ENTITY-BASED SEARCHING WITH CONTENT SELECTION

摘要

Systems and methods for entity-based searching with content selection include receiving a search query and determining that the search query corresponds to a search entity. The search entity may be associated with an online action, thereby forming an entity-action pair. Auction parameters that specify the entity-action pair may be used to select third-party content. Search results based on the search query, the search entity, and the selected third-party content may be provided for presentation as part of a search result screen.

主权项

1. A method of selecting third-party content for presentation with search results comprising:
receiving a search query having one or more keywords; determining, using the one or more keywords, that the search query corresponds to a search entity, the search entity representing a named entity in the physical world; retrieving search results based in part on the search query; identifying an entity-action pair comprising the named entity and an online action associated with the entity; conducting a content auction for the entity-action pair based in part on auction bids received for the entity-action pairs; selecting third-party content based on a result of the content auction, the third-party content being configured to perform the online action in response to input from a user interface device; and providing the search results, the search entity, and the selected third-party content for presentation as part of a search result screen.