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Pay-Per-Call Frenzy
September 14, 2005
It appears the SEO industry is entering a new era of search engine marketing with Pay-Per-Call advertising. Pay Per Call is a performance-based system that charges advertisers on a per-call basis as opposed to Pay Per Click which charges advertisers a per-click fee. This new form of SEM could and most likely will be HUGE!
Several months ago, FindWhat was the first search engine to enter the Pay-Per-Call arena and since then, AOL jumped on board. Both companies currently utilize Ingenio’s ingenious pay-per-call model and it seems to be working well for both the search engines and advertisers.
Other search engines wanting to embrace Pay-Per-Call are Google and MSN. Rumor has it that Google and MSN are gearing up their technologies to add Pay-Per-Call to their arsenal for advertisers, but no beta or launch dates have been published or forecasted.
I don’t understand why one of these engines didn’t just buy Skype while they had the opportunity. By not moving quickly, they have lost acquisition potential for this top-tier Pay-Per-Call service company as eBay recently purchased Skype for $2.6 billion dollars.
I have a feeling eBay is going to take Pay-Per-Call beyond search advertising and create even more performance-based advertising potential in areas we can’t even imagine just yet. Time will tell.
There is no acronym available for this new SEM model, so I think I’ll call it PPP (pay-per-phone-call).
I will follow up on this new advertising platform as time progresses and look forward to seeing this new SEM model flourish in the months and years to come.
All posts by Sean Bolton
posted by Sean Bolton at September 14, 2005 01:06 PM
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Comments
Tom Keating had an interesting post the other day about the eBay/Skype acquisition and pay per call:
http://blog.tmcnet.com/blog/tom-keating/voip/estaras-take-on-the-ebay-skype-deal.asp
Posted by: Dan at September 15, 2005 01:07 PM