Data processing: financial – business practice – management – or co – Automated electrical financial or business practice or... – Advertisement
Reexamination Certificate
2006-08-22
2010-11-09
Weiss, John G (Department: 3688)
Data processing: financial, business practice, management, or co
Automated electrical financial or business practice or...
Advertisement
C705S026640, C705S037000, C707S723000
Reexamination Certificate
active
07831472
ABSTRACT:
A method for improving Search Engine revenues from advertisements by selecting and displaying advertisements from a portfolio of advertisements that are likely to attract user traffic while maximizing the expected Search Engine revenues. Conventionally, each sponsored advertisement in the Search Engine portfolio is associated with one or more keywords from a list of advertiser sponsored keywords, such that if a user enters a keyword contained in an advertisement in the portfolio, a corresponding sponsored link is displayed. According to this invention, in addition to the sponsored links, complementary links can be displayed to some of the paid advertisements containing none of the user-entered keywords. The method for computing the complementary links is based on “overlapping queries” and “overlapping intent” models. With the help of such models, integrated search histories are represented as an associative network, in which associative probabilities for the entire list of keywords and the entire portfolio of advertisements are stored and updated according to the actions of all users, such that each user's input during a given search session becomes part of the overall record of searches, and is thus used to optimize all future searches. In a particular search session, the associative probabilities are used to compute revenue-maximizing combinations of complementary links and displaying such combinations in addition to the sponsored links.
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Bradley William E.
Cahn & Samuels LLP
Vanderhorst M. Victoria
Weiss John G
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