Use of natural query events to improve online advertising campaigns

A method comprising:

• retrieving, by at least one computer, query event data associated with a plurality of customers, the query event data is related to subject matter of interest to an advertiser entity;
• obtaining, by the at least one computer, attribute data associated with the plurality of customers based on the query event data, wherein the attribute data comprises attributes to identify customers;
• generating, by the at least one computer, a matrix comprising attributes that identify customers related to the subject matter of interest for the advertiser;
• selecting, by the at least one computer, a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes and is in accordance with an advertising goal of the advertiser;
• retrieving, by the at least one computer, performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;
• and
• selecting, by the at least one computer, at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.

A system comprising:

• at least one computing device comprising one or more processors to execute and memory to store instructions to:
• retrieve query event data associated with a plurality of customers, the query event data is related to subject matter of interest to an advertiser entity;
• obtain attribute data associated with the plurality of customers based on the query event data, wherein the attribute data comprises attributes to identify customers;
• generate a matrix comprising attributes that identify customers related to the subject matter of interest for the advertiser;
• select a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes and is in accordance with an advertising goal of the advertiser;
• retrieve performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;
• and
• select at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.

A computer-readable non-transitory storage medium for tangibly storing thereon computer-readable instructions that when executed cause at least one processor to:

• retrieve query event data associated with a plurality of customers, the query event data is related to subject matter of interest to an advertiser entity;
• obtain attribute data associated with the plurality of customers based on the query event data, wherein the attribute data comprises attributes to identify customers;
• generate a matrix comprising attributes that identify customers related to the subject matter of interest for the advertiser;
• select a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes and is in accordance with an advertising goal of the advertiser;
• retrieve performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;
• and
• select at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.