The Importance of Pay Per Call in 2015

The movie Back to the Future gave us high expectations for technology in 2015, and although we haven’t yet seen flying cars or power laces, we are seeing rapid, ever-changing improvements in mobile technology, as well as a population that relies heavily on mobile technology for anything from organization, to communication, to planning where their next meal is going to be. With over 71% of the United States population relying on smartphones, pay per call marketing is a no brainer, and will continue to develop the landscape for performance based marketing in 2015.

Efficiency

Why is pay per call marketing an important advertising strategy for the New Year? It works. Pay per call marketing is incredibly effective in a mobile world because it matches the consumer to the most relevant results based on their search, most of which happens on mobile devices. If consumers are receiving relevant search results, a business’s ROI is bound to increase. And these results are measurable.  In fact, a study by Mobile Marketer suggests that a 70% of all mobile searches result in action within the first hour. We can compare this to other kinds of advertising, such as banner click through ads, which may reach a wider audience overall, but these results are not always relevant to what the consumer is looking for in the first place. Not to mention, Business Insider studies have shown that consumers have developed what is known as “banner blindness”, rendering most of these click through advertisements almost useless.

Cost Effectiveness

At the beginning of the year, most if not all businesses revamp their budgets, goals, and business strategies. This can mean lowered or more closely managed budgets but a continued need to see growth. The cost effectiveness of pay per call marketing in comparison to other advertising techniques is a fact that’s hard to combat. When looking at click based advertising, a single click would typically cost less than a single call. However, advertisers often forget that they have to pay for every click, which, aside from creating opportunities for click fraud, has the potential to be very costly with very low returns. At this point a quality versus quantity argument has to be evaluated, which ties into the next important factor (i.e. benefit) of pay per call marketing.

Quality

Pay per call ads are niche specific, meaning the consumer calling wants to know more about the search result, and as mentioned earlier, this creates high turnovers. If you find what you’re looking for right away, how much further are you going to search? Nearly every lead you receive is a quality lead with the potential for immediate ROI. Again, compare this to banner ads, which may or may not send you quality leads, though the quantity of visitors has the potential to be greater. Allison Morris explains that 8% of internet users account for 85% of clicks on display ads (and not all of those clicks are from humans).

In an ever continually expanding mobile oriented market, advertisers would be wise to adapt a marketing experience that benefits both the consumer and themselves. Pay per call advertising is an efficient and cost effective way to achieve maximum results while obtaining quality consumer leads. This form of advertising will only continue to expand as the population grows more dependent on their mobile technology. Essentially, pay per call might be the closest thing to flying cars advertisers will have in the year 2015.