US 9,002,887 B1Granted

Advertisement generator based on external traffic

AssigneeAmazon Technologies, Inc.

InventorsEric Alfred Herrmann, Stephan G. Betz, Joel Andrew Shapiro

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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.

Claims26

Dependent claims

A computer-implemented method for generating advertisement sets based on analysis of external referrals to a web site, the method comprising:

under control of one or more computer systems configured with executable instructions,
collecting information from one or more referring sources that are external to the one or more computer systems and that refer visitors of the referring sources to the website, the information corresponding to referrals to the web site by the referring sources, and each referral comprising referral information corresponding to a request for additional content that is sent responsive to user interaction with content of a corresponding referring source and that resulted in a visit to the website referred to by the corresponding referring source;
for each of the referrals, identifying a referral type based at least in part upon a unique combination of a landing page type of the referral and one or more elements selected from a referring source identifier and a product identifier, the landing page type identifying a type of landing page that is displayed in response to user interaction with the referral;
aggregating the referral information for each referral type, the aggregated referral information including a financial metric for the referrals;
and
for each referral type,
determining whether the aggregated referral information satisfies an advertising criterion;
when it is determined that the aggregated referral information satisfies an advertisement criterion,
generating, based at least in part upon the aggregated referral information, an advertisement set for the referral type, the advertisement set having an associated link including a query string corresponding to the referral type, each referral type having at least one corresponding query string;
and
submitting the generated advertisement set to an order placement service.

8 more elements

A computing device for generating advertisement sets based on analysis of external referrals to a web site, comprising:

at least one processor;
and
memory storing instructions that, when executed by the at least one processor, provide:
a component that collects information from one or more referring sources that are external to the computing device and that refer visitors of the referring sources to the website, the information corresponding to referrals to the website by the referring sources, and each referral comprising referral information corresponding to a request for additional content that is sent responsive to user interaction with content of a corresponding referring source and that resulted in a visit to the website referred to by the corresponding referring source;
a component that, for each of the referrals, identifies a referral type based at least in part upon a unique combination of a landing page type of the referral and one or more elements selected from a referring source identifier and a product identifier, the landing page type identifying a type of landing page that is displayed in response to user interaction with the referral;
a component that aggregates the referral information for each referral type, the aggregated referral information including at least one of aggregated financial information and aggregated conversion information;
a component that determines whether the aggregated referral information for a referral type satisfies an advertising criterion;
a component that generates, based at least in part upon the aggregated referral information, an advertisement set for a referral type when its aggregated referral information satisfies an advertisement criterion, the advertisement set having an associated link including a query string corresponding to the referral type;
and
a component that submits the generated advertisement sets to an order placement service.

7 more elements

A non-transitory computer-readable medium storing instructions for controlling a computing device to generate advertisement sets based on analysis of external referrals to a web site, the instructions when executed by a processing device causing the processing device to:

collect information from an external source that is external to the computing device and that refers visitors of the referring source to the website, the information corresponding to referrals by the external source to visit the website, each referral comprising referral information corresponding to a request for additional content that is sent responsive to user interaction with content of the external source and that resulted in the visit to the website;
for each referral, identify a referral type based at least in part upon a unique combination of a landing page type of the referral and one or more elements selected from a referring source identifier and a product identifier, the landing page type identifying a type of landing page that is displayed in response to user interaction with the referral;
collect financial information relating to each visit referred by the external source;
aggregate referral information for each referral type, the aggregated referral information including financial information for the referrals;
and
for at least one referral type,
generate, based at least in part upon the aggregated referral information, an advertisement set for the referral type that includes a link corresponding to the landing page type of the referral type when the financial information for the referral type satisfies an advertisement criterion, the advertisement set having an associated link including a query string corresponding to the referral type;
and
submit the generated advertisement set for placement.

6 more elements

Dependencies are inferred from the claim text.