Use of natural query events to improve online advertising campaigns

• US 20080281700A1
• Filed: 05/08/2007
• Published: 11/13/2008
• Est. Priority Date: 05/08/2007
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Koran, Joshua M.
• Granted Patent: US 8,712,844 B2
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system and method to identify targeting criteria for online advertising campaigns based on natural query event data are described. A request to determine targeting criteria is received from an advertiser entity. Natural or algorithmic query event data related to the advertiser entity is retrieved from a data storage module. Attribute data associated with targeted customers is extracted based on the retrieved natural query event data. Finally, the attribute data is further processed to determine a set of criteria to target advertisements to the customers.

Claims

1. A method comprising:

retrieving natural query event information related to an advertiser entity from a data storage module; and

determining a set of criteria to target advertisements to a plurality of customers based on said retrieved natural query event information.

2. The method according to claim 1, further comprising:

facilitating presentation of said advertisements to said plurality of customers based on said set of criteria.

3. The method according to claim 1, wherein said retrieving further comprises:

receiving a request to determine said set of criteria from said advertiser entity; and

retrieving natural query event data initiated by customers in a predetermined period of time.

4. The method according to claim 3, wherein said natural query event data further comprises a plurality of natural search query events initiated by said customers in said predetermined period of time, each natural search query event further comprising search keywords linked to uniform resource locator (URL) links associated with said advertiser entity.

5. The method according to claim 4, wherein said natural query event data further comprises subsequent search click events on said URL links within said predetermined period of time.

6. The method according to claim 5, wherein each of said plurality of natural search query events and said subsequent search click events further comprise an identification parameter associated with a respective customer of said plurality of customers.

7. The method according to claim 6, wherein said retrieving further comprises:

extracting attribute data associated with said each respective customer of said plurality of customers based on said corresponding identification parameter.

9. The method according to claim 3, further comprising:

counting said identification parameters related to said corresponding natural search query events and search click events to determine if sufficient natural query event data is available.

8. (canceled)

10. A computer readable medium containing executable instructions, which, when executed in a processing system, cause said processing system to perform a method comprising:

retrieving natural query event information related to an advertiser entity from a data storage module; and

determining a set of criteria to target advertisements to a plurality of customers based on said retrieved natural query event information.

11. The computer readable medium according to claim 10, wherein said method further comprises:

facilitating presentation of said advertisements to said plurality of customers based on said set of criteria.

12. The computer readable medium according to claim 10, wherein said retrieving further comprises:

receiving a request to determine said set of criteria from said advertiser entity; and

retrieving natural query event data initiated by customers in a predetermined period of time.

13. The computer readable medium according to claim 12, wherein said natural query event data further comprises a plurality of natural search query events initiated by said customers in said predetermined period of time, each natural search query event further comprising search keywords linked to uniform resource locator (URL) links associated with said advertiser entity.

14. The computer readable medium according to claim 13, wherein said natural query event data further comprises subsequent search click events on said URL links within said predetermined period of time.

15. The computer readable medium according to claim 14, wherein each of said plurality of natural search query events and said subsequent search click events further comprise an identification parameter associated with a respective customer of said plurality of customers.

16. The computer readable medium according to claim 15, wherein said retrieving further comprises:

extracting attribute data associated with said each respective customer of said plurality of customers based on said corresponding identification parameter.

17. The computer readable medium according to claim 16, wherein said attribute data further comprises at least one data of a group consisting of demographic information, technographic information, context information, inferred profile information, and timing information related to said each respective customer.

18. The computer readable medium according to claim 12, wherein said method further comprises:

counting said identification parameters related to said corresponding natural search query events and search click events to determine if sufficient natural query event data is available.

19. A system comprising:

at least one storage module to store natural query event information related to an advertiser entity; and

an optimization platform coupled to said at least one storage module to retrieve said natural query event information and to determine a set of criteria to target advertisements to a plurality of customers based on said retrieved natural query event information.

20. The system according to claim 19, wherein said optimization platform further facilitates presentation of said advertisements to said plurality of customers based on said set of criteria.

21. The system according to claim 19, wherein said optimization platform further receives a request to determine said set of criteria from said advertiser entity and retrieves natural query event data initiated by customers in a predetermined period of time.

22. The system according to claim 21, wherein said natural query event data further comprises a plurality of natural search query events initiated by said customers in said predetermined period of time, each natural search query event further comprising search keywords linked to uniform resource locator (URL) links associated with said advertiser entity.

23. The system according to claim 22, wherein said natural query event data further comprises subsequent search click events on said URL links within said predetermined period of time.

24. The system according to claim 23, wherein each of said plurality of natural search query events and said subsequent search click events further comprise an identification parameter associated with a respective customer of said plurality of customers.

25. The system according to claim 24, wherein said optimization platform further extracts attribute data associated with said each respective customer of said plurality of customers based on said corresponding identification parameter comprising demographic information, technographic information, context information, inferred profile information, and timing information related to said each respective customer.

27. The system according to claim 21, wherein said optimization platform further counts said identification parameters related to said corresponding natural search query events and search click events to determine if sufficient natural query event data is available.

26. (canceled)