Dynamic rotation of multiple keyphrases for advertising content supplier

• US 20070150346A1
• Filed: 03/28/2006
• Published: 06/28/2007
• Est. Priority Date: 12/22/2005
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Hussain, Muhammad, Zia, Aftab, Tonse, Sudhir, Khan, M., Sobotka, David
• Application Number:
  US11/391,086
• Publication Number:
  US 20070150346A1
• Time in Patent Office: Days
• US Class Current: 705/14.530
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Systems and methods are provided for dynamically rotating keywords to be used to alter an advertisement request from an advertisement requester. In one embodiment, a method includes identifying a base request from an advertisement requester; identifying at least two potential keywords associated with the base request; and assigning a usage weight to each of the at least two potential keywords, the usage weight determining a percentage of times that each of the at least two potential keywords should be selected to dynamically alter the base request.

Claims

1. In a computer system, a method for dynamically rotating keywords to be used to alter an advertisement request from an advertisement requester, the method comprising:

identifying a base request from an advertisement requester;

identifying at least two potential keywords associated with the base request; and

assigning a usage weight to each of the at least two potential keywords, the usage weight determining a percentage of times that each of the at least two potential keywords should be selected to dynamically alter the base request.

2. The method as recited in claim 1, wherein the usage weight is dynamically assigned to each of the at least two potential keywords.

3. The method as recited in claim 1, wherein identifying at least two potential keywords associated with the base request comprises identifying the at least two potential keywords based on at least one of:

the content of the base request based on at least one of;

identifying search terms in the base request;

crawling the content of a URL identified in the base request;

or

identifying content in a content, category or hint parameter included with the base request;

or

factors that may or may not be related to the content of the base request based on at least one of;

synonyms to content in the base request;

relevancy to the content of the base request;

current popular keywords for a given day;

historically popular keywords for a given day;

the time of day;

the time of week;

or

the context of the base request based on at least one of;

identifying trends;

identifying system requirements of a user;

identifying the time and date of the base request;

identifying past user search history;

or

identifying user demographics.

4. The method as recited in claim 1, wherein identifying at least two potential keywords associated with the base request comprises identifying that at least two potential keywords is undesirable based on at least one of:

adult controls;

predetermined offensive material;

or

an exclusivity requirement.

5. The method as recited in claim 1, wherein assigning a usage weight to each of the at least two potential keywords further comprises identifying a user response history associated with the each of the at least two potential keywords, the user response history being based on at least one of:

click-through-rate (CTR) of advertisements obtained using each of the at least two potential keywords;

cost-per-click (CPC) of advertisements obtained using each of the at least two potential keywords;

ad response percentage (ARP) of advertisements obtained using each of the at least two potential keywords;

call response ratio obtained using each of the at least two potential keywords;

or

views obtained using each of the at least two potential keywords.

6. The method as recited in claim 1, wherein assigning a usage weight to each of the at least two potential keywords comprises at least one of:

performing the identifying of the at least two potential keywords on a periodic or non-periodic basis;

or

generating an optimized profile identifying at least one advertisement supplier and the identified at least two potential keywords to be used to dynamically alter the base request.

7. In a computer system, a method for dynamically rotating keywords to be used to alter an advertisement request from an advertisement requester, the method comprising:

identifying a base request from an advertisement requester;

dynamically selecting between at least two potential keywords to alter the base request to form an altered request, wherein the selection of which of the at least two potential keywords is based on a usage weight assigned each of the at least two potential keywords;

sending the altered request to an advertisement supplier;

receiving an advertisement from the advertisement supplier based on the altered request;

sending the advertisement to the advertisement requester; and

tracking user response to the advertisement.

8. The method as recited in claim 7, wherein dynamically selecting between at least two potential keywords to alter the base request to form an altered request comprises identifying a keyword parameter in the base request and performing at least one of:

adding the selected of the at least two potential keywords to the keyword parameter;

or

replacing at least one existing keyword in the keyword parameter with the selected of the at least two potential keywords.

9. The method as recited in claim 7, wherein tracking user response to the at least one advertisement further comprises associating the user response with the selected of the at least two potential keywords.

10. The method as recited in claim 7, wherein tracking user response to the at least one advertisement further comprises evaluating whether increased user response was obtained using the altered request.

11. The method as recited in claim 7, wherein identifying at least two potential keywords associated with the base request comprises identifying the at least two potential keywords based on at least one of:

the content of the base request based on at least one of;

identifying search terms in the base request;

crawling the content of a URL identified in the base request;

or

identifying content in a content, category or hint parameter included with the base request;

or

factors that may or may not be related to the content of the base request based on at least one of;

synonyms to content in the base request;

relevancy to the content of the base request;

current popular keywords for a given day;

historically popular keywords for a given day;

the time of day;

the time of week;

or

the context of the base request based on at least one of;

identifying trends;

identifying system requirements of a user;

identifying the time and date of the base request;

identifying past user search history;

or

identifying user demographics.

12. A system configured to dynamically rotate keywords to be used to alter an advertisement request from an advertisement requester, the system comprising:

an optimization engine configured to identify at least two potential keywords to be used to alter a base request, the optimization engine configured to;

identify the base request from an advertisement requester;

identify the at least two potential keywords associated with the base request; and

assign a weight to each of the at least two potential keywords, the weight determining a percentage of times that each of the at least two potential keywords should be selected to dynamically alter the base request; and

a routing system communicating with an advertisement requester and an advertisement supplier, the routing system also communicating with the optimization engine, the routing system configured to;

dynamically select between the at least two potential keywords based on the weight assigned each of the at least two potential keywords to form an altered request; and

send the altered request to an advertisement supplier.

13. The system as recited in claim 12, wherein the optimization engine further comprises at least one of:

a keyword extractor configured to identify the at least two potential keywords related to the content of the base request;

a related keyword processor configured to identify the at least two potential keywords that is not necessarily related to the content of the base request;

or

a keyword filter configured to identify that the at least two potential keywords are undesirable.

14. The system as recited in claim 13, wherein the keyword extractor is further configured to rank the identified at least two potential keywords into a rank/density listing.

15. The system as recited in claim 12, wherein the routing system is further configured to:

receive at least one advertisement from the advertisement supplier;

send the at least one advertisement to the advertisement requester; and

track user response to the at least one advertisement.

16. The system as recited in claim 15, wherein the routing system being configured to track user response further comprises at least one of:

an advertisement request log;

an advertisement click log;

or

an advertisement return log.

17. The system as recited in claim 12, wherein the routing system further comprises at least one of:

a request module configured to analyze the base request;

or

a response module configured to analyze advertisements received from the advertisement supplier.

18. The system as recited in claim 12, further comprising an administrative system comprising:

a preference system configured to allow the advertisement requester, the advertisement supplier, or an administrator to preconfigure preferences;

a reporting system configured to receive user response and generate reports based on the user response; and

a data warehouse configured to maintain the preconfigured preferences and reports.

19. The system as recited in claim 12, wherein the optimization engine and the routing system are configured as part of the same computer programmable code.