Unified Bidding Queue for Pay Per Call and Click Ads
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Solution Overview
Problem
Existing advertising models, such as Pay Per Click, dominate online directories, making it challenging for new models like Pay Per Call to integrate seamlessly due to different currencies and success rates across categories, requiring separate entrances and real estate allocation.
Innovation Solution
A system merges Pay Per Call and Pay Per Click models by using end-user conversion rates as a common denominator to normalize bidding queues, allowing both types of advertisements to coexist and be bid upon equally, optimizing revenue per pixel by weighting bids based on category-specific conversion factors.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If separate entrances and bidding queues are maintained for Pay Per Click and Pay Per Call models, then each model can operate independently with its own currency and success rate metrics, but the system complexity increases and revenue optimization becomes difficult
Solution Approach 1:
The patent merges separate bidding queues for Pay Per Click and Pay Per Call models into a single unified bidding queue. Advertisers can submit bids for both models through one entrance, and the system processes them together using a common currency (e.g., cost per acquisition) and unified success rate metrics, thereby reducing system complexity while maintaining model independence through optional bid parameters
Solution Approach 2:
The unified bidding queue is designed to handle multiple advertising models (Pay Per Click, Pay Per Call, and hybrid models) simultaneously. The system provides universal functionality by accepting various bid types and performance metrics, automatically normalizing them into a common framework that works across different advertising models without requiring separate processing paths
2Adaptability or versatility
If separate entrances are provided for different advertising models, then advertisers can choose their preferred model, but the user interface complexity increases and ease of operation decreases
Solution Approach 1:
The user interface provides a single universal entrance that handles all advertising models. Advertisers select their preferred model (Pay Per Click, Pay Per Call, or hybrid) through a unified bid submission form that automatically configures the appropriate parameters and success rate metrics based on the selected model, eliminating the need for separate entrances while maintaining full model selection flexibility
Solution Approach 2:
The system automatically detects and configures the appropriate bid parameters and success rate metrics based on the advertising model selected by the advertiser. The interface self-adjusts to handle different model requirements without requiring advertisers to manually configure complex parameters, thereby simplifying operation while maintaining adaptability to different models
3Reliability
If separate bidding queues are used for Pay Per Click and Pay Per Call, then each queue can be optimized for its specific currency and success rate, but revenue optimization across the entire system becomes difficult
Solution Approach 1:
The patent combines multiple model-specific bidding queues into a single unified queue that processes all advertising models together. The system maintains model-specific optimization by allowing advertisers to specify their preferred model and success rate metrics, while the unified queue enables centralized revenue optimization by comparing and selecting the highest-value bids across all models using a common currency framework
Solution Approach 2:
The system dynamically adjusts bid parameters and success rate metrics based on the selected advertising model within the unified queue. By converting different model-specific parameters (click-based metrics for PPC, call-based metrics for PPC) into a common currency (cost per acquisition), the system enables centralized revenue optimization while preserving model-specific characteristics through parameter transformation
Data Source
AI summary
Methods and apparatuses for merging different types of pay for performance advertisements. In one embodiment, a method includes: determining an indicator of potential revenue for a party from price information of a list of entities, which includes first price information for a first type of advertisements and second price information for a second type of advertisements; and sorting the list of entities based at least partially on the indicator of potential revenue. In one embodiment, a method includes: converting price information for an advertisement of a first type to equivalent price information for a second type of advertisements. In one embodiment, a method includes: determining automatically, based on a call bid amount for a pay per call advertisement, a click bid amount for a pay per click advertisement to provide a phone number of the pay per call advertisement.