Pay Per Phone Call (PPPC) advertising, very similar to Pay Per Click (PPC) advertising, has been hailed as the next great form of advertising for small/medium business owners. PPPC has been said to generate higher conversion rates because you have an interested party already on the phone, whereas PPC is a tougher sell because there is an extra step before you can communicate with the customer – they must go to your Web site.

If you create a PPPC campaign, remember these 3 things:

+15-second phone calls – most companies offering PPPC say they won’t charge you for any call under 15 seconds (telemarketers, wrong number, etc.), but be sure to track the “real” calls yourself so you can verify you are being charged correctly

+Volume of calls is pretty minimal compared to standard PPC advertising. Of the calls that do come in, there is a higher conversion rate, but don’t expect the same amount of callers as you would site visitors

+PPPC ads are very expensive. Expect to pay at least $2 per call depending on the industry. For popular industries such as travel/hospitality, you can expect to pay around $4 per click for top 3 positioning.

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