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    Combining content with a search result
    3.
    发明授权
    Combining content with a search result 有权

    公开(公告)号：US10929883B1

    公开(公告)日：2021-02-23

    申请号：US15076175

    申请日：2016-03-21

    Applicant: Google LLC

    Inventor： Yunkai Zhou ,  Jennifer J. Huang ,  Alexander Collins ,  Ian James Leader ,  Conrad Wai ,  Christopher Souvey ,  Lewis Denizen ,  Gaurav Garg ,  Awaneesh Verma ,  Emily Kay Moxley ,  Jeremy Silber ,  Daniel Amaral de Medeiros Rocha ,  Alexander Fischer

    IPC: G06Q30/02

    Abstract: Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. Search results responsive to a query are identified including a first search result in a top set of search results, the first search result associated with a first entity. A first eligible content item is identified for presentation along with the search results, the first eligible content item associated with the first entity. A combined content item is identified that is a combination of the first search result and first eligible content item and is to be presented as a search result responsive to the query. The combined content item is augmented including: identifying entities related to the first entity, identifying content items that are associated with the related entities, selecting at least one identified content item, and using content from the selected content items to augment the combined content item.

    Broad match control
    4.
    发明授权
    Broad match control 有权

    公开(公告)号：US10789259B2

    公开(公告)日：2020-09-29

    申请号：US14361637

    申请日：2013-07-22

    Applicant: Google LLC

    Inventor： Lars Engebretsen ,  Jennifer J. Huang ,  Puneet Chopra

    IPC: G06F17/30 ,  G06F16/2458 ,  G06F16/951 ,  G06Q30/02

    Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. Methods can include identifying one or more selection keywords that are associated with a creative. Matching criteria can be identified for comparing the selection keywords and the request keywords. The matching criteria can be defined by a range from an exact match to a broad match and include a matching threshold in the range. A bid modifier associated with the matching criteria can be established. The bid modifier can modify a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request. The creative responsive to received content requests can be evaluated based on the matching criteria and the bid modifier.

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