Here are Telmetrics’ top pay-per-call trends for 2010 (verbatim):
- Agencies buy ads and bill per call: With so many different media options available, advertisers are challenging agency media plans and demanding more pay for performance ad models. In 2010, agencies will buy ads via subscription and bill back to customers on a pay per call basis.
- Online media continue to adopt pay per call: Recognizing that calls are a cross media metric and a metric that small advertisers quickly understand, digital players will continue to add pay per call to complement existing pay per click campaigns.
- Quality of calls closely evaluated: As pay per call moves from infancy to mainstream, advertisers will want a more clear definition of call quality. Publishers and agencies will have to carefully consider what defines a billable call, evaluating call duration by media type and category and looking at repeat callers over variable time intervals. Also, there will be a continued emphasis on call recordings for assessing leads.
- No shift to pay per conversion: Pay per conversion – in which advertisers only pay for advertising if a sale is completed – will not take off this year. While calls make it easier to track conversions, the model presents too much risk for publishers and agencies as it relies on advertisers to convert calls to sales after the lead has been delivered.
I agree with #2-#4.
There are a number of interesting conversion-based experiments going on the local space: booking, RedBeacon, HelpHive’s model and a few others. But conversion-based billing shifts the risk to the publisher from the advertiser and so there’s resistance to going that way. True PPCall is a hybrid approach: calls sell for more but they don’t always turn into sales; many are purely informational. Recoginizing that, Yext has moved to focus on call quality and thus beyond strict PPCall.
What do you think about the above?