I think you’ll agree with me when I say it’s REALLY hard to find new call leads without burning a ton of money in the process.
Or is it?
Well, it turns out there are some methods available that can dramatically increase your revenue and improve your lead quality….
….while being so easy, that literally anyone can do it.
In today’s post and videos I’m going to show you exactly what these methods are and how you can easily start running them yourself.
Post Bonus: Download FREE Pay Per Call Guide PDF.
Pay per call is a form of performance marketing that allows marketers to generate quality calls on an advertiser’s behalf.
This is similar to how performance networks track clicks and conversions but pay per call tracks calls.
The goal of a pay per call campaign is to drive calls from prospective customers to directly connect over the phone with yourself or an agent.
These are considered “hot leads” because the potential customer took action by calling the number and requesting more information in real time.
Depending on the defined conversion point of the pay per call campaign, if an affiliate successfully sends a call, they will in turn get paid.
Personally, I’ve found that pay per call campaigns are one of the best forms of performance marketing due to high conversion rates!
I’ve seen a steady conversion rate of around 40% or higher.
Someone who is willing to call a phone number is more than likely motivated to purchase the advertiser’s product or service.
This is even true with the quality of leads from web forms vs. live calls.
If a visitor requests more information through a webform and in turn. becomes a lead, that doesn’t mean that they will be contacted right away.
The interest level of the visitor in the advertiser’s product or service may quickly drop off unless they are contacted in a timely manner.
One of the primary benefits of running pay per call campaigns is how unsaturated it is in many markets.
By running pay per call campaigns, affiliates can run their offers on traffic sources that would otherwise give them trouble.
We are also beginning to see a giant push for different ad types on several sources. Gone are the days of only seeing text/banner based ads.
Now, we are seeing action specific advertisements and pay per call is one that both Google & Facebook, etc are pushing for.
Due to the nature of a pay per call, the verticals that generally perform well are verticals that are time sensitive in nature.
Personally, I stick with mostly “local” pay per call campaigns, such as:**
I have several buddies that run large national campaigns as well.
Honestly, the opportunities are endless. The point is, if a person is able to book a service over the phone, then there is a pay per call offer available for it.
*** Pro tip – not sure where to start? Use a spy tool such as AdPlexity to get an idea of the kind of ads being ran in a particular niche. ***
You have two options, you can either grab offers from an Affiliate Network (National) or you can create your own local offers by generating leads for small businesses.
Both options have their own positives and negatives. Personally, I’ve mostly gone the “local” route.
Disclaimer: What I am teaching in this guide, is how to build a real business. Because of this, it is your responsibility to obtain the proper licenses required to legally run a lead generation business. Running lead generation for some companies that service particular industries may be required to obtain a license. Examples of this include runnning leads for a real estate agent which may require you to obtain a mortgage or real estate license. You can contact your secretary of state or your local chamber of commerce to get more information on what is required for your chosen niche.
Once you have found a few clients in your area and have constantly been sending them good quality leads, the campaigns can last years.
There is also the benefit of making a lot more per call by going direct as long as you are sending quality calls.
Dominating a local market also has the advantage of drowning out any potential competition from entering the market.
Local does have downsides, however. You are responsible for everything from signing clients, billing, etc.
This may include collecting payment from several different businesses at a time in many cases.
Now, as you may know, it’s quite difficult to sell services to a local business.
This is because they already get bombarded with spam, cold calls, etc. on a weekly or daily basis. These calls are usually from call centers claiming they are Google and can get their business to the #1 spot, etc.
The problem is that small business owners are very untrusting of any “internet marketing” type of pitch because of this.
Like most businesses, all they care about are results. So instead of selling them on terms like pay per call, SEO, etc., simply ask them if they are interested in driving more sales and customers to their business.
Now, even this will likely end with you getting the door closed in your face, or having the phone hung up on you.
**I got a ninja trick that will allow you to get close to the majority of your prospect clients without any hard selling.
Okay. Brent, how are we going to do this?
Simple! We are going to deliver results FIRST.
What I do is find businesses that are currently advertising with Google PPC but are not currently ranking organically.
The reason we want to find companies already advertising on Google is simple.
It means that they are already interested in driving more business and more importantly actively trying to do so through the use of the internet.
Now, depending on the niche, it is very unlikely that the business owner is running these ads themselves.
In most cases, it will be a competing local agency that has already locked this client in as a “PPC client”.
Usually, this includes them charging the local business owner per month based on total campaign spend, or some other arbitrary number.
We, however, are simply going to call the business owner, tell them we are getting a ton of calls from people who would be interested in their services and ask if they’d like us to send these calls over to them FOR FREE.
I don’t know about you but if someone told me they were going to send me potential paying customers for free, I’d say what the hell let’s do it.
And the money?
Yes, I know sending someone free stuff isn’t going to make us rich, but hear me out.
The goal here is to wait long enough until we’ve sent them a few PAYING customers.
After a few weeks or amount of calls we send the business owner, we are going to contact them again and ask how the calls have been working out.
Hopefully, at this point, you’ve been sending quality calls to them.
If they sound happy with the calls you’ve been sending, it’s time for phase 2.
We are going to tell the business owner that we have a lot more call volume available and ask them if they are interested in purchasing more calls.
at this point how we get paid depends on the business you are trying to work with.
For example, I’ve had dentists pay me anywhere from $10-25 for a simple phone call. But, I’ve also had dentists who were willing to pay $150-200 if I delivered people who simply booked a free cleaning.
The point is if we are sending quality traffic, it is almost always better to get a commission based on the sales made, rather than getting paid per lead.
We have the potential to make a lot more money, while also lowering the risk that is presented to the small business owner.
Being paid a commission structure can have its drawbacks. If for whatever reason your client turns out to be untrustworthy and claims you have not delivered any sales, this can cause problems.
However, with the use of some pay per call tools that we’ll be going into in more detail, we can mitigate this risk with the use of proper tracking.
The benefit of going with a national campaign through an affiliate network really comes down to speed and ease.
What I mean by that is, it’s much easier to get access to an offer through an Affiliate network over signing your own clients.
Payments are also much easier when dealing with an affiliate network.
There are downsides by going this route.
Due to the low barrier to entry that is involved when running with an affiliate network, the competition is usually much more intense.
There is also the downside of getting a lot less revenue per call generated as there are several middlemen that take a piece of the pie.
Regardless, I suggest signing up with a Pay Per Call Affiliate Network so you don’t limit your chances to access offers.
Tip: Most Pay Per Call Affiliate offers convert based on connected duration. This means that the timer doesn’t kick in until the call center agent starts talking.
Personally, I haven’t run many Pay Per Call campaigns with Affiliate Networks.
But I do have quite a few buddies that do very well with these pay per call affiliate networks.
Pros – Some of the best legal pay per call offers on the market.
Pros – A lot of quality good paying offers.
Cons – Long approval for new campaigns and overall slow customer service
Pros – Great high paying offers
Cons – Low amount of offers
Pros – A lot of good offers with excellent customer service (Proactive AM’s)
Cons – Some offers are not as advertised.
Example, when testing a Handyman offer I was connected to a Highway Construction company!!!
Now as you’ll learn throughout this guide, you don’t have to pick one or the other.
In fact, if you are just starting out I almost always recommend that you start with national offers while you work on building up your local client base.
Or, if you have a serious budget and great quality, go after the national clients directly 😉
This will allow you to test out different niches quickly, without much risk.
After you have determined a particular market to be a good opportunity, you can then go after local clients to see if you can boost up your revenue per call.
Finally, with the use of a few tools, you can even use your national campaign as a backup offer if for whatever reason your local client isn’t answering the phone. This allows you to attempt to connect every caller with a “live” client.
Pro Tip: Many small business owners don’t have their own dedicated office and receptionists.
Because of this, it’s sometimes best to have someone answer the phone on their behalf and collect information from the caller prior to sending them off to your client.
Once you scale up your operation, you can hire freelancers to provide warm transfer services.
This is great for local clients who may be on a job site and not available to answer calls.
If the above statement discourages you, just remember that the higher barrier to entry something has, the less competition there will be.
Call tracking is extremely important when running performance based pay per call campaigns.
It’s honestly one of your biggest advantages in your toolkit.
No matter if you are running an affiliate pay per call offer or working directly with a client, you will have competition.
Lucky enough for us however, the majority of the competition just puts their cell phone or office number as the “call” to action.
This means they cannot properly measure which of their marketing channels is actually effective.
With call tracking however, we can know exactly where a call came from.
It gets better!
Call tracking platforms allow you to:
An Interactive Voice Response known as an IVR, allows you to correctly connect the caller with the person they are seeking.
For example, if all your ad says is “hire a plumber”, the caller might be looking for a specific type of plumbing work.
We can setup a calling survey asking them what they need before sending them off.
Press 1) for emergency plumbing services
Press 2) for general plumbing work
Press 3) for water plumbing
Press 4) for gas services
This can be informative and as long as you’d like, but do remember this is a live person on the phone so try to keep it short and concise.
Then depending on what the caller presses you can connect them with the right person for the job.
This allows you to have multiple clients who are looking for very specific types of call leads which both improves user experience by connecting them with someone who can actually help them. In turn, this improves your lead quality for the same reasons.
When working with National level campaigns, they almost always use an IVR for what is referred to as call treatment.
Based on where your calls are coming from, the advertiser will usually direct their call to the correct salesperson, call center, or service agent.
This improves the overall profitability of the campaign by increasing the advertiser’s productivity while also improving the caller experience.
Call Treatment Metrics Include:
Pro Tip: When running pay per call affiliate campaigns, always perform a “Test call” to see how the advertisers IVR is setup.
This will allow you to better word your marketing material to fit in-line with the advertisers messaging.
Now, as I mentioned almost all advertisers and pay per call affiliate networks use call tracking. I highly suggest that you use them as well!
Call Tracking Platforms Include:
I will also be making future videos on how I setup the rest of these tools.
Front end trackers allow you to track your actual marketing creatives, such as your pay per call landing page.
When you are running a pay per call campaign, you can definitively get away with just having call tracking.
It’s almost always best to also have a landing page or website with your phone number.
This will allow you to convert potential customers and clients who otherwise would not have converted if they only had access to a phone number.
By having a landing page you can give your visitors the option to convert into a lead in other ways such as joining an emailing list, submitting a lead through a web-form or even simply getting more information about the offer prior to making a decision.
Suggested Reading**: Marketing Tools: Roadmap To Proper Marketing Analytics**
For my frequent blog readers, this should come as no surprise.
Make sure you understand your target audience before you even think about launching a pay per call campaign.
Unlike some CPA campaigns, a pay per call campaign simply won’t work by sending broad untargeted traffic to it.
Even if somehow you did manage to get calls, you would likely be kicked off the offer.
The first step when defining your target audience is to first understand what problems your offer helps solve.
To do this identify your offers features and benefits that motivates people to buy.
After identifying what benefit your offer has to your target audience, only then can you begin to identify common characteristics of them.
Yes, I’m talking about Facebook, you know that website that kills your hopes and dreams?
It’s no secret
Facebook collects A LOT of demographic data.
The best part is you can access this data if you have a Facebook Ads account.
Once you have an ads account, you can access Facebook Audience Insights, which is extremely powerful.
Another great tool which allows you to gain access to a large amount of demographic data based on zip code is ZipAtlas.
ZipAtlas allows you to pull up reports based on different zip codes, area codes, city and state demographics such as social and economic profiles.
Suggested Reading: PPC Marketing Plan – 2017 Ultimate Guide To Campaign Planning
With Pay Per Call, you are almost always going to want to advertise on paid search.
To do this however, you will need to know which keywords your target audience is actively searching.
The first method is to simply visit Google.com and type in the root phrase of what your offer provides.In the example above I simply Googled “Plumber” and allowed Google suggested search to show me keywords.
As we can see “water header repair + city” is the most needed service for Plumbers in this area.
It gets better
Granted our particular offer is able to provide water heater services, the next step is to simply Google “water heater”We now get the most searched services for water heater – repair, replacement & installation.
Repeat this process for any other service that your offer provides. Create a list of highly targeted and valuable keywords.
That’s not all.
A trick that most people aren’t aware of is the Google suggested search modifier “_”.
Simply perform a search while putting _ in front of your term, such as: _water heater.
Google will now provide us keyword searches that are performed in front of the primary keyword.With the example above we just got a couple new keyword ideas “tankless”, “hot” and “solar”.
If a user is searching for something like “Can a plumber fix a toilet”.
It’s probably best to send the visitor to a landing page that provides more information on what services a plumber can provide.
Instead of trying to advertise to them a call only ad.
However, if someone searches “need plumber” or “call plumber” then this indicates that the visitor needs to call a plumber right this moment and is not interested in doing any research.
goes a long way when running keyword campaigns, which will help make you much more profitable.
I’ve seen keyword campaigns that rely on dynamic text just to rank for the keyword and their landing page provides absolutely no value on what was searched.
Just be sure to not cause friction where it doesn’t need to be.
If the visitors intent is to call a plumber, don’t lessen your chances of converting them by sending them to a page that may distract them.
Pro Tip: Look for buyer intent keywords and start with those when first starting out.
Don’t bid on keywords such as “Plumber Supply” just because it contains the word Plumber.
Now, this should go without saying, but I know someone will screw this up and blame me.
Some of the traffic methods that I will be covering are NOT ALLOWED on some offers.
If you are running Pay Per Call campaigns with an affiliate network, be sure to check with your affiliate manager before running traffic.
This is also true when you are running campaigns for several local clients due to government restrictions and preference.
Running pay per call campaigns on Adwords is going to be quite expensive, due to the fact that there is so much competition.
However, it will also deliver you a lot of high-quality leads if you setup your campaigns the correct way.
Think about this. If your toilet broke in the middle of the night what would you do?
I’m guessing you’d search for something like “24-hour emergency plumber” then either click or call the first result that popped up.
Your intent would be that you need a plumber now and because of this, it’s extremely likely that you’ll convert from a lead to a sale for the plumber.
Do people really call directly from search results?
As I mentioned, quality comes at a price. I’ve seen pay per call campaigns for certain keywords cost more than what I’d even be paid for the call.
The Silver Lining
Setting up Adwords pay per call campaigns is both quick and easy and will be one of your highest volume traffic sources.
To have success with it, you must do your due diligence first such as performing your demographics and keyword research. We will go over this in more detail further in this guide.
When I mention using Facebook ads for pay per call campaigns, many people are confused – which is understandable.
How often have you made a phone call from a Facebook ad? Probably not often if at all.
Using our same plumber example as before, it’s very unlikely that someone will be scrolling their Facebook feed, stumble across a local plumber ad and then turn into a high-quality lead.
Here Is The Kicker
That isn’t to say that you shouldn’t take advantage of Facebook for some niches!
There is a way to make Facebook work even for a niche such as a local plumber, but it’ll take a bit more work.
Niches that do work on Facebook are non-time sensitive type offers; (e.g., “cosmetic surgery” or “commercial landscaping”, etc.)
Things that they may have an interest in based on demographics data.
For example, it’s more likely that you will be able to find high-quality commercial landscaping leads if you target people who are homeowners, higher income, age 35+, etc.
Facebook is the perfect traffic source to introduce the demographics that you need for your offer. It provides information based on where they are in the buying cycle.
If they’ve never shown interest in commercial landscaping before, try to capture their email by providing a checklist, guide or blueprint on things they need to know before committing to a commercial landscaper.
This will allow you to warm up the leads and send super high quality leads to your client once that lead is warmed up and ready.
The average cost of commercial landscaping in the US is between $1,500 – $5,000. So these leads are extremely valuable and much harder to generate. Source
Personally, I haven’t ran many Linkedin ads for Pay Per Call campaigns.
I did, however, want to mention Linkedin since it’s extremely powerful for some niches.
If you are running a niche that is based on B2B sales, Linkedin may be the perfect traffic source for you.
With any traffic source that has high-quality traffic, Linkedin is going to be quite expensive.
Linkedin’s high price may deter several businesses from even trying it; but Linkedin shows specific demographics data that many other traffic sources can’t provide.
* If you’ve run anything successfully on Linkedin for a pay per call advertising campaign, I’d love to hear from you!
Honestly, going into too much detail on local SEO is a bit outside the scope of this guide.
Once you determine which niche you’d like to focus on, I highly suggest you start to make local lead gen sites and rank them with SEO.
It will take a bit longer to see results than paid traffic, but it’s a great way to increase your ROI in the long run.
Pro Tip (2018 Updated): One thing I’ve been doing recently is making authority sites for a particular niche.
This is a much longer-term strategy and will take A LOT of work.
But the payoff can be huge if done right for lead-gen & pay per call… or even selling the site later down the road.
To make an authority site, the easiest is to partner with someone that is an expert in their field.
If for whatever reason you don’t want to do this extra step, you CAN do all the writing on your own…
…But it will almost never be as good as having an actual expert on your team.
My latest project is in the mold industry for both mold inspections and mold remediation.
Why would I make an authority site on mold you ask?
Because one of my clients & later students has been a mold inspector for over 10 years.
Not only that but he has been learning marketing on the side.
So together we partnered up and made LookMold.
He does all the writing and later when the site gets traffic, I’ll be in charge of monetizing it.
The best part about this strategy is it can make money over time yes….
….but if the site becomes an actual authority, big companies may want to buy it.
Similar to Linkedin, Youtube usually gets overlooked for pay per call campaigns.
Why would someone make a phone call if they are in the middle of watching cat videos?
Believe it or not, people look up all sorts of things on Youtube.
In fact, Youtube is the second largest search engine in the world!
The best part about it?
You can get HIGHLY targeted video views for pennies depending on your targeting.
For example is someone searched Youtube for “how to fix tooth pain” you could create an informative video that goes over the various causes of tooth pain and throughout the video watermark both your lead gen website & phone number for one of your dental clients.
Now I know this may seem like a lot of work, but a simple video can be created with tools such as Camtasia, Screenflow, etc or even purchased on sites like Fiverr.
The best part about it is you only have to create the “content” part of the video only once.
Then depending on which city you are targeting, you can just change the watermark of the phone number and website.
You can also test much simpler videos such as this Fiverr gig for a dentist explainer video.
Youtube videos are also very valuable for local SEO efforts with less competitive keywords. Simply having a Youtube video properly optimized can rank in the top 10 for the search term.
According to YP, more than 80 million people visit the YP.com site (or use their app) each month where there are more than 20 million businesses listed.
Having success with the Yellow Pages is hit or miss. You have to jump through a lot of hoops to get your ads to show up, especially if you are a lead generation company.
The other downside of the Yellow Pages is the fact that most of your clients can already be found there.
Once in a while, you’ll stumble across a client that has NO idea about marketing and there will be some opportunity with YP.com.
Most people assume newspapers are dying off…
Around 40% of Americans still read a print newspaper in a given week, with the majority of newspaper subscribers in an older and more affluent group. If your small business is looking to target this demographic, then newspaper advertising is a good option for you. Source: FitSmallBusiness
That doesn’t give you an excuse to skip newspaper ads.
The truth is, most of your competitors believe that it’s not even worth their time to set up an ad in a newspaper.
However, buying a newspaper spot in a local newspaper is EXTREMELY cheap.
Not to mention you can buy both print ads to be included in their printed newspapers and also advertise directly on their site.
This is very powerful because a simple $10-30 a week ad can result in quite a few phone calls depending on your niche.
It’s also extremely cheap to test so there really is no excuse to not test running them.
To figure out the pricing of running ads in a local newspaper, I simply Google “Newspaper name + advertising”.
If nothing pops up, I’ll visit their site directly, and scroll to the bottom of the page and search for the word Advertising, Advertise or Ads.
Pro Tip: Several newspapers are still locally owned and are having trouble generating enough profit to stay in business. Use this to your advantage by negotiating longer time slots at a discount if your ads work out.
Ninja Tip: Pay the newspaper to put your retargeting pixel on certain sections of their site. This may take a bit of explaining, but if you are able to get a pixel placed on a targeted local newspaper section, you can run some extremely profitable retargeting campaigns. You can also do this with local bloggers, depending on the topic of their blog.
I’ve already mentioned a few of the directories that you’ll want to target in this post.
Not only are there national directories that you can advertise your business or offer, but there are local directories as well.
To find these type of directories may take a bit of searching or scraping (Scrapebox anyone?).
But once you find a few with a decent amount of traffic they can bring in several leads a month.
Local directories are less common now than they use to be, but some areas still have them.
A lot of times the local newspaper will have a directory section where local businesses can advertise fairly cheap.
These sites aren’t going to have a ton of traffic, so be sure to request a demographics report if available. Also, do your own research on sites such as Similarweb.com to see if it’s worth your time to test.
An example of city directory:
Similar to local directories, another great place to advertise is on blogs that are about a specific area.
A great example of this is; AroundIowa.com which as the domain name suggests is about the Iowa-based news.
Sites such as this are great because it’s very likely that the majority of the traffic will all come from the particular area that they cover. In this case, Iowa.
Several of these sites sell advertisements in the form of a banner, email blasts, and even text-based links.
I highly suggest finding blogs that capture their visitor’s email addresses.
Do EXTREMELY well especially with coupons or discount type offers. Free teeth cleaning anyone?
Pro Tip: Many of these sites are always looking for great content, so if you are focused on a particular area you could even request to become an author for the blog.
Local mail or “junk mail” as contrary to what many of you are probably thinking DOES still convert!
Direct mail is not “dead.” But, it sure has declined in volume over the past 10 years. However, more marketers are adding mail to their array of integrated marketing tactics, because the engagement is growing as the clutter declines. Personalization and relevance is key. Costs are high but scale and ROI remain strong when direct mail is delivered to a well targeted audience. Source: TheDMA.org
The best part about it, most pay per call affiliates don’t even know what I’m about to show you.
In fact, the only reason I even know about it is from my local SEO business back in 2008.
If you live in the United States you can gain access to some basic demographics data directly from our post office!
The tool is USPS Every Door Direct Mail.
What is awesome about this tool is not only can you do basic demographics research such as age, income, and amount of homes or businesses,
but it also gives you an estimate of how much it would cost to send a direct mail campaign to that area and how many addresses would receive it.
To take advantage of USPS EDDM, you’ll need to either create or purchase your own brochures.
Here is an example of where to get some brochures: 55Printing
USPS EDDM, however, is only ONE way to take advantage of direct mail….
Lets be honest
When is the last time you took action based on a brochure you got in the mail?
I bet it’s been a while. In fact, I would wager that you subconsciously throw away the junk mail without even registering what it says.
Make It Convert
You have to put a little extra work into this method to really make it work, but if you crack the code it can become one of your primary traffic sources.
The goal with direct mail is to get the recipient to pick up and READ your offering.
If it’s instantly getting thrown into the trash, that can become a little tough.
Imagine this though as you are rifling through your mail and you felt something heavy in the envelope.
What would you do?
I bet you’d open it and see what is inside.
This method should only be used for getting customers or clients in high paying niches.
The trick is to put a dice or some other cheap but heavy object in the envelope to improve open rates.
A few other tricks include:
Just be creative and different.
Other Direct Mail Recourses:
11 Direct Mail Marketing Secrets
Direct Mail – The Ultimate Guide For Small Businesses
Bandit signs are illegal in most cities in the US IF you put your signs on public property without permission.
However, getting permission from someone that owns private property such as a small business owner or perhaps even a personal residence then it’s completely legal!
Just before you invest money in bandit signs, make sure that where you are putting your signs matches the demographics of people that would be interested in the product or service you are promoting.
For example, if you are generating leads for a real estate agent who is interested in buying houses, then offer to pay homeowners $50-100 to place your sign on their lawn.
It’s best to find a house that is on the corner of the primary entrance/exit main roads.
This will improve your chances that a large majority of homeowners in that particular neighborhood see your sign.
In the picture above there are only 4 exits for a subdivision of over 400 home owners.
The same can be done with small businesses!
For example, if you are generating leads for a local pool cleaner/repairman one of the best places to put your bandit sign would be in a pool supply store.
Obviously, if the particular store is a large national brand, the manager of the store won’t have any control over being able to allow you to have bandit signs or not.
If you find a locally owned store there is a much greater chance that you can come to an agreement with the owner.
Bandit signs for pay per call campaigns take a lot of leg work.
Because of the barrier to entry and the relatively low cost you can make a serious ROI if you do them right.
Like many other forms of advertising listed in this post, many would assume radio ads are “dead”.
Surprisingly, according to a study by Nielsen, radio boasts a 93% weekly reach among Americans.
That is even larger than Americans browsing the internet and even watching TV.
Radio ads are going to take a bit more work than setting up ads on the internet, but depending on your niche, you can make some serious ROI.
Ask yourself, who and when do most people listen to the radio?
Mostly in the car! That means they either:
A) Have a job (have money)
B) Going shopping (have money)
This means that your ads will be heard by people who can afford your product or service that you are promoting.
Personally, I’ve never tried Radio ads for any pay per call campaigns, but I did just hear about a guy making over $100k/week JUST with Radio ads.
So you best believe I’m going to be testing some radio advertising this year and so should you!
Pay Per Inquiry Radio Ads
After further research on Radio advertising, I’ve learned that pay per inquiry radio ads are the way to go!
PPI radio ads are similar to CPA, since you only pay when interest is generated from your ads in the form of a phone call, etc.
Personally, I haven’t ran traffic from a billboard as I’ve found that they are quite expensive. In most cases, billboards are better for brand awareness over something performance related.
I did want to mention billboards in case your region may offer a good deal on billboard advertisement in a high traffic area.
One thing to be aware of with billboards is circulation is not the same as total impressions. Circulation is how many pedestrians pass your ad each month. While impressions are how many people actually see your ad.
A great example of this is, if your ad is in a location where people are stuck in rush hour traffic, they will most likely see your ad.
However, if they are passing by at 70 mph, it’s likely they won’t see your ad long enough to register your message.
So be aware that yes you can use billboards but I personally would use them as one of your last traffic sources to test, once you’ve already had success elsewhere.
Some ideas that come to my mind for running Billboard ads are work from home opportunities where people will be stuck in traffic or a real estate opportunity for a new apartment complex looking for residents much closer to their job.
Last but not least, retargeting!
Personally, retargeting is one of the most overlooked ways to generate leads, especially in local pay per call campaigns.
When dealing with local level advertising you really need as much exposure as you can get to make any sustainable amount of money.
Retargeting is great for this because it allows you to “follow people around” and show your advertisement.
This happens only after they’ve already shown interest in what you’re promoting, so your ROI should do very well.
Learn how to set up a retargeting campaign in one of my previous posts.
If you read this entire guide, give yourself a pat on the back.
Get up, give your back a good stretch, make some coffee…
Then, leave a comment down below with any feedback on the guide and any questions you may have!
Also, if you are already running pay per call campaigns, I want to hear about it.
*** I will be keeping this guide updated, so any questions you ask in the comments will help improve this guide. ***