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.

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

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

9. 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

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

11. 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

12. 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

13. 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

14. 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

15. Thank you!