Pay Per Call advertising is one of the most popular and effective marketing strategies for web based businesses. It offers cost-effective medium to measure marketing performance. Pay Per Call Advertising is a technique used for online advertising where the advertiser only pays for the number of targeted calls that result in a sale or lead. Pay Per Call services vary widely in cost and the method of payment varies also.
Cost Per Action (CPA) and Cost Per Click (CPC) are two different ways of measuring Pay Per Call Advertising. CPA is often more commonly used by small Internet businesses to test the effectiveness of their Pay Per Click advertising. This method of measurement is based on the cost per action, or the amount paid per view, while the calculation is done for each individual search. On the other hand, the calculation is made for each click on the advertisement. With this method, advertisers have to bid on keywords that best describe their product or service and then pay for each visitor that lands on their advertisement. Pay Per Call marketers have the advantage in that they only pay for calls that result in a sale or lead, and since each call is usually targeted, the advertiser ends up with fewer wasted dollars.
A drawback of using CPA is that it does not provide a measure of the value of the product or service to the customer. Many small businesses and start-ups lack the budget for long-term tracking of customer satisfaction. As an alternative, they choose to use Pay Per Call marketing to test market performance and conduct focus groups focused on customers’ needs. Another way for small businesses to evaluate the performance of their Pay Per Call advertising is by tracking the phone calls or emails that result from their advertisements. The advertiser should know which messages are effective and which are not.
There is more to a business than generating and sustaining quality leads. They must also maintain a relationship with their customers by delivering on their promises and expectations. For this reason, most established and successful Pay Per Call advertising agencies offer a full range of communication tools such as phone, email and web tools for their clients to maximize the success of their campaigns. Whether they choose to run their Pay Per Call advertising campaigns themselves or outsource them to a smaller, more local PPC firm, the primary goal of any business is to generate leads and convert them into paying customers.
Tracking results is one of the most important benefits of growing a PPC campaign. Marketers can determine which of their ads are performing well and which need to be refined. With the ability to track results, advertisers have a greater sense of confidence in their campaigns. In addition, tracking helps marketers ensure that they are reaching their audience and building a relationship by identifying how well their messages resonated with their target audience. Ultimately, the creation of a strong Pay Per Call advertising campaign requires a high level of skill and a well-managed schedule. However, with the right tools and the right mindset, a small business owner can succeed in their own Pay Per Call marketing endeavors.
For example, if a business owner wanted to test the effectiveness of a pay per call advertising campaign, they might start by sending out a few hundred phone calls to their database of existing customers. Then, after measuring the results of those calls, they might decide to refine their message or add an additional phone call. Either way, the goal of a Pay Per Call Advertising campaign is to put money back in the hands of the customer. Only when they recognize how well they are performing should they commit more resources to their affiliate marketing efforts.