Abstract: The present invention is directed towards systems and methods for determining one or more positions for one or more advertisements. The method of the present invention comprises receiving a result set comprising one or more advertisements ordered by expected revenue. A document is divided into one or more locations for displaying one or more advertisements. A first set of advertisements is selected from the result set to position at a primary location in the document, the selection based upon the expected revenue associated with the one or more advertisements. A second set of advertisement is selected from the result set to position at one or more additional locations of the given document.

Abstract: The present invention is directed towards systems and methods for ranking one or more advertisements. The method of the present invention comprises retrieving a result set comprising one or more advertisements responsive to a request. A clickability score is calculated for the one or more advertisements comprising the result set. An expected revenue value is calculated for the one or more advertisements using the clickability scores of the one or more advertisements as well as an indication of revenue associated with the one or more advertisements. The one or more advertisements are ordered according to the expected revenue of the one or more advertisements.

Abstract: The present invention is directed towards systems and methods for determining the performance of a plurality of versions of a given advertisement. The method of the present invention comprises retrieving a first version of an advertisement and associated click through data, and retrieving a second version of the advertisement and associated click through data. A clickability score is calculated for the first version of the advertisement using the click through data associated with the first version, and a clickability score is calculated for the second version of the advertisement using the click through data associated with the second version. A difference in clickability scores is determined between the first and second advertisement. The clickability score associated with the first version of the advertisement is modified based upon the difference in clickability scores.

Abstract: Upon receiving a search query, a search to identify at least one resource relevant to the search query is performed. At least one excerpt is extracted from the at least one resource, and a term of interest is identified in the excerpt. A link to a referral document is associated with the term of interest. Upon selection of the link, the referral document is displayed. Alternatively, the link is associated with a second search query, and the second search query is automatically performed upon selection of the link. A network telephone call can be automatically placed when a telephone number is the term of interest.

Abstract: Techniques are provided for generating search results that include, instead of or in addition to the traditional abstract links, other links to content that the user of a search engine may consider helpful. These other links are referred to herein as “non-traditional abstract links”. In general, the search engine generates non-traditional abstract links that attempt to anticipate the “next move” by the search engine user. By selecting a non-traditional abstract link from the abstract of a matching resource, the user is able to navigate from the search result listing directly to locations other than the top of a matching resource.