If you use call tracking software, an accurate ROI figure emerges. Call tracking software allows you to link your keywords, phone calls, PPC campaigns, and organic search results to sales.
It’s that simple.
When you can link your CTR data and your phone call data to sales and work out which products are selling, you have access to big data. Not only is this the only way to see your true ROI, but you can also see three other important aspects. They are:
- Which keywords are selling your products and services
- Which marketing campaigns, including pay per click, are selling your products and services
- And what products and services are actually selling
With this information you can work out your conversion rate and your cost per sale. This can be configured by campaign or keyword. This can also be configured for any online or offline marketing channel.
A Keyword Example…
Let’s say you are running a PPC campaign and you take a look at which keywords are resulting in sales.
You determine that Keyword A results in more sales than Keyword B. Keyword B however, sells more profitable items than Keyword A. Therefore it can be argued that both keywords justify investment.
Similarly, Keyword C results in a high CTR but low sales. Clearly something is wrong and needs to be addressed. Without call tracking, the chances are this information would have remained elusive or misleading. You may have thought Keyword C was good because it was bringing visitors to your site. The reality is that of keyword A, B, and C, keyword C is the least important.
You may have cut Keyword B believing its low CTR made it valueless.
This recently came to light when we spoke to a guy who managed a PPC campaign for an
online retailer. He was new to the role, and he looked at his CTR data and cut the keywords which had a low CTR. He invested the saved money in the keywords which had a high CTR. At first he saw his online sales were increasing and felt pleased with his efforts.After speaking to customer services however, his view changed entirely. They told him the amount of phone calls they received from customers were down. What was worse was that phone calls generated the most profitable sales.The overall takings for the period he had been in charge confirmed his worst fears; the more profitable products were not selling as they had been. The cut keywords were generating phone calls, and the phone calls were selling the most profitable products. He needed our software as he was desperate to discover which of the cut keywords were selling the profitable products.
Had our friend here had call tracking, he would have had access to big data, and would have not found out the hard way which keywords were making him money.
Cost per sale, ROI, and the big data overview are easily obtained using call tracking. Don’t make the same mistakes as our online retailer; call us or complete a contact form to learn more.
If you liked this post please share it.