公开(公告)号：US11861688B1

公开(公告)日：2024-01-02

申请号：US16539871

申请日：2019-08-13

Applicant: Amazon Technologies, Inc.

Inventor： Rohit Gupta ,  Ayman Omar Farahat ,  Han Wu ,  Pragyana K. Mishra ,  Rohan Gurappagouda Patil ,  Douglas Wong

IPC: G06Q30/08 ,  G06F16/2453 ,  G06F16/2457

CPC classification number: G06Q30/08 ,  G06F16/2453 ,  G06F16/24578

Abstract: Bid values submitted for various keywords can take into account the recovery propensity between paid search and organic search. When submitting a bid to a search engine provider for a keyword, an entity may get a certain level of performance in return. If not submitting a bid, however, the entity will likely still get some level of performance, although likely less than for paid search. In order to optimize for a parameter such as impressions, purchases, or profit, the recovery propensity can be taken into account in order to adjust the bid price, taking into account the relative performance of paid and organic search and then optimizing for the determined goal. Organic search data in some embodiments can be obtained through testing or modeling, or a combination thereof.