Using search query information to determine relevant ads for a landing page of an ad

• US 20070156520A1
• Filed: 12/30/2005
• Published: 07/05/2007
• Est. Priority Date: 12/30/2005
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Sharma, Jayesh
• Granted Patent: US 8,571,932 B2
• Time in Patent Office: Days
• US Class Current: 705/14.100
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Advertisers can generate revenue (or credits) from an advertising network by allowing relevant ads to be shown with their properties (e.g., a document such as a Web page), and allow an ad delivery system to serve relevant ads. For example, the advertiser document may include at least one supplemental advertisement determined using search query information entered earlier by a user device. As another example, the advertiser document may include at least one supplemental advertisement determined using a correlation or association of the advertiser'"'"'s advertisement and the supplemental advertisement.

Claims

1. A computer-implemented method comprising:

a) accepting search query information sourced from a user device;

b) generating, for presentation on the user device, a document with search results determined using the search query information and at least one advertisement determined using the search query information, wherein each of the ad least one advertisement includes a reference to an advertiser document;

c) accepting a selection, sourced from the user device, of one of the at least one advertisement; and

d) generating, for presentation on the user device, the advertiser document referenced from the selected at least one advertisement, wherein the advertiser document includes at least one supplemental advertisement determined using the search query information.

2. The computer-implemented method of claim 1 wherein the advertiser document referenced from the selected at least one advertisement includes content, and wherein the at least one supplemental advertisement is determined using the content of the advertiser document.

3. The computer-implemented method of claim 1 wherein the advertiser document referenced from the selected at least one advertisement is associated with advertiser policies, and wherein the at least one supplemental advertisement is subject to the policies.

4. The computer-implemented method of claim 3 wherein the advertiser policies include a list of one or more competitor advertisements that are not to be served.

5. The computer-implemented method of claim 3 wherein the advertiser policies include a list of one or more products or product categories to which the supplemental advertisements may not be related.

6. The computer-implemented method of claim 3 wherein the advertiser policies include a list of one or more products or product categories to which the supplemental advertisements must be related.

7. The computer-implemented method of claim 3 wherein the advertiser policies include a list of one or more services or service categories to which the supplemental advertisements may not be related.

8. The computer-implemented method of claim 3 wherein the advertiser policies include a list of one or more services or service categories to which the supplemental advertisements must be related.

9. The computer-implemented method of claim 3 wherein the advertiser policies include a condition precedent to serving the at least one supplemental advertisement.

10. The computer-implemented method of claim 3 wherein the advertiser policies include a condition that a conversion must occur before serving the at least one supplemental advertisement.

11. The computer-implemented method of claim 3 wherein the advertiser policies include a condition that the at least one supplemental advertisement must not include any links to another document.

12. The computer-implemented method of claim 3 wherein the advertiser policies include a condition that the at least one supplemental advertisement must be an impression-only advertisement.

13. The computer-implemented method of claim 1 wherein the advertiser document referenced from the selected at least one advertisement is associated with at least one topic, and wherein the at least one supplemental advertisement is determined using the at least one topic of the advertiser document.

14. The computer-implemented method of claim 1 wherein the advertiser document referenced from the selected at least one advertisement is associated with at least one vertical category, and wherein the at least one supplemental advertisement is determined using the at least one vertical category of the advertiser document.

15. The computer-implemented method of claim 1 further comprising compensating the advertiser for allowing the at least one supplemental advertisement to be rendered with the advertiser document.

16. The computer-implemented method of claim 15 wherein the compensation to the advertiser is a payment.

17. The computer-implemented method of claim 15 wherein the compensation to the advertiser is an advertising network credit.

18. The computer-implemented method of claim 15 wherein the compensation to the advertiser is an increase to a score of their advertisement relative to other advertisements competing to be shown on the search results document, wherein the score is used to arbitrate among the competing advertisements.

19. A computer-implemented method comprising:

a) generating, for presentation on a user device, a document with at least one advertisement, wherein each of the at least one advertisement includes a reference to an advertiser document;

b) accepting a selection, sourced from the user device, of one of the at least one advertisement; and

c) generating, for presentation on the user device, the advertiser document referenced from the selected at least one advertisement, wherein the advertiser document includes at least one supplemental advertisement determined using a correlation or association of the selected advertisement and the supplemental advertisement.

20. The computer-implemented method of claim 19 wherein the advertiser document referenced from the selected at least one advertisement is associated with advertiser policies, and wherein the at least one supplemental advertisement is subject to the policies.

21. The computer-implemented method of claim 19 further comprising compensating the advertiser for allowing the at least one supplemental advertisement to be rendered with the advertiser document.

22. Apparatus comprising:

a) means for accepting search query information sourced from a user device;

b) means for generating, for presentation on the user device, a document with search results determined using the search query information and at least one advertisement determined using the search query information, wherein each of the ad least one advertisement includes a reference to an advertiser document;

c) means for accepting a selection, sourced from the user device, of one of the at least one advertisement; and

d) means for generating, for presentation on the user device, the advertiser document referenced from the selected at least one advertisement, wherein the advertiser document includes at least one supplemental advertisement determined using the search query information

23. Apparatus comprising:

a) means for generating, for presentation on a user device, a document with at least one advertisement, wherein each of the at least one advertisement includes a reference to an advertiser document;

b) means for accepting a selection, sourced from the user device, of one of the at least one advertisement; and

c) means for generating, for presentation on the user device, the advertiser document referenced from the selected at least one advertisement, wherein the advertiser document includes at least one supplemental advertisement determined using a correlation or association of the selected advertisement and the supplemental advertisement.