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

Claim 0:
1. A computer-implemented method, comprising:
determining, using a bidding module, a bid amount for a keyword to be submitted to a provider of a search engine;
monitoring performance of paid search results for the keyword, via the search engine, using the bid amount as submitted to obtain paid performance data;
receiving, from the bidding module, the bid amount for the keyword to be submitted to the provider of the search engine, the search engine presented on at least one interface on a network-connected client device;
storing the monitored performance of the paid search results for the keyword, via the search engine, using the bid amount for the keyword as submitted to the provider, the paid performance data including at least interaction data;
executing a model to predict an average rank of unpaid search results for the keyword on a results page of the search engine;
receiving additional information for the unpaid search results, the additional information including 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;
providing the bid amount, the predicted average rank, the additional information, and information about the performance of paid search results as input to a bidding evaluation model, the bidding evaluation model trained to determine an adjustment to the bid amount based, at least in part, upon a recovery propensity of the unpaid search results;
receiving, as output of the bidding evaluation model, a bid modifier, the bid modifier accounting for the recovery propensity of the unpaid search results, the recovery propensity based at least in part on a ranking and the at least one display characteristic of the result page on which search results for the keyword are able to be displayed; and
applying, via one or more servers, the bid modifier to the bid amount for submission to the provider of the search engine with respect to the keyword.