Pay Per Click and Pay Per Call

I’ve already covered this, but its worth repeating now that the The Washington Post has also picked up on it.
Leslie Walker writes how companies are using technology, powered by Ingenio and others where a retailer pays each time somoneone calls them, instead of just paying per click, like ads for Google and Overture (now Yahoo) sell.

Of course there is also technology where a user simply types in their phone number and the company calls them right back. IBM has been doing this for some time on their web site.
The Washington Post writes Click-to-talk is popping up not only as a customer service tool on Web sites, but as a sales lead generator in online ads. Some systems require customers to dial a special toll-free number and reach a call center.
Others invite people to type in their phone numbers online, and the company will call them back within seconds.