How a Pay-Per-Call Campaign Can Improve Business Revenue

By Emily Pribanic - Last Updated on June 8, 2018
How a Pay-Per-Call Campaign Can Improve Business Revenue

You can easily improve your business revenue with a properly executed pay-per-call campaign.

Follow these easy-to-follow steps to ensure that your next pay-per-call campaign is effective.

Pay-per-call campaigns are an advertising model where the rate paid by the advertiser is determined by the number of calls made by people who view an ad provided by the company. Pay-per-call is a lead generation strategy and a simple way for advertisers to buy and connect with qualified leads through phone calls. This type of campaign, simply put, means that a company is paying to receive inbound customer phone calls. Pay-per-call campaigns can increase business revenue in many ways.

How to Utilize Pay-Per-Call Campaigns

To grow your pay-per-call campaigns and your business, you must optimize, adjust, and constantly improve them. This may be difficult for some companies but with these easy-to-follow steps, your next pay-per-call campaign will be the most lucrative one you have ever launched.

Quality over Quantity

The main idea behind pay-per-call campaigns is pay-per-lead. This means that these types of campaigns are used to attract quality leads and it doesn’t make sense for you to pay for a lead that doesn’t pan out. To ensure that your pay-per-call campaign is effective, make sure your commission structure is optimized to reward publishers who drive high-quality leads to your company. These types of leads are the most likely to turn inquiring viewers into customers. By optimizing your commission structure, you can provide an incentive for publishers to not only focus on volume but quality as well.

Invest in Publishers

It is important to note that not all publishers perform equally. Pay-per-call affiliate campaigns only work if the affiliates you employ bring in high-quality leads. Take note of publishers who drive the best traffic and get rid of any who drive a ton of calls with below average conversion rates. By keeping an eye on publisher performance, you can invest your budget where you’ll receive the biggest return. It’s also important to note that different publishers are better suited for different audiences so make it a point to utilize publishers that perform better with your different types of offers.

Filter Calls

After launching a pay-per-call campaign, you will notice a significant volume of call traffic beginning to pour in and be able to spot common characteristics of calls that are most likely to turn into revenue. Once you can spot calls that will likely turn into revenue, you can begin to filter all calls based on factors like new calls compared to repeat calls, caller location and even the day and time of the call. There is even software you can use to measure the volume and outcome of each call. This is achieved by listening for key phrases and words said during the call letting you target your highest value customers and creating more effective filters.

To ensure that any pay-per-call campaign you launch is successful, you need to always be testing and studying analytical data. With proper analytics of your pay-per-call campaigns, you can make data-backed improvements, allocate your budget more efficiently, and improve your filtering measures. Pay-per-call can be an effective performance marketing strategy if you follow these tips and optimize your commission structure.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing since she was young and has a creative imagination. She lives in Dallas, Texas with her family and two cats.

Emily Pribanic | Emily is a graduate of the University of North Texas. She has her B.A. in Advertising with a concentration in Copywriting. Emily has been writing s...

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