System and method for enabling multi-element bidding for influencing a position on a search result list generated by a computer network search engine

• US 7,035,812 B2
• Filed: 02/01/2002
• Issued: 04/25/2006
• Est. Priority Date: 05/28/1999
• Status: Expired due to Term

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Overture Services Incorporated (Apollo Global Management, Inc.)
• Inventors: Savich, Peter, Soulanille, Thomas A., Meisel, Ted
• Primary Examiner(s): Rosen, Nicholas D.
• Application Number:
  US10/061,388
• Publication Number:
  US 20030033292A1
• Time in Patent Office: 1,544 Days
• Field of Search: 705/14, 705/37, 707/2, 707/3
• US Class Current: 705/14.54
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange

Abstract

In a system and method for enabling information providers to influence a position for a search listing within a search result list, a database stores accounts for the network information providers. Each account contains contact and billing information for a network information provider. In addition, each account contains at least one search listing having at least three components: a description, a search term comprising one or more keywords, and a bid amount. The network information provider may add, delete, or modify a search listing after authenticated login. A bidding process occurs when the network information provider enters a new bid amount for a search listing. The system and method then compares the bid amount with all other bid amounts for the same search term, and generates a rank value for all search listings having that search term to determine where the listing will appear on the search results list page.

Claims

1. A method of generating a search result list in response to a search request from a searcher, the method comprising:

storing a plurality of search listings, each search listing being associated with a bid amount and a search term, the bid amount including a market value corresponding to a money amount chargeable to an account of an advertiser associated with the search listing;

determining the market values of the respective bids by determining a product of a bid received from a respective advertiser and a probability that one or more bid events will occur, the one or more bid events including a click-through, including

calculating a numerator as a ratio of an estimated number of times the one or more bid events will occur to an estimated number of times the one or more bid events could occur within a specified time period,

calculating a denominator representing the standard click-through rate for listings of the average ranking, over the same specified period of time, of the identified search listing corresponding to the bid, and

calculating the probability as the ratio of the numerator to the denominator;

receiving a search request from the searcher;

identifying search listings having search terms generating a match with the received search request;

ordering the identified search listings in a search result list according to values of the respective bid amounts of the identified search listings;

detecting a clickthrough by the searcher of one of the ordered search listings; and

in response to the clickthrough, charging the account of the advertiser associated with the one search listing by the bid amount.

2. A method of operating a pay for placement web site, the method comprising:

maintaining a database searchable by a search engine, the database including a plurality of search listings, each search listing being associated with an Internet website, a search term and a bid amount, the bid amount corresponding to a money amount chargeable to a web site promoter each time the web site promoter'"'"'s web site is referred by the search engine;

receiving a search request from a searcher;

identifying search listings generating a match with the search request; and

ordering the identified search listings into a search result list in accordance with values of respective bid amounts for the identified search listings, wherein the values of the respective bid amounts are calculated as a sum of;

a bid element amount for impression;

a value of the bid element amount for clickthrough, wherein the value of the bid element amount for clickthrough is calculated as a product of the bid element amount and the probability that the clickthrough event will occur; and

respective values of the bid element amounts for actions;

receiving none, one or more of the following;

a retrieval request from the searcher to retrieve information associated with a selected search listing in the search result list, and

one or more notifications that the searcher has performed one or more respective actions in connection with the selected search listing;

debiting an account of the web site promoter associated with the selected search listing and the respective bid as follows;

by the bid element amount for impression,

by the bid element amount for clickthrough, provided a clickthrough request was received, and

by the bid element amounts for, respectively, one or more actions, provided notifications were received for said one or more actions.

3. The method of claim 2 wherein the probability is calculated as a ratio of an estimated number of times the clickthrough events will occur to an estimated number of times the clickthrough events could occur within a specified time period.

4. The method of claim 2 further comprising:

calculating a numerator as a ratio of an estimated number of times the clickthrough events will occur to an estimated number of times the clickthrough events could occur within a specified time period;

calculating a denominator representing the standard click-through rate for listings of the average ranking, over the same specified period of time, of the identified search listing corresponding to the bid; and

calculating the probability as the ratio of the numerator to the denominator.

5. A method of operating a pay for placement web site, the method comprising:

maintaining a database searchable by a search engine, the database including a plurality of search listings, each search listing being associated with an Internet website, a search term and a bid amount, the bid amount corresponding to a money amount chargeable to a web site promoter each time the web site promoter'"'"'s web site is referred by the search engine;

receiving a search request from a searcher;

identifying search listings generating a match with the search request; and

ordering the identified search listings into a search result list in accordance with values of respective bid amounts for the identified search listings, wherein the values of the respective bid amounts are calculated as a sum of;

a bid element amount for impression;

a value of the bid element amount for clickthrough; and

respective values of the bid element amounts for actions, wherein the value of a bid element amount for an action is calculated as the product of the bid element amount and the probability that the action event will occur, and wherein the probability is calculated as a ratio of an estimated number of times the action events will occur to an estimated number of times the action events could occur within a specified time period;

receiving none, one or more of the following;

a retrieval request from the searcher to retrieve information associated with a selected search listing in the search result list, and

one or more notifications that the searcher has performed one or more respective actions in connection with the selected search listing;

debiting an account of the web site promoter associated with the selected search listing and the respective bid as follows;

by the bid element amount for impression,

by the bid element amount for clickthrough, provided a clickthrough request was received, and

by the bid element amounts for, respectively, one or more actions, provided notifications were received for said one or more actions.

6. A method of operating a pay for placement web site, the method comprising:

maintaining a database searchable by a search engine, the database including a plurality of search listings, each search listing being associated with an Internet website, a search term and a bid amount, the bid amount corresponding to a money amount chargeable to a web site promoter each time the web site promoter'"'"'s web site is referred by the search engine;

receiving a search request from a searcher;

identifying search listings generating a match with the search request; and

ordering the identified search listings into a search result list in accordance with values of respective bid amounts for the identified search listings, wherein the values of the respective bid amounts are calculated as a sum of;

a bid element amount for impression;

a value of the bid element amount for clickthrough; and

respective values of the bid element amounts for actions, wherein the value of a bid element amount for an action is calculated as the product of the bid element amount and the probability that the action event will occur, and wherein the probability is calculated by

calculating a numerator as a ratio of an estimated number of times the action events will occur to an estimated number of times the action events could occur within a specified time period;

calculating a denominator representing the standard click-through rate for listings of the average ranking, over the same specified period of time, of the identified search listing corresponding to the bid amount; and

calculating the probability as the ratio of the numerator to the denominator;

receiving none, one or more of the following;

a retrieval request from the searcher to retrieve information associated with a selected search listing in the search result list, and

one or more notifications that the searcher has performed one or more respective actions in connection with the selected search listing;

debiting an account of the web site promoter associated with the selected search listing and the respective bid as follows;

by the bid element amount for impression,

by the bid element amount for clickthrough, provided a clickthrough request was received, and

by the bid element amounts for, respectively, one or more actions, provided notifications were received for said one or more actions.

7. A method of generating a search result list in response to a search request from a searcher, the method comprising:

storing a plurality of search listings, each search listing being associated with an Internet website, one or more search terms and one or more bid elements, each bid element amount corresponding to a money amount chargeable to a web site promoter each time the web site promoter'"'"'s web site is referred by the search engine;

receiving a search request from a searcher;

identifying search listings generating a match with the search request; and

ordering the identified search listings into a search result list the order of which is influenced by the values of the respective bid amounts for the identified search listings, wherein the values of the respective bid amounts are calculated as the sum of;

the value of the bid element amount for impression, provided the system allows for bidding by impression;

the value of the bid element amount for clickthrough, provided the system allows for bidding by clickthrough, wherein the value of the bid element amount for clickthrough is calculated as a product of the bid element amount and the probability that the clickthrough event will occur; and

the respective values of the bid element amounts for actions, provided the system allows for bidding by action;

receiving none, one or more of the following;

a retrieval request from the searcher to retrieve information associated with a selected search listing in the search result list, and

one or more notifications that the searcher has performed one or more respective actions in connection with the selected search listing;

debiting an account of the web site promoter associated with the selected search listing and the respective bid elements as follows;

by the bid element amount for impression, provided the system allows for bidding by impression,

by the bid element amount for clickthrough, provided the system allows for bidding by clickthrough, and provided a clickthrough request was received, and

by the bid element amounts for, respectively, one or more actions, provided the system allows for bidding by action, and provided notifications were received for said one or more actions.

8. The method of claim 7 wherein the value of the bid element amount for impression is calculated as the ratio of the bid element amount and the intrinsic CTR applicable to a particular ranking for the search term to which the current listing applies, the particular ranking having been selected by the system.

9. The method of claim 7 wherein the probability is calculated as the clickthrough rate for the current listing.

10. The method of claim 7 wherein the probability is calculated as the ratio of the clickthrough rate for the current listing, and the average intrinsic clickthrough rate applicable to the various rankings held by that listing.

11. The method of claim 7 wherein the value of a bid element amount for an action is calculated as the product of the bid element amount and the probability that the action event will occur.

12. The method of claim 11 wherein the probability is calculated as the action rate for the current listing.

13. The method of claim 11 wherein the probability is calculated as the ratio of the action rate for the current listing, and the average intrinsic clickthrough rate applicable to the various rankings held by that listing.

14. A method of generating a search result list in response to a search request from a searcher, the method comprising:

storing a plurality of search listings, each search listing being associated with a bid amount and a search term, the bid amount including a market value corresponding to a money amount chargeable to an account of an advertiser associated with the search listing;

determining the market values of the respective bids by calculating the product of a bid received from a respective advertiser,

a clickthrough rate associated with the listing corresponding to that bid, and

a number representing the rank-independent comparative attractiveness of the listing corresponding to that bid;

receiving a search request from the searcher;

identifying search listings having search terms generating a match with the received search request;

ordering the identified search listings in a search result list according to market values of the respective bids;

detecting a clickthrough by the searcher of one of the ordered search listings; and

in response to the clickthrough, charging the account of the advertiser associated with the one search listing by the bid amount.

15. The method of claim 14 wherein the number representing the rank-independent comparative attractiveness of the listing corresponding to the bid is associated with relevance of the listing.

16. The method of claim 15 wherein the relevance of the listing is associated with one or more of the subject matter of the listing, the brand recognition of the advertiser, and the geographic location of the advertiser.