Pay for Calls Advertisements

Pay for Calls Advertisements. An advertising product for which advertisers pay Idearc a specified amount ("PfC Bid Amount") for each telephone call made to a designated telephone number obtained by clicking on a button or link in the advertisement sold to the advertiser by Idearc, when the advertisement is displayed on the Internet. PfC Ads are included in Search Results and integrated with PPC Ads by assigning each PfC Ad an equivalent PPC Bid Amount (the "PPC Equivalent Bid Amount") as determined by Idearc