29 Feb '16, 1am

Is It Time to Add #ClicktoCall Campaigns to Your #AdWords Arsenal?

When pay-per-click (PPC) advertising first appeared during the final years of the last millennium, those of us who jumped in early were enchanted by the elegance of the process. E-commerce is a natural fit for PPC because they both occur in a single online ecosystem. The challenge has always been greater for lead-based and service businesses, since the communication channel had to jump from online to offline. First we must get the prospect to our website, and then we have to convince them to either call us, fill out a form, or sign up for a newsletter or free report. Of course, phone calls are the best because we’re in an interactive discussion. This allows us to begin customizing our approach for best addressing our prospect’s specific needs. In addition to the behavioral hurdle required to turn a click into a call, it’s often both complicated and expensive to track which...

Full article: https://searchenginewatch.com/sew/how-to/2424558/is-it-ti...

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