All over the country companies are waking up to the fact that they can now monitor their phone calls back to individual clicks and key words. This is done by assigning a unique telephone number to each unique visitor and then tying all the information back to visitor behaviour.
In this blog, we look at some key lessons our customers have discovered by implementing keyword tracking using Mediahawk Vision. These lessons can be categorised in three areas:
• Is PPC just a glorified directory?
• What is a click worth – is it relevant?
• How are you measuring your telephone conversions?
Is PPC just a glorified directory?
With the growth of pay per click advertising, companies have seen their keyword numbers exploding as they try to cover both generic and tail words. However, if a business relies on the phone as a primary contact (see previous article on phone tracking quadrants), having a huge number of keywords does not necessarily lead to an increase in quality and relevant clicks. If anything, we have found that significant amounts of money are wasted as people chase clicks that are not relevant to their product or service.
Reviewing keywords that actually generate calls, we have found that many people click on PPC ads whilst using them as a directory service. For instance a car dealer will create a PPC ad against their brand and location (e.g. BMW Birmingham). A consumer searching for a BMW dealer in Birmingham will mimic this behaviour by putting in the brand name and location. They will see the retailer’s advert and click on it rather than go to the site direct – which if properly optimised should come up on maps and at the top of the search page. If a BMW dealer who is not in Birmingham uses the same search term to generate clicks, they will not increase their phone calls, just their bounce rate. In this example, we have found that if a service or product is location based then consumers and suppliers will click on the adverts out of laziness which can use up budget for no discernible business benefit.
The key lesson is to review keywords and check that they are generating proper telephone leads as opposed to acting as a “lazy man’s” directory – especially for supplier calls. It would be better to save on PPC spend by being up to date on online directories, natural search and maps than wasting money on PPC adverts that generate the wrong type of calls.
What is a click worth – is it relevant?
The other lesson we have discovered, from monitoring clicks through to calls, is that certain keywords might look very successful but are actually drawing in the wrong type of traffic. This can be seen at Mediahawk where one of the principle key words in our market is “call tracking”. Looking for similar words we also used to use the key word “phone tracking”. This generated significant clicks, however, when we reviewed the conversion funnel (listening to calls and web leads) we found that all this traffic was for people who had lost their mobile phones and were trying to find ways of relocating them. As a lot of the conversions came via the phone, the ability to attribute the calls back to the key word helped us identify “phone tracking” as a wrong phrase to bid against.
Needless to say, we no longer use “phone tracking” as a key word and have removed all the irrelevant clicks whilst saving money at the same time. Furthermore, as we have become more sophisticated in understanding wasteful keywords we can increase our negative keywords to really focus on the words that generate the right type of visitor.
How are you measuring your telephone conversions?
Now that companies can measure phone conversions by linking these back to keywords and referring sites, it is possible to measure the total telephone conversion funnel. Marketeers are used to measuring their conversion metrics for forms and online purchasing. Phone conversion is a new metric that also needs to be monitored and improved. If the phone is an important part of how your business receives enquiries then a strategy needs to be built around how to optimise and measure the calls.
To put in place a suitable conversion strategy for phone calls requires tracking numbers to show that they are generating response. Once these have been put in place, their positioning on the page, number type and “calls to action” can dramatically affect the amount of calls received. With call tracking, all the calls can be recorded. Each one can then be listened to in order to understand the quality of the call and what generated it. This allows call tracking customers to understand the relevance of their calls and really focus in to what will deliver the appropriate leads.
Since the introduction of Mediahawk Vision, our customers have gained a whole new insight onto what actually drives a phone call and its relevance. To date the phone has been a black hole for many companies, as they have not focused on its measurement and success. However, if suitable metrics are put in place, significant savings can be made in online budgets by focusing on the relevant clicks and optimisation and putting this into a telephone conversions funnel.