System and method for influencing a position on a search result list generated by a computer network search engine

• US 7,092,901 B2
• Filed: 07/24/2001
• Issued: 08/15/2006
• 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: Lee, Jonathan C., Lee, Ka Luk, Greco, Larry, Derer, Matthew, Kwong, Thomas, Davis, Darren J., Kurt, Tod E., Skovran, Steve, Garcia, Johann, Pfarner, Preston
• Primary Examiner(s): NGUYEN, CUONG H
• Application Number:
  US09/911,674
• Publication Number:
  US 20010042064A1
• Time in Patent Office: 1,848 Days
• Field of Search: 705 26- 27, 705 35- 37, 707 2- 5
• US Class Current: 705/26.1
• 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 30/0275 Auctions
• CPC Class Codes: G06Q 30/04 Billing or invoicing
• CPC Class Codes: G06Q 30/0601 Electronic shopping [e-shopping]
• CPC Class Codes: G06Q 30/0633 Lists, e.g. purchase orders, compilation or processing
• CPC Class Codes: G06Q 30/08 Auctions
• CPC Class Codes: G06Q 40/00 Finance; Insurance; Tax strategies; Processing of corporate or income taxes
• CPC Class Codes: G06Q 40/04 Trading; Exchange, e.g. stocks, commodities, derivatives or currency exchange
• CPC Class Codes: G06Q 50/188 Electronic negotiation
• CPC Class Codes: Y10S 707/99932 Access augmentation or optimizing
• CPC Class Codes: Y10S 707/99933 Query processing, i.e. searching
• CPC Class Codes: Y10S 707/99934 Query formulation, input preparation, or translation
• CPC Class Codes: Y10S 707/99935 Query augmenting and refining, e.g. inexact access
• CPC Class Codes: Y10S 707/99945 Object-oriented database structure processing

Abstract

A system and method for enabling information providers using a computer network such as the Internet to influence a position for a search listing within a search result list generated by an Internet search engine. The system and method of the present invention provides a database having 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 logging into his or her account via an authentication process. The network information provider influences a position for a search listing in the provider'"'"'s account by first selecting a search term relevant to the content of the web site or other information source to be listed. The network information provider enters the search term and the description into a search listing. The network information provider influences the position for a search listing through a continuous online competitive bidding process. The bidding process occurs when the network information provider enters a new bid amount, which is preferably a money amount, for a search listing. The system and method of the present invention then compares this 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. The rank value generated by the bidding process determines where the network information providers listing will appear on the search results list page that is generated in response to a query of the search term by a searcher located at a client computer on the computer network. A higher bid by a network information provider will result in a higher rank value and a more advantageous placement.

Claims

1. A method for operating a database search system, the method comprising:

receiving a request from an advertiser to change one or more bids associated with search listings stored in a search database, each search listing including a search term and a bid chargeable to the advertiser upon receipt of a click through by a searcher presented with search results including the search listing, the search results displayed to the searcher according to a display rank following receipt of a search query including the search term;

receiving a new bid amount for one or more search listings;

determining new current bid amounts for the one or more search listings;

determining display rank values for the one or more search listings;

determining a bid amount needed to become the highest ranked search listing associated with the search term of the one or more search listings; and

displaying search listing information of the advertiser.

2. The method of claim 1 further comprising:

displaying data associated with the one or more search listings in a tabular format.

3. The method of claim 2 further comprising:

displaying data associated with respective search listings in respective rows of a table;

displaying search terms of the respective search listings in a first column of the table;

displaying a current bid amount of the respective search listings in a second column of the table;

displaying a current rank of the respective search listings in a third column of the table; and

displaying a current bid amount needed to become the highest ranked search listing of the respective search listings in a fourth column of the table.

4. The method of claim 3 further comprising:

displaying a new bid input field in a fifth column of the table.

5. The method of claim 4 wherein receiving a new bid amount comprises detecting data entered by the advertiser in the new bid input field.

6. A method of enabling a network information provider to update information relating to a search listing on a search result list generated by a computer network search engine, the method comprising:

maintaining an account database having at least one account record for each of a plurality of network information providers, said account record including

at least one search listing having a search term,

an account identifier, and

a bid amount chargeable to an account of the network information provider upon receipt of a retrieval request from a searcher for information relating to a search listing of the network information provider on a search result list;

receiving from a network information provider a change request for a search listing in the network information provider'"'"'s account;

updating the search listing in the network information provider'"'"'s account record in response to the change request; and

determining a position substantially in real time for the updated search listing in a search result list generated by the search engine in response to a search request received from a searcher using the computer network, where the search term of the updated search listing generates a match with the search request and the position of the updated search listing in the search result list is determined using the bid amount.

7. The method of claim 6, where the search term of each search listing in the search result list generates a match with the search request.

8. The method of claim 7, wherein the search listings in the search result list are sorted in order of decreasing bid amount.

9. The method of claim 8, further comprising assigning an ordinal rank value to each search listing in the search result list in order of decreasing bid amount, with the smallest rank value assigned to the search listing in the search result list having the highest bid amount, and the largest rank value assigned to the search listing having the lowest bid amount.

10. The method of claim 8, further comprising:

determining creation time value for each search listing in the account database;

identifying search listings within a search result list having equivalent bid amounts; and

within a group of search listings within a search result list that have equivalent bid amounts, sorting the search listings in order from earliest to most recent creation time value.

11. The method of claim 6, wherein the account record further includes an account balance.

12. The method of claim 11, wherein the account balance is positive.

13. The method of claim 11, further comprising subtracting the bid amount from the account balance substantially in real time when a search listing is selected by the searcher from the search result list.

14. The method of claim 11, where the search listing further comprises a web site title, a web site description, and a web site Uniform Resource Locator (URL).

15. The method of claim 14, further comprising recording a retrieval request event substantially in real time when a search listing is selected by a remote searcher from the search result list.

16. The method of claim 15, wherein the retrieval request event comprises an account identifier, and a bid amount.

17. The method of claim 16, wherein the retrieval request event further comprises a search term.

18. The method of claim 16, wherein the retrieval request event further comprises a web site URL.

19. The method of claim 16, wherein the retrieval request event further comprises a rank value.

20. The method of claim 16, further comprising applying a charge to an account balance, where the charge corresponds to a bid amount recorded in a retrieval request event having an account identifier that matches the account identifier corresponding to the account balance.