How do you currently monitor the response you get from AdWords? Do you measure the number of telephone calls your PPC adverts have received?
If you don’t measure the number of calls you get from online advertising, you may have been missing out on a whole stream of leads that were assigned to another form of marketing. This will have an adverse affect on planning and may result in you decreasing your budget on a successful marketing channel.
How does it work?
Measuring telephone response to online advertising is as straightforward as using Google Analytics. Every advert you wish to track gets a unique telephone number assigned to it, you can also track at keyword level. When a potential client clicks on your advert and gets through to your website, that telephone number will appear on your site.
- Set up campaigns for PPC
- Identify web visitors that make a telephone call
- Capture the clients that research online
Once the visitor calls this number it is tracked and you will be able to see which keyword they typed in and what advert they clicked on to get to your website and eventually make a call. Measuring this activity will give you a much clearer picture of how your leads found you and why they made contact. When you analyse your marketing campaigns, you’ll know where every lead has been generated from – and which adverts are worth spending your vital marketing budget on.
The marketer’s checklist
As a busy marketer it is vital to have a clear understanding of where your responses are coming from. With numerous routes to make contact with you as a business, it is more difficult to get a definitive picture of exactly which adverts made the telephone ring.
- Assign call tracking telephone numbers to every form of marketing
- Set up reporting to enable clear analysis of every campaign
- Identify the criteria you wish to capture (location, keyword, source etc.)
You can work out cost per lead from each advert type and from this information understand how important it is to have a good sales process in place. Ensure that your sales team are handling the inbound telephone leads in the right way. Set up call recording to play back calls and assess the standard of your in-house enquiry handling.
Overall, it is vital to have a clear idea which advertising is generating the leads that turn into sales. By setting up a call tracking solution to capture these leads you will be able to identify which adverts are generating the most leads.
Image credit: Simon Berry