GENERATING AND/OR SERVING LOCAL AREA ADVERTISEMENTS, SUCH AS ADVERTISEMENTS FOR DEVICES WITH CALL FUNCTIONALITY

• US 20140214551A1
• Filed: 03/31/2014
• Published: 07/31/2014
• Est. Priority Date: 06/30/2004
• Status: Abandoned Application

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Baluja, Shumeet, Rowley, Henry A.
• Application Number:
  US14/230,508
• Publication Number:
  US 20140214551A1
• Time in Patent Office: Days
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/52 specially adapted for the location of the user terminal

Abstract

Sets of local, (e.g., online) ads may be generated by obtaining sets of information about (e.g., local) establishments, each set including a business address information and/or a telephone number, (b) determining, for each of the sets, a location using at least one of at least a portion of the business address information and at least a portion of the telephone number, and (c) generating, for each of the sets, an ad that includes targeting information that targets the serving of the ad to queries related to the determined location. A query, including information about a location of a client device, may be accepted and at least one of the generated ads that includes targeting information that targets the location of the client device may be determined.

Claims

1. A method of serving advertisements comprising:

accessing, by a content serving system, a data structure storing, in a memory element, business entity information;

parsing, by the content serving system, the business entity information to identify a business name, business location, and business type;

automatically generating, by the content serving system, based on the business name, business location, and business type, content selection criteria;

associating, by the content serving system, an advertisement with the content selection criteria such that the advertisement is selected as a candidate for display when a search query input matching the content selection criteria is received from a user device.

2. The method of claim 1, further comprising:

receiving, via a network, a request for content for display on a client device and an input search query;

determining, by the content serving system, a location of the client device;

selecting the advertisement based on the location of the client device, the input search query, and the content selection criteria; and

serving the advertisement to the client device.

3. The method of claim 2, further comprising:

determining the location of the client device based on at least one of;

a latitude and a longitude of the client device;

a global positioning satellite derived position of the client device;

or

an area code of a telephone number of the client device.

4. The method of claim 1, further comprising:

receiving, by the content serving system, the business entity information via a data feed having listings of a business directory.

5. The method of claim 1, further comprising:

receiving, by the content serving system, the business entity information via a data feed having listings of a business directory;

receiving, by the content serving system, an indication of at least one of an impression of the advertisement, a selection of the advertisement, or a conversion of the advertisement; and

charging, based on the received indication, a publisher of the listing of the business directory associated with the advertisement.

6. The method of claim 1, further comprising:

receiving, by the content serving system, the business entity information via a data feed having listings of a business directory;

serving, for a given time period, advertisements generated using the business entity information; and

charging the publisher of the listings of the business directory based on the given time period.

7. The method of claim 1, further comprising:

generating the advertisement based on the business name, business location, and business type.

8. The method of claim 1, further comprising:

scanning listings of the business directory to generate scans; and

processing the scans to extract at least one of name or address information to generate at least one of the advertisement or the content selection criteria.

9. The method of claim 1, further comprising:

associating the content selection criteria with an advertisement having call-on-select functionality.

10. The method of claim 1, further comprising:

associating the content selection criteria with an advertisement having a user selectable link to a Website associated with an establishment associated with the business name.

11. The method of claim 1, further comprising:

generating the content selection criteria and associating the content selection criteria with the advertisement in an offline process.

12. The method of claim 1, further comprising:

associating a plurality of automatically generated content selection criteria with a plurality of advertisements; and

responsive to a request for content for display on a client device, ordering, by the content serving system, the plurality of advertisements based on relevance to the client device.

13. The method of claim 12, further comprising:

ordering the plurality of advertisements based on at least one of;

a value indicative of relevance of each of the plurality of advertisements to a current user interest;

a value indicative of relevance each of the plurality of advertisements to a user type;

a value indicative of relevance each of the plurality of advertisements to a user of the client device;

an offer amount per impression of each of the plurality of advertisements;

an offer amount per user selection of each of the plurality of advertisements;

an offer amount per user conversion on each of the plurality of advertisements;

a performance parameter value of each of the plurality of advertisements;

or

location selection criteria of each of the plurality of advertisements.

14. A system for serving advertisements comprising:

an interface configured to transmit and receive data via a network;

a storage device; and

one or more processors configured to;

access a data structure storing business entity information;

parse the business entity information to identify a business name, business location, and business type;

automatically generate, based on the business name, business location, and business type, content selection criteria;

associate an advertisement with the content selection criteria such that the advertisement is selected as a candidate for display when a search query input matching the content selection criteria is received from a user device.

15. The system of claim 14, wherein the one or more processors are further configured to:

receive, via the network, a request for content for display on a client device and an input search query;

determine a location of the client device;

selecting the advertisement based on the location of the client device, the input search query, and the content selection criteria; and

serve the advertisement to the client device.

16. The system of claim 15, wherein the one or more processors are further configured to:

determine the location of the client device based on at least one of;

a latitude and a longitude of the client device;

a global positioning satellite derived position of the client device;

or

an area code of a telephone number of the client device.

17. The system of claim 14, wherein the one or more processors are further configured to:

receive the business entity information via a data feed having listings of a business directory.

18. The system of claim 14, wherein the one or more processors are further configured to:

associate the content selection criteria with one or more advertisements having at least one of;

call-on-select functionality;

a user selectable link to a Website associated with an establishment associated with the business name;

or

a user selectable link to a different advertisement associated with the business name, the different advertisement providing more detailed information than the advertisement.

19. The system of claim 14, wherein the one or more processors are further configured to:

associate a plurality of automatically generated content selection criteria with a plurality of advertisements; and

responsive to a request for content for display on a client device, order, by the content serving system, the plurality of advertisements based on relevance to the client device.

20. The system of claim 19, wherein the one or more processors are further configured to:

order the plurality of advertisements based on at least one of;

a value indicative of relevance of each of the plurality of advertisements to a current user interest;

a value indicative of relevance each of the plurality of advertisements to a user type;

a value indicative of relevance each of the plurality of advertisements to a user of the client device;

an offer amount per impression of each of the plurality of advertisements;

an offer amount per user selection of each of the plurality of advertisements;

an offer amount per user conversion on each of the plurality of advertisements;

a performance parameter value of each of the plurality of advertisements;

or

location selection criteria of each of the plurality of advertisements.