System for modifying queries before presentation to a sponsored search generator or other matching system where modifications improve coverage without a corresponding reduction in relevance

Abstract

Techniques are provided for modifying queries to increase the number of sponsored links that are returned in response to the queries. A query modification system uses a predefined set of rules that are designated to modify a query to increase the chance that the modified query will match more sponsored links. The modified query is then matched against a listing of search query strings that have been pre-selected by sponsors. Each pre-selected search query strings corresponds to one or more sponsored web links. If the modified query matches one of the pre-selected search query strings, the corresponding sponsored web links are returned and displayed to the user.

1 . A method for modifying a query before presenting the query to a matching system, comprising:
 storing a plurality of sponsored links;   receiving selection information that identifies which of a plurality of predefined query strings are to be associated with each of the plurality of sponsored links;   based on the selection information, storing data that indicates a correspondence between said plurality of predefined query strings and said plurality of sponsored links;   after (i) storing the plurality of sponsored links, (ii) receiving the selection information, and (iii) storing the data, receiving a query to initiate a performance of a search;   modifying the query, to produce a modified query, using rules designed to increase a chance that the modified query matches one or more of the plurality of predefined query strings;   identifying at least one predefined query string, of the plurality of predefined query strings, that matches the modified query;   returning at least one of the sponsored links to which said at least one predefined query string corresponds;   wherein modifying the query is performed by one or more computing devices.   
   
   
       2 . The method of  claim 1 , wherein each of the plurality of sponsored links comprises at least one of: a link to a presentation, a link to an advertisement, or a web link 
   
   
       3 . The method of  claim 1 , wherein:
 the query identifies a set of units; and   each unit, of said set of units, corresponds to one or more search terms directed towards a single concept.   
   
   
       4 . The method of  claim 1 , wherein modifying the query, to produce a modified query, includes:
 determining how frequently each unit identified by the query appears in previously-submitted queries; and   eliminating one or more units associated with the query that appear more frequently in the previously-submitted queries relative to other units in the query.   
   
   
       5 . The method of  claim 1 , wherein modifying the query to produce a modified query includes:
 determining how frequently each unit associated with the query appears in previously-submitted queries; and   eliminating one or more units associated with the query that appear less frequently in the previously submitted queries relative to other units associated with the query.   
   
   
       6 . The method of  claim 1 , wherein modifying the query to produce a modified query includes:
 determining how frequently each unit associated with the query appears in previously-submitted queries; and   eliminating one or more groups of units associated with the query that appear less frequently in the previously-submitted queries, relative to other units associated with the query, to produce a preliminary modified query.   
   
   
       7 . The method of  claim 1 , wherein modifying the query to produce a modified query includes eliminating a unit associated with the query that corresponds to fewer search terms relative to other units associated with the query. 
   
   
       8 . The method of  claim 1 , further comprising:
 before the query is modified to produce the modified query, attempting to identify which of the predefined query strings match the query; and   returning a result that includes a subset of the sponsored links, wherein the modified query is generated in response to determining that the result includes less sponsored links than a predetermined number.   
   
   
       9 . The method of  claim 1 , wherein the query is modified to produce the modified query before an attempt is made to match the query to the predefined query strings. 
   
   
       10 . The method of  claim 1 , wherein modifying the query to produce the modified query using the rules includes determining how frequently units, groups of units, or associated units in the query appear in previously-submitted queries. 
   
   
       11 . The method of  claim 1 , further comprising:
 performing the search based on the query using a search engine to generate search results; and   causing said at least one of the sponsored links to be displayed on a display screen along with the search results.   
   
   
       12 . The method of  claim 11 , further comprising:
 causing the display screen to be visually divided into a sponsor section and a search-result section; and   causing said at least one of the sponsored links to be displayed within the sponsor section and the search results to be displayed within the search-result section.   
   
   
       13 . The method of  claim 1 , wherein modifying the query to produce the modified query includes substituting the query with a synonym or a preferred form that corresponds to one of the predefined query strings. 
   
   
       14 . A computer system designed to modify a query before presenting the query to a matching system, the computer system comprising:
 one or more processors; and   one or more storage media storing instructions which, when executed by the one or more one or more processors, causes:
 storing a plurality of sponsored links; 
 receiving selection information that identifies which of a plurality of predefined query strings are to be associated with each of the plurality of sponsored links; 
 based on the selection information, storing data that indicates a correspondence between said plurality of predefined query strings and said plurality of sponsored links; 
 after (i) storing the plurality of sponsored links, (ii) receiving the selection information, and (iii) storing the data, receiving a query to initiate a performance of a search; 
 modifying the query, to produce a modified query, using rules designed to increase a chance that the modified query matches one or more of the plurality of predefined query strings; 
 identifying at least one predefined query string, of the plurality of predefined query strings, that matches the modified query; 
 returning at least one of the sponsored links to which said at least one predefined query string corresponds. 
   
   
   
       15 . The computer system of  claim 14 , wherein each of the plurality of sponsored links comprises at least one of: a link to a presentation, a link to an advertisement, or a web link 
   
   
       16 . The computer system of  claim 14 , wherein:
 the query identifies a set of units; and   each unit, of said set of units, corresponds to one or more search terms directed towards a single concept.   
   
   
       17 . The computer system of  claim 14 , wherein modifying the query to produce a modified query includes:
 determining how frequently each unit identified by the query appears in previously-submitted queries; and   eliminating one or more units associated with the query that appear more frequently in the previously-submitted queries relative to other units in the query.   
   
   
       18 . The computer system of  claim 14 , wherein modifying the query, to produce a modified query, includes:
 determining how frequently each unit associated with the query appears in previously-submitted queries; and   eliminating one or more units associated with the query that appear less frequently in the previously submitted queries relative to other units associated with the query.   
   
   
       19 . The computer system of  claim 14 , wherein modifying the query, to produce a modified query, includes:
 determining how frequently each unit associated with the query appears in previously-submitted queries; and   eliminating one or more groups of units associated with the query that appear less frequently in the previously-submitted queries, relative to other units associated with the query, to produce a preliminary modified query.   
   
   
       20 . The computer system of  claim 14 , wherein modifying the query to produce a modified query includes eliminating a unit associated with the query that corresponds to fewer search terms relative to other units associated with the query. 
   
   
       21 . The computer system of  claim 14 , wherein the instructions, when executed by the one or more processors, further cause:
 before the query is modified to produce the modified query, attempting to identify which of the predefined query strings match the query; and   returning a result that includes a subset of the sponsored links, wherein the modified query is generated in response to determining that the result includes less sponsored links than a predetermined number.   
   
   
       22 . The computer system of  claim 14 , wherein the query is modified to produce the modified query before an attempt is made to match the query to the predefined query strings. 
   
   
       23 . The computer system of  claim 14 , wherein modifying the query to produce the modified query using the rules includes determining how frequently units, groups of units, or associated units in the query appear in previously-submitted queries. 
   
   
       24 . The computer system of  claim 14 , wherein the instructions, when executed by the one or more processors, further cause:
 performing the search based on the query using a search engine to generate search results; and   causing said at least one of the sponsored links to be displayed on a display screen along with the search results.   
   
   
       25 . The computer system of  claim 24 , wherein the instructions, when executed by the one or more processors, further cause:
 causing the display screen to be visually divided into a sponsor section and a search-result section; and   causing said at least one of the sponsored links to be displayed within the sponsor section and the search results to be displayed within the search-result section.   
   
   
       26 . The computer system of  claim 14 , wherein modifying the query to produce the modified query includes substituting the query with a synonym or a preferred form that corresponds to one of the predefined query strings.