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 7,702,537 B2
• Filed: 04/24/2006
• Issued: 04/20/2010
• Est. Priority Date: 05/28/1999
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Savich, Peter, Soulanille, Thomas A., Meisel, Ted
• Primary Examiner(s): Rosen; Nicholas D
• Application Number:
  US11/409,786
• Publication Number:
  US 20060190354A1
• Time in Patent Office: 1,457 Days
• Field of Search: 705/14, 705/37, 705/14.41, 705/14.46, 705/14.51, 705/14.52, 705/14.53, 705/14.54
• US Class Current: 705/14.54
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 20/10 specially adapted for electronic funds transfer [EFT] systems; specially adapted for home banking systems
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0623 Item investigation
• CPC Class Codes: G06Q 30/0625 Directed, with specific intent or strategy
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A system and method for enabling information providers using a computer network to influence a position for a search listing within a search result list generated by an Internet search engine. A database stores accounts for the network information providers. Each account contains at least one search listing having a description, a search term of 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 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. The rank value determines where the listing will appear on the search results list page generated in response to a query of the search term.

Claims

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

maintaining a database of search listings searchable by a search engine, each search listing being associated with a search term and a bid amount, the bid amount corresponding to a money amount chargeable a search listing 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 based on;

(a) a bid element amount for impression;

(b) a value of a bid element amount for clickthrough, calculated based on the bid element amount and probability of a clickthrough event; and

(c) a bid element amount 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.

2. The method of claim 1 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.

3. The method of claim 1 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.

4. 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, the bid amount including at least one of a bid element amount for impression, a bid element amount for a clickthrough and a bid element amount for an action;

receiving a search request from a searcher;

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

returning a search list including the identified search listings, including,

ordering the identified search listings into the search result list in accordance with values of respective bid amounts for the identified search listings, the values of the respective bid amounts being calculated based on;

bid element amounts for impressions;

bid element amounts for clickthroughs; and

bid element amounts for actions,

wherein the value of a bid element amount for an action is calculated using the bid element amount and a probability associated with the action event, and wherein the probability is calculated using an estimated number of times the action events will occur and an estimated number of times the action events could occur within a specified time period.

5. The method of claim 4 further comprising:

receiving none, one or more of the following;

a retrieval request 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 database search system comprising:

a database which stores 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;

a computer system which determines 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

program code which calculates 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,

program code which calculates 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

program code which calculates the probability as the ratio of the numerator to the denominator;

a server system which receives a search request from the searcher;

a search engine operative in conjunction with the database to identify search listings having search terms generating a match with the received search request,

the server system configured to

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

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

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