Desktop or Mobile for Pay Per Call?

Desktop or Mobile for

Pay Per Call?

Jeffrey FisherVice President, Pay Per Call Marketing

[email protected]

About Us

Matomy Media Group

Global, performance-based

advertising company

One gateway to all digital

channels on web, social and

mobile platforms

Serves 100 billion

impressions/month for

1,000+ advertisers across

26,000 media sources in

100+ countries

About Me

VP of Pay Per Call Marketing

Ran Call Centers

Built offers as an advertiser

Ran media as an affiliate

www.Matomy.com | @MatomyGroup

Pay-Per-Call Marketing

Avg. American consumer spends 34 hrs/mo browsing Web on a mobile device

(Source: Direct Marketing News)

By 2018, mobile search will drive 73 billion inbound calls to advertisers

(Source: BIA/Kelsey)


Facts vs False Assumptions

Mobile traffic has surpassed desktop traffic and continues to grow at a rapid rate

Mobile traffic, being on a telephone device, is more likely to respond to direct response marketing by calling in then filling out a lead form

Because mobile traffic will respond best to “call now” call to actions, marketers should make it as easy as possible for the user to take action

Therefore, we should drive mobile traffic to mobile pages that have “call now” call to actions and use click-to-call functionality to make it as easy as possible for the user to take action

This is the best way to monetize mobile traffic and drive leads into call centers in the mobile era.


This Does Not Drive Results


Build Flows That Create User Engagement

Adding Lead Forms Increases User

Initiated Calls


Lead Form With Phone Number

20% of responders will call in

80% of responders will fill out the form


Desktop vs. Mobile Responders

Desktop Responders• 66% Filled Out a Form

• 33% Called In

Mobile Responders• 83% Filled Out a Form

• 17% Called In

27% increase in connection rate of mobile responders vs.

desktop responders when outbound dialing form fills


Desktop vs. Mobile Responders


Click-to-Call Functionality Seems to

Decease Performance – Search

Results:• Increased profitability

by 50% by driving clicks

to landing page vs.

clicks on a call

extension

• Increase in the quality

of calls


Click-To-Call Functionality Seems To

Decease Performance – Social

Results: • 35% of calls come directly

from Facebook ads

• Phone number can’t be

hyperlinked

• 25% of callers called in

on a landline on mobile

only campaigns



Decease Performance – Email

Results:• 70% of emails

opened on mobile

device

• 2x eCPM by not

allowing phone

number to be

hyperlinked by a

mobile device

• Performance

increase via increase

in callers from email

creative



Decease Performance – Landing Page

Result: No one is clicking to call


QUESTIONS?

VP, Pay Per Call Marketing

[email protected] | +1 212 209 0036

JEFFREY FISHER

WWW.MATOMY.COM

THANK YOU!

Desktop or Mobile for Pay Per Call?

Business

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