Pay Per Call campaigns are a great marketing tool for any sized business, but it is not a set-it-and-forget-it option. Like any other marketing tool, you have to be willing and able to put in the work required to fine tune and optimize your Pay Per Call campaigns to ensure they are achieve the desired outcome at the end of the day. Here's 3 easy strategies you can implement at any time.
Let Call Data Guide Marketing Spend
The best Pay Per Call distribution partners offer you the tools to track the important date from your phone calls. This includes information such as the ad that generated the call, time of day, location of the caller, etc. However, we're not here to discuss the details of those data sets, but rather the importance of analyzing each one to help guide future marketing spend. Collecting that data is just half the battle. You have to look into that data to see what it tells you about your current marketing spend, who's calling, and why, and then adjust your marketing spend accordingly to focus on the customers and ads that data suggests are driving valuable calls.
Use Call Extensions and Mobile Click-to-Call
Mobile click-to-call features are excellent because it gives mobile consumers a simple, fast way to connect with your business. By analyzing call data collected from your Pay Per Call campaigns, you can see which locations and mobile clicks are generating the most valuable calls to your business. You can then bid on clicks from specific regions and establish call extensions that capitalize on the value of calls coming from certain locations.
Pick the Right Distribution Partner and Solutions
Pay Per Call is about the distribution partner you choose, just as much as it is about having the right campaigns in place to reach your target customers. Your distribution partner should be able to accurately track and attribute all sources for your Pay Per Call campaign from all marketing channels. This includes, for example, paid media, social, organic search, referrals, and even offline advertisements. Insight into the customer journey is crucial to optimize your Pay Per Call campaign for future success.