AOL on Friday introduced â€œpay-per-callâ€ ads, a type of performance marketing in which advertisers donâ€™t have to pay unless the consumer actually calls the company.
Pay-per-call ads donâ€™t link to a web site. They instead encourage consumers to pick up the phone. It is similar to the pay-per-click model popularized by Google and Yahooâ€™s online advertising programs, but in this case, the advertiser only pays if someone calls.
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