Call tracking mistakes that could be costing your PPC campaigns
In the digital world, marketers monitor a number of factors that determine an online ad’s impact. This can range from the copy, to the budget, or to where the ad is displayed. However, for many consumers, online ads are prompts to pick up the phone and talk with someone offline. How then can brands offer a better quality service without understanding this divide in the online consumer journey?
Enter one of digital marketing’s largest innovations, call tracking; it’s the powerful technology that allows you to see which marketing channel is leading to that all-important sales call. However, digital marketers tend to overlook a number of call tracking best practices, which is often detrimental to their PPC campaigns.
1. In a world of data, it’s easy to forget about people.
Aside from bridging gaps in your data, call tracking is essential for customer profiling, improving strategy and diversifying approach. Remember, these calls are real people and good marketers know that call tracking offers a huge insight into the kind of person that is interested in your brand. Always consider why these people use your service, why some return consistently and how you can individually tailor your campaigns to them. Then, follow up with quality customer service. Call tracking is not the end of the consumer journey and it shouldn’t be for you either.
2. Not all calls are conversions.
Put simply, not all phone calls lead to a sale. For digital marketers, this means that working from raw call tracking data isn’t good enough. When acting on behalf of any brand, it’s important to define what is considered a result or conversion. Now, whether that’s a sales call, a lead, or both, you must draw your conclusions from these calls and not the total number of calls received. You can then add a monetary value to this new data, which provides a more accurate return on investment (ROI).
3. Knowing exactly where your calls originated from and why.
In order to improve your services, you need to understand exactly what is driving that sales call. Is it your homepage, a specific campaign or a landing page? Rather than confusing users with a variety of different tracking numbers, good call tracking software uses dynamically generated numbers that are configured to measure all of your channels individually (it can be applied to business cards or even a specific keyword). This allows you to avoid accidentally abandoning marketing efforts that were actually driving results.
4. Not optimising keywords based on call conversions.
Although call tracking provides invaluable consumer insights, many marketers forget the rich keyword data. By constantly tracking which keywords have driven call and web conversions, you are primed to improve your PPC campaigns overall. In other words, if you know which keywords drive quality calls and which drive solid online engagement, you can continually optimise your bids and ad campaigns. Remember, marketing is holistic and your efforts never exist alone.