Pay Per Call
"Pay per call" is a performance-based advertising model where advertisers pay publishers (or affiliates) for qualified phone calls generated through the advertising campaign. This model is particularly common in industries where the end goal is to drive phone leads or sales.
Here's how pay per call typically works:
1. Ad Placement: Advertisers create and place ads that include a phone number for potential customers to call.
2. Publisher/Affiliate Promotion: Publishers or affiliates promote these ads through various channels such as websites, search engines, social media, or other marketing channels.
3. Call Tracking: Each ad has a unique phone number, allowing advertisers to track the calls generated from specific campaigns or publishers.
4. Performance Metrics: Advertisers pay publishers a predetermined fee for each qualified phone call, based on criteria such as call duration, location, or other specific requirements.
5. Quality Control: Advertisers often set criteria to ensure the calls meet certain quality standards. For example, a minimum call duration may be required to qualify for payment.
Pay per call is especially popular in local marketing, where businesses aim to attract customers within a specific geographical area. It can be effective for service-oriented businesses like plumbers, lawyers, locksmiths, etc., where potential customers prefer to make direct phone inquiries.
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Advantages of pay per call include:
- High Intent: Since the customer is actively calling, there is often a higher level of intent compared to other forms of advertising.
- Local Targeting: It's effective for businesses targeting a local audience.
- Measurable Results: Advertisers can easily track and measure the performance of their campaigns.
- Cost Control: Advertisers only pay for actual calls that meet specified criteria.
However, challenges may include the need for effective call tracking, determining fair pricing, and ensuring that calls meet quality standards.
Pay per call is just one of many models in the online advertising space, alongside traditional pay-per-click (PPC), cost-per-impression (CPM), and other performance-based models.