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How Pay-Per-Call Marketers Use Conversation Analytics to Improve ROI

Katherine Buchholz Product Marketing Manager, DialogTech

Publishers are investing time and money into generating phone leads for networks and advertisers, and advertisers are spending budget on pay-per-call leads – these investments cannot go to waste. In this three part pay-per-call technology series, we’ve already talked about tracking calls and advanced ways to route them. Now I’m going to break down why performance marketers need deeper insight into the actual conversations.

By capturing and analyzing call recordings and transcriptions with a pay-per-call solution, performance marketers are able to know what happens on every call to prove lead quality and improve ROI.

The Proof Is in the Conversation

Proving phone lead quality can be a challenge for performance marketers. While it’s often the primary measurement, sometimes you need to think beyond just call duration to prove quality. Some pay-per-call technologies include call recording and conversation analytics that enable performance marketers to filter and mine through actual conversations between callers and agents. It’s a quick and easy way to analyze thousands of calls and use factors such as keywords, dates or days of week, and more to search through conversations and pinpoint higher-value ones.

By analyzing actual conversations, publishers can understand the quality of leads from different pay-per-call campaigns, based on the above-mentioned factors. They can use this information as supplemental proof of phone lead quality to networks and advertisers, and to direct ad budget for future campaigns.

Improving Pay-Per-Call Campaign ROI

There is a wealth of insight from the conversations generated from pay-per-call marketing that both publishers and advertisers can benefit from. Publishers can mine conversations for the keywords and terms callers use in conversation, which can be used to fine-tune ad copy, paid search keyword strategy, or landing page messaging.

In turn, advertisers can analyze agent performance and how callers describe their pain points and the solutions they are interested in. This can influence training and product positioning to improve future close rates.

Filter Through Conversations for Deeper Insight

Conversations offer a wealth of information for performance marketers – but most marketers
 don’t have time to listen to every call. Pay-per-call technology helps filter through conversations and pinpoint high-quality ones to analyze deeper based on:

  • Call Duration: Analyze longer, higher-quality conversations to understand what works, and analyze shorter conversations to determine what doesn’t work and make improvements.
  • Day of Week: Sort calls by day of week to understand how conversations differ day to day. You can see trends on the quality level of calls during the week versus the weekend, for example.
  • Keywords: Search through conversations to understand which keywords and
 terms are being used, their impact on the conversation, and then use this information to improve pay-per-call ads, messaging, and more.
  • Caller vs. Agent: Extract the calls where the caller or agent spoke certain words. If you want to analyze agent performance, this is a perfect way to measure if they are using the correct language on a call.

Call attribution, call routing, and conversation insight technology are critical to pay-per-call success. Check out our Pay-Per-Call Marketing in a Mobile-First World eBook to learn more