A Closer Look at Pay-Per-Call Search Marketing

  |  December 14, 2005   |  Comments

AOL recently became the largest online service to offer pay per call to search advertisers. If you're not familiar with the format, it's worth a look.

Last spring, AOL became the largest online service to offer the comparatively new pay-per-call format to search advertisers. Pay per call is rapidly gaining traction among search marketers, particularly with those targeting a local audience. If you're not familiar with the format, it's worth a look.

The premise behind pay-per-call advertising is straightforward. Rather than presenting a sponsored link to click to an advertiser's Web site in response to a query, pay-per-call ads display a toll-free number. The searcher clicks on the pay-per-call ad and sees a brief information page about the business.

The pay-per-call format solves a problem for the millions of businesses that don't have a Web presence but still want to be found by online searchers. It's especially effective for local businesses, since pay-per-call ads can be targeted to users in a specific location.

The format is also appealing to any business that performs best with a high-touch presence. When people are motivated enough to call, they're often closer to making a purchase decision than those who simply click on a sponsored listing. And phone reps can answer questions and overcome objections more quickly than most Web sites can.

AOL is spotlighting pay-per-call ads in search results, giving them top billing over paid search listings. "Being the first major player to release pay per call, we want to make sure we give advertisers that jump into this program presence," said Gerry Campbell, vice president and general manager of AOL Search & Navigation.

But pay-per-call ads are generally more expensive than pay-per-click advertisements. Advertisers must decide for themselves whether the ROI (define) warrants the program's greater expense.

At this point, AOL displays just one pay-per-call ad per search result page, but this may change if the program proves successful, according to Campbell.

AOL will also display both pay-per-call and sponsored links from the same advertisers under some conditions; no effort is currently being made to avoid duplication. This provides a unique opportunity for search marketers to gain up to three positions on a search result page: through algorithmic results, paid links, and pay-per-call listings. Google provides both algorithmic search results to AOL Search. The new pay-per-call listings are provided by Ingenio.

Ingenio serves pay-per-call ads in much the same way Google provides sponsored links to AOL. Like Google, Ingenio distributes pay-per-call listings to multiple properties beyond AOL. Ingenio partnered with FindWhat (now MIVA) in September 2004. This distribution deal gives exposure to pay-per-call ads on properties such as Excite, NBCi, Search.com, MetaCrawler, and Yellow Pages directory SuperPages.com.

Want to know more about pay-per-call search advertising? See Ingenio's frequently asked questions page and two reports from Search Engine Strategies panels on pay-per-call advertising: Pay-Per-Call: A New Avenue for Search Marketers and Search Advertising that Makes the Phone Ring.

This column was adopted from ClickZ's SearchEngineWatch.com. A longer, more detailed version is available to paid Search Engine Watch members.

Want more search information? ClickZ SEM Archives contain all our search columns, organized by topic.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Chris Sherman

In addition to being Associate Editor of ClickZ's sister publication, SearchDay.com, Chris Sherman is a frequent contributor to Online Magazine, EContent, Information Today and other information industry journals. He's written several books, including The McGraw-Hill CD ROM Handbook and The Invisible Web: Uncovering Information Sources Search Engines Can't See, co-authored with Gary Price. Chris has written about search and search engines since 1994, when he developed online searching tutorials for several clients. From 1998 to 2001, he was About.com's Web Search Guide.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...