Patent ID: 8898131

Claim:
A method, comprising: retrieving a set of preliminary search results based on a search query, the set of search results including a plurality of pay-per-click listings; determining a number n of different positions for each of the pay-per-click listings in which the pay-per-click listing has been provided in sets of final search results; calculating a click-through rate CTR i for each of the pay-per-click listings for each number i from zero to n; calculating, in a computer, a normalized click-through rate for each pay-per-click listing in the set of preliminary search results, the normalized click-through rate being based on at least the click-through rate CTR i , average click-through rates of listings at various positions in previous sets of search results, and the number n of different positions; and ordering the plurality of pay-per-click listings based on the calculated normalized click-through rates.