Industry News
Telmetrics Issues Call Quality Guidelines to Help Pay Per Call Providers Increase Revenues
Mitigating Invalid Calls Critical for Performance-Based Advertising Campaigns
Toronto, ON - May 10, 2010 - With telemarketing calls representing 10 to 20 percent of all calls made to a local search ad, Telmetrics, the leading provider of advertising call measurement solutions, says implementing call quality standards is imperative for SEM resellers, lead generators, affiliate networks and other providers to maximize pay per call revenues.
Tracking tens of millions of calls to local search ads each month allows Telmetrics to evaluate industry trends including the impact of telemarketing. In fact, Telmetrics' call analysis showed a 61 percent increase in telemarketer activity from January-February 2009 when compared to January-February 2010.
"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," said Bill Dinan, president, Telmetrics. "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."
Pay per call providers should focus on call quality to maintain program integrity and drive revenues. Telmetrics recommends the following Call Quality Best Practices for Pay Per Call:
- 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.
- 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.
- 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.
- Once a phone number is used in an ad campaign, continue ongoing quality assurance testing.
About Telmetrics, Inc.
Since 1990, media publishers, agencies and marketers have relied on Telmetrics to provide innovative call tracking solutions to help maximize the effectiveness of their marketing programs and increase revenues. Telmetrics offers the widest North American local number coverage with unmatched industry experience and quality of service, and scalable pay per call and subscription-based solutions to support enterprise-level measurement programs. Integrated reporting across online and offline channels provides publishers with the tools they need to prove value for traditional and digital mediums; while providing marketers with a more complete ROI picture across converging media. For more information, visit www.telmetrics.com.
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