# US 8,751,482 B2 · Keyword expression language for online search and advertising

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- Number: US 8,751,482 B2
- Document ID: US8751482B2
- Status: Granted
- Kind: B2
- Application number: 13/411,783
- Filed: 2012-03-05
- Published: 2012-08-16
- Granted: 2014-06-10
- Earliest claimed: 2008-05-09
- Assignees: Microsoft Corporation
- Applicants: Ian P. Ferreira; Ewa Dominowska
- Inventors: Ian P. Ferreira; Ewa Dominowska
- Web page: https://patentgrep.com/patent/US8751482B2

## CPC

- G06F 40/169: Annotation, e.g. comment data or footnotes
- G06F 16/951: Indexing; Web crawling techniques
- G06F 16/953: Querying, e.g. by the use of web search engines
- G06F 40/56: Natural language generation
- G06Q 30/02: Marketing; Price estimation or determination; Fundraising
- G06Q 30/0241: Advertisements
- G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N)
- G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR

## Abstract

Media and methods are provided for creating and operating a keyword expression language. Syntax is generated as an abbreviation to represent a list of keywords. The syntax is executed as part of the keyword expression language to provide keywords. The syntax includes tokens that substitute for groups of information. Advertisers generate syntax which is subsequently used by a third-party to match to search queries and ads. The third-party may also generate keywords to match to the search queries and ads. The keywords are used to trigger advertising over the Internet.

## Claims

### Claim 1

One or more non-transitory computer-readable storage media having computer instructions embodied thereon for performing a method for executing a keyword expression language to match keyword expression language syntax to search queries and ads, the method comprising:
receiving one or more letters with one or more symbols to represent an instance of the keyword expression language, wherein a combination of the one or more letters with the one or more symbols or a subset of the combination of the one or more letters with the one or more symbols is also represented by the instance;
associating the instance with one or more ads;
storing the instance in a database; and
executing the keyword expression language with a set of tokens, wherein a token represents a group of related keywords.

### Claim 2 (depends on 1)

The media of claim 1, wherein receiving the one or more letters with the one or more symbols comprises receiving from an advertiser or a user the one or more letters with the one or more symbols.

### Claim 3 (depends on 2)

The media of claim 2, further comprising
generating a set of keywords from one or more permutations of the instance; and
associating the set of keywords with the one or more ads.

### Claim 4 (depends on 3)

The media of claim 3, further comprising providing the one or more ads to a computing device of the user when a match occurs between a search query and the instance or the match occurs between the search query and a member of the set of keywords.

### Claim 5 (depends on 4)

The media of claim 4, further comprising:
receiving the search query from the computing device operated by the user;
matching the query to the member of the set of keywords; and
based on the match, providing one of the one or more ads to the computing device wherein the one of the one or more ads is displayed to the user.

### Claim 6 (depends on 1)

The media of claim 1, further comprising receiving one or more words with the one or more letters and the one or more symbols to represent the instance.

### Claim 7 (depends on 6)

The media of claim 6, wherein the keyword expression language includes keywords expressed as patterns.

### Claim 8 (depends on 6)

The media of claim 6, wherein the group of related keywords is derived from an aspect about a user.