Pay-per-call (PPCall, also called cost-per-call) is an advertising model which allows companies to advertise on TV and pay for each call generated from each TV commercial aired based on a performance model and agreed upon cost per call. The Pay Per Call model allows companies to avoid expensive cash media spends for TV and radio, in favor of only paying for qualified calls. Enterprises looking to reach certain locations, or local/regional businesses can benefit from Pay Per Call campaigns, because it allows customers to talk with the seller before buying a product or service. Vendors of pay-per-call advertising attribute the growth of the model to the popularity of smartphones and claim that it reduces the costs of on-line

click fraud Click fraud is a type of ad fraud that occurs on the Internet in pay per click (PPC) online advertising. In this type of advertising, the owners of websites that post the ads are paid based on how many site visitors click on the ads. Fraud occurs ...

. Pay-per-call advertising is not to be confused with

premium-rate telephone number Premium-rate telephone numbers are telephone numbers that charge callers higher price rates for select services, including information and entertainment. A portion of the call fees is paid to the service provider, allowing premium calls to be an ...

s. Pay-per-call is the inverse of a premium telephone number, in that the advertiser who receives the call, not the caller, is charged for the service. Since it is

cost per lead Cost is the value of money that has been used up to produce something or deliver a service, and hence is not available for use anymore. In business, the cost may be one of acquisition, in which case the amount of money expended to acquire it is ...

advertising, the rates are higher than for

toll-free telephone number A toll-free telephone number or freephone number is a telephone number that is billed for all arriving calls. For the calling party, a call to a toll-free number is free of charge, unless air-charges apply for mobile telephone service. A toll-free ...

service. In general, the advertiser is only billed for calls that last at least one minute. The duration of interactions (since callers spend more time interacting with the business on the phone than looking at their website) and the probability of fraud through calls is significantly reduced are factors that might increase Pay Per Call pricing, but also increases its effectiveness.

Description

Merchants define their relevant key terms, choose desired categories and a geographic area for the ad to appear (local, regional or national). From there, they create their ad, containing their company name, address, a short description and a trackable

of the PPCall provider, which redirects to the advertiser's actual phone number. This type of advertisement is popular with Yellow Pages companies.

Call-tracking software Call tracking software records information about incoming telephone calls and, in some regions, records the calls themselves. Call tracking is a technology which can enable the pay per call, pay per minute or pay per lead business model, allowing ...

allows pay-per-call advertising providers to account for results. It is used to track, record, forward and account for every call. Calls can be automatically forwarded to the advertiser or sent to a call center where potential prospects are qualified before being passed along to advertisers. Average call durations are between 2 and 4 minutes. Pay-per-call providers have higher rates than online pay-per-click providers, citing higher consumer intent to purchase and a higher

conversion rate In electronic commerce, conversion marketing is a marketing technique aimed at increasing ''conversions''—that is, turning site visitors into paying customers. Conversion marketing addresses low online conversion rates by improving overall cu ...

. Providers also report that captured call-data is more detailed and actionable than click-related data. PPCall extends beyond online advertising; it can be used in print, TV and outdoor advertising. It is available to businesses that do not have a website, because it routes prospective customers to a telephone number. This allows business from all sizes to deliver highly targeted Pay Per Call campaigns that bring them qualified leads from online and offline sources. PPCall has been boosted by click-to-call features on smartphones, which permit a user to call a number by tapping a link, without having to dial the number manually. Apple's Mac OS X Yosemite allows the same functionality on a desktop computer."http://mashable.com/2014/06/02/apple-mac-os-x-10-10-yosemite/"

Affiliate marketing Affiliate marketing is a marketing arrangement in which Affiliate (commerce), affiliates receive a wiktionary:commission, commission for each visit, signup or sale they generate for a merchant. This arrangement allows businesses to Outsourcing, ...

networks have introduced PPCall in the UK.

References

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