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• US 8,166,046 B1
• Filed: 09/11/2007
• Issued: 04/24/2012
• Est. Priority Date: 09/11/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Krikheli, Jerry P., Ghosemajumder, Shuman, Eddings, Jeffery K.
• Primary Examiner(s): Hu, Jensen
• Application Number:
  US11/853,595
• Time in Patent Office: 1,687 Days
• Field of Search: 707/101, 707/705, 707/748
• US Class Current: 707/748
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

One or more keywords associated with a first content item are identified. Restricted terms are identified. One or more of the one or more keywords are selected as a link, wherein the link does not contain the restricted terms.

Claims

1. A computer-implemented method, comprising:

determining a score for each of one or more keywords, the one or more keywords being designated by an advertiser associated with an advertisement;

ranking the one or more keywords by score;

selecting one or more highest-ranked keywords to be published as the advertisement, wherein each keyword has an associated link to a landing page that includes advertisements related to the keyword;

identifying one or more restricted terms including;

receiving a category from a publisher of a webpage that is to present the advertisement; and

identifying one or more terms associated with the category to be included as the one or more restricted terms;

determining that a particular keyword of the one or more selected keywords matches an identified restricted term;

replacing the matched keyword with a next highest-ranked keyword that was not selected to be published and that was not identified as a restricted term; and

providing the advertisement including providing each keyword of the advertisement and associated link to a respective landing page.

2. The method of claim 1, wherein the category comprises a vertical category.

3. The method of claim 1, wherein identifying the restricted terms comprises:

receiving an example term from the publisher; and

identifying one or more terms associated with the example term to be the restricted terms.

4. The method of claim 1, wherein the determined score for a keyword is based at least in part on content of the webpage.

5. The method of claim 1, further comprising:

identifying one or more advertisements associated with the webpage; and

determining a score for each of the one or more advertisements, wherein providing the advertisement includes selecting an advertisement based on the determined score of each of the one or more advertisements.

13. The method of claim 1, wherein the score for a keyword is based at least in part on a semantic relevance between the keyword and content of the publisher'"'"'s webpage.

14. The method of claim 1, wherein the score for a keyword is based at least in part on a performance metric associated with the keyword.

6. A computer-implemented method, comprising:

determining a score for each of one or more keywords, the one or more keywords being designated by an advertiser associated with an advertisement;

ranking the one or more keywords by score;

selecting one or more highest-ranked keywords to be published as the advertisement, wherein each of the one or more keywords is associated with a link to a landing page that includes one or more advertisements related to a given keyword;

receiving one or more restricted terms from a publisher of a webpage that is to present the advertisement;

determining that a particular keyword of the one or more selected keywords matches a received restricted term;

replacing the matched keyword with a next highest-ranked keyword that was not selected to be published and that was not identified as a restricted term; and

providing the advertisement including providing each keyword or alternate keyword and associated link to a respective landing page.

7. The method of claim 6, further comprising:

identifying one or more advertisement associated with the webpage;

determining a score for each of the one or more advertisements, wherein providing the advertisement includes selecting an advertisement based on the determined score of each of the one or more advertisements.

15. The method of claim 6, wherein the score for a keyword is based at least in part on a semantic relevance between the keyword and content of the publisher'"'"'s webpage.

16. The method of claim 6, wherein the score for a keyword is based at least in part on a performance metric associated with the keyword.

8. A system, comprising:

one or more computers; and

a computer-readable medium coupled to the one or more computers having instructions stored thereon which, when executed by the one or more computers, cause the one or more computers to perform operations comprising;

determining a score for each of one or more keywords, the one or more keywords being designated by an advertiser associated with an advertisement;

ranking the one or more keywords by score;

selecting one or more highest-ranked keywords to be published as the advertisement, wherein each keyword has an associated link to a landing page that includes advertisements related to the keyword;

identifying one or more restricted terms including;

receiving a category from a publisher of a webpage that is to present the advertisement; and

identifying one or more terms associated with the category to be included as the one or more restricted terms;

determining that a particular keyword of the one or more selected keywords matches an identified restricted term;

replacing the matched keyword with a next highest-ranked keyword that was not selected to be published and that was not identified as a restricted term; and

providing the advertisement including providing each keyword of the advertisement and associated link to a respective landing page.

9. The system of claim 8, wherein the operations further comprise:

receiving the restricted terms from a publisher.

10. The system of claim 8, wherein the category comprises a vertical category.

17. The system of claim 8, wherein the score for a keyword is based at least in part on a semantic relevance between the keyword and content of the publisher'"'"'s webpage.

18. The system of claim 8, wherein the score for a keyword is based at least in part on a performance metric associated with the keyword.

11. A computer-readable storage device encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations, comprising:

determining a score for each of one or more keywords, the one or more keywords being designated by an advertiser associated with an advertisement;

ranking the one or more keywords by score;

selecting one or more highest-ranked keywords to be published as the advertisement, wherein each keyword has an associated link to a landing page that includes advertisements related to the keyword;

identifying one or more restricted terms including;

receiving a category from a publisher of a webpage that is to present the advertisement; and

identifying one or more terms associated with the category to be included as the one or more restricted terms;

determining that a particular keyword of the one or more selected keywords matches an identified restricted term;

replacing the matched keyword with a next highest-ranked keyword that was not selected to be published and that was not identified as a restricted term; and

providing the advertisement including providing each keyword of the advertisement and associated link to a respective landing page.

19. The computer-readable of claim 11, wherein the score for a keyword is based at least in part on a semantic relevance between the keyword and content of the publisher'"'"'s webpage.

20. The computer-readable storage device of claim 11, wherein the score for a keyword is based at least in part on a performance metric associated with the keyword.

12. A computer-implemented method, comprising:

determining a score for each of one or more keywords, the one or more keywords being designated by an advertiser associated with an advertisement;

ranking the one or more keywords by score;

selecting one or more highest-ranked keywords to be published as the advertisement, each keyword has an associated link to a landing page that includes advertisements related to the keyword;

identifying one or more restricted terms including;

receiving an example term from a publisher of a webpage that is to present the advertisement, and

identifying one or more terms associated with the example term to be included as the one or more restricted terms;

determining whether any of the one or more keywords match any of the identified restricted terms;

replacing each matched keyword with a next highest-ranked keyword that was not selected to be published and that was not identified as a restricted term; and

providing the advertisement including providing each keyword of the advertisement and associated link to a respective landing page.

21. The method of claim 12, wherein the score for a keyword is based at least in part on a semantic relevance between the keyword and content of the publisher'"'"'s webpage.

22. The method of claim 12, wherein the score for a keyword is based at least in part on a performance metric associated with the keyword.