Using Previous User Search Query To Target Advertisements
First Claim
1. A method comprising:
- receiving at a search server current search query from a user;
receiving a referrer associated with the received current search query, the referrer including information identifying a previous search query from the user;
determining the relevance of the previous search query to the current search query;
mapping the current search query to at least one advertising keyword based on at least the current search query and the relevance of the previous search query to the current search query;
selecting at least one advertisement using the advertising keyword; and
,delivering the at least one advertisement to the user with the results of the current search query.
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Accused Products
Abstract
A system and method to target advertisements to a user search query using a previously entered user search query as well as the current search query. The previously entered search query can accompanying the current search query in a query referrer, or can be determined separately from the current search query. The relevance of the previous search query is determined with respect to the current search query, and if found relevant a combination of the two query terms is used to find a set of advertising keywords from which candidate advertisements to be targeted and served to the user with search results are found. The process can be extended to additional search queries.
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Citations
9 Claims
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1. A method comprising:
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receiving at a search server current search query from a user; receiving a referrer associated with the received current search query, the referrer including information identifying a previous search query from the user; determining the relevance of the previous search query to the current search query; mapping the current search query to at least one advertising keyword based on at least the current search query and the relevance of the previous search query to the current search query; selecting at least one advertisement using the advertising keyword; and
,delivering the at least one advertisement to the user with the results of the current search query. - View Dependent Claims (2, 3, 4)
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5. A system for providing targeted advertisements to a user, comprising:
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a search server on a network for receiving a search queries via a standard communications protocol and serving search query results in response to the search queries, the search query results associated with at least one advertisement; a first search query associated with a user transmitted in the standard communications protocol to the search server; a second search query associated with the user transmitted to the search server in the standard communications protocol, including information identifying the first search query; and
,an advertising server including; a keyword engine for determining potential second search query advertising keywords associated with the second search query received from the search server, a disambiguation engine for refining the potential advertising keywords associated with the second search query by determining potential advertising keywords associated with the first search query that are relevant to the second search query to find a set of refined advertising keywords, and an advertisement serving engine for selecting and providing advertisements associated with the refined advertising keywords for in association with the second search query results. - View Dependent Claims (6, 7)
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8. A method comprising:
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receiving a current search query from a user; receiving information identifying a previous search query from the user; determining the relevance of the previous search query to the current search query; mapping the current search query to at least one advertising keyword based on at least the current search query and the relevance of the previous search query to the current search query; selecting at least one advertisement using the advertising keyword; and
,delivering the at least one advertisement to the user with the results of the current search query. - View Dependent Claims (9)
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Specification