The service is already available in Yahoo! Cars and will be introduced into Yahoo!’s other e-commerce properties, Shopping and Travel following an initial introductory period beginning in early August on its shopping comparison portal Kelkoo.
Pay-Per-Call is billed as an alternative to traditional pay-per-click search advertising.
The advertiser is only required to pay for the adverts that result in phone calls, in much the same way pay-per-click advertising only charges for visitors sent to a website.
Users who have selected the retailer and offer, which best fits their needs, will be able to contact the advertiser directly by phone to make a purchase.
The pay-per-call option will facilitate the development of personal customer communications and bespoke customer services through the internet. The service will also introduce additional cross-selling opportunities via telesales. In this way, the Pay-Per-Call model hopes to encourage more advertisers to take advantage of its e-commerce advertising opportunities.
