My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.


Using Pay-Per-Call Advertising

With internet pay-per-call advertising, you can ring up additional sales by inviting potential customers to pick up the phone.
Magazine Contributor
2 min read

This story appears in the June 2005 issue of Entrepreneur. Subscribe »

Driving online shoppers to your website isn't always best; your company might connect better with prospects over the phone. Instead of paying for ads or clicks, you can now buy one-on-one conversations.

Through pay-per-call advertising you can promote a phone number instead of, or in addition to, your URL. Many people would skip surfing your website to buy right now. A flat tire, a toothache or a lost cell phone needs immediate resolution. People pressured for time could be searching the web impatiently for a restaurant or a florist. An ad displaying a phone number is a shining beacon.

FindWhat.comand Citysearchare leading the way with internet pay-per-call advertising. advertisers can choose up to five keyword categories and one geo-targeting option: national, regional, state, city or ZIP code. It costs $10 per year for the listing, a minimum per-call bid price of $2, plus 10 cents per minute for calls over 10 minutes. There's a bid price because, just as with its pay-per-click program, advertisers outbid each other to secure better listing positions.

Citysearch charges a flat fee of $2 to $12 per call received, depending on the category. Advertisers can choose an unlimited number of categories and either a national or local campaign. The listing positions are ranked based on several factors, such as the advertisers' distance to city or ZIP code searches done by users.

When pay-per-call prices are the same as pay-per-click prices for competitive keywords, calls are actually cheaper because a call is a lead while a click is just traffic. But don't open your phone lines until you can make each call count. Train your phone personnel to complete specific actions, such as collecting contact information, processing orders, upselling orders or cross-selling related items, and offering freebies to nonbuyers. Pay-per-call isn't just about getting the immediate sale. Use it to increase your per-order revenue and grow your lead database.

Speaker and freelance writer Catherine Sedaowns an internet marketing agency and is author of Search Engine Advertising.

More from Entrepreneur

Brittney's a Certified Financial Planner who can help you manage your business and personal finances and navigate the ups and downs of starting a business.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur