- 1 Everything You Need To Know About Pay-Per-Call is Exposed.
- 2 What is Pay Per Call ?
- 3 Questions to Ask Before Diving Into Pay-Per-Call
Everything You Need To Know About Pay-Per-Call is Exposed.
What is Pay Per Call ?
Pay-Per-Call is defined as marketing strategy in which advertisers pay publishers to generate qualified calls who, thanks to the affiliate’s creative and messaging, are induced to make inbound calls to the advertisers either to purchase or inquire about a product or service. The publisher/affiliate who participates in Pay-Per-Call affiliate marketing earns a commission for every sale the advertiser closes, or every call that lasts a certain minimum duration (e.g., 90 seconds). Pay–per–call tracks calls the same way performance networks tracks clicks. Here’s how it works: Advertisers create marketing campaigns designed to drive prospective customers to connect over the phone. A publisher then launches these call-based campaigns and gets credit for the calls they generate.
Pay-Per-Call – A Guide for Beginners
The Internet has given rise to a plethora of new marketing opportunities, from pay-per-click to the endless variety of social media campaigns. However, there is an older mode of marketing that is one of the most effective and valuable available today. I’m talking, of course, about Pay-Per-Call marketing.
Today, Pay-Per-Call is one of the most effective ways to increase revenue and make money with affiliate marketing. Two-thirds of Americans own a smartphone, and research shows that “by 2018, mobile search will drive 73 billion inbound phone calls to businesses.” Furthermore, “70% of mobile searchers call a business directly from search results.”
Chances are, these trends will continue as consumers continue to move their lives into the digital realm and come to completely depend on their smartphones. Savvy performance marketers will naturally take advantage of these trends.
As discussed, the goal of Pay-Per-Call is to drive qualified leads to a business in a manner that can easily be tracked so that the parties involved can assess the value of the marketing campaign and the source of the lead. It is often the case that you’ll be running multiple campaigns simultaneously, which makes it all the more important to be able to keep track of a whole host of information.
How Pay per Call marketing works?
There are plenty of Pay per Call Networks which connect publisher and Advertiser.
For Pay per Call marketing, you may not need to have a website to apply and join for a Pay per Call program.
Pay per call networks provides a unique Phone number for a particular offer. Publishers can advertise that number on their website or App, on paid search engine traffic, or any other traffic source.
So, you see that Pay per Call has immense potential in monetizing your traffic. It’s the right time for affiliates to get on board and use Pay per Call Marketing for earning “Big” commission through their traffic.
One can promote their Pay Per Call number with search advertisement like Google AdWords, and Bing on the mobile phone it works very well for Pay per Call.
Some of the offers allow you to advertise your pay per call number to offline channels like TV, radio, newspaper, posters, etc. This can help you to earn good amount of money.
Benefits of Pay per Call Marketing
1.Pay per Call Marketing is such an Affiliate Marketing Technique which creates a win-win situation for both advertisers and publishers by setting multi-action, multi-channel pay per call campaigns.
- Plus: it also gives freedom to the user to dial right now or else go filling out a lead form. So, publishers looking for enhanced performance through marketing campaign have a good option in Pay per Call.
- And it doesn’t end here, as it creates a better experience for users by giving them the options of connecting with the service or product provider.
For the advertisers, Pay per Call tends to offer multiple benefits.
- It comes as one of the most cost-effective, ROI-focused forms of digital advertising. Moreover, advertisers get a 100% connection rate with customers who have opted for their offer or information.
- Plus: Inbound callers received through pay per call show up higher conversion rate than leads contacted with outbound calls.
- So, leads close and purchases are made instantaneously through running pay per call campaigns.
- For publishers, who are looking for effectively using the mobile & web platform, pay per call serves as an excellent option for monetizing their site traffic.
- Customer conversion becomes higher when they opt for pay per call marketing campaigns. It capitalizes on urgent consumer need and connects them with the requisite advertisers right then and there.
So, the captive audience is turned easily into a client for the advertiser.
Pay Per Call vs Pay Per Click
What’s the Difference Between Pay Per Call marketing and Pay Per Click advertising?
Pay Per Call and Pay per Click are both performance-based advertising models, and the main difference is not just the channels of computer or phone. First of all, there is a 10-15% higher closing rate for phone calls over online leads. While Pay Per Click can be vulnerable to click fraud, Pay Per Call has built on call tracking technology which safely tracks valid calls so that results and performance can be accounted for. Further, Pay Per Click takes you from one online place to another online place, and Pay Per Call marketing stretches to both online and offline advertising to include print, TV, and more.
Questions to Ask Before Diving Into Pay-Per-Call
Questions Publishers Should Ask
Publishers in the pay-per-call industry want two main things. You’re looking to prove the calls advertisers receive come from your campaigns, and you need more data to optimize spend for the campaigns that work and drive calls to advertisers.
Get started with these questions:
- What marketing channels work best for pay-per-call?
- If I use call extensions in my pay-per-call campaigns, can I get keyword-level attribution for the calls I generate? What about call-only ads?
- If my web page has multiple numbers listed, can I get attribution back to the keyword for calls from each number?
Questions Networks Should Ask
Affiliate networks have one primary goal: to efficiently route calls between publishers and advertisers. The better equipped you are to do this, the happier advertisers and publishers are with your services and the more business you can generate.
Get started with these questions:
- Can I customize how I route calls to different advertisers based on specific criteria?
- What if there is a repeat caller, can I reroute their call to the same advertiser? To a new advertiser?
- How do I prevent routing spam calls to advertisers?
- Can I set up call cap settings for advertisers who have call volume or budget limits?
Questions Advertisers Should Ask
Advertisers are paying for the leads publishers generate and networks route to them. It makes sense then that you want proof the phone leads you receive are valid and of good quality.
Get started with these questions:
- Is there a way to get insight into what happens during the calls my sales team receives?
- Will the calls I receive be filtered for quality?
- Can call analytics be integrated with my CRM system to see how a caller converts to revenue? Are there tools to help me optimize the caller experience after I receive the phone lead?
Other Questions You Should Ask
There are additional considerations pay-per-call marketers should always take into account. And it never hurts to ask what additional factors can impact your campaigns and what kind of support you can get. Don’t forget to ask:
- Does my pay-per-call technology provider offer free phone support?
- In which industries is pay-per-call most successful?
- If I’m a network working with a pay-per-call technology provider, do they have flexible pricing plans based on my call routing needs?
The pay-per-call market will continue to evolve as mobile marketing evolves. Smartphones and click-to-call have already redefined pay-per-call marketing, expanding performance marketers’ audience and helping them drive incremental revenue. The next step is acquiring the right technology – which means asking the right questions.