Hey, good morning everybody
You can't see me right now, but this is Emma from the Better Business Bureau
I'd like to welcome you all to our webinar today about pay per call advertising
Our presenter is Ryan McVey, Chief Executive director of Call Engine Inc.
We're thrilled to have him with us today to share his knowledge and expertise on all things pay per call advertising
I will turn things over to Ryan in just a moment
But before I do that
There are a few housekeeping tips that I will share if any of you are joining us on the webinar for the first time
First please don't feel like you have to furiously take notes during the presentation
I will make a recording available to you in the days to come if that's something you're interested in
Please just send me a message or type that into the questions pane on the GoToWebinar menu
I'll keep track of those during the presentation and make sure that I follow up with you accordingly
second if you encounter any issues during the
Presentation the call-in telephone number and access code is available in the chat box on the GoToWebinar menu
Again, I'm going to be moderating the questions pane in the GoToWebinar menu
So if you have any issues
Please feel free to reach out to me using that questions pane and I will do my best to help you
Finally you'll notice that you are muted right now
This is to keep our audio quality clear and concise while Ryan presents
If you have any questions or comments again, please use that questions pane
I will be keeping track of these during the presentation and then closer to the end
I will moderate questions for Ryan for about 10 minutes before we finish
So if you have questions about any of the content that you're receiving today
Put those in the questions pane and we'll get them to Ryan before we finish today
I'm going to turn things over to Ryan now.
Ryan are you ready? I am yeah, thanks Emma. Okay. Okay. Yeah
Thanks for everyone for joining today. First of all, can everyone see my screen?
Emma is everyone good?
Yep, you guys are getting your presentation up and running so I can see that on my side here. Okay, perfect. So
as Emma said my name is Ryan McVey, and I'm the Co-founder and CEO of CallEngine Inc.
We're a certified Google partner that specializes in delivering large amounts of new customers to service based businesses
And we do this through paper call advertising
If you've never heard this term before don't worry about it by the end of this webinar
You'll have a firm grasp of what pay per call advertising is and how to use it successfully to boost sales for your business
So just to get started I'd like to share with you a quick one-minute video featuring a character by the name of Marty
Who you may be able to relate to?
Meet Marty. Marty is the vice president of marketing for his company It has been tasked with increasing business by 20 percent is fun yikes
In the past Marty has tried everything from television and radio spots from purchasing display banner and space online
But as none of these channels produce cost-effective measurable results not to worry Marty a call engine to the rescue
CallEngine reaches your potential customers at appointment. They are most likely to make a purchase
That's right when your prospects are searching the internet for your services
You'll receive real-time incoming folate delivered straight to your call center or sales team better yet
You'll only pay for qualified phone calls, but you have a shot at closing. How's that for measurable? It's a slam dunk
Stop spending money on advertising that doesn't deliver new customers
Per call advertising with collection is the solution for measurable cost effective customer acquisition
Visit us at CallEngine.com
And start receiving calls today
Okay, I hope you enjoyed that little video
So whether you're in a sales management position like Marty or you own your own service based business
It seems to say that you're all looking to gain new customers
It's also likely that you tried several different ways to generate new business whether that be radio ads, newspaper ads, flyers
trade shows or even television
But I'm here to tell you today is that none of those channels can provide a more measurable?
cost effective or risk-free means of acquiring new customers
Than pay per call advertising does
So what is pay per call advertising? The model itself is fairly self-explanatory
Essentially your salespeople are receiving incoming phone calls from potential customers
who are actively searching for the service that your company provides and as the name suggests you're paying a
predetermined amount for each call that you receive
The logistics of how a per call works requires a little bit further explanation, so let's take a look at a real-life example
In this case doug is in urgent need of a plumber
So like most people he picks up his iPhone or other smartphone device
He goes to Google and he types in plumber service nearly
At this point Doug sees the results of this search which includes highly targeted advertisers he happens to live in Toronto, Ontario
So the ad that catches his eye is best plumbing service in Toronto call now for a free quote
Doug then clicks on that ad which immediately prompts him to make a phone call
Now, this is where a crucial part of the pay per call experience takes place when Doug makes that phone call
He's not immediately connected to your agent instead
The caller is taken through a quality filtering process where they have to answer certain questions by using their phone select certain presses
You may have heard this this stage is commonly referred to as IVR filtering which stands for interactive voice response
So in this example, Doug is asked to press 1 if you would like to be connected with a plumber
Press 2 if he's looking to apply for plumbing jobs, or press 3 for all other inquiries
To ensure that you receive only high-quality calls
We would only send you the calls from callers who indicate they want to be connected to a plumber
all the other key presses are stopped from getting through by as politely
Notifying the caller that the phone number they've dialed is for new services only
It has a second layer of quality screening your sales agents would then have 60?
Seconds on the phone with that caller to decipher whether or not they're a viable customer
If for some reason they don't seem like a worthy customer the sales agent would end the prior to sixty Seconds
So in this example, you would only be paying for those calls that lasted over sixty Seconds
Now from a reporting perspective
You would be provided with a login where you can review real-time reports on each call received including the caller ID
the location of the caller the time date stamp of the call and the
duration of the call
So as you can see the pay per call model can produce very high intent sales leads at very little risk to the buyer
I say can produce because you know it
Certain factors do come into play in terms of when you're working with this type of marketing
So let's take a look at those key factors that equate to success
Number one is the advertising message itself
Every successful pay per call campaign starts with clean targeted advertising that properly communicates the services being offered
If the message is inaccurate or reaching the wrong audience
This will naturally result in poor quality phone calls being generated
so for example
if you if you have an auto insurance brokerage and you run an ad that says
Call to get auto insurance for one dollar per month
How much business you think you're going to get from that ad? Probably not
another important factor is making sure that you're not bogging down your
Salespeople with calls from people who have no intention of purchasing your services or don't meet certain minimum
Requirement needed in order to do business with you
So for example, if you know that you can't do business with somebody who has poor credit
then you obviously don't want poor credit callers getting through to your sales reps and
likewise if you run a maid service
You'll want to make sure that the IVR is filtering out calls from people looking for a job as a maid
And the third thing to consider
The third element of success I should say is something that your company will really need to control
Internally and take very seriously and that is the overall caller experience if the previous two points have been
Executed properly their sales agents should be receiving calls from consumers who are actively shopping for your services and meet your minimum criteria
You then have to ensure that your agents are picking up the phone in a timely fashion
And that they're trained properly to sell your services
If the colors are getting routed to voicemail or waiting on hold for five minutes or being met by agents who aren't
Knowledgeable about your services. Then these high intent calls will go to waste and the campaign just simply won't work for you
So if all of these three factors are functioning properly
Your campaign and your company will be well-positioned to get the most out of pay per call advertising
So I've explained what pay per call advertising is and how it can be leveraged effectively to drive new customer acquisition
But perhaps what some of you might be asking yourselves is why should I focus on targeting consumers on their mobile device at all?
So let's take a look at some key market trends
45% of total call volume comes from mobile search. That's more than any other digital or traditional marketing channel
50% of those who have conducted research other smartphone have purchased a brand that they wouldn't normally purchase because of relevant information
Available in the moment. So it's really about catching the consumer in that moment when they're most likely to make a purchase
Also more than 60% of smartphone users have used the click to call feature when searching for information from their phone
The reality is that your customers are using smartphones to find you online
In bound phone calls are naturally higher quality leads than typical web form leads
Callers are highly motivated buyers. They're actively searching for a service or product at that moment in time
And you're only paying for qualified leads that have met specified criteria
Your agents also get a predetermined amount of time to speak with that color
In order to confirm that they're vitally before the call becomes billable and that's really what makes pay per call advertising among the most
risk-free
measurable customer acquisition models available today
So at this point
Hopefully you have a clear understanding of how paper coal advertising works and why your company should embrace it now?
I'd like to give you some background information on our company CallEngine Inc. and explain why we're your best choice for
Executing your paper call strategy and ultimately delivering new customers for your business
So let's start by watching this quick 30-second commercial
If you're looking to acquire your customer to your circus business
Look, no further than CallEngine, the most experienced team to take your call advertising
Leveraging is online rest and internal distribution
CallEngine is a performance-based advertising agency
The delivers incoming book calls to your beauty from consumers who are ready to buy now
Stop spending money on advertising that doesn deliver a new customer pay per call advertising with collagen
solution for measurable and cost-effective customer acquisition
Visit CallEngine.com today.
Okay, so as the commercial highlighted collagen is the most experienced team and paper call advertising our founders including myself have been
Active participants in developing the paper calling the streets in Pittsburgh and have actually built pay per call divisions for other
Marketing agencies prior to founding collagen and this level of experience along with the fact that we control all advertising
Internally is what really separates us from the pack
CallEngine leverages our internal team of seasoned media buyers and more than a dozen owned and operated
Online properties and this allows you to have clearer optics into where and how you leads are being generated
it also gives you you know a peace of mind knowing that your company is being promoted in a compliant manner and being
Optimized by the actual team that's generating the traffic
We are certified Google partner headquartered in Markham, Ontario, Canada
but doing high-volume business across North America and the UK
Exact last year. We were recognized by startup Canada for excellence in global entrepreneurship
And scalability is another thing that you'll get with college and on the monthly basis. We're delivering more than
150 phone calls to our sorry
150,000 phone calls to our various clients across broad range of verticals including insurance credit repair
telecom plumbing pest control and a whole bunch of other home services
an ideal client for us is a service based business that has a centralized call center or a
team of sales agents who can handle incoming phone calls effectively
From a geographical coverage standpoint. We're looking for businesses who have statewide or province wide coverage
there's certain nuances to
working with zip code targeting or postal code targeting
So unless unless we already have buyers purchasing calls nationwide in a particular category
We tend to shy away from the really hyper local campaigns, but we do on occasion have campaigns running that focus on for example
province of Ontario or state of Hawaii
Obviously the broader the geographical coverage the more volume that's available
Our model as I mentioned is a hundred percent performance based so a typical deal structure would be
X number of dollars per call that lasts a minimum of X duration
Set up is quick and free
Once we have the paperwork in place
We would just need the phone number that you would want calls routed to and we can have the campaign set up the same day
It typically takes approximately one week before you start to see calls coming in
Sometimes sooner if we're already actively generating calls for that particular service
You don't require any minimums then we have the ability to impose daily weekly or even monthly volume caps as required
So it's really as long as we see demand for your type of service
From an online search perspective and your company's in a position to handle incoming phone calls
we're quite happy to start off slow and ramp over time and
Finally all clients are given a login to our call reporting platform where you can view the details of each call
and other helpful reports
so that
concludes the presentation on Paper Co advertising
I hope that you found it to be informative and
are able to envision how paper coal can work for your business for anyone that's interested in continuing the
conversation you can feel free to reach out to me directly at Ryan at Collins and Comm
that's Ryan at Collins and calm and I'll see to it that your inquiry is handled in a timely fashion and
At this point I'd like to open up the floor to any questions anyone might have Emma
Fantastic Thank You Ryan. So this is all of our attendees. This is your opportunity to submit your questions for Ryan
We do have some coming in. So I will just start throwing those out to you and you can answer them. Okay, absolutely
Okay, so
Hanna is asking. How about wait?
Excuse me. How about services? Like weight loss or nutritional consultation?
I think she means like just PPC advertising work for this type of an industry
Yes, absolutely. I would I would categorize that as a vertical that that could work from the pay per call perspective for sure
I mean everything from our perspective comes down to our people looking for that particular service through a search engine
If the answer is yes, our typical research would would require looking into the average monthly services
sorry monthly searches for that particular service and
Looking at the bid prices and that that will give us the information
We need to to decide whether it's a large enough market, but I can tell you weight loss is a massive market
Wonderful
Another question for you, uh, is there an option to record?
PPC advertising calls so the inbound calls that come in in terms of like tracking purposes
Yes, there is. It's as simple as it's a radio button within our platform
We can click it on or off at any time
Usually it comes down to the advertiser deciding whether or not they want us to record calls
There's there's some there's some
verticals such as health insurance, for example
Where there's there's various laws in place where you can't record calls
But most of our advertisers want us to record them because it helps us optimize the ads
If we know what's happening on the phone calls
We're able to make adjustments to the campaign alter the IVR just to constantly be improving the quality
Great next question for you, are there limits to how successful?
PPC advertising
Might be for certain businesses. I
mean
That's a pretty I mean, that's a broad question. But I mean it really comes down to again how
how large the market is there is a limit to
Every every vertical has its limit based on the number of searches happening for that category
If you get very niche and we do we do some research and find out that there's an average of say eighty people
Searching for that type of service in a month. Well that that's what you're limited by really comes down to the search volume
Wonderful, so Ryan those are all the questions that we had for you today
It looks like your presentation was pretty clear and concise and straight to the point
So there wasn't a whole lot that came in
But I want to thank you for doing this today and for offering to present for us
I truly do appreciate you taking the time to go through PPC advertising with us and
You know offer your services to accredited businesses
Likewise and we appreciate the opportunity. And again, if anybody on the call, we'd like to continue the conversation
Please feel free to reach out to me at Ryan at CallEngine.com
Yes, exactly so to our attendees. Thank you so much for your participation today
If you are interested in joining us for future sessions
Or if you have anything you'd like to discuss with call engine or Ryan?
Definitely, please let me know as well if you need help connecting with them
My contact information will be in a follow-up email and I'd be more than happy to help you connect with Ryan
Or CallEngine about any of the marketing programs available for your business
With that said, thank you so much and have a great day everybody
Thanks, everyone
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