It may surprise you to learn that call-based leads convert at a significantly higher rate than other lead generation techniques. In today’s world, most people don’t use their phones to call a business for simple purchases. You can find, order, and book virtually anything you need or want online. So, when a consumer actually picks up the phone in search of a product or service, it generally involves an urgent issue or a complicated, expensive purchase. These high-intent calls are in high demand among business owners, but they should be cautious regarding exactly what calls they buy because not all calls are created equal.
Calls can be generated from a variety of sources including paid search, SEO, social media, print ads, TV, warm and cold transfers, and everything in between. The real challenge is knowing how to ensure you only get calls from the highest quality call sources. Unfortunately, pay-per-call networks are no different than any other major marketplace or exchange in that they are susceptible to potential bad actors. Recent examples of these bad actors include the latest scams targeting senior citizens, calling to trick them into purchasing overpriced medical devices, they don’t need, to exploit their Medicare benefits, or the bait and switch call centers where you dial a number to get pre-approved for a mortgage only to find out they are trying to force you to purchase a years’ worth of credit repair services. These scammers often offer these calls to pay-per-call networks, some of which don’t really care if there is a legitimate and legal purpose for the calls. So, it is incredibly important to be mindful in selecting a network that screens its call sources to provide only legitimate calls.
When selecting a call network consider how transparent it is about the source of its call traffic. A quality network will have a process for vetting their call sources, a system allowing you to input your campaign restrictions (i.e. branded key word bidding, TCPA compliance, whether transfers are accepted, etc.), and will have clearly defined processes to ensure only the sources you approve may direct calls to your campaigns. The best networks will be upfront with you that certain sources of call traffic are better at delivering quality calls for your campaigns.
Your pay-per-call network is your partner in finding high-quality and highly-relevant traffic for your business. Make sure to select a call network that will allow you to choose what types of call traffic you want and even the exact publishers you will and will not accept calls from.