Patent ID: 8423405
Filing Date: 2013-04-16
Classification: G06Q

Abstract:
1. A method comprising: receiving a first request to provide one or more advertisements on a first web page from a plurality of web pages, the plurality of web pages comprising a plurality of search results provided in response to a query; calculating, by one or more processors, a first quality score for a first advertisement, the first advertisement being included in a set of one or more candidate advertisements that are available for presentation on the first web page; presenting, based on the first quality score, the first advertisement on the first web page, the first quality score comprising (a) a metric reflecting a relevance of the first advertisement to the query and (b) a historical click-through rate of the first advertisement; receiving an activation of a control within the first web page, the activation of the control corresponding to a user selection of a page identifier that corresponds to one or more of the plurality of web pages; based on the activation of the control, receiving a second request to provide one or more advertisements on a second web page from the plurality of web pages; calculating, based on the presentation of the first advertisement on the first web page, a second quality score for the first advertisement, the second quality score comprising (a) a metric reflecting a relevance of the first advertisement to the query and (b) a historical click-through rate of the first advertisement; and determining whether to present the first advertisement on the second web page based on the second quality score.