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The Complete Guide to Pay-Per-Call

Introduction

Marketers have always been challenged to find the best way to spend their advertising dollars. In 2021, after a global pandemic and staggering budget cuts, marketers are under more pressure than ever to find the channels that drive the highest and most consistent return on investment (ROI) for their advertising budget.

 

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Compliance in Pay-Per-Call

Telemarketing is notorious for being highly regulated, but it can be confusing which telemarketing regulations extend to the pay-per-call industry and how they apply. However, this is a growing concern for advertisers that want to protect their brand. In fact, the quality of call traffic is often the top deciding factor for brands and networks when choosing which new pay-per-call affiliates to work with.

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Real Time Bidding and Ping Post Explained

For a long time, the best way to buy and sell calls in a pay-per-call campaign was through a direct connection between an advertiser and publisher: publishers apply to an advertiser’s offer and get paid at a fixed rate for every billable call they generated.

Although this method offers predictable payouts, direct campaigns often have restrictions around call pacing and the advertiser’s location or hours of operation. Any calls publishers generate outside of the campaign requirements are not billable.

Programmatic pay-per-call campaigns solve this issue. When a publisher sells calls programmatically, an API determines the time of day, location, and business category of the call and dynamically connects it to the best available advertiser offer in that category. This secures the best monetization path for all of the publisher’s call traffic, delivering the most revenue possible while giving each call the best chance to become billable.

The two most common methods for programmatic pay-per-call are real time bidding and ping post. Even though both are becoming more common in the pay-per-call space, there is still a lot of confusion around how programmatic pay-per-call campaigns work.

 

We've explained the differences for you, here:

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How to Design a Successful Landing Page

With the right ad traffic, a good landing page equals a successful pay-per-call campaign.

In a pay-per-call campaign, landing pages have one goal: convert your website traffic into qualified calls. It's no surprise, then, that having a successful landing page leads to more qualified call traffic - and more money in your pockets - for your pay-per-call campaign.

In this white paper, you will learn:

  • Five proven steps to creating a landing page that converts website traffic to call traffic

  • What elements make up a successful landing page

  • Helpful hints that will help guide you as you design a winning landing page

  • How to test and optimize your landing page for even better results

 

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Taking The Guesswork Out of Lead Generation

Generating new prospects isn't easy. With changes in consumer behavior and the rising costs of digital marketing, deciding on how to spend limited advertising dollars is becoming even more difficult. Although no foolproof solution exists, performance marketing has proven to be one of the best investments when calculating Return on Ad Spend.

Pay-per-call is the fastest-growing segment of performance marketing because it allows advertisers to purchase high-intent, inbound calls from specialized lead-gen publishers at scale. This is an effective lead generation tactic for high-touch service businesses that typically require a phone conversation somewhere in the sales cycle.

In this white paper you will learn:

  • How you can attract new customers through pay-per-call

  • The answers to all your basic questions about pay-per-call including:

    • "What is pay-per-call?"

    • "What is a pay-per-call network, and why should I work with one?"

    • "What industries are successful with pay-per-call?"

    • "How do I measure the performance of my campaign?"

    • And more

  • How to be successful with your first pay-per-call campaign

  • If pay-per-call is right for you

 

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What Can Pay-Per-Call Do to Help Your Inbound Sales Agents?

Pay-per-call can help national brands drive more qualified leads to their inbound sales agents at higher conversion rates and lower costs per lead. 

In this white paper, you will learn:

  • How to find consumers that are ready to buy, not those still shopping around

  • What makes pay-per-call the most prolific method of performance marketing

  • How unique call sources impact the success of your campaign

  • How advertisers can control their campaign requirements and call sources

  • Why it's important to work with a pay-per-call network with its own robust platform that monitors call quality and mitigates compliance concerns

 

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