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The digitized world has condensed the buyer’s journey into a combination of one-click purchases and chatbot returns. However, for many industries like insurance, lending, and healthcare, a Google study found that consumers typically reach out to a company via phone call after conducting preliminary research online.
Calls are still central to the buying process for many industries. Still, they can often present a challenge for companies that need to be used for integrating their voice communication with their digital efforts.
To stay ahead of the curve, advertisers, publishers, and agencies should consider investing in a pay-per-call (PPC) platform where inbound calls are tracked and analyzed like every other digital lead.
But before you leap, read through the outlined questions below to familiarize yourself with how pay-per-call marketing can benefit you or your business.
What Is Pay-per-Call Marketing?
Pay-per-call marketing describes the relationship between pay-per-call publishers and advertisers and call-based campaigns that generate leads.
Pay-per-call campaigns, the first step in the marketing process, are set up by publishers on the web with associated phone numbers based on a certain product or service. Once customers make a call, they are then routed to the advertiser who works towards providing said product or service and ultimately closing the deal. If the lead is qualified and results in a sale, the pay-per-call publishers often will receive a commission based on their effort within that campaign.
In its most basic form, pay-per-call marketing is the process in which businesses, also known as advertisers, pay to receive an inbound call from a customer. Pay-per-call publishers are key in generating that lead through different online marketing channels.
Learn how to use pay-per-call affiliate programs to drive traffic and boost earnings.
What Are Pay-per-Call Leads?
A pay-per-call lead is someone whose contact information was taken as a result of a pay-per-call marketing campaign, where the goal was to generate leads interested in a given product or service.
Phonexa’s LMS Sync solution simplifies lead management and distribution, enabling marketers to increase their chances of success in selling leads through an expansive network. Beyond identifying sources and analyzing journeys, its ping tree technology reveals the potential value locked within declined sales opportunities.
In affiliate marketing, the publisher earns commissions based on the number of leads that were generated and sold to advertisers who purchased these leads.
Connecting publishers to the right pay-per-call affiliate programs can be a great way to drive income, and pay-per-call networks offer exciting opportunities. PPC is an attractive option for both affiliates and program promoters, with huge potential earnings for each successful lead conversion or customer acquisition.
What Are the Benefits of Phone Call Campaigns for Advertisers?
With pay-per-call campaigns, advertisers can easily expand their reach and access multiple channels with little effort. Since they completely control call traffic and customer experience, it allows them to maintain brand standards while exploring new opportunities without compromising quality. With its risk-free approach toward testing publishers for the best results, pay-per-call advertising will enable brands to experiment at minimal cost or liability.
How Do I Start in Pay-per-Call Marketing?
Before starting any marketing campaign, a firm understanding of your industry is essential for publishers and advertisers. Truly understanding the need for the product or service you are providing (pay-per-call advertisers) and the best way to reach that target market (publishers) is the most important first step in getting started.
The next step would be to connect with others in your space. Affiliate networks connect businesses needing customers with publishers seeking to help them generate leads. However, if you are approaching this as a solo entrepreneur or even an established company dealing with a high volume of leads, using software to help manage your inbound call leads is a worthwhile investment.
Many call tracking platforms help you efficiently manage and track your business calls and provide detailed insights into routing and caller behavior to optimize your pay-per-call campaigns.
Did you miss our recent article on the impact of call tracking? Check it out here and learn about the importance of phone call intelligence in ensuring multi-touch attribution and exploring the customer journey.
What Verticals Work Best for Pay Per Call?
PPC is particularly effective for purchase industries focused on pay-per-call lead generation, such as healthcare and insurance. This model also works well with complex products where customers need assistance during the buying process – think of high-value items like home services, travel deals, or legal advice. On top of that, financial service providers can leverage pay-per-call to provide personalized support from experts throughout the customer journey.
Where Are Calls Routed?
Usually, call leads are routed to advertisers who have formed an agreement with pay-per-call publishers. But if a relationship still needs to be developed, lead distribution is necessary to help marketers route leads to buyers. In that case, calls are routed to advertisers based on conditions like the time, location of the call, or responses to certain questions that help to qualify the lead best.
Certain pay-per-call software allows users to automate their lead routing process, ensuring that no lead is overlooked. That helps advertisers understand other opportunities for leads that may not be a good fit for your business and allows you to reroute them to someone else who can better serve their needs. Ultimately, pay-per-call marketing results in a win-win scenario for all parties involved.
What Channels Yield the Best Results for Pay-per-Call Campaigns?
Pay-per-call campaigns offer an effective way for advertisers and publishers to reach their target audiences through online and traditional marketing tactics. Marketers often see excellent outcomes when using the following channels:
- Paid search
- Organic search
- Mobile search
- Social media
- Display ads
- Email marketing
- Video ads
- Print and radio ads
How Are Calls Tracked?
Generally speaking, each pay-per-call campaign is associated with a unique call tracking number that ties back to its source and certain coding on a website or landing page that captures key points of what led up to the call – helping to determine if it was a referral, web-based lead, Google advertisement, or keyword search.
Call tracking software companies provide toll-free or vanity numbers that help generate inbound calls because they often seem more legitimate and can even be associated with a particular advertiser’s branding.
Understanding phone calls’ role in ROI and ROAS is critical for businesses to unlock their true potential. Call tracking software helps companies understand which marketing campaigns deliver quality leads and how many incoming calls result in conversions.
Keeping up with the latest sales and marketing trends requires an understanding of call tracking services. A basic service offers some benefits, but it can be difficult to bridge the gap between offline buying journeys and online experiences without employing a more sophisticated solution.
For instance, Phonexa’s Call Logic platform helps businesses track incoming calls while providing valuable insights into customer habits that enable marketers to enhance their strategies for maximum efficiency.
What Are The Benefits Of Pay Per Call?
Like eating a balanced diet consisting of whole foods and regular exercise, pay-per-call marketing is a tried and true way to achieve health and longevity for your business. It’s a steadfast pillar of consumer society – as long as customers have a phone, they will use it to support their purchasing habits.
With smartphones and mobile devices becoming even more accessible, integrating inbound call marketing and digital reporting is the only way to have sustainable insight into your marketing efforts now and in the future.
The benefits for advertisers and publishers are the complete visibility of customer experience and the added benefit of a steady revenue stream. Publishers and advertisers who use pay-per-call tracking software will have similar analytics that they use for online leads and the ability to understand lost opportunities better.
How Can I Get a Pay-per-Call Number?
It’s not uncommon for marketers to wonder how to get a pay-per-call number. The process is fairly simple, and they need to work with a marketing automation solution provider or pay-per-call companies that offer similar services. A perfect place to start is by looking at call tracking software providers like Phonexa to find out the next steps for your PPC campaigns.
Schedule a consultation to learn more about how Phonexa’s all-in-one marketing automation suite can help back your business and pay-per-call advertising needs.
Frequently Asked Questions
What is pay-per-call?
Performance marketing has evolved with the introduction of pay-per-call, an innovative way for advertisers to reward publishers who drive prospective customers to connect via phone. The process begins when advertising partners create a dedicated campaign, and once launched by a publisher, they receive credit for each quality call generated. This system provides effective rewards for those looking beyond clicks and towards calls as leads.
What are pay-per-call affiliate offers?
Such offers provide a unique way to engage with and monetize customers. Instead of relying on web users clicking through websites and making purchases online, marketers can capitalize on the power of human interaction via phone calls – all for potentially large financial rewards. By driving traffic to their exclusive numbers, any sales made over the line can quickly add up, in some cases, leading to hundreds (typically denominated in US dollars) coming into their pockets per single lead generated.
Are there any downsides to using pay-per-call services?
As with any other digital marketing strategy, marketers will face initial challenges while gathering data to inform necessary adjustments. Qualifying leads can be a particular area of difficulty. However, the right call tracking and lead management solution will help automate the process by assessing each call’s lead quality, even when directed through affiliates. Besides, marketing automation can save your teams’ time and resources and allow them to focus their efforts on more likely successful conversions.