DYNAMIC ADVERTISING
First Claim
1. One or more computer-storage media having computer-executable instructions embodied thereon that when executed by a computing device perform a method of generating a dynamic advertisement, the method comprising:
- receiving a query;
selecting an advertisement that is responsive to the query, the advertisement associated with an entity that has a website;
determining that a page from within the website has more relevance to the query than other pages within the website by evaluating search results that are responsive to the query; and
generating a dynamic advertisement that includes an advertisement feature that is dynamically derived from content in the page.
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Accused Products
Abstract
Embodiments of the present invention dynamically generate customized online advertisements. A dynamic advertisement may take the form of a paid search result. The advertisement is dynamic in the sense that all of or portions of the advertisement are generated using content from a web page operated by an entity associated with the advertisement. The web page used to generate the dynamic ad may be the entity'"'"'s most responsive web page within normal search results. Embodiments of the invention use content from the most responsive web page to generate one or more dynamic ad features. Possible dynamic ad features include the title of the advertisement, a landing page of the advertisement, a caption on the advertisement, and a dynamic annotation of the advertisement.
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Citations
20 Claims
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1. One or more computer-storage media having computer-executable instructions embodied thereon that when executed by a computing device perform a method of generating a dynamic advertisement, the method comprising:
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receiving a query; selecting an advertisement that is responsive to the query, the advertisement associated with an entity that has a website; determining that a page from within the website has more relevance to the query than other pages within the website by evaluating search results that are responsive to the query; and generating a dynamic advertisement that includes an advertisement feature that is dynamically derived from content in the page. - View Dependent Claims (2, 3, 4, 5, 6, 7)
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8. A method of generating a dynamic advertisement, the method comprising:
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receiving a query; selecting an advertisement that is responsive to the query, the advertisement associated with an entity; determining that criteria used to trigger generation of the dynamic advertisement are satisfied; determining that a page associated with the entity has more relevance to the query than other pages associated with the entity by evaluating search results that are responsive to the query; and generating the dynamic advertisement that includes an advertisement feature that is dynamically derived from content in the page. - View Dependent Claims (9, 10, 11, 12, 13, 14)
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15. A method of generating a dynamic advertisement, the method comprising:
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receiving a query; selecting an advertisement that is responsive to the query, the advertisement associated with an entity; determining that a webpage associated with the entity has more relevance to the query than other web pages associated with the entity by evaluating search results that are responsive the query; and generating a dynamic advertisement by modifying an advertisement feature in the entity'"'"'s default advertisement with an updated advertising feature that is dynamically derived from content in the web page. - View Dependent Claims (16, 17, 18, 19, 20)
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Specification