Patent ID: 7984050

Claim:
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 estimating advertising costs using said bid amount of said advertiser and average number of clicks information during a predetermined previous period, said computation control module calculating said estimated advertising period using deposit from the advertiser and said estimated advertising costs.