InfoSpace, Jambo Team on Pay-Per-Call
Jambo, Agoura Hills, CA, is simultaneously launching its Pay Per Call patented solution, giving search providers a pay-for-performance advertising tool to offer local businesses.
The InfoSpace deal gives Jambo reach across its online directories, private-label properties and mobile properties, and gives InfoSpace pay-per-performance advertising, which it had offered only on a cost-per-click basis.
"As local search evolves and usage increases on mobile devices, we expect pay per call to be a critical component of its success for both consumers and local merchants," said Rod Diefendorf, vice president of directory strategic development and partnerships at InfoSpace.
In addition to InfoSpace, Jambo plans to work with several other online directories in the near future. Jambo CEO John Melideo said his company's pay-per-call service differs from others because it determines where the demand and calls are coming from, then automatically connects customers to those businesses.
When a customer sees the local business listing, he dials the advertiser's phone number, then a recording tells the advertiser which search engine or portal the customer found its business on. The advertiser does not need to have a Web site.
This method increases the opportunities for relevant leads and lets the advertiser or merchant know from which area most calls are coming, Melideo said.
"It will also enable local merchants without a Web presence to maximize their ROI for advertising dollars spent on the Internet," according to a statement from Jambo.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters