Pay-per-call advertising struggles to prove its worth the high cost to marketers

[mandy]

Advertisers have been skeptical for years about the pay-per-click online marketing model. Finally, there may be a model that advertisers like -- one that is decidedly offline, however. It's called pay-per-call. Consumers are starting to get used to the technology as a way to obtain answers to questions when text ads and Web sites won't suffice. Pay-per-call is especially enticing for the Internet players because some advertisers are starting to become wary of pay-per-click ads

"We see pay-per-call advertising poised for significant growth, especially in the context of mobile and local search-based advertising," said Tony Philipp, president and chief executive officer of Upsnap. "We can optimize our mobile search technology to deliver consumers fast, free access to more of the kind of local information they're looking for."...

Google is reportedly struggling to convince advertisers that click-to-call is a good tactic, as many businesses don't want customers bombarding their customer service centers with simple questions. The costs are simply too high...

full article: http://ecommercetimes.com/story/Rr0qbTBx...ealm.xhtml