Source: http://www.google.de/patents/US20080086356
Timestamp: 2017-11-22 05:38:39
Document Index: 497813180

Matched Legal Cases: ['§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4', '§ 4']

Patent US20080086356 - Determining advertisements using user interest information and map-based ... - Google Patentsuche
In response to a query for information in a geographic region or at a location, ranked ads may be plotted on, or in association with, a map (e.g., as a list beside the map), satellite photo, or any other form of visual representation of geographic information (referred to generally as “maps”). Sponsored...http://www.google.de/patents/US20080086356?utm_source=gb-gplus-sharePatent US20080086356 - Determining advertisements using user interest information and map-based location information
Veröffentlichungsnummer US20080086356 A1
Anmeldenummer US 11/298,293
Veröffentlichungsdatum 10. Apr. 2008
Eingetragen 9. Dez. 2005
Prioritätsdatum 9. Dez. 2005
Auch veröffentlicht unter CA2632613A1, CN101496049A, EP1969521A2, EP1969521A4, US20120259695, WO2007070358A2, WO2007070358A3
Veröffentlichungsnummer 11298293, 298293, US 2008/0086356 A1, US 2008/086356 A1, US 20080086356 A1, US 20080086356A1, US 2008086356 A1, US 2008086356A1, US-A1-20080086356, US-A1-2008086356, US2008/0086356A1, US2008/086356A1, US20080086356 A1, US20080086356A1, US2008086356 A1, US2008086356A1
Erfinder Steve Glassman, Joshy Joseph, Bill Kilday, Sridhar Ramaswamy, Giao Nguyen, Dominic Preuss
Ursprünglich Bevollmächtigter Steve Glassman, Joshy Joseph, Bill Kilday, Sridhar Ramaswamy, Giao Nguyen, Dominic Preuss
Patentzitate (70), Referenziert von (258), Klassifizierungen (8), Juristische Ereignisse (1)
US 20080086356 A1
In response to a query for information in a geographic region or at a location, ranked ads may be plotted on, or in association with, a map (e.g., as a list beside the map), satellite photo, or any other form of visual representation of geographic information (referred to generally as “maps”). Sponsored ads might be shown in a dedicated place and/or might be elevated above other non-sponsored search results (e.g., Yellow Page listings). The number of ads shown in the list and/or plotted on the map could vary as a function of the resolution of the map or geographic image. The ads could be ranked or scored, and attributes or features of various ads may be a function of such a score or ranking. The plots on the map might be selectable to provide a pop-up with further information and possibly sponsored information (such as images, further ads, etc).
a) accepting map-based location information associated with the request;
b) comparing the accepted map-based location information associated with the request with location targeting information associated with the ad to generate a comparison; and
c) determining the relevancy of the ad using at least the comparison.
2. The computer-implemented method of claim 1 wherein the request further includes search terms, and
wherein the act of determining the relevancy of the ad further uses a comparison of keyword targeting associated with the ad and the search terms.
3. The computer-implemented method of claim 1 wherein the request further includes document relevance information, and
wherein the act of determining the relevancy of the ad further uses a comparison of ad relevance information and the document relevance information.
4. The computer-implemented method of claim 1 wherein the map-based location information includes an area bound by the map.
wherein the act of determining the relevancy of the ad further uses a distance between a location associated with the ad and the map center location.
6. A computer-implemented method for determining a score of an ad, the method comprising:
a) accepting map-based location information associated with a request;
b) determining whether the ad has location price information corresponding to the map-based location information accepted; and
c) if it is determined that the ad has location price information corresponding to the map-based location information accepted, then determining the score using at least the location price information.
7. The computer-implemented method of claim 6 wherein the map-based location information includes an area bound by the map.
b) determining whether the ad has location performance information corresponding to the map-based location information accepted; and
c) if it is determined that the ad has location performance information corresponding to the map-based location information accepted, then determining the score using at least the location performance information.
9. The computer-implemented method of claim 8 wherein the map-based location information includes an area bound by the map.
b) determining a set of one or more ads using the map-based location information and information indicating a user interest; and
c) rendering a map including, for each of the one or more ads, an icon at a location on the map corresponding to a location associated with the ad.
d) rendering, in a window including the map, each of the one or more ads.
e) accepting a user selection of one of the rendered one or more ads; and
f) rendering, in response to the accepted user selection, expanded information in association with, or in place of, the icon corresponding to the selected ad.
13. The computer-implemented method of claim 12 wherein the expanded information includes a multiple-tabbed information element.
d) determining, using the determined a set of one or more ads, a new map having at least one of (A) a different scale and (B) a different center position, wherein the map rendered is the new map.
17. The computer-implemented method of claim 10 wherein at least some of ads of the set of one or more ads include an associated range of service.
b) determining a set of one or more ads using the map-based location information and information indicating a user interest, wherein an advertiser associated with each of the one or more ads has agreed to make a payment conditioned upon at least one of (A) an impression, (B) a selection, and (C) a conversion;
c) determining a set of one or more listings using the map-based location information and information indicating a user interest; and
d) rendering a map including,
b) means for determining a set of one or more ads using the map-based location information and information indicating a user interest; and
c) means for rendering a map including, for each of the one or more ads, an icon at a location on the map corresponding to a location associated with the ad.
The present invention concerns advertising. In particular, the present invention concerns determining advertisements (“ads”) using map-based location information.
Interactive advertising provides opportunities for advertisers to target their ads to a receptive audience. That is, targeted ads are more likely to be useful to end users since the ads may be relevant to a need inferred from some user activity (e.g., relevant to a user's search query to a search engine, relevant to content in a document requested by the user, etc.). Query keyword targeting has been used by search engines to deliver relevant ads. For example, the AdWords advertising system by Google Inc. of Mountain View, Calif. (referred to as “Google”), delivers ads targeted to keywords from search queries. Similarly, content targeted ad delivery systems have been proposed. For example, U.S. patent application Ser. Nos. 10/314,427 (incorporated herein by reference and referred to as “the '427 application”), titled “METHODS AND APPARATUS FOR SERVING RELEVANT ADVERTISEMENTS”, filed on Dec. 6, 2002 and listing Jeffrey A. Dean, Georges R. Harik and Paul Buchheit as inventors; and 10/375,900 (incorporated by reference and referred to as “the '900 application”), titled “SERVING ADVERTISEMENTS BASED ON CONTENT,” filed on Feb. 26, 2003 and listing Darrell Anderson, Paul Buchheit, Alex Carobus, Claire Cui, Jeffrey A. Dean, Georges R. Harik, Deepak Jindal and Narayanan Shivakumar as inventors, describe methods and apparatus for serving ads relevant to the content of a document, such as a Web page for example. Content targeted ad delivery systems, such as the AdSense advertising system by Google for example, have been used to serve ads on Web pages.
In addition to determining ads relevant to concepts of text in a text document, and determining ads relevant to keywords in a search query, U.S. patent application Ser. No. 10/654,265 (referred to as “the '265 application” and incorporated herein by reference), titled “DETERMINING AND/OR USING LOCATION INFORMATION IN AN AD SYSTEM”, filed on Sep. 3, 2003 and listing Leslie Yeh, Sridhar Ramaswamy, and Zhe Qian, discloses various techniques for determining ads relevant to an end user's location. However, these techniques can be improved.
At least some embodiments consistent with the present invention allow businesses to better target their ads to a responsive audience. Such embodiments may do so by determining and using location information, such as a bounding area defined by a map, as well as information indicating a user interest (e.g., keywords from a search query, a category, a concept, a topic, document content, etc.), to determine ads. A set of such ads, referred to as “eligible ads” or “candidate ads”, may be narrowed in an arbitration process, such as an auction, to generate a set of ads to be rendered in association with the map.
The present invention may involve novel methods, apparatus, message formats, and/or data structures for improving the selection of ads using map-based location information. The following description is presented to enable one skilled in the art to make and use the invention, and is provided in the context of particular applications and their requirements. Thus, the following description of embodiments consistent with the present invention provides illustration and description, but is not intended to be exhaustive or to limit the present invention to the precise form disclosed. Various modifications to the disclosed embodiments will be apparent to those skilled in the art, and the general principles set forth below may be applied to other embodiments and applications. For example, although a series of acts may be described with reference to a flow diagram, the order of acts may differ in other implementations when the performance of one act is not dependent on the completion of another act. Further, non-dependent acts may be performed in parallel. Also, as used herein, the article “a” is intended to include one or more items. Where only one item is intended, the term “one” or similar language is used. In the following, “information” may refer to the actual information, or a pointer to, identifier of, or location of such information. No element, act or instruction used in the description should be construed as critical or essential to the present invention unless explicitly described as such. Thus, the present invention is not intended to be limited to the embodiments shown and the inventors regard their invention to include any patentable subject matter described.
In the following definitions of terms that may be used in the specification are provided in § 4.1. Then, environments in which, or with which, the present invention may operate are described in § 4.2. Exemplary embodiments of the present invention are described in § 4.3. Finally, some conclusions regarding the present invention are set forth in § 4.4.
When an online ad is served, one or more parameters may be used to describe how, when, and/or where the ad was served. These parameters are referred to as “serving parameters” below. Serving parameters may include, for example, one or more of the following: features of (including information on) a document on which, or with which, the ad was served (e.g., locations bound by a map on which the ad was served), a search query or search results associated with the serving of the ad, a user characteristic (e.g., their geographic location, the language used by the user, the type of browser used, previous page views, previous behavior, user account, any Web cookies used by the system, user device characteristics, etc.), a host or affiliate site (e.g., America Online, Google, Yahoo) that initiated the request, an absolute position of the ad on the page on which it was served, a position (spatial or temporal) of the ad relative to other ads served, an absolute size of the ad, a size of the ad relative to other ads, a color of the ad, a number of other ads served, types of other ads served, time of day served, time of week served, time of year served, etc. Naturally, there are other serving parameters that may be used in the context of the invention.
Although serving parameters may be extrinsic to ad features, they may be associated with an ad as serving conditions or constraints. When used as serving conditions or constraints, such serving parameters are referred to simply as “serving constraints” (or “targeting criteria”). For example, in some systems, an advertiser may be able to target the serving of its ad by specifying that it is only to be served on weekdays, no lower than a certain position, only to users in a certain location, etc. As another example, in some systems, an advertiser may specify that its ad is to be served only if a page or search query includes certain keywords or phrases. As yet another example, in some systems, an advertiser may specify that its ad is to be served only if a document, on which, or with which, the ad is to be served, includes certain topics or concepts, or falls under a particular cluster or clusters, or some other classification or classifications (e.g., verticals). In some systems, an advertiser may specify that its ad is to be served only to (or is not to be served to) user devices having certain characteristics. Finally, in some systems an ad might be targeted so that it is served in response to a request sourced from a particular location, or in response to a request concerning a particular location or area.
A “conversion” is said to occur when a user consummates a transaction related to a previously served ad. What constitutes a conversion may vary from case to case and can be determined in a variety of ways. For example, it may be the case that a conversion occurs when a user clicks on an ad, is referred to the advertiser's Web page,.and consummates a purchase there before leaving that Web page. Alternatively, a conversion may be defined as a user being shown an ad, and making a purchase on the advertiser's Web page within a predetermined time (e.g., seven days). In yet another alternative, a conversion may be defined by an advertiser to be any measurable/observable user action such as, for example, downloading a white paper, navigating to at least a given depth of a Website, viewing at least a certain number of Web pages, spending at least a predetermined amount of time on a Website or Web page, registering on a Website, selecting a predetermined number of tabs of a multi-tabbed ad, etc. Often, if user actions don't indicate a consummated purchase, they may indicate a sales lead, although user actions constituting a conversion are not limited to this. Indeed, many other definitions of what constitutes a conversion are possible.
A “document” is to be broadly interpreted to include any machine-readable and machine-storable work product. A document may be a file, a combination of files, one or more files with embedded links to other files, etc. The files may be of any type, such as text, audio, image, video, etc. Parts of a document to be rendered to an end user can be thought of as “content” of the document. A document may include “structured data” containing both content (words, pictures, etc.) and some indication of the meaning of that content (for example, e-mail fields and associated data, HTML tags and associated data, etc.) Ad spots in the document may be defined by embedded information or instructions. In the context of the Internet, a common document is a Web page. Web pages often include content and may include embedded information (such as meta information, hyperlinks, etc.) and/or embedded instructions (such as JavaScript, etc.). In many cases, a document has an addressable storage location and can therefore be uniquely identified by this addressable location. A universal resource locator (URL) is an address used to access information on the Internet. A document may include geographic information, such as a map.
A “map” is to be broadly interpreted to include (manually or automatically) illustrated maps, aerial images, satellite images, other visual representations of the earth or other physical objects, etc. Maps typically represent an area too large to be seen by a human viewer at a given ground-level location. A map may be a two-dimensional or three-dimensional representation. A map may include images or representations of geographical features, man-made features (e.g., buildings), or both.
§ 4.2 Exemplary Advertising Environments in Which, or with Which, Embodiments Consistent with the Present Invention May Operate
The ad server 120 may be similar to the one described in the '900 application. An advertising program may include information concerning accounts, campaigns, creatives, targeting, etc. The term “account” relates to information for a given advertiser (e.g., a unique e-mail address, a password, billing information, etc.). A “campaign” or “ad campaign” refers to one or more groups of one or more advertisements, and may include a start date, an end date, budget information, geolocation-targeting information, syndication information, etc. For example, Honda may have one advertising campaign for its automotive line, and a separate advertising campaign for its motorcycle line. The campaign for its automotive line may have one or more ad groups, each containing one or more ads. Each ad group may include targeting information (e.g., a set of keywords, a set of one or more topics, etc.), and price information (e.g., cost, average cost, or maximum cost (per impression, per selection, per conversion, etc.)). Therefore, a single cost, a single maximum cost, and/or a single average cost may be associated with one or more keywords, and/or topics. As stated, each ad group may have one or more ads or “creatives” (That is, ad content that is ultimately rendered to an end user.). Each ad may also include a link to a URL (e.g., a landing Web page, such as the home page of an advertiser, or a Web page associated with a particular product or service). Naturally, the ad information may include more or less information, and may be organized in a number of different ways.
FIG. 2 illustrates an environment 200 in which the present invention may be used. A user device (also referred to as a “client” or “client device”) 250 may include a browser facility (such as the Explorer browser from Microsoft, the Opera Web Browser from Opera Software of Norway, the Navigator browser from AOL/Time Warner, the Firefox browser from Mozilla, etc.), an e-mail facility (e.g., Outlook from Microsoft), etc. A search engine 220 may permit user devices 250 to search collections of documents (e.g., Web pages). A content server 230 may permit user devices 250 to access documents and other information. Examples of a content servers 230 include a map server, such as Google Maps and Google Earth. An e-mail server (such as GMail from Google, Hotmail from Microsoft Network, Yahoo Mail, etc.) 240 may be used to provide e-mail functionality to user devices 250. An ad server 210 may be used to serve ads to user devices 250. The ads may be served in association with search results provided by the search engine 220. However, content-relevant ads may be served in association with content provided by the content server 230, and/or e-mail supported by the e-mail server 240 and/or user device e-mail facilities. Similarly, information-relevant ads may be served in association with information (e.g., map information) provided by the content server. Thus, content servers 230 may serve predetermined and stored content such as articles, as well as dynamically generated information such as a map centered at a particular location and with a particular scope.
FIG. 3 is a bubble diagram illustrating various operations that may be performed by an ad server consistent with the present invention, and various information that may be used and/or generated by such operations. Ad selection operations 310 may be used to generate a set of one or more ads 340 using ad information 330 and request information 320. In an exemplary embodiment consistent with the present invention, the set of ads 340 may include ads relevant to the request information 320. For example, if the request information 320 is associated with a search query, the ads 340 may be relevant to terms of the search query. Alternatively, if the request information 320 is associated with a document to be served, the ads 340 may be relevant to content of the document. In any event, the request information 320 includes map-based location information. For example, the request information 320 may include bounds of a geographic area that is shown in a map. Exemplary data structures that may be used to store request information 320 and ad information 330 are described in § 4.3.1 below with reference to FIGS. 4 and 5, respectively. Exemplary methods that may be used to perform the ad selection operation 310 are described in § 4.3.2 below with reference to FIG. 6.
Still referring to FIG. 3, ad scoring operations 350 may be used to generate a set 360 of one or more ads and associated scores (and/or rankings) using the first set 340 of ads and ad information 330. The scoring operation 350 may consider map-based location information, such as location performance information, and/or location price information for example, of the ads. Alternatively, or in addition, the scoring operation 350 may consider more generic performance information and price information. Exemplary methods that may be used to perform the scoring operation 350 are described in § 4.3.2 below with reference to FIG. 7.
The ad information 330 may include map-based location performance information. Such information may be provided, and/or tracked by user behavior feedback operations 390. Exemplary methods that may be used to perform the user behavior feedback operations are described in § 4.3.2 below with reference to FIG. 9.
Finally, the ad information 330 may include map-based location targeting, and/or map-based location price information. This information may be entered and/or modified by advertisers, or their representatives via ad information entry and/or management operations 335. Exemplary methods that may be used to perform these operations 335 are described in § 4.3.3 below with reference to FIG. 10.
§ 4.3.1 Exemplary Data Structures
FIG. 4 illustrates exemplary ad request information 320′ that is consistent with the present invention. The ad request information 320′ may include information such as that described in § 4.1.1 above. As shown, the ad request information may include map-based location information. Such information may be used to target the serving of ads. Such information may also be used in the scoring or ranking of ads.
FIG. 5 illustrates exemplary ad information 330′ that is consistent with the present invention. The ad information 330′ may include information such as that described in § 4.2 above. For example, the ad information 330′ may include a unique ad identifier, ad creative content (or a pointer to such creative content), and/or a landing page link, etc. Further, the exemplary ad information 330′ may include at least one of map-location targeting information and map-location price information. Map-location performance information (not shown) may be tracked and associated with the ad.
Map-location targeting information may include one or more geographic locations and/or areas that the advertiser to which the advertiser wants to target its ads. For example, the map location targeting information may be a specific location and a specified radius of service. For example, a theme park may have a larger radius of service than a limousine service, which may have a larger radius of service than a local pizzeria. Map-location price information may include price information for each of one or more areas. The map-location price information should correspond to the map-location targeting information. The map-location price information may be a function of a distance from a particular location. For example, techniques described in U.S. patent application Ser. No. 11/096,283 (incorporated herein by reference and referred to as “the '283 application”), filed on Mar. 31, 2005, titled “AUTOMATED OFFER MANAGEMENT USING AUDIENCE SEGMENT INFORMATION” and listing Ross Koningstein as the inventor may be used.
FIG. 7 is a flow diagram of an exemplary method 350′ for performing a scoring operation 350 in a manner consistent with the present invention. The score may be used to determine a relative presentation attribute (e.g., size, color, volume, enhanced elements, enhanced marker icon attributes, enhanced information bubble attributes, etc.) of the ad. Techniques described in U.S. patent application Ser. No. 10/610,350 (incorporated herein by reference and referred to as “the '350 application”), filed on Jun. 30, 2003, titled “USING ENHANCED AD FEATURES TO INCREASE COMPETITION IN ONLINE ADVERTISING” and listing Eric Veach as the inventor may be used to apply enhanced features. Ad information of candidate ads is accepted. (Block 710) As indicated by loop 720-740, an act is performed for each of one or more ads. More specifically, an ad score is determined using at least one of price information, map-location price information (if available), performance information, and map-location performance information (if available). (Block 730) Once all of the candidate ads are processed, the method 350′ is left. (Node 750)
Ad A: max cost per click = $0.25;
max cost per click = $1.00 in San Diego;
CTR = 0.02 in United States;
CTR = 0.04 in California;
CTR = 0.20 in San Diego.
Ad B: max cost per click = $0.50;
max cost per click = $2.00 in Florida;
CTR = 0.07 in United States;
CTR = 0.02 in California;
CTR = 0.02 in San Diego.
Without map-location scoring, a simple product score for ad A would be 0.0050 (=0.25*0.02), while that for ad B would be 0.0350 (=0.50*0.07). With map-location scoring, a simple product score for ad A would be 0.20 (=1.00*0.20), while that for ad B would be 0.01 (=0.50*0.02). Thus, without map-location information, ad B would score higher than ad A, but with map-location information ad A would score higher than ad B. For example, ad A may be for a restaurant in San Diego, while ad B might be for restaurant chain with a large presence in Florida. By using map-location information, the present invention may advantageously serve ad A with some preference over ad B since it may normally be more useful for an end user interested in a map including San Diego.
In at least some embodiments consistent with the present invention, for purposes of ad scoring, the most specific location price and/or performance information that matches will be used. In various embodiments consistent with the present invention, ads can be targeted using (A) a targeted location “contained in” map, (B) map “contained in” targeted location, and/or (C) intersection of at least a portion of the map and at least a portion of the targeted location.
§ 4.3.4 Exemplary Ad-Map Displays
Suppose that the user elected to search local listings for hotels. FIG. 12 is an exemplary display 1200 of a map generated based on information entered in text box 1210 (and/or a user selection to search for hotel listings in the display 1100 of FIG. 11 (where map is resized)). In this example, it may be assumed that the user is interested in commercial listings due to their entry of the term “hotel” (or their selection of hotels). The left column adjacent to the map includes a first set of listings (e.g., paid or premium listings) 1220, and a second set of listings (e.g., unpaid or standard listings, such as listings uploaded from a directory (e.g., the Yellow Pages)) 1230. As shown, each of the first set of listings 1220 may include a custom logo and/or other branding elements. Although not shown, each of the first set of listings 1220 may also be associated with enhanced (e.g., larger, more visible, animated, larger font, etc.) marker icons on the map. In this example, all of the listings of the first type 1220, and at least some of the listings of the second type 1230, include marker icons 1235 on the map at a location associated with the listing. Note that it may be desirable to make the marker icons for the paid listings 1220 less noticeable than those for the unpaid listings 1230.
FIGS. 14A and 14B illustrate different tabs of an exemplary multi-tab ad component that is consistent with the present invention. FIG. 14A includes a map screen 1400 which includes a number of marker icons 1410, one of which is selected. The in response to the marker icon selection, a multi-tab information bubble is rendered. A first tab 1420 includes address information. As shown in the map screen 1400′ of FIG. 14B a second tab 1430 includes an image (which may be one of a number of images of a “slide show”), a link to an ad landing page or Website, and click-to-call text.
FIG. 15 illustrates a screen 1500 including an information bubble ad 1510 and an associated marker icon 1520. Further, suppose that a user wanted to have WiFi hot spots shown on the map. In this example, they selected WiFi in a Show Me menu 1530. As a result of that selection, various marker icons 1540 corresponding to various WiFi hot spots are shown on the map 1500. Note that the elements in the “show me” box 1530 may be related information (e.g., related searches). Such user-selectable related information is useful in instances where there is insufficient information to determine ads to a desired degree of relevance or usefulness. Techniques such as those described in: U.S. patent application Ser. No. 10/748,870 (incorporated herein by reference and referred to as “the '870 application”), filed on Dec. 29, 2003, titled “IDENTIFYING RELATED INFORMATION GIVEN CONTENT AND/OR PRESENTING RELATED INFORMATION IN ASSOCIATION WITH CONTENT-RELATED ADVERTISEMENTS” and listing Jeffrey A. Dean, Krishna Bharat and Paul Buchheit as inventors; U.S. patent application Ser. No. 10/814,101 (incorporated herein by reference and referred to as “the '101 application”), filed on Mar. 31, 2004, titled “PROVIDING LINKS TO RELATED ADVERTISEMENTS” and listing Brian Axe, Jerry Felker and Ross Koningstein as inventors; and U.S. Provisional Application Ser. No. 60/737,267 (incorporated herein by reference and referred to as “the '267 provisional”) filed on Nov. 16, 2005, titled “RENDERING CONTEXTUAL RELATED CONTENT WITH A DOCUMENT, SUCH AS ON A WEB PAGE FOR EXAMPLE” and listing Jeffery Eddings, Jerry Felker, Shuman Ghosemajumder, Nathan Lucash and Hunter Walk as inventors, may be used to determine related information. For example, obtaining related information may be useful when a third party uses API to get a map from a map server (though information can be derived from a third party Webpage or Website).
FIG. 16 illustrates a search results page 1600 generated in response to the query “plumber new york”. The search results page 1600 includes premium ads listings 1610, search results 1620, and keyword-relevant ads 1630. Notice that some of the ads 1630 may include a compass icon (or some other icon) 1633, 1636 that would link to a listing of locations on a maps server, such as Google maps for example. Additional ads or listings may be generated for the map using map-based location information and search query information.
an ad title (e.g., 25 Characters);
a second line of text (e.g., 35 Characters);
a third line of text (e.g., 35 Characters);
a logo (e.g., 75×50 pixels);
a photo of the advertiser's business or business location (e.g., 180×150 pixel); and
a logo (e.g., 50×50 pixels);
a photo of the advertiser's business or business location (e.g., 100×200 pixel);
one line of text (a tagline) for that location (e.g., no more than 35 characters); and
a business address and telephone number (which may be extracted from a directory listing).
Various information could be displayed on a primary tab of an information bubble. Alternatively, or in addition, a new “sponsored” tab that could be the default primary tab of the information bubble may be created.
In at least some embodiments consistent with the present invention, marker icon displayed on a map may include a small logo or other means for association with an advertiser to help differentiate the marker icon from others. For example, in such embodiments, if a user searches on “Pizza 10018”, some of the markers may show the Domino's logo. This would be useful to both the advertiser, as well as the end user.
§ 4.3.5 Alternatives and Refinements
§ 4.3.5.1 Types of Listings
§ 4.3.5.2 Map Server—Ad Server Relationships and Syndication
§ 4.3.5.3 Advertiser Front End Interface
In at least some embodiments consistent with the present invention, an information entry front end user interface, such as the one in GoogleBase from Google can be used for uploading such location information. In at least some embodiments consistent with the present invention, larger advertisers (e.g., those more than a predetermined number of (e.g., 10) locations) can upload an “address feed”. Thus, for example, a large national advertiser uploading a list of locations to GoogleBase might be given the option of creating enhanced listings in the a search query keyword relevant advertising system (e.g., AdWords from Google).
§ 4.3.5.4 Determining Whether or Not to Show Ads
Referring back to FIG. 4, ad request information may include map-based location information, as well as other information that may be used to determine useful and relevant ads. Different embodiments consistent with the present invention may show ads with and/or on maps in different situations. For example, some embodiments might show ads anytime a map is rendered. Other embodiments might show ads when searching for an address, while other embodiments might show ads only when the user has initiated a commercial search (e.g. hotels in chicago). If ads are to always be shown, or shown in instances were a current end user interest cannot be easily inferred from a search query, some other information pertaining to a current user interest may be useful in determining relevant ads. For example, if third parties use an application program interface (API) to generate maps, there will likely be no search query to provide keywords used to determine relevant ads. Concepts, topics, clusters, and/or vertical categories to the third party document (e.g., Webpage (pertains) may be used to help find relevant ads. For example, techniques described in the '427 and '900 applications may be used, in concert with map-based location information, to determine relevant ads. Alternatively, or in addition, related information, such as searches, concepts, vertical categories, etc., could be provided for user selection. Techniques such as those described in the '870 application, the '101 application, the '267 provisional, and U.S. patent application Ser. No. 11/112,716 (incorporated herein by reference and referred to as “the '716 application), titled “CATEGORIZING OBJECTS, SUCH AS DOCUMENTS AND/OR CLUSTERS, WITH RESPECT TO A TAXONOMY AND DATA STRUCTURES DERIVED FROM SUCH CATEGORIZATION,” filed on Apr. 22, 2005 and listing David Gehrking, Ching Law and Andrew Maxwell as inventors, may be used for this purpose. Upon user selection, the selected information may be used, in concert with map-based location information, to determine relevant ads.
§ 4.3.5.5 Billing Options
Advertisers may be billed in various ways. For example, techniques described in U.S. patent application Ser. No. 11/228,583 (incorporated by reference and referred to as “the '583 application”), filed on Sep. 16, 2005, titled “FLEXIBLE ADVERTISING SYSTEM WHICH ALLOWS ADVERTISERS WITH DIFFERENT VALUE PROPOSITIONS TO EXPRESS SUCH VALUE PROPOSITIONS TO THE ADVERTISING SYSTEM”, and listing Sumit Agarwal, Gregory Joseph Badros, and John Fu as inventors may be used. In at least some embodiments consistent with the present invention, advertisers are charged on one or more of:
a business name,
a visible URL in the information bubble;
(b) a cost per impression (CPM) model based on one or more of
per ad impression,
per marker icon impression,
per information bubble expansion/impression,
per information bubble tab impression;
(c) a per-call basis (e.g., pay-to-call), particularly if the information bubble includes click-to-call functionality;
(d) coupon downloads may be supported and advertisers may be billed on a coupon download and/or coupon use basis;
Note that information bubble impressions and information bubble tab impressions may be considered to be a type of user selection.
§ 4.3.5.6 Ad Network Policy Checks
§ 4.3.5.7 Sponsored Layers
§ 4.3.5.8 Resizing And/Or Re-centering Maps
In some embodiments consistent with the present invention, a size, scale, or center position of a map may be adjusted or re-determined using ad information. Various scenarios which illustrate resizing and/or re-centering are described. Suppose a screen includes a map and the user wants to see “restaurants”. In one scenario, suppose that most ads and listings for restaurants are clustered in one small portion of the map. In such a scenario, it might be desirable to rescale and/or re-center the map to zoom in on, and be centered on, that one small portion. This may be advantageous to the end user in that it separates the marker icons on the map, marker icon occlusion is avoided, and information is presented in a more intelligible form.
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Internationale Klassifikation G06Q30/00, G06F17/40, G06F19/00
Unternehmensklassifikation G06Q30/02, G06Q30/0242
Europäische Klassifikation G06Q30/02, G06Q30/0242
5. Apr. 2006 AS Assignment
Free format text: ASSIGNMENT OF ASSIGNORS INTEREST;ASSIGNORS:GLASSMAN, STEVE;JOSEPH, JOSHY;KILDAY, BILL;AND OTHERS;REEL/FRAME:017442/0426;SIGNING DATES FROM 20060317 TO 20060320