14 May '18, 11am

Driving calls with PPC: 5 mistakes most search marketers make

Driving calls with PPC: 5 mistakes most search marketers make

Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business. Using PPC to drive calls is a common tactic in any considered purchase category where the cost of the product or service tends to exceed $500 and the stakes are high. Financial services, insurance, travel and home services are just a few industries where conversions frequently happen over the phone, and marketers spend a lot of time and money driving high-intent shoppers to call. In fact, Invoca surveyed banking customers and found that 93 percent of consumers who took out a loan of $100,000 or more made at least one call while evaluating options. The problem is, there are many potential pitfalls for marketers who drive prospects across...

Full article: https://searchengineland.com/driving-calls-with-ppc-5-mis...

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