Back to Basics — Essential Pay Per Call Tips for Affiliates

Back to Basics — Essential Pay Per Call Tips for Affiliates

For quite a few marketers, Pay Per Call is a tricky beast to get a handle on. Like its cousin Pay Per Click, Pay Per Call has a bit of a learning curve and can be intimidating to newcomers. Even seasoned veterans can often benefit from a bit of a refresher on the basics. Whether you’re new to Pay Per Call or know the medium inside and out, the following ground rules and best practices should serve you well.

Focus on Services Rather Than Goods
The affiliate market for powerboats, BMWs and granite counter tops isn’t really that strong. While you can make decent money promoting the right high-margin products under the right circumstances, the real money is in services. By connecting service providers with customers on expensive jobs, you stand to make far more in the long run. There’s a king’s ransom to be made in the services sector if you can become comfortable with mobile marketing.

Look at Categories, Not Companies
In the investing world, “the trend is your friend” is a common mantra. The general idea is that certain sectors of the market more or less uniformly rise or fall regardless of a few outliers. While you’ll see standouts in any industry, your best bet is to stick with what’s hot right now. Look at the industries that happen to be thriving at the moment and focus your Pay Per Call marketing efforts in that direction.

Make Longer Call Times a Priority
In the Pay Per Call world, call length is incredibly important. For one thing, it’ll generally determine whether you earn a payout or not. Secondly, call length is a fairly reliable indicator of potential lead conversion success. As such, call length is one of the most important metrics to thoroughly examine when optimizing a campaign. If you’re finding it difficult to extend call times, it’s a sign that a campaign or promotion isn’t fit for Pay Per Call tactics.

Shoot for the Middle of the Bid Curve
Many marketers choose to throw money at the problem of optimizing ads for maximum effect. It takes a lot of cash to dominate top spots for competitive keywords and you’re often better off being more conservative when it comes to your bids. If you’re not seeing the returns you’d like to, try reducing your bids and spend your time and money optimizing other aspects of your campaigns.

Don’t Ditch Campaigns With Low Conversion Rates
If you’re a real affiliate, you can make money with any promotion no matter how challenging. Promotions that feature lower conversion rates can actually be quite lucrative thanks to lower competition. Consequently, said promotions can actually deliver more reliable revenue than promotions with higher payouts. Long story short, don’t rely on conversion rates alone when deciding whether or not you should stick with a promotion.

Building a Solid Foundation
Working out the kinks in any campaign is a lot easier if you’ve built that campaign on the bedrock of sound Pay Per Call best practices. It never hurts to reinforce your marketing knowledge base. Oftentimes, you’ll find yourself picking up a new trick or remembering something you’ve forgotten. As Pay Per Call is the future of e-commerce marketing in the mobile sphere, you can never be too prepared.

Mike Williams


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