METHOD AND APPARATUS FOR THE PLACEMENT OF ADVERTISEMENTS IN A SEARCH RESULTS PAGE
First Claim
1. A method for optimizing advertising on a search results page, the method comprising:
- receiving a search request having at least one search term;
determining a plurality of advertisements for a sponsor capable of being displayed in a plurality of advertising techniques on the search results page;
selecting at least one of the plurality of advertisements to be displayed in a selected advertising technique based on user click activity, advertisement performance data and the plurality of advertisements; and
generating the search results page having the selected advertisements disposed thereon.
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Accused Products
Abstract
Optimizing search advertising on a search results page in response to a search request includes the search engine determining advertisements for inclusion with the search results, where the advertisements include different advertisement techniques. The method includes selecting one or more of the advertisements for inclusion with the search results page, which may be from different advertising techniques. Additionally, the selection of the advertisements may be based on user click activity, advertisement performance data and the plurality of advertisements, where the advertisements are associated with the different techniques. Thereupon, search result page includes selected advertisements optimized for the benefit of the sponsor and page revenue.
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Citations
18 Claims
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1. A method for optimizing advertising on a search results page, the method comprising:
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receiving a search request having at least one search term; determining a plurality of advertisements for a sponsor capable of being displayed in a plurality of advertising techniques on the search results page; selecting at least one of the plurality of advertisements to be displayed in a selected advertising technique based on user click activity, advertisement performance data and the plurality of advertisements; and generating the search results page having the selected advertisements disposed thereon. - View Dependent Claims (2, 3, 4, 5, 6)
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7. Computer readable media comprising program code that when executed by a programmable processor causes the processor to execute a method for optimizing advertising on a search results page, the computer readable media comprising:
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program code for receiving a search request having at least one search term; program code for determining a plurality of advertisements for a sponsor capable of being displayed in a plurality of advertising techniques on the search results page; program code for selecting at least one of the plurality of advertisements to be displayed in a selected advertising technique based on user click activity, advertisement performance data and the plurality of advertisements; and program code for generating the search results page having the selected advertisements disposed thereon. - View Dependent Claims (8, 9, 10, 11, 12)
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13. An apparatus for optimizing advertising on a search results page, the apparatus comprising:
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a memory device having executable instructions stored therein; and a processing device, in response to the executable instructions, operative to; receive a search request having at least one search term; determine a plurality of advertisements for a sponsor capable of being displayed in a plurality of advertising techniques on the search results page; select at least one of the plurality of advertisements to be displayed in a selected advertising technique based on user click activity, advertisement performance data and the plurality of advertisements; and generate the search results page having the selected advertisements disposed thereon. - View Dependent Claims (14, 15, 16, 17, 18)
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Specification