; receiving a query from a client device via a data network, servicing the query by retrieving web content results matching a query parameter having a target keyword, positioning, based on bid data, one of the web content results in an ordered list of the web content results, generating a graphical interface that displays the ordered list of the web content results, and transmitting the graphical interface to the client device; a plurality of social media servers configured for; creating, responsive to communication with subscriber client devices, electronic posts and electronic responsive posts, wherein the electronic posts and the electronic responsive posts have metadata describing reply-based relationships among the electronic posts and the electronic responsive posts, and a bid management server system configured for providing an interface between the search engine server and the plurality of social media servers, wherein the bid management server system is communicatively coupled to the search engine server and the social media servers, the bid management server system comprising; a memory having instructions stored thereon; a processing device configured for executing the instructions and thereby performing operations comprising; identifying the target keyword for evaluation, establishing communication sessions with the plurality of social media servers via respective web application programming interfaces of a plurality of social media platforms hosted by the plurality of social media servers, retrieving, from the plurality of social media platforms and during the communication sessions, social media metrics for the target keyword based on at least some of the electronic posts and the electronic responsive posts, determining that a spike has occurred for the target keyword, wherein the spike comprises an increase in the social media metrics of the target keyword that exceeds a threshold increase included in a policy of the bid management server system, computing, responsive to determining that the spike has occurred, a bid for the target keyword, wherein computing the bid comprises; (i) selecting comparison keywords having comparison social media metrics similar to the retrieved social media metrics, wherein the comparison social media metrics are dependent on measurements of post activity associated with the plurality of social media platforms, (ii) correlating, based on a statistical analysis, the comparison social media metrics with comparison search engine marketing metrics of the comparison keywords, and (iii) generating the bid from the comparison search engine marketing metrics, and a network interface device configured for transmitting the bid data to the search engine server. - View Dependent Claims (15, 16, 17, 18, 19, 20)
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Specification