You may not be getting credit for all the leads that your AdWords campaigns are producing.
If you aren’t accounting for phone calls, then your data is incomplete.
Many marketers don’t know whether or not their PPC efforts are generating phone calls. They aren’t using call tracking to measure their results and they are missing out on the incredible value of these leads.
The phone calls produced by your PPC campaigns can have a significant impact on your revenue.
Our data shows that 5% or more of all PPC traffic will end up calling your business. It also shows that callers convert about 50% of the time.
If you do not have a phone number on your landing page, you could be missing out on 15% to 25% of your possible revenue.
Are you tracking calls?
If you aren’t measuring phone calls, you’re pretty much guaranteed to be missing out on significant business opportunities.
You’re also working with inaccurate campaign data.
We’ve written multiple posts about this topic, so we will only go over it briefly here.
When you use call tracking with your AdWords campaigns, a Convirza feature called Dynamic Number Insertion will automatically place a unique phone number on your PPC landing pages according to the referring URL.
This means that every ad or group of ads can be linked to specific URLs and have their own phone numbers displayed to visitors on the landing page. Once you have this in place, it becomes possible to track the campaigns, ad groups and keywords that are generating phone calls.
A wide variety of factors can influence the success of your AdWords efforts. However, you won’t know how well your PPC strategy is working unless you’re tracking call data.