Dynamically altering requests to increase user response to advertisements

• US 20070150343A1
• Filed: 03/28/2006
• Published: 06/28/2007
• Est. Priority Date: 12/22/2005
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Hussain, Muhammad, Rao, Mohan, Tonse, Sudhir, Bhamidipati, Venkata, Khan, M., LaPorte, Brock, Sobotka, David, Law, Justin, Kannapell, John, Bragg, Donald, Eranti, Vijay, Bedi, Shishu, Gupta, Pratibha, Zia, Afta
• Application Number:
  US11/390,766
• Publication Number:
  US 20070150343A1
• Time in Patent Office: Days
• US Class Current: 705/14.530
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0257 User requested
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Systems and methods are provided for increasing user response to advertisements. Embodiments include an optimization engine configured to identify a request from a requester; identify at least one potential keyword associated with the request; associate the at least one potential keyword with at least one criteria bin; and identify at least one keyword from the at least one criteria bin based on a weight given the at least one criteria bin; and a routing system communicating with the requester and a supplier, the routing system also communicating with the optimization engine, the routing system configured to dynamically alter the base request with the at least one keyword to form an altered request; and send the altered request to the supplier.

Claims

1. A system configured to alter an advertisement request from an advertisement requester and submit the altered advertisement request to an advertisement supplier, the system comprising:

an optimization engine configured to identify at least one keyword to be used to alter a base request, the optimization engine configured to;

identify the base request from the advertisement requester;

identify at least one potential keyword associated with the base request;

associate the at least one potential keyword with at least one criteria bin; and

identify at least one altering keyword from the at least one criteria bin based on a weight given the at least one criteria bin, the at least one altering keyword to be used to dynamically alter the base request; and

a routing system communicating with an advertisement requester and an advertisement supplier, the routing system also communicating with the optimization engine, the routing system configured to;

dynamically alter the base request with the at least one altering keyword to form an altered request; and

send the altered request to the advertisement supplier.

2. The system as recited in claim 1, wherein the optimization engine further comprises at least one of:

a keywords extractor configured to identify at least one potential keyword related to the content of the base request;

a related keyword processor configured to identify at least one potential keyword that is not necessarily related to the content of the base request;

or

a keyword filter configured to identify an at least one potential keyword that is undesirable.

3. The system as recited in claim 2, wherein the keyword extractor is further configured to rank the identified at least one potential keyword into a rank/density listing.

4. The system as recited in claim 1, wherein the routing system is further configured to:

receive at least one advertisement from the advertisement supplier;

send the at least one advertisement to the advertisement requester; and

track user response to the at least one advertisement.

5. The system as recited in claim 4, wherein the routing system being configured to track user response further comprises at least one of:

an advertisement request log;

an advertisement click log;

or

an advertisement return log.

6. The system as recited in claim 1, wherein the routing system further comprises at least one of:

a request module configured to analyze the base request;

or

a response module configured to analyze advertisements received from the advertisement supplier.

7. The system as recited in claim 1, further comprising an administrative system comprising:

a preference system configured to allow an advertisement requester, an advertisement supplier, or an administrator to preconfigure preferences;

a reporting system configured to receive user response and generate reports based on the user response; and

a data warehouse configured to maintain the preconfigured preferences and reports.

8. The system as recited in claim 1, wherein the optimization engine and the routing system are configured as part of the same computer programmable code.

9. In a computer system, a method for identifying at least one keyword to be used to alter an advertisement request from an advertisement requester, the method comprising:

identifying a base request from an advertisement requester;

identifying at least one potential keyword associated with the base request;

associating the at least one potential keyword with at least one criteria bin; and

identifying at least one altering keyword from the at least one criteria bin based on a weight given the at least one criteria bin, the at least one altering keyword to be used to dynamically alter the base request.

10. The method as recited in claim 9, wherein identifying at least one potential keyword associated with the base request comprises identifying the at least one potential keyword based on at least one of:

the content of the base request based on at least one of;

identifying search terms in the base request;

crawling the content of a URL identified in the base request;

or

identifying content in a content, category or hint parameter included with the base request;

or

factors that may or may not be related to the content of the base request based on at least one of;

synonyms to content in the base request;

relevancy to the content of the base request;

current popular keywords for a given day;

historically popular keywords for a given day;

the time of day;

the time of week;

or

the context of the base request based on at least one of;

identifying trends;

identifying system requirements of a user;

identifying the time and date of the base request;

identifying past user search history;

or

identifying past user demographics.

11. The method as recited in claim 9, wherein identifying at least one potential keyword associated with the base request comprises identifying that an at least one potential keyword is undesirable based on at least one of:

adult controls;

predetermined offensive material;

or

an exclusivity requirement.

12. The method as recited in claim 9, wherein identifying at least one potential keyword associated with the base request further comprises ranking the at least one potential keyword, wherein ranking the potential keywords is performed according to at least one of:

click through ratio;

cost per click;

or

advertisement response percentage.

13. The method as recited in claim 9, wherein associating the at least one potential keyword with at least one criteria bin comprises grouping the at least one potential keyword into at least one of:

ranked keywords;

exploratory keywords;

category based keywords;

trend keywords;

broad keywords;

narrow keywords;

search history keywords;

demographic keywords;

or

context keywords.

14. The method as recited in claim 9, wherein identifying at least one altering keyword from the at least one criteria bin based on a weight given the at least one criteria bin comprises at least one of:

performing the identifying of at least one altering keyword on a periodic or non-periodic basis;

assigning a usage weight to the at least one altering keyword, the usage weight indicating the percentage of times that the at least one altering keyword should be used to dynamically alter the base request;

or

generating an optimized profile identifying at least one advertisement supplier and at least one altering keyword to be used to dynamically alter the base request.

15. In a computer system, a method for altering an advertisement request from an advertisement requester to obtain advertisements and tracking user response to the advertisements, the method comprising:

identifying a base request from an advertisement requester;

dynamically altering the base request with at least one altering keyword to form an altered request;

sending the altered request to an advertisement supplier;

receiving at least one advertisement from the advertisement supplier based on the altered request;

sending the at least one advertisement to the advertisement requester; and

tracking user response to the at least one advertisement.

16. The method as recited in claim 15, wherein dynamically altering the base request comprises identifying a keyword parameter in the base request and performing at least one of:

adding the at least one altering keyword to the keyword parameter;

or

replacing at least one existing keyword in the keyword parameter with the at least one altering keyword.

17. The method as recited in claim 15, wherein dynamically altering the base request with at least one altering keyword to form an altered request further comprises:

identifying a base request from an advertisement requester;

identifying at least one potential keyword associated with the base request;

associating the at least one potential keyword with at least one criteria bin; and

identifying at least one altering keyword from the at least one criteria bin based on a weight given the at least one criteria bin, the at least one altering keyword to be used to dynamically alter the base request.

18. The method as recited in claim 17, wherein associating the at least one potential keyword with at least one criteria bin comprises grouping the at least one potential keyword into at least one of:

ranked keywords;

exploratory keywords;

category based keywords;

trend keywords;

broad keywords;

narrow keywords;

search history keywords;

demographic keywords;

or

context keywords.

19. The method as recited in claim 15, wherein tracking user response to the at least one advertisement further comprises associating the user response with the at least one altering keyword.

20. The method as recited in claim 15, wherein tracking user response to the at least one advertisement further comprises evaluating whether increased user response was obtained using the altered request.