A Closer Look at Pay-per-call Search Marketing
This news article provides a basic definition for “pay-per-call” advertising. It explains how pay-per-call functions in relationship to advertising, the Internet, and businesses. A description of AOL’s pay-per-call program is highlighted, as AOL is the biggest online company to offer such advertising.
Internet users are familiar with websites that display digital advertisements for products and services. In the past, these advertisements contained a web link that would take the user to the company’s website. This is a commonly used advertising strategy, but what about companies that do not have a web presence?
Pay-per-call advertising is similar to previous Internet advertising except that when a user clicks on the advertisement, they will not be directed to a company’s website. Instead a simple information page about the company will appear with a toll-free telephone number. Therefore, businesses without a web page can promote their products to Internet users.
Currently, AOL is helping considerably with pay-per-call advertising efforts. They display pay-per-call advertisements before paid search listings. As the leader in this new advertising strategy, AOL wants to provide a successful environment for all participating businesses.
Supporters of pay-per-call believe that it is effective, especially when a customer calls the toll free telephone number. This action of the potential customer demonstrates that they are interested in the specific business. The benefits of this advertising method are many, however it will be more expensive for businesses to enact pay-per-call campaigns as opposed to paid search listings. Each business must weigh the pros and cons of such a campaign and act accordingly.