Excellent observations from Greg Sterling at the Kelsey Group yesterday regarding PayPerCall in Paid Search.
Greg concisely and empirically makes the point for elevating Paid Search from a pay-per-click model to a pay-per-lead model. For the simple reason that pay-per-lead will command a 10x-30x price multiple of pay-per-click. The obvious is true: many advertisers want leads, not clicks.
PPCall in Paid Search
Excellent observations from Greg Sterling at the Kelsey Group yesterday regarding PayPerCall in Paid Search.
Greg concisely and empirically makes the point for elevating Paid Search from a pay-per-click model to a pay-per-lead model. For the simple reason that pay-per-lead will command a 10x-30x price multiple of pay-per-click. The obvious is true: many advertisers want leads, not clicks.