The affiliate marketplace is an entity requiring constant attention to detail and the ability to immediately adjust campaign strategies. Form leads and app downloads can be easily manipulated to ensure leads being driven by publishers and networks reach the most dependable and profitable buyers. However, replicating these methods efficiently for phone leads can be quite the burden. When evaluating a vendor to help manage and route phone leads to the appropriate advertisers, it’s important to ensure they have the necessary capabilities to help you manage those calls like any other lead type. Below are 5 must-have features your pay-per-call management vendor should provide.
Real-Time Routing Engine
Real-time routing is by far the most important feature. The performance, availability, and quantity of lead buyers is an ever changing schema. A new buyer may contact you today wanting to immediately receive inbound call leads related to education, solar, tech, or even rehabilitation. A real-time routing engine allows performance marketers to easily add, prioritize, and route calls to these new lead buyers. It is similarly important to ensure that this engine offers the capability to route calls to lead buyers based on their availability (time, day, time zone, state, and country).
Routing prioritization adjustments are also key. Some lead buyers may offer more revenue per lead or on the other hand, decrease in performance. The ability to adjust their priority in comparison to other available buyers is key to maintaining or increase revenue.
Rerouting
There are a variety of reasons why rerouting repeat callers is important. The most obvious is that repeat callers don’t provide any additional revenue to the lead seller and prevent the sales team on the buyer side from connecting with a new, valuable lead. DialogTech’s LeadFlow application allows performance marketers to reroute repeat callers to a separate number belonging to the original advertiser, such as a customer service line. For instances where that lead may be calling again because the original buyer didn’t pick up within a suitable timeframe, an anti-reroute feature can be utilized to send the repeat caller to a completely different buyer. This benefits both the caller, because they can be connected to a more responsive buyer, as well as the source of the lead, because they could be paid twice for the same lead if both calls are determined to be a qualified call.
Contested Call Abilities
Providing the buyer the ability to contest a phone lead’s validity is key to a prosperous, long term relationship. DialogTech LeadFlow’s new contested call capability allows advertisers to inform their lead source that certain calls marked as qualified may not have actually been acceptable by their standards. The source still has the freedom to approve or deny the contested call, but letting the advertiser know they have a voice in the matter can go a long way.
Call Caps
Lead buyers can have many restraints when it comes to taking inbound calls. They may have a limited amount of calls they can receive simultaneously, a daily call cap on the amount of leads they’re willing to pay for, or a previous agreement that constrains the total qualified leads they’re willing to purchase over the lifetime of their relationship. It is important to choose a vendor that allows you to apply these constraints to the rules engine used to route calls. Without this capability, you may be sending qualified leads to buyers that are unable to accept or pay for those calls, which results in a loss of revenue.
Real-Time Integrations
There is a variety of performance marketing software companies that provide an interface to easily manage the campaigns between lead sellers and lead buyers. It is important to utilize a pay-per-call management platform that seamlessly sends call data to those performance marketing software providers in real-time. The most notable PM software in the marketplace today is CAKE. With DialogTech’s integration, CAKE can provide performance marketers transparent, real-time phone lead conversions to help optimize their campaigns. With this information marketers can determine which ads drive the most clicks and call conversions – as well as which lead buyers are converting the most leads. For more information on this integration, visit our CAKE integration page.
