Is a Phone Call Better than a Click?
Pay-per-call technology deals with call switching software and hardware that track and route toll free calls made by consumers to advertisers. This new method of internet advertising was recently introduced by Ingenio, a San Francisco-based company that develops technology for delivering online ads.
In pay-per-click advertising, advertisers pay companies like Google to place their ads prominently on their results pages for specific search terms. Each time someone clicks on their ad, they pay a certain predetermined amount.
With pay-per-call, advertisers pay a certain amount only after a user dials the 1-800 number that appears with their ad. Hypothetically, advertisers get an even more interactive response than if someone merely clicks on their ad.
Advertisers have to pay more per call than per click, but if pay-per-call ads provide a better lead than pay-per-click ads, developers and analysts alike expect the market to really take off.
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