Pre-sell with Call-Only Campaigns (9)
Google’s Call-Only campaigns have been a big boost for pay per call marketing. Having the ability to direct users from mobile search results directly to the call allows for more conversions and better ROI for pay per call campaigns.
However, let’s not forget an important step in online marketing and performance marketing, the pre-sell.
Every online marketing campaign needs a “hook” or an “angle” to draw the user to the campaign. This is where the pre-sell comes in and this is where the consumer goes from interest to intent.
With Call-Only campaigns we bypass the landing page, and the user connects from the ad directly to the IVR (Interactive Voice Response) or call treatment. Sometimes this connects the consumer directly to the call center or enters them into an un-engaging series of questions, asking for sales or customer service. This leads to callers being confused or uninspired and disconnected to the call campaign.
So, there’s a few things that publishers can do, you can have call promotions enabled in your account, or your rep can customize the call treatment on your account or promo number.
A custom call treatment will allow publishers to create their own IVR and call treatment to engage, excite, educate, qualify and filter users before connecting them to the advertiser. Creating better monetization and ROI for your campaign.
Here are a couple of examples of what you can do with a custom call treatment:
- Bridge the gap between your “angle” and the campaign
- Ask engaging questions to filter and qualify the caller
- Promote a category that filters to different campaigns
- Split test several campaigns
- Use a sales pitch to create excitement
- Check conditions on the campaign and filter
- Alert the caller that they are calling the correct campaign
Ask your rep how you can start a custom call treatment on your campaigns.
Best of luck!
-Mike
PS: Use services like Fiverr to create professional recordings.
Thanks for the information Mike -- really useful!! Just made my own call treatment which I'll be implementing in the next couple days.
Whether you use the "call only" campaigns or other methods, custom call treatments work really well. Especially when you run into "problematic" keywords that generate significant volume, but aren't all good quality calls for the client. I am not a fan of IVRs, but like Mike points out, the call treatments work like pre-sale pages and definitely improves the call quality and makes it better for both advertiser and publisher.
can someone please guide where to get good and professional IVR scripts for voiceovers?
Try Fiverr. We've found some really great, professional voices in there.
I saw one top-seller was asking that buyer must have IVR script in hand while purchasing his gig, so I am trying to find where to look for professional IVR Script.
Originally Posted by markman
We usually make them up ourselves. I'm not sure where you can get a script, but you should start with some research on the best practices for IVR's. Callers prefer female voices, the first question shouldn't have too many answers, never have more than 5 questions per keypress, etc. There's lots of great tips online.
-Mike
Hey Mike, (added you on Skype)
Rightnow I am cofused my RP AM says "...custom IVR and call promotions is good for traffic that is broad so for example. If I have a pub who has insurance leads and they could be for health, pet, life etc - a custom call promotion would make sense because they he could filter the calls..."
I was under impression that you recommend call treatment even if Aff is running just single campaign, but Search-and-Call-Only.
Hey, thanks for the add. Feel free to hit me up with any questions.
Custom IVR's and call treatments are good for all different types of campaigns, for different reasons. With broad traffic it's good to filter calls, for specific traffic it's good to insert keyword's in to the IVR, etc.
Try to think of the IVR, or the place that your calls end up, as the landing page. So, consider the things you'd use on a landing page for a given traffic source, and try to use the same concepts within the IVR/call treatment.
-Mike
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