Using search query information to determine relevant ads for a landing page of an ad

15 Pages·2013·1.43 MB·English

US008571932B2
(12) United States Patent (10) Patent N0.: US 8,571,932 B2
Sharma (45) Date of Patent: Oct. 29, 2013
(54) USING SEARCH QUERY INFORMATION TO Authority, or the Declaration” for PCT/US06/49213, mailed Sep. 25,
DETERMINE RELEVANT ADS FOR A 2007 (1 pg.).
LANDING PAGE OF AN AD PCT/ISN210, “International Search Report” for PCT/US06/49213,
mailed Sep. 25, 2007 (2 pgs.).
(75) Inventor: J ayesh Sharma, San Francisco, CA PCT/ISN237, “Written Opinion of the International Searching
(Us) Authority” PCT/US06/49213, mailed Sep. 25, 2007 (4 pgs.).
U.S. Appl. No. 12/124,425, ?led May 21, 2008, KniaZ, et al.
(73) Assignee: Google Inc., Mountain View, CA (U S)
Examiner’s First Report for Australian Patent Application No.
2006332823, mailed Nov. 10, 2009 (3 pgs.).
( * ) Notice: Subject to any disclaimer, the term of this
Notice of Preliminary Rejection for Korean Patent Application No.
patent is extended or adjusted under 35
10-2008-7018783, mailed Jun. 30, 2010 (5 pgs.) with translation (5
U.S.C. 154(b) by 1318 days. pgs)
Notice of Preliminary Rejection for Korean Patent Application No.
(21) Appl. No.: 11/323,303
10-2011-7023254, mailed Mar. 23, 2012 (5 pgs.) with translation (6
pgs)
(22) Filed: Dec. 30, 2005 Notice of Final Rejection for Korean Patent Application No.
10-2008-7018783, mailed May 31, 2011 (5 pgs.) with translation (4
(65) Prior Publication Data
s. .
IEiiagniner’s Report for Canadian Patent Application No. 2,635,750,
US 2007/0156520 A1 Jul. 5, 2007
mailed Aug. 13, 2013 (3 pgs.).
(51) Int. Cl.
* cited by examiner
G06Q 30/00 (2012.01)
(52) US. Cl.
Primary Examiner * John Van Bramer
USPC ................... .. 705/14.54; 705/14.4; 705/14.49
(74) Attorney, Agent, or Firm * John C. Pokotylo; Straub &
(58) Field of Classi?cation Search Pokotylo
USPC ................................. .. 705/14.54, 14.49, 14.4
See application ?le for complete search history.
(57) ABSTRACT
(56) References Cited Advertisers can generate revenue (or credits) from an adver
tising network by allowing relevant ads to be shown with their
U.S. PATENT DOCUMENTS properties (e.g., a document such as a Web page), and allow
an ad delivery system to serve relevant ads. For example, the
7,136,875 B2 * 11/2006 Anderson et al. ................... .. 1/1 advertiser document may include at least one supplemental
2002/0004759 A1* 1/2002 Bradford et al. .. 705/26
advertisement determined using search query information
2003/0046161 A1* 3/2003 Kamangar et al. ............ .. 705/14
2004/0093327 A1 5/2004 Anderson et al. entered earlier by a user device. As another example, the
2005/0033641 A1* 2/2005 Jha et al. ....................... .. 705/14 advertiser document may include at least one supplemental
2005/0222900 A1* 10/2005 Fuloria et al. ................. .. 705/14 advertisement determined using a correlation or association
OTHER PUBLICATIONS of the advertiser’s advertisement and the supplemental adver
tisement.
PCT/ ISM 220, “Noti?cation of Transmittal of the International
Search Report and the Written Opinion of the International Searching 23 Claims, 6 Drawing Sheets
SEARCH-BASED AD
SERVING OPERATIONS 330
DOCUM ENT
INDEX
IN FORMATION
SEARCH
RESULTS
OPERATIONS 322
SEARCH RESUL TS
SEARCH QUERY WITH ADS
INFORMATION 315
3.15
BROWSER OPERATIONS
AD LANDING SEARCH
USER PAGE 0
SELECTION INFORMA TION INFORMA TION
OF AD m 355
AD ADS FOR AD
LANDING LANDING
350 CONTENT PAGE PAGE LANDING PAGE
SERVER Jli BASED AD SERVING
OPERATIONS OPERATIONS
352 DOCUMENT 374 POLICY
INFORMATION INFORMATION 372

US. Patent
Oct. 29, 2013 Sheet 3 0f 6 US 8,571,932 B2
m
ACCEPT SEARCH QUERY $410
INFORMATION
I
GENERATE, FOR PRESENTATION TO THE
USER, DOCUMENT (e.g., WEBPAGE) WITH
SEARCH RESULTS AND ADS USING
INFORMATION FROM SEARCH QUERY
I
ACCEPT USER SELECTION OF AD
I
GENERATE, FOR PRESENTATION TO
THE USER, AD LANDING PAGE WITH
ADS RELEVANT TO SEARCH QUERY
INFORMATION (AND PERHAPS
LANDING PAGE CONTENT AND
PERHAPS LANDING PAGE
ADVERTISER SPECIFIED POLICIES)
450
FIGURE 4
US. Patent 0a. 29, 2013 Sheet 4 of6 US 8,571,932 B2
f \
G 0 0 gl 6
[gigital camera ____ 0
Google SearcM F |
540 520 530
E
F | G U R E 5
f \
GO 0 e | digital camera | Search ]
_ i...I:-.1§§§§§5E§§§E?i‘:5 \
it...liiéé?é??éég?éI:' ''''''. X5
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FIGURE 6

US 8,571,932 B2
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USING SEARCH QUERY INFORMATION TO advertising netWork by alloWing relevant ads to be shoWn
DETERMINE RELEVANT ADS FOR A With their properties, and alloW an ad delivery system to serve
LANDING PAGE OF AN AD relevant ads. For example, embodiments consistent With the
present invention may do so by (a) accepting search query
§1. BACKGROUND OF THE INVENTION
information sourced from a user device, (b) generating, for
presentation on the user device, a document (e. g., a Web page)
§1.1 Field of the Invention
With search results determined using the search query infor
The present invention concerns advertising, such as online
advertising for example. In particular, the present invention mation and an advertisement(s) determined using the search
concerns serving relevant advertisements. query information, Wherein each advertisement(s) includes a
§1.2 Background Information reference to an advertiser document, (c) accepting a selection,
Advertising using traditional media, such as television, sourced from the user device, of (one of) the
radio, neWspapers and magaZines, is Well knoWn. Unfortu advertisement(s), and (d) generating, for presentation on the
nately, even When armed With demographic studies and user device, the advertiser document referenced from the
entirely reasonable assumptions about the typical audience of selected advertisement, Wherein the advertiser document
various media outlets, advertisers recogniZe that much of includes at least one supplemental advertisement determined
their ad budget is simply Wasted. Moreover, it is very dif?cult using the search query information. Other embodiments con
to identify and eliminate such Waste. sistent With the present invention may do so by (a) generating,
Recently, advertising over more interactive media has for presentation on a user device, a document With at least one
become popular. For example, as the number of people using advertisement, Wherein each of the advertisement(s) includes
the Internet has exploded, advertisers have come to appreciate 20 a reference to an advertiser document, (b) accepting a selec
media and services offered over the Internet as a potentially tion, sourced from the user device, of (one of) the advertise
poWerful Way to advertise. ment(s), and (c) generating, for presentation on the user
Interactive advertising provides opportunities for advertis
device, the advertiser document referenced from the selected
ers to target their ads to a receptive audience. That is, targeted
advertisement(s), Wherein the advertiser document includes
ads are more likely to be useful to end users since the ads may
25 at least one supplemental advertisement determined using a
be relevant to a need inferred from some user activity (e.g.,
correlation or association of the selected advertisement and
relevant to a user’s search query to a search engine, relevant to
the supplemental advertisement.
content in a document requested by the user, etc.). Query
keyWord targeting has been used by search engines to deliver
§3. BRIEF DESCRIPTION OF THE DRAWINGS
relevant ads. For example, the AdWords advertising system
by Google Inc. of Mountain VieW, Calif. (referred to as 30
“Google”), delivers ads targeted to keyWords from search FIG. 1 is a diagram shoWing parties or entities that can
queries. Similarly, content targeted ad delivery systems have interact With an advertising system.
been proposed. For example, US. patent application Ser. FIG. 2 is a diagram illustrating an environment in Which, or
Nos. 10/314,427 (incorporated herein by reference and With Which, embodiments consistent With the present inven
referred to as “the ’427 application”), titled “METHODS 35 tion may operate.
AND APPARATUS FOR SERVING RELEVANT ADVER FIG. 3 is a bubble diagram of exemplary operations that
TISEMENTS”, ?led on Dec. 6, 2002 and listing Jeffrey A. may be performed in a manner consistent With the present
Dean, Georges R. Harik and Paul Buchheit as inventors; and invention, as Well as information that may be used and/or
Ser. No. 10/375,900 (incorporated by reference and referred generated by such operations.
to as “the ’900 application”), titled “SERVING ADVER 40 FIG. 4 is a How diagram of an exemplary method for
TISEMENTS BASED ON CONTENT,” ?led on Feb. 26, determining relevant ads to be served With an advertiser’s
2003 and listing Darrell Anderson, Paul Buchheit, Alex Caro
landing page in a manner consistent With the present inven
bus, Claire Cui, Jeffrey A. Dean, Georges R. Harik, Deepak
tion.
Jindal and Narayanan Shivakumar as inventors, describe
FIGS. 5-7 illustrate an example of operations of an exem
methods and apparatus for serving ads relevant to the content
45 plary embodiment consistent With the present invention.
of a document, such as a Web page for example. Content
FIG. 8 is a block diagram of apparatus that may be used to
targeted ad delivery systems, such as the AdSense advertising
perform at least some operations, and store at least some
system by Google for example, have been used to serve ads on
information, in a manner consistent With the present inven
Web pages.
tion.
As can be appreciated from the foregoing, serving ads
relevant to concepts of text in a text document and serving ads 50
§4. DETAILED DESCRIPTION
relevant to keyWords in a search query are useful because
such ads presumably concern a current user interest. Conse
quently, such online advertising has become increasingly The present invention may involve novel methods, appa
popular. Moreover, advertising using other targeting tech ratus, message formats, and/or data structures for alloWing
niques, and even untargeted online advertising, has become 55 advertisers to generate revenue (or credits) from an advertis
increasingly popular. ing netWork by alloWing relevant ads to be shoWn With their
Existing advertising systems could be improved. For properties, and alloWing an ad delivery system to serve rel
example, it Wouldbe useful to extend opportunities to provide evant ads. The folloWing description is presented to enable
end users With relevant ads, and to alloW advertisers to gen one skilled in the art to make and use the invention, and is
erate revenue (or credits) from an advertising netWork for 60 provided in the context of particular applications and their
alloWing ads to be shoWn With their properties, such as docu requirements. Thus, the folloWing description of embodi
ments in general and Web pages in particular. ments consistent With the present invention provides illustra
tion and description, but is not intended to be exhaustive or to
§2. SUMMARY OF THE INVENTION limit the present invention to the precise form disclosed.
65 Various modi?cations to the disclosed embodiments Will be
Embodiments consistent With the present invention may apparent to those skilled in the art, and the general principles
alloW advertisers to generate revenue (or credits) from an set forth beloW may be applied to other embodiments and
US 8,571,932 B2
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applications. For example, although a series of acts may be location, etc. As another example, in some systems, an adver
described With reference to a How diagram, the order of acts tiser may specify that its ad is to be served only if a page or
may differ in other implementations When the performance of search query includes certain keyWords or phrases. As yet
one act is not dependent on the completion of another act. another example, in some systems, an advertiser may specify
Further, non-dependent acts may be performed in parallel. that its ad is to be served only if a document, on Which, or With
Which, the ad is to be served, includes certain topics or con
Also, as used herein, the article “a” is intended to include one
cepts, or falls under a particular cluster or clusters, or some
or more items. Where only one item is intended, the term
other classi?cation or classi?cations (e. g., verticals). In some
“one” or similar language is used. In the folloWing, “infor
systems, an advertiser may specify that its ad is to be served
mation” may refer to the actual information, or a pointer to,
only to (or is not to be served to) user devices having certain
identi?er of, or location of such information. No element, act
characteristics. Finally, in some systems an ad might be tar
or instruction used in the description should be construed as
geted so that it is served in response to a request sourced from
critical or essential to the present invention unless explicitly
a particular location, or in response to a request concerning a
described as such. Thus, the present invention is not intended particular location.
to be limited to the embodiments shoWn and the inventors “Ad information” may include any combination of ad fea
regard their invention to include any patentable subject matter tures, ad serving constraints, information derivable from ad
described. features or ad serving constraints (referred to as “ad derived
In the folloWing de?nitions of terms that may be used in the information”), and/or information related to the ad (referred
speci?cation are provided in §4.l. Then, environments in to as “ad related information”), as Well as an extension of such
Which, or With Which, the present invention may operate are information (e.g., information derived from ad related infor
described in §4.2. Exemplary embodiments of the present 20 mation).
invention are described in §4.3. Thereafter, a speci?c example The ratio of the number of selections (e. g., clickthroughs)
illustrating the utility of one exemplary embodiment of the of an ad to the number of impressions of the ad (i.e., the
present invention is provided in §4.4. Finally, some conclu number of times an ad is rendered) is de?ned as the “selection
sions regarding the present invention are set forth in §4.5. rate” (or “clickthrough rate” or “CTR”) of the ad.
25 A “conversion” is said to occur When a user consummates
§4.l DEFINITIONS a transaction related to a previously served ad. What consti
tutes a conversion may vary from case to case and can be
Online ads, such as those used in the exemplary systems determined in a variety of Ways. For example, it may be the
described beloW With reference to FIGS. 1 and 2, or any other case that a conversion occurs When a user clicks on an ad, is
system, may have various intrinsic features. Such features 30 referred to the advertiser’s Web page, and consummates a
may be speci?ed by an application and/ or an advertiser. These purchase there before leaving that Web page. Alternatively, a
features are referred to as “ad features” beloW. For example, conversion may be de?ned as a user being shoWn an ad, and
in the case of a text ad, ad features may include a title line, ad making a purchase on the advertiser’s Web page Within a
text, and an embedded link. In the case of an image ad, ad predetermined time (e.g., seven days). In yet another altema
features may include images, executable code, and an embed 35 tive, a conversion may be de?ned by an advertiser to be any
ded link. Depending on the type of online ad, ad features may measurable/ observable user action such as, for example,
include one or more of the folloWing: text, a link, an audio ?le, doWnloading a White paper, navigating to at least a given
a video ?le, an image ?le, executable code, embedded infor depth of a Website, vieWing at least a certain number of Web
mation, etc. pages, spending at least a predetermined amount of time on a
When an online ad is served, one or more parameters may 40 Website or Web page, registering on a Website, etc. Often, if
be used to describe hoW, When, and/or Where the ad Was user actions don’t indicate a consummated purchase, they
served. These parameters are referred to as “serving param may indicate a sales lead, although user actions constituting a
eters” beloW. Serving parameters may include, for example, conversion are not limited to this. Indeed, many other de?ni
one or more of the folloWing: features of (including informa tions of What constitutes a conversion are possible.
tion on) a document on Which, or With Which, the ad Was 45 The ratio of the number of conversions to the number of
served, a search query or search results associated With the impressions of the ad (i.e., the number of times an ad is
serving of the ad, a user characteristic (e.g., their geographic rendered) and the ratio of the number of conversions to the
location, the language used by the user, the type of broWser number of selections (or the number of some other earlier
used, previous page vieWs, previous behavior, user account, event) are both referred to as the “conversion rate” or “CR.”
any Web cookies used by the system, user device character 50 The type of conversion rate Will be apparent from the context
istics, etc.), a host or af?liate site (e.g., America Online, in Which it is used. If a conversion is de?ned to be able to
Goo gle, Yahoo) that initiated the request, an ab solute position occur Within a predetermined time since the serving of an ad,
of the ad on the page on Which it Was served, a position one possible de?nition of the conversion rate might only
(spatial or temporal) of the ad relative to other ads served, an consider ads that have been served more than the predeter
absolute siZe of the ad, a siZe of the ad relative to other ads, a 55 mined time in the past.
color of the ad, a number of other ads served, types of other A “property” is something on Which ads can be presented.
ads served, time of day served, time of Week served, time of A property may include online content (e.g., a Website, an
year served, etc. Naturally, there are other serving parameters MP3 audio program, online games, etc.), o?line content (e. g.,
that may be used in the context of the invention. a neWspaper, a magaZine, a theatrical production, a concert, a
Although serving parameters may be extrinsic to ad fea 60 sports event, etc.), and/or o?line objects (e.g., a billboard, a
tures, they may be associated With an ad as serving conditions stadium score board, and out?eld Wall, the side of truck
or constraints. When used as serving conditions or con trailer, etc.). Properties With content (e.g., magaZines, neWs
straints, such serving parameters are referred to simply as papers, Websites, email messages, etc.) may be referred to as
“serving constraints” (or “targeting criteria”). For example, in “media properties.” Although properties may themselves be
some systems, an advertiser may be able to target the serving 65 of?ine, pertinent information about a property (e. g.,
of its ad by specifying that it is only to be served on Weekdays, attribute(s), topic(s), concept(s), category(ies), keyWord(s),
no loWer than a certain position, only to users in a certain relevancy
US 8,571,932 B2
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information, type(s) of ads supported, etc.) may be available information derived from e-mail information is information
online. For example, an outdoor jaZZ music festival may have extracted or otherWise derived from search results returned in
entered the topics “music” and “jaZZ”, the location of the response to a search query composed of terms extracted from
concerts, the time of the concerts, artists scheduled to appear an e-mail subject line. Examples of information related to
at the festival, and types of available ad spots (e.g., spots in a e-mail information include e-mail information about one or
printed program, spots on a stage, spots on seat backs, audio more other e-mails sent by the same sender of a given e-mail,
announcements of sponsors, etc.). or user information about an e-mail recipient. Information
A “document” is to be broadly interpreted to include any derived from or related to e-mail information may be referred
machine-readable and machine-storable Work product. A to as “external e-mail information.”
document may be a ?le, a combination of ?les, one or more
?les With embedded links to other ?les, etc. The ?les may be §4.2 EXEMPLARY ADVERTISING
of any type, such as text, audio, image, video, etc. Parts of a ENVIRONMENTS IN WHICH, OR WITH
document to be rendered to an end user can be thought of as WHICH, THE PRESENT INVENTION MAY
“content” of the document. A document may include “struc OPERATE
tured data” containing both content (Words, pictures, etc.) and
some indication of the meaning of that content (for example, FIG. 1 is a diagram of an advertising environment. The
e-mail ?elds and associated data, HTML tags and associated environment may include an ad entry, maintenance and deliv
data, etc.) Ad spots in the document may be de?ned by ery system (simply referred to as an ad server) 120. Adver
embedded information or instructions. In the context of the tisers 110 may directly, or indirectly, enter, maintain, and
Internet, a common document is a Web page. Web pages often 20 track ad information in the system 120. The ads may be in the
include content and may include embedded information form of graphical ads such as so-called banner ads, text only
(such as meta information, hyperlinks, etc.) and/ or embedded ads, image ads, audio ads, video ads, ads combining one of
instructions (such as JavaScript, etc.). In many cases, a docu more of any of such components, etc. The ads may also
ment has an addressable storage location and can therefore be include embedded information, such as a link, and/or
uniquely identi?ed by this addressable location. A universal 25 machine executable instructions.Ad consumers 130 may sub
resource locator (URL) is an address used to access informa mit requests for ads to, accept ads responsive to their request
tion on the Internet. from, and provide usage information to, the system 120. An
A “Web document” includes any document published on entity other than an ad consumer 130 may initiate a request for
the Web. Examples of Web documents include, for example, ads. Although not shoWn, other entities may provide usage
a Website or a Web page. 30 information (e.g., Whether or not a conversion or selection
“Document information” may include any information related to the ad occurred) to the system 120. This usage
included in the document, information derivable from infor information may include measured or ob served user behavior
mation included in the document (referred to as “document related to ads that have been served.
derived information”), and/ or information related to the The ad server 120 may be similar to the one described in the
document (referred to as “document related information”), as 35 ’900 application. An advertising program may include infor
Well as an extensions of such information (e.g., information mation concerning accounts, campaigns, creatives, targeting,
derived from related information). An example of document etc. The term “account” relates to information for a given
derived information is a classi?cation based on textual con advertiser (e.g., a unique e-mail address, a passWord, billing
tent of a document. Examples of document related informa information, etc.). A “campaign” or “ad campaign” refers to
tion include document information from other documents 40 one or more groups of one or more advertisements, and may
With links to the instant document, as Well as document infor include a start date, an end date, budget information, geo
mation from other documents to Which the instant document targeting information, syndication information, etc. For
links. example, Honda may have one advertising campaign for its
Content from a document may be rendered on a “content automotive line, and a separate advertising campaign for its
rendering application or device”. Examples of content ren 45 motorcycle line. The campaign for its automotive line may
dering applications include an Internet broWser (e.g., have one or more ad groups, each containing one or more ads.
Explorer, Netscape, Opera, Firefox, etc.), a media player Each ad group may include targeting information (e.g., a set
(e. g., an MP3 player, a RealnetWorks streaming audio ?le of keyWords, a set of one or more topics, etc.), and price
player, etc .), a vieWer (e. g., anAdobe Acrobat pdf reader), etc. information (e.g., cost, average cost, or maximum cost (per
A “content oWner” is a person or entity that has some 50 impression, per selection, per conversion, etc.)). Therefore, a
property right in the content of a media property (e. g., docu single cost, a single maximum cost, and/or a single average
ment). A content oWner may be an author of the content. In cost may be associated With one or more keyWords, and/or
addition, or alternatively, a content oWner may have rights to topics. As stated, each ad group may have one or more ads or
reproduce the content, rights to prepare derivative Works of “creatives” (That is, ad content that is ultimately rendered to
the content, rights to display or perform the content publicly, 55 an end user). Each ad may also include a link to a URL (e. g.,
and/ or other proscribed rights in the content. Although a a landing Web page, such as the home page of an advertiser,
content server might be a content oWner in the content of the or a Web page associated With a particular product or server).
documents it serves, this is not necessary. A “Web publisher” Naturally, the ad information may include more or less infor
is an example of a content oWner. mation, and may be organiZed in a number of different Ways.
“User information” may include user behavior information 60 FIG. 2 illustrates an environment 200 in Which the present
and/ or user pro?le information. invention may be used. A user device (also referred to as a
“E-mail information” may include any information “client” or “client device”) 250 may include a broWser facility
included in an e-mail (also referred to as “intemal e-mail (such as the Explorer broWser from Microsoft, the Opera Web
information”), information derivable from information BroWser from Opera SoftWare of NorWay, the Navigator
included in the e-mail and/ or information related to the 65 broWser from AOL/ Time Warner, the Firefox broWser from
e-mail, as Well as extensions of such information (e.g., infor MoZilla, etc.), an e-mail facility (e.g., Outlook from
mation derived from related information). An example of Microsoft), etc. A search engine 220 may permit user devices