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Ways To Be Successful With Pay-per-call Campaigns
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Similar to PPC marketing, pay-per-call campaigns involve marketers paying for leads. The premise of pay-per-call is simple: potential customers fill out a web form and are either directed to call the company or are given a call by company representatives. The company pays for every call that is placed. For advertisers and companies, pay-per-call campaigns are a good way to avoid the click fraud that plagues so many PPC attempts.
Not only is the success of pay-per-call easy to assess by the number of calls made, but undesirable phone numbers from fraudsters and pranksters can be blocked. Pay-per-call marketing is also great because it allows companies to get in touch with those customers who need personalized attention or who need to speak to a live person in order to place an order. A company does not even need a web site to make pay-per-call work. As with PPC, however, companies pay for every lead made, whether that lead generates a sale or not. Therefore, to maximize marketing dollars, companies still need to make sure that their conversion rates are as high as possible. They can do this using the following tactics.
1) Creating great online ads
Customers will decide whether to call you or not based on your ad. As with PPC, you will often only have a few lines to make your point. You can attract more calls by using active words and offering benefits or promotional offers right in your ad. Using a warm, approachable tone and keeping your message brief can also help you maximize your pay-per-call success.
2) Budget for each incoming phone lead
Although you will only have to pay for incoming calls from potential leads, you will still have to pay for every call, regardless of whether it lands you a sale or not. These sorts of campaigns can also generate a number of calls, so you need to plan ahead. To budget ahead, figure out the value of the average sale you plan to make with the campaign. Then, determine how much a lead is worth. To do this, estimate that one of every two calls will lead to a sale. Will you be willing to bid $10 per call to generate leads based on this information? Will you be willing to bid $20?
3) Choose keywords wisely
What keywords are your potential customers looking for? Check keywords and test them to see what combination of general search terms and specific words provides the best results and make sure that any keywords you bid on are relevant to your business. If you are just guessing about this, hire marketers or professionals to help you get your keywords right. If you get your keywords wrong, your customers will simply not be able to find you.
4) Time your pay-per-call campaign well
You can choose not to take pay-per-call calls at busy times during the work day, so that customers aren't kept on hold and staff members are not too overworked. You can also opt to launch your pay-per-call campaign only during a specific promotional time. Figure out the best time for customers to call you and take calls then to create a better conversion rate.
5) Select the right pay-per-call provider company to work with
You will need a pay-per-call provider. When selecting one, look for companies that offer PPC and pay-per-call - that way, you can combine both campaigns for better results. You may want a provider that can target people in a specific geographic area or you may need a company that manages storefront ecommerce and desktop applications for you. Determine your needs and then seek out a company that can help you make your pay-per-call campaign a huge success. |
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