How Does Pay Per Call Marketing Work?
Many brands and affiliates know the importance of diversity in the marketing industry, and pay per call is a valid option with a high chance of revenue. It often seems more difficult to navigate than other options, the closest being pay per click. It isn’t, though, not when you know how […]
By Liza Schubert
Many brands and affiliates know the importance of diversity in the marketing industry, and pay per call is a valid option with a high chance of revenue. It often seems more difficult to navigate than other options, the closest being pay per click. It isn’t, though, not when you know how it works. When you also have the right factors in place, this system works well and can increase sales for the brand with better payouts for the affiliate. There’s a lot to gain from pay-per-call marketing. Wondering how does pay per call marketing work? This article builds upon the importance of how pay per call marketing works. Each section is designed to tackle a particular question you might have.
1. The Definition of Pay Per Call Marketing
Pay-per-call marketing is known as a performance or Cost Per Action (CPA) marketing method where the brand or an advertiser pays an affiliate (also known as partners and publishers) to propagate ad campaigns to get members of the target audience to buy. For every call made, the affiliate earns money. Unlike the pay per click where the action is a tap on a link or filling a form, here the person makes a call.
2. The benefits of Pay Per Call marketing for advertisers and brands
Pay Per Call has a big coverage advantage with little work on the advertiser’s part. By outsourcing the work to affiliates, the advertiser has opened lead streams that could, in turn, translate to finished sales and a better public image.
Furthermore, Pay Per Call grants the opportunity to monitor customers’ experience and the call traffic. It also saves costs that would have been used to create a website or do some other elaborate campaign. Not to forget, it generates leads.
3. The benefits of Pay Per Call for affiliates
Advertisers/brands aren’t the only beneficiaries of this model. Affiliates also stand to win a lot through the pay per call, the first of which is a higher payout. PPCall tends to pay more than other marketing forms. Combined with other businesses the affiliate runs, there is a high possibility of multiple revenues. You can also get online traffic while running the campaigns.
4. Verticals more suitable for pay per call
Not all verticals would need a pay-per-call, but some shouldn’t leave this marketing method aside. They include healthcare, legal services, travel, insurance companies, and home services. Any sector that involves human interference and phone calls can use pay per phone advertising.
5. Marketing channels more suitable for pay per call
An advantage of pay per call is its flexibility in marketing channels. It can use both online and offline channels to generate leads, unlike the pay-per-click that is reliant on only online channels.
The channels suitable for pay-per-call marketing include social media, blogs and SEO websites, radio, newspaper, television, email, and display ads.
6. Tracking phone calls to the source
There are two known ways phone calls can be tracked down. The first and most common way is to give the affiliate a particular phone number. Each call from that phone number is credited to the affiliate. Another way is by using a tracking technology known as dynamic call tracking.
7. How to know if a call is good enough to get a commission
No doubt, affiliates can get many callers with their promotion techniques. All calls cannot get the same commission, however. The brand usually has a criterion that the affiliate knows and adheres to. These criteria could center on the length of the call (the most popular), date, time, region, or a closed deal.
8. The Caller’s journey
Callers are usually routed through prompts that would lead them to the right business to meet their needs. The affiliate can do this by working with different brands or a company with different stores. This routing enables the caller to get to the particular business (or store) in a better position to meet their needs.
9. Are there any disadvantages?
Pay per call has its pros and cons, much like any business or marketing model known. It often has a high commission for starters, which is an advantage for the affiliate but a downside for a brand that wants to minimize cost. It also requires very close analysis and monitoring.
10. Other tips on pay per call marketing
For the affiliate beginner, national offers are more advisable. Businesses should learn to outsource ad campaigns as much as possible, and advertising agencies should focus on quality customer care.
Final Thoughts
Though not exhaustive, we hope this guide has pointed you in the right direction on the subject of pay-per-call marketing. Both affiliates, advertisers, and companies can benefit from the PPCall, and it is worth doing further research into.