Is Pay Per Call Wrong for Your Business?

Pay Per Call Advertising

As we move into 2014, the Pay Per Call train continues to pick up steam and shows no signs of slowing down. For most businesses, getting in touch with the right customers at the right time is the toughest nut to crack. Pay Per Call is arguably the best way for said businesses to solve this problem. Unfortunately, it's not a universal fix for every outfit. Here are a few reasons why Pay Per Call might not make sense for you.

Scaling Won't Help You Out

For many entrepreneurs, a major goal is scaling up and out to reach more customers and boost profits as their businesses grow. Unfortunately, some businesses simply aren't better off by boosting volume. For instance, a custom boat builder in Maine won't necessarily increase ROI by putting more of their product on the market. If scaling up isn't high on your list of priorities, Pay Per Call might not make sense.

You Lack Customer Support & Sales Staff

In order for a Pay Per Call campaign to be successful, a business must be able to convert live callers. Though Pay Per Call is great when it comes to piquing the interest of potential customers, it can't convince callers to pull the trigger on purchases. If you don't have employees that can man the phones and effectively turn window shoppers into buyers, then Pay Per Call might not work out for you and your business.

Much of Your Business is Spur-of-the-Moment

For the most part, Pay Per Call is friendly to businesses that rely on short-term decision makers. Customers using Google Maps and so on to plot their next purchases while on the go can be propositioned with Pay Per Call offers quite easily. However, some businesses offer products and services that aren't usually planned for ahead of time. For instance, using Pay Per Call campaigns to attract customers to your roadside hot dog stand probably wouldn't work.

Your Customers' Buying Time Frame Is Too Long

On the flip side, some businesses are patronized by customers whose buying cycles are too long to make Pay Per Call particularly worthwhile. If your business provides a service that requires a lot of forward planning over time by your customers, other forms of marketing are just as cost-effective. That's not to say that Pay Per Call can't help with initial introductions. However, Pay Per Call works best when it produces results within a reasonable time frame.

You Don't Track Performance

The kinds of businesses that are best suited to Pay Per Call often track their outgoing ad spend and incoming revenue dollars very closely, paying attention to what succeeds and what fails. If you run a business that's not focused on the value of a single lead, sale or call, Pay Per Call might not be for you. That's not to say that a business that can't, or won't, track these metrics can't use call-based marketing tactics to its advantage, but, Pay Per Call often requires more effort and focus on ad performance metrics to truly pay off for said businesses.

In Summation

Despite the great flexibility of Pay Per Call marketing, it's sadly not for everyone. The good news is that most businesses can successfully adapt Pay Per Call to suit their needs with a little elbow grease. Partnering up with the right ad network significantly boosts your odds of success if you're planning on leveraging the awesome potential power of Pay Per Call marketing to further your interests. Your bottom line will thank you in the end.

Mike Williams

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