The challenge
“From our point of view, it’s primarily Google PPC that we want to track,” says Adam.
Adam and his team run a variety of highly targeted PR and digital marketing campaigns to help their care home clients increase enquiries and admissions. Google pay-per-click (PPC) is a big driver of enquiries into care homes, but Adam needed to be able to prove how successful his team was at generating enquiries that converted into admissions.
The solution
“We approached Mediahawk because we were looking for accurate tracking for our Google PPC activities. That’s the most important thing for us,” Adam says. “When you run Google PPC ads you want to be able to link up any enquiries that are certified 100% as coming from a Google PPC enquiry, compared to organic and other digital journeys.”
Using a mix of dynamic and static call tracking, Adam and his team can accurately track the performance of their PPC keywords, ads, and campaigns and use the data to continually refine them.
What’s more, they can provide evidence of the success of their campaigns. “The care homes that we help can see exactly what calls they get as a result of Google PPC, and what calls they get as a result of any other digital marketing activity. That clarity, for us, is the most valuable element in partnering up with Mediahawk.”
“The care homes that we help can see exactly what calls they get as a result of Google PPC, and what calls they get as a result of any other digital marketing activity. That clarity, for us, is the most valuable element in partnering up with Mediahawk.”
Adam James, Founder, Springup PR
Using Mediahawk’s Speech Analytics and advanced call handling features enables Adam and his team to further prove the value of their services.
“The added benefit of this is that those calls can be both quickly evaluated or listened back to, and the care home management can understand how well their team are handling enquiries,” says Adam. “We can now tell our care homes ‘your Google PPC is getting this number of certified enquiries, and it’s Joe Bloggs on this day and this time, and you can listen to the call’. It’s all there and it’s great.”
Victoria Markianos, Google PPC Specialist at Springup PR says, “Before using Mediahawk we lacked visibility into which keywords were driving valuable calls, let alone whether those calls were translating into solid leads. It was a guessing game that often left us frustrated and uncertain about the effectiveness of our advertising efforts.”
The results
“Springup PR has been using Mediahawk for a while now, which has proved invaluable from a paid ads account management point of view, but also for our clients who now have evidence to continually improve the service to their customers,” says Victoria.
“Mediahawk’s service, coupled with Speech Analytics, has been nothing short of transformative for us. Being able to pinpoint which keywords are driving conversions not only helps us optimise our ad spend but also informs our broader marketing strategy for our clients. Moreover, the ability to quickly evaluate the quality of each call through the voice tag facility has been a game-changer.”
“Mediahawk’s service, coupled with Speech Analytics, has been nothing short of transformative for us. Being able to pinpoint which keywords are driving conversions not only helps us optimise our ad spend but also informs our broader marketing strategy for our clients. Moreover, the ability to quickly evaluate the quality of each call through the voice tag facility has been a game-changer.”
Victoria Markianos, Google PPC Specialist, Springup PR
In one example, Springup PR collaborated with Broughton House Veteran Care Village to develop a targeted digital marketing campaign aimed at increasing inbound telephone enquiries and initiating live chat interactions that result in an uplift in admissions. The campaign included:
- Facebook advertising and lead follow-up: A variety of Facebook ads were launched, complemented by rigorous follow-up via phone and email to qualify leads from prospective families.
- Enhanced live chat functionality: The website’s live chat was made highly visible and staffed by real people to provide instant responses to admission-related enquiries, making it easier for families to take the first step.
- Powerful call tracking: Mediahawk’s GDPR-compliant software was implemented to track the source of all incoming telephone enquiries, enabling them to refine and optimise the effectiveness of the campaign.
Over six months, Broughton House increased their enquiries by over 300%, and occupancy grew by 47%. This led to a prospective annual revenue gain of £900,000 and created a healthy pipeline of future potential admissions.
“The difference [Mediahawk] has made to our workflow cannot be overstated,” adds Victoria. “We now have a comprehensive understanding of our Google Ads call performance, allowing us to make data-driven decisions with confidence. It’s not just about saving time and resources; it’s about unlocking the full potential of our advertising efforts.”
