Suggesting and/or providing targeting criteria for advertisements

• US 8,392,249 B2
• Filed: 12/31/2003
• Issued: 03/05/2013
• Est. Priority Date: 12/31/2003
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Koningstein, Ross, Spitkovsky, Valentin, Harik, Georges R., Shazeer, Noam
• Primary Examiner(s): Bekerman, Michael
• Application Number:
  US10/750,451
• Publication Number:
  US 20050228797A1
• Time in Patent Office: 3,352 Days
• Field of Search: 705/14.41, 705/14.54, 705/14.73
• US Class Current: 705/14.41
• CPC Class Codes: G06F 16/316 Indexing structures
• CPC Class Codes: G06F 16/3322 using system suggestions G06F16/3325 takes precedence
• CPC Class Codes: G06F 16/334 Query execution G06F16/335 takes precedence
• CPC Class Codes: G06F 16/355 Class or cluster creation or modification
• CPC Class Codes: G06F 16/686 using information manually generated, e.g. tags, keywords, comments, title or artist information, time, location or usage information, user ratings
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

Keyword suggestions that are category-aware (and field-proven) may be used to help advertisers better target the serving of their ads, and may reduce unused ad spot inventory. The advertiser can enter ad information, such as a creative, a landing Webpage, other keywords, etc. for example. A keyword facility may use this entered ad information as seed information to infer one or more categories. It may then request that the advertiser confirm or deny some basic feedback information (e.g., categories, Webpage information, etc.). For example, an advertiser may be provided with candidate categories and may be asked to confirm (e.g., using checkboxes) which of the categories are relevant to their ad. Keywords may be determined using at least the categories. The determined keywords may be provided to the advertiser as suggested keywords, or may automatically populate ad serving constraint information as targeting keywords. The ad server system can run a trial on the determined keywords to qualify or disqualify them as targeting keyword.

Claims

1. A computer-implemented method for determining one or more ad targeting keywords, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, a category;

b) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

c) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement;

d) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced;

performing, with the computer system, qualification testing of the one or more keywords; and

determining, with the computer system, if a keyword is qualified or unqualified for use as a targeting keyword of the advertisement,

wherein each of the at least some of the keywords stored as one or more ad targeting keywords of the advertisement are qualified keywords, and

wherein the act of performing qualification testing of the keyword tracks a performance of a set of one or more advertisements served using the keyword as an ad targeting keyword, wherein the set of one or more advertisements includes the advertisement.

2. The computer-implemented method of claim 1 wherein the performance of the set of one or more advertisements is tracked in general, across all categories.

3. The computer-implemented method of claim 1 wherein the performance of the set of one or more advertisements is tracked across one or more specific categories.

4. The computer-implemented method of claim 3 wherein the one or more specific categories include the category accepted.

5. The computer-implemented method of claim 1 wherein the set of one or more advertisements served using the keyword as an ad targeting keyword during the act of performing qualification testing of the keywords, are only served on available ad spots that otherwise would be unused by any ads.

6. A computer-implemented method for determining one or more ad targeting keywords, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, a category;

b) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

c) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement; and

d) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

wherein the act of storing at least some of the keywords as one or more ad targeting keywords of the advertisement stores the one or more keywords in an order determined using unused inventory information about available ad spots that otherwise would be unused by any ads.

7. A computer-implemented method for determining one or more ad targeting keywords, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, a category;

b) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

c) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement; and

d) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

wherein the act of storing at least some of the one or more keywords as one or more ad targeting keywords of an advertisement stores the one or more keywords in an order determined using unused inventory information such that a keyword corresponding to a larger number of ad spots that otherwise would be unused by other ads is provided before another keyword corresponding to a smaller number of ad spots that otherwise would be unused by other ads.

8. A computer-implemented method for determining one or more ad targeting keywords, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, a category;

b) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

c) transmitting, with the computer system, the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser;

d) receiving, with the computer system, advertiser input in response to the suggested targeting keywords;

e) determining whether or not to store at least some of the one or more keywords as targeting keywords for an advertisement of the advertiser using the received advertiser input;

performing, with the computer system, qualification testing of the keywords; and

determining, with the computer system, if a keyword is qualified or unqualified for use as a targeting keyword of the advertisement,

wherein each of the at least some of the keywords transmitted to the advertiser is a qualified keyword, and

wherein the act of performing qualification testing of the keyword tracks a performance of a set of one or more advertisements served using the keyword as an ad targeting keyword, wherein the set of one or more advertisements includes the advertisement.

9. The computer-implemented method of claim 8 wherein the performance of the set of one or more advertisements is tracked in general, across all categories.

10. The computer-implemented method of claim 9 wherein the one or more specific categories include the category accepted.

11. The computer-implemented method of claim 8 wherein the performance of the set of one or more advertisements is tracked across one or more specific categories.

12. The computer-implemented method of claim 8 wherein the set of one or more advertisements served using the keyword as an ad targeting keyword during the act of performing qualification testing of the keywords, are only served on available ad spots that otherwise would be unused by any ads.

13. A computer-implemented method for determining one or more ad targeting keywords, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, a category;

b) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

c) transmitting, with the computer system, the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser;

d) receiving, with the computer system, advertiser input in response to the suggested targeting keywords; and

e) determining whether or not to store at least some of the one or more keywords as targeting keywords for an advertisement of the advertiser using the received advertiser input,

wherein the act of transmitting the one or more keywords as suggested targeting keywords to induce a presentation of the one or more keywords to an advertiser does so such that the one or more keywords are presented to the advertiser in an order determined using unused inventory information about available ad spots that otherwise would be unused by any ads.

14. A computer-implemented method for determining one or more ad targeting keywords, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, a category;

b) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

c) transmitting, with the computer system, the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser;

d) receiving, with the computer system, advertiser input in response to the suggested targeting keywords; and

e) determining whether or not to store at least some of the one or more keywords as targeting keywords for an advertisement of the advertiser using the received advertiser input,

wherein the act of transmitting the one or more keywords as suggested targeting keywords to induce a presentation of the one or more keywords to an advertiser does so such that the one or more keywords are presented to the advertiser in an order determined using unused inventory information such that a keyword corresponding to a larger number of ad spots that otherwise would be unused by other ads is provided before another keyword corresponding to a smaller number of ad spots that otherwise would be unused by other ads.

15. A computer-implemented method for generating one or more serving constraints for targeting an ad, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, ad information;

b) determining, with the computer system, a category using the accepted ad information;

c) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords and performing qualification testing of a keyword of the one or more looked up keywords;

d) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement; and

e) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

wherein the one or more serving constraints are one or more ad targeting keywords,

wherein the act of performing qualification testing of the keyword tracks a performance of a set of one or more advertisements served using the keyword as an ad targeting keyword, and

wherein the set of one or more advertisements includes the advertisement.

16. The computer-implemented method of claim 15 wherein the set of one or more advertisements served using the keyword as an ad targeting keyword during the act of performing qualification testing of the keywords, are only served on available ad spots that otherwise would be unused by any ads.

17. A computer-implemented method for generating one or more serving constraints for targeting an ad, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, ad information;

b) determining, with the computer system, a category using the accepted ad information;

c) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

d) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement; and

e) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

wherein the one or more serving constraints are one or more ad targeting keywords, and

wherein the act of storing at least some of the keywords as one or more ad targeting keywords of the advertisement stores the one or more keywords in an order determined using unused inventory information about available ad spots that otherwise would be unused by any ads.

18. A computer-implemented method for generating one or more serving constraints for targeting an ad, the computer-implemented method comprising:

a) accepting, with a computer system including a plurality of networked computers, ad information;

b) determining, with the computer system, a category using the accepted ad information;

c) looking, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords;

d) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement; and

e) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

wherein the one or more serving constraints are one or more ad targeting keywords, and

wherein the act of storing at least some of the one or more keywords as one or more ad targeting keywords of an advertisement stores the one or more keywords in an order determined using unused inventory information such that a keyword corresponding to a larger number of ad spots that otherwise would be unused by other ads is provided before another keyword corresponding to a smaller number of ad spots that otherwise would be unused by other ads.

19. Apparatus for determining one or more ad targeting keywords, the apparatus comprising:

a) an input for accepting a category;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) looking up one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

2) storing at least some of the keywords as one or more ad targeting keywords of an advertisement,

3) controlling a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served, presentation of the advertisement to a user is induced,

performing qualification testing of the one or more keywords, and

determining if a keyword is qualified or unqualified for use as an ad targeting keyword of the advertisement,

wherein each of the at least some of the keywords stored as one or more ad targeting keywords of the advertisement are qualified keywords, and

wherein the act of performing qualification testing of the keywords tracks a performance of the set of one or more advertisements served using the keyword as an ad targeting keyword, wherein the set of one or more advertisements includes the advertisement.

20. The apparatus of claim 19 wherein the performance of the set of one or more advertisements is tracked in general, across all categories.

21. The apparatus of claim 19 wherein the performance of the set of one or more advertisements is tracked across one or more specific categories.

22. The apparatus of claim 21 wherein the one or more specific categories include the category accepted.

23. The apparatus of claim 19 wherein the set of one or more advertisements served using the keyword as an ad targeting keyword by the act of performing qualification testing of the keywords, is only served on available ad spots that otherwise would be unused by any ads.

24. Apparatus for determining one or more ad targeting keywords, the apparatus comprising:

a) an input for accepting a category;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) looking up one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

2) storing at least some of the keywords as one or more ad targeting keywords of an advertisement, and

3) controlling a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served, presentation of the advertisement to a user is induced,

wherein the act of storing at least some of the keywords as one or more ad targeting keywords of the advertisement stores the one or more keywords in an order determined using unused inventory information about available ad spots that otherwise would be unused by any ads.

25. Apparatus for determining one or more ad targeting keywords, the apparatus comprising:

a) an input for accepting a category;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) looking up one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

2) storing at least some of the keywords as one or more ad targeting keywords of an advertisement, and

3) controlling a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served, presentation of the advertisement to a user is induced,

wherein the act of storing at least some of the keywords as one or more ad targeting keywords of the advertisement stores the one or more keywords in an order determined using unused inventory information such that a keyword corresponding to a larger number of ad spots that otherwise would be unused by other ads is provided before another keyword corresponding to a smaller number of ad spots that otherwise would be unused by other ads.

26. Apparatus for determining one or more ad targeting keywords, the apparatus comprising:

a) an input for accepting a category;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) looking up one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

2) transmitting the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser,

3) receiving advertiser input in response to the suggested targeting keywords,

4) determining whether or not to store at least some of the one or more keywords as targeting keywords for an advertisement of the advertiser using the received advertiser input,

performing qualification testing of the keywords, and

determining if a keyword is qualified or unqualified for use as a targeting keyword of the advertisement,

wherein each of the at least some of the keywords transmitted to the advertiser is a qualified keyword, and

wherein the act of performing qualification testing of the keyword tracks a performance of a set of one or more advertisements served using the keyword as an ad targeting keyword, wherein the set of one or more advertisements includes the advertisement.

27. The apparatus of claim 26 wherein the performance of the set of one or more advertisements is tracked in general, across all categories.

28. The apparatus of claim 27 wherein the one or more specific categories include the category accepted.

29. The apparatus of claim 26 wherein the performance of the set of one or more advertisements is tracked across one or more specific categories.

30. The apparatus of claim 26 wherein the set of one or more advertisements served using the keyword as an ad targeting keyword by the act of performing qualification testing of the keywords, is only served on available ad spots that otherwise would be unused by any ads.

31. Apparatus for determining one or more ad targeting keywords, the apparatus comprising:

a) an input for accepting a category;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) looking up one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

2) transmitting the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser,

3) receiving advertiser input in response to the suggested targeting keywords, and

4) determining whether or not to store at least some of the one or more keywords as targeting keywords for an advertisement of the advertiser using the received advertiser input,

wherein the act of transmitting the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser does so such that the one or more keywords are presented to the advertiser in an order determined using unused inventory information about available ad spots that would otherwise be unused by any ads.

32. Apparatus for determining one or more ad targeting keywords, the apparatus comprising:

a) an input for accepting a category;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) looking up one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

2) transmitting the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser,

3) receiving advertiser input in response to the suggested targeting keywords, and

4) determining whether or not to store at least some of the one or more keywords as targeting keywords for an advertisement of the advertiser using the received advertiser input,

wherein the act of transmitting the one or more keywords as suggested targeting keywords to induce presentation of the one or more keywords to an advertiser does so such that the one or more keywords are presented to the advertiser in an order determined using unused inventory information such that a keyword corresponding to a larger number of ad spots that otherwise would be unused by other ads is provided before another keyword corresponding to a smaller number of ad spots that otherwise would be unused by other ads.

33. Apparatus for generating one or more keywords as candidates for use as ad targeting keywords, the apparatus comprising:

a) an input for accepting ad information;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) determining a category using the accepted ad information,

2) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

3) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement,

4) controlling, with the computer-system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

performing qualification testing of the keywords, and

determining if a keyword is qualified or unqualified for use as an ad targeting keyword of the advertisement,

wherein each of the at least some of the keywords stored as one or more ad targeting keywords of the advertisement is a qualified keyword, and

wherein the act of performing qualification testing of the keyword tracks a performance of a set of one or more advertisements served using the keyword as an ad targeting keyword, wherein the set of one or more advertisements includes the advertisement.

34. The apparatus of claim 33 wherein the performance of the set of one or more advertisements is tracked in general, across all categories.

35. The apparatus of claim 33 wherein the performance of the set of one or more advertisements is tracked across one or more specific categories.

36. The apparatus of claim 35 wherein the one or more specific categories include the category accepted.

37. The apparatus of claim 33 wherein the set of one or more advertisements served using the keyword as an ad targeting keyword during the act of performing qualification testing of the keywords, is only served on available ad spots that otherwise would be unused by any ads.

38. Apparatus for generating one or more keywords as candidates for use as ad targeting keywords, the apparatus comprising:

a) an input for accepting ad information;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) determining a category using the accepted ad information,

2) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

3) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement, and

4) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

wherein the act of storing the keywords as candidate targeting keywords of the advertisement stores the determined one more keywords in an order determined using unused inventory information about available ad spots that would otherwise be unused by any ads.

39. Apparatus for generating one or more keywords as candidates for use as ad targeting keywords, the apparatus comprising:

a) an input for accepting ad information;

b) a plurality of networked processors; and

c) at least one storage device storing executable instructions which, when executed by the plurality of networked processors, performs a method including

1) determining a category using the accepted ad information,

2) looking up, with the computer system, one or more keywords using the accepted category and a previously stored association of a plurality of categories and keywords,

3) storing, with the computer system, at least some of the one or more keywords as one or more ad targeting keywords of an advertisement, and

4) controlling, with the computer system, a serving of the advertisement using the stored one or more ad targeting keywords, wherein when the advertisement is served with the computer system, presentation of the advertisement to a user is induced,

wherein the act of storing the keywords as candidate targeting keywords of the advertisement stores the keywords in an order determined using unused inventory information such that a keyword corresponding to a larger number of ad spots that otherwise would be unused by other ads is provided before another keyword corresponding to a smaller number of ad spots that otherwise would be unused by other ads.