Expansion of high performing placement criteria

A system of providing information via a computer network, comprising:

• a data processing system having at least one of a content placement module and a quality metric module executing on one or more processors that:
• receives a keyword used to place an advertisement, the keyword received from a content provider;
• determines a quality metric of the keyword based on a historical click through rate of the advertisement;
• evaluates the quality metric to determine that the quality metric satisfies a quality metric threshold;
• identifies a first candidate keyword and a second candidate keyword using at least a portion of the keyword;
• determines a first value of a throttling parameter for the advertisement based on an advertisement budget, wherein the throttling parameter limits placement of the advertisement;
• expands, responsive to the quality metric satisfying the quality metric threshold, placement criteria used to place the advertisement to include the keyword and a set of expansion keywords including at least one of the first candidate keyword and the second candidate keyword wherein the expanding the placement criteria is expanded based on the first value of the throttling parameter;
• determines an updated value for the throttling parameter based on a remaining advertising budget following delivery of the advertisement based on the expanded placement criteria;
• and
• reduces, based on the updated throttling parameter, the placement criteria used to place the advertisement to exclude at least one of the first candidate keyword or the second candidate keyword from the set of expansion keywords.

A computer readable storage medium having instructions to provide information on a computer network, the instructions comprising instructions to:

• receive a keyword used to place an advertisement, the keyword received from a content provider;
• determine a quality metric of the keyword based on a historical click through rate of the advertisement;
• evaluate the quality metric to determine that the quality metric satisfies a quality metric threshold;
• identify a first candidate keyword and a second candidate keyword using at least a portion of the keyword;
• determine a first value of a throttling parameter for the advertisement based on an advertisement budget, wherein the throttling parameter limits placement of the advertisement;
• expand, responsive to the quality metric satisfying the quality metric threshold, placement criteria used to place the advertisement to include the keyword and a set of expansion keywords including at least one of the first candidate keyword and the second candidate keyword wherein the expanding the placement criteria is expanded based on the first value of the throttling parameter;
• determine an updated value for the throttling parameter based on a remaining advertising budget following delivery of the advertisement based on the expanded placement criteria;
• and
• reduce, based on the updated throttling parameter, the placement criteria used to place the advertisement to exclude at least one of the first candidate keyword or the second candidate keyword from the set of expansion keywords.