Mike Williams is the President and Co-Founder of RingPartner. He has worked in the performance marketing space for the last decade and now leads the team at RingPartner as the lead pay per call evangelist.
What I Wish I Had Known
Pay per call can be incredibly effective for brands and financially rewarding for publishers. If you are new to pay per call marketing it’s worth taking the time to optimize and find what’s going to work best for you. In RingPartner’s early days, I personally managed campaigns and know firsthand that optimization and patience pays off in the long run. Looking back, here are a few of the things that I wish I had known when I first started in pay per call marketing:
The call treatment (really) matters.
The call treatment or your IVR (interactive voice response) can make or break your pay per call campaign. It’s the first point of contact that prompts your caller for the information you need to filter. You have only a few moments to filter your callers and direct them to convert. Keep your call treatment clear, concise and easy to navigate to provide a quality caller experience.
Call tracking is different.
As a digital marketer, one of the advantages of online marketing is the ability to track the performance of your ad buys. This is still true of pay per call marketing, but everything is simplified. You receive your data through a tracking phone number. You also have the opportunity to gain deeper analytics (if needed) through DNI (Dynamic Number Insertion) , which are a group of phone numbers that can be used to measure specific parameters. DNI allows you track not only the call, but details such as your user’s click path, which keywords they used and even which ad brought them to the site.
Hyperlocal means new opportunities.
You have probably heard the term “hyperlocal” thrown out there a lot. One of the first hyperlocal marketing tools was the human voice- it does not get more hyperlocal than sharing information with your neighbors. Pay per call marketing allows digital marketers to scale campaigns to either be national or truly hyperlocal. You can run campaigns for tow truck drivers, locksmiths and florists in a very specific geographical area. Think Chicago proper rather than the entire state of Illinois. These niche campaigns mean less competition for you and the opportunity to hone in on an area that will pay off.