US2013275233A1PendingUtilityA1

Suggesting targeting information for ads, such as websites and/or categories of websites for example

Assignee: GOOGLE INCPriority: Apr 22, 2005Filed: Jun 17, 2013Published: Oct 17, 2013

Est. expiryApr 22, 2025(expired)· nominal 20-yr term from priority

Inventors:Sumit Agarwal Brian Axe David Gehrking Ching Law Andrew Maxwell Gokul Rajaram Leora Ruth Wiseman

G06Q 30/0263G06Q 30/0251G06Q 30/0276G06Q 30/0277G06Q 30/02G06Q 30/0273G06Q 30/0272G06F 16/958

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References

Claims

Abstract

One or more keywords and/or information about one or more properties may be accepted, and a set of one or more taxonomy categories may be determined using at least some of the keyword(s) and/or property information and perhaps term co-occurrence clusters. The determined taxonomy categories may be presented to an advertising user as an ad targeting suggestion. Each taxonomy category may have at least one associated property (e.g., Web document), that participates in an advertising network. An advertiser selection of a suggested taxonomy category may be accepted, and the serving of an ad of the advertiser may be targeted to each property associated with the selected suggested taxonomy category. Alternatively, such properties may be presented to an advertising user as an ad targeting suggestion.

Claims

exact text as granted — not AI-modified

What is claimed is: 
     
         1 . Apparatus comprising:
 a) one or more processors;   b) at least one input device;   c) at least one output device; and   d) one or more storage devices storing processor-executable instructions which, when executed by the one or more processors, cause the one or more processors perform a method of
 1) receiving one or more keywords input by an advertising user, 
 2) determining a set of one or more vertical taxonomy categories using at least one of the one or more keywords, wherein each of the vertical taxonomy categories has at least one Web document associated with it, and wherein the at least one Web document participates in an advertising network, 
 3) outputting at least one of the set of one or more determined vertical taxonomy categories for presentation to the advertising user as an ad targeting suggestion, 
 4) receiving an advertiser selection of a suggested vertical taxonomy category, 
 5) targeting the serving of an ad of the advertiser to each of the at least one Web document associated with the selected suggested vertical taxonomy category, and 
 6) receiving, from the advertiser, an offer for association with the selected suggested vertical taxonomy category. 
   
     
     
         2 . The apparatus of  claim 1  wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion. 
     
     
         3 . Apparatus comprising:
 a) one or more processors;   b) at least one input device;   c) at least one output device; and   d) one or more storage devices storing processor-executable instructions which, when executed by the one or more processors, cause the one or more processors perform a method of
 1) receiving one or more keywords input by an advertising user, 
 2) determining a set of one or more taxonomy categories using at least one of the one or more keywords, 
 3) determining a set of one or more media properties using at least one of the determined one or more taxonomy categories, 
 4) outputting at least one of the set of one or more determined media properties for presentation to an advertising user as an ad targeting suggestion, 
 5) receiving an advertiser selection of a suggested media property, and 
 6) targeting the serving of an ad of the advertiser with the selected suggested media property. 
   
     
     
         4 . The apparatus of  claim 3  wherein each of the one or more media properties is a Web document. 
     
     
         5 . The apparatus of  claim 4  wherein the method further includes
 7) outputting, for presentation to the advertising user, in association with each of the one or more determined Web documents presented to the advertising user, viewing information of the Web document. 
 
     
     
         6 . The apparatus of  claim 5  wherein the viewing information of the Web document is a number of pageviews for the Web document over a given time period. 
     
     
         7 . The apparatus of  claim 4  wherein the method further includes
 7) receiving from the advertiser, an offer for association with the selected suggested Web document. 
 
     
     
         8 . The apparatus of  claim 7  wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion. 
     
     
         9 . The apparatus of  claim 7  wherein the method further includes
 8) determining a spend estimate using the offer and viewing information associated with the selected suggested Web document; and 
 9) outputting the spend estimate for presentation to the advertiser user. 
 
     
     
         10 . The apparatus of  claim 1  wherein determining a set of one or more vertical taxonomy categories using at least one of the one or more keywords includes
 determining a set of one or more semantic clusters using the accepted one or more keywords, and 
 determining a set of one or more vertical taxonomy categories using at least some of the one or more semantic clusters. 
 
     
     
         11 . The apparatus of  claim 10  wherein the semantic clusters are term co-occurrence clusters. 
     
     
         12 . The apparatus of  claim 10  wherein the semantic clusters include at least one of (A) keywords that tend to co-occur in Web documents, (B) keywords that tend to co-occur in individual search queries, and (C) keywords that tend to co-occur in search sessions. 
     
     
         13 . Apparatus comprising:
 a) one or more processors;   b) at least one input device;   c) at least one output device; and   d) one or more storage devices storing processor-executable instructions which, when executed by the one or more processors, cause the one or more processors perform a method of
 1) receiving information about one or more media properties identified by an advertising user, 
 2) determining a set of one or more taxonomy categories using at least one of the information of the one or more media properties, wherein each of the taxonomy categories has at least one media property associated with it, and wherein the at least one media property participates in an advertising network, 
 3) outputting at least one of the set of one or more determined taxonomy categories for presentation to the advertising user as an ad targeting suggestion, 
 4) receiving an advertiser selection of a suggested taxonomy category, 
 5) targeting the serving of an ad of the advertiser to each of the at least one media property associated with the selected suggested taxonomy category, and 
 6) receiving from the advertiser, an offer for association with the selected suggested taxonomy category. 
   
     
     
         14 . The apparatus of  claim 13  wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion. 
     
     
         15 . The apparatus of  claim 13  wherein determining a set of one or more taxonomy categories using at least one of the one or more media properties includes
 determining a set of one or more semantic clusters using the accepted one or more media properties, and 
 determining a set of one or more taxonomy categories using at least some of the one or more semantic clusters. 
 
     
     
         16 . The apparatus of  claim 15  wherein the semantic clusters are term co-occurrence clusters. 
     
     
         17 . The apparatus of  claim 16  wherein the semantic clusters include at least one of (A) keywords that tend to co-occur in Web documents, (B) keywords that tend to co-occur in individual search queries, and (C) keywords that tend to co-occur in search sessions. 
     
     
         18 . Apparatus comprising:
 a) one or more processors;   b) at least one input device;   c) at least one output device; and   d) one or more storage devices storing processor-executable instructions which, when executed by the one or more processors, cause the one or more processors perform a method of
 1) receiving information about one or more media properties identified by an advertising user, 
 2) determining a set of one or more taxonomy categories using at least one of the information of the one or more media properties, 
 3) determining a set of one or more additional media properties using at least one of the determined one or more taxonomy categories, 
 4) outputting at least one of the set of one or more determined additional media properties for presentation to the advertising user as an ad targeting suggestion, 
 5) receiving an advertiser selection of a suggested additional media property, and 
 6) targeting the serving of an ad of the advertiser with the selected suggested additional media property. 
   
     
     
         19 . The apparatus of  claim 18  wherein each of the one or more additional media properties is a Web document. 
     
     
         20 . The apparatus of  claim 18  wherein the method further includes
 7) outputting, for presentation to the advertising user, in association with each of the one or more determined additional media properties presented to the advertising user, viewing information of the additional media property. 
 
     
     
         21 . The apparatus of  claim 20  wherein the additional media property is a Web document, and
 wherein the viewing information of the Web document is a number of pageviews for the Web document over a given time period. 
 
     
     
         22 . The apparatus of  claim 18  wherein the method further includes
 7) receiving, from the advertiser, an offer for association with the selected suggested additional media property. 
 
     
     
         23 . The apparatus of  claim 22  wherein the offer is selected from a group of offers consisting of (A) an offer per impression, (B) a maximum offer per impression, (C) an offer per selection, (D) a maximum offer per selection, (E) an offer per conversion, and (F) a maximum offer per conversion. 
     
     
         24 . The apparatus of  claim 22  wherein the method further includes
 8) determining a spend estimate using the offer and viewing information associated with the selected suggested additional media property; and 
 9) outputting the spend estimate for presentation to the advertiser user.

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