Patent Number: 7,788,131

Title: Advertising keyword cross-selling

Abstract: Seed keywords are leveraged to provide expanded keywords that are then associated with relevant advertisers. Instances can also include locating potential advertisers based on the expanded keywords. Inverse lookup techniques are employed to determine which keywords are associated with an advertiser. Filtering can then be employed to eliminate inappropriate keywords for that advertiser. The keywords are then automatically revealed to the advertiser for consideration as relevant search terms for their advertisements. In this manner, revenue for a search engine and/or for an advertiser can be substantially enhanced through the automatic expansion of relevant search terms. Advertisers also benefit by having larger and more relevant search term selections automatically available to them, saving them both time and money.

Inventors: Nong; Shuzhen (Bellevue, WA), Li; Ying (Bellevue, WA), Najm; Tarek (Kirkland, WA), Li; Li (Issaquah, WA), Zeng; Hua-Jun (Haidian District, CN), Chen; Zheng (Haidian District, CN), Zhang; Benyu (Haidian District, CN)

Assignee: Microsoft Corporation

International Classification: G06Q 30/00 (20060101)

Expiration Date: 8/31/12018