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Advertisers know who called, where they called from and how many calls were made by any caller.

Ingenio has just completed most of testing on its pay- per-call technology, and first big distributor is signed up.

Barach says Internet marketing company FindWhat.com of Fort Myers, FL., is promoting ads with clients.

FindWhat runs online ad campaigns and places ads for clients on search engine networks.

Spokeswoman Karen Yagnesak says FindWhat is starting to distribute pay-per-call ads on hundreds of search engine and portals, including Terra Lycos and Verizon SuperPages.com.

FindWhat says interest is "strong," but it won't say how many advertisers it's signed up for pay-per-call.

Barach says pay-per-call gives small companies a "bigger bang for their buck." These companies can't afford to waste advertising dollars trying to get clicks that don't lead to sales, he says.

Phone calls give companies a much better chance of making a sale, Barach says.

Another plus for small companies is that pay-per-call doesn't require that they have a website.

According to researcher Kelsey Group, 70% of small and midsize U.S. businesses don't have a website.

"Pay-per-call opens Internet advertising to millions of businesses that wouldn't otherwise participate in it," Barach said.

In case of FindWhat, advertisers will bid to get placed in results of certain search terms.

That's a method commonly used with pay-per-click as well. FindWhat expects that minimum price will be about $2 per call, much higher than pennies, that advertisers pay per click.

FindWhat says there will be no extra charges for multiple calls from same consumer made within a 10-day window.

In addition to paying $2 per call from a consumer, FindWhat might charge advertisers up to 10 cents for each minute they talk after first, free 10 minutes.

FindWhat is waiving 10-cent charge for now to encourage advertisers to try pay-per-call.

Personally, I love pay-per-call idea! If someone is willing to pay $2 for a telephone call, I would consider that a pretty solid lead.

Dean Phillips is an Internet marketing expert, writer, publisher and entrepreneur. Questions? Comments? Dean can be reached at mailto: dean@lets-make-money.net

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