AOL is offering a new form of search advertising called pay-per-call, an appealing alternative to pay-per-click programs for businesses that don’t have web sites, but also to any business that wants direct human contact with prospective customers.
Today’s SearchDay article, A Closer Look at Pay-per-Call Search Marketing, talks about the benefits of the program for all advertisers, including a potential “triple play” for savvy search marketers that can take advantage of the newness of the program to garner three listings on a search result page.
A longer version of this story for Search Engine Watch members provides detailed instructions for enrolling in Ingenio’s pay-per-call program, including ad guidelines, how to determine competitors’ bids and the performance reporting provided by the company.