Keyword Augmentation for Search Ad Conversion
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Solution Overview
Problem
Advertisers face challenges in identifying effective keywords for search engine advertisements, as keywords that perform well in internal searches may not yield similar results in external search engines due to differing user intentions, leading to suboptimal conversion rates.
Innovation Solution
An advertisement system analyzes performance metrics to identify candidate keywords that are not meeting expectations and augments them with specific terms based on category and user intent, enhancing their relevance and placement specificity.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If keywords are selected from general search engine queries, then the quantity of keywords is increased, but the conversion rate decreases due to mismatched user intent
Solution Approach 1:
The patent applies local quality by differentiating keyword treatment based on user intent categories. Keywords are segmented into commercial intent categories (higher conversion likelihood) and non-commercial intent categories (lower conversion likelihood), with different augmentation strategies applied to each segment. This resolves the contradiction by maintaining high quantity while improving overall conversion rate through targeted quality enhancement of specific keyword subsets.
Solution Approach 2:
The patent changes the parameter of keyword specificity by augmenting selected keywords with additional terms that narrow the search scope. This transformation converts broad, low-conversion keywords into more specific, high-conversion keywords while preserving the original keyword's core meaning, thereby improving conversion rate without losing the benefit of having multiple keywords.
2Reliability
If keywords are augmented with additional terms, then the conversion rate increases, but the device complexity increases
Solution Approach 1:
The patent segments the keyword augmentation process into distinct modular components: keyword selection module, user intent classification module, augmentation term generation module, and performance evaluation module. Each module handles a specific aspect of the process independently, reducing overall system complexity while achieving the goal of improved conversion rates through systematic keyword augmentation.
Solution Approach 2:
The patent performs preliminary classification of keywords by user intent category before augmentation. By pre-categorizing keywords into commercial and non-commercial intent groups, the system simplifies the subsequent augmentation process, applying different augmentation strategies only where needed, thereby reducing unnecessary complexity while maintaining high conversion rates.
3Reliability
If keyword augmentation is applied to all keywords, then the conversion rate improves, but the processing time increases
Solution Approach 1:
The patent applies partial action by selectively augmenting only those keywords that meet specific criteria (e.g., commercial intent category, low initial conversion rate, high search volume). This approach improves conversion rates for the most promising keywords without investing processing time in keywords unlikely to benefit from augmentation, thereby optimizing the balance between conversion rate improvement and processing time consumption.
Solution Approach 2:
The patent implements feedback mechanisms that monitor the performance of augmented keywords and use this information to refine future augmentation decisions. By analyzing conversion rates and other performance metrics, the system learns which types of keywords benefit most from augmentation, progressively reducing processing time while maintaining or improving overall conversion rates through data-driven optimization.
Data Source
AI summary
A method and system for augmenting keywords, submitted to advertisement placement services, that are not performing as expected is provided. An advertisement system analyzes the performance of keywords of advertisement sets submitted with advertisement placement services, such as search engine services. Based on the analysis, the advertisement system identifies keywords that are candidate keywords for augmentation. The advertisement system then identifies augmentation terms for the candidate keywords. The advertisement system then augments the candidate keyword of an advertisement set with the augmentation term and submits that augmented advertisement set with the augmented keyword to an advertisement placement service.