Our next media buying expert is Mike Williams. Having started his online marketing career in 2004, he has a wealth of experience in lead generation, search engine marketing, landing page optimization, web marketing strategy, email marketing and social media marketing. Mike is currently the Network Manager at Ring Partner where he oversees the network advertisers and publishers, as well as all operations. Prior to Ring Partner, he managed his own pay per click agency and worked for a couple of other affiliate networks. Mike lives in Victoria, BC, Canada with his 3 kids and wife of nearly 10 years. Follow him on Twitter, Facebook and LinkedIn.
1) Pay Per Call has been around for years but it’s still largely unknown. Can you explain how and why the model works?
I’m not so sure if I agree that it’s “largely unknown”. Pay per call is less common, but the market is growing quickly. I remember pay per call marketing back in 2006, but it just wasn’t a viable marketing method at the time. The rapid adoption of smartphones and the growth in mobile over the past few years is helping pay per call to emerge as an effective and viable performance marketing channel, for both advertisers and publishers.
Pay per call marketing campaigns use a duration-based conversion model and publisher tracking numbers, rather than pixel conversions and links. So, when a caller dials a number and connects to a call center, then stays on the line for a set duration, the publisher is paid out a commission.
There are a few tracking systems that provide pay per call tracking, at Ring Partner we use RingRevenue, which is likely the most widely-used platform. They have some great features for publishers, like call promotions and ring pools. Call promotions are the “landing pages” of pay per call and they help to filter and funnel callers in to conversions. Ring Pools provide more granular tracking for publishers to help determine the actual conversion sources.