4. The method as recited in claim 1 , wherein ranking by the optimizing engine the first keyword and the second keyword based on a user response history for each of the first keyword and second keyword is based on a user history comprising at least one of: click-through-rate (CTR) of advertisements obtained using each of the first keyword and the second keyword; cost-per-click (CPC) of advertisements obtained using each of the first keyword and the second keyword; ad response percentage (ARP) of advertisements obtained using each of the first keyword and the second keyword; call response ratio obtained using each of the first keyword and the second keyword; or views obtained using each of the first keyword and the second keyword.
1. A computer-implemented method comprising: identifying by an optimizing engine on one or more servers a base request from an advertisement requester; identifying by the optimizing engine a first and second keyword associated with the base request, the first and second keyword having both previously been used in advertisement requests to a first advertisement supplier; ranking by the optimizing engine the first keyword and the second keyword based on a user response history for each of the first keyword and second keyword, the first and second keyword being grouped into a ranked keywords criteria bin; identifying by the optimizing engine a weighting assigned to the ranked keywords criteria bin and weightings assigned to one or more other criteria bins; identifying by the optimizing engine the higher ranked of the first keyword and the second keyword from the ranked keywords criteria bin; selecting by the optimizing engine the higher ranked keyword from the ranked keywords criteria bin based on the weightings assigned to the ranked keywords criteria bin and the one or more other criteria bins; and forming by the optimizing engine an altered request to be sent to the first advertisement supplier using the selected higher ranked keyword.