Patent Publication Number: US-2022237655-A1

Title: Providing Advertisements from Related Search Queries

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
     This application is a continuation application of, and claims priority to, U.S. patent application Ser. No. 16/527,706, titled “Providing Advertisements from Related Search Queries,” filed on Jul. 31, 2019, which is a continuation application of, and claims priority to, U.S. patent application Ser. No. 14/842,113, now abandoned, titled “Providing Advertisements from Related Search Queries,” filed on Sep. 1, 2015, which is a continuation application of, and claims priority to, U.S. patent application Ser. No. 12/511,752, now abandoned, titled “Providing Advertisements from Related Search Queries,” filed on Jul. 29, 2009, which is a continuation of International Application No. PCT/CN2009/000804, titled “Providing Advertisements from Related Search Queries,” filed Jul. 17, 2009. The disclosure of each of the foregoing applications is incorporated herein by reference. 
    
    
     BACKGROUND 
     This disclosure relates to online advertising. 
     The Internet provides access to a wide variety of resources such as video or audio files, web pages for particular subjects, book articles, or news articles. A search system can identify resources in response to a search query from a user that includes one or more search terms or phrases. The search system ranks the resources based on their relevance to the query and on measures of quality of the resources and provides search results that identify the resources (e.g., links to the resources). 
     Some search systems also provide search queries related to the search query submitted by the user to assist the user in locating desired search results. The related search queries can be based on, for example, known refinements to the search query (e.g., known from past search queries and refinements to those queries from other users). These related search queries can be presented on a search results page along with the search results responsive to the search query submitted by the user. 
     In addition to providing search results and/or related search results, the search system may also be provided advertisements associated with the search query. For example, an advertisement system can identify advertisements for the search query and provide the advertisements to the search system. These advertisements can be presented on the search results page along with the search results and the related search queries. 
     SUMMARY 
     In general, the subject matter of this specification relates to systems and methods for providing advertisements responsive to related search queries. 
     In general, one aspect of the subject matter described in this specification can be implemented in methods that include receiving in a computer system a first search query; receiving in the computer system related search queries, each related search query being related to the first search query; for each related search query, identifying by the computer system advertisements responsive to the related search query; and providing a subset of the advertisements identified from the related search queries and providing the related search queries for presentation in a first search results page with first search results responsive to the first search query on a client device; wherein selection of a related search query from the first search results page causes a second search results page with second search results responsive to the selected related search query to be requested by the client device. This and other implementations of this aspect include corresponding systems, apparatus, and computer program products. 
     Particular embodiments of the subject matter described in this specification can be implemented so as to realize one or more of the following advantages. Advertisements identified from related search queries can be presented to the user without the user having to first select one or more of the related search queries. As the related queries are refined queries that are more targeted to users&#39; interests, the advertisements that are responsive to the related queries are likewise more targeted to the users&#39; interests. Thus, the number of relevant advertisements presented to a user in response to a search query submitted by the user can be increased. The related advertisements can optionally be presented with the related queries to indicate that the advertisements are responsive to queries that are likely more targeted than the user&#39;s query. 
     Such selection and presentation of advertisements resolves the problem that some generic keywords do not result in the identification of a sufficient number of high quality advertisements for presentation. Additionally, by positioning the related advertisements at the bottom of the page, underneath the related queries, the related advertisements are visually distinguished from the advertisements that are responsive to the query submitted by the user. Such positioning also takes advantage of the observed behavior that users tend to glance to the bottom of a page when they are not satisfied with the search results or advertisements presented in response to the query submitted by the user. 
     The details of one or more implementations of the subject matter described in this specification are set forth in the accompanying drawings and the description below. Other features, aspects, and advantages of the subject matter will become apparent from the description, the drawings, and the claims. 
    
    
     
       DESCRIPTION OF DRAWINGS 
         FIG. 1  is a block diagram of an example environment in which advertisements identified from related search queries can be provided. 
         FIG. 2  is a screenshot of an example search results page presenting advertisements identified from related search queries. 
         FIG. 3  is a flow chart of an example process for providing the advertisements identified from search queries related to a submitted search query for display on a search results page responsive to the submitted search query. 
         FIG. 4  is a flow chart of an example process for ranking advertisements identified from a related search query relative only to other advertisements identified from the related search query. 
         FIG. 5  is a flow chart of an example process for ranking advertisements identified from a related search query relative to all other advertisements identified from the related search queries. 
         FIG. 6  is a chart of an example process for ranking advertisements identified from related search queries based on performance measures of the advertisements and performance measures of the related search queries. 
         FIG. 7  is a flow chart of an example process for providing advertisements identified from a submitted search query with the advertisements identified from related search queries. 
         FIG. 8  is a flow chart of an example process for precluding selection of an advertisement for display based on a selected related search query. 
         FIG. 9  is block diagram of an example computer processing system that can be used to provide advertisements identified from related search queries for presentation with search results responsive to a submitted search query. 
     
    
    
     Like reference symbols in the various drawings indicate like elements. 
     DETAILED DESCRIPTION 
     This disclosure relates to identifying advertisements responsive to search queries related to a submitted search query, and providing the advertisements from the related search queries for display on a search results page for the submitted search query. A submitted search query (“first search query”) is a search query submitted during a current user search session. A related search query is a search query that is determined to be or classified as related or similar to the submitted search query. A related search query can be, for example, determined from past refinements by users to the submitted search query or similar search queries to obtain a desired search result. 
     Advertisements are identified from the submitted search query and from the related search queries. In some implementations, the advertisements identified from the submitted search query are presented on a first portion of a search results page, e.g., on a right hand side of the page or on a top section of the page, and the advertisements identified from the related search queries, which are referred to as “related advertisements,” are presented on a second portion of the page, e.g., the bottom of the page and/or adjacent to a list of several related search queries. 
     § 1.0 Example Advertising Environment 
       FIG. 1  is a block diagram of an example environment  100  in which advertisements identified from related search queries can be provided. The example environment  100  includes a network  102 , e.g., a local area network (LAN), wide area network (WAN), the Internet, or a combination of them, publishers  104 , user/client devices  106 , a search system  110 , and an advertisement management system  120 . The environment  100  may include many thousands of web sites  104  and user devices  106 . 
     One or more advertisers  105  can directly, or indirectly, enter, maintain, and track advertisement information in the advertisement management system  120 . The advertisements can be in the form of graphical advertisements, such as banner advertisements, text only advertisements, image advertisements, audio advertisements, video advertisements, advertisement gadgets with or without interactive features, advertisements combining one or more of any of such components, etc., or any other type of electronic advertisement document. 
     A web site  104  is a one or more web page resources  103  associated with a domain name, and each web site is hosted by one or more servers. An example web site is a collection of web pages formatted in hypertext markup language (HTML) that can contain text, graphic images, multimedia content, and programming elements, such as scripts. Each web site  104  is maintained by a publisher, e.g., an entity that manages and/or owns the web site. For brevity, the term “publisher” will also be used to refer to a web site  104  that is managed and/or owned by the publisher. 
     A resource  103  is any data that can be provided by the web site over the network  102  and that is associated with a resource address. Resources include HTML pages, word processing documents, and portable document format (PDF) documents, images, video, and feed sources, to name just a few. For the purposes herein, the term “web page resource”, or simply “web page”, will be used to describe resources that are accessed through a web browser or similar type of application for display on a user device. Web pages include content, e.g., words, phrases, images and sounds and may include embedded information (e.g., meta information and hyperlinks) and/or embedded instructions (e.g., JavaScript scripts). The web pages are stored and retrieved from web servers that host the web page, and are typically requested and served from the web server using Hypertext Transfer Protocol (HTTP). 
     A user device  106  is an electronic device that is under control of a user and is capable of requesting and receiving resources over the network  102 . Example user devices  106  include personal computers, mobile communication devices, and other devices that can send and receive data over the network  102 . A user device  106  typically includes a user application, e.g., a web browser, to facilitate the sending and receiving of data over the network  102 . 
     The advertisements can include embedded links to landing pages, i.e., web pages on the advertisers websites that a user is directed to when the user clicks an advertisement presented on a website. 
     To facilitate searching of resources, the search system  110  identifies the resources by crawling and indexing the resources provided by the web sites  104 . Data about the resources can be indexed based on the resource to which the data corresponds. 
     The user devices  106  submit search queries  109  to the search system  110 . In response, the search system  110  identifies resources that are relevant to the search query  109 . The search system  110  generates search results  111  that identify the relevant resources, and returns the search results  111  to the user devices  106 . The search results  111  can be presented on a search results page. The search results page can also include advertisements relevant to the search query  109 . The advertisements can be provided by the advertisement management system  120 . A search result  111  is data generated by the search system  110  that identifies a resource that is responsive to a particular search query, and often includes a link to the resource. An example search result  111  can include a web page title, a snippet of text or a portion of an image extracted from the web page, and the URL of the web page. 
     The search system  110  also submits a request for advertisements to the advertisement management system  120 . The request may include the number of advertisements desired. This number may depend on the search results, the amount of screen or page space occupied by the search results, the size and shape of the advertisements, etc. The request for advertisement also includes the search query (as entered or parsed), and information based on the search query, including related search queries. 
     The advertisement management system  120  processes the submitted search query and related search queries to identify advertisements responsive to the submitted search query and the related search queries, and provides the advertisements to the search system  110 . The search system  110  combines the search results with the advertisements, as described below, and sends the combined search results and advertisements to the user device  106  from which the submitted search query was received. 
     The user devices  106  receive the search results, e.g., in the form of one or more web pages, and render the pages for presentation to users. In response to the user selecting a link in a search result at a user device  106 , the user device  106  requests the resource identified by the link. The web site hosting the resource receives the request for the resource from the user device  106  and provides the resource to the requesting user device  106 . 
     Search queries  109  submitted during user sessions are stored in a data store such as the historical data store  114 . Selection data specifying actions taken in response to search results provided are also stored in the historical data store  114 . These actions can include whether a search result was selected, or whether other content on the search results page was selected (e.g., advertisements or related search queries). 
     Refinement data specifying refinements to search queries are also stored in the historical data store  114 . The refinement data provide an index of search queries and related search queries. There are many different ways to determine related search queries for a search query. For example, query logs can be processed to determine the order in which users submitted search queries, and click logs can be processed to determine the click through rate of the search queries. Related search queries can be, for example, search queries that are related to a submitted search query by keywords associated with the queries and/or by the subject matter or the topic of the queries. 
     The advertisement management system  120  includes a search query identification subsystem  122  that is in data communication with the search system  110  and receives the submitted search query and the related search queries from the search system  110 . The search query identification subsystem  122  then identifies the submitted search query and the related search queries provided from the search system  110 . 
     The advertisement management system  120  also includes an advertisement selection subsystem  124  that identifies advertisements responsive to the submitted search query and the related search queries. In some implementations, the selection subsystem  124  is an auction process that selects advertisements. Each advertiser is permitted to bid an amount the advertiser is willing to pay for actions related to an advertisement, e.g., a cost-per-click amount an advertiser pays when, for example, a user clicks on an advertisement. The cost-per-click is typically a maximum cost-per-click, e.g., the maximum amount the advertiser is willing to pay for each click of an advertisement based on a keyword. 
     The rank of an advertisement that is displayed can be determined by multiplying the maximum cost-per-click for the advertisement by a quality score of the advertisement. The quality score for an advertisement is proportional to one or more performance metrics, such as click through rate of the advertisement. Additionally, the quality score can vary with the particular keywords related to the submitted query. For example, a keyword that results in a high click through rate for an advertisement can increase the quality score of the advertisement for that keyword, while a keyword that results in a low click through rate for an advertisement can decrease the quality score of the advertisement for that keyword. 
     The advertisements are then placed among other advertisements in order of increasing or decreasing rank. For example, suppose the quality score of advertisements A, B, and C and the maximum cost-per-clicks for advertisements A, B, and C are “3,” “1,” and “1,” and “$0.50,” “$0.75,” and “$1.00,” respectively. The rank of advertisement A, B, and C can be determined as follows: 
     A: Rank=quality score×maximum cost-per-click=3.0×$0.50=1.50 
     B: Rank=quality score×maximum cost-per-click=1.0×$0.75=0.75 
     C: Rank=quality score×maximum cost-per-click=1.0×$1.00=1.00 
     The advertisements can be ranked as follows: 
     1. A 
     2. C 
     3. B 
     The advertisement selection subsystem  124  processes the submitted search query to identify advertisements that are responsive to the submitted search query, and also processes the related search queries to identify related advertisements that are responsive to the related search queries. In some implementations, the related advertisements are identified as a set of advertisements that are presented separately from the advertisements that are responsive to the submitted search queries. 
     In some implementations, the advertisement selection subsystem  124  can provide the advertisements identified from the related search queries, or a subset thereof, to the search system  110  for presentation with search results  111  responsive to the submitted search query. The advertisements that are provided can be accessed from a data store, e.g., the advertisement data store  126 . 
     § 2.0 Example Presentation of Advertisements from Related Search Queries 
       FIG. 2  is a screenshot of an example search results page  200  presenting advertisements identified from related search queries. Search results page  200 , for example, can be provided for display on a user device  106  in response to a user using the user device  106  to submit a search query  209  for “food” to the search system  110 . The search results page  200  includes search results  212  for the food search query. For example, the search results  212  identify resources  103  (e.g., web pages) such as the “Example Food Website.com,” and “Food-Example Encyclopedia.” 
     The search results page  200  can also include advertisements  214  specifically selected based on the search query for “food” (e.g., advertisements selected based on the keyword “food” or keywords similar to “food”). For example, the advertisements  214  include advertisements for “Restaurant Delivery,” and “Food.” 
     The search results page  200  also includes search queries  216  related to the submitted search query for “food.” For example, the related search queries  216  include “pictures of food,” “recipe,” “italian food,” “types of food,” “food names,” “food magazine,” “food history,” and “desserts.” As described above, such related search queries can be determined by the search system  110  and received from the search system  110 . For example, using one of several data mining techniques, the search system  110  can access search query refinements from other users that submitted the same or similar search queries to identify related search queries. 
     Advertisements  218  identified from the related search queries can also be presented on the search results page  200 . These advertisements are, for example, identified using the same auction process that is used to identify the advertisements  214  for the submitted search query  209 . For example, the advertisements  218  include advertisements for “Recipes,” which is an advertisement from the related search query “recipe;” “Italian Restaurant,” which is an advertisement from the related search query “italian food;” and “Example Food Magazines,” which is an advertisement from the related search query “food magazine.” Although the search and search results page  200  are directed to a search for web pages, the system and methods disclosed in this specification are applicable to any vertical search system (e.g., image searches). 
     The advertisements  218  identified from the related search queries  216  are presented to the user without the user having to first select one or more of the related search queries. As the related queries are derived from refined queries, the latter being a signal of targeted user interests, the advertisements that are responsive to the related queries are likewise more targeted to the targeted user interests. Thus, the number of relevant advertisements presented to a user in response to a search query submitted by the user can be increased. 
     Such selection and presentation of advertisements resolves the problem that some generic keywords do not result in the identification of a sufficient number of high quality advertisements for presentation (e.g., by providing additional advertisements that would not be identified for the submitted search query). Additionally, by positioning the related advertisements at the bottom of the page, beneath or adjacent to the related search queries, the related advertisements are visually distinguished from the advertisements that are responsive to the query input by the user. Such positioning also takes advantage of the observed behavior that users tend to glance to the bottom of a page when they are not satisfied with the search results or advertisements presented in response to the search query submitted by the user. 
     § 3.0 Example Process for Providing Advertisements from Related Search Queries 
       FIG. 3  is flow chart of an example process  300  for providing the advertisements identified from search queries related to a submitted search query for display on a search results page responsive to the submitted search query. The process  300  can be implemented, for example, by the advertisement management system  120  or by the advertisement management system  120  and the search system  110 . 
     A first search query is received ( 302 ). A first search query is a search query submitted by a user of a user device  106  to the search system  110 . The first search query can be the initial search query submitted by the user during a user search session or any subsequent search query submitted by the user during the user search session. For example, the search query identification subsystem  122  can receive a first search query submitted to the search system  110 , e.g., by receiving the submitted query from the search system  110  as part of an advertisement request. 
     Related search queries are received ( 304 ). Each related search query is related to the first search query. Related search queries are, for example, identified by the search system  110  from past user search session data, and are received by the search query identification subsystem  122 , e.g., by receiving the related queries from the search system  110  as part of an advertisement request. 
     Advertisements responsive to the first search query are identified ( 306 ). The advertisements can be identified by conducting an auction for the first search query. The advertisement selection subsystem  124  can, for example, identify advertisements responsive to the first search query. 
     For each related search query, advertisements responsive to the related search query are identified ( 308 ). As described above, the advertisements can be identified by conducting an auction for each related search query in the same manner that the auction is conducted for the submitted search query. For example, the advertisement selection subsystem  124  can identify advertisements responsive to the related search query. 
     Advertisements identified from the first search query are provided for presentation with first search results responsive to the first search query ( 310 ). The advertisement selection subsystem  124  can, for example, identify advertisements from the first search query to provide for presentation in a first search results page with first search results responsive to the first search query. 
     A subset of the advertisements identified from the related search queries and the related search queries are provided for presentation in the first search results page with the first search results responsive to the first search query ( 312 ). For example, the advertisement selection subsystem  124  can identify a subset of the advertisements from the related search queries to provide for presentation in the first search results page. Selection of a related search query from the first search results page can cause a second search results page with second search results responsive to the selected related search query to be requested by the client device. For example, selecting a related search query  216  results in the client device  106  requesting a second search results page with search results responsive to the related search query  216 . 
     The subset of advertisements may include all of the identified advertisements or a proper subset of all of the identified advertisements. A proper subset of the advertisements may be selected based on numerous criteria. For example, the advertisements identified from the related search queries can be ranked, and the subset of the advertisements can be selected based on the ranking of the advertisements, as described below with reference to  FIGS. 4-6 . The rankings described with reference to  FIGS. 4-6  are used for selecting which advertisements identified from the related search queries are to be presented on the first search results page, and are generally distinct from the rankings of the auction process used to initially identify the advertisements. 
     In some scenarios, depending on the first search query, advertisements responsive to the first search query may not always be available. If the first search query is, for example, too generic or focused, the query may not trigger any advertisements. For example, a submitted search query for “stuff” may be too generic to trigger an advertisement. However, advertisements identified from the related search queries can still be provided for display with the search results (e.g., on search results page  200 ) even if no advertisements are identified from the first search query. 
       FIG. 4  is a flow chart of an example process  400  for ranking advertisements identified from a related search query relative only to other advertisements identified from the related search query. The process  400  can be implemented in the advertisement selection subsystem  124 . 
     For each related search query, the advertisements identified from the related search query are ranked relative only to other advertisements identified from the related search query ( 402 ). In other words, a group of advertisements identified from a related search query are ranked independently of other groups of advertisements identified from other related search queries. For example, for a particular submitted search query advertisements A, B and C may be identified from related search query 1, advertisements D, E, F and G may be identified from related search query 2, and advertisements H and I may be identified from related search query 3, as shown in Table 1 below: 
     
       
         
           
               
               
               
             
               
                   
                 TABLE 1 
               
               
                   
                   
               
               
                   
                 Query 
                 Ads 
               
               
                   
                   
               
             
            
               
                   
                 Query 1 (Related) 
                 A, B, C 
               
               
                   
                 Query 2 (Related) 
                 D, E, F, G 
               
               
                   
                 Query 3 (Related) 
                 H, I 
               
               
                   
                   
               
            
           
         
       
     
     Advertisements A, B and C are ranked relative to only each other, i.e., the rankings of advertisements D, E, F and G and H and I do not affect the rankings of advertisements A, B and C and vice-versa. The advertisement selection subsystem  124  can, for example, rank advertisements identified from a related search query relative only to other advertisements identified from the related search query. 
     A highest ranked advertisement for each of at least two of the related search queries is selected ( 404 ). Thus a first advertisement is selected from the advertisements identified from a first related search query (i.e., advertisement A from related search query 1, the highest ranked advertisement from the first related search query) and a second advertisement is selected from the advertisements identified from a second related search query (i.e., advertisement D from related search query 2, the highest ranked advertisement from the second related search query). Other highest ranked advertisements can also be selected from other related search queries. These highest ranked advertisements form the subset of the advertisements identified from the related search queries that are provided for presentation with the search results. The advertisement selection subsystem  124  can, for example, select a highest ranked advertisement for each of at least two of the related search queries. The ranking of an advertisement is explained below with reference to  FIG. 6 . 
       FIG. 5  is a flow chart of an example process  500  for ranking advertisements identified from a related search query relative to all other advertisements identified from the related search queries. The process  500  can be implemented in the advertisement selection subsystem  124 , and can be used as an alternative to the process  400  of  FIG. 4 . 
     Each advertisement identified from the related search queries is ranked relative to all other advertisements identified from the related search queries ( 502 ). Thus every advertisement identified from a related search query is ranked in light of all advertisements identified from all other related search queries. For example, with reference to Table 1 above, each of the advertisement A-I would be ranked relative to all other advertisements A-I. The advertisement selection subsystem  124  can, for example, rank each advertisement identified from the related search queries relative to all other advertisements identified from the related search queries. 
     A subset of highest ranked advertisements is selected from all advertisements identified from the related search queries ( 504 ). For example, if the advertisements for the related search queries of Table 1 are ranked (from highest to lowest) as A, E, B, D, H, I, F, C and G, the subset of highest ranked advertisements can include A, E, B, D, and H. The advertisement selection subsystem  124  can, for example, select a subset of highest ranked advertisement from all advertisements identified from the related search queries. 
       FIG. 6  is a flow chart of an example process  600  for ranking advertisements identified from related search queries based on performance measures of the advertisements and performance measures of the related search queries. The process  600  can be implemented in the advertisement selection subsystem  124 . 
     For each related search query and advertisement identified from the related search query, receive a performance measure of the advertisement and a performance measure of the related search query ( 602 ). The performance measure of the advertisement can be, for example, a click-through-rate of the advertisement, a conversion rate of the advertisement, or the like. The performance measure of the related search query can be, for example, a click-through rate of the related search query when presented on a search results page for a search query to which the related search query is related. The advertisement selection subsystem  124  can, for example, receive the performance measures. 
     A rank score for the advertisement based on the performance measure of the advertisement and the performance measure of the related search query is generated ( 604 ). The rank score of the advertisement can, for example, be based on the click-through rates (CTR) of the advertisement and related search query. For example, the rank score RS for the advertisements from related search queries 2 and 3 of Table 1 can be determined by the following equations: 
       RS( A 2 i )=(CTR(Query 2)*CTR( Ad   i ), i= 1 . . . 4 
       RS( A 3 j )=(CTR(Query 3)*CTR( Ad   j ), j= 1,2 
     Where Ad i  for i=1 . . . 4 correspond to advertisements D, E, F and G, respectively, and Ad j  for j=1 and 2 correspond to advertisements H and I, respectively. The advertisement selection subsystem  124  can, for example, generate the rank scores. 
     The ranking of the advertisements can be based on the rank scores of the advertisements. A highest ranked advertisement is an advertisement having a highest value of the multiplication of the click-through rate of the advertisement by the click-through rate of the related search query. If the process  400  is used, then, for example, at least one highest ranked advertisement based on the rank scores of A2 i  will be selected, and at least one highest ranked advertisement based on the rank scores of A3 j  will be selected, ensuring that at least one advertisement for each of the related queries 2 and 3 are selected. Conversely, if the process  500  is used, then, for example, the highest ranked advertisements based on all the rank scores of A2 i  and A3 j  will be selected. This latter ranking process does not ensure that an advertisement from each of the related search queries is selected; instead, the advertisements are selected based solely on their rank scores. 
       FIG. 7  is a flow chart of an example process  700  for providing advertisements identified from a submitted search query with the advertisements identified from related search queries. The process  700  can be implemented in the advertisement selection subsystem  124 . 
     Advertisements responsive to the first search query are identified ( 702 ). The identified advertisements are advertisements that are to be presented for display on a user device based on the first search query (e.g., submitted search query). 
     The advertisements identified from the first search query are provided for concurrent display with the subset of the advertisements ( 704 ). Thus both the advertisements identified from the first search query and the advertisements identified from the related search queries (or a subset thereof) are provided for concurrent (simultaneous) display on a user device. For example advertisements  218  (i.e., advertisements identified from the related search queries) and advertisements  214  (i.e., advertisements identified from the first search query) of  FIG. 2  are concurrently displayed on the search results page  200 . 
     In some implementations, the related search queries are displayed below the search results from the first search query and the subset of the advertisements are provided for display below the search results and the related search queries. For example, with reference to  FIG. 2 , the related search queries  216  are displayed below the search results  212  and the advertisements identified from the related search queries  218  are displayed below both the search results  212  and related search queries  216 . The search system  110  and/or the advertisement management system  120 , for example, can cause the display of related search queries below the search results from the first search query and the display of the subset of the advertisements  218  below the search results and the related search queries. The subset of advertisements  218  can also, or alternatively, be displayed proximate (e.g., below, above, or among) the advertisements  214 . For example, the advertisements  218  can be displayed on the right hand side of the search results page with the advertisements  214 . 
       FIG. 8  is a flow chart of an example process  800  for precluding selection of an advertisement for display based on a selected related search query. The process  800  is used to select advertisements for display on a subsequent search results page when a user selects a related search query presented on a first search results page. 
     A selection of a related search query is identified ( 802 ). After a search results page responsive to a submitted search query is presented to a user, the user may select a related search query (e.g., if the user is not satisfied with the search results from the first search query). The selection of this related search query can be identified, for example, by the advertisement management system  120 , as it is in data communication with the search system  110 . 
     The advertisement management system  120  determines whether an advertisement identified from the selected related search query is one of the advertisements in the subset of the advertisements presented on the search results page ( 804 ). As described above, advertisements  218  on search results page  200  are only from three of the eight related search queries (i.e., “recipe,” “italian food,” and “food magazine”). If the selected related search query is one of three related search queries with a corresponding advertisement displayed, then the advertisement management system determines that an advertisement identified from the selected related search query is one of the advertisements in the subset. 
     If an advertisement identified from the selected related search query is determined to be one of the advertisements in the subset, then selection of the advertisement for display with subsequent search results responsive to the selected related search query is precluded ( 806 ). Failure of the user to select an advertisement over the advertisement&#39;s related search query can be interpreted as a signal that the user would not select the advertisement on a search results page generated in response to the related search query. Thus, the advertisement is not shown on the search results page resulting from the selection of the related search query. For example, with reference to  FIG. 2 , if the related search query for “italian food” is selected then the advertisement for “Italian Restaurant” is precluded from being provided for display on the search results page having search results for the search query “italian food.” 
     Selection of the advertisement can be precluded by reducing the rank of the advertisement, removing the advertisement from the list of possible advertisements to be provided, or the like. The advertisement management system  120  can, for example, preclude the selection of the advertisement for display with subsequent search results responsive to the selected related search query if the advertisement identified from the selected related search query is determined to be one of the advertisements in the subset of the advertisements. 
     § 4.0 Example Processing System 
       FIG. 9  is block diagram of an example computer processing system  900  that can be used to provide advertisements identified from related search queries for presentation with search results responsive to a submitted search query. The system  900  can be used to realize a variety of different types of computer devices, such as the user devices  106  or server and computer devices on which the advertisement management system  120  and the search system  110  are implemented. 
     The system  900  includes a processor  910 , a memory  920 , a storage device  930 , and an input/output device  940 . Each of the components  910 ,  920 ,  930 , and  940  can, for example, be interconnected using a system bus  980 . The processor  910  is capable of processing instructions for execution within the system  900 . In one implementation, the processor  910  is a single-threaded processor. In another implementation, the processor  910  is a multi-threaded processor. The processor  910  is capable of processing instructions stored in the memory  920  or on the storage device  930 . 
     The memory  920  stores information within the system  900 . In one implementation, the memory  920  is a computer-readable medium. In one implementation, the memory  920  is a volatile memory unit. In another implementation, the memory  920  is a non-volatile memory unit. 
     The storage device  930  is capable of providing mass storage for the system  900 . In one implementation, the storage device  930  is a computer-readable medium. In various different implementations, the storage device  930  can, for example, include a hard disk device, an optical disk device, or some other large capacity storage device. 
     The input/output device  940  provides input/output operations for the system  900 . In one implementation, the input/output device  940  can include one or more of a network interface devices, e.g., an Ethernet card, a serial communication device, e.g., and RS-232 port, and/or a wireless interface device, e.g., an 802.11 card. In another implementation, the input/output device can include driver devices configured to receive input data and send output data to other input/output devices, e.g., keyboard, printer and display devices  960 . Other implementations, however, can also be used, such as mobile computing devices, mobile communication devices, etc. 
     Although an example processing system has been described in  FIG. 9 , embodiments of the subject matter and the functional operations described in this specification can be implemented in other digital electronic circuitry, or in computer software, firmware, or hardware, including the structures disclosed in this specification and their structural equivalents, or in combinations of one or more of them. Embodiments of the subject matter described in this specification can be implemented as one or more computer program products, i.e., one or more modules of computer program instructions encoded on a computer readable medium for execution by, or to control the operation of, data processing apparatus. The computer readable medium can be a machine readable storage device, a machine readable storage substrate, a memory device, or a combination of one or more of them. 
     A computer program (also known as a program, software, software application, script, or code) can be written in any form of programming language, including compiled or interpreted languages, or declarative or procedural languages, and it can be deployed in any form, including as a stand alone program or as a module, component, subroutine, or other unit suitable for use in a computing environment. A computer program does not necessarily correspond to a file in a file system. A program can be stored in a portion of a file that holds other programs or data (e.g., one or more scripts stored in a markup language document), in a single file dedicated to the program in question, or in multiple coordinated files (e.g., files that store one or more modules, sub programs, or portions of code). A computer program can be deployed to be executed on one computer or on multiple computers that are located at one site or distributed across multiple sites and interconnected by a communication network. 
     Additionally, the logic flows and structure block diagrams described in this patent document, which describe particular methods and/or corresponding acts in support of steps and corresponding functions in support of disclosed structural means, may also be utilized to implement corresponding software structures and algorithms, and equivalents thereof. The processes and logic flows described in this specification can be performed by one or more programmable processors executing one or more computer programs to perform functions by operating on input data and generating output. 
     Processors suitable for the execution of a computer program include, by way of example, both general and special purpose microprocessors, and any one or more processors of any kind of digital computer. Generally, a processor will receive instructions and data from a read only memory or a random access memory or both. The essential elements of a computer are a processor for performing instructions and one or more memory devices for storing instructions and data. Generally, a computer will also include, or be operatively coupled to receive data from or transfer data to, or both, one or more mass storage devices for storing data, e.g., magnetic, magneto optical disks, or optical disks. However, a computer need not have such devices. 
     Computer readable media suitable for storing computer program instructions and data include all forms of non volatile memory, media and memory devices, including by way of example semiconductor memory devices, e.g., EPROM, EEPROM, and flash memory devices; magnetic disks, e.g., internal hard disks or removable disks; magneto optical disks; and CD ROM and DVD ROM disks. The processor and the memory can be supplemented by, or incorporated in, special purpose logic circuitry. 
     The computing system can include clients and servers. A client and server are generally remote from each other and typically interact through a communication network. The relationship of client and server arises by virtue of computer programs running on the respective computers and having a client server relationship to each other. 
     While this specification contains many specific implementation details, these should not be construed as limitations on the scope of any invention or of what may be claimed, but rather as descriptions of features that may be specific to particular embodiments of particular inventions. Certain features that are described in this specification in the context of separate embodiments can also be implemented in combination in a single embodiment. Conversely, various features that are described in the context of a single embodiment can also be implemented in multiple embodiments separately or in any suitable subcombination. Moreover, although features may be described above as acting in certain combinations and even initially claimed as such, one or more features from a claimed combination can in some cases be excised from the combination, and the claimed combination may be directed to a subcombination or variation of a subcombination. 
     Similarly, while operations are depicted in the drawings in a particular order, this should not be understood as requiring that such operations be performed in the particular order shown or in sequential order, or that all illustrated operations be performed, to achieve desirable results. In certain circumstances, multitasking and parallel processing may be advantageous. Moreover, the separation of various system components in the embodiments described above should not be understood as requiring such separation in all embodiments, and it should be understood that the described program components and systems can generally be integrated together in a single software product or packaged into multiple software products. 
     Particular embodiments of the subject matter described in this specification have been described. Other embodiments are within the scope of the following claims. For example, the actions recited in the claims can be performed in a different order and still achieve desirable results. As one example, the processes depicted in the accompanying Figures do not necessarily require the particular order shown, or sequential order, to achieve desirable results. In certain implementations, multitasking and parallel processing may be advantageous. 
     This written description sets forth the best mode of the invention and provides examples to describe the invention and to enable a person of ordinary skill in the art to make and use the invention. This written description does not limit the invention to the precise terms set forth. Thus, while the invention has been described in detail with reference to the examples set forth above, those of ordinary skill in the art may effect alterations, modifications and variations to the examples without departing from the scope of the invention.