Online Marketing Glossary: Pay Per Call
Saturday
Sep 6, 2008
Pay Per Call:
- A model of paid advertising similar to PPC, except advertisers pay for every phone call that comes to them from a search ad, rather than for every click through to their website landing page for the ad.
A simple Google search of “pay per call tracking” comes up with about 355,000 results for this fledgling model. Traditionally, affiliates have seen phone orders for a merchant as a commission leak. They could drive sales to a merchant’s website, but if the person then calls to place an order then the commission is lost.
More recently we’ve been seeing tracking come through for the affiliates when visitors call. This is still dependent on the visitor actually plugging in the code in over the phone or telling the operator so it’s not entirely fool proof to my knowledge.
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Glossary Definition From ABC’s of Online Marketing by Alexandra Wharton, Issue 22, Revenue Magazine
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Comments
Vlad Zablotskyy
September 6th, 2008 at 1:48 pm
Pay per call actually works well for real estate professionals. But it probably can work well for any business that uses phone to generate leads.
D800
December 2nd, 2008 at 3:08 pm
Trish plugging in a code is no longer necessary. What you can do is have different tracking numbers dynamically generate depending on how the user came in (PPC, Organic, Referral) and then use a software system like [url=http://www.dial800.com/Pages/CallView360.aspx]CallView360[/url] to [url=http://www.dial800.com/Pages/LeadTracking.aspx]track calls[/url] and see how each campaign is performing similar to Google Analytics. This is especially important if your a B2B and do your business primarily over the phone.