Yahoo’s Pay Per Call Advertising in the UK
How did I miss this one? According to Netimperative: The service is already available in Yahoo! Cars and will be introduced into Yahoo!’s other e-commerce properties, Shopping and Travel following an initial introductory period beginning in early August on its shopping- comparison portal Kelkoo.
There are a couple of really interesting things here. This is more evidence of how quickly PPCall is ramping. (We just put together a UK/EU PPCall forecast.) The Kelkoo implementation (a comparison-shopping engine) is, in part, an attempt to “close the loop” and track offline transactions driven by the Internet. It also shows the way in which PPC and PPCall will live side by side in the near future.
This also suggests that Yahoo!, if it’s successful with this product in the UK, will bring some version of PPCall (or PPC with call tracking) to the U.S.
Greg Sterling is managing editor of The Kelsey Group. He also leads The Kelsey Group’s the Interactive Local Media program, focusing on local search. Greg came to The Kelsey Group from TechTV’s “Working the Web,” the first national television show dedicated to e-business and the Internet.