ONLINE FIXED-POSITION ADVERTISEMENT RESERVATION AT FIXED PRICE AND DURATION

• US 20090248585A1
• Filed: 03/31/2008
• Published: 10/01/2009
• Est. Priority Date: 03/31/2008
• Status: Abandoned Application

• Current Assignee: Oath Inc. (Verizon Communications Inc.)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Li, Jiatong, Hsieh, Sammy
• Application Number:
  US12/059,462
• Publication Number:
  US 20090248585A1
• Time in Patent Office: Days
• US Class Current: 705/80
• CPC Class Codes: G06Q 10/02 Reservations, e.g. for tickets, services or events
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 50/188 Electronic negotiation

Abstract

A method for reservation of sponsored search listing positions, including extending an offer to advertisers to purchase a fixed sponsored search listing position on a search results web page affiliated with a keyword, wherein a location of the fixed position is guaranteed to the advertisers for a fixed fee over a fixed duration during which the position will belong to a purchasing advertiser; reserving the fixed position related to the keyword for the fixed duration for an advertiser; receiving an advertisement from the advertiser to be positioned in the fixed position; storing the advertisement in a database; and serving the advertisement to the fixed position of the search results web page in response to a search query for the keyword each time the search query is executed for the keyword over a time period of the fixed duration.

Claims

1. A method for reservation of sponsored search listing positions, the method comprising:

extending an offer to advertisers to purchase a fixed sponsored search listing position on a search results web page affiliated with a keyword, wherein a location of the fixed position is guaranteed to the advertisers for a fixed fee over a fixed duration during which the position will belong to a purchasing advertiser;

reserving the fixed position related to the keyword for the fixed duration for an advertiser;

receiving an advertisement from the advertiser to be positioned in the fixed position;

storing the advertisement in a database; and

serving the advertisement to the fixed position of the search results web page in response to a search query for the keyword each time the search query is executed for the keyword over a time period of the fixed duration.

2. The method of claim 1, wherein a predetermined number of fixed positions fewer than a total number of available sponsored search listing positions are offered for purchase, the method further comprising:

checking keyword availability for an interested advertiser, wherein only pre-defined keywords are available for purchase at a fixed position on the search results web page; and

checking position availability for a fixed position affiliated with an available keyword that is desired by the interested advertiser.

3. The method of claim 2, wherein reserving the fixed position is executed on a first-come, first-served basis to interested advertisers.

4. The method of claim 2, wherein extending the offer to advertisers to purchase the fixed position comprises offering the highest-ranked fixed position for a fixed premium fee, and the remainder of the predetermined fixed positions for a lower-priced fixed fee.

5. The method of claim 4, further comprising:

enabling bidding by the advertisers for purchase of the highest-ranked fixed position, wherein the highest-bidding advertiser is allowed to purchase the highest-ranked fixed position.

6. The method of claim 4, further comprising:

making available in the highest-ranked fixed position, in addition to the advertisement, one or more of an image and a contact telephone number of the advertiser.

receiving the one or more of the image and the contact telephone number with the advertisement from the advertiser that secures the highest-ranked fixed position; and

serving the one or more of the image and the contact telephone number with the advertisement into the highest-ranked fixed position in response to a query for the keyword during the time period of the fixed duration.

7. The method of claim 6, further comprising:

conducting an editorial review process to approve or reject the advertisement submitted by the advertiser, to include the one or more of the image and the contact telephone number if received from the highest-ranked, fixed-position advertiser; and

enabling the advertiser to resubmit advertising content if it is rejected.

8. A system for reservation of sponsored search listing positions, comprising:

a fixed position offeror operable to extend an offer to advertisers to purchase a fixed sponsored search listing position on a search results web page affiliated with a keyword, wherein a location of the fixed position is guaranteed to the advertisers for a fixed fee over a pre-defined duration during which the position will belong to a purchasing advertiser;

a database is operable to store a plurality of fixed position listings in addition to advertising content related thereto;

a processor coupled with the fixed position offeror and the database, wherein the processor is operable to;

reserve the fixed position related to the keyword for the pre-defined duration for the advertiser;

receive an advertisement from the advertiser to be positioned in the fixed position;

store the advertisement in the database; and

serve the advertisement to the fixed position of the search results web page in response to a search query for the keyword each time the search query is executed for the keyword over a time period of the pre-defined duration.

9. The system of claim 8, wherein the fixed position offeror offers a predetermined number of fixed positions fewer than a total number of available sponsored search listing positions, wherein the processor is operable to:

check keyword availability for an interested advertiser, wherein only pre-defined keywords are available for purchase at a fixed position on the search results web page; and

check position availability for a fixed position affiliated with an available keyword that is desired by the interested advertiser.

10. The system of claim 9, wherein reserving the fixed position is executed on a first-come, first-served basis to interested advertisers.

11. The system of claim 9, wherein the fixed position offeror is operable to:

offer to advertisers a highest-ranked fixed position for a fixed premium fee; and

offer the remainder of the predetermined fixed positions for a lower-priced fixed fee.

12. The system of claim 11, where the fixed position offeror is operable to enable bidding by the advertisers for purchase of the highest-ranked fixed position, wherein the highest-bidding advertiser is allowed to purchase the highest-ranked fixed position.

13. The system of claim 12, wherein the processor is operable to:

receive one or more of an image and contact telephone number with the advertisement from the advertiser that secures the highest-ranked fixed position; and

serve the one or more of the image and the contact telephone number with the advertisement into the highest-ranked fixed position in response to a query for the keyword during the time period of the fixed duration.

14. The system of claim 13, wherein the processor is operable to:

enable resubmission of the advertisement, in addition to the one of the image and the contact telephone number, if the content thereof is rejected by an editor.

15. A method for reservation of sponsored search listing positions, the method comprising:

extending an offer to advertisers to purchase a predetermined number of fixed sponsored search listing positions on a search results web page affiliated with a keyword, wherein a location of each fixed position is guaranteed to the advertisers for a fixed fee over a pre-defined duration during which each position belongs to purchasing advertisers;

reserving the fixed position related to the keyword for the fixed duration for an advertiser upon acceptance of the offer by the advertiser;

receiving an advertisement from the advertiser to be positioned in the fixed position; and

providing a call-back feature associated with the advertisement of at least a highest-ranked fixed position, wherein upon a user engaging the feature, causing a pop-up window in the web page to accept a contact phone number from the user for the advertiser to call as a way to follow up on a lead provided by the user.

16. The method of claim 15, wherein the highest-ranked of the fixed positions is offered for a fixed premium fee, and the remainder thereof are offered for a lower-priced fixed fee, the method further comprising:

serving the advertisement to the fixed position of the search results web page in response to a search query for the keyword each time the search query is executed for the keyword over a time period of the pre-defined duration.

17. The method of claim 15, further comprising:

receiving, for the highest-ranked fixed position and in conjunction with the advertisement, one or more of an image and a contact telephone number of the advertiser; and

serving the advertisement, together with the one or more of the image and the contact telephone number, to the highest-ranked fixed position each time the search query is executed for the keyword over a time period of the pre-defined duration.

18. The method of claim 15, further comprising:

conducting a negotiation process with the advertiser to negotiate the fixed fee before payment thereof by the advertiser.

19. A method for reservation of sponsored search listing positions, the method comprising:

receiving a request from advertisers to purchase a fixed sponsored listing position within search listing categories for a pre-defined duration of time and a flat fee, wherein a plurality of related keywords are associated with each category, and wherein a plurality of fixed positions are available for each category;

checking availability of a fixed position within a category for an interested advertiser;

reserving the fixed position for the category, if available, for the advertiser for the pre-defined duration of time upon acceptance of the offer by the advertiser;

receiving an advertisement from the advertiser to be located in the fixed position for each of at least some of the plurality of keywords;

storing the advertisements in a database; and

serving an advertisement to the fixed position on a search results web page in response to a search query for a keyword of the plurality of keywords each time the search query is executed during the pre-defined duration of time.

20. The method of claim 19, wherein the plurality of fixed positions are located on the search results web page within or proximate to other sponsored search listings offered through a pay-per-click bidding process.

21. The method of claim 19, wherein reserving the fixed position upon request by the advertiser is executed on a first-come, first-served basis.

22. The method of claim 19, wherein extending the offer to advertisers to purchase the fixed position comprises offering the highest-ranked fixed position for a flat premium fee, and the remainder of the plurality of fixed positions for a lower-priced flat fee.

23. The method of claim 22, further comprising:

enabling bidding by the advertisers for purchase of the highest-ranked fixed position, wherein the highest-bidding advertiser is allowed to purchase the highest-ranked fixed position.

24. A method for reservation of sponsored search listing positions, the method comprising:

receiving a request from advertisers to purchase a predetermined number of fixed advertisement positions available in conjunction with content match on a published web page for a fixed fee and for a pre-defined duration of time, wherein content match is the service of sponsored advertisements to a published web page related to the content of the published web page;

checking position availability for a fixed position affiliated with desired content by an interested advertiser;

reserving an available, fixed position related to content of interest to the advertiser for the pre-defined duration of time;

receiving an advertisement from the advertiser to be positioned in the fixed position;

storing the advertisement in a database; and

serving the advertisement to the fixed position on the published web page containing related content each time a user browses to the published web page during the pre-defined duration of time.

25. The method of claim 24, wherein content match comprises domain match, wherein domain match is the service of advertisements to a web page in response to users entering a domain name in a web address bar that matches a uniform resource locator (URL) of the web page.

26. The method of claim 25, wherein reserving a fixed position is executed on a first-come, first-served basis to interested advertisers.

27. A method for serving sponsored advertisements together with fixed-position advertisements, the method comprising:

receiving data from an advertising server including a list of fixed-position, fixed-price, and fixed-duration sponsored advertisements reserved by advertisers for a given keyword, category of keywords, or combinations thereof;

aggregating the list of fixed-position advertisements together with a plurality of sponsored search advertisements for the keyword, category of keywords, or combinations thereof such that the fixed-position advertisements will be served to the correct fixed positions among a plurality of sponsored search positions;

receiving a query from a user for one of the keywords; and

serving to a search results web page of the user the plurality of fixed-position sponsored advertisements to their respective fixed positions, and the plurality of search sponsored advertisements to one or more remaining available sponsored search positions.

28. The method of claim 27, further comprising:

periodically receiving the data with updates to the list of fixed-position sponsored advertisements; and

re-aggregating the updated list of fixed-position advertisements together with the plurality of sponsored search advertisements for the keyword, category of keywords, or combinations thereof.

29. A system for reservation of sponsored search listing positions, comprising:

a fixed position offeror operable to extend an offer to advertisers to purchase a predetermined number of fixed sponsored search listing positions on a search results web page affiliated with a keyword, wherein a location of each fixed position is guaranteed to the advertisers for a fixed fee over a pre-defined duration during which each position belongs to advertisers that accept the offer;

a database is operable to store a plurality of fixed position listings in addition to advertising content related thereto;

a processor coupled with the fixed position offeror and the database, wherein the processor is operable to;

reserve the fixed position related to the keyword for the pre-defined duration for an advertiser upon acceptance of the offer by the advertiser;

receive an advertisement from the advertiser to be positioned in the fixed position; and

provide a call-back feature associated with the advertisement of at least a highest-ranked fixed position, wherein upon a user engaging the feature, causes a pop-up window in the web page to accept a contact phone number fromrom the user for the advertiser to call as a way to follow up on a lead provided by the user.

30. The system of claim 29, wherein the fixed position offeror is operable to offer the highest-ranked of the fixed positions for a fixed premium fee, and the remainder thereof for a lower-priced fixed fee, wherein the processor is operable to:

serve the advertisement to the fixed position of the search results web page in response to a search query for the keyword each time the search query is executed for the keyword over a time period of the fixed duration.

31. The system of claim 30, wherein the processor is operable to:

receive one or more of an image and a contact telephone number from an advertiser that purchases the highest-ranked fixed position; and

serve the advertisement with the one or more of the image and the contact telephone number to the highest-ranked fixed position.

32. A system for reservation of sponsored search listing positions, comprising:

a fixed position offeror operable to receive a request from advertisers to reserve a fixed sponsored listing position within search listing categories for a pre-defined duration of time and a flat fee, wherein a plurality of related keywords are associated with each category, and wherein a plurality of fixed positions are available for each category;

wherein the fixed position offeror is operable to check availability of a fixed position within a category for an interested advertiser, and to reserve the fixed position for the category, if available, for the advertiser for the pre-defined duration of time;

a database operable to store a plurality of fixed position listings in addition to advertising content related thereto; and

a processor coupled with the fixed position offeror and the database, wherein the processor is operable to;

receive an advertisement from the advertiser to be located in the fixed position for each of at least some of the plurality of keywords;

store the advertisements in the database; and

serve an advertisement to the fixed position on a search results web page in response to a search query for a keyword of the plurality of keywords each time the search query is executed during the pre-defined duration of time.

33. The system of claim 32, wherein the plurality of fixed positions are located on the search results web page within or proximate to other sponsored search listings offered through a pay-per-click bidding process.

34. The system of claim 32, wherein the fixed position offeror is operable to:

reserve the fixed position upon payment of the flat fee on a first-come, first-served basis; and

negotiate for an economic value of the flat fee at the fixed position for the fixed duration with the advertiser.

35. A system for serving sponsored advertisements together with fixed-position advertisements, the system comprising:

a search engine operable to receive data from an advertising server including a list of fixed-position, fixed-price, and fixed-duration sponsored advertisements purchased by advertisers for a keyword, a category of keywords, or combinations thereof;

a processor coupled with the search engine, the processor operable to aggregate the list of fixed-position advertisements together with a plurality of sponsored search advertisements for the keyword, category of keywords, or combinations thereof such that the fixed-position advertisements will be served to the correct fixed positions among a plurality of sponsored search positions; and

a search results generator coupled with the search engine and the processor, the search results generator operable to receive a query from a user for one of the keywords and to serve to a search results web page of the user the plurality of fixed-position sponsored advertisements to their respective fixed positions, and to serve the plurality of search sponsored advertisements to one or more remaining available sponsored search positions.

36. A system for serving sponsored advertisements together with fixed-position advertisements, the system comprising:

means for receiving data from an advertising server including a list of fixed-position, fixed-price, and fixed-duration sponsored advertisements reserved by advertisers for a given keyword, category of keywords, or combinations thereof;

means for aggregating the list of fixed-position advertisements together with a plurality of sponsored search advertisements for the keyword, category of keywords, or combinations thereof such that the fixed-position advertisements will be served to the correct fixed positions among a plurality of sponsored search positions;

means for receiving a query from a user for one of the keywords; and

means for serving to a search results web page of the user the plurality of fixed-position sponsored advertisements to their respective fixed positions, and the plurality of search sponsored advertisements to one or more remaining available sponsored search positions.