Pay Per Call is lead generating marketing where advertisers pay publishers for qualified leads. The publishers host ads with unique phone numbers that track the performance of the ad and partnership. With an unlimited number of potential publishers, both advertisers and affiliate publishers can benefit from this type of performance marketing.
The purpose of Pay Per Call is for publishers to drive customer calls to advertisers. Customers who respond to Pay Per Call ads and call the unique numbers are of high value to advertisers, since they are genuinely interested, potential customers. Each advertiser will specify the minimum length of time that makes the call a qualified lead, and each qualified lead yields an agreed-upon payment amount to the publisher. Advertisers grow their leads, while publishers get paid for sharing relevant partner ads with their audience.
Pay Per Call uses both unique and dynamic source tracking numbers. Unique tracking numbers are the phone numbers that are specially created for that specific business. It gives us the ability to show advertiser and publisher partners clear tracking reports of how an ad is performing. The generated calls from different unique numbers allows for better analytics and improvements to different campaigns. For online Pay Per Call ads, unique code is attached to websites to track calls from online sources, as well as to provide insight into data such as keyword search leading to the online point of connection.
Online and Offline Channels
Pay Per Call opens up many channels for advertisers. Depending on the service or product that the advertiser is promoting, I personally like to consider a variety of different online and offline options that would work best. This can include print advertising, paid mobile ads, radio commercials, paid search, and email campaigns, to name a few. The diversity of available channels means advertisers can test and compare the effectiveness of time of day, geographical location, and many other factors to see which sources their leads are responding to the most.
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