how publishers can succeed using pay per call marketing
DESCRIPTION
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.TRANSCRIPT
How Publishers Can Succeed Using Pay Per Call Marketing
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.
The Evolution of Pay-Per-Call Marketing
By 2018, mobile search will drive 73 billion inbound phone calls to businesses (source BIA/Kelsey)
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)
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
How Does Pay-Per-Call Work for Publishers
Pay-Per-Call Benefits for Publishers
• Easy to incorporate• Generate new streams of revenue• Higher conversion rates• Higher payouts compared to lead-
gen
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
Marketing Methods
Marketing To Fulfill Demand
Online• Online Search• Online Directories • Down Stream Placements
Offline• Yellow Pages (Phone Book)• 411 Listings• Call Center Transfers
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
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
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
For More Information
Contact:Jeff FisherMatomy Media GroupSenior Marketing [email protected]: 212.209.0036
Sean GeraghtyInvocaSenior [email protected]: 805.880.7726
Thank you!