The marriage between call tracking and PPC agencies is a beautiful thing.
However, not all PPC marketers have tapped into the perks of this relationship.
This is a very sad situation, and there are three main reasons this is utterly distressing:
– Missing out on data
– Inability to effectively optimize campaigns
– Failing to prove marketing value
These points will be fleshed out in more detail below.
When call tracking is associated with your PPC campaigns, it gives you the ability to track the precise number of phone calls that are being generated by your PPC ads. You can track how many calls are generated by individual keywords, by keyword groups and even your PPC efforts as a whole.
You’ll also be able to compare call volumes across industries. Certain clients will receive a great number of phone calls from PPC campaigns while others will only see a few. Call tracking gives PPC marketers the power to track the exact results that their efforts are producing.
The detailed and granular-level data available through call tracking can be used to improve and speed up the optimization process. When you can distinguish the keywords and ads that are performing, from those that are not, it becomes much simpler to refine your campaigns to produce the desired results.
And as you know, optimized campaigns = improved ROI.
The data that you collect through call tracking is also important from the perspective of your clients. They can see exactly how your marketing efforts are paying off with the phone calls your PPC campaigns are generating. This can be done with automated reports, text messages or they can even be given access to their own call tracking account.
With call tracking your clients can hold you accountable — this is a good thing. When you can easily prove your value to clients with hard data, you can spend more time optimizing their campaigns rather than wasting time trying to reduce attrition rates.
With call tracking it is simple to show your clients how incredible you are at driving phone calls to their business.
So how do you get your clients to use call tracking?
Our customers have found that the ideal way to successfully implement call tracking in client campaigns is by including it in the AdWords packages they sell.
You already know that you’re good at what you do. Give your clients a chance to see just how awesome you are.