Online comparison and switching service uSwitch. com is running a major pay-per-call campaign through digital marketing network MIVA. The campaign, which breaks on November 16, will encourage people to call the freephone number for uSwitch.com’s call centre.
The site offers consumers price comparisons on services including gas, electricity, home telephone, broadband and digital TV.
Pay-per-call online advertising is forecast to be the next major driver of growth for the search marketing sector.
In the past, marketers have paid search engines or affiliate networks according to how many consumers have clicked on an ad, visited their website, requested a brochure or made a purchase.
Pay-per-call involves marketers paying a fee for every call they receive as a result of an online ad or e-mail.
Search experts say pay-per-call offers much higher conversion rates than traditional search advertising, and also point out that companies which do not themselves have an online presence can still use the internet as an advertising vehicle – it is possible as long as they have a phone number.
Barry Holloway, marketing director of uSwitch.com, says” “Pay-per-call will help us reach people who prefer to talk through the options with an independent adviser rather than switch online. It also means uSwitch call handlers have an opportunity to cross-sell.”
Pay-per-call activity complements uSwitch.com’s existing keyword advertising and natural search engine optimisation across MIVA’s own pay-per-click network, Google, MSN and Yahoo! as well as DM, online, radio, TV and print advertising.