Ingenio adds Local.com to its distribution.

[Chicago]

Local.com has agreed to serve pay per call ads from Ingenio, furthering its expansive call network. Local.om is growing with over a million uniques per month, projected to grow over six million in Q1 06. Can't seem to get you a link from this my first post from my phone.

[Cule]

Yep, it seems to be a nice boost for Ingenio, that should raise exposure of ppcall ads one level up.

It's interesting that IAC's owned CitySearch is using Cirxit's ppcall system at the moment. Well, different orientations I guess.

Also we heard about Yahoo US tests with Ingenio - any confirmation for this (besides SEW blog)?

[Cule]

I've taken a look at local.com.

And something seems to look a little awkward.

Here's a typical results page with ppcall ads -> [local.com...]

(I hope this is ok with forum rules).

I'm scratching my head:

- I wonder where's the incentive for user in those ads? just writing "call locally" with a number should do? not a single word about toll-free?

- "it's just the first step" you say - well results will tell us if it works, but for me it looks a bit dull.

- clicking the ad will take you to the business profile on Ingenio's site, featuring the tracked phone number. Sometime it's written there "toll free" and sometime not.

- If I'm an average user who knows nothing about the ppcall model - I don't see easily any extra value for calling this num.

Am I'm missing something here?

[Chicago]

I understand your points: this is the same ad- different implimentation. I presume you would think this more effective [search.aol.com]

On Ingenio and Yahoo, we all believe testing is going on within Y Local specifically. Ingenio is making it mark and will define the PPCall space and then be acquired in a manner similar to Overture in its defining and building the infrastructure to support a new market for serving and paying for advertisements.

[loco]

Verizon superpages.com has deployed pay for call a few months back and I think they do a much better job.

Here is an example:
[yellowpages.superpages.com...]

It is transparent to the user. The listing that has the PFC is "All That Crawls Pest Control". They do not try to incite people to call to prevent any perception of "call frault". I would not trust publisher that incent people to call.

[Cule]

yes, Superpages and even smartpages "click" icon is far more attractive.

As a user, up until now only A9 has made the biggest impression in terms of "click to call" implementation - though the model there is differet.

Chicago - I've read the excellent article on ClickZ about call tracking as the first step in ppcall adoption - and I couldn't agree more with what is written there. This article provides a thorough explanation on the tides and subtle streams of this world, and I recommend it for everyone who asks himself "PPcall - what is really happening?"

it's logical that simple call tracking is the entrance corridor to the ppcall big dance hall. However, in a fastly growing world of VoIP, where Skype already provide free calling to US 1-800 number with a click - ppcall ads like the ones on local.com and AOL already seem archaic :)