Identifying negative keywords associated with advertisements
First Claim
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1. A computer-implemented method, comprising:
- identifying a content item, the content item being associated with one or more keywords that are used in determining whether to embed the content item in web pages including search results;
extracting from a search log a plurality of previously-submitted search criteria that have resulted in presentation of the content item in respective search result web pages for the search criteria due to respective associations between the search criteria and the keywords of the content item;
identifying, from among the plurality of previously-submitted search criteria, at least one search criterion that is irrelevant to a topic of the content item, based on one or more evaluation criteria; and
evaluating, by one or more processors, respective recurrences of terms in the at least one irrelevant search criterion to identify a partial subset of the terms as one or more negative keywords for the content item,wherein identifying the at least one irrelevant search criterion is further based on at least on metrics representing probabilities that terms of each of the plurality of previously-submitted search criteria occurs within one or more keyword clusters of the content item.
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Abstract
The present disclosure includes a system and method for identifying negative keywords associated with advertisements. In some implementations, a method for advertising includes identifying one or more keywords associated with an advertisement. The keywords used to embed the advertisement in Web pages such as those including search results. By scoring keywords to identify those keywords that are not relevant to the web page content, one or more negative keywords can be identified in order to limit the embedding of non-relevant advertisements in web page content.
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Citations
40 Claims
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1. A computer-implemented method, comprising:
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identifying a content item, the content item being associated with one or more keywords that are used in determining whether to embed the content item in web pages including search results; extracting from a search log a plurality of previously-submitted search criteria that have resulted in presentation of the content item in respective search result web pages for the search criteria due to respective associations between the search criteria and the keywords of the content item; identifying, from among the plurality of previously-submitted search criteria, at least one search criterion that is irrelevant to a topic of the content item, based on one or more evaluation criteria; and evaluating, by one or more processors, respective recurrences of terms in the at least one irrelevant search criterion to identify a partial subset of the terms as one or more negative keywords for the content item, wherein identifying the at least one irrelevant search criterion is further based on at least on metrics representing probabilities that terms of each of the plurality of previously-submitted search criteria occurs within one or more keyword clusters of the content item. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A non-transitory computer-readable medium having instructions stored thereon, which, when executed by at least one processor, cause the processor to perform operations comprising:
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identifying a content item, the content item being associated with one or more keywords that are used in determining whether to embed the content item in web pages including search results; extracting from a search log a plurality of previously-submitted search criteria that have resulted in presentation of the content item in respective search result web pages for the search criteria due to respective associations between the search criteria and the keywords of the content item; identifying, from among the plurality of previously-submitted search criteria, at least one search criterion that is irrelevant to a topic of the content item, based on one or more evaluation criteria; and evaluating respective recurrences of terms in the at least one irrelevant search criterion to identify a partial subset of the terms as one or more negative keywords for the content item, wherein identifying the at least one irrelevant search criterion is further based at least on metrics representing probabilities that terms of each of the plurality of previously-submitted search criteria occur within one or more keyword clusters of the content item. - View Dependent Claims (10, 11, 12, 13, 14, 15, 16)
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17. A server for identifying negative keywords, comprising one or more processors, a memory coupled to the one or more processors, and a network interface, comprising:
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means for identifying a content item, the content item being associated with one or more keywords that are used in determining whether to embed the content item in web pages including search results; means for extracting from a search log a plurality of previously-submitted search criteria that have resulted in presentation of the content item in respective search result web pages for the search criteria due to respective associations between the search criteria and the keywords of the content item; means for identifying, from among the plurality of previously-submitted search criteria, at least one search criterion that is irrelevant to a topic of the content item, based on one or more evaluation criteria; and means for evaluating respective recurrences of terms in the at least one irrelevant search criterion to identify a partial subset of the terms as one or more negative keywords for the content item, wherein identifying the at least one irrelevant search criterion is further based on at least metrics representing probabilities that terms of each of the plurality of previously-submitted search criteria occur within one or more keyword clusters of the content item. - View Dependent Claims (18, 19, 20, 21, 22, 23, 24)
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25. A system, comprising:
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one or more processors; and memory having instructions stored thereon, the instructions, when executed by the one or more processors, cause the one or more processors to perform operations comprising; identifying a content item, the content item being associated with one or more keywords that are used in determining whether to embed the content item in web pages including search results; extracting from a search log a plurality of previously-submitted search criteria that have resulted in presentation of the content item in respective search result web pages for the search criteria due to respective associations between the search criteria and the keywords of the content item; identifying, from among the plurality of previously-submitted search criteria, at least one search criterion that is irrelevant to a topic of the content item, based on one or more evaluation criteria; and evaluating respective recurrences of terms in the at least one irrelevant search criterion to identify a partial subset of the terms as one or more negative keywords for the content item, wherein identifying the at least one irrelevant search criterion is further based at least on metrics representing probabilities that terms of each of the plurality of previously-submitted search criteria occur within one or more keyword clusters of the content item. - View Dependent Claims (26, 27, 28, 29, 30, 31, 32)
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33. A computer-implemented method, comprising:
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identifying a content item, the content item being associated with one or more keywords that are used for targeting delivery of the content item; extracting from a search log a plurality of previously-submitted search keywords that have been resolved to the content item; identifying, from among the plurality of previously submitted search keywords, multiple search criteria that are irrelevant to a topic of the content item, based on metrics representing probabilities that terms of each of the plurality of previously-submitted search keywords occur within one or more keyword clusters of the content item; and evaluating respective recurrences of terms in the multiple irrelevant search criteria to identify a partial subset of the terms as one or more negative keywords for the content item. - View Dependent Claims (34, 35, 36, 37, 38, 39, 40)
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Specification