The pay per call industry is booming right now, and more advertisers are seeking publishing partners to help drive successful pay per call campaigns. With this expansive growth, there are bound to be questions about the ins and outs of pay per call. In our blog we’ve worked hard to help advertisers and publishers understand the value of pay per call, from maximizing pay per call for small businesses to dispelling myths about pay per call.
Today however, there are still questions that need answering. In this post we’ll discuss questions surrounding the functions of a pay per call campaign. There is a general understanding surrounding what pay per call is, but still a bit of a haze around how it functions. In this post, we’ll answer those questions with clarity.
1. Are Calls Filtered?
Calls to your business can be filtered based upon a number of factors. These factors include time of day the call is received, day of the week, geographic location, type of phone (mobile vs. landline), and even repeat vs. new callers. This helps your business identify high-quality calls and adjust how that call is routed or handled, and it can help to improve the performance of pay per call campaigns and driver more high-quality callers.
In some cases, calls can also be filtered using customer responses and phone prompts when an interactive voice response (IVR) system is used. All of these filters are dependent upon the needs of the advertiser for a given pay per call campaign.
2. How are Calls Tracked?
Call tracking is a central function of pay per call campaigns, but how does it work? There are numerous methods for tracking phone calls, but some are preferred by publishers over others. Two examples of reliable call tracking include unique tracking and dynamic tracking. In unique tracking, your pay per call campaign is assigned a specific phone number. Whenever calls come into that number, an easy track to the original source is established.
With a dynamic tracking system, code is embedded on a website or landing page. These codes help capture online touch-points that generate calls and trace them to the publisher, campaign, and keyword, etc.
3. What Qualifies as a Quality Call?
When customers call into your business, you’ll pay a commission to your publishing partner for generating the lead. This leaves many wondering just what factors contribute to classifying a call as one deserving commission. A number of factors can be determined, depending upon the advertiser’s business, to evaluate the quality of a call.
Factor such as length of the phone call, date and time, region, and overall outcome can be used to determine call quality. Most publishers will not charge a commission for unanswered calls; and in some cases even repeat calls will not result in a commission.