Abstract: Systems, methods, and computer-readable storage media that may be used to generate competitor-specific bidding recommendations are provided. One method includes identifying, at a computerized analysis system, at least one competitor of a content provider within a plurality of content auctions for displaying content items. The method further includes calculating, at the analysis system, at least one bidding action estimated to improve performance of the content provider in future content auctions with respect to the at least one competitor from a current level to a goal level of the performance metric. The method further includes providing a recommendation to the content provider to implement the at least one bidding action.

Abstract: Systems and methods for evaluating keyword performance include receiving history data indicative of online actions performed regarding one or more advertisements. A set of one or more keywords may be associated with the one or more advertisements. A performance metric for the set of one or more keywords may be determined using the history data, as well as a confidence interval for the performance metric. Confidence intervals for the performance metrics of different sets of keywords may be sorted and provided.