Pay-Per-Call Drives MoneyWritten by Pace Lattin
January 26, 2012 # 6:35 am # Marketing Insights, Specials # 9 Comments
For too long, publishers and advertisers have been burdened by a mutual lack of trust.
Trust is a reciprocal issue, and it’s clear that both camps have reasons to be concerned. For many publishers, advertiser scrubbing practices have always been a mystery. Often, the client won’t say why they think one lead is valid and another is invalid. Some even go so far as to enforce mandatory scrub rates or chargebacks. What’s a reputable pub to do, just blindly accept their scrubbing process with no transparency?
When pressed on these practices, advertisers generally come back with a vague and detail-light response: poor lead quality. Many stop the dialogue there and skimp on the specifics. If they don’t share lead-level disposition, how are publishers supposed to improve lead quality?
I’m going to go out on a limb, here, and guess that you’ve dealt with this issue. Here’s my advice on dealing with these trust concerns: don’t get mad; change your format to one more aligned with the interests of all the parties to a lead transaction. Specifically, start driving phone calls.
Pay-per-call advertising actually aligns the goals of publishers, advertisers and consumers. Within this format, consumers drive the experience by dialing in. Because the contact rate is 100 per-cent, publishers can add value, build trust and drive transparency with every inquiry. And, advertisers see tremendous interest from net-new prospects who would not be otherwise willing to inquire.
These benefits alone should entice plenty of performance marketers. If you’re still not sold, though, consider this: Pay-Per-Call is a better for your company in the long run, too. We know that developing business can be time consuming and expensive. Choosing a format that leads to a 100 per-cent contact rate and adds constant value contributes to your long-term, sustainable growth. This helps reduce the cost of chasing transient business. Because inbound calls are generally high quality leads with solid conversion rates, you are more likely to be on the buy next month, and for months thereafter. Pay-Per-Call even rewards Advertisers for establishing workable call parameters, so you’ll know exactly how to make them happy.
Finally, Pay-Per-Call advertising takes you where the demand is higher and there is less competition. Advertisers say ‘yes’ to this proposition because it makes sense for them. It’s a new category and it introduces net-new customers. Those who put the time in will be rewarded. Every Publisher should be aligned with that.