Selling your Pay Per Call services to local clients allows you to take a higher margin and route overflow traffic to networks and other offers.
If you want to make money with Pay Per Call marketing, one of the most valuable strategies you can deploy is to “go direct” and to develop relationships with local businesses. Your first step to doing this is to pick a vertical / industry / niche to specialize in.
Picking a Local Pay Per Call Vertical
A vertical is the broad category or industry that you are going to target to find clients and generate calls. In the Pay Per Call space, there are more types of verticals and sub-verticals that you can possibly imagine. Some of the top verticals with tons of active call buyers include:
- Home Services
- Home Security
- Plumbing and HVAC
- Medical / Health
- Personal Injury
- Diet and Weight-Loss
- Drug Rehab
And that’s just barely scratching the surface! Just think of how many different types of business want (or need) customers coming to them.
If you live in a city (or even a big-ish town), you’ll notice that you can probably think of businesses in your local area that work in these industries and verticals. Even better, you may already be familiar with how these businesses work. You might have already called in and know what it’s like to be a customer
Choosing a profitable vertical isn’t about choosing an industry that you can charge the most for your calls; the best vertical you can pick is one that you already know.
Starting off, your very first target market should be an area that you are physically located in. You local market is your best bet for finding great clients that need calls. You’ll already be familiar with the geographic location, the local economy and culture and you can quickly assess if there is enough opportunity in your local market for your vertical.
Aim for at least 3 – 5 buyers in each market for your vertical. If you’re campaigns are as successful as they should be, you will have more than enough calls to support at least three buyers in a single market.
When it comes to picking a profitable pay per call vertical, your biggest advantage will be to choose a vertical that you already know and understand. Having a solid understanding of the industry you are entering and the vertical you have picked will save you enormous amounts of time when prospecting clients, running campaigns or breaking into new markets.
Pick a vertical that you have enough knowledge about to know what the customer experience feels like.
If you don’t know what the customer experience feels like, you are going to have a tough time marketing to potentials callers and generating quality calls for your buyers.
Your ultimate goal is to offer a better experience than the average customer is used to so you can deliver highly-qualified leads to your clients.
If you are tricking people into calling and setting the wrong expectations before they call your buyers – your clients aren’t going to want anything to do with you or your service. Poof! You’re out of business.
Follow these principles while you are looking for a vertical:
- Pick a vertical you have personally experienced;
- Pick a vertical you are already familiar with;
- Pick a vertical you can specialize in;
- Pick a vertical with enough callers / buyers in your target market;
Researching Local Pay Per Call Opportunities
Now that you’ve decided on a vertical, it’s time to find out if there is a big enough opportunity in your target market. The best way to do this is with the greatest tool in the history of online marketing:
Using Google can find the essential information you need to know about your vertical, target market, buyers and callers before you get started.
How do you know when you’ve found a great market opportunity? Ask yourself these questions:
- Are there enough callers?
- You will need to have enough potential callers in your target market to send to your buyers. Without callers, you have nothing to offer your buyers.
- Are there enough buyers?
- You need to have enough buyers in your target market to support your call marketing efforts. Without buyers, you have nowhere to send your callers.
- Will you have competition for traffic?
- When you’re buying traffic, you want to avoid competition whenever possible. This leads to cheaper clicks, better conversion and more calls to send your buyers.
Using a wide variation keywords and a simple search query formula (“Vertical” + “Your Market”) you can determine if there is a viable opportunity in your vertical and target market.
You’ll notice that Google does a fantastic job at showing you all the local businesses in your marketing and provides all the information you need to begin reaching out and sell your Pay Per Call services.
Compile a list of all the businesses you want to work with and start cold calling!
Pay Per Call is a powerful advertising, billing, and performance marketing model for connecting businesses with inbound customer calls.
Similar to other lead gen strategies, Pay Per Call (or PPCall) is a simple way for advertisers to buy and connect to qualified calls from real customers.
When it comes to lead generation, businesses all over the world are actively looking to connect with qualified prospects over the phone and they are more than willing to pay lots of money for those calls. Using pay per call as lead gen strategy, these business can buy inbound calls from potential customers on a per call basis.
Simply put, pay per call means that someone is paying to receive an inbound customer phone call.
You are directly connecting customers with the businesses who need them – real humans like you or me who need a solution at the exact moment they are looking for one. That’s why this industry is so exciting and ripe with opportunity.
The tactics and strategies used to generate calls are different from other types of online marketing. You are going to need to be more creative, put in more legwork and use non-traditional marketing techniques to drive inbound calls that convert.
How Pay Per Call Works
With pay per call marketing, a buyer pays you on a per call basis to be connected to a caller. Performance marketing can get a little complicated with multiple stakeholders, platforms, networks and others, but generally speaking, pay per call involves three people: the caller, the buyer and you.
Here’s what a simplified call flow looks like:
- You place an ad online with your tracking number;
- The caller sees your ad and calls the displayed tracking number;
- You route the call to the buyer;
- The buyer receives the call and pays you for it;
- You track and report on the call.
Why Pay Per Call?
Why are we so obsessed with calls here at Ringba?
Nowadays, everyone has a phone.
The number of people who have a smartphone in their pocket is higher than it has ever been in history – and that worldwide footprint is growing bigger every single day.
In the US alone, 95% of the population already owns a smartphone and by 2020, there will be more than 6 billion people who own a smartphone worldwide.
Those are a lot of potential callers..
Pay Per Call leads have a much higher conversion rate and significantly improve your marketing ROI. When your business takes advantage of Pay Per Call Marketing, you are giving your customers a better opportunity to connect with your brand and talk to real human.
How To Get Started With Pay Per Call
To start running Pay Per Call, you are going to need a few thing:
- You need offers / call buyers;
- You need traffic sources;
- Search traffic
- Social traffic
- PPV traffic
- You need creative assets;
- Hosting and domains
- Landing pages
- Banner ads
- Ad copy
- You need tracking software.
Offers / call buyers
You are going to need someone to buy your calls. Without a buyer to send your traffic and pay for the inbound calls you generate, you don’t have a Pay Per Call business.
You are going to need to buy targeted traffic in order to generate inbound calls for your clients.
Some of the best paid traffic sources for getting calls include; Search, Social, and PPV.
With Search Traffic and keyword-targeting, you can find customers with active buyer-intent. Search traffic is the highest quality type of traffic you can target for your pay per call campaigns. Customers using search engines are actively looking for a solution to their current problem.
Search traffic sources include ad platforms like Google AdWords and Microsoft Bing Ads.
With Social traffic and audience-targeting, you can find different buyer-types. Social is a passive type of traffic — this means that the people who are using social media are not necessarily ready take action, find a solution or purchase a product.
Social traffic sources include ad platforms like Facebook Ads and Twitter Ads.
With PPV traffic and domain-targeting, you can find customer based on their buyer-history. These types of ads are typically the lowest-quality type of traffic you can buy because they are interruptive to a user’s browsing experience.
PPV traffic sources include ad networks like Adsterra, Adcash, Propel Media and RTX Platform.
All three of these paid traffic sources give you extremely specific targeting options to find the exact callers you’re looking for, at the exact moment they are looking for a solution and getting them to click-to-call.
You are going to need creative assets (hosting, domains, landing pages, banners) in order to run your marketing campaigns. Creative assets are essential to running an online business – let alone a pay per call marketing business.
Call tracking software is without a doubt the number one requirement for doing pay per call.
If you want to be successful with Pay Per Call, you absolutely need call tracking – plain and simple. It’s the most important piece of the puzzle.
Ringba for Pay Per Call
If you are running pay per call campaigns or working with inbound calls, Ringba gives you everything you need to setup, track, manage and optimize your call marketing campaigns so you can generate higher-quality calls and more conversions for your buyers.
Here are just some of the things Ringba allows you to do with Pay Per Call:
- Get Tracking Numbers – Get local and toll-free numbers for tracking data and routing calls.
- Route Calls to Targets – Create dynamic routing plans for your campaigns for forwarding calls to the best destination.
- Manage Call Campaigns – Track, manage and optimize all your call marketing campaigns from a single platform.
- Create Custom IVRs (beta) – Build custom IVR trees for qualifying callers and routing them to Targets.
- Attribute Traffic Sources – Optimize your campaigns by find your highest converting traffic sources.
- Analyze Reports – View detailed call analytics, export reports and work with data in real-time.
If you are working with inbound calls, you absolutely need to track your calls.
Without Call Tracking, you will have insight into how your calls are converting, how to improve your call flow or how to make more money from your calls.
Here are just some of the things that call tracking software allows you to do:
- Attribute phone calls to specific marketing channels.
- Route callers to different target destinations.
- Track and record when calls are connected.
- Reporting and Analytics for optimizing call flow.
The key benefit to call tracking is that it helps you better understand your potential clients and which marketing strategies are working for your business. While it can be relatively easy to track what is working on your website using tools like Google Analytics; tracking phone calls is much harder.
So how do you track and report on inbound calls?
Answer: Call Tracking Software.
Call Tracking Software like Ringba gives you the ability to track and record information about inbound phone calls.
How Call Tracking Works
In its simplest form, call tracking uses a unique phone number to track information and route the call to another destination. When a potential customer sees the number and clicks to call, your tracking system automatically records attribution data and forwards the call.
A good call tracking system tracks the entire caller journey from beginning to end and provides detailed reports and analytics about the call. Call Tracking enables businesses and marketers to optimize their call flow and caller experience to ensure no call goes to waste.
Key Call Tracking Metrics
Here are some of the key metrics used to track inbound phone calls:
- Call Duration – the total length of a call.
- Call Connected – if a call connected to a destination.
- Call Completed – when the call is disconnected.
- Call Converted – if a call has met conversion criteria.
Armed with this data, you will gain deep insight into your call flow and lead generation efforts which you can use to run better call marketing campaigns, provide a better caller experience and optimize your ROI.
Tracking Calls with Ringba
If you are working with inbound calls, Ringba gives you the tools you need to manage your business and make more money from your phone calls, including:
- Number Management – Create and manage local and toll-free phone numbers in countries all over the world.
- Call Analytics – Detailed and granular analytics about your calls.
- Call Routing – Build dynamic routing plans for forwarding calls to targets.
- Call Recording – Listen to call recordings to better understand your callers.
- Reporting – View reports and optimize your campaigns with actionable insights.
Ringba makes it easy to get the data you need about your calls to effectively manage your call marketing business.
Sign up today to start tracking your inbound customer calls!
Our team is proud to release the ability to create Custom IVRs for your call campaigns in Ringba!
An IVR or “Interactive-Voice-Response” is an automated system for qualifying callers with prompts and routing them to a destination based on their responses.
Now you can setup your very own custom IVR Trees using Ringba. With our simple drag-and-drop interface, you can create advanced routing plans in minutes.
Note: This feature is currently in OPEN BETA and some features may be unstable — please contact us via email or chat with issues, bugs or feedback while we improve the IVR builder.
The Ringba Portal has been updated with new features and options for managing IVRs, including:
Campaign Call Routing Options
With IVRs offically launched in open beta, there are now two ways to route call flow for Campaigns:
- Standard Routing – Add Targets to your campaigns and route calls based on Target Weight and Target Priority.
- IVR Routing – Create a dynamic call routing plans using nodes and prompts.
Note: Some Legacy Campaigns may not be eligible to switch to IVR routing.
Custom IVR Builder
Use the “IVRs” section to create IVR Trees for your campaigns. IVRs provide further control over your call flow and caller experience.
Important Note: IVR is currently in open beta — please use with caution and stay in touch with our support team via chat or email.
Use the “Routing Plans” section to setup and manage destinations for IVRs. This feature gives you the ability to create specific sets of Targets and Groups for routing calls when using IVRs.
Getting Started with IVRs
Creating an IVR with Ringba is easy. Just follow these four steps:
Step 1: Setup Routing Plan
In order to create an IVR Tree for your campaign, you need to first setup a Routing Plan. Routing Plans are used by IVRs to decide where to route calls after a caller has entered their prompts.
To setup a Routing Plan, navigate to “Routing Plans” from the main Dashboard and click on “Create Routing Plan”. Give your Routing Plan a “Name” and click on “Create” to begin adding destinations. Setup your Targets / Groups and configure their settings like Weight and Priority. Click on “Close” and your Routing Plan settings will be saved automatically.
Step 2: Create IVR Tree
With your Routing Plan setup, it’s now time to create your first IVR!
You can create dynamic routing plans and caller prompts using the four different types of “Nodes”
- Dial – Route to a Routing Plan.
- Hangup – End the call.
- Menu – Provide options or questions for the caller to key in responses (Press 1, Press 2, Press 3, etc).
- Voicemail – Prompt the call to leave a voicemail message.
Drag-and-drop Nodes to create custom routing plans and qualify callers for your buyers. There are two ways to add Nodes, either by drag-and-dropping Nodes from the top menu or by clicking the “+” icon directly on the node.
For the purposes of this tutorial, we will setup a simple IVR Tree using Menu and Dial Nodes to route calls to a destination in our Call Plan.
To create an IVR Tree, click on “Create IVR Tree” under “IVRs (beta)” from the main Dashboard. This will take you to Ringba’s Custom IVR Builder.
Drag a “Menu” Node and enter your “Prompt”. You can choose to “Play” a recording or “Say” a message. Give your Menu a “Name” and add a Node to “On Failure”. This tells Ringba what to do if there is an error or something goes wrong.
Next, we’ll add a “Dial” Node to “Press 1” to send the caller to a destination in our Routing Plan. Click on “Press 1” and select “Dial”. Choose your destination from the “Routing Plan” drop drop and select an action for “On Failure”
Navigate to the top panel, give your IVR Tree a “Name” and click on “Save”. From this section, you can also “Expand” and “Collapse” your Nodes to get a better view of your IVR.
Step 3: Add To Campaign
What good is a custom IVR Tree if it’s not attached to a campaign? With your Routing Plan setup and your IVR Tree built, it’s time to put it to work by attaching it to a campaign.
To switch a campaign from Standard Routing to IVR Routing, navigate to “Manage Campaigns” under “Campaigns” from the main Dashboard. Find your Campaign and click on “Edit Campaign”.
Next, scroll down to “Call Routing”. Click on “IVR” and select your IVR Tree from the dropdown menu. You Campaign’s Call Routing setting will be updated and saved automatically.
Please note that some Legacy Campaigns may not be eligible for IVR Routing. To mitigate this, create a new campaign with the same settings or contact our support team via email or chat.
How You Can Help
During the open beta phase of IVR, we are going to be relying on you to share your feedback and let us know what needs to be improved. We are always on the lookout for ways to improve Ringba’s IVR builder. Let us know your thoughts by reaching out to us via email or by pinging us on chat.
The Ringba Portal is now sporting a responsive design and will look beautiful on any device.
The “Campaign Status” column now displays the true status of a campaign (Enabled, Paused, Disabled). Campaigns that have completed the setup process will be displayed in a column titled
Ready for Calls .
Publisher Sub IDs
Add optional Sub ID parameters for even more robust Publisher tracking.
To create a new Publisher with a Sub ID, navigate to “Publishers” and click on “Add Publisher”. Provide the Publisher Name, enter “Sub ID” and click on “Add”.
To update an existing Publisher with a Sub ID , find the Publisher in the table and click on “Edit Publisher” under the “Actions” column. Enter a “Sub ID” and click on “Update”.
User Invites for Publishers & Buyers
Create accounts for Buyers and Publishers without an email address and manage invites for new users.
To invite a user to Publisher Account, navigate to “Publishers” and click on “Manage Invites” under “Actions”.
To invite a user to a Buyer Account, navigate to “Buyers” and click on “Manage Invites” under “Actions”.
Other Improvements & Bugfixes
Our team was hard at work this month implementing changes based on direct feedback from clients and users. Here are some of the notable improvements we made to Ringba this January:
- Campaigns can now be opened in a “New Tab” in your browser.
- Added “Number Allocation” column to “Manage Numbers” tables.
- Added “Renewal” column to “Manage Numbers” tables.
- Dates for “Manage Numbers” are now displayed is the user’s Local Timezone
- Added Publisher Permissions for creating Number Pools.
- Added Search field to “Manage Targets” tables.
- Fixed bugs with “Auto Recharge” form.
- Added Pagination to “Billing Transactions”.
- Added “Card Nickname” column to “Credits Cards”.
- Minor bugfixes and optimizations to improve portal experience.
News & Announcements
Introducing our new System Status page
We actively monitor the Ringba platform to ensure your reliability and performance. To ensure that you are notified in case of any downtime or outages, we have launched a System Status page at Status.Ringba.com.
Use the Ringba’s System Status page to:
- Check Ringba’s current system status;
- Subscribe to updates via Email / SMS / Webhook / RSS;
- View reports about Past Incidents;
If you have any questions about anything in our release notes, please feel free to contact us via email or ping us on chat.