Track Your PPC Campaigns & the Valuable Results
If you’re doing PPC (pay per click) campaigns, your primary focus should be driving phone calls. In this blog post, we intend to show you that calls are better than clicks when it comes to conversion. Also, we will show you how call tracking can significantly enhance PPC campaign effectiveness. In short, if you are not accounting for phone calls when you track your PPC campaigns, your data is incomplete.
According to BIA/Kelsey, 66% of small to medium businesses say calls are the best leads they receive.
According to Google, 71% of mobile searchers make phone calls to companies. And of those calls, over 30% convert to revenue within three months, compared to just 2% for web leads.
There’s a phone in your customers’ pockets all the time, and 91% of smartphone users report that they keep their phones within arm’s reach 24/7. The popularity of mobile searches has also contributed to Google’s recent changes and additions to AdWords, marking a principal shift in digital advertising. Simply put, phone calls are one of the fastest and straightforward paths to conversion.
The question then becomes how are you using your AdWords campaigns to drive the most valuable lead you have — phone calls?
Annual calls to businesses from smartphones will reach 162 billion by 2019. Even Facebook has recently incorporated phone call buttons in its advertising platform. Without tracking various campaigns, ads, and keywords through marketing channels that generate phone calls, marketers are losing tons of valuable information that will help them do their jobs more smoothly.
Dynamic Number Insertion or DNI call tracking assures compliance with Google’s name, address, phone number (NAP) standards. In other words, the business’s online information remains the same. Convirza inserts a unique number for website visitors based on how they found the businesses information, but it’s embedded in the webpage code. The result is more focus on successful campaigns and a maximization of ROI.
There are three different types of DNI for marketers to choose from based on their needs.
Conversation Analytics® services can tell marketers and businesses why a prospect initiated a phone call and if it resulted in a conversion. It can also help improve sales performance because it answers important questions for organizations:
Research shows that 5% or more of all PPC traffic will end up calling a business. And callers convert about 50% of the time. This means not having a phone number on a landing page could cost a company between 15% to 25% of its revenue!
With the aid of DNI, marketers track which campaigns are producing phone calls. This helps business and marketers alike make the most of their campaign dollars, which can maximize their ROI. Incorporated with a call-only campaign on AdWords (here a phone number replaces the usual link to a landing page, inserts the word “call” in the ad text, and adds a call button), marketers can eliminate a call-to-action within the ad copy. And the best part: every click results in a phone call.
Landing on the first page of Google is important. But if marketers are not making the most of the fantastic combination of phone calls, call tracking, and PPC, they are doing their clients a big disservice. Convirza’s call tracking and analytics platforms provide top-of-the-line solutions for the fully invested marketer or business who wants the make the more impact with PPC campaigns.