This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Mobile Click-to-Call is a growing segment in the performance and affiliate space. We’ll examine how you can balance quantity and quality of calls in generating large revenue streams.

1. Mobile Click to Call:
Quantity or Quality
Session 2d
Location: 125 (Level 100)
Time: 12:30pm-1:30pm

2. Brett Kaufman
• Currently the VP, Mobile Marketing at DoublePositive
• Previously:
– Senior Director of Marketing & eCommerce at PropellShops
– Founder and CEO at The Branding Spot
– Senior Manager of Marketing & eCommerce at Livescribe Inc.
– Operations/Marketing at Sprout

3. DoublePositive
• A performance-based online marketing company
headquartered in Baltimore that serves lead buyers,
lead sellers and direct response advertisers.
• Founded in 2004
• 70+ employees in Baltimore and Tempe
• 5 different product lines

4. Pay Per Call Evolution
Traditional
Online
Mobile

5. Mobile Pay Per Call

6. How Mobile Pay Per Call Works

7. 4 Players in Mobile Pay Per Call
1. Advertisers (aka the Demand)
2. IVR (aka the Routing)
3. Publishers (aka the Traffic)
4. Data (aka the Results)

8. Advertiser Requirements
Basic
• Dedicated call center able to
receive INBOUND phone calls
• Local or regional coverage
• Standard operating hours & days
• Clearly defined CPA/CPS metrics
Preferred
• Ability to track and measure
results of phone calls
• National geographical coverage
• Open 24/7
• Caller ID level transparency

9. IVR
• The interactive voice response, or IVR, is one of the
most important elements in the mobile pay per call
process, and is the first opportunity to establish trust
with a customer.
• This is the time to put your best foot forward and
give the customer a good reason to stay on the
phone.

10. How to Write an IVR
• First, we thank the customer and express our gratitude.
• Next, we re-confirm the customer intent in calling the advertised
product. This avoids the dreaded accidental dial.
• Then we allow the customer to communicate and self-identify
which type of product they associate with.
• Finally, the customer is transferred to the corresponding
advertiser, spending less than 30 seconds in our system.

11. IVR Tips
• Identify with the customer
• Screen for age or legality of the caller if necessary
• Put the customer in position to answer simple yes or no questions without
any gray areas
• Use voice talent to record the prompts, not your friend or colleague
• Stay away from sticky legal issues such as self-identifying credit scores,
personal healthcare related information, or social security numbers

12. IVR Examples
• Auto Insurance
• Health Insurance
• Life Insurance
• EDU
• Home Security

13. Traffic – it’s like the Wild Wild West

14. Display
– Display marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

15. Paid Search
– Paid Search marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

16. SMS
– SMS marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

17. Incentivized/Reward
– Incentivize/Reward marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

18. Push Messaging
– Push marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

19. Email
– Email marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

20. Apps and Games
– Apps and Game marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

21. Radio/TV/Print
– Traditional marketing on mobile
– How relates to pay per call
– How you screen quality
– How you deliver quantity
– What it costs

22. Data
• Pay-per-call arms you with data
• Each call is accompanied with valuable analytics and insights that tell you who
your target audience is so you can better market to them
• Find out what keywords (organic and paid) result in high quality phone calls. It’s
time to ditch those pricey, ineffective keywords, and ramp up the spend on the
ones that are working
• Learn which campaigns and marketing channels are referring call traffic so you can
better allocate your marketing budget or make adjustments to your campaigns
• With pay-per-call, you can also edit your IVR and call routing in real time so you
can make optimizations or changes to reflect external circumstances like changing
hours

23. Any Questions?
Brett Kaufman
bkaufman@doublepositive.com
@brettmkaufman