A recent patent application from Google describes the way they make use of previous query for influencing the advertisements that pop up during a search.

The patent describes the ways in which the search engine decides the relation between a current and previous query. This is used to determine whether they should encourage ads that support both queries.

The patent clearly describes the way they expand the search query for matching with various advertising keywords. This happens when there is no previous query from the searcher. In such a case, the search engine will look for related words and will perform query broadening.

Ads are shown mostly based on the words which relates to the particular query. This is obtained through getting information through clustering tools and various other systems.

This patent describes how search results could be expanded through a web search. This indicates the instance during which there are no results for any query entered by the user. Google will also look at various overlapping words in those queries which happened during the search, for displaying results to users. Previous queries in this way will relate to the sponsored links which are highlighted on the top of the pages which are shown as results.

If you enjoyed this post, make sure you subscribe to my RSS feed!