METHOD OF AND SERVER FOR SELECTION OF A TARGETED MESSAGE FOR PLACEMENT INTO A SEARCH ENGINE RESULT PAGE IN RESPONSE TO A USER SEARCH REQUEST

• US 20170186035A1
• Filed: 01/07/2015
• Published: 06/29/2017
• Est. Priority Date: 07/07/2014
• Status: Abandoned Application

• Current Assignee: Yandex Europe AG (Yandex N.V.)
• Original Assignee: Yandex Europe AG (Yandex N.V.)
• Inventors: LEVIN, Mikhail Vladimirovich, PODOGOV, Ivan Yurievich
• Application Number:
  US15/324,293
• Publication Number:
  US 20170186035A1
• Time in Patent Office: Days
• CPC Class Codes: G06F 16/248 Presentation of query results
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search

Abstract

There is disclosed a method of and a system for selecting a targeted message for inclusion into a Search Engine Results Page (SERP). The method is executable at a server coupled to an electronic device via a communication network. The method comprises: receiving, from the electronic device via the communication network, the search request; generating the SERP, the SERP including at least one search result responsive to the search request; determining if the search request is a navigational search request; responsive to the search request being the navigational search request, determining a web resource being associated with the navigational search request; retrieving, from a targeted messages database, a targeted message being associated with an entity associated with the web resource; transmitting to the user electronic device a command signal, the command signal for causing the electronic device to display the SERP with the targeted message displayed therein.

Claims

1. A method of selecting a targeted message for inclusion into a Search Engine Results Page (SERP), the method executable at a server coupled to an electronic device via a communication network, the method comprising:

receiving, from the electronic device via the communication network, a search request;

generating the SERP, the SERP including at least one search result responsive to the search request;

determining if the search request is a navigational search request;

responsive to the search request being the navigational search request, determining a single web resource, the single web resource being a target of the navigational search request;

retrieving, from a targeted messages database, a targeted message being pre-associated with an entity associated with the single web resource, the pre-associated targeted message being relevant to the entity associated with the single web resource;

transmitting to the user electronic device a command signal, the command signal for causing the electronic device to display the SERP with the targeted message pre-associated with the single web resource displayed therein.

2. The method of claim 1, wherein said retrieving comprises retrieving a plurality of targeted messages associated with the entity and wherein the method further comprises selecting the targeted message from the plurality of targeted messages.

3. The method of claim 2, wherein said selecting comprises applying a targeted messages policy to the plurality of targeted messages.

4. The method of claim 2, wherein said command signal is for causing the electronic device to display the SERP with at least some of the plurality of targeted messages displayed therein in a rotating carousel fashion.

5. The method of claim 1, wherein said determining if the search request is a navigational search request comprises analyzing the search request and a geo location associated with the electronic device.

6. The method of claim 1, wherein said determining if the search request is a navigational search request comprises analyzing a top search result generated for the search request.

7. The method of claim 1, wherein said determining if the search request is a navigational search request comprises analyzing past click information, past click information being representative of a most frequent resource selected by other users performing past searches similar to the search request.

8. The method of claim 1, further comprising determining a special placement of the targeted message within the SERP.

9. The method of claim 8, wherein said determining comprises applying a targeting policy to determine said special placement.

10. The method of claim 8, wherein said determining comprises selecting the special placement on a top portion of the SERP above the at least one search result.

11. The method of claim 1, wherein said determining the single web resource comprises selecting the single web resource based on its URL.

12. The method of claim 1, further comprising, prior to said receiving, uploading the targeted message to the targeted messages database.

13. The method of claim 12, said uploading further comprises associating the targeted message with an indication of the single web resource.

14. The method of claim 13, wherein said retrieving the targeted message being associated with an entity associated with the single web resource is executed using said indication of the single web resource.

15. The method of claim 1, wherein said generating the SERP comprises including a link to the single web resource as part of a set of top search results.

16. The method of claim 1, further comprising, prior to said retrieving, adjusting a predicted click-through rate of the targeted message to an adjusted click-through rate.

17. The method of claim 16, wherein said retrieving is executed on the basis of the adjusted click-through rate.

18. The method of claim 16, wherein said adjusted click-through rate is higher than the predicted click-through rate.

19. The method of claim 1, wherein the targeted message is a banner ad.

20. A server comprising:

a communication interface for communication with an electronic device via a communication network,

a processor operationally connected with the communication interface, the processor configured to;

receive, from an electronic device via a communication network, a search request;

generate the SERP, the SERP including at least one search result responsive to the search request;

determine if the search request is a navigational search request;

responsive to the search request being the navigational search request, determine a single web resource, the single web resource being a target of the navigational search request;

retrieve, from a targeted messages database, a targeted message being pre-associated with an entity associated with the single web resource, the pre-associated targeted message being relevant to the entity associated with the single web resource;

transmit to the user electronic device a command signal, the command signal for causing the electronic device to display the SERP with the targeted message pre-associated with the single web resource displayed therein.

21-38. -38. (canceled)