This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Prioritizing media sources is a big challenge in optimizing pay per call campaigns. Learn how to tap into mobile users’ preference for filling out forms and desktop users’ penchant for making calls.

1. Desktop or Mobile for
Pay Per Call?
Jeffrey Fisher
Vice President, Pay Per Call Marketing
Jfisher@Matomy.com

2. 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

3. 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)
www.Matomy.com | @MatomyGroup

4. 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)
www.Matomy.com | @MatomyGroup

5. 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.
www.Matomy.com | @MatomyGroup

6. This Does Not Drive Results
www.Matomy.com | @MatomyGroup

7. Build Flows That Create User Engagement

8. Adding Lead Forms Increases User
Initiated Calls
www.Matomy.com | @MatomyGroup

9. Lead Form With Phone Number
20% of responders will call in
80% of responders will fill out the form
www.Matomy.com | @MatomyGroup

10. 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
www.Matomy.com | @MatomyGroup

11. Desktop vs. Mobile Responders
www.Matomy.com | @MatomyGroup

12. 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
www.Matomy.com | @MatomyGroup

13. 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
www.Matomy.com | @MatomyGroup

14. Click-To-Call Functionality Seems To
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
www.Matomy.com | @MatomyGroup

15. Click-To-Call Functionality Seems To
Decease Performance – Landing Page
Result:
No one is clicking to call
www.Matomy.com | @MatomyGroup

16. QUESTIONS?

17. VP, Pay Per Call Marketing
jfisher@Matomy.com | +1 212 209 0036
JEFFREY FISHER
WWW.MATOMY.COM
THANK YOU!