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The value of call tracking in Paid Search

Thursday, April 25th, 2013 by Georgina Wall

In any advertising campaign, PPC or otherwise, all you really care about is profit – right? Gaining a return on your investment and linking this value to your advertising strategy will single-handedly determine whether you grow the campaign into a fine oak tree, or whether you call the tree surgeon in to give it the chop. The question is – are you really seeing all of the value from your campaigns with your existing tracking techniques?

Do I really need additional tracking?

The first question you need to ask yourself is this – where do your leads/sales come from? Do you solely deal with custom over the website, with absolutely no other customer contact whatsoever? That’s unlikely. If you 100% do not make any sales or gain leads over the telephone, stop reading here…

However, if – like most – you do offer actual contact with an advisor, then call tracking could be a great investment for you.

What can call tracking do for me?

Tracking online conversions is great – Google Analytics, for example, provides an in-depth analysis of the keywords triggering the actions you’ve defined as goals. It even looks at what part your campaigns may have played along the way in helping alternative mediums convert into a sale/lead, in the form of assisted conversions. However, what you will not see from embedding that snippet of code on your site is where your inbound phone callers came from. Many consumers still feel happier purchasing a product or service following a phone conversation with a real human being, rather than a few clicks of the mouse. Adding this software to your strategy will demonstrate exactly how many of the calls you convert at your end originate from your Paid Search campaigns (and other mediums of course).

How does it work?

Call tracking software (such as Response Tap) works by changing the display of the phone number appearing on your actual website to a unique forwarding number. This will then track any users from the point at which they view your site through to the end of the phone call. Not only will it track factors like the duration and the origin of the call, it will even tell you how they came to your site in the first place and the outcome of the call.

How can I use this information?

Once you set up your call tracking, you can even link this data up to your existing Analytics account and view the information alongside the online statistics. From this, you will be able to determine exactly how your leads have come about and gain a better insight into how your customers behave. Alongside this, you will be able to view comprehensive call tracking analysis from the tracking provider directly.

With this additional information you will be able to pinpoint the product areas which convert well for you – as you do with online tracking. However, you will also be able to see whether certain areas convert better over the phone in comparison to this online activity. This will help you not only to optimise your website accordingly, but also to customise your ad campaigns so that they perform to the best of their ability. You will now be able to demonstrate all of the value in the traffic coming through to you – simples!

*Thanks for the images Response Tap & Google Analytics

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About the author

Georgina Wall

Georgina Wall

Georgina has been working in Online Marketing for over 6 years and specialises in PPC. Prior to joining Vertical Leap as a Campaign Delivery Manager in January 2013 she worked for a software company that produces various white label digital products in addition to running an in-house PPC network and affiliate portfolio. In her free time Georgina enjoys keeping fit and a good glass of wine! Follow me on Google Plus