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

• US 20060242013A1
• Filed: 04/22/2005
• Published: 10/26/2006
• Est. Priority Date: 04/22/2005
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Maxwell, Andrew, Gehrking, David, Axe, Brian, Law, Ching, Agarwal, Sumit, Rajaram, Gokul, Wiseman, Leora
• Granted Patent: US 8,468,048 B2
• Time in Patent Office: Days
• US Class Current: 705/14.490
• 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. Each of the taxonomy categories may be a vertical category, and at least one of the set of one or more determined taxonomy categories may be presented to an advertising user as an ad targeting suggestion. Each of the taxonomy categories may have at least one property (e.g., Web document), that participates in an advertising network, associated with it. An advertiser selection of a suggested taxonomy category may be accepted, the serving of an ad of the advertiser may be targeted to each of the at least one property (e.g., Web document) associated with the selected suggested taxonomy category. An offer for association with the selected suggested taxonomy category may be provided by the advertiser. A set of one or more properties (e.g., Web documents) may be determined using at least some of the determined one or more taxonomy categories. Such properties (perhaps along with viewing information) may be presented to an advertising user as an ad targeting suggestion. A suggested property (e.g., Web document) may be selected by a user. If so, the serving of an ad of the advertiser may be targeted to the selected suggested property. An offer for association with the selected suggested document may be accepted from the advertiser. The set of one or more taxonomy categories may be performed by determining a set of one or more semantic clusters (e.g., term co-occurrence clusters) using the accepted keyword(s) and/or property information, and determining a set of one or more taxonomy categories using at least some of the one or more semantic clusters.

Claims

1. A computer-implemented method comprising:

a) accepting one or more keywords; and

b) determining a set of one or more taxonomy categories using at least some of the one or more keywords.

2. The computer-implemented method of claim 1 wherein each of the taxonomy categories is a vertical category, the method further comprising:

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

3. The computer-implemented method of claim 2 wherein each of the taxonomy categories has at least one property associated with it, and

wherein the at least one property participates in an advertising network.

4. The computer-implemented method of claim 2 wherein each of the taxonomy categories has at least one Web document associated with it, and

wherein the at least one Web document participates in an advertising network.

5. The computer-implemented method of claim 4 further comprising:

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

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

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

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

7. The computer-implemented method of claim 6 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.

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

c) determining a set of one or more properties using at least some of the determined one or more taxonomy categories.

9. The computer-implemented method of claim 8 wherein each of the one or more properties is a Web document.

10. The computer-implemented method of claim 8 wherein the property is a document, the method further comprising:

d) presenting at least one of the set of one or more determined documents to an advertising user as an ad targeting suggestion.

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

e) presenting to the advertising user, in association with each of the one or more determined documents presented to the advertising user, viewing information of the document.

12. The computer-implemented method of claim 11 wherein the viewing information of the document is a number of pageviews for the document over a given time period.

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

e) accepting an advertiser selection of a suggested document; and

f) targeting the serving of an ad of the advertiser with the selected suggested document.

14. The computer-implemented method of claim 13 further comprising:

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

15. The computer-implemented method of claim 14 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.

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

h) determining a spend estimate using the offer and viewing information associated with the selected suggested document; and

i) presenting the spend estimate to the advertiser user.

17. The computer-implemented method of claim 1 wherein the act of determining a set of one or more taxonomy categories using at least some 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 taxonomy categories using at least some of the one or more semantic clusters.

18. The method of claim 17 wherein the semantic clusters are term co-occurrence clusters.

19. The method of claim 17 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.

20. A computer-implemented method comprising:

a) accepting information about one or more properties; and

b) determining a set of one or more taxonomy categories using at least some of the information of the one or more properties.

21. The computer-implemented method of claim 20 wherein each of the taxonomy categories is a vertical category, the method further comprising:

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

22. The computer-implemented method of claim 21 wherein each of the taxonomy categories has at least one media property associated with it, and

wherein the at least one property participates in an advertising network.

23. The computer-implemented method of claim 21 wherein each of the taxonomy categories has at least one Web document associated with it, and

wherein the at least one Web document participates in an advertising network.

24. The computer-implemented method of claim 22 wherein the property is a document, the method further comprising:

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

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

25. The computer-implemented method of claim 24 further comprising:

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

26. The computer-implemented method of claim 25 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.

27. The computer-implemented method of claim 20 further comprising:

c) determining a set of one or more additional media properties using at least some of the determined one or more taxonomy categories.

28. The computer-implemented method of claim 20 further comprising:

c) determining a set of one or more additional documents using at least some of the determined one or more taxonomy categories.

29. The computer-implemented method of claim 28 wherein each of the one or more additional documents is a Web document.

30. The computer-implemented method of claim 28 further comprising:

d) presenting at least one of the set of one or more determined additional documents to an advertising user as an ad targeting suggestion.

31. The computer-implemented method of claim 30 further comprising:

e) presenting to the advertising user, in association with each of the one or more determined additional documents presented to the advertising user, viewing information of the additional document.

32. The computer-implemented method of claim 31 wherein the viewing information of the document is a number of pageviews for the additional document over a given time period.

33. The computer-implemented method of claim 30 further comprising:

e) accepting an advertiser selection of a suggested additional document; and

f) targeting the serving of an ad of the advertiser with the selected suggested additional document.

34. The computer-implemented method of claim 33 further comprising:

g) accepting from the advertiser, an offer for association with the selected suggested additional document.

35. The computer-implemented method of claim 34 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.

36. The computer-implemented method of claim 34 further comprising:

h) determining a spend estimate using the offer and viewing information associated with the selected suggested additional document; and

i) presenting the spend estimate to the advertiser user.

37. The computer-implemented method of claim 20 wherein the act of determining a set of one or more taxonomy categories using at least some of the one or more media properties 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 taxonomy categories using at least some of the one or more semantic clusters.

38. The method of claim 37 wherein the semantic clusters are term co-occurrence clusters.

39. The method of claim 38 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.

40. Apparatus comprising:

a) means for accepting one or more keywords; and

b) means for determining a set of one or more taxonomy categories using at least some of the one or more keywords.

41. Apparatus comprising:

a) means for accepting information about one or more properties; and

b) means for determining a set of one or more taxonomy categories using at least some of the information of the one or more properties.