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 | Article describing the history of Yahoo!'s key-word pay for placement search marketing services that predate the '450 patent. |
Basic Information
| Type of Prior Art | Online Publication |
| URL | http://en.wikipedia.org/wiki/Ya... |
| Author/Creator | Various |
| Title | Yahoo! Search Marketing |
| Publication Date | December 31, 1996 |
| Publisher | Wikipedia |
| Directions to Document Location | |
| Additional Information | Although this Wikipedia article was first published on September 28 2004, it contains references to paid search placement services being utilized as early as 1996 by Open Text. It also discusses the paid placement of search results embodied in the servic |
Notes / To Do
| Notes | |
Excerpt
Goto.com was an Idealab spin off and was the first company to successfully provide a pay-for-placement search service.[1][2][3]
In February 1998, GoTo offered advertisers the option of bidding on how much they would be willing to pay to appear at the top of results in response to specific searches. The bid amount was paid by the advertiser to Goto every time a searcher clicked on a link to the advertiser's website. By July 1998, advertisers were paying anything up to a dollar per click.
GoTo's business model was based on the idea that its paid listings would make it more relevant than other services, especially for general searches, and web sites that pay more are probably better sites. A similar service had been offered by Open Text in 1996, but this precipitated outcries and bad publicity because searchers at the time did not want the search process more commercialized.
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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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Key word pay for placement services.
Key word pay for placement services.
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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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Key word pay for placement services.
Key word pay for placement services.
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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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Key word pay for placement services.
Key word pay for placement services.
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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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Key word pay for placement services.
Key word pay for placement services.
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