This document provides information about AT&T Interactive's Pay Per Call advertising service. It allows businesses to advertise across multiple media channels including mobile, web, and print yellow pages directories. Advertisers are only charged when a customer calls their ad listing. The document discusses how Pay Per Call can increase sales leads and conversions for businesses. It also addresses common questions about the service such as how calls are charged, selecting a service area, choosing ad categories, setting a monthly budget, and invoice billing.

1. AT&T Interactive
Radio
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Pay Per Call
Advertising that rings
What is Pay Per Call?
Pay Per Call ®, brought to you by AT&T Interactive, is a performance based advertising
service that places your ad in targeted search results across multiple media — mobile
and web search, Internet Yellow pages, free directory assistance and more. You can
reach millions of consumers looking for local businesses and services, but only pay when
customers call your ad.
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Pay Per Call Pay-per-call increases sales. Studies show that calls convert to
Advertising that rings sales at a rate of 30%-50% and that the average order value of
sales closed over the phone is 1.5 to 2 times better than those
sales that convert online.
Consumers are more likely to buy big-ticket items when they can speak
to someone live, pay-per-call allows merchants to offer higher value
products.
Although it’s been around for years, pay-
per-call advertising may be finally hitting
its stride. Greg Sterling, a Contributing
Editor at Search Engine Land, recently
wrote:
We’ve long known that calls are much
more valuable than clicks to small
businesses in particular, but also to Incoming phone calls are a known, tangible metric with true lead-
many larger entities with call-center generation impact. Beyond that, pay-per-call provides more
sales operations. complete visibility into ad or campaign performance, allowing
marketers to use the data to better allocate their budgets. It is easy
Sterling sees pay-per-call growth in
traditional media and mobile. He also to discern the best performer when you track calls generated by a
notes that pay-per-call programs are unique phone number in one campaign and you track a separate
now increasingly being used in print unique number in a different campaign.
Yellow Page directories such as AT&T
which just announced pay-per-call
programs via the YPmobile App for
iPhone and iTouch .

4. Print Internet Search Mobile Search Vertical Free Directory
Search Assistance
AT&T
1-800-YELLOWPAGES
Pay Per Call
Ad Distribution

5. .COM

6. AT&T Interactive Industry Search
Sites Sites
Vertical sites
Local Search AT&T U-verse® TV
Sites Mobile Search
Available in limited areas
continued >
September 2010

8. AT&T Pay Per Call

9. Smartphone App
YPmobile App for iPhone,iPod touch,Blackberry and
Android continues to evolve as the flagship in our
mobile local search line up. Enhancing usability and
extending our online video ads and Pay Per Call
Our Pay Per Call® advertising is a natural fit for the mobile
search experience and appeals to the millions of businesses
who want to drive phone calls across all types of media. It all
comes together as part of AT&T Interactive’s ongoing mission
to make discovery and connection, between consumers and
the businesses they need, even easier when mobile.
Radio
There's a lot to learn from our millions of mobile
subscribers, and with that exclusive data, we can
enable targeting for highly relevant mobile
advertising. Want more? Deliver geo-targeted ads
based on where consumers are located.

10. Smartphone App
Connect with your consumers with the one device that keeps them connected – their MOBILE PHONES.
Since every AT&T Smart Phone (~Blackberry, Droid, etc.) comes equipped with the YP.COM mobile application it is easy to be available to those potential
customers when they are on the go.
Text messaging has become the new form of communication, and should not be overlooked as a way to connect with your consumer. As your business
moves forward, keep your customers in the loop.
Plus, with ATT411 and free directory assistance via 1-800-YELLOWPAGES your company will always be accessible.
80% of the U.S. population of 303.6 million, have mobile phones.*
82% have phones with text messaging capabilities.*
72% have phones capable of browsing the Web.*
23% (58 Million) U.S. Mobile subscribers say they have been exposed to mobile advertising in the past 30 days and 50% responded to a mobile ad.*
* Source 2008 Mobile Marketers Guide mobilemarketer.com
Home Page Speak To Search Geo Targeted Search
Radio
According to
comScore, an
average of 46.5
million mobile
subscribers per
month accessed local
mobile content

11. Tablet
App
Home Page
Radio

12. Tablet
App
Search Page
Radio

13. AT&T Interactive
Print Product YOUR GOALS. YOUR DREAMS. YOUR F U T U R E .
W e ’ l l H e l p Yo u G e t T h e r e .
Example
SPECIALIZING IN MORTGAGE LENDING
SERVING ALL OF SAN DIEGO
Celebrating
R Over
Pay Per Call
Half Page Print Ad
10 Years
Example
Licensed Lender
National Mortgage License System Registered
North County Assoc Of Realtors
Call Us Now! 760-602-6924
555-555-5555
www.magnifundgroup.com
Mom - Fri: 8-7
Department Of Corporation NMLS License Sat & Sun: 8-5 1 Civic Center Dr. Suite 370, San Marcos
AdId: X 50001563008 - 01 YPH: 103473
CustId: 5082937446 Mortgages
Dir/Iss: SDOCA YP1 07/2011 YPSH:
UDAC: HP - PCW
ATTUID: jc3726 Rep: 140413 - rd835m
Date: 01/12/2011 02:23:PM DOHERTY RYAN

14. AT&T Interactive
Print Product
87% of Yellow Pages
users make a purchase.
Radio

16. San Diego, CA DMA

17. Local Service Areas

18. What is the AT&T Interactive Mobile Ad Network?
With Pay Per Call, you can reach consumers, whether they're on the go, at work or at home. And now,
as part of the AT&T Interactive Mobile Ad Network, your business may have more exposure to mobile
consumers, starting with YELLOWPAGES.COM's WAP site which is accessible on any Internet-
enabled mobile device, including the iPhone and Blackberry. The AT&T Interactive Mobile Ad Network
gives you the tools you need to generate customer leads and increase awareness among mobile
consumers.
Which calls are charged and which calls are not?
To ensure you get maximum value as a Pay Per Call advertiser, you are not charged in the following
situations:
• Followup calls: Only the first call from a phone number will be charged within a 3-day period.
• Short calls: You will not be charged because most likely the lead was not valuable.
• Hang-ups & Unanswered calls: You will not be charged until sufficient time for the phone to be
picked up elapses.
• User Paused: You will not be charged if you receive a call when your ad is paused.
Other new phone call leads delivered to your ring-to number will be charged, so be ready to receive
calls when your ad is live and use scheduling to pause your ad when you are unavailable.
Why do I need to select a service area?
Selecting a service area allows you to specify the exact geographic area in which you provide services
Appendix
Radio
or deliver products. Designate your service area by either choosing a number of miles from your zip
code in the drop-down menu, or selecting one of the other options like City, City, Regional & State, or
Nationa
Why do I need to choose ad categories?
Choosing categories that describe your business and the product and services you offer assures
that your Pay Per Call ad is displayed to potential customers who search for businesses by
category. You can select up to five categories where your ad will be displayed
Pay Per Call
F.A.Q

19. INVOICE PAYMENT
Advertisers who wish to pay by invoice must get approval from AT&T
Interactive Pay Per Call first.
Can I restrict how much I spend on Pay Per Call advertising?
Yes. You can select a monthly budget, which puts a limit on your monthly
advertising spending. The minimum monthly budget is $5,000 per month for
invoice customers. If your Pay Per Call fees reach your monthly budget, your
Pay Per Call ad(s) will be paused until the following calendar month.
How do I modify my monthly budget?
Modify the maximum amount of you'll spend on your Pay Per Call ad(s) using
the Monthly Budget drop down menu. If you select a monthly budget that is
higher than your credit limit, your ad(s) will still be paused if your credit limit is
hit. Your ad(s) will then be restarted the following month.
Is there a credit limit on my invoice spending?
Yes. AT&T Interactive will assign a monthly credit limit that may be raised over
time.
Appendix
When will I receive my Pay Per Call invoice? Radio
AT&T Interactive will send you an invoice at the beginning of each calendar
month, billing for your previous month's Pay Per Call activity.
Pay Per Call
F.A.Q

20. Radio
AT&T Interactive