1.
How Publishers Can Succeed
Using Pay Per Call Marketing

2.
The State of Pay Per Call Marketing
• As more Internet traffic comes from mobile
devices, it makes sense for advertisers
generating leads to have their leads call in
directly to a call center rather than trying to
get a consumer to fill out a lead form on a
mobile page and attempt to connect with
them later.

3.
The Evolution of Pay-Per-Call Marketing
By 2018, mobile search will
drive 73 billion inbound
phone calls to businesses
(source BIA/Kelsey)

4.
The Evolution of Pay-Per-Call Marketing
70% of mobile searchers
have used the call button
right from the search results
(Google, The Role of Click to Call in the Path to Purchase)

5.
Monetization Challenges for Publishers
• Monetizing site traffic across different
devices
• Optimizing the advertiser’s creative assets
and landing page to go from desktop Web
to mobile Web
• Converting ads to meet the publisher’s
monetization needs in terms of site traffic

6.
How Does Pay-Per-Call
Work for Publishers

7.
Pay-Per-Call Benefits for Publishers
• Easy to incorporate
• Generate new streams of revenue
• Higher conversion rates
•Higher payouts compared to lead-
gen

8.
Pay-Per-Call Benefits for Publishers
• Including a phone number increases online
CTR up to 30%
• Average phone order values are 1.5- 2x higher
than online orders
• 30-50% call to conversion rates (compared to
1-3% with clicks)
• Opportunity to monetize mobile

9.
Marketing Methods
Marketing To Fulfill Demand
Online
• Online Search
• Online Directories
• Down Stream Placements
Offline
• Yellow Pages (Phone Book)
• 411 Listings
• Call Center Transfers

10.
Marketing Methods
Marketing To Create Demand
Online
• E-mail
• Display
• Incentivized
• Social
• Content Promotion
• Video
• Contextual
Offline
• TV
• Radio
• Direct Mail
• Newspapers
• Magazines
• Call Center Transfers

11.
Successful Media Channels for Pay-Per-Call
Campaigns
• Success in any marketing campaign, including
pay-per-call, largely depends on the industry
or vertical the advertiser operates in
• The best place to reach any consumer in need
of help is at the spot they’re encountering
issues – on the desktop Web
• One media channel that consistently has
success with pay-per-call would be print

12.
Takeaways
• Wider adoption by both advertisers and publisher of pay-per-
call
• As the percentage of time consumers spend on their mobile
devices increase, mobile pay-per-call ad spend is expected to
increase
• We will see more pay-per-call ad units developed by ad
networks and publishers
• New pay-per-call ad units that can get a consumer to dial in
based on their interest and intent will command a much higher
CPM

13.
For More Information
Contact:
Jeff Fisher
Matomy Media Group
Senior Marketing Strategist
jfisher@matomy.com
Office: 212.209.0036
Sean Geraghty
Invoca
Senior Advisor
sgeraghty@invoca.com
Office: 805.880.7726

14.
Thank you!