Local.com Adds Jambo Pay Per Call ServicesSearch engine Local.com bolstered its pay-per-call options for local advertisers yesterday with the addition of services from Jambo. It made the announcement at The Kelsey Group's Drilling Down on Local conference in San Jose, CA.
Local.com also added pay-per-call services from Ingenio in November.
Offering pay per call to local businesses is essential in search advertising today, said Heath Clark, chairman/CEO of Interchange Corp., Irvine, CA, which owns Local.com.
"A lot of mainstream businesses when they start to participate in search marketing are essentially buying local," Clark said.
While Local.com has built traffic to the site -- it boasts 8 million unique visitors monthly after starting in August -- it is adding pay per call to monetize that traffic.
Ingenio and Jambo help Local.com monetize traffic but in different ways. As businesses' non-paid listings start appearing in Local.com's natural search results, Jambo will try to sell those and similar companies in the geographic area pay-per-call advertising to go along with those results.
Local.com also said it would partner with Judy's Book Inc., San Jose, an online community focused on sharing local opinions, to give its visitors local review and blogging capability.
"One of the most valuable things about local business is that other people's feedback can be very instrumental in making decisions about whether to buy from this guy or not," Clark said.