Pay Per Call Explained

What is Pay Per Call?
We are all familiar with pay per click where, the advertisers pays for every click that brought traffic to their website. Similarly, with pay per call, advertisers pay for every qualified lead that was sent to them. Pay per call marketing is a performance based marketing, which means that being able to track and analyze the calls is really important for all parties involved in the pay per call process.

Who is Involved in Pay-Per-Call?

There are three main parties involved in the pay per call process: an advertiser (call buyer), a publisher, and a pay-per-call platform (i.e. CallerReady)

  • Advertisers (Call Buyer) – pays a publisher for qualified calls
  • Publisher – advertises products and/or services on different websites and sells the call to the advertiser
  • Pay-Per-Call Platform (CallerReady)
    • Qualifies the call with an IVR system
    • Routes the call based on geographic rules
    • Distributes the call to call buyers and/or call agents
    • Uses Call Tracking to attribute the call to the right publisher

How Does Pay-Per-Call Work

  1. The Advertiser creates pay per call campaigns with ads, banners, and other creative specific to his/her products and services. Publishers can then apply to those campaigns. After being selected, the publisher is given unique phone numbers that can be tracked.
  2. The publisher runs the ads on relevant websites in order to generate calls. The more relevant the website to the products or services advertised, the better the chance of someone clicking the ad.
  3. When a customer clicks on the ad, a call is generated.
  4. A pay-per-call platform such as CallerReady uses an IVR system to qualify the call. The customer is asked automated question in order to determine their needs. After that, the call is routed to a specific location or agents based on rules set up by the advertiser.
  5. Other pay-per-call systems offer the call to one agent at a time. This can lead to an extensive wait time because this one agent may not be available. For this reason, CallerReady has created a proprietary technology which allows for the call to be offered to multiple agents.
  6. The call is awarded to the first agent who can indicate that they are available right at this moment. This reduces the wait time for callers and thus decreases the percentage of dropped calls.
  7. CallerReady uses a call tracking technology to track the phone number to the appropriate publisher. This way the advertiser knows where the call came from.
  8. If the call met the qualifications set by the advertiser, the publisher gets paid for the call.

Pay-Per-Call Explained in One Simple Infographic

Advertiser creates pay-per-call campaigns
Publisher runs call ads on relevant websites in order to generate calls
A customer sees the ad and calls the unique phone number displayed on the ad
CallerReady qualifies the lead with an IVR and routes the call based on custom call routing rules
CallerReady offers the call to multiple call agents who compete for the call
The call is awarded to the agent who is most readily available
The call is attributed to the publisher using call tracking technology
Publisher gets paid for qualified calls