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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.
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.
Any affiliate knows that the key to success lies in their ability to continuously optimize and scale campaign performance. Whether that involves changing your ad copy, adding captioning to your video, or focusing on certain media channels, the end-goal is the same: increase consumer engagement and drive consumer action in the form of clicks, views, opens, calls, or conversions.
For affiliates (also known as “publishers”), selling calls is an easy way to monetize their ad space and drive new revenue through high payouts. Many affiliates who sell calls choose to do so by working either directly with an advertiser, or indirectly through the network. In this scenario, the affiliate applies to an advertiser’s offer, and once approved, receives a tracking number so they can send the calls they generate to that advertiser. For each call that meets the specific quality and duration requirements of the advertiser, the affiliate is paid a fixed price specified in the advertiser’s offer. This kind of campaign allows affiliates to apply to the offers with the best payouts for their traffic and gives them the most control over their earnings.
Selling calls is a quick and easy way for publishers (also called “affiliates”) to earn money. If you’re new to pay-per-call, your first step in getting started is to apply to an offer. Usually, the offer will include details related to the advertiser’s geographic location(s), hours of operation, approved advertising methods, duration requirements, restrictions, and payout. Once you’ve been approved for an offer, you can add a tracking number and start driving call traffic to the offer. For each call you generate that meets the advertiser’s requirements, you will be paid a fixed amount.
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.
Publishers (also known as “affiliates”) play a highly important role in generating leads for advertisers. Selling call-based leads to a pay-per-call campaign is a great way to monetize your reach entirely or in addition to your pay-per-click or lead selling efforts.
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.
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: