Pay-per-click or PPC advertising is an important marketing tool, but for many, it’s overwhelming and costly. So it’s no surprise many companies question its value. When done right, PPC ads are powerful lead generators. But to accurately measure lead volume, companies must look beyond clicks.
Phone call tracking is a crucial and often overlooked sales metric. Every time a potential customer calls about your product or service, it’s important to know if a PPC ad triggered the action. Without this data, it’s impossible to gauge the ad’s real return on investment (ROI).
To be clear, PPC is online advertising that charges a set or bid amount each time someone clicks on your ad. Usually, PPC advertising involves search engines ads, also called paid search. Although the ads can be expensive, you only pay when an interested person clicks. Also, you can target a particular consumer at the perfect time and control your budget by setting limits and even adjusting daily.
PCC is beneficial for most businesses and used by many B2B companies. It’s particularly well suited for businesses that are locally based, serve high lifetime value customers, and have high margins.
The goal of PPC is to connect potential consumers to a custom landing page that eventually leads to a purchase. One of the best indications that a person is ready to buy is the old fashion phone call. Customer phone calls are the most valuable leads because they are further down the sales funnel.
In fact, BIA/Kelsey research on small to medium businesses proves that “66% of SMBs consider phone calls the most valuable form of incoming leads.”
If you’re not tracking and analyzing phone call activity, you are undervaluing PPC’s results. Furthermore, you could lose money on ads that aren’t generating calls.
If you’ve tried tracking your own calls, you likely found it’s cumbersome, unreliable and expensive. With the proper tracking tools, you can strategically, systematically and cost-effectively monitor and analyze call data. Such technology is key to understanding PPC’s bona fide performance and how to maximize your ROI.
Here are some impactful tools to track calls generated by PPC ads.
Google Adwords and Bing Ads can incorporate a unique phone number on the ad. Customers can manually dial or simply click-to-call (CTC) via a mobile phone. Because the number is unique, Google and Bing digitally track call metrics and conversions directly from the ad. This data also can help you compare and optimize multiple ads’ performance.
But what if you want the ad to send customers to your website? Google can track calls made through a landing page after a customer clicked the Google Adwords ad. This free feature places a unique number directly on your website. When customers call you, Google tracks the phone number’s data and keyword performance so you can attribute calls back to a PPC ad.
The most intuitive, detailed, and dynamic call tracking comes from third-party software. With such technology, unique phone numbers and call conversions are just the tip of the iceberg. Convirza tracks and analyzes what happens before, during, and after the call.
The data and reports include lead quality, close rates, missed opportunities, and much more. Convirza’s call analytics help to increase conversions and uncover new revenue. Additionally, this software is easy to install and pair with other technology, such as Salesforce and Google Analytics.
To learn the rest of your PPC story, you need a fellow actor that can decipher the action. You need Convirza’s call tracking software.