A special report from the Search Engine Strategies conference, December 13-16, 2004, Chicago, IL.

Yet another 4 million businesses have "brochureware" sites that aren't served by the cost-per-click model, according to Chief Marketing Officer of pay-per-call service provider Ingenio.

"Buying clicks isn't for everyone," said Barach during the"Pay-Per-Call, Flat Rate & Other Pricing Alternatives" panel at Search Engine Strategies.

Enter pay-per-call advertising—a tasty new type of online advertising that mixes search functionality and on-the-phone interaction resulting in an appealing marketing opportunity for small-to-medium sized businesses—especially local businesses without a web site.

"Ninety-eight percent of all U.S. businesses don't buy PPC yet—but they all have phones," said Dan Ballister, Vice President of Sales for FindWhat.

From the consumer standpoint, it's much easier to call a local business than rely on email to ask details about pricing, programs and product availability. When your pipes are leaking, and you need to locate a plumber—fast, people will be searching for phone numbers—not relying on email.

"People going online and performing a local search are not 'traditional searchers,'" says Barach. They typically want to talk to someone on the phone."

Read more here.

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