Now advertisers can choose to pay per call when consumers click on their Web sites through a new online advertising service launched by FindWhat.com.

Similar to FindWhat.com’s pay-per-click service, advertisers create ads relevant to their businesses that are shown to prospective customers searching for products and services on the FindWhat.com Network. The service is offered through FindWhat.com’s partnership with Ingenio, which developed and powers the technology behind the application.

The pricing models are similar to pay-per-click, with ads listed in descending order of bid price and delivered to the prospective customer typically as a result of a query. A key difference is that advertisers bid on relevant categories, not keywords, and also choose the geography in which they wish their ads to show: city, region, state and/or national.

With the pay-per-call service, advertisers only pay when someone calls them after seeing their ad, as opposed to the pay-per-click service in which advertisers pay when someone clicks on their ad and is transferred to their Web site.

A special toll free number is inserted within the pay-per-call ad. A prospective customer who calls the number is forwarded to the advertiser’s business telephone.

In addition, to accommodate offline advertisers, FindWhat.com offers a full-service account. Once set up, offline advertisers can manage their accounts through telephone-based account management systems.

FindWhat.com offers lead generation, customer conversion and retention services.

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Send tips or a Letter to the Editor to jessica@inman.com or call (510) 658-9252, ext. 133.

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