Specifically, the advice has to do with putting your phone number in your PPC ads. Why wouldn’t you? If you can get a searcher to call you instead of clicking on your ad then you’ll save yourself some money in the end. Get their business and it’s even better. That’s just common sense, right?
I do disagree with Amber on one point.
I don’t believe a user wouldn’t click on your PPC ad just because you have a phone number listed.
I do believe they will. And that’s precisely why you should do it. I also believe Yahoo! believes a searcher will call you instead of clicking on your ad and that’s precisely why they don’t want you to do it. They’ll lose revenue.
Bottom line: You should do what makes sense for your business. Spend less, make more. That equates to using a phone number in your ads and taking the call instead of getting the click. Should every ad have your phone number in it? No. But that’s a different story.