10 April 2014
Read this article if you want to know how digital marketers use phone call tracking to drastically improve results from paid search campaigns.
Online analytics tools make it easy to track online response from PPC campaigns, but without call tracking, calculating true ROI is impossible – and without knowing which keywords, ad groups or search engines are generating valuable phone leads, marketers are in the dark. Use call tracking on your next PPC campaign to accurately track CPL, CPA and ROI while making informed bidding decisions to improve these key metrics.
Keyword and ad group analysis
Studies across our customer base show that people are more likely to call your website than complete an online enquiry, meaning the majority of your leads are calling. BIA/Kelsey’s 2013 study “U.S Local Mobile Media Forecast” shows that rising Smartphone penetration is increasing the amount of phone leads businesses receive – and also shows phone leads are also usually more valuable, as the caller has progressed further down the sales funnel and are more ‘buy ready’ than an online enquiry. This means tracking phone leads is increasingly relevant.
Online analytics tools can tell you which keywords are driving online leads, however considering these leads are less prevalent and typically less valuable, businesses need to be optimising keyword spend based on what is driving the higher volume and higher value phone leads. Our technology allows marketers to do just that – either in our reporting dashboards, in Google Analytics, directly in Adwords or even your bid management software.
Similarly by adding phone calls to the tracking metrics of Ad groups it is easy to tell which ads are working and which aren’t. By enabling marketers to drill down into PPC phone calls and categorizing by ad groups, we make it easy for them to invest in the highest performing ads and improve ROI.
Time of day and location trends
With our tracking technology, it is easy to track calls to a keyword or ad group and then identify time of day and location trends.
This allows marketers to generate more leads for the same spend and our integrations with bid management platforms Kenshoo and Marin allows these bidding optimisations to be automated.
Close the loop
Call Tracking naturally tracks the quantity of leads the PPC campaigns are generating, however many businesses want to track how many of these leads convert to a sale – and this final leg of the analytics puzzle is essential in tracking ROI.
Call Wrap Up is a product we offer that allows call staff to classify the value of each call after the caller hangs up. This data is then pushed into the reporting and the loop is closed between lead and sale for businesses that sell over the phone.
Sometimes sales aren’t completed from the first phone call, however by integrating with a CRM system, the phone lead can be tracked to an opportunity, salesman and sale after the initial phone call.
By using either Call Wrap Up or a CRM integration, businesses will be able to measure;
How to measure ROI from your PPC campaign
Follow these basic steps to measure ROI from your PPC campaigns;