Pay-per-call Search Marketing
Many people are familiar with the idea of PPC, or pay-per-click, advertising. However, there is another option for online advertising that you may not be aware of, pay-per-call ads. Pay-per-call ads work very well for local, service-based companies.
If you have a website that doesn’t have online sales, or even a business that doesn’t have an online presence (for shame!), then pay-per-call ads may be a better alternative for you. These ads work in a similar vein as PPC, but instead of clicking an ad they provide a phone number that a consumer can call to learn more information or make a purchase.
The ads are free to run and a company pays based on the phone calls generated. The phone calls are traced through unique phone numbers to ensure you don’t pay for calls that aren’t to your business. Additionally, the phone number shown to consumers is toll-free.
When a pay-per-call ad is displayed a searcher clicks on the link and a company information page is shown. Based on the information shown, a searcher decides whether or not to call.
This model works well for companies that need more consumer touches to create a conversion. However, the conversion rate for pay-per-call ads may be higher for any company. The reasoning is that if people are willing to make the effort to make a call then they are closer to buying your products or subscribing to your services. Additionally, a customer service representative will be able to provide more answers and overcome objections easier than just a web site alone.
Still, there are some problems with this method of advertising. The biggest one is concerned with telemarketers calling the pay-per-call number. If multiple telemarketers call then the ROI drops dramatically for pay-per-call.
For marketers, it is important to stay current and not be afraid of experimenting with new tools. But, ultimately to succeed you need to keep the ROI in mind and make sure it’s as high as possible.
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