Automated generation, performance monitoring, and evolution of keywords in a paid listing campaign
First Claim
1. A computer-implemented method comprising:
- receiving, by one or more computers, an identification of a web page;
extracting a set of keywords from the web page;
generating, from an automated keyword expansion of the set of keywords, a set of candidate keywords;
assigning one or more of the candidate keywords one or more confidence scores according to a ranking algorithm;
comparing the one or more confidence scores to a confidence threshold;
identifying, based on comparing, one or more candidate keywords that are associated with one or more confidence scores above the confidence threshold;
selecting, from the one or more candidate keywords that are associated with the one or more confidence scores above the confidence threshold, one or more keyword suggestions for the web page;
retrieving a performance threshold for the one or more keyword suggestions;
measuring, by the one or more computers, one or more performance values for the one or more keyword suggestions;
identifying a keyword suggestion associated with a performance value that is less than the performance threshold;
identifying a keyword suggestion associated with a performance value that is greater than the performance threshold;
performing the automated keyword expansion on the identified keyword suggestion associated with the performance value that is greater than the performance threshold;
generating, based on the performing, one or more alternate keyword suggestions;
replacing the identified keyword suggestion associated with the performance value that is less than the performance threshold with an alternate keyword suggestion;
measuring a performance value for the alternate keyword suggestion; and
comparing the measured performance value for the alternate keyword suggestion to the performance threshold.
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Abstract
Keyword candidates are identified by in response to receiving an identification of a web page. Content of the web page is analyzed to identify terms from the web page. An automated keyword expansion is performed using the identified terms to produce a set of candidate keywords. Keyword suggestions are generated for the web page using the set of candidate keywords, and one or more of the keyword suggestions are used in a paid listing campaign. A performance of a paid listing campaign is compared with a performance threshold. An automated keyword expansion is performed using one or more keywords from the set of keywords to produce a set of alternative keywords in response to the comparison. One or more alternative keywords are selected from the set of alternative keywords for use in the paid listing campaign.
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Citations
20 Claims
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1. A computer-implemented method comprising:
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receiving, by one or more computers, an identification of a web page; extracting a set of keywords from the web page; generating, from an automated keyword expansion of the set of keywords, a set of candidate keywords; assigning one or more of the candidate keywords one or more confidence scores according to a ranking algorithm; comparing the one or more confidence scores to a confidence threshold; identifying, based on comparing, one or more candidate keywords that are associated with one or more confidence scores above the confidence threshold; selecting, from the one or more candidate keywords that are associated with the one or more confidence scores above the confidence threshold, one or more keyword suggestions for the web page; retrieving a performance threshold for the one or more keyword suggestions; measuring, by the one or more computers, one or more performance values for the one or more keyword suggestions; identifying a keyword suggestion associated with a performance value that is less than the performance threshold; identifying a keyword suggestion associated with a performance value that is greater than the performance threshold; performing the automated keyword expansion on the identified keyword suggestion associated with the performance value that is greater than the performance threshold; generating, based on the performing, one or more alternate keyword suggestions; replacing the identified keyword suggestion associated with the performance value that is less than the performance threshold with an alternate keyword suggestion; measuring a performance value for the alternate keyword suggestion; and comparing the measured performance value for the alternate keyword suggestion to the performance threshold. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. An article comprising a machine-readable storage device configured to store instructions for causing a data processing apparatus to perform operations comprising:
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receiving an identification of a web page; extracting a set of keywords from the web page; generating, from an automated keyword expansion of the set of keywords, a set of candidate keywords; assigning one or more of the candidate keywords one or more confidence scores according to a ranking algorithm; comparing the one or more confidence scores to a confidence threshold; identifying, based on comparing, one or more candidate keywords that are associated with one or more confidence scores above the confidence threshold; selecting, from the one or more candidate keywords that are associated with the one or more confidence scores above the confidence threshold, one or more keyword suggestions for the web page; retrieving a performance threshold for the one or more keyword suggestions; measuring one or more performance values for the one or more keyword suggestions; identifying a keyword suggestion associated with a performance value that is less than the performance threshold; identifying a keyword suggestion associated with a performance value that is greater than the performance threshold; performing the automated keyword expansion on the identified keyword suggestion associated with the performance value that is greater than the performance threshold; generating, based on the performing, one or more alternate keyword suggestions; replacing the identified keyword suggestion associated with the performance value that is less than the performance threshold with an alternate keyword suggestion; measuring a performance value for the alternate keyword suggestion; and comparing the measured performance value for the alternate keyword suggestion to the performance threshold. - View Dependent Claims (9, 10, 18, 19, 20)
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11. One or more non-transitory machine-readable storage media configured to store instructions that are executable by one or more processing devices to perform functions comprising:
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receiving an identification of a web page; extracting a set of keywords from the web; generating, from an automated keyword expansion of the set of keywords, a set of candidate keywords; assigning one or more of the candidate keywords one or more confidence scores according to a ranking algorithm; comparing the one or more confidence scores to a confidence threshold; identifying, based on comparing, one or more candidate keywords that are associated with one or more confidence scores above the confidence threshold; selecting, from the one or more candidate keywords that are associated with the one or more confidence scores above the confidence threshold, one or more keyword suggestions for the web page; retrieving a performance threshold for the one or more keyword suggestions; measuring one or more performance values for the one or more keyword suggestions; identifying a keyword suggestion associated with a performance value that is less than the performance threshold; identifying a keyword suggestion associated with a performance value that is greater than the performance threshold; performing the automated keyword expansion on the identified keyword suggestion associated with the performance value that is greater than the performance threshold; generating, based on the performing, one or more alternate keyword suggestions; replacing the identified keyword suggestion associated with the performance value that is less than the performance threshold with an alternate keyword suggestion; measuring a performance value for the alternate keyword suggestion; and comparing the measured performance value for the alternate keyword suggestion to the performance threshold. - View Dependent Claims (12, 13, 14, 15, 16, 17)
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Specification