Personalization of placed content ordering in search results
First Claim
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1. A computer-implemented method of personalizing placed content associated with a search query, comprising:
- at a server system having one or more processors and memory storing programs executed by the one or more processors;
receiving a search query from a user;
accessing a user profile associated with the user, wherein the user profile is based, at least in part, on query terms in a plurality of previously submitted search queries;
identifying a set of placed content that matches the search query;
assigning a popularity score to each of the set of placed content in accordance with the user profile, a respective bid value for the placed content, and a respective click through rate for the placed content based on multiple user activities, wherein the assigning the popularity score includes;
determining a similarity score between the user profile and a placed content profile associated with the placed content, wherein the similarity score is indicative of a level of similarity between the user profile and the associated placed content profile, andcombining the similarity score with the respective click through rate and the respective bid value to determine the popularity score assigned to the placed content; and
ranking the set of placed content according to their respective popularity scores; and
preparing for display to the user at least a subset of the set of placed content in an order determined by their respective popularity scores.
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Abstract
A system and method for using a user profile to order placed content in search results returned by a search engine. The user profile is based on search queries submitted by a user, the user'"'"'s specific interaction with the documents identified by the search engine and personal information provided by the user. Placed content is ranked by a score based at least in part on a similarity of a particular placed content to the user'"'"'s profile. User profiles can be created and/or stored on the client side or server side of a client-server network environment.
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Citations
29 Claims
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1. A computer-implemented method of personalizing placed content associated with a search query, comprising:
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at a server system having one or more processors and memory storing programs executed by the one or more processors; receiving a search query from a user; accessing a user profile associated with the user, wherein the user profile is based, at least in part, on query terms in a plurality of previously submitted search queries; identifying a set of placed content that matches the search query; assigning a popularity score to each of the set of placed content in accordance with the user profile, a respective bid value for the placed content, and a respective click through rate for the placed content based on multiple user activities, wherein the assigning the popularity score includes; determining a similarity score between the user profile and a placed content profile associated with the placed content, wherein the similarity score is indicative of a level of similarity between the user profile and the associated placed content profile, and combining the similarity score with the respective click through rate and the respective bid value to determine the popularity score assigned to the placed content; and ranking the set of placed content according to their respective popularity scores; and preparing for display to the user at least a subset of the set of placed content in an order determined by their respective popularity scores. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A computer system for personalizing placed content associated with a search query, comprising:
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a user profile, based, at least in part, on query terms in a plurality of previously submitted search queries; and a placed content server, including a plurality of placed content, for identifying a subset of the plurality of placed content that matches a search query and that assigns a popularity score to each of the plurality of placed content in the subset in accordance with the user profile, a respective bid value for the placed content, and a respective click through rate for the placed content based on multiple user activities, and that ranks the subset based on the respective popularity scores of the subset of placed content, and that prepares for display of the subset of the plurality of placed content in an order determined by their respective popularity scores, wherein the popularity score of each piece of placed content is based on a similarity score between the user profile and a placed content profile associated with the placed content, wherein the similarity score is indicative of a level of similarity between the user profile and the associated placed content profile, and wherein the similarity score is combined with the respective click through rate and the respective bid value to determine the popularity score assigned to the placed content. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18)
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19. A computer program product embodied on a computer readable medium, the computer program product comprising one or more programs that are stored on the computer readable medium and that are executable by a computer so as to perform a process, the one or more computer programs of the computer program product comprising:
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instructions for receiving a search query from a user; instructions for accessing a user profile associated with the user, wherein the user profile is based, at least in part, on query terms in a plurality of previously submitted search queries; instructions for identifying a set of placed content that matches the search query; instructions for assigning a popularity score to each of the set of placed content in accordance with the user profile, a respective bid value for the placed content, and a respective click through rate for the placed content based on multiple user activities, wherein the instructions for assigning the popularity score include; instructions for determining a similarity score between the user profile and a placed content profile associated with the placed content, wherein the similarity score is indicative of a level of similarity between the user profile and the associated placed content profile, and instructions for combining the similarity score with the respective click through rate and the respective bid value to determine the popularity score assigned to the placed content; instructions for ranking the set of placed content according to their respective popularity scores; and instructions for preparing for display to the user at least a subset of the set of placed content in an order determined by their respective popularity scores. - View Dependent Claims (20, 21, 22, 23, 24, 25, 26, 27)
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28. A computer-implemented method of personalizing placed content associated with a search query, comprising:
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receiving a search query from a user; accessing a user profile associated with the user, wherein the user profile is based, at least in part, on query terms in a plurality of previously submitted search queries; identifying a set of placed content based on contents of one or more documents being presented as search results to the search query; assigning a popularity score to each of the set of placed content in accordance with the user profile, a respective bid value for the placed content, and a respective click through rate for the placed content based on multiple user activities, wherein the assigning the popularity score includes; determining a similarity score between the user profile and a placed content profile associated with the placed content, wherein the similarity score is indicative of a level of similarity between the user profile and the associated placed content profile, and combining the similarity score with the respective click through rate and the respective bid value to determine the popularity score assigned to the placed content; and ranking the set of placed content according to their respective popularity scores; and preparing for display to the user at least a subset of the set of placed content in an order determined by their respective popularity scores.
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29. A computer-implemented method of personalizing placed content associated with a search query, comprising:
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receiving a request from a user for a document; accessing a user profile associated with the user, wherein the user profile is based, at least in part, on query terms in a plurality of previously submitted search queries; identifying a set of placed content based on contents of the document being requested by the user; assigning a popularity score to each of the set of placed content in accordance with the user profile, a respective bid value for the placed content, and a respective click through rate for the placed content based on multiple user activities, wherein the assigning the popularity score includes; determining a similarity score between the user profile and a placed content profile associated with the placed content, wherein the similarity score is indicative of a level of similarity between the user profile and the associated placed content profile, and combining the similarity score with the respective click through rate and the respective bid value to determine the popularity score assigned to the placed content; and ranking the set of placed content according to their respective popularity scores; and preparing for display to the user at least a subset of the set of placed content in an order determined by their respective popularity scores.
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Specification