How effective is Pay Per Call for Small Business advertising? (7)
How effective is Pay Per Call for Small Business advertising?
How's it going? I'm part of a small business offline, and am thinking about hiring a Pay Per Call marketer to help generate leads. In person appointments are what we need, so the leads would have to be Geo targeted to the area. Can anyone on here recommend a Pay Per Call affiliate with a proven track record? I don't want to put the business on an Affiliate Network for anyone to promote..I'd rather speak to a few proven affiliates and set up something directly.
I think you would want to post the Geo, payout, vertical etc if you want affiliate to determine if this makes sense or not. This can be easy or difficult to generate, and this can be very valuable or actually create negative value for you.
The vertical is a doctors office for sports related injuries. The Geo is the Tri-state area in New York. Not sure of the payout yet, I've never done pay per call even as an affiliate so it's all new. But obviously most people call a doctors office after visiting the website and then call to book an appointment, which is exactly what we want.
I'd suggest you look around networks that do pay per call to see what similar payouts go for.
Could you try running a campaign yourself to get a feel for costs and whether it will work out to be profitable after optimisation? After that you'll have a lot more info on whether running an affiliate program would be worth it.
It may be a challenge for a pay per call network to generate leads for a small Geo. Many pay per call companies (and affiliates) are looking for National or at least state wide coverage to run a campaign.
To use mobile search as an example, it's often as much work to build and optimize a national campaign as it is for a local campaign. However, for a small Geo, the volume and profit potential may not be there for affiliates when you stack that against how much work it will take to make the campaign profitable.
I ran a solar lead generation company for a while and I had this problem (Geo targeting requirements) ... Which was why I had scaling issues and thus parting ways from it.
Good lead gen / performance marketers won't touch this... Unless they're on some fixed fee + bonus per lead
Lessons learned.... 
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