Thoughts on PPCall - Pay Per Call

jchap13 · 10-02-2009, 06:31 AM

What are your thoughts on PPCall (Pay Per Call)? Especially in the lead gen arena.

jchap13 · 10-03-2009, 02:28 PM

Telmetrics President Bill Dinan argued (at the Kelsey show) that yellow pages publishers should shift the print directory to an entirely performance-based model, specifically PPCall.

The call-tracking company released data from its aggregated customer records to argue that the industry needs to adopt a performance-based pricing model for the traditional printed directory to be more competitive with online.

Telmetrics put out a press release that asserts that “yellow pages’ average monthly call volume and duration is still ahead of other mediums indicating higher quality leads”:

* Print Yellow Pages ads average 20.5 calls per month at 2.7 minutes in length
* Internet Yellow Pages ads average 20 calls per month at 1.3 minutes in length
* Direct Mail ads average 8.4 calls per month at 1.7 minutes in length
* Interactive/SEM ads average 6.4 calls per month at 1.3 minutes in length

Even though there are many PPCall experiments and efforts going on it print, it would be a radical move to go totally PPCall. Do you think that print revenues would hold up? What categories would grow revenues, which ones might fall?
????: NamePros.com http://www.namepros.com/ppc-cpc-cpm-programs/613874-thoughts-on-ppcall-pay-per-call.html

Calls would need to be priced differently by category and territory or geography. An auction would take care of that and be self-regulating, but would probably be too complex for the bulk of YP advertisers.

10-02-2009, 06:31 AM	THREAD STARTER #1 (permalink)
jchap13 NamePros Member Join Date: Apr 2009 Posts: 163	Thoughts on PPCall - Pay Per Call What are your thoughts on PPCall (Pay Per Call)? Especially in the lead gen arena.

10-03-2009, 02:28 PM	THREAD STARTER #2 (permalink)
jchap13 NamePros Member Join Date: Apr 2009 Posts: 163	Telmetrics President Bill Dinan argued (at the Kelsey show) that yellow pages publishers should shift the print directory to an entirely performance-based model, specifically PPCall. The call-tracking company released data from its aggregated customer records to argue that the industry needs to adopt a performance-based pricing model for the traditional printed directory to be more competitive with online. Telmetrics put out a press release that asserts that “yellow pages’ average monthly call volume and duration is still ahead of other mediums indicating higher quality leads”: * Print Yellow Pages ads average 20.5 calls per month at 2.7 minutes in length * Internet Yellow Pages ads average 20 calls per month at 1.3 minutes in length * Direct Mail ads average 8.4 calls per month at 1.7 minutes in length * Interactive/SEM ads average 6.4 calls per month at 1.3 minutes in length Even though there are many PPCall experiments and efforts going on it print, it would be a radical move to go totally PPCall. Do you think that print revenues would hold up? What categories would grow revenues, which ones might fall? ????: NamePros.com http://www.namepros.com/ppc-cpc-cpm-programs/613874-thoughts-on-ppcall-pay-per-call.html Calls would need to be priced differently by category and territory or geography. An auction would take care of that and be self-regulating, but would probably be too complex for the bulk of YP advertisers.

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