As a result of Google’s recent Hummingbird algorithm and the loss of keyword reports from Google Analytics, it’s tougher than ever to use organic methods to achieve reliable marketing results nowadays. It seems like nudging consumers towards AdWords is Google’s primary goal. While AdWords can be quite effective, there’s an easier way to supercharge a promotional campaign without breaking the bank. It’s called Pay Per Call and it’ll likely be the dominant form of web marketing for many businesses in the near future. If you’d like to know how to get started with a Pay Per Call campaign, keep reading.
Identify Profitable Opportunities
When setting up a campaign, you’ll need to figure out whether or not Pay Per Call is the right approach to use. A Pay Per Call campaign works best when it’s targeted at consumers looking to make an immediate purchase. Phone-based leads enjoy high conversion rates when target demographics are ready to make a near-term decision. More important to the success of a campaign is the likelihood of a healthy profit margin. Using Pay Per Call to promote car windshield replacements makes fiscal sense. Leveraging Pay Per Call to promote a local fast food joint doesn’t. Lastly, you’ll need to select an appropriate type of online promotionto use with your Pay Per Call campaign.
Pin Down Your Chosen Target Niche
It’s a good idea to know as much as possible about the customers you’re looking to court before you finalize the details of any Pay Per Call campaign. While these kinds of campaigns typically deliver amazing ROIs, feature low barriers to entry and allow for laser-targeted specificity, you’ll still need to do some research. Learn everything you can about your niche via tools such as Google AdWords Keyword Planner, Google Trends and Google Analytics, to name just a few. On-the-ground intelligence is ultimately the most important piece of the puzzle.
Choose an Appropriate Ad Network
One thing that you’ll need to understand upfront about Pay Per Call is that not all ad networks are created equal. You’ll need to select the right one to succeed and there’s hardly a shortage of viable ad network options to choose from. Google AdWords boasts a Call Extensions program that takes standard Pay Per Click and modifies it for call-based lead generation. Their one-size-fits-all model works for some. However, many SMBs do better with a more specialized approach. Be sure that your ad network features the tools necessary for you to thrive.
Promote, Test, Adjust & Monitor
Once you’ve laid the groundwork by researching your niche and choosing a Pay Per Call vector such as search results, display ads or apps, you’re ready to roll. In the beginning, it’s wise to start off slow and ramp up your efforts once you get some feedback to work with. Your ad network should provide you with all tools you’ll need to analyze your results as you go. Use the intelligence you’ve gathered during the initial stages of your promotion to tweak your campaign for maximum impact. Eventually, you’ll get a clear sense of whether you should continue a campaign or scrap it and start from scratch.
Filling In the Gaps
Obviously, there’s more to developing a killer Pay Per Call campaign than the rough blueprint sketched out here. The details can be a bit of a handful if you’re not familiar with paid promotion, especially the call-based variety that’s rapidly gaining popularity online. Despite the complications that come with the territory, Pay Per Call marketing can be extremely lucrative for a broad spectrum of users with the right ad network, a bit of research and the will to see the game plan through to the end.
