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Pay-Per-Call Providers Should Stick to Call Quality Guidelines: Telmetrics Recommends Best Practices

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May 12, 2010

Pay-Per-Call Providers Should Stick to Call Quality Guidelines: Telmetrics Recommends Best Practices

By Madhubanti Rudra, TMCnet Contributor

Pay-per-call marketing programs can go long way to popularize products and brands. But there must be a mechanism in place to evaluate the effectiveness of each program.

Since 1990s Telmetrics' call tracking solutions have been helping media publishers, agencies and marketers maximize the effectiveness of their marketing programs and increase revenues.

Online or offline, Telemetrics solutions help media prove the value of their mediums, while helping marketers get a more complete ROI picture across the medias. In this day and age, when various forms of Internet marketing have become crucial for drawing attention of targeted audience, call measurement solutions have become crucial for Internet-based marketers including SEM resellers, lead generators and affiliate networks.

In fact, telemarketing calls represent 10 to 20 percent of all calls made to a local search ad. In this marketing environment, Telmetrics maintains that the ad-professionals should implement call-quality standards to assess the effectiveness of their telemarketing campaigns and maximize pay-per-call revenues.

It has been estimated that tens of millions of calls are made to local search ads every month. Tracking these huge numbers of calls is a mammoth task, but Telmetrics makes it possible.

Tracking also allows the company to evaluate industry trends including the impact of telemarketing. As for example, Telmetrics' call analysis showed a 61 percent increase in telemarketer activity from January to February 2009 when compared to January to February 2010.

Telemarketing activities, however, vary with the media type, season and advertiser category, but in general telemarketing activities can account for up to 40 percent of all call volume.

Pay per call providers often resort to auto-blocking and auto-filtering for protecting protect campaign validity. Telmetrics auto blocks telemarketing calls with its patent-pending Telemarketer Call Block solution. 

"Increased telemarketing activity is likely due to more outbound marketing during the economic downturn and also the impact of the Do Not Call Registry, as telemarketers shift their focus to businesses. It is critical that pay per call providers protect campaign validity by auto-blocking and auto-filtering telemarketing calls. Otherwise, campaigns will be skewed and advertisers will not trust the performance-based ad model," Bill Dinan, the president of Telmetrics, explained.

In order to maximize their revenues, pay per call providers must maintain program integrity and for that they have to put special emphasis on call quality. Here are a few Call Quality Best Practice tips for Pay Per Call providers from Telmetrics:

1. Local advertisers, including national brands with a local presence, should use local phone numbers in ad campaigns rather than toll-free lines. Consumers are four times more likely to call an advertiser with a local phone number.

2. Apply a quarantine period to all phone numbers published as a pay per call line, so that advertisers do not receive calls from legacy owners.

3. Use an automated tool to filter and block invalid calls so that advertisers receive real and valid leads and aren't bothered by nuisance calls. Automation is more efficient and accurate than report filtering and significantly reduces administration and customer service costs.

4. Once a phone number is used in an ad campaign, continue ongoing quality assurance testing.

Madhubanti Rudra is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Marisa Torrieri

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