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BizReport : Trends & Ideas : September 07, 2006


Techies and Gearheads: Great Target for Click-to-Call Advertisers

With Google and eBay entering into a multi-year pay-per-call partnership, everyone is talking about how to best reap the benefits of the system.

by Kristina Knight

According to Wikipedia, click to call is a service which lets users click a button and immediately speak with a customer service representative. The call can either be carried over VoIP, or the customer may request an immediate call back by entering their phone number.

For Google and eBay, the partnership will display Google text ads exclusively on eBay properties outside the U.S. This includes displaying click-to-call ads, which are then monetyized globally through pay-per-call billing on both sides.

One significant benefit to click-to-call providers is that it allows companies to monitor when online visitors change from the website to a phone sales channel, however, getting all customers on-board may take time.

The largest immediate benefit will be for advertisers targeting techies and gearheads, as this customer base is already comfortable in a high-tech environment. Computer geeks to phone-accessory junkies, these customers are ready to click, talk and buy.

The largest immediate drawback will be advertisers who aren’t equipped to handle large in-bound call volume. Surfers are notorious for shopping after or before normal business hours.

Callers do covert to sales at a much higher rate than clickers, however, if you aren’t equipped to handle those non-business-hours calls you may lose sales. If smaller companies cannot convert, click-to-call channels may be dominated by larger businesses with call centers to handle the volume.

To find out more about Google Click-to-Call visit http://www.google.com/help/faq_clicktocall.html

Tags: click-to-call, eBay, Google, pay-per-call, VoIP










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