Most businesses either do–or have toyed around with doing–Google PPC.
Some marketing firms even specialize wholly and completely in doing PPC for their clients. The beauty of PPC is that you can pay for performance in a direct way! That’s the whole point! You don’t pay until you actually get a click.
But what happens after the click?
How many of the people that click-through to your site call you? How many calls does your PPC generate?
If you don’t know the answer to those questions you have a gigantic blind spot. This blind spot is filled by call tracking for PPC can solve.
Because you may be missing valuable information about your marketing ROI. For example, let’s say that a specific PPC campaign only generated 50 clicks when you were expecting 75. But, unbeknownst to you, 21 of those 50 people called your business.
If you didn’t use call tracking you may never know how truly effective the PPC campaign was. Thus, you may cancel that campaign.
Obviously, with the data that call tracking provides, that would be a mistake.
Convirza call tracking allows you to assign a unique phone number to specific URLs (i.e. PPC campaigns).Then when someone clicks to your website from that URL, they actually see that unique phone number on your site. The unique phone number–the phone number associated only with that URL–appears on your website. It dynamically appears when–and only when–someone clicks from that URL. It appears instead of your normal, default phone number. This allows you to track how many calls were generated by your PPC efforts.
This feature is called URL-based Dynamic Number Insertion.
You could assign a unique phone number to a specific ad, groups of campaigns, keyword groupings or you could just assign the same phone number to appear whenever you do any PPC ad.
All of this depends on the granularity of the data you require.
So, when you’re evaluating call tracking providers make sure you ask them if they offer URL-based call tracking.
Truly call tracking and PPC is match made in marketing heaven.
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