CALL ANALYTICS FOR MOBILE ADVERTISING

摘要

A call analytics system for analyzing the effectiveness of advertising campaigns using performance data and call data. Specifically, the call analytics system evaluates the performance of different keywords in generating calls to displayed phone numbers. The call analytics system uses statistical techniques to correlate received calls to displayed phone numbers with those keyword or keywords that were associated with displayed advertisements. The system gives advertisers the ability to track and measure which keywords drive sales for mobile users that call advertisers directly from ads on their smartphones or other mobile devices. In some embodiments, the system uses the calculated effectiveness of certain keywords to recommend changes to present or future advertising campaigns of the advertiser.

主权项

1. A method implemented by a computing system to assist in keyword selection for advertising on mobile devices, the method comprising:
receiving parameters for an ad campaign, wherein the parameters for the ad campaign include sets of keywords associated with the ad campaign and telephone numbers associated with the ad campaign; receiving call data reflecting phone calls made to the telephone numbers associated with the ad campaign; receiving performance data for the sets of keywords associated with the ad campaign, wherein the performance data includes click-to-call click data for different sets of keywords; calculating an initial call distribution ratio for each set of keywords for an initial period, wherein calculating the initial call distribution ratio is performed by dividing the number of click-to-call clicks for each set of keywords by the total number of click-to-call clicks for all sets of keywords associated with the ad campaign; estimating the number of phone calls received for each set of keywords using the initial call distribution ratio, wherein estimating the number of phone calls for a set of keywords comprises attributing to the set of keywords a portion of the total count of phone calls based on the call distribution ratio for that set of keywords; calculating an effectiveness of each set of keywords based on a characteristic of the calls associated with the set of keywords; and adjusting the keywords used for the ad campaign based on the calculated effectiveness of each set of keywords.