Method of Tracking the Impact of Paid Search on Offline Sales

Abstract

A method whereby internet search keyword(s) can be associated with a purchase at an offline merchant. The process empowers the merchant to optimize bids to invest more money in keyword(s) with a stronger return on investment and less money in keyword(s) with a lower return on investment.

Claims

1-21. (canceled)

22. A method comprising: retrieving a set of search keywords from a destination URL selected by a user, wherein the set of search keywords has been inserted into the destination URL in response to the user performing an online search; applying a tracking code to the retrieved set of search keywords, thereby associating the tracking code with the set of search keywords; delivering a coupon to the user, wherein the coupon is embedded with the tracking code that has been associated with the set of search keywords; in response to acceptance of the coupon for an offline purchase, associating the tracking code with the purchase; and associating the search keywords with the offline purchase based on the tracking code.

23. The method of claim 22, wherein the coupon further comprises at least one of: a value of a promotion and an expiration date.

24. The method of claim 23, further comprising applying the tracking code to the user in addition to the set of search keywords.

25. The method of claim 24, wherein the search listing is a paid search listing displayed in response to a bid on search keywords.

26. The method of claim 25, wherein the tracking code is embedded in the form of a barcode.

27. The method of claim 26, wherein the coupon is delivered to the user via one of, email, SMS messages, MMS message, mobile media, internet website, video games and direct mail.

28. The method of claim 27, wherein the coupon is delivered to the user in response to selection of the search listing.

29. The method of claim 28, further comprising charging a merchant a fee in response to determining that the coupon has been used for an offline purchase.

50. A method of tracking the impact of paid search on offline sales comprising: in response to a consumer performing an online search on an online search engine using a set of search keywords, the online search engine delivering a merchant's paid search listing to the consumer over the internet, wherein the paid search listing has an associated destination URL indicating the set of search keywords; in response to the consumer clicking on the merchant's paid search listing, a system reached through the destination URL receiving over the internet at least the set of search keywords used by the consumer as indicated in the destination URL; the system creating a tracking code and associating the tracking code with at least the set of search keywords; delivering a promotion of a merchant to the consumer, the promotion being embedded with the tracking code; after the merchant accepts the promotion with the embedded tracking code for an offline transaction with the merchant, the merchant reporting qualifying offline transactions to the system; and the system associating qualifying offline transactions from the merchant with the tracking codes from promotions, thereby associating the offline transactions with at least the set of search keywords.

31. The method of claim 30, wherein the promotion is delivered to the consumer via one of, email, SMS messages, MMS message, mobile media, internet website, video games and direct mail.

32. The method of claim 30, wherein associating the tracking code with at least the set of search keywords further comprises associating the tracking code with data identifying a consumer in addition to the one or more search keywords.

33. The method of claim 30, wherein associating the tracking code with at least the set of search keywords comprises associating the tracking code with information that identifies the value of the promotion.

34. The method of claim 30, further comprising the step of transforming the tracking code into another identifiable form

35. The method of claim 34, wherein the other identifiable form comprises a barcode.

36. A system comprising: a computer system operating an online search engine connected to the internet, the online search engine providing to consumers over the internet paid search listings in response to an online search using a set of search keywords, the paid search listings including a destination URL indicating the set of search keywords, such that when consumers click on the paid search listing, the consumer is directed to an online computer system reachable via the destination URL; and the online computer system connected to the internet and receiving over the internet at least the set of search keywords in the destination URL and associated with the paid search listings, the online computer system creating tracking codes, associating the tracking codes with at least the set of search keywords, and causing promotions of the merchants to be delivered to consumers over the internet, the promotions being embedded with the tracking codes, the online computer system further receiving transaction information reported from merchants for qualifying offline transactions between the merchants and the consumers with the tracking codes from the promotions, thereby associating the offline transactions with the at least the set of search keywords.

37. The system of claim 36, wherein the promotion is delivered to the consumer via one of, email, SMS messages, MMS message, mobile media, internet website, video games and direct mail.

38. The system of claim 36, wherein the tracking code is associated with the set of search keywords and data identifying a consumer in addition to the one or more search keywords.

39. The system of claim 36, wherein the tracking code is associated with at least the set of search keywords and information that identifies the value of the promotion.

40. The system of claim 36, wherein the online computer system incorporates the tracking code into a barcode.

Description

BRIEF DESCRIPTION OF THE DRAWINGS

[0042] The attached drawings are intended to better illustrate the present invention without limiting it in any manner whatsoever.

[0043] FIG. 1 is a schematic diagram illustrating a preferred embodiment of the present invention.

[0044] FIG. 2 is a schematic diagram illustrating a preferred embodiment of the creation of a unique promotional code.

DETAILED DESCRIPTION OF THE PRESENT INVENTION

[0045] The following description is presented to describe the preferred embodiments of the present invention without limiting the scope of the appended claims. In FIG. 1, letters are used to designate steps while numbers are used to designate entities. In some cases, multiple steps are shown along a single path in order to clarify the diagram. This is not to be construed as being the same step designated in different ways. Rather, it is to be construed as different steps.

[0046] As best shown in FIG. 1, a merchant (1) creates (A) a paid search ad with the SEMN (2), utilizing keyword(s) insertion in the destination URL. A consumer (3) searches (B) with the SEMN (2). A merchant (1) retrieves the search keyword(s) from the destination URL and applies (C) a unique promotional code, barcode, or other tracking code to the search keyword(s).

[0047] The SEMN (2) delivers an advertisement (D) embedded with the unique promotional code. This unique promotional code can be delivered in the form of a barcode or promotional code on a coupon or other advertising vehicle via RFID tags, phone numbers, alphanumeric codes, images, and other methods of data storage.

[0048] When the consumer (3) makes a purchase or other desired action (E), the merchant (1) associates (F) the unique promotional code with the consumer's (3) purchase or other desired action.

[0049] FIG. 2 depicts the creation of a resulting promotional code. A consumer searches on the keyword(s) (4) (The Great Gatsby in FIG. 2) with the SEMN. The merchant uses keyword(s) insertion into the destination URL(5). The merchant then retrieves the search keyword(s) from the destination URL (5) and applies a unique promotional code (6) to the search keyword(s). The merchant then delivers an advertisement embedded with the unique promotional code (7). The merchant may then associate the promotional code with the consumer's purchase of goods and/or services or other desired action.

[0050] Variations, modifications and changes to the preferred methods described above will be apparent to those skilled in the art. All such variations, modifications and changes are intended to fall within the spirit and scope of the present invention, limited solely by the appended claims.