Pay-per-call is an ideal marketing tactic for businesses that want qualified calls from prospective customers. But if you’re unfamiliar with the pay-per-call space, creating your first campaign can be intimidating. The good news is we are here to help! Here are five steps for getting started.
1. Choose a reliable pay-per-call network
The first step is to partner with the right pay-per-call network. Pay-per-call networks work with a variety of publishers to generate calls, so your campaign gets a wide reach. The best networks ensure that the publishers they work with are both qualified and transparent in how they source calls. In some cases, a network might even generate calls in-house. Choosing a reliable network is critical to building a campaign that’s compliant, measurable, and successful.
2. Determine your price
Now it’s time to set your bid price. A bid price in pay-per-call is the price you’re willing to pay for a specific call duration. For example, you may bid a price of $25 per call that lasts at least 60 seconds. For each qualified call you receive that has a duration of 60 seconds or more, you will be billed $25.
Your bid price will impact how well your campaign performs against other campaigns vying for similar calls, so it’s important to set a competitive bid to achieve success.
3. Set campaign details and restrictions
As you build your pay-per-call campaign, you will be asked to provide specific details related to your business and target market. Such information may include the hours you want to receive calls, your target business categories and services, and the geographic locations you want to target. Additionally, you may choose to provide approved ad copy for the use of the network and its publishers. If you have any campaign restrictions (for example, call recording, negative key word lists, custom IVR, etc.) you should bring them to the attention of your network as well.
4. Launch your campaign
Once you’ve provided all the necessary details to your pay-per-call network, it’s time to launch your campaign. Congratulations! You’ll work with your pay-per-call network to launch your campaign, and they’ll provide you with a timeframe of when you can expect your first calls.
5. Measure and optimize
As your campaign runs, it’s important to actively measure the results so that you can optimize it moving forward. The best pay-per-call networks will provide you with reports that include details on billable calls, call duration, caller ID, call source and more. If you’re not seeing the results you want, you can optimize your campaign by changing your bid price, or by updating your campaign details and restrictions. The right network will use their knowledge of the pay-per-call space to offer key insights into your campaign’s performance and help you optimize your campaign.