Systems and methods for providing advertisements in a communications network

• US 7,873,536 B2
• Filed: 12/11/2003
• Issued: 01/18/2011
• Est. Priority Date: 12/11/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Desikan, Pavan Kumar, Patel, Amit J., Rajaram, Gokul
• Primary Examiner(s): Weiss; John G
• Assistant Examiner(s): Hamilton; Matthew L
• Application Number:
  US10/732,366
• Publication Number:
  US 20050131758A1
• Time in Patent Office: 2,595 Days
• Field of Search: 705/14, 705/14.1
• US Class Current: 705/14.1
• CPC Class Codes: G06Q 30/0207 Discounts or incentives, e.g. coupons or rebates
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

A system provides advertising links. The system may received a query and provide a number of advertising links in response to the query. The number of advertising links may be dynamically adjusted based at least in part on the commercial-ness of the query. The display format of the advertising links may also be altered based at least in part on the commercial-ness of the query.

Claims

1. A method performed by one or more server devices, the method comprising:

receiving, by one or more processors of the one or more server devices, a query from a client device;

retrieving, by one or more processors of the one or more server devices, a group of advertising links in response to receiving the query, each advertising link in the group of advertising links being associated with a value that relates an estimated revenue to a number of instances of display of the advertising link;

comparing, by one or more processors of the one or more server devices, the values associated with the advertising links, in the group of advertising links, to a first threshold;

based on the comparing, determining, by one or more processors of the one or more server devices, that the received query is commercial;

upon determining that the received query is commercial, dynamically selecting, by one or more processors of the one or more server devices, a quantity of advertising links from the group of advertising links, where dynamically selecting the quantity of advertising links comprises;

selecting a predetermined quantity of advertising links that are associated with highest values in the group of advertising links,

comparing values associated with one or more other advertising links in the group of advertising links with a predetermined second threshold value, and

selecting, in addition to the predetermined quantity, a subset of the one or more other advertising links based on comparing the values associated with the one or more other advertising links to the predetermined second threshold value; and

providing, by one or more processors of the one or more server devices and to the client device, the dynamically selected quantity of advertising links in response to receiving the query and based at least in part on determining that the received query is commercial.

2. The method of claim 1, where the determining that the received query is commercial includes:

adding the values associated with the group of advertising links to obtain a total value,

comparing the total value to the first threshold, and

determining that the total value equals or exceeds the first threshold.

3. The method of claim 2, where the first threshold is configurable.

4. The method of claim 1, where the predetermined quantity is a first quantity, where the selecting the subset of the one or more other advertising links includes:

identifying a predetermined second quantity of additional advertising links,

ranking the group of advertising links based at least in part on the values associated with the group of advertising links to create a ranked list,

removing the first quantity of advertising links from the ranked list to obtain an adjusted ranked list, and

comparing values for the advertising links from the adjusted ranked list to the predetermined second threshold value, where the subset of one or more other advertising links includes one or more of the highest ranking advertising links from the adjusted ranked list, where the quantity of advertising links of the subset is equal to a difference between the second quantity and the first quantity.

5. The method of claim 1, where the query is a first query, where the client device is a first client device, where the group of advertising links is a first group of advertising links, the method further comprising:

receiving a second query from a second client device;

retrieving a second group of advertising links in response to receiving the second query, each advertising link in the second group of advertising links being associated with a value that relates an estimated revenue to a number of instances of display of the advertising link;

comparing the values associated with the advertising links, in the second group of advertising links, to a third threshold;

based on the comparing, determining, that the received second query is non-commercial;

upon determining that the received query is non-commercial, selecting a predetermined minimum quantity of advertising links from the second group of advertising links, where the predetermined minimum quantity is less than the dynamically selected quantity; and

providing the predetermined minimum quantity to the second client device.

8. The method of claim 1, further comprising:

determining that none of the one or more other advertising links is associated with a value that exceeds the predetermined second threshold value, where the subset consists of zero advertising links.

9. The method of claim 1, further comprising:

determining that at least one of the one or more other advertising links is associated with a value that exceeds the predetermined second threshold value, where the subset includes the at least one advertising link that is associated with a value that exceeds the predetermined second threshold value.

10. The method of claim 5, where the providing includes:

providing the selected minimum quantity of advertising links in a first display format, and

providing the dynamically selected quantity of advertising links in a second, different display format, where the first display format occupies less area than the second, different display format.

6. A server device comprising:

a memory to store instructions; and

a processor to execute the instructions to;

receive a query;

retrieve a group of advertising links in response to receiving the query, each advertising link in the group of advertising links being associated with a value that relates an estimated revenue to a number of instances of display of the advertising link,

compare the values associated with the advertising links, in the group of advertising links, to a first threshold,

determine that, based on the comparing, the query is commercial,

dynamically select, upon determining that that the received query is commercial, a quantity of advertising links from the group of advertising links, where the means for dynamically selecting the quantity of advertising links include;

select a predetermined quantity of advertising links that are associated with highest values in the group of advertising links,

compare values associated with one or more other advertising links in the group of advertising links to a predetermined second threshold value, and

select, in addition to the predetermined quantity, a subset of the one or more other advertising links based on the values associated with the one or more other advertising links, and

provide the dynamically selected quantity of advertising links in response to receiving the query and based at least in part on determining that the received query is commercial.

11. The server device of claim 6, where, when determining that the received query is commercial, the processor is to:

add the values associated with the group of advertising links to obtain a total value,

compare the total value to the first threshold, and

determine that the total value equals or exceeds the first threshold.

12. The server device of claim 6, where the processor is further to:

determine that at least one of the one or more other advertising links is associated with a value that exceeds the predetermined second threshold value, where the subset includes the at least one advertising link that is associated with a value that exceeds the predetermined second threshold value.

15. The server device of claim 6, where the quantity of advertising links is a first quantity of advertising links, and where the first quantity of advertising links is greater than a second quantity of advertising links of another group of advertising links associated with a non-commercial query.

16. The server device of claim 15, where the processor is further to:

provide the first quantity of advertising links in a first display format, and

provide the second quantity of advertising links in a second, different display format.

17. The server device of claim 16, where the first display format is more prominent than the second display format.

7. A computer-readable memory device containing instructions for controlling at least one processor, the instructions comprising:

a set of instructions to receive a query from a client device;

a set of instructions to retrieve a group of advertising links that are relevant to the query, each advertising link in the group of advertising links being associated with a value that relates an estimated revenue to a number of instances of display of the advertising link;

a set of instructions to determine whether the query is a commercial query or a non-commercial query by comparing values associated with the advertising links to a first threshold; and

a set of instructions to dynamically adjust, upon determining that the query is a commercial query, a quantity of advertising links from the group of advertising links, where the set of instructions to dynamically adjust the quantity of advertising links includes;

a set of instructions to select a predetermined quantity of advertising links that are associated with highest values in the group of advertising links,

a set of instructions to compare values associated with one or more other advertising links in the group of advertising links with a second threshold, and

a set of instructions to select, in addition to the predetermined quantity, a subset of the one or more other advertising links based on the values associated with the one or more other advertising links, and

a set of instructions to provide the dynamically adjusted quantity of advertising links to the client device.

13. The computer-readable memory device of claim 7, the instructions further comprising:

a set of instructions to receive another query from another client device,

a set of instructions to retrieve another group of advertising links that are relevant to the other query,

a set of instructions to identify the other query as non-commercial, where the set of instructions for identifying the other query as non-commercial include;

a set of instructions to compare values associated with the other group of advertising links, retrieved in response to receiving the other query, to another threshold,

a set of instructions to select another quantity of advertising links, from the other group of advertising links, where the other selected quantity is less than the dynamically adjusted quantity, and

a set of instructions to provide the selected other quantity of advertising links to the other client.

14. The computer-readable memory device of claim 7, the instructions further comprising:

a set of instructions to determine that a value, associated with at least one of the one or more other advertising links, exceeds the second threshold,

where the provided dynamically adjusted quantity of advertising links includes the at least one of the one or more other advertising links.

18. The computer-readable memory device of claim 7, where the set of instructions to determine whether the query is a non-commercial query includes:

a set of instructions to add the values associated with the group of advertising links to obtain a total value,

a set of instructions to compare the total value to the first threshold, and

a set of instructions to determine that the total value does not exceed the first threshold.

19. The computer-readable memory device of claim 7, where the quantity of advertising links is a first quantity of advertising links, and where the first quantity of advertising links is greater than a second quantity of advertising links of another group of advertising links associated with a non-commercial query.

20. The computer-readable memory device of claim 19, further comprising:

a set of instructions to provide the first quantity of advertising links in a first display format, and

a set of instructions to provide the second quantity of advertising links in a second, different display format.

21. The computer-readable memory device of claim 20, where the first display format is more prominent than the second display format.