Dynamic Modification of Advertisements Displayed in Response to a Search Engine Query

Abstract

A computer implemented method, apparatus, and computer program product for modifying advertisements. A set of keywords is received from a user. A query is performed in a search engine with the set of keywords. A set of websites comprising ranked search results and ranked advertisements is displayed. Responsive to detecting a user input selecting a first website in the set of websites, modifying the ranked advertisements, based on the content of the first website, to form modified advertisements.

1 . A method for selecting advertisements to display with search results, the method comprising the steps of:
 displaying identities of (a) a plurality of respective websites resulting from a key word search based on a set of key words, and (b) a plurality of advertisements corresponding to the key word search; and   determining, by one or processors, that the set of keywords has more than one possible meaning, and in response, determining, by one or more processors, a likely meaning of the set of keywords based on a content of a website selected by a user from a respective displayed identity, and in response, terminating the display of the identities of one or more of the advertisements which do not correspond to the likely meaning of the set of key words as determined based on the content of the selected website, and instead, displaying identities of one or more additional advertisements that were not included in the plurality and correspond to the likely meaning of the set of key words as determined based on the content of the selected website.   
     
     
         2 . The method of  claim 1 , further comprising:
 responsive to receiving a user input to return to a search results page, displaying a modified list of advertisement identities.   
     
     
         3 . The method of  claim 2 , further comprising:
 responsive to detecting a user input selecting another respective displayed website identity, modifying the list of advertisement identities and displaying the modified list of advertisement identities.   
     
     
         4 . The method of  claim 3 , wherein the step of modifying the list of advertisement identities comprises:
 changing an order of the advertisement identities in the modified list of advertisement identities, wherein the order is based on the content of the selected website.   
     
     
         5 . The method of  claim 3 , wherein the step of modifying the list of advertisement identities comprises:
 adding a new advertisement identity to the modified list of advertisement identities based on the content of the selected website.   
     
     
         6 . The method of  claim 3 , wherein the step of modifying the list of advertisement identities comprises:
 removing an advertisement identity from the modified list of advertisement identities based on the content of the selected website.   
     
     
         7 . A computer program product for selecting advertisements to display with search results, the computer program product comprising:
 one or more computer-readable storage devices, and program instructions, stored on at least one of the one or more storage devices, the program instructions comprising:   program instructions to display identities of (a) a plurality of respective websites resulting from a key word search based on a set of key words, and (b) a plurality of advertisements corresponding to the key word search; and   program instructions to determine that the set of keywords has more than one possible meaning, and in response, determine a likely meaning of the set of keywords based on a content of a website selected by a user from a respective displayed identity, and in response, terminate the display of the identities of one or more of the advertisements which do not correspond to the likely meaning of the set of key words as determined based on the content of the selected website, and instead, display identities of one or more additional advertisements that were not included in the plurality and correspond to the likely meaning of the set of key words as determined based on the content of the selected website.   
     
     
         8 . The computer program product of  claim 7 , further comprising:
 program instructions, responsive to receiving a user input to return to a search results page, to display a modified list of advertisement identities.   
     
     
         9 . The computer program product of  claim 8 , further comprising:
 program instructions, responsive to detecting a user input selecting another respective displayed website identity to modify the list of advertisement identities and display the modified list of advertisement identities.   
     
     
         10 . The computer program product of  claim 9 , wherein the program instructions to modify the list of advertisement identities comprise:
 program instructions to change an order of the advertisement identities in the modified list of advertisement identities, wherein the order is based on the content of the selected website.   
     
     
         11 . The computer program product of  claim 9 , wherein the program instructions to modify the list of advertisement identities comprise:
 program instructions to add a new advertisement identity to the modified list of advertisement identities based on the content of the selected website.   
     
     
         12 . The computer program product of  claim 9 , wherein the program instructions to modify the list of advertisement identities comprise:
 program instructions to remove an advertisement identity from the modified list of advertisement identities based on the content of the selected website.   
     
     
         13 . A data processing system for selecting advertisements to display with search results, the data processing system comprising:
 one or more processors, one or more computer-readable memories, one or more computer-readable storage devices, and program instructions, stored on at least one of the one or more storage devices for execution by at least one of the one or more processors via at least one of the one or more memories, the program instructions comprising:   program instructions to display identities of (a) a plurality of respective websites resulting from a key word search based on a set of key words, and (b) a plurality of advertisements corresponding to the key word search; and   program instructions to determine that the set of keywords has more than one possible meaning, and in response, determine a likely meaning of the set of keywords based on a content of a website selected by a user from a respective displayed identity, and in response, terminate the display of the identities of one or more of the advertisements which do not correspond to the likely meaning of the set of key words as determined based on the content of the selected website, and instead, display identities of one or more additional advertisements that were not included in the plurality and correspond to the likely meaning of the set of key words as determined based on the content of the selected website.   
     
     
         14 . The data processing system of  claim 13 , further comprising:
 program instructions, responsive to receiving a user input to return to a search results page, to display a modified list of advertisement identities.   
     
     
         15 . The data processing system of  claim 14 , further comprising:
 program instructions, responsive to detecting a user input selecting another respective displayed website identity to modify the list of advertisement identities and display the modified list of advertisement identities.   
     
     
         16 . The data processing system of  claim 15 , wherein the program instructions to modify the list of advertisement identities comprise:
 program instructions to change an order of the advertisement identities in the modified list of advertisement identities, wherein the order is based on the content of the selected website.   
     
     
         17 . The data processing system of  claim 15 , wherein the program instructions to modify the list of advertisement identities comprise:
 program instructions to add a new advertisement identity to the modified list of advertisement identities based on the content of the selected website.   
     
     
         18 . The data processing system of  claim 15 , wherein the program instructions to modify the list of advertisement identities comprise:
 program instructions to remove an advertisement identity from the modified list of advertisement identities based on the content of the selected website.