Alternative Traffic Sources for Pay Per Call Offers

Introduction:

Pay Per Call (PPC) marketing is a dynamic field where success depends on effective traffic sources. Traditional methods like search engine marketing (SEM) and social media advertising are the way to go, but to stay ahead, marketers must explore alternative traffic sources. This blog explores some of the most promising and redundant channels to drive high-quality calls to your offers, ensuring a strong and diverse marketing strategy.

1. Native Advertising

Overview:

Native advertising is about blending. These ads are designed to look and feel like the content around them, making them less intrusive and more engaging. You've probably seen them on news sites or in your social media feed without even realizing they weren't ads.

Benefits: 

• Higher engagement: Because native ads don't scream "ads," people are more likely to engage with them. 
• Trust and credibility: They often seem more trustworthy because they match the style and tone of the surrounding content. 
• Versatility: You can use native ads on different platforms, from news websites to social media. 

Best Practices: 

• Content Quality: Make sure your ad content is valuable and relevant to your audience. 
• Relevance: Tailor your ads to perfectly fit the platform and audience. 
• Clear Call-to-Action (CTA): Be sure to include a compelling CTA to encourage users to take action and call.

2. Influencer Partnership

Overview: 

Influencers have a dedicated following that trusts their recommendations, making them ideal partners for PPC campaigns. When an influencer endorses your offering, it can significantly expand your reach.

Benefits: 

• Trust factor: Followers are more likely to trust and act on recommendations from the influencers they follow. 
• Targeted Reach: Influencers often fill specific niches, allowing you to precisely target your ideal audience. 
• Engagement: Influencer content generates high engagement rates.

Best Practice: 

• Choose the Right Influencer: Make sure the influencer's audience matches your target demographic. 
• Clear Agreement: Set clear expectations and deliverables for the partnership. 
• Authenticity: Allow influencers the creative freedom to maintain authenticity in their campaigns.

3. SEO

SEO refers to creating such a website and promoting it in Google search. We advise you to pay attention to the following aspects:

• Google organics: organic search results of your site; 
• Google Maps Organic: Your business card appears on a Google Map; 
• Google My Business Listings: In addition to organic results, Google can show local results for a specific city, region or state. 

This approach is considered effective in the following niches:  Home Services, rehabilitation, insurance, legal. 

For beginners, it is recommended to start with narrow niches and GEO. For example, you can create a website specifically for plumbing (home service section) and only for Los Angeles. In this way, you will be able to successfully collect traffic in this specific area. Later, you can either expand the GEO within a single niche or the range of niches to a specific location (as an alternative: you can create a separate web portal). It should also be said that as free traffic is a significant benefit, you need to spend 6-8 months to get your website to the top position.

4. Bing Ads

Microsoft Bing is the second largest search engine after Google. However, the market share of 5% indicates that the user activity on Bing is many times lower than on Google which has 90%. A significant problem with this service is the impossibility to set up call-only-ads. There is only call extension advertising, where the phone number is added at the bottom along with the other information. In addition, there are a lot of search requests from bots in the browser. Despite all the disadvantages, there is a huge advantage of cheap clicks, and so we believe that this method can be considered as a working one.

5. Google Display Network

This traffic source implies displaying your ad at Google’s partner’s applications. You can choose the following ad form:

• Text.
• Text-graphic.
• Banner. 

It is important to understand that the traffic, in this case, will not be so warmed up, so we recommend using both CPL and Pay Per Call, so that the person has a choice: to leave a request or to call. The problem with GDN is a huge number of Google partners and untargeted views, which on top of everything else is reinforced by a significant proportion of misclicks and requests with non-existent numbers. 

6. Snapchat Ads

Snapchat has over 100 million users, most of whom are from the U.S. Traffic from Snapchat can be good in America, and since it has mostly young audience, the most popular niches in Snapchat are:

• Student loan consolidation
• Education
• Credit Repair
• Debt settlement

There are 2 ways to set up ads:

• swipe to website
• swipe to call

It is not recommended to use swipe-to-all because this method usually leads to low traffic and conversions. You should set a swipe to the website and the ‘Conversions’ goal. You should also use the CPL and Pay Per Call bundle, so that the user has the opportunity to leave a request or call. 

7. Alternative Platforms:

Overview: 

Exploring newer and niche platforms can open up unique opportunities for reaching your target audience. Platforms like Rumble, Gab, Truth, NewsBreak, Nextdoor, and StackAdapt each offer distinct advantages.

Rumble:

• Video Content: Perfect for creating engaging video content that can drive calls.
• Growing Audience: Rumble is gaining traction, especially among users looking for alternatives to mainstream video platforms.

Gab:

• Dedicated Community: Gab has a dedicated user base that values free speech.
• Niche Targeting: Ideal for reaching specific demographics that might align with your offers.

Truth Social:

• Political and Social Engagement: If your offers align with socially or politically active demographics, Truth Social can be a potent platform.
• Engaged User Base: Users on Truth Social tend to be highly engaged with the content.

NewsBreak:

• Local News Focus: Leverage NewsBreak’s local news angle to target users interested in community-specific offers.
• High Engagement: Local news content often sees high engagement rates.

Nextdoor:

• Neighborhood Focus: Nextdoor allows you to target users based on their neighborhoods, making it great for local PPC campaigns.
• Community Trust: Users on Nextdoor often trust recommendations and advertisements seen on the platform.

StackAdapt:

• Programmatic Advertising: StackAdapt offers advanced programmatic advertising solutions.
• Targeting Capabilities: Benefit from precise targeting and a wide range of ad formats to drive calls effectively.

Facebook Marketplace:

• Wide Reach: Leverage the vast user base of Facebook to reach a diverse audience.
• Local and National Exposure: Facebook Marketplace allows you to target both local and broader markets.
• Cost-Effective: Advertising on Facebook Marketplace can be more affordable compared to traditional platforms.
• User Engagement: Users on Facebook Marketplace are often in a buying mindset, increasing the likelihood of successful conversions.

TikTok Ads:

• Massive Reach: With its rapidly growing user base, TikTok offers access to a broad and diverse audience.
• Engaging Format: TikTok’s short-form video content is highly engaging and can capture the attention of users quickly.
• Creative Freedom: TikTok ads allow for creativity and fun, making your offers more appealing.
• Targeting Options: Utilize TikTok’s sophisticated targeting options to reach your ideal demographic.

Best Practices for Alternative Platforms:

• Understand the Platform: Each platform has its own culture and user behavior. Tailor your content and approach accordingly.
• Engage Authentically: Authentic engagement resonates better with users. Avoid hard-sell tactics.
• Test and Optimize: Continuously test different strategies and optimize based on performance data.

8. Email Marketing

Overview:

Email marketing remains a powerhouse when done right. By sending targeted emails directly to potential customers, you can drive motivated calls.

Benefits:

• Direct Access: Emails land right in the inbox of your audience, offering a direct communication line.
• Personalization: You can tailor emails to individual preferences, increasing their effectiveness.
• Cost-Effective: Compared to other channels, email marketing is relatively affordable.

Best Practices:

• Segment Your Audience: Group your email list by demographics, behavior, or purchase history to send more relevant messages.
• Compelling Subject Lines: Craft attention-grabbing subject lines to boost open rates.
• Engaging Content: Provide valuable content and a strong CTA to drive calls.

9. Content Marketing 

Overview: 

Content marketing creates valuable content to attract and convert prospects. This can include blog posts, videos, infographics, and more. By educating your audience, you can drive higher quality calls.

Benefits: 

• Educational Value: Provides useful information that can educate potential customers about your offering. 
• SEO Benefits: Well-crafted content can improve your search engine rankings, drive organic traffic. 
• Long-term results: High-quality content can continue to drive traffic and calls long after it's published.

Best Practice: 

• Create Valuable Content: Focus on solving problems and providing value to your audience. 
• Optimize for SEO: Use relevant keywords and optimize your content for search engines. 
• Promote your content: Use social media, email and other channels to promote your content.

10. SMS Marketing

Overview: SMS marketing leverages text messages to reach potential customers directly on their mobile devices. With high open rates, SMS can be a very effective channel for PPC campaigns.

Benefits:

• Immediate Reach: Text messages are typically read within minutes of being received.
• High Engagement: SMS has higher open and response rates compared to email.
• Direct Communication: Provides a direct line to potential customers.

Best Practices:

• Permission-Based: Ensure you have consent to send SMS messages to your audience.
• Clear Messaging: Keep your messages concise and to the point.
• Strong CTA: Include a clear and compelling CTA to encourage calls.

11. Call Centers 

Call centers are a significant source of traffic for pay-per-calls. Its job involves calling leads and providing a specific service to the customer. Once the customer agrees, they are referred directly to the advertiser. 

There are two types of call centers: 

• onshore - located in the U.S.
• offshore - located in other countries

An onshore call center costs more and involves the work of English native speakers with American accents. Offshore call centers are located in countries like Philippines, Pakistan, India, Bangladesh etc. and the labor cost is much lower there. 

There are different types of leads: 

Offer leads: The person leaves the request and then this lead is called. 

Co-Reg: The person leaves a request for one offer, he receives an offer for another. In this case, lead quality suffers because the client requested an offer he wasn't looking for. 

Sweepstakes: The US survey promises a reward that collects user data at the same time. On one hand, the leads are cheap, on the other hand, the quality of the leads is not very high, as the user can quickly fill the lead form without thinking twice and finish the survey as soon as possible. 

Exclusive Lead: Leads are sold and only available to you. 

Shared leads: Shared leads are leads that are sold or distributed to multiple buyers or companies, rather than being exclusive to a single buyer.

Real-time leads: A person leaves a request and he gets a call at the nearest time. 

Older leads: Often these are available from sold databases. They are sold for 10-100 times less than the original.

Conclusion:

Diversifying your traffic sources for Pay Per Call offers can significantly enhance your marketing strategy. Platforms like Rumble, Gab, Truth, NewsBreak, Nextdoor, and StackAdapt, Facebook Marketplace, and TikTok Ads, along with traditional methods like native advertising, influencer partnerships, SEO, Bing Ads, Google Display Network and Snapchat Ads can drive high-quality calls. By integrating these methods into your campaigns, you can reach a broader audience, increase engagement, and ultimately achieve better results. Experiment with these channels, track your performance, and continuously optimize to find the perfect mix for your PPC offers.

By incorporating these alternative traffic sources into your marketing mix, you’ll not only reach new audiences but also drive more high-quality calls, ensuring the success and growth of your Pay Per Call campaigns.