DALLAS (AP) -- Internet giants Google Inc. and Yahoo Inc. are testing a new form of online advertising that encourages people to pick up the phone rather than click on a link, lending credibility to the 'pay-per-call' ad model."
Online auction site eBay Inc. is also considering getting into the business, using technology from its recent purchase of Internet phone provider Skype Technologies SA, eBay spokesman Hani Durzy said.
Advocates of pay-per-call, including some merchants who have tried it, say customers who call are ready to buy and aren't just browsing the Internet; thus, search engines can charge more -- $2 to $10 or even more per call, compared with less than $1 per click.