The Unexpected Re-Evolution Of The Phone Call
Nov 23, 2009 at 7:00am ET by Brent Turner
Quick: Are you a digital marketing pro? If so, complete this sentence:
In the future, advertisers will combine online media with mobile ads to drive:____________.
What did you put in the blank? Let me guess.
Branding, combining rich online experiences with mobile mini-experiences?
E-commerce, as more people surf the Web using both devices?
Coupons and promotions, taking advantage of the new, mobile media?
Let me try a radical idea out on you:
In the future, advertisers will combine online media with mobile ads to drive... wait for it...
Phone calls!
Here’s [...]
Filed in: Locals Only, Search Ads: Pay Per Call
Five Rules For Running A Successful Pay-Per-Call Campaign
Oct 16, 2009 at 3:09pm ET by Rich Rosen
Although it's been around for years, pay-per-call advertising may be finally hitting its stride. Greg Sterling, a Contributing Editor at Search Engine Land, recently wrote:
We've long known that calls are much more valuable than clicks to small businesses in particular, but also to many larger entities with call-center sales operations. However... it's taken PPCall much longer to get going than I originally anticipated.
Sterling sees pay-per-call growth in traditional media and mobile. He also notes that pay-per-call programs are now increasingly being used in print Yellow Page dir [...]
Filed in: How To: SEM, Search Ads: Pay Per Call
Attributing Value To Phone Calls: Dynamic Number Insertion Can Help
Sep 22, 2009 at 5:11pm ET by Bill Dinan
Dynamic Number Insertion (DNI) technology allows advertisers to track the specific search engine, web page or keyword that generated an inbound phone call using tracking numbers. Advertisers are using DNI to measure the performance of their online advertising campaigns and the impact on call volume. At the most basic level, DNI seamlessly replaces select contact phone numbers on a web page with call tracking numbers, which allows advertisers to measure volume. Combined with pay per click programs, DNI can help complete the online advertising performance picture by clearly outlining the results [...]
Filed in: How To: SEM, Search Ads: Pay Per Call
Google Testing Click To Call Again?
Jan 24, 2008 at 8:50am ET by Greg Sterling
Search Engine Journal alerted us to an apparently renewed test of click-to-call at Google. Google had been testing click to call in 2005 and 2006 with an eye toward implementing pay-per-phone call. Rather than show local or 800 tracking numbers, Google was using a field that remembered users' telephone numbers (once entered) and connected calls. It also had been using the functionality on Google Maps. However, in roughly June or July of last year Google stopped accepting click-to-call advertisers and the ads stopped showing up.
Simultaneously, click-to-call or call completion was terminated [...]
Filed in: Google: AdWords, Search Ads: Pay Per Call
CallGenie Buys Mobile “Ad Exchange” PhoneSpots
Dec 13, 2007 at 8:03am ET by Greg Sterling
Voice services provider CallGenie announced the acquisition of mobile content provider and ad exchange PhoneSpots. The mostly stock transaction was valued at $5.75 million and provides a range of new client relationships and capabilities to Canada-based CallGenie.
PhoneSpots has been around since 1999 and pioneered the “send to mobile” feature now in widespread use on local search sites. PhoneSpots originally partnered with European mobile operators to offer enhanced results (additional content and links) from directory assistance queries when users opted to receive them as text messages [...]
Filed in: Business Issues: Acquisitions & Investments, Search Ads: Pay Per Call, Search Engines: Mobile Search Engines
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