Click-through rate adjustments
AssigneeSuperMedia LLC
InventorsYankang Jiang, Jian Huang, Qi Gu
Life of this patent
Estimating the term…
Abstract
A set of preliminary search results is retrieved based on a search query, the set of search results including a plurality of pay-per-click listings. A normalized click-through rate is calculated for each pay-per-click listing in the set of preliminary search results, the normalized click-through rate being based on an actual click-through rate that is adjusted according to one or more positions in which the pay-per-click listing was previously provided in one or more sets of final search results. The plurality of pay-per-click listings is ordered based on the calculated normalized click-through rates.
Claims20
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 CTRi 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 CTRi, 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.
A system, comprising;
- a data store configured to store a plurality of pay-per-click listings and a plurality of search log entries;
- and
- a search engine configured to:
- receive a search query from a client,
- determine 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;
- calculate a click-through rate CTRi for each of the pay-per-click listings for each number i from zero to n;
- calculate normalized click-through rate for each of the pay-per-click listings according to click-through rate CTRi, average click-through rates of listings at various positions in previous sets of search results, and the number n of different positions, and wherein the search engine is further configured to
- order the plurality of pay-per-click listings based on the calculated normalized click-through rates, and to
- provide at least some of the plurality of pay-per-click listings for display in a client.
A computer-readable medium tangibly embodying computer-executable instructions for:
- 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 CTRi 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 CTRi, 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.
Dependencies are inferred from the claim text.