Method and system for generating and placing keyword-targeted advertisements

• US 8,655,727 B2
• Filed: 12/30/2003
• Issued: 02/18/2014
• 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: Scholl, Nathaniel Blake, Power, Joanna, DeNeui, Alexander
• Primary Examiner(s): Retta, Yehdega
• Application Number:
  US10/748,759
• Publication Number:
  US 20050149390A1
• Time in Patent Office: 3,703 Days
• Field of Search: None
• US Class Current: 705/14.54
• 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 system for requesting advertisements to be placed along with content on behalf of an advertiser in association with at least one keyword, comprising:

one or more computer systems that collectively implement at least;

a plurality of advertisement generators that each use at least one algorithm to identify search terms corresponding to an item, determine at least one item-specific visual element, create a link to information about the item, and generate an advertisement set for the item that includes at least one associated advertisement having the item-specific visual element, the link, and at least one search term matching the at least one keyword;

a fee calculator that at least calculates fee amounts for each of the advertisement sets generated by the advertisement generators based at least in part on anticipated profitability of the advertisement sets;

an advertisement manager that, at least;

receives from the advertisement generators advertisement sets,

receives from the fee calculator a fee amount for each of the generated advertisement sets,

determines whether an advertisement set is currently submitted to an advertisement placement service for a set of keywords including the at least one keyword,

when an advertisement set is not currently submitted to the advertisement placement service for the set of keywords, selects one of the generated advertisement sets for submission to the advertisement placement service; and

when an advertisement set is currently submitted to the advertisement placement service for the set of keywords, determines whether at least one of the generated advertisement sets would avoid conflict with the submitted advertisement set with respect to the at least one search term of the submitted advertisement set and, when at least one of the generated advertisement sets is determined to avoid conflict, selects one of the generated advertisement sets determined to avoid conflict; and

an advertisement submitter that, when an advertisement set is not currently submitted to the advertisement placement service for the set of keywords at least;

receives from the advertisement manager the selected advertisement set and the fee amount for the selected advertisement set, and

sends to the advertisement placement service a request to place the selected advertisement set along with content associated with the keyword at the fee amount of the selected advertisement set.

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

3. The computer system of claim 1 wherein the advertisement manager selects one of the generated advertisement sets based at least in part on a determined likelihood of users selecting the advertisement of the advertisement set when the advertisement is placed along with the content associated with the keyword.

4. The computer system of claim 1 including multiple advertisement submitters where each advertisement submitter is associated with a respective different advertisement placement service.

5. The computer system of claim 1 including a database containing statistics relating to placements of advertisements and wherein the fee calculator determines anticipated profitability based at least in part on analysis of the statistics.

6. The computer system of claim 5 wherein the statistics include average cost-per-click of an advertisement and average revenue-per-click.

7. A method in a computer system for placing advertisements for an advertiser offering an item for consumption, the method comprising:

under the control of one or more computer systems configured with executable instructions,

using each of a plurality of different algorithms to at least;

identify search terms corresponding to the item;

determine at least one item-specific visual element;

create a link to information about the item; and

generate an advertisement set for the item that each include at least one associated advertisement having the item-specific visual element, the link, and one or more of the identified search terms;

submitting one or more of the generated advertisement sets to an advertisement placement service with a bid amount;

determining whether at least one of the generated advertisement sets would avoid conflict with the submitted one or more advertisement sets with respect to the at least one search term of the submitted one or more advertisement sets;

when at least one of the generated advertisement sets is determined to avoid conflict;

selecting, based at least in part on the identified search terms of the submitted one or more advertisement sets, an unsubmitted advertisement set that avoids conflict with the submitted one or more advertisement sets; and

submitting the selected unsubmitted advertisement set to the advertisement placement service.

8. The method of claim 7 further comprising:

analyzing, based at least in part on profit resulting from user selection of submitted one or more advertisement sets, the effectiveness of the one or more submitted advertisement sets, and wherein said selecting is based at least in part on said analyzing.

9. The method of claim 7 wherein the advertisement placement service places the advertisements associated with the submitted one or more advertisement sets with search results associated with a search term matching the at least one common keyword.

10. The method of claim 7 wherein the advertisement placement service places the advertisements associated with the submitted one or more advertisement sets with content associated with a keyword that matches the one or more identified search terms of the submitted one or more advertisement sets.

11. The method of claim 7 including calculating the bid amount based at least in part on advertising metrics collected by the advertiser.

12. The method of claim 11 including adjusting the bid amount based at least in part on the advertising metrics.

13. The method of claim 7 wherein selecting the unsubmitted advertisement set is based at least in part on the effectiveness of an advertisement generator that generated the advertisement sets.

14. The method of claim 7 including calculating the bid amount based at least in part on a profit-based algorithm.

15. The method of claim 7 including calculating the bid amount based at least in part on a revenue-based algorithm.

16. The method of claim 7 wherein the advertisement placement service is a search engine service.

17. The method of claim 7 including filtering the generated advertisement sets based at least in part on frequency of keywords in content.

18. The method of claim 7 including filtering the generated advertisement sets based at least in part on desirability of keywords.

20. The method of claim 7, further comprising:

detecting a potential conflict among at least two of the generated advertisement sets with respect to the identified search terms for the at least two generated advertisement sets; and

submitting the at least two generated advertisement sets for which the potential conflict was detected in a round-robin manner.

19. A computer program product embedded in a computer-readable medium and including processor-executable instructions for placing advertisements, comprising:

program code for using a plurality of different algorithms to;

identify search terms corresponding to the item;

determine at least one item-specific visual element;

create a link to information about the item;

generate an advertisement set for the item that each include at least one associated advertisement having the item-specific visual element, the link, and at least one search term of the identified search terms;

program code for associating each generated advertisement set with a corresponding bid amount;

program code for determining whether an advertisement set is currently submitted for the search terms included in the generated advertisement sets;

program code for, when an advertisement set is not currently submitted for the search terms included in the generated advertisement sets, submitting a request specifying a selected advertisement set for the set of keywords;

program code for, when one or more advertisement sets are currently submitted for at least one search term included with at least one corresponding generated advertisement set;

determining whether one or more unsubmitted generated advertisement sets would avoid conflict with the one or more currently submitted advertisement sets with respect to the at least one search term of the one or more currently submitted advertisement sets; and

when one or more of the generated advertisement sets is determined to avoid conflict;

selecting one of the unsubmitted generated advertisement sets determined to avoid conflict and

submitting the selected one or more unsubmitted generated advertisement sets determined to avoid conflict.