Pay-Per-Call Advertising System Using Unique Telephone Numbers
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Solution Overview
Problem
Traditional performance-based advertising models, such as paid placement and paid inclusion, require advertisers to have a web presence, which excludes those without a web page or ineffective web pages, limiting their ability to participate in measurable advertising events like pay-per-click models.
Innovation Solution
A system that allows advertisers without a web presence to participate in pay-per-call advertising by assigning a unique telephone number for advertisements, enabling communication through non-web based paths like VoIP or conventional telephone networks, and charging based on call activity with predetermined rules such as geographic area, advertisement categories, and bid prices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional performance-based advertising models (paid inclusion and paid placement) are used, then advertisers can participate in measurable advertising events, but advertisers must have a web presence which excludes those without a web page or ineffective web pages
Solution Approach 1:
The patent introduces a telephone number as an intermediary medium between advertisers and consumers. Instead of requiring advertisers to have web pages, the system assigns unique telephone numbers that can be displayed in various media (print, broadcast, outdoor). When consumers call these numbers, the calls are routed through a telemarketing platform that tracks and measures advertising performance, thus eliminating the need for web presence while maintaining measurability.
Solution Approach 2:
The patent replaces the web-based digital system with a telephone-based communication system. Traditional performance-based advertising relies on web pages and digital tracking, but this invention substitutes that with telephone calls and call tracking infrastructure. The telemarketing platform captures call data, tracks conversions, and measures advertising effectiveness through phone calls rather than web interactions, making the system accessible to advertisers without web presence.
2Adaptability or versatility
If unique telephone numbers are assigned for advertisements, then advertisers without web presence can participate in pay-per-call advertising, but the system complexity increases to manage telephone number assignment and call tracking
Solution Approach 1:
The telemarketing platform performs multiple functions within a single system: it manages telephone number assignment, routes calls to appropriate advertisers, tracks call data, measures advertising performance, and handles billing. This multi-functional approach consolidates what would otherwise be separate complex systems into one integrated platform, reducing overall system complexity while enabling broad participation.
Solution Approach 2:
The system automatically manages telephone number assignment and call tracking without requiring manual intervention from advertisers. The telemarketing platform self-manages the infrastructure, automatically capturing call data, tracking conversions, and measuring performance. This automation reduces the operational complexity that would otherwise fall on advertisers, making the system more accessible while maintaining sophisticated tracking capabilities.
3Measurement precision
If charging is based on call activity with predetermined rules, then advertisers pay only for measurable events, but the pricing mechanism becomes more complex compared to traditional advertising models
Solution Approach 1:
The telemarketing platform implements real-time feedback by tracking call data and converting it into measurable advertising performance metrics. The system monitors which calls result in conversions, sales, or desired actions, and uses this feedback to calculate precise advertising costs. This feedback loop enables pay-per-call pricing where advertisers pay only for actual measurable events, with the complexity managed automatically by the platform's tracking and calculation systems rather than requiring complex manual pricing mechanisms.
Data Source
AI summary
Systems and methods to determine prices for communication leads generated from pay for performance advertisements. In one embodiment, a method includes: providing an advertisement with a reference to customers on behalf of a specific party; facilitating communications between the party and a customer via the reference; and charging the party according to a price bid specified by the party in response to a lead to communications between the party and the customer facilitated via the reference. In one embodiment, a fee for the communication leads is determined according to the price bid specified by the party for the advertisement and at least one predetermined rule, which may be based on the geographic area of the advertisement, the categories of the advertisement, the price bids of a selected set of advertisements, and/or the query that causes the advertisement to be presented.