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影响计算机网络搜索引擎产生的搜索结果清单中位置的系统和方法

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CN1378674A
CN1378674A CN 00810945 CN00810945A CN1378674A CN 1378674 A CN1378674 A CN 1378674A CN 00810945 CN00810945 CN 00810945 CN 00810945 A CN00810945 A CN 00810945A CN 1378674 A CN1378674 A CN 1378674A
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search
computer
method
influencing
position
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CN 00810945
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English (en)
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D·J·达维斯
M·德雷尔
J·加西亚
L·格雷科
T·E·库尔特
T·广
J·C·李
K·L·李
P·普法纳
S·斯科夫兰
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奥弗图尔服务公司
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    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
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    • G06F17/30861Retrieval from the Internet, e.g. browsers
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    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
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    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
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    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/06Buying, selling or leasing transactions
    • G06Q30/0601Electronic shopping
    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/06Buying, selling or leasing transactions
    • G06Q30/0601Electronic shopping
    • G06Q30/0633Lists, e.g. purchase orders, compilation or processing
    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/06Buying, selling or leasing transactions
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    • GPHYSICS
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    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
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    • GPHYSICS
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    • G06Q50/00Systems or methods specially adapted for a specific business sector, e.g. utilities or tourism
    • G06Q50/10Services
    • G06Q50/18Legal services; Handling legal documents
    • G06Q50/188Electronic negotiation
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Abstract

让信息提供商影响通过因特网搜索引擎产生的搜索结果清单中搜索列表的位置的一种系统和方法。网络信息提供商可以在通过一个鉴权过程登录以后添加、删除或者修改搜索列表(110)。信息提供商通过首先选择跟网站的内容相关的一个搜索项来影响提供商帐号中搜索列表的位置。网络信息提供商将搜索项和描述输入一个搜索列表。信息提供商通过一个连续的在线竞争式的投标过程来影响搜索列表的位置(170)。这个投标过程出现在信息提供商为搜索列表提供一个新的报价的时候。这个系统和方法随后将这个报价跟同一搜索项的所有其它报价进行比较,为具有这个搜索项的所有搜索列表产生一个优先级值。投标过程产生的这个优先级值决定了信息提供商的列表会出现在按照网络上客户机计算机那里的搜索者的搜索项查询请求产生的搜索结果清单页中的位置(170)。

Description

影响计算机网络搜索引擎产生的搜索结果清单中 位置的系统和方法

缩微胶片/版权说明在这个申请中有一个缩微胶片附录(3650个画面,63张),其中包括受到版权保护的材料。版权所有人一点也不反对任何人对这些缩微照片附录进行复制,只要它是出现在专利和商标局专利文献或者记录中,否则保留一切版权。

因特网在全世界有大量的用户通过电连接,它们经常交换大量信息。因特网继续按照最初的目的提供服务,让人们访问政府机构、实验室以及进行研究和教育的大学,并在它们之间交换信息。另外,因特网已经发展成为在它最初的目的以外提供服务。特别是因特网正在迅速地转变成商品和服务以及思想和信息的一个全球性电子市场。

因特网转变成全球性市场主要是因为引入了叫做环球网的信息系统。环球网是一个独一无二的分布式数据库,它被设计成用来访问大量的文献资料。环球网的数据库记录是叫做“网页”的文献。这些网页驻留在环球网服务器上,能够通过因特网对它们进行访问。因此环球网是一个巨大的信息数据库,分布在数不清的计算机系统中,它处于不断的变化中,没有确定的形状。跟因特网连接的计算机能够通过叫做浏览器的程序访问环球网网页,浏览器具有易学易用的强有力的图形用户界面。一种环球网浏览器支持的强大的技术称之为超级链接,它使得环球网网页的作者能够创建到其它环球网网页的链接,然后用户就可以通过浏览器上简单的点击命令提取这些网页。

这些网页可以采用许多种格式中的任何一种,比如超文本标识语言(HTML),还可以包括多媒体信息内容,比如图形、音频和运动图像。任何人用一台计算机跟因特网连接就能够访问环球网上公开的网页。这样,进入环球网就能够吸引全世界的注意力。此外,由于环球网网页的设计越来越复杂,这是因为数据传输速率和计算机处理速度越来越快,因此环球网越来越适合于刊登广告和其它商业用途,同时适合于信息的自由传播。

方便开发和传播因特网内容强有力的新工具的出现导致因特网上提供的信息、产品和服务迅速增多,使用因特网的数量也在猛增。国际数据公司,通常叫作IDC,预测因特网用户的数量将从1998年的大约九千七百万增长到2002年年底的大约三亿两千万。另外,在因特网上进行的交易已经增长,而且会继续迅猛地增长。国际数据公司预测因特网用户在因特网上购买商品和服务的百分比将从1998年底的大约百分之28增加到2002年的大约百分之40,在此期间,在因特网上购买的商品和服务的总价值将从大约32.4亿美元增加到大约425.7亿美元。

因特网是提供信息广告、产品和服务的一种新媒体。但是,环球网包括看起来数不清的网页,毫无秩序地分布在全世界数以百万计的计算机系统中。已经开发了象目录和搜索引擎这样的机制来搜索环球网上能够获得的信息,帮助因特网用户寻找感兴趣的信息。这些搜索服务使得能够在感兴趣的具体主题、产品或者服务的基础之上搜索因特网上的环球网网站。

在电子邮件以后,搜索服务是因特网上最经常使用的工具。结果,提供搜索服务的网站为广告商提供了一种良好的工具,来接近因特网听众,并且使得广告商能够在关键字或者典型搜索请求的基础之上搞清楚用户的兴趣。

在利用因特网搜索引擎进行的基于环球网的搜索中,用户输入包括一个或者多个关键字的搜索项,搜索引擎随后利用它来实时地产生用户可以通过超级链接访问的网页的一个网页清单。但是现有技术中的搜索引擎和网站目录依赖于将结果赋予关键字,它常常会产生不相关的搜索结果。现有技术中驱动许多搜索引擎的自动搜索技术很大程度上依赖于基于数学的复杂的数据库搜索算法,它们在关键字密度、关键字位置等等多个判据的基础之上选择网页并划分优先级。用这种机制产生的搜索结果常常依赖于盲数学公式,可能是随机的,甚至有可能是毫不相干的。另外,利用自动搜索技术给搜索结果编制目录的搜索引擎一般都依赖于看不见的网页描述,也就是“内藏标签”,它们是由网站赞助商制作的。网站所有人可以自由地给它们的网站做标签。因此,一些网站赞助商将毫不相关的常见搜索项插入他们的网站内藏标签,因为这样做它们就能够吸引更多的注意而不会付出多少代价。最后,许多网站都有相似的内藏标签,现有技术中的搜索引擎不能够按照所希望的给结果划分优先级。

搜索引擎和网站目录同时依赖于有限编辑人员的人工努力来审查网页信息。由于对网络这种不可预测的随机更新数据库进行全面人工审查和编制目录几乎是不可能的,因此搜索引擎的结果常常是不完整的或者是过时的。除此以外,由于因特网内容的量和密度不断增加,在许多著名的网络搜索网站中,用户必须频繁地点击分级目录的许多分枝和找到对应于搜索请求的网站,从用户的角度来看这样一个过程既缓慢又笨拙。因此,现有技术中的搜索引擎从网页所有人试图将它们的网页呈现给感兴趣的用户这个角度来看效率很低。

除此以外,产生网页的范例,比如横幅广告,都遵循传统的广告规则,没有能够充分地利用因特网的特性。在横幅广告模型中,试图提高网站知名度的网站赞助商常常购买商业网站的网页空间。网站赞助商常常将这个空间涂满彩色图形,它们叫做横幅,为它们自己的网站做广告。这个横幅可以作为一个超级链接,访问者可以点击它来访问网站。跟传统广告一样,因特网上的横幅广告都是按照印象来收取费用的。横幅可以在每一个网页上显示。但是,基于印象的广告没有能够充分利用因特网的市场潜力,因为点击率,横幅广告产生的用户对目的地网站的访问率非常低。网站赞助商支付了费用,而用户对这些产品和服务却没有兴趣,因为大多数网站的访问者都是找特定的信息,对横幅中的信息不感兴趣。同样,横幅常常没能让感兴趣的人看到,因为横幅常常是不能用搜索引擎搜索的,感兴趣的人不知道在网站的什么位置来观看横幅广告。

这样,广告和搜索引擎的传统方式不能以较低的成本通过环球网将相关信息有效地传送给感兴趣的人。因特网广告具有其它媒体通常不具备的目的性、交互性和可度量性。利用这些适当的工具,因特网广告商能够将他们的消息定向传递给特定的用户群,并且收到迅速的反馈。

理想情况下,网站赞助商应该能够控制他们在搜索结果清单中的位置,从而使他们在搜索结果中占据显眼的位置。因特网的搜索引擎功能需要瞄准新的方向,为用户提供迅速、简单和切题的搜索结果,同时让因特网广告商和赞助商能够以较低的成本找到用户。利用搜索引擎的用户能够找到提供他们寻找的产品、服务或者信息的公司。在这种在线市场中,销售产品、服务或者信息的公司在一个开放的拍卖环境中竞争在因特网搜索引擎产生的搜索结果清单中的位置。由于广告商必须为通过点击搜索引擎产生的搜索结果清单支付费用,因此广告商会选择跟他们的网站内容最贴切的那些搜索关键字。广告商在一个搜索结果清单中的位置越靠前,被点击的可能性就越大;也就是说,通过这个搜索结果清单被引导到这个广告商的网站的可能性就越大。通过公开地显示广告商在某个搜索结果清单中竞标的价格,能够进一步地达到这一目的。

因此本发明的一个目的是提供一种系统和方法,用于让赞助商能够影响特定搜索项因特网搜索引擎产生的搜索结果清单中的位置。

本发明的另一个目的是提供一种系统和方法,用于让赞助商指定给搜索引擎的关键字搜索项,从而将他们的搜索结果清单位置设定在跟他们的生意最贴近的位置上。

本发明的再一个目的是提供一种系统和方法,用于让赞助商以在线方式检查他们的当前搜索项和位置,并且对他们选中的搜索项、位置、网站标题和描述及时地加以改变。

本发明还有一个目的就是给赞助商提供一种搜索引擎,它通过一种连续的、竞争式的在线投标过程让这些赞助商能够影响在搜索结果清单中的位置。

本发明的再一个目的是为因特网广告提供一种成本低廉的方法,其中的网站赞助商按照由于搜索引擎产生的访问的实际次数按比例交费。

本发明的再一个目的是产生一个新的广告系统,其中的广告商通过参与自由市场来寻找最感兴趣的消费者,这种广告系统将利用广告商选定的搜索项产生的搜索结果中的搜索列表跟价格联系起来。

本发明的另外一个目的是为因特网广告业产生一个对于消费者和广告商都公平的开放式市场,其中搜索结果清单中广告商放置的清单被清楚地标明是付费广告。

本发明还有一个目的就是让网站赞助商能够控制跟搜索引擎产生的搜索结果清单中赞助商的项目有关的标题和描述。发明简述本发明试图提供一种系统和方法,用于让网站赞助商利用计算机网络影响因特网搜索引擎产生的搜索结果中的位置来解决以上问题。具体而言,本发明涉及一种系统和方法,用于让网站赞助商为搜索结果清单定义一个搜索列表,选择跟赞助商的网站相关的一个搜索项,并且搜索因特网搜索引擎上搜索列表的搜索结果清单位置。当因特网用户输入搜索引擎查询中的搜索项的时候,搜索引擎将产生一个搜索结果清单,其中网站赞助商的列表在赞助商定义的一个或者多个参数影响的一个位置上。

在本发明的一个优选实施方案中,网站赞助商选择一个搜索项,并且通过参加一个在线竞争投标过程,影响搜索项产生的搜索结果清单中的位置。这个在线竞争投标过程叫做一个“购买性能”过程,可以跟因特网搜索引擎一起使用。“购买性能”将市场原理用于因特网上的广告。传统因特网搜索引擎不为网站赞助商很容易地预测搜索结果中他们的网站位置提供一种方式,也不保证包括他们的网站描述的搜索结果中的外观。使广告商能够对准跟他们的生意相关的网站搜索项,并且在搜索结果中为他们的网站描述精确定位的工具,能够有力地促进生意和其它东西增大他们的知名度。此外,在多个网站产生的基础之上进行的竞争投标过程和定价过程能够保证定价结构反映市场,并且能够让所有预算大小的广告商能够访问。

为了参与这一过程,广告商,比如网站赞助商,可以通过安全的网站访问广告商的用户帐号。广告商可以利用这个账号对跟广告商的网站相关的搜索项投标。每个报价都是针对一个搜索项-网站组合的,并且每次搜索者点击搜索引擎产生的搜索结果清单中广告商的超级链接列表的时候,广告商都必须给搜索引擎的所有者支付金额。搜索者的点击将导致一个访问请求发送给广告商的网站,广告商的网站则通过将广告商的网页发送给搜索者的浏览器来作出响应。于是按照位置给广告商计费跟收到的效益成正比,因为要付的费用是建立在搜索引擎产生的广告商网站的引用次数的基础之上的。

利用搜索引擎由搜索者输入搜索项的时候,报价越高,在产生的搜索结果清单中位置越有利。搜索结果清单是按照报价下降的顺序排列的,而搜索列表则对应于搜索者最先显示的最高报价。最好是对应于一个报价的每个搜索列表在显示器上都被作为一个付费列表。报价最好包括在这一说明中。另外,本发明的搜索结果清单最好是跟传统因特网搜索引擎产生的“免费”网站描述相结合,最好是包括上面讨论过的按照基于数学的数据库搜索方法产生的列表。付费和免费列表的结合能够帮助确保搜索者收到最完整和最相关的搜索结果。将免费列表看作报价是零,因此它们在付费结果的后面。

按照本发明的第一个实施方案,提供了一种系统和方法,用于让网站赞助商影响因特网搜索引擎产生的搜索结果清单中搜索列表的位置。网站赞助商首先选择一个搜索项,它包括跟要列出的网站内容相关的一个或者多个关键字。网站赞助商通过正在进行的跟其它网站赞助商的竞争投标过程影响搜索列表中的位置。报价过程出现在广告商为一个已有的搜索列表输入一个新的报价,或者为一个新的搜索列表输入一个报价的时候。最好是以实时方式处理赞助商的报价。将报价跟同一个搜索项其它赞助商的所有其它报价进行比较,并且为具有这一搜索项的所有搜索列表产生新的优先级值。优先级值决定了赞助商的网站描述将出现在搜索项被搜索者输入搜索引擎的查询框中的时候,搜索结果清单页中的什么位置。报价越高,优先级值越高,位置也越好,它最好是靠近搜索结果清单页的开头。竞争投标过程中使用的量最好是搜索引擎每次引用广告商网站的时候网站赞助商要支付给因特网搜索引擎所有人的那样多的钱。搜索引擎每次引用赞助商网站的时候,都要从帐目结余中减去这一钱数,这里的帐目结余保存在赞助商的帐号中。

本发明中的系统和方法的一个实施方案能够提供具有网站赞助商帐号的一个数据库。每个帐号都包括网站赞助商的联系和记帐信息。另外,每个帐号至少包括搜索列表、网站的统一资源定位符(URL)、包括一个或者多个关键字的一个搜索项、报价和搜索列表的标题。每个帐号还可以包括赞助商的付费历史信息和用户输入的搜索列表的历史信息。赞助商通过安全服务器上运行的鉴权过程登录进入他或者她的帐号。一旦登录进入,赞助商就可以添加、删除或者修改搜索列表。添加或者删除搜索列表,或者修改搜索列表的报价这些功能是为了启动上述竞争报价过程。所有的搜索列表都会改变,随后实时地进行修改,以支持在线的竞争报价过程。

发明详述在这里公开一些方法和系统,用于通过基于客户机/服务器的计算机网络系统产生网站赞助商确定的一个付费搜索结果,比方说广告商。给出下面的描述是为了让本领域中的技术人员能够使用本发明。为了进行说明,将采用特定的术语,以便能够全面地理解本发明。提供的具体应用描述只是作为实例。对于本领域中的技术人员而言能够对优选实施方案进行各种改进是显而易见的,这里描述的一般原理能够用于其它实施方案和应用而不会偏离本发明的实质和范围。这样,本发明并不局限于这里给出的实施方案,给出这些实施方案只是为了说明本发明的原理和特征。

现在参考附图,图1是用于本发明一个优选实施方案中作为客户机/服务器系统结构的一个分布式系统10的一个实例。“客户机”是使用它不属于的另外一组服务的一组成员中的一个。在计算机网络中,比如因特网,客户机是一个过程(也就是一个程序或者一个任务),它请求另外一个过程提供给服务,这另外一个程序叫做服务器程序。客户机程序使用被请求获得的服务,而不需要了解另外一个服务器程序也就是服务器本身的工作细节。在网络系统中,客户机过程通常都是在访问运行一个相应服务器过程的另外一台计算机提供的共享网络资源的计算机上运行的。但是应当指出,客户机过程和服务器过程也能够在同一台计算机上运行。

“服务器”通常都是一个远程计算机系统,能够通过因特网这样的通信媒介进行访问。客户机过程能够在第二个计算机系统中活动,通过通信媒介跟服务器过程通信,允许多个客户机充分利用服务器的信息收集能力。这样,服务器基本上被作为计算机网络的一个信息提供者。

因此,图1所示的框图说明了一个分布式系统10,它包括多个客户机计算机12、多个广告商网站服务器14、一个账号管理服务器22和一个搜索引擎网络服务器24,它们都跟网络20连接。以后将把网络20笼统地叫做因特网。虽然本发明的系统和方法在因特网中特别有用,但是应当明白,客户机计算机12、广告商网站服务器14、账号管理服务器22和搜索引擎网络服务器24可以通过多个不同类型的网络之一互相连接。这些网络可以包括局域网(LAN)、其它广域网(WAN)和能够通过电话线访问的区域网络,比如商业信息服务。客户机和服务器过程甚至可以包括在同一台计算机上同时执行的不同程序。

客户机计算机12可以是传统的个人计算机(PC)、工作站或者任何其它规模的计算机系统。每个客户机12通常都包括一个或者多个处理器、存储器、输入/输出装置和网络接口,比如传统的调制解调器。广告商网站服务器14、帐号管理服务器22和搜索引擎网络服务器24可以具有相同的结构。但是,广告商网站服务器14、帐号管理服务器22和搜索引擎网络服务器24都可以包括用另外一个专用网络连接许多计算机。事实上,网络20可以包括成百上千的计算机网络。

客户机计算机12可以执行网站浏览器程序16,比如NAVIGATOR、EXPLORER或者MOSAI浏览器程序,寻找储存在广告商服务器14上的网页或者记录30。浏览器程序16使用户能够输入某个网页30的地址。这些地址叫作统一资源定位符,也就是URL。另外,一旦获得网页,浏览器程序16就能够在用户“点击”到其它网页等超级链接的时候用于访问其它网页或者记录。这些超级链接位于网页30中,为用户提供一种自动方式输入另外一个网页的URL,获得这个网页。这些网页可以是数据记录,包括普通的文字信息,或者更加复杂的用数字方式编码的多媒体内容,比如软件程序、图形、音频信号、视频信号等。

在本发明的优选实施方案中,如图1所示,客户机计算机12利用超文本传输协议(HTTP)提供的功能,通过网络20跟各个网络信息提供商进行通信,包括帐号管理服务器22、搜索引擎服务器24和广告商服务器14,虽然也可以采用其它的通信协议,比如FTP、SNMP、TELNET和本领域中的其它几个协议。最好是搜索引擎服务器24、帐号管理服务器22以及广告商服务器14都在环球网上。

如上所述,本发明的一个优选实施方案中至少考虑了两种服务器。第一种服务器是帐号管理服务器22,它包括一个计算机存储媒介32和一个处理系统34。数据库38储存在帐号管理服务器22的存储媒介32上。数据库38包括广告商帐号信息。从以下描述中会发现本发明的系统和方法可以用作为可执行指令储存在帐号管理服务器22上的存储媒介,比如存储器或者海量存储装置,上的软件来实现。在客户机计算机12上运行的传统浏览器程序16可以被用来访问储存的帐号管理服务器22上的广告商帐号信息。最好是到帐号管理服务器22的访问是通过防火墙进行的,图中没有画出防火墙,它能够保护帐号管理和搜索结果定位程序以及帐号信息,防止外部篡改。可以通过增强标准通信协议,比如安全超文本传输协议或者安全套接字层,进一步提高安全性。

第二种服务器是一种搜索引擎网络服务器24。搜索引擎程序使得网络用户能够在导航到能够通过他们的浏览器程序16提交查询请求给搜索引擎网络服务器24的其它环球网服务器上搜索引擎网站服务器URL或者网站的时候,键入关键字,说明环球网内数以百万计的网页中感兴趣的网页。在本发明的一个优选实施方案中,搜索引擎网络服务器24产生一个搜索结果清单,它至少部分地包括相关的条目,这是条目来自帐号管理服务器22进行的投标过程的结果。搜索引擎网络服务器24产生一系列超级链接,指向包括跟用户在客户机计算机12那里输入的搜索项相关的信息的文件。搜索引擎网络服务器以网页的形式发送这个清单给网络用户,显示在客户机计算机12上运行的浏览器16上。搜索引擎网络服务器的一个优选实施方案可以通过浏览URL http://www.goto.com/的网页找到。另外,下面将进一步详细地讨论搜索结果清单网页,图7给出了它的一个实例。

搜索引擎网络服务器24跟因特网20连接。在本发明的一个优选实施方案中,搜索引擎网络服务器24包括一个搜索数据库40,其中有搜索列表记录,用于根据用户查询请求产生搜索结果。另外,搜索引擎网络服务器24还可以跟帐号管理服务器22连接。帐号管理服务器22还可以跟因特网连接。本发明中的搜索引擎网络服务器24和网站管理服务器22能够满足客户机计算机12那里的用户的不同信息需求。

例如,客户机计算机12那里的1组用户可以是网络信息提供者,比如广告网站赞助商或者所有者,他们在广告商网络服务器14上有广告商网页30。这些广告网站赞助商也就是广告商可能会希望访问帐号管理服务器22上存储器32中的帐号信息。广告网站赞助商可能通过帐号管理服务器22上的帐号信息跟其它广告商一起参加竞争投标过程。广告商可以对跟广告商的网站内容相关的任意数量的搜索项进行投标。在本发明的一个实施方案中,被投标的搜索项跟广告商网站之间的关系是在将包括搜索项和广告商网站插入数据库40的搜索列表之前通过手工编辑过程来确定的。在本发明的另外一个实施方案中,搜索列表中被投标搜索项和对应网站之间的联系是用帐号管理服务器22的处理器34上执行的计算机程序来评估的,其中的计算机程序将按照一组预定编辑规则评估搜索项和对应的网站。

用广告商投标的搜索项进行搜索的时候,报价越高,在搜索引擎24产生的搜索结果清单页中的位置就越靠前。在本发明的一个优选实施方案中,广告商的报价包括通过搜索结果清单页中的超级链接每次访问网站的时候,从广告商的帐号中减去的那些钱。搜索者用一个输入装置“点击”超级链接来启动相关的请求,提取跟广告商的超级链接有关的信息。最好是每次访问或者“点击”搜索结果清单超级链接都会重新定向到搜索引擎网络服务器24,将“点击”跟广告商的帐号标识符联系起来。用搜索者点击得到的搜索结果清单超级链接访问广告商的URL之前,对搜索者来说不透明的这种重新定向将访问编码成搜索结果页的帐号识别信息。帐号识别信息跟检索请求信息一起记录在广告商的帐号中作为检索请求事件。由于通过这种机制获得的信息以现有技术中已知的传统服务器系统记录无法做到的方式将帐号标识符跟一个URL进行比较,获得精确的帐号借方记录。最好是搜索结果清单页上的广告商的网站描述和超级链接都有一个说明,说明这个广告商的列表是一个付费列表。每个付费列表都显示一个“广告商支付的费用”就更好了,它对应于广告商支付的每次通过搜索结果清单访问广告商网站的时候“每次点击的价格”。

客户机计算机12那里的第二类用户可以包括在网络上寻找信息的搜索者。搜索者可以通过浏览器16访问网络服务器24上面的搜索引擎网页36。搜索引擎网页36包括一个查询框,搜索者可以在其中输入包括一个或者多个关键字的一个搜索项。搜索者也可以通过跟搜索引擎网络服务器24有超级链接,位于远端网络服务器中储存的网页上的一个查询框来查询搜索引擎网络服务器24。当搜索者输入了搜索项以后,搜索者可以通过点击超级链接将查询信息发送给搜索引擎网络服务器24。搜索引擎网络服务器24随后产生一个搜索结果清单页,并且将这一页发送给客户机计算机12那里的搜索者。

搜索者可以点击搜索结果页上跟每个列表有关的超级链接来访问对应的网页。超级链接可以在因特网上任何地方访问网页,包括广告商网络服务器14上广告商网页18的付费列表。在本发明的一个优选实施方案中,搜索结果清单还包括一个免费列表,它不是广告商投标的结果,而是用传统的环球网搜索引擎产生的,比如INKTOMI、LYCOS或者YAHOO!搜索引擎。免费超级链接还可以包括由编辑组人工编辑进数据库40的链接。最好是让免费网页在搜索结果页上付费广告主页后面。

图2画出了提供给广告商让它通过传统的浏览器程序16访问帐号管理服务器22的菜单、显示屏和输入屏。将帐号管理服务器22的URL输入图1所示浏览器程序16的时候,广告商激活在服务器22的处理系统34上运行的一个登录应用程序,下面将在图2中的屏110中讨论。广告商一旦登录进入,处理系统34就提供一个菜单120,它有多个选项和服务提供给广告商。下面将更加详细地讨论的这些项激活子程序来满足广告商的请求或者在满足广告商的请求之前询问更多的信息。在本发明的一个实施方案中,广告商可以通过菜单120访问几个选项,包括请求客户服务130、查看广告商政策140、进行帐号管理150、将钱添加到广告商的帐号上160、管理搜索引擎上的帐号广告以及查看活动报告180。也可以在菜单120和以上选项那里提供上下文专用帮助190。

对于两类用户在图3和图4中说明本发明的优选实施方案的登录程序。图3说明广告商的登录程序270。图4说明管理者管理和维护系统的登录程序290。如上所述,客户机计算机12那里的广告商或者管理者必须首先在步骤271或者291中利用浏览器程序访问帐号管理服务器。在广告商在步骤272或者292中到达登录页的URL开始登录过程的时候,帐号管理服务器22的处理系统34在步骤272或者292激活一个登录应用程序。根据这个应用程序,处理器提供一个输入屏110(图2),请求获得广告商或者管理者的用户名和口令。这些信息在步骤276或者296中提供给这个领域里大家都知道用于在储存在帐号管理服务器22的存储器32中的数据库的帐号信息的基础之上鉴权的一个安全应用程序。

从图3可以看出,用户被鉴权为一个广告商的时候,为广告商提供给图2所示的菜单屏120,以及对相应的广告商帐号有限的读/写访问权,见步骤278。在步骤280中广告商的登录事件278也可以以一个审计追踪数据结构的形式作为数据库中广告商的帐号记录记录下来。审计追踪记录最好是作为数据库38中的一系列条目,其中每一个条目都对应于广告商的纪录被访问的一个事件。帐号记录中的审计追踪信息最好是能够让帐号所有人和其它适当的管理者查看。

但是如果在图4中的步骤295里鉴权发现用户是一个管理者,就在步骤296中为这个管理者提供到所有广告商帐号的特殊的管理访问权。在步骤297中将管理者登录事件296以审计追踪数据结构的形式记录在管理者的账号记录里。这里的审计追踪记录最好是作为数据库38中的一系列条目,其中每个条目都对应于管理者的账号记录被访问的一个事件。管理者的审计追踪信息最好是能够被帐号所有人和其它适当的管理者查看。

除此以外,跟步骤282中显示给被鉴权广告商用户的一般广告商主菜单不同,在步骤298中被鉴权的管理者有权查看广告商账号的数据库38。最好是给管理者提供一个数据库搜索界面,使管理者能够选择一个广告商账号进行监视。例如,这个界面可以包括查询框,管理者可以输入账号、对应于他希望访问的账号的用户名或者联系名。当管理者在步骤299中选择一个广告商账号进行监视的时候,就给管理者提供图2所示的广告商主页120,广告商也能看到它。

对账号管理服务器22上账号信息32的访问仅限于在这个系统中有账号记录的用户,同时这些用户必须提供有效的登录名和口令。登录名和口令信息跟用户的其它账号信息一起贮存在账号管理服务器22的数据库38中,如图1所示。通过在线注册过程将包括登录名和口令的账号信息输入图1所示的数据库38。

图5说明数据库中每个广告商账号记录300中包括的信息类型。首先,如上所述,广告商账号记录300包括一个用户名302和一个口令304,用于在线鉴权。账号记录还包括联系信息310(例如联系名、公司名称、街道名称、电话号码、电子邮件地址)。

联系信息310最好用于广告商请求获得重要的广告商事件通知的时候跟广告商直接联系,下面将详细讨论这一点。账号记录300还包括记帐信息320(例如结余、信用卡信息)。记帐信息320包括一些数据,当广告商选择添加钱给广告商的账号的时候访问它。另外,象结余这种特定记帐信息在通知选择下可以触发获得通知的事件。账号记录300的审计追踪部分325包括访问账号记录300的所有事件的一个清单。管理者或者广告商每次访问或者修改账号记录300的时候,都要在管理者或者广告商账号中的审计追踪部份330添加描述账号访问和/或修改事件的一个简短记录。审计追踪信息可以被随后用于帮助产生帐号所有人的一个交易历史纪录。

广告信息部分330包括在本发明中进行在线投标过程所需要的一些信息,其中为网站描述确定一个位置,并且由搜索引擎在搜索结果清单中产生超级链接。每个用户账号300的广告数据330可以被组织成没有或者更多的子账号340。每个子账号340都包括至少一个搜索列表344。每个搜索列表都对应于一个搜索项的投标。广告商可以利用子账号来管理多个搜索项的多个投标,或者管理对多个网站的投标。对于广告商跟踪目标市场部分的性能,子账号同样特别有用。子账号超结构被用来帮助广告商组织他们的广告事务,而不影响本发明的方法。广告信息部分也可以不包括添加的子账号的管理层,但是可以只包括一个或者多个搜索列表。

搜索列表344对应于一个搜索项/报价对,其中包括进行在线竞争投标的重要信息。最好是每个搜索列表都包括以下信息:搜索项352、网站描述354、URL 356、报价358和标题360。搜索项352包括一个或者多个关键字,他们可以是普通的英语单词(或者是任何其它语言)。每个关键字又包括一个字符串。搜索项是竞争在线投标过程的目标。广告商选择跟广告商网站内容有关的一个搜索项来投标。理想情况下,广告商可以选择这样一个搜索项,搜索者最有可能将它输入进来寻找广告商网站上的信息,虽然也可以选择一般的搜索项来保证全面地覆盖相关的搜索项。

网站描述354是广告商网站内容的一个简短文字描述(最好是少于190个字符),可以显示为搜索结果清单中广告商的条目。搜索列表344也可以包括网站的一个标题360,它可以作为搜索结果清单中广告商条目的超级链接标题显示出来。URL 356包括广告商网站的统一资源定位符地址。当用户点击广告商搜索结果清单条目中的超级链接的时候,将URL提供给浏览器程序。浏览器程序则通过上面讨论的重新定向机制访问广告商的网站。URL也可以作为搜索结果清单中广告商条目的一部分显示出来。

报价358最好是广告商为列表给出的钱数。从广告商的预付账号中减去这些钱数,或者记录在广告商账号上,每次用户利用对应的搜索项进行搜索,并且搜索结果清单超级链接被用于将搜索者引向广告商网站的时候支付。最后,优先级是动态地产生的一个值,最好是每次广告商投标或者搜索者输入一个搜索查寻信息的时候由图1所示账号管理服务器22的处理系统34产生。广告商搜索列表中的优先级值决定了广告商的条目在针对相应搜索项进行搜索的时候产生的搜索结果清单中的位置。优先级值最好是跟报价358直接相关的一个顺序值,报价越高,优先级越高,在搜索结果清单中位置越靠前。最好是将优先级1分配给最高报价,连续的顺序值分配给随后的优先级。

登录进去以后,广告商可以按照图2所示的菜单完成多项操作,包括查看规则和广告商政策,请求客户服务帮助。这些项使得子程序被激活来满足这些请求。例如,选择“客户服务”的时候,显示一个输入屏130,让广告商选择客户服务类型。另外,可以在屏130上提供表格,从而使广告商能够将客户意见输入表格。

选择“查看广告商政策”的时候,图1所示帐号管理服务器22的处理系统34激活一个子程序。如图2所示,这个子程序显示一个信息网页140。这个网页140显示出当前有效的广告商政策(例如“所有的搜索列表描述都必须跟搜索项明确相关”)。

图2所示的菜单120还包括一个“帐号管理”选择150,它允许广告商查看和改变广告商的联系信息和记帐信息,或者更新广告商的访问简档,如果有的话。现有技术中基于网络跟前面讨论的相似的表格被用于更新帐号信息。

“帐号管理”菜单还包括一个选择,它使得广告商能够查看广告商账号的交易历史信息。在“查看交易历史信息”选择下,广告商可以激活一个子程序来查看过去的账号交易的一个列表(例如在帐号中增加钱,添加或者删去投标搜索项,或者改变报价)。可以执行另外的子程序让广告商显示特定类型的交易历史信息,或者是在指定的时间内发生的交易。如上所述,这些交易信息可以从图5所示的审计追踪清单325获得。可以用软件实现的可以点击的按钮、网络表格和/或菜单式的广告商能够给出这些限制。

另外,图2所示的“帐号管理”菜单150还包括一个选择,它使得广告商能够设置通知选项。在这个选择中,广告商可以选择让系统在特定的重要事件发生的时候告诉广告商。例如,广告商可以选择当帐号结余减少到指定程度的时候,让系统发送一个电子邮件消息给广告商。通过这种方式,在帐号被挂起来(也就是广告商的列表不会出现在搜索结果清单)之前广告商会收到一个“警告”来更新帐号。广告商希望得到通知的另外一个关键事件是广告商的列表在特定搜索项中产生的搜索结果清单里位置发生改变的时候。例如,广告商可能希望在另外一个广告商已经为某个搜索项提供更高报价(也就是在搜索结果清单页中这个广告商的列表会出现在比以前靠后的位置上))的时候发送一个电子邮件消息给广告商。有重要事件发生的时候,对数据库进行搜索,检查受到影响的每个搜索列表。这个系统随后按照广告商的帐号所说明的通知方式执行适当的通知子程序。

回到图2,在菜单120中还有一个选择,让广告商给广告商的帐号增加钱,从而使广告商有足够的钱来支付通过搜索结果页访问广告商的网站。最好是只有帐号里有资金的广告商的付费列表才包括在产生的搜索结果清单中。最好是符合所选生意判据的广告商能够选择不是保持在所有的时刻都有一个正的帐号结余,而是能够不管结余是多少都要支付费用,并且经常性地支付一定的费用,反映通过搜索引擎产生的清单访问广告商的网站要支付的费用。“给帐号增加钱”的选择被激活的时候执行的过程在图6中说明,它从步骤602开始。在步骤604中点击“给帐号增加钱”选择的时候,激活一个功能,接收数据说明广告商的身份,并且从数据库中检索广告商的帐号信息。这一执行过程随后将广告商的默认记帐信息储存起来,并且在步骤606中储存广告商的默认记帐信息。显示出来的记帐信息包括要添加的默认钱数,默认支付类型和默认的手段信息。

在本发明的优选实施方案中,广告商可以通过信用卡以在线方式实时地增加资金,当然采用其它支付方式也是可以的。例如,在本发明的另外一个实施方案中,广告商可以通过信用卡这种本领域中大家都知道的电子货币确认机制从广告商的银行帐号将所需量的资金划拨到他们的帐号上去,其方式跟Gifford的第5724424号美国专利相似。在本发明的另外一个实施方案中,广告商可以用纸质支票给他们的帐号增加资金。在这种情况下,可以通过手工输入在帐号记录数据库中更新这些资金。手段信息包括关于支付方式的详细信息。例如,对于信用卡,手段信息可以包括信用卡名称((例如万事达信用卡、维萨信用卡和美国Express信用卡)、信用卡号码、信用卡的截止日期和这个信用卡的记帐信息(例如记帐名称和地址)。在本发明的一个优选实施方案中,为了安全起见,只将部分信用卡号码显示给广告商。

显示给广告商的默认值是从帐号数据库中储存的持续状态获得的。在本发明的一个实施方案中,储存的记帐信息值可以包括最后一次增加钱的时候广告商设置的值(例如最新的)。默认记帐信息以网络表格的形式显示给广告商。广告商可以点击网络表格上适当的文字输入框,改变默认记帐信息。广告商完成这一改变以后,广告商可以在步骤608中点击表格上的超级链接“提交”按钮,请求系统更新记帐信息和结余信息。广告商请求更新的时候,系统激活一项功能,证实广告商提供的记帐信息,并且显示给广告商确认,如同步骤610所示。以只读表格的形式显示确认记帐信息,广告商不能改变它。

证实步骤按照以下方式工作。如果要从广告商的一个外部帐号转帐,这一支付就可以用Gifford的第5724424号美国专利给出的系统进行鉴权、授权和完成支付。但是如果这一支付是通过信用卡进行的,系统就激活一个证实算法,用Stein等等的第5836241号美国专利给出的方法来证实信用卡号码。证实算法还要通过跟当前的系统时间进行比较证实截止日期。另外,这一功能还将新的值储存在一个临时位置然后才由广告商证实。

一旦广告商证实显示的数据是正确的,广告商就可以在步骤612中点击网页上的“确认”按钮来说明应该更新这一帐号。在步骤612中,系统激活一项功能将钱增加到帐号上去,更新广告商的记帐信息,在广告商的支付历史信息中补上记帐信息。更新过的广告商记帐信息从临时位置存入持续状态(例如账号记录数据库)中。

在步骤612中激活的功能里,系统可以在步骤614中激活信用卡支付功能。在本发明的另外一个实施方案中,可以按照更新过的支付类型值定义多种支付方式来激活信用卡支付方式这种其它支付功能。

如果支付方式是采用信用卡,就在步骤616中立即转账,用户的信用卡已经在步骤610中被核实。显示一屏说明增加钱的交易的状态,说明交易号码和新的结余状况,说明刚刚完成的通过信用卡交易增加钱的情况。

在本发明的另外一个实施方案中,将钱增加到帐号中以后,可以在步骤616中增加钱的过程结束的时候将增加的钱分配给子账号。如果这个广告商没有任何子帐号,这个帐号中的所有钱就分给这个帐号。但如果这个广告商有一个以上的子账号,这个系统就显示证实和默认消息,提醒广告商“将钱分配给子帐号”。

在图6所示步骤616以后给广告商的帐户添加钱的时候可以激活菜单选择“将钱分配给子账号”,或者在图2所示的“帐号管理”菜单170中激活它。“帐号管理”菜单170可以从图2所示的广告商主页120访问。“将钱分配给子账号”菜单选择使得广告商能够将没有分配的钱分配给子账号。系统会随后更新帐号结余信息。当前的结余分配会以实时方式进行,而没有分配的结余的分配则储存在持续状态中。完成了分配以后将激活一个子程序更新子账号结余来反映这一分配。在这个时候会将自动通知发送给广告商,如果被请求这样做。直观的在线帐号管理和分配使得广告商能够迅速高效率地管理他们的在线广告预算。广告商可以用经费补充他们的账号,并且分配他们的预算,全部都是以一种联网方式进行的。基于计算机的方式省去了广告商账号交易耗时、成本高的手工输入。

在上面提到的执行点当广告商通过激活适当的菜单选择要将钱进行分配的时候执行“将钱分配给子账号”子程序。当广告商要进行分配的时候,系统激活一个功能,系统判断当前的结余中(也就是没有被激活的账号资金)是否有资金还没有分配给广告商的子账号,并且显示结余选择选项。在本发明的一个优选实施方案中,创建一个帐号实例,并且从持续状态设置没有分配的当前结余帐号字段。

如果没有任何资金没有分配,除了每个子账号的结余以外,系统就可以作为一个整体显示当前可以获得的结余。广告商随后将可以获得的当前结余分配给子账号,并且提交一个请求更新这一结余信息。激活一项功能,计算和显示子账号的累计结余。当前的累计结余储存在一个临时变量中,它被设置成等于这个广告商所有子账号的当前结余总和。这一功能还确认新的可以获得子账号结余,以确保总数不超过认可的量。如果广告商设置的新的可以获得的子账号结余不超过认可的量,就激活一项功能,更新持续状态中的所有子账号结余,并且以只读格式显示这一更新结果。

如果当前帐号结余中有没有分配的资金,就必须分配没有分配的资金。收到这些资金的时候没有分配的资金被添加到可以获得的当前结余中去。因此这一功能必须提醒广告商选择分配没有分配的资金或者分配可以获得的资金。分配没有分配的资金选择跟上面描述的分配可以获得资金选择工作方式基本相同。在广告商选择分配没有分配的资金以后,激活一个子程序为这一帐号和这些子账号显示当前没有分配的结余。广告商就将没有分配的子账号结余分配给活动并且提交一个请求更新结余。激活一项功能,计算和显示没有分配的子账号结余的当前累计。这一功能还证实新的没有分配的子账号分配,以确保这一分配不超过认可的量。没有分配的当前累计和被设置成这个广告商的所有子账号的当前未分配结余的总和。如果用户设置新的没有分配的子账号结余或者子账号结余的总和不超过认可的量,这一功能就会更新所有的子账号,例如数据库中广告商的帐号,并且以只读方式显示这一更新。

如图2所示,可以从广告商的主菜单120激活一个子程序,显示帐号管理菜单170。除了上面描述的“将钱分配给子账号”选择以外,剩余的选择都在某种程度上利用数据库的广告商账号中的搜索列表,还会影响搜索结果清单中广告商的条目。这样,需要对搜索引擎产生的搜索结果清单进行更加详细的描述。

当一个远程搜索者访问搜索引擎网络服务器24上的搜索查询网页并且按照前面描述的程序执行一个搜索请求的时候,这个搜索引擎网络服务器24就最好产生和显示一个搜索结果清单,其中搜索结果清单中每个搜索列表的搜索项字段中“规范化”输入跟远程搜索者输入的规范化搜索项查询信息完全相同。用于查询和搜索列表的搜索项的规范化消除搜索者和网站赞助商输入的搜索项的不规范性,比如大写字母和复数化,以便产生相关的结果。但是,判断搜索列表的搜索项字段跟远程搜索者输入的搜索项查询信息之间不相同的其它方案同样属于本发明的范围。例如,可以采用现有技术中大家都知道的字符串匹配算法来进行匹配,其中的搜索列表搜索项和搜索项查询的关键字具有同样的来源,但是它们并不完全相同(例如计算和计算机)。也可以在搜索引擎网络服务器24中储存一个同义词数据库,从而能够比较具有相同含义的搜索项。还可以采用本地化方法来提炼搜索结果。例如,对“面包店”或者“杂货店”的搜索可以仅限于所选城市、邮政编码或者区域电话号码的那些广告商。这一信息可以通过帐号管理服务器22中储存在存储器32中的广告商帐号数据库的对照来获得。最后,可以采用国际化方法为美国以外的用户提炼搜索结果。例如,通过对照广告商的帐号数据库可以产生特定国家或者特定语言的搜索结果。

图7说明用于本发明一个实施方案中的搜索结果清单实例,其中显示的是从“zip驱动器”这个搜索项产生的最前面的几个结果。如图7所示,象搜索结果清单中710a这样的条目包括对网站720的一个描述,最好是包括一个标题和一个简短的文字描述,搜索者点击的时候,超级链接730将搜索者的浏览器定位到被描述的网站所在的URL。URL 740也可以显示在搜索结果清单条目710a中,如图7所示。当远程搜索者查看图7中的搜索结果项显示710的时候,会“点击过去”搜索结果项。为了完成“点击过去”,搜索者的点击将被记录在帐号管理服务器中,并且通过上面描述的重新定向机制重新定向到广告者的URL。

搜索结果清单条目710a~710h还可以说明广告商的搜索网页的的优先级值。优先级值是一个顺序值,最好是一个数,由图1所示的处理系统34产生和分配给搜索列表。优先级值最好是由软件实现的一个过程来分配,它在报价、优先级和搜索列表的搜索项之间建立联系。这一过程收集跟某个搜索项相同的所有搜索列表,从最高报价到最低报价,给这些搜索列表排序,并且为每个搜索列表按顺序分配一个优先级值。最高报价获得最高优先级值,次高报价获得次高优先级值,直到最低报价,它获得最低的优先级值。最好是最高的优先级值是1,后面的逐渐下降的优先级分配连续增大的顺序值(例如2、3、4……)。优先级值跟报价之间的联系在图7中说明,其中每个付费搜索清单条目710a~710f都显示了广告商为这一条目的报价750a~750f。如果具有相同搜索项的两个搜索列表也有同样的报价,那么较早收到的报价将分配较高的优先级值。免费列表710g和710h不显示报价,显示在优先级最低的收费列表后面。如果没有足够的列表来填满搜索结果页中的40条,最好显示免费列表。免费列表是由搜索引擎利用分布式数据库和现有技术中大家都了解的文字搜索算法来产生的。这种搜索引擎的一个实例可以由Inktomi公司运营。远程搜索者输入的搜索查寻信息被用于通过普通搜索引擎产生免费列表。

如同图2的活动管理菜单170所示,为广告商提供给几个选择来管理搜索列表。首先,在“改变报价”选择中,广告商可以改变当前在帐号中搜索列表的报价。系统激活用来改变报价的功能的过程在图8中说明。在广告商通过选择“改变报价”菜单选项的时候,系统搜索数据库中的用户帐号,显示整个帐号的搜索列表或者广告商账号的默认子帐号,如同步骤810所示。搜索列表可以组成广告商定义的子帐号,可以包括一个或者多个搜索列表。每次只显示一个子帐号。最好同样能够允许广告商改变选择的子账号,见步骤815。然后为选中的子账号显示搜索列表,见步骤820。

图9说明步骤810中显示给广告商看的一屏,下面将详细讨论。为了改变报价,广告商用户可以通过输入一个新的报价给新的报价输入字段为已经有报价的搜索项指定新的报价。广告商输入的报价变化被显示给广告商查看,见图8中的步骤820,下面将详细讨论。为了更新显示页的报价,广告商在图8所示的步骤830中请求更新改变结果。广告商可以通过多种方式,包括点击一个按钮图形,发送这样的请求给帐号管理服务器。

如同图8中的步骤840所示,收到更新广告商的报价请求的时候,系统为每个搜索列表计算一个新的当前报价,优先级值以及需要成为最高报价所需要的报价。这个系统最好是在随后的步骤850中显示这些改变。在用户确认了改变以后,系统将通过将这些改变写入数据库中的帐号更新持续状态。

搜索列表数据以表格的形式显示出来,每个搜索列表都对应于表900中的一行。搜索项902显示在最左边的一栏内,接下来是当前报价904,以及搜索列表的当前优先级906。当前优先级后面是叫做“成为1号所需要的报价”907的一栏,它是要成为最高报价所需要的报价。每一行中最右边的一栏包括一个新的报价输入字段908,一开始它被设置成等于当前报价。

如图9所示,搜索列表可以被显示成“子帐号”。每个子帐号都包括一个搜索列表组,其中多个子帐号在一个广告商账号里。每个子账号都可以用单独一页显示。广告商最好是能够通过图9所示的显示屏幕上的一个下拉菜单910改变子账号。另外,不能全部在一页中显示出来的搜索列表组可以分成多页显示,通过下拉菜单920来一个一个地查看。广告商最好能够通过点击图9所示显示页上的下拉菜单920来改变显示的页。广告商可以通过将一个新的报价输入新报价字段908来指定显示的搜索列表的新报价。为了更新广告商输入的改变的结果,广告商点击按钮912,将一个更新请求发送给帐号管理服务器,更新上面描述的报价。

图2所示“帐号管理”菜单170中列出的许多其它选择被作为上述“改变报价”功能的变量。例如,如果广告商选择“改变优先级位置”选项,就可以给广告商显示跟图9中用于“改变报价”功能一样的一屏。但是,在“改变优先级位置”选项中,“新报价”字段要用“新优先级”字段替换,其中的广告商为搜索项输入新的优先级位置。在广告商请求更新这一优先级以后,系统按照本领域中技术人员都能获得的多种算法中间的任何一种算法计算一个新的报价。例如,系统可以激活一个子程序来找到搜索数据库中具有所需优先级/搜索项组合的搜索列表,提取所述组合的有关报价信息,然后计算高N分的一个报价;例如N=1。在系统计算了新的报价,并且给广告商显示只读确认信息以后,系统在收到广告商的认可以后更新报价和优先级值。

对图2所示帐号管理菜单上“修改列表组成”的选择也可以产生跟图9所示格式相似的一个显示。当广告商选择“修改列表组成”选项的时候,广告商可以通过为每个搜索列表建立的网络表格改变URL、标题或者搜索列表的描述。跟上面的过程相似,URL、标题和字段描述的表格可以一开始就包括旧的URL、标题和描述作为默认值。在广告商输入所需改变以后,广告商可以发送一个请求给这个系统来更新这些改变。这个系统随后显示一个只读确认屏,在广告商认可这一改变以后将这些改变写入持续状态(例如用户帐号数据库)。

可以采用跟上述过程相似的过程来改变搜索列表中的所有其它选项;例如,改变跟报价搜索项有关的匹配选项。这一改变所需要的报价和优先级的重新计算也可以按照上面讨论的过程那种方式进行。

在“删除报价搜索项”选项中,系统提取广告商账号中的所有搜索列表,按照跟图9相似的方式显示搜索列表。每个搜索列表条目都可以包括一个复选框供广告商点击,而不是新报价字段。广告商可以点击复选框,在要删除的每个搜索项旁边打上一个X标记,自然也可以采用任何其它的方式来这样做。广告商选择好要删除的所有搜索列表以后,请求系统更新这些改变,系统最好给出一个只读确认消息,只有在广告商认可这些改变的时候更新广告商的帐号。从搜索数据库36中删除“被删除的”搜索列表,它们不再出现在以后的搜索中。但是,搜索列表将仍然是广告商账号记录的一部分,用于记帐和帐号活动监视。

在“增加报价搜索项”选择中,系统为广告商提供对应于搜索列表元素的多个输入字段。广告商随后将对应于搜索列表元素的信息输入每个字段,包括搜索项、网站URL、网站标题、网站描述和报价,以及其它相关信息。广告商输入列表数据以后,系统返回一个只读确认屏给广告商。系统随后产生一个新的搜索列表,并且在收到广告商认可的时候将它写入帐号数据库和搜索数据库。

图2所示的“帐号管理”菜单170最好为广告商提供一个选择“获得投标搜索项的建议”。在这种情况下,广告商就将一个投标搜索项输入显示给广告商的一个表格驱动的查询框。系统读取广告商输入的搜索项,产生一系列其它的搜索项帮助广告商找到跟广告商网站内容最相关的搜索项。这些其它搜索项最好是用一些方法来产生的,比如将字符串匹配算法用于图表搜索项的数据库和/或同义词数据库。广告商可以从系统能产生的清单中选择搜索项来投标。在这种情况下,系统给广告商显示上面描述的“增加投标搜索项”选择条目字段,用一个表格输入选中的搜索项。最好是将选中的搜索项作为一个默认值插入每个搜索列表的表格。如果需要也可以将其它搜索列表组成的默认值插入表格。

图2所示的“帐号管理”菜单170最好还给广告商提供一个“项目成本”选择。在这个选择中,广告商给出一个搜索列表或者子帐号,说明广告商希望预测“每日开销”和“剩下的天数”。系统用项目成本算法计算成本,将预测结果通过只读显示屏显示给广告商。这种预测可以用本领域中大家都知道的多种不同算法来计算。但是,由于搜索列表的价格是通过将指定时间段内搜索列表收到的点击总数乘以报价计算出来的,所以每一个成本计算法都必须确定每个月的点击次数估计。对搜索列表的点击跟踪可以通过软件计数方法来进行。所有搜索列表的点击都可以按照时间来跟踪,这些数据可以用来产生每个月和每个搜索项的点击数估计。对于某个搜索项,计算每天的搜索次数估计,再乘以点击的价格。这个乘积再乘以这个搜索列表的优先级对应的平均点击数的一个比例,获得每日的运营成本。当前结余除以每日运营成本就能够获得剩余的天数。

本发明的实施方案采用的价格算法建立在一个简单的预测器模型基础之上,它假设所有的搜索项情况都相同。这个模型假设广告商搜索列表的优先级维持常数,在一个月内不发生起伏。这个算法具有实现起来简单、计算速度快的优点。这个预测器模型建立在这样一个事实的基础之上,它就是对于某个搜索列表,总的点击数是搜索列表的优先级的函数。于是这个模型假设每个搜索项的使用曲线,将搜索列表的点击数随搜索列表优先级的变化画成曲线,跟所有搜索项的使用曲线相似。这样,所有搜索项的所有点击数的总和在时间上外推得到的值,所有搜索项给定优先级的所有点击数之和,以及选定搜索项的所有点击数之和可以用一个简单的比例关系来确定选定搜索项给定优先级的点击数。于是选定搜索项选定优先级的每日点击数估计跟广告商跟这一搜索项这一优先级的报价相乘,以确定每天的开销。另外,如果已知某些搜索项或者某些类搜索项跟一般模式明显不同,就可以采用针对这个搜索项、广告商或者其它参数的修正值来调整成本预计结果。

最后,图2所示的“帐号管理”菜单120有几个选择,用来查看跟广告商的活动有关的信息。“查看子帐号信息”选择显示跟选中的子账号有关的只读信息。“查看搜索项清单”选择显示广告商选中的搜索项和对应的URL、报价和优先级的一个清单,这些搜索项最好按照子账号分组。广告商还可以查看从系统收到广告商请求获得的搜索项的时候产生的只读显示中选择出来的搜索项清单中的一组搜索项的当前最高报价。

对于需要搜索列表活动更全面报告的广告商,可以从图2所示的广告商主页120选择“查看报告”选项。在本发明的一个实施方案中,“查看报告”选项产生直到当前日期之前一年的情况的全面报告。例如,可以获得前7天中每一天的每日报告,前面四个星期的周报,前面12个月的月报,以及最近四个季度的季报。按照广告商的兴趣还可以提供其它报告。其它的预定报告类型可以包括以下时间段内的活动跟踪:从帐号开始以来、Year To Date、每年、Quarter To Date、Month To Date和Week to Date。报告类型可以包括能够按照广告商账号、搜索列表和URL查看的详细报告,能够看到广告商账号和子账号查看的简报。这些报告可以包括标识数据,比如广告商账号和子账号名称,报告日期和报告类型。另外,这些报告还可以包括关键字搜索列表帐号数据,例如当前结余、没有分配的当前结余、平均每日帐号借记和运行率。除此以外,这些报告还可以包括关键字数据,比如:搜索项、URL、报价、当前优先级和点击次数,对某个搜索项的搜索次数、印象次数(在搜索结果清单中搜索列表出现的次数),和点击率(定义为点击次数/印象次数)。这些报告最好是能够用HTML通过浏览器程序查看,能够打印,也能够下载。但是要注意,也可以有其它的查看选择,比如Adobe Acrobat、PostScript、ASCII文字、电子表格互换格式(例如CSV、tab-delimited)和其它已知格式。

当广告商选择了“查看报告”选项的时候,系统激活一项功能,显示可以获得的报告类型、日期、种类和查看选项。系统最好产生具有以下字段的一个报告,一开始它们都被设置成空:报告类型、报告日期、报告种类和查看选项。一旦广告商已经定义了上面描述的参数,系统就激活一项功能,在广告商设置的参数的基础之上产生被请求获得的报告,并且在查看选项参数的基础之上显示报告。

最后,本发明的一个优选实施方案有一个上下文专用帮助选项,广告商可以在登录以后的任何时刻请求获得帮助。这个帮助选项可以作为一个图标,也可以作为系统产生的显示页上面的一个按钮。广告商可以点击这个图标或者按钮来请求获得帮助,在这个时候系统产生和显示一个帮助页。帮助可以作为单独的显示页,也可以作为可以搜索的索引,对话框或者是现有技术中大家都知道的任何其它方法。

前面的详细描述应当被看作说明性的,而不是限制性的,后面的权利要求包括它们的所有等价条款都是用来定义本发明的范围的。

Claims (61)

1.一种根据使用计算机网络的搜索者的搜索请求基本上实时地产生搜索结果清单的方法,包括:维持一个数据库,其中有多个搜索列表,每个搜索列表都有一个报价和一个搜索项;从搜索者接收搜索请求;确定跟搜索请求具有相同搜索项的搜索列表;按照确定的搜索列表的相应报价值将确定的搜索列表放到搜索结果清单中去,其中包括报价是0的搜索列表,如果有的话;从搜索者接收检索请求,检索搜索结果清单中跟搜索列表有关的信息;和在对应于搜索者检索请求的数据库中记录检索请求事件。
2.权利要求1的方法,还包括按照网络信息提供商的请求更新搜索列表数据库中搜索列表的步骤。
3.权利要求1的方法,其中的帐号数据库至少包括多个网络信息提供商中每一个的一个账号记录,该账号记录包括具有一个搜索项和报价的至少一个搜索列表,一个帐号结余;和一个独一无二的帐号标识符。
4.权利要求3的方法,其中账号记录中的搜索列表被组织成账号记录中的至少一个子账号。
5.权利要求3的方法,其中的检索请求事件包括这个搜索列表的搜索项和报价,还包括跟这个搜索列表有关的一个帐号标识符。
6.权利要求5的方法,其中的检索请求事件还包括一个优先级值。
7.权利要求5的方法,其中的检索请求事件跟账号记录有一个链接,这个账号记录的帐号标识符对应于检索请求事件中列出的帐号标识符。
8.权利要求7的方法,其中的检索请求事件报价由账号标识符跟检索请求事件的帐号标识符相同的账号记录的帐号结余来支付。
9.按照使用计算机网络的搜索者的搜索请求基本上实时地产生搜索结果清单的一种方法,包括:维护一个数据库,其中有多个搜索列表,每个搜索列表都有一个报价和一个搜索项;从搜索者接收搜索请求;确定跟搜索请求具有相同搜索项的搜索列表;按照确定的搜索列表的相应报价值将确定的搜索列表放到搜索结果清单中去;从搜索者接收检索请求,检索搜索结果清单中跟一个搜索列表有关的网络信息;和从网站赞助商接收请求的时候估计指定时间段内搜索列表的价格。
10.权利要求9的方法,其中估计出来的指定时间段内搜索列表的价格是作为当前搜索列表的报价和指定时间段内搜索者选中搜索列表的次数的乘积计算出来的。
11.一种使网络信息提供商更新跟网络搜索引擎产生的一个搜索列表有关的信息的方法,包括以下步骤:维护一个帐号数据库,其中多个网络信息提供商中的每一个都有至少一个账号记录,所述账号记录包括有搜索项和报价的至少一个搜索列表;和一个帐号标识符;从网络信息提供商接收网络信息提供商的帐号中搜索列表报价的一个改变请求;按照这个改变请求更新网络信息提供商的账号记录中搜索列表的报价;和按照从使用计算机网络的搜索者收到的搜索请求基本上实时地确定搜索引擎产生的搜索结果清单中更新过的搜索列表的位置,其中更新过的搜索列表的搜索项将搜索请求进行比较,搜索结果清单中搜索结果列表的位置是用报价来确定的。
12.权利要求11的方法,其中搜索结果清单中每个搜索列表的搜索项都跟搜索请求进行比较。
13.权利要求12的方法,其中搜索结果清单中的搜索列表被按照报价下降的顺序储存起来。
14.权利要求13的方法,还包括按照报价下降的顺序将顺序的优先级值分配给搜索结果清单中的每个搜索列表的步骤,最小的优先级值分配给搜索结果清单中具有最高报价的搜索列表,最大的优先级值分配给报价最低的搜索列表。
15.权利要求13的方法,还包括以下步骤:确定帐号数据库中每个搜索列表的产生时间值;找出搜索结果清单中具有相同报价的搜索列表;和在搜索结果清单中具有相同报价的一组搜索列表中,按照从早到晚的产生时间值顺序对搜索列表进行排序。
16.权利要求11的方法,其中的账号记录还包括一个帐号结余。
17.权利要求16的方法,其中的帐号结余是正的。
18.权利要求16的方法,还包括搜索者从搜索结果清单中选择一个搜索列表的时候,基本上实时地从帐号结余中减去报价的步骤。
19.权利要求16的方法,其中的搜索列表还包括一个网站标题、一个网站描述和一个网站通用资源定位符(URL)。
20.权利要求19的方法,还包括远程搜索者从搜索结果清单中选择一个搜索列表的时候,基本上实时地记录检索结果时间的步骤。
21.权利要求20的方法,其中的检索请求事件包括帐号标识符和报价。
22.权利要求21的方法,其中的检索请求事件还包括一个搜索项。
23.权利要求21的方法,其中的检索请求事件还包括一个网站URL。
24.权利要求21的方法,还包括从帐号结余中减去费用的步骤,其中的费用对应于检索请求事件中记录下来的报价,这个检索请求事件有一个帐号标识符,跟对应于帐号结余的帐号标识符相同。
25.一种方法,用于让使用计算机网络的网站赞助商按照通过计算机网络从远程计算机收到的搜索请求,基本上实时地更新搜索引擎产生的搜索结果清单中跟搜索列表有关的信息,包括以下步骤:维持一个帐号数据库,计算机网络多个网站赞助商中的每一个至少有一个账号记录,所述账号记录包括一个帐号标识符、有搜索项和报价的至少一个搜索列表;为网站赞助商提供鉴权登录访问,其中网站赞助商的登录访问允许网站赞助商修改网站赞助商的账号记录;收到所述网站赞助商的请求的时候修改账号记录的一个搜索列表;产生包括搜索列表的一个搜索结果清单,其中每个搜索列表的搜索项都跟搜索请求中的搜索项进行比较,搜索结果清单中的搜索列表按照搜索列表报价的顺序排列;和从网站赞助商收到请求的时候估计指定时间段内搜索列表的价格。
26.权利要求25的方法,其中的搜索结果清单还包括有一个零报价的至少一个搜索列表。
27.权利要求25的方法,其中的搜索结果清单还包括至少一个搜索列表没有包括在帐号数据库中。
28.权利要求25的方法,其中从网站赞助商收到请求的时候对账号记录搜索列表的修改步骤基本上是实时地完成的。
29.权利要求25的方法,其中的搜索列表包括一个标题、一个描述和一个通用资源定位符(URL)。
30.权利要求25的方法,还包括从所述网站赞助商收到请求的时候,基本上实时地在网站账号记录上增加一个搜索列表的步骤。
31.权利要求25的方法,还包括从所述网站赞助商收到请求的时候,基本上实时地从网站赞助商的账号记录中删除一个搜索列表的步骤。
32.权利要求25的方法,其中的账号记录还包括帐号结余。
33.权利要求32的方法,其中的帐号结余是正的。
34.权利要求32的方法,还包括从网站赞助商收到请求的时候,在网站赞助商的账号结余上增加钱数的步骤。
35.权利要求34的方法,其中的钱数已经被一个外部金融鉴权网络所核实。
36.权利要求25的方法,其中的搜索项和搜索请求都包括至少一个字符串。
37.权利要求25的方法,还包括从网站赞助商收到请求的时候为网站赞助商产生一个活动报告的步骤。
38.权利要求37的方法,其中给定时间段内搜索列表的价格估计是作为搜索列表的当前报价跟指定时间段内远程计算机那里搜索者指定搜索列表的预期次数的乘积计算出来的。
39.权利要求25的方法,其中网站赞助商搜索列表的报价包括一个钱数,每次远程搜索者选择这一搜索列表的时候从所述网站赞助商的帐号结余中减去这个钱数。
40.权利要求25的方法,其中搜索结果清单中网站赞助商的搜索列表按照报价从高到低的顺序排列。
41.权利要求40的方法,其中将一个顺序优先级值按照上升的顺序分配给按顺序排列的搜索结果清单中的每一个搜索列表,这些按顺序排列的搜索列表从报价最高的开始,它被分配最小的优先级值,在报价最低的搜索列表结束,它被分配最大的优先级值。
42.权利要求25的方法,还包括在远程计算机那里从搜索结果清单中显示数据的步骤。
43.权利要求25的方法,还包括产生一个搜索列表活动报告的步骤。
44.权利要求25的方法,包括收到网站赞助商的请求的时候,为产生新的搜索列表提出可选搜索项建议的步骤。
45.权利要求25的方法,其中的计算机网络是因特网。
46.让使用计算机网络的网站赞助商更新通过因特网搜索引擎产生的搜索结果清单中搜索列表有关信息的一种方法,该方法包括以下步骤:维护一个数据库,使用计算机网络的至少一个网站赞助商拥有至少一个账号记录,该账号记录包括:至少一个搜索列表,其中的每个搜索列表都包括至少有一个关键字、一个报价、对应于网络服务器上驻留的文件的地址的一个通用资源定位符(URL)、一个描述和一个标题的一个搜索项字段;一个帐号结余;网站赞助商的支付处理信息,所述支付处理信息跟通过计算机网络的公共访问隔离;网站赞助商的付费历史纪录;和网站赞助商的搜索列表历史信息;按照鉴权结果为网站赞助商提供登录访问,其中网站赞助商的登录访问允许网站赞助商修改网站赞助商的账号记录,网站赞助商不能修改其它人的账号记录;从网站赞助商收到请求的时候基本上实时地修改网站赞助商的搜索列表;接收一个搜索请求,这个搜索请求至少包括一个关键字,这个搜索请求是通过因特网从远程计算机那里的搜索者收到的;按照搜索请求产生一个搜索结果清单,这个搜索结果清单包括计算机网络上账号记录的搜索列表,其中搜索结果清单中每个搜索列表的搜索项字段都跟搜索请求进行比较,搜索结果清单中的搜索列表用搜索列表的报价按顺序排列和从网站赞助商收到请求的时候基本上实时地从网站赞助商的账号记录中删除一个搜索列表。
47.权利要求46的方法,还包括从网站赞助商收到请求的时候在网站赞助商的账号上增加一个搜索列表的步骤。
48.权利要求46的方法,还包括从网站赞助商收到请求的时候在网站赞助商的帐号结余上增加钱数的步骤。
49.权利要求46的方法,其中的钱数已经被一个外部金融鉴权网络核实。
50.权利要求46的方法,其中的关键字包括一个字符串。
51.权利要求46的方法,还包括从网站赞助商收到请求的时候为网站赞助商产生一个账号活动报告的步骤。
52.权利要求46的方法,还包括从网站赞助商收到请求的时候为给定时间段估计搜索列表价格的步骤。
53.权利要求46的方法,其中估计出来的价格是作为搜索列表报价跟指定时间段内搜索列表被选中的次数估计的乘积计算出来的。
54.权利要求46的方法,其中网站赞助商搜索列表的报价包括一个钱数,每次搜索列表被选中的时候要从网站赞助商的账号结余中减去这个钱数。
55.权利要求46的方法,其中的优先级值是一个顺序值。
56.权利要求46的方法,其中搜索结果清单中的搜索列表是按照下降的顺序从最高到最低报价排列的。
57.权利要求56的方法,其中的优先级值被分配给从分配最小优先级值的最高报价的搜索列表开始,在分配最大优先级值的报价最低的搜索列表结束,按顺序排列的搜索结果清单中的每个搜索列表。
58.权利要求57的方法,还包括在远程计算机上显示搜索结果清单中的数据的步骤。
59.权利要求46的方法,还包括产生一个搜索列表活动报告的步骤。
60.权利要求46的方法,还包括收到网站赞助商的请求的时候提供其它的搜索项建议的步骤。
61.一种系统,用于让使用计算机网络发布广告的网站赞助商更新因特网搜索引擎产生的搜索结果清单中搜索列表的有关信息,包括:一个计算机系统,其中储存着使用计算机网络的多个网站赞助商中的每一个都至少有一个账号记录的一个数据库,这个账号记录包括:至少一个搜索列表,它包括一个搜索项,其中有至少一个关键字、一个报价、对应于网络服务器上驻留的文件的地址的一个通用资源定位符(URL)、一个描述和一个标题;一个帐号结余;包括在发布广告的网站赞助商的账号记录中的搜索列表的一个历史信息;支付处理信息,其中的支付处理信息能够通过计算机系统进行访问,跟通过计算机网络的公众访问隔离;和一个支付历史信息;编程代码,用于按照鉴权结果为发布广告的网站赞助商提供登录访问,其中发布广告的网站赞助商的登录访问使得发布广告的网站赞助商能够修改发布广告的网站赞助商的账号,发布广告的网站赞助商不能修改其它用户的帐号;编程代码,在所述计算机系统中,从发布广告的网站赞助商收到请求的时候,基本上实时地在发布广告的网站赞助商的账号上增加钱;所述计算机系统中的编程代码,用于从发布广告的网站赞助商收到请求的时候,基本上实时地在发布广告的网站赞助商的账号上增加搜索列表;所述计算机系统中的编程代码,用于从发布广告的所述网站赞助商收到请求的时候从发布广告的网站赞助商的账号上删除搜索列表;所述计算机系统中的编程代码,用于从发布广告的网站赞助商收到请求的时候基本上实时地修改发布广告的所述网站赞助商的搜索列表;编程代码,用于从发布广告的网站赞助商收到请求的时候基本上实时地为发布广告的所述网站赞助商产生活动报告;编程代码,用于从远程计算机接收搜索请求,这个搜索请求包括至少一个关键字,这个搜索请求是通过计算机网络从远程计算机收到的,它经过了能够不经过鉴权而进行访问的一个网站;和编程代码,用于按照搜索请求基本上实时地产生一个搜索结果清单,这个搜索结果清单包括数据库中帐号里的搜索列表,其中搜索结果清单中每个搜索列表的搜索项都跟这个搜索请求进行比较,这个搜索结果清单中的搜索列表按照搜索列表的报价顺序排列。
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