ENHANCING SITELINKS WITH CREATIVE CONTENT

• US 20140214790A1
• Filed: 03/15/2013
• Published: 07/31/2014
• Est. Priority Date: 01/31/2013
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Vaish, Vaibhav, Ramachandran, Venky, Sisson, David Philip, Kandhan, Ramakrishnan, Adiddam, Pramod, Marur, Vinod, Garg, Gaurav
• Granted Patent: US 10,650,066 B2
• Time in Patent Office: Days
• US Class Current: 707/709
• CPC Class Codes: G06F 16/93 Document management systems
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation

Abstract

Methods and systems for enhancing online content with creative text relevant to the online content are provided. A plurality of candidate sitelinks is identified in response to a user search for online content. Each sitelink has associated with it a plurality of candidate creatives with which the sitelink may be presented to the user. The creatives are canonicalized to form clusters of candidate creatives. The sitelinks are also canonicalized. The creatives are matched to the candidate canonicalized sitelinks so as to provide enhanced sitelinks having increased relevance to the user search.

Claims

1. A computer-implemented method for automatically matching a sitelink with a creative, the method implemented using a computing device coupled to a memory device, the method comprising:

storing within the memory device a plurality of creatives, each creative being associated with a uniform resource locator (URL);

canonicalizing each URL associated with each of the plurality of creatives;

clustering the plurality of canonicalized URLs into creative clusters, wherein each creative cluster includes a plurality of clustered creatives each having a substantially similar canonicalized URL associated therewith;

receiving, at the computing device, a sitelink having a sitelink URL associated therewith;

canonicalizing the received sitelink URL;

matching the canonicalized sitelink URL with one of the creative clusters to generate a candidate set of creatives for the received sitelink; and

associating a selected creative from the candidate set of creatives with the received sitelink based on at least one of filter rules and a scoring methodology.

2. The method in accordance with claim 1, said method further comprising pruning the candidate set of creatives by removing at least one of duplicate creatives and redundant creatives.

3. The method in accordance with claim 1, wherein the filter rules include at least one of demographic rules, language rules, geographic rules, user device rules, platform rules, and advertiser campaign rules.

4. The method in accordance with claim 1, wherein canonicalizing the received sitelink URL includes crawling the sitelink URL with and without a URL parameter associated with the sitelink URL, comparing the landing pages, and removing the parameter from the sitelink URL when the landing pages match.

5. The method in accordance with claim 1, wherein receiving a sitelink having a sitelink URL associated therewith further includes receiving a plurality of sitelinks each having at least one URL associated therewith.

6. The method in accordance with claim 1, wherein canonicalizing the received sitelink URL includes processing webmaster supplied rules indicating the relevance of URL parameters.

7. The method in accordance with claim 1, wherein canonicalizing each creative-associated URL includes comparing contents of landing pages associated with the creative-associated URLs to identify similarities amongst the respective landing pages.

8. The method in accordance with claim 1, wherein canonicalizing each creative-associated URL includes processing webmaster supplied rules indicating the relevance of URL parameters.

9. The method in accordance with claim 1, wherein associating a selected creative from the candidate set of creatives with the received sitelink is based on an algorithm in which the received sitelink is matched with an as-yet unmatched creative having a highest matching score from amongst unmatched creatives.

10. The method in accordance with claim 1, wherein associating a selected creative from the candidate set of creatives with the received sitelink is based on an optimal algorithm configured to maximize total matching scores amongst a plurality of received sitelinks and as-yet unmatched creatives.

11. The method in accordance with claim 1, wherein associating a selected creative from the candidate set of creatives with the received sitelink based on a scoring methodology includes determining an impression score which indicates a number of impressions associated with the selected creative.

12. The method in accordance with claim 1, associating a selected creative from the candidate set of creatives with the received sitelink based on a scoring methodology includes determining an inverse-document-frequency (IDF) score indicating similarity of terms between a sitelink text and a creative text.

13. A computer system comprising:

a processor; and

a computer-readable storage device having encoded thereon computer readable instructions that are executable by the processor to perform functions comprising;

storing within the memory device a plurality of creatives, each creative being associated with a uniform resource locator (URL);

canonicalizing each URL associated with each of the plurality of creatives;

clustering the plurality of canonicalized URLs into creative clusters, wherein each creative cluster includes a plurality of clustered creatives each having a substantially similar canonicalized URL associated therewith;

receiving, at the computing device, a sitelink having a sitelink URL associated therewith;

canonicalizing the received sitelink URL;

matching the canonicalized sitelink URL with one of the creative clusters to generate a candidate set of creatives for the received sitelink; and

associating a selected creative from the candidate set of creatives with the received sitelink based on at least one of filter rules and a scoring methodology.

14. The computer system in accordance with claim 13, wherein the computer-executable instructions cause the processor to prune the candidate set of creatives by removing at least one of duplicate creatives and redundant creatives.

15. The computer system in accordance with claim 13, wherein the filter rules include at least one of demographic rules, language rules, geographic rules, user device rules, platform rules, and advertiser campaign rules.

16. The computer system in accordance with claim 13, wherein the computer-executable instructions cause the processor to crawl the sitelink URL with and without a URL parameter associated with the sitelink URL, compare the landing pages, and remove the parameter from the sitelink URL when the landing pages match.

17. The computer system in accordance with claim 13, wherein the computer-executable instructions cause the processor to receive a plurality of sitelinks each having at least one URL associated therewith.

18. The computer system in accordance with claim 13, wherein the computer-executable instructions cause the processor to canonicalize, through applying webmaster supplied rules indicating the relevance of URL parameters, at least one of:

each URL associated with each of the plurality of creatives; and

the received sitelink URL.

19. The computer system in accordance with claim 13, wherein computer-executable instructions cause the processor to compare contents of landing pages associated with the creative-associated URLs to identify similarities amongst the respective landing pages.

20. The computer system in accordance with claim 13, wherein computer-executable instructions cause the processor to associate a selected creative from the candidate set of creatives with the received sitelink based on an algorithm in which the received sitelink is matched with an as-yet unmatched creative having a highest matching score from amongst unmatched creatives.

21. The computer system in accordance with claim 13, wherein computer-executable instructions cause the processor to associate a selected creative from the candidate set of creatives with the received sitelink based on an optimal algorithm configured to maximize total matching scores amongst a plurality of received sitelinks and as-yet unmatched creatives.

22. The computer system in accordance with claim 13, wherein computer-executable instructions cause the processor to determine an impression score which indicates a number of impressions associated with the selected creative.

23. The computer system in accordance with claim 13, wherein computer-executable instructions cause the processor to determine an inverse-document-frequency (IDF) score indicating similarity of terms between a sitelink text and a creative text.

24. Computer-readable storage media having computer-executable instructions embodied thereon, wherein, when executed by at least one processor associated with a first computing device and a memory device, the computer executable instructions cause the processor to:

store within the memory device a plurality of creatives, each creative being associated with a uniform resource locator (URL);

canonicalize each URL associated with each of the plurality of creatives;

cluster the plurality of canonicalized URLs into creative clusters, wherein each creative cluster includes a plurality of clustered creatives each having a substantially similar canonicalized URL associated therewith;

receive, at the computing device, a sitelink having a sitelink URL associated therewith;

canonicalize the received sitelink URL;

match the canonicalized sitelink URL with one of the creative clusters to generate a candidate set of creatives for the received sitelink; and

associate a selected creative from the candidate set of creatives with the received sitelink based on at least one of filter rules and a scoring methodology.

25. The computer-readable storage media in accordance with claim 24, wherein the computer-executable instructions cause the processor to prune the candidate set of creatives by removing at least one of duplicate creatives and redundant creatives.

26. The computer-readable storage media in accordance with claim 24, wherein the filter rules include at least one of demographic rules, language rules, geographic rules, user device rules, platform rules, and advertiser campaign rules.

27. The computer-readable storage media in accordance with claim 24, wherein the computer-executable instructions cause the processor to crawl the sitelink URL with and without a URL parameter associated with the sitelink URL, compare the landing pages, and remove the parameter from the sitelink URL when the landing pages match.

28. The computer-readable storage media in accordance with claim 24, wherein the computer-executable instructions cause the processor to receive a plurality of sitelinks each having at least one URL associated therewith.

29. The computer-readable storage media in accordance with claim 24, wherein the computer-executable instructions cause the processor to canonicalize, through applying webmaster supplied rules indicating the relevance of URL parameters, at least one of:

each URL associated with each of the plurality of creatives; and

the received sitelink URL.

30. The computer-readable storage media in accordance with claim 24, wherein computer-executable instructions cause the processor to compare contents of landing pages associated with the creative-associated URLs to identify similarities amongst the respective landing pages.

31. The computer-readable storage media in accordance with claim 24, wherein computer-executable instructions cause the processor to associate a selected creative from the candidate set of creatives with the received sitelink based on an algorithm in which the received sitelink is matched with an as-yet unmatched creative having a highest matching score from amongst unmatched creatives.

32. The computer-readable storage media in accordance with claim 24, wherein computer-executable instructions cause the processor to associate a selected creative from the candidate set of creatives with the received sitelink based on an optimal algorithm configured to maximize total matching scores amongst a plurality of received sitelinks and as-yet unmatched creatives.

33. The computer-readable storage media in accordance with claim 24, wherein computer-executable instructions cause the processor to determine an impression score which indicates a number of impressions associated with the selected creative.

34. The computer-readable storage media in accordance with claim 24, wherein computer-executable instructions cause the processor to determine an inverse-document-frequency (IDF) score indicating similarity of terms between a sitelink text and a creative text.