Selection and use of different keyphrases for different advertising content suppliers

• US 20070150344A1
• Filed: 03/28/2006
• Published: 06/28/2007
• Est. Priority Date: 12/22/2005
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: AOL Inc. (Apollo Global Management, Inc.)
• Inventors: Zia, Aftab, Tonse, Sudhir, Khan, M., Sobotka, David
• Granted Patent: US 7,813,959 B2
• Time in Patent Office: Days
• US Class Current: 705/14.430
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0256 User search

Abstract

Systems and methods are provided for increasing user response to advertisements from advertisement suppliers obtained in response to keywords. In one embodiment, a method includes identifying a base request from an advertisement requester; identifying a first and second keyword associated with the base request, the first and second keyword having both previously been used in advertisement requests to a first advertisement supplier; ranking the first keyword and the second keyword based on a user response history for each of the first keyword and second keyword; and identifying the higher ranked of the first keyword and the second keyword to be used to dynamically alter the base request to form an altered request to be sent to the first advertisement supplier.

Claims

1. In a computer system, a method for increasing user response to advertisements from advertisement suppliers obtained in response to keywords, the method comprising:

identifying a base request from an advertisement requester;

identifying a first and second keyword associated with the base request, the first and second keyword having both previously been used in advertisement requests to a first advertisement supplier;

ranking the first keyword and the second keyword based on a user response history for each of the first keyword and second keyword; and

identifying the higher ranked of the first keyword and the second keyword to be used to dynamically alter the base request to form an altered request to be sent to the first advertisement supplier.

2. The method as recited in claim 1, wherein identifying a first keyword and a second keyword associated with the base request comprises identifying the first keyword and the second 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 user demographics.

3. The method as recited in claim 1, wherein identifying a first keyword and a second keyword associated with the base request comprises identifying that the first keyword and the second keyword is undesirable based on at least one of:

adult controls;

predetermined offensive material;

or

an exclusivity requirement.

4. The method as recited in claim 1, wherein ranking the first keyword and the second keyword based on a user response history for each of the first keyword and second keyword is based on a user history comprising at least one of:

click-through-rate (CTR) of advertisements obtained using each of the first keyword and the second keyword;

cost-per-click (CPC) of advertisements obtained using each of the first keyword and the second keyword;

ad response percentage (ARP) of advertisements obtained using each of the first keyword and the second keyword;

call response ratio obtained using each of the first keyword and the second keyword;

or

views obtained using each of the first keyword and the second keyword.

5. The method as recited in claim 1, wherein identifying the higher ranked of the first keyword and the second keyword to be used to dynamically alter the base request comprises at least one of:

performing the identifying of the higher ranked of the first keyword and the second keyword on a periodic or non-periodic basis;

assigning a usage weight to the identified higher ranked of the first keyword and the second keyword, the usage weight indicating the percentage of times that the identified higher ranked of the first keyword and the second keyword should be used to dynamically alter the base request;

or

generating an optimized profile identifying the first advertisement supplier and the identified higher ranked of the first keyword and the second keyword to be used to dynamically alter the base request.

6. In a computer system, a method for increasing user response to advertisements from advertisement suppliers obtained in response to keywords, the method comprising:

identifying a base request from an advertisement requester;

identifying a first and second keyword associated with the base request, the first and second keyword having both previously been used in advertisement requests to a first advertisement supplier;

ranking the first keyword and the second keyword based on a user response history; and

dynamically altering the base request to include the higher ranked of the first keyword and the second keyword to form an altered request;

sending the altered request to the first advertisement supplier;

receiving an advertisement from the first advertisement supplier in response to the altered request;

sending the advertisement to the advertisement requester; and

tracking user response to the advertisement.

7. The method as recited in claim 6, wherein dynamically altering the base request to include the higher ranked of the first keyword and the second keyword to form an altered request comprises identifying a keyword parameter in the base request and performing least one of:

adding the higher ranked of the first keyword and the second keyword to the keyword parameter;

or

replacing at least one existing keyword in the keyword parameter with the higher ranked of the first keyword and the second keyword.

8. The method as recited in claim 6, wherein tracking user response to the at least one advertisement further comprises associating the user response with the higher ranked of the first keyword and the second keyword.

9. The method as recited in claim 6, wherein tracking user response to the at least one advertisement further comprises evaluating whether increased user response was obtained using the altered request.

10. The method as recited in claim 6, wherein identifying a first and second keyword associated with the base request comprises identifying the first and second 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 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 user demographics.

11. A system configured to increase user response to advertisements from advertisement suppliers obtained in response to keywords, the system comprising:

an optimization engine configured to;

identify a base request from an advertisement requester;

identify a first and second keyword associated with the base request, the first and second keyword having both previously been used in advertisement requests to a first advertisement supplier;

rank the first keyword and the second keyword based on a user response history for the first keyword and the second keyword; 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 to include the higher ranked of the first keyword and the second keyword to form an altered request;

send the altered request to the first advertisement supplier;

receive an advertisement from the first advertisement supplier in response to the altered request;

send the advertisement to the advertisement requester; and

track user response to the advertisement.

12. The system as recited in claim 11, wherein the optimization engine further comprises at least one of:

a keyword extractor configured to identify the first keyword and the second keyword related to the content of the base request;

a related keyword processor configured to identify the first keyword and the second keyword that is not necessarily related to the content of the base request;

or

a keyword filter configured to identify that the first keyword and the second keyword is undesirable.

13. The system as recited in claim 12, wherein the keyword extractor is further configured to rank the identified first keyword and the second keyword into a rank/density listing.

14. The system as recited in claim 11, 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.

15. The system as recited in claim 14, 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.

16. The system as recited in claim 11, 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.

17. The system as recited in claim 11, further comprising an administrative system comprising:

a preference system configured to allow the advertisement requester, the 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.

18. The system as recited in claim 11, wherein the optimization engine and the routing system are configured as part of the same computer programmable code.