Cost-per-action search engine system, method and apparatus

• US 20030216930A1
• Filed: 07/31/2002
• Published: 11/20/2003
• Est. Priority Date: 05/16/2002
• Status: Abandoned Application

• Current Assignee: Valueclick
• Original Assignee: Valueclick
• Inventors: Dunham, Carl A., Beriker, James K., Trzcinko, Alan, McCarthy, Brian D.
• Application Number:
  US10/210,677
• Publication Number:
  US 20030216930A1
• Time in Patent Office: Days
• US Class Current: 705/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]

Abstract

Embodiments of the present invention are directed to a search engine system, method and apparatus comprising a search engine, a participant management system, at least one storage database, a listing database and at least one feedback mechanism. The search engine accepts input data and utilizes the input data to search for information related to the search terms. Upon retrieval of relevant information, the data analysis module organizes the data related to the search terms into a search results list. To determine the placement of listings upon a search request, the data analysis module determines the probability, for each relevant listing, that the user will ultimately complete the desired action if the listing is shown, wherein the probability of action is determined by a plurality of factors. This probability is then combined with the specific CPA for the advertiser. Transaction information derived from a search and click is returned through the feedback mechanism to the search engine for revised calculation of listing placement.

Claims

1. A search engine system on a computer network having a search engine provider computer, a merchant computer, and a user computer, wherein the provider computer, the merchant computer and the user computer are in communication therebetween, the search engine system being configured to generate a search result set in response to a search request from the user computer, the search engine system comprising:

a search engine configured to receive the search request;

a participant management system configured to receive a listing from the merchant computer, wherein the listing includes a category profile, payment amount for an action resulting from user response, a title, a description and a data locator;

a database; and

a feedback mechanism, wherein the feedback mechanism couples the merchant computer and the search engine such that data is transferred between the merchant computer and the search engine.

2. A search engine system as claimed in claim 1, wherein the search engine further comprises a data analysis module, the data analysis module operating in conjunction with the participant management system, the database and the feedback mechanism, wherein the data analysis module is configured to analyze data input into the search engine system and data previously stored in the database to determine a search result list of listings and the placement of the listing within the search result list, wherein each listing has a probability of action.

3. A search engine system as claimed in claim 1, wherein the data analysis module is configured to determine the placement of the listings by calculating the probability of action for each listing, wherein the probability of action includes a plurality of factors.

4. A search engine system as claimed in claim 2, wherein the data analysis module is configured to determine the placement of the listings by combining the probability of action with the payment amount for the listing.

5. A search engine system as claimed in claim 1, wherein the feedback mechanism further comprises a tracking means for recording transaction data, wherein the search engine utilizes the recorded transaction data to revise the probability of action for a listing.

6. A search engine system as claimed in claim 1, wherein the recorded transaction data consists of any of the following:

user information, search term in search query, listing position, and listings included in the search request.

7. A search engine system as claimed in claim 1, further comprising a distribution partner computer, the distribution partner computer being coupled to the network and being configured to receive a search request from the user computer, wherein the distribution partner computer inputs distribution information in the participant management system, including a distribution partner category profile, the distribution partner category profile being related to the type of user utilizing the distribution partner computer.

8. A search engine system as claimed in claim 6, wherein the distribution partner computer is configured to transmit a user or a user search request to the search engine, wherein the search engine utilizes the distribution partner category profile to calculate the listing placements for the search request.

9. A search engine system as claimed in claim 6, wherein the distribution partner further comprises a traffic quality rating, wherein the traffic quality rating is determined by calculating an action rate, the action rate being defined as ratio of the number of actions resulting from traffic forwarded by the particular distribution partner to the number of clicks resulting from the traffic forwarded by the particular distribution partner.

10. A search engine systems as claimed in claim 7, wherein the traffic quality rating is determined by calculating a revenue amount per search, the revenue amount per search defined as the ratio of the revenue received as a result of all user searches distributed through the distribution partner to the search engine divided by this number of searches.

11. A search engine system as claimed in claim 2, wherein the plurality of factors consists of any of the following:

history of the listing, listing category profile, search term category profile, relative or absolute click through rate, action rate, charge back rates, prior placement position in the search list for the search term or similar search terms, the distribution partner category profile of the distribution partner transmitting the user, demographic parameters of the user, demographic parameters of distribution partner site, and temporal data.

12. A method for generating a search result listing on a computer network having a provider computer, a merchant computer, and a user computer, wherein the provider computer, the merchant computer and the user computer are in communication therebetween, the method comprising:

establishing a participant account on a search engine system via the provider computer, wherein the participant account includes at least one listing, wherein the listing includes a category profile, payment amount for a completed action, a title, a description and a data locator;

generating an initial placement position in a search result list for each listing in the participant account;

receiving a search request on the provider computer from the user computer, wherein the search request includes at least one search term;

generating a search result list of listings associated with the search request, wherein the listings are ordered in accordance with a placement position determination, the determination of the placement position of each listing being determined by a plurality of factors,

presenting the search result list to the user computer; and

recording transaction data for each search request.

13. A method as claimed in claim 12, wherein the listing includes a search term and wherein listings are associated with user search requests via matching the search term specified with the listing and the search term included in the search request.

14. A method as claimed in claim 12, wherein listings are associated with user search requests via matching the listing category profile and the user search term category profile.

15. A method as claimed in claim 12, further comprising revising the placement position determination for the stored listings associated with the search terms in the search request.

16. A method as claimed in claim 12, wherein the recorded transaction data consists of any of the following:

search terms composing the search request;

placement position of each listing in the search result list for each request;

listings clicked on by user; and

actions resulting from each listing click.

17. A method as claimed in claim 12, wherein revising the placement position comprises calculating the probability of action, wherein the probability of action is determined utilizing a plurality of factors.

18. A method as claimed in claim 12, wherein the plurality of factors consists of any of the following:

history of the listing, listing category profile, search term category profile, absolute or relative click through rate, action rate, charge back rates, prior placement position in the search list for the search term or similar search terms, the distribution partner category profile of the distribution partner site transmitting the user, demographic parameters of the user, demographic parameters of distribution partner site, and temporal data.

19. A method as claimed in claim 12, further comprising:

establishing a distribution partner account for a distribution partner computer, wherein the distribution partner computer is coupled to the network, and wherein the distribution partner is configured to transmit user search requests to the provider computer; and

assigning a category profile to the distribution partner.

20. A method as claimed in claim 19, further comprising:

transmitting a user or the user search request to the provider computer from the distribution partner computer; and

wherein the plurality of factors for the determination of the placement position for each listing includes the category profile assigned to the distribution partner.

21. A method as claimed in claim 12, further comprising recording transaction data via a feedback mechanism.

22. A method as claimed in claim 19, further comprising determining the quality of the traffic transmitted by the distribution partner.

23. A method as claimed in claim 22, wherein the quality of the traffic is related to the number of actions generated from previously transmitted traffic by the distribution partner.

24. A method as claimed in claim 22, wherein the quality of the traffic is related to the revenue generated from previously transmitted traffic by the distribution partner.

25. A method as claimed in claim 22, wherein the quality of the traffic is related to the revenue generated per search from previously transmitted traffic by the distribution partner

26. A method as claimed in claim 12, further comprising editing, by the provider computer, the listing data information input by the merchant computer.

27. A method for generating a search result listing on a computer network having a provider computer, a merchant computer, a plurality of distribution partner computers, and a user computer, wherein the provider computer, the merchant computer and the user computer are in communication therebetween, the method comprising:

establishing a participant account on a search engine system via the provider computer, wherein the participant account includes at least one listing, wherein the listing includes a category profile, payment amount for a completed action, a title, a description and a data locator;

establishing a first distribution partner account on the search engine system via the provider computer, wherein the distribution partner computer is assigned a first participant profile;

establishing a second distribution partner account on the search engine system via the provider computer, wherein the distribution partner computer is assigned a second participant profile;

receiving a search request on the provider computer, wherein the search request includes at least one search term;

generating a search result list of listings associated with the search request, wherein the listings are ordered in accordance with a placement position determination, the determination of the placement position of each listing being determined by a plurality of factors,

presenting the search result list to the user computer; and

recording transaction data for each search request.

28. A method for generating a search request as claimed in claim 27, wherein the search request is transmitted by the first distribution partner computer, and wherein the factors in the determination of the placement position of each listing in the search result list include the first distribution profile and the category profile.

29. A method for generating a search request as claimed in claim 27, wherein the search request is transmitted by the second distribution partner computer, and wherein the factors in the determination of the placement position of each listing in the search result list include the second distribution profile and the category profile.

30. A method for generating a search request as claimed in claim 27, wherein the factors in the determination of the placement position of a first listing in a search result list for a search request transmitted by the first distribution partner computer include the first distribution profile and the category profile, and wherein the first listing is assigned a first position placement in the search result;

and

wherein the factors in the determination of the placement position of a first listing in a search result list for a search request transmitted by the second distribution partner computer include the second distribution profile and the category profile, and wherein the first listing is assigned a second position placement in the search result.

31. A method for generating a search request as claimed in claim 30, wherein the first position is equivalent to the second position.

32. A method for generating a search request as claimed in claim 30, wherein the first position is different from the second position.