The document provides tips for optimizing pay per call campaigns in three stages: getting started, intermediate steps, and advanced steps. Getting started involves structuring payouts to drive quality traffic, establishing partnerships with trustworthy affiliates, and reviewing performance. Intermediate steps include knowing what a quality call looks like, defining success with key performance indicators (KPIs), and optimizing the interactive voice response (IVR) system. Advanced steps are maximizing monetization, expanding new partnerships, and continually testing campaigns. The overall advice is to focus on call data, align call handling with campaign goals, and refine campaigns through ongoing testing.

1. The Top Ways to
Optimize Your Pay Per
Call Campaigns.

2. Speakers
Sean Geraghty
Director, Customer Success
Advisory Services

3. Industry Trends Driving Pay Per Call Growth
$4.5 billion
By this end of 2016, affiliate
marketing spend will reach $4.5
billion
162 billion
Annual calls to business
form smartphones will reach
162 billion by 2019
$64.6 billion
$64.6 billion is spent annually
to generate calls to business
54% of all calls to
businesses came from
mobile marketing
efforts and 45%
specifically came from
mobile search
54%

4. Getting Started: Basic Optimization

5. How you structure payouts will have a dramatic effect on the
success of your pay per call campaigns.
1. Structure Payouts to Drive Quality Traffic
CATEGORY RANGE AVERAGE
Cable/Satellite $0.00-$27.00 $9.30
Health Insurance $10.00-$40.00 $21.45
Rehab $24.00-$300.00 $102.02
Debt Consolidation $14.00-$41.00 $24.24
Home Protection $0.00-$60.00 $38.77
Source: Invoca Customer Ecosystem 2015

6. 2. Establish Partnerships With Trustworthy Affiliates
Carefully evaluate new media partners and
affiliates. Failing to do so will lose hard earned
brand relationships due to bad traffic!

7. 3. Review Performance

8. Align
Most marketers when reviewing the result of pay-per-call campaigns focus
on duration. Are these conversations aligned with the goal of the campaign?
Listen
You can learn a ton of information about your customers and traffic sources
from call recordings.
Automate
Look for keywords related to conversions, customer service call vs new sales
call, testing new sales scripts.
Test
Start with a small budget and parlay success into increasing partnerships and
traffic.
Reward
Compensate your top affiliates and partners for quality, not quantity. For
example, think about incorporating a hybrid model where you payout with a
combination of duration and conversion

9. Pay-Per-Call: Intermediate Steps

10. 4. Know What a Quality Call Looks Like
● New vs Repeat Caller
● Mobile or Landline
● Caller’s Geographic Location

11. Some practical key indicators for call success include:
● Call duration
● Call volume
● Percent to margin (ROI)
● Conversion rate
● Timeline for measuring success
5. Define Success With the Right KPIs

12. ● Keep prompts concise and free from industry jargon.
● Minimize the number of prompts. Simple is better.
● Put a customer service prompt up front to prevent existing
customers from clogging the sales line.
Am I speaking
to Sean?
New
reservation?
6. Optimize Your IVR to Increase Conversion Rates

13. Advanced Steps: Grow and Expand

14. 7. Maximize Monetization
Bundling let’s you run non-
branded campaigns that
refer traffic to a number of
advertisers within the
same vertical.
Set the advanced logic to
automatically route each
call to the advertiser that is
most likely to convert the
call. It’s a win for the
advertiser, the customer,
and us.

15. 8. Expand New Partnerships

16. 9. Test, Test, Test!

17. Recap
Getting Started
1. Payout
2. Partners
3. Performance
Intermediate
1. Focus on the data points of the call.
2. Define your KPIs of the campaign
3. Align the call treatment with the goals of the campaign.
Advanced
1. Monetize
2. Grow and expand
3. Test, test and test!

18. QA