Google Inc.

Jennifer J Huang

Gaurav Garg

Jeremy Silber

Emily Kay Moxley

Alexander Collins

Awaneesh Verma

Yunkai Zhou

Conrad Wai

Lewis Adam Denizen

Christopher Souvey

Ian James Leader

Alexander Fischer

Daniel Amaral De Medeiros Rocha

Lars Kare Engebretsen

Daniel A De M Rocha

Puneet Chopra

Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. Search results responsive to a query are identified including a first search result in a top set of search results, the first search result associated with a first entity. A first eligible content item is identified for presentation along with the search results, the first eligible content item associated with the first entity. A combined content item is identified that is a combination of the first search result and first eligible content item and is to be presented as a search result responsive to the query. The combined content item is augmented including: identifying entities related to the first entity, identifying content items that are associated with the related entities, selecting at least one identified content item, and using content from the selected content items to augment the combined content item.

Combining content with a search result

Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, for evaluating a creative. Methods can include identifying one or more selection keywords that are associated with a creative. Matching criteria can be identified for comparing the selection keywords and the request keywords. The matching criteria can be defined by a range from an exact match to a broad match and include a matching threshold in the range. A bid modifier associated with the matching criteria can be established. The bid modifier can modify a bid associated with the creative based on an extent of a match determined between the selection keywords and the request keywords for a given content request. The creative responsive to received content requests can be evaluated based on the matching criteria and the bid modifier.

Broad match control

Growing community of inventors

Palo Alto, CA, United States of America

Jennifer J Huang