Providing advertisements from related search queries

Abstract

Methods, systems and apparatus for identifying advertisements previously presented when processing related search queries related to a submitted search query, and providing the advertisements identified from the related search queries for presentation on a search results page for the submitted search query.

1 . A computer-implemented method, comprising:
 receiving in a computer system a first search query;   receiving in the computer system related search queries, each related search query being related to the first search query;   for each related search query, identifying by the computer system advertisements responsive to the related search query; and   providing a subset of the advertisements identified from the related search queries and providing the related search queries for presentation in a first search results page with first search results responsive to the first search query on a client device, wherein selection of a related search query from the first search results page causes a second search results page with second search results responsive to the selected related search query to be requested by the client device.   
     
     
         2 . The method of  claim 1 , comprising:
 ranking by the computer system the advertisements identified from the related search queries; and   wherein providing a subset of the advertisements identified from the related search queries comprises selecting the subset of the advertisements based on the ranking of the advertisements.   
     
     
         3 . The method of  claim 2 , wherein:
 ranking by the computer system the advertisements identified from the related search queries comprises, for each related search query, ranking the advertisements identified from the related search query relative only to other advertisements identified from the related search query; and   selecting the subset of the advertisements based on the ranking of the advertisements comprises selecting a highest ranked advertisement for each of at least two of the related search queries.   
     
     
         4 . The method of  claim 2 , wherein:
 ranking by the computer system the advertisements identified from the related search queries comprises ranking each advertisement identified from the related search queries relative to all other advertisements identified from the related search queries; and   selecting the subset of the advertisements based on the ranking of the advertisements comprises selecting a subset of highest ranked advertisements from all advertisements identified from the related search queries.   
     
     
         5 . The method of  claim 1 , comprising:
 for each related search query and advertisement identified from the related search query, ranking the advertisement based on a performance measure of the advertisement and a performance measure of the related search query.   
     
     
         6 . The method of  claim 5 , wherein the performance measure of the advertisement is a click-through rate of the advertisement, and the performance measure of the related search query is a click-through rate of the related search query when presented on a search results page for a search query to which the related search query is related. 
     
     
         7 . The method of  claim 6 , wherein:
 ranking the advertisement based on a performance measure of the advertisement and a performance measure of the related search query comprises multiplying the click-through rate of the advertisement by the click-through rate of the related search query; and   providing a subset of the advertisements identified from the related search queries comprises selecting a highest ranked advertisement for each of at least two of the related search queries, wherein a highest ranked advertisement is an advertisement having a highest value of the multiplication of the click-through rate of the advertisement by the click-through rate of the related search query.   
     
     
         8 . The method of  claim 5 , wherein the performance measure of the advertisement is a conversion rate of the advertisement. 
     
     
         9 . The method of  claim 1 , further comprising:
 identifying by the computer system advertisements responsive to the first search query; and   providing the advertisements identified from the first search query for presentation in the first search results page.   
     
     
         10 . The method of  claim 9 , wherein providing the advertisements identified from the first search query comprises providing the advertisements identified from the first search query for concurrent display with the subset of the advertisements. 
     
     
         11 . The method of  claim 10 , wherein:
 the related search queries are displayed below the first search results; and   the subset of the advertisements are displayed below the first search results and the related search queries.   
     
     
         12 . The method of  claim 10 , wherein:
 the advertisements identified from the first search query are displayed on a right hand side of a display of the client device; and   the subset of the advertisements are displayed on the right hand side of the display of the client device.   
     
     
         13 . The method of  claim 1 , comprising:
 identifying a selection of a related search query;   determining whether an advertisement identified from the selected related search query is one of the advertisements in the subset of the advertisements; and   if an advertisement identified from the selected related search query is determined to be one of the advertisements in the subset of the advertisements, then precluding selection of the advertisement for display with subsequent search results responsive to the selected related search query.   
     
     
         14 . The method of  claim 1 , wherein the related search queries are related to the first search query by keywords associated with the first search query and the related search queries, or by subject matter associated with the first search query and the related search quenes. 
     
     
         15 . A system, comprising:
 a search query identification subsystem comprising one or more processors configured to:
 receive a first search query; 
 receive related search queries, each related search query being related to the first search query; and 
   an advertisement selection subsystem comprising one or more processors configured to:
 for each related search query, identify advertisements responsive to the related search query; and 
 provide a subset of the advertisements identified from the related search queries and provide the related search queries for presentation in a first search results page with first search results responsive to the first search query on a client device, wherein selection of a related search query from the first search results page causes a second search results page with second search results responsive to the selected related search query to be requested by the client device. 
   
     
     
         16 . The system of  claim 15 , wherein the advertisement selection subsystem is further configured to rank the advertisements identified from the related search queries, and select the subset of the advertisements based on the ranking of the advertisements. 
     
     
         17 . The system of  claim 16 , wherein the advertisement selection subsystem is further configured to rank the advertisements identified from the related search query relative only to other advertisements identified from the related search query, and to select a highest ranked advertisement for each of at least two of the related search queries. 
     
     
         18 . The system of  claim 16 , wherein the advertisement selection subsystem is further configured to rank each advertisement identified from the related search queries relative to all other advertisements identified from the related search queries, and to select a subset of highest ranked advertisements from all advertisements identified from the related search queries. 
     
     
         19 . The system of  claim 16 , wherein the advertisement selection subsystem is further configured to for each related search query and advertisement identified from the related search query, rank the advertisement based on a performance measure of the advertisement and a performance measure of the related search query. 
     
     
         20 . The system of  claim 19 , wherein the performance measure of the advertisement is a click-through rate of the advertisement, and the performance measure of the related search query is a click-through rate of the related search query when presented on a search results page for a search query to which the related search query is related. 
     
     
         21 . The system of  claim 20 , wherein the advertisement selection subsystem is further configured to multiply the click-through rate of the advertisement by the click-through rate of the related search query, and to select a highest ranked advertisement for each of at least two of the related search queries, a highest ranked advertisement being an advertisement having a highest value of the multiplication of the click-through rate of the advertisement by the click-through rate of the related search query. 
     
     
         22 . A computer readable medium encoded with a computer program comprising instructions that when executed operate to cause a computer to perform operations:
 receive in a computer system a first search query;   receive in the computer system related search queries, each related search query being related to the first search query;   identify by the computer system advertisements responsive to the first search query;   for each related search query, identify by the computer system advertisements responsive to the related search query;   provide the advertisements identified from the first search query for presentation in a first search results page with first search results responsive to the first search query on a client device; and   provide a subset of the advertisements identified from the related search queries and provide the related search queries for presentation in the first search results page, wherein selection of a related search query from the first search results page causes a second search results page with second search results responsive to the selected related search query to be requested by the client device.