System and method of selecting advertising

• US 8,527,333 B1
• Filed: 09/21/2010
• Issued: 09/03/2013
• Est. Priority Date: 09/21/2009
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Chatterjee, Surojit, Hudson, Douglas T.
• Primary Examiner(s): Lastra, Daniel
• Application Number:
  US12/886,858
• Time in Patent Office: 1,078 Days
• Field of Search: 705/14.1
• US Class Current: 705/14.1
• CPC Class Codes: G06Q 30/0241 Advertisements

Abstract

A system and method is provided that uses a processor to rank advertisements based on their likely appeal to users and the price that will be charged for the advertisement. In one aspect, and advertiser may pay a fee in order to have its advertisement considered to be the most expensive in terms of price even though the advertiser is actually paying less. The fee may also be paid in connection with a transferable option, whereby the advertiser may have the right but not the obligation to have it advertisement displayed at the price.

Claims

1. A method of displaying information to users comprising:

receiving, via a network, a bid from each bidder among a plurality of bidders, where a bid comprises content to be displayed to a user, a price to be paid by the bidder when the content is accepted by a user, and a search term;

designating a bid among the plurality of the bids;

receiving, via a network, a request for information from a user and a search term;

selecting, with a processor, a bid based on a comparison of the request'"'"'s search term with the bid'"'"'s search term, and further based on a quality component and a price component, wherein the quality component is based on an estimate of the user'"'"'s interest in the bid'"'"'s content, wherein the price component of the bids that are not designated is based on the bid'"'"'s price, and wherein the price component of the designated bid is based on the highest price associated with the plurality of bids; and

displaying, on an electronic display, the selected bid'"'"'s content to a user.

2. The method of claim 1 wherein the bidders are advertisers and the content comprises an advertisement.

3. The method of claim 1 wherein the price to be paid by the bidder comprises a price to be paid when the content is displayed to the user.

4. The method of claim 1 wherein the price to be paid by the bidder comprises a price to be paid when the content is selected by the user.

5. The method of claim 1 wherein the bid is designated by a processor in response to receiving a request by a bidder for the designation.

6. The method of claim 1 wherein the bidder associated with the designated bid pays an amount for the designation in addition to the price paid by the bidder when the content is accepted by a user.

7. The method of claim 6 further comprising determining, with a processor, the amount to be paid for the designation, displaying the amount to a bidder, and receiving a bidder'"'"'s acceptance of the amount.

8. The method of claim 1 wherein designating a bid further comprises receiving a time range associated with the designated bid, wherein the method further comprises determining the time of the request for information from a user, and wherein the price component of the designated bid is based on the highest price associated with the plurality of bids when the time of the request is within the designated bid'"'"'s associated time range.

9. The method of claim 1 wherein each bid is associated with the location of a web page, and wherein the estimate of the user'"'"'s interest in the bid'"'"'s content is based on the popularity of the website.

10. The method of claim 1 wherein selecting the bid comprises determining, with a processor, a ranking value for each bid and selecting the bid with the highest ranking value, the ranking value being based on a ranking function accepting the following parameters:

a comparison of the request'"'"'s search term with the bid'"'"'s search term, the quality component, and the price component.

11. A method of displaying information to users comprising:

receiving, from a first user, an identification of a first keyword/period pair, where a keyword/period pair comprises an association between a search term and a time range;

receiving, from the first user, first content associated with the search term of the first keyword/period pair and a first price to be paid if the content is selected by another user when displayed to the user;

receiving, from a second user, an identification of a second keyword/period pair, where the search term of the second keyword/period pair corresponds with the search term of the first keyword/period pair, and where the time range of the second keyword/period pair overlaps with the time range of the first keyword/period pair;

receiving, from the second user, second content associated with the search term of the second keyword/period pair and a second price to be paid if the content is selected by another user when displayed to the user;

receiving from a third user, a request for information, the request being associated with the search term of the first keyword/period pair and the request occurring during said overlap;

determining, with a processor, a first ranking value for the first content based on (a) information associated with the first content other than the first and second price, (b) the first price when the first price is higher than the second price, and (c) another price higher than the second price when the second price is higher than the first price;

determining, with a processor, a second ranking value for the second content based on (a) information associated with the second content other than the first and second price and (b) the second price;

selecting, with a processor, the first content if the first ranking value is higher than the second ranking value;

selecting, with a processor, the second content if the second ranking value is higher than the first ranking value; and

displaying the selected content to the third user.

12. The method of claim 11 further comprising charging the first user the first price when the third user selects the first content after it is displayed, and charging the second user the second price when the third user selects the second content after it is displayed.

13. The method of claim 11 further comprising displaying a plurality of keyword/period pairs to the first user and wherein the first keyword/period pair comprises a keyword/period pair selected by the first user among the plurality.

14. The method of claim 11 wherein the information associated with the content other than the price comprises information indicative of the likelihood that the third user will select the content.

15. A method comprising:

receiving a plurality of advertisements associated with a search term and a selection price for each advertisement where the selection price is paid after the advertisement is provided to a user;

associating an advertisement with a designated time range and an additional payment;

receiving a query from a user that includes the search term;

determining, with a processor and for each advertisement, a priority value based on a priority function whereby the function returns (a) when the selection prices of the advertisements are equal and the query is received at a time outside of the designated time range, the advertisement with the greatest estimated likelihood of being selected by the user, (b) when the advertisements have an equal estimated likelihood of being selected by the user and the query is received outside of the designated time range, the advertisement with the highest selection price and (c) when the advertisements have an equal estimated likelihood of being selected by the user and the query is received at a time within the designated time range, the advertisement associated with the additional payment; and

providing the advertisement with the highest priority value to the user.

16. The method of claim 15 wherein the advertiser associated with the provided advertisement is charged the selection price.

17. The method of claim 16 further comprising receiving a request that the option be associated with a third user, and wherein the option is applicable when third user exercised the option, the query was received during the designated time range, and one of the advertisements is associated with the third user.

18. The method of claim 17 further comprising receiving a confirmation from the first and third user that the option is to be associated with a third user.

19. The method of claim 17 further comprising determining whether the request meets acceptance criteria.

20. The method of claim 19 wherein the acceptance criteria comprises determining the quantity of other options for other search terms that are associated with the third user.

21. The method of claim 17 further comprising receiving the identification of a fee associated with the request that the option be associated with a third user.

22. The method of claim 21 further comprising receiving a payment based on the fee.

23. The method of claim 15 wherein associating an advertisement with a designated time range comprises receiving an indication from an advertiser that the advertiser will pay an option fee based on the designated time range, and wherein the option fee is associated with the advertisement'"'"'s search term.

24. The method of claim 15 wherein the selection price is paid when the advertisement is selected by a user after being displayed to the user.

25. A method comprising:

receiving a set of advertisements associated with a search term and a selection price for each advertisement where the selection price is paid when the advertisement is accepted by a user;

receiving an identification of an option from a first user, where an option is associated with the search term and a designated time range;

receiving a query from a second user that includes the search term;

determining, with a processor and for each advertisement, a priority value based on a priority function such that (a) the priority value increases with increasing estimated likelihood that the advertisement will be selected by the second user, and (b) the priority value of an advertisement associated with the first user is greater than another advertisement when the option is applicable and such estimated likelihood of the two advertisements are the same; and

displaying the advertisement with the highest priority value more prominently than the other advertisements among the set of advertisements;

wherein the option is applicable when the first user exercised the option, the query was received during the designated time range, and one of the advertisements is associated with the first user.

26. The method of claim 25 wherein the option is not applicable unless the option was exercised before the designated time range.

27. The method of claim 25 wherein the option is not applicable unless the option fee was charged prior to the designated time range.

28. A method comprising:

receiving a plurality of advertisements, each advertisement being associated with a user, a search term and a selection price where the selection price is paid when the advertisement is displayed to and selected by a user;

receiving a highest-bidder designation, where a highest-bidder designation associates a user with a search term;

receiving, from a requesting user, a request for information related to a search term;

identifying, with a processor, a plurality of advertisements based on the search term of the request;

designating, with a processor, an advertisement as the highest-bidder advertisement when the advertisement'"'"'s search term and advertisement'"'"'s user corresponds with the highest-bidder designation'"'"'s associated search term and user;

determining, with a processor, a ranking value for each identified advertisement, the ranking value of each advertisement being based on the following components;

(a) the estimated likelihood that the advertisement will be selected by the requesting user, (b) the selection price of the advertisement unless the advertisement is designated as the highest-bidder advertisement, (c) the selection price of the identified advertisement with the highest selection price, if the advertisement is designated as the highest-bidder advertisement, and (d) the number of highest-bidder designations associated with the advertisement'"'"'s associated user; and

displaying the identified advertisement with the highest ranking value more prominently than the other identified advertisements.

29. The method of claim 28 wherein the ranking value of an advertisement decreases with the increasing number of highest-bidder designations associated with the advertisement'"'"'s associated user.

30. The method of claim 28 wherein the ranking value of an advertisement decreases when the number of highest-bidder designations associated with the advertisement'"'"'s associated user exceeds a threshold.

31. A method comprising:

providing, via a network, a plurality of bids where a bid comprises content to be displayed to a user, a price to be paid when the content is accepted by a user, and a search term;

providing a designation of a bid;

receiving an indication of payments to be made, the payment being based on the price and the display of a provided bid'"'"'s content to users, wherein content was selected for display by a processor, and

displaying the indication on an electronic display;

wherein the processor selected the content based on a comparison of the provided bids'"'"' content and price relative to the content and price of other bids that were associated from other users and associated with the same search term, where the processor used a provided bid'"'"'s price for comparison if the provided bid was not designated, and where the processor uses the highest price of the other bids as the provided bid'"'"'s price if the provided bid was designated.

32. The method of claim 31 further comprising displaying a fee paid for the designation of the bid.

33. The method of claim 31 wherein providing a designation of a bid comprises providing a designation of a search term and the identity of the entity providing the designation.

34. The method of claim 33 further comprising identifying another user, wherein said another user'"'"'s bid is designated.

35. The method of claim 31 further comprising a price to be received in response to identifying said another user.

36. A system comprising:

a processor;

instructions operable by the processor;

a user input device for providing data to the processor;

a display displaying data processed by the processor in accordance with the instructions;

a medium storing the instructions; and

an electronic memory storing data accessed by the processor;

the instructions comprising;

receiving, via a network, a bid from each bidder among a plurality of bidders, where a bid comprises content to be displayed to a user, a price to be paid by the bidder when the content is accepted by a user, and a search term;

designating a bid among the plurality of the bids;

receiving, via a network, a request for information from a user, and a search term;

selecting, with a processor, a bid based on a comparison of the request'"'"'s search term with the bid'"'"'s search term, and further based on a quality component and a price component, wherein the quality component is based on an estimate of the user'"'"'s interest in the bid'"'"'s content, wherein the price component of the bids that are not designated is based on the bid'"'"'s price, and wherein the price component of the designated bid is based on the highest price associated with the plurality of bids; and

providing, over the network, the selected bid content to a user.

37. The system of claim 36 wherein the instructions further comprise providing other bids associated with the search term with instructions to display the other bids less prominently than the selected bid.

38. The system of claim 36 wherein the system is a web server and the selected bid content is provided for display in a browser.

39. The system of claim 36 wherein the price to be paid by the bidder comprises a price to be paid when the content is displayed to the user.

40. The system of claim 36 wherein the price to be paid by the bidder comprises a price to be paid when the content is selected by the user.

41. The system of claim 36 wherein the instructions further comprise determining, with a processor, the amount to be paid for the designation, displaying the amount to a bidder, and receiving an bidder'"'"'s acceptance of the amount.

42. The system of claim 36 wherein designating a bid further comprises receiving a time range associated with the designated bid, wherein the instructions further comprise determining the time of the request for information from a user, and wherein the price component of the designated bid is based on the highest price associated with the plurality of bids when the time of the request is within the designated bid'"'"'s associated time range.

43. A system comprising:

a first computer at a first node of a network;

the first computer having access to instructions operable by the first computer, a set of advertisements and likelihood data related to the likelihood of a user being interested in the advertisements, each advertisement being associated with a search term and a price to be paid after the advertisement is provided to a user, and each advertisement being further associated with an advertiser;

a client device at a second node of the network different from the first node, the client device comprising a user input device, an electronic display, a processor and instructions operable by the processor;

the instructions of the first computer comprising;

receiving a designation of an advertiser and a time range;

receiving a query from a user that includes a search term;

identifying a plurality of advertisements associated with the query'"'"'s search term;

determining whether an advertisement is a highest-bidder advertisement, where an advertisement is a highest-bidder advertisement when it associated with the designated advertiser and the query is received during the designated time frame;

determining, for each identified advertisement, a ranking value based on (a) the likelihood data, (b) the price of the advertisement when the advertisement is not a highest-bidder advertisement, and (c) the highest price associated with the other identified advertisements when the advertisement is the highest-bidder advertisement; and

providing an advertisement to the client device based on the ranking value;

the instructions of the client device comprising;

transmitting the query to the first computer; and

displaying, on the electronic display, the advertisement provided by the first computer.

44. The system of claim 43 wherein the advertisement is provided on a web page, and wherein the position of the advertisement on the page is based on the ranking value.

45. The system of claim 43 wherein a plurality of advertisements are provided to the client device and the position of the advertisements relative to the electronic display is based on the ranking value.

46. The system of claim 43 wherein the first computer is a web server.

47. The system of claim 43 wherein the client device is a personal computer.

48. A computer-usable medium including a program executable by a processor comprising:

computer code that receives, via a network, a bid from each bidder among a plurality of bidders, where a bid comprises content to be displayed to a user, a price to be paid by the bidder when the content is accepted by a user, and a search term;

computer code that designates a bid among the plurality of the bids;

computer code that receives, via a network, a request for information from a user and a search term;

computer code that selects, with a processor, a bid based on a comparison of the request'"'"'s search term with the bid'"'"'s search term, and further based on a quality component and a price component, wherein the quality component is based on an estimate of the user'"'"'s interest in the bid'"'"'s content, wherein the price component of the bids that are not designated is based on the bid'"'"'s price, and wherein the price component of the designated bid is based on the highest price associated with the plurality of bids; and

computer code that displays, on an electronic display, the selected bid'"'"'s content to a user.