Using search query information to determine relevant ads for a landing page of an ad

Abstract

Advertisers can generate revenue (or credits) from an advertising network by allowing relevant ads to be shown with their properties (e.g., a document such as a Web page), and allow an ad delivery system to serve relevant ads. For example, the advertiser document may include at least one supplemental advertisement determined using search query information entered earlier by a user device. As another example, the advertiser document may include at least one supplemental advertisement determined using a correlation or association of the advertiser's advertisement and the supplemental advertisement.

What is claimed is: 
     
         1 . A computer-implemented method for determining at least one supplemental advertisement to be presented on an advertiser landing Web page, the advertiser landing page being referenced from a user selected advertisement, the computer-implemented method comprising:
 a) accepting, by a computer system including one or more computers on a network, advertiser policies provided by an advertiser associated with the advertiser landing Web page, the advertiser policies including
 1) a condition that a conversion must occur before serving the at least one supplemental advertisement, and 
 2) a condition that supplemental advertisements on the advertiser landing page advertise a different product or service than the product or service advertised in the user selected advertisement; 
   b) accepting, by the computer system, search query information sourced from a user device;   c) generating, by the computer system and for presentation on the user device, a document with search results determined using the search query information and at least one advertisement determined, by the computer system and using the search query information, wherein each of the at least one advertisement includes a reference to an advertiser landing Web page and wherein each of the at least one advertisement advertises a product or service;   d) transmitting, by the computer system and to induce presentation on the user device, the generated document including the search results and the at least one advertisement;   e) accepting, by the computer system, a selection, sourced from the user device, of one of the at least one advertisement;   f) determining at least one supplemental advertisement, by the computer system, using
 1) the search query information, and 
 2) the accepted advertiser policies including the condition that a conversion must occur before serving the at least one supplemental advertisement, and the condition that the at least one supplemental advertisement advertises a different product or service than the product or service advertised in the selected at least one advertisement; and 
   g) generating, by the computer system and for presentation on the user device, the advertiser landing Web page referenced from the selected at least one advertisement, the advertiser landing Web page including the at least one supplemental advertisement determined by the computer system.   
     
     
         2 . The computer-implemented method of  claim 1  wherein the advertiser policies accepted further include a condition that the at least one supplemental advertisement must be an impression-only advertisement. 
     
     
         3 . The computer-implemented method of  claim 1  further comprising compensating the advertiser associated with the advertiser landing page for allowing the at least one supplemental advertisement to be rendered with the advertiser landing Web page. 
     
     
         4 . The computer-implemented method of  claim 3  wherein the compensation to the advertiser is a payment. 
     
     
         5 . The computer-implemented method of  claim 3  wherein the compensation to the advertiser is an advertising network credit. 
     
     
         6 . The computer-implemented method of  claim 3  wherein the compensation to the advertiser is an increase to a score of their advertisement relative to other advertisements competing to be shown on the search results document, wherein the score is used to arbitrate among the competing advertisements. 
     
     
         7 . A computer-implemented method for determining at least one supplemental advertisement to be presented on an advertiser landing Web page, the advertiser landing page being referenced from a user selected advertisement comprising:
 a) accepting, by a computer system including one or more computers on a network, advertiser policies provided by an advertiser associated with the advertiser landing Web page, the advertiser policies including a condition that supplemental advertisements on the advertiser landing page advertise a different product or service than the product or service advertised in the user selected advertisement;   b) generating, by the computer system and for presentation on a user device, a document with at least one advertisement, the at least one advertisement provided by the computer system, wherein each of the at least one advertisement includes a reference to an advertiser landing Web page and wherein each of the at least one advertisement advertises a product or service;   c) transmitting, by the computer system and to induce presentation on the user device, the generated document including the search results and the at least one advertisement;   d) accepting, by the computer system, a selection, sourced from the user device, of one of the at least one advertisement;   e) determining at least one supplemental advertisement, by the computer system, using
 1) a correlation of the selected advertisement and the at least one supplemental advertisement, wherein the correlation of the selected advertisement and the at least one supplemental advertisement is at least one of (A) an ad category-to-ad category correlation, (B) a product-to-service correlation, (C) a product-to-supplemental product correlation, (D) a service-to-service correlation, or (E) a service-to-product correlation, and 
 2) the accepted advertiser policies including the condition that the at least one supplemental advertisement advertises a different product or service than the product or service advertised in the selected at least one advertisement; and 
   f) generating, by the computer system and for presentation on the user device, the advertiser landing Web page referenced from the selected at least one advertisement, the advertiser landing Web page including the at least one supplemental advertisement determined by the computer system.   
     
     
         8 . The computer-implemented method of  claim 7  wherein the advertiser policies accepted further include a condition that the at least one supplemental advertisement must be an impression-only advertisement. 
     
     
         9 . The computer-implemented method of  claim 7  further comprising compensating the advertiser associated with the advertiser landing page for allowing the at least one supplemental advertisement to be rendered with the advertiser landing Web page. 
     
     
         10 . The computer-implemented method of  claim 9  wherein the compensation to the advertiser is a payment. 
     
     
         11 . The computer-implemented method of  claim 9  wherein the compensation to the advertiser is an advertising network credit. 
     
     
         12 . The computer-implemented method of  claim 9  wherein the compensation to the advertiser is an increase to a score of their advertisement relative to other advertisements competing to be shown on the search results document, wherein the score is used to arbitrate among the competing advertisements. 
     
     
         13 . Apparatus for determining at least one supplemental advertisement to be presented on an advertiser landing Web page, the advertiser landing page being referenced from a user selected advertisement comprising:
 a) one or more processors;   b) at least one input device; and   c) one or more storage devices storing processor-executable instructions which, when executed by one or more processors, perform a method of:
 i) accepting advertiser policies provided by an advertiser associated with the advertiser landing Web page, the advertiser policies including a condition that supplemental advertisements on the advertiser landing page advertise a different product or service than the product or service advertised in the user selected advertisement; 
 ii) generating, for presentation on a user device, a document with at least one advertisement, the at least one advertisement provided by an advertising network, wherein each of the at least one advertisement includes a reference to an advertiser landing Web page and wherein each of the at least one advertisement advertises a product or service; 
 iii) transmitting, to induce presentation on the user device, the generated document including the search results and the at least one advertisement; 
 iv) accepting a selection, sourced from the user device, of one of the at least one advertisement; 
 v) determining at least one supplemental advertisement using
 1) a correlation of the selected advertisement and the at least one supplemental advertisement wherein the correlation of the selected advertisement and the at least one supplemental advertisement is at least one of (A) an ad category-to-ad category correlation, (B) a product-to-service correlation, (C) a product-to-supplemental product correlation, (D) a service-to-service correlation, or (E) a service-to-product correlation, and 
 2) the accepted advertiser policies including the condition that the at least one supplemental advertisement advertises a different product or service than the product or service advertised in the selected at least one advertisement; and 
 
 vi) generating, for presentation on the user device, the advertiser landing Web page referenced from the selected at least one advertisement, the advertiser landing Web page including the at least one supplemental advertisement determined. 
   
     
     
         14 . The apparatus of claim  137  wherein the advertiser policies accepted further include a condition that the at least one supplemental advertisement must be an impression-only advertisement. 
     
     
         15 . The apparatus of  claim 13  further comprising compensating the advertiser associated with the advertiser landing page for allowing the at least one supplemental advertisement to be rendered with the advertiser landing Web page. 
     
     
         16 . The apparatus of  claim 15  wherein the compensation to the advertiser is a payment. 
     
     
         17 . The apparatus of  claim 15  wherein the compensation to the advertiser is an advertising network credit. 
     
     
         18 . The apparatus of  claim 15  wherein the compensation to the advertiser is an increase to a score of their advertisement relative to other advertisements competing to be shown on the search results document, wherein the score is used to arbitrate among the competing advertisements.