The idea of call-only campaigns is wonderful. Only paying when someone pushes on the call button on their cell that causes the phone to start dialing your number.
But the value will soon (and for a lot of industries has already) started to drop drastically.
If you’re familiar with pay per click advertising aka Google Adwords and Bing Ads, you’ll know the biggest factor in cost per click is what the competition is willing to bid per click.
Sadly, it’s inevitable that the cost per call in call-only campaigns skyrockets.
The reason will be because it’s pretty easy to execute.
Marketers that lack experience or don’t know what they’re doing will much rather pay for calls than clicks. So will small business owners that try and do pay per click advertising themselves.
Way easier to get calls from a call-only campaign to pay for clicks to a website.
Therefore, the future of search engine advertising is still with the website clicks.
Why? Because all the competition is going to be going to the call-only campaign route. Meaning the cost per call will go up and up.
And with the competition of website clicks going down, the price per website click will go down as well.
Ironically, old school website clicks will have the highest upside.