In a new twist on the performance-based pay-per-call advertising medium (that’s-a-lot-of-dashes), Google’s new service basically acts as a call bridge between the advertiser and the consumer.
Here’s how it works:
– Consumer does a search and sees a phone listing in the paid search results.
– Consumer clicks the telephone graphic, prompting the consumer for their phone number.
– Google then calls both the consumer and the advertiser, and bridges the call.
However, as Danny points out, there are still questions to be answered such as; Are ads sold on a cost-per-click basic or a pay-per-call basis? and Does Google foot the bill, or do advertisers pay some of the call?