Cliq Media & Marketing 4 Steps To Improve Paid Search ROI With Call Tracking
Introduction • Despite most marketers best efforts and the incredible lengths they go to with split testing, most are operating with incomplete data. • A lot of this is due to them not taking things like phone calls from ads into account. • Last year, about 77 billion calls were made to businesses from mobile devices and Invoca’s study also found that mobile devices accounted for 45% of all incoming calls to businesses. • Here are the 4 steps to improve paid search ROI with call tracking.
1: Gather As Much Data As Possible • Gathering every piece of data that you can about a customer is necessary to understand their buying process and it has been a staple of the marketing world for a while. • However many people still tend not to think about phone calls to a business as part of a marketing strategy. • If you can’t keep track of the phone calls you have generated with a campaign, then you can’t get any credit for the conversion and your analytics will be missing a huge portion which could help you better understand consumers buying patterns.
You should always set up a system for tracking calls. • You should be tracking calls driven by paid searches, display ads and landing pages to give you an idea of which type of inbound calls are driving revenue.
2: Sync Your Data • Sync your new found call tracking data with that of your paid search data in analytics. • Syncing all of the data you have available to you to get a much better idea of the overall buying process. • This method then allows you to tie revenue to the generated phone calls, which in turn helps you in optimising your methods for paid search marketing.
3: Cut Out False Positives • The duration of a call is usually a good way to tell if the call has lead to a conversion or not so this should be factored in as generally there would not be enough time for a sale in a short phone call. • You should also look for key terms so that you can be sure it’s a conversion and not just a customer support conversations.
4: Test & Adjust • Now that you have linked the ROI of your online and offline conversions, it’s time for testing. • You need to constantly test and adjust until you strike the balance where your ROI is optimal, all the while making sure your phone number and/or click to call buttons are extremely visible to consumers.
Conclusion • It is simple to improve your ROI for Google Adwords paid search campaigns by tracking inbound calls and the conversions that come as a result of them. • Gather all of the data you can. • Sync all of that data • Cut out false positives • Continually test and adjust to get the most ROI possible.