Landing page selection for linked advertising

• US 10,643,237 B2
• Filed: 05/11/2016
• Issued: 05/05/2020
• Est. Priority Date: 09/04/2008
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Snyder, Luke A, Hansen, Lucas P
• Primary Examiner(s): Wilson, Kimberly L
• Application Number:
  US15/152,389
• Publication Number:
  US 20160253704A1
• Time in Patent Office: 1,455 Days
• Field of Search: 707748
• CPC Class Codes: G06F 16/24578 using ranking
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A tiered approach to selecting landing pages to be associated with specific keywords allows optimal landing pages to be determined dynamically and updated continually. Suggestions for landing pages can come from a number of sources based upon any of a number of factors. A scalable set of algorithms can be used to analyze these suggestions based upon factors including those used for determining the suggestions. Each algorithm can generate a decision as to an optimal landing page to be associated with each keyword. A subsequent algorithm can analyze each decision as these decisions relate to at least one goal, and can select an optimal landing page based thereon. A sponsored link or other element can be associated with the keyword such that a user submitting a request containing the keyword can be presented with the sponsored link to the optimal landing page.

Claims

1. A method, comprising:

determining landing pages associated with a keyword, the keyword corresponding to a term used in a search request on a search page for an item;

determining an identity associated with the search request;

analyzing individual landing pages of the landing pages using different scalable algorithms for processing multiple decisions, each scalable algorithm processing a decision of the multiple decisions that is associated with an individual landing page and at least one goal for a category of the individual landing page to generate a ranking score for the individual landing page;

selecting, based on the ranking scores and the identity of the search request, an optimal landing page from the landing pages;

associating a sponsored link with the keyword; and

displaying the sponsored link on a display screen of a computing device, the sponsored link enabling, in response to being selected, navigation from the search page to the optimal landing page.

2. The method according to claim 1, further comprising:

selecting an advertisement for an advertiser from a plurality of potential advertisements for that advertiser based on the keyword.

3. The method according to claim 2, further comprising:

associating a weight with each of the plurality of potential advertisements based at least in part on the advertiser.

4. The method according to claim 2, further comprising:

associating a weight with the plurality of potential advertisements based at least in part on a product category for the item.

5. The method according to claim 1, wherein the at least one goal is one or more of:

a time of day;

a time of week;

a time of year;

a conversion rate or profit for the item, an appropriateness measure for the item, and consumer confidence measure for the item as dictated by the identity of the search request.

6. The method according to claim 1, wherein the identity of the search request is a user identity of the user submitting the search request.

7. The method according to claim 6, further comprising:

accessing a catalog detail information to obtain information for the item based on the user identity; and

selecting, based on at least the catalog detail information, the optimal landing page from the selected landing pages.

8. The method according to claim 1, further comprising:

displaying, via a web-based display, the sponsored link allowing the user to navigate to the optimal landing page, wherein the optimal landing page comprises results listing with a dedicated page or window for the item.

9. A system, comprising:

a processor; and

a memory device including instructions that, when executed by the processor, enable the system to;

determine landing pages corresponding to a keyword, the keyword corresponding to a search request for an item;

determine an identity associated with the search request;

analyze individual landing pages of the landing pages using different scalable algorithms for processing multiple decisions, each scalable algorithm processing a decision of the multiple decisions that is associated with an individual landing page and at least one goal for a category of the individual landing page to generate a ranking score for the individual landing page;

select, based on the ranking scores and the identity of the search request, an optimal landing page from the landing pages; and

associate a sponsored link with the keyword, wherein a user submitting the search request receives, for display in response to the search request, the sponsored link enabling the user to navigate to the optimal landing page.

10. The system according to claim 9, wherein the memory device further includes instructions that, when executed by the processor, enable the system to:

select an advertisement for an advertiser from a plurality of potential advertisements for that advertiser based on the keyword.

11. The system according to claim 10, wherein the memory device further includes instructions that, when executed by the processor, enable the system to:

associate a weight with each of the plurality of potential advertisements based at least in part on the advertiser.

12. The system according to claim 10, wherein the memory device further includes instructions that, when executed by the processor, enable the system to:

associate a weight with the plurality of potential advertisements based at least in part on a product category for the item.

13. The system according to claim 9, wherein the at least one goal is one or more of a time of day;

a time of week;

a time of year;

a conversion rate or profit for the item;

an appropriateness measure for the item; and

a consumer confidence measure for the item as dictated by the identity of the search request.

14. The system according to claim 9, wherein the identity of the search request is a user identity of the user submitting the search request.

15. The system according to claim 9, wherein the identity of the search request is a user identity of a user device submitting the search request.

16. A non-transitory computer-readable medium including instructions that, upon being executed by a processor of a computing device, cause the computing device to:

determine landing pages corresponding to a keyword, the keyword corresponding to a search request for an item;

determine an identity associated with the search request;

analyze an individual landing pages of the plurality of landing pages using different scalable algorithms for processing multiple decisions, each scalable algorithm processing a decision of the multiple decisions that is associated with an individual landing page and at least one goal for a category of the individual landing page to generate a ranking score for the individual landing page;

select, based on the ranking scores and the identity of the search request, an optimal landing page from the landing pages; and

associate a sponsored link with the keyword, wherein a user submitting the search request receives, for display in response to the search request, the sponsored link enabling the user to navigate to the optimal landing page.

17. The non-transitory computer-readable medium of claim 16, wherein the identity of the search request is a user identity of the user submitting the search request.

18. The non-transitory computer-readable medium of claim 16, wherein the identity of the search request is a user identity of a user device submitting the search request.

19. The non-transitory computer-readable medium of claim 17, wherein the instructions when executed further cause the computing device to:

access a catalog detail information to obtain information for the item based on the user identity; and

select, based on at least the catalog detail information, the optimal landing page from the selected landing pages.

20. The non-transitory computer-readable medium of claim 16, wherein the instructions when executed further cause the computing device to:

display, via a web-based display, the sponsored link allowing the user to navigate to the optimal landing page, wherein the optimal landing page comprises results listing with a dedicated page or window for the item.