By Carol Krol
Mailed 2004-12-22
Pay-per-call is the newest performance-based online ad model to hit the States. And generally speaking, where the U.S. goes online, the rest of the world eventually follows.
Pay-per-call is a mutation of the very popular pay-per-click online advertising model. Pay-per-call ads are keyword search engine listings that feature a free phone number that users can call to speak to a real person, rather than clicking through to a website.
In much the same way that pay-per-click works, advertisers only pay for the ads that generate a phone call. It generates real, live leads by getting actual people on the phone to clients rather than on to web sites, where they may have second thoughts about transacting.
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