The argument is over, and there's no doubt about it: Pay Per Call is a must-have for your marketing campaign. If you want to increase visibility for your business and improve the quality of the leads you generate through advertising, Pay Per Call must be used as part of your overall marketing strategy. However, it is important to realize that every business, small or large, has a different idea of what constitutes a valuable phone call. In this post we're going to quickly look at three concepts that will help you dial up valuable calls for your small business using Pay Per Call and Google AdWords.
Understand Calls Have Different Values
No two businesses look at phone calls with the same concept of value. Consider a small insurance firm as an example. A one minute call to this firm inquiring about an appointment with a representative to go over available plans and coverage is far more valuable to the bottom line than an individual calling and spending 10 minutes on the phone asking inane questions about policies. The individual interested in coming in for an appointment is far more likely to purchase through the firm than one asking a few basic questions over the phone. You need to assign conversion values to different call conversion types to better understand which of your keywords and ads are generating those valuable calls, and which are generating wasteful calls or no calls at all.
Maximize Value, Not Volume
Volume is good in a Pay Per Call campaign, but only if the value of those calls is high. As such, it is much better to maximize the value of the phone calls your business receives rather than aiming for a specific number of calls just for the sake of meeting a goal. A flexible bid strategy and target ROAS through AdWords can help your small business maximize call conversion values across campaigns with bid adjustments that account for factors such as device, location, and time of day.
For the small insurance firm mentioned above, this means enhanced targeting for campaigns that result in the short calls for appointments, rather than the lengthy calls with questions that don't really lead to a new client.
Last but not least, use the call conversion settings in AdWords to better align your conversions with the needs of your business. Customize your settings to include call conversion names and categories so you can view accurate reports on calls that result in appointments vs. those which end after a few questions, with no appointment scheduled.
Each of these factors is designed to help you improve the quality of the calls coming in to your small business by offering greater insight into the Pay Per Call campaigns that drive valuable leads, and differentiating them for efforts that result in low-value leads.