In pay-per-call marketing, just like in any business endeavor, you need a solid business plan to be successful. You must know what processes should be implemented that can be repeated successfully while mitigating error.
Before you attempt this lucrative avenue of mobile marketing, consider these 5 mistakes you should avoid when running your first pay-per-call campaign.
1. Conducting Improper Keyword Research
You should understand the metrics that drive conversions specifically for calls through mobile devices. For example, you might see fair desktop computer search volume for a particular search query, but more often than not, mobile traffic will have substantially less volume for the keyword in question. Learn your mobile traffic numbers in the Google Keyword Tool’s “Advanced Options and Filters” before you start.
2. Not Paying Attention to Offer’s “Connect Duration” Requirement
Take an offer where the call has to be 15 minutes or more to get paid. That’s a lot of time in order for you to get a $10 payout, for example. Of course, the more the offer pays out, the lower conversion rate you’ll need to be profitable. Conversion rates will decrease as the required “connect durations” go up. Sometimes these higher “connect duration” offers convert well. Just be cautious.
3. Failure to Do a Test Call
If the representative doesn’t answer the phone and talk in a way that facilitates conversation and conversion, you are out of luck, especially in a case like the previous example.
Do a test call. You should be on the lookout for a few main criteria:
1) How the representative greets you (is s/he welcoming?).
2) How long it takes to reach that representative (is it quick or does the process wear out your patience and make you want to hang up?).
3) How well the representative knows the product or service in question (can s/he answer questions correctly before the prospect hangs up, due to lack of knowledge on behalf of the phone representative?).
4. Producing Ineffective Ad Copy
You don’t get a second chance to make a first impression, and when that impression has little chance of getting a click, you’re wasting your time. CTR (click-through rate) is just as important with pay-per-call as it is with any other form of PPC (pay-per-click) marketing. Make sure your ad copy is effective.
5. Improper Bidding Strategy
As with most forms of pay-per-click advertising, learning proper bidding is primarily a function of testing, so be wise and test small. If you bid too high, Google or Microsoft will certainly be more than happy to take your money. If you bid too low, you risk not getting the traffic you need to justify your efforts, lower CTRs (click-through rates), and ultimately higher click prices. Initial bidding strategy will also depend on your own budget and what money you feel comfortable spending. Refer to the Adwords Traffic Estimator tool for average CPC bid estimates.
Mike Bek is a pay-per-call marketer and writer with the MobileFused.com network.
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