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Looking for: Pay per call clicks facts
Stats on how many people actually click the PPcall buttons..
Cule




msg:1572580
 9:32 am on Sep 15, 2005 (gmt 0)

Hi,

I've been searching on the PPcall market for quite a while, but still haven't found an important figure:

<b>What is the average clicks rate on PPcall buttons?</b>

In other words - how many PPcall clicks are generated for a typical user averagely?

Or how many PPcall clicks occur per listings results page?

I would be very much happy to find this info, as it will assist me in making the calculations of PPcall Vs. PPclick.
I know the sale conversion of PPcall is much better. But I'd like to know it's click-through rate as well :)

 

cubfan




msg:1572581
 2:16 pm on Sep 15, 2005 (gmt 0)

Cule,

Maybe I'm misunderstanding, but if you're comparing PPC to PPCall, wouldn't the most important figure be cost per acquisition? The 2 measurable units are cost per click and cost per call, versus the cost per acquisition/sale/lead, whatever. I'm not sure how clicks on a PPCall ad come in to play from a media buying perspective. Maybe you're looking at it from business model perspective?

Anyway, the way I see it is:

PPC - $1.00/click >100 clicks to make a sale> $100 CPA
PPCall - $5.00/call >20 calls to make a sale> $100 CPA

PPCall might convert better, but you're guaranteed to pay more per call than you would per click. The market takes care of that for you. All things being equal, that cost would adjust relative to the performance.

However, since PPCall is new, and hasn't reached critical mass, there are bound to be some verticals out there in which to find a bargain.

Personally, I put one client in PPCall in May, let it run for 6 weeks or so, and didn't get one call. That doesn't mean I won't try it again, but I'll wait until they start to get more traction.

Cule




msg:1572582
 3:29 pm on Sep 15, 2005 (gmt 0)

Hi Cubfan,

Many thanks for your reply.

You are right - I was actually looking at it from a business model perspective, as a conceptual consideration for a possible local search service.

(I should have phrased the topic more accurately I suppose.)

Being more precise, I would be interested to know about the likelihood of local search users to click on:

- pay per click sponsored results
- pay per call buttons

Or, what are the average click through rates on YP and local search sites.

I know it's greatly dependable on the business category, so let's relate to the top headings (dentists, auto sale, pizza, florists and all the others as YPPA map them in their reports).

Regarding PPcall, Forrester and eStara had their research, but it merely highlighted the share between pay-per-callback and pay-per-PC Call.

This data can be used to partially compute average income for a local search site.

A draft formula would be something like:

X unique users per month * average CTR for local business categories * average keyword price.

This model is of course very plain and might not be accurate enough. I would be happy to hear any comments/remarks.

(note - bold sentences were used just to float the important text. No intention to be strict or offensive of course :)

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