Phone call tracking analytics will help you optimise your PPC campaigns faster.
Though call tracking conjures images of identifying call sources there is a lot more to it than that. And by using it in conjunction with your PPC campaign, you will be able to fine tune your campaigns much faster than if you were relying on conventional testing and analytics.
Traditionally, a typical pay per click campaign would start with keyword research, ad copy creation, and a landing page. Ideally, the target audience will be factored in to the ad copy and the landing page, and both of these elements would be written to appeal to that audience using your business’s unique selling points.
This combination takes time to get right. You may have used multivariate and A/B testing to discover the best ad copy and landing page combination. This can take time and involves a lot of analysis, together with trial and error. Time is most definitely money.
The Role of Phone Call Tracking Analytics in PPC Optimisation
The better call tracking software will be able to link your keywords, your PPC campaigns, and your phone calls to sales. This conversion information will be easy to see and you can determine which ad copy and landing page combinations are converting to sales.
Should your combinations generate calls and click throughs in abundance and have a high conversion rate, then you’re cooking with gas.
If however, you’re not getting the results you want; it may be worth looking at the following features of your PPC campaign.
- PPC ad copy – Good ad copy will combine keywords and unique selling points, and is written to appeal to the correct audience. There is not much space to work with as characters are limited. It is better practice to be practical rather than creative with your ad copy. Try writing three ads per ad group, and see which one starts to generate click throughs to your site.
- Landing pages – Good landing pages will use keywords, unique selling points, and be written for the same target audience as your pay per click ad copy. As a rule keep the copy tight, and put in the selling points at the beginning and the end of the page. Your visitors will tend to skim read and miss out the middle section. Other good landing page tips include using a clear call to action and follow the AIDA principle. Keep your landing pages clear and easy to understand. Make your call to action easy to see. Think of a visitor as someone who has to be told what to do.
Phone Call Tracking will help you identify what parts of the sales process need to change. Low CTR but high conversion rates for a keyword obviously points toward the ad copy. The other way round would mean the landing page copy needs to change. Experimentation is necessary.
Often, you may find one ad will have a high CTR and result in a completed online form, while another will have a high CTR and result in a call to your business. If this is the case, why not capture the best of both words and run both ads in your group? Often, your customers will buy or at least enquire about the more expensive, complex products by phone. It is natural to ask questions before making a big purchase after all.
Getting the elements of your PPC campaign right, is a time consuming and often costly process. Through using call tracking, you can speed up this process. Using sales as a benchmark, you can determine which ad / landing page combinations result in a successful conversion. Phone call tracking can be used in multivariate and A/B testing as well.
And, you can see your cost per sale and determine your ROI at the push of a button.