System and method for providing place and price protection in a search result list generated by a computer network search engine

• US 7,835,943 B2
• Filed: 08/03/2001
• Issued: 11/16/2010
• Est. Priority Date: 05/28/1999
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Soulanille, Thomas A., Cheung, Dominic Dough-Ming, Davis, Darren J., Singh, Narinder Pal
• Primary Examiner(s): Colbert; Ella
• Application Number:
  US09/922,028
• Publication Number:
  US 20020169760A1
• Time in Patent Office: 3,392 Days
• Field of Search: 705/1, 705/14, 705 38- 40, 705/26, 705/27, 707 1- 5, 707/102, 707/104.1, 715/1, 715/500, 715/517, 715/760, 709/217, 709/224
• US Class Current: 705/14.54
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/9532 Query formulation
• CPC Class Codes: G06F 16/9538 Presentation of query results
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

A method and apparatus for managing search listings in a search database include storing one or more search listings for an advertiser. Each search listing includes an associated search term. The system receives from the advertiser identification information for a search listing and a desired rank for the identified search listing, a maximum cost per click for the search listing, or both. The system stores the desired rank and/or maximum cost per click for the search listing. The system then determines a cost per click for the identified search listing based on the desired rank and other search listings which include the search term associated with the identified search listing.

Claims

1. A database searching apparatus comprising:

a search engine web server operative to provide search results including search listings according to rank;

a database searchable by the search engine web server and including a plurality of search listings, at least some search listings being associated with advertisers, the search listing associated with an advertiser including

a search term specified by the advertiser, and

a desired rank specified by the advertiser for a search listing and a maximum cost per click (maximum CPC) and a cost per click (CPC) associated with the desired rank for the search term and the advertiser,

an account management server in data communication with the database to automatically adjust the CPC for a search listing in response to advertiser inputs,

wherein, when the advertiser enters a new search listing or changes the maximum CPC of a search listing, the account management server is operative to;

adjust the CPC of the advertiser'"'"'s search listing to maintain the desired rank,

adjust the CPC of the advertiser'"'"'s search listing to move the search listing to the highest rank possible without exceeding the maximum CPC of the advertiser'"'"'s search listing,

adjust the CPC of the advertiser'"'"'s search listing to maintain the CPC of the advertiser'"'"'s search listing less than or equal to the maximum CPC of the advertiser'"'"'s search listing, and

avoid setting the CPC of the advertiser'"'"'s search listing so that desired rank and CPCs of other advertisers are not maintained.

2. The database searching apparatus of claim 1, wherein the database further stores a timestamp associated with the desired rank, the timestamp indicating a time the search listing was entered or changed.

3. The database searching apparatus of claim 2, wherein the search engine is configured to:

receive a search request;

locate one or more search listings having a matching relationship with the search request; and

order search results from the one or more search listings using the CPC associated with the one or more search listings.

4. The database searching apparatus of claim 1, further comprising:

an account manager accessible by the advertiser to vary at least one of the maximum CPC and the desired rank for a respective search listing.

5. The database searching apparatus of claim 4, wherein the account manager is further accessible by the advertiser to vary the maximum CPC for two or more possible ranks specified by the advertiser.

6. The database searching apparatus of claim 1, further comprising:

one or more software agents configured to;

receive advertiser bid information; and

act on the advertiser bid information to adjust the CPC for a specified search listing.

7. The database searching apparatus of claim 6, wherein the one or more software agents is configured to:

increase the current CPC of the specified search listing if the rank of the specified search listing can be improved without exceeding the maximum CPC, otherwise, not adjust the current CPC of the specified search listing; and

decrease the current CPC of the specified search listing without moving the specified search listing to a rank worse than the desired rank.

8. The database searching apparatus of claim 7, wherein the one or more software agents are configured to decrease the current CPC of the specified search listing only if no other search listing will have its respective current CPC increased to decrease the rank of the specified search listing, otherwise, to not adjust the current CPC of the specified search listing.