Pay Per Call System
Call Tracking is a key part of the technology that enables Pay-per-Call - The ability to track calls in a similar way to clicks, allows Pay-per-Call providers to account for results and to reward partners for performance, on a revenue-share basis. A majority of original direct PPCall providers used web forms or optimized landing pages to help generate phone calls. On web based advertising platforms, merchants define their relevant key terms, choose desired categories and a geographic area for the ad to appear (local, regional or national). From there, they create their ad, containing their company name, address, a short description and a trackable toll-free telephone number of the PPCall provider, which redirects to the advertiser's actual phone number. This type of advertisement is popular with Yellow Pages companies. The PPCall provider system is a virtual PBX hosted phone operation used to track, record, forward and account for every call, and captures all caller details – caller info, date and time, calling number etc. Calls can be automatically forwarded to the advertiser or sent to a call center where potential prospects are qualified before being passed along to advertisers. Average call durations in 2012 were reported by one Pay-per-Call network to last between 2 and 4 minutes.
Pricing: The cost per-Call charged to the advertiser is usually higher than the cost per-Click. Pay-per-Call providers claim the higher charges are because calls convey higher consumer intent to purchase - and - have a higher conversion rate than Clicks. Providers also report that captured call-data is more detailed and actionable than click-related data.
Online & Offline: Pay-per-Call is referred to as a ‘bridge’ between online and offline advertising, because unlike Pay-per-Click it extends beyond online advertising - it can be used Offline (in traditional media such as print, TV and outdoor). Pay-per-Call is also available to businesses that do not have a website, because it routes prospective customers to a telephone, instead of to a website.
ROBO: Pay-per-Call enables a growing number of ‘ROBO customers’ (customers who ‘Research Online and Buy Offline’) to dial telephone numbers, or Click-to-Call links that they see online. Calls usually terminate ‘Offline’ on the advertiser’s fixed or hand-held telephone/device.
Pay-per-Call and the Mobile web: In 2010, Click-to-Call functionality was extended for smart mobile phones so that the user could connect by clicking the phone number link, without having to dial the number manually. Web-enabled Smartphones and their inherent click-to-call and search functionality are an important driver behind growth projections for the Pay-per-Call model. .
Pay-per-Call and Affiliate Marketing: In recent years, leading Affiliate Marketing Networks have proceeded to introduce Pay-Per-Call solutions. Pay-per-Call is reported to be one of the fastest growing areas in the affiliate marketing industry (2012-2013).
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