Context-Based Selection of Calls-To-Action Associated With Search Results

• US 20120310927A1
• Filed: 06/03/2011
• Published: 12/06/2012
• Est. Priority Date: 06/03/2011
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Johnson, Michael Dudley, Patterson, Ryan, Tseng, Erick
• Granted Patent: US 9,110,992 B2
• Time in Patent Office: Days
• US Class Current: 707/723
• CPC Class Codes: G06F 16/24578 using ranking
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

In one embodiment, access a search query provided by a user of a social-networking system; identify a set of search results in response to the search query; associate one or more call-to-action elements with one or more search results in the set of search results based on one or more factors associated with the social-networking system; and present the set of search results, including the one or more call-to-action elements, to the user.

Claims

1. A method comprising:

by one or more computing devices,

accessing a search query provided by a user of a social-networking system;

identifying a set of search results in response to the search query;

associating one or more call-to-action elements with one or more search results in the set of search results based on one or more factors associated with the social-networking system; and

presenting the set of search results, including the one or more call-to-action elements, to the user.

2. The method of claim 1, wherein associating at least one call-to-action element with a search result comprises:

selecting a plurality of call-to-action elements for the search result;

ranking the plurality of call-to-action elements based on the one or more factors associated with the social-networking system; and

associating at least one top-ranked call-to-action element with the search result.

3. The method of claim 1, wherein a call-to-action element selected for a search result corresponds to an action that is likely to be performed by the user with respect to the search result.

4. The method of claim 1, wherein a call-to-action element selected for a search result corresponds to an action that is convenient for the user to perform with respect to the search result.

5. The method of claim 1, wherein a call-to-action element selected for a search result corresponds to an action that the social-networking system encourages the user to perform with respect to the search result.

6. The method of claim 1, wherein the one or more factors are determined based on a graph, which comprises one or more nodes and one or more edges, representing information contained in the social-networking system.

7. The method of claim 1, wherein the one or more factors comprise nature and context of the search query, social and demographical information of the user, a behavior profile of the user, a time when and a location where the user provides the search query, and one or more objectives of the social-networking system.

8. The method of claim 1, wherein the one or more call-to-action elements are present to the user in close proximity to their respectively associated one or more search results.

9. A system comprising:

a memory comprising instructions executable by one or more processors; and

the one or more processors coupled to the memory and operable to execute the instructions, the one or more processors being operable when executing the instructions to;

access a search query provided by a user of a social-networking system;

identify a set of search results in response to the search query;

associate one or more call-to-action elements with one or more search results in the set of search results based on one or more factors associated with the social-networking system; and

present the set of search results, including the one or more call-to-action elements, to the user.

10. The system of claim 9, wherein associating at least one call-to-action element with a search result comprises:

select a plurality of call-to-action elements for the search result;

rank the plurality of call-to-action elements based on the one or more factors associated with the social-networking system; and

associate at least one top-ranked call-to-action element with the search result.

11. The system of claim 9, wherein a call-to-action element selected for a search result corresponds to an action that is likely to be performed by the user with respect to the search result.

12. The system of claim 9, wherein a call-to-action element selected for a search result corresponds to an action that is convenient for the user to perform with respect to the search result.

13. The system of claim 9, wherein a call-to-action element selected for a search result corresponds to an action that the social-networking system encourages the user to perform with respect to the search result.

14. The system of claim 9, wherein the one or more factors are determined based on a graph, which comprises one or more nodes and one or more edges, representing information contained in the social-networking system.

15. The system of claim 9, wherein the one or more factors comprise nature and context of the search query, social and demographical information of the user, a behavior profile of the user, a time when and a location where the user provides the search query, and one or more objectives of the social-networking system.

16. One or more computer-readable non-transitory storage media embodying software operable when executed by one or more computer systems to:

access a search query provided by a user of a social-networking system;

identify a set of search results in response to the search query;

associate one or more call-to-action elements with one or more search results in the set of search results based on one or more factors associated with the social-networking system; and

present the set of search results, including the one or more call-to-action elements, to the user.

17. The media of claim 16, wherein associating at least one call-to-action element with a search result comprises:

select a plurality of call-to-action elements for the search result;

rank the plurality of call-to-action elements based on the one or more factors associated with the social-networking system; and

associate at least one top-ranked call-to-action element with the search result.

18. The media of claim 16, wherein a call-to-action element selected for a search result corresponds to an action that is likely to be performed by the user with respect to the search result.

19. The media of claim 16, wherein a call-to-action element selected for a search result corresponds to an action that is convenient for the user to perform with respect to the search result.

20. The media of claim 16, wherein a call-to-action element selected for a search result corresponds to an action that the social-networking system encourages the user to perform with respect to the search result.