Duru Interviews RingRevenue on Their Pay Per Call Performance Technology Platform
Last night I had the pleasure of interviewing Julia Stead, Head of RingRevenue Marketing and Drew Thorne-Thomsen, Vice President of Sales & Business Development on the RingRevenue Call Performance Platform.
RingRevenue is a technology company powering pay per call programs for leading performance marketing networks.
Networks license the RingRevenue software to offer Pay Per Call offers to their advertisers and affiliates. Like Commission Junction LinkShare the Google Affiliate Network, Pepperjam, Mundo Media, Offer Mobi and more.
The RingRevenue software platform is also available to smaller businesses and direct advertisers that would like to tap into pay per call technology. Keep an eye out for an upcoming launch of the RingRevenue technology for small businesses. Currently a light version of the RingRevenue call tracking technology is available as an inbound call tracking app on Hubspot.
Watch the Video of the RingRevenue Interview
RingRevenue Interview Highlights and Timeline
00:6:21 – How do you guys work with telephone numbers, what kind of telephone numbers do you issue, do you assign new phone numbers per advertiser or can they use their own numbers?
A – Both are an option, a business can have their own phone numbers in place but may need more, In that case RingRevenue provides the advertiser with 888 numbers to allow a larger volume of traffic.
00:7:30 – How the RingRevenue technology works:
- Advertisers create pay per call campaigns. Advertisers specify the call quality filters (such as call time of day, call duration, accepting a phone call during business hours or filtering it to another call center if it’s after business hours.
- Publishers sign up to the network and apply to promote a campaign.
- Ring Revenue provides banners with promotional numbers.
- Publishers promote the telephone numbers
- Calls start coming in and RingRevenue platform begins tracking. Only qualifying calls are connected and providing all the criteria is fulfilled the publisher earns a commission.
RingRevenue does not deal with the payout. They offer this technology and the networks pay out the publishers (affiliates).
00:09:43 –Stats RingRevenue Provides to each level of customer
There are three reporting levels:
- The publisher level – the publisher can log in and check their stats at any time
- The advertiser – The advertiser gets stats on the calls being made for them
- The network Level – the network managers can log in and see reports on both advertisers and publishers.
00:11:10 – RingRevenue Company Profile
Growth of Mobile Search Vs Desktop Search
00:12:30 – Tell us about the growth that you’ve been seeing in pay per call and in the market, just a few years back this was brand new technology, how fast is this growing?
Pay Per call is growing very rapidly; over the past decade or so a lot of media moved online and people tended to forget about phones, but the need for phones did not disappear. Many businesses rely heavily on calls especially service oriented businesses.
Offline Marketing Vs Online Marketing Gross
00:15:35 – The phone call and offline market is huge at $270 Billion as opposed to the online market which encompasses $35 Billion in advertising.
00:16:10 Smaller to medium businesses that want to get started offering pay per call for their business – how do they do that?
There is a light version of the inbound call tracking app available on Hubspot and next month there will be a special new launch 0f a package specifically for small businesses.
00:17:28 – How do businesses connect with call centers, do you provide this connection?
This is a frequently asked question. RingRevenue is not a call center, it is a technology company, RingRevenue makes it easy for any advertiser to connect with any telephone number they want to connect to. A small business might just use their offer number or direct the call to a call center.
Once a campaign is created and the telephone number is supplied by the advertiser and then is published with the RingRevenue tracking technology. Nothing changes for the advertiser, they provide the number and RingRevenue connects the call.
Typically a call center will connect the call to their Cisco phone system for example and if it’s a small business they may even connect the call to their office number or their business line.
Tracking Data RingRevenue Displays
00:21:02 A Mundo Media Affiliate asks how tracking is done on direct click to call numbers that do not go through a landing page, what keyword data would they get for their Adwords campaign?
Answer – There are a couple of possible models. If this is a Mobile Click to Call campaign and there is no landing page involved, RingRevenue may not receive the keyword detail because Google doesn’t allow dynamic phone numbers to be used on a display ad. However if the publisher is driving traffic with Google Adwords to a landing page, then all the data points are provided by Google and can be seen in the RingRevenue tracking.
00:27:27 Lorelei Curt, RingRevenue Project Manager, performs a cool demo of the RingRevenue tracking system. How affiliates and publishers go about applying to pay per call campaigns, getting their phone numbers and getting their creative as well as viewing tracking data on a live call made.
We start off by taking a look at an advertiser campaign details in the RingRevenue platform. Important details include whether the advertiser website includes mobile integration. If there is no mobile integration, affiliates should not drive online traffic to the advertiser’s landing page.
With pay per call you can drive direct click to call traffic and still receive a commission for the phone calls that go through. Advertiser campaign details also include Geo-targeting information. It is important to synch advertiser hour restriction time zones and Geo-targeting within your Adwords campaigns.
00:33:45 Getting phone numbers to promote depending on the publisher’s preferred promotion media:
- Mobile, Directories, TV, Radio, Newspapers and billboards all you need is a telephone number
- Online promotion using blogs, review sites, emails etc require a tracking phone number with a tracking link.
- If you choose to promote the offer using creatives such as banners, video etc – you will need creatives.
- RingRevenue also provides more advanced tracking using RingPools™ technology.
00:37:00 Live demo of telephone call to view real time tracking data and reports
RingRevenue RingPools™ Technology – Assign Phone Numbers By Tracking Parameters
00:40:22 What is RingPools™ technology?
RingPooling assigns a unique phone number to a parameter such as a keyword, session id etc. Is the RingPooling controlled by the publisher or the advertiser / affiliate network? The publisher can request the network to approve their account for RingPooling.
00:43:40 How can you tell which network offers you are viewing within the RingRevenue Platform?
RingRevenue doesn’t own an advertising network, Each Affiliate network that uses the RingRevenue technology integrates with the platform. Some allow toggling between advertisers with one log-in to RingRevenue, others require a separate log-in, and this is an integration issue on the Network side.
00:46:00 Question about the integration of HasOffers with RingRevenue
00:47:00 Are there any integration tips to consider before integrating RingRevenue technology for your business?
00:48:00 How do I manage lots of telephone numbers?
When you are doing click to call the traffic stays on the phone. You might opt to use a publisher landing page that is mobile optimized and the phone number will dynamically change utilizing the RingPools™ number dynamically and then you can utilize less phone numbers and still get the tracking.
Creating Custom Mobile Optimized Landing Pages on RingRevenue
00:50:17 Lorelei discusses the super cool option of creating a custom mobile optimized landing page hosted by the RingRevenue platform.
00:53:00 – How to deal with inserting images in the RingRevenue optimized landing pages
00:55:00 What about Google Voice numbers and how do they work with Ring Revenue? You can use them as long as you can redirect them to the RingRevenue phone numbers. Google voice and Google Click to call for mobile is developing rapidly, keep an eye out for future changes and new features being rolled out.
According to Google – including a phone number in your ad increases the click through rate between 6-8%!!! Clicks are cool but calls are better!
00:59:00 How do you include the phone number in the HRef link of a RingPools™ offer
Answer- it really depends on your promotional method. If you are running display ads the phone number is integrated within the creative. If you want the phone number to persist through a banner to advertiser mobile landing page you must ensure the advertiser site is mobile integrated! Otherwise choose to promote direct click to call or offline.
More questions for RingRevenue?