Pay Per Call Direct Response Marketing

Why is Pay Per Call Direct Response Marketing better than traditional SEO or SEM methods? Search Engine marketing clients either are not realistic or does not understand their true cost of doing business online.

Pay Per Call terminology:

Pay Per Call – This is any raw call that hits your call center switch (this can be repeat customers, wrong numbers, short calls, hang ups, marketing calls, etc….), then filter and sent to the advertiser.

Pay Per Unique Call – This is any non-duplicated call that hits your call center switch. (typically non-duplicated calls are calculated weekly and sometimes monthly depending on what you have negotiated with your media partner)

Pay Per Lead – Generally this would be a call based on time duration 30/60 second or longer unique connected.

Pay Per Order/Deal – Total cost of media divided by total closed orders = gross cost per order

With traditional Search Engine Marketing you pay each month hoping that what you pay will some how make more money for you. Use this example to gauge what the true costs are:

Typical Cost Per any Call = $25 – $55

Typical conversion of raw call to lead (lead defined as a consumer who stays on the call for 3 minutes or longer) = 25%

10 calls x $25 (average Cost Per Raw Call) = $250

10% or 1 call will lead to a sale, so your cost per sale is $250. Now take what you are selling and subtract the number. Now you can see how pay per call direct response marketing makes more sense then traditional advertising, such as Search Engine Marketing, Pay Per Click or other such services.

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