公开(公告)号：US09298779B1

公开(公告)日：2016-03-29

申请号：US13943281

申请日：2013-07-16

Applicant: Google Inc.

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

IPC: G06F17/30

CPC classification number: G06F17/30424 ,  G06F17/3087

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.

Abstract translation: 方法，系统和装置包括在计算机可读存储介质上编码的计算机程序，包括用于提供内容的方法。 识别响应于查询的搜索结果，其包括搜索结果的顶部集合中的第一搜索结果，第一搜索结果与第一实体相关联。 标识第一符合条件的内容项目以便与搜索结果一起呈现与第一实体相关联的第一合格内容项目。 识别组合的内容项目，其是第一搜索结果和第一合格内容项目的组合，并且响应于查询而被呈现为搜索结果。 组合的内容项目被增强，包括：识别与第一实体相关的实体，识别与相关实体相关联的内容项目，选择至少一个所识别的内容项目，以及使用来自所选内容项目的内容来增加组合的内容项目。

公开(公告)号：US20150046260A1

公开(公告)日：2015-02-12

申请号：US14361671

申请日：2013-07-22

Applicant: Google Inc.

Inventor： Lars Engebretsen ,  Jennifer J. Huang ,  Thomas Hofmann

IPC: G06Q30/02

CPC classification number: G06Q30/0256

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for comparing a request entity to a campaign entity. A method includes: identifying a campaign associated with a content sponsor, the campaign having an associated creative for presentation to users and selection criteria for use in evaluating when to present the creative in response to received requests for content; receiving at least one keyword from the content sponsor to be used as selection criteria; identifying an entity from a plurality of entities to associate with the keyword; storing the identified entity along with the keyword in association with the campaign; and using the keyword and the identified entity when evaluating the received requests for content.

Abstract translation: 方法，系统和装置，包括在计算机可读存储介质上编码的计算机程序，用于将请求实体与活动实体进行比较。 一种方法包括：识别与内容赞助商相关联的活动，所述活动具有用于呈现给用户的相关联的广告素材和用于评估何时呈现所述广告素材以响应于所接收到的内容请求的选择标准; 从内容赞助商接收至少一个关键字以用作选择标准; 从多个实体识别实体以与所述关键字相关联; 与所述活动相关联地存储所述识别的实体以及所述关键字; 以及在评估接收到的内容请求时使用关键字和所识别的实体。

公开(公告)号：US20150339353A1

公开(公告)日：2015-11-26

申请号：US14361637

申请日：2013-07-22

Applicant: Google Inc.

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

IPC: G06F17/30

CPC classification number: G06F16/2468 ,  G06F16/951 ,  G06Q30/02

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. A method includes: identifying one or more selection keywords that are associated with a creative, the selection keywords used in determining when the creative is shown in response to received content requests that include one or more request keywords; identifying matching criteria for comparing the selection keywords and the request keywords, the matching criteria defined by a range from an exact match to a broad match and including a matching threshold, in the range; establishing a bid modifier associated with the matching criteria, the bid modifier modifying 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; and evaluating the creative responsive to received content requests based on the matching criteria and the bid modifier.

Abstract translation: 方法，系统和装置，包括在计算机可读存储介质上编码的用于评估创意的计算机程序。 一种方法包括：识别与广告素材相关联的一个或多个选择关键字，所述选择关键字用于确定何时响应于包括一个或多个请求关键字的接收的内容请求而显示该广告; 确定用于比较所述选择关键字和所述请求关键字的匹配标准，所述匹配标准由所述范围内的从精确匹配到广泛匹配并包括匹配阈值的范围定义; 建立与所述匹配标准相关联的出价修饰符，所述出价修饰符基于在所述选择关键字和所述请求关键字之间确定的用于给定内容请求的匹配程度来修改与所述广告素材相关联的出价; 并根据匹配条件和出价调节器，对收到的内容请求进行响应。