It's always good to see an online response tracking v offline response tracking battle.
Here at Admeter towers we came across an interesting article where research compared the cost of phone leads generated via Yellow Pages and Google PPC advertising.
The study reported on by the Kelsey group showed cost per call on adverts served by YP ranged from $8 to $162, while Ad Words cost per call ranged from $17 to $256.
The study was conducted by Altman Vilandrie & Company.
It was a fairly broad study involving 6000 companies.
As with all studies you have to look at who carried it out and why...but from our perspective what is interesting is that the study did not relate call lead generation costs to conversions.
What would be really helpful in any study comparing lead generation sources is not just the number of calls and their overall price to generate each one but also the quality i.e. the conversion and the profitability of each campaign.
Whilst it's great having the top level numbers it doesn't tell much other than both forms of media can deliver something.
Companies that are using Admeter can tell all this information at a glance...call cost, conversion (because Admeter can link to your CRM system and this integration allows total lead-to-sale path analysis) and compare it across all lead sources.
However, no company will reveal this information publicly...it's gold dust...and whilst it would be great to share, Admeter clients keep their cards to their chests.
One thing we can reveal is that www.Admeter.co.uk has been working with publishers of local newspapers to offer advertisers calls at rates between £1 and £25. This is where advertisers only pay for leads generated by phone. They don't pay for the space. It's something worth thinking about if you want to try lead generation locally or with a potential new source of leads.
This works for the advertisers and the newspapers. It's a bit like Google's Bid For Call and it's a new way forward for many publishers and directories.
Companies that have a handle on their numbers...i.e. cost per call, cost per conversion, cost per sales, call grading and can see these numbers easily are able to make quick and accurate decisions.
So while we welcome studies which reveal rates of calls generated from different media...what we at Admeter really want...is for you to know your numbers and profit from this knowledge.
Give us a call to see how we can help.
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