Patent ID: 7801892
Filing Date: 2010-09-21
Classification: G06Q

Abstract:
1. A keyword advertising system extracting search listings in response to a search request, the system comprising: memory storing a search information database, said search information database storing at least one bid received from advertisers, said at least one bid being associated with a cost per click advertising, said each bid being associated with a keyword, a bid amount and a search listing; a bid control module selecting a predetermined number of search listings primarily according to said bid amount and an estimated advertising period; one or more processors for processing data; a ranking module generating an ordered search result list, said ranking module ordering said selected search listings in said search result list according to said selected search listings' respective bid amounts and said estimated advertising period; and a computation control module computing said advertising period for said received bids, said computation control module identifying placement locations of the search listings associated with the advertisers in the search result list, said computation control module estimating daily advertising costs using said bid amount of said advertiser and average number of daily clicks information with respect to said identified placement locations during a predetermined previous period, said computation control module calculating said estimated advertising period using deposit from the advertiser and said estimated daily advertising costs.