Pay per call's potency exceeds many other online ad options. Who can benefit from it and some best practices for using it.
Born into the world of performance-based online marketing two years ago, pay-per-call advertising is still trying to break into the mainstream marketplace. Most closely akin to PPC (define) advertising, pay per call allows an advertiser to pay only when someone calls in from a specific ad. We shouldn't confuse pay per call with its kissing cousin, click to call, which is powered by the same call-tracking technologies but isn't an ad buy. Instead, click to call integrates site-side or the same call-tracking technology can be used by a marketer to track its offline call-in leads.
With pay-per-call advertising, a company can truly utilize the Internet's marketing power and tracking without a Web site for the first time. Small businesses of all types no longer must have Web sites to generate online leads.
Pay per call naturally fits in with local search. If local search takes off as predicted, pay-per-call advertising opportunities should flourish as well. Kelsey Group analyst Greg Sterling predicts that by the end of 2006, "all the major portals and engines [will] have pay-per-call distribution, if not their own pay-per-call advertising options." Google confirms it's "conducting a limited test of a pay-per-call model."
Pay per call's potency certainly exceeds many other online ad options. Providing customer service via the phone combines direct response marketing with branding, and the immediate connection of customer to company can increase conversions fivefold over click-through Web leads. The conversion cycle is also reduced. One case study shows sales average close rates at 14 days per click and one day per call.
As a result of this lead quality, buyers can expect to pay higher prices. In an auction environment, pay-per-call leads can start at $2 and go as high as $50 for the most competitive, high-ticket sales.
Advertisers who will best benefit from pay-per-call have a solid call center in place and know their metrics. Some best practice tips include the following:
Pay-Per-Call Needs Us
Right now, almost all pay-per-call providers find new advertisers by following the most common search query trails, then contacting matching prospective advertisers in the region. It's far easier, however, for these providers to partner with ad agencies and search marketers to bring the client to the process.
By bringing key advertisers to the pay-per-call advertising marketplace, agencies can help build the critical mass necessary to help secure more placements for pay-per-call opportunities. Advertisers using pay per call successfully are clamoring for more inventory. Given the economics of a $0.25 click versus a $10.00 call, with increased market demand sites may well devote more placements to pay-per-call in the near future.
And what's my own personal contribution to pay per call? I'd like to see an abbreviation, so we can talk about it more easily. Since "PPC" is already taken, how about "PPTC" for "pay per telephone call"? It has a nice ring to it. ;-)
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A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
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Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
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