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The Only Checklist You Need to Maximize Your Pay-Per-Call Marketing

Katherine Buchholz Product Marketing Manager, DialogTech

Performance marketers are seeing quantifiable growth in their industry. The reason, you may ask? Pay-per-call marketing. With the growth in smartphone ownership (64% of U.S. adults now own one) there has been a simultaneous growth in the number of calls from said smartphones (there will be over 93 billion in 2015 alone). Performance marketers have recognized the opportunity in these calls: to expand the pay-per-call market even further. In fact, Forrester predicted that performance marketing will grow to be an industry of over $4 billion by 2016.

We know how complex it can be for lead sellers to manage multiple buyers (and get credit for the leads they generate) and that’s why we’re here today. Check this list to see if you’re taking advantage of some of the more advanced pay-per-call marketing features out there. Are you missing anything?

checkboxAssign a priority to your buyers.

By assigning a priority to your buyers, you can determine the order in which calls are routed to each one. This ultimately helps you handle your buyers at a higher and more manageable level.


Route calls based on geography and dayparts.

This is particularly useful if you’re managing buyers across the country or buyers who only want to focus on calls at certain times of the day. You can automate who gets which phone leads based on specific parameters they outline for you.


Send repeat callers back to the same buyer.

Imagine you send a buyer a phone lead, and then that lead calls back through your marketing. To offer both the buyer and caller the best possible experience, some tools allow you to send those repeat callers back to the same buyer (and not double charge them for it!).


Use an IVR to filter and qualify callers.

To ensure the calls you send buyers are qualified leads, use an IVR (interactive voice response) to help you ask routine or even more advanced questions and determine if a caller is truly sales-ready.


Customize how callers are handled if there is no match.

Even though there are probably a number of buyers a call could be sent to, sometimes a match just isn’t made. So what can you do? You could have the call transfer to a predetermined number, be sent to a voicemail box, or even use an IVR for additional qualification or to play a recorded message.


Customize your call cap settings.

Set up call caps to ensure buyers never exceed their lead limit. You can set this based on a number of parameters: the number of calls a buyer receives within a given day, how many calls they receive in total within a set timeframe, or even how much budget they have to spend. Once a buyer reaches that call or budget quota for any given day or timeframe, you can stop routing calls to them until the call cap is reset.


Attribute the phone leads you send to buyers.

It’s easy for performance marketers to get credit for pay-per-click marketing: clicks are a very commonly tracked conversion metric in online marketing. As pay-per-call marketing has evolved, so has the need for advanced call tracking software that can attribute phone leads from any source – online, offline, or mobile – and get you the credit and revenue you have earned. There is also rich metadata on every caller you can provide buyers.


Record calls to prove lead quality.

Using call recordings is another even more detailed way to prove the quality of the leads you send to buyers. The only way to truly know what happened on a call is to be able to have full access to the conversation.


Integrate with the tools you already rely on.

If you’re already using software, such as CAKE, to help you track, attribute, and optimize your performance marketing campaigns, you can now integrate offline data (i.e. calls) next to your online data (i.e. clicks).

Learn more about performance marketing and the tools available to help manage the pay-per-call industry. Or watch this on-demand webinar for more insight into how smartphones are powering the explosive growth in calls to U.S. businesses.