Sponsored search coverage expansion

Abstract

An embodiment is provided wherein a search query is received from a user. It may then be determined if the search query would ordinarily result in a results page having no sponsored search advertising. If the search would ordinarily result in a results page having no sponsored search advertising, then advertising that would ordinarily be displayed in response to each of two or more search terms making up the search query individually may be aggregated. Then one or more advertisements may be selected from the aggregated advertising. Then the selected advertisements may be displayed on a results page responsive to the search query.

What is claimed is: 
     
         1 . A computer-implemented method, comprising:
 identifying a search query, wherein the search query is comprised of two or more search terms;   determining whether the search query would ordinarily result in a results page having no sponsored search advertising, wherein sponsored search advertising is advertising wherein a sponsor pays to have a particular search term combination return a results page in which the sponsor's link is displayed as a substantive search result; and   providing a financial incentive, to pay for sponsored search advertising for the search query according to a result of the determining, wherein the financial incentive is one that is not offered when the search query would ordinarily result in a results page having sponsored search advertising.   
     
     
         2 . The computer-implemented method of  claim 1 , wherein the financial incentive comprises:
 charging a sponsored search advertiser of a selected sponsored search advertisement a discounted rate for one or more selected sponsored search advertisements.   
     
     
         3 . The computer-implemented method of  claim 2 , wherein the discounted rate is calculated based on the relevancy of the search query to the particular search term combination purchased by the sponsored search advertiser. 
     
     
         4 . The computer-implemented method of  claim 2 , wherein the discounted rate factors in a geographic location of the sponsored search advertiser. 
     
     
         5 . The computer-implemented method of  claim 2 , wherein the discounted rate factors in a popularity of the search terms. 
     
     
         6 . The computer-implemented method of  claim 2 , wherein the financial incentive comprises:
 temporarily charging sponsored search advertisers of the selected sponsored search advertisements nothing for the selected sponsored search advertisements even if users click on the selected sponsored search advertisements.   
     
     
         7 . The computer-implemented method of  claim 2 , wherein the discounted rate factors in a sponsored search advertising rate for one or more of the search terms. 
     
     
         8 . The computer-implemented method of  claim 2 , wherein the discounted rate factors in a weighting applied to each of the search terms. 
     
     
         9 . The computer-implemented method of  claim 1 , wherein the sponsored search advertising is pay-per-click advertising. 
     
     
         10 . The computer-implemented method of  claim 1 , further comprising:
 selecting one or more sponsored search advertisements with historically high click through rates.   
     
     
         11 . The computer-implemented method of  claim 10 , wherein providing a financial incentive comprises
 charging sponsored search advertisers of the selected sponsored search advertisements a discounted rate for the selected sponsored search advertisements.   
     
     
         12 . The computer-implemented method of  claim 10 , wherein providing a financial incentive comprises:
 charging sponsored search advertisers of the selected sponsored search advertisements nothing for the selected sponsored search advertisements even if users click on the selected sponsored search advertisements.   
     
     
         13 . An apparatus, comprising:
 a processor; and   a memory, at least one of the processor or the memory being configured for:
 identifying a search query, wherein the search query is comprised of two or more search terms; 
 determining whether the search query would ordinarily result in a results page having no sponsored search advertising, wherein sponsored search advertising is advertising wherein a sponsor pays to have a particular search term combination return a results page in which the sponsor's link is displayed as a substantive search result; and 
 providing a financial incentive, to pay for sponsored search advertising for the search query according to a result of the determining, wherein the financial incentive is one that is not offered when the search query would ordinarily result in a results page having sponsored search advertising. 
   
     
     
         14 . The apparatus of  claim 13 , wherein the financial incentive comprises:
 charging a sponsored search advertiser of a selected sponsored search advertisement a discounted rate for one or more selected sponsored search advertisements.   
     
     
         15 . The apparatus of  claim 14 , wherein the discounted rate is calculated based on the relevancy of the search query to the particular search term combination purchased by the sponsored search advertiser. 
     
     
         16 . The apparatus of  claim 14 , wherein the discounted rate factors in a geographic location of the sponsored search advertiser. 
     
     
         17 . The apparatus of  claim 14 , wherein the discounted rate factors in a popularity of the search terms. 
     
     
         18 . The apparatus of  claim 14 , wherein the financial incentive comprises:
 temporarily charging sponsored search advertisers of the selected sponsored search advertisements nothing for the selected sponsored search advertisements even if users click on the selected sponsored search advertisements.   
     
     
         19 . The apparatus of  claim 14 , wherein the discounted rate factors in a sponsored search advertising rate for one or more of the search terms. 
     
     
         20 . The apparatus of  claim 14 , wherein the discounted rate factors in a weighting applied to each of the search terms. 
     
     
         21 . A non-transitory computer-readable storage medium storing thereon computer-readable instructions that, when executed by a processor, performs a method, comprising:
 identifying a search query, wherein the search query is comprised of two or more search terms;   determining whether the search query would ordinarily result in a results page having no sponsored search advertising, wherein sponsored search advertising is advertising wherein a sponsor pays to have a particular search term combination return a results page in which the sponsor's link is displayed as a substantive search result; and   providing a financial incentive, to pay for sponsored search advertising for the search query according to a result of the determining, wherein the financial incentive is one that is not offered when the search query would ordinarily result in a results page having sponsored search advertising.