Did you know that phone calls still account for a significant portion of conversions from website visits? The good news is that all of those calls are perfectly traceable, and can help you learn where to boost your ad spend, and where to cut back.
Call tracking is a great way of measuring your marketing success. The best part? Call tracking isn’t just for calls that come from website traffic. Call tracking can be used to distinguish phone calls from print, radio, television, and billboard advertising along with online marketing efforts. Even phone calls that result from Craigslist ads, lawn signs, mobile apps, social media marketing, etc., may be tracked. The possibilities are endless.
There are a number of ways to set up call tracking, based on your needs. You’ll need to consider things such as how many numbers you are going to utilize: Are you going to use the same number per source, separate numbers by campaign, or ad group, etc... With the availability of phone numbers at such a nominal price, and local, toll-free and even international numbers available, why not be as granular as possible? Of course, if you are overwhelmed with the thought of figuring this out, that’s where an agency like Full Circle SEM can help. We’ve worked with a number of phone call tracking companies and can help steer you in the right direction and even set up and monitor your system for you.
Call tracking often also contains some demographic information, for example, let’s say you want to know where the call is coming from. Perhaps you are targeting Rochester, NY and Fort Lauderdale, FL in your PPC ads (coincidentally, we have offices in both). You can pull a report to see which location is receiving the most calls and from which keywords. Then you can adjust your budgets accordingly to ensure that you are getting the most calls from the most profitable campaign, ad group or even keyword.
Call tracking will enable your business to notice trends in keyword effectiveness, source effectiveness and many other variables. If you notice spikes from different times of day, or from certain locations coming from certain sources, you can adjust your spend to capitalize on those opportunities. In addition, you can keep track of incoming leads and phone sales and even keep a closer monitor on your sales team to find out where your leads are converting. More qualified leads come from better data and if you are not tracking your phone calls, you are missing out on some of the most valuable data you can get!
Some phone call tracking platforms provide SMS enabled call tracking, and most can be integrated with Google Analytics. You can easily export data to excel or CRM, which can help with increasing your conversion tracking.
Call tracking is an important part of your analytics. If your business is utilizing any combination of PPC, SEO, mobile apps, social media marketing, display ads, or affiliate marketing, your SEM agency should have recommended website call tracking to get the most out of your marketing budget. Of course, if you need any help, contact us today for a free consultation.