Advertisers are losing $7.2 billion annually to ad fraud. Did you know that includes pay per call fraud, too?
While it’s harder to hack pay per call than say pay per click, it’s not impossible. Where there’s money to be made, fraudsters will always find a way. Unfortunately, once they game the system, you stand to lose money and leads.
Fight back by employing these simple tips to protect your company from phone fraud.
Always Vet Your Publishers First
Just like you wouldn’t hire a potential employee without viewing their LinkedIn profile or Googling them first, do the same for potential publishers.
Poke around on their website, read customer reviews, and look into their target audience. If you find something unsettling like the absence of a live person to talk to, simply move onto a more reputable publisher.
Don’t feel guilty for digging deep. It’s your brand’s reputation and money on the line. Always proceed with caution and do your homework. You need to know who you’re working with.
Know Your Target Demographic
Detecting out-of-demo calls is easier when you have a target demographic (e.g. age, gender, location) you’re serving.
Let’s say you’re a surfboard company targeting 18 to 30-year-old professional surfers. One of your sales reps gets an unusual spike in calls from Alaska. However, your company doesn’t do much business in Alaska, other than the occasional surfer who travels to a warmer climate to surf for vacation.
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These calls clearly have a high potential for fraud, which was easy to spot since you have a specific demographic you cater to.
Use IVR to Qualify Calls
There’s nothing more frustrating than paying for fraudulent calls. Catch fraud before it hits your wallet by qualifying calls early on. An Interactive Voice Response System (IVR) can help filter out calls, separating the fraudulent ones from the qualified leads.
For example, an IVR can qualify a call by offering options like “press 1 to make a purchase,” “press 2 for customer support.” Callers who press 2 are morely likely to be current customers and not qualified leads.
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Don’t Forget to Record Your Calls
While your IVR is great for filtering leads, don’t forget to record your calls. Call recordings can capture fraud on tape. When you analyze your recordings you’ll be able to spot red flags like caller patterns indicative of fraudulent robocallers.
Don’t be a victim of call fraud. Be proactive by vetting your publishers, having a target demographic, qualifying with IVR, and recording your calls. Taking these types of preventative measures will help decrease your risk of pay per call fraud.