FindWhat Inks Local Search Distribution Deal

FindWhat today followed up its recently announced pay-per-call initiative with a significant distribution partner, is the new media division of American City Business Journals, the nation’s largest publisher of metropolitan business newspapers. Under the exclusive agreement, will provide locally targeted pay-per-click and pay-per-call advertising on the 41 business news sites.

“These are premier publications for all of these metro areas. We’re bringing high quality advertisers and marrying them with high quality, high value publishers on a local basis,” said Rick Szatkowski, senior VP and GM of the Network.

The pay-per-call lead generation service allows companies without an online presence to take advantage of performance-based search. As with’s pay-per-click service, advertisers bid for placement in search results. Instead of a hyperlink, the ads have a trackable toll-free number for each ad.

The local focus of the sites makes a great complement for the pay-per-call service, added Karen Yagnesak, FindWhat’s VP marketing and communications.

“It really highlights’s entry into the local search space in a more direct way,” she said. “We’ve been in the local search space via Verizon SuperPages in the U.S. and our announced deal with Yellow Pages Group in Canada, where we’re the technology behind the local search delivery. For this one, we’re actually making our searches local and delivering them to our distribution network.”

The deal includes targeted keyword advertisements through both search box and content matching implementations. Search results pages and content pages will include both pay-per-click and pay-per-call ads. The two types of ads will be kept separate to avoid confusion, with pay-per-click ads in a box at the bottom of search results, and pay-per-call ads appearing alongside the results in their own box.

In addition, the print properties associated with the sites opens up the opportunity for an offline implementation of the pay-per-call service, Yagnesak said. Since the billable event is a trackable toll-free number, there’s no reason that a print ad, billboard, TV or radio ad couldn’t have a pay-per-call number associated with it.

“We’re discussing now how it would make sense for them to bring the pay-per-call offering offline to their print properties. They’re open to it, but we haven’t come to any final conclusions yet,” she said.

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