Why Pay-Per-Call Is the Reset Button Performance Marketers Need

We’ve written a lot about the different facets of pay-per-call marketing, including how it works, how to get attribution, and how to integrate all your data. Today we’re bringing it back to performance marketing and why the value of pay-per-call marketing makes it the perfect reset button for your campaigns.

First, let’s go back and break down performance marketing.

Performance Marketing 101

Pay-per-call marketing is a form of performance marketing, so understanding pay-per-call begins with understanding performance marketing. (You may also hear it referred to as affiliate marketing.) There are typically 3 parties involved:

Performance marketing works on a cost-per-conversion basis, where advertisers only pay when a lead takes a specific action and qualifies based on specific criteria.

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Imagine you’re working with an affiliate network. They act as a middleman – their job is to send you leads who have converted (clicked on an ad, filled out a form, called, or installed an app, for example). You don’t pay for the ad impressions, but rather when an action is taken. While the cost-per-lead may be higher with performance marketing, you’re paying for highly targeted advertising that results in higher-quality, more lucrative leads.

Why Pay-Per-Call vs. Pay-Per-Click?

Most marketers are familiar with pay-per-click advertising (especially in search). With pay-per-call, just trade the clicks for calls and it’s the same concept: a business pays for a specific conversion, but in this case, it’s a phone call. Pay-per-call also works for offline marketing such as print, television, direct mail, and out-of-home.

Not every performance marketer wants clicks. In many industries (for example, those with complex purchases such as insurance or automotive) a phone call is more valuable than a click on an ad or form fill. For advertisers who may be thinking about performance marketing, and publishers who recognize the pivotal role mobile marketing now plays in driving inbound calls, pay-per-call is the answer.

The Value of the Pay-Per-Call Reset Button:

For Advertisers

Advertisers, or lead buyers, want only high-quality, sales-ready leads sent to them. They’re paying per lead, after all. Pay-per-call marketing delivers:

• Conversions: Calls convert to revenue 10x more than web forms, making them the lead type advertisers want most. (BIA/Kelsey)
• Quality: A caller tends to be further along in the sales process: advertisers have a live lead interested in their product on the phone. (Giving them real-time interaction.)

For Networks and Publishers

Publishers, or lead sellers, work with networks to ensure their leads are being distributed to advertisers. Both of these guys need proper attribution of leads to prove their value and ROI to each other and to advertisers. Pay-per-call marketing delivers:

• Volume: Thanks to smartphones and click-to-call, pay-per-call marketers are able to generate more calls than ever through their campaigns.
• Revenue: Based on both sheer volume (there will be 162 billion calls driven from digital advertising by 2019) and their level of quality, calls have proven to be quite lucrative for performance marketers.

If you need to hit the reset button on your performance marketing, pay-per-call is the perfect answer. Learn more about how to drive more revenue with Pay-Per-Call Marketing in a Mobile-First World.

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Why Pay-Per-Call Is the Reset Button Performance Marketers Need