Determining advertising conversion

• US 10,304,065 B2
• Filed: 03/31/2008
• Issued: 05/28/2019
• Est. Priority Date: 03/30/2007
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google LLC (Alphabet Inc.)
• Inventors: Liang, Sam, Milner, Marius C.
• Primary Examiner(s): Munson, Patricia H
• Application Number:
  US12/594,094
• Publication Number:
  US 20100153216A1
• Time in Patent Office: 4,075 Days
• Field of Search: 705 1457
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0259 based on store location

Abstract

The present disclosure relates to a system and method for determining advertising conversion metrics. In some implementations, a method includes receiving spatial information associated with a user in connection with an advertisement presented through a wireless device 102. The advertisement is associated with an offline 110 store having a geographic location. A likelihood of conversion is determined based, at least in part, on the spatial information and the geographic location of the offline store 110.

Claims

1. A method, comprising:

remotely querying, by a computer system, a wireless network for a first presence of the wireless device within a specified distance of a given offline store;

updating, by the computer system, a display of the wireless device to present visual information of an advertisement for the given offline store located at a geographic location that is within the specified distance of the wireless device and having a specified set of operating hours;

after updating the display of the wireless device to present the visual information of the advertisement, remotely querying the wireless network to detect a presence of the wireless device at the given offline store at a first time;

after remotely querying the wireless network to detect the presence of the wireless device at the given offline store, remotely querying, by the computer system, the wireless network for a second presence of the wireless device at a geographic location that is not at the given offline store;

obtaining, by the computer system, a timestamp specifying a second time when the second presence of the wireless device at the geographic location that is not at the given offline store is detected; and

after remotely querying the second presence of the wireless device at the geographic location that is not at the given offline store;

identifying an amount of time that the wireless device was located at the offline store as indicated by a difference between the first time when the wireless device was detected at the offline store and the second time when the wireless device was detected at the geographic location that is not at the offline store;

determining that the first time is during operating hours of the given offline store;

determining that the amount of time that the wireless device was located at the given offline store is greater than a threshold amount of time required to complete a specific transaction after arriving at the offline store, wherein the threshold amount of time required to complete the specific transaction is greater than an amount of time required to complete a different transaction at the offline store; and

recording, by the computer system, a conversion specifying completion of the specific transaction for the advertisement based on the first time being during operating hours and the amount of time that the wireless device was located at the given offline store being greater than the threshold amount of time required to complete the specific transaction;

remotely querying the wireless network for a different wireless device that is within the specified distance of the given offline store; and

in response to remotely querying the network for the different wireless device within the specified distance of the given offline store, selecting the advertisement from among a plurality of other advertisements based on the recorded conversion and updating a display of the different wireless device to visually present the advertisement associated with the given offline store.

5. The method of claim 1, further comprising:

identifying a transaction time period that is associated with the given offline store and that indicates minimum amount of time to complete a transaction at the given offline store; and

determining a likelihood of conversion based on the amount of time that the wireless device was detected at the offline store, wherein the likelihood of conversion is determined further based on a comparison of the temporal information and the transaction time period associated with the given offline store.

6. The method of claim 1 further comprising, when the wireless device is determined to have been within a threshold distance of the given offline store for at least the transaction time period after the user viewed the advertisement for the given offline store, the likelihood of conversion is determined to be at least a threshold value that indicates a high probability that the user completed a transaction at the given offline store.

7. The method of claim 1, wherein remotely querying the first presence and the second presence comprises:

identifying a plurality of concentric regions around the geographic location of the given offline store; and

determining which of the plurality of concentric regions the wireless device entered based on which of the plurality of concentric regions contain a second location indicated by second spatial information; and

wherein a likelihood of conversion is determined based on which of the plurality of concentric regions the wireless device was determined to have entered.

8. The method of claim 7, wherein the plurality of concentric regions are centered on the geographic location of the given offline store;

and

wherein, when the wireless device is determined to have entered an inner region from the plurality of concentric regions that is smaller than an outer region from the plurality of concentric regions, the likelihood of conversion is determined to be greater than if the wireless device had entered only the outer region.

2. A computer program product embodied in a computer readable storage device including instructions that, when executed, cause one or more computer processors to perform operations comprising:

remotely querying, by a computer system, a wireless network for a first presence of the wireless device within a specified distance of a given offline store;

updating, by the computer system, a display of the wireless device to present visual information of an advertisement for the given offline store located at a geographic location that is within the specified distance of the wireless device and having a specified set of operating hours;

after updating the display of the wireless device to present the visual information of the advertisement, remotely querying the wireless network to detect a presence of the wireless device at the given offline store at a first time;

after remotely querying the wireless network to detect the presence of the wireless device at the given offline store, remotely querying, by the computer system, the wireless network for a second presence of the wireless device at a geographic location that is not at the given offline store;

obtaining, by the computer system, a timestamp specifying a second time when the second presence of the wireless device at the geographic location that is not at the given offline store is detected; and

after remotely querying the second presence of the wireless device at the geographic location that is not at the given offline store;

identifying an amount of time that the wireless device was located at the offline store as indicated by a difference between the first time when the wireless device was detected at the offline store and the second time when the wireless device was detected at the geographic location that is not at the offline store;

determining that the first time is during operating hours of the given offline store;

determining that the amount of time that the wireless device was located at the given offline store is greater than a threshold amount of time required to complete a specific transaction after arriving at the offline store, wherein the threshold amount of time required to complete the specific transaction is greater than an amount of time required to complete a different transaction at the offline store; and

recording, by the computer system, a conversion specifying completion of the specific transaction for the advertisement based on the first time being during operating hours and the amount of time that the wireless device was located at the given offline store being greater than the threshold amount of time required to complete the specific transaction;

remotely querying the wireless network for a different wireless device that is within the specified distance of the given offline store; and

in response to remotely querying the network for the different wireless device within the specified distance of the given offline store, selecting the advertisement from among a plurality of other advertisements based on the recorded conversion and updating a display of the different wireless device to visually present the advertisement associated with the given offline store.

3. A computer server for advertising offline stores, the computer server comprising one or more processors that are configured to:

remotely query, by a computer system, a wireless network, for a first presence of the wireless device within a specified distance of a given offline store;

update a display of the wireless device to present visual information of an advertisement for the given offline store located at a geographic location that is within the specified distance of the wireless device and having a specified set of operating hours;

after updating the display of the wireless device to present the visual information of the advertisement, remotely query the wireless network to detect a first presence of the wireless device at the given offline store at a first time;

after remotely querying the wireless network to detect the presence of the wireless device at the given offline store, remotely query the wireless network for a second presence of the wireless device at a geographic location that is not at the given offline store;

obtain a timestamp specifying a second time when the second presence of the wireless device is at the geographic location that is not at the given offline store; and

;

after remotely querying the second presence of the wireless device at the geographic location that is not at the given offline store;

identify an amount of time that the wireless device was located at the offline store as indicated by a difference between the first time when the wireless device was detected at the offline store and the second time when the wireless device was detected at the geographic location that is not at the offline store;

determine that the first time is during operating hours of the given offline store;

determine that the amount of time that the wireless device was located at the given offline store is greater than a threshold amount of time required to complete a specific transaction after arriving at the offline store, wherein the threshold amount of time required to complete the specific transaction is greater than an amount of time required to complete a different transaction at the offline store; and

record, by the computer system, a conversion that specifies completion of the specific transaction for the advertisement based on the first time being during operating hours and the amount of time that the wireless device was located at the given offline store is greater than the threshold amount of time required to complete the specific transaction;

remotely query the wireless network for a different wireless device that is within the specified distance of the given offline store; and

in response to remotely querying the different wireless device within the specified distance of the given offline store, select the advertisement from among a plurality of other advertisements based on the recorded conversion and update a display of the different wireless device to visually present the advertisement associated with the offline store.

4. A system for advertising offline stores, comprising:

one or more computing devices that each include one or more processors and memory; and

a request engine of the one or more computing devices to;

remotely query, by a computer system, a wireless network for a first presence of the wireless device within a specified distance of a given offline store;

update a display of the wireless device to present visual information of an advertisement for the given offline store located at a geographic location that is within the specified distance of the wireless device and having a specified set of operating hours;

after updating the display of the wireless device to present the visual information of the advertisement, remotely query the wireless network to detect a presence of the wireless device at the given offline store at a first time;

after remotely querying the wireless network to detect the presence of the wireless device a the given offline store, remotely query the wireless network for a second presence of the wireless device at a geographic location that is not at the given offline store;

obtain a timestamp specifying a second time when the second presence of the wireless device is at the geographic location that is not at the given offline store; and

after remotely querying the second presence of the wireless device at the geographic location that is not at the given offline store;

identify an amount of time that the wireless device was located at the offline store as indicated by a difference between the first time when the wireless device was detected at the offline store and the second time when the wireless device was detected at the geographic location that is not at the offline store, ii) whether the first time is during operating hours of the given offline store;

determined that the amount of time that the wireless device was located at the given offline store is greater than a threshold amount of time required to complete a specific transaction after arriving at the offline store, wherein the threshold amount of time required to complete the specific transaction is greater than an amount of time required to complete a different transaction at the offline store; and

record a conversion specifying completion of the specific transaction for the advertisement based on the first time being during operating hours and the amount of time that the wireless device was located at the given offline store is greater than the threshold amount of time required to complete the specific transaction;

remotely query the wireless network for a different wireless device that is within the specified distance of the given offline store; and

in response to remotely querying the network for the different wireless device within the specified distance of the given offline store, select the advertisement from among a plurality of other advertisements based on the recorded conversion and update a display of the different wireless device to visually present the advertisement associated with the offline store.