PPC managers are always looking to maximize their impact. One of the best tools used is unique 1-800 or 1-866 numbers to track the effectiveness of the ads should the visitor decide to call them directly rather than click on the ad.
The question that most marketers have is what kind of telephone number works the best. Is it an alphanumeric telephone number like 1-800-FLOWERS or a regular number like 1-800-856-6967?
How does something like this affect call rate?
Using an 800-number in an alphanumeric format where numbers are aligned with an easy to remember word or phrase is called a “cipher”, and they’ve been used for years to generally positive effect. It is easier for most people to remember a word or phrase than a new numeric stream of numbers. However, at times, there may also be a negative perception in some segments. It all depends on what products you are trying to promote and the nature of your target audience.
- An older audience may not necessarily like the alphanumeric format and may have problems trying to find the corresponding numbers on their phones, but they would still not think it strange as they would be used to the format.
- On the contrary, a younger audience would find an alphanumeric call-to-action rather funny given that they use alphabets more frequently than numbers thanks to texting and IM. Also, bear in mind that many PDAs and smartphones do not have numbers and alphabets together like the phones of old.
- Non native English speakers might have problems remembering the right spelling or just wont feel the impact of the ad.
That being said, for your PPC ads, try out two different formats to see which one has the most impact. Keep in mind that in terms of remembering (and recalling at a later time) the alphanumeric phone numbers are best. For e.g. in a PPC ad or a radio spot.
However, if these numbers are appearing in print (For example a newspaper ad or DRTV spot) it’s best to show them both ways – alphanumeric and regular numbers. This is to avoid frustrating folks who wish to dial right away, because it is harder to dial an alphanumeric phone number as opposed to a simple numeric number. In the end, it should be common sense that drives this tactic and not a catchy number. A catchy number is good for brand building, but if you want to get sales or leads then have a normal number for people to call.
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