More Click to Call

Thanks to Dan for spotting this article from ClickZ:

“Lots of agencies are being challenged to constantly move the bar for ROI. By incorporating a ‘click-to-call’ button into creative, we’re able to create a quantifiable ROI that can increase conversions by as much as 25 to 50 times,” John Federman, CEO of eStara, told ClickZ News. In eStara’s parlance, “click-to-call” is the infrastructure that allows a call to be initiated online and completed on a telephone, while “pay-per-call” is one business model of click-to-call.

Dave Meirowitch, sales manager at performance marketing firm SendTraffic, agrees that managing client expectations is critical at this early stage in the format’s development.

“There’s some education to be done. It often has that ‘too good to be true’ novelty. We make sure we have a very detailed contract to set the right expectations about how many calls to expect and how much they’ll likely pay,” Meirowitch said. “We make sure not to exaggerate the volume and be realistic about goals. At this point, it’s not going to replace other kinds of advertising, but it can work great as an add-on.”

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About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

One Response to “More Click to Call”

  1. Dave makes a good point, but one must remember, click to call isn’t always about increasing call volume…in the case of online advertising it’s about delivering quality leads that are likely to conver to a sale.

    Click to call offers “ready-to-buy” prospects a chance to make immediate contact with the advertiser. In turn, the advertiser can determine when and where the caller was when they decided to make the call, and help them with the transaction.

    It’s a win, win for the buyer and seller.

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