Systems and methods for assigning monetary values to search terms

• US 8,015,065 B2
• Filed: 10/28/2005
• Issued: 09/06/2011
• Est. Priority Date: 10/28/2005
• Status: Active Grant

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Davies, Winton
• Primary Examiner(s): TARAE, CATHERINE MICHELLE
• Application Number:
  US11/262,011
• Publication Number:
  US 20070129997A1
• Time in Patent Office: 2,139 Days
• Field of Search: 705/14, 705/14.69, 705/14.71
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0254 based on statistics
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions

Abstract

Methods and systems for associating an unbidded term with a bidded term and for pricing search terms. The method for associating an unbidded term with a bidded term comprises selecting a first set of search engine results for the unbidded term, selecting a second set of search engine results for the bidded second term, comparing the first and second sets, and associating the unbidded term with at least one bidded term based on the results of comparing. The method for assigning monetary values to search terms comprises receiving bids for a first term, deriving a similarity function between the first and second term and pricing the second term based upon the derived similarity function and the bid on the first term.

Claims

1. A computerized method for assigning a monetary value to a search term, the method comprising:

electronically, via a processing device, providing at least one first search term to at least one advertiser;

electronically, via a processing device, receiving at least one bid from said advertiser on said first search term;

electronically, via a processing device, deriving a similarity function between said first term and at least one second term, the second term being a term that has not been bid on, wherein deriving said similarity function comprises;

selecting a first set of search engine results for said first term;

selecting a second set of search engine results for said second term;

comparing said first and second sets of search engine results;

selecting a third set of search engine results for a third term, the third term being a term that has been bid on

comparing said second and third sets of search engine results; and

associating said first term with said second term, in assigning the monetary value to the second term, based on a similarity of the first and second sets of search engine results as compared to a similarity between the second and third sets of search engine results, wherein each search engine result comprises a plurality of uniform resource locators and a similarity between sets of search engine results is determined based on matching at least one identifier associated with each of the uniform resource locators; and

electronically, via a processing device, assigning a monetary value to said second term based at least in part on said bid for said first term and said similarity function.

2. The method of claim 1, wherein the at least one identifier comprises a text string associated with each of the uniform resource locators.

3. The method of claim 2, wherein said identifier includes an ASCII character code.

4. The method of claim 3, further comprising:

assigning a respective identifier to each result in said first and said second sets of search engine results using a hash function; and

indexing the identifiers assigned to each uniform resource locator.

5. The method of claim 4, further comprising:

generating an index of said identifiers; and

wherein

said comparing of said first and said second sets includes using a search engine to search said index.

6. The method of claim 1, wherein comparing said first and second sets includes determining an intersection of said first and second sets divided by a union of said first and second sets.

7. The method of claim 1, wherein comparing said first and second sets includes using a statistical method.

8. The method of claim 7, wherein said statistical method includes a term frequency inverse document frequency method.

9. The method of claim 1, wherein said identifiers are included as content in at least one document identified by a uniform resource locator.

10. The method of claim 1, comprising ranking the uniform resource locators in each of said search engine results sets and wherein comparing said first and second sets, and said second and third sets of search engine results comprises comparing only topmost number of result in each set of search results.

11. The method of claim 10, wherein said ranking includes using a statistical method.

12. The method of claim 11, wherein said statistical method includes a term frequency inverse document frequency method.

13. The method of claim 1, comprising:

providing said second term and said assigned monetary value to said second term to at least one advertiser;

receiving input associated with said second term and said assigned monetary value from said advertiser;

adjusting said similarity function between said first and second terms;

assigning an adjusted monetary value to said second term based at least in part on said bid for said first term and said adjusted similarity function.

14. The method of claim 13, wherein said input include a bidding rate.

15. The method of claim 13, wherein said receiving input comprises receiving statistics.

16. The method of claim 1, comprising providing at least one advertisement associated with said second term to a user in response to receiving said first term from said user.

17. The method of claim 16, comprising:

receiving input associated with at least one said advertisement associated with said second term and said assigned monetary value to said second term from said user;

adjusting said similarity function between said first and second terms;

assigning an adjusted monetary value to said second term based at least in part on said bid for said first term and said adjusted similarity function.

18. The method of claim 17, wherein said input includes a click-through rate.

21. The method of claim 10, wherein said ranking is based on click-through rate.

22. The method of claim 10, comprising ranking the uniform resource locators in each of the search engine results sets based on a distance between respective result sets of search results.

19. A computer readable medium including computer executable instructions stored thereon for assigning a monetary value to a search term, the instructions comprising:

providing at least one first search term to at least one advertiser;

receiving at least one bid from said advertiser on said first search term;

deriving a similarity function between said first term and at least one second term, the second term being a term that has not been bid on, wherein deriving said similarity function comprises;

selecting a first set of search engine results for said first term;

selecting a second set of search engine results for said second term;

comparing said first and second sets of search engine results;

selecting a third set of search engine results for a third term, the third term being a term that has been bid on;

comparing said second and third sets of search engine results; and

associating said first term with said second term, in assigning the monetary value to the second term, based on a similarity of the first and second sets of search engine results as compared to a similarity between the second and third sets of search engine results, wherein each search engine result comprises a plurality of uniform resource locators and a similarity between sets of search engine results is determined based on matching at least one identifier associated with each of the uniform resource locators; and

assigning a monetary value to said second term based at least in part on said bid for said first term and said similarity function.

20. A system for assigning a monetary value to a search term, the system comprising:

a computer interface effective to provide at least one first search term to at least one advertiser;

a receiver effective to receive at least one bid from said advertiser on said first search term; and

a processor connected to said receiver and effective to derive a similarity function between said first term and at least one second term, the second term being a term that has not been bid on, wherein to derive said similarity function comprises;

to select a first set of search engine results for said first term;

to select a second set of search engine results for said second term;

to compare said first and second sets of search engine results;

to select a third set of search engine results for a third term, the third term being a term that has been bid on;

to compare said second and third sets of search engine results; and

associate said first term with said second term, in assigning the monetary value to the second term, based on a similarity of the first and second sets of search engine results as compared to a similarity between the second and third sets of search engine results, wherein each search engine result comprises a plurality of uniform resource locators and a similarity between sets of search engine results is determined based on a match of at least one identifier associated with each of the uniform resource locators, and to assign a monetary value to said second term based at least in part on said bid for said first term and said similarity function.

23. A computerized method for assigning a monetary value to a search term, the method comprising:

electronically, via a processing device, providing at least one first search term to at least one advertiser;

electronically, via a processing device, receiving at least one bid from said advertiser on said first search term;

electronically, via a processing device, providing a plurality of terms that have been bid on in addition to the first term;

electronically, via a processing device, selecting a topmost number of search terms of the plurality of terms that have been bid on, including the first term;

electronically, via a processing device, comparing a set of search engine results of each of the selected topmost number of search terms with the set of search engine results of a second term that has not been bid on;

electronically, via a processing device, determining a similarity between each of the sets of search engine results of each of the selected topmost number of search terms with the set of search engine results of the second term that has not been bid on; and

electronically, via a processing device, associating the first term with the second term, in assigning the monetary value to the second term, based on the similarity of the first and second sets of search engine results being greater than a similarity between the second and each of the other selected topmost number of search terms sets, wherein each search engine result comprises a plurality of uniform resource locators.

24. The method of claim 23, wherein the topmost number of search terms is determined based on a frequency of bids on each of the search terms.