What are Pay-per-Click and Pay-per-Call Marketing?
Pay per call marketing and Pay-per-click marketing are two different advertising techniques. Pay-per-click, otherwise known as cost-per-click, is an advertising payment method used in the field of marketing. This method consists of charging the advertiser each time someone accesses their website via a sponsored link.
This method is used in marketing campaigns on search engines such as Google or Bing, but also on sites displaying advertisements, forums, or affiliate platforms such as Zanox, Tradedoubler, or Affilinet.
Pay-per-call marketing, i.e. cost per call, is a payment method similar to pay-per-click. However, pay-per-call does not charge the advertiser per click, but when the ad generates a phone call to the advertiser’s call centre or a callback request. To do this, simply associate a phone number with an ad.
Pay-per-call marketing is a payment option that can work in different formats: a unique number dynamically allocated to a landing page or an ad published on an affiliate platform, a click-to-call extension associated with its ads on search engines or even a number displayed in an email or a flyer.
The possibilities are numerous. Each call generated under these different channels will be billed to the advertiser. This practice is all the more interesting as mobile phones are becoming a common means of research and purchase among consumers: 51% of people carry out research every day on their smartphones according to this study by think insight in partnership with Google.
How is Pay-per-Call an interesting billing method for my company?
To understand the interest of this method of invoicing, it is necessary to take into consideration that for certain companies, a click does not have the same value as a call.
Due to the nature of their business, some companies need to have their prospect on the phone. Because it is the call that leads to a conversion. It, therefore, seems more natural for these companies to pay for the call generated, and therefore for what really brings it value.
Pay-per-Call marketing is a very interesting billing method for companies that have a local activity (local services, advertisers, etc.): these companies actually acquire customers mainly by telephone.
In addition, Worldwide, 88% of users use their smartphone to search for local information and 42% of them contact the company following their search.
On a mobile medium such as the telephone, it seems clever to charge for the call rather than the click, especially since the click can be accidental or fraudulent.
Pay-per-Call is also interesting for certain companies in sectors such as senior products, finance, real estate, insurance, etc. where direct communication with the customer is very often necessary. For example, to answer questions, do a simulation or make an appointment.
A conversion rate of 15 to 20 times higher than clicks:
It is important to note that calls have a conversion rate of 15 to 20 times higher than clicks. A Forbes article claims that pay-per-call could be 10 times more important than pay-per-click.
“For years, analysts such as Greg Sterling of Opus Research have pointed to the potential of pay-per-call. But pay-per-call has only just begun to emerge thanks to the introduction of cloud technologies like call tracking, which are affordable for businesses of all sizes.
How does a Pay-per-Call campaign work?
Pay-per-Call works thanks to Call tracking, in fact, Call Tracking makes it easy to track calls generated by marketing campaigns because different telephone numbers are assigned to each ad and each keyword.
The phone call from one of these numbers is redirected in an instant to the number desired by the company. Thus, Call Tracking makes it possible to know which announcement generated the call.