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.
34 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