Back to the Future with Pay-Per-Call Marketing Daryl Colwell Senior Vice President dcolwell@fluentco.com @dhcolwell
About Us Fluent, LLC Industry leader in peoplebased digital marketing and customer acquisition Market to people, not pixels Serves over 500 leading consumer brands and direct marketers Massive first-party data reservoir of over 120 million US consumers About Me: Manage US-based sales team Forged partnerships with several blue-chip advertisers:
Evolution of Pay-Per-Call Marketing Avg. American consumer spends 34 hrs/mo browsing Web on a mobile device (Source: Direct Marketing News) By 2018, mobile search will drive 73 billion inbound calls to advertisers (Source: BIA/Kelsey)
Overall Benefits Opportunity to create multi-action, multi-channel pay-per-call campaigns Consumer can choose to dial in or fill out a lead form Multi-action campaigns increase performance and provide a better user experience
Old vs. New Media: Inbound Calls
Old Media TV, Newspapers, Direct Mail, Radio
New Media Email, Display, Social, Desktop Online, Mobile
How Old & New Media Converge Offline awareness turns to Online Intent Verticals haven t changed, Consumer touch points have Digital connection leads to human interaction
Back to the Future: What Worked Then Works Now
Back to the Future: What Worked Then Works Now Yellow Pages Email Ad on Mobile Device
Creative Rules Of the Road
This Does Not Drive Results
Build Flows That Create User Engagement
Adding Lead Forms Increases User Initiated Calls
Lead Form With Phone Number 20% of responders will call in 80% of responders will fill out the form
Desktop vs. Mobile Responders
Case Studies
Case Study: Student Loan PPC Campaign
Key Findings Mobile Responders Traffic Type 17% 83% Form Fill Phone Call 7% 24% Tablet Mobile Desktop Responders 67% Desktop 33% Form Fill 66% Phone Call
Key Findings 12 Call Duration in Minutes 10 10.32 8 6 4 5.27 Call Duration in Minutes 2 0 Mobile Desktop
Ideal Scenario User accesses site from a mobile device Users sees a phone number but cannot click it This increases form fills If user wants to call they must call from a landline High traffic to site, longest lasting & most qualified calls
Case Study: Verde Energy Step 1: User visits site on a mobile or desktop device Step 2: Registers with website Step 3: Survey collects1 st party data Step 4: Full page Interstitial and user consent s Content Registration Survey Full Page Ad
Case Study: Verde Energy Survey Full Page Ad Step 4: Outbound call placed immediately to consumer Step 5: Data validated and intent confirmed via IVR Step 6: Call transferred to Verde Energy
Case Study: Verde Energy Results Increased spend with Fluent by 20X Thousands of qualified calls per month Perpetual optimization performed to continuously find most valuable customers PPC customer acquisition channel becomes largest of all channels for Verde Energy
Performance by Traffic Type
Click-to-Call Functionality Seems to Decease Performance Search Results: Increased profitability by 50% by driving clicks to landing page vs. clicks on a call extension Increase in the quality of calls
Click-to-Call Functionality Seems to Decease Performance Social Results: 35% of calls come directly from Facebook ads Phone number can t be hyperlinked 25% of callers called in on a landline on mobile only campaigns Facebook drives a very highly qualified caller
Click-to-Call Functionality Seems to Decease Performance Email Results: 70% of emails opened on mobile device 2x ecpm by not allowing phone number to be hyperlinked by a mobile device Performance increase via increase in callers from email creative
Benefits to Publishers & Advertisers
Publisher Benefits Higher payout than traditional lead gen Small real estate investment for big returns 30-50% call to conversion rates Opportunity to monetize in multiple channels Opportunity to monetize traffic from multiple device types No chargebacks/no end of months scrub
Pay Per Call for Publishers: Example
How Pay-Per-Call Works for Advertisers 1. Give your media partner phone number you want consumers to call 2. Wait for the phones to start ringing
Advertiser Benefits Cost-effective & ROI focused 100% connection rate with interested and engaged consumers Consumers who dial in are further along sales funnel Higher transparency into lead (call) quality
Questions?
Thank You
Contact Us Facebook.com/FluentHQ Twitter.com/Fluent_HQ dcolwell@fluentco.com