Comparing Pay-Per-Call with Other Performance Marketing Models

Anyone running a home service business will likely agree on one thing: lead generation represents the lifeblood of their business.

Pay-Per-Call vs. Pay-Per-Impression:

In a pay-per-impression model, advertisers pay based on the number of ad views received. While effective for increasing brand awareness, pay-per-call surpasses this model by generating measurable leads, facilitating direct response campaigns, and offering superior targeting capabilities.

Pay-Per-Call vs. Pay-Per-Click:

Pay-per-click charges advertisers for each click to their website. While clicks may exhibit higher intent than impressions, pay-per-call leads are more likely to convert into sales, as callers are typically in the final stages of their research process and closer to making a purchase.

Pay-Per-Call vs. Pay-Per-Lead:

Pay-per-lead entails paying for the contact information of qualified prospects. While suitable for businesses requiring primary information upfront, pay-per-call leads demonstrate higher conversion rates and immediacy in the nurturing and conversion process.

Pay-Per-Call vs. Pay-Per-Sale:

In the pay-per-sale model, advertisers pay for completed sales transactions. While carrying lower risk, pay-per-call delivers a higher quantity of leads at a more reasonable price, offering a better ROI for a wider range of businesses.

Exploring Pay-Per-Call Results by Industry

Call Duration: A key performance indicator of a pay-per-call program, call duration correlates with sales conversion, with longer calls indicating higher interest and likelihood of purchase.

Billable Call Conversion Rate: Reflecting the quality of calls delivered, conversion rates indicate higher intent and potential for customer acquisition.

Getting Started with Pay-Per-Call

Step One: Decide How You Will Receive Calls

  • Consider resources for call handling, ensuring calls are promptly attended to.
  • Evaluate routing options, such as contact centers or individual stores/franchises, to optimize call handling.

Step Two: Decide How to Structure Your Campaign

  • Determine budget, bid price, and call pacing requirements.
  • Define campaign goals, targeting criteria, and call type preferences.
  • Assess the need for IVR menus, call recordings, and dedupe periods.

Step Three: Choose Your Pay-Per-Call Partner

  • Select a reputable provider with expertise in your industry.
  • Communicate campaign goals and preferences effectively.
  • Ensure compliance with regulatory requirements and industry standards.

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