Dynamic bid pricing for sponsored search

• US 7,856,433 B2
• Filed: 04/06/2007
• Issued: 12/21/2010
• Est. Priority Date: 04/06/2007
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Valz, Duane R.
• Primary Examiner(s): Fleurantin; Jean B.
• Assistant Examiner(s): LE, THU NGUYET T
• Application Number:
  US11/784,481
• Publication Number:
  US 20080249991A1
• Time in Patent Office: 1,355 Days
• Field of Search: 707 3- 7, 707722-723, 707/732, 707/769, 705/10, 705/20, 705/14.4, 705/19
• US Class Current: 707/722
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A method for an online sponsored search system includes storing a database of items. At least some of the items include a keyword and a money amount associated with a respective advertiser. The method further includes receiving information about current user preferences within the online sponsored search system. When the received user information relates to a keyword of an item, the method includes automatically adjusting the money amount of the item based on the received user interest information. In response to a received user query, the method includes identifying items relating to the received user search query and generating a search result list including the related items. The method then includes ordering the related items according to the adjusted money amounts associated with the matching items. In response to the designation of a Web page to receive sponsored advertisements, the method includes identifying items relating to the subject matter of one or more portions of the Web page. In this instance, the method then includes determining which items are to be shown and their placement on the Web page according to the adjusted money amounts associated with the related items.

Claims

1. A method for an online sponsored search system, the method comprising:

storing items in a database, at least some items including a keyword and a money amount associated with a respective advertiser of the online sponsored search system;

at a data processing system of the online sponsored search system, receiving information about current user preferences within the online sponsored search system;

in response to a change in the current user preferences, the sponsored search system automatically adjusting money amounts for stored items of advertisers;

detecting bid adjustment definition information of an information provider for that item, the bid adjustment definition information including data defining the advertiser'"'"'s intention to seek more or less activity in response to a change in current user preferences based on the adjustment to be made by the sponsored search system; and

when the received user preference information relates to a keyword of an item, at the data processing system automatically adjusting the money amount of the item based on the advertiser'"'"'s bid adjustment definition information.

2. The method of claim 1 further comprising:

in response to a received user query, at the data processing system identifying items relating to the received user search query;

generating a search result list including the related items, and

ordering the related items according to the adjusted money amounts associated with the related items.

4. The method of claim 1 further comprising:

at the data processing system, aggregating information about relatively current Internet user preferences based on user interactions with the online sponsored search system.

5. The method of claim 4 further comprising:

receiving search queries from users at the data processing system of the online sponsored search system;

identifying subject matter and user interests in the subject matter within the search queries;

updating the information about user preferences based on the identified subject matter and identified user interests; and

adjusting the money amount of items in the database based at least in part on the updated user preference information.

6. The method of claim 4 further comprising:

at the data processing system, receiving information about web sites visited by a user of the online sponsored search system;

identifying subject matter and user interests in the subject matter within the web sites visited;

updating the information about current user preferences based on the identified subject matter and identified user interests; and

adjusting the money amount of items in the database based at least in part on the updated user preference information.

7. The method of claim 4 further comprising:

at the data processing system, receiving information about browser interaction by a user of the online sponsored search system;

identifying subject matter and user interests in the subject matter within the browser interaction information;

updating the information about current user preferences based on the identified subject matter and identified user interests; and

adjusting the money amount of items in the database based at least in part on the updated user preference information.

8. The method of claim 1 wherein the bid adjustment definition information includes data defining an increase or decrease in the money amount in response to an increase in volume of queries for the keyword of the item and to a decrease in the volume of queries for the keyword of the item.

9. The method of claim 8 further comprising:

at the data processing system, providing to the information provider a user interface for collecting bid adjustment definition information.

10. The method of claim 9 further comprising:

at the data processing system, providing a user interface portion for receiving a bid adjustment response to set for a specified shift in the information about current user preferences.

11. The method of claim 10 further comprising:

at the data processing system, providing a second user interface portion for receiving one or more of a maximum bid amount and a minimum bid amount.

3. The method of claim l further comprising:

for web pages pre-designated to receive sponsored advertisements, at the data processing system identifying items relating to the subject matter of one or more portions of the Web page, and

determining which items are to be shown and their placement on the Web page according to the adjusted money amounts associated with the related items.

12. A computer readable storage medium storing computer readable program code which is operable in conjunction with a data processing system to implement a computer based user interface for control of advertiser bid amounts in an online sponsored search system, the computer readable code implementing the user interface comprising:

computer readable code to implement an automatic adjustment routine by which the data processing system automatically adjusts the bid amount of the advertiser based on a shift in user interest activity occurs;

computer readable code to implement a data entry point to receive a user indication from an advertiser of a bid adjustment response to an upward or downward shift in user interest activity within the online sponsored search system, the bid adjustment response including data defining the advertiser'"'"'s intention to seek more or less activity in response to the upward shift in user interest activity and in response to the downward shift in user interest activity, and based on the bid adjustment made by the system; and

computer readable code to implement a bid data entry point to receive from the advertiser a bid adjustment increment by which the bid amount is adjusted according to the bid adjustment amount.

13. The computer readable storage medium of claim 12 further comprising:

computer readable code to implement a keyword data entry point for receiving from the advertiser an indication of a keyword which has been bid upon by the advertiser in the online sponsored search system.

14. The computer readable storage medium of claim 12 further comprising:

computer readable code to implement a maximum bid amount entry point for receiving from the advertiser a maximum bid amount; and

computer readable code to implement a minimum bid amount entry point for receiving from the advertiser a minimum bid amount.