Patent ID: 7035812
Filing Date: 2006-04-25
Classification: G06F,G06Q

Abstract:
1. A method of generating a search result list in response to a search request from a searcher, the method comprising: storing a plurality of search listings, each search listing being associated with a bid amount and a search term, the bid amount including a market value corresponding to a money amount chargeable to an account of an advertiser associated with the search listing; determining the market values of the respective bids by determining a product of a bid received from a respective advertiser and a probability that one or more bid events will occur, the one or more bid events including a click-through, including receiving a search request from the searcher; identifying search listings having search terms generating a match with the received search request; ordering the identified search listings in a search result list according to values of the respective bid amounts of the identified search listings; detecting a clickthrough by the searcher of one of the ordered search listings; and in response to the clickthrough, charging the account of the advertiser associated with the one search listing by the bid amount.