The majority of digital marketers pay for online advertising by the click, but paying per call may be more beneficial for your business. Each has its place in the marketing mix, and each can help you reach a certain type of customer.

But many people still have their reservations about pay per call. Why pay per call when you can pay less for a click and achieve the same thing? And can’t you just put your phone number online and in the phone book yourself, and call it a day?

Hold up. Before you count pay per call out entirely, let me expel these rumors with some Mythbusters: Pay Per Call Edition. Hopefully then you’ll reconsider.