Advertisers - Are You Qualified?
Is call performance marketing right for your business? Here are seven questions that we ask when talking to advertisers about launching pay-per-call programs.
1. Do you have a call center with sales agents?
You should have a call center that is staffed with sales agents dedicated to closing customers (as opposed to providing customer support/service). A good rule of thumb is that there are multiple agents that have good scripts geared at closing business over the phone.
2. What percent of your sales convert over the phone?
If more than 10% of your revenues are coming from inbound phone calls or if you are looking to significantly increase the percentage of business you close over the phone, then you are a good candidate for pay-per-call. We typically see phone calls converting 30-50% of the time compared to 1-3% online with average order values up to 2x higher than the online sales.
3. What are you willing to pay for a call from a qualified customer?
Call performance marketing campaigns typically have an average payout of $10 or more. Picking your target payout rate is a pretty straightforward calculation. Watch our Advertiser's Guide to Getting Started with Pay-Per-Call for more details on campaign set up and how to calculate your target payout. Payouts can be easily adjusted based on campaign or promo number once you start seeing call data come through.
4. Where are you finding customers? What media sources are working best for you today to attract customers?
Call performance marketing publishers are a diverse group with expertise across all media sources and skilled at driving inbound phone traffic. Whichever media types are performing best for you, our account reps can help you target specific publisher types (search, content, etc.) that are a good fit for you and your offer.
5. What's your budget?
In performance marketing you are typically paying out on a completed sale or action that translates into revenue for you. In most cases we find that performance marketing budgets are open-ended. If you do have limited budgets, be sure to note that and communicate it clearly to the publishers you are working with. Often times programs with limited budget don't get as much traction with publishers.
6. What's your competition doing?
Publishers are primarily evaluating campaigns based on criteria such as brand reputation, conversion rate of the campaigns and campaign payout. To be competitive, your offering needs to stack up to your competition to get mindshare of the publishers.
Publishers will always go for the offer that helps them drive revenue to their bottom line. Structure your program in a way to attract the top publishers and offer bonus incentives to the ones delivering the highest quality traffic.
To get immediate publisher attention and momentum, it is a good idea to start strong to get immediate publisher attention and momentum, offer your best possible offer. You can always scale it back pretty easily if it is too aggressive.
7. Is your offer local or national?
Broad offers are great and represent best opportunity for volume. But local offers can work, too. It is easy to set up target promotions via search, content sites, etc. Our platform supports geographic routing based on caller location, zip code and proximity, so it is easy to focus on highly targeted traffic.
It is easy to get started with call performance marketing. There are no upfront costs and no risk to get started. Would you like to talk to one of our account representatives to see if pay-per-call is right for you? Click here to contact us or call us at 877-889-4787.
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