Comparing Pay Per Call vs. Pay Per Click: Which is Better for Converting Leads?

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You can employ all of the marketing tactics you want to, but what are they worth if they’re not generating leads?

Two of the post popular e-marketing methods are pay per click and pay per call, both of which are sort of different sides of the same coin. That being said, some businesses will benefit more from one than the other. 

So, what are these “per click” marketing tools and who should use them?

Pay Per Click vs Pay Per Call

We’ll go over each method and briefly describe what types of business would benefit from each. 

As each name suggests, PPC platforms only require you to pay when someone clicks or calls as a result of your advertisement. This is great for those companies that have relatively small advertising budgets. 

You establish a budget with the platform before the month starts, and when you reach the number of clicks that equates to your max budget, your ad is taken off. On the other hand, if you don’t reach your predetermined budget, you won’t be forced to pay for any more results than you get. 

This is great in comparison to traditional advertising campaigns which hold you to a fixed dollar amount and can’t guarantee that you’ll get what you pay for. Additionally, the placement of your ads is highly specific. We’ll touch on that idea in the next section.  

Pay Per Click

Pay Per Click (PPC) marketing is a tool that a lot of business use today. It’s a little more widely known and used than Pay Per Call and holds a huge potential to be effective.

PPC is usually employed through websites that are commonly used by a website’s users. It involves creating an advertisement that will be presented to a targeted audience that is most likely to click and make purchases. Google Adwords is the most commonly used PPC platform because it has the widest potential to reach niche audiences. 

The level of specificity is impressive, with marketers able to choose a number of demographic traits to try and target. Using Google’s platform may not be in the best interest of your business, though. Your audience may be found more heavily on Facebook or Instagram for example. 

Some research has been done to suggest that some people have different attitudes toward spending when they’re using different sites. While people might use Facebook and Instagram more heavily than other sites, they are typically looking for entertainment. 

Users on Pinterest, however, are more inclined to make purchases. It will also have an effect if you choose to market to mobile users. Research is needed to determine what combination will work for your business. 

Who Benefits?

In general, with enough emphasis put on your PPC campaign, anyone who can benefit, will. If the marketing you do is making your business any money, it’s beneficial. 

That being said, rates per-click can vary, and if you’re getting a lot of clicks but few sales, you’re going to lose money relatively quickly. Websites that sell exclusively online are huge beneficiaries from PPC campaigns. 

Those products that people are likely to purchase on a whim and products that are relatively inexpensive are prime for PPC. This is because people are more likely to make those purchases after viewing an ad than they are to make more significant purchases. 

You probably aren’t going to be buying a home after viewing a Facebook advertisement, for example. At the same time, long-term metrics sometimes reveal that people do make enough large purchases from ads to justify PPC campaigns. 

A pool company used a PPC platform that cost them 1 dollar per-click. That company paid for 62,000 clicks over the period of a few years. That means they dished out 62 grand over a few years for what ended up being 28 sales. 

Those 28 sales resulted in a net profit of roughly 400,000 dollars, however. So, while the immediate numbers may not show a real benefit, those large purchases add up in the long-term. 

Pay Per Call

Pay per call is the same general idea as pay per click, although the primary goal is to get users to make a call to your business. 

There are a few pros and cons to pay per call marketing. First, you are likely to generate more conversions. More people who call are likely to make purchases when they make a phone call than when they click. 

For that reason, you’re likely to see some extremely positive results if you can place your ad effectively and make it enticing. There is a difficulty, though, in keeping tabs on your success. 

People typically employ a couple of pay per call campaigns, which means that keeping track of specific metrics can be extremely difficult. You don’t want to ask a customer to describe the ad they called from so you can jot it down for your records. 

For that reason, using a pay per call method with multiple campaigns means that you should also buy a call monitoring system. There are a number of ways to monitor your calls, and they will pay for themselves through their ability to tell you what works and what doesn’t. 

Who Benefits?

As with pay per click, everyone who makes money from pay per call will benefit. That being said, not all sites these days use, let alone have a call service or employee who answers calls. 

A lot of people prefer to make appointments over the phone as opposed to online. The same goes for larger purchases of items that have important specifications. Those businesses that already have a lot of call traffic are likely to benefit from pay per call marketing. 

The fact that people are already calling you shows that your services require people to call and ask questions. Anything to draw those people to make phone calls to you helps your chances of getting more sales!

If pay per call sounds like a good option for you, discover more and start generating leads today. 

Stay Informed on Web Tactics

Pay per click and pay per call marketing are just two of the ways that you can find success online. The level of effort you put into e-marketing, search engine optimization, and generating a web presence will determine how much success you have. 

Visit our site to get more information on how to improve your business on the web. 

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