If you are a first timer in running pay per call campaigns then you might want some basics to get started with it. In this article we will focus on the steps taken for promoting pay per call offers. Following is a guide for running pay per call campaigns successfully:
Finding a Suitable Pay per Call Offer
The first step towards a pay per call campaign is basic you have to pick an offer to promote, in this step you will get to choose what you will promote. Even if this seems easy to choose this is the basic step to getting started and there are few things that you should consider choosing any offers.
The first thing you would want to consider is obviously the payout. But that’s not the only thing that needs to be considered you should check some other criteria like what is the duration at which the call converts, usually the call converts on approximately 1 to 3 minutes for pay per call offers. Some of the calls require the callers to press a key before moving on further so it depends upon the key that the offer you are promoting payout or not.
Some other things that you should consider are regions that are accepted, call center hours, type of promotion etc. we recommend that you should also listen to the IVR (Interactive Voice Response) so that you are able to make the decision perfectly that you would whether promote or not.
Sometimes you are able to make your own IVR this is a very good opportunity if you get because it is a very efficient way of filtering calls. You are able to create and manage your own IVR and it is totally upon you if you want to send it to your callers or not meaning, it can be customized. This basically provides you with a chance of selling the offer or introducing the offer by a very professional recording. You can also filter your calls by making the callers select offers based on the keys they press.
It is not necessary that an IVR has to be a recording which introduces your offer; it can be used for filtering your calls.
We recommend publishers to make good use of this feature as many do not consider how potentially good this tool is and how well publishers can use it for generating more calls or optimizing the marketing and call experience.
Creating Ads and Generating Calls
After you have chosen the offer you are going to promote for the best thing about pay per call is that you do not need any website for running your campaigns you can just start generating calls by making ad over different sites.
Search engines play an important role in this, they know that all of the businesses need more conversion rates so they provide them with services that results in more calls.
Google call-only ads are especially effective for promoting pay per call campaigns. Here are some great resources for learning about call-only ads:
- 10 Ways to Succeed with Google Call Only Campaigns – WordStream Blog
- The Art and Science of Call Only Ads – WordStream Blog
- The Definitive Guide to Google’s Call-Only Ads – AdEspresso Blog
The ad distribution is one of the key factors for the businesses that which one gets the best ad distribution. Another important thing while setting up your ad campaign is choosing the right keywords to bid on. Some often choose broad search term but the thing is that they can be very expensive and might also not bring in high quality leads. However, if you choose keywords that are relevant to your targeted audience then that have better chances of bringing in quality leads. Keywords could be location based so that the customers who want to visit your office can take advantage of it or they could be keywords that basically target those customers that want to quickly get connected to the marketers.
Choosing the keywords can be hard but this is the key point of the campaign that has a direct impact on the ROI so this should get great amount of consideration.
How to Analyse Your Performance?
So before you get started you should also look for the ways you are going to follow for tracking your campaigns and measuring your performance.
If your campaigns are running over the web or mobile searches or any other offline sources to analyse your campaign and your own performance you should make use of call tracking and other call analytics. This helps in tracking down the source and also lets you know the most calls generating tools. One most important thing is you get to record and collect data of each call which you can use to analyse your performance and carry out important decisions related to campaigns etc.
How Can You Optimize Your Campaigns?
One of the major ways of improving your campaigns is getting your customers a good call experience. This is the main thing which can make the call converts is how the conversation happened. To optimize your call treatment following are some key points to focus on:
- You should be considerate towards the language that your customer is using and use that for communication. Also, make sure that everything is clear and not too long.
- Try putting the options like pressing of any keys etc. at the end of the calls.
- To make sure that calls are going to the right section or location you should use automatic routing.
- Filter out calls that are probably of low quality.
- Based upon your campaign customize your calls.
- You should monitor the duration of your calls and call recordings to see if there is something that needs to be changed.
- You should look up for things like how was the caller experience or did they face any inconvenience like call dropping after 10 seconds, being routed to wrong location, not being able to connect to the agent, etc. so that you can improvise yourself.
Another thing you should do for optimizing your calls is filtering them for quality leads. But this step comes much later when you have reached the level where you have a certain volume of calls traffic. Because only then you are able to spot the common thing among the types of calls that mostly converts.