Search engine for selecting targeted messages

Abstract

A search engine receives query terms from a client. In response, the search engine executes a search on a web directory to identify zero or more documents that match the query terms. The identified documents are associated with one or more categories. The search engine probabilistically selects one of the categories associated with the identified documents. Each message in a message database is also associated with one or more of the categories. The search engine accesses the message database and selects at least one message associated with the selected category. The search engine returns a web page containing references to the documents matching the query terms and the one or more messages selected from the message database to the client.

Description

BACKGROUND [0001] 1. Field of the Invention [0002] This invention pertains in general to advertising on the Internet and in particular to selecting an advertising message for display in response to a given search query. [0003] 2. Background Art [0004] Many web sites provide search engines which accept a keyword-based query from a user and produce a list of matching categories or documents to the user in return. For example, the ALTAVISTA web site contains a search engine that enables a user to execute a query on multiple keywords and receive matching information, such as references to web pages, in response. [0005] Such web sites typically generate revenue by displaying advertising messages, such as banner ads, to the user along with the returned search results. However, users often ignore the ads and may even find the ads irritating. Therefore, web sites strive to display ads related to the search query on the assumption that a user is more likely to show interest in such ads. For ...

AI Technical Summary

Benefits of technology

[0012] In an alternative embodiment of the present invention, the hierarchy in the web directory is completely or substantially flat. A flatter hierarchy simplifies the process of selecting a message because a documents belongs to only one or a few categories, instead of belonging to a long chain of ancestor categories.

Problems solved by technology

However, users often ignore the ads and may even find the ads irritating.

Still, web sites often display ads that are inappropriate in view of the query received from the user.

As a result, other advertisers are blocked from using the keywords for their own, possibly more relevant, ads.

As a result, a user may be annoyed to see ads for the first make of automobile when the user is seeking information about another make.

Moreover, advertisers often have little guidance when selecting keywords and seldom know the characteristics of real-world user queries.

As a result, advertisers frequently buy overly general keywords like “cars,” on which users seldom query.

Consequently, often no advertisers have purchased the exact keywords utilized by the users.

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