Telmetrics, a call measurement provider, has released pay-per-call best practices designed to optimize the number of quality, billable calls delivered to advertisers. “With mobile it is all about being there at the time of action — whether it is a new or existing customer, asking for basic info from store hours to driving directions — in mobile, if you aren’t listed, consumers will move on to someone else,” said Telmetrics President Bill Dinan in a statement to BIA/Kelsey.
A BIA/Kelsey survey found that 61 percent of SMB advertisers say a telephone call from a prospective customer is the single most important lead they can receive. In the client Advisory, “Call-Based Ads: Eliminating the Unknown From Advertising,” BIA/Kelsey Program Director Matt Booth discusses the growth of mobile and its contribution to call-based advertising inventory.
Here are Telmetrics’ top five pay-per-call recommendations for optimizing quality billable calls:
1) Eliminate telemarketer calls
2) Use category specific benchmarks
3) Don’t discount basic information calls
4) Recognize existing customers’ new sales opportunity
5) Consider local IVR drop off rates