Pay Per Call marketing is not a new concept; in fact, it has been around for quite a while, but just recently catching on as more and more advertisers are taking the leap into mobile marketing investments.
Put simply, pay per call works best when you have a business that is service based, for example, home renovations, legal or higher ticket items such as automobiles. The advertiser begins to work with lead generation and Publishers that carry the responsibility of creating the campaign and screening the incoming calls for possible customers. Each call is recorded, tracked and given a unique phone number. Information that is gathered includes location, duration and the request being made. The advertiser then only pays for valid calls that will meet their pre-determined criteria – i.e. lasting for at least 90 seconds (this is decided by the advertiser).
Chances are you already knew all that; however, did you know…
That 57 percent of pay per call conversions are received from a mobile device? And, that only seven percent of these calls are generated from a person searching on their desktop computer? It has been proven that when you implement a clear click to call phone number, you can increase your call volumes by six to 12 percent – almost immediately. Why?
This generation of smartphone users want simple, clear and concise ways to make a purchase. Implementing pay per call advertising on your site simply makes since in this “we want it now” society that we are currently in.
Now you may wonder if pay per call marketing efforts are really in the best interest of your business? The advantages offered by this form of advertisement is the fact that you WILL receive calls. For example, in the home renovation niche, customers will have to actually talk to someone prior to making any type of purchase.
It is also ideal for affiliate marketing since it is able to be completed offline. You do not have to worry with landing pages or affiliate links, only that you have a mobile optimized website. You are able to move advertising offline when you promote the phone number on billboards, radio and even direct mail. This technique makes the process of acquisition much more convenient and easier.
Pay Per Call and the Future of Mobile Advertising
There are two major considerations when you begin a pay per call marketing strategy:
- What value do you place on a mobile lead so that you are able to issue the appropriate payout and whether or not you are willing to pay for any repeat calls?
- What is the acceptable duration and quality for calls?
The beauty behind pay per click that it is an ideal partner for mobile devices. These items are both communication and research tools, unlike desktops. You can directly contact with potential customers and reap the benefits that are offered by real time feedback, as well as deeper insights on the actual purchase decisions and being able to have an immediate conversation that will have a higher chance of turning into an actual conversion.