Use of extensible markup language in a system and method for influencing a position on a search result list generated by a computer network search engine

Abstract

A database search apparatus and method for generating a search result list which responds to Extensible Markup Language (XML) requests from a client to a server of an on-line marketplace. A bid management tool is operable on a client computer to manage search listings and account information of one or more advertisers. The client application communicates with the server via an XML-based application program interface. The bid management tool provides functions for reporting account activity, modifying accounts and manual, timed or event-driven changes to search listings including listings of several advertisers.

1 . A method for managing search listings of an advertiser of an on-line marketplace which stores information about advertiser accounts, the method comprising:
 at a client device in data communication with the on-line marketplace, formatting an extensible markup language (XML) request for a set of account identifiers corresponding to accounts associated with the advertiser;   at the client device, formatting the XML request with identification information for the advertiser;   communicating the XML request from the client device to an account management server of the on-line marketplace; and   at the client device, receiving an XML response to the communicated XML request.   
     
     
         2 . The method of  claim 1  wherein formatting the XML request with identification information comprises formatting an XML message with a username associated with the advertiser and wherein formatting the XML request comprises formatting an XML message with an XML tag requesting the set of account identifiers associated with the username. 
     
     
         3 . The method of  claim 2  wherein receiving an XML response comprises receiving an XML message including the account identifiers associated with the advertiser. 
     
     
         4 . A method for managing search listings of an on-line marketplace, the method comprising:
 at a client device in data communication with the on-line marketplace, formatting an extensible markup language (XML) request to retrieve market state of the on-line marketplace;   communicating the XML request to an account management server of the on-line marketplace; and   at the client device, receiving an XML response to the communicated XML request.   
     
     
         5 . The method of  claim 4  wherein formatting the XML request comprises:
 at the client device, formatting an XML message with a marketplace identifier and a search term.   
     
     
         6 . The method of  claim 5  wherein receiving the XML response comprises receiving at the client device search listing information for one or more search listings associated with the search term in the marketplace associated with the identifier. 
     
     
         7 . A method for managing search listings of an on-line marketplace, the method comprising:
 at a client device in data communication with the on-line marketplace, formatting an extensible markup language (XML) request to retrieve search listings associated with an advertiser of the on-line marketplace, including formatting the XML request with identification information for the advertiser;   communicating the XML request from the client device to an account management server of the on-line marketplace; and   receiving an XML response at the client device in response to the communicated XML request.   
     
     
         8 . The method of  claim 7  wherein formatting the XML request comprises:
 at the client device, formatting an XML message to include an account identifier associated with the advertiser.   
     
     
         9 . The method of  claim 7  wherein formatting the XML request comprises:
 at the client device, formatting an XML message to include an account identifier associated with the advertiser and one or more of a search term,
 a specified bid amount, 
 a uniform resource locator, 
 a title, and 
 a description. 
   
     
     
         10 . The method of  claim 7  wherein formatting the XML request comprises, at the client device, formatting a bid change XML request to change a bid amount of a specified search listing, including establishing the bid change XML request with a search listing identifier for the specified search listing and a bid change amount. 
     
     
         11 . A client computer operable in conjunction with an account management server of an on-line marketplace, the account management server configured to store search listings which are associated with advertisers, the client computer comprising:
 a bid management tool responsive to input from a user of the client computer to interact with the account management server to manage an advertiser account stored by the account management server; and   an extensible markup language (XML) interface in data communication with the bid management tool and configured to format an XML request based on the input from the user of the client computer and to communicate the formatted XML request to the account management server to receive from the account management server an XML response to the formatted XML request.   
     
     
         12 . The client computer of  claim 11  further comprising
 a desktop application including the bid management tool to report and manage search listings of the advertiser account stored by the account management server.   
     
     
         13 . The client computer of  claim 11  wherein the XML interface comprises computer readable program code configured to communicate with a complementary XML interface of the account management server  22  according to an established XML schema understood between the client computer and the online marketplace. 
     
     
         14 . The client computer of  claim 11  further comprising:
 an XML schema matching an XML schema of the account management server and accessible by the XML interface to format the XML request for communication to the account management server.   
     
     
         15 . The client computer of  claim 11  wherein the bid management tool comprises computer readable program code to report account activity of the advertiser account and modify the advertiser account. 
     
     
         16 . The client computer of  claim 11  wherein the bid management tool is configured to manage search listings of an advertiser account of one advertiser. 
     
     
         16 . The client computer of  claim 11  wherein the bid management tool is configured to manage search listings of advertiser accounts of a plurality of advertisers. 
     
     
         17 . The client computer of  claim 11  further comprising:
 a storage device; and   a processor operating in conjunction with one or more computer readable program codes stored on a storage device to implement the bid management tool.