Ad Relevance via Segmented Selection and Auction
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Solution Overview
Problem
Search engine results pages often display advertisements that are not relevant to users, leading to reduced engagement and missed opportunities for users, search engine providers, and advertisers.
Innovation Solution
An ad selector engine selects candidate advertisements targeted to initial and additional queries derived from user input, with an auction engine dynamically competing among advertisers to prioritize relevant ads, and a mixer engine assembles search results pages incorporating these selected ads alongside additional query-related content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of energy
If advertisements are displayed on search engine results pages, then revenue opportunities increase, but ad relevance to users deteriorates
Solution Approach 1:
The patent segments the advertisement selection process by creating multiple independent modules: an ad selector engine that identifies candidate ads, an auction engine that ranks them, and a mixer engine that integrates selected ads with search results. This segmentation allows each module to specialize in its function, improving overall ad relevance while maintaining revenue opportunities.
Solution Approach 2:
The ad selector engine performs preliminary action by pre-selecting candidate advertisements that are relevant to the user's query before the auction process. This preliminary filtering ensures that only potentially relevant ads enter the auction, maintaining ad relevance while enabling competitive bidding for revenue optimization.
2Loss of energy
If multiple advertisements are displayed to increase revenue, then user engagement deteriorates
Solution Approach 1:
The patent applies local quality by displaying advertisements in specific designated locations on the search engine results page rather than distributing them throughout. The mixer engine places ads in predetermined positions, ensuring that广告 content appears in areas that do not interfere with the main search results, thus maintaining user engagement while generating revenue.
3Loss of energy
If advertisements are prioritized for revenue generation, then search experience deteriorates
Solution Approach 1:
The mixer engine merges the advertisement selection process with the search results generation process. By combining ad selection, auction ranking, and search result assembly into a unified workflow, the system ensures that advertisements are integrated seamlessly with search results, maintaining search experience quality while generating revenue through strategically placed relevant ads.
Data Source
AI summary
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for enhancing selecting relevant and diverse advertisements. In one aspect, a method includes receiving an initial query, selecting one or more additional queries relating to the initial query, including selecting additional queries having a greatest commerciality, identifying one or more content items for each of the additional queries, the one or more content items forming a content block, and providing a content block and an associated additional query to a client device to be displayed along with search results associated with the initial query.