Tuesday, December 07, 2004

City Search Launches Pay Per Call and further Converges Online and Offline Marketing!

As if we needed another reason to consider offline marketing as much as online marketing. Online service City Search has joined Findwhat in introducing Pay Per Call advertising to primarily local merchants. Pay Per Call is using Online search services to get people to call local businesses rather than just visiting web sites. Many business people have been resistant to online advertising not knowing whether the medium is a good one for their businesses.

Now they will no longer need a web site to get search engine traffic because they can have a phone number as their response tool. Since the value of a phone call to these local businesses is worth more than a click the cost is a least 10 times that of pay per click advertising. Where a pay per click ad may run 5 cents a click pay per call ads may run $3 to $5 dollars a call. $5 dollars a call is expensive (so is 5 cents a call for that matter $50 CPM). We'll see if local businesses will go for such expensive advertising.

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