Automated Keyword Phrase Scoring for Targeted Ad Placement
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Solution Overview
Problem
Advertisers face challenges in maximizing the effectiveness of their advertising dollars by identifying targeted search terms that result in the highest benefit, as existing methods do not efficiently determine relevant phrases related to the items being advertised.
Innovation Solution
An advertisement system that selects item descriptions, retrieves related documents, generates scores for words, identifies highly and related words, and extends phrases to derive targeted search terms for placing advertisements, thereby optimizing ad placement based on phrase relevance.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If advertisers use broad search terms to maximize ad exposure, then advertisement visibility increases, but advertising effectiveness decreases due to lower relevance to specific items
Solution Approach 1:
The patent introduces an intermediary system that automatically analyzes item descriptions, retrieves related documents, scores words, and identifies relevant search phrases. This intermediary process bridges the gap between simple ad placement and effective targeted advertising, resolving the contradiction by automating the complex task of search term identification.
Solution Approach 2:
The patent replaces manual advertiser efforts to identify search terms with an automated computational system. The mechanical process of manually selecting keywords is substituted with an automated system that retrieves documents, scores words based on relevance, and generates targeted search phrases, thereby improving effectiveness without requiring advertiser expertise in keyword optimization.
2Reliability
If advertisers manually identify targeted search terms, then advertising relevance improves, but time and resource consumption increases
Solution Approach 1:
The system enables advertisers to automatically generate their own targeted search terms without external assistance or manual effort. The automated process retrieves documents related to the item, scores words for relevance, and generates search phrases autonomously, allowing advertisers to serve themselves and eliminating time-consuming manual keyword research.
Solution Approach 2:
The system performs preliminary analysis of item descriptions and related documents before ad placement to pre-identify relevant search terms. By conducting this analysis in advance, the system prepares targeted search phrases beforehand, eliminating the need for time-consuming manual identification when campaigns are launched.
3Measurement precision
If the system analyzes more documents to improve search term accuracy, then phrase relevance increases, but processing time and computational resources increase
Solution Approach 1:
The patent employs parameter changes by scoring words based on their frequency and relevance metrics across retrieved documents. The system dynamically adjusts the importance weightings and scoring parameters to identify the most relevant search terms, achieving high accuracy without needing to exhaustively analyze every possible phrase in the documents.
Solution Approach 2:
The system extracts only the most relevant words and phrases from the retrieved documents based on scoring criteria, rather than analyzing all content equally. By taking out and focusing on the highest-scoring terms that contribute most to accuracy, the system achieves precise search term identification while maintaining processing efficiency.
Data Source
AI summary
A method and system for identifying search terms for placing advertisements along with search results is provided. The advertisement system selects a description of an item that is to be advertised. The advertisement system then retrieves documents that match the selected description. The advertisement system generates a score for each word of the retrieved documents that indicates relatedness of the word to the item to be advertised. After generating the scores for the words, the advertisement system identifies phrases of the words within the documents that are related to the item. The advertisement system then generates search terms for the item to be advertised from the identified phrases. The advertisement system submits the search terms and an advertisement to a search engines service for placement of a paid-for advertisement for the item.