Advertising keyword cross-selling

US7788131B2 · kind B2 · utility

Assignee

• Microsoft Corporation · US

Inventors

• Shuzhen Nong · Bellevue, US
• Ying Li · Reston, US
• Tarek Najm · Kirkland, US
• Li Li · Bound Brook, US
• Hua-Jun Zeng · Beijing, CN
• Zheng Chen · Beijing, CN
• Benyu Zhang · Beijing, CN

Key dates

• Filing date: Dec 15, 2005
• Grant date: Aug 31, 2010
• Expiry date: Dec 17, 2027

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q30/0275
• WIPO field: IT methods for management
• WIPO sector: Electrical engineering

Abstract

Seed keywords are leveraged to provide expanded keywords that are then associated with relevant advertisers. Instances can also include locating potential advertisers based on the expanded keywords. Inverse lookup techniques are employed to determine which keywords are associated with an advertiser. Filtering can then be employed to eliminate inappropriate keywords for that advertiser. The keywords are then automatically revealed to the advertiser for consideration as relevant search terms for their advertisements. In this manner, revenue for a search engine and/or for an advertiser can be substantially enhanced through the automatic expansion of relevant search terms. Advertisers also benefit by having larger and more relevant search term selections automatically available to them, saving them both time and money.