Patent Document ID: 8396742
Application ID: 12329391

Base Claim:
1. A computer implemented method for determining an impact of a change to a paid portion of a search advertising campaign that is associated with a website, comprising: identifying a first change made by an advertiser to the paid portion of the search advertising campaign, the first change affecting a cost of the paid portion; determining, with a first computing device, one or more effects of the first change, the one or more effects being indicative of: a change in a volume of search traffic resulting from the paid portion, and a change in a volume of search traffic resulting from an unpaid portion of the search advertising campaign; processing, with the first computing device or a second computing device, the one or more determined effects to generate a first synergy score, wherein the first synergy score quantifies an impact of the first change on the volume of search traffic resulting from the unpaid portion; and storing the first synergy score in a machine readable memory in association with an indication of the first change.

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Claim 16:
16. The method of claim 1 wherein the processing includes generating a first synergy score based at least in part upon a relationship (R) comprising: 
 R =( TO 2 −TO 1)/( TP 2 −TP 1) wherein TO1 represents volume of search traffic from the unpaid portion before the first change, TO2 represents volume of search traffic from the unpaid portion after the first change, TP1 represents volume of search traffic from the paid portion before the first change, TP2 represents volume of search traffic from the paid portion after the first change.