What is a Pay Per Call Campaign?
If you’re in Marketing (or even just work with Marketers), you may have heard the term “Pay-Per-Call”
or PPC being thrown around. But what is it, and how is it relevant to your business?
It’s guaranteed that you have been exposed to PPC marketing, even though you may or may not have known
it at the time. Think of late night infomercials with a listed number to call (“Call now and get one
free!”), clicking on a referral link through a social post or landing page, and even traditional paper
advertising with a number to call in order to purchase an item or
service. These are some examples of traditional PPC marketing campaigns, and the start of the PPC
as we know it today.
In essence, Pay-Per-Call Marketing is done when businesses contract publishers to generate qualified
inbound calls, also known as Affiliate Marketing. Publishers/Affiliate Marketers who work with PPC campaigns must
establish effective and consumer-attractive messaging to
drive inbound calls into a PPC campaign. Publishers/Affiliate Marketers then are paid for
every sale or for every call lasting a certain duration.
Organizations don't always have the resources to form a permanent marketing or sales team. Instead,
may choose to delegate these tasks to affiliate marketers and call centers to reduce operating
costs. By diverting marketing and sales tasks to third parties, organizations can focus on building
products or providing services, while performance marketers are tasked
with promoting their business.
The Pay-Per-Call industry has been steadily growing thanks to the rise of online marketing and
shopping trends. Businesses are able to track various
performance metrics of their outreach results using unique numbers linked to individual ad
campaigns, and use that data to analyze their customer experiences to refine their product, service or
In summary, PPC campaigns
aim to generate inbound calls for businesses while reducing overall marketing costs.
Why call tracking is critical for any pay per call campaign:
Main benefits of a Pay Per Call Campaign:
Reduce operating costs of maintaining a marketing or sales team.
- Closely monitor and control marketing and sales performance.
- Expands your marketing and distribution channel.
- Only pay marketing costs for qualified generated sales.
- Easily organize and manage commissions on a per-agent basis.
View detailed reporting and analytic data surrounding your call campaigns.
Enable personalized call experiences using gathered caller profile information.
Design caller journeys using flexible routing options & custom IVR messages.
Properly attribute marketing & sales performance, then use gathered data
to optimize those funnels by A/B testing campaigns to drive more calls in