Calling All Clicks: PayPerCall and You

Dec 5, 2007 - 4:26 pm 0 by
Filed Under SES Chicago 2007


  • Marc Barach, Chief Marketing Officer, Ingenio, Inc.
  • Dan Hight, Director of eCommerce Sales – Agency Division,

Pay Per Call is paid calls from search.

  • Calls: A performance based advertising service and network that drives calls instead of clicks.
  • Cost-per-action: Advertisers only pay for tangible results
  • Bidding: An auction based marketplace where advertisers compete for top placement
  • Targeted: A service that allows advertiser to target ads to specific categories and geographic locations
  • Accessible: a marketing vehicle available to any advertiser whether they have a site or not
  • Intuitive: A service that requires no change in customer behavior
  • Disruptive – A revenue source beyond traditional media
  • Multi-channel

Ad network includes: Internet Search, Internet Yellow Pages, Mobile Search, Directory Assistance, Text Messaging, and Podcasting

How it works: Toll free number redirects to actual customer number.  Consumer simply picks up the phone and calls. (This isn’t click to call)

Top 10 Categories for Online Directory Searches

  1. Cable & Satellite
  2. Internet Service Providers
  3. Mortgage Refinancing
  4. Credit Repair
  5. Travel Agents
  6. Substance Abuse Treatment
  7. Auto Insurance
  8. Cosmetic Surgery
  9. Timeshares
  10. Cruises

Why Pay Per Call works for Mobile

  • Delivers timely relevant content to mobile customers.
  • It’s intuitive
  • It’s easy to advertisers to get started
  • It makes sense for portals and publishers

Top 5 Search Categories for Mobile

  • Food and Dining
  • Arts & Entertainment
  • Travel
  • Shopping
  • Family and community

This session echoed a common theme that consumers are searching online but primarily buying offline.  (3% buying online and 97% buying offline)

Cost Per Call factors include CTR, Bid Prices, Call Duration, & Repeat calls from the same number.

Advertisers can prefund their account on a one time or reoccurring basis or for larger advertisers they can sign up for invoicing. 

Contributed by: Justin Davy is a search engine marketing specialist for the E.W. Scripps Company and a guest writer for SER.


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