Mobile Marketing With Pay Per Call
As an Internet Marketer I always like to try new ways to monetize my sites and generate some good old $$. Recently I have been playing around with Mobile Pay Per Call advertising.
Both of these interviews gave a lot of info on the inner workings of pay per call. Duru as I am I decided to run a pay per call campaign and see for myself if this is really an area worth investing time and resources. Here is the recap of my Pay Per Call experiment.
Selecting a Pay Per Call Offer to Promote
Using the Mundo Media Pay Per Call affiliate network I selected a pay per call offer. This in itself can be a challenging process. How do you decide what to promote? Should I go by payout or by estimated conversion rate?
My first move was to talk to my affiliate manager and ask him which pay per call offers are currently converting. My affiliate manager is great, not only did we converse on Skype, he also sent me a top offers report to help me make my offer selection.
Here is a quick video I made helping to decipher a Mundo Media Top Offers Report
Making a Test Call
Once I narrowed down my search to a few potential offers I asked my affiliate manager to get me recordings of the offer test calls. This is a very important step in selecting an offer – you must see what your target browser will receive when they make the call!
People residing in the US can easily place a test call within the RingRevenue system. However for international affiliates this can be a problem.
Not only will making a test call or listening to the call recording help you determine whether this is a quality offer worth driving traffic to, it will also help you understand exactly what the service is about, allowing you to do better keyword research (next step).
Pay Per Call Offer Keyword Research
Seeing as I was going to promote the pay per call offer using mobile Adwords ads with call extensions knew that I would be paying for all calls. I had no idea how many impressions it would take in Adwords to get some clicks and had only a rough estimate of how many calls it would take on average to make a conversion (just a general idea from the offer stats provided to my by my affiliate manager). I also needed to find the right keywords that would get the people to click on the phone number and pay for those clicks.
The click through rates in the top offer report are about how many calls out of x calls convert into qualified calls. These stats have nothing to do with your Adwords click through rate.
Finding the right keywords for pay per call offers can be challenging.
I discovered that offers with high payouts usually came with keywords with a high cost per click. I buried myself in keyword research for two offers, trying to decide which one to run.
I decided to put up a campaign and see if Pay Per call really is all the rage in mobile marketing.
Mobile Pay Per Call Campaign Components
To run a mobile pay per call campaign you will need the following:
- Test Call
- Keyword list
- Content network display URLs (if you want to promote on the content network)
- Ad copy
- Telephone number with tracking from Ring Revenue
- Landing Page (in this case I built a WordPress mobile website.)
- Content for the landing page (landing page and website content will affect your Adwords quality score, make sure your site is Adwords compliant before you run any traffic!)
- Pay Per call creatives or complimentary CPA offers for website.
The Results of My Pay Per Call Campaign Experiment
- I ran my pay per call campaign offer for a few weeks.
- Tweaking ad copy, creating competing ads and optimizing keywords and bids is essential to make money with pay per call. You can’t just let the Adwords campaign run on autopilot after setup.
- Continuing to build the website and some SEO resulted in some land line conversions as well.
- To really make money with pay per call you need big volume. Once you find the right keyword formula, you will need to send big traffic to your ads to really make significant cash. So if you test Adwords starting with a $10 and then $50 budget, to make money you need to scale to spend at least a couple of hundred a day to make it work.
As you can see in the screen shot of my campaign stats on the left, my campaign performed better than the estimated Network EPC.
While this is not bad, I can’t say it was really worth the effort.
I would certainly use pay per call campaigns to further monetize niche websites when relevant, though going the Adwords route is a big commitment and takes bigger volume to have something to write home about…
Have you been running pay per call campaigns? Share your experiences and questions in the comments below!