Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for determining bidding strategies. A method includes: identifying a campaign including one or more selection criteria and associated bids; determining a value associated with a user event associated with presentation of a campaign content item; determining one or more predicted future events based on the selection criteria and historical data; determining aggregate values based on the determined predicted future events, using the value and hypothetical bid changes; determining an interaction rate associated with the content item and a cost per event; determining a plurality of bidding strategies for the campaign, each reflecting a change in a bid associated with one or more selection criteria that optimizes the content sponsor's value; and presenting the plurality of bidding strategies to the content sponsor.

Abstract: Systems and methods for determining bid adjustments that may result in lower costs and/or increased benefit to content providers, and providing recommendations for adjusting a bidding strategy accordingly, are disclosed. One method includes determining a first marginal cost associated with a first set of one or more of a plurality of auctions for presentation of content items within one or more resources. The marginal costs represents a cost to a content provider associated with an additional action performed in association with the content items presented within the resources. The method further includes determining a second marginal cost associated with a second set of one or more of the plurality of auctions. The method further includes determining whether a difference between the first marginal cost and the second marginal cost exceeds a threshold, and generating a recommendation to adjust a bidding strategy in response to determining the difference exceeds the threshold.

Abstract: Systems and methods for providing potential search queries that may be targeted by a given keyword. The method includes receiving, from a third-party content provider, a request to identify one or more search queries that match a given keyword. A table corresponding to the given keyword is identified. The table includes one or more search queries with which at least one third-party content item was selected for display. The selected third-party content item was selected responsive to a bid for the given keyword. The method determines from the identified table, one or more search queries that correspond to the given keyword. The determined search queries that correspond to the given keyword are those search queries that can be targeted by the given keyword. The method provides for display, the determined search queries that correspond to given keyword.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for determining bidding strategies. A method includes: identifying a campaign including one or more selection criteria and associated bids; determining a value associated with a user event associated with presentation of a campaign content item; determining one or more predicted future events based on the selection criteria and historical data; determining aggregate values based on the determined predicted future events, using the value and hypothetical bid changes; determining an interaction rate associated with the content item and a cost per event; determining a plurality of bidding strategies for the campaign, each reflecting a change in a bid associated with one or more selection criteria that optimizes the content sponsor's value; and presenting the plurality of bidding strategies to the content sponsor.

Abstract: Systems and methods for providing potential search queries that may be targeted by a given keyword. The method includes receiving, from a third-party content provider, a request to identify one or more search queries that match a given keyword. A table corresponding to the given keyword is identified. The table includes one or more search queries with which at least one third-party content item was selected for display. The selected third-party content item was selected responsive to a bid for the given keyword. The method determines from the identified table, one or more search queries that correspond to the given keyword. The determined search queries that correspond to the given keyword are those search queries that can be targeted by the given keyword. The method provides for display, the determined search queries that correspond to given keyword.