Amazon.com, Inc.
Optimized management of online advertising auctions

Abstract:

Methods, systems, and computer-readable media for optimized management of online advertising auctions are disclosed. An auction management system sends bids for one or more bidding units (e.g., keywords or product identifiers) to an advertising vendor. A bid comprises a value per click associated with one or more search results pages or web pages for one or more search terms. At least a portion of the bids represent winning bids in one or more auctions for the one or more bidding units. The system determines success metrics associated with the bids based (at least in part) on user traffic for links associated with the winning bids. The system determines an optimal bid for a particular bidding unit based (at least in part) on the success metrics. The system sends the optimal bid for the particular bidding unit to the advertising vendor for an additional auction.