The results of call tracking, attribution and reporting give you an idea of:
- Which keywords generate calls?
- Which digital advertising channels generate revenue for your business.
- Better understand your campaign performance and increase ROI.
With Call Tracking reporting, you need to understand the metrics you need to improve your marketing strategy, measure and optimize campaign performance.
Search Source
Knowing which campaigns and ads are driving the most calls will equip you with the knowledge to understand your marketing budgets and where you should focus your efforts. But how exactly can you get this information if the same phone number is listed on your website, outdoor advertisements, social media channels?
In order for your Google AdWords to provide an effective call tracking and reporting strategy, you should use unique tracking numbers on these channels. Instead of providing a static tracking number for online activity, you should use dynamic phone numbers. Detailed reporting on the number dialed gives you insight into which of your ad channels generate the most calls.
Call Volume
By tracking your search volume, you gain access to attribution data and can see which ads are driving the most calls. It also gives you instant insight to better understand your return on investment. Search volume is an excellent measurement tool for tracking the success of your SEO and PPC strategies. Tracking your call volumes lets you see metrics of growth in overall percentage growth of calls from your custom Google My Business tracking number.
Search Time
Even when your calls are answered, paying attention to the call duration will make the calls different. The longer you talk to your prospects and opportunities on the phone, the higher the chances they will become customers. When a customer does their research and calls you, they are the hottest prospect possible. All your marketing efforts (SEO, Social Media, PPC, display advertising and remarketing) have worked hard to get them to call you. Make sure you make a good impression.
Missed Calls
Your search volumes from your PPC campaigns may be high and appear to be performing well. However, if your business isn't responding to these calls, you're trashing potential revenue opportunities. Your customers have done all their research on the internet, chose your brand and decided to call your business. They expect the same level of service as they would from an online channel and that you at least answer their call.
New Seekers
A new caller is someone who has never called your business before. This is an important part of your business' target audience as it represents potential new customers. Consider separating data on new callers from repeat callers. Using Smart Tags in your Google Analytics integration allows you to isolate and send only the new caller's details to GA and, in turn, better analytics. By isolating new callers, you can analyze their online journey on your website and understand certain behaviors such as which pages they visited before calling you. This gives you a great idea of which of your website pages are converting well or which need more improvements and possibly better call-to-action to increase phone conversion. Your marketing strategy will also gain improvements as you can go back and optimize these pages for SEO and content.
Landing Page Performance
When a customer clicks on an ad and visits your PPC landing page, your users are usually given several options to contact your business:
- Completing a contact form.
- Start an online chat with your live chat agent or chatbot.
- Pick up the phone and call.
If you don't report for Google Ads, your PPC conversion rate will appear much lower than it actually is.
Customer Journey
Businesses are investing more in sales cycles and funnels. They understand that the phone call is only one part of a customer's larger journey to call the brand. Leads will do all their research online by reviewing your website, social media channels, and reviews from a variety of sources before deciding to speak to the sales team.
It is important for marketers to monitor and understand all touchpoints that occur prior to the incoming phone call:
- Keywords typed into search engines.
- Which ad source and medium generated the click.
- Website pages that the customer browses before making a phone call.
The customer's online journey that results in the search. So they clicked on a Facebook Ad? Or did they come back via a Google Ad and finally visit your website by typing the URL directly to search. Without call tracking reporting for your Google Adwords, you miss out on this vital information.
Integrating your call reporting and data analytics into your 3rd party platforms and CRM systems is an excellent way to deliver complete marketing solutions where all conversions must be accurately measured.
13 February 2023 Monday tarihinde yayınlandı.
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