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"Within the pay-per-call ad, a special toll free number is inserted. When a prospective customer sees the ad and dials the toll free number, the customer is immediately forwarded to the advertiser's business telephone. So, although the ads are shown to people searching on the Internet within the FindWhat.com Network, businesses that don't have websites can still participate and take advantage of this growing pool of buyers"
I am no longer using Findwhat after 2+ years of being a satisfied client. The problem is that the traffic quality in the last 4 months has gone dramatically downhill. Over the last 2 years (in many B2B B2C industries) I was averaging approx 4% conversion. Conversion for me in the last 4 months has been about 0.5%. I have had multiple conversations about the declining quality of distribution partners; they basically admit that 'new' partners are the bulk of the traffic compared to the last 2 years.
I'm not saying do not try them, just saying their program for me has really deteriorated.
The catch 22 with answering that one too closely is, if it really works everyone else will jump all over the idea.