Like any form of digital marketing, success with Pay Per Call requires implementing the right combination of winning factors while avoiding pitfalls and mistakes. There are various do's and don'ts in Pay Per Call that impact the success of a given campaign, and they can apply differently to individual companies and even individual campaigns. What works in one niche for one type of campaign isn't broadly applicable to all Pay Per Call campaigns your brand may run. So, in order to feel more confident with your Pay Per Call marketing, consider the following do's and don'ts for each separate campaign.
Do – Track Keyword Performance
One of the primary factors in getting the phone ringing is ensuring that customers actually see your phone number. Just like other online content, Pay Per Call content should be SEO optimized with the right keywords to ensure the right consumer sees it at the right time. Finding the right keywords requires analysis, so it is important to track how the different keywords you've chosen are performing in your campaign. Remember that keywords which work to drive traffic to your blog are most likely not going to work to drive people to your Pay Per Call campaign content.
Read More: How Many Keywords Are Too Many Keywords?
Don't – Set it and Forget It
The biggest mistake any brand can make in Pay Per Call is treating it like something that is built once and never touched again. Consumer needs will change and their online behaviors will change. The content that once generating thousands of phone calls could wither to a few hundred or a handful of consumer behaviors change. Maybe they are no longer surfing the web the same way or have veered away from social media. Whatever the case, it is important to continually analyze what is and is not working in your broader Pay Per Call campaign so you can react and adjust. The overarching goal is to continue providing your customers with the best information upfront and superior service when they call on the phone.
Do – Experiment with Different IVR Greetings and Recordings
Most businesses use IVR systems these days to help qualify callers. If you've ever called a business and had to press 1 for one type of service or press 2 for another type of service, you've interacted with IVR. If you want your Pay Per Call campaign to succeed, you may need to experiment with different IVR greetings and recordings to ensure that callers aren't getting confused and fed up, and ending their call before converting.
Don't – Run Ads 24/7
Pay Per Call is all about increasing the visibility of your phone number for consumers in need. However, that doesn't mean plastering your phone number all over the web and paying for your Pay Per Call ads to appear around the clock. There's nothing more frustrating to a consumer in need than seeing an ad with your number and calling only to find that no one is there to answer the phone. This goes back to the final "Do" of this post.
Analytics can tell you what the best time of day is for your ads to appear and even what days of the week offer the best call performance for your ads. Use that information to set specific days of the week and times of day for your Pay Per Call ads to appear. An obvious, basic starting point should be during business hours.
Do – Take Advantage of Analytics
The best way to create a successful Pay Per Call campaign is to learn from mistakes. Using analytic software to track each incoming phone call to figure out which ones are performing the best. Where are the calls initiating from? What content did they interact with online? When you analyze incoming calls, you can find nuggets of information that are valuable in modifying your Pay Per Call content to ensure it continues to drive calls to the business.
Don't – Ignore Landing Pages
Finally, don't ignore the value of landing pages. While some consumers will see your number and simply tap the click-to-call button to get answers, a significant number of web users will also click-through to your landing page for more information. Rather than talking on the phone to gather details, these users want to read it for themselves first and will then call the business. These landing pages are your chance to sell them on the value of your product or service, so don't ignore your landing pages!