PPPC - What's the extra P for?

In online advertising lingo, one of the most commonly used three letter acronyms is PPC, meaning pay-per-click. While the pay-per-click model is great for ecommerce websites, or website that ask you to fill out a form for a free white paper / ebook / subscription / etc., the PPC model is broken for plumbers, lawyers, other other service professionals that rely on phone calls.

With that thought in mind, I'd like to introduce another acronym for online advertising and lead generation called PPPC, or Pay-Per-Phone-Call.

Let me explain how you can use this model. . .

Say you are an ad agency, search engine marketing firm, lead generation company, or any other type of company that advertises online on behalf of clients and gets paid by the lead. For a standard customer, you'd insert some Google Analytics tracking code to track "conversions" when a visitor buys your product, fills out a web form, or completes your given online call-to-action.

But where does this all break? Phone Calls. How do you track phone calls, not just web traffic, conversions?

Here's 3 ways you can do it:

Click-to-Call
Using Click-to-Call, web visitors enter their phone number, click a button, and get a phone call from your client. You can use click-to-call to track what keyword and search engine referred the traffic, which web page the visitor called from, and information about the duration of the call. Not only that, but you can set the "click" on the click-to-call as a conversion in Google Analytics.

Google Analytics Integration
Using Ifbyphone's unique Google Analytics Integration, you can actually track the number of phone calls your marketing campaign generates in Google Analytics directly alongside web data. For example, you can see that the web page for "product A" received 42 hits yesterday and your 800 number received 13 calls. Using Google Analytics Integration, you can set a minimum call legnth for a call to be logged. For example, you can track any call that lasts over 4 minutes, only charging your client for quality phone calls. Best of all, it doesn't matter if the number they called was advertised on a website, direct mailing piece, or on TV, all calls to an Ifbyphone number can be tracked in Google Analytics.

Dynamic Phone Number Insertion
This is the most advanced solution, and it is especially great for SEO & PPC management. Basically, using Dynamic Phone Number Insertion you can show different phone numbers on your website depending on the referral source of the traffic. You can show a specific number based on keyword, domain name, or PPC campaign. For example, if the visitor searches for "phone" on google you can show one number, and if they come from your "call tracking" PPC ad on Yahoo you can show a different number. This enables you to track conversions of PPC campaigns, and measure your marketing ROI.

Those are three tricks for setting up a PPPC campaign for your clients. All three can be set up in under and hour without any programming. Sound fun? Give us a call: 877-295-5100.