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4 Steps To Improve Paid Search ROI With Call Tracking

Despite marketers best efforts, most operate with incomplete data. Using call tracking helps to complete the data and improve ROI. Here are 4 steps to improve paid search ROI with call tracking. Book your free Google AdWords consultation now by visiting us online at http://cliq.ie/marketing/google-adwords/

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4 Steps To Improve Paid Search ROI With Call Tracking

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  1. Cliq Media & Marketing 4 Steps To Improve Paid Search ROI With Call Tracking

  2. 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.

  3. 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.

  4. 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.

  5. 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.

  6. 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.

  7. 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.

  8. 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.

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