Whatever happened to Pay Per Call? It wasn't too long ago the other "PPC" was being heralded as the next greatest thing in search. Then Pay Per Call seemed to fall off the face of the earth. Calling to action is alive and well. In this session, you'll hear from leaders in the space executing successful campaigns using pay per call technologies. This session is not to be missed for anyone interested in connecting with customers beyond the click.
Moderator: Chris Boggs, Manager, Search Engine Optimization, eMergent, Marketing/BRULANT, Inc.
Speakers: Marc Barach, Chief Marketing Officer, Ingenio, Inc.,Dan Hight, Director of eCommerce Sales – Agency Division, Superpages.com
The speaker suggests that Pay Per Call refers to paid calls from search and that cost per action is important because it has so many uses such as for the yellow pages, mobile searches, the Internet, Text Messaging, and Podcasting . The prime candidates for a pay per call services are those businesses which only have brochure websites and performance based sites. The pay per call works by a toll free number that directs the customer number and the pick up the phone to make the call. It's got great uses for credit or loans companies, insurance, and also cable tv companies.
It works great for mobile because it gives timely info and content to mobile customers, also because it's intuitive, easy for advertisers for starting up with and it also makes sense for portals, publishers, shopping, education, real estate, health services,etc.
Now some statistics only 3% buy online, while 97% buy offline, still a lot of people just search online while the real conversion takes place offline. Off those who searched online 39% wanted to visit a real store, 44% would wanna call up.
The pay per call is quite useful for a company that want to economize by paying only for the success. The cost per call depends on many factors such as CTR, bid price, duration of the call, and also if repeat calls are made from a number. The advertisers have a choice to prefund their account on either a one time fee or through a schedule on a repeat basis.
The people who use local search have about double the income of rest of the users, so it's a profitable proposition to convert the local ones. The potential is high as sales can be increased to a 35%, if you manage well, but it also depends on the industry as well as the markets.