Netimperative: Analysis: After pay-per-click comes pay-per call

Netimperative got ranging comments when it asked experts about whether or not pay-per-call advertising might be the next new product success in the search engine marketing arena. The sales method charges advertisers only for when people use a search result - typically found in an online yellow pages listing - to call the advertiser. Hoping to appeal to businesses without sites, FindWhat launched such a system in the U.S. a few months ago. Its Espotting European division has not yet given it a go, although a representative said they were evaluating the prospect. Overture, for its part, seems to have ruled out the possibility of using pay-per-call, saying that there are "more efficient ways of bringing [small businesses] into the paid search market."