SYSTEM AND METHOD FOR SELECTING AND IMPLEMENTING AN INTERNET ADVERTISING CAMPAIGN

• US 20110282730A1
• Filed: 05/09/2011
• Published: 11/17/2011
• Est. Priority Date: 05/13/2010
• Status: Abandoned Application

• Current Assignee: AdChoice, Inc.
• Original Assignee: AdChoice, Inc.
• Inventors: Tarmas, Kenneth John
• Application Number:
  US13/103,662
• Publication Number:
  US 20110282730A1
• Time in Patent Office: Days
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

Abstract

A system, method and a computer program product for identifying and implementing an optimized Internet advertising campaign provides for selecting a representative sample of Internet-based advertisers in a targeted business category, instrumenting websites of the representative sample of Internet-based advertisers to collect data from desired customer actions generated by a selection of advertising options in the targeted business category, building a database including campaign performance data and a targeting library, analyzing the data to determine relative cost and efficiency of each of the plurality of advertising options in the targeted business category, generating and displaying a selection matrix comparing the relative cost and efficiency of each of the selected advertising options in the targeted business category, and uploading an ad campaign to a selected advertising network.

Claims

1. A method, comprising:

selecting a representative sample of Internet-based advertisers in a targeted business category;

instrumenting websites of the representative sample of Internet-based advertisers to collect data from desired customer actions generated by a plurality of advertising options in the targeted business category;

building a database comprising campaign performance data and a targeting library;

analyzing the data to determine relative cost and efficiency of each of the plurality of advertising options in the targeted business category;

generating and displaying a selection matrix comparing the relative cost and efficiency of each of the plurality of advertising options in the targeted business category; and

uploading an ad campaign to a selected advertising network.

2. The method of claim 1, further comprising executing a battery of campaigns on a plurality of advertising options using a standardized set of test conditions.

3. The method of claim 1, further comprising generating an optimized ad campaign by allocating a specified budget to the most cost-effective ad options.

4. The method of claim 1, wherein instrumenting the websites comprises:

adding tracking code configured to record click, conversion, metadata and source data, and

adding dynamic number insertion code to identify and track calls from each of the plurality of advertising options.

5. The method of claim 1, wherein the representative sample of Internet-based advertisers comprises a geographically limited sample defined by one or more of a ZIP code, a city, a metropolitan area, a state, a national region and the nation.

6. The method of claim 1, wherein the representative sample of Internet-based advertisers comprises a geographically limited sample defined by multiple population density categories.

7. The method of claim 1, wherein analyzing the data comprises calculating a mean of means to normalize weights of results from each of the plurality of advertising options.

8. The method of claim 1, wherein analyzing the data comprises deriving, for each of the plurality of advertising options, a maximum efficient budget defined as the average amount spent with an unlimited budget for a given advertising option in a given category of population density.

9. The method of claim 1, wherein generating the selection matrix comprises, for each of the plurality of advertising options, calculating one or more of an expected cost per desired action, a range of minimum to maximum cost per desired customer action, an expected cost per impression, an expected cost-per-click, an expected click-through rate, an expected conversion rate, an expected number of actions per unit time and an expected maximum efficient budget, the maximum efficient budget being defined as the average amount spent with an unlimited budget for a given advertising option in a given category of population density.

10. The method of claim 9, further comprising providing a web-based user interface (UI) configured to enable a user to select a business category, campaign targeting settings associated with the business category, and a geographical region for a targeted Internet advertising campaign.

11. The method of claim 10, further comprising providing a web-based user interface (UI) configured to display an ad campaign performance comparison, wherein, for each of the plurality of advertising options, a user is provided with one or more of the expected cost per desired customer action, the expected cost per impression, the expected cost-per-click, the expected click-through rate, the expected conversion rate, the expected number of actions per unit time and the expected maximum efficient budget per unit time.

12. The method of claim 11, further comprising providing a campaign generation form at the web-based user interface configured to define an optimized targeted Internet ad campaign.

13. The method of claim 12, further comprising generating an optimized campaign by allocation of the advertiser'"'"'s budget utilizing of a set of maximum efficient budget values corresponding to each of a plurality of advertising options, such that the budget is allocated to the options corresponding to the lowest cost per desired customer action in sequence until the budget allocation is exhausted.

14. The method of claim 13, further comprising uploading an ad campaign to one or more advertising networks, wherein the ad campaign conforms with the optimized targeted Internet ad campaign defined by the campaign generation form.

15. The method of claim 1, wherein generating the selection matrix comprises, for each of the plurality of advertising options, calculating an expected cost per desired customer action, an expected cost per impression, an expected click-through rate, an expected ratio of actions to clicks or conversion rate, and an expected number of actions per unit time.

16. The method of claim 1, wherein generating the selection matrix comprises determining a maximum efficient budget, the maximum efficient budget representing the maximum amount that can be cost-effectively spent by an advertiser in an area of given population density for a particular advertising option, the maximum efficient budget being derived based on the amount actually spent with an unlimited budget on each option within each population density category using a standardized campaign settings template that defines campaign characteristics.

17. The method of claim 1, further comprising providing a web-based user interface (UI) configured to enable a user to compare and select an Internet advertising campaign based on a business category, type of advertising campaign, a geographical region, and a population density to target a selected set of potential customers, the web-based user interface (UI) being further configured to display an ad campaign performance comparison, where, for each of the plurality of advertising options, a user is provided with the expected cost per action, the expected cost per impression, the expected click-through rate, the expected conversion rate the expected number of actions per unit time and the expected maximum efficient budget per unit time.

18. The method of claim 1, further comprising

providing a campaign generation form configured to assist creation of an ad campaign, the campaign generation form being provided via a web-based user interface, the campaign generation form being configured to permit a user to enter campaign parameters including the business category, desired advertising budget, geographic location of the business, services provided by the business, whether the business will utilize an optimized website, and population density in the service area,

selecting advertising options on a cost-per-action basis and utilizing maximum efficient budget data, and

uploading an ad campaign to one or more advertising networks, where the ad campaign conforms with the campaign parameters defined by the combination of the campaign generation form entries and the standardized campaign targeting settings template.

20. The system of claim 15, wherein a fifth application program is configured to generate an optimized advertising campaign which allocates a specified budget to the advertising options providing the lowest cost per desired customer action.

19. A system, comprising:

a processor configured to execute application programs through one or more application program interfaces;

a memory coupled with the processor, configured to hold application program instructions and data;

a data storage device coupled with the processor, configured to store databases and application programs ; and

a network interface device coupled with the processor, configured to communicate over one or more networks, wherein

a first application program is configured to instrument websites of a representative sample of Internet-based advertisers in a targeted business category to collect data generated by a plurality of advertising options;

a second application program is configured to build a database from collected data, the database comprising performance data and a targeting library;

a third application program is configured to analyze the data to determine relative cost and efficiency of each of the plurality of advertising options in the targeted business category; and

a fourth application program is configured to generate and display a selection matrix in a web-based user interface, comparing the relative cost and efficiency of each of the plurality of advertising options in the targeted business category.

21. An article of manufacture, comprising a machine-readable medium having instructions thereon, which when read by a machine, cause the machine to perform operations comprising:

selecting a representative sample of Internet-based advertisers in a targeted business category;

instrumenting websites of the representative sample of Internet-based advertisers to collect data from desired customer actions generated by a plurality of advertising options in the targeted business category;

building a database comprising campaign performance data and a targeting library;

analyzing the data to determine relative cost and efficiency of each of the plurality of advertising options in the targeted business category; and

generating and displaying a selection matrix comparing the relative cost and efficiency of each of the plurality of advertising options in the targeted business category.

22. The article of claim 21, wherein the operations further comprise generating an optimized advertising campaign which allocates a specified budget to the advertising options providing the lowest cost per desired customer action.

23. A system, comprising:

means for selecting a representative sample of Internet-based advertisers in a targeted business category;

means for instrumenting websites of the representative sample of Internet-based advertisers to collect data from desired customer actions generated by a plurality of advertising options in the targeted business category;

means for building a database comprising campaign performance data and a targeting library;

means for analyzing the data to determine relative cost and efficiency of each of the plurality of advertising options in the targeted business category; and

means for generating and displaying a selection matrix comparing the relative cost and efficiency of each of the plurality of advertising options in the targeted business category.

24. The system of claim 23, further comprising means for generating an optimized internet advertising campaign by allocating a specified budget to the advertising options providing the lowest cost per desired customer action.