If you are into marketing or working with someone in marketing, then you must have come across the term pay per call or PPC. It is the form of marketing that is profitable for both advertisers and publishers. So, pay per call is essentially a form of marketing where a lead is considered qualified when a qualified call is being sent to the company’s inbound call center.
Pay per call is a form of marketing where publishers make the advertisement in many ways like-
- Working with bloggers and publishers to add banners or links to their blog. This way the bloggers’ audience can call the business’s inbound call center. The inbound numbers will be usually shared in the advertisement.
- They can also do an ad through Google ads or Bing ads. Even social media ads work great with pay-per-call campaigns. This is most effective when people do a search through their mobile phone as opposed to desktop search traffic.
- TV ads and billboards are also on the list of advertisement ways using which pay-per-call campaigns can run.
Now as you know what is pay per call, let’s talk about some benefits of pay per call.
Benefits of running pay per call campaigns
Here are some of the top benefits of pay per call campaigns-
- It reduces the operating cost as you are outsourcing most of your lead generation. Definitely, you can’t get rid of it but you can run with minimal team size
- With pay per call tracking software you can run and manage the campaign in real-time
- Expand your marketing and distribution channel
- Low cost as you need to pay for the lead which has made to the call and your job will be only to convert that lead to a sale
- Easy management of campaigns, performance, and payments
- Detailed analytics and reporting helping you better understand the campaigns
- Using IVR, design a better caller journey and experience your caller
- Properly configure the IVR calls to have a minimal wait time for users and try to have better KPI metrics like first call resolution, etc.
- With software like Ringba, you can record the call and use the analytics on top of it to make important business decisions.
Important components of pay per call campaign
Now let’s talk about some very important components of pay per call campaigns, those you should know before you get into it-
Publisher-
Publishers are those who work independently and send traffic and calls to your inbound call center. In turn, you pay them for every successful lead. The success criteria of the lead are defined based on many factors including duration of the calls, niche, timing, traffic sources, and many more.
Call buyer:
A call buyer is also known as the endpoint is someone who purchases call traffic from the publisher. As calls come in, calls are routed to the best available agent to handle that inbound call. The routing is such that it is to finalize the calls.
There are many other components like call tracking software, campaigns, etc which you should know as well.
Conclusion
This was a quick basic guide to pay per call campaign. I hope you got a fair idea of what it is and how to get started with pay-per-call marketing campaigns.
