System for generating advertisements based on search intent

• US 20080114607A1
• Filed: 11/09/2006
• Published: 05/15/2008
• Est. Priority Date: 11/09/2006
• Status: Abandoned Application

• Current Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Original Assignee: Excalibur IP, LLC (Acacia Research Corporation)
• Inventors: Guo, Lin, Srivastava, Utkarsh, Tomkins, Andrew, Shanmugasundaram, Jayavel, Amer-Yahia, Sihem, Ramakrishnan, Raghu
• Application Number:
  US11/595,585
• Publication Number:
  US 20080114607A1
• Time in Patent Office: Days
• US Class Current: 705/1
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

A system and method for generating advertisements based on search intent. The system includes a query engine, and an advertisement engine. The query engine receives a query from the user. The query engine analyzes the query to determine a query intent that is matched to a predetermined domain. A translated query is generated including the domain type. Once a domain is selected, the query may be further analyzed to determine generic domain information. The domain and associated information may then be matched to a list of advertisements. The advertisement may be assigned an ad match score based on a correlation between the query information and various listing information provided in the advertisement.

Claims

1. A method for generating advertisements for display to a user, the method comprising the steps of:

defining a plurality of domains that correspond to a plurality of possible user intents;

receiving a query from the user;

identifying an intent of the user from the query;

selecting a domain based on the intent of the user;

matching an advertisement to the query based on the domain; and

providing the advertisement for display to the user.

2. The method according to claim 1, wherein each domain of the plurality of domains includes general predicates that are applicable to each domain.

3. The method according to claim 1, wherein each domain of the plurality of domains includes domain specific predicates.

4. The method according to claim 1, wherein the advertisement includes at least one bid.

5. The method according to claim 1, wherein the advertisement includes at least one listing.

6. The method according to claim 5, wherein the listing includes at least one attribute.

7. The method according to claim 1, wherein the step of matching an advertisement to the query includes identifying potential advertisements from the plurality of advertisements by matching at least one bid to the domain.

8. The method according to claim 7, wherein the step of matching an advertisement to the query includes identifying potential advertisements from the plurality of advertisements by matching the at least one bid to the domain and keywords.

9. The method according to claim 1, wherein the step of matching an advertisement to the query includes generating an ad match score based on matching listing information of the advertisement to predicate information of the query.

10. The method according to claim 9, wherein the step of matching an advertisement to the query includes generating an ad match score based on matching bids of the advertisement to domain and keyword information of the query.

11. The method according to claim 1, further comprising the step of providing an advertisement search interface including a plurality of input controls based on the domain for refining information in the advertisement.

12. The method according to claim 11, wherein the plurality of input controls are based on domain specific predicates.

13. The method according to claim 12, wherein an input control value is automatically determined based on the domain specific predicate information.

14. The method according to claim 11, wherein the advertisement forms a list of advertisements and an input control of the plurality of input controls allows the user to change the sorting of the list of advertisement.

15. The method according to claim 11, wherein an input control of the plurality of input controls allows the user to change the domain.

16. The method according to claim 11, wherein an input control of the plurality of input controls reserves a product or service that is featured in the advertisement.

17. The method according to claim 1, further comprising the step of applying a rule to the advertisement based on the predicate information.

18. The method according to claim 17, wherein the rule is a total price rule.

19. The method according to claim 17, wherein the rule is a bonus rule.

20. The method according to claim 17, wherein the rule is a duration rule.

21. A system for generating advertisements for display to a user, the system comprising:

a query engine configured to receive a query from the user, the query engine being configured to identify a domain based on the query; and

an advertisement selection engine in communication with the query engine and configured to receive a translated query including the domain, the advertisement selection engine matching an advertisement to the translated query based on the domain.

22. The system according to claim 21, wherein the query engine identifies domain specific predicates based on the query.

23. The system according to claim 21, wherein the advertisement includes at least one bid.

24. The system according to claim 21, wherein the advertisement includes at least one listing.

25. The system according to claim 21, wherein the advertisement engine identifies the advertisement by matching at least one bid to the domain.

26. The system according to claim 21, wherein advertisement engine generates an ad match score based on matching listing information of the advertisement to predicate information of the query.

27. The system according to claim 21, wherein the query engine generates an advertisement search interface including a plurality of input controls based on the domain for refining information in the advertisement.

28. The system according to claim 27, wherein the input controls are based on domain specific predicates.

29. The system according to claim 28, wherein an input control value is automatically determined based on the domain specific predicate information.

30. The system according to claim 21, wherein the advertisement engine receives user defined rules and applies the user defined rules to the advertisement based on the predicate information.

31. A system for generating advertisements for display to a user, the system comprising:

a query engine configured to receive a query from the user;

an advertisement selection engine in communication with the query engine and configured to receive a query, the advertisement selection engine matching an advertisement to the query based on the domain; and

an advertisement search interface including a plurality of input controls for refining advertisement selection.

32. The system according to claim 31, wherein the plurality of input controls are based on domain specific predicates.

33. The system according to claim 32, wherein an input control value is automatically determined based on the domain specific predicates.

34. The system according to claim 31, wherein the advertisement forms a list of advertisements and an input control of the plurality of input controls allows the user to change the sorting of the list of advertisement.

35. The system according to claim 31, wherein an input control of the plurality of input controls allows the user to change the domain.

36. The system according to claim 31, wherein an input control of the plurality of input controls reserves a product or service that is featured in the advertisement.