Many advertisers were hopeful that pay-per-call for service oriented businesses would bring quality leads and high conversion rates. Unfortunately, the reality of pay-per-call is being revealed and it’s not as promising as expected. Marketing Sherpa reader Mike Merten described his test with pay-per-call brought him mostly calls from telemarketers, most from the same company. Merten discussed that although there is a threshold to decide whether a call is bogus, many times telemarketers don’t disclose this right away. Furthermore, the record-keeping involved with trying to get many of these erroneous charges reversed can be time-consuming.

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