Patent ID: 11861688
Assignee: AMAZON TECHNOLOGIES, INC.
Field: Computer technology (Electrical engineering)
Classification: CPC G | IPC G

Claim 13:
14. A system, comprising:
a processor; and
memory including instructions that, when executed by the processor, cause the system to:
determine, using a bidding module, a first bid amount for a keyword submitted to a provider of a search engine;
monitor performance of paid search results for the keyword, via the search engine, using the first bid amount as submitted to obtain paid performance data;
obtain the paid performance data, including at least interaction data, for the paid search results for the keyword and corresponding to the first bid amount, determined with the bidding module, submitted to the provider of the search engine, the search engine presented on at least one interface on a network-connected client device;
execute a model to predict unpaid performance data of unpaid search results for the keyword on the search engine;
receive information for the unpaid search results that includes at least a content link and at least one display characteristic of a result page on which search results for the keyword are able to be displayed, the unpaid performance data including the information;
infer, using a bidding evaluation model, a bid modifier, the bidding evaluation model trained to determine an adjustment to the first bid amount based, at least in part, upon the paid performance data and the predicted unpaid performance data provided as input, and the bidding evaluation model accounting for a recovery propensity based at least in part on a ranking and the at least one characteristic of the result page on which search results for the keyword are able to be displayed; and
submit, to the provider of the search engine, a second bid amount resulting from applying, via the processor, the bid modifier to the first bid amount.