Pay per click, pay per call, click to call mashup

About a year ago I was brainstorming one night about the future of internet marketing. I wrote in big letters on the top of my whiteboard:

Mobile + Pay per call = Future

With mobile penetration continuing to go through the roof, and pay per call technology rapidly evolving, those 2 points will converge at some point. We are still in the very early stages of the merging of these technologies. The few early players in the game up until now have been mobile service providers who can implement their own customer pay per call display ad solutions.   Now Google has quietly introduced click to call, allowing everyone to access mobile users with a real solution.  Basically a mobile user sees an ad and clicks it to be connected directly to the number, rather than having to enter the number and dial manually.   The clicks are charged to same price as regular web clicks.

As a marketer, I immediately thought how this could work with pay per call.  I do a lot of work with pay per call on local lead gen, so click to call seemed like a perfect fit.   Now you can actually integrate pay per click, pay per call, and click to call in one easy step.

Pay per click ad >  Click to call > Pay per call number

Why would you want to do this?  Here’s an example:

• Say you were running a local lead gen offer. You had a unique trackable phone number set up to capture phone leads (pay per call).
• Now say you wanted to reach local mobile users browsing the internet on smartphones like IPhones, Droids, Blackberry, etc. (pay per click)
• Finally, you want those users to be able click directly on the ad from their phone, rather than having to dial the number into their phone. (click to call)

Some of the benefits:

  • You get the benefit of 2 options in your ad, clicks or calls
  • You get the increase CTR from having they extra information on your ad.  Any extra information in your ad, like a phone number, makes it stand out from the rest.  It also adds legitimacy to your ad.
  • If they do click through on the phone number, you have the huge benefit of excellent phone lead conversion rates, compared to website conversion.
  • You could even use the click to call reports from Google to track and bill your local lead gen client!  A built in tracking solution.

Setup is simple, in the Campagin settings under Networks, Devices and Extensions, click the checkbox to enable click to call under ad extensions.  Enter your phone number (your trackable pay per call number).  Then under Devices, to make sure check the box to show ads to iphones and other mobile devices with browsers.

Keep in mind this is not going to be a large traffic source right now, but I think is going to be huge going forward.  Start playing around with it now before it gets saturated.

Interested in this kind of local lead gen stuff?  Then you’re going to want to sign up to my new list!  Something big is coming soon.

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Posted in General, Google, Lead Generation, Pay Per Call by cdfnetworks on 03|23|10
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Comment by Sushimaster
2010-03-23 16:14:55

Another great post chad. You have the best actual content of all the im blogs. I just wish you posted more often.

Comment by Chad
2010-03-23 16:18:51

Sushi’s back! Thanks man, appreciate that. I actually have bumped up the posts – 2 in the last week.

Comment by Jason
2010-03-23 20:32:34

I agree with Sushimaster. You seem to have some of the best content. Post after post. Thanks. I’m excited to see what you have in the works this April.

Comment by Chad Frederiksen
2010-03-25 05:22:57

Thanks, I appreciate the feedback!

Comment by doublewide
2010-03-25 04:55:15


Sushimaster is always have a lot of really great content.

I am really looking forward to your April 6th release.

What kind of conversions do you have pay-per-call v. PPC? I am going to assume a lot higher than PPC.

Comment by Chad Frederiksen
2010-03-25 16:16:38


An average final conversion rate from a web only lead might be 1-3%, while a phone call can convert at 30-50%!

Comment by Ruben@OurBlogLog
2010-03-31 08:13:53

This would be great if you wanted to make a quick reservation at a restaurant or something (doctor appointments as well!)

Comment by Matt
2010-03-31 22:33:18

Awesome info. Will definitely have to look into using this.

Comment by Car Battery
2010-04-12 07:48:34

In my opinion, the pay per call will be significantly better for companies in terms of conversion if the phone call quality is good. I think the hard part is not going to be down to the services and phones… but actually getting people used to it… and have the common knowledge that people can click phone numbers to call them. Once people know that they can do that… then the success of Pay Per call will be there.

Comment by DavidJParsons
2010-04-14 21:16:13

Wow, there is so much more to INTERNET marketing now a days

Comment by Homer
2010-04-22 03:36:21

This is true. Many people use their mobile phone everyday. If we can start our campaign on their mobile, that’s the huge benefit and outrank our competitors.

Comment by forex demo account
2010-04-26 20:08:37

As for me, the advertising future is PPC on 3G mobiles. We will see ppc advertisements and adsense of course on 3G mobiles.

Comment by Fast Income Systems
2010-04-29 08:03:19

Awesome information. Very thought provoking. I will definitely have to look into this. Bookmarked!!!

Comment by sell used textbooks
2010-05-06 14:06:50

I have something like this on my phone already and I am with verizon although it is through the navigation system. I don’t think I will want addds to much up my phone I get enough of those in the net.

Comment by Business Forms
2010-06-10 12:19:59

Good informative post. Iphone users increase rapidly that’s reason next is mobile + pay per call.

Comment by Checking Accounts
2010-07-29 17:59:10

Very interesting. The only problem is… I don’t think most people click on ads on their phones. What’s the solution to that?

2010-11-03 07:56:08

Great! Pay Per Call, aka Pay-per-phone-call (PPCall), click-to-call and Call On Select are relatively new marketing technologies that are sure to start getting more attention in the coming years; especially in the world of local search.

Comment by Buntom
2011-04-17 07:18:51

In my opinion, PPCall will allow people easy access to goods and services. And the marketers will reach more customers as well.

Comment by ex recovery system
2013-06-12 17:30:17

This is a nice explanation of how these three types can converge into one, very interesting analysis and insightful recommendations for setting up a system to be an early entrant and capture as many clicks and calls as possible.

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