Campaigns Focused on Phone Calls and Text Messages (SMS)

Similar to pay per click, call and message (SMS) connects you with customers at their moment of need.

In Brief:

  • Very similar to PPC (Pay Per Click) – but clicks are replaced with calls, so phone sales skills are essential.
  • Require a commitment to call availability inside the defined campaign hours to avoid wasted money.
  • Pay-per-text messaging (SMS) alternatives can be excellent for some service-related businesses.
  • Can be tracked in the same manner as clicks.

Pay Per Call May Be Ideal If Your Team:

  • Works in a urgent or fast-need industry
  • Needs to guide customers through complex buying decisions
  • Has proven, outstanding phone skills
  • Can answer the phone quickly and reliably.

Pay Per Text SMS may be ideal for businesses which:

  • Can respond relatively quickly, but not instantly
  • Are proficient at texting
  • Have a list of URLs they can quickly send
  • Need to give status updates to customers

Some Pay Per Call / Text Solutions Available

  • Call Tracking Software is at the heart of call analytics.

    Google Call-Only Campaigns

  • Google Ads Call Extensions
  • Google Ads Message Extensions
  • Google Home Services Ads
  • Amazon Home Services Ads
  • Bing Call Extensions
  • Bing Message Extensions (coming soon)
  • Facebook Read Ads with Phone Call to Action
  • Facebook  “Messenger” ads (with SMS notifications.)

When evaluating the costs of calls, make sure to consider what a similar lead would cost through another source as well as the lifetime value of a customer.

Attribution of Calls and Messages Is Critical – We May Use:

  • Dynamic Phone Numbers on Ads
  • Dynamic Phone Numbers on Landing Pages or Website
  • In addition to the paid networks’ own offerings, we can assist with setup on:
    • Callrail
    • Callfire
    • CallTrackingMetrics
    • CallMeasurement
    • OpenVBX

Depending On Your Business, We May Also Suggest:

  • Office-hours oriented “dayparting” to show your ads when you’re available
  • After hours call center services
  • “Whisper” systems that tell you the call is from a certain campaign before connecting you to the caller
  • Call recording (where allowed)

70% of Mobile Searchers have used the call button right from the search results
(Google)

Typical Pay Per Call Program Elements

  • Discuss Feasibility

    Not every business vertical is good for Call or Text paid campaigns. We need to discuss the amount you’re willing to spend for a targeted call or message and look into the current range of costs.

  • Discussion about Phone and Message Capabilities

    Before configuring pay-per-call, we must consider the hours, days of the week when you can accept calls and texts, and the capabilities of your staff.

  • Keyword Research

    With pay per call/message campaigns we will want to focus on high-intent phrases where the customer has a clear need.  Calls can be too expensive for “general” phrases.

  • Campaign Setup

    Involves the setup of campaigns, ad groups, call tracking and analytics for your pay per call / message campaign.

  • Call Routing and Forwarding

    If you have a larger sales team or need to adjust your routing of calls or messages, we may need to employ some technology to be sure the right salesperson gets the messages at the right time.  This can include PBX setup, round-robin-style routing and other customizations.  Some of these are handled by your phone provider, but we can assist in the integration.

  • Testing and Measurement

    There are a lot of moving parts in some pay per call campaigns, so we’ll need to carefully test out each call scenario.  We also need to be sure we can report on calls that come in, are completed, and how long they last.  We may include systems to record lead quality where possible with the “whisper” system.

See Also

  • Google Ads (Adwords) Consulting
    Google's amazing Ads system provides extremely strong reach while rewarding optimization. Most companies are wasting most of their budget, but when the work with BuzzMaven, we systematically "boil away" the waste, making it safe for them to scale in years to come.
  • Big Iron PPC for Industrial Grade Clients
    Big Iron PPC - Long Sales Cycles and Multiple Personas. Shortlists and RFPs. Our Industrial PPC experience spans 15 years. The strategy and tactics we've mastered can help you fill your pipeline with more than leads, but QUALITY leads for your sales team to close - hard.
  • Bing Ads PPC Consulting
    Unprecidented targeting precision and substantial inventory can make expansion into Bing Ads a very wise decision. Leverage their retargeting to squeeze more value from your other marketing programs.
  • Pay Per Call Marketing
  • Ongoing PPC Campaign Management
  • PPC Landing Page Development for Google Ads (Adwords) and Bing Ads
  • Retargeting with PPC
    With a well considered setup, you can scale click-bidding along the customer journey, spending more when the visitor is more likely to convert into a lead our purchase, while keeping lower intent phrases in the program at lower maximum CPC to feed the funnel.  Each client strategy is different, but the goal is maximum return on ad spend.