Google has filed a new patent which indicates that Google might include relevancy factors in its contextual ad algorithms. Bill Slawski reports that:
The process described in the filing involves accepting ads that are relevant to a document, and then scoring each of the accepted ads by using a price parameter associated with the ads, an indication of relevancy of the ads to the document, and a performance parameter.
Under the method described, the price parameter could be:
* an offer per impression,
* an offer per selection,
* an offer per conversion,
* a maximum offer per impression,
* a maximum offer per selection, and;
* a maximum offer per conversion.
Relevancy of an ad to a page can be determined by:
* Determining concepts (probabilistic hierarchical inferential learned clusters) of the document,
* Determining a set of one or more ads with the determined concepts, and;
* Obtaining targeting information (keywords) from at least some ads belonging to the set of one or more ads.
The performance parameter associated with the ads can be based upon:
* selection rate
* conversion rate.
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