Systems and methods are provided for increasing user response to advertisements. Embodiments include an optimization engine configured to identify a request from a requester; identify at least one potential keyword associated with the request; associate the at least one potential keyword with at least one criteria bin; and identify at least one keyword from the at least one criteria bin based on a weight given the at least one criteria bin; and a routing system communicating with the requester and a supplier, the routing system also communicating with the optimization engine, the routing system configured to dynamically alter the base request with the at least one keyword to form an altered request; and send the altered request to the supplier.