The Advantages and Disadvantages of Pay-Per-Call Marketing

A solar panel installation company wants to generate leads through pay per call marketing. To do so, it places an order with a performance marketing agency. The agency creates content and ad campaigns, which the affiliate/publisher distributes. The calls generated from these online channels are forwarded to Company Y. The caller dials the number provided on the landing page to reach Company Y. The caller then leaves a message for Company Y.

The popularity of mobile phones has made pay-per-call companies flourish. Customers who use their mobile devices to access the internet are more likely to press a button on their phones to connect to an advertiser than to fill out an online form. As a result, the conversion rate of click-to-call advertising is quite high. This method of marketing is effective for businesses that want to extend distribution and increase inbound call volume. Since it is performance-based, the service provider receives payment only when certain pre-set metrics are achieved. The marketing strategy helps marketers to guide customers through the buying journey and convert more visitors into customers.

There are some red flags with pay-per-call advertising. First of all, you should check if the network you are working with has a strong reputation in the industry. Pay-per-call networks have extensive experience in this industry. This expertise ensures quality results for both publishers and advertisers. While pay-per-call is relatively inexpensive, it may not yield as good an ROI as you would like. For example, if you’re looking for a health insurance provider, you might want to target people who have recently signed up for an individual plan.

Another disadvantage of pay-per-call campaigns is that they’re vulnerable to ad fraud. Fraudsters are predicted to steal $87B in ad spend by 2022. To avoid this, you must secure the offers you want to promote and monitor them throughout their lifecycle. You must establish strict compliance practices and monitor call traffic to identify outliers. Only pay for calls that lead to sales. And don’t forget to track all your call traffic to ensure you’re maximizing your ROI.

Another important factor is your ability to scale your call buyer network. A call routing software allows you to scale your pay per call campaign without having to build the technical stack yourself. Call routing software is crucial for performance-based pay-per-call marketing, so make sure your call buyers network is big enough to meet your needs. By investing in this software, you can focus on growing your business. It also offers a wide variety of features, including call-tracking functionality.

Pay-per-call marketing can be effective for businesses that receive a high volume of calls. With strong purchase intent, PPC unlocks higher quality calls that lead to more conversions. Plus, you don’t pay until a call converts. So, if your call marketing strategy has not been effective for your business, consider getting assistance from an expert in the field. That way, you can make the most of your pay-per-call marketing.