The Mechanics of Pay Per Call Networks

Pay-per-call networks are mediators between companies that seek phone leads and affiliates that produce these calls. Pay-per-call networks, such as Ringba pay-per-call or Astoria pay-per-call, provide the technical infrastructure for the monitoring, directing, and paying of qualified calls. The advertiser would then set up campaigns with specifications of what they want; such as target audiences, call length (usually 60-90 seconds), acceptable cost-per-call rates, and geographical specifications. So, for an example, a pay-per-call plumbing advertiser may only want calls to come from homeowners in specified zip codes. The network would then present these opportunities to their affiliate partners in a marketplace, or offer vault, pay-per-call platform. Affiliates can browse existing pay-per-call offers within different verticals, such as HVAC pay-per-call or locksmith pay-per-call or Medicare pay-per-call, and choose those that fit their traffic sources and audience.

Connecting Advertisers With Call Affiliates

This technology of the network automatically assigns individual tracking numbers to each affiliate, by complete matching that can present a publisher that has produced a call. Sophisticated pay-per-call tracking programs monitor and evaluate call duration, the location of callers, and other quality indicators to determine whether a call qualifies for payment. It accepts all billing and payment responsibilities and usually pocket 20-30% of every call’s value, then remits the rest to affiliates. Other major pay-per-call networks offer optimization features from call recording to conversion analytics and real-time reporting dashboards. They may have fraud detection systems in place to screen out fraudulent calls, shielding advertisers and valid affiliates alike. Some focus on certain verticals-for example, Market Call pay-per-call has a very big focus on home services, while Ingenio hands down dominates the professional services and insurance leads arena. Understanding how these networks function enables affiliates to identify the best pay-per-call players and advertisers to form winning campaigns.

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