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How Publishers Can Succeed Using Pay Per Call Marketing

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As consumers are spending more time and searching more on mobile, it makes sense to allow leads to call directly into a call center rather than filling out a lead form on a mobile page. With pay per call marketing, publishers can find new revenue streams, higher conversion rates, and higher payouts. Learn how to easily incorporate pay per call into your existing business model and monetize more traffic.

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How Publishers Can Succeed Using Pay Per Call Marketing

  1. 1. How Publishers Can Succeed Using Pay Per Call Marketing
  2. 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. 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. 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. 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. 6. How Does Pay-Per-Call Work for Publishers
  7. 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. 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. 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. 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. 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. 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. 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. 14. Thank you!

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