Context transfer in search advertising

A computer-implemented method for determining a type of landing page to which to transfer web searchers that enter a particular query, the method comprising:

• classifying each of a plurality of landing pages into one of a plurality of classes with a classifier of a computer based on content of each of the plurality of landing pages;
• gathering, with the computer, characteristics on one or more query associated with each landing page;
• partitioning, by the computer, the landing pages according to a plurality of query characteristics;
• determining, by the computer, conversion rates of advertisements on at least some of the plurality of landing pages;
• correlating, with the computer, the plurality of classes of landing pages within each landing page partition with corresponding conversion rates;
• and
• choosing a landing page of a particular class to associate with an identified query within a search engine based on the corresponding conversion rate of that landing page class as associated with the characteristics of the identified query.

A server for determining a type of landing page to which to transfer web searcher that enter a particular query, the server comprising:

• a landing page classifier to classify a landing page as one of a plurality of landing page classes with a trained classifier of a computer based on content of the landing page;
• a query classifier coupled with the landing page classifier to determine characteristics of one or more query to be associated with the landing page;
• and
• a processor coupled with the landing page and query classifiers to choose whether to retain or to change classification of the landing page to be associated with the one or more query based on relative average conversion rates of advertisements on a plurality of previously-classified landing pages when associated with the characteristics of the one or more query.

A computer-implemented system for determining a type of landing page to which to transfer web searchers that enter a particular query, the system comprising:

• a landing page classifier to classify each of a plurality of landing pages into one of a plurality of classes based on content of each of the plurality of landing pages;
• a processor coupled with a memory and with a communication interface;
• a query logs database coupled with the processor, wherein the processor:
• gathers from the query logs database characteristics on one or more query associated with each landing page;
• partitions the landing pages according to a plurality of query characteristics;
• retrieves conversion rates of advertisements on at least some of the plurality of landing pages;
• correlates the plurality of classes of landing pages within each landing page partition with corresponding conversion rates;
• and
• chooses a landing page of a particular class to associate with an identified query within a search engine based on the corresponding conversion rate of that landing page class as associated with the characteristics of the identified query.

A computer-implemented method for training a landing page classifier, the method comprising:

• extracting and counting a plurality of words from each of a plurality of manually-classified landing pages in a dataset of a computer;
• selecting, with the computer, one or more words as features from each of the plurality of landing pages;
• assigning values, with the computer, to each feature according to a scoring schema to create feature vectors thereof;
• and
• feeding the feature vectors into a machine learning algorithm based on support vector machines (SVM) to induce a landing page classifier with an ability to automatically classify, with the computer, unclassified landing pages consistent with the manually-classified landing pages.