Automated Keyword Characterization for Search Advertising
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Solution Overview
Problem
Manually generating relevant keywords for advertising in search engines is a labor-intensive and difficult task due to the complexity of linguistic behavior associated with search queries, and existing methods lack efficiency in identifying keyword similarities and behaviors.
Innovation Solution
The development of methods and apparatuses to process documents and objects relevant to a keyword, extracting keyword characterizations that serve as proxies to compute similarity measures and facilitate behavioral modeling, and finding relevant advertisements by generating a spectrum of n-grams, extracting noun phrases, determining link distances, and calculating core word sense distances.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If manual keyword generation is used, then keyword relevance can be controlled, but the process is labor intensive and time consuming
Solution Approach 1:
The system enables self-service by automatically generating keywords and characterizations without requiring manual intervention. The automated process uses search result documents to extract keyword characterizations, which then feed into ad selection, creating a self-sustaining system that eliminates the need for manual keyword generation while maintaining relevance through automated analysis of search context
Solution Approach 2:
The patent replaces the mechanical manual process of keyword generation with an automated computational system. The system uses algorithms to process search result documents, extract keyword characterizations, and generate relevant keywords automatically, substituting human labor with automated information processing mechanisms
2Measurement precision
If manual keyword generation is used, then keyword accuracy can be maintained, but productivity is low
Solution Approach 1:
The system performs self-service by automatically generating keywords and characterizations without human intervention. The automated extraction of keyword characterizations from search result documents and the subsequent generation of relevant keywords maintains accuracy while dramatically improving productivity through automated processing
Solution Approach 2:
The patent substitutes the manual mechanical process of keyword generation with automated computational algorithms that process documents and extract characteristics, thereby maintaining keyword accuracy while significantly improving generation efficiency and productivity
3Productivity
If automated keyword characterization is implemented, then productivity improves, but system complexity increases
Solution Approach 1:
The system applies segmentation by dividing the keyword generation process into distinct modular components: document processing, keyword characterization extraction, and ad selection. This segmentation allows each component to be developed and optimized independently, managing overall system complexity while maintaining high productivity through automated processing
Solution Approach 2:
The patent introduces keyword characterizations as an intermediary representation that bridges search results and ad selection. This intermediary layer simplifies the system architecture by providing a standardized format for keyword information, making the automated process more manageable and easier to implement while maintaining productivity
Data Source
AI summary
Methods, apparatuses, and articles for receiving a collection of documents and/or objects determined to be potentially relevant to a keyword, and processing the collection of documents and/or objects to extract one or more keyword characterizations for use as proxies for the keyword, are described herein. In various embodiments, the one or more keyword characterizations may be used to compute a measure of keyword similarity for the keyword, facilitate keyword behavior modeling of the keyword, and/or find one or more advertisements.