The headline says all the necessary. Microsoft finally joined the other search giants (Yahoo, Google), and addedd pay per call-advertising with their MSN Live mobile search. Instead of relying to self-build technology, Microsoft opted to partner with Ingenio. The business person inside me is hooraying for Microsoft’s decision (something very expected), as this means more work in the advertising industry. However, at the same time, I feel bit worried. Why?

One reason is the evolution that has happened with web search and web sites in general. When search engine powered PPC (Pay Per Click) advertising took over, the overall quality of search results and websites started decreasing (that’s my opinion). Now I’m worried the same will happen with mobile search and web.

However, that is just one possibility. I hope search engine companies have learned something from the past experiences, and place mobile PPC with sticter guidance. The concept of mobile web is still young, and there is a lot that can either save or destroy the user experience. I hope Pay-Per-Call advertising is not the destoyer.