Method and system for generating and placing keyword-targeted advertisements

• US 20050149390A1
• Filed: 12/30/2003
• Published: 07/07/2005
• Est. Priority Date: 12/30/2003
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Power, Joanna, DeNeui, Alexander, Scholl, Nathaniel Blake
• Granted Patent: US 8,655,727 B2
• Time in Patent Office: Days
• US Class Current: 705/14.410
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

A method and system for identifying advertisement and search term combinations for placing advertisements along with search results. The advertisement system includes multiple advertisement generators that automatically create advertisement sets that each contain one or more advertisements, one or more search terms, and a link to an advertised item. The advertisement system also includes an advertisement manager that receives the advertisement sets from the advertisement generators, identifies a fee to be associated with each advertisement set, and selects which advertisement sets are to be submitted to various search engine services. The advertisement system may also include a fee calculator that generates a fee amount or bid for each advertisement set.

Claims

1. A computer system for requesting advertisements to be placed along with content, comprising:

an advertisement generator that generates advertisement sets, each advertisement set identifying a keyword and an advertisement;

a fee calculator that calculates fee amounts for advertisements;

an advertisement submitter that sends to an advertisement placement service a request to place an identified advertisement along with content associated with the identified keyword at a fee amount; and

an advertisement manager that receives from the advertisement generator advertisement sets, receives from the fee calculator a fee amount for each advertisement set, and provides to the advertisement submitter a request to place an advertisement associated with the advertisement set at the received fee amount.

2. The computer system of claim 1 wherein the fee amount is a bid for an auction.

3. The computer system of claim 1 including multiple advertisement generators that each generate advertisement sets using different algorithms.

4. The computer system of claim 1 wherein the advertisement manager selects an advertisement for a keyword based on analysis of the likelihood of users selecting the advertisement when it is placed along with a content associated with the keyword.

5. The computer system of claim 4 wherein the selection of an advertisement is further based upon income resulting from users selecting that advertisement.

6. The computer system of claim 1 including multiple advertisement submitters where each advertisement submitter being associated with an advertisement placement service.

7. The computer system of claim 1 including a database containing statistics relating to placements of advertisements.

8. The computer system of claim 7 wherein the statistics include average cost-per-click of an advertisement and average revenue-per-click.

9. A method in a computer system for placing advertisements, the method comprising:

generating advertisement sets that specify an advertisement, a keyword, and an amount;

selecting advertisement sets for placement of advertisements;

requesting an advertisement placement service to place advertisements in accordance with the selected advertisement sets;

analyzing the effectiveness of the placed advertisement for each advertisement set; and

selecting advertisement sets for placement of advertisements based on the analysis.

10. The method of claim 9 wherein the effectiveness of a placed advertisement is based on profit resulting from a user selecting an advertisement.

11. The method of claim 9 wherein the advertisement service places advertisements with search results with a search term matching the keyword.

12. The method of claim 9 wherein the advertisement service places advertisements with content associated with a keyword that matches the keyword of an advertising set.

13. The method of claim 9 including calculating the amount based on advertising metrics.

14. The method of claim 13 wherein the amount is adjusted based on advertising metrics.

15. The method of claim 9 wherein the advertisement sets are automatically generated by an advertisement generator.

16. The method of claim 15 wherein the advertisement sets are selected based on effectiveness of the advertisement generator that generated the advertisement set.

17. The method of claim 9 including calculating the bid amount based on a profit-based algorithm.

18. The method of claim 9 including calculating the bid amount based on a revenue-based algorithm.

19. The method of claim 9 wherein the advertisement placement service is a search engine service.

20. The method of claim 9 including filtering the generated advertisement sets based on frequency of keywords.

21. The method of claim 9 including filtering the generated advertisement sets based on desirability of keywords.

22. A computer-readable medium containing instructions for controlling in a computer system to placing advertisements, by a method comprising:

generating advertisement sets that specify an advertisement, a keyword, and an amount;

selecting advertisement sets for placement of advertisements based on the analysis effectiveness of previously placed advertisements; and

requesting an advertisement placement service to place advertisements in accordance with the selected advertisement sets.

23. The computer-readable medium of claim 22 wherein the effectiveness of a placed advertisement is based on profit resulting from a user selecting an advertisement.

24. The computer-readable medium of claim 22 wherein the advertisement service places advertisements with search results with a search term matching the keyword.

25. The computer-readable medium of claim 22 wherein the advertisement service places advertisements with content associated with a keyword that matches the keyword of an advertising set.

26. The computer-readable medium of claim 22 including calculating the amount based on advertising metrics.

27. The computer-readable medium of claim 26 wherein the amount is adjusted based on advertising metrics.

28. The computer-readable medium of claim 22 wherein the advertisement sets are automatically generated by an advertisement generator.

29. The computer-readable medium of claim 28 wherein the advertisement sets are selected based on effectiveness of the advertisement generator that generated the advertisement set.

30. The computer-readable medium of claim 22 including calculating the bid amount based on a profit-based algorithm.

31. The computer-readable medium of claim 22 including calculating the bid amount based on a revenue-based algorithm.

32. The computer-readable medium of claim 22 wherein the advertisement placement service is a search engine service.

33. The computer-readable medium of claim 22 including filtering the generated advertisement sets based on frequency of keywords.

34. The computer-readable medium of claim 22 including filtering the generated advertisement sets based on desirability of keywords.