YAHOO! Travel is hoping to attract more advertisers with the arrival of pay-per-call advertising on its site.
Yahoo! Travel began the service in August. Advertisers can track the calls they receive from search results and are charged a fixed rate for calls made to the tracked numbers.
Yahoo! Travel European general manager Tim Frankcom said conversion rates through calls are higher than pay-per-click, with tracking another benefit. He said: “If a company is investing £10,000 they want to see how many bookings come from that.”
Frankcom confirmed Yahoo! Travel, which doesn’t have a booking engine on its site, has no plans to become transactional.