Yahoo Offers New Pay-Per-Lead Ads

The first reaction I get when I talk about Yahoo is that they are irrelevant. I can't think of another product in a huge market (search) where having a 12% market share makes a company irrelevant. Imagine being a plumber and having 12% of the market. But in the hyped world of All-Things-Internet, that's the conventional wisdom.

Still, I pay attention to them and I read on Yahoo's official advertising blog that they have a new advertising product: Pay-per-lead.

The product puts an ad within the organic search results, the ad being the form people fill out.

Yahoo says they will verify each lead as legitimate and naturally the cost depends on the advertising category.