The Top Ways to Optimize Your Pay-Per-Call Campaigns

The Top Ways to Optimize Your Pay Per Call Campaigns.

Speakers

Sean GeraghtyDirector, Customer SuccessAdvisory Services

Industry Trends Driving Pay Per Call Growth

$4.5 billionBy this end of 2016, affiliate marketing spend will reach $4.5 billion

162 billionAnnual calls to business form smartphones will reach 162 billion by 2019

$64.6 billion$64.6 billion is spent annually to generate calls to business

54% of all calls to businesses came from mobile marketing efforts and 45% specifically came from mobile search

54%

Getting Started: Basic Optimization

How you structure payouts will have a dramatic effect on the success of your pay per call campaigns.

1. Structure Payouts to Drive Quality Traffic

CATEGORY RANGE AVERAGE

Cable/Satellite $0.00-$27.00 $9.30

Health Insurance $10.00-$40.00 $21.45

Rehab $24.00-$300.00 $102.02

Debt Consolidation $14.00-$41.00 $24.24

Home Protection $0.00-$60.00 $38.77

Source: Invoca Customer Ecosystem 2015

2. Establish Partnerships With Trustworthy Affiliates

Carefully evaluate new media partners and affiliates. Failing to do so will lose hard earned brand relationships due to bad traffic!

3. Review Performance

AlignMost marketers when reviewing the result of pay-per-call campaigns focus on duration. Are these conversations aligned with the goal of the campaign?ListenYou can learn a ton of information about your customers and traffic sources from call recordings.

Automate Look for keywords related to conversions, customer service call vs new sales call, testing new sales scripts.

TestStart with a small budget and parlay success into increasing partnerships and traffic.

Reward Compensate your top affiliates and partners for quality, not quantity. For example, think about incorporating a hybrid model where you payout with a combination of duration and conversion

Pay-Per-Call: Intermediate Steps

4. Know What a Quality Call Looks Like

● New vs Repeat Caller● Mobile or Landline● Caller’s Geographic Location

Some practical key indicators for call success include: ● Call duration

● Call volume

● Percent to margin (ROI)

● Conversion rate

● Timeline for measuring success

5. Define Success With the Right KPIs

● Keep prompts concise and free from industry jargon. ● Minimize the number of prompts. Simple is better. ● Put a customer service prompt up front to prevent existing

customers from clogging the sales line.

Am I speaking to Sean?

New reservation?

6. Optimize Your IVR to Increase Conversion Rates

Advanced Steps: Grow and Expand

7. Maximize Monetization

Bundling let’s you run non-branded campaigns that refer traffic to a number of advertisers within the same vertical.

Set the advanced logic to automatically route each call to the advertiser that is most likely to convert the call. It’s a win for the advertiser, the customer, and us.

8. Expand New Partnerships

9. Test, Test, Test!

Recap

Getting Started1. Payout2. Partners3. Performance

Intermediate4. Focus on the data points of the call.5. Define your KPIs of the campaign6. Align the call treatment with the goals of the

campaign.

Advanced7. Monetize 8. Grow and expand9. Test, test and test!

QA