Combining content with a search result
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.
1. A computer-implemented method comprising:
receiving, by one or more computers, a search query;
identifying multiple different search results responsive to the search query including a first search result in a top set of search results;
identifying a first eligible content item of a sponsor for presentation along with the search results, wherein content of the first eligible content item includes different content than content of the first search result;
after receiving the search query, combining, into a single combined search result, first content from the first search result and second content from the first eligible content item based on a shared characteristic, wherein the first content from the first search result is less than all of the content from the first search result;
augmenting the single combined search result to include links to multiple different sources of information about an item that is visually identified in the single combined search result, wherein the augmenting is performed according to preferences of the sponsor previously submitted to the one or more computers; and
providing, as a search result responsive to the search query, the augmented single combined search result for display in a same search results page as multiple different search results responsive to the search query.
2. The method of claim 1 wherein identifying the first eligible content item includes determining that the first eligible content item and search results that are associated with a same brand, and wherein the combined content of the single combined search result does not duplicate information that is identified in both of the first search result and the first eligible content item.
3. The method of claim 2 further comprising identifying one or more related entities that are related to the same brand.
4. The method of claim 3 wherein the one or more related entities are retailers for the same brand.
5. The method of claim 3 wherein identifying the one or more related entities includes using a graph of related entities to determine the one or more related entities.
6. The method of claim 3 wherein identifying the first eligible content item includes determining, from an inventory of content items, that the first eligible content item is sponsored by the one or more related entities.
7. The method of claim 3 wherein identifying the first eligible content item includes conducting an auction and using selection criteria that includes performance information related to either the one or more related entities or the first eligible content item.
8. The method of claim 3 wherein augmenting includes adding a text advertisement sponsored by the one or more related entities.
9. The method of claim 1 wherein augmenting includes adding a link to a landing page associated with the first eligible content item.
10. The method of claim 1 wherein augmenting includes determining a format for content to be added and adding the first eligible content item in accordance with the determined format.
11. A computer program product comprising a non-transitory computer-readable medium including instructions, that when executed, cause one or more processors to perform operations comprising:
receiving a search query;
identifying multiple different search results responsive to the search query including a first search result in a top set of search results;
identifying a first eligible content item of a sponsor for presentation along with the search results, wherein content of the first eligible content item includes different content than content of the first search result;
after receiving the search query, combining, into a single combined search result, first content from the first search result and second content from the first eligible content item based on a shared characteristic, wherein the first content from the first search result is less than all of the content from the first search result;
augmenting the single combined search result to include links to multiple different providers of a product or service that is visually identified in the single combined search result, wherein the augmenting is performed according to preferences of the sponsor previously submitted to the one or more processors; and
providing, as a search result responsive to the search query, the augmented single combined search result for display in a same search results page as multiple different search results responsive to the search query.
12. The computer program product of claim 11 wherein identifying the first eligible content item includes determining that the first eligible content item and search results are associated with a same brand, and wherein the combined content of the single combined search result does not duplicate information that is identified in both of the first search result and the first eligible content item.
13. The computer program product of claim 12 , wherein the instructions cause the one or more processors to perform operations further comprising identifying one or more related entities that are commercially related to the same brand.
14. The computer program product of claim 13 wherein the one or more related entities are retailers for the same brand.
15. A content management system comprising:
a memory device; and
one or more computers configured to interact with the memory device and execute instructions, wherein the instructions cause the one or more computers to perform operations comprising:
receiving a search query;
identifying multiple different search results responsive to the search query including a first search result in a top set of search results;
identifying a first eligible content item of a sponsor for presentation along with the search results, wherein content of the first eligible content item includes different content than content of the first search result;
after receiving the search query, combining, into a single combined search result, first content from the first search result and second content from the first eligible content item, wherein the first content from the first search result is less than all of the content from the first search result;
augmenting the single combined search result to include links to multiple different providers of a product or service that is visually identified in the single combined search result, wherein the augmenting is performed according to preferences of the sponsor previously submitted to the one or more computers; and
providing, as a search result responsive to the search query, the augmented single combined search result for display in a same search results page as multiple different search results responsive to the search query.
16. The content management system of claim 15 wherein identification of the first eligible content item includes a determination, by a content identification apparatus, that the first eligible content item and search results are associated with a same brand, and wherein the combined content of the single combined search result does not duplicate information that is identified in both of the first search result and the first eligible content item.
17. The content management system of claim 16 , further comprising an entity determination apparatus that determines when at least one of the eligible content items identified by the content identification apparatus is associated with a same brand as a brand associated with the first search result of the search results and identifies one or more related entities that are commercially related to the brand.