Results based personalization of advertisements in a search engine

• US 20050222989A1
• Filed: 06/24/2004
• Published: 10/06/2005
• Est. Priority Date: 09/30/2003
• Status: Abandoned Application

• Current Assignee: Google Inc. (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Kamvar, Sepandar D., Jeh, Glen M., Haveliwala, Taher
• Application Number:
  US10/877,775
• Publication Number:
  US 20050222989A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/9536 Search customisation based on social or collaborative filtering
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

Personalized advertisements are provided to a user using a search engine to obtain documents relevant to a search query. The advertisements are personalized in response to a search profile that is derived from personalized search results. The search results are personalized based on a user profile of the user providing the query. The user profile describes interests of the user, and can be derived from a variety of sources, including prior search queries, prior search results, expressed interests, demographic, geographic, psychographic, and activity information.

Claims

1. A computer implemented method for providing personalized advertisements in an online search engine, the method comprising:

selecting a set of documents responsive to a user query and a user profile containing user interest information; and

selecting an advertisement in response to a search profile derived from the set of documents.

2. The method of claim 1, wherein the user profile includes information derived from prior search queries provided by the user.

3. The method of claim 1, wherein the user profile includes keywords derived from prior search queries provided by the user.

4. The method of claim 1, wherein the user profile includes information derived from prior search results received by the user.

5. The method of claim 1, wherein the user profile includes keywords derived from documents included in prior search results received by the user.

6. The method of claim 1, wherein the user profile includes terms derived from anchor text of hyperlinks in documents included in prior search results received by the user.

7. The method of claim 1, wherein the user profile includes information derived from documents linked to documents included in prior search results received by the user.

8. The method of claim 1, wherein the user profile includes document format information of documents included in prior search results received by the user.

9. The method of claim 1, wherein the user profile includes information derived from user interactions with documents in prior search results received by the user.

10. The method of claim 1, wherein the user profile includes information describing an amount of time the user spent viewing a document included in prior search results received by the user.

11. The method of claim 1, wherein the user profile includes information describing an amount of scrolling activity in a document included in prior search results received by the user.

12. The method of claim 1, wherein the user profile includes information whether the user has printed a document included in prior search results received by the user.

13. The method of claim 1, wherein the user profile includes information whether the user has saved a document included in prior search results received by the user.

14. The method of claim 1, wherein the user profile includes information whether the user has bookmarked a document included in prior search results received by the user.

15. The method of claim 1, wherein the user profile is derived from previous web pages that the user has accessed.

16. The method of claim 1, wherein the user profile includes Universal Resource Locators derived from hyperlinks in documents included in prior search results received by the user.

17. The method of claim 1, wherein the user profile comprises a set of categories, each category associated with an weight indicating an importance of the category to the user.

18. The method of claim 1, wherein the user profile includes demographic information.

19. The method of claim 1, wherein the user profile includes psychographic information.

20. The method of claim 1, wherein the user profile includes geographic information of the user.

21. The method of claim 1, wherein the user profile indicates whether the user is a member of each of a plurality of groups.

22. The method of claim 1, wherein the user profile includes information derived from network domains associated with the user.

23. The method of claim 1, wherein the user profile is derived from the user'"'"'s network address.

24. The method of claim 1, wherein the user profile includes information derived from network domains from which the user submitted the query.

25. The method of claim 1, wherein the user profile includes the types of network domains from which the user submitted the query.

26. The method of claim 1, wherein the user profile includes the keywords derived from websites associated with the network domains from which the user submitted the query.

27. The method of claim 1, wherein the user profile includes counts of network domains associated with prior search results received by the user.

28. The method of claim 1, wherein the user profile includes counts of URLs associated with prior search results received by the user.

29. The method of claim 1, wherein the user profile includes a list of keywords.

30. The method of claim 1, wherein the user profile is derived from preferences provided by the user.

31. The method of claim 1, wherein the search profile is derived from a subset of the documents.

32. The method of claim 1, wherein the set of documents form search results having a plurality of pages, and the search profile is derived from a subset of the documents appearing on a first page of the search results.

33. The method of claim 1, wherein the set of documents form search results having a plurality of pages, and the search profile is updated in response to the user accessing each page of the search results.

34. The method of claim 1, wherein the search profile is derived from the set of documents responsive to a current query, and a set of documents responsive to at least one previous query.

35. The method of claim 1 further comprising, responsive to the user accessing the advertisement, selecting another advertisement in response to the search profile.

36. The method of claim 1 further comprising, responsive to the query being for a portal, using the user profile to select an advertisement.

37. A computer implemented method for providing personalized advertisements in an online search engine, the method comprising:

receiving a query from a user;

receiving a user profile of the user, the user profile containing user interest information;

selecting a set of documents responsive to the query and the user profile;

deriving a search profile from the set of documents;

selecting an advertisement in response to the search profile; and

providing the selected advertisement and the set of documents to the user.

38. A computer implemented system that provides personalized advertisements in an online search engine, the system comprising:

a user profile database, containing a user profile of each of a plurality of users, each user profile containing user interest information;

a search engine, comprising a content database storing documents, and a search algorithm that receives a search query from a user and a user profile of the user from the user profile database, and selects from the content database a set of documents responsive to the query and to the user profile;

a content analysis module that derives a search profile from at least some of the selected set of documents;

an advertisement database that stores a plurality of advertisements; and

an advertisement selection module, coupled to the content analysis module to receive the search profile and coupled to the advertisement database to select an advertisement in response to the search profile.

39. A system for providing personalized advertisements in an online search engine, the system comprising:

a user profile database, containing a user profile of each of a plurality of users, each user profile containing user interest information;

a search means for receiving a search query from a user and receiving a user profile of the user from the user profile database, and selecting a set of documents responsive to the query and to the user profile;

a content analysis means for deriving a search profile from at least some of the selected set of documents;

an advertisement database for storing a plurality of advertisements; and

an advertisement selection means for selecting an advertisement from the advertisement database in response to the search profile.

40. A computer program product, stored on a computer accessible medium, for controlling a computer system to provide personalized advertisements in an online search engine by performing the method of:

receiving a query from a user;

receiving a user profile of the user, the user profile containing user interest information;

selecting a set of documents responsive to the query and the user profile;

deriving a search profile from the set of documents;

selecting an advertisement in response to the search profile; and

providing the selected advertisement and the set of documents to the user.

41. A computer implemented method of ranking results of a search query, the metod comprising:

using a first set of algorithms to obtain and rank a first set of search results from a first search query on a first data set, and

using a second set of algorithms to obtain and rank a second set of search results from a second search query on a second data set different from the first data set as a function of the ranking of the first set of results, wherein the first and second sets of algorithms are different from each other.

42. The method of claim 41, wherein using a second set of algorithms to obtain and rank a second set of search results from a second search query on a second data set different from the first data set as a function of the ranking of the first set of results comprises:

deriving a profile of the first set of search results; and

using the profile to rank the second set of search results.

43. The method of claim 41, wherein the first set of algorithms comprises:

a first search query algorithm that searches a first content database to obtain the first set of search results; and

a first ranking algorithm that ranks a first set of search results according to a profile.

44. The method of claim 41, wherein the second set of algorithms comprises:

a content analysis algorithm that analyzes the ranked first set of search results to produce a search profile; and

a second search query algorithm that searches a second content database using the search profile to obtain the second set of search results and that ranks the second set of search results.

45. A computer implemented method of ranking results of a search query, the metod comprising:

searching a first content database using a first search query algorithm to obtain a first set of search results;

ranking the first set of search results;

determining a profile of the first search results;

searching a second content database using a second search query algorithm to obtain a second set of search results; and

ranking the second set of search results using the profile.