If you are new to pay per call marketing and are feeling a little confused, don’t worry. In this article, we will tell you everything a beginner needs to know about pay per call marketing. Read on and have all your questions answered.
A great marketer is a master of efficiency. He or she knows all the tricks to driving online lead and sales through the digital channels of his company in the most effective way possible in terms of cost. However, it is unfortunate to find out that many modern marketers are ignoring a highly valuable source of revenue: the phone call.
At first, pay per call marketing can seem complex and complicated as it combines both offline and online components—but with the right pay per call network, agencies, advertisers and publishers are motivated to generate and track phone calls in the same way they do for online traffic.
For the people still scratching their heads, trying hard to understand the basics of pay per call marketing, here is a short step-by-step guide to pay per call marketing.
Understanding What Pay Per Call Is
Pay per call is a kind of performance marketing. In pay per call marketing, an advertiser pays a publisher—also known as an affiliate or distribution partner—for all the quality calls generated on the advertiser’s behalf. To make it simpler for you, pay per call marketing involves tracking calls in the same way performance networks track clicks.
How Pay Per Call Works
It’s pretty simple. Basically, what happens is that advertisers design and create marketing campaigns that have the purpose of driving prospective customers to connect over the phone. The publisher, then, launches these call based campaigns and gets credit for all the calls they generate.
Benefits that Advertisers Get
Advertisers who choose to have their pay per call campaigns published are able to expand their distribution and the volume of their inbound phone calls across multiple channels with minimum added work on their part. Not just that, advertisers also get the benefit of complete visibility and control over their call traffic and the customer experience.
It is extremely important to maintain brand integrity and ensure an optimal customer experience when you are working with new publishers.
Keeping this in mind, pay per call networks give brands the control they need in order to test new pay per call campaigns and publishers with minimal risk.
Verticals that Perform Well For Pay Per Call
Industries that focus mainly on lead generation are the best verticals for pay per call, such as home services, travel, EDU, insurance, financial services, legal services, etc.
Pay per call also works well with any high-consideration product or service where customers very often require a human interaction at some point during the purchase journey. If you see from a retail perspective, anything with an average order value north of $400 are also well qualified for pay per call.
Benefits that Publishers Get
With the help of pay per call, publishers can develop a new source of revenue within their existing business model. It’s not just about either clicks or calls but both of them. Therefore, pay per call provides the publisher an opportunity to earn revenue from online as well as phone traffic using the existing channels and promotional methods.
Also, publishers will have to use the same tracking capabilities and analytics for call traffic that they use for online traffic. Along with that, publisher will also have access to new and highly valuable offers with higher commissions.
Marketing Channels And Tactics that Works Best for Pay Per Call
Pay per call marketing campaigns are highly profitable and get great results by using both online and traditional marketing tactics.
We see advertisers and publishers very often driving impressive results through paid mobile search, search engine optimization (SEO), print advertising, display advertising, radio and email.
How Calls are Tracked to their Source
Calls are tracked mainly in two ways, either by unique tracking phone number or by dynamic tracking phone numbers. In the former, each publisher or campaign is assigned a specific phone number, and when a customer calls using that phone number, it is tied to the original source.
In the latter, a small snippet of code is placed on a website or a landing page and unique tracking numbers are automatically populated, which capture key online touch points leading to a call, including publisher or referral source, campaign and keyword.
How A Call Qualifies for A Commission
A criterion is set by the advertisers that define what kind of call is commissionable. Most of the time, this is based on the duration of the phone call along with other qualifying factors such as the date, time, region or even the outcome of a call—such as a sale or any other type of conversion. Also, repeat calls or unanswered calls do not qualify as commissionable most of the time.
Calls can even be filtered based on many conditions, such as geographic location of the caller, phone type, time and day of the call, nature of caller (repeat or new), etc. Some pay per call networks can also filter calls using customers’ responses to questions and phone prompts through the interactive voice response (IVR). Using these conditions, the advertiser can decide how much a call should be commissioned. This enables the advertiser to pay out a higher commission for a higher quality call.
Some pay per call networks provide you with a feature that allows you to set up rules to automatically route calls to the best destination. Here’s an example for a better explanation: a publisher can run a non-branded auto insurance campaign, so they can drive calls to several insurance advertisers.
Depending on conditions such as the geographic location of the caller, the time of call or response to certain questions, the call will be routed to the advertiser or the agent that can help them the best.
This results in a great customer experience and allows the publishers to maximize the number of calls they can receive commissions for. The feature also works for advertisers that have multiple stores, locations or call centers in a similar manner.
How You Can Get Started?
We hope that we could show you a clearer picture of pay per call marketing. Now that you know what pay per call marketing is, you will agree that the next logical step of a business owner will be to invest in it. There are a number of ways to get started when it comes to pay per call marketing. PayPerCallNetworks.com connects the advertisers only with the leading pay per call networks out there, so we highly recommend PayPerCallNetworks.com to you. Good luck!