Pay Per Call Marketing
Hi everybody this is Eric Seropyan, hope everybody had a good 4th of July weekend. Hope you survived the heat wave, watched fireworks shows, went to the bbq parties and hung out at the beach. Or maybe you avoided melting and stayed indoors. And now we are all back at it.
Today I wanted to take a minute and talk about a type of marketing that seems to be gaining some traction, which is called pay per call marketing. I’m gonna dedicate the entire video to this one subject. Also if you could please subscribe to my channel and like the video. If you have any comments just post there so others can see and possibly learn from and interact. All of my social media channels are on my website www.thisismysouthbay.com. Feel free to follow and connect with me however you like.
So pay per call marketing, this type of marketing generally is for companies that have some kind of marketing budget. They need to generate new leads or sales or interest and they need to do it fast. They’re not interested in branding or growing their social media following or growing their email list etc. They don’t have patience for the ups and downs of search engine optimization. They want to be able to gauge how a campaign went. Some campaigns are monthly, others are quarterly, whatever the case may be.
So there are several ways to do this type of campaign, but I’m going to focus on one way. The reason that pay per call marketing has been gaining traction is that sometimes in the past, small businesses have been taken advantage of by marketers, marketing agencies etc. The marketer comes in and promises the world, but then they can’t or don’t deliver a return on investment. Or sometimes they’re able to deliver a return on investment but there’s no way to identify or quantify it.
I had a client just the other day that within 60 days we doubled their following on social media. Tripled their SEO numbers, and they still don’t know if we delivered a return on investment for them. I’m gonna give you an overall view without getting into the nuts and bolts of the campaign, or else I’ll be here for hours. After listening to this you can do some research or connect with me with questions.
Generally the way that I set up a pay per call campaign is that I set up a separate website, or a clone type of site. So let’s say you are a dentist and have a dental office. I go in and make a similar website, and transfer some of the content over. Then I go and get a separate phone number. Then I install call tracking software to that number. So when a potential client goes to the website that I set up, they will see the unique phone number that I put there. That number will be straight to the dentist office when the searcher calls. That way we will know exactly where the phone calls are coming in from, or not coming in from.
The report usually has when the calls came in, the incoming phone number, duration of call, and it can even be set up to record the conversation. This is good for training purposes and to see the overall quality of callers. So at this point we have a separate website, a unique and trackable phone number. The idea is that when a call comes in from that phone number, they you can figure out your return on investment. Generally phone calls over 30 seconds I consider to be an actual conversion. If it’s a wrong number the searcher will hang up within 30 seconds. Or if the searcher was looking for a tire shop in Seattle and they end of calling a dental office in Los Angeles, then it will be a short phone call.
As for the ROI, I’m going to just use round numbers to illustrate a point. These numbers vary from industry and location but we are just using this dental office as an example. Let’s say the dental office spent $1,000 and received 15 phone calls. Let’s say only 10 of the phone calls were over 30 seconds and unique. Then let’s say in this dentist example 2 of those 10 phone calls convert into clients, which I think is pretty reasonable since the searcher went through the trouble of searching and then calling the dentist. That would mean the cost per acquisition would be $500 per new client. That gives the advertiser enough info to decide if they are happy with the campaign. Maybe they’re not happy with the results and they want to cancel. Or maybe things are fine and they want to continue. Maybe they are thrilled and want to ramp up. At the end of each month you should be able to see how much money you made or how many leads, clients etc.
At this point of the conversation, the next question I generally get is “where are these people finding the dentist, finding the unique website and phone number?” For the most part there are a couple of ways to generate the phone calls. Mostly by using Google Adwords, Facebook Ads, Instagram Ads, and I work with bloggers within similar industries. Eventually search engine optimization comes into play but that’s the long game. I have passed the Google Adwords Fundamental and Google Search exams and I’m running a number of campaigns as week speak, so I have insight in running these types of campaigns. The thing to keep in mind is that ideally you want to eventually optimize your campaign, ant that some time to do so. Again there are several ways to run a pay per call campaign, this example is one of them. I find it to be a straight forward way to figure out ones ROI.
Please subscribe to my channel, like this video and if you have any comments or thoughts reach out to me. Also don’t forget to go to my website www.thisismysouthbay.com and follow me on my other social media channels. Take care everybody!