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For marketers that actively advertise via pay-per-call, the benefits are clear: low costs, high returns, and high-intent inbound leads delivered right to their call agents. But, for advertisers who are new to the pay-per-call space, those benefits are just words until there are facts and figures to back them up. For that reason, we’ve pulled 29 statistics from credible sources that prove the effectiveness of pay-per-call.
Pay-per-call is a type of performance marketing in which businesses buy inbound phone-based leads from publishers and affiliates. The advertisers only pay for calls that meet their specific geographic and duration requirements as well as any other previously specified conditions such as call category. For each qualified call an advertiser receives, they will pay a predetermined, fixed amount to the pay-per-call network or publisher that generated the call.
Whether you’re new to pay-per-call or have been running campaigns for years, it’s important that you know how your call-based leads are generated to ensure you receive the kinds of leads you want, and your campaigns are compliant with common laws and regulations. In the pay-per-call space, there are typically four types of calls that advertisers can opt to receive: inbound and outbound, warm and cold transfers, carrier or intercept, and directory assistance. If you’re unsure of which types of calls will work best for you, we’ve outlined each below.
Performance marketing is a strategic use of advertising spend that makes sense: affiliates generate leads that they sell to brands who pay for the leads that meet their qualifications. It’s a win-win for both parties involved.
Affiliate marketers face the unique challenge of identifying and capitalizing on outstanding sources of consumer engagement. In the pay-per-call space, affiliates (also known as “publishers”) generate call traffic using a variety of advertising methods – web-based, offline, carriers, and call centers. In the age of digital marketing, some of the most common methods for call-based lead generation include paid search, organic search (SEO), social media, and display ads. However, that’s not to say that other sources aren’t of value in driving call traffic.
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.
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:
So you’ve decided to get started with pay-per-call, but you’re new, and building a campaign comes with a lot of questions. A common query from new advertisers often has to do with setting a bid price – What is it? How do I know what price to choose? We hear you, and we’re here to help. Our team has answered all your bidding questions to help you build a campaign that’s competitive.
Pay-per-call is a profitable option for marketers who wish to generate leads and drive conversion rates with minimal risk. When executed correctly, pay-per-call campaigns deliver a high volume of quality, call-based leads directly to businesses. Call-based leads are more likely to convert than other inbound leads because direct callers are typically ready to make a purchase when they call.
The only way to know you are getting the best return on your pay-per-call investment is to measure your campaign’s success. When you do this, you not only ensure that your campaign is valuable, but you can also identify opportunities to make your campaign perform even better.