The Lazy Person’s Guide to Pay Per Call

Look, we’re not saying you’re lazy; we just know how valuable your time is. With that said, expanding your digital marketing efforts to include phone calls doesn’t have to be a complicated process that consumes all of your time and energy. Pay per call platforms (like Invoca) make it easy to bring phone calls to any affiliate or CPA marketing program.

Feeling a little overwhelmed about where to start with pay per call? Check out seven easy steps to get started.

Pay per Call Advertising Guide

1. Establish Trustworthy Partnerships

Working with a trusted agency or affiliate network is crucial. If you’re running your own program, make sure to vet out your partners and affiliates. Do your research, check references, and make sure they’re transparent when it comes to their advertising and reporting methods.

Opening the floodgates to low-quality call traffic is a drain on your resources, so make sure you know who you’re working with. And check that they have a proven track record.

2. Create a Campaign

Now it’s time to create a pay per call campaign. Describe your offer and upload your creative. Then generate unique tracking phone numbers so you know the referring campaign, partner, and other tracking details of every call you receive.

3. Set Terms and Conditions That Promote Quality Over Quantity

When setting your terms and conditions, you’re entering into an agreement with your media partners and affiliates about what you’re willing to pay for and how much you’ll pay for it. You can set rules to only pay out on calls that:

  • Last for a Minimum Duration
  • Are Placed Within Certain Hours of Days (highly recommended if you can’t answer calls 24/7)
  • Result in a Conversion or Sale
  • Are Within a Certain Geographic Location

4. Create Your Call Treatment

If you’re spending all this money to get people to call you, take the time to optimize the caller experience. Enter your destination phone number into your pay per call campaign and configure your routing and filtering rules. You can filter and route calls based on a number of conditions, including:

  • New or Repeat Callers
  • Time or Day of the Week
  • Keypress
  • Caller Location
  • Referral Source

This way, you can send your calls to the right salesperson, call center, or service agent. This improves both the caller experience, and your team’s productivity.

5. Make Sure You’re Integrated

Marketing is complex, but integrating your data can streamline workflows and help your entire marketing team make better decisions. Integrate your call data with your retargeting platforms, CRM, or data management and analytics systems. Then you can see the entire customer journey, from online ad to phone call to sale.

6. Dig Into Your Analytics and Optimize

Now it’s time to see what’s working and what isn’t. See which campaigns and partners are driving quality phone calls. With pay per call platforms like Invoca, you have complete visibility into your callers’ online journeys, behaviors, and preferences. With this information, you can optimize your messaging, caller experiences, audience targeting, and more.

7. Explore Advanced Features

Most pay per call platforms have advanced features for marketers who are serious about increasing call volume. These features allow you to extend your marketing reach and monetize more call traffic by sharing campaigns across networks and marketing partners. Once you’ve organized your campaign, take a look at some of the higher-level features that can help you boost your ROI.

See, pay per call campaigns aren’t that scary. In fact, you probably already have a lot of the tools and networks in place to get started today. You just have to take the first step.