How To Optimize Your Pay Per Call Routing (Part 2)


How To Optimize Your Pay Per Call Routing (Part 2)

Make intelligent routing decisions with Ringba using concurrency and capping, geographic routing and unique data insights.

Make Routing Decisions using Concurrency and Capping

Using Concurrency and Capping to make routing decisions is crucial to load balancing your calls and ensuring you never drop a call or lose out on a potential conversion.

Concurrency is the number of simultaneous calls that a buyer can receive, or is receiving, at one time. By configuring concurrency caps, you can intelligently determine if all the agents in a buyer’s call center are busy and then automatically reroute your call flow to a buyer that can accept them.

Capping or Caps, short for “Capacity”, is the amount of call traffic a buyer is willing to accept. When working with call buyers, they often set a limit on how many calls they are willing to buy from you on a daily, weekly, or monthly basis. If you were to send them more calls after you’ve already hit your buyer’s caps, they won’t pay for them.

By configuring capacity in your routing plans, you can effortlessly stop sending calls to buyers whose caps you already hit and reroute your call flow to the call buyers that are hungry for them.

This tool can also be used to protect you when working with new buyers by limiting the amount of money they owe you. For instance, if you want to limit your financial exposure to a new buyer, you can cap them at $2,000 for the first two weeks to make sure they pay before sending them any more calls.

Geographic Routing

Zip code routing is crucial to successful Pay Per Call campaigns. Geographic routing simply means routing phone calls by the geographic location of the caller. Though it doesn’t necessarily matter where the call center is. What does matter in campaigns that are georouted is where the caller calls from.

Most call tracking platforms will only route by area code, but this is a flawed method. Why? Because approximately 35% of all people have a different area code from where they’re located. If someone calls from a 248 area code but doesn’t live in Michigan, then they’ll be connected to the wrong call center. If you use area code based geo-routing, you’re leaving a lot of money on the table, because if 35% of area codes are wrong, that means that approximately 35% of the time, based on what’s going on with your call flow, there’s a chance that you’re not getting paid for a phone call where someone actually wants to buy insurance, or whatever the product is, but they can’t because of licensing.

Use Data to Make Intelligent Routing Decisions

The best and most successful marketers are data-driven. Why should pay per call be any different?

Ringba gives you full control over all of the data to use for routing, specifically by where a user physically is located, not their area code. Because of their number pool technology, they’re able to figure out the actual zip code, city, state, country, latitude and longitude if you want, of where a caller is coming from. Then inside Ringba’s platform you can actually make routing decisions with that information.

Make routing decisions, load balance your calls and ensure you never drop a call or lose out on a potential conversion with Ringba’s call tracking software.

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