Landing page selection for linked advertising

• US 9,390,180 B1
• Filed: 09/04/2008
• Issued: 07/12/2016
• 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
• Application Number:
  US12/204,650
• Time in Patent Office: 2,868 Days
• Field of Search: 707/748
• US Class Current: 1/1
• 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 of determining sponsored links to associate with keywords, comprising:

determining a plurality of landing pages each relating to a specified keyword corresponding to a search request by a user for a particular type of item;

verifying an identity of the user;

analyzing information associated with each of the plurality of landing pages using a plurality of scalable algorithms, each algorithm in the plurality of scalable algorithms being different from the other algorithms and each algorithm generating a ranking score for each of the landing pages;

receiving at least one goal selected by a category manager to be used in determining one of the selected landing pages to be associated with the specified keyword, wherein the at least one goal is one of revenue optimization, profitability optimization, or visibility optimization;

selecting, based on at least a plurality of the ranking scores generated for each of the plurality of landing pages, an optimal landing page from the selected landing pages according to requirements of the at least one goal; and

associating a sponsored link for the optimal page with the keyword,

wherein the user submitting the search request including the keyword receives for display the sponsored link allowing the user to navigate to the optimal landing page and receives additional information to the particular type of item.

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

submitting the sponsored link to a provider enabling the user to submit the request and receive the sponsored link.

3. A method according to claim 1, wherein:

determining a plurality of landing pages each relating to a specified keyword includes analyzing information for the plurality of pages including at least one of page content, production data, historical data, financial data, conversion data, category data, search feed data, and visibility data for each of the plurality of landing pages.

4. A method of selecting a page to be associated with content, comprising:

determining a plurality of pages each relating to specified content corresponding to a search request by a user for a particular type of item;

verifying an identity of the user;

analyzing information associated with each of the plurality of pages using a plurality of scalable algorithms, each algorithm generating a ranking score for each of the pages each algorithm in the plurality of scalable algorithms being different from the other algorithms;

receiving at least one goal selected by a category manager to be used in determining one of the selected pages to be associated with the specified content, wherein the at least one goal is one of revenue optimization, profitability optimization, and visibility optimization;

selecting, based on at least a plurality of the ranking scores generated for each of the plurality of pages an optimal page from the selected pages with respect to the at least one goal; and

associating the content with the optimal page, wherein the user accessing the content is provided with a navigational element for navigating to the optimal page and receiving additional information to the particular type of item.

5. A method according to claim 4, further comprising:

determining the specified content,

wherein the specified content includes a keyword.

6. A method according to claim 4, wherein:

associating the content with the optimal page includes submitting a link to the optimal page to be displayed to a user when the user accesses the content.

7. A method according to claim 4, wherein:

determining a plurality of pages each relating to specified content includes analyzing information for the plurality of pages including at least one of page content, production data, historical data, financial data, conversion data, category data, search feed data, and visibility data for each of the plurality of pages.

8. A method according to claim 4, further comprising:

for each algorithm, analyzing information available about the plurality of pages in order to select pages to be analyzed by the algorithm,

wherein each algorithm only generates a ranking score for pages having information available that is used by the algorithm to generate a ranking score.

9. A method according to claim 4, further comprising:

determining multiple additional instances of content each with an optimal page; and

synchronizing each instance of content and each associated optimal page with a provider of the content.

10. A method according to claim 9, further comprising:

limiting a number of new associated optimal pages with additional instances that can be synchronized with the provider over a given period of time.

11. A method according to claim 4, further comprising:

weighting each goal when more than one goal is received for the specified content.

12. A method according to claim 4, wherein:

analyzing information for each decision in order to determine an optimal page includes analyzing financial information for each selected page corresponding to a decision.

13. A method according to claim 4, wherein:

analyzing information for each decision in order to determine an optimal page includes analyzing information for the algorithm generating the decision.

14. A method according to claim 4, further comprising:

adding additional algorithms to use in analyzing information about the plurality of pages.

15. A method according to claim 4, wherein:

associating the content with the optimal page includes submitting information for each optimal page associated with an instance of content to a provider of the content in a batch submission.

16. A system for selecting a page to be associated with content, comprising:

a processor; and

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

determine a plurality of requested pages each relating to specified content, wherein the plurality of pages correspond to a search request by a user for a particular type of item;

verify an identity of the user;

analyze information associated with each of the plurality of requested pages using a plurality of scalable algorithms, each algorithm generating a ranking score for each of the pages and each algorithm in the plurality of scalable algorithms being different from the other algorithms;

receive at least one goal selected by a category manager to be used in determining one of the selected pages to be associated with the specified content wherein the at least one goal is one of revenue optimization profitability optimization, and visibility optimization;

select, based on at least a plurality of the ranking scores generated for each of the plurality of pages, an optimal page from the selected pages with respect to the at least one goal; and

wherein the user accessing the content is provided with a navigational element for navigating to the optimal page and receiving additional information to the particular type of item.

17. A system according to claim 16, wherein the memory further includes instructions that, when executed by the processor, cause the processor to:

for each algorithm, analyze information available about the plurality of pages in order to select pages to be analyzed by the algorithm,

wherein each algorithm only generates a ranking score for pages having information available that is used by the algorithm to generate a ranking score.

18. A system according to claim 16, wherein the memory further includes instructions that, when executed by the processor, cause the processor to:

determine multiple additional instances of content each with an optimal page; and

synchronize each instance of content and each associated optimal page with a provider of the content.

19. A system according to claim 16, wherein the memory further includes instructions that, when executed by the processor, cause the processor to:

weight each goal when more than one goal is received for the specified content.

20. A system for determining sponsored links to associate with keywords, comprising:

a processor; and

,

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

determine a plurality of landing pages each relating to a specified keyword, wherein the plurality of landing pages correspond to a search request by a user for a particular type of item;

analyze information associated with each of the plurality of landing pages using a plurality of scalable algorithms, each algorithm generating a ranking score for each of the landing pages and each algorithm in the plurality of scalable algorithms being different from the other algorithms;

receive at least one goal to be used in determining one of the selected landing pages to be associated with the specified keyword, wherein the at least one goal is one of revenue optimization, profitability optimization, and visibility optimization;

select, based on at least a plurality of the ranking scores generated for each of the plurality of landing pages, an optimal landing page from the selected landing pages according to requirements of the at least one goal; and

associate a sponsored link for the optimal page with the keyword,

wherein the user submitting the search request including the keyword receives for display a sponsored link allowing the user to navigate to the optimal landing page and receives additional information to the particular type of item.

21. A system according to claim 20, wherein the memory further includes instructions that, when executed by the processor, cause the processor to:

submit the sponsored link to a provider enabling the user to submit the request and view results of the request.

22. A computer program product embedded in a non-transitory computer readable storage medium for selecting a page to be associated with content, comprising:

program code for determining a plurality of pages each relating to specified content corresponding to a search request by a user for a particular type of item;

verifying an identity of the user;

program code for analyzing information associated with each of the plurality of pages using a plurality of scalable algorithms, each algorithm in the plurality of scalable algorithms being different from the other algorithms and each algorithm generating a ranking score for each of the pages;

program code for receiving at least one goal to be used in determining one of the selected pages to be associated with the specified content, wherein the at least one goal is one of revenue optimization, profitability optimization, and visibility optimization;

program code for selecting, based on at least a plurality of the ranking scores generated for each of the plurality of pages, an optimal page from the selected pages according to requirements of the at least one goal; and

program code for associating the content with the optimal page,

wherein the user accessing the content is provided with a navigational element for navigating to the optimal page and receives additional information to the particular type of item.

23. A computer program product according to claim 22, further comprising:

program code for determining the specified content,

wherein the specified content includes a keyword.

24. A computer program product according to claim 22, wherein:

program code for associating the content with the optimal page includes program code for submitting a link to the optimal page to be displayed to a user when the user accesses the content.

25. A computer program product according to claim 22, further comprising:

for each algorithm, program code for analyzing information available about the plurality of pages to select pages to be analyzed by the algorithm,

wherein each algorithm only generating a ranking score for pages having information available that is used by the algorithm to generate a ranking score.