Content placement criteria expansion

Patent metadata

Field	Value
Publication number	US-10346492-B2
Application number	US-201615298324-A
Country	US
Kind code	B2
Filing date	Oct 20, 2016
Priority date	Jun 29, 2012
Publication date	Jul 9, 2019
Grant date	Jul 9, 2019

Abstract

Systems and methods of providing information via a computer network are provided. A data processing system can identify a cluster that includes a plurality of online content items having a semantic or user similarity. The data processing system determines a plurality of cluster placement criteria of the cluster, and receives content configured for display with a web page. The content can be associated with the cluster based on the semantic or user similarity. A cluster placement criterion of the plurality of cluster placement criteria can be selected based on a quality metric of the selected cluster placement criterion, and the selected cluster placement criterion can be provided as a supplemental criterion used to select the content for display with the web page.

First claim

What is claimed is:

1. A computer implemented method of providing criteria for use to select content for display via a computer network, comprising:
creating, by a data processing system, a group of different online content items that are each related to a same subject;
identifying keywords, provided by a provider of the content items, that are used to control distribution of the online content items in the group to online resources;
determining, based on an evaluation of the identified keywords, that a first online content item in the group is distributed using a first keyword that is not used to control distribution of a second online content item in the group to the online resources;
determining that a click through rate or a conversion rate of the first online content item when the first keyword is used to distribute the first online content item is higher than a performance of the second online content item when one of the keywords assigned to the second content item is used to distribute the second online content item;
in response to determining that the click through rate or the conversion rate of the first online content item when the first keyword is used to distribute the first online content item is higher than the performance of the second online content item when the one of the keywords is used to distribute the second online content item, enabling the second online content item to be distributed using the first keyword; and
distributing the second online content item using the first keyword.

2. The computer-implemented method of claim 1 , wherein the group of different online content items is created, at least in part, based on identifying a semantic similarity of the online content items.

3. The computer-implemented method of claim 1 , further comprising distributing the second online content item using the first keyword or the keywords assigned to the second online content item.

4. The computer-implemented method of claim 1 , wherein the second online content item is distributed using the first keyword in response to determining that the click through rate or the conversion rate of the first online content item when the first keyword is used to distribute the first online content item is a largest respective click through rate or conversion rate among respective click through rates or conversion rates of other online content items in the group.

5. The computer-implemented method of claim 2 , further comprising:
identifying a third content item that is not included in the group that has a semantic similarity to the online content items in the group;
associating the third content item with the group;
enabling the third content item to be distributed using the first keyword; and
distributing the third content item using the first keyword.

6. A system of providing criteria for use to select content for display via a computer network, comprising:
a data processing system having a criteria expansion circuit, the data processing system configured to:
create a group of different online content items that are each related to a same subject;
identify keywords, provided by a provider of the content items, that are used to control distribution of the online content items in the group to online resources;
determine, based on an evaluation of the identified keywords, that a first online content item in the group is distributed using a first keyword that is not used to control distribution of a second online content item in the group to the online resources;
determine that a click through rate or a conversion rate of the first online content item when the first keyword is used to distribute the first online content item is higher than a performance of the second online content item when one of the keywords assigned to the second content item is used to distribute the second online content item;
in response to determining that the click through rate or the conversion rate of the first online content item when the first keyword is used to distribute the first online content item is higher than the performance of the second online content item when the one of the keywords is used to distribute the second online content item, enable the second online content item to be distributed using the first keyword; and
distribute the second online content item using the first keyword.

7. The system of claim 6 , wherein the group of different online content items is created, at least in part, based on identifying a semantic similarity of the online content items.

8. The system of claim 6 , wherein the data processing system is configured to distribute the second online content item using the first keyword or the keywords assigned to the second content online item.

9. The system of claim 6 , wherein the second online content item is distributed using the first keyword in response to determining that the click through rate or the conversion rate of the first online content item when the first keyword is used to distribute the first online content item is a largest respective click through rate or conversion rate among respective click through rates or conversion rates of other online content items in the group.

10. The system of claim 6 , wherein the data processing system is configured to:
identify a third content item that is not included in the group that has a semantic similarity to the online content items in the group;
associate the third content item with the group;
enable the third content item to be distributed using the first keyword; and
distribute the third content item using the first keyword.

11. A computer readable storage medium having instructions to provide criteria for use to select content for display via a computer network, the instructions comprising instructions to:
create a group of different online content items that are each related to a same subject;
identify keywords that are used to control distribution of the online content items in the group;
determine, based on an evaluation of the identified keywords, that a first online content item in the group is distributed using a first keyword that is not used to control distribution of a second online content item in the group;
determine that a click through rate or a conversion rate of the first online content item when the first keyword is used to distribute the first online content item is higher than a performance of the second online content item when one of the keywords assigned to the second content item is used to distribute the second online content item;
in response to determining that the click through rate or the conversion rate of the first online content item when the first keyword is used to distribute the first online content item is higher than the performance of the second online content item when the one of the keywords is used to distribute the second online content item, enable the second online content item to be distributed using the first keyword; and
distribute the second online content item using the first keyword.

12. The computer-readable medium of claim 11 , wherein the group of different online content items is created, at least in part, based on identifying a semantic similarity of the online content items.

13. The computer readable storage medium of claim 11 , wherein the instructions comprise instructions to distribute the second online content item using the first keyword or the keywords assigned to the second online content item.

14. The computer readable storage medium of claim 11 , wherein the second online content item is distributed using the first keyword in response to determining that the click through rate or t

Assignees

• Google Llc

Inventors

• Rabii Bahman
• Song Xiaodan
• Cui Yingwei

Classifications

• G06F16/9032

  Query formulation · CPC title

• G06F16/9038

  Presentation of query results · CPC title

• G06F16/9535 Primary

  Search customisation based on user profiles and personalisation · CPC title