25. A computing system for generating a bid amount, the system comprising: a processor; and a memory device including instructions that, when executed by the processor, cause the processor to: access a data store that includes conversion information for a keyword, the conversion information indicating financial benefit resulting from users selecting advertisements displayed with content that relates to the keyword, the financial benefit being organized into categories relating to sessions initiated by the selecting of the advertisements, a conversion being a session resulting in a financial benefit; and calculate the bid amount by determining a category-specific advertising expense factor for the category, accumulating the products for each category of the financial benefit for the keyword for the category multiplied by the category-specific advertising expense factor determined for the category, generating a quotient by dividing the accumulated products by number of conversions for the keyword, and multiplying the quotient by a forecast conversion rate, wherein the forecast conversion rate comprises a predicted percentage of clickthroughs associated with the keyword that results in a conversion.
25. A computing system for generating a bid amount, the system comprising: a processor; and a memory device including instructions that, when executed by the processor, cause the processor to: access a data store that includes conversion information for a keyword, the conversion information indicating financial benefit resulting from users selecting advertisements displayed with content that relates to the keyword, the financial benefit being organized into categories relating to sessions initiated by the selecting of the advertisements, a conversion being a session resulting in a financial benefit; and calculate the bid amount by determining a category-specific advertising expense factor for the category, accumulating the products for each category of the financial benefit for the keyword for the category multiplied by the category-specific advertising expense factor determined for the category, generating a quotient by dividing the accumulated products by number of conversions for the keyword, and multiplying the quotient by a forecast conversion rate, wherein the forecast conversion rate comprises a predicted percentage of clickthroughs associated with the keyword that results in a conversion. 29. The computing system of claim 25 wherein the financial benefit has an associated time and influence of the financial benefit on the generated bid amount varies over time.