Pay-Per-Call: The New PPC

David Bosley
David Bosley
April 25, 2016

There is a new PPC in town and it’s changing how we do business.

The marketing tactic known as PPC (pay-per-click) is losing its impact to the growing crowd favorite, pay-per-call.

This concept to websites, business, and consumers via information-heavy pay-per-click ads with one added caveat: a phone number that allows you to connect to businesses in one click. We’re highlighting the reasons why it’s taking over and why it’s important to take notice.

  1. Simple. Your existing and potential customers can call you. Those who are actively engaged with you on some level of your business want to have a chat. It’s business gold, so treat it as such.
  1. Measurable. The analytics that you have at your disposal now makes it easy to determine which ads, which campaigns, what time of day, drove that person to pick up the phone and call you. It’s a marketer’s dream. It’s data that proves what’s working and what isn’t.
  1. The Yellow Pages with a Phone. If someone consults a directory (or a search engine in the modern world), they are already in the midst of the buying process. They may be in the research phase or they might be ready to buy; either way, they are someone to be taken seriously.
  1. Inexpensive. The great news is that it’s affordable, even for new businesses. It’s far more affordable than traditional media, as radio, television air time, and print can all be very expensive. The production costs for your radio and television commercials can be high, and then after all that money, if it doesn’t work, you have to spend more money creating new ads and more money in additional air time. The benefit of pay-per-call is that, to some extent, you can test it without a huge investment. There are some industries (payday lead generation, insurance) that have higher ad costs to get your ads on page one of Google, but don’t let that deter you. Bing ads, for instance, are much less expensive. This helps you in another way too. This less expensive introduction to the process will allow you to get your feet wet. You can learn some things at a much lower investment.
  1. This is how we shop now. If it’s not part of your marketing mix, you’re not just stuck in the past, you’re losing business. If you don’t know how to do it, there are a ton of free guides all over the internet, including step-by-step guides from Google and Bing.
  1. It’s not just young people that use pay-per-call. It’s also a great deal of others. There are increasing numbers of persons 55+ who use their mobile phones in the shopping process, but they’re still a fraction of the users under 30 years of age. What does this mean to you? If this age demographic is your target market, you need to start mobile marketing right away. If your target market is over 30, you better learn about mobile and click to call because your future customers use it. The longer you put it off, the harder it will be for you to get in the game. Your competition is making mistakes in this relatively new media channel (mobile) but they are learning and getting better. It’s imperative that you do the same.
  1. Research. The research shows that calls from mobile sources are overwhelmingly relevant. Marchex conducted research on this topic in 2015. The study found that in most industries “click-to-call” campaigns resulted in 65% to 83% of the calls to be product or service related. The remainder of the calls were wrong numbers, employment calls, and other irrelevant calls. The industries included in the study included auto repair and service, dentists, insurance, plumbers and towing, among others.

We’ve made our case about why it’s important that you take advantage of pay-per-call. We’re leaving the rest to you!

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