In an increasingly connected digital landscape, it’s all too easy to forget that a considerable amount of business is still done on the phone.
Inbound phone calls are often the most valuable to sales. These calls indicate that a potential customer is further along the buying process, and the sales cycle tends to be much shorter.
Discovering how these leads were generated is the challenge. That’s where PPC call tracking comes in.
Understand why phone leads matter
Lead generation campaigns for complex and expensive transactions are more likely to generate a greater telephone response. These include purchasing a financial services product, booking a holiday, hiring a tradesman, or even buying a car, so it’s crucial to track this component of your marketing accurately.
Consider this: A potential customer is looking for a personal injury lawyer and performs a search. The prospect clicks on a PPC ad, but then decides to call the company because they want to talk about their situation. He speaks to a solicitor and then decides to proceed with the claim. He has converted.
Determine your true ROI
Traditionally, these offline conversions aren’t attributed to your PPC campaigns.
If you provide a phone number on your destination website and receive telephone sales or leads, then it’s highly likely that a number of your conversions don’t appear in your AdWords reports. This leaves you with a gaping hole in your ROI measurement.
Implementing PPC call tracking helps you accurately determine the ROI for specific campaigns.
Stop wasting your marketing budget
Drilling down into the detail of your lead sources allows you to refine your targeting even further; call tracking software provides you with granular data on the keywords that bring leads into your business.
PPC advertising doesn’t come cheap. You might be paying through the nose for relevant keywords that are in high demand, but do you really know how they’re performing? Are those leads converting, or are the ads just generating traffic?
It’s no longer a guessing game. Call tracking shows you the exact keywords and phrases that convert. Our comprehensive reports allow you to gauge whether you are spending your marketing budget on the right keywords.
Take control of your conversion tracking
Integrating your call tracking data with Google Analytics means that you can add the critical missing telephone data piece to your marketing analytics puzzle, gaining crucial insight into how website visitors and callers find your business.