SEARCH ADVERTISEMENT TARGETING

• US 20110313843A1
• Filed: 06/17/2010
• Published: 12/22/2011
• Est. Priority Date: 06/17/2010
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Rounthwaite, Robert L., Bilenko, Mikhail, Richardson, Matthew
• Application Number:
  US12/817,259
• Publication Number:
  US 20110313843A1
• Time in Patent Office: Days
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0256 User search

Abstract

Described is processing the search results obtained from a search engine to determine advertisements that match properties of those search results. For example, the URL-related information or domain-related information in the search results may be used to select an advertisement. Also described are various conditions that may need to be met before an advertisement is selected. Further, an advertisement may be modified to include information in the search results, such as to insert a competing company'"'"'s name that appears in a search result into the advertisement. Also described is a system for returning keywords in response to a URL/domain.

Claims

1. In a computing environment, a method performed on at least one processor comprising:

processing at least part of search results obtained from a search engine for a query to extract one or more search result properties;

selecting an advertisement, including matching an advertisement based upon the one or more search result properties; and

providing the advertisement for inclusion in a search results page that is returned in response to the query.

2. The method of claim 1 wherein selecting the advertisement further comprises meeting one or more conditions.

3. The method of claim 2 wherein meeting the one or more conditions includes meeting at least one click data criterion, meeting at least one location criterion, meeting at least one frequency criterion, meeting at least one query classification criterion, or meeting at least one query term criterion, or any combination of meeting at least one click data criterion, meeting at least one location criterion, meeting at least one frequency criterion, meeting at least one query classification criterion, or meeting at least one query term criterion.

4. The method of claim 1 wherein the search result properties correspond to a URL or a domain, or both a URL and a domain.

5. The method of claim 1 wherein the search result properties correspond to a pattern of a URL.

6. The method of claim 1 wherein the search result properties correspond to a search result snippet or document content, or both a snippet and document content.

7. The method of claim 1 wherein the search result properties are adjusted based upon historical or predicted user behavior, or both historical and predicted user behavior.

8. The method of claim 1 further comprising, ranking the advertisement relative to at least one other advertisement for inclusion in the search results page.

9. The method of claim 1 further comprising, displaying the advertisement in at least one other search result page for a session or for a time.

10. The method of claim 1 further comprising, inserting information from the search results into content of the advertisement.

11. In a computing environment, a system comprising, an information provider that receives data comprising URL-related information, domain-related information or bid condition data from a requesting entity, the information provider accessing historical information to determine a set of keywords or queries that when entered via queries have resulted in a URL or domain or query being returned that corresponds to the URL-related information or domain-related information or bid condition data, the keyword suggestion mechanism returning at least some of the keywords or queries to the requesting entity

12. One or more computer-readable media having computer-executable instructions, which when executed perform steps, comprising:

processing at least part of search results obtained from a search engine to extract URL-related information or domain related information from the search results;

selecting an advertisement based upon the URL-related information or domain related information; and

providing the advertisement for inclusion in a search results page.

13. The one or more computer-readable media of claim 12 having further computer-executable instructions comprising, determining whether to select the advertisement based upon one or more conditions, including at least one click data criterion.

14. The one or more computer-readable media of claim 12 having further computer-executable instructions comprising, determining whether to select the advertisement based upon one or more conditions, including at least one location criterion, or at least one frequency criterion, both at least one location criterion and at least one frequency criterion.

15. The one or more computer-readable media of claim 12 having further computer-executable instructions comprising, determining whether to select the advertisement based upon one or more conditions, including at least one query term criterion, or a threshold number of query results criterion, or both a query term criterion and a threshold number of query results criterion.

16. The one or more computer-readable media of claim 12 wherein providing the advertisement for inclusion in a search results page comprises returning the advertisement to the search engine or to a user who provided the query.

17. The one or more computer-readable media of claim 12 wherein selecting the advertisement comprises determining that the advertisement corresponds to a collection of domains.

18. The one or more computer-readable media of claim 12 further comprising, ranking the advertisement relative to at least one other advertisement.

19. The one or more computer-readable media of claim 12 having further computer-executable instructions comprising, displaying the advertisement in at least one other search result page for a session or for a time.

20. The one or more computer-readable media of claim 12 having further computer-executable instructions comprising, inserting information from the search results as content of the advertisement.