Method and system for identifying keywords for use in placing keyword-targeted advertisements
First Claim
1. A computer-implemented method for identifying search terms for advertising an item, the method comprising:
- identifying the item proposed for advertising;
submitting a description of the item to a search engine service;
receiving search results provided by the search engine service corresponding to the description of the item;
analyzing web pages corresponding to the received search results to identify phrases of words within the web pages that are related to the item, the identifying of the phrases including generating a first score for at least some of the words of the web pages and generating a second score for phrases based at least in part on the first score of said at least some of the words within the phrases;
the first score being generated based at least in part on a relative value of;
a first average frequency of the word in the web pages, said first average frequency based at least in part upon a first frequency of the word for a plurality of the web pages corresponding to the received search results;
a second average frequency of the word in a general corpus of web pages, said second average frequency based at least in part upon a second frequency of the word for the general corpus of web pages;
the relative value of the first average frequency with respect to the second average frequency indicating a level of relevance of the word to the item; and
deriving search terms for advertising the item from the identified phrases of the search results based at least in part upon the second score for each of the identified phrases.
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Abstract
A method and system for identifying search terms for placing advertisements along with search results is provided. The advertisement system selects a description of an item that is to be advertised. The advertisement system then retrieves documents that match the selected description. The advertisement system generates a score for each word of the retrieved documents that indicates relatedness of the word to the item to be advertised. After generating the scores for the words, the advertisement system identifies phrases of the words within the documents that are related to the item. The advertisement system then generates search terms for the item to be advertised from the identified phrases. The advertisement system submits the search terms and an advertisement to a search engines service for placement of a paid-for advertisement for the item.
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Citations
20 Claims
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1. A computer-implemented method for identifying search terms for advertising an item, the method comprising:
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identifying the item proposed for advertising;
submitting a description of the item to a search engine service;receiving search results provided by the search engine service corresponding to the description of the item; analyzing web pages corresponding to the received search results to identify phrases of words within the web pages that are related to the item, the identifying of the phrases including generating a first score for at least some of the words of the web pages and generating a second score for phrases based at least in part on the first score of said at least some of the words within the phrases; the first score being generated based at least in part on a relative value of; a first average frequency of the word in the web pages, said first average frequency based at least in part upon a first frequency of the word for a plurality of the web pages corresponding to the received search results; a second average frequency of the word in a general corpus of web pages, said second average frequency based at least in part upon a second frequency of the word for the general corpus of web pages; the relative value of the first average frequency with respect to the second average frequency indicating a level of relevance of the word to the item; and deriving search terms for advertising the item from the identified phrases of the search results based at least in part upon the second score for each of the identified phrases. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14)
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15. A computer system for identifying search terms for advertising an item, comprising:
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a processor; a computer-readable storage medium including instructions that, when executed by the processor, provide; a component that submits a description of the item to a search engine service and receives search results provided by the search engine service corresponding to the description of the item; a component that analyzes documents corresponding to the received search results to identify phrases of words within the documents that are related to the item, the identifying including generating a first score for at least some of the words of the documents and generating a second score for phrases based at least in part on the first score of said at least some of the words within the phrases; the first score being generated based at least in part on a relative value of; a first average frequency of the word in the web pages, based at least in part upon a first frequency of the word for a plurality of the web pages corresponding to the received search results; a second average frequency of the word in a general corpus of web pages, based at least in part upon a second frequency of the word for the general corpus of web pages; the relative value of the first average frequency with respect to the second average frequency indicating a level of relevance of the word to the item; and a component that derives, from the identified phrases of the search results, search terms for advertising the item based at least in part upon the second score for each of the identified phrases. - View Dependent Claims (16, 17, 18, 19)
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20. A computer program product embedded in a computer-readable storage medium for identifying search terms for advertising an item, comprising:
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program code for identifying the item proposed for advertising; program code for submitting a description of the item to a search engine service; program code for receiving search results provided by the search engine service corresponding to the description of the item; program code for analyzing web pages corresponding to the received search results to identify phrases of words within the web pages that are related to the item, the identifying including generating a first score for at least some of the words of the web pages and generating a second score for phrases based at least in part on the first score of said at least some of the words within the phrases; the first score being generated based at least in part on a relative value of; a first average frequency of the word in the web pages, based at least in part upon a first frequency of the word for a plurality of the web pages corresponding to the received search results; a second average frequency of the word in a general corpus of web pages, based at least in part upon a second frequency of the word for the general corpus of web pages; the relative value of the first average frequency with respect to the second average frequency indicating a level of relevance of the word to the item; and program code for deriving search terms for advertising the item from the identified phrases of the search results based at least in part upon the second score for each of the identified phrases.
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Specification