JP2007504556A5 - - Google Patents

Description

How to determine and / or use location information in an advertising system

§0. RELATED APPLICATIONS This application is titled US Patent Application Nos. Nos. 5 and 103, filed Sep. 3, 2003, inventor Leslie Yeh, Sridhar Ramaswamy and Zhe Qian. No. 10 / 654,256, and U.S. Patent Application Nos. Nos. 10 / 654,256 and 2004, filed by inventors Leslie Yeh, Sridhar Ramaswamy, Zhe Qian and Mark Rose. Claim the benefit of 10 / 823,508. These applications are included in the disclosure by this reference.

§1. BACKGROUND OF THE INVENTION §1.1 Field of the Invention The present invention relates to an advertising method. The present invention particularly relates to an improvement of an advertising method using location information.

§1.2 Related technology Advertising methods using traditional media such as television, radio, newspapers and magazines are well known. But unfortunately, when it comes to the theoretical armament of demographic research and rational hypotheses about typical viewers who watch different media representations, advertisers have much of their advertising budget To the extent that they are merely wasted. Furthermore, it is very difficult to sort and reduce such waste.

  Recently, advertising on more interactive media has become commonplace. For example, as the Internet user population has exploded, advertisers are beginning to enjoy media and services deployed on the Internet as potentially powerful advertising means.

  Advertisers have developed several strategies in an attempt to maximize the value of these advertising methods. In one strategy, to provide interactive media and services as conduits to reach large audiences (here identified as general and quoted as “website”) Advertisers use popular presence and means. When using this first approach, an advertiser may, for example, place an advertisement on the home page of the “New York Times®” website or the “USA Today®” website. Absent. In another strategy, an advertiser may target an ad to a viewer with a narrower field of expertise. By doing so, the likelihood of a positive response from the viewer may be increased. For example, an agent planning a trip to the Costa Rican rainforest may place an advertisement in the ecotourism-travel subdirectory of the “Yahoo” website. Advertisers typically determine such goal settings manually.

  Regardless of strategy, website-based advertisements (also quoted as “web advertisements”) are often advertisements in the form of banner advertisements, which are rectangular boxes containing graphic components. Provided to viewers. If one of the viewers of the ad (in this case, specified within a range that does not impair generality and cited as “viewer” or “user”) selects one of the banner ads by clicking on the banner, The typical flow is that the generated hypertext leads the viewer to the advertiser's website. This process in which a viewer selects an advertisement is commonly referred to as “click-through”. ("Click-through" is intended to cover all user choices.) Click-through number of impression impressions (ie, whether the ad is displayed, Alternatively, the ratio of the number of times rendered is quoted as the “click-through rate” or “CTR” of the advertisement.

  A conversion is said to occur when a user completes a transaction related to a previously saved advertisement. What constitutes a conversion varies on a case-by-case basis and there are various ways to determine it. For example, the following case may be said to be a case where a conversion has occurred. That is, the user clicks on the advertisement, the advertiser's website is referenced, and the shopping is completed before leaving the web page. Alternatively, a conversion may be defined for a case where a user is shown an advertisement and then shopped on the advertiser's web page within a predetermined time period (eg, 7 days). In other cases, an advertiser may define that the following measurable or observable user behavior is a conversion: The action is, for example, downloading a blank page, navigating to a predetermined depth of the website, looking at at least some web pages, and spending a minimum predetermined time on the website or web page That's it. As is often the case, even if user behavior does not complete a purchase, those behaviors may lead to sales, and these are the only user behaviors that make up a conversion. It is not a thing. In fact, there are many other definitions of what constitutes a conversion. The ratio of the number of conversions to the number of impressions of an ad (ie, the number of times an ad is displayed or otherwise rendered) is commonly referred to as the conversion rate. If conversions occur within a given period of time after the advertisement is presented, one possible definition of conversion rate is that it is presented beyond the past given period. The only ad group will be considered.

   The host of the website where the ad is displayed (here referred to as “website host” or “ad consumers”) attempts to maximize advertising revenue while not compromising the user ’s expenses. Has been made. One website host has chosen to place advertising revenue on user concerns. One such website is "Overture.com", which hosts a so-called search engine service, which returns advertisements that masquerade as "search results" that answer user questions. . This Overture.com website allows advertisers to make sure that ads for an advertiser's website (or a website of interest) occupy a high position on the list of search results they want. It has become a mechanism that must pay. If a mechanism is introduced that only pays the advertiser when a user clicks on the ad (for example, cost-per-click), the advertiser You lose the sense of purpose to make it effective, so ads that are less targeted will not be clicked and you will not need to pay accordingly. Of course, ads with a high cost per click will appear at or near the top, but that doesn't necessarily reflect the actual revenue for the publisher. This is because the viewer will not click on the advertisement. Furthermore, the advertisements that the viewer is trying to click will either drop down on the list or disappear completely from the list, which will jeopardize the ad's eligibility.

  Search engines like Google® (Google®), for example, have made it possible for advertisers to narrow their goals to their ads. Therefore, the advertisement is displayed in conjunction with a search result page that is issued in response to a question that is likely to be suitable for the advertisement. The search results page gave advertisers a great opportunity to target their audiences to a receptive audience, but after all the search results page It is only a fragment of the browsing page of the WWW (World Wide Web).

In some online advertising systems, such as web pages, ad eligibility information (to score relevant information) (and / or to score relevant information) for documents that contain content Ad relevance information and document-content relevance information (eg, concept or topics, future directions, etc.) are employed.

  Ads that contribute to the system described above include keyword-targeted systems (where ads are targeted using terms found in search questions) and content-targeted systems (content-targeted system) (here, advertising is targeted using document content). The keyword goal refinement and content goal refinement systems have improved the usefulness of the ads and have improved their performance (for example, in terms of click-through rate and conversion rate), but there is room for improvement A lot is still left. Such an improvement is expected to be achieved by a better target narrowing.

  Google® (Google®) keyword ad server allows advertisers to specify one or more countries where ads are served (eg, for the purpose of targeting) is doing. This allows advertisements to be provided to specific users who speak and understand a specific language. For example, in a restaurant, you may want to narrow your ads only to customers within 30 minutes of driving. A dry cleaner would want to limit ads to customers who may live in the same town, or perhaps a few nearby towns. As another example, a local drug store chain may want to limit advertising to customers who may live in the area. Even if those businesses have ads that qualify for search questions or web pages, if the end user looking into the search results web page or web page content was outside of the business's geography, Advertisements are not useful and will not be very useful. If an ad works well (eg, if an ad is selected), then such an ad may be profitable if the ad can make money (eg, to the content owner or advertising system) Even if there is, there will be only a small profit.

  Such businesses often advertise on yellow pages in local newspapers and phone books. Such advertising conduits are useful but have limitations. Such a business may also advertise on a local website, but this adds the task of finding a local website. Also added is the task of tracking and managing advertisements on the website.

  As we have seen before, it is necessary to improve the usefulness of advertisements and the effects associated with them. In particular, there is a need to launch a business that will better narrow down the ads to viewers who react.

§2. Summary of the present invention
The present invention is intended to improve the usefulness of advertisements and the effects associated therewith. The present invention launches a business that better narrows down advertisements to viewers who react. The present invention determines and uses location information to achieve them. The location information includes country, region, metropolitan area, city and town, zip code, telephone region code, and the like.

  In addition, the present invention also uses the placement information when determining the eligibility evaluation of the advertisement.

  The present invention also utilizes the arrangement information in adjusting attributes (for example, position). This placement information is also associated with price information such as the highest price bid. The placement information is also associated with advertisement performance information.

  In addition, the present invention tracks advertisement performance information based on placement information.

  The present invention uses the placement information to select or modify ad creative content and / or landing page. For example, a relay of placement information is inserted into an ad creative. As another example, different landing pages with different content are used for different locations.

  The present invention also provides a user interface that allows a user to input and / or modify location information such as location information used for target narrowing or location-dependent price information. Can provide such tools.

§4. Detailed Description The present invention encompasses novel methods, instrumentation, message formats, and / or data structures for obtaining and using geolocation information in advertising systems. Yes. The following description is presented so that anyone with skill in the art can operate and use the invention and is prepared in the text of the detailed application and its requirements. Various improvements to the published embodiments will be apparent to those skilled in the art, and the general principles described below apply to other embodiments and applications. Accordingly, the present invention should not be limited to the embodiments shown, but the inventor regards all of the parties' inventions as described patentable controls.

  In the following, section 4.1, the environment in which the present invention operates or is described is described. Subsequently, exemplary embodiments of the present invention are described in section 4.2. Finally, in section §4.3, some conclusions regarding the present invention are described.

§ 4.1 Environment in which the present invention operates in or with it
§4.1.1 Exemplary Advertising Environment FIG. 1 is a high-dimensional illustration of the advertising environment. This environment includes an input, maintenance and distribution system (herein simply referred to as an ad server) 120. The advertiser 110 can enter, maintain and track the ad information of the system 120 directly or indirectly. Advertisements vary from graphical advertisement forms such as so-called banner advertisements, text-only advertisements, image advertisements, audio advertisements, video advertisements, and advertisements that combine one or more of these components. The advertisement also includes information for implementation such as links and / or machine performance instructions. Advertisement viewers can receive advertisements in response to their requests from system 120 for a number of requests for a number of advertisements and prepare usage information for the system. A presence other than the advertisement viewer 130 may also initiate a request for an advertisement. Although not shown here, this other presence is also usage information to system 120 (eg, it may or may not be a conversion or click-through associated with a moving ad). May be preparing. This usage information includes user behaviors that can be measured and observed that are associated with advertisements that have been used so far.

  The ad server 120 was titled as a method for contributing to content-based advertising and was filed on Feb. 26, 2003, inventor Darrell Anderson, Paul Bucheit, Alex Carobus, Claire Cui, Jeffrey A. Dean, Georges Similar to that described in FIG. 2 of US patent application Ser. No. 10 / 375,900 (herein incorporated by reference) by R. Harik, Deepak Tindal, and Narayanan Shivakumar.

Advertising programs include accounts, campaigns, creatives, targeting, etc. The term “account” relates to information for a given advertiser (eg, his / her own email address, password, billing information, etc.). A campaign or advertising campaign refers to one or more groups in one or more advertisements, starting data, ending data, budget information, geographic target refinement information, syndication information (syndication information) ) Etc. For example, Honda has one advertising campaign for the car line and another advertising campaign for the motorbike line. A campaign for a car line has one or more ad groups, each containing one or more ads. Each ad group has targeting information (eg, a set of keywords, a set of one or more topics, etc.) and price information (eg, maximum cost (cost per click-through, Cost per conversion, etc.)). Similarly or in addition, each advertising group also includes an average cost (eg, average cost per click-through, average cost per conversion). Thus, a single maximum cost and / or average of a single cost is also associated with one or more keywords and / or topics. As described above, each advertising group has one or more advertisements or creations (ie, the content of the advertisement that is ultimately rendered to the end user). Each advertisement also includes a link to a URL (eg, a landing web page such as an advertiser's home page or a web page associated with a special product or server). Consistent with the present invention, the advertising information is geolocation targeting information.
, Geolocation performance information and / or geolocation price information. Of course, advertising information contains more or less information and is integrated in many different ways.

  FIG. 2 illustrates an environment 200 in which the present invention is used. User device 250 (also referred to herein as “client” or “client device”) includes browser usage means (such as: from Microsoft®). Explorer browser, Opera Web Browser from Opera Software of Norway, Navigator Browser from AOL / Time Warner (Navigator browser) ), And other means of using e-mail (Outlook (registered trademark) from Microsoft (registered trademark)) (Outlook (registered trademark)). The search engine 220 enables user equipment 250 to search for document collections (eg, web pages). The content server 210 makes it possible to access a document using the user device 250. E-mail server 240 (such as Hotmail from Microsoft® network, Yahoo® mail, Yahoo mail, etc.) provides e-mail functionality. Used to provide to user equipment 250. The advertisement server 210 is used to provide advertisements to the user device 250. The advertisement is provided in conjunction with a search result provided by the search engine 220. However, content-relevant ads work in conjunction with content provided by the content server 230 and / or email supported by the email server 240 and / or means of using email. And provided.

  US patent application no. As described in 10 / 375,900 (cited above), advertisements are targeted to documents provided by the content server. In this way, one example of an ad consumer is a general content server 230, where a document (eg, an article, a series of questions and answers). Requests, documents, music, videos, graphics, search results, lists of web pages, etc.), a request-processed document to serve, in other words, a service to answer that request Or extract. The content server takes over the request for the advertisement to the advertisement server 120/210. Such an advertisement request contains many desired advertisements. The advertisement request also includes document request information. This information may include the document itself (eg, a page). Other information may include: categories or topics that lead to the content of a document or document request (eg, art, business, computer, art film, art music, etc.) Part or all of the request, content age, content type (eg, text, graphics, video, audio, mixed media, etc.), geo-location information, document information, etc. Consistent with the present invention, the request also includes geographical location information, such as location information about the last user who made the search query.

  The content server 230 combines the requested document with one or more advertisements provided by the advertisement server 120/210. This combined information, including document content and advertisements, is sent for presentation to the user towards the final user equipment 250 that issued the request for the document. Eventually, the content server 230 will display information about the advertisement and how the advertisement is displayed (eg, position, click-through / non-compression, impression time, impression data, size, conversions, etc.), time And / or information about the location (such as, for example, geographical location information) is sent back to the advertisement server 120/210. Similarly, or in addition, such information is sent back to the ad server 120/210 by some other means. Consistent with the present invention, the advertising server 120/210 accumulates advertising performance information on the basis of geographical location information.

  Another example of the advertisement viewer 130 is a search engine 220. The search engine 220 accepts a query for a search result. In response, the search engine extracts eligible search results. For exemplary search engines, see “The Anatomy of a Large-Scale Hypertextual Search Engine”, S. Brin and L. Page, Seventh International World Wide Web Conference), Australia, Brisbane, and US Pat. No. 6,285,999 (both articles are hereby incorporated by reference).

  Such search results include, for example, a list of web page titles, pieces of text extracted from those web pages, and hypertext links to those web pages, and a predetermined number (eg, 10) grouped into search results.

The search engine 220 takes over a request for an advertisement to the advertisement server 120/210. The request includes a certain number of desired advertisements. The number is determined by the search result, the space capacity of the screen or page governed by the search result, and the like. In one embodiment, the number of desired advertisements is on the order of 1 to 10, and the desired number is 3 to 5. A request for an ad can be a query (for what was entered or analyzed), information based on the query (geographic location information, a query from a member, an identifier from a member, etc.) Information) and / or information related to or based on search results. Such information includes, for example, an identifier associated with the search result (eg, document identifier or “docID”), and a scoring associated with the search result (eg, a feature vector that leads to a query or document). A search (“IR”) rating such as a dot product, a page rank rating, and / or a search rating combined with a page rank scoring ), an identified document (eg, web A small piece of text extracted from the page), the full text of the identified document, the characteristic vector of the identified document, and so on. Consistent with the present invention, the query also includes geographical location information, such as location information about the last user who exercised the search query.

  The search engine 220 combines the search results with one or more of the advertisements provided by the advertisement server 120/210. The combined information, including the search results and advertisements, is then sent to the searching user for display to the user. Desirably, search results are stored separately from the advertisements so as not to confuse the user between spending advertisements and seemingly neutral search results.

  Finally, the search engine 220 may provide information about the advertisement, i.e., when the advertisement was rendered, location (e.g., geographical location), and / or method (e.g., position or click-through presence, impression time). , Impression data, size, presence / absence of conversion, etc.) and send it back to the advertisement server 120/210. Similarly or in addition, such information is returned to the ad server 120/210 by some other means. Consistent with the present invention, the advertisement server 120/210 accumulates advertisement performance information on a base of geographical location information.

  Finally, the email server 240 is generally considered to be a content server where the document being stored is simply an email. An e-mail application (such as Microsoft Outlook) is then used to send and receive e-mail. Accordingly, the email server 240 and application are considered the advertisement viewer 130. As such, email is considered a document and targeted advertisements are provided in conjunction with such documents. For example, one or more advertisements are provided in or above and below the email, otherwise associated with the email. In the example above, the server has been described as (1) requesting advertisements and (2) linking them based on content, but both of these operations are performed by client devices (eg, end user's Computer).

§4.1.2 Conclusion “Geographical location information” includes information that specifies one or more of the following different levels of region: The various levels of regions include: one or more states, one or more regions (inter-country), one or more states, one or more Metropolitan area, one or more cities, one or more towns, one or more wards, an area with one or more common postal codes, one or more common Areas with different telephone area codes, areas served by one or more common cable head end stations, served by one or more common network access points Area, a geographical area defined by one or more certain means, and so on. It encompasses latitude and / or mildness, or its range. So for example, it's like a circular area with a fixed radius around a point defined by both latitude and longitude, with the addition of a geographical reference point or something May be an area defined by specific information. Or it may include that area. As another example, it is defined by three or more geographic reference points, such as a triangle, rectangle, pentagon, or other polygon defined by some geographic reference point May be an area to be. It contains information, such as an IP address, from which the user's location can be estimated.

  Online advertisements have a variety of inherent characteristics, similar to those used in the exemplary system as described above with reference to FIGS. 1 and 2, or in some other system. Its characteristics are specialized by the application and / or advertiser. These features are referred to later as “ad features”. For example, in the case of text advertisements, the advertisement characteristics include title lines, advertisement text, and embedded links. In the case of image advertisements, the advertisement characteristics include an image, an executable code, and an embedded link. Depending on the type of online advertisement, the advertisement characteristics include one or more of the following items: Text, links, audio files, video files, image files, executable code, embedded information, etc.

  When online advertisements are served, one or more parameters are used to describe how, when, and / or where the advertisements are served. These parameters are referred to below as “serving parameters”. Application parameters include, for example, one or more of the items described below. These items include: characteristics of the page (including information on the page) on which the advertisement is served, search queries and results related to the advertisement, user characteristics (eg, user The geographical location, the language used by the user, the type of browser used, pre-page browsing, pre-action), the host or member site that originated the request (eg, American Online (American Online ( Registered trademark)), Google (Google), Yahoo (Yahoo), the absolute position of the ad on the page where the ad is served (spatial / Positioning), the number of other ads served, the type of other ads served, the number of hours in the day served, the number of hours in the week served, Number of hours in the year provided, etc. Of course, there are other application parameters as used in the description of the invention.

  Although application parameters are incidental to advertisement characteristics, they are associated with advertisements as applicable conditions and constraints. When those application parameters are used as applied conditions or constraints, they are simply referred to as “applied constraints” (or “targeting criteria”). In some systems, for example, advertisers may be able to narrow their advertisements with specific specializations. That particular specialization is that ads are only presented on weekdays, are not presented below a certain position, or are only presented to users in a particular geographical location. As another example, in some systems, an advertiser can specialize so that an advertisement is presented only when the page or search query includes certain keywords or phrases. As yet another example, an advertiser could be specialized to be presented with his advertisement only if: In the following cases, the provided document covers a certain topic or concept, or falls below a specific cluster or group of clusters or other classifications or classifications. This is the case.

  “Advertisement information” refers to ad characteristics, ad serving constraints, information derived from ad characteristics and restrictions applied to ads (here, referred to as “ad derived information”) ) And / or any combination of information associated with the advertisement (herein referred to as “ad related information”) and also an extension of that information (eg, advertisement Information derived from related information).

  "Document" is widely interpreted to include all business products that can be read and stored on a machine. A “document” is a file, a combination of files, one or more files linked to other files by embedded links, and so on. This file can be any type of text, audio, image, video, etc. Each part of the document drawn by the end user can be considered as the content of the document. A document includes “structured data” that includes both content (words, pictures, etc.) and what displays the meaning of that content (eg, email fields and configuration data, HTML tags and configuration data, etc.). data) ". An ad spot in a document is defined by embedded information and instructions. In the Internet context, a common document is a web page. Web pages often contain content, embedded information (such as meta information, hyperlinks, etc.) and / or Java scripts (Java Defined by embedded instructions (such as script). In many cases, a document has a unique location that can be traced to an address, and is therefore uniquely identified by the location that can be traced to this address. A URL (URL = universal resource locator) is the only address used to access information on the Internet.

  Document information includes all information included in the document, information distributed from all information included in the document (here, cited as document derived information), and / or information related to the document ( Here, the information includes quotations as document related information), and also includes information obtained by extending the information (for example, information derived from related information). An example of an information-induced document is a classification based on the content that is the text of the document. Some examples of information-related documents include document information from other documents that are linked to the current document, but it does not include other documents to which the current document is linked. It is similar to including document information from a document.

  The content from the document is drawn on the “content drawing application or device”. Examples of content drawing applications include the following. They include Internet browsers (eg, Explorer or Netscape), media players (eg, MP3 players, Realnetworks streaming audio file players, etc.), A viewer (for example, Adobe Acrobat PDF reader (Adobe® Acrobat pdf Reader)).

  A “content owner” is an individual or group that has a legitimate right to the content of a document. The content owner is the author of the content. In addition, or similarly, the content owner may have the right to play the content, prepare a derivative work of the content, the right to publicly display or direct the content, and / or other content in the content You have the right not to be legally infringed. The content server should be the content owner within the scope of the content of the provided document, but it is not necessary.

  “User information” includes user behavior information and / or user profile information. It also encompasses the user's geographical location, or an estimate of the user's geographical location.

  “E-mail information” is the same as an extension of the following information (for example, information extracted from related information), but all information included in the e-mail (here, “e-mail information” (Quoted as “internal e-mail information”), information derived from information contained in the email, and / or information related to the email. Examples of information derived from email information include information extracted from the search results returned in response to a search query composed of words extracted from the email's main line, or There is information that is extracted as it is. Examples of information related to email information include email information about one or more other emails sent from the same sender as the email, or a user about the email recipient Contains information. Information extracted from e-mail information or related information is referred to as “external e-mail information”.

  Various exemplary embodiments of the present invention will now be described in section 4.2.

§4.2 Exemplary Embodiment FIG. 3 is a bubble diagram illustrating various operations performed by the present invention and the information that is then used and / or produced by the present invention. Advertisement selection operation 310 is used to generate a set of advertisements 340 using advertisement information 330 and request information 320. In the exemplary embodiment of the invention, the set of advertisements 340 includes advertisements eligible for the request information 320. For example, if the request information 320 is combined with a search query, the advertisement 340 is eligible for the term of the search query. Similarly, if the request information 320 is combined with the provided document, the advertisement 340 becomes eligible for the content of the document. For all events, the request information 320 includes geographical location information. For example, the request information 320 may be the geographical location of the end user (or other organization such as a cable head end, network access point, etc.) that submits a search query or document request. Contains information. Alternatively, it includes information from which geographical location information can be derived. Exemplary data structures used to store the request information 310 and the advertisement information 330 are described in § 4.2.1 below with reference to FIGS. 4 and 5, respectively. An exemplary method used to perform the advertisement selection operation 310 is described below in § 4.2.2 with reference to FIG.

With continued reference to FIG. 3, the scoring operation 350 is used to create a set of advertisements 360 and associated scoring tables using the initial set of advertisements 340 and advertisement information 330. The scoring operation 350 takes into account the geographical location performance information of the advertisement and / or geographical location information such as, for example, geographical location price information. An exemplary method used to perform the scoring operation 350 is described below in § 4.2.2 with reference to FIG.

A modefication operation 370 is used to generate a set of advertisements 380 having a specific creative content arrangement and / or a specific landing page arrangement from the advertisement set 360. It is done. Although not shown here, the refurbish operation 370 uses geographical location information. An exemplary method used to perform the advertisement modification operation 370 is described below in § 4.2.2 with reference to FIG.
The advertisement information 330 includes performance information based on geographical arrangement. Such information is provided and / or tracked by a user behavior feedback operation 390. An exemplary method used to perform a user behavior feedback operation is described below in § 4.2.2 with reference to FIG.
Finally, the advertisement information 330 includes geographical arrangement narrowing information and / or geographical arrangement price information. This information is entered and / or modified by the advertiser or their agents via the ad information entry and / or management operation 335. An exemplary method used to perform these operations 335 is described below in Section 4.2.2 with reference to FIG.

The present invention need not present and / or use all of the operations and / or information described with reference to FIG. The present invention does not have to perform the operations in the order shown. Finally, the present invention combines or separates the functions described for the various operations. For example, the selection operation 310 and the scoring operation 350 can be combined into a single operation.

§4.2.1 Exemplary Data Structure FIG. 4 illustrates exemplary advertisement request information 320 that is the same as the present invention. The advertisement request information 320 includes information similar to that described above in section 4.2.1. In addition, this ad request information may include end user (or any other entity, specifically referred to here simply as “end user”) geographical location information, or end user geographical location. Contains information that can be retrieved or estimated. For example, the end user's geographical location information includes one or more of the following: That is, countries, regions (eg, Pacific coast, northeast, mid-Atlantic, southwest, etc.), states, metropolitan areas (eg, San Francisco Bay Area, Columbia Metro Area of Columbia Area) ), City, town, postal zip code, telephone area code, etc.

  Geographic location information is encoded in various ways. For example, the country identifier has two character codes defined by the International Organization for Standardization (“ISO”). The regional identifier has a 6-digit code defined by UTFS (UTFS). Thus, countries and regions are encoded using the ISO 3166-2 / 1999 standard, which consists of a hyphen “-” followed by two alphanumeric character codes. This ISO 3166-2 / 1999 standard code is mapped to a numeric identifier (eg, within the range of 20001-30000). The new region can be assigned to the last attached numeric identifier. In one embodiment of the present invention, over 200 countries and over 1300 provinces are identified as a single, non-overlapping one. Metro area identifiers are based on the DA / 1A standard. In one embodiment, the metro area can cross the border. In such an embodiment, therefore, the metro area does not necessarily have to stay in the country. If the same city or town name is used for different cities or towns in different countries, such information must be used in combination with country information to avoid ambiguity. The postal zip code is encoded with a 5 digit integer and extended with 4 or more digits. The telephone area code is encoded with a 3-digit integer.

  The present invention is used to extract or estimate geographical location information from other information. For example, the present invention uses known techniques ("NetAcuity" from Digital Envoy of Norcross, Georgia, to map Internet Protocol ("IP") address and / or domain information to geographical location information. Like the technology used by ”. As another example, Internet service providers have a number of dial-in access servers, each associated with a telephone area code. In other examples, end user placement is inferred from regional terms entered by the user (eg, hoagie, hero, grinder, sub). More general and consistent when many factors are used to infer geographic location, but lead to disagreeable areas, all not at a reliable level Therefore, the present invention simply accepts the geographical location information that was previously derived and presented, for example, by the end user or by the end user. The client device used optionally provided geographical location information, as another example, the geographical location information may be derived or provided by a third party. It was or is.

  FIG. 5 illustrates exemplary advertisement information 330 'identical to the present invention. Advertisement information 330 'includes information as described in item §4.1.1 above. For example, the advertisement information 330 ′ may be a unique ad identifier, ad creative content (or a pointer to such creative content), and / or landing page where no other identical thing exists. Includes links. Further, the exemplary advertisement information 330 ′ includes at least one geographical arrangement target narrowing information and geographical arrangement price information. Geographic location performance information is tracked (although not displayed) and tied to advertisements.

  Geographical location targeting information includes one or more countries, one or more regions, one or more states, one or more metropolitan areas, one or more cities, Includes one or more towns, one or more postal codes, and / or telephone area codes. So, for example, in the business of selling irrigation systems, the advertising can be targeted to California, Nevada, Arizona and Mexico. On the other hand, in the business of selling snow blowers, the advertisement can be narrowed down to a relatively snowy state, for example, Maine and Minnesota. The dry cleaner can target the advertisement to the town where the store is located. Similarly, you can narrow down to neighboring towns and / or various zip code and / or various telephone area codes. A shipping company in one country can narrow the advertisement to the country. Also, the geographical location target refinement information is or includes an area (or group of areas) defined by at least one geographical reference point and possibly some additional information such as: Is. Additional information such as: for example, a circular area with a fixed radius around a point defined by both latitude and longitude, or two geographic reference points and one fixed distance An oval area, etc. As another example, the geographical location target narrowing information is or includes an area (or group of areas) defined by three or more geographical reference points. The area is, for example, a triangle, a rectangle, a pentagon, or a polygon defined by many reference points.

  The geographical location price information includes price information for each of one or more of the following regions. The following areas include country, area, state, metro area, city, town, area determined by zip code, area determined by telephone area code, and so on. Geographic location pricing information also includes pricing information for an area (or group of areas) defined using at least one or more geographic reference points and other information that may possibly be added. . The price information should correspond to the geographical arrangement target narrowing information.

  In one embodiment of the present invention, the geographical arrangement target narrowing information can be inferred from the geographical arrangement price information. For example, if an advertiser has made a highest bid of 1.50 $ per impression against the geographical location geolocation DC metro, the advertiser may have It is assumed that the end user who lives in the metro area wants to narrow down his / her advertisement. Similarly, if an advertiser bids $ 0.00 per impression for a given state, it wants the advertiser to stop serving his ads to end users who live in that state. It is assumed that this is what you want. For example, if a car insurance supplier is licensed to provide insurance in all states except New Jersey and is not so interested in the low profit policy in Florida, the We will prepare the information on the allocation price.

Throughout the United States: $ 1.00 / impression New Jersey: $ 0.00 / impression, Florida: $ 0 - 1.50 / impression below, with reference to FIG. 7, but will be described in greater detail, scoring operation (scoring operation) 350 is more The specialized geographical location price information is weighted higher than the geographical location price information that is not so specialized.

§4.2.2 Exemplary Method FIG. 6 is a flowchart illustrating an exemplary method 310 ′ for performing an advertisement selection operation 310 in the same manner as the present invention. Request information and advertising information are accepted. (Block 610) The request information includes, among other things, the end user's geographical location information. The advertisement information includes geographic placement target narrowing information among others. As shown in loops 620-640, an action is performed for each of the one or more advertisements. More specifically, the degree of eligibility of the advertisement is determined using at least the geographical location information associated with the request information and the geographical location target refinement information associated with the advertisement. (Block 630) After each of the one or more advertisements has been processed, the method 310 ′ leaves it. (Node 650)
The eligibility of the advertisement is determined using keyword target narrowing information related to the advertisement, advertisement eligibility information related to the advertisement, and the like. In all events, ad eligibility is determined using at least the request and the geographical location information of the advertisement. If the geographical location information to be applied is more specialized, the advertisement is more qualified in that sense. So, for example, assuming that all other eligibility factors are the same, and the end user runs a search query from San Diego, an ad with a geographic target narrowed down to San Diego. It is better qualified than an advertisement that narrows down geographical targets for California. And an ad that narrows down its geographical target to California is more qualified than an ad that narrows down its geographical target to the West Coast. In addition, ads that target geographic targets to the west coast are more qualified than ads that target geographic targets to the United States.

  Of course, narrowing down the geographical target is just one of many eligibility factors. Advertising eligibility, for example, also takes into account the following items: The items include: (a) a comparison of advertising eligibility information for the requested document content, (b) a refinement of advertising keyword goals related to search query terms, (c) demographic information of users, (d ) Information on user behavior, (e) Information for narrowing down the target of time, date, and season.

FIG. 7 is a flow diagram illustrating an exemplary method 350 ′ for performing a scoring operation 350 in the same manner as the present invention. The second score is used to determine the relative presentation characteristics (eg, size, position, color, capacity, etc.) of the advertisement. Candidate advertisement information is also accepted. (Block 710) An action is performed for each of the one or more advertisements, as shown in loop 720-740. More specifically, the advertising score is determined using at least one or more of the following items. The items are: price information, geographical location price information (if available), performance information and geographical location performance information (if available). (Block 730) Once all candidate advertisements have been processed, the method leaves. (Node 750)
There are many ways to determine the same advertising score as block 730. Some exemplary methods are described below. If an advertising system seeks to maximize revenue, the score may be determined by multiplying the performance of the advertisement by the price per performance value. For example, the advertising system makes a cost per click * click-through rate and cost per conversion * conversion rate determination. The price may be discounted or adjusted. The present invention advantageously utilizes geographic location information, if possible, to improve revenue estimates. For example, an end user to whom an advertisement is delivered is located in San Diego. Further assume that there is a similar, if not the same, qualified advertisement with the relevant information as shown.

Ad A: Maximum cost per click = $ 0.25
Best cost per click = $ 1.00 in San Diego
CTR = 0.02 in United States
CTR = 0.04 at California
CTR = 0.20 San Diego Ad B: Best cost per click = $ 0.50
Best cost per click = 2.00 $ in Florida
CTR = 0.07 in United States
CTR = 0.02 at California
CTR = 0.02 at San Diego Without a geolocation scoring, the simple product score value for Ad A is 0.0050 (= 0.25 * 0.02), while that for Ad B is 0 0.0350 (= 0.50 * 0.07). Given a geographical placement scoring, the simple product score value for Ad A is 0.20 (= 1.00 * 0.20 ), while that for Ad B is 0.01 (= 0.50 * 0.02). Thus, if there is no geographic placement information, the advertisement B is scored higher than the advertisement A, but if there is geographic placement information, the advertisement A is scored higher than the advertisement B. For example, advertisement A may be for a restaurant in San Diego, while advertisement B may be for a pool construction company that has a large presence in Florida. By using the geographical location information, the present invention advantageously contributes to the advertisement A with some priority over the advertisement B. This is because the present invention works more effectively for end users who normally live in San Diego.

In one embodiment of the present invention, more general geographical location price information is to be used when more specific geographical location price information is not available in determining the score . Similarly, more general geographical location performance information is to be used when more specific geographical location performance information is not available. So, for example, an ad that only has geo-location price and performance information for California participates in an ad that has geo-location price and performance information for Sacramento when an ad request for Sacramento's geographical location information is presented. It can be done.

FIG. 8 is a flow diagram illustrating an exemplary method 370 ′ for performing an ad modification operation 370 in the same manner as the present invention. Advertising information and / or requested geographical location information is accepted. (Block 810) The requested geographical location information may be provided in the creative content of the advertisement. And / or advertisements may be served with geolocation-dependent content (eg, one of a number of candidate ad marketing messages is selected using geographical location information) Maybe) (Block 820) Similarly or in addition, the requested geographical location information may be provided in the content of the landing page. And / or geographical location dependent content may be provided in the ad landing page (eg, one of a number of landing page candidates may be selected using the geographical location information). Absent). (Block 830)
Returning to block 820, the content of the ad creation is modified by the modified text or by selecting one of a number of candidate texts. For example, suppose an ad request indicates that an end user is in Tampa, Florida, and an ad for a Honda car dealer has been targeted, the normal ad creation is `` Car buyers. Please pay attention ... the best price of Accord ... the stock may be 100 ". A modified ad creative might be interpreted as "Tampa car buyers pay attention ... the best price of an accord in Tampa". Geographic location information is easily added to the creation of advertisements. Or it can be replaced with a part of it. Geographic location information is used to select a number of ad creation candidates.

Returning to block 830, it can be seen that one of a number of ad landing pages is selected based on geographical location information. If the geographical location information in the request indicates that the end user is local, the retailer may “visit our local showroom to see recent items” The landing page highlighting the message will be shown. On the other hand, if the geographical location information in the request indicates that the end user is far away, the retailer emphasizes that “the best price on the web. Free shipping until the end of July” It will show the landing page. Creatives that have been targeted for a specific arrangement (for example, “Look for this at the office depot on San Antonio Road / El Camino” in El Camino) When generating content, alternatively or additionally, the nature of the advertisement is determined using geographical location information. For example, pricing is determined using so-called “local” competition, local demographics (eg, income by zip code), or local purchasing habits. Prices and / or products are specific to a region. (For example, if there is a query “NYC”, an advertisement “a flight from“ SFO ”to“ JFK ”is 199 dollars” is made.) ”
In this way, the present invention can use the geographical location information to adapt the marketing message to the region of the end user reading the advertisement.

FIG. 9 is a flow diagram illustrating an exemplary method 390 ′ for performing a user behavior feedback operation 390 in the same manner as the present invention. Let us now recall the scoring operation 350 where geographic location specification performance information is used to determine an ad's score . The method 390 ′ of FIG. 9 is used to track such information. Each time an ad is presented, this event depends on a unique process identifier (eg, the IP address of the ad server, the date and the time within the day) that does not exist otherwise. Identified. The process identifier is associated with geographic placement target refinement information that is used when the advertisement is presented, or with geographic placement information for eligible requests. The advertisement is presented with this process identifier. (Block 910) As shown in the event block 920, each branch of the method 390 ′ is performed in response to a respective event. For example, if user behavior information is accepted, the accepted user behavior information is associated with a process identifier (and then any geographic location information before the method 390 'branches back to event block 920). If so, it is used when the advertisement is first presented) (block 930). If the conditions for updating performance information are in place (for example, receiving performance information, receiving a certain amount of performance information, timeouts from past updates, absolute time and days, etc.), advertising performance information is The method 390 ′ is updated before branching back to the event block 920, taking into account the geographical placement request information associated with the advertisement, presenting the geographical placement goal refinement information or process (block 940).

  In this way, the method 390 'is used to track advertisement performance information composed of geographical location information used when presenting the advertisement. Various alternative ways of associating geographical location information with performance information are possible.

  FIG. 10 is a flow diagram illustrating an exemplary method 335 'for performing advertisement information registration and management operations in the same manner as the present invention. Now, look back at FIG. 5, which shows that the advertising information 330 'includes one or more geographic placement target refinement information and geographic placement price information. The method 330 'accepts user input that has been publicly proven and / or proven to be authentic. (Block 1010) As indicated by the event block 1020, the method 335 'may be performed according to various input types. If the user enters geographic placement price information, the geographic placement price information is added or updated. (Block 1030) The associated geographic placement target refinement information is similarly placed or revised depending on the price information. (Block 1040) For example, if the user enters a maximum price per click for California of $ 0.80 and the ad does not include a geographic location target refinement for California, such information is added. The If the user later hits the highest price per click for California by $ 0.00, then the geographic location target refinement for California is stopped or removed. Referring back to block 1020, when the user enters geographic placement target refinement information, the geographic placement goal refinement information is added or updated. (Block 1050) Relevant geographical location pricing information is requested (Block 1060) but need not be presented.

  In one embodiment of the present invention, the advertiser-user interface can be location specific.

  In one embodiment of the present invention, the location modifiers used in keyword targeting can be successfully removed if the advertiser inputs geographical location targeting information.

  In one embodiment of the present invention, an advertiser may limit the number and type combination of geographic location information entered.

  Another characteristic of the advertiser-user interface is that it makes it more convenient to enter and / or manage advertising information. For example, if an advertiser is currently running a campaign and wants to add a geo-targeted campaign, there will be a lot of deployment support and the advertiser will need to enter common advertising information. There is no. The help feature advises additional geographical location information (more of the same type, more characterized, more generalized, etc.) in response to the geographical location information entered. Used for. For example, if an advertiser enters a zip code, it will be provided in one or more towns, regions, etc.

§4.2.3 Exemplary Mechanical Device FIG. 11 is a high-dimensional block diagram of a device 1100 used to perform one or more of the operations described above. The device 1100 is basically a combination of one or more processors 1110, one or more input and output units 1130, one or more storage devices 1120. Including a system bus and / or network 1140 to facilitate communication of information between other elements. One or more input devices 1132 and one or more output devices 1134 are combined at one or more input / output interfaces 1130.

  One or more processing units 1110 may be used by machine executable instructions (eg, San Microsystems Inc. [Palo Alto, Inc.) to exhibit one or more characteristics of the present invention. Many on the Solaris operating system from California, Palo Alto, California, or Red Hat [Durham, North Carolina] etc. Run C or C ++ running on Linux operating system from other vendors. At least some of the machine's executable instructions are stored (temporarily or even permanently) in one or more storage devices 1120 and then also one or more input interfaces 1130. Received from external resources via.

  In one embodiment, device 1100 is one or more personal computers. In this case, the processing unit 1110 is one or more microprocessors. Bus 1140 includes a system bus. Storage device 1120 includes system memory such as read only memory (ROM) and / or random access memory (RAM). The storage device 1120 can also be a hard disk device for reading from and writing to a hard disk, a (removable) magnetic disk drive for reading and writing from a magnetic disk, a compact disk or other (magnetic). ) Includes optical disk drives that read from and write to removable (magnetic) optical disks such as optical media.

  The user inputs commands and information to the personal computer through the input device 1132 such as a keyboard or a pointing device (for example, a mouse). Other input devices such as microphones, joysticks, game pads, satellite dishes, scanners, or the like are also (or alternatively) included. These and other input devices are typically connected to the processing unit 1110 through a suitable interface 1130 that couples to the system bus 1140. The output device 1134 includes a monitor or other type of display device that is coupled to the system bus 1140 via a suitable interface. In addition to (or instead of) the monitor, the personal computer includes other (peripheral) output devices (not shown here) such as speakers and printers, for example.

§4.2.4 Alternatives Different geographical location information may have different regions, and some geographical location information may include other geographical location information. Generally speaking, for the purpose of ad eligibility determination, it is better to fit more specialized geographical location information (eg, town) than less specialized geographical location information (eg, country). Is more weighted than adapting In general, for advertising scoring purposes, the most specialized geographic placement price and / or performance information that fits is used. For example, if an advertisement has price and performance information for both San Diego and California, and the geographical location information in the request points to the end user of San Diego, the price and performance information for San Diego is used. Alternatively, if the geographical location information in the request indicates the end user of Sacramento, California price and performance information is used. If the geographical location information in the request indicates an end user in Ohama, Nebraska, no information is used.

There are many different ways to score an advertisement. Some examples include the following:
(A) a method using the distance between the advertiser and the end user being displayed (b) a method using the local availability of items searched by the end user (c) a characteristic of the advertiser (e.g. Advertisers are ordered and priced using linguistic standards, etc., etc. (Eg extracted information about the language of the user or advertiser, such as the language of the query and / or display, the location of users in Japanese towns)
In some of the above examples, geographical location information has been used as the user's current location, but the geographical location information may be the location that the user is interested in. For example, if the search query included a zip code, it is assumed that the user's interest is the location defined by the zip code or the location that exists within the zip code area. The If the search query includes city names, region names, and / or country names, the user is presumed to be more interested in the location defined by those names. In this way, for example, the user is interested in the same or different area where the user lives. Target refinement, scoring , content, and / or performance tracking for advertisements can be affected in various ways by using an arrangement of interest.

§4.3 Conclusion As can be seen from the above description, the present invention makes it possible to present more qualified advertisements by using the placement information.

It is a high-dimensional illustration showing an organization or entity that interacts with the advertising system. 1 is an illustration illustrating an environment in which the present invention operates or in conjunction therewith. 2 is a bubble diagram illustrating various operations performed by the present invention and various information used and / or generated by the present invention. The flow of the exemplary inquiry information same as that of the present invention is illustrated. The flow of the exemplary advertisement information identical to that of the present invention is illustrated. 5 is a flowchart illustrating an exemplary method for performing an advertisement selection operation in the same manner as the present invention. 5 is a flowchart illustrating an exemplary method for performing a scoring operation in the same manner as the present invention. 6 is a flowchart illustrating an exemplary method for performing an advertisement modification operation in the same manner as the present invention. 5 is a flowchart illustrating an exemplary method for performing a user behavior feedback operation in the same manner as the present invention. 5 is a flowchart illustrating an exemplary method for performing an advertisement information registration operation and / or management operation in the same manner as the present invention. FIG. 3 is a block diagram illustrating an exemplary instrument device used to perform various operations in the same manner as the present invention.

Claims (16)

A computer-implemented method comprising:
a) accepting geographical location information associated with the request by an ad server system including at least one computer on the network;
b) comparing the accepted geographical location information associated with the request with the geographical location target refinement information associated with the advertisement by the ad server system to generate a comparison result;
c) determining the relevance of the advertisement to the request by at least the comparison result by the advertisement server system; and
d) By the advertisement server system,
i) the advertisement is (A) specified geographical location price information corresponding to the accepted geographical location information; and (B) specified geography corresponding to the received geographical location information. Determining whether to have at least one of static placement performance information;
ii) the advertisement is (A) specified geographical location price information corresponding to the accepted geographical location information; and (B) specified geography corresponding to the accepted geographical location information. And (B) the specified geographic location price information corresponding to the accepted geographic location information; and At least one of the specified geographic location performance information corresponding to the accepted geographic location information is used to determine a score for the ad, otherwise (A) the ad's Determining a score for the advertisement using at least one of general price information and (B) general performance information for the advertisement;
Have a to determine the score of the advertisement,
The general performance information is one of a general selection rate of the advertisement or a general conversion rate of the advertisement, and is specified corresponding to the accepted geographical location information. The computer-implemented method wherein the geographic location performance information is either one of a selected geographic location selection rate of the advertisement or a conversion rate of the specified geographic location of the advertisement . The request further includes a search term;
The computer-implemented method of claim 1, wherein the act of determining the relevancy of the advertisement further uses a comparison result between a keyword goal refinement associated with the advertisement and the search term. The request further includes document relevance information;
The computer-implemented method of claim 1, wherein the act of determining ad relevance further uses a comparison result of the ad relevance information and the document relevance information.   The computer-implemented method of claim 1, wherein the geographic placement target refinement information corresponds to a circular area having a radius for a particular geographic reference point.   The computer-implemented method of claim 1, wherein the geographic placement target refinement information corresponds to an area defined by at least three geographic reference points.   6. The computer-implemented method of claim 5, wherein the area defined by the at least three geographic reference points is a polygon.   The geographical location target narrowing information includes (a) at least one region, (b) at least one state, (c) at least one metropolitan area, (d) at least one city, (e) at least one town, The computer-implemented method of claim 1, comprising at least one of (f) at least one zip code and (g) at least one telephone area code. e) further comprising providing an advertisement for rendering on a client device by the advertisement server system;
The providing operation is as follows:
i) determining whether the advertisement has specialized geographical location creation information corresponding to the accepted geographical location information; and
ii) If it is determined that the advertisement has specified geographic location creation information corresponding to the accepted geographic location information, the advertisement is combined with the specified geographic location creation information. The computer-implemented method of claim 1, comprising providing. e) further comprising providing an advertisement for rendering on a client device by the advertisement server system;
The providing operation is as follows:
i) determining whether the advertisement has specialized geographical location landing page creation information corresponding to the accepted geographical location information; and
ii) If it is determined that the advertisement has specified geographic location landing page information corresponding to the accepted geographic location information, with a link to the specified geographic location landing page The computer-implemented method of claim 1, comprising providing the advertisement.   The computer-implemented method of claim 1, further comprising: e) providing an advertisement for rendering on a client device by the advertisement server system.   2. The computer-implemented method of claim 1, further comprising: e) controlling the provision of advertisements for rendering on a client device using the determined score by the advertisement server system. e) providing an advertisement for rendering on a client device by the advertisement server system;
f) receiving a user selection of the offered advertisement by the advertisement server system; and
g) If the geographic placement performance information of the selected advertisement matches the geographic placement request information, the advertisement server system updates the geographic placement performance information of the selected advertisement. The computer-implemented method of claim 1, further comprising:   e) The computer-implemented method of claim 12, wherein providing an advertisement for rendering on the client device is controlled using the determined score.   The computer-implemented method of claim 1, wherein the advertisement is determined to have specialized geographic placement price information corresponding to the accepted geographic placement information.   The computer-implemented method of claim 1, wherein the advertisement is determined to have specialized geographic placement performance information corresponding to the accepted geographic placement information. a) at least one processor;
b) comprising at least one storage device for storing processor-executable instructions;
16. An apparatus for performing the method of any one of claims 1-15 when the processor-executable instructions are executed by the at least one processor.