Pay-Per-Call: A New Avenue for Search Marketers

Most of the entrepreneurs in U.S. who are running small-to-medium sized businesses are not getting sales profit from the local audience because they don't have a website. They are simply out of the cat race of local search marketing revolution, even though they are an expert in their field. If per chance they own a web site, it is more of a "brochure ware" site that fails to fulfill the requisites of the cost-per-click model.
With the introduction of pay-per-call advertising, an innovative way of online advertising has become a boon for small-to-medium sized businesses—especially local businesses without a web site. It is a perfect amalgamation of search functionality and on-the-phone interaction where a consumer can call a local business rather of relying on the email to ask details about pricing, programs and product availability. As a matter of fact people performing a local search are not traditional or compulsive searchers, they usually want to talk to someone on the phone who can solve their issues. Setting up a pay-per-call campaign is an easy task where entrepreneurs classify their relevant key terms, select their desired categories and determine the geographic area where they want their ad to appear. From there, they generate their advertisement featuring their company name, address, a short description and a traceable toll-free number which redirects to the advertiser's actual phone number.
Pay-per-call is an incredibly uncomplicated marketing method where a prospect clicks on a pay-per-call ad, from where they are sent to a profile page about the business. The pay-per-call conversion flow depends on the CPA basis when someone calls the toll-free number. Call tracing information and call pattern statistics are available to the merchant via search engines so that they can measure results. Pay-per-call results are uniformly distributed across local search providers. For instance AOL is performing on Ingenio platform for AOL Search and AOL Yellow Pages. FindWhat is also affiliated with Ingenio, with their pay-per-call results distributed across Snap.com and BizJournals.com.
Contemporarily, even the small-to-medium sized entrepreneurs have realized the profit that they can earn from pay-per-call advertising. Because of the high cost merchants place on phone leads, they even dare to pay a higher bid price. Pay-per-call rates normally start from $2 per call and can go up to $20 a call or more, with the bid price depending on the category and ad position. Though it is expensive than pay-per-click advertising, but still the merchants rely on it because of its enhanced conversion rate. Pay-per-call is also a golden opportunity for the merchants to be more descriptive and personal with their customers and it can’t be denied that a merchant can make a solid clientele while interacting personally.
Pay-per- call is particularly beneficial for those who belong to the mortgage industry. Phone leads allows them to talk to prospects person-to-person, discover their needs and offer them immediate solutions. However, pay-per-call place a very specific niche for businesses without a web site, but it is still unpredictable to comment that whether it will completely cloud the existence of pay-per-click model. Till then wise step of deed would be mixing and availing the best of both.

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