So you've set up your pay-per-call campaign, and are currently buying laser-targeted traffic from your source of choice? That's great!
But then you look at your statistics, and you see something very strange.
You sent 20 new callers to that offer which converts on a simple 2 minute call… yet most, if not all are dropping at either the 30 seconds to 1:30 minute mark… What's going on?
My Unprofitable Learning Scenario
I had this exact issue when using YellowPages Pay-Per-Call advertising service (not recommended).
The YP PPCall service allows you to advertise your # in their platforms for a fee-per-call. Sounds like a charm right? Pay $2+ a phone call, and generate $7-50 a call (if they meet the offer criteria).
Yet, after several dozen unprofitable calls, I did further research, and determined a LARGE amount of their traffic consisted of robot-callers and telemarketers. I had to dig deep to find a case study on the quality of YP calls, and found this: YellowPages Advertising Still Effective?
Listening In On Google Adwords Traffic Quality
On the other hand, we have Google Adwords traffic sending us laser-targeted mobile keyword traffic.
While I don't doubt the quality of Google Adwords traffic as being the best in the world (and the priciest even), I had to make sure that what I was getting was exactly what I needed.
So I did a call-forwarding with call-recording on the numbers (more on that below), and listened to who was calling in, and what the issues were.
In this case the offer is for a specific lawyer niche, and what I found were 3 things.
- The customer service specialists aren't exactly the most well-spoken individuals, but they get the job done (varies from call-center to call center)
- Make sure you set the EXACT offer settings for conversion during your targeting, otherwise, the caller will not convert (I accidentally included a U.S. state which was not part of the offer).
- In Location Options (Campaign settings), Target: People in My Target Location
- Exclude: People in, searching for, or viewing pages about my excluded location
- Despite some states being listed as ‘targeted locations', various ZIP codes within those targeted states were not converting, thus cutting the time on the call, and losing the conversion.
How To Listen In
Disclaimer: Only listen to the calls for the sole purpose of qualifying your traffic, affiliate offer, and call-center.
- Taking your affiliate phone number
- Plugging it into your call-tracking platform
- Take your new call-tracking phone number
- And attach it to your traffic source.
- Listen to the call traffic coming in
For the time being, I'm using TollFreeForwarding.com which provides the call-record feature for Pay-Per-Call advertising. Thankfully, they have a trial period, so you can test out their service on your traffic quality, and see if they end up making you even more profitable.
Quote of the Day
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