Sunday, June 29, 2014

Pay Per Call Advertising - Best Practices Part 1

Pay Per Call Advertising, Pay Per Call TV Advertising and Pay Per Call Radio Advertising trumps pay per click in the modern era because these leads are live. Landing page leads present problems with follow up, response and conversions. That's just the way it is nowadays. There is a lot of competition in each vertical and many alternatives for the consumer. The highest quality lead is an exclusive TV lead and Radio leads are the second highest quality.

At the DRTV Media blog, we strive to educate and inform our readers with the latest techniques and best practices for Direct Response TV and Direct Response Radio. At our Direct Response TV-Radio Media Agency, we coach, consult and grow our client's businesses every day with our vast experience and best practices. The bottom line - your lead cost must convert into your allowable or cost per acquisition (CPA) model.

Today we will talk about call routing and the need for 24/7 live agents. You see...for a media outlet (TV station/Radio station) to run your commercials on spec (pay only for calls), they need to believe that they are maximizing revenue for their unsold inventory. If you only pay for calls during regular business hours then you are leaving calls (money) on the table. We recommend that your call center hours run from 7AM ET to 11PM ET to be open long enough to serve Mountain and Pacific time zone viewers and listeners. Or simply reverse it if you are located in the western time zones. (6A PT-8P PT). Recently we cancelled a campaign due to too many dropped calls after 8PM ET. That's 5PM PT! A payday loan lead needs a job, so they are likely to call in the evening. Student loan leads, too! We also recommend that your overflow calls and after hours calls also get answered by live agents. There are many alternatives including overseas call centers - but hardly anyone leaves voice mail, so those after hours calls amount to lost revenue.

Thank you to all of my readers, please subscribe and check back here often because we will be covering other best practices in subsequent post.

Saturday, June 7, 2014

Pay Per Call TV-Radio Advertising

Pay Per Call TV and Radio advertising is the most accountable, precise and trackable performance based methodology.  At my agency, we have built out numerous clients with pay per call offers. These savvy marketers understand that a live telephone call from an exclusive, branded TV or Radio offer is the highest quality lead available.

Here are six tips for Pay Per Call TV and Radio campaigns:

1.    Test your offer with cash buys to determine the highest profitable pay per call payout. The smartest marketers understand that the media outlets will make more airtime available if the payout is healthy.

2.     Provide your DRTV and DR Radio agency top quality creative or have your agency make top quality creative. There is a lot of clutter, and your advertising must look good.

3.     Provide :60 second; :30 second and even :15second spots to take advantage of all available inventory.

4.     Use a :30 second to :60 second qualifying duration to filter prank calls and wrong numbers.

5.      rain your call center agents to ask two qualifying questions, so that you do not pay for junk calls.

6.     Make your offer available 24/7 – 365 days a year. Of course, your live agents will convert best, but a top DRTV Agency can help you with a good call center to take overflow, afterhours and holiday calls.

If your offer makes the telephone ring, you can roll out nationally on local TV, national TV, local radio and national radio and just pay for qualified calls.