Targeting Objects to Users Based on Search Results in an Online System

摘要

Advertisements in a social networking system may be targeted to searching users in relation with a real-time search engine operated by a social networking system. Ads are targeted to users based in part on social information included in a structured search query and/or search results on a page. In a typeahead search, a user of the social networking system may receive prefix search results of objects in the search box. The prefix search results are ranked by relevance to the user, and advertisers may bid for particular objects to increase their ranking in the results list. An option may be provided to a viewer of search query results to buy an ad that would be seen by other users who performed the same search query, received a targeted search result, or based on targeting criteria as determined by the viewer bidding on the ad.

主权项

1. A method comprising:
receiving a plurality of ad requests, where the plurality of ad requests include targeting criteria that specify the corresponding ad be displayed where a search result includes a particular object in a social networking system; receiving a query by a social networking system, the query received from a user of the social networking system; determining a plurality of search results based on the received query; retrieving a plurality of advertisements targeting the plurality of search results; and selecting an advertisement from the retrieved plurality of advertisements based, in part, on the determined plurality of search results including the particular object.