With fewer organic listings now being shown in the SERPs, many marketers are also turning to PPC to give their sites the advantage. Implementing call tracking software in pay-per-click (PPC) campaigns makes perfect business sense.
Call tracking can give powerful insights into the online journeys through a site of those choosing to respond to ads by phone. For marketers, call tracking systems should provide a rounder picture of how PPC marketing activities overall are working and ultimately help in delivering a better return on investment.
Yet not all call tracking products are the same and some marketers maybe falling into basic traps which could end up adding to their PPC costs. Are you guilty of any of these if you are running an online advertising campaign?
1) Phone numbers when you are out of the office
When implementing call tracking in your PPC, do not run ads that encourage customers to call outside normal business hours. This could lead to a bad customer experience if there is no one there to answer their calls, unless you have an automated self-service phone system in place.
2) Ignoring phone calls from landing pages
Not tracking calls made from landing pages could mean that you are missing out on vital data. All calls need to be tracked whether they originate from onsite or off site.
3) Not assigning a monetary value to conversions
If you do not work out how much a customer is worth to you, you will not be able to accurately measure the return on investment.
4) Not defining what calls are as a result or a conversion
Not every phone call will be lead to sale. It is therefore important to define whether a call is simply an enquiry, a lead or an actual sale.
5) Failing to implement the right call tracking system
Some call tracking systems do not generate unique telephone numbers. Without dynamic numbers it is impossible to track individual customer journeys.
Upper Hand Digital’s Tim Mitchell says:
“The more you can track, the more it should help improve campaign performance. In the end, this should contribute to a better return on performance.”
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