Serving advertisements for search preview based on user intents

Abstract

Monetization is provided for a process of non-committal intent preview, disambiguation, and refinement of a search. Based on a non-committal intent preview, disambiguation, and refinement process, a user intent may be determined. The user intent may represent an action a user may intend to perform corresponding with a particular entity. An advertisement may be selected based on the identified user intent. The advertisement may then be communicated to a user device for inclusion in a search intent preview for presentation to a user prior to execution of a search query.

What is claimed is: 
     
         1 . A method for selecting an advertisement based on user intent for presentation within a search intent preview, the method comprising:
 receiving, at a server, a request for an advertisement;   identifying an indication of the user intent corresponding with the request for the advertisement, the user intent having been determined based on a search prefix from a user and representing an action the user may intend to perform corresponding with an entity identified based on the search prefix;   selecting the advertisement based on the user intent and at least one user intent bid value for the advertisement; and   providing the advertisement for inclusion in the search intent preview for presentation to the user before a search is executed.   
     
     
         2 . The method of  claim 1 , wherein the request includes the indication of the user intent. 
     
     
         3 . The method of  claim 1 , wherein the user intent is determined by:
 receiving the search prefix from the user, the search prefix comprising one or more characters associated with a search query;   determining one or more intent suggestions based on a comparison of the search prefix to an autosuggest data store;   identifying the entity based on at least one intent suggestion; and   determining the user intent associated with the entity by identifying the action the user may intend to perform.   
     
     
         4 . The method of  claim 1 , wherein the user intent further specifies metadata associated with the entity. 
     
     
         5 . The method of  claim 4 , wherein the metadata comprises an attribute of the entity. 
     
     
         6 . The method of  claim 5 , wherein the metadata further comprises a value for the attribute. 
     
     
         7 . The method of  claim 5 , wherein the advertisement is selected based on the entity, action, and metadata. 
     
     
         8 . The method of  claim 1 , wherein selecting the advertisement comprises:
 identifying a plurality of advertisements, each having a bid value corresponding with the user intent;   computing a monetization value for each advertisement based at least in part on the bid value associated with each advertisement; and   selecting the advertisement based on the monetization values for the advertisements.   
     
     
         9 . The method of  claim 1 , wherein the advertisement is a deeplink comprising a link to a landing page within a particular website at which the action may be performed. 
     
     
         10 . The method of  claim 1 , wherein the advertisement is an app that app that enables the user to perform the action for the entity. 
     
     
         11 . The method of  claim 1 , wherein the method further comprises:
 determining whether the advertisement was shown for purposes of considering the advertisement as a billable impression;   if a determination is made that the advertisement was shown, marking the advertisement as a billable impression; and   if a determination is made that the advertisement was not shown, not marking the advertisement as a billable impression.   
     
     
         12 . One or more computer storage media storing computer usable instructions, that when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
 receiving a search prefix from a user, the search prefix comprising one or more characters associated with a search query;   providing one or more intent suggestions for presentation to the user based on a comparison of the search prefix to an autosuggest data store;   identifying one or more entity identifications associated with at least one intent suggestion;   determining a user intent associated with an entity corresponding to a first entity identification, the user intent representing an action a user may intend to perform corresponding with the entity;   determining a monetization value for each of one or more advertisements based on the user intent, wherein the monetization value for each advertisement is based on one or more user intent values provided for each advertisement;   based on the monetization value of each of the one or more advertisements, selecting an advertisement for presentation; and   providing the advertisement for inclusion in a search intent preview for presentation to the user before a search is executed.   
     
     
         13 . The one or more computer storage media of  claim 12 , wherein the user intent further specifies metadata associated with the entity. 
     
     
         14 . The one or more computer storage media of  claim 13 , wherein the advertisement is selected based on the entity, action, and metadata. 
     
     
         15 . The one or more computer storage media of  claim 12 , wherein the method further comprises:
 determining whether the advertisement was shown for purposes of considering the advertisement as a billable impression;   if a determination is made that the advertisement was shown, marking the advertisement as a billable impression; and   if a determination is made that the advertisement was not shown, not marking the advertisement as a billable impression.   
     
     
         16 . One or more computer storage media storing computer usable instructions, that when used by one or more computing devices, cause the one or more computing devices to perform a method comprising:
 receiving an advertisement request;   selecting an advertisement in response to the advertisement request;   providing the advertisement for inclusion in a search intent preview for presentation to the user before a search is executed;   determining whether the advertisement was shown for purposes of considering the advertisement as a billable impression;   if a determination is made that the advertisement was shown, marking the advertisement as a billable impression; and   if a determination is made that the advertisement was not shown, not marking the advertisement as a billable impression.   
     
     
         17 . The one or more computer storage media of  claim 16 , wherein the advertisement is selected based on a user intent. 
     
     
         18 . The one or more computer storage media of  claim 16 , wherein determining whether the advertisement was shown for purposes of considering the advertisement as a billable impression comprises determining whether a shown call has been received. 
     
     
         19 . The one or more computer storage media of  claim 18 , wherein determining whether a shown call has been received comprises determining whether the shown call has been received from a user device. 
     
     
         20 . The one or more computer storage media of  claim 16 , wherein determining whether the advertisement was shown for purposes of considering the advertisement as a billable impression comprises determining whether a not shown call has been received.