Performance Marketing continued to grow significantly in 2021 and is now larger than display advertising as well as email marketing in driving conversions for brand merchants. Today, performance marketing represents over $6.8 billion dollars of ad spend each year (PMA).

A positive consumer journey is the first step in building a loyal brand customer. In fact, the most important factor to a consumer becoming a customer in the first place is their initial experience with your brand.

The pay-per-call field is saturated with transfers and outbound dialing. What’s more, stricter legal restrictions are being placed on outbound dialing, and navigating the murky waters of compliance is more treacherous than ever before.

Performance marketing makes sense: it’s a low-risk, flexible advertising strategy where you only pay when a desired action occurs. Clicks are probably the most popular form of performance marketing, popularized by Google, Facebook, and other social media platforms. Today, affiliate links are more popular than ever, with an annual growth rate of more than 10% according to Forrester.

Pay-per-call is an ideal marketing tactic for businesses that want qualified calls from prospective customers. But if you’re unfamiliar with the pay-per-call space, creating your first campaign can be intimidating. We are here to help make it easier for you. Here are four general steps you’ll need to complete to set up a successful pay-per-call program.

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.

Download the Complete eBook

Lead generation is one of the toughest challenges for marketers today. Finding quality leads that convert? Even more challenging. For advertisers that provide services such as appliance repair or pest control, reaching the right audience at the right time can be quite difficult. Not to mention that, even if your campaign generates an abundance of leads, there’s no guarantee that those leads will be qualified. The process of filtering out unwanted leads can be painstakingly tedious (no marketer wants to do that) and require a lot of manpower.

Your brand is the part of your business that your customers and any potential customers recognize, interact with, and (hopefully) trust. Without a strong brand, you don’t have a sustainable business.

Pay-per-call is a form of performance marketing in which advertisers pay to receive inbound calls from their target consumers. Many pay-per-call advertisers report a high return on ad spend (ROAS) since inbound calls typically come from consumers who are ready to purchase a service or book an appointment.

You’re running a pay-per-call campaign, and the calls are pouring in. Everything seems to be going as planned until a call goes to voicemail and the caller doesn’t leave a message. Suddenly, your mind fills with questions: