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Ingenio Pay Per Call to Launch on AOL tomorrow

 10:59 pm on Apr 14, 2005 (gmt 0)

Ingenio's Pay Per Call deal with AOL will go live tomorrow. Ads are eventually scheduled to appear in AOL search, local and YP. AOL distribution is projected to require a 1-3 bid placement at Ingenio. Bids are category, not keyword driven, but will change to keyword-driven as advertiser adoption takes place.



 8:43 am on May 9, 2005 (gmt 0)

Is anyone using this service?


 2:41 pm on May 9, 2005 (gmt 0)

Yes, do you have a specific question, sem4u?


 3:09 pm on May 9, 2005 (gmt 0)

I was just wondering if it is worth trying (i.e. does it have a good ROI) and how the ads fit in with AdWords on AOL.

I am just starting to set up a local campaign in the USA. Having set up AdWords, I am looking at the other options out there.


 4:43 pm on May 9, 2005 (gmt 0)

AOL Display: Excellent - Premium Position, Professional Display

AOL AD Distribution: Very low - 1 ad per category will display for user query. Broad categories are mapped to keyword queries.

Tracking: Very good interface

Landing Page: Very good - Map, Coupon, descriptions, etc.

Ad setup process: Good and getting better

Bid process: Intuitive but restrictive due to category (not keyword) distribution

Bid Levels: Some really nice opportunities exist for early movers

Whats next: More categories, more ads to display, and more distribution partners

In the interim: A great time to get used to the product. Not much risk when you are only paying for a call. Volume will increase as more distribution is signed on, more categories are created and more ads display per result set or at minimum a link to more call ads is created on serp.

If you are looking for the next sure bet for lead acquisition, this isn't it right now. If you believe in the potential for call and utilize a diverse set of internet search inventories and compensation models, than now is the time to set up an ad and begin to think about the processes associated with using call within your marketing mix.

Ingenio will continue to improve and other call providers are up and coming. It is nice to understand new inventory, even in its infancy so that you can be a master when others decide to jump aboard.


 5:23 pm on May 9, 2005 (gmt 0)

"If you are looking for the next sure bet for lead acquisition, this isn't it right now"

I am not sure what to make of that statement but for our purposes we are getting calls/leads. We have real estate ads in California and we are capturing a good part of the state (major and minor cities) unchallenged right now. $2.15 per call and loving it.
I believe we are unchallenged because no one is selling the idea. It is word of mouth from what I see.
Our FindWhat campaign has a little more competition. Not as many calls because we are not showing statewide (by choice).


 1:40 am on May 10, 2005 (gmt 0)

GameMasterM, that's great results.

Those are the type of opportunities that exist right now with the Ingenio model. The "sure bet" isn't there because of the limits on the category selection vs keywords and limted inventory on AOL. Certain industry however have a great opportunity right now, Real Estate being among them.

sem4u, I highly encourage you to give it a shot. As Chicago stated, not a lot of risk.


 10:38 am on May 10, 2005 (gmt 0)

Thank's for the comments guys. I will definitely look into doing this now.

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