Cost-per-action market driven advertising fee sharing

• US 20070239560A1
• Filed: 04/06/2006
• Published: 10/11/2007
• Est. Priority Date: 04/06/2006
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: JellyFish Incorporated (Microsoft Corporation)
• Inventors: Wiegand, Brian, McGuire, Mark
• Application Number:
  US11/399,633
• Publication Number:
  US 20070239560A1
• Time in Patent Office: Days
• US Class Current: 705/26
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0247 Calculate past, present or future revenues
• CPC Class Codes: G06Q 30/0641 Shopping interfaces
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A competitive environment in which merchants compete for sales in a reverse auction format in which there are many sellers and a single buyer is disclosed. Merchants purchase prominent placement on product search results lists based on a negotiable per-sale fee. A customer discount is derived from the per-sale fee negotiated with each merchant. The customer discount may be shared with customers by subtracting the customer discount from a merchant market price. The result is a final customer price that determines the merchant'"'"'s position in the product search results list. Merchants having the lowest final customer price are placed at the top of the search results list, while merchants having higher final customer prices are placed further down the list. Merchants may influence their position on the search results list by agreeing to pay a different amount for each sale.

Claims

1. An Internet search engine comprising:

a web server for generating search results pages to be displayed by web clients;

one or more databases storing merchant product pricing and merchant discount data; and

a system controller for parsing client requests and pulling merchant product pricing data and merchant discount data from the database for populating the search results pages, where merchant pricing data and merchant discount data for a plurality of merchants are displayed on a search results page in an order determined by each merchant'"'"'s pricing data and discount data.

2. The Internet search engine of claim 1 where merchant product pricing relates to at least one of tangible goods or services offered by merchants.

3. The Internet search engine of claim 1 where the order in which merchant pricing and discount data are displayed on the advertising page is based on a final customer price calculated by subtracting a customer discount from a merchant product price.

4. The Internet search engine of claim 3 where merchants agree to pay an adjustable amount advertising fee to have the merchant'"'"'s pricing data and merchant discount data displayed on the advertising page.

5. The Internet search engine of claim 4 where the customer discount is based on a fixed proportion of the adjustable amount advertising fee.

6. The Internet search engine of claim 5 further comprising an auction bidding service where a merchant may change the amount of the adjustable amount advertising fee.

7. The Internet search engine of claim 3 further comprising an auction bidding service for allowing merchants to dynamically bid for desirable placement on the advertising pages generated for display by web clients by altering the amount of the adjustable amount advertising fee.

8. The Internet search engine of claim 1 where the advertising pages generated by the web server for display by web clients include at least one hyperlink to a merchant web site where a customer may purchase a product.

9. The Internet search engine of claim 8 where the system controller is configured to charge a merchant an advertising fee in response to each product sale to a customer who executes a hypertext link from the advertising page to the merchant web site.

10. The Internet search engine of claim 9 further comprising a database for logging transactions when a customer executes a hypertext link from the advertising page to the merchant website.

11. An advertising method comprising:

providing a comparison shopping engine adapted to display one or more merchants offering a particular product for sale;

identifying a product price for each of the one or more merchants offering the product for sale;

entering a price-per-sale agreement with each of the at least one merchants, where each merchant agrees to pay an advertising fee for each completed product sale initiated through the comparison shopping engine;

calculating a price discount for each merchant based on the particular price-per-sale advertising fee separately agreed to by each merchant;

calculating a final price for each merchant by subtracting the price discount calculated for each merchant from each merchant'"'"'s product price; and

displaying the one or more merchants offering the particular product for sale in a list ordered according to the final product price calculated for each of the at least one merchants.

12. The method of advertising of claim 11 wherein the particular product offered by the merchant comprises at least one of a tangible good or service.

13. The advertising method of claim 11 further comprising providing a link between the comparison shopping engine and a merchant purchase facility such that by selecting the link a customer desiring to purchase the product from a merchant is directed from the comparison shopping engine to the merchant'"'"'s purchase facility.

14. The advertising method of claim 13 where the merchant charges customers the merchant price for the product and the comparison shopping engine pays the price discount to the customer.

15. The advertising method of claim 14 further comprising maintaining a customer discount account and crediting the customer discount account by an amount equal to the product discount amount.

16. The advertising method of claim 15 further comprising reimbursing a customer from the customer discount account when an account balance exceeds a pre-defined threshold.

17. The advertising method of claim 15 further comprising applying a customer'"'"'s customer account balance toward a purchase of additional products from merchants advertising products on the comparison shopping engine.

18. The method of advertising of claim 13 further comprising providing a dynamic bidding system and accepting bids from individual merchants in which the individual merchants adjust the advertising fees the individual merchants agree to pay for each product sale in order to influence the individual merchants'"'"' position on the list displaying the individual merchants offering the product for sale.

19. The advertising method of claim 18 further comprising gathering customer characteristics and maintaining customer profile data for customers making product purchases through the comparison shopping engine.

20. The advertising method of claim 19 wherein the customer profile data include at least one of:

demographic data;

geographic data;

or purchase history data.

21. The advertising method of claim 20 further comprising providing a merchant the opportunity to pay different advertising fees for sales to customers having different customer profile characteristics.

22. the advertising method of claim 11 further comprising aggregating customer purchase data for customers making product purchases through the comparison shopping engine and customer purchase data.

23. A method of providing price discounts to customers using a comparison shopping engine to locate products, the method comprising:

entering a price-per-sale agreement with at least one merchant in which the merchant agrees to pay an advertising fee for each completed sale of a product to a customer who has been directed to the merchant via the comparison shopping engine; and

offering a portion of the advertising fee to a customer as a price discount when the customer who has been directed to the merchant by the comparison shopping engine purchases the product from the merchant.

24. The method of claim 23 wherein the products comprise at least one of tangible goods or services.

25. The method of claim 23, further comprising establishing a customer discount account and crediting the customer discount account by an amount equal to the customer discount when the customer purchases the product from the merchant.

26. The method of claim 25 further comprising reimbursing the customer a portion of a customer account balance when the customer account balance exceeds a predefined threshold.

27. The method of claim 26 where the customer is reimbursed in incremental amounts.

28. The method of claim 23 further comprising providing an advertisement placement bidding system where merchants may bid for more or less prominent positions on a product display generated by the comparison shopping engine by agreeing to relatively higher or lower advertising fees associated with each completed sale of the product.

29. The method of claim 28 further comprising providing merchants an option to pay different advertising fee amounts for sales of the product to different classes of customers, and where each customer class is distinguished by a particular customer characteristic.

30. A method of advertising comprising:

agreeing to pay an adjustable advertising fee to an operator of an internet search engine comparison shopping engine adapted to display merchant advertisements offering a particular product for sale, wherein the merchants are listed in order of a final customer price calculated based on a merchant'"'"'s product price and a customer discount based on the adjustable advertising fee agreed to be paid by the merchant;

providing a customer price to the internet search engine; and

adjusting the adjustable advertising fee by an amount sufficient to alter the order in which merchants are listed by the internet search engine.

31. The method of claim 30 wherein the product comprises at least one of tangible goods and services.

32. A method of creating competitive market driven advertising rates comprising:

providing an advertising space where a plurality of merchants selling a common product may place advertisements;

providing a mechanism for directing customers from the advertising space to a sales facility associated with each merchant such that sales of the product resulting from customers having been directed from the advertising space to the sales facility associated with a particular merchant may be attributed to the merchant'"'"'s advertisement in the advertising space;

entering an adjustable price-per-sale advertising agreement with each of the plurality of merchants, in which each merchant agrees to pay a fee for each product sale attributed to the merchant'"'"'s advertisement in the advertising space; and

arranging merchant advertisements in the advertising space based on the amount of the fee each merchant agrees to pay for each product sale, such that a merchant may improve the position of its advertisement within the advertising space by increasing the amount of the fee it agrees to pay relative to the amount of the fee agreed to be paid by other merchants.

33. The method of creating competitive market driven advertising rates of claim 32 wherein the product comprised at least one of a tangible good or service.

34. The method of creating competitive market driven advertising rates of claim 32 further comprising maintaining customer profiles identifying one or more customer characteristics and wherein the adjustable price-per-sale advertising agreement allow the merchant to pay a different fee for sales to customers having one or more different customer characteristics.

35. The method of creating competitive market driven advertising rates of claim 34 where the customer profile characteristics include demographic characteristics.

36. The method of creating competitive market driven advertising rates of claim 34 where the customer profile characteristics include geographic characteristics.

37. The method of creating competitive market driven advertising rates of claim 34 where the customer profile characteristics include purchase history characteristics.

38. The method of creating competitive market driven advertising rates of claim 34 wherein the adjustable price-per-sale advertising agreement includes a provision allowing the merchant to pay different fees for sales that occur at different times of the day.

39. The method of creating competitive market driven advertising rates of claim 32 wherein the mechanism for directing customers from the advertising space to a sales facility associated with each merchant comprises a hypertext link from a first Internet web page to a web page associated with each merchant.

40. The method of creating competitive market driven advertising rates of claim 32 further comprising offering a portion of the price-per-sale advertising fee as a discount to the customer.

41. The method of creating competitive market driven advertising rates of claim 32 further comprising offering a portion of the price-per-sale advertising fee as a contribution to an organization of the customer'"'"'s choosing.

42. A method of achieving a result comprising:

defining the result;

charging a first party a fee each time the result is achieved;

sharing a portion of the fee with a second party responsible for achieving the result.

43. The method of achieving a result of claim 42 wherein the first party is a merchant selling a product, and the second party is a consumer.

44. The method of achieving a result of claim 43 wherein the result is the consumer responding to a marketing initiative initiated by the merchant

45. The method of achieving a result of claim 44 further comprising identifying consumers most likely to respond to the marketing initiative, and communicating the marketing initiative to the customers most likely to respond.

46. The method of achieving a result of claim 45 wherein responding to the marketing initiative comprises opening an email.

47. The method of achieving a result of claims 45 wherein responding to the marketing initiative comprises completing a survey.

48. The method of achieving a result of claim 45 wherein responding to the marketing initiative comprises contacting the merchant.

49. The method of achieving a result of claim 43 wherein the result is the sale of a product from the merchant to the consumer.

50. The method of achieving a result of claim 49 wherein the fee is adjustable.

51. The method of achieving a result of claim 51 wherein an amount of the fee shared with the customer is a fixed proportion of the fee paid by the merchant for the sale.

52. A method of advertising comprising:

providing an advertising medium;

presenting a merchant selling a product in the advertising medium;

charging the merchant a fee each time a specified act is performed by a customer; and

sharing a portion of the fee with the customer who performs the specified act.

53. The method of advertising of claim 52 wherein the advertising medium comprises an Internet Search Engine search results page.

54. The method of advertising of claim 52 wherein the specified act is responding to a customer query.

55. The method of advertising of claim 52 wherein the specified act is responding to a marketing initiative initiated by the merchant.

56. The method of advertising of claim 55 further comprising identifying consumers most likely to respond to the marketing initiative, and communicating the marketing initiative to the customers most likely to respond.

57. The method of advertising of claim 56 wherein responding to the marketing initiative comprises opening an email.

58. The method of advertising of claims 56 wherein responding to the marketing initiative comprises completing a survey.

59. The method advertising of claim 56 wherein responding to the marketing initiative comprises contacting the merchant.

60. The method of advertising of claim 54 wherein the specified act is the sale of a product from the merchant to the consumer.

61. The method of advertising of claim 60 wherein the fee is adjustable.

62. The method of advertising of claim 61 wherein an amount of the fee shared with the customer is a fixed proportion of the fee paid by the merchant for the sale.