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Pay Per Call Online Advertising

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A new version of paid advertising emerged in 2004, with the introduction of the pay-per-call model.

This type of ad is very similar to a classic PPC ad, except that your listing includes a toll-free number to call to reach you.

Some search engines bring up a page specific to your business if the visitor clicks on the ad at no extra charge.

That is, you are not charged for the clickthrough unless the visitor actually makes the call.

The toll-free number then redirects the visitor to your actual phone number and you receive the phone call from the interested buyer at your business location.

The usual parameters of bidding on keywords or categories (which are usually high, in the $2-$20 range) are augmented by specification of which degree of geographic coverage you wish-national, regional or local.

Pay-per-call advertising is of particular interest for those businesses that do not have a website or do not want to invest in setting up and maintaining a website, but yet want to take advantage of advertising on the Internet.

Some companies find it a useful addition to their PPC campaigns, particularly to avoid charges on their pay-per-click campaigns by those users merely seeking a phone number to reach the advertiser.

A clear advantage is that once an advertiser has a prospect on the phone, they are in their “comfort zone” as far as sales are concerned, particularly smaller businesses.

They are used to selling over the phone and the direct contact means that they can answer a prospect’s questions in real time.

Although pay per call is still in its infancy, and analysts have yet to decide if it is effective and produces adequate conversions, early reports indicate it can be a very successful means of increasing ROI, especially in the local market.

If you are interested in pursuing this type of advertising, some of the search engines that currently offer pay-per-call ads are FindWhat.com, some of the Internet yellow pages sites, and many local shopping directories.

In conclusion, given the growth potential of pay per click, an advertiser should carefully research his or her options before committing to any ad campaign, and small- to-medium-sized businesses (with smaller ad budgets than the large companies online) have to be especially careful.

It is also good to consider spreading your ad dollars into different types of PPC advertising.

This can be as simple as placing PPC ads on different search engines and then analyzing the results to see which program provides you with a higher ROI.

You should also consider who provided the best customer service experience for you, the advertiser.

These are two key components in any advertising campaign, but they are especially important in pay-per-click advertising, where the online factor takes marketing your product/service to a whole new level where the difference between a successful and unsuccessful campaign may be affected by more factors than in offline advertising.

Smaller businesses, in particular, are often reluctant to enter the online paid advertising marketplace, feeling that they have little chance of success, given the competition.

However, many small businesses are succeeding in garnering successful ROI by carefully investigating and exploring the different options available to them.

As well, the relatively recent increase in bringing a local aspect to pay-per-click advertising should serve the small-medium-sized business community well.

Finding the right search engine(s) for your online marketing campaign is one of the most important tasks, but you must also investigate tools and methods of keeping track of the performance of those campaigns.

Keywords: pay-per-call, paid advertising, advertising, ad, advertiser, PPC ad, PPC campaigns, PPC ads, advertising campaign, online marketing,

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