4 display ads and a funeral

15 October 2014

The effect call tracking had on a customers performance display campaigns - starring Jet Interactive

Many of our customers run display campaigns online, and generally like to measure phone response from the display campaigns that target new acquisitions. They use remarketing platforms, in-app banners, GDN and increasingly programmatic display advertising. Regardless of how they schedule and target their display ads, we have a way of measuring phone response from them – and at the end of the article I’ll share a real customer example of how they improved their ad performance by using call tracking on their display ads.

Tracking calls from banners

If your banner ads have a phone call to action in the ad itself you’ll need to assign a unique static number to the ad. We recommend using one for each different ad size in each campaign. The same goes for mobile display ads with click to call functionality directly from the ad.

By using a unique number on each ad, ad size and campaign our customers can measure phone responses that come directly from the banner and attribute them to the responsible ad.

Tracking calls from click throughs

Our customers find that they get more calls from prospects who click through from their display ads to the website and then call, rather than prospects calling directly from the display ad itself. About 50% more. This excludes the mobile click to call ads, which do tend to have a high call conversion rate comparatively, as one might expect. Luckily by using dynamic numbers on the website (they work perfectly for desktop, responsive and mobile sites alike) marketers can measure these calls that result from display ad click-throughs.

Our code on the website picks up the referring source (in this case a display ad) and matches this web session to the caller if a call is made. Depending the ad network or tags you are using dictates the level of information you’ll get – but the important thing to note is that dynamic numbers will allow you to measure the networks and ads responsible for call conversions in your performance campaigns.

4 display ads and a funeral (starring Jet Interactive)

Here’s a real world example of what tracking call response from display ads can do.

A customer was running some click to call in app ads across iOS and android devices. These are the ones which allow the user to click the display ad and be connected with the business over the phone instantly.

They were trialling 4 different ad sizes. Originally they used only click metrics to try and determine how many calls each ad got. However they had no way of knowing how long the calls lasted for, let alone if they turned into a sale. We assigned them one of our tracking numbers for each ad size.

The results initially showed the largest ad had the highest amount of calls – however after analysing call durations in our dashboards it was apparent they were either mis-clicks or pocket-dials. The average call duration for the largest ad was only 20 seconds. This ad took up the majority of the app when displayed so it’s no surprise really that some people were clicking to call accidentally. This ad was also had the highest CPM.

Luckily they were able to reduce the clickable call area of the largest ad to be just a ‘call now’ button which they did.

Once all ads only had the ‘call now’ button installed the average call duration leapt to over 5 minutes, which for their industry was quite acceptable. There were still some calls with under a few seconds. but mis-dials were cut by around 85%.

Now with clean data, the mid sized ad was deemed to be the most successful with a 15% higher conversion rate than the other 3 ads. So they gave those 3 a funeral and focused their budget on the best performing ad.

Click here to learn more about optimising ads with call tracking