The Pros and Cons of Pay-Per-Call Advertising

Pay-per-call search ads display phone numbers, rather than links, for searchers to act upon. Proponents say that anyone taking the time to pick up the phone and make a call is a highly qualified prospect, and it’s comparatively easy for phone reps to close a sale with these motivated buyers. Detractors say that pay-per-call ads are vastly more expensive than pay-per-click ads, and there’s insufficient inventory for many advertisers.

Who’s right? In today’s SearchDay article, Search Advertising that Makes the Phone Ring, guest writer Patricia Hursh covers a recent Search Engine Strategies session where panelists debated these and other issues surrounding this new form of search advertising.

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