Using Call Tracking to improve ROI from PPC campaigns
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.
- You may discover non-branded keywords are driving phone calls on the weekend or after a certain time of day, and change bidding rules accordingly.
- Similarly certain ad groups may be performing better than others in locations, allowing marketers to tailor campaigns to geographically proven areas.
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;
- Lead conversion rate
- Campaign and keyword CPA
- Average sales value per ad group, keyword and campaign
How to measure ROI from your PPC campaign
Follow these basic steps to measure ROI from your PPC campaigns;
- Add phone leads to web leads to see all the leads PPC has generated
- Compare this figure to your investment in the PPC campaigns to calculate cost per lead
- By analysing the Call Wrap Up data, or if you are integrating our call data with your CRM you will be able to see how many of these leads became sales or opportunities. Use the investment figure again to calculate cost per acquisition or cost per opportunity
- Then once you have calculated the total sales you will be able to calculate true ROI from the PPC campaign
- Use this methodology not just to see if PPC as a medium is improving over time, but use it for ad groups and keywords so you can make intelligent bidding decisions and improve overall ROI.
You can even use Google’s model comparison tool if you want to get fancy when attributing phone conversions back to PPC campaigns if the conversion wasn’t completed on the first click, but the PPC channel gave an assist. If you want to learn more about our Google Analytics integration click the link, or email