Pay-per-call

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Pay-per-call is a similar concept as pay-per-click (PPC) which is Google's preferred income method. In pay-per-call however the advertiser receives a phone call usually initiated through a web form. Pay-per-call offers less vulnerability to fraud as the provider can block associated phone numbers.

Several companies are engaged in powering this form of advertising including thinkingVOICE, Estara, Ingenio, FlyingSpider.com, and UPayPerCall.Com. Pay per call advertising appeals to many local merchants and marketers as it connects a pre-qualified lead on the phone rather than driving a click to their website. Effectively, these merchants and local businesses, who are typically yellow page advertisers, will valued and understand these telephone prospect better. Additionally, the implementation of pay-per-call service does not require an advertiser to have a website. A call can be generated and connected to the advertiser without going to the advertisers web site. Click-Fraud is a big problem in on-line advertising space. It is hard if not impossible, to verify and account for legitimate clicks. Unlike pay-per-click, pay-per-call is easily verifiable. Either the advertiser did get a call or did not; One potential challenge from major search engines, not to push this product too soon (or unless they really have to) is that, the current pay-per-click model is their main source of revenue. Why to introduce a disruptive technology while the current one is working for their business. Its likely that every major search engine will partner, acquire, or build these services into their ad framework over the next several years.