While there is growing usage and interest in pay per call, advertising providers are still ironing out how they position and sell it to local advertisers unfamiliar with the model. Here's how to ease local advertisers concerns about pay-per-call.

Out with the old, in with the new. Well, kind of. Pay per call, which allows advertisers to pay a set price for each call generated by a certain ad or campaign, isn't new to local search, but it's making a big comeback in 2012 thanks.