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Pay Per Call: Inside my Most Profitable Campaign | AWasia 2017


Alright, how are you doing guys,
what, you’re doing nothing? Come on make some noise! How are you doing?
So just to let me understand my audience better,
are there any pay-per-call publishers actually in the hall? Say yes if you are.
Yeah, wow. I didn’t know I was that unique, but okay so my name is Tabish Nishat, I am
a CEO of Outsourced Solutions, I’ve been an affiliate for over a decade and
considered a superaffiliate, I specialised in Google search and pay per
call campaigns, I’ve done over a few million dollars on campaigns with
advertisers and publishers, I’m also a Google premier partner, an advertising
partner would call me a pioneer in the pay-per-call space. So this will
be our presentation overview, we’ll be covering the following things in our
presentation, we don’t have a lot of time so I’ll try to go through things as
quickly as I can, so we’ll be going through what makes
pay-per-call highly profitable, what are the best sources of traffic, how to set up a
call only campaign in AdWords, example of a profitable pay-per-call campaign, do’s
and don’ts, and at the end of the session we’ll go through a question and answer. So
if you have something, note it down, I’ll be happy to answer you in the end.
So what is pay-per-call marketing, for a lot of you, it may be an
alien future but I say it’s the future of marketing. Pay-per-call marketing is a
form of performance-based marketing where affiliates are paid by a
commission of the calls they drive to a business, commissions are based on the
total number of calls they drive or the number of calls that meet a specific
criteria like call duration and location of the caller and more. According to
Zenith, mobile advertising is gonna be taking the world by storm. So now is the
right time to get in pay-per-call, I mean I started like six year back, it was
a really alien future at that time but right now is the time to jump in the pay per
call ship, most of the pay-per-call offers will be a consumer based services,
like insurance, auto, health, life, home security, addiction, home improvement,
financial security, student debt, credit repair, deb settlement, cable, wireless
and many more. So why pay-per-call is the future of affiliate marketing? Profit
margin are great for affiliates, networks, advertisers. So I know a lot of
you are CPA, CPI, CPL publishers and you make like 10% if you are above average,
if you’re great you make 20%, if you are extraordinary you make 30%, but in pay
per call we are talking about 50 to 100% actual profit. Now I’m
not talking about revenue, I’m talking about the actual profit over your
campaign, so let’s say if you’re spending $100,000 on ad spend you are actually
getting $100,000 on your net profit as well, so that’s a great profit margin.
Then again, as I told you according to Zenith, in 2017 year was
99.3 billion on mobile internet advertising and it will
be close to 200 billion by 2019 and a major chunk of that market would be pay
per call. So once you decide that you want to run a pay-per-call campaign or to look into it, what sort of campaign do you want to run, so there are two types
of campaign in pay-per-call mostly, one is volume campaign and one is high
margin campaigns. So the volume campaign is, let’s say you’re targeting
a specific geo or you have like 50 states campaign and
it has a payout of like $20 then you have another campaign, which may be
targeting like 20 states or 25 state and it has a payout of $50, so in my personal
opinion, you want to target the campaign with the larger geo.
So because the campaign who have like 50 states rather than comparatively to 20
states, 50 state, one would get you a very very lower cost per click compared to
the higher pair campaign, which is targeting only 20 states. So
whenever you want to target, the pay per call campaign, that’s what you look
for, look for the higher geo campaign. So how will campaign restrictions
affect you all, this is again very important, there are a few campaigns
which are zip restricted, there are few campaign which are age restricted, so
while selecting your pay-per-call campaigns, you need to be able to see
that you are selecting a campaign which is least restricted, there are no zip
restriction, they are no age restrictions, so the less the
restrictions are, the more your profit is gonna be. Look for offer which
are direct and exclusive again, when you’re working through networks,
you need to ask these questions to the network, if your
offer is direct, if your offer is exclusive or is it brokered through
another network, because if it’s brokered through another network, they are already
sharing the profit margin, and you don’t want to do that. At the end of it, you want to make maximum money, as much as possible, so look for the offers
which are directly and exclusive with the networks. So some people
think that pay-per-call really does not have volume or money to be made so these are just a random numbers. Here, you can see we have 592,000 calls with the
total commission earned over $1.2 million so you can see the paid calls are 84,641 just an average number.
So here you can see the name of the campaigns, it’s a cable campaign over
there, then we have addiction campaign, then we have raw addiction campaign.
Raw campaigns, it’s a part of pay-per-call campaigns that what it does
basically, it just verifies the intent of the caller and you get paid after
five to ten seconds once the caller is on the line you get paid, that’s called
raw campaign in pay-per-call, then you can see the tax, health insurance and mental
health. So how Google Search works with pay-per-call. Okay, Google
AdWords is still the best source to drive very, very high quality calls and a
relatively very simple, it’s not really difficult to set up an AdWords campaign.
Again, with Google search, still the very relatively, very high quality, calls will
drive to your business, so you need to negotiate your date with the networks
because you’re driving the most high quality calls to your business. So Google
AdWords is still a way to go or at least to start with pay-per-call and setting
up an AdWords campaign is actually fairly easy and the best way to target
mobile devices, it’s again, as I told you. Here is a tip. Google usually hates all
sort of affiliates but Google doesn’t hate pay-per-call affiliates, why? You are
not cloaking anything, you have no linked sites. You really don’t need any content,
I mean that’s a great thing, you don’t really need to invest, on
your content, on your site, or your website or anything like that. All you
need is a simple landing page and you are setting up an ad in Google with a
simple click to call and the customer is directly connecting to your call,
so you don’t really need any content. Alright later, we will review how to set up a
click-only campaign. So here is another interesting thing you can
actually try, as many pay-per-call campaigns, as you want. Google actually
gives you free ad spend voucher for every new account, it depends from country
to country, but it’s between from $50 to $100 and I say $100 is a very good
amount to test any pay-per-call campaign. You can at least know the water or you
can actually test the water, how it is going for you, so my suggestion is always
start with Manage Clients Centre, you create a Managed Client Centre and then
you create multiple account under Managed Client Centres, so that way, let’s say
your one account goes down with Google, you never know how things go
with Google. So let’s say if your one account goes down, you at least have
other accounts running. So you don’t want to run all your campaigns in one account,
it’s a recipe for disaster, don’t ever do that, don’t ever run all your
accounts under one campaign. You can try as many campaign as you like without
losing a single dollar of course, because you can make as many accounts as you
want under MCC as a new customer. So once
you find an industry, once you find industry you like and you
know okay, this is where I can work more in, then you invest your time your money and
then see how it goes from there. So now, we’ll go through how do we
set up a pay-per-call campaign on Google Adwords. So this is a sample Google
interface. We go to campaigns, that’s after you’ve set up an account and then
we select “Search Network Only.” So after we select Search
Network Only there are a few options to set up a campaign, and you see, you’ll
select call only option over here, you set up the campaign
name, whatever you like, it’s just for your internal reference not really anything
to do with the actual performance. You can actually set up the settings, load
the settings from your previous campaign, but I would advise to start fresh, every
time. Okay, this is again, fairly important, never include search partners in your
call-only campaigns. The search partners on Google is still not 100% compatible
to make calls every time, so you need to exclude search partner every time you
making a pay-per-call campaign. Then you select your country, whatever you want to
target. Devices are already as we select call only, so it’s only showing on mobile
devices. Another very important thing, and this applies to every AdWords campaign
you’re running, always select people in my targeted location, people actually
miss this point so much and are losing so much money because they are getting the
clicks from the areas they are not actually targeting. Then you select your
language, whatever language you want to, if it’s English or if it’s multilingual,
you can select all the languages over there. Alright and then
we have a bid strategy. I would advise always to start with manual CPC because
you’ll be able to control more your budgets and maybe 50
or maybe 100 as a starting budget. Once you setup your budgets and you know you’re doing good, then youu advanced to a larger budget, then
select the accelerated option. Here you can select your timing, whatever timing
you want to run the campaigns, and then you have your time zone written over
here and save and continue. So the next section, we have our ad group
section. Okay, I think there’s something wrong
with the video. Can you check? I guess something went wrong with the
video, but anyhow, so in the next slide, you would have seen the ad
group, how to make an ad group, so it’s fairly simple, to make an ad, when you’re
making an ad group. You just go to the ad group, select the ad,
try to use the small phrase keywords when you’re doing your ads and
you use the call-to-action keywords like call now, call toll-free because you’re
giving a customer an option to connect and he knows he has nothing to lose,
he’s just calling and he’s just connecting, so you saying call toll free,
so he knows it’s not gonna charge me anything. So the most hyped
campaign for pay-per-call is open enrolment health insurance.
So every year open enrolment for individual health
insurance coverage begins November 1 and ends January 31. If anyone’s on
Obamacare coverage which is a health insurance plan in the US, they tend to sign
up for a plan by December 15, so there’s a huge amount of call traffic as most
people line up to get a change in their health insurance plan. Buyers are more
flexible, they have more call centre agents in, they can take more calls.
The payouts are better in the period, so this is the best time to
start your pay-per-call campaigns. The traffic surge is phenomenal, I
mean if I’m generating like 50,000 calls in six
months and only in these three months I would be able to generate 500,000 calls.
It’s that big. So here are few numbers from current year for our health
insurance campaign. So you can see on the first 146,000 calls with 234,000 revenue, then we have medical,
it’s also a health insurance campaign, we have 46,000 calls then we have 191,000
total earned and then we have addiction, cable, again
another auto insurance and again health insurance, 45,000 revenue,
32,000 calls in the last you can see 26,000 calls and 27,000 revenue. So why are there so many health
campaigns over here, it’s because you really don’t want to run all your traffic with one offer or one network,
you need to spread it out. Let’s say I mean, one offer is working good with one
advertiser and the second offer is working good with another advertiser, you
need to spread out your campaigns. Maybe you have like 8 traffic stream
and it’s going to advertiser A/B/C/D, so you’ve gotta split-test with different
advertisers. Maybe it’s working great with advertiser A with a 25% conversion
rate and maybe it’s getting really bad with advertiser D with 10%
conversion rate. So you need to really test out different campaigns and you
need to check it out, which one is working best for you. Alright then
these are the last year numbers, if you can see we have 152,000 call, we
earned over $727,000 then we have another
health running 46,000 calls then 234,000 revenue then we have another Medicare 47,990 calls, 190,000 in revenue
then we have another health campaign that is 38,000
calls, so just these health insurance, open enrolment health
insurance campaign, in 4 to 5 months can yield you over $1.2 / $1.3 million of revenue and as I said the profit margins are at least 50%,
if you’re not getting 50% on your pay-per-call campaigns, you’re doing
it absolutely wrong but if you are doing it good, 100% is no problem.
We have even 120, 130%. These are the numbers from
Google AdWords, so here you can see 406,000 clicks which equals
to calls and we have phone impressions, and then we have total cost of 701,000
and we have another campaign. It’s the same health campaign
this is just to make a comparison and give you a very important tip 14,000
clicks and $13 in total but there’s a very, very important thing over
there and this number is PTR, just like you have impression to click ratio in
CTR in pay-per-call campaigns, you have PTR like phone to click ratio so if
you’re phone to click ratio, if you can see in my first campaign, it’s 1.73
I got charged 1.73 and then every CPC but when
I have a PTR ratio of 6.48 I’m being charged 0.96,
so that’s like almost a half difference between the average
cost-per-click I am paying to Google, so the more your PTR is higher, the less
your cost would be. So once you decide you’re
running it, what are the essentials for the campaign?
So you target people who have higher income bracket these calls get paid
better by the advertiser, let’s say the IVR asks, hey are you making like over
100,000 a year, press 1 if you’re making less than 100,000 a year, press 2.
So press 1 getting paid at $20, press 2 get paid at $12. I want to get paid for
$20 so you target people with a high income bracket, it’s not
very high, 100,000 a year. Avoid bidding government plans, no advertiser
really wants it. Keep keywords short, again, this is very important in pay-per-call,
you want to keep keywords for two keywords, maximum three keywords. The longtail keyword concept does not really work in pay-per-call, so
you don’t really go there. I mean we all use our mobile and we always try to
search things with two keywords or maximum three keywords, so the longtail keyword
concept won’t apply here. Alright, misspelling keywords have very cheap CPC,
this applies to all AdWords campaigns, not just pay-per-call, it applies to every
and each AdWords campaign. If let’s say I have a keyword of cheap health insurance
and I just swap E with A, it’s a misspelling but the CPC of the actual
keyword was $5 and when I misspelled it, it becomes $1 so I’m still getting
the same traffic, my target traffic is still the same, so tried that.
What other traffic sources can be useful for pay-per-call? Alright, any traffic
source like Facebook, Bing, PPV etc, I mean, all you need is a specific traffic
source, which can target mobile, that’s all. That’s another
thing you can do, you guys run your CPI or CPA, CPL
campaigns and you are doing good in it. So what you can do, there’s always a
thank you page at the end of the day, so let’s say you are running
an air tickling campaign and after running the campaign, you get a web submit lead and there’s a Thank You page, you just add the number
in the end, “Hey do you want to talk to talk to the agent?” and we all want to get
connected directly to somebody, who we could talk to. They are
submitting a lead, they would be doing it for 4 or 5 other pages as well, so
you just need to add a number on your Thank You page and that
would increase your ROI dramatically, try it. This applies to every campaign
which you can do. So how to be successful at pay-per-call, research is
the key. Get high conversion keywords, negative out low-performing keywords, shop and try different offers, they all work differently. Let’s say you have a health
campaign, you try with different networks, different offers, they all work
differently. Customise your offers. Google gives you the option to customise
your offer, then like hourly bids, location-based bids etc, set up tracking
on the keyword level, that’s again, very easy with Google Adwords, it’s already
integrated, all you need to do is to turn on call tracking and it does all
the job for you. Don’t be afraid of losing budget. Yeah, I mean that’s very
important, we really need to invest some money into it, to get
something out of it. So once your free ad voucher is depleted and you like the
campaign, just try it out, I mean maybe you lose $200/$300 but once you are on break even, you can take it from there and then you can make
profit out of it. Alright, be honest with your affiliate manager, we really don’t
want to do that, but let me tell you like 5 years back, I actually make my $500,000 profit because of the tip of my affiliate manager. He
sent me an email, hey why don’t you try these couple keywords out and I did and
I made $500,000 out of it, so I always say be honest
with your affiliate manager, at least, I am always, I always tell them okay this
is what I’m gonna do, tell me how do you like it. At most they
will say no and you will do it anyways. So analyse calls, learn, profit and
repeat, it’s a simple formula but it’s in pretty much every campaign you’re running in
everywhere. Okay people think that you can really set and forget pay-per-call
campaign, it doesn’t really apply that, I mean you have to be continuously
on the model. I mean everybody is trying to do that. I personally check
my campaigns every 30 minutes, every 40 minutes, every 50
minutes, what’s going on, what keywords I can optimise, what more I can do
about it, experiment with different IVRs. So every time there is a customer that
connects to the pay-per-call campaign, he will hear a greeting IVR, it will say hey
do you want to do this, do you want to do that, press 1 for this, press 2 for that, if the IVR is too complex, you will
lose the customer right there. So you may just want to change the wording to some generic, some normal, some good wording and you may have completely different
results. This is again very important, this does apply to every
campaign you’re running on Google AdWords, Quality score can make or break your
campaign, if you have a quality score of 8 to 10 on some keyword and you have
a quality score of let’s say 3 or 4 on some keywords so it’s
basically like that. I mean on 8 to 10 quality score keyword, I am paying
Google $2 and if it’s like 3 to 4 quality score keyword, I am paying
like maybe $5 or $6 for the same keyword. So you really need
to increase your quality score on your keywords. So if you
have any questions, you can ask now or I’ll be available at the after-party and you
can ask me over there. Thank you very much.

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