Location-Based Ad Targeting via Phrase Combination
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Solution Overview
Problem
Content providers face challenges in anticipating and targeting relevant search queries for their advertisements, as users may use various search phrases to seek similar content, leading to missed opportunities for ad presentation to the target audience.
Innovation Solution
A method that involves receiving search query data with a location phrase, identifying targeted phrases for geographic locations, and selecting targeted queries by combining these phrases with the location phrase to match eligible content items, thereby improving ad relevance and reach without requiring extensive targeting keywords.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If content providers use traditional keyword-based targeting criteria, then content items can be targeted to specific search queries, but it is difficult to anticipate every search query for which the content item should be eligible
Solution Approach 1:
The patent introduces location data as an intermediary element that bridges the gap between specific search queries and content items. Instead of requiring content providers to anticipate every possible search query with specific keywords, the system uses location information to automatically match content items to search queries containing location references. This intermediary approach expands query coverage without proportionally increasing the number of targeting keywords needed.
Solution Approach 2:
The patent makes location data serve multiple functions simultaneously: it acts as a targeting criterion for content items, a filter for search queries, and a basis for generating relevant content item slots. By赋予location data these multiple roles, the system achieves broader search query coverage without requiring content providers to specify numerous separate keywords for different query variations.
2Adaptability or versatility
If content providers specify numerous targeting keywords to cover various search queries, then more search queries can be targeted, but the complexity of managing targeting criteria increases
Solution Approach 1:
The patent extracts location information from search queries and content items separately, then uses this extracted location data as the basis for matching. By taking out the location element as a distinct feature, the system simplifies the targeting process - content providers only need to specify location-based criteria rather than managing numerous keyword variations, yet still achieves coverage across multiple search queries containing location references.
3Measurement precision
If the system requires exact keyword matching between search queries and targeting criteria, then precision of matching is maintained, but many relevant content items are missed due to query variation
Solution Approach 1:
The patent applies different matching strategies to different parts of the search query and content item. Instead of requiring exact overall matching, the system specifically targets the location portion of queries and content items with location-based criteria, while allowing other parts to vary. This local focus on location quality maintains matching precision for the critical location element while accommodating variations in other query components, thereby improving both accuracy and relevance.
Data Source
AI summary
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for selecting content items for presentation. In one aspect, a method includes receiving a content item request that references a geographic location. A set of targeted phrases for the geographic location are received. The set of targeted phrases specify one or more targeted phrases that are each specified as a targeting criterion for at least a threshold number of content items for which a reference to the geographic location is also specified as a targeting criterion. A set of targeted queries for the geographic location are selected. Eligible content items are selected based on the set of targeted queries. In turn, data that cause presentation of at least one of the eligible content items are provided.