VARIATION OF MINIMUM ADVERTISEMENT RELEVANCE QUALITY THRESHOLD BASED ON SEARCH QUERY ATTRIBUTES

• US 20120166277A1
• Filed: 12/28/2010
• Published: 06/28/2012
• Est. Priority Date: 12/28/2010
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Gnanamani, Arun Kumar, Gupta, Ankur K.
• Granted Patent: US 10,275,782 B2
• Time in Patent Office: Days
• US Class Current: 705/14.49
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements

Abstract

Query threshold values are determined to be used to select advertisements to be displayed in response to a search query. A query threshold value is determined for each query based on query attributes characterizing the query, such as a query frequency, query length, whether the query is a navigational query, etc. By generating a threshold value for each query, and using the query threshold value for selecting advertisements to be displayed for the query (e.g., selecting advertisements having quality scores greater than the query threshold value), the advertisements can better correspond to the query, and thus are more likely to be selected by the user. As a result, the user experience can be enhanced and the advertising revenue can be correspondingly increased.

Claims

1. A method for determining a query threshold value, comprising:

determining a value for one or more query attributes of a query submitted by a user to a search engine to determine one or more query attribute values; and

calculating a query threshold value for the query corresponding to the determined one or more query attributes values, the query threshold value specifying a minimum quality score for an advertisement to be selected in response to receiving the query.

2. The method of claim 1, further comprising:

determining an attribute threshold value corresponding to each of the one or more query attribute values to determine one or more attribute threshold values;

wherein calculating the query threshold value for the query corresponding to the determined one or more query attributes values comprises

calculating the query threshold value for the query based on the determined one or more attribute threshold values.

3. The method of claim 2, wherein said calculating the query threshold value further comprises performing a weighted summation of the determined one or more attribute threshold values.

4. The method of claim 2, further comprising:

receiving a set of previously submitted queries;

determining a plurality of query attribute values for a plurality of query attributes for each query in the set of previously submitted queries;

receiving quality scores for advertisements selected for queries of the set of previously submitted queries; and

for each query attribute of the plurality of query attributes,

graphing the query attribute values for the query attribute versus the received advertisement quality scores,

generating a mapping of the query attribute values to a plurality of quality score threshold values for the query attribute based on the graphing, and

storing the mapping generated for the query attribute.

5. The method of claim 4, wherein the plurality of query attributes includes a query frequency attribute that is indicative of frequency of a query being submitted to the search engine in a search request, wherein said generating a mapping comprises:

mapping query frequency attribute values to query frequency attribute quality score threshold values.

6. The method of claim 4, wherein the plurality of query attributes includes a query length attribute that is indicative of a number of query terms in the query, wherein said generating a mapping comprises:

mapping query length attribute values to query length attribute quality score threshold values.

7. The method of claim 4, wherein the plurality of query attributes includes a query navigationability attribute that is indicative of a likelihood of the query being a navigational query, wherein said generating a mapping comprises:

mapping query navigationability attribute values to query navigationability attribute quality score threshold values.

8. The method of claim 1, where an advertisement has an associated quality score that is indicative of a relevancy of the advertisement to the query based on a match between one or more features of the query to the advertisement.

9. The method of claim 8, further comprising:

selecting one or more advertisements having associated quality scores greater than the calculated query threshold value to be displayed in response to receiving the query.

10. A system, comprising:

a query attribute value determiner configured to determine a value for one or more query attributes of a query submitted by a user to a search engine to determine one or more query attribute values; and

a query threshold value calculator configured to calculate a query threshold value for the query corresponding to the determined one or more query attributes values, the query threshold value specifying a minimum quality score for an advertisement to be selected in response to receiving the query.

11. The system of claim 10, wherein the query attribute value determiner is configured to determine an attribute threshold value corresponding to each of the one or more query attribute values to determine one or more attribute threshold values;

and

wherein the query threshold value calculator is configured to calculate the query threshold value for the query based on the determined one or more attribute threshold values.

12. The system of claim 11, wherein the query threshold value calculator is configured to perform a weighted summation of the determined one or more attribute threshold values to calculate the query threshold value for the query.

13. The system of claim 11, further comprising:

a query attribute map generator that receives a set of previously submitted queries, determines a plurality of query attribute values for a plurality of query attributes for each query in the set of previously submitted queries, and receives quality scores for advertisements selected for queries of the set of previously submitted queries; and

wherein, for each query attribute of the plurality of query attributes, the query attribute map generator graphs the query attribute values for the query attribute versus the received advertisement quality scores, generates a map of the query attribute values to a plurality of quality score threshold values for the query attribute based on the graphing, and stores the map generated for the query attribute.

14. The system of claim 13, wherein the plurality of query attributes includes a query frequency attribute that is indicative of frequency of a query being submitted to the search engine in a search request, wherein the query attribute map generator is configured to generate a map of query frequency attribute values to query frequency attribute quality score threshold values.

15. The system of claim 13, wherein the plurality of query attributes includes a query length attribute that is indicative of a number of query terms in the query, wherein the query attribute map generator is configured to generate a map of query length attribute values to query length attribute quality score threshold values.

16. The system of claim 13, wherein the plurality of query attributes includes a query navigationability attribute that is indicative of a likelihood of the query being a navigational query, wherein the query attribute map generator is configured to generate a map of query navigationability attribute values to query navigationability attribute quality score threshold values.

17. The system of claim 10, where an advertisement has an associated quality score that is indicative of a relevancy of the advertisement to the query based on a match between one or more features of the query to the advertisement.

18. The system of claim 17, wherein at least one advertisement having an associated quality score greater than the calculated query threshold value is selected to be displayed in response to receiving the query.

19. A method, comprising:

receiving a set of previously submitted queries;

determining a plurality of query attribute values for a plurality of query attributes for each query in the set of previously submitted queries;

receiving quality scores for advertisements received for the set of previously submitted queries; and

for each query attribute of the plurality of query attributes,

graphing the query attribute values for the query attribute versus the received advertisement quality scores,

generating a mapping of the query attribute values to a plurality of quality score threshold values for the query attribute based the graphing, and

storing the mapping generated for the query attribute.

20. The method of claim 19, wherein the plurality of query attributes includes at least one of a query frequency attribute indicative of frequency of a query being submitted to the search engine in a search request, a query length attribute that is indicative of a number of query terms in the query, or a query navigationability attribute that is indicative of a likelihood of the query being a navigational query, wherein said generating a mapping comprises:

mapping at least one of query frequency attribute values, query length attribute values, or query navigationability attribute values to query attribute quality score threshold values.