We’re inventing a new kind of Performance Marketing, and it’s going to disrupt a $15billion dollar market
“PPA? What’s that ?” — PPA is Pay-per-appointment advertising, the modern ad model that will replace PPC / PPL.
Let me show you how, and why PPA leads are going to disrupt a $15Billion dollar market by replacing PPC and PPL:
(Click here to learn more about how OnSched can help you if you’re a B2B performance marketing directory / publisher.)
- ROI — Plain and simple, you can’t replace pushing a lead further down the funnel.
At each level of the sales funnel, a lead becomes more and more valuable. If it takes 7 clicks to get someone to submit a lead form, and 3 lead forms to get an appointment, then an appointment is worth 21 clicks (or) 3 lead forms.
If it takes 7 clicks to get someone to submit a lead form, and 3 lead forms to get an appointment, then an appointment is worth 20 clicks and 3 lead forms.
Considering this is exactly how most marketing managers manage spend, it’s worth considering that by limiting your platform to PPC only, you’re leaving a lot of revenue on the table.
For that argument to be a false statement, you’d have to assume that: by replacing PPC with a pay-per-appointment (PPA) model with online booking, that while only 1/20 of your prospects might book a demo and earn you the same amount of revenue, that the other 19 out of 20 people will simply leave or neglect your platform because they don’t want to commit to an appointment. The reality is very different. Here’s how it really works.
As a vendor on multiple directories (including both PPC and PPL), who drive traffic to our website OnSched: We know how many clickthroughs it takes to schedule a qualified demo with sales. Let’s call that number 20, conservatively.
At an average cost of $10/click (which is fairly standard in the B2B PPC world), that’s $200 per qualified demo.
Similarly, it takes me only 3 lead forms on most PPL platforms on average, to get a qualified demo. In most PPL platforms, I pay on average $60–80 per lead form opportunity, meaning also $200 per qualified demo
Now what if you could opt in for $200 / demo, pre-qualified and booked into sales rep calendars?
Would you rather gamble on PPC and PPL? Or define a budget, and know exactly how many appointments you’re getting. That, is PPA.
Looking at a sample size of 100 prospects, in our research we’ve found the following to roughly represent an average:
- 78% prefer to visit website (PPC) on review platforms
- 14% would prefer to fill out a lead form and have someone send them more info before committing to an appointment
- 8% would prefer to schedule a demo right then and there
Now, let’s look at the hard numbers:
Assumptions
- 7 PPC clicks generates 1 lead form
- 3 lead forms generates 1 qualified demo booked
- 1 qualified demo booked is worth $200
PPC: (100*10) = $1,000 — This is what you stand to earn if every person clicks a ppc call to action. We can assume that in most cases, if you visit a category page on B2B software review platform you’ll probably click through to at least 1 website.
PPL: (20*60) = $1,200 — This is what you stand to gain if 20/100 submit a lead form. In the other 80’s case, there’s a good chance they’ll leave since a lead form is a fair sized commitment. There’s a strong possibility they very well may open up Google and search the brand they want to see.
PPA: (8*200) = $1,600–60% higher than clicks and 25% higher than pay-per-lead.
Why don’t more people switch quickly to a PPA model? Here are the usual suspects:
If a lead schedules a demo, won’t it give lead time to my competitors to get the prospect interested and closed?
The data says otherwise. With an 83% show rate on average, most prospects will still attend your demo, giving you the opportunity to sell. Close rates on average increase 225%.
How would I ever manage all of my vendors calendars?
With most online booking applications, it’s not possible to have one central account that manages hundreds or thousands of vendors that each operate independently (i.e. Each one needs their own branded email confirmation templates, different sales reps who accept appts etc).
OnSched’s architecture however, was built for aggregators first; meaning, you can manage thousands of vendors with booking that’s completely white-labeled and have each vendor manage and operate with their own booking account.
Leads already go into vendors CRM’s
OnSched integrates with salesforce and almost all other main CRM’s, through Zapier.com — meaning vendors can still have leads be added into their CRMs and continue business as usual.
We have different lead models. We do PPC with some vendors, PPL with others, and a mix of different call to action and billing models.
Because OnSched is API-first, booking can be deployed on either the aggregators platform or the clients, in multiple different scenarios. Usage is tracked automatically by OnSched’s platform, and can be accessed via our API for billing customers.
Talk to us and learn more about implementing PPA (Pay-per-appointment)
