Patent ID: 8135619

Claim:
A computer-implemented method comprising: a) accepting, by a computer system including at least one computer, search query information including a word; b) determining, by the computer system, one or more words related to the word included in the accepted search query; c) generating, automatically by the computer system using a stored mapping comprising a parameter derived from past performance of ads served, an advertisement request including i) the word included in the accepted search query, and ii) the one or more words determined to be related to the word included in the accepted search query; d) retrieving, by the computer system, advertisements using the advertisement request; e) determining, by the computer system, a score for each of the retrieved advertisements using at least one of advertisement performance information and advertisement price information; f) adjusting, by the computer system, the scores of any advertisements retrieved on the basis of the one or more words determined to be related to the word included in the accepted search query relative to any advertisements retrieved on the basis of the word included in the accepted search query to generate adjusted scores; and g) serving, by the computer system, at least some of the advertisements to a client device for rendering to a user, wherein the serving is controlled, at least in part, using the adjusted scores.