APPARATUS AND METHOD OF SELECTION AND PLACEMENT OF TARGETED MESSAGES INTO A SEARCH ENGINE RESULT PAGE

• US 20160321694A1
• Filed: 11/11/2014
• Published: 11/03/2016
• Est. Priority Date: 05/07/2014
• Status: Active Grant

• Current Assignee: YE Hub Armenia LLC
• Original Assignee: Yandex Europe AG (Yandex N.V.)
• Inventors: VOROZHTSOV, Artem Viktorovich
• Granted Patent: US 10,825,047 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/24578 using ranking
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search

Abstract

A computer-implemented method of presenting a search engine result page to a user on an electronic device, the method comprising: receiving a search query; generating a search query result set (SQRS); based on the search query, determining a relevance factor of the SQRS; generating a search engine result page, the search engine result page including the SQRS and a targeted message, the targeted message having been selected by the server by executing the steps of: responsive to the relevance factor of the SQRS being equal or exceeding to a threshold, selecting the targeted message from a first plurality of targeted messages; otherwise selecting the targeted message from a second plurality of targeted messages; the both pluralities containing distinct targeted messages that have been grouped in accordance with a targeting parameter; transmitting to the electronic device the search engine result page.

Claims

1. A computer-implemented method of presenting a search engine result page to a user on an electronic device, the method executable at a server, the method comprising:

receiving, over a communication network from the electronic device, a search query, the search query being associated with a user search intent;

responsive to the search query, generating a search query result set, the search query result set including a plurality of search results, each search result of the plurality of search results having been ranked based on its relevance to the search query;

selecting a targeted message;

based on previous interactions of other users with search engine result pages containing the plurality of search results generated in response to a previous search query that is at least substantially similar to the search query, determining a relevance factor of the search query result set as a whole, the relevance factor of the search query result set indicative of a likelihood parameter that the search query result set satisfies user intent, the relevance factor of the search query result set being determined independently from relevance of individual results within the plurality of search results;

generating the search engine result page, the search engine result page including the search query result set and the targeted message, the spatial placement of the targeted message having been determined by the server by executing the steps of;

responsive to the relevance factor of the search query result set being one of;

equal to a relevancy threshold and above the relevancy threshold, selecting a first spatial placement of the targeted message in the search engine result page;

responsive to the relevance factor of the search query result set being below the relevancy threshold, selecting a second spatial placement of the targeted message in the search engine result page;

transmitting to the electronic device, over the communication network, the search engine result page.

2. The method of claim 1, said targeted message having been selected by the server by executing the steps of:

responsive to the targeting parameter factor being one of;

equal to a targeting parameter threshold and above the targeting parameter threshold, selecting the targeted message from a first plurality of targeted messages;

responsive to the targeting parameter factor being below the targeting parameter threshold, selecting the targeted message from a second plurality of targeted messages;

the first plurality of targeted messages and the second plurality of targeted messages containing distinct targeted messages that have been grouped in accordance with at least one common targeting parameter.

3. The method of claim 1, said targeted message having been selected by the server by executing the steps of:

responsive to the relevancy factor of the search query result set being one of;

equal to the relevancy threshold and above the relevancy threshold, selecting the targeted message from a first plurality of targeted messages;

responsive to the relevancy factor of the search query result set being below the relevancy threshold, selecting the targeted message from a second plurality of targeted messages;

the first plurality of targeted messages and the second plurality of targeted messages containing distinct targeted messages that have been grouped in accordance with at least one common targeting parameter.

4. The method of claim 1, further comprising calculating the relevancy threshold.

5. The method of claim 4, wherein said calculating the relevancy threshold comprises computing the relevancy threshold based on a category of the search query.

6. The method of claim 5, wherein the search query is a first search query of a first category and wherein said computing the relevancy threshold comprises computing a different relevancy threshold relative to another relevancy threshold associated with a second search query of a second category.

7. The method of claim 1, wherein the targeted message comprises a digital ad.

8. The method of claim 1, wherein the targeting parameter comprises an actual click-through rate of the targeted message.

9. The method of claim 1, wherein the targeting parameter comprises a predicted click-through rate of the targeted message.

10. The method of claim 1, wherein the targeting parameter comprises a bid price associated with the targeted message.

11. A computer-implemented method of presenting a search engine result page to a user on an electronic device, the method executable at a server, the method comprising:

receiving, over a communication network from the electronic device, a search query, the search query associated with a user search intent;

responsive to the search query, generating a search query result set, the search query result set including a plurality of search results, each search result of the plurality of search results having been ranked based on its relevance to the search query;

based on previous interactions of other users with search engine result pages containing the plurality of search results generated in response to a previous search query that is at least substantially similar to the search query, determining a relevance factor of the search query result set as a whole, the relevance factor of the search query result set indicative of a likelihood parameter that the search query result set satisfies user intent, the relevance factor of the search query result set being determined independently from relevance of individual results within the plurality of search results;

generating the search engine result page, the search engine result page including the search query result set and a targeted message, the targeted message having been selected by the server by executing the steps of;

responsive to the relevance factor of the search query result set being one of;

equal to a relevancy threshold and above the relevancy threshold, selecting the targeted message from a first plurality of targeted messages;

responsive to the relevance factor of the search query result set being below the relevancy threshold, selecting the targeted message from a second plurality of targeted messages;

the first plurality of targeted messages and the second plurality of targeted messages containing distinct targeted messages that have been grouped in accordance with a targeting parameter;

transmitting to the electronic device, over the communication network, the search engine result page.

12. The method of claim 11, further comprising determining by the server a spatial placement of the targeted message by executing the steps of:

responsive to the targeting parameter factor being one of;

equal to a targeting parameter threshold and above the targeting parameter threshold, selecting a first spatial placement of the targeted message in the search engine result page;

responsive to the targeting parameter factor being below the targeting parameter threshold, selecting a second spatial placement of the targeted message in the search engine result page.

13. The method of claim 11, further comprising determining by the server a spatial placement of the targeted message by executing the steps of:

responsive to the relevance factor of the search query result set being one of;

equal to the relevancy threshold and above the relevancy threshold, selecting a first spatial placement of the targeted message in the search engine result page;

responsive to the relevance factor of the search query result set being below the relevancy threshold, selecting a second spatial placement of the targeted message in the search engine result page.

14. The method of claim 11, further comprising calculating the relevancy threshold.

15. The method of claim 14, wherein said calculating the relevancy threshold comprises computing the relevancy threshold based on a category of the search query.

16. The method of claim 15, wherein the search query is a first search query of a first category and wherein said computing the relevancy threshold comprises computing a different relevancy threshold relative to another relevancy threshold associated with a second search query of a second category.

17. The method of claim 11, wherein the targeted message comprises a digital ad.

18. The method of claim 11, wherein the targeting parameter comprises an actual click-through rate of the targeted message.

19. The method of claim 11, wherein the targeting parameter comprises a predicted click-through rate of the targeted message.

20. The method of claim 11, wherein the targeting parameter comprises a bid price associated with the targeted message.

21-31. -31. (canceled)