Making the most of Pay Per Call marketing: Interview with ResponseTap

By Chris Lee

According to call tracking company ResponseTap, businesses have found that calls to brands convert an impressive 25 times more than online clicks do and produce around 20 per cent more revenue per conversion. To enable brands to identify and reward affiliates who are proven to drive phone traffic to them from so-called “Pay Per Call” campaigns, the company has added phone call analytics for advertisers, networks and publishers with its rTap Performance product.

ResponseTap said that its rTap Performance enables users to track calls from Pay Per Call campaigns. It collects and validates data relating to every phone call, which it then makes available to the advertisers and affiliate networks. This allows the network to pay the correct commission due to the publisher in return for the quality calls generated for the advertiser, according to the company’s co-founder and CEO, Ross Fobian.

NMK sat down with Fobian to find out more.

What was the inspiration for rTap Performance?

There has been tremendous growth in performance marketing over the last couple of years and in particular Pay Per Call has been acknowledged as an important growth channel with brands recognising the huge benefits of driving calls to their business. In ResponseTap’s opinion, calls have been shown to drive higher revenues and better conversions for all parties; businesses have reported that on average calls convert around 25 times more than clicks and produce about 20 per cent more revenue per conversion, due to the ability to cross-sell.

Similarly, the affiliate marketing sector was worth £47 million in the first half of this year *and it’s growing. Until recently, there has been a problem connecting the two disciplines, particularly when it comes to having visibility of Pay Per Call campaigns against other channels driving calls into the business. We have developed rTap Performance as a solution to this problem.

How does rTap Performance work?

rTap Performance will be an affiliate call tracking solution which is powered by rTap Intel. rTap Performance will benefit from the flexibility and accuracy of rTap Intel and delivers the tracking and functionality required by the affiliate market.

rTap Intel matches traffic sources and sessions to inbound calls helping marketers understand which online marketing activities generate offline telephone conversions. The technology tracks a customer’s online journey before during and after a phone call to a business, including how they found the website and the key words they used.

rTap Performance will provide rich data that is collected, processed and delivered according to the unique requirements of the performance and affiliate market ensuring advertisers, networks and publishers can enable, trust and benefit from Pay Per Call.

rTap Performance collects and validates data relating to every tracked phone call generated by a publisher, which it then makes available to the advertisers and networks. This allows the network to pay the correct commission due to the publisher in return for the quality calls generated for the advertiser. It enables complete transparency for advertisers, networks and publishers

What kind of visibility do marketers have already on affiliates leading to inbound calls?

There are a number of tools available today to help marketers correctly attribute conversions and measure marketing success. The rTap Intel product for example already provides visibility of referred traffic as it can treat publisher referrals as a unique traffic source and then report on this accordingly. The development of rTap Performance will give advertisers and networks a much more granular view of which campaigns are driving success thus ensuring that marketing budgets are invested as wisely as possible.

* Source IAB: http://www.iabuk.net/disciplines/affiliate-marketing

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