Sponsored search queries on online social networks

• US 9,852,444 B2
• Filed: 12/16/2015
• Issued: 12/26/2017
• Est. Priority Date: 04/19/2010
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Rubinstein, Yigal Dan, Young, Sue Yee, Duck, Joshua Keith, Khan, Sadi, Maschmeyer, William R., Kesten, Yuval, Peiris, Keith L., Hymes, Kathryn
• Primary Examiner(s): Casanova, Jorge A
• Application Number:
  US14/971,989
• Publication Number:
  US 20160098752A1
• Time in Patent Office: 741 Days
• CPC Class Codes: G06F 16/2423 Interactive query statement specification based on a database schema
• CPC Class Codes: G06F 16/24575 using context
• CPC Class Codes: G06F 16/24578 using ranking
• CPC Class Codes: G06F 16/248 Presentation of query results
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

In one embodiment, a method includes receiving, from a client system of a first user, a text query inputted by the first user, generating a plurality of structured queries based on the text query, each structured query comprising references to one or more objects associated with the online social network, wherein at least one of the structured queries is a sponsored query comprising a reference to an object associated with an advertiser, and sending, to the client system responsive to receiving the text query, one or more suggested structured queries for display to the first user, wherein at least one of the sent structured queries is a sponsored query.

Claims

1. A method comprising, by a computing device:

receiving, from a client system of a first user, a text query inputted by the first user at a query field of a currently accessed interface of an online social network;

generating a plurality of structured queries based on the text query, each structured query comprising one or more query tokens, wherein one or more of the query tokens are unique query tokens comprising references to one or more unique objects associated with the online social network, wherein at least one of the structured queries is a sponsored query comprising a reference to an unique object associated with an advertiser; and

sending, to the client system responsive to receiving the text query, instructions for displaying one or more suggested queries on the interface, wherein the one or more suggested queries correspond to one or more structured queries, respectively, at least one of the suggested queries being a sponsored query referencing the object associated with the advertiser, and wherein each suggested query that is displayed is selectable by the first user to retrieve search results corresponding to the selected query.

2. The method of claim 1, wherein the text query comprises one or more characters inputted by the user at the client system into a query field, and wherein the one or more structured queries are sent for display to the first user as the user inputs each of the one or more characters at the client system.

3. The method of claim 2, further comprising:

receiving, from the client system, an additional character of the text query inputted by the first user; and

sending, to the client system responsive to receiving the additional character of the text query, one or more additional structured queries for display, each additional structured query being based on the additional character of the text query, wherein at least one of the additional structured queries is an additional sponsored query.

4. The method of claim 1, further comprising:

accessing a social graph comprising a plurality of nodes and a plurality of edges connecting the nodes, each of the edges between two of the nodes representing a single degree of separation between them, the nodes comprising;

a first node corresponding to the first user; and

a plurality of second nodes corresponding to a plurality of unique objects associated with the online social network.

5. The method of claim 4, wherein each structured query comprises references to one or more nodes of the plurality of nodes and one or more edges of the plurality of edges.

6. The method of claim 4, wherein the sponsored query comprises a reference to a particular node corresponding to the object associated with the advertiser and one or more edges of the plurality of edges that are connected to a particular node.

7. The method of claim 1, further comprising:

identifying the unique object associated with the advertiser from a plurality of objects associated with the online social network.

8. The method of claim 1, further comprising:

receiving from the advertiser an indication that the advertiser wants to sponsor one or more structured queries, wherein the indication identifies one or more unique objects associated with the online social network that correspond to the advertiser.

9. The method of claim 1, further comprising:

providing a user interface to the advertiser, wherein the user interface displays one or more structured queries available for the advertiser to sponsor; and

receiving a selection from the advertiser identifying one or more of the structured queries available for the advertiser to sponsor.

10. The method of claim 1, further comprising:

receiving from the first user a selection of one of the structured queries; and

generating one or more search results corresponding to the selected structured query.

11. The method of claim 1, further comprising:

determining a rank for each generated structured query; and

wherein sending one or more of the generated structured queries comprises sending each structured query having a rank greater than a threshold rank.

12. The method of claim 11, wherein determining a rank for each generated structured query is based at least in part on whether the structured query is a sponsored query.

13. The method of claim 11, wherein determining a rank for each generated structured query is based at least in part on a social-graph affinity between the first user and the one or more unique objects referenced in the structured query.

14. The method of claim 11, wherein determining a rank for each generated structured query is based at least in part on a degree of separation within a social graph between the first user and the one or more unique objects referenced in the structured query.

15. The method of claim 11, wherein determining a rank for each generated structured query is based at least in part on a search history associated with the first user.

16. The method of claim 11, wherein determining a rank for each generated structured query is based at least in part on a click-thru rate for the structured query.

17. The method of claim 11, further comprising:

determining an intent of the first user; and

wherein determining a rank for each generated structured query is based at least in part on the determined intent of the first user.

18. The method of claim 1, wherein the structured queries are displayed on a newsfeed of the online social network, and wherein generating the plurality of structured queries comprises accessing a set of default structured queries.

19. The method of claim 1, wherein each unique query token corresponds to a unique object selected from a plurality of unique objects related to the first user'"'"'s online social history.

20. The method of claim 1, wherein each unique query token corresponds to a unique object selected from a plurality of unique objects related to contextual information of the first user.

21. One or more computer-readable non-transitory storage media embodying software that is configured when executed to:

receive, from a client system of a first user, a text query inputted by the first user at a query field of a currently accessed interface of an online social network;

generate a plurality of structured queries based on the text query, each structured query comprising one or more query tokens, wherein one or more of the query tokens are unique query tokens comprising references to one or more unique objects associated with the online social network, wherein at least one of the structured queries is a sponsored query comprising a reference to an unique object associated with an advertiser; and

send, to the client system responsive to receiving the text query, instructions for displaying one or more suggested queries on the interface, wherein the one or more suggested queries correspond to one or more structured queries, respectively, at least one of the suggested queries being a sponsored query referencing the object associated with the advertiser, and wherein each suggested query that is displayed is selectable by the first user to retrieve search results corresponding to the selected query.

22. A system comprising:

one or more processors; and

a memory coupled to the processors comprising instructions executable by the processors, the processors configured when executing the instructions to;

receive, from a client system of a first user, a text query inputted by the first user at a query field of a currently accessed interface of an online social network;

generate a plurality of structured queries based on the text query, each structured query comprising one or more query tokens, wherein one or more of the query tokens are unique query tokens comprising references to one or more unique objects associated with the online social network, wherein at least one of the structured queries is a sponsored query comprising a reference to an unique object associated with an advertiser; and

send, to the client system responsive to receiving the text query, instructions for displaying one or more suggested queries on the interface, wherein the one or more suggested queries correspond to one or more structured queries, respectively, at least one of the suggested queries being a sponsored query referencing the object associated with the advertiser, and wherein each suggested query that is displayed is selectable by the first user to retrieve search results corresponding to the selected query.