As a small-business owner, it's important that you understand the value of marketing and advertising your brand. Now, knowing the importance and understanding all of the nuances are two different things. If you are deeply involved in the marketing and advertising process in your company, or simply want to better understand what you're spending marketing dollars on, this post explains some of the key facets of Pay Per Call conversions (specifically call conversions) that you likely don't know.
Control When Calls Are Generated
Just because your mobile search ads display a click-to-call button doesn't mean you want people calling your business at all hours of the day. If consumers call after business hours and get voicemail, the chances of a conversion decrease dramatically. With Pay Per Call controls, you can control when you drive call conversions. You can limit call conversions to your established business hours by setting an advanced schedule that matches those hours. This avoids driving phone calls to your voicemail inbox.
Count Quality Calls As Conversions
The butt-dial may no longer exist in the age of the smartphone, but there are still instances where people accidently hit the click-to-call button while scrolling on a mobile device. There are also leads which are simply a waste of time. In many cases, you are paying for each call that comes in through your Pay Per Call campaign. Rather than paying for those mistakes, work with a distribution partner offering advanced tracking solutions that allow you to set rules.
You can establish guidelines for quality calls based upon call duration, time of day, day of the week, and caller location to establish the value of call conversions. When you have a better understanding of what is and is not a conversion, you have a clearer picture of your paid search performance.
Unique Customer Experiences
The trick to any Pay Per Call campaign is a good experience between your business and its consumers. When you route calls based upon the campaign they originate from, you provide customer service and interactions that are in line with your consumer's expectations. If a consumer calls your company about a recent deal for new customers, you don't want them routed to your sales department. That call should be directed to individuals in the company who are well versed in that special offer. The consumer isn't interested in an aggressive sales pitch, but rather, wants more information about a specific deal or advertised service.
Optimize Bid Prices
You want to spend the bulk of your marketing dollars on digital bids that drive valuable calls. When you work with a distribution partner that provides a reliable bid management system, you have access to tools that allow you to automatically adjust bids. Examples include focusing on and optimizing bids based upon factors like the device used, location, or time of day. This focuses the bulk of your money, and Pay Per Call efforts, on the right consumers at the right time to drive valuable call conversions.