For years companies have done this. When I was in the auto industry, we had 2 phone lines that tracked incoming calls from the Yellow Pages and one for a weekly magazine called Auto Deals.
Essentially we were not paying for calls, but if we weren't getting calls we would cancel that ad. If we got calls we would increase the advertising.
The similarities are extensive including paying for performance.
Isn't that essentially what PPC is? I'll pay you when you deliver a customer. Simple, but complex.
Pay per call is the same thing. You only pay when your phone rings. I will assume that it is hard to commit fraud on a pay per call campaign. After all you would need multiple phone numbers, and a team of at least a few people if you are going to go high volume. Then the company could easily recognize those few phone numbers, or get a credit for a full day if it was necessary.
However, the phone isn't going away, neither is the internet. Can these two PPC's be combined and produce a total marketing solution?
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