OPTIMIZED SEARCH RESULT COLUMNS ON SEARCH RESULTS PAGES

• US 20110295682A1
• Filed: 08/09/2011
• Published: 12/01/2011
• Est. Priority Date: 03/02/2009
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Liu, Weiguo
• Granted Patent: US 8,306,966 B2
• Time in Patent Office: Days
• US Class Current: 705/14.48
• CPC Class Codes: G06F 16/9038 Presentation of query results
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/0249 based upon budgets or funds
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

Computer-implemented system and methods are disclosed for optimizing the relative positions of sponsored and organic search results on a search results page displayed to a user, including calculating, by a search engine, a degree of commerciality of a search query; receiving the search query from a user by the search engine; and delivering, by the search engine to a browser of a user, a plurality of sponsored search results in at least two columns and a plurality of organic search results in at least a third column of one or more search results pages, wherein a layout of the at least three columns depends on the degree of commerciality of the search query.

Claims

1. A computer-implemented method for optimizing the relative positions of sponsored and organic search results on a search results page displayed to a user, the method comprising:

calculating, by a search engine, a degree of commerciality of a search query;

receiving the search query from a user by the search engine; and

delivering, by the search engine to a browser of a user in response to the search query, a plurality of sponsored search results in at least two columns and a plurality of organic search results in at least a third column of one or more search results pages, where a layout of the at least three columns depends on the degree of commerciality of the search query;

where the degree to which the search query is commercial is based on an analysis of one or more of the organic search results associated with advertisers that also bid on search terms related to the search query.

2. The method of claim 1, further comprising:

analyzing content of landing pages of the one or more organic search results to determine the degree of commerciality, where an organic search result is considered commercial if it is also included as a sponsored search result; and

storing the degree of commerciality by the search engine in computer storage.

3. The method of claim 1, where the degree of commerciality is further based on analysis of one or more additional organic search results associated with advertisers that own at least one position in one or more of the sponsored search results, further comprising:

storing the degree of commerciality by the search engine in computer storage.

4. The method of claim 1, where a first of the at least two columns is located at the left of the search results pages, the second of the at least two columns is located at the right, and the organic search results are positioned therebetween.

5. The method of claim 4, where one of the at least two columns of sponsored search results comprises graphic advertisements including hyperlinks to content provided by a provider of the search engine, or an affiliate thereof

6. The method of claim 1, where the at least two columns of sponsored search results are positioned to the left of the at least third column of organic search results for the search query in response to at least 50% of the one or more organic search results being commercial.

7. The method of claim 1, where the at least two columns of sponsored search results are positioned at the right of the at least third column of organic search results for the search query in response to less than about 20% of the one or more organic search results being commercial.

8. A computer-implemented method for optimizing the relative positions of sponsored and organic search results on a search results page displayed to a user, the method comprising:

obtaining bidding data related to a search query by a search engine having a processor and a memory, the data including a number of bidders for the search query, their price-per- click (PPC) bid amounts, and a daily maximum spending amount for each bidder;

estimating, by the search engine, a projected click-through-rate (CTR) for each possible sponsored search result position to be filled in response to the search query during a next time period based on the bidding data;

estimating, by the search engine, a number of sponsored search result positions required during the next time period in order to meet the daily maximum spending amount of each bidder, based on the number of bidders and the average CTR for each position;

estimating a commercial score, by the search engine, based on analysis of one or more organic search results returned in response to the search query that are associated with bidders that also bid on search terms related to the search query; and

determining, by the search engine, a layout of at least two result columns to both of which to deliver the sponsored search results on the one or more search results pages based on the estimated number of positions and the commercial score.

9. The method of claim 8, where estimating the commercial score comprises analyzing content of landing pages of the one or more organic search results, and a higher commercial score is estimated based on an increasing number of the one or more organic search results that are also included as sponsored search results.

10. The method of claim 8, where estimating the commercial score is further based on analysis of one or more additional organic search results associated with bidders that own at least one position in one or more of the sponsored search results.

11. The method of claim 8, further comprising:

determining an optimized display schedule for displaying advertisements of the bidders in each position of the estimated number of sponsored search result positions to optimally meet the maximum daily spend amount of each bidder.

12. The method of claim 8, where the layout comprises two left-hand columns of sponsored search results in response to the number of required positions comprises more than twelve and the commercial score comprises at least 50%.

13. The method of claim 8, where estimating the CTR at each position includes estimating the CTR of each bidder on each position;

where determining a layout of a determined number of result columns of sponsored search results is further based on one or more of;

(i) an average number of daily searchers;

(ii) the number of bidders;

(iii) an average bid PPC; and

(iv) a total daily budget for each bidder.

14. A search engine for optimizing relative positions of sponsored and organic search results on a search results page displayed to a user, comprising:

a processor and a memory coupled with the processor;

a database including organic and sponsored search results, the database coupled with the processor;

a communication interface, coupled with the processor and the database, to receive the query from a user and to deliver one or more search results pages to a browser of the user in response to the query;

a commercial engine, coupled with the processor and the database, to calculate a degree to which the search query is commercial and to save the calculated degree in the database; and

a delivery manager, coupled with the processor, the database, and the communication interface, the delivery manager to receive the query from the communications interface and to direct the communications interface to deliver a plurality of sponsored search results in at least two columns, with the organic search results in at least a third column, of the one or more search results pages in response to the search query, where a layout of the at least three columns depends on the degree of commerciality of the search query;

where the degree to which the search query is commercial is based on an analysis of one or more of the organic search results associated with advertisers that also bid on search terms related to the search query.

15. The search engine of claim 14, where the commercial engine analyzes content of landing pages of the one or more organic search results to determine the degree of commerciality, and where an organic search result is considered commercial if it is also included as a sponsored search result.

16. The search engine of claim 14, where the degree of commerciality is further based on analysis of one or more additional organic search results associated with advertisers that own at least one position in one or more of the sponsored search results.

17. The search engine of claim 14, where a first of the at least two columns is located at the left of the search results pages, the second of the at least two columns is located at the right, and the organic search results are positioned therebetween.

18. The search engine of claim 14, where the at least two columns of sponsored search results are positioned to the left of the at least third column of organic search results for the search query in response to at least 50% of the one or more organic search results being commercial.

19. The search engine of claim 14, where the at least two columns of sponsored search results are positioned at the right of the at least third column of organic search results for the search query in response to less than about 20% of the one or more organic search results being commercial.

20. The search engine of claim 14, where the commercial engine determines a commercial score for the organic search results returned in response to the search query that have a highest number of bidders by analyzing a landing page associated with each organic search result for commercially-related content.