When thinking about developing a pay-per-call print advertising campaign, one of the biggest considerations is what cost per call makes sense for both your brand and publications.
This cost-per-call calculator can help you get an idea of the rate that you may expect to pay if you were to launch a performance based print campaign.
There’s a few factors to take into consideration –
What is competition like in print in your vertical? For example, newspapers are typically full of ads for home improvement and home service ads. That means that competition for this ad space will be higher, and the rate that you may need to pay to get publications to run your ad may be higher.
What is your target cost of marketing? Every marketing team defines their KPIs a little bit differently depending on the business model, but some common measurements are new customer acquisition cost or cost-per-sale. In print, we typically see call-to-sale conversion rates of around 20% across different campaign types, though rates vary depending on a variety of factors including the offer in the ad, seasonality and consumer demand. Inbound calls from print are typically very high-intent as readers have time to study the ad do their own research before making the call.
Call Duration – Most of the pay-per-call campaigns in the MediaBids program are based on a 30-60 second call duration. Some publishers prefer a gross call model; in general it is good to keep in mind that when a call is driven to your call center, the newspaper or other print media is delivering the interested consumer to you. Your call center reps and sales process will impact the overall conversion rate.
If you would like to talk more about running a pay-per-call print campaign in newspapers, please reach out to MediaBids at 800-545-1135 or email marketing@mediabids.com.
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