System and method for optimizing paid search advertising campaigns based on natural search traffic
First Claim
1. A system, comprising:
- at least one processor;
one or more memories, operatively coupled to the processor, for storing logical instructions wherein execution of the logical instructions by the processor results in the performing of at least the following operations;
receiving data indicative of search traffic directed to a website, the search traffic resulting from an unpaid portion of a search advertising campaign and a paid portion of the search advertising campaign,identifying a change made to the paid portion of the search advertising campaign,determining, based on the received data;
a first volume of search traffic resulting from the unpaid portion before the change,a second volume of search traffic resulting from the unpaid portion after the change,a third volume of search traffic resulting from the paid portion before the change, anda fourth volume of search traffic resulting from the paid portion after the change;
generating a synergy score based upon the first volume, the second volume, the third volume and the fourth volume, wherein the synergy score quantifies an impact of the change on the search traffic resulting from the unpaid portion; and
storing the synergy score in the one or more memories in association with an indication of the change.
7 Assignments
0 Petitions
Accused Products
Abstract
One methodology in accordance with the disclosure is a computer-implementable methodology for quantitatively assessing the impact of paid search advertising on the total visits (paid and organic search-based visits) from search engines and utilizing this assessment to improve search engine marketing performance. The methodology relies on the computation of a synergy score for each search engine keyword of interest or coefficients in a synergy equation. Once computed, the score can be used to repeatedly compute the total return on advertising spend (ROAS) and other performance metrics on a go-forward basis without the time lag inherent in computing the synergy score itself. The methodology includes specific computer-implementable methods for improving search engine marketing performance based on the total (paid plus organic) performance metrics.
-
Citations
22 Claims
-
1. A system, comprising:
-
at least one processor; one or more memories, operatively coupled to the processor, for storing logical instructions wherein execution of the logical instructions by the processor results in the performing of at least the following operations; receiving data indicative of search traffic directed to a website, the search traffic resulting from an unpaid portion of a search advertising campaign and a paid portion of the search advertising campaign, identifying a change made to the paid portion of the search advertising campaign, determining, based on the received data; a first volume of search traffic resulting from the unpaid portion before the change, a second volume of search traffic resulting from the unpaid portion after the change, a third volume of search traffic resulting from the paid portion before the change, and a fourth volume of search traffic resulting from the paid portion after the change; generating a synergy score based upon the first volume, the second volume, the third volume and the fourth volume, wherein the synergy score quantifies an impact of the change on the search traffic resulting from the unpaid portion; and storing the synergy score in the one or more memories in association with an indication of the change. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
-
-
11. A method, comprising:
-
receiving data indicative of search traffic directed to a website, the search traffic resulting from an unpaid portion of a search advertising campaign and a paid portion of the search advertising campaign; identifying a change made to the paid portion of the search advertising campaign; determining, with a computing device and based on the received data; a first volume of search traffic resulting from the unpaid portion before the change, a second volume of search traffic resulting from the unpaid portion after the change, a third volume of search traffic resulting from the paid portion before the change, and a fourth volume of search traffic resulting from the paid portion after the change; generating, with the computing device, a synergy score based upon the first volume, the second volume, the third volume and the fourth volume, wherein the synergy score quantifies an impact of the change on the search traffic resulting from the unpaid portion; and storing the synergy score in a storage medium in association with an indication of the change. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20)
-
-
21. A non-transient computer-readable medium comprising instructions for causing a processor to:
-
receive data indicative of search traffic directed to a website, the search traffic resulting from an unpaid portion of a search advertising campaign and a paid portion of the search advertising campaign, identify a change made to the paid portion of the search advertising campaign, determine, based on the received data; a first volume of search traffic resulting from the unpaid portion before the change, a second volume of search traffic resulting from the unpaid portion after the change, a third volume of search traffic resulting from the paid portion before the change, and a fourth volume of search traffic resulting from the paid portion after the change; generate a synergy score based upon the first volume, the second volume, the third volume and the fourth volume, wherein the synergy score quantifies an impact of the change on the search traffic resulting from the unpaid portion; and store the synergy score in a storage medium in association with an indication of the change. - View Dependent Claims (22)
-
Specification