Suggesting and/or providing targeting criteria for advertisements

Abstract

Keyword suggestions that are category-aware (and field-proven) may be used to help advertisers better target the serving of their ads, and may reduce unused ad spot inventory. The advertiser can enter ad information, such as a creative, a landing Webpage, other keywords, etc. for example. A keyword facility may use this entered ad information as seed information to infer one or more categories. It may then request that the advertiser confirm or deny some basic feedback information (e.g., categories, Webpage information, etc.). For example, an advertiser may be provided with candidate categories and may be asked to confirm (e.g., using checkboxes) which of the categories are relevant to their ad. Keywords may be determined using at least the categories. The determined keywords may be provided to the advertiser as suggested keywords, or may automatically populate ad serving constraint information as targeting keywords. The ad server system can run a trial on the determined keywords to qualify or disqualify them as targeting keyword.

1 . (canceled) 
     
     
         2 . A method, comprising:
 receiving, by one or more computing devices, a submitted keyword that controls distribution of content to content rendering devices;   identifying, by the one or more computing devices, different keywords that are indexed to a same category as the submitted keyword as suggested keywords for controlling distribution of the content;   ranking one of the suggested keywords among others of the suggested keywords based on how many presentation spots would be filled using the one of the suggested keywords relative to how many of the presentation spots would be filled using each of the others of the suggested keywords; and   suggesting one or more highest ranked suggested keywords as a keyword that controls distribution of the content.   
     
     
         3 . The method of  claim 2 , comprising:
 parsing, from one or more search queries, one or more first keywords;   storing, using a hardware storage device associated with a computer system including a plurality of networked computers, an index data structure including a plurality of entries that each include (1) a keyword of the one or more first keywords, and (2) one or more categories that include the keyword by virtue of the one or more categories being in a same entry of the index data structure, a lookup key of the index data structure being a keyword-based lookup key; and   performing an index inversion operation on the index data structure to generate an inverted index data structure.   
     
     
         4 . The method of  claim 3 , wherein the inverted index data structure stores a plurality of entries that each include (1) a category and (2) one or more second keywords associated with the category by virtue of the one or more second keywords being in a same entry of the inverted index data structure, the lookup key being updated to include a category-based lookup key. 
     
     
         5 . The method of  claim 4 , wherein identifying the different keywords comprises:
 accessing the inverted index data structure;   identifying the plurality of entries that include the category of the keyword; and   
       identifying the one or more second keywords as the different keywords based on the inclusion of the one or more keywords in the same entry of the inverted index data structure. 
     
     
         6 . The method of  claim 5 , comprising:
 performing qualification testing of the one or more second keywords that were identified as the different keywords;   determining that at least one of the different keywords is qualified for use as a keyword that controls distribution of the content; and   determining that one or more of the different keywords is unqualified for use as a keyword that controls distribution of the content, wherein suggesting one or more highest ranked suggested keywords comprises suggesting only at least one of the different keywords that is qualified for use as a keyword that controls distribution of the content.   
     
     
         7 . The method of  claim 2 , wherein the content distributed using the suggested one or more highest ranked keywords is distinctively presented relative to search results that are distributed in response to a query matching the suggested one or more highest ranked keywords. 
     
     
         8 . The method of  claim 2 , wherein ranking the one of the suggested keywords among others of the suggested keywords comprises ranking the one of the suggested keywords based on how many unused presentation spots would be filled using the one of the suggested keywords relative to how many of the unused presentation spots would be filled using each of the others of the suggested keywords. 
     
     
         9 . An apparatus comprising:
 one or more processors; and   at least one storage device storing executable instructions that, when executed by the one or more processors, cause the one or more processors to perform operations including:
 receiving a submitted keyword that controls distribution of content to content rendering devices; 
 identifying different keywords that are indexed to a same category as the submitted keyword as suggested keywords for controlling distribution of the content; 
 ranking one of the suggested keywords among others of the suggested keywords based on how many presentation spots would be filled using the one of the suggested keywords relative to how many of the presentation spots would be filled using each of the others of the suggested keywords; and 
 suggesting one or more highest ranked suggested keywords as a keyword that controls distribution of the content. 
   
     
     
         10 . The apparatus of  claim 9 , wherein the instructions cause the one or more processors to perform operations comprising:
 parsing, from one or more search queries, one or more first keywords;   storing, using a hardware storage device associated with a computer system including a plurality of networked computers, an index data structure including a plurality of entries that each include (1) a keyword of the one or more first keywords, and (2) one or more categories that include the keyword by virtue of the one or more categories being in a same entry of the index data structure, a lookup key of the index data structure being a keyword-based lookup key; and   performing an index inversion operation on the index data structure to generate an inverted index data structure.   
     
     
         11 . The apparatus of  claim 10 , wherein the inverted index data structure stores a plurality of entries that each include (1) a category and (2) one or more second keywords associated with the category by virtue of the one or more second keywords being in a same entry of the inverted index data structure, the lookup key being updated to include a category-based lookup key. 
     
     
         12 . The apparatus of  claim 11 , wherein identifying the different keywords comprises:
 accessing the inverted index data structure;   identifying the plurality of entries that include the category of the keyword; and   identifying the one or more second keywords as the different keywords based on the inclusion of the one or more keywords in the same entry of the inverted index data structure.   
     
     
         13 . The apparatus of  claim 12 , wherein the instructions cause the one or more processors to perform operations comprising:
 performing qualification testing of the one or more second keywords that were identified as the different keywords;   determining that at least one of the different keywords is qualified for use as a keyword that controls distribution of the content; and   determining that one or more of the different keywords is unqualified for use as a keyword that controls distribution of the content, wherein suggesting one or more highest ranked suggested keywords comprises suggesting only the at least one of the different keywords that is qualified for use as a keyword that controls distribution of the content.   
     
     
         14 . The apparatus of  claim 9 , wherein the content distributed using the suggested one or more highest ranked keywords is distinctively presented relative to search results that are distributed in response to a query matching the suggested one or more highest ranked keywords. 
     
     
         15 . The apparatus of  claim 9 , wherein ranking the one of the suggested keywords among others of the suggested keywords comprises ranking the one of the suggested keywords based on how many unused presentation spots would be filled using the one of the suggested keywords relative to how many of the unused presentation spots would be filled using each of the others of the suggested keywords. 
     
     
         16 . A non-transitory computer readable medium storing instructions that, when executed by one or more processors, cause the one or more processors to perform operations comprising:
 at least one storage device storing executable instructions that, when executed by the one or more processors, cause the one or more processors to perform operations including:
 receiving a submitted keyword that controls distribution of content to content rendering devices; 
 identifying different keywords that are indexed to a same category as the submitted keyword as suggested keywords for controlling distribution of the content; 
 ranking one of the suggested keywords among others of the suggested keywords based on how many presentation spots would be filled using the one of the suggested keywords relative to how many of the presentation spots would be filled using each of the others of the suggested keywords; and 
 suggesting one or more highest ranked suggested keywords as a keyword that controls distribution of the content. 
   
     
     
         17 . The non-transitory computer readable medium of  claim 16 , wherein the instructions cause the one or more processors to perform operations comprising:
 parsing, from one or more search queries, one or more first keywords;   storing, using a hardware storage device associated with a computer system including a plurality of networked computers, an index data structure including a plurality of entries that each include (1) a keyword of the one or more first keywords, and (2) one or more categories that include the keyword by virtue of the one or more categories being in a same entry of the index data structure, a lookup key of the index data structure being a keyword-based lookup key; and   performing an index inversion operation on the index data structure to generate an inverted index data structure.   
     
     
         18 . The non-transitory computer readable medium of  claim 17 , wherein the inverted index data structure stores a plurality of entries that each include (1) a category and (2) one or more second keywords associated with the category by virtue of the one or more second keywords being in a same entry of the inverted index data structure, the lookup key being updated to include a category-based lookup key. 
     
     
         19 . The non-transitory computer readable medium of  claim 18 , wherein identifying the different keywords comprises:
 accessing the inverted index data structure;   identifying the plurality of entries that include the category of the keyword; and   
       identifying the one or more second keywords as the different keywords based on the inclusion of the one or more keywords in the same entry of the inverted index data structure. 
     
     
         20 . The non-transitory computer readable medium of  claim 19 , wherein the instructions cause the one or more processors to perform operations comprising:
 performing qualification testing of the one or more second keywords that were identified as the different keywords;   determining that at least one of the different keywords is qualified for use as a keyword that controls distribution of the content; and   determining that one or more of the different keywords is unqualified for use as a keyword that controls distribution of the content, wherein suggesting one or more highest ranked suggested keywords comprises suggesting only the at least one of the different keywords that is qualified for use as a keyword that controls distribution of the content.   
     
     
         21 . The non-transitory computer readable medium of  claim 16 , wherein the content distributed using the suggested one or more highest ranked keywords is distinctively presented relative to search results that are distributed in response to a query matching the suggested one or more highest ranked keywords.