New search-engine effort: getting consumers to call

06/7/2004 |

Search engines, especially Google, have found it very lucrative to get advertisers to pay up every time an Internet user clicks on an ad, but now search engines are forming a new business model: getting customers to pick up the phone and call the marketers. The effort, which has been under development for several months, is aimed at driving customers offline to small and medium-sized advertisers.

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