Paid search engine bid management
Paid Search Engine Tools, LLCPatent 7,043,450 (the '450 patent) has been asserted by Paid Search Engine Tools, LLC against Microsoft Corp. and Google, Inc. in federal district court alleging patent infringement. The '450 patent pertains to a system for monitoring keyword bids across one or more search engines so that that marketers can make adjustments to their pay-per-click bids. This patent may impact any party that is in the business of selling keywords for advertising and marketing. The challenge is to determine whether the patent is valid.
Last updated: about 1 year ago
Summary / Description
| Summary / Description | Describes the business model of GoTo.com which includes a pay for placement in search results. |
Basic Information
| Type of Prior Art | Online Publication |
| URL | http://searchenginewatch.com/21... |
| Author/Creator | Danny Sullivan |
| Title | GoTo Going Strong |
| Publication Date | July 1, 1998 |
| Publisher | SearchEngineWatch.com |
| Directions to Document Location | |
| Additional Information | |
Notes / To Do
| Notes | GoTo.com holds numerous patents that may be of relevance to the '450 patent. GoTo.com changed its name to Overture Services, Inc., and Overture was acquired by Yahoo!, Inc. |
Excerpt
Pay-for-placement search service GoTo.com hit both advertising and traffic milestones in June, while also enhancing its search results.
The service announced that more than 1,000 sites are now paying for prominent placement at the top of its search results, and that it has begun serving a million page views a day, thanks to a new publicity campaign.
GoTo also enhanced its results by partnering with Inktomi, while adding new directory listings and a browser-based way to drill down into the service.
GoTo switched to a pay-for-placement model in February. Advertisers can open accounts and bid on how much they'll pay to appear at the top of results in response to specific searches. Advertisers are currently paying anywhere from one cent to one dollar a click, GoTo says.
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Claims
Managing an offeror's offer for a keyword
A method of managing an offeror's offer for a keyword made to a search engine, said offer identifying an amount said offeror will pay upon a searcher's use of an offeror-supplied reference located upon the keyword within said search engine, comprising receiving an authorization from said offeror, after receipt of said authorization, monitoring keyword offers at one or more Internet search engines to identify a change in said offeror's offer of interest to said offeror, and implementing said change in said offeror's offer on behalf of said offeror based upon the previously received authorization without further intervention of said offeror.
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Pay for placement in search results.
Pay for placement in search results.
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Second method for managing offers for keywords
A method of managing offers for a keyword made to a search engine, said offers identifying an amount an offeror will pay upon a searcher's use of an offeror-supplied reference located using the keyword within said search engine, comprising presenting adjacently-ranked authorized payment amounts for a plurality of target keywords at one or more Internet search engines on a single display screen, each keyword comprising one or more words, in a manner that distinctively identifies one or more selected authorized payments of interest.
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Pay for placement in search results.
Pay for placement in search results.
Claim Chart
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Managing offers for a keyword
A method of managing offers for a keyword made to a search engine, said offers identifying an amount an offeror will pay upon a searcher's use of an offeror-supplied reference located using the keyword within said search engine, comprising accumulating adjacently-ranked authorized payment amounts for a plurality of target keywords, each target keyword comprising one or more words, each authorized payment amount representing an offeror's authorized payment for one of said keywords at one or more Internet search engines, and presenting the adjacently-ranked authorized payment amounts for a plurality of target keywords on a single display screen to a user.
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Pay for placement in search results.
Pay for placement in search results.
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Change dependent on change in keyword usage
The method of Claim 12 wherein the change is identified as a result of an increase or decrease in the use of a keyword by searchers of the search engine.
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Pay for placement in search results.
Pay for placement in search results.
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