SEARCH ADVERTISEMENT SELECTION BASED ON USER ACTIONS
First Claim
1. One or more computer-readable media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
- receiving a search query submitted by an end user;
providing a plurality of search results in response to the search query submitted by the end user, wherein the plurality of search results are grouped into a plurality of clusters, each cluster including a different subset of search results;
identifying a user activity corresponding with one of the plurality of clusters, the user activity being indicative of user interest in a selected cluster;
identifying a user context based on the selected cluster; and
selecting one or more advertisements for presentation based on the user context; and
providing the one or more advertisements for presentation to the end user.
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Accused Products
Abstract
Advertisements are selected for presentation on a search results page based on the presence or absence of user activity within the search results page. When a search results page is provided to an end user, the search results page is tracked for user activity. If user activity is detected, a user context is identified and new advertisements are selected for presentation on the search results page based on the user context. In some embodiments, the search results page provides search results in clusters, and the user context corresponds with a search result cluster selected by an end user. In some embodiments, dominant concepts in the user context are identified and used to select advertisements. Alternatively, if user activity is not detected within a predetermined period of time, new advertisements are selected based on the absence of user activity within the search results page.
29 Citations
20 Claims
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1. One or more computer-readable media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
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receiving a search query submitted by an end user; providing a plurality of search results in response to the search query submitted by the end user, wherein the plurality of search results are grouped into a plurality of clusters, each cluster including a different subset of search results; identifying a user activity corresponding with one of the plurality of clusters, the user activity being indicative of user interest in a selected cluster; identifying a user context based on the selected cluster; and selecting one or more advertisements for presentation based on the user context; and providing the one or more advertisements for presentation to the end user. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. One or more computer-readable media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
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receiving a search query submitted by an end user; providing a search results page for presentation to the end user in response to the search query submitted by the end user, the search results page including a plurality of search results and an initial advertisement selected based at least in part on the search query submitted by the end user; tracking the search results page for user activity; detecting a user action by the end user within the search results page; responsive to detecting a user action within the search results page, identifying a user context based on the user action; identifying a set of search results within the user context; identifying a plurality of concepts within text corresponding with the set of search results within the user context; analyzing the plurality of concepts using a concept graph to identify one or more dominant concepts; selecting one or more keywords based on the one more dominant concepts; selecting a new advertisement based on the one or more keywords; and replacing the initial advertisement within the search results page with the new advertisement. - View Dependent Claims (11, 12, 13, 14)
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15. One or more computer-readable media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
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receiving a search query submitted by an end user; providing a search results page in response to the search query, the search results page including a plurality of search results and an initial advertisement; determining that a predetermined time period has expired without detecting user activity within the search results page; responsive to determining that the predetermined time period has expired without detecting user activity within the search results page, selecting a new advertisement; and replacing the initial advertisement within the search results page with the new advertisement. - View Dependent Claims (16, 17, 18, 19, 20)
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Specification