Suggesting targeting information for ads, such as websites and/or categories of websites for example

• US 8,468,048 B2
• Filed: 04/22/2005
• Issued: 06/18/2013
• Est. Priority Date: 04/22/2005
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Agarwal, Sumit, Axe, Brian, Gehrking, David, Law, Ching, Maxwell, Andrew, Rajaram, Gokul, Wiseman, Leora
• Primary Examiner(s): Brown, Alvin L
• Application Number:
  US11/112,732
• Publication Number:
  US 20060242013A1
• Time in Patent Office: 2,979 Days
• Field of Search: 705/14
• US Class Current: 705/14
• CPC Class Codes: G06F 16/958 Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0263 based upon Internet or website rating
• CPC Class Codes: G06Q 30/0272 Period of advertisement exposure
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

One or more keywords and/or information about one or more properties may be accepted, and a set of one or more taxonomy categories may be determined using at least some of the keyword(s) and/or property information and perhaps term co-occurrence clusters. The determined taxonomy categories may be presented to an advertising user as an ad targeting suggestion. Each taxonomy category may have at least one associated property (e.g., Web document), that participates in an advertising network. An advertiser selection of a suggested taxonomy category may be accepted, and the serving of an ad of the advertiser may be targeted to each property associated with the selected suggested taxonomy category. Alternatively, such properties may be presented to an advertising user as an ad targeting suggestion.

Claims

1. A computer-implemented method comprising:

a) accepting, a computer system having at least one computer in a network, one or more keywords input by an advertising user;

b) determining, by the computer system, a set of one or more vertical taxonomy categories using at least one of the one or more keywords, wherein each of the vertical taxonomy categories has at least one Web document associated with it, and wherein the at least one Web document participates in an advertising network;

c) presenting, by the computer system, at least one of the set of one or more determined vertical taxonomy categories to the advertising user as an ad targeting suggestion;

d) accepting, by the computer system, an advertiser selection of a suggested vertical taxonomy category; and

e) targeting, by the computer system, the serving of an ad of the advertiser to each of the at least one Web document associated with the selected suggested vertical taxonomy category.

2. The computer-implemented method of claim 1 further comprising:

f) accepting, by the computer system and from the advertiser, an offer for association with the selected suggested vertical taxonomy category.

3. The computer-implemented method of claim 2 wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion.

11. The computer-implemented method of claim 1 wherein determining a set of one or more vertical taxonomy categories using at least one of the one or more keywords includes

determining a set of one or more semantic clusters using the accepted one or more keywords, and

determining a set of one or more vertical taxonomy categories using at least some of the one or more semantic clusters.

12. The computer-implemented method of claim 11 wherein the semantic clusters are term co-occurrence clusters.

13. The computer-implemented method of claim 11 wherein the semantic clusters include at least one of (A) keywords that tend to co-occur in web documents, (B) keywords that tend to co-occur in individual search queries, and (C) keywords that tend to co-occur in search sessions.

4. A computer-implemented method comprising:

a) accepting, by a computer system having at least one computer in a network, one or more keywords input by an advertising user;

b) determining, by the computer system, a set of one or more taxonomy categories using at least one of the one or more keywords;

c) determining, by the computer system, a set of one or more media properties using at least one of the determined one or more taxonomy categories;

d) presenting, by the computer system, at least one of the set of one or more determined media properties to an advertising user as an ad targeting suggestion;

e) accepting by the computer system, an advertiser selection of a suggested media property; and

f) targeting, by the computer system, the serving of an ad of the advertiser with the selected suggested media property.

5. The computer-implemented method of claim 4 wherein each of the one or more media properties is a Web document.

6. The computer-implemented method of claim 5 further comprising:

g) presenting, by the computer system, to the advertising user, in association with each of the one or more determined Web documents presented to the advertising user, viewing information of the Web document.

7. The computer-implemented method of claim 6 wherein the viewing information of the Web document is a number of pageviews for the Web document over a given time period.

8. The computer-implemented method of claim 5 further comprising:

g) accepting, by the computer system, from the advertiser, an offer for association with the selected suggested Web document.

9. The computer-implemented method of claim 8 wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion.

10. The computer-implemented method of claim 8 further comprising:

h) determining, by the computer system, a spend estimate using the offer and viewing information associated with the selected suggested Web document; and

i) presenting, by the computer system, the spend estimate to the advertiser user.

14. A computer-implemented method comprising:

a) accepting, by a computer system having at least one computer in a network, information about one or more media properties identified by an advertising user;

b) determining, by the computer system, a set of one or more taxonomy categories using at least one of the information of the one or more media properties, wherein each of the taxonomy categories has at least one media property associated with it, and wherein the at least one media property participates in an advertising network;

c) presenting, by the computer system, at least one of the set of one or more determined taxonomy categories to the advertising user as an ad targeting suggestion;

d) accepting, by the computer system, an advertiser selection of a suggested taxonomy category; and

e) targeting, by the computer system, the serving of an ad of the advertiser to each of the at least one media property associated with the selected suggested taxonomy category.

15. The computer-implemented method of claim 14 further comprising:

f) accepting, by the computer system, from the advertiser, an offer for association with the selected suggested taxonomy category.

16. The computer-implemented method of claim 15 wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion.

24. The computer-implemented method of claim 14 wherein determining a set of one or more taxonomy categories using at least one of the one or more media properties includes

determining a set of one or more semantic clusters using the accepted one or more media properties, and

determining a set of one or more taxonomy categories using at least some of the one or more semantic clusters.

25. The computer-implemented method of claim 24 wherein the semantic clusters are term co-occurrence clusters.

26. The computer-implemented method of claim 25 wherein the semantic clusters include at least one of (A) keywords that tend to co-occur in web documents, (B) keywords that tend to co-occur in individual search queries, and (C) keywords that tend to co-occur in search sessions.

17. A computer-implemented method comprising:

a) accepting, by a computer system having at least one computer in a network, information about one or more media properties identified by an advertising user;

b) determining, by the computer system, a set of one or more taxonomy categories using at least one of the information of the one or more media properties;

c) determining, by the computer system, a set of one or more additional media properties using at least one of the determined one or more taxonomy categories;

d) presenting, by the computer system, at least one of the set of one or more determined additional media properties to the advertising user as an ad targeting suggestion;

e) accepting, by the computer system, an advertiser selection of a suggested additional media property; and

f) targeting, by the computer system, the serving of an ad of the advertiser with the selected suggested additional media property.

18. The computer-implemented method of claim 17 wherein each of the one or more additional media properties is a Web document.

19. The computer-implemented method of claim 17 further comprising:

g) presenting, by the computer system, to the advertising user, in association with each of the one or more determined additional media properties presented to the advertising user, viewing information of the additional media property.

20. The computer-implemented method of claim 19 wherein the additional media property is a Web document, and

wherein the viewing information of the Web document is a number of pageviews for the Web document over a given time period.

21. The computer-implemented method of claim 17 further comprising:

g) accepting, by the computer system, from the advertiser, an offer for association with the selected suggested additional media property.

22. The computer-implemented method of claim 21 wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion.

23. The computer-implemented method of claim 21 further comprising:

h) determining, by the computer system, a spend estimate using the offer and viewing information associated with the selected suggested additional media property; and

i) presenting, by the computer system, the spend estimate to the advertiser user.

27. Apparatus comprising:

a) one or more processors;

b) at least one input device;

c) at least one output device; and

d) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of

1) accepting one or more keywords input by an advertising user,

2) determining a set of one or more vertical taxonomy categories using at least one of the one or more keywords, wherein each of the vertical taxonomy categories has at least one Web document associated with it, and wherein the at least one Web document participates in an advertising network,

3) presenting at least one of the set of one or more determined vertical taxonomy categories to the advertising user as an ad targeting suggestion;

4) accepting an advertiser selection of a suggested vertical taxonomy category; and

5) targeting the serving of an ad of the advertiser to each of the at least one Web document associated with the selected suggested vertical taxonomy category.

28. Apparatus comprising:

a) one or more processors;

b) at least one input device;

c) at least one output device; and

d) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of

1) accepting information about one or more media properties identified by an advertising user,

2) determining a set of one or more taxonomy categories using at least one of the information of the one or more media properties, wherein each of the taxonomy categories has at least one media property associated with it, and wherein the at least one media property participates in an advertising network,

3) presenting at least one of the set of one or more determined taxonomy categories to the advertising user as an ad targeting suggestion;

4) accepting an advertiser selection of a suggested taxonomy category; and

5) targeting the serving of an ad of the advertiser to each of the at least one media property associated with the selected suggested taxonomy category.