Why you should be leveraging pay per call in 2023

April 12, 2023

The use of Pay Per Call continues to be a valuable method for brands to connect with high intent consumers. It is projected that phone calls will influence over $1 trillion in U.S. consumer spending this year. As performance marketing shifts to focus more on one-to-one consumer engagement, Pay Per Call has unlimited potential for brands to take their business to new heights.

If you thought the phone call was dead, be prepared to change your mind. 

Consumer need for human connection has increased

Especially relevant to the rise of digital over the past year, consumers are craving a personal connection. Consumers are increasingly bombarded with online messaging. They are looking for that extra layer of personalization before coming to a large purchasing decision. A survey done by BrightLocal found that 60% of people preferred to contact a business over the phone after finding them online. 

Not only that, people want reassurance when they are making a big decision. Whether it’s a consultation about what product or service is best suited for their needs, or they want to justify a high-price point by talking through options, consumers want to speak to a real person when making their purchasing decisions. This is especially true for high stakes decisions such as home services, insurance, or even legal matters. 

Pay Per Call makes it easy for customers to connect to the services they need most, and helps brands convert shoppers into buyers.

Target Audiences on a Variety of Platforms

Depending on the type of calls you are hoping to generate, you need to go where the target audience is. The beauty of Pay Per Call is that it can be used almost anywhere. Whether that is in online search ads, in a Facebook lookalike audience, or a popular blog, your ads should be tailored to your platform and your ideal customer. You want to reach customers where they are already searching, and Pay Per Call allows you to do just that. 

Going to where people are actively looking for answers to questions is one of the most highly used strategies when it comes to Pay Per Call. Search engine ad formations like Google’s Call Only and Call Extension are specially designed for driving phone calls to businesses, and if used properly, are very cost-effective. For marketers, it is also a very valuable tool since the results are highly analytical and trackable.

Social platforms such as Facebook, Instagram, TikTok, Snapchat and Pinterest can also all be used to drive call traffic, especially when it comes to mobile-focused campaigns. The click-to-call functionally of mobile enables a seamless consumer experience for running Pay Per Call ads. This, coupled with a high level of audience segmentation and user data, makes social channels great at leading users down a path to conversion. The key to success on these platforms is being able to provide value for the users. Consumers are smart, and know when they are just being directed to make a sale. Your ad needs to be engaging and inspire the user to take action. However, “clickbait-y” ad copy could get your ads disapproved. Striking this balance leads to high volume and low cost conversions for your campaign.

Though these two are the most popular lead generation methods, Pay Per Call can be worked into a variety of different promotion methods and traffic sources. Advertisers who choose to utilize pay-per-call campaigns are able to expand their distribution and inbound call volume across multiple channels with minimum added work on their part. 

Tracking the Lead Source is Easier

In Pay Per Call, publishers (or affiliates) are usually assigned a specific phone number for the customer to use to contact the business. This makes tracking to see the source of the lead even easier, and enables businesses who have insight into their data the ability to tweak their campaign to ensure they are gaining leads from the right audience. By using Pay Per Call, brands and publishers alike can get access to real-time data and analytics to optimize bids and enhance conversions. 

High Intent Leads = Higher Conversion Rates

The benefit found in Pay Per Call and versus other types of digital advertising is that there is a greater chance of making a sale over the phone than there is over the computer. Picking up the phone shows higher intent than submitting an email address or clicking a URL. In fact, phone calls convert to 10-15x more revenue than web leads. Thus, higher value is placed on a call than a web lead. Users can click on and exit out of a website in a matter of seconds, but when a customer taps on their smartphone to make a call, it shows they have a genuine interest in purchasing a product or service. They’ve done their research, identified a product/service as fitting their need, and just need to confirm before converting from searcher to buyer.

Close Deals Quicker

The greatest benefit brands can enjoy from inbound calls is the ability to close deals quicker. When you communicate with consumers directly, you can figure out what their pain points are sooner. Rather than mixing up messages or not understanding exactly what their issue is through digital communications, inbound calls allow you to quickly address customer issues. 

It also allows you to provide a sense of humanity while informing callers of your precise services and products. You can even use that time on the phone to explain why your brand is the best one to go with for solving their issue. Callers convert 30% faster than web leads, providing a more immediate return on your marketing investment. 

Generate More Revenue

When you connect with customers that are further down the sales funnel and ready to make a purchasing decision, you can generate more revenue. There are two reasons for this. First, you’ll spend less time sending and receiving emails, reading and responding to lead forms, and generally working to figure out what customers want. You can leave it to the lead generation experts to send qualified calls straight to your business based on the parameters you set beforehand. Consumers who call can tell you right away what their needs are and you can offer the best solution.

Secondly, you can drive inbound calls through Pay Per Call for a more effective rate than clicks or landing page visits. This doesn’t mean that it’s necessarily less expensive. It does mean, however, that you’ll generate more revenue faster with inbound phone calls than you will be waiting on countless clicks or a flood of lead forms. 

All means of inbound marketing are designed to attract customers. You want them to engage with your brand whether that’s a lead form, email, or a phone call. However, inbound phone calls have proven more valuable when it comes to improving the return-on-investment from marketing spend.  As such, 84% of marketers report phone calls having higher conversion rates with larger average order values (AOV) compared to other forms of engagement.The reason for this is simple. Pay Per Call generates calls from customers that are further down the sales funnel. They’ve done their research and know what they want, they just need to talk to someone to close the deal from their end.

Ready to Drive ROI?

Successful pay per call marketing requires strong communication and trust between marketers, networks, and affiliates.

At Buyerlink, we connect marketers with only the top affiliate partners to drive a consistent volume of highly qualified consumer calls to national brands. With proactive monitoring, tokens and network-wide alerts, you can rest assured that your inbound leads are proactively screened and monitored for quality assurance. 

If you’re looking for an opportunity to increase your ROI, then take this as a sign. The market in 2023 is only going to get more competitive. By leveraging Pay Per Call you can ensure you are standing out from the crowd. We’ll send you the high quality leads so that you can focus on what you do best: selling.