ADVERTISING BASED ON SIMPLIFIED INPUT EXPANSION

• US 20080140519A1
• Filed: 12/08/2006
• Published: 06/12/2008
• Est. Priority Date: 12/08/2006
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Meek, Christopher A., Sharpe, Timothy D., Thiesson, Bo, Church, Kenneth W.
• Application Number:
  US11/608,631
• Publication Number:
  US 20080140519A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06F 16/81 Indexing, e.g. XML tags; Data structures therefor; Storage structures
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0222 During e-commerce, i.e. online transactions

Abstract

Match criteria are provided to specify when advertisements will be shown, for instance in a search environment. Input such as search queries can be represented in a simplified form such as an implicit and/or explicit wildcard expression. Advertisers or other entities can bid on terms such that advertisements or similar content are presented when the terms match an expansion of a simplified input. Matching ads can subsequently be displayed alone or in combination with query expansion suggestions and/or query results.

Claims

1. A search advertisement system, comprising:

an interface component that receives a simplified query; and

an advertisement component that identifies at least one advertisement associated with one or more bid terms that match an expansion of the simplified query.

2. The system of claim 1, the interface component displays the at least one advertisement.

3. The system of claim 1, further comprising an expansion component that expands the simplified query.

4. The system of claim 3, further comprising a suggestion component that identifies a subset of expanded queries most likely intended.

5. The system of claim, 4 the interface component displays the subset of expanded queries.

6. The system of claim 5, the interface component displays the at least one advertisement associated with the one or more bid terms where the one or more bid terms are not included within the displayed subset of expanded queries.

7. The system of claim 4, further comprising a query processor component that evaluates at least one of the expanded queries.

8. The system of claim 7, the interface component displays results of expanded query evaluation.

9. The system of claim 1, the simplified query is at least one of an implicit and/or explicit wildcard expression.

10. The system of claim 1, the interface component serves the at least one advertisement to a short message service (SMS) system.

11. A computer-implemented method of advertisement, comprising:

generating one or more query expansions from a simplified query; and

matching one or more bid terms to the one or more query expansions.

12. The method of claim 11, further comprising identifying one or more advertisements associated with at least a subset of the one or more matching bid terms based on value of the matching terms.

13. The method of claim 12, further comprising determining the value of the matching bid terms based on a bid amount and a performance measure.

14. The method of claim 12, further comprising determining the value of the matching bid terms based on demographic information.

15. The method of claim 12, further comprising scaling the value of the one or more matching bid terms as a function of degree of difference between the simplified query and the matching query expansion.

16. The method of claim 12, further comprising displaying the one or more identified advertisements.

17. The method of claim 11, further comprising identifying matching bid terms that satisfy demographic requirements.

18. The method of claim 11, further comprising receiving bids on terms as a function of at least one of click through, impression, call, revenue and/or user action.

19. The method of claim 11, further comprising receiving bids on one or more terms that match query expansions outside top-k expansions suggested.