Per inquiry (PI) is a performance-based advertising model in which an advertiser only pays when a specific action is taken, such as a phone call, a form submission, or a sale. This payment method is also known as pay-per-action (PPA) or cost-per-action (CPA).
In the Per Inquiry model, the advertiser works with a media buying agency that handles the placement of ads on various channels, such as TV, radio, print, or digital. The agency negotiates the terms of the deal with the publisher and sets up a unique phone number or landing page for each campaign. When a customer takes the desired action, the advertiser pays a predetermined fee to the publisher.
Per Inquiry offers several advantages over other advertising models, such as:
Per Inquiry is one of several methods used in performance marketing, along with pay-per-click (PPC) advertising, affiliate marketing, and digital marketing. The main differences between these methods are:
Per Inquiry is particularly suitable for businesses that offer high-ticket products or services that require more personalized attention from customers before making a purchase decision. Examples include:
To get started with Per Inquiry, you need to find a reputable media buying agency that specializes in this model. You should also prepare your sales team to handle incoming calls or leads generated by your campaigns. Finally, you should set clear goals and KPIs for each campaign and regularly monitor their performance.
