Craig Adam Macdonald

US Patent:

8396742, Mar 12, 2013

Filed:

Dec 5, 2008

Appl. No.:

12/329391

Inventors:

Matthias Blume - San Diego CA, US
Craig Macdonald - Encinitas CA, US
Dema Zlotin - La Jolla CA, US
Russ Mann - Temecula CA, US

Assignee:

Covario, Inc. - San Diego CA

International Classification:

G06Q 30/00

US Classification:

705 141, 705 144, 705 1441, 705 1443, 705 1445, 705 1452, 705 1454, 705 1473, 705 1442

Abstract:

The invention is a computer-implementable methodology for quantitatively assessing the impact of paid search advertising on the total visits (paid and organic search-based visits) from search engines and utilizing this assessment to improve search engine marketing performance. The methodology relies on the computation of a synergy score for each search engine keyword of interest or coefficients in a synergy equation. Once computed, the score can be used to repeatedly compute the total return on advertising spend (ROAS) and other performance metrics on a go-forward basis without the time lag inherent in computing the synergy score itself. The invention includes specific computer-implementable methods for improving search engine marketing performance based on the total (paid plus organic) performance metrics.