Pay-Per-Call: for small-to-medium sized businesses
Pay-Per-Call: A New Avenue for Search MarketersHeather Lloyd-Martin writes:
"Local search in the U.S. is hot, but nearly 14 million companies—most of them small-to-medium sized businesses— are missing the local search marketing revolution because they don't have a website...
Yet another 4 million businesses have "brochureware" sites that aren't served by the cost-per-click model, according to Chief Marketing Officer of pay-per-call service provider Ingenio."
How it works:
"When a prospect clicks on a pay-per-call ad, they are sent to a profile page about the business.
"The landing page provides a simple 'soundbyte' to try to engage the customer and get the call," says Ballister.
Merchants are charged on a CPA basis when someone calls the toll-free number—not when someone clicks-through from the ad. Call tracking information and call pattern statistics are available to the merchant so they can measure results.
Pay-per-call results are distributed across local search providers, Internet Yellow Pages and vertical directories, according to Barach. AOL is using Ingenio platform for AOL Search and AOL Yellow Pages, as is go2.com. FindWhat is also an Ingenio partner, with their pay-per-call results distributed across partners such as Snap.com and BizJournals.com."
Article concludes: "pay-per-call does a very specific niche for businesses without a web site, or for businesses that don't have the time, capital or knowledge base for a fully-optimized campaign. These merchants are still able to leverage a web "presence" of sorts (the pay-per-call ad) gaining highly qualified conversions."
Pay Per Call -> High Rankings Search Engine Optimization Forum thread about pay per call
posted by Jen @ 6:23 AM
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