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Marketers, You’re Doing Mobile Wrong: 6 Steps For Doing It Right

From Google’s Mobilegeddon to Facebook’s Hello, the tech giants have made one thing clear to brands: If you’re not prioritizing mobile, you’re falling behind.

Today, there are 2.8 billion Internet users; meanwhile, mobile phone users have reached 5.2 billion—an impressive 73% of the world’s population.

As mobile becomes the default mode of communication, the big players, including Google and Facebook, are making it easier to connect directly and seamlessly on smaller, portable screens. This continuing shift poses a huge opportunity for marketers, but not for the reasons you might think.

Yes, responsive websites are important, but the real money is in connecting with—and converting—high-value customers… those who have already considered your product or service and are looking to make a purchase, or to get the last bit of information they need before making their decision.

In other words, the billion-dollar mobile opportunity lies in harnessing the power of inbound calls.

Inbound calls from mobile devices are growing at a rate of more than 42% a year and are expected to reach 162 billion in 2019, according to BIA/Kelsey. And those callers are some of your highest intent, highest value prospects and customers, which means that optimizing your mobile marketing strategy means optimizing for the most valuable calls.

After analyzing 32 million calls run through Invoca’s platform in 2014, we found that mobile marketing drives, on average, about 54% of calls to businesses. Many companies are using mobile to effectively reach their audience and drive high-value interactions. Others, however, are ignoring mobile and missing out on connecting with customers. If you’re in the latter camp, it’s time to get mobile right.

Here are six steps to get started.

1. Think about smartphones as, well… phones

First you need to adjust your mobile marketing paradigm. Don’t just shoehorn a desktop experience onto a smaller device; instead, take advantage of mobile’s unique capabilities. Beyond creating responsive websites and landing pages, encourage consumers to contact your business with a friendly and clear call to action (e.g., “Call us now for a quick quote”). A/B-test your pages, ad copy, and click-to-call buttons to determine what drives more calls and quality leads.

2. Optimize paid search for mobile

After you design your links, landing pages, and calls to action to give your mobile audience what they want—relevant, streamlined experiences—make sure they can find you on search. Prominently display your phone number on your paid search ads to encourage people to call. Analyze patterns in call times and days to take advantage of peak traffic. Test call-conversion rates based on the positioning of your ads to determine whether more prominent ads result in higher call volume and quality calls.

3. Make dialing easy and dynamic

Make sure you’re getting the most for your mobile paid search investment by making it convenient for people to call. Include phone numbers, ideally with click-to-call capabilities, on your landing pages. Use click-to-call buttons that open up an autodialer. Dynamic numbers—individually assigned to visitors on a session basis—are key here. They link a consumer’s digital path (through your cookies and other tracking systems) with their phone call, so you can get insight into their online and offline actions.

4. Track your calls to understand why

Analyze why some customers call: What information are they seeking and what campaigns or channels drove them to dial your business? Integrate your call data with marketing and sales systems to get a full picture of your customers’ path to purchase. Get the metrics for inbound calls that you would for clicks: the keywords and ad group that drove the call, which campaign prompted it, and the landing page from which the consumer called. Track demographic data, too: the caller’s city or region, the date of the call, whether they’re a new or repeat caller, and whether it was a customer-service or a sales call.

5. Close the loop

Tracking calls from search is an important first step, but understanding the outcome of a call is the only way to figure out the true ROI for paid search. Tie online campaigns to actual revenue by tracking the call’s outcome. Was an appointment set? Was a quote given? Was a sale made? What is the lifetime value of the customer? Which keywords drove the most valuable calls?

6. Test, adjust, repeat

Use CRM and marketing automation tools to tie opportunity and ROI data back to paid search spend, and sync that data with Google Analytics. Examine which campaigns convert better offline, then optimize landing pages, ads, and messaging to encourage calls. Adjust your cost-per-acquisition target bid strategy to account for inbound calls. For instance, if an expensive keyword keeps driving customer service calls instead of new customers and sales, you may want to reconsider your bidding strategy or drop the keyword altogether, encouraging customers to instead click through via your organic listing.

Mobile is opening new doors; Google knows it, Facebook knows it, and marketers in many industries know it, too. People who take the trouble to dial the phone to ask questions are typically valuable prospects you don’t want to ignore. Their interactions can tell you a great deal about your paid search performance and show you untapped areas for growth. You need to be ready to answer the call.

10 Ways To Succeed With Google Call-Only Campaigns

162 billion. That’s how many times consumers will call businesses by the year 2019 according to BIA/Kelsey.

Mass mobile adoption has opened the floodgates for phone calls, and in response, Google has been making sure advertisers are equipped to take advantage. First they added call extensions, then call tracking from the landing page, and most recently, call-only campaigns.

Call-only campaigns make driving and tracking calls super simple, but they take some getting used to. You can’t slap your traditional PPC strategy onto your call-only campaigns and cross your fingers that it will work.

Here are 10 tips to ensure you’re getting the most from your call-only campaigns.

1. Use the URL

Call-only campaigns have less real estate to work with than traditional PPC ads. You don’t have a headline (your headline is your phone number) and you don’t have a landing page. This makes your URL all the more important. Try adding a CTA or keyword to the end of your display URL. Use those 35 characters to reinforce your message!

2. Test Your Copy

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The ad copy on your call-only campaigns should be highly targeted and concise. You only have two lines of 35 characters, so be sure to include a CTA that encourages people to call you. As with click ads, it’s also a good idea to include the keyword in your ad copy.

3. Start by Bidding High

If you’re launching a new call-only campaign, it’s better to bid high. You may lose money at first, but you’ll gain valuable data that will pay off when you’re optimizing. Plus, when it comes to AdWords, it’s hard to dig yourself out of a hole so you want to make sure to secure the top one or two position right off the bat.

4. Target Call-Centric Keywords

Make sure you’re targeting keywords that appeal to the segment of your audience with the highest likelihood of calling. These could be location-based keywords for customers looking to visit your business, or keywords that resonate with customers farther down in the purchasing funnel. You may also find that people prefer to have a conversation when purchasing certain products or services (like bigger-ticket items).

Remember, call-only ads don’t let people click through to your website, so your keywords have to target people withhigh intent who want to get quick answers or to take immediate action without research.

5. Schedule Ads Strategically

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You don’t want to drive phone calls to a voicemail or unmanned call center. Use a manual bidding CPC strategy so you can limit your call-only campaigns to only run during business hours. You can even look at peak call times and days so you can take advantage of trends in consumer behavior and preferences and adjust your bids to ensure ads appear during those times.

6. Use Location Targeting

If you’re a local business, location targeting is key. Make sure you’re using a local phone number and that calls are automatically routed to the store or branch nearest to the caller’s location. You may find that some geographic areas refer more callers, or higher quality calls than others, so it may be worth increasing your bids for people in that area.

7. Calculate Your Call-Through Rate

Remember that not all clicks lead to phone calls – but you are paying for all clicks. Once someone clicks a call-only ad, an auto dialer will appear on their phone screen, which they then must click to make the call. Figure out how many clicks actually result in phone calls so you can optimize your bidsbased on calls versus clicks.

A large disparity between clicks and calls (or a high call abandon rate) could mean your audience does not want to call and you might need to rethink your ad copy or keyword strategy.

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Note that if you use Google’s forwarding numbers­­ and call reporting you can add a phone-though rate (PTR) column to your reporting. PTR shows you how many times your number is called (through the call button or manual dialing) as a percentage of total impressions.

8. Measure Call Quality

Counting calls isn’t enough when trying to optimize bidding, measure performance, or calculate ROI. Look at which calls are actually turning into customers. You can easily do this with a call intelligence solution that tracks the outcome of a phone call. If you’re using basic call tracking, from Google or a third-party-vendor, you can look at call tracking metrics like call duration to get some understanding of call quality.

Once you understand quality, you can begin optimizing your bids to increase quality traffic instead of just volume. If you don’t measure quality, you could actually be driving negative ROI by referring calls that waste your sales agents’ time.

9. Don’t Forget the Caller Experience

The calls are flooding in. Job well done!  Now it’s time to get the most out of each and every one of those calls. Don’t lose potential customers with a long or confusing phone menu. Make sure calls are automatically directed to the right location or sales agent who can best help. If you can personalize the caller experience based on the keyword or campaign that referred the call, all the better.

10. Retarget Unconverted Calls

Syncing call data with your retargeting campaigns and retargeting lists for search ads (RLSAs)empowers you to retarget your audience more effectively because your messaging and overall strategy are based on their online and offline engagement history. If you know a phone call didn’t turn into a sale, you can hit them with a retargeting ad.

Callers tend to be highly engaged, quality prospects, so they’re a perfect fit for retargeting. Plus you will eliminate the risk of retargeting someone with a discount offer who already converted over the phone.

Any company that does business over the phone should be using call-only campaigns. People seeking an actual conversation are your most valuable prospects, so don’t neglect them and don’t miss an opportunity to test and optimize to maximize these calls. Can you think of a better use of your AdWords dollars?

8 Call Tracking Metrics You Need To Be A True PPC Master

It doesn’t take a seasoned paid search veteran to know what the critical PPC metrics are. Things like click-through rate, cost per conversion, and position are all obvious metrics you look at regularly to see whether paid search is thriving or dying under your command.

What may be less obvious, yet as important, are call tracking metrics. Paid search is driving tons and tons of calls — if you have doubts, let Google or eMarketer ease your mind. Without a doubt, it’s time to get really cozy with call tracking metrics. It’s that, or miscalculate ROI, make bad “optimizations,” and fail to get credit for all of the conversions you’re driving.

It seems like an easy choice so here are eight of the most important call tracking metrics real PPC experts need in their dashboard:

1. Top Keywords Driving Inbound Calls

You’re already monitoring which keywords are leading to online purchases and lead form submissions. When you know which keywords are driving inbound sales calls, you can increase bids on successful keywords and avoid eliminating keywords that actually work great for generating offline conversions.

2. Top Ads Driving Calls

Track which ads and campaigns lead to phone calls so you have all the conversion data to test, and optimize your ad copy, headlines, and landing pages. For example, if you notice one of you ads for a campaign designed to drive phone calls is underperforming, you can tweak the copy to encourage more phone calls.

3. Percentage Of Mobile Callers

With  the rise of mobile search, this metric could be a game-changer for your paid search strategy. If you know inbound calls come mostly from mobile, make your mobile audience a priority by increasing your bids for mobile users and using click to call links on ads and in landing pages.

An abundance of mobile callers could also mean it’s time to try out Google’s call only campaigns.

4. Calls Made Directly From Ads Versus Landing Pages

This metric gives you immense insight into your customers behavior.

  • Do your customers need quick information?
  • Do callers typically click through to the landing page to get more information before calling?
  • Do some of your products or services encourage calls directly from the search engine results page while others require a bit more information?

With the answers to these questions, you can decide if it’s better to use call extensions or call only campaigns, include phone numbers on your landing pages, or a combination of  both.

5. Call Duration

Simple metric, huge benefit. The length of a call is one of the easiest ways to determine traffic quality.

If your ads are referring 10-second calls from people who are looking for customer support for a product you don’t even have, you know you have some targeting and filtering to put in place. If another campaign is driving long calls from serious customers, it’s time to increase the spend.

6. Geographic Location

Know where your best callers are geographically. If you find that most calls come from a specific region, you can improve targeting and set bid modifiers accordingly.

7. New Versus Repeat Caller

With the rise of remarketing, it’s more important than ever to understand how your prospects and customers have previously interacted with your brand. Just like you want to know if your online traffic visited your site without converting, it’s important to know if your inbound callers are new or repeat callers. Repeat callers may require a different and more personalized call treatment, or maybe for your business, new callers are more valuable because repeat calls tend to be customer service calls. Either way, this is an important metric for improving keyword targeting, the caller experience and more.

8. Call Outcome

It’s important to know when your paid search drives phone calls, but the next level is understanding what happens on those calls. You’re wasting money driving phone calls if they never result in revenue.

With tools like Invoca, you can capture important moments on a phone call as well as the final outcome, whether it ended with a sale, an appointment, or a lost opportunity. This data will not only help you measure performance and ROI, it can be used in retargeting campaigns. If the caller didn’t  buy over the phone, hit them with a personalized retargeting ad based on their phone conversation!

People that choose to call are typically valuable customers you don’t want to ignore. Dig deeper and you’ll find those interactions are telling you A LOT about your paid search performance and untapped areas for growth.

How Mobile Search Drives Pay Per Call-Based Performance Campaigns

When you read “Ring in the New Year” as 2015 comes to a close, it won’t always mean celebrating 2016. In this instance it’s about the influx of mobile callers calling businesses directly and the results from pay per call on performance campaigns.

RingPartner and eZanga teamed up to establish a set of practices for performance-based mobile call inventory. The test that ran in June and July 2015 uncovered results and methods that showcase the strength of mobile pay-per-call advertising and best practices.

RingPartner had relied on niche keywords to target certain audiences. eZanga thought broader keywords — common in mobile searches — would help find prospective customers.

Goal

The test aimed to prove, by optimizing call sources, that RingPartner could achieve a stronger conversion rate, even with a broad keyword campaign.

So the company ran two sets of keywords to determine the ones that were performing best — one with long-tail terms and the other with very short, broad terms. The searches with broad keywords were narrowed to ensure that no leads were lost.

RingPartner had recently changed its strategy to start with a generic keyword before breaking it down into more specific keywords based on performance, similar to the following example.

Results

Since searches remain wider, keyword bids should start off more broadly and then refined to determine what works so leads are not lost.

The test found that generic terms such as “dentist,” rather than “British Columbia pediatric dentist,” netted more search results and produced more leads. The companies reported that the account with broader keywords received 1,886 billed calls and had an average conversion rate of 17.37% during the same time frame with a cost per call of $1.87.

RingPartner saw 784 billed calls with an average cost per call of $8.67 and average conversion rate of 4.92%. Call volume more than doubled and conversions rose 12.45%.

Reasons

BIA/Kelsey estimates that advertisers will see about 27.8 billion more mobile searches than desktop searches in the United States this coming year.

Combining data from Invoca, BIA/Kelsey and eMarketer, eZanga gives us these stats: Marketers spend $64.6 billion annually to generate calls to businesses. Affiliate marketing will reach $4.5 billion in 2016. Mobile ad spend will reach $101.3 billion worldwide and account for 51% of all digital ad spend in 2016. By 2019 annual calls to businesses from smartphones will reach 162 billion, and global mobile ad spend is forecast to reach $195.5 billion.

Marketing’s New ‘Power of Now’

In a world of infinite information and product choice, consumers hold more power than brands. For retailers, this means embracing marketing’s new ‘power of now.’ Below, Steve Dennis of SageBerry Consulting offers a strategic growth model for retailers, anchored in five core experiential elements.

In the balance of power between retail brands and consumers, companies traditionally held most of the cards. Brands decided the messages they wanted to promulgate and tightly controlled the channels of communication. Their budgets were mostly focused on creating big moments when their brands could shine. For consumers, the decision journey was mostly linear, time-consuming, and constrained by scarcity of information, access and choice.

Clearly this has all changed. The power has shifted radically to the consumer, who now has nearly infinite access to information and product choice anytime, anywhere, anyway. Price transparency is ubiquitous, and consumers control many of the throttles on the messages they receive. Mass marketing is on the wane, giving way to greater personalization. Today, brand marketing and the consumer’s path to purchase are rarely characterized by a few big, well-orchestrated moments. Instead, many small interactions coalesce to determine success. In this new era, what happens in the now—in what Google refers to as “micro-moments“—is often becoming more important than the cumulative effect of our best-laid and elaborate marketing plans.

Not very long ago, the consumer mind-set was very much an intentional act to go online—to boot up and log in. Today we live online and are virtually tethered to our smart devices 24/7. When a need arises—to gather info, research a potential purchase, check the best price, locate the nearest store or whatever might satisfy our intent—that impulse can be acted on wherever we are, right now. This is not just theory. Google’s research, for example, indicates that 82% of smartphone users use their phones while in stores shopping for products. And that rate is growing. This dynamic forces all brands to re-envision their strategies and embrace marketing’s new “power of now.”

To illustrate this further, I’ve developed a strategic growth model for retailers (which I call “WE-tail”) that is anchored on five core experiential elements:

Harmonized. More and more, the blended channel is the only channel as customers use any and all touch points to learn, discover, research and ultimately buy and support a retail purchase. It’s no longer about online or bricks and mortar, but a well-integrated “one brand, many channels” strategy.

Personalized. Many categories are stagnant, which means the only way to generate meaningful top-line growth is to steal market share. Products and experiences that are designed to treat different customers differently—along with personalized marketing treatments—are becoming the antidote to increasingly less effective mass strategies.

Localized. Context is becoming king. At last, geo-location technology can be employed to get much closer to CRM’s Holy Grail: the right offer to the right customer at the right time. But it goes beyond that. Consumer behavior is fundamentally changing because of what mobile uniquely allows them to do. The way consumers use smart devices creates a series of micro-moments, creating new opportunities for retailers to win or lose.

Socialized. We live in a connection economy, and consumers often turn to their networks for inspiration, information and validation. With the emergence of “buy” buttons, it’s no longer just about sharing.

Amplified. With an abundance of choice and a tsunami of marketing messages, the only way to break out from all this noise is to push to higher levels of relevance and remarkability. Good enough rarely is any more. Value propositions must rise above a sea of sameness, and we must deliver a story that demands to be told.

Many retailers are making headway on some of these elements. Yet few seem to truly understand that historical advantages are fraying. They don’t seem to get that immediacy is redefining the definition of relevance.

For marketers, the power of now is about owning the micro-moments. Increasingly, that is less about a traditional TV spot or some other large-scale ad campaign. It is less about a piece of direct mail or a batch, blast and hope email campaign. And it certainly is not about one-size-fits-all campaigns that lack both relevancy and immediacy.

The localization of marketing is moving quickly, and therefore the need to meet customers where they are in new and different ways is evolving just as fast.

Marketing’s new power of now accepts that the consumer-decision journey has forever changed and that many consumers are defaulting to their smart device as the key enabler of their shopping experience. Marketing’s power of now acknowledges that the battleground for attention is not about winning big moments, but, instead, about showing up in those micro-moments, the moments that matter. These moments are rich in intent, and brands that aren’t present in compelling and relevant ways may miss out on an opportunity entirely.

If you don’t win in the now, there may be nothing there later.

Top 5 things you Need to Know about the Mobile Marketing Industry

There is a lot of talk aboutmobile marketing with the explosion of people using mobile devices in daily life. It seems like mobile phones and their apps have become part of everyone’s daily routine and this is allowing advertisers and marketers access to people’s attention. By taking a method of mobile marketing, such as pay per call, and integrating it into the way people use their smartphones people are profiting from mobile marketing. There are several advantages and savings that you can achieve by integrating mobile marketing versus traditional advertising. People are also using mobile marketing as a lead generating method to increase their business. The better that you can understand mobile marketing the more you stand to profit.

Advertisers are always looking for the biggest bang for their buck and with mobile marketing there is a lot of control that can be utilized in regards to scaling, costs, geographic filters, and timing the marketing messages. With this cost effective marketing strategy you can ensure that you are not wasting a bunch of money when people aren’t paying attention.

The volume of people using mobile devices is rapidly increasing and the demand for applications and services is trying to keep pace. Publishers of these applications are constantly thinking about how to profit from mobile marketing and the leads that they receive. Being able to advertise a business’ products or services to a related app that is already a part of someone’s daily routine will provide huge profits for both the business and the app developer. The one caveat to this is making sure that the offer is contributing to the value of the customer. If it isn’t a good product or if it isn’t adding to the experience in some other way than the app may be used less frequently or deleted altogether. Being able to understand the purpose of mobile marketing and realizing that pay per call can be integrated to enhance their experience and make money takes time and planning.

Aside from the sheer volume of mobile users that mobile marketing can reach another huge advantage is the fact that you can analyze all of the data and improve on the metrics. This is where the true cost savings comes from as you are able to tailor the message and delivery of the marketing in the best and most profitable way. Spending time improving the sales require that you iterate your product to improve in the direction that the customer is telling you.

Using mobile marketing such as pay per call is a new and exciting way to profit from the growing number of mobile users. Taking the time to evaluate and tweak all of the different strategies will allow you to profit the most from every user that you advertise in front of. Being mindful of the fact that you want to improve the customer experience will help you create ads or draw in leads that are targeted and that help you grow your business. Mobile marketing should be a priority in everyone’s business.

Mobile Advertising Increase Your B2B Sales Leads

Most businesses could use help to increase sales leads for their representatives to go out and sell more of their products and services. Leads are not hard to come by if you put a strategy into place and do the right things but why do businesses have such a hard time developing a good lead generation strategy? Understanding when to use what kind of advertising strategy is the essential strategy that will increase your B2B sales leads.

As you would expect designing a good ad is essential, independent of advertising channel such as traditional or mobile advertising. There are a few key features that make a good ad for sales lead including focusing on the prospect’s benefits to using your product or service, focusing on headlines, and optimizing your ad to match the reading style of your prospect. Mobile marketing and advertising doesn’t have to be hard or expensive if you know what to look for. Follow these tips to get the most out of your mobile advertising or mobile marketing campaign and increase your sales leads.

Headlines are Key

The headlines should contain a great benefit that will catch the prospect’s attention which may cause them to read on and make an inquiry for more information. Test different headlines and make sure that the benefit that you use is something that will intrigue people.

Bury the features

Once you have their attention through a good headline and a couple benefits make sure that if you have copy space that you give them a little meat; features. The more specific the target market the more likely you will have to include a feature that may be the draw to have them become a lead, but make sure to draw them in with benefits.

Skim factor

Everyone has less and less time to read ads and most people just don’t want to. If you make your mobile ad easy to skim, the will get the message without having to read the whole copy which may solicit more action.

Ads need to be seen

Mobile ads work best when they are present when the prospects are looking for a solution to their problem. By making sure that you mobile advertising strategy is designed to stay in the ring for months or years will provide much better results than a big flashy campaign. Remember lead generation is about a consistent flow of prospects or leads and your ads should be visible over time to make this happen.

Make them an offer they can’t refuse

Once you get their attention your mobile ad needs to have a strong call to action that can give them what they need (or more than they expected for even more response). Making the offer irresistible is a great way to encourage action and increase your mobile advertising lead generation efforts.

Increasing your lead generation through mobile advertising or any advertising medium take a strategy and planning. Use these proven techniques to increase the efficiency of your strategy which will in turn increase the number of leads that you are able to generate; the more the better.

Mobile Advertising – How To Generate Leads From Your Advertising

Advertising can be a costly endeavor that can lead produce widely different results depending on how well the ads are composed. In order to generate more leads from your advertising efforts you need to make sure that a few basic components, independent of mobile marketing or traditional print, are done well. These components consist of: catchy headlines, give them a reason to act, and make it as simple as possible. With a little bit of work you can drastically change your results and multiply the leads you get from the same mobile marketing ad spend.

Get their Attention

Whether you are doing mobile marketing or traditional print advertising you have to make sure that the headline piques their curiosity and makes them want to read your copy. Generating more leads from advertising first requires that the people are reading or want to pay attention to your ad. Two simple components will change a mediocre headline into one that gets read more often than not are: focusing on the customer’s benefit from the product or service and giving them a reason to keep reading the copy. If people don’t understand the need or they just don’t want to read about another one of whatever you are selling, they’ll simply stop. You need to give them an incentive to keep reading and that could be as simple as an idea of how your product or service can fix one of their needs.

Give them a reason to act

If you are just advertising you product it is estimated that 3% of people that would buy that product are actively searching at that moment. This leaves 97% that aren’t going to buy if you just put up the information, so give them a reason to. People get into patterns and don’t often actively search for the solution. If you can provide them with a reason to act now either through financial savings, scarcity, or exclusivity (or one of many other motivating factors) than your advertising will succeed more often and you will capture another lead. Get them something that is time-sensitive and they will become a lead.

Make it simple

Now that they are motivated to take the next step you have to remove as many barriers as you can. While you need more information from them, start with the minimum amount possible; maybe just an email or a pay per call button. As they move through your sales cycle you can increase the information that you gather by providing them with more and more value. The most important thing once people read through your advertising and are ready to act, is to make it simple for them to act.

Just focusing on these three concepts will radically increase the number of leads that you generate. Once you have the formula down, it doesn’t matter where you advertise; as long as you have customers that may see your ad you will convert the reads to leads much more effectively. Remember to test often and make it simple such as a pay per callbutton and you will have more leads than you expected from all of your advertising efforts.

Why Not Use Pay Per Call Advertising – Do You Know Your Customer Is Now Mobile?

The days of cold calling leads on a land line to drum up business are over. Most people have a cell phone rather than land line phones and the average person is attached to their cellular device 24 hours a day. Since the Internet is the main source of information for most people, rather about recipes or reviews for products that they are looking to purchase, most advertisers choose to go with pay per click advertising. Pay per click advertising means that advertisers take out ads and pay their affiliates for ad placement each time the ad receives a click. Pay per click can be tricky; leads must be followed through on in order to get sales or revenue regularly.

Pay per call advertising is the new wave of advertisement that works. Pay per call advertisement means that you take out an advertisement through website platforms, similar to pay per click, but instead of clicking through to a website, the customer can call a phone number. Pay per call advertisement works two fold. The usual search platforms, such as Google, are available on mobile phones. While on the go, most people use their smart phones to perform web searches. Searches populate the same results that a person would get with a web browser. The same advertisements can be populated as well. The difference between website searches on a computer and searching through a mobile phone is that mobile phone users have the ability to make a call with the click of a button. Instead of reading information and using pay per click, this is where pay per call marketing comes in.

Toll free calls can be made through mobile phone that are of no further cost to the user or business. A toll free number can be purchased for an inexpensive price as an investment for your business. This toll free number can log the calls that are made to your business and provide you with some information on your marketing leads such as when you receive calls, your busy season, and here the calls are coming from. A click to call advertisement has been shown to be more effective than yellow pages, white pages, and typical internet marketing.

Mobile calls through pay per call advertisements are longer than calls through other methods. A caller staying on the line means that they are likely more interested in the service and give you the opportunity to create a solid customer base.Pay per call advertising will reach millions of American consumers on a daily basis. If you are interested in generating higher revenue and tapping into the next line of technology, consider using pay per call advertisements to expand the visibility of your business.