Any publisher or marketing manager big or small knows that purchasing pay-per-click can be expensive and often produces enormous waste. The problem becomes even bigger if you are a small service provider or have a limited geographic or service footprint–you are producing good clicks, but you can’t service or place them.
What if there was a way to immediately monetize that waste or if you are a buyer get a much better targeted click? Reply.com seems to have achieved that perfect solution–Enhanced Clicks™
The really interesting part is that this concept and technology leverages Reply.com’s marketplace platform to monetize publishers excess “click” inventory and “enhance” buyer pay-per-click campaigns. A true win-win.
Payam Zamani, Reply! CEO explained the buyer’s value proposition in this way:
“Using the Reply.com Marketplace, there are no keywords to manage, no bid-management software to implement, and no need to outsource online customer acquisition to 3rd parties. Instead, there are controls that allow advertisers of any size to access consumers who are looking for a particular product or service, select desirable locations, throttle volume, and dynamically set their desired price-per-click. The system automatically delivers the specified traffic, based on the advertiser’s budget.”
This really creates an opportunity for small businesses to run pay-per-click campaigns like a pro and only get the clicks they know they can turn into sales.
Brian Bowman, CMO of Reply.com, took me even deeper by walking me through a couple of scenarios.
Enhanced Clicks™ Buyer
Let’s say I am a local Ford auto dealer. I am looking for leads for people interested in Ford cars and trucks in my local market. Unfortunately, if I go directly to Google AdWords and attempt to set up campaigns and bid on keywords I am certainly going to fail.
Very likely I will waste money on lots of clicks from Ford Mustang collectors and enthusiast or buyers in the far corner of my state. However, with enhanced clicks I have the same budget and start/stop controls as Google, but I get clicks from customers that are definitely local and show intent–before I buy.
Enhanced Clicks™ Seller
Now, let’s turn the table and see the other side of the marketplace. What if I am a local Realtor or mortgage broker and I am doing a pretty good job of generating leads with PPC?
Well, regardless of your PPC expertise the search engine or other advertising network is going to send you numerous clicks that are poorly geo-targeted or the customer intent is a miss for your business. No worries, just redirect them into the marketplace (in real-time) get them enhanced and monetize.
Remember the auto dealer example–he could be a seller too. The great thing about the concept is you can get really efficient with you marketing budget by optimizing your wasted inventory and buying back even better clicks.
The idea is great. All marketing operations are looking for ways to squeeze more value from their budgets. This is definitely something I would checkout.
Here is a more detailed presentation from Reply! on the finer points of the new product:
