Pay-per-call

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Pay-per-call is a concept similar to pay-per-click (PPC) advertising which is the dominant form of online advertising. In pay-per-call, however, the advertiser receives a phone call, a majority of current pay per call provider use web forms to generate phone calls. On web based only platforms, merchants define their relevant keyterms, choose their desired categories and decide upon the geographic area where they'd like their ad to appear (local, regional or national) From there, they create their ad, containing their company name, address, a short description and a trackable toll-free number which redirects to the advertiser's actual phone number.^[1]

Given the high rate of reported click fraud, Pay-per-call services is believed to be a better solution to connect potential customers to advertisers^[2]