Keyword recommendation

Patent metadata

Field	Value
Publication number	US-2017364963-A1
Application number	US-201715696951-A
Country	US
Kind code	A1
Filing date	Sep 6, 2017
Priority date	Aug 5, 2013
Publication date	Dec 21, 2017
Grant date	—

Abstract

An example system can include a server that includes or is associated with a keyword recommendation module. The keyword recommendation module can be configured to select keywords for a search engine for use in a search engine marketing campaign, wherein the search engine provides more traffic to Internet content of a publisher than other search engines, for the keywords. The module can also be configured to determine, per keyword, user engagement with the Internet content resulting from the traffic provided by the search engine for the keywords, according to one or more of time spent viewing the Internet content, page views of the Internet content, and dwell times. The module can also be configured to score, per keyword, the keywords according to the determined user engagement with the Internet content, and generate keyword recommendations according to the scoring of the keywords.

First claim

What is claimed:

1 . A server computing device, comprising:
a network interface configured to communicate with a search engine server; a processor configured to communicate with the network interface and implement a keyword recommendation module to:
select selected keywords mined from online traffic logs;
assign the selected keywords to a search engine running on the search engine server according to a search engine campaign;
in response to the search engine server receiving search inquiries including the selected keywords, control the search engine to return search results determined to increase traffic to publisher websites corresponding to a selected publisher included in the search engine campaign;
receive Internet session data corresponding to user interactions with the publisher websites; and
determine, per each of the selected keywords, user engagement with the publisher websites resulting from the increased search result traffic based on the Internet session data; and
score each of the selected keywords according to the respective determined user engagement with the publisher website.

2 . The server computing device of claim 1 , wherein the user engagement is measured according to a measured time of a user viewing the publisher website on an online media portals, a measured number of page views of a user viewing the publisher website on the online media portals, a measured dwell time of a user viewing the publisher website on the online media portals, or a combination thereof.

3 . The server computing device of claim 1 , wherein the processor is further configured to implement an optimization module to:
optimize the search engine campaign by generating optimized keyword recommendations according to the scoring of the selected keywords; and add the optimized keyword recommendations to the selected keywords.

4 . The server computing device of claim 1 , wherein the processor is further configured to implement the keyword recommendation module to:
determine, per each selected keywords, revenue generated from the publisher websites according to the increased traffic to the publisher websites.

5 . The server computing device of claim 1 , wherein the processor is configured to implement the keyword recommendation module to:
select the selected keywords according to a predetermined categorization of the keywords.

6 . The server computing device of claim 1 , wherein the processor is further configured to implement an optimization module to:
optimize, initially, the search engine campaign according to the scoring of the selected keyword; and further optimize the search engine campaign according to the user engagement after the initial optimization of the search engine campaign.

7 . A non-transitory computer readable medium storing instructions that, when executed by a processor, causes the processor to:
select selected keywords mined from online traffic logs; assign the selected keywords to a search engine running on a search engine server according to a search engine campaign; in response to the search engine server receiving search inquiries including the selected keywords, control the search engine to return search results determined to increase traffic to publisher websites corresponding to a selected publisher included in the search engine campaign; receive Internet session data corresponding to user interactions with the publisher websites; and determine, per each of the selected keywords, user engagement with the publisher websites resulting from the increased search result traffic based on the Internet session data; and score each of the selected keywords according to a respective user engagement with the publisher website.

8 . The non-transitory computer readable medium of claim 7 , wherein the user engagement is measured according to a measured time of a user viewing the publisher website on an online media portals, a measured number of page views of a user viewing the publisher website on the online media portals, a measured dwell time of a user viewing the publisher website on the online media portals, or a combination thereof.

9 . The non-transitory computer readable medium of claim 7 , wherein the instructions, when executed by the processor, further cause the processor to:
optimize the search engine campaign by generating optimized keyword recommendations according to the scoring of the selected keywords; and add the optimized keyword recommendations to the selected keywords.

10 . The non-transitory computer readable medium of claim 7 , wherein the instructions, when executed by the processor, further cause the processor to:
determine, per each selected keywords, revenue generated from the publisher websites according to the increased traffic to the publisher websites.

11 . The non-transitory computer readable medium of claim 10 , wherein the revenue includes at least one of a total number of impressions generated and price per impression, or a total number of clicks and price per click.

12 . The non-transitory computer readable medium of claim 7 , wherein the instructions, when executed by the processor, further cause the processor to:
select the selected keywords according to a predetermined categorization of the keywords.

13 . The non-transitory computer readable medium of claim 7 , wherein the instructions, when executed by the processor, further cause the processor to:
optimize, initially, the search engine campaign according to the scoring of the selected keyword; and further optimize the search engine campaign according to the user engagement after the initial optimization of the search engine campaign.

14 . A method, comprising:
selecting, by a processor, selected keywords mined from online traffic logs; assigning, by the processor, the selected keywords to a search engine running on a search engine server according to a search engine campaign; in response to the search engine server receiving search inquiries including the selected keywords, controlling, by the processor, the search engine to return search results determined to increase traffic to publisher websites corresponding to a selected publisher included in the search engine campaign; receiving, by the processor, Internet session data corresponding to user interactions with the publisher websites; and determining, by the processor, user engagement with the publisher websites resulting from the increased search result traffic based on the Internet session data; and scoring, by the processor, each of the selected keywords according to the respective determined user engagement with the publisher website.

15 . The method of claim 14 , wherein the user engagement is measured according to a measured time of a user viewing the publisher website on an online media portals, a measured number of page views of a user viewing the publisher website on the online media portals, a measured dwell time of a user viewing the publisher website on the online media portals, or a combination thereof.

16 . The method of claim 14 , further comprising:
optimizing, by the processor, the search engine campaign by generating optimized keyword recommendations according to the scoring of the selected keywords; and adding, by the processor, the optimized keyword recommendations to the selected keywords.

17 . The method of claim 14 , further comprising:
determining, per each selected keywords, revenue generated from the publisher websites according to the increased traffic to the publisher websites.

18 . The method of cl

Assignees

• Yahoo Holdings Inc

Inventors

• Rao Supreeth
• Dong Jianning
• Ojha Anurag
• Earls Matt
• Dixit Saurabh

Classifications

• G06Q30/0256

  User search · CPC title

• G06Q30/0247

  Calculate past, present or future revenues · CPC title

• G06Q30/0255

  based on user history · CPC title

• G06Q30/0273 Primary

  Determination of fees for advertising · CPC title