CN1836438A - 提供基于按呼叫行为付费的广告的方法和设备 - Google Patents

提供基于按呼叫行为付费的广告的方法和设备 Download PDF

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CN1836438A
CN1836438A CNA2004800233186A CN200480023318A CN1836438A CN 1836438 A CN1836438 A CN 1836438A CN A2004800233186 A CNA2004800233186 A CN A2004800233186A CN 200480023318 A CN200480023318 A CN 200480023318A CN 1836438 A CN1836438 A CN 1836438A
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telephone number
advertisement
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channel
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埃贝·阿尔特博格
马奇·巴拉斯
斯科特·费伯
迈克尔·福代斯
克里斯·希克森
罗恩·希尔森
约翰·索莫佳
肖恩·万德林登
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G06Q30/0256—User search
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G06Q30/0275—Auctions
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0276—Advertisement creation
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

Abstract

在一个实施例中，本发明提供了一种方法。所述方法包括为广告商分配唯一电话号码；代表所述广告商在媒体渠道上提供广告，所述广告包括所述唯一电话号码和对所述唯一电话号码的引用的其中一个；监视对所述唯一电话号码的电话呼叫；以及根据预定模式，对于对所述唯一电话号码的电话呼叫对所述广告商计费。

Description

提供基于按呼叫行为付费的广告的方法和设备
技术领域
本发明涉及广告。本发明尤其涉及基于行为的广告。
背景技术
基于行为的广告是指一种类型的广告，其中广告商仅仅为是用户所浏览到的广告的直接结果的可度量事件付费。例如，含付费广告是一种形式的基于行为的搜索广告。利用含付费广告，广告被包含在关键字搜索的搜索结果页面中。来自结果页面的广告的每次选择(“点击”)是广告商为之付费的可度量事件。换句话说，广告商的付费是基于每次点击的。
另一种形式的基于行为的广告包括位置付费广告。位置付费广告与含付费广告类似之处在于付费是基于每次点击。然而，利用位置付费广告，广告商排列特定的广告以便其出现在或被放置在特殊的地点，例如，位于搜索引擎结果页面的顶部，由此增加广告被选择的机会。
这两种形式的基于行为的广告，即位置付费和含付费，都受到要求位置付费或含付费广告程序之内的广告商或参与者具有web页面形式的web存在的限制。然而，有的广告商或者(a)没有web页面，或者(b)有web页面但不能有效捕获web访问者的值，由此不能够或不愿意参与如上所述的基于行为的广告。
发明内容
一种用于提供基于按呼叫行为付费的广告的方法和设备。在一个实施例中，为广告商分配唯一的电话号码。在媒体渠道上提供包含所述唯一电话号码或对所述唯一电话号码的引用的广告。此后，监视对所述唯一电话号码的电话呼叫，并收集与所述电话呼叫有关的数据的分类。所述广告商根据预定的计费方案对广告商收取对所述唯一电话号码的电话呼叫的费用。
附图说明
图1示出了根据现有技术，客户和广告商是如何利用位置付费或含付费广告模式相互作用的；
图2示出了根据本发明的一个实施例，客户和广告商之间的相互作用；
图3示出了根据本发明的一个实施例执行的操作的流程图；
图4示出了根据本发明的一个实施例的系统的高级功能描述；
图5更加详细地举例说明了该系统的帐户创建和管理模块；
图6更加详细地举例说明了该系统的广告发布模块；
图7更加详细地举例说明了该系统的呼叫处理模块；
图8A示出了根据本发明的一个实施例，在广告创建期间可呈现给用户的用户接口的例子；
图8B示出了根据一个实施例呈现给用户的商业活动管理接口；
图9示出了根据本发明的一个实施例，包含生成的广告的搜索引擎结果页面的例子；
图10示出了根据本发明的一个实施例，当发生一个呼叫时被发送给广告商的电子邮件告警的例子；和
图11示出了根据本发明的一个实施例，可用于实现本系统的系统高级硬件框图。
具体实施方式
在下面的说明中，为解释的目的，阐明了许多特定细节以便提供对本发明的完整理解。然而，对本领域的技术人员显而易见的是，无需这些特定细节也能实践本发明。在其他实例中，以框图形式展示各结构和装置以便避免模糊本发明。
本说明书中对“一个实施例”或“实施例”的引用的意思是，连同本实施例描述的特定特征、结构或特性包含在本发明的至少一个实施例中。在本说明书中许多地方出现的短语“在一个实施例中”不必都引用同一个实施例，也不是与其它实施例相互排斥的单独的或可选的实施例。此外，描述了可以由一些实施例展示但没有由其它实施例展示的许多特征。同样地，描述了可能对某些实施例要求但对其它实施例却不要求的各种需求。
图1举例说明了根据现有技术的位置付费和含付费广告模式，客户和广告商是如何相互作用的。参考图1，附图标记10指示的多个客户经由通信路径12连接到广域网(WAN)14，如因特网。广告商16经由通信路径18连接到WAN 14。在一个实施例中，通信路径12和18支持TCP/IP协议。每个广告商16具有web页面20，该web页面20依照上述的位置付费和含付费广告模式，可被包含在由客户10的用户发起的关键字搜索的结果页面内，该搜索是由在线搜索引擎19完成的。基于位置付费或含付费模式，广告商16的web页面20被包含在由搜索引擎19编制的结果页面内，并经由通信路径12发送给发起该搜索的客户10，以便web页面20可被请求该搜索的客户10的用户选择或浏览。如上面的注解，如果广告商16没有web页面20，或者没有能够有效捕获web访问者的值的web页面20，那么当前此类广告商无法参与或有效参与基于行为的商品销售，如位置付费和含付费程序。
此外，在此公开的技术并不局限于通过web页面为广告商16发布或提供广告。由此，在可选实施例中，可利用号码薄无需为广告商创建web页面地发布或提供分配给广告商的唯一的电话号码。号码薄可以是现有的号码薄或新的号码薄。通过下面描述的排列技术可以控制号码薄内的电话号码的安排或排列。
现在参考图2，图2举例说明了根据一个实施例，无需广告商具有web存在也允许广告商参与按呼叫付费广告程序的一种方法。如将所看到的那样，客户10如前所述经由通信路径12连接到WAN 14。然而，广告商16和WAN 14之间的通信路径18完全是任选的。换句话说，本发明的技术允许广告商16参与基于行为的广告程序，而无需广告商16经由通信路径18连接到WAN 14。事实上，根据在此公开的技术，广告商16不必具有web页面20。相反，根据在此公开的技术，在客户10和广告商16之间提供可选的基于非web的通信路径22。根据本发明的实施例，可通过传统的电话网络提供基于非web的通信路径22。作为选择，基于非web的通信路径22可以以无需广告商16具有到网络14的连接的方式，利用IP话音(VoIP)技术通过网络14的交换和公众电话网的交换与客户连接。另外，可通过诸如电子邮件、聊天、即时消息等其他媒体渠道通知广告商。
图3举例说明了根据一个实施例，用于建立图2的基于非web的通信路径22的技术。参考图3，在功能块26，为广告商16分配一个唯一的电话号码。此后，在功能块28，代表广告商在出版物或媒体渠道上提供或发布与广告商16有关的广告。该广告或者包含该唯一电话号码，或者包含对该唯一电话号码的引用。在功能块30，如将描述的那样监视到该唯一电话号码的电话呼叫。在功能块32，如将描述的那样基于通过所分配的电话号码的电话呼叫活动对该广告商收费。
图4示出了用于实现图3所示的方法的系统的功能描述。参考图4，该系统包括帐户创建和管理模块34，广告发布模块36，呼叫处理模块38，以及计费模块40。在可选实施例中，可在该系统中包含附加的、更少的或不同的模块而不偏离本发明。
在图5中更加详细地示出了根据一个实施例的帐户创建和管理模块34的组件。参考图5，将看到的是帐户创建和管理模块34包括用户接口模块44、广告创建模块46以及支付说明模块48。用户接口模块44包括为用户呈现信息以及从用户接收信息的逻辑。例如，在一个实施例中，用户接口模块44使得一个web页面，如图8的web页面112，显示在客户的浏览器上。
广告创建模块46包括文本创建逻辑50。文本创建逻辑50的目的是允许广告商16，或者代表广告商16工作的代理，输入最终由广告创建模块46创建的广告的文本。为了增强对本发明的理解，对于本说明书的剩余部分，将称为“Burt的管道工程”的本地企事业用作从在此公开的技术中受益的广告商的例子。Burt的管道工程可能有或没有与网络14的直接连通。如果Burt的管道工程没有与网络14直接连通，那么Burt的管道工程(下文中称为“Burt”)的代表将必须获准访问具有与网络14的连通的计算机以便浏览图8A的web页面112。例如，Burt能使用朋友的计算机、位于本地图书馆的计算机等。在另一个实施例中，搜索运营商、因特网黄页提供商或其他类型的发行人能代表Burt执行或管理这种活动。文本创建逻辑50允许Burt输入例如文本“Burt在旧金山的管道工程。检验我们的特定交易”，当该文本被提交后将被包含在广告内。模块46还包括允许Burt输入某些将与Burt的广告相关的关键字的关键字关联逻辑57。在此的想法是当客户10的其中一个利用与Burt输入的关键字之一匹配的关键字通过搜索引擎19发起一次搜索时，Burt的广告将能显示在搜索结果内。由于Burt的管道工程并不是全国性的经营或企业，必需将Burt的广告显示给某个地理区域内的客户。因此，模块46包括建立对Burt的广告的地理位置关联的位置确定逻辑54。在一个实施例中，位置确定逻辑54允许Burt选择一个感兴趣的特定地理位置，例如旧金山，以便Burt的广告将仅仅被显示给旧金山区域内的客户。
模块46还包括自动生成唯一电话号码的电话号码自动生成逻辑56，其将该唯一电话号码映射到Burt的实际电话号码以便当该唯一电话号码被呼叫时，Burt的电话振铃，并使该唯一电话号码与Burt的广告相关。在一个实施例中，自动生成的电话号码可能是免费长途号码。在一个实施例中，该电话号码可以是具有与Burt的实际电话号码相同区号的本地号码。在一个实施例中，电话号码可以是易于辨识的800号码，由映射到Burt的商业电话号码的唯一分机修正。例如，在一个实施例中，号码可以是“1-800-YEL-PAGES-1234”。该800号码的1234部分就是映射到Burt的电话号码的唯一分机，以便当搜索者呼叫号码1-800-YEL-PAGES-1234时，该呼叫将如下面更为详细地描述的那样被自动路由到Burt的电话。
在一个实施例中，广告创建模块46自动直接地将分配给Burt的唯一电话号码插入到Burt的广告中。作为选择，对呼叫逻辑58的点击可被激活以便生成按钮，或可点击的电话号码，其将被自动插入到Burt的广告中，以便当该按钮或电话号码被操作客户10的用户选择或点击时，自动发起对Burt的电话号码的电话呼叫。
模块46还包括允许Burt选择性地打开或关闭广告的开/关逻辑60。作为选择，开/关逻辑60允许Burt指定特定广告的活动或非活动状态。当一个广告被关闭或标记为非活动时，则该广告被认为至少是临时从广告活动中撤回，并由此不再例如通过搜索引擎19发布。作为选择，根据在此公开的技术，仅发布被打开或者具有“活动”状态的广告。
模块46包括允许自动路由呼叫到各个电话号码的智能连接逻辑62。例如，Burt可能包括一个主电话号码以及一个或多个与他的广告相关联的辅助电话号码。由此，在一个实施例中，智能连接逻辑62首先路由呼叫到Burt的主电话号码，如果连接不成功，则循环通过Burt的辅助电话号码列表，直到连接成功。
模块46还包括允许搜索者输入该搜索者想要与Burt通话的时间的呼叫安排逻辑64。系统接着联系Burt以便安排与该搜索者的呼叫。可通过多种方式联系Burt，例如通过给Burt发送传真，通过给Burt发送电子邮件，通过给Burt打电话等提醒他该安排的电话呼叫。在可选实施例中，可在广告创建模块中包含附加的、更少的或不同的逻辑而不偏离本发明。
支付说明模块48允许Burt选择与计费有关的特定模式和各种参数。模块48包括通过用户接口模块44为Burt呈现选项的固定收费(flat fee)逻辑66，如果选项被选择，将使得Burt基于固定收费对在特定类别或子类别内接收到的电话呼叫计费。模块48还包括对位置报价的逻辑68，该逻辑如上所述，通过用户接口模块44为Burt呈现一个选项以选择基于位置报价进行计费。逻辑68支持代理报价、以及最高/最低报价。
模块48还包括开销级别逻辑70，其允许Burt指定每天/每周/每月的开销级别。该指定的开销级别主要定义每个时间周期的预算以便如果在特定时间周期内超过了该预算，则Burt的广告在余下的时间周期内将自动被标记为非活动的或关闭。由系统通知Burt该活动并给予Burt通过添加另外的资金到他的帐户重新激活他的广告的选项。
在一个实施例中，计费模块40包括自动放弃对来自最近呼叫Burt的搜索者/顾客的引导(leads)(呼叫)的收费。例如，如果顾客在某一天呼叫了，然后在一天后为后续呼叫拨打同一个号码，则系统自动放弃对第二次呼叫的收费，因为这个引导已经被付费。由此，广告商(Burt)不必关心顾客不止一次地使用广告的电话号码而导致多次收费。在一个实施例中，本发明的系统可以被配置为放弃对来自在特定天数内已经呼叫了特定广告商的顾客的引导收费。在可选实施例中，可包含另外的、更少的或不同的逻辑而不偏离本发明。
现在参考图6，图6更为详细地示出了广告发布模块36的组件。如将所看到的那样，模块36包括广告交付引擎74，以及广告辛迪加组织引擎76。广告交付引擎74的目的是在特定渠道自动提交Burt的广告。在某些实施例中，广告交付引擎74促使商业活动管理接口113(参见图8B)被显示给广告商。接口113允许广告商选择一个渠道，例如SBC、QwestDex、Ingenio，以及提供和发布广告的类别。接口113允许广告商指定他愿意为使用所选择的渠道和类别提供广告支付的最大报价额。图9示出了其中包含根据在此描述的技术交付/提供的广告的web页面112的例子。在一个实施例中，这个发布渠道可以是由本发明的系统的运营商操作的基于web的发布渠道。
作为选择，辛迪加组织引擎76可用于将Burt的广告联合成辛迪加到拥有由Burt选择的发布渠道的多个第三方。因此，在一个实施例中，辛迪加组织引擎76可以促使Burt的广告联合成辛迪加到第三方搜索引擎、因特网黄页、在线号码薄以及其他媒体。
如将在图6中所看到的，广告交付引擎74包括按呼叫计价逻辑78、活动历史逻辑80、呼叫状态逻辑82、连接成功逻辑84、人工标引逻辑86、以及随机逻辑88。每个逻辑组件78-88都控制形成最终如何交付Burt的广告的根据的参数。按呼叫计价逻辑78基于按呼叫计价促使Burt的广告被发布。因此，例如，如果Burt仅愿意为每次呼叫支付低的金额，那么他的广告将被放置或排列在广告商的搜索结果页面或类别中的下底部。作为选择，如果Burt愿意为每次呼叫支付一个高价，那么他的广告将被放置在广告商的搜索结果页面或类别中的上上部。下面的表格显示了按呼叫计价逻辑78将如何基于广告商愿意支付的每次呼叫报价金额排列或放置渠道内的广告商：
  位置         广告商   (每次呼叫的报价金额)
  1     800-349-2398   ($3.88)
  2     866-324-3242   ($3.22)
  3     800-323-5321   ($2.01)
活动历史逻辑80分析在给定时间周期内Burt接收到的呼叫数量，例如，最后的一天/一周/一月，以及基于活动历史排列显示页面内的Burt的广告。呼叫状态逻辑82检查Burt的广告的状态(活动或不活动)，并基于该状态选择性地发布Burt的广告。连接成功逻辑84测量对分配给Burt的广告的电话号码的呼叫的连接成功率，并基于该连接成功率排列显示页面内的Burt的广告。例如，如果Burt的电话号码享有低连接成功率，则逻辑84将使Burt的广告被排列在发布页面内的较低级别。人工标引逻辑86允许运营商在发布页面内手动标引或排列Burt的广告。随机逻辑88允许Burt的广告在结果页面内随机排列或放置。在一个实施例中，Burt的广告在显示页面内的排列可基于由逻辑组件78-88控制的参数的任意组合，其可由使用该系统的第三方规定。在可选实施例中，可在广告交付引擎74中包含附加的，更少的或不同的逻辑而不偏离本发明。
现在参考图7，呼叫处理模块38内的组件包括呼叫路由引擎92，以及呼叫监视引擎94。如将所看到的，呼叫路由引擎92包括重定向逻辑96以使电话呼叫重定向到分配给Burt的广告的号码。重定向是利用广告创建模块46，到在广告的创建期间由Burt指定的电话号码的。呼叫路由引擎92还包括VoIP逻辑98，以利用VoIP技术路由往来客户的电话呼叫到由Burt在广告中指定的电话号码。
呼叫路由引擎92还可包括提示逻辑99，其在路由电话呼叫到Burt的电话号码之前促使为呼叫者播放一个提示。在一个实施例中，提示逻辑99为呼叫者播放一个信息提示以告知呼叫者Burt的实际电话号码。因此，呼叫者可在将来使用Burt的实际电话号码而不是由系统分配给Burt的电话号码直接呼叫Burt。在此情况下，Burt将不会被系统为针对他的实际电话号码的电话呼叫计费。在一个实施例中，提示逻辑99还可促使为Burt播放一个信息提示以告知Burt该电话呼叫的来源。在一些情况下，提示逻辑99可促使自动生成电子邮件或传真告警并发送到广告商，以便告知广告商该呼叫者的电话号码。这种电子邮件的一个例子在图10中示意并以附图标记116标记。在可选实施例中，可在呼叫路由引擎92中包含附加的、更少的或不同的逻辑而不偏离本发明。
呼叫监视引擎94包括呼叫号码逻辑100，以跟踪响应Burt的广告产生的呼叫的号码。呼叫监视引擎94还包括自动号码识别(ANI)逻辑102，以自动识别呼叫Burt的呼叫者的唯一号码的数量。呼叫监视引擎还包括呼叫时长逻辑104，其监视到Burt的每次呼叫的时长。连接状态逻辑108监视呼叫是否成功，是否遇到占线或忙音，或者是否只是Burt没有应答他的电话。基于由逻辑组件100-106提供的信息，可编制一份报告并可由Burt浏览。在一个实施例中，该报告包括多次呼叫、来自唯一电话号码的呼叫次数、呼叫者的电话号码、每次呼叫的时长、以及成功呼叫、返回占线音或者没有应答的呼叫的次数。该报告可被Burt使用以便监视广告活动的有效性，并用于优化该广告活动。在可选实施例中，可在呼叫监视引擎94中包含附加的、更少的或不同的逻辑而不偏离本发明。
在一个实施例中，广告发布模块可以在基于电话的广告业务上发布广告。例如，广告可通过音频提交给顾客以作为话音入口的一部分或基于电话的号码薄，如411电话号码薄。
参考图11，附图标记150通常表示可用于实现上述系统的硬件。硬件150典型地包括至少一个连接到存储器154的处理器152。处理器152可表示一个或多个处理器(例如，微处理器)，而存储器154可表示包括硬件150的主存储器的随机存取存储器(RAM)装置，以及任何补充级别的存储器，例如高速缓冲存储器、非易失或后备存储器(例如，可编程或快速存储器)、只读存储器等。另外，可认为存储器154包括在物理上位于硬件150其它地方的记忆存储器，例如，处理器152中的任何高速缓冲存储器，以及用作虚拟内存的任何存储容量，例如在大容量存储器装置160上存储的那些存储容量。
硬件150典型地还接收用于外部传递信息的多个输入和输出端。对于与用户和运营商的接口，硬件150可包括一个或多个输入装置156(例如，键盘、鼠标等)和显示器158(例如，阴极射线管(CRT)监视器、液晶显示器(LCD)面板)。
对于附加的存储器，硬件150还可包括一个或多个大容量存储装置160，例如软盘或其它可移动磁盘驱动器、硬盘驱动器、直接存取存储装置(DASD)、光驱动器(例如，紧致磁盘(CD)驱动器、数字通用盘(DVD)驱动器等)和/或磁带驱动器。此外，硬件150可包括与一个或多个网络162(其中例如，局域网(LAN)、广域网(WAN)、无线网络和/或因特网)的接口以允许与连接到网络的其它计算机传递信息。应理解的是，硬件150典型地在处理器152与每个组件154、156、158和162之间包括适当的模拟和/或数字接口，这在本领域是众所周知的。
硬件150在操作系统164的控制之下运行，并执行各种计算机软件应用166、组件、程序、对象、模块等(例如，完成上述操作的程序或模块)。此外，例如在分布式计算环境中，也可在经由网络152连接到硬件150的另一计算机内的一个或多个处理器之上执行各种应用、组件、程序、对象等，借此实现计算机程序的功能所需的处理可通过网络分配给多台计算机。
通常，实现本发明的实施例所执行的例行程序可实现为操作系统或特定应用、组件、程序、对象、模块或称为“计算机程序”的指令序列的一部分。计算机程序典型地包括在计算机中的各种存储器和存储装置中在不同时间设置的一个或多个指令集，而且，当由计算机中的一个或多个处理器读入并执行时，促使计算机完成执行涉及本发明的各个方面的元素所必需的操作。此外，虽然已经在完全功能的计算机和计算机系统的上下文中描述了本发明，本领域的技术人员应理解的是，本发明的各个实施例能够以各种形式的程序产品分布，而且无论用于实际实现该分布的机器或计算机可读媒体的特定类型如何也可同等地应用本发明。计算机可读媒体的例子包括但不限于诸如易失和非易失存储装置、软盘和其它可移动磁盘、硬盘驱动器、光盘(例如，紧致密盘只读存储器(CD ROMS)、数字化通用盘(DVD)等)的可记录型媒体，以及诸如数字和模拟通信链路的传输类型媒体。
尽管本发明是参考特定示例性实施例描述的，显然可对这些实施例做各种各样的修改和变更而不偏离在权利要求书中陈述的本发明的更广泛的精神。因此，本说明书和附图被认为是示例而非限制。

Claims (20)

1、一种方法，包括以下步骤：
为广告商分配唯一电话号码；
代表所述广告商在媒体渠道上提供广告，所述广告包括所述唯一电话号码和对所述唯一电话号码的引用之一；
监视对所述唯一电话号码的电话呼叫；以及
根据预定的计费模式，针对到所述唯一电话号码的电话呼叫对所述广告商计费。
2、根据权利要求1的方法，其中所述媒体渠道选自由基于web的渠道、基于电话的广告业务、电子邮件渠道、即时消息渠道以及在线聊天渠道构成的组。
3、根据权利要求1的方法，进一步包括提供便于广告的创建的接口。
4、根据权利要求3的方法，其中所述接口是基于web的。
5、根据权利要求1的方法，其中所述预定计费模式指定由所述广告商支付的每次呼叫的固定费用。
6、根据权利要求3的方法，其中所述预定计费模式是对位置计费模式的报价。
7、根据权利要求6的方法，其中所述接口包括允许广告商对发布渠道上的广告位置报价的功能。
8、一种系统，包括：
为广告商分配唯一电话号码的第一单元；
在所述广告商选择的渠道上提供所述广告的第二单元；
监视对所述唯一电话号码的电话呼叫的第三单元；以及
基于预定的计费模式，针对对所述唯一电话号码所做的电话呼叫，对所述广告商计费的第四单元。
9、根据权利要求8的系统，其中所述第一单元包括允许广告商将关键字与所述广告的文本相关联的关键字关联逻辑。
10、根据权利要求8的系统，其中所述第一单元包括允许所述广告商对由搜索引擎生成的结果页面内的广告位置报价的位置报价逻辑。
11、根据权利要求8的系统，其中所述第一单元包括允许所述广告商输入将与所述广告相关联的地理位置的位置确定逻辑。
12、根据权利要求8的系统，其中所述第二单元包括辛迪加联合所述广告到所述渠道的辛迪加组织引擎。
13、根据权利要求8的系统，其中所述渠道选自由基于web的发布渠道、基于电话的发布渠道、电子邮件渠道、即时消息渠道以及在线聊天渠道构成的组。
14、根据权利要求8的系统，其中所述第一单元包括自动生成所述唯一电话号码的电话号码自动生成逻辑。
15、根据权利要求8的系统，其中所述第一单元包括创建按钮的点击以呼叫按钮创建逻辑，当所述按钮被浏览所述广告的顾客选择时，促使对所述唯一电话号码的电话呼叫得以发出。
16、根据权利要求8的系统，其中所述第三单元被配置成在预定周期内，不对从同一电话作出的、对所述唯一电话号码的重复电话呼叫计费。
17、一种计算机可读媒体，其上存储有一系列当被计算机执行时促使计算机执行一种方法的指令，包括：
为广告商分配唯一电话号码；
代表所述广告商在媒体渠道上提供广告，所述广告包括所述唯一电话号码和对所述唯一电话号码的引用的其中一个；
监视对所述唯一电话号码的电话呼叫；以及
根据预定的计费模式，针对对所述唯一电话号码的电话呼叫，对所述广告商计费。
18、根据权利要求17的计算机可读媒体，其中所述媒体渠道选自由基于web的渠道、基于电话的广告业务、电子邮件渠道、即时消息渠道以及在线聊天渠道构成的组。
19、根据权利要求17的计算机可读媒体，其中所述方法还包括提供便于广告的创建的接口。
20、根据权利要求17的计算机可读媒体，其中所述预定计费模式指定由所述广告商支付的每次呼叫的固定费用。
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