Verizon Offers Pay Per Call Solution

Posted: April 11, 2006

Verizon has launched a PPCall solution, however, it is a bit different than the other offerings on the market.

Verizon is building static ads with static phone numbers. However, those wishing phone calls are still bidding in an auction style for those leads. Sound confusing? It’s really not, it’s just a different model.

Basically, Verizon is going to build ads that they determine have high call rates.
Those wishing the phone calls will bid (like PPC) for those calls.
Depending on who is the highest bidder at the time of the call, Verizon will route the call to that bidder.

What this does is take the complexity of building ads, testing call rates, etc out of the hands of the advertisers. The only complexity left for the advertiser is the actual budget and bidding.

Verizon will take on the responsibility of optimizing the ads, showing them in various appropriate locations, and just pass the phone call to the highest bidder.

Simple model for the advertiser. Some complex call routing behind the scenes by Verizon. Ad optimization without the customer service of talking to advertises about creatives.

It is an interesting model, and on the surface, it seems like a fairly easy one to implement. It will be interesting to watch the adoption rate for this product.

More information from MSNBC.

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