Providing and using a quality score in association with the serving of ADS to determine page layout

• US 20070150348A1
• Filed: 03/30/2006
• 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: Campbell, Gerald, Hussain, Muhammad
• Application Number:
  US11/394,252
• Publication Number:
  US 20070150348A1
• Time in Patent Office: Days
• US Class Current: 705/14.540
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Systems and methods are provided for providing a quality score associated with an advertisement response to be used to assist in determining the display of the advertisement response on a user interface. Methods include sending a quality score associated with an advertisement response as well as receiving and using a quality score to determine where to display at least a portion of the advertisement response on a user interface.

Claims

1. In a computer system, a method for providing a quality score associated with an advertisement response to be used to assist in determining the display of the advertisement response on a user interface, the method comprising:

identifying a first request;

sending the first request to at least one advertisement supplier;

receiving an advertisement response including at least one advertisement;

evaluating the advertisement response to determine a quality score associated with the advertisement response; and

sending the quality score with the advertisement response to an advertisement requester.

2. The method as recited in claim 1, wherein evaluating the advertisement response to determine a quality score associated with the advertisement response further comprises determining one or more quality sub-scores associated with each advertisement in the advertisement response.

3. The method as recited in claim 1, wherein identifying a first keyword associated with the base request comprises identifying a user response history associated with the first keyword based on at least one of:

click-through-rate (CTR) of advertisements obtained using the first keyword;

cost-per-click (CPC) of advertisements obtained using the first keyword;

ad response percentage (ARP) of advertisements obtained using the first keyword;

call response ratio of advertisements obtained using the first keyword;

or

views of advertisements obtained using the first keyword.

4. The method as recited in claim 1, wherein sending the first request to the first advertisement supplier further comprises:

identifying a base request from an advertisement requester;

identifying a first keyword associated with the base request; and

dynamically altering the base request with the first keyword to form an altered request.

5. The method as recited in claim 4, wherein identifying a first keyword associated with the base request comprises identifying the first keyword 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.

6. The method as recited in claim 4, wherein evaluating the advertisement response to determine a quality score associated with the advertisement response further comprises determining whether any of the advertisements in the advertisement response were obtained using a backfill mechanism.

7. The method as recited in claim 6, wherein the backfill mechanism is at least one of:

sending a second request to the first advertisement supplier within a second fetching period using a different keyword than used in the first request;

sending a first request to a second advertisement supplier within a second fetching period using the same keyword as used in the first request;

sending a first request to a second advertisement supplier within a second fetching period using a different keyword than used in the first request;

accessing a database of filler advertisements within a second fetching period and selecting one or more filler advertisements;

or

selecting one or more extra advertisements received from a second advertisement supplier during the first fetching period.

8. The method as recited in claim 4, wherein identifying the first keyword to be used to dynamically alter the base request comprises at least one of:

performing the identifying of the first keyword on a periodic or non-periodic basis;

assigning a usage weight to the first keyword indicating the percentage of times that the first keyword should be used to dynamically alter the base request;

or

generating an optimized profile identifying at least the first advertisement supplier and the first keyword to be used to dynamically alter the base request.

9. The method as recited in claim 1, further comprising tracking user response to the advertisements.

10. In a computer system, a method for using a quality score to determine where to display one or more advertisements on a user interface, the method comprising:

receiving a response to an advertisement request, the response including at least one advertisement;

evaluating the advertisement response to identify a quality score associated with the advertisement response; and

using the quality score to determine where to display at least a portion of the advertisement response on a user interface.

11. The method as recited in claim 10, wherein evaluating the advertisement response to identify a quality score associated with the advertisement response further comprises identifying one or more quality sub-scores associated with each advertisement in the advertisement response.

12. The method as recited in claim 10, wherein the quality score is based on at least one of:

click-through-rate (CTR) of advertisements obtained using the first keyword;

cost-per-click (CPC) of advertisements obtained using the first keyword;

ad response percentage (ARP) of advertisements obtained using the first keyword;

call response ratio of advertisements obtained using the first keyword;

or

views of advertisements obtained using the first keyword.

13. The method as recited in claim 10, wherein evaluating the advertisement response to identify a quality score associated with the advertisement response further comprises identifying whether any of the advertisements in the advertisement response were obtained using a backfill mechanism.

14. The method as recited in claim 10, wherein using the quality score to determine where to display at least a portion of the advertisement response on a user interface further comprises identifying a high-value area of the user interface and determining whether the quality score meets a threshold value to be able to display the at least one advertisement in the high-value area of the user interface.

15. The method as recited in claim 10, further comprising displaying the at least one advertisement on the user interface.

16. The method as recited in claim 10, further comprising receiving a user response through the user interface.