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

• US 7,783,540 B2
• Filed: 02/22/2006
• Issued: 08/24/2010
• 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: Skovran, Steve, Lee, Jonathan C., Lee, Ka Luk, Greco, Larry, Derer, Matthew, Kwong, Thomas, Davis, Darren J., Kurt, Tod E., Garcia, Johann, Pfarner, Preston
• Primary Examiner(s): CAMPEN, KELLY SCAGGS
• Application Number:
  US11/359,737
• Publication Number:
  US 20060143096A1
• Time in Patent Office: 1,644 Days
• Field of Search: 705 39- 44, 705/26, 705/35, 705/36.R, 705/37, 705/7
• US Class Current: 705/35
• 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 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 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 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 search engine method comprising:

at an account management server of an online search processing system configured to receive search requests from users and provide responsive search results based on the received search requests, providing menu options for access by a web site promoter;

at the account management server, receiving over a computer network from the web site promoter information for an account associated with the web site promoter, including

receiving over the computer network at the account management server information defining a subaccount from the web site promoter to organize advertising efforts of the web site promoter, including for each search listing of the subaccount,

receiving at the account management server from the web site promoter information specifying a search listing to be included in the defined subaccount,

receiving at the account management server a search term for the specified search listing of the defined subaccount,

receiving at the account management server a uniform resource locator (URL) address associated with a web site of the web site promoter for the specified search listing of the defined subaccount, and

receiving at the account management server a bid amount chargeable to the account of the web site promoter for the specified search listing of the defined subaccount;

at the account management server, determining a current rank value associated with the bid amount for each respective search listing of the respective subaccount;

at the account management server, receiving additional information defining additional subaccounts from the web site promoter to define a plurality of subaccounts;

storing at the account management server the received information for the plurality of subaccounts and each respective search listing in a database;

subsequently, providing computer network access to the account management server for monitoring the advertising efforts of the web site promoter and the plurality of subaccounts of the database by the web site promoter;

receiving at the account management server over the computer network from a data processing device of the web site promoter a request for current account status information; and

sending a message over the computer network to the data processing device of the web site promoter data defining the requested current account status information.

2. The method of claim 1 further comprising:

automatically sending an indication of account status for a subaccount from the account management server to the web site promoter in response to a predetermined condition.

3. The method of claim 2 further comprising:

sending an electronic mail message from the account management server to the web site promoter to advise the web site promoter of the predetermined condition.

4. The method of claim 2 wherein sending an indication comprises sending to the web site promoter a warning to replenish the account before the account is suspended.

5. The method of claim 1 wherein receiving the information specifying a search listing further comprises:

receiving a web site description for the web site.

6. The method of claim 1 wherein providing menu options comprises:

providing an option to add to a balance in the account; and

providing an option to allocate money between the plurality of subaccounts of the account.

7. The method of claim 1 further comprising:

providing a bid amount necessary to achieve a rank of 1.

8. The method of claim 1 wherein sending a message defining the requested current account status information comprises sending data about the current rank value associated with the bid amount for each respective search listing of the respective subaccount of the web site promoter.

9. A search apparatus comprising:

an account management server operative to provide menu options for access by a web site promoter to organize advertising efforts using an account on the search apparatus;

the account management server operative to receive from the web site promoter data defining respective subaccounts of a plurality of subaccounts of the web site promoter, each respective defined subaccount being defined by data organized into a plurality of search listings;

the account management server further operative to receive from the web site promoter data defining a search term for each respective search listing of the subaccount,

the account management server further operative to receive from the web site promoter data defining a uniform resource locator (URL) address associated with a web site of the web site promoter for each respective search listing of the subaccount, and

the account management server further operative to receive from the web site promoter data defining a bid amount chargeable to the account of the web site promoter for each respective search listing of the subaccount;

the account management server further operative to provide data defining a current rank value associated with the bid amount for each respective search listing of the subaccount,

a database configured to store data about the account as an account record, the account record including data for the plurality of subaccounts and data for each respective search listing;

wherein the account management server is further operative to provide computer network access for monitoring the advertising efforts by the web site promoter and the account of the web site promoter by the web site promoter.

10. The search apparatus of claim 9 wherein the account management server is operative to automatically send an indication of account status for the subaccount to the web site promoter in response to a predetermined condition.

11. The search apparatus of claim 10 wherein the account management server is further operative to send an electronic mail message to the web site promoter to advise the web site promoter of the predetermined condition.

12. The search apparatus of claim 10 wherein the account management server is further operative to send to the web site promoter a warning to replenish the subaccount before the subaccount is suspended.

13. The search apparatus of claim 9 wherein the account management server is further operative to receive a web site description for the web site.

14. The search apparatus of claim 9 wherein the account management server is further operative to

provide an option to add to a balance in the subaccount;

and

provide an option to allocate money between the subaccount and other subaccounts of the web site promoter.

15. The search apparatus of claim 9 wherein the account management server is further operative to provide a bid amount necessary to achieve a rank of 1.