Increasing a number of relevant advertisements using a relaxed match
First Claim
1. A method comprising:
- a) accepting search query information including a word;
b) determining one or more words related to the word included in the accepted search query, wherein at least one of the one or more words determined has a different root than the word;
c) generating an ad request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query; and
d) retrieving ads using the ad request.
3 Assignments
0 Petitions
Accused Products
Abstract
The number of ads potentially relevant to search query information may be increased by relaxing the notion of search query keyword matching. This may be done, for example, by expanding a set of ad request keywords to include both query keywords (or derivatives of a root thereof) and related keywords. The related keywords may be words with a relatively high co-occurrence with a query keyword in a group of previous search queries (e.g., search queries in a session). The scores of ads with keyword targeting criteria that matched words related to words in a search query, but not the words from the search query, may be discounted. That is, the scores of ads served pursuant to a relaxed notion of matching may be discounted relative to the scores of ads served pursuant to a stricter notion of matching. This may be done by using a score modification parameter, such as an ad performance multiplier (for cases in which an ad score is a function of ad performance information). The score modification parameter may be updated to reflect observed performance data, such as performance data associated with {word-to-related word} mappings.
329 Citations
83 Claims
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1. A method comprising:
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a) accepting search query information including a word;
b) determining one or more words related to the word included in the accepted search query, wherein at least one of the one or more words determined has a different root than the word;
c) generating an ad request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query; and
d) retrieving ads using the ad request. - View Dependent Claims (2, 3, 4, 5, 6)
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7. A method comprising:
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a) accepting search query information including a word;
b) determining one or more words related to the word included in the accepted search query;
c) generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query;
d) retrieving items using the item request;
e) determining a score for each of the retrieved items; and
f) adjusting the scores of any items retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query relative to any items retrieved on the basis of the word included in the accepted search query. - View Dependent Claims (8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18)
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19. A method comprising:
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a) accepting search query information including a word;
b) determining one or more words related to the word included in the accepted search query;
c) generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query;
d) retrieving items using the item request;
e) determining a score for each of the retrieved items; and
f) adjusting the scores of any items retrieved solely on the basis of the one or more words determined to be related to the word included in the accepted search query relative to any items retrieved on the basis of the word included in the accepted search query. - View Dependent Claims (20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30)
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31. A method comprising:
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a) accepting search query information including a word;
b) determining one or more words related to the word included in the accepted search query;
c) generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query;
d) retrieving items using the item request;
wherein the act of determining one or more words related to words included in the accepted search query includes using query session word co-occurrence information.
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32. A method comprising:
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a) accepting search query information including a word;
b) determining one or more words related to the word included in the accepted search query;
c) generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query;
d) retrieving items using the item request; and
e) determining a score for each of the retrieved items, wherein a score component is adjusted for any items retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query relative to any items retrieved on the basis of the word included in the accepted search query. - View Dependent Claims (33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43)
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44. A computer-readable medium having stored thereon a computer-readable data structure comprising a number of entries, each entry including:
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a) a first word;
b) a second word determined to be related to the first word on the basis of query session information. - View Dependent Claims (45, 46)
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47. Apparatus comprising:
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a) an input for accepting search query information including a word;
b) means for determining one or more words related to the word included in the accepted search query, wherein at least one of the one or more words determined has a different root than the word;
c) means for generating an ad request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query; and
d) means for retrieving ads using the ad request. - View Dependent Claims (48, 49, 50, 51, 52)
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53. Apparatus comprising:
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a) an input for accepting search query information including a word;
b) means for determining one or more words related to the word included in the accepted search query;
c) means for generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query;
d) means for retrieving items using the item request;
e) means for determining a score for each of the retrieved items; and
f) means for adjusting the scores of any items retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query relative to any items retrieved on the basis of the word included in the accepted search query. - View Dependent Claims (54, 55, 56, 57, 58, 59, 60, 61, 62)
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63. Apparatus comprising:
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a) an input for accepting search query information including a word;
b) means for determining one or more words related to the word included in the accepted search query;
c) means for generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query;
d) means for retrieving items using the item request;
e) means for determining a score for each of the retrieved items; and
f) means for adjusting the scores of any items retrieved solely on the basis of the one or more words determined to be related to the word included in the accepted search query relative to any items retrieved on the basis of the word included in the accepted search query. - View Dependent Claims (64, 65, 66, 67, 68, 69, 70, 71, 72)
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73. Apparatus comprising:
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a) an input for accepting search query information including a word;
b) means for determining one or more words related to the word included in the accepted search query;
c) means for generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query; and
d) means for retrieving items using the item request;
wherein the means for determining one or more words related to words included in the accepted search query use query session word co-occurrence information.
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74. Apparatus comprising:
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a) an input for accepting search query information including a word;
b) means for determining one or more words related to the word included in the accepted search query;
c) means for generating an item request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query;
d) means for retrieving items using the item request; and
e) means for determining a score for each of the retrieved items, wherein a score component is adjusted for any items retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query relative to any items retrieved on the basis of the word included in the accepted search query. - View Dependent Claims (75, 76, 77, 78, 79, 80, 81, 82, 83)
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Specification