Use of natural query events to improve online advertising campaigns

• US 8,712,844 B2
• Filed: 05/08/2007
• Issued: 04/29/2014
• Est. Priority Date: 05/08/2007
• Status: Expired due to Fees

• Current Assignee: R2 Solutions LLC (Acacia Research Corporation)
• Original Assignee: Yahoo! Inc. (Apollo Global Management, Inc.)
• Inventors: Koran, Joshua M.
• Primary Examiner(s): Weiss, John G
• Assistant Examiner(s): Macasiano, Marilyn G
• Application Number:
  US11/801,024
• Publication Number:
  US 20080281700A1
• Time in Patent Office: 2,548 Days
• Field of Search: 705/14, 705/10, 705/14.49, 705/14.53, 705/14.66, 707/4, 707/3, 707/5
• US Class Current: 705/14.49
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A system and method to identify targeting criteria for online advertising campaigns based on natural query event data are described. A request to determine targeting criteria is received from an advertiser entity. Natural or algorithmic query event data related to the advertiser entity is retrieved from a data storage module. Attribute data associated with targeted customers is extracted based on the retrieved natural query event data. Finally, the attribute data is further processed to determine a set of criteria to target advertisements to the customers.

Claims

1. A method, comprising:

receiving in a data storage module of a portal entity customer natural query event data from a plurality of customers;

retrieving, by a computer, natural query event data from the data storage module that is related to subject matter of interest to an advertiser entity;

extracting, by a computer, attribute data from the data storage module associated with the customers based on the natural query event data, wherein the attribute data comprises attributes to identify customers;

generating, by a computer, a matrix comprising attributes that identify customers related to the subject matter of interest for the advertiser;

selecting a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes;

retrieving performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria; and

selecting, by a computer, at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.

2. The method according to claim 1, further comprising:

selecting a set of optimized advertising targeting criteria by;

selecting a predetermined number of the top ranked sets of advertising targeting criteria,

assigning an optimized parameter value to each set of the sets of advertising targeting criteria, and

selecting the set of optimized advertising targeting criteria by using a highest optimized parameter value.

3. The method according to claim 1, further comprising:

receiving in the portal entity a request for a set of optimized advertising targeting criteria from the advertiser entity, where retrieving the advertiser natural query event data is limited to customer natural query event that occurred in a predetermined period of time.

4. The method according to claim 3, where the natural query event data further comprises a plurality of natural search query events initiated by the customers in the predetermined period of time, each natural search query event further comprising search keywords linked to uniform resource locator (URL) links that are associated with the advertiser entity.

5. The method according to claim 4, where the natural query event data further comprises subsequent search click events on the URL links within the predetermined period of time.

6. The method according to claim 5, where each of the plurality of natural search query events and the subsequent search click events further comprise an identification parameter associated with a respective customer of the portal entity.

7. The method according to claim 6, where extracting attribute data is based on the identification parameter.

8. The method according to claim 6, further comprising:

determining whether sufficient advertiser natural query event data is available by counting the identification parameters related to the corresponding natural search query events and search click events.

9. The method according to claim 1, further comprising:

facilitating presentation of advertisements to customers of the portal entity as part of an online advertising campaign of the advertiser entity that is directed at the future customers of the portal entity, where facilitating presentation is based on the set of optimized advertising targeting criteria by transmitting the set of optimized advertising targeting criteria to the advertiser entity and, in response, receiving instructions from the advertiser entity to present advertisements to the future customers that fit the set of optimized advertising targeting criteria.

10. A computer readable medium containing executable instructions, which, when executed in a processing system, cause said processing system to perform a method comprising:

receiving in a data storage module of a portal entity customer natural query event data from a plurality of customers;

retrieving natural query event data from the data storage module that is related to subject matter of interest to an advertiser entity;

extracting attribute data from the data storage module associated with the customers based on the natural query event data, wherein the attribute data comprises attributes to identify customers;

generating a matrix comprising attribute that identify customers related to the subject matter of interest for the advertiser;

selecting a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes;

retrieving performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;

selecting at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.

11. The computer readable medium according to claim 10, further comprising:

selecting a set of optimized advertising targeting criteria by;

selecting a predetermined number of the top ranked sets of advertising targeting criteria,

assigning an optimized parameter value to each set of the sets of advertising targeting criteria, and

selecting the set of optimized advertising targeting criteria by using a highest optimized parameter value.

12. The computer readable medium according to claim 10, further comprising:

receiving in the portal entity a request for a set of optimized advertising targeting criteria from the advertiser entity, where retrieving the advertiser natural query event data is limited to customer natural query event that occurred in a predetermined period of time.

13. The computer readable medium according to claim 12, where the natural query event data further comprises a plurality of natural search query events initiated by the customers in the predetermined period of time, each natural search query event further comprising search keywords linked to uniform resource locator (URL) links that are associated with the advertiser entity.

14. The computer readable medium according to claim 13, where the natural query event data further comprises subsequent search click events on the URL links within the predetermined period of time.

15. The computer readable medium according to claim 14, where each of the plurality of natural search query events and the subsequent search click events further comprise an identification parameter associated with a respective customer of the portal entity.

16. The computer readable medium according to claim 15, where extracting attribute data is based on the identification parameter.

17. The computer readable medium according to claim 12, wherein said method further comprising:

determining whether sufficient advertiser natural query event data is available by counting the identification parameters related to the corresponding natural search query events and search click events.

18. The computer readable medium according to claim 10, further comprising:

facilitating presentation of advertisements to customers of the portal entity as part of an online advertising campaign of the advertiser entity that is directed at the future customers of the portal entity, where facilitating presentation is based on the set of optimized advertising targeting criteria by transmitting the set of optimized advertising targeting criteria to the advertiser entity and, in response, receiving instructions from the advertiser entity to present advertisements to the future customers that fit the set of optimized advertising targeting criteria.

19. A system, comprising:

A server, comprising a processor and memory, for;

receiving in a data storage module of a portal entity customer natural query event data from a plurality of customers;

retrieving natural query event data from the data storage module that is related to subject matter of interest to an advertiser entity;

extracting attribute data from the data storage module associated with the customers based on the natural query event data, wherein the attribute data comprises attributes to identify customers;

generating a matrix comprising attribute that identify customers related to the subject matter of interest for the advertiser;

selecting a plurality of sets of advertising targeting criteria from the matrix, wherein an advertising targeting criteria set identifies a group of customers by at least one of the attributes;

retrieving performance parameters for each set of advertising targeting criteria that identifies, for each set of advertising targeting criteria, a historical click-through rate for customers with attributes identified in the set of advertising targeting criteria;

selecting at least one set of advertising targeting criteria based on the performance parameters related to the subject matter of interest for the advertiser.

20. The system according to claim 19, further for:

selecting a set of optimized advertising targeting criteria by;

selecting a predetermined number of the top ranked sets of advertising targeting criteria,

assigning an optimized parameter value to each set of the sets of advertising targeting criteria, and

selecting the set of optimized advertising targeting criteria by using a highest optimized parameter value.

21. The system according to claim 19, further for:

receiving in the portal entity a request for a set of optimized advertising targeting criteria from the advertiser entity, where retrieving the advertiser natural query event data is limited to customer natural query event that occurred in a predetermined period of time.

22. The system according to claim 21, where the natural query event data further comprises a plurality of natural search query events initiated by the customers in the predetermined period of time, each natural search query event further comprising search keywords linked to uniform resource locator (URL) links that are associated with the advertiser entity.

23. The system according to claim 22, where the natural query event data further comprises subsequent search click events on the URL links within the predetermined period of time.

24. The system according to claim 23, where each of the plurality of natural search query events and the subsequent search click events further comprise an identification parameter associated with a respective customer of the portal entity.

25. The system according to claim 24, where extracting attribute data is based on the identification parameter.

26. The system according to claim 21, further comprising:

determining whether sufficient advertiser natural query event data is available by counting the identification parameters related to the corresponding natural search query events and search click events.

27. The system according to claim 19, further for:

facilitating presentation of advertisements to customers of the portal entity as part of an online advertising campaign of the advertiser entity that is directed at the future customers of the portal entity, where facilitating presentation is based on the set of optimized advertising targeting criteria by transmitting the set of optimized advertising targeting criteria to the advertiser entity and, in response, receiving instructions from the advertiser entity to present advertisements to the future customers that fit the set of optimized advertising targeting criteria.