Pay-per-Call Search Marketing

Pay-per-call has gained a footing among search marketers, especially among the small and local businesses that are into high selling of technologically advanced product or service whose marketing efforts stand the chances of getting turned into mammoth sales by personal contacts. The concept behind pay-per-call marketing is as clear-cut as it sounds where the advertisers despite of giving their sponsored link provide their toll free number in response to a query. Here advertisers bid for phone call leads starting at $2.00 going up to a good amount depending on the worth of phone call leads. The highest bid gains the highest listing on relevant queries. Advertisers are charged not on clicks to the listing, but only when a call is made.The services provided under pay-per-call are mostly a characteristic of a particular region since pay-per-call ads can be targeted for users in a specific location else it would involve a great expenditure. Moreover, using local or toll-free number, an advertiser can track all phone calls that are associated with his interactive marketing efforts. In this way, the small and medium-sized enterprises can analyze the relative cost associated with paying for advertising on the basis of a call.
The pay-per-call is a boon for the millions of small-scale businesses that don't have a web presence, but still who want to be a part of the cat race in the world of internet marketing and want to be benefited by online searchers. It's especially effective for local businesses, since pay-per-call ads can be targeted for users in a specific location. A personal contact with the customers motivates them to make a purchase decision quicker than people who simply click through on a sponsored listing. A simple phone call immediately makes the merchant perceptive about a customers needs and customize a pre-sales conversation based on that that information. Even if a web site is involved with a purchase, the merchant's sales team can guide the client on how to make a purchase, lessening the chances of shopping cart abandonment. Relatively pay-per-call ads are costlier than pay-per-click ads. Here it is the advertisers’ discernment whether their ROI ensures the greater expense of the marketing program.
Google introduced "Click to Call" its pay-per-call service in late 2005. In some Adwords ads, a green phone icon is displayed. When the icon is clicked, a form appears requesting a user to enter their phone number. When the number is entered, Google establishes a connection between the advertiser and a customer.
AOL became the first major exponent to introduce pay per call. AOL spotlighted pay-per-call ads in search results, giving them top billing over paid search listings. Another search engine that provide this service are Ingenio that partnered with FindWhat in September 2004. This deal makes Ingenio more versatile giving exposure to pay-per-call ads on properties such as Excite, NBCi, Search.com and MetaCrawler, and Yellow Pages directory SuperPages.com.

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