Sourced from Search Day Local search in the U.S. is hot, but nearly 14 million companies-most of them small-to-medium sized businesses- are missing the local search marketing revolution because they don’t have a website. Yet another 4 million businesses have “brochureware” sites that aren’t served by the cost-per-click model, according to Chief Marketing Officer of pay-per-call service provider Ingenio. Enter pay-per-call advertising-a tasty new type of online advertising that mixes search functionality and on-the-phone interaction resulting in an appealing marketing opportunity for small-to-medium sized businesses-especially local businesses without a web site. From the consumer standpoint, it’s much easier to call a local business than rely on email to ask details about pricing, programs and product availability. When your pipes are leaking, and you need to locate a plumber-fast, people will be searching for phone numbers-not relying on email. “People going online and performing a local search are not ‘traditional searchers,'” says Barach. They typically want to talk to someone on the phone.”
