Yahoo! this month is introducing pay-per-call advertising in its UK and Irish car, travel, and shopping sites. Pay-per-call is attractive to advertisers that don't have an online landing page or any online presence whatsoever; they are billed only for calls resulting from the ad. It can be argues that call-through leads are more valuable than clickthrough leads, and, if so, pay-per-call could be attractive to all advertisers, regardless of online status. [via SEW]
