Question: Tell us more about Pay Per Call, how it works and why merchants with or without affiliate programs should care?
Drew Thorne-Thomsen: If you’re a merchant and phone calls are an important part of your business, unless you’re leveraging Pay Per Call, you’re leaving money and opportunities on the table. Pay Per Call provides merchants visibility and accountability within your marketing channels.
When a consumer chooses to engage with your product, brand or service over the phone, how are you measuring attribution and closing the loop with your marketing spend?
Pay Per Call helps accomplish this and acts as the connective tissue between your online and offline marketing efforts
Question: In your experience, how do Pay Per Call programs compare to purely online affiliate programs? Discuss such KPIs as CTR, conversion rate, AOV, etc.
Drew Thorne-Thomsen: Pay Per Call dovetails perfectly into the performance space and was founded and predicated on the same principles of transparency and accountability. To that end, the same metrics that you use in affiliate marketing are also relevant to your Pay Per Call campaign efforts.
For example, conversion rates, which in Pay Per Call range on average between 10-15% compared to 2-3% online conversions. Other more Pay Per Call specific metrics include average call duration, key presses and aggregating call data. All provide in order to score the quality of the call.
Source: Read the complete text at smallbiztrends/2014/03/thorne-thomsen-pay-per-call-2014-opportuniÂties
Pay-per-call appears to be a natural way to monetize the rapidly increasing number of local searches being made through mobile devices and could represent a high-value target market for Local Corp based on Borrell’s research. Though performance remains to be seen, a company like Local Corp. with the intellectual property and business expertise serving local ad markets could be a force in this sector going forward.
Andrew D’Silva - Merriman Capital
And then pay per call, do you still think you can do $2 million to $3 million in sales for this year?
Fred Thiel - Chairman and CEO
Yeah, pay per call, we’re signing up new top national advertisers, we’re bullish on our outlook for pay per call, and we do anticipate at that level approximately for the year.
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