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.

Abstract: The accuracy of bid amounts for electronic advertising is improved by accounting for factors such as the cost-per-click (CPC) ratio for each ad. When a provider such as a search engine selects advertisements using automated auctions, it can be desirable for an advertiser to avoid underbidding for ads when the ads generate a significant amount of revenue or profit, or are otherwise performing well. Various algorithms can be used to generate a bid adjustment factor that allows bid values to be increased (or decreased) as appropriate, based on information such as CPC information. By calculating a separate adjustment factor, the amount of adjustment can be monitored and/or capped to avoid overspending. The algorithms also can utilize information at various levels of categorization, and at different time intervals, depending on the amount and type of information available, in order to provide an accurate and significant result.

Abstract: Bid amounts for electronic advertising can be adjusted throughout the day, or for different days, according to a day parting schedule based on factors such as variations in efficiency. For any set of advertisements grouped based on factors such as keyword, landing page, geographic location, user demographic, etc., values can be forecast for each time period throughout the day. A variation threshold is used to group adjacent periods of time into partitions, and the threshold can be varied until the number of partitions meets the requirements of the provider with whom the advertisement is to be placed. An adjustment factor can be determined for each partition using the forecast information, and these factors can be uploaded to the provider to adjust the base bid price for any advertisement in that group at the appropriate times throughout the day.

Abstract: The accuracy of bid amounts for electronic advertising is improved by accounting for factors such as the cost-per-click (CPC) ratio for each ad. When a provider such as a search engine selects advertisements using automated auctions, it can be desirable for an advertiser to avoid underbidding for ads when the ads generate a significant amount of revenue or profit, or are otherwise performing well. Various algorithms can be used to generate a bid adjustment factor that allows bid values to be increased (or decreased) as appropriate, based on information such as CPC information. By calculating a separate adjustment factor, the amount of adjustment can be monitored and/or capped to avoid overspending. The algorithms also can utilize information at various levels of categorization, and at different time intervals, depending on the amount and type of information available, in order to provide an accurate and significant result.

Abstract: A method and system for augmenting keywords, submitted to advertisement placement services, that are not performing as expected is provided. An advertisement system analyzes the performance of keywords of advertisement sets submitted with advertisement placement services, such as search engine services. Based on the analysis, the advertisement system identifies keywords that are candidate keywords for augmentation. The advertisement system then identifies augmentation terms for the candidate keywords. The advertisement system then augments the candidate keyword of an advertisement set with the augmentation term and submits that augmented advertisement set with the augmented keyword to an advertisement placement service.