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Why High Quality Calls = Success (14)

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Focusing on high quality calls, over a high quantity of calls, will get your more benefits, profits and ultimately results.

Here are some reasons why:

• Higher quality calls will give you leverage for better payouts
• You'll gain access to private offers that other, low quality, publishers won't have access to
• Advertisers and Networks will want your calls and give you more attention and care

Having a high quantity of calls is still great, but if the call quality is NOT there your campaign will be paused/stopped fairly quickly. With pay per call marketing the feedback on call quality is almost immediate.

So, how do you generate better quality calls?

• Use an IVR to filter callers, asking questions and routing unqualified callers away from the campaign
• Don't "trick" or "scare" users into calling, if they're unqualified the advertiser will have a tough time selling to them
• Do not incentivize callers
• Work with your Account Rep to learn more about the campaign and what the advertiser is looking for
• Call the campaign, do a test call and see how their process works

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Thanks for the tips man, this vertical is completely blowing up any and all info is greatly appreciated!

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Totally agree! I will say that one of the challenges is that people using mobile search are not paying enough attention to ad text and just clicking on the ad - which in many cases, creates a phone call. I am doing everything possible to make sure I am targeting the right KEYWORDS, so to prevent a "bad quality call" before it happens.

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Call the campaign, do a test call and see how their process works

That trick helped me going from -11% ROI to +30% ROI. When you live outside the US just get a skype number and call those numbers!

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@maynzie Glad to hear you're finding the info useful. Pay per call is growing rapidly!

@tbranley Users will certainly click without paying attention, but search is much better than display for fat-finger clicks/butt dials

@mikeyboy Yes, calling the campaign is important and really gives you some insight into what will happen on the call. We're in Canada, so we use Google Voice to call sometimes.

Cheers!

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Agree! It's always a good idea to do a test call. Not only see how their IVR works (press 1, press 2) and what they are screening out, but also to speak with a live salesperson to understand the type of prospect they are "expecting" to speak with and to get details on the product offering I may not fully understand (ex: medicare supplemental insurance).

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What is IVR?

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IVR = Interactive Voice Response.

It's essentially the recording you hear when you call in. For example - "Press 1 for sales, press 2 for customer service."

You can also change the call treatment, to filter based on location, keys pressed, whether the location is a repeat caller, etc.

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What is "Call treatment?"

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It's how the call is handled.

For example, the caller rings and they hear an IVR (recorded message) which can be used to filter callers, or the caller can be asked questions or they are pre-sold, before they are sent to the call center. It's usually used to improve call quality for the merchant/call center.

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Are you suggesting that affiliates create their own ivr to pre qualify the leads?

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Yes, it's a good way to improve your earnings and create multiple revenue streams, or to improve the quality of your callers with filters.

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Thanks Mike
Your volume guys @ RP..... are they finding that they're turning up more ROI by doing this? (trade off between filtered calls vs. volume)

Would be nice to see some case study on this.

(I ran a lead gen company and we tinkered with our own IVR,.. but we didn't really find this to move the ROI needle. In fact, our customers WANTED to get those calls anyway. Not sure why. Im guessing they wanted to do their own followups)

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Not always.

But, we create campaigns with multiple revenue streams to increase the chance a call will become a conversion.

More publishers should take this one step further and optimize the call treatments for their specific calls.

-Mike

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