Six ways to strengthen your pay-per-call campaign

Pay-per-call campaigns have proven to be extremely effective, for many small businesses especially. In fact, the value of phone leads has surpassed online clicks in many industries. As a result, pay-per-call campaigns have become extremely popular, and mobile call volume is expected to reach 65 billion by the year 2016.

There is a downside to this sudden expansion however. Many businesses are jumping onto the pay-per-call bandwagon without understanding the platform. Here is a look at six strategies that businesses can incorporate to maximize the effectiveness of their pay-per-call campaigns:

  1. Pick up the phone. This may seem obvious but you’d be surprised how many businesses, especially those with smaller teams aren’t answering the incoming calls or responding quickly enough. Inbound leads are most valuable the moment they’re calling in and that value decays very rapidly. If you aren’t able to answer the phone when it rings or call them back very quickly, there’s no telling how much you’re missing out on. You need to make sure you have the staff necessary to handle the call volume and have a system in place for contacting those whose call wasn’t answered.
  2. Ask for the desired outcome. This is another one that might seem obvious but surprisingly isn’t being done effectively. Businesses investing in pay-per-call shouldn’t be afraid to come right out and ask for the outcome they desire. For example, if the business is a dentist office, chances are they’re desired outcome is to have an appointment set up. If that is the outcome then the person answering that call needs to ask for an appointment at some point.
  3. Use call data to make budget decisions. If you don’t know what’s working, you don’t know what to spend money on. That’s why it’s important to constantly track what’s working and what’s not. If a certain strategy isn’t generating phone calls, you may want to consider investing that part of the marketing budget elsewhere.
  4. Take into account offline conversions. Not all conversions take place online. Because mobile search has led to a lot more phone conversions, it’s important to track conversions whether they’re online or offline. If you’re noticing low online conversion rates and high phone conversion rates for instance, you know you need to optimize more for mobile users.
  5. Choose a solution that tracks all channels. Unless you can effectively track and understand all of your marketing channels, you won’t have a good picture of the customer’s journey. Make sure the solution you choose can show you how all your marketing channels are impacting your customers.
  6. Use call extensions and click-to-call. Often a caller’s location plays a big role in the value of that lead. If you’re tracking the duration of calls and where they’re originating from you begin to see a pattern of which regions produce the best leads. Armed with that information you can be prepared to bid higher on clicks from those regions and you’ll start seeing more valuable leads and more conversions.

Source: Street Fight Magazine