Methods and systems for providing functional extensions with a landing page of a creative

• US 10,489,395 B2
• Filed: 05/02/2017
• Issued: 11/26/2019
• Est. Priority Date: 02/19/2014
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Lakkur, Manu, Wai, Conrad, Khan, Manzurur Rahman, Sanan, Shibani, Chatterjee, Surojit, Feng, Paul, Bailey, Zachary Russell
• Primary Examiner(s): Huynh, Thu V
• Application Number:
  US15/584,959
• Publication Number:
  US 20170235791A1
• Time in Patent Office: 938 Days
• CPC Class Codes: G06F 16/00 Information retrieval; Database structures therefor; File system structures therefor
• CPC Class Codes: G06F 16/2448 for particular applications; for extensibility, e.g. user defined types
• CPC Class Codes: G06F 16/9577 Optimising the visualization of content, e.g. distillation of HTML documents
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06F 16/986 Document structures and storage, e.g. HTML extensions
• CPC Class Codes: G06F 3/048 Interaction techniques based on graphical user interfaces [GUI]
• CPC Class Codes: G06F 3/04812 Interaction techniques based on cursor appearance or behaviour, e.g. being affected by the presence of displayed objects
• CPC Class Codes: G06F 40/134 Hyperlinking
• CPC Class Codes: G06F 9/451 Execution arrangements for user interfaces
• CPC Class Codes: G06Q 30/0641 Shopping interfaces

Abstract

Systems and methods for providing functional extensions on a landing page of a creative. The method includes identifying, by a data processing system, a creative for serving on a computing device. The creative can be associated with a network address of a landing page. The method also includes generating, by the data processing system, an actionable object, such as a functional extension, to be rendered with content of the landing page and providing, by the data processing system, the actionable object to be rendered with the content of the landing page responsive to an action taken on the creative when served on the computing device. Examples of functional extensions include click-to-call extensions and directions extensions.

Claims

1. A system to provide actionable objects on landing pages of content items, comprising:

a data processing system having one or more data processors and one or more computer-readable storage media storing instructions, the data processing system to;

receive, via a third-party content provider device of a third-party content provider remote from the data processing system, a plurality of content items for serving on information resources, at least one of the plurality of content items comprising a network address of a landing page of the third-party content provider;

identify a content item of the plurality of content items received from the third-party content provider device to serve on a computing device different from the third-party content provider device, the content item associated with the network address of the landing page of the third-party content provider device;

determine that the landing page associated with the content item does not include any functional extensions;

identify a type of content of the landing page of the third-party content provider by analyzing the landing page associated with the network address of the content item, the type of content of the landing page including a phone number of the third-party content provider;

receive, from a landing page modification module that increments a counter identifying a total number of actuations of a functional extension on the landing page, an indication of a conversion rate based on a ratio of a number of visits to the landing page that resulted in an action being taken on the functional extension to a total number of visits to the landing page;

determine, responsive to receipt of the content item, identification of the type of content of the landing page including the phone number, the conversion rate and the determination that the landing page does not include any functional extensions, to provision the functional extension for the landing page associated with the content item based on an increase in interaction rate with the landing page of the third-party content provider relative to the landing page lacking the functional extension;

generate, responsive to the determination to provision the functional extension and receipt of the content item from the third-party content provider device, the functional extension to be rendered with content of the landing page of the third-party content provider based on the identified type of content of the landing page, the functional extension configured to trigger, in response to a voice activated command sensed by a microphone of the computing device, the computing device to actuate an object to establish a call between the computing device and a content provider device associated with the phone number of the third-party content provider;

generate an information resource that includes the content of the landing page of the third-party content provider and the generated functional extension, the generated functional extension in a separate overlay frame over the content of the landing page of the third-party content provider; and

serve, to the computing device, the generated information resource to render the content of the landing page of the third-party content provider and the generated functional extension on a display of the computing device responsive to an action taken on the content item, the computing device actuating the object to establish the call between the computing device and the content provider device associated with the phone number responsive to the voice activated command that triggers the functional extension.

2. The system of claim 1, comprising the data processing system to:

launch a script to identify the phone number on the landing page based on an icon.

3. The system of claim 1, comprising the data processing system to:

provide, in response to the voice active command, sensory feedback comprising acoustic or speech.

4. The system of claim 1, comprising the data processing system to:

generate a second functional extension to be rendered with the content of the landing page of the third-party content provider based on a second identified type of content of the landing page, the second functional extension configured to cause the computing device to actuate a positioning module of the computing device to identify a current location of the computing device and to launch a map application on the computing device with the current location as a starting location and a target address as a destination location; and

provide the second functional extension in a second separate overlay frame over the content of the landing page of the third-party content provider.

5. The system of claim 1, comprising the data processing system to:

generate a second functional extension to be rendered with the content of the landing page of the third-party content provider based on a second identified type of content of the landing page, the second functional extension configured to cause the computing device to actuate a positioning module of the computing device to identify a current location of the computing device and to launch a map application on the computing device with the current location as a starting location and a target address as a destination location; and

serve, to the computing device, the generated information resource to render the content of the landing page of the third-party content provider and the second generated functional extension on the display of the computing device, the computing device actuating the positioning module to identify the current location of the computing device and launching the map application with the current location as the starting location and the target address included on the content of the landing page as the destination location responsive to a selection of a portion of the second functional extension.

6. The system of claim 1, comprising the data processing system to:

render the functional extension in a first frame of the information resource and the content of the landing page in a second frame of the information resource, wherein the first frame is rendered over the second frame.

7. The system of claim 1, comprising the data processing system to:

receive, in response to serving the information resource, an indication of the action taken on the functional extension; and

increment a conversion count responsive to receiving the indication.

8. The system of claim 1, comprising the data processing system to:

generate the functional extension configured to determine to modify the landing page responsive to identifying that the landing page has not been configured for a particular type of computing device.

9. The system of claim 1, comprising the data processing system to:

generate the functional extension configured to determine to modify the landing page responsive to identifying that the landing page is not rendered with functional extensions.

10. The system of claim 1, comprising the data processing system to:

provide a script for insertion in the landing page associated with the content, the script configured to cause the generated functional extension to be rendered for display with the content of the landing page responsive to the action taken on the content item.

11. A method of providing actionable objects on landing pages of content items, comprising:

receiving, via a third-party content provider device of a third-party content provider remote from a data processing system having one or more processors, a plurality of content items for serving on information resources, at least one of the plurality of content items comprising a network address of a landing page of the third-party content provider;

identifying, by the data processing system, a content item of the plurality of content items received from the third-party content provider device for serving on a computing device different from the third-party content provider device, the content item associated with the network address of the landing page of the third-party content provider;

determining, by the data processing system, that the landing page associated with the content item does not include any functional extensions;

identifying, by the data processing system, a type of content of the landing page of the third-party content provider by analyzing the landing page associated with the network address of the content item, the type of content of the landing page including a phone number associated with the third-party content provider;

receiving, by the data processing system from a landing page modification module that increments a counter identifying a total number of actuations of a functional extension on the landing page, an indication of a conversion rate based on a ratio of a number of visits to the landing page that resulted in an action being taken on the functional extension to a total number of visits to the landing page;

determining, responsive to receiving the content item, identifying the type of content of the landing page including the phone number, the conversion rate and determining that the landing page does not include any functional extensions, to provision the functional extension for the landing page associated with the content item based on an increase in interaction rate with the landing page of the third-party content provider relative to the landing page content item lacking the functional extension;

generating, by the data processing system, responsive to the determination to provision the functional extension and receiving the content item from the third-party content provider device, the functional extension to be rendered with content of the landing page of the third-party content provider based on the identified type of content of the landing page, the functional extension configured to trigger, in response to a voice activated command sensed by a microphone of the computing device, the computing device to actuate an object to establish a call between the computing device and a content provider device associated with the phone number of the third-party content provider;

generating, by the data processing system, an information resource that includes the content of the landing page of the third-party content provider and the generated functional extension, the generated functional extension in a separate overlay frame over the content of the landing page of the third-party content provider; and

serving, by the data processing system to the computing device, the generated information resource to render the content of the landing page of the third-party content provider and the generated functional extension on a display of the computing device responsive to an action taken on the content item, the computing device actuating the object to establish the call between the computing device and the content provider device associated with the phone number responsive to the voice activated command that triggers the functional extension.

12. The method of claim 11, comprising:

launching a script to identify the phone number on the landing page based on an icon.

13. The method of claim 11, comprising:

providing, in response to the voice active command, sensory feedback comprising acoustic or speech.

14. The method of claim 11, comprising:

generating a second functional extension to be rendered with the content of the landing page of the third-party content provider based on a second identified type of content of the landing page, the second functional extension configured to cause the computing device to actuate a positioning module of the computing device to identify a current location of the computing device and to launch a map application on the computing device with the current location as a starting location and a target address as a destination location; and

providing the second functional extension in a second separate overlay frame over the content of the landing page of the third-party content provider.

15. The method of claim 11, comprising:

generating a second functional extension to be rendered with the content of the landing page of the third-party content provider based on a second identified type of content of the landing page, the second functional extension configured to cause the computing device to actuate a positioning module of the computing device to identify a current location of the computing device and to launch a map application on the computing device with the current location as a starting location and a target address as a destination location; and

serving, to the computing device, the generated information resource to render the content of the landing page of the third-party content provider and the second generated functional extension on the display of the computing device, the computing device actuating the positioning module to identify the current location of the computing device and launching the map application with the current location as the starting location and the target address included on the content of the landing page as the destination location responsive to a selection of a portion of the second functional extension.

16. The method of claim 11, comprising:

rendering the functional extension in a first frame of the information resource and the content of the landing page in a second frame of the information resource, wherein the first frame is rendered over the second frame.

17. The method of claim 11, comprising:

receiving, in response to serving the information resource, an indication of the action taken on the functional extension; and

incrementing a conversion count responsive to receiving the indication.

18. The method of claim 11, comprising:

generating the functional extension configured to determine to modify the landing page responsive to identifying that the landing page has not been configured for a particular type of computing device.

19. The method of claim 11, comprising:

generating the functional extension configured to determine to modify the landing page responsive to identifying that the landing page is not rendered with functional extensions.

20. The method of claim 11, comprising:

providing a script for insertion in the landing page associated with the content, the script configured to cause the generated functional extension to be rendered for display with the content of the landing page responsive to the action taken on the content item.