U.S. patent application number 13/897978 was filed with the patent office on 2013-09-26 for dynamic modification of advertisements displayed in response to a search engine query.
This patent application is currently assigned to International Business Machines Corporation. The applicant listed for this patent is International Business Machines Corporation. Invention is credited to Sivakumar Jambunathan, Indran Naick, Cheranellore Vasudevan.
Application Number | 20130254031 13/897978 |
Document ID | / |
Family ID | 39499405 |
Filed Date | 2013-09-26 |
United States Patent
Application |
20130254031 |
Kind Code |
A1 |
Jambunathan; Sivakumar ; et
al. |
September 26, 2013 |
Dynamic Modification of Advertisements Displayed in Response to a
Search Engine Query
Abstract
A computer implemented method, apparatus, and computer program
product for modifying advertisements. A set of keywords is received
from a user. A query is performed in a search engine with the set
of keywords. A set of websites comprising ranked search results and
ranked advertisements is displayed. Responsive to detecting a user
input selecting a first website in the set of websites, modifying
the ranked advertisements, based on the content of the first
website, to form modified advertisements.
Inventors: |
Jambunathan; Sivakumar;
(Round Rock, TX) ; Naick; Indran; (Cedar Park,
TX) ; Vasudevan; Cheranellore; (Austin, TX) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
International Business Machines Corporation |
Armonk |
NY |
US |
|
|
Assignee: |
International Business Machines
Corporation
Armonk
NY
|
Family ID: |
39499405 |
Appl. No.: |
13/897978 |
Filed: |
May 20, 2013 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
|
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11609642 |
Dec 12, 2006 |
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13897978 |
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Current U.S.
Class: |
705/14.54 |
Current CPC
Class: |
G06Q 30/0256 20130101;
G06Q 30/02 20130101; G06F 16/9535 20190101; G06Q 30/0277 20130101;
G06Q 30/0263 20130101 |
Class at
Publication: |
705/14.54 |
International
Class: |
G06Q 30/02 20120101
G06Q030/02 |
Claims
1. A method for selecting advertisements to display with search
results, the method comprising the steps of: displaying identities
of (a) a plurality of respective websites resulting from a key word
search based on a set of key words, and (b) a plurality of
advertisements corresponding to the key word search; and
determining, by one or processors, that the set of keywords has
more than one possible meaning, and in response, determining, by
one or more processors, a likely meaning of the set of keywords
based on a content of a website selected by a user from a
respective displayed identity, and in response, terminating the
display of the identities of one or more of the advertisements
which do not correspond to the likely meaning of the set of key
words as determined based on the content of the selected website,
and instead, displaying identities of one or more additional
advertisements that were not included in the plurality and
correspond to the likely meaning of the set of key words as
determined based on the content of the selected website.
2. The method of claim 1, further comprising: responsive to
receiving a user input to return to a search results page,
displaying a modified list of advertisement identities.
3. The method of claim 2, further comprising: responsive to
detecting a user input selecting another respective displayed
website identity, modifying the list of advertisement identities
and displaying the modified list of advertisement identities.
4. The method of claim 3, wherein the step of modifying the list of
advertisement identities comprises: changing an order of the
advertisement identities in the modified list of advertisement
identities, wherein the order is based on the content of the
selected website.
5. The method of claim 3, wherein the step of modifying the list of
advertisement identities comprises: adding a new advertisement
identity to the modified list of advertisement identities based on
the content of the selected website.
6. The method of claim 3, wherein the step of modifying the list of
advertisement identities comprises: removing an advertisement
identity from the modified list of advertisement identities based
on the content of the selected website.
7. A computer program product for selecting advertisements to
display with search results, the computer program product
comprising: one or more computer-readable storage devices, and
program instructions, stored on at least one of the one or more
storage devices, the program instructions comprising: program
instructions to display identities of (a) a plurality of respective
websites resulting from a key word search based on a set of key
words, and (b) a plurality of advertisements corresponding to the
key word search; and program instructions to determine that the set
of keywords has more than one possible meaning, and in response,
determine a likely meaning of the set of keywords based on a
content of a website selected by a user from a respective displayed
identity, and in response, terminate the display of the identities
of one or more of the advertisements which do not correspond to the
likely meaning of the set of key words as determined based on the
content of the selected website, and instead, display identities of
one or more additional advertisements that were not included in the
plurality and correspond to the likely meaning of the set of key
words as determined based on the content of the selected
website.
8. The computer program product of claim 7, further comprising:
program instructions, responsive to receiving a user input to
return to a search results page, to display a modified list of
advertisement identities.
9. The computer program product of claim 8, further comprising:
program instructions, responsive to detecting a user input
selecting another respective displayed website identity to modify
the list of advertisement identities and display the modified list
of advertisement identities.
10. The computer program product of claim 9, wherein the program
instructions to modify the list of advertisement identities
comprise: program instructions to change an order of the
advertisement identities in the modified list of advertisement
identities, wherein the order is based on the content of the
selected website.
11. The computer program product of claim 9, wherein the program
instructions to modify the list of advertisement identities
comprise: program instructions to add a new advertisement identity
to the modified list of advertisement identities based on the
content of the selected website.
12. The computer program product of claim 9, wherein the program
instructions to modify the list of advertisement identities
comprise: program instructions to remove an advertisement identity
from the modified list of advertisement identities based on the
content of the selected website.
13. A data processing system for selecting advertisements to
display with search results, the data processing system comprising:
one or more processors, one or more computer-readable memories, one
or more computer-readable storage devices, and program
instructions, stored on at least one of the one or more storage
devices for execution by at least one of the one or more processors
via at least one of the one or more memories, the program
instructions comprising: program instructions to display identities
of (a) a plurality of respective websites resulting from a key word
search based on a set of key words, and (b) a plurality of
advertisements corresponding to the key word search; and program
instructions to determine that the set of keywords has more than
one possible meaning, and in response, determine a likely meaning
of the set of keywords based on a content of a website selected by
a user from a respective displayed identity, and in response,
terminate the display of the identities of one or more of the
advertisements which do not correspond to the likely meaning of the
set of key words as determined based on the content of the selected
website, and instead, display identities of one or more additional
advertisements that were not included in the plurality and
correspond to the likely meaning of the set of key words as
determined based on the content of the selected website.
14. The data processing system of claim 13, further comprising:
program instructions, responsive to receiving a user input to
return to a search results page, to display a modified list of
advertisement identities.
15. The data processing system of claim 14, further comprising:
program instructions, responsive to detecting a user input
selecting another respective displayed website identity to modify
the list of advertisement identities and display the modified list
of advertisement identities.
16. The data processing system of claim 15, wherein the program
instructions to modify the list of advertisement identities
comprise: program instructions to change an order of the
advertisement identities in the modified list of advertisement
identities, wherein the order is based on the content of the
selected website.
17. The data processing system of claim 15, wherein the program
instructions to modify the list of advertisement identities
comprise: program instructions to add a new advertisement identity
to the modified list of advertisement identities based on the
content of the selected website.
18. The data processing system of claim 15, wherein the program
instructions to modify the list of advertisement identities
comprise: program instructions to remove an advertisement identity
from the modified list of advertisement identities based on the
content of the selected website.
Description
BACKGROUND OF THE INVENTION
[0001] 1. Field of the Invention
[0002] The present invention relates generally to data processing
systems and in particular to search engines. Still more
particularly, the present invention relates to a computer
implemented method, apparatus, and computer usable program code for
dynamic modification of advertisements displayed in response to a
search engine query.
[0003] 2. Description of the Related Art
[0004] The Internet contains a large number of websites. When a
user wants to locate a website containing specific content, but the
user does not know which website to visit, the user typically uses
a search engine. A search engine is a software program which
indexes websites based on the content of each website and provides
an interface in which the user can use to search the index and find
websites with specific content. For example, a user may enter one
or more keywords, and the search engine will return a list of all
websites having content containing the specified keywords.
[0005] When a user performs a query using an Internet search
engine, the search engine generates revenue for the owner of the
search engine by displaying advertisements next to the results of
the search engine query. The results of a search engine query are
based on the keywords used in the search. Similarly, the
advertisements which are displayed next to the search engine
results are also based on the keywords used in the search.
[0006] When a user enters a keyword which has more than one
meaning, the search engine returns search results which display
websites having content related to each different meaning of the
keyword. The search engine also displays advertisements
corresponding to each different meaning of the keyword. Currently,
when a keyword in a search engine query has more than one meaning,
the advertisements displayed in response to the search engine query
are not tailored to the meaning of the keyword which interests the
user.
SUMMARY OF THE INVENTION
[0007] The illustrative embodiments described herein provide a
computer implemented method, apparatus, and computer usable program
code for modifying advertisements. A set of keywords is received
from a user. A query is performed in a search engine with the set
of keywords. A set of websites comprising ranked search results and
ranked advertisements is displayed. Responsive to detecting a user
input selecting a first website in the set of websites, modifying
the ranked advertisements, based on the content of the first
website, to form modified advertisements.
BRIEF DESCRIPTION OF THE DRAWINGS
[0008] The novel features believed characteristic of the invention
are set forth in the appended claims. The invention itself,
however, as well as a preferred mode of use, further objectives and
advantages thereof, will best be understood by reference to the
following detailed description of an illustrative embodiment when
read in conjunction with the accompanying drawings, wherein:
[0009] FIG. 1 depicts a pictorial representation of a network of
data processing systems in accordance with an illustrative
embodiment;
[0010] FIG. 2 is a block diagram of a data processing system in
which the illustrative embodiments may be implemented;
[0011] FIG. 3 is a block diagram of software components used to
dynamically select advertisements in accordance with an
illustrative embodiment;
[0012] FIG. 4 depicts a browser window in accordance with an
illustrative embodiment; and
[0013] FIG. 5 is a flowchart of a process for a search engine in
accordance with an illustrative embodiment.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENT
[0014] With reference now to the figures and in particular with
reference to FIGS. 1-2, exemplary diagrams of data processing
environments are provided in which illustrative embodiments may be
implemented. It should be appreciated that FIGS. 1-2 are only
exemplary and are not intended to assert or imply any limitation
with regard to the environments in which different embodiments may
be implemented. Many modifications to the depicted environments may
be made.
[0015] With reference now to the figures, FIG. 1 depicts a
pictorial representation of a network of data processing systems in
which illustrative embodiments may be implemented. Network data
processing system 100 is a network of computers in which
embodiments may be implemented. Network data processing system 100
contains network 102, which is the medium used to provide
communications links between various devices and computers
connected together within network data processing system 100.
Network 102 may include connections, such as wire, wireless
communication links, or fiber optic cables.
[0016] In the depicted example, server 104 and server 106 connect
to network 102 along with storage unit 108. In addition, clients
110, 112, and 114 connect to network 102. These clients 110, 112,
and 114 may be, for example, personal computers or network
computers. In the depicted example, server 104 provides data, such
as boot files, operating system images, and applications to clients
110, 112, and 114. Clients 110, 112, and 114 are clients to server
104 in this example. Network data processing system 100 may include
additional servers, clients, and other devices not shown.
[0017] In the depicted example, network data processing system 100
is the Internet with network 102 representing a worldwide
collection of networks and gateways that use the Transmission
Control Protocol/Internet Protocol (TCP/IP) suite of protocols to
communicate with one another. At the heart of the Internet is a
backbone of high-speed data communication lines between major nodes
or host computers, consisting of thousands of commercial,
governmental, educational and other computer systems that route
data and messages. Of course, network data processing system 100
also may be implemented as a number of different types of networks,
such as for example, an intranet, a local area network (LAN), or a
wide area network (WAN). FIG. 1 is intended as an example, and not
as an architectural limitation for different embodiments.
[0018] With reference now to FIG. 2, a block diagram of a data
processing system is shown in which illustrative embodiments may be
implemented. Data processing system 200 is an example of a
computer, such as server 104 or client 110 in FIG. 1, in which
computer usable code or instructions implementing the processes may
be located for the illustrative embodiments.
[0019] In the depicted example, data processing system 200 employs
a hub architecture including a north bridge and memory controller
hub (MCH) 202 and a south bridge and input/output (I/O) controller
hub (ICH) 204. Processing unit 206, main memory 208, and graphics
processor 210 are coupled to north bridge and memory controller hub
202. Processing unit 206 may contain one or more processors and
even may be implemented using one or more heterogeneous processor
systems. Graphics processor 210 may be coupled to the MCH through
an accelerated graphics port (AGP), for example.
[0020] In the depicted example, local area network (LAN) adapter
212 is coupled to south bridge and I/O controller hub 204 and audio
adapter 216, keyboard and mouse adapter 220, modem 222, read only
memory (ROM) 224, universal serial bus (USB) ports and other
communications ports 232, and PCI/PCIe devices 234 are coupled to
south bridge and I/O controller hub 204 through bus 238, and hard
disk drive (HDD) 226 and CD-ROM drive 230 are coupled to south
bridge and I/O controller hub 204 through bus 240. PCI/PCIe devices
may include, for example, Ethernet adapters, add-in cards, and PC
cards for notebook computers. PCI uses a card bus controller, while
PCIe does not. ROM 224 may be, for example, a flash binary
input/output system (BIOS). Hard disk drive 226 and CD-ROM drive
230 may use, for example, an integrated drive electronics (IDE) or
serial advanced technology attachment (SATA) interface. A super I/O
(SIO) device 236 may be coupled to south bridge and I/O controller
hub 204.
[0021] An operating system runs on processing unit 206 and
coordinates and provides control of various components within data
processing system 200 in FIG. 2. The operating system may be a
commercially available operating system such as Microsoft.RTM.
Windows.RTM. XP (Microsoft and Windows are trademarks of Microsoft
Corporation in the United States, other countries, or both). An
object oriented programming system, such as the Java.TM.
programming system, may run in conjunction with the operating
system and provides calls to the operating system from Java
programs or applications executing on data processing system 200.
Java and all Java-based trademarks are trademarks of Sun
Microsystems, Inc. in the United States, other countries, or
both.
[0022] Instructions for the operating system, the object-oriented
programming system, and applications or programs are located on
storage devices, such as hard disk drive 226, and may be loaded
into main memory 208 for execution by processing unit 206. The
processes of the illustrative embodiments may be performed by
processing unit 206 using computer implemented instructions, which
may be located in a memory such as, for example, main memory 208,
read only memory 224, or in one or more peripheral devices.
[0023] The hardware in FIGS. 1-2 may vary depending on the
implementation. Other internal hardware or peripheral devices, such
as flash memory, equivalent non-volatile memory, or optical disk
drives and the like, may be used in addition to or in place of the
hardware depicted in FIGS. 1-2. Also, the processes of the
illustrative embodiments may be applied to a multiprocessor data
processing system.
[0024] In some illustrative examples, data processing system 200
may be a personal digital assistant (PDA), which is generally
configured with flash memory to provide non-volatile memory for
storing operating system files and/or user-generated data. A bus
system may be comprised of one or more buses, such as a system bus,
an I/O bus and a PCI bus. Of course the bus system may be
implemented using any type of communications fabric or architecture
that provides for a transfer of data between different components
or devices attached to the fabric or architecture. A communications
unit may include one or more devices used to transmit and receive
data, such as a modem or a network adapter. A memory may be, for
example, main memory 208 or a cache such as found in north bridge
and memory controller hub 202. A processing unit may include one or
more processors or CPUs. The depicted examples in FIGS. 1-2 and
above-described examples are not meant to imply architectural
limitations. For example, data processing system 200 also may be a
tablet computer, laptop computer, or telephone device in addition
to taking the form of a PDA.
[0025] The Internet contains a large number of websites. When a
user wants to locate a website containing specific content, the
user typically uses an Internet search engine on a computer, such
as client 110 of FIG. 1. A search engine is a software program
which indexes websites based on the content of each website and
provides an interface in which the user can use to search the index
and find websites with specific content. The search engine is
typically located on a server, such as server 104 of FIG. 1. For
example, a user may enter a set of keywords, where the set of
keywords is one or more keywords, and the search engine will return
a list of all websites with content related to the set of
keywords.
[0026] When a user performs a query using an Internet search
engine, the search engine generates revenue for the owner of the
search engine by displaying advertisements next to the results of
the search engine query. The results of a search engine query are
based on the keywords used in the search. Similarly, the
advertisements which are displayed next to the search engine
results are also based on the keywords used in the search.
[0027] When a user performs a query of a search engine using one or
more keywords, the search engine returns results from the search
and advertisements. The results and advertisements are each ranked
by the search engine. The ranked search results are results ordered
by the search engine based on certain criteria. Similarly, the
ranked advertisements are advertisements ordered by the search
engine based on certain criteria. The criteria for ranking the
search results and the criteria for ranking the advertisements are
typically, but not necessarily, different.
[0028] The rank of each result or advertisement determines the
order in which the results and advertisements are displayed in the
browser. The higher the rank of a result or advertisement, the
higher the result or advertisement is placed when displayed in the
browser. Similarly, the lower the rank of a result or
advertisement, the lower the result or advertisement is displayed
in the browser.
[0029] The results obtained by the search engine are links to
websites containing content that the search engine considers
relevant to the keywords the user entered. Thus, a website is
ranked higher if the search engine considers the website to be more
relevant to the keywords. The search engine ranks the websites in
the results based on the relevance of the content of the websites
to the keywords. The relevance of the results to the keywords is
determined by the search engine using various criteria.
[0030] For example, the search engine may weigh different criteria,
such as the number of times the keywords occur on the website, the
popularity of the website, and how many other websites link to the
website in determining the relevance of the website to the
keywords. Therefore, a search result website is ranked higher or
lower depending on whether the search engine considers the content
of the website more relevant or less relevant, respectively, to the
keywords.
[0031] The search engine also ranks the advertisements which are
displayed next to the results of the search. The advertisements are
links to websites containing products or services related to the
keywords. The advertiser typically pays the search engine provider
to display the advertisements next to the search results. For
example, the advertiser may pay the search engine a flat fee to
display the website whenever certain keywords are entered into the
search engine, or the advertiser may pay the search engine only if
the user actually visits the website of the advertiser.
[0032] In determining the ranking of an advertisement, the search
engine may take into account different criteria, such as how many
times the keywords occur on the website of the advertiser, and how
much money the advertiser is paying the search engine. For example,
if the websites of two advertisers are equally relevant in other
respects, the advertiser paying more money may be ranked higher
than the advertiser paying less money.
[0033] Once the search engine has ranked the results and the
advertisements, the links to the websites of the ranked results and
the links to the websites of the ranked advertisements are sent to
the browser and displayed to the user.
[0034] For example, assume a user wants to search for websites
containing information about restaurants serving East Indian food
in Dallas, Tex. The user may enter the keywords "Indian restaurant
Dallas" in the search engine and submit a query looking for
websites containing all three keywords. In response to the user
query, the search engine will display a list of websites containing
all three of the specified keywords, and the search engine may also
display advertisements for restaurants serving Indian food in
Dallas.
[0035] When a user enters a keyword in a search engine to find
information about a particular topic, and the keyword has more than
one meaning, the search engine may return search results containing
several groups of websites. Each group of websites may contain
content related to each different meaning of the keyword. The
search engine may also display groups of advertisements with each
group of advertisements corresponding to each different meaning of
the keyword.
[0036] When a keyword in a search engine query has more than one
meaning, the advertisements would be more relevant to the user if
the advertisements were tailored to the particular topic the user
was searching for.--Therefore, the illustrative embodiments
described herein provide a computer implemented method, apparatus,
and computer usable program code for modifying the type of
advertisements in response to a search engine query.
[0037] The illustrative embodiments described herein provide a
computer implemented method, apparatus, and computer usable program
code for modifying advertisements. A set of keywords is received
from a user. A query is performed in a search engine with the set
of keywords. A set of websites comprising ranked search results and
ranked advertisements is displayed. Responsive to detecting a user
input selecting a first website in the set of websites, modifying
the ranked advertisements, based on the content of the first
website, to form modified advertisements.
[0038] FIG. 3 is a block diagram of software components used to
dynamically select advertisements in accordance with an
illustrative embodiment. In software components 300, search engine
302 is software running on server 304. Server 304 is connected to
Internet 306. Client 308 is also connected to Internet 306. Browser
310 is software running on client 308.
[0039] User 312 interacts with browser 310. For example, user 312
may use browser 310 to navigate to the website of search engine
302. Search engine 302 is a website for searching the contents of
the internet, such as Google.TM., Yahoo.RTM., or MSN
Search.RTM..
[0040] User 312 types in keywords into browser 310 so that search
engine 302 can find and display websites with content related to
the keywords. For example, assume user 312 navigates to the website
of search engine 302 and then types keywords into browser 310.
Browser 310 sends keywords 313 to client 308, and client 308 sends
keywords 314 across Internet 306. Internet 306 delivers keywords
316 to server 304. Server 304 sends keywords 318 to search engine
302.
[0041] Search engine 302 receives keywords 318 and searches the
index on server 304 for websites containing information about the
keyword. Search engine 302 also determines which advertisements the
search engine should provide for the user. The search engine ranks
the results and ranks the advertisements using various
criteria.
[0042] Search engine 302 sends the results of the search, results
and advertisements 320, to server 304. Server 304 sends results and
advertisements 322 to Internet 306. Internet 306 sends results and
advertisements 324 to client 308, and client 308 sends results and
advertisements 326 to browser 310.
[0043] Browser 310 then displays the search results and the
advertisements to user 312 using the rankings which the search
engine determined for the results and the advertisements. Search
engine 302 can further modify the ranking of the advertisements
based on the websites which user 312 visits after the initial
search results and advertisements are displayed.
[0044] FIG. 4 depicts a browser window in accordance with an
illustrative embodiment. In browser window 400, browser 402 is an
Internet browser, in which a user has gone to search engine 404 and
performed a search engine query using keyword 406. Browser 402 may
be a browser, such as browser 310 in FIG. 3, and search engine 404
may be a search engine, such as search engine 302 in FIG. 3.
[0045] In this example, only one keyword, keyword 406, is shown.
However, those versed in the art will appreciate that keyword
searches may contain multiple keywords and Boolean operators
specifying how the search should be performed and that the
techniques disclosed for use with one keyword may be applied to
multiple keyword searches.
[0046] In this example, keyword 406 has three different and
distinct meanings which keyword 406 is commonly used to convey. The
three meanings in this example are purely for illustration
purposes. Those versed in the art will appreciate that the
embodiments may be used for any set of keywords with more than one
meaning.
[0047] In this example, keyword 406 has three meanings. One meaning
is most relevant to the user while the other two meanings are less
relevant. Relevant means that the user is particularly interested
in one meaning of keyword 406 and is not as interested in the other
two meanings of keyword 406. A first meaning of keyword 406 is more
relevant than a second or third meaning when the first meaning is
what the user intended when initiating the keyword search using the
search engine.
[0048] In response to the query, search engine 404 initially
returns three sets of results, results 408, 410, and 412. Initial
results 408, 410 and 412 are ranked by the search engine based on
the relevancy of results 408, 410, and 412 to keyword 406. The set
of websites most relevant to keyword 406 are ranked the highest and
displayed on top, in result 408, and the least relevant set of
websites are ranked lower and displayed on the bottom, in result
412.
[0049] Result 408 represents a first set of websites related to the
first common meaning of keyword 406, where a set is a list of one
or more websites. Result 410 represents a second set of websites
related to the second common meaning of keyword 406. Result 412
represents a third set of websites related to the third common
meaning of keyword 406.
[0050] In response to the query, search engine 404 also displays
three sets of advertisements, advertisement 414, 416 and 418, based
on the ranking of the advertisements by the search engine.
Advertisement 414 represents a first set of advertising ranked
highest because the advertising is related to the first common
meaning of keyword 406. Advertisement 416 is ranked lower because
advertisement 416 is related to the second common meaning of
keyword 406. Advertisement 418 is ranked lowest because
advertisement 418 is related to the third common meaning of keyword
406. Advertisements 414, 416, and 418 are ranked by the search
engine in the order of relevance to keyword 406 based on the
initial query. The set of advertisements ranked most relevant to
keyword 406 are displayed on top, in advertisements 414, and the
least relevant set of websites are displayed on the bottom, in
advertisements 418.
[0051] An advertisement, such as advertisement 414, 416, or 418, is
usually several lines of text designed to catch the interest of the
reader, and a hyperlink to a website, where the advertiser has more
information on the advertiser's products or services. The
advertisement may also contain a picture or other graphic
image.
[0052] The user may only be interested in the third meaning of
keyword 406 but is initially shown advertisements related to all
three meanings of keyword 406. The user views results 408, 410 and
412 and determines that result 412 is related to the third meaning
of keyword 406 and therefore of interest to the user. The third
meaning of keyword 406 is, in this example, most relevant to the
user.
[0053] After submitting a query to the search engine using keyword
406, the user may visit a website in results 408, 410, and 412 or a
website in advertisements 414, 416, or 418. The user typically
visits the websites which contain content related to the meaning of
the keyword which is more relevant to the user.
[0054] For example, after the user determines that result 412 is
the meaning of keyword 406 which the user is interested in, the
user may click on websites belonging to the set of websites in
result 412, or the user may click on a website in advertisement 418
because the website is relevant to the meaning of keyword 406 which
the user is interested in. Based on the websites which the user
visits after the initial search results are displayed, the search
engine can determine which meaning or meanings of keyword 406 are
most relevant to the user.
[0055] Typically, after a user visits a website in results 408,
410, and 412 or advertisements 414, 416, or 418, the user clicks on
the "back" button of browser 402 to return to the search engine
results shown in browser 402 so that the user can visit additional
websites from the results or the advertisements. When the user
returns to the search engine results page, the search engine may
modify the ranking of the advertisements displayed based on the
website which the user visited. The search engine can infer that
the user is interested in the meaning of keyword 406 which is
related to the content of the website which the user visited.
[0056] For example, assume the user is interested in the third
meaning of keyword 406. After the initial search, the user visits a
website in the set of websites belonging to result 412. When the
user returns to the search page, the search engine modifies
advertisements 414, 416, and 418 based on the content of the
website which the user visited.
[0057] The modified advertisements may be the original
advertisements but displayed in a different order, or the modified
advertisements may have some of the original advertisements removed
and new, more relevant, advertisements added. The modifications to
the displayed advertisements are made based on which advertisements
the search engine ranks higher and based on the websites the user
visits after the initial search engine query.
[0058] In this example, the search engine determines that the third
meaning of keyword 406 is relevant to the user based on websites
which the user clicked on after the initial search results were
displayed. When the user returns to the search engine results page,
the search engine modifies the order in which the advertisements
are displayed and ranks advertisement 418 higher so that
advertisement 418 is displayed at the top, followed by
advertisement 414, and advertisement 416.
[0059] In addition, advertisement 414 or advertisement 416 may
contain websites different than the websites displayed after the
initial search. The different websites may be chosen based on the
websites the user has visited after the initial search. Each time
the user visits a website after the initial search results are
displayed, the advertisements displayed on the search results page
are modified. In this manner, the advertisements displayed may be
fine-tuned to the interests of the users based on the websites
which the user visits after the initial search.
[0060] The advertisements which are displayed in response to an
Internet search engine query are dynamically modified based on the
websites which the user visits. The websites which the user visits
may belong to results 408, 410, and 412, advertisements 414, 416,
and 418 or both the results and the advertisements. Each website
which the user visits after the results of the search and the
advertisements are displayed is used to further modify the
displayed advertisements.
[0061] Thus, the displayed advertisements are dynamically modified
each time the user returns to the webpage displaying the search
results. Based on the website the user visited, a determination is
made whether the currently displayed advertisements are relevant to
the user, and the advertisements are modified and displayed as
modified advertisements. New advertisements may be added to the
displayed advertisements. Previously displayed advertisements may
be removed from the displayed advertisements. The displayed
advertisements may be re-ranked based on the relevance of the
advertisements to the website the user visited.
[0062] In contrast, in a conventional system, the advertisements
are not modified based on the websites which the user visits after
the search results and advertisements are displayed. In a
conventional system, the advertisements remain static and are
displayed based on the initially determined relevance to the
keywords. The advertisements continue to be displayed as the user
visits different websites, even if the advertisements displayed are
irrelevant to the user.
[0063] FIG. 5 is a flowchart of a process for a search engine in
accordance with an illustrative embodiment. The process in FIG. 5
is executed by software on a computer or server. For example,
software, such as search engine 302 in FIG. 3, may perform the
steps in the process.
[0064] The process begins when a set of keywords is received from a
user (step 502). The set of keywords is one or more keywords. The
search engine has an index for each website on the Internet, based
on the content of each website. The set of keywords are used to
search the index for websites with content related to the set of
keywords (step 504).
[0065] The search results are ranked based on different criteria,
including the relevance of the search results to the set of
keywords (step 506). The advertisements are ranked based on
different criteria, including the relevance of the search results
to the user (step 508). The ranked search results and the ranked
advertisements are sent to the browser of the user who typed in the
keywords (step 510). The browser displays the search results and
the advertisements.
[0066] The browser determines which website the user visits in the
relevant search results or the relevant advertisements and sends a
message. The search engine receives the information about which
website the user has visited (step 512).
[0067] The advertisements are modified based on the website which
the user visited to make the advertisements more relevant to the
meaning of the keywords the user intended (step 514). The
advertisements are modified by any combination of (1) adding new
advertisements, (2) removing advertisements, or (3) re-ranking the
advertisements which are displayed to change the order in which the
advertisements are displayed.
[0068] If the order in which the advertisements are displayed is
changed, the highest ranked advertisement, based on the relevance
of the advertisement to the website the user visited, is displayed
first. Similarly, if a new advertisement is added, the new
advertisement is added based on the relevance of the new
advertisement to the website the user visited. An advertisement
which was initially displayed may be removed based on the relevance
to the website the user visited.
[0069] The search results and the modified advertisements are sent
by the search engine to the browser (step 516). A determination is
made whether the user has completed the search (step 518). If the
answer is "no" and the user has not finished with the search
results, then the search engine receives more information on which
websites the user visited (step 512) and the process repeats. If
the answer is "yes" and the process has finished, then the process
ends.
[0070] The different illustrative embodiments described herein
provide a computer implemented method, apparatus, and computer
usable program code for modifying advertisements in response to a
search engine query. The illustrative embodiments described herein
provide a computer implemented method, apparatus, and computer
usable program code for modifying advertisements. A set of keywords
is received from a user. A query is performed in a search engine
with the set of keywords. A set of websites comprising ranked
search results and ranked advertisements is displayed. Responsive
to detecting a user input selecting a first website in the set of
websites, modifying the ranked advertisements, based on the content
of the first website, to form modified advertisements.
[0071] Advertisements and search results are initially displayed as
a result of a search engine query. The user may visit a website in
the search results or a website in the advertisements. The
advertisements are dynamically modified each time the user visits a
website and returns to the search results webpage. The dynamically
modified advertisements result in advertisements which are relevant
to the websites the user has visited after the initial search.
[0072] Because the dynamically modified advertisements are relevant
to the websites which the user recently visited, the advertisements
are more relevant to the user. Because the advertisements are more
relevant to the user, the user is more likely to click on the
advertisement and visit the website associated with the
advertisement. Each time a user visits a website associated with an
advertisement, more revenue is generated for the owner of the
search engine.
[0073] Thus, dynamically modifying advertisements results in more
revenue for the owner of the search engine. The user is also more
satisfied with the search engine because the advertisements
displayed more closely reflect the interests of the user.
[0074] The flowchart and block diagrams in the figures illustrate
the architecture, functionality, and operation of some possible
implementations of systems, methods and computer program products
according to various embodiments. In this regard, each block in the
flowchart or block diagrams may represent a module, segment or
portion of code, which comprises one or more executable
instructions for implementing the specified logical function(s). It
should also be noted that, in some alternative implementations, the
functions noted in the blocks may occur out of the order noted in
the figures. For example, two blocks shown in succession may, in
fact, be executed substantially concurrently, or the blocks may
sometimes be executed in the reverse order, depending upon the
functionality involved.
[0075] The invention can take the form of an entirely hardware
embodiment, an entirely software embodiment or an embodiment
containing both hardware and software elements. In a preferred
embodiment, the invention is implemented in software, which
includes but is not limited to firmware, resident software,
microcode, etc.
[0076] Furthermore, the invention can take the form of a computer
program product accessible from a computer-usable or
computer-readable medium providing program code for use by or in
connection with a computer or any instruction execution system. For
the purposes of this description, a computer-usable or computer
readable medium can be any tangible apparatus that can contain,
store, communicate, propagate, or transport the program for use by
or in connection with the instruction execution system, apparatus,
or device.
[0077] The medium can be an electronic, magnetic, optical,
electromagnetic, infrared, or semiconductor system (or apparatus or
device) or a propagation medium. Examples of a computer-readable
medium include a semiconductor or solid state memory, magnetic
tape, a removable computer diskette, a random access memory (RAM),
a read-only memory (ROM), a rigid magnetic disk and an optical
disk. Current examples of optical disks include compact disk-read
only memory (CD-ROM), compact disk-read/write (CD-R/W) and DVD.
[0078] A data processing system suitable for storing and/or
executing program code will include at least one processor coupled
directly or indirectly to memory elements through a system bus. The
memory elements can include local memory employed during actual
execution of the program code, bulk storage, and cache memories
which provide temporary storage of at least some program code in
order to reduce the number of times code must be retrieved from
bulk storage during execution.
[0079] Input/output or I/O devices (including but not limited to
keyboards, displays, pointing devices, etc.) can be coupled to the
system either directly or through intervening I/O controllers.
[0080] Network adapters may also be coupled to the system to enable
the data processing system to become coupled to other data
processing systems or remote printers or storage devices through
intervening private or public networks. Modems, cable modem and
Ethernet cards are just a few of the currently available types of
network adapters.
[0081] The description of the present invention has been presented
for purposes of illustration and description, and is not intended
to be exhaustive or limited to the invention in the form disclosed.
Many modifications and variations will be apparent to those of
ordinary skill in the art. The embodiment was chosen and described
in order to best explain the principles of the invention, the
practical application, and to enable others of ordinary skill in
the art to understand the invention for various embodiments with
various modifications as are suited to the particular use
contemplated.
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