Performance marketers sometimes feel like they’re losing an uphill battle, and for good reasons. They have to combat perpetual issues of scalability and quality while trying to figure out how to make mobile work. But there is a path to victory, and as it turns out, it’s pretty easy.
We’ve compiled seven stories of cutting-edge brands, networks, and agencies who are using pay-per-call to increase lead volume, improve conversion rates, and boost ROI. Here’s how they’re doing it.
1. Own the Mobile Market
According to Cisco, the number of worldwide mobile users is estimated to go from 4.3 billion in 2014 to 5.2 billion by 2019 –that’s a 21% increase. It’s no secret that mobile marketing is a big deal, but copying and pasting a desktop strategy won’t cut it. People on their mobile phones research and engage with brands in a completely different way than they do on desktop.
ReviMedia, a lead generation company, is using pay-per-call campaigns to target their mobile audience who would rather not fill out a lead form on their phone. By including mobile click-to-call buttons on ads and landing pages, ReviMedia gives smartphone users the ability to connect in a way that is convenient, fast, and personal. ReviMedia has even found that people who submit lead forms still end up making a call. Apparently people on their phone want to talk.
With 70% of mobile searchers using click-to-call, marketers have got to embrace the new format to win mobile. In fact, ReviMedia has seen tremendous ROI for call campaigns, and they’ve been able to improve lead quality, with call durations increasing 180% over the past year.
2. Open Up New Streams of Revenue
Pay-per-call is one of the easiest ways to tap into new revenue within your performance marketing mix. Matomy Media Group, a digital performance based advertising company, uses pay-per-call to empower their publishers to drive digital and phone traffic from all media channels including paid search, display, email, social and video. Using call-based CTAs is an easy way for publishers to target consumers from multiple angles. When you give consumers a choice to connect with a brand how they want, you not only capture more of your audience, you capture more of your most valuable customers. By generating clicks and calls for their advertisers, Matomy has increased ROI for their clients by lowering cost per acquisition and improving mobile conversion rates.
3. Increase High Quality Lead Volume
Everyone wants high quality leads and more of them. But it’s hard to constantly improve results once you’ve maxed out your budget and have optimized your campaigns to death.
The secret to higher quality leads is phone calls. Performance marketing agencies like We Speak Insurance uses pay-per-call to generate higher conversion rates and sales because people who call generally have high buyer intent. We Speak Insurance reveals that their inbound calls convert up to 10 times the rate of their web leads. Additionally, phone calls come with 100% contact rates unlike web leads, so advertisers don’t risk wasting money on leads they never actually contact.
4. Scale Lead Volume with New Marketing Partners
One of the biggest benefits of performance marketing is the ability to scale marketing distribution. Affiliate tracking software and performance networks make it easy for advertisers to work with new partners in a completely cost-effective manner. Pay-per-call makes it just as easy to scale inbound call volume through new partners.
RingPartner, a pay-per-call performance marketing network, uses Invoca give their advertisers complete visibility into all their marketing partners so they can easily manage their spend, keep track of partner performance and manage commissions. Advertisers can also set commission criteria on inbound phone calls so they can work with several partners without the fear of being overwhelmed by bad call traffic.
With Invoca’s pay-per-call platform, RingPartner increased call traffic by over 500% last year alone.
5. Get Detailed, Multichannel Attribution.
With the shift to smartphones, consumers are bouncing between online and offline channels more than ever. Both advertisers and publishers need to track online and offline touchpoints to get an accurate sense of campaign performance and the customer journey. Without inbound call attribution publishers could be suffering from leakage, and advertisers wouldn’t know the source of their phone calls, or how to get more.
Pay-per-call gives brands like The Credit Pros the level of in-depth attribution that they’re used to with digital campaigns. They can see the keyword, banner, ad, campaign, and marketing partners that are driving high quality phone calls. With this detailed insight they can make effective optimizations to their campaigns and budget.
For anyone already doing performance marketing, pay-per-call should be an easy decision. It addresses many of the long-standing challenges that plague performance marketers, and it fits seamlessly into your digital strategy. If you want the full stories on the brands, agencies, and networks who are rewriting the rules of performance marketing with pay-per-call, download our latest eBook, Masters of Pay-Per-Call: Winning New Opportunities in Performance Marketing.
