Advertisement generator based on external traffic

• US 9,002,887 B1
• Filed: 03/30/2007
• Issued: 04/07/2015
• Est. Priority Date: 03/30/2007
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Herrmann, Eric Alfred, Betz, Stephan G., Shapiro, Joel Andrew
• Primary Examiner(s): Beausoliel, Jr., Robert
• Assistant Examiner(s): BROMELL, ALEXANDRIA Y
• Application Number:
  US11/693,904
• Time in Patent Office: 2,930 Days
• Field of Search: 707/709, 707/751, 707/767, 707/776, 705/14.5
• US Class Current: 707/776
• CPC Class Codes: G06Q 30/0256 User search

Abstract

An external traffic advertisement system is provided that generates advertisement sets based on analysis of visits to a web site that were referred by an external source. The advertisement system aggregates the referral information for each referral type. A referral type may be defined by one or more of keyword text derived from the query text of the referrals, landing page type, external source, product identifier, and so on. The advertisement system may, for each referral type, aggregate the total revenue from the visits of that referral type and may generate a count of the number of converting visits for that referral type. The advertisement system then identifies those referral types whose aggregated information satisfies an advertisement criterion and generates an advertisement set for each identified referral type with a keyword derived from keyword text and with a link based on the landing page type of the referral type.

Claims

1. A computer-implemented method for generating advertisement sets based on analysis of external referrals to a web site, the method comprising:

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

collecting information from one or more referring sources that are external to the one or more computer systems and that refer visitors of the referring sources to the website, the information corresponding to referrals to the web site by the referring sources, and each referral comprising referral information corresponding to a request for additional content that is sent responsive to user interaction with content of a corresponding referring source and that resulted in a visit to the website referred to by the corresponding referring source;

for each of the referrals, identifying a referral type based at least in part upon a unique combination of a landing page type of the referral and one or more elements selected from a referring source identifier and a product identifier, the landing page type identifying a type of landing page that is displayed in response to user interaction with the referral;

aggregating the referral information for each referral type, the aggregated referral information including a financial metric for the referrals; and

for each referral type,

determining whether the aggregated referral information satisfies an advertising criterion;

when it is determined that the aggregated referral information satisfies an advertisement criterion,

generating, based at least in part upon the aggregated referral information, an advertisement set for the referral type, the advertisement set having an associated link including a query string corresponding to the referral type, each referral type having at least one corresponding query string; and

submitting the generated advertisement set to an order placement service.

2. The computer-implemented method of claim 1 wherein the aggregated information includes aggregated revenue and converting visits.

3. The computer-implemented method of claim 2 wherein the advertisement criterion is based on an aggregated revenue threshold.

4. The computer-implemented method of claim 2 wherein the advertisement criterion is based on a converting visits threshold.

5. The computer-implemented method of claim 2 wherein the advertisement criterion is based on conversion rate.

6. The computer-implemented method of claim 1 wherein each referral includes a query text, a query string, and a source identifier.

7. The computer-implemented method of claim 6 wherein the source identifier identifies a group of external sources.

8. The computer-implemented method of claim 1 wherein the financial metric includes an accumulation of revenue generated for a referral type.

9. The computer-implemented method of claim 1 wherein the financial metric includes an indication of converting visits.

10. The computer-implemented method of claim 1 wherein the landing page types include detailed, browse node, and search.

11. The computer-implemented method of claim 1 wherein a link associated with the generated advertisement set is a link to a page of the landing page type.

12. The computer-implemented method of claim 1 wherein the generating of the advertisement set includes calculating a bid amount at least based in part on conversion rate.

13. The computer-implemented method of claim 12 wherein an advertisement set is not submitted to the advertisement placement service when its bid amount does not meet a bid threshold.

14. A computing device for generating advertisement sets based on analysis of external referrals to a web site, comprising:

at least one processor; and

memory storing instructions that, when executed by the at least one processor, provide;

a component that collects information from one or more referring sources that are external to the computing device and that refer visitors of the referring sources to the website, the information corresponding to referrals to the website by the referring sources, and each referral comprising referral information corresponding to a request for additional content that is sent responsive to user interaction with content of a corresponding referring source and that resulted in a visit to the website referred to by the corresponding referring source;

a component that, for each of the referrals, identifies a referral type based at least in part upon a unique combination of a landing page type of the referral and one or more elements selected from a referring source identifier and a product identifier, the landing page type identifying a type of landing page that is displayed in response to user interaction with the referral;

a component that aggregates the referral information for each referral type, the aggregated referral information including at least one of aggregated financial information and aggregated conversion information;

a component that determines whether the aggregated referral information for a referral type satisfies an advertising criterion;

a component that generates, based at least in part upon the aggregated referral information, an advertisement set for a referral type when its aggregated referral information satisfies an advertisement criterion, the advertisement set having an associated link including a query string corresponding to the referral type; and

a component that submits the generated advertisement sets to an order placement service.

15. The computing device of claim 14 wherein the aggregated information includes aggregated revenue and converting visits.

16. The computing device of claim 15 wherein the advertisement criterion is based on an aggregated revenue threshold.

17. The computing device of claim 15 wherein the advertisement criterion is based on a converting visits threshold.

18. The computing device of claim 14 wherein each referral includes a query text, a query string, a source identifier, and a product identifier.

19. The computing device of claim 18 wherein the product identifier is empty for landing page types other than detailed.

20. The computing device of claim 19 wherein a link associated with the generated advertisement set is a link to a page of the landing page type.

21. A non-transitory computer-readable medium storing instructions for controlling a computing device to generate advertisement sets based on analysis of external referrals to a web site, the instructions when executed by a processing device causing the processing device to:

collect information from an external source that is external to the computing device and that refers visitors of the referring source to the website, the information corresponding to referrals by the external source to visit the website, each referral comprising referral information corresponding to a request for additional content that is sent responsive to user interaction with content of the external source and that resulted in the visit to the website;

for each referral, identify a referral type based at least in part upon a unique combination of a landing page type of the referral and one or more elements selected from a referring source identifier and a product identifier, the landing page type identifying a type of landing page that is displayed in response to user interaction with the referral;

collect financial information relating to each visit referred by the external source;

aggregate referral information for each referral type, the aggregated referral information including financial information for the referrals; and

for at least one referral type,

generate, based at least in part upon the aggregated referral information, an advertisement set for the referral type that includes a link corresponding to the landing page type of the referral type when the financial information for the referral type satisfies an advertisement criterion, the advertisement set having an associated link including a query string corresponding to the referral type; and

submit the generated advertisement set for placement.

22. The non-transitory computer-readable medium of claim 21 wherein the aggregated financial information is aggregated revenue and converting visits.

23. The non-transitory computer-readable medium of claim 21 wherein the advertisement criterion is based on an aggregated revenue threshold.

24. The non-transitory computer-readable medium of claim 21 wherein the advertisement criterion is based on a converting visits threshold.

25. The non-transitory computer-readable medium of claim 21 wherein the landing page types include detail, browse node, and search.

26. The non-transitory computer-readable medium of claim 21 wherein a link associated with the generated advertisement set is a link to a page of the landing page type.