Determining proximity to topics of advertisements
First Claim
1. A system, comprising:
- one or more data processing apparatuses; and
a data storage apparatus encoded with instructions that when executed by the one or more data processing apparatuses cause the one or more data processing apparatuses to perform operations comprising;
accessing ad keyword data specifying an ad keyword associated with an advertisement;
identifying at least one keyword cluster specifying terms related to a topic of the advertisement;
determining whether the ad keyword occurs in the at least one keyword cluster;
identifying one or more search keywords to which the advertisement is responsive;
determining whether the one or more search keywords occur in the at least one keyword cluster; and
determining a relevance of the one or more search keywords to the advertisement based on the determination of whether the ad keyword occurs in the at least one keyword cluster and the determination of whether the one or more search keywords occur in the at least one keyword cluster.
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Accused Products
Abstract
Methods, and systems, including computer programs encoded on computer-readable storage mediums, including a method for determining a relevance of search keywords to an advertisement. The method includes accessing ad keyword data specifying an ad keyword associated with an advertisement; identifying a keyword cluster specifying terms related to a topic of the advertisement; determining whether the ad keyword occurs in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining whether the one or more search keywords occur in the at least one keyword cluster; and determining, by one or more data processors, a relevance of the one or more search keywords to the advertisement based on the determination of whether the ad keyword occurs in the at least one keyword cluster and the determination of whether the one or more search keywords occur in the at least one keyword cluster.
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Citations
20 Claims
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1. A system, comprising:
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one or more data processing apparatuses; and a data storage apparatus encoded with instructions that when executed by the one or more data processing apparatuses cause the one or more data processing apparatuses to perform operations comprising; accessing ad keyword data specifying an ad keyword associated with an advertisement; identifying at least one keyword cluster specifying terms related to a topic of the advertisement; determining whether the ad keyword occurs in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining whether the one or more search keywords occur in the at least one keyword cluster; and determining a relevance of the one or more search keywords to the advertisement based on the determination of whether the ad keyword occurs in the at least one keyword cluster and the determination of whether the one or more search keywords occur in the at least one keyword cluster. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8)
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9. A system, comprising:
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one or more data processing apparatuses; and a data storage apparatus encoded with instructions that when executed by the one or more data processing apparatuses cause the one or more data processing apparatuses to perform operations comprising; accessing ad keyword data specifying an ad keyword associated with an advertisement; identifying at least one keyword cluster specifying terms related to a topic of the advertisement; determining a first conditional probability that the ad keyword occurs in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining a second conditional probability that the one or more search keywords occur in the at least one keyword cluster; and determining a relevance of the one or more search keywords to the advertisement based on the first conditional probability and the second conditional probability. - View Dependent Claims (10)
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11. A computer-implemented method comprising:
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accessing ad keyword data specifying an ad keyword associated with an advertisement; identifying at least one keyword cluster specifying terms related to a topic of the advertisement; determining whether the ad keyword occurs in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining whether the one or more search keywords occur in the at least one keyword cluster; and determining, by one or more data processors, a relevance of the one or more search keywords to the advertisement based on the determination of whether the ad keyword occurs in the at least one keyword cluster and the determination of whether the one or more search keywords occur in the at least one keyword cluster. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18)
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19. A computer-readable storage medium having instructions stored thereon, which, when executed by one or more data processors, cause the one or more data processors to perform operations comprising:
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accessing ad keyword data specifying an ad keyword associated with an advertisement; identifying at least one keyword cluster specifying terms related to a topic of the advertisement; determining whether the ad keyword occurs in the at least one keyword cluster; identifying one or more search keywords to which the advertisement is responsive; determining whether the one or more search keywords occur in the at least one keyword cluster; and determining a relevance of the one or more search keywords to the advertisement based on the determination of whether the ad keyword occurs in the at least one keyword cluster and the determination of whether the one or more search keywords occur in the at least one keyword cluster. - View Dependent Claims (20)
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Specification