Pay-per-call advertising is being touted by many as the next big thing in search marketing. With eBay justifying its recent purchase of Skype by citing the potential of pay-per-call, and AOL, Microsoft and others jumping into the game, it's a hot topic. But is pay-per-call a viable option for search marketers today?
When AOL launched its pay-per-call program last April, I took a more in-depth look at the opportunities offered to search marketers in A Closer Look at Pay-per-Call Search Marketing. We've also had panels covering pay-per-call programs at Search Engine Strategies (see the SearchDay articles Pay-Per-Call: A New Avenue for Search Marketers and Search Advertising that Makes the Phone Ring for reports on these sessions).
ClickZ columnist Pamela Parker took a closer look at the recent activity in the pay-per-call space, and concluded that despite the hype, things are really just getting started.
"When I say the pay-per-call concept has jumped the shark, I mean the acquisitions and related hype have nowhere left to go. However, the reality of pay-per-call, for both media companies and advertisers, has only just begun," she wrote.
After talking with a number of key players, she concluded that the advertisers best served by pay-per-call programs are local businesses, service businesses, those selling high-consideration purchases, or any combination of the three. She offers excellent case studies with a comparison of the pricing models and success factors in Pay-Per-Call: Tales from the Trenches.
Want to discuss? Join the Are You Ready for Pay-Per-Call? conversation in our Search Engine Watch forums.
Last Week to Save on SES London Tickets!
Learn to engage customers and increase ROI by distributing your online marketing efforts across paid, owned & earned media. Join the leaders of today's digital marketing & advertising industry at SES London. Find out more ››
*Saver Rates expire this Friday, Dec 13.