My next question concerned wrong numbers and short calls. We have all done it. We see one number and dial another. Or, we see something and on impulse we reach for phone, and then change our mind ten seconds after dialing. So, does advertiser pay for these types of calls? Is there a time limit a person needs to be on phone for? There answer is yes. The calls need to last at least ten seconds. This should be more than enough time to establish that a wrong number as been dialed. I also wondered about people trying to beat system. The trouble with PP-Click is that people may dial and occupy a salesperson with no intent other than to try and boost their revenue off ads placed on their site. Ingenio has taken this into account. They can track calls that come in through their system. Any numbers seen abusing it can be blocked. Hopefully, this will discourage any type of scam to boost profits on sites that sponsors these ads.

I was also interested to know about ads that did provide a URL. Was there an additional charge levied when someone clicked on ad? Fortunately, there is not. If a business sells over net as well, they could certainly use this to their advantage. Of course, one of main advantages to this type of advertising is that it caters to potential customers that do not, for whatever reason, like to make purchases online. Overall PP-Call may be worth its weight in gold. At least potential is there. Will it surpass PP-Click as far as preferred method of advertising? Probably, not. It does however give advertises who couldn’t advertise on net before a reason to start. Maybe then they will see importance of having a web presence on Internet.