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econsultancy_xml

The partnership means that click-to-call ads will appear globally on both companies' websites (and also that Google's text ads will appear exclusively on eBay properties outside the US), <a href="http://clickz.com/showPage.html?page=3623277">according to ClickZ News</a>. Internet users will be able to speak to eBay vendors or Google advertisers on the telephone, using eBay's Skype techology or Google Talk. A joint billing platform will enable both companies to benefit from ensuing revenues. Greg Sterling, principal analyst at Sterling Market Intelligence, told ClickZ: "[The eBay/Google deal] is very significant because Google has the dominant market share, so it instantly exposes the model to a wider audience of advertisers, gives pay-per-call more credibility, and provides much more traffic volume to pay-per-call." The move by Google (<a href="http://www.nytimes.com/2006/08/28/technology/28ebay.html?hp&ex=1156824000&en=b6d4afce9d375bc5&ei=5094&partner=homepage">also reported in the New York Times</a>) follows AOL's decision a few months ago to offer pay-per-call services in its search results. The development will be watched with interest by other key players in this embryonic marketplace, not least by <a href="http://www.miva.com/uk/content/advertiser/overview.asp">MIVA</a>, a performance marketing network offering pay-per-call services (based on Ingenio technology) which has been working hard to establish the channel. The likelihood of pay-per-call gaining impetus seems to be high given that it is typically easier to convert a sale into a lead over the telephone. The benefits of the channel were summarised at an E-consultancy roundtable on New Technologies in May this year. <a href="http://econsultancy.com/reports/new-technologies-roundtable-briefing-may-2006">Registered users can download the notes here for free</a>. In summary, there are millions of small and medium-sized firms without a web presence who could exploit pay-per-call while larger companies can also benefit greatly, especially if they are selling 'high-involvement, high-ticket' items where customers have to be guided through complex purchasing decisions. But despite these benefits, and the trialling of pay-per-call by some top online brands, it's still early days - especially in the UK - because a lack of volume and successful case studies.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>The partnership means that click-to-call ads will appear globally on both companies' websites (and also that Google's text ads will appear exclusively on eBay properties outside the US), <Link URL="http://clickz.com/showPage.html?page=3623277" Window="New">according to ClickZ News</Link>.</Paragraph> <Paragraph>Internet users will be able to speak to eBay vendors or Google advertisers on the telephone, using eBay's Skype techology or Google Talk. A joint billing platform will enable both companies to benefit from ensuing revenues. </Paragraph> <Paragraph>Greg Sterling, principal analyst at Sterling Market Intelligence, told <Emphasis>ClickZ</Emphasis>: <Quote>"[The eBay/Google deal] is very significant because Google has the dominant market share, so it instantly exposes the model to a wider audience of advertisers, gives pay-per-call more credibility, and provides much more traffic volume to pay-per-call</Quote>." </Paragraph> <Paragraph>The move by Google (<Link URL="http://www.nytimes.com/2006/08/28/technology/28ebay.html?hp&ex=1156824000&en=b6d4afce9d375bc5&ei=5094&partner=homepage" Window="New">also reported in the New York Times</Link>) follows AOL's decision a few months ago to offer pay-per-call services in its search results. </Paragraph> <Paragraph>The development will be watched with interest by other key players in this embryonic marketplace, not least by <Link URL="http://www.miva.com/uk/content/advertiser/overview.asp" Window="New">MIVA</Link>, a performance marketing network offering pay-per-call services (based on Ingenio technology) which has been working hard to establish the channel. </Paragraph> <Paragraph>The likelihood of pay-per-call gaining impetus seems to be high given that it is typically easier to convert a sale into a lead over the telephone. </Paragraph> <Paragraph>The benefits of the channel were summarised at an E-consultancy roundtable on New Technologies in May this year. <Link URL="http://econsultancy.com/reports/new-technologies-roundtable-briefing-may-2006" Window="New">Registered users can download the notes here for free</Link>.</Paragraph> <Paragraph>In summary, there are millions of small and medium-sized firms without a web presence who could exploit pay-per-call while larger companies can also benefit greatly, especially if they are selling <Quote>'high-involvement, high-ticket' </Quote>items where customers have to be guided through complex purchasing decisions. </Paragraph> <Paragraph>But despite these benefits, and the trialling of pay-per-call by some top online brands, it's still early days - especially in the UK - because a lack of volume and successful case studies.</Paragraph> </FormattedContent>

2006-08-28T19:05:00+01:00

econsultancy_xml

Google and eBay have joined forces in a pay-per-call deal which could act as a catalyst in helping the emerging channel gain a much bigger foothold.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Google and eBay have joined forces in a pay-per-call deal which could act as a catalyst in helping the emerging channel gain a much bigger foothold.</Emphasis> </Paragraph> </FormattedContent>

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For more information about paid search marketing, read our <a href="http://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide">PPC Best Practice Guide</a>, and our separate buyer's guides for <a href="http://econsultancy.com/reports/paid-search-agencies-buyers-guide">Paid Search Agencies</a> and for <a href="http://econsultancy.com/reports/ppc-bid-management-technology-buyers-guide">PPC Bid Management Technology</a>.

361599

Pay-per-Call deal could help channel past tipping point false

2006-08-28T20:27:00+01:00

pay-per-call-deal-could-help-channel-past-tipping-point

2009-04-28T22:32:48+01:00

2009-10-13T08:34:51+01:00

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