Pay per call: Making sure your ROI is A-OK

Pay per call

It’s nothing new. The methodology of pay per call marketing has been around for years in print, TV and radio.

But now skyrocketing mobile-phone use, along with technology that can fine tune incoming data, has created new opportunities for companies wishing to maximize phone sales.

The best parts? The buyer only pays for incoming calls from already interested consumers, and once calls roll in he can quickly zero in on his most profitable audiences — then fine tune his advertising budget accordingly.

“PPC marketing is one of the most cost-effective, ROI-focused forms of digital advertising a company can run,” reports Daryl Cowell on “It offers advertisers the benefit of a 100 percent connection rate with consumers who have already opted-in to receiving your information and offers.”

Cowell points to research showing inbound calls via PPC campaigns convert at least twice as often as outbound calls, also monetizing at a higher rate. Segments performing particularly well with such campaigns, he says, include home services, health and wellness, finance, insurance, education and PC/Tech support.

How can RingSquared help find your target audience for better sales? Here’s how it works:

  1. You invest in a strategic, easy-to-remember toll-free number for your company.
  2. You place ads featuring that number on different mediums, focusing on mobile-friendly versions that include prominent call buttons.
  3. You train your call center to convert incoming calls into sales.
  4. You invest in software like CallView360 to record and analyze all calls. Its intuitive dashboard collects unfiltered switch-level data and compiles it, using customizable menus and graphs to convey cost per call, cost per lead, ROI, call patterns, selling patterns, close rates and average order value per call center. It can also track caller location, age, gender, income and marital status.
  5. Using round-trip data that depicts the entire sales cycle, you determine which campaign in which medium is bringing in the most bang for your buck, then funnel more dollars into successful ads and minimize the less profitable. You might also filter which calling centers receive which calls, based on time frame, location, duration, employee skills or other factors.
  6. You use call recordings to work with your calling center staff on methodology that’s proven effective, tweaking scripts and processes. You reward successful salespeople and ask them to teach others.

In the end, you feel satisfied about being proactive enough to track and maximize your return on investment.

What of the future?

In Forbes, Larry Myler predicts inbound calls from potential customers will reach 70 billion nationwide in 2018, as mobile searches continue to peak.