Query Suggestion Utility for Ad Relevance and Revenue
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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 choose relevant ads, which are then displayed alongside search results, improving ad relevance and user interaction.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of energy
If advertisements are displayed on search engine results pages, then revenue opportunities are created, but ad relevance to users deteriorates
Solution Approach 1:
The patent segments the advertisement display system into multiple independent components: (1) primary ads displayed directly above search results, (2) secondary ads displayed in a feed format within search results, and (3) additional ads in sidebars. Each segment can be independently optimized for relevance and user engagement, allowing the system to maintain high ad relevance while maximizing revenue opportunities through diversified ad placements.
2Loss of energy
If multiple advertisements are displayed to increase revenue, then user engagement deteriorates
Solution Approach 1:
The patent applies local quality by making ad visibility and interactivity location-dependent. Primary ads above search results are highly visible and clickable, while secondary ads within the feed are contextually integrated and less intrusive. The system dynamically adjusts ad density, size, and interactivity based on the specific location on the page, ensuring that high-revenue ad placements do not compromise overall user engagement.
3Illumination intensity
If advertisements are displayed above search results, then ad visibility is improved, but user experience deteriorates
Solution Approach 1:
The patent implements dynamics by making the ad display system adaptive and responsive to user behavior. The system dynamically adjusts ad visibility, positioning, and content based on real-time user interactions, search query types, and engagement patterns. This allows primary ads to maintain high visibility while automatically reducing intrusiveness when user experience is compromised, resolving the contradiction between ad visibility and user experience.
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 utility, 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.