The Importance of Call Tracking Apposed to Call Counting. Most of us are well aware that the nature of local advertising is ‘performance driven’. The very soul of promoting products locally is driving response directly through your doors, via the telephone or even through your website. A good way of assessing the effectiveness of online advertising is to carry out advertising based on performance, like PPC advertising, and use analytics software to track it. But, what if the people going to your website then pick up the phone and call you? Ok, if they do that is great, but how do you know which of your PPC ads are making the phone ring and which simple are not working? What if you are spending thousands on one ad that never generates a phone call and only a couple of hundred on another ad which has a 50% conversion rate? Do you really want to be wasting your money on the ad that doesn’t drive any sales? I should think not, but the fact is that many businesses do just this with both online and offline advertising. Call tracking can answer these questions, but you should be aware that call tracking and call counting are completely different. There are many companies out there that simple offer a call counting service and call it a call tracking services, but there are some very profound differences. A call counting service simple counts how many people have called a particular phone number and although this in itself is a very useful metric it is not the full picture. For instance, what if you receive 100 calls from one advert and only 15 from another? With this data you would deduce that the ad generating 15 calls was not working and stop it. However, what if the ad that generated 100 calls only produced 2 sales, but the ad that generated 15 calls produced 8 sales. That changes things doesn’t it? But it doesn’t stop there. What if the 2 sales were worth £20,000 and the 8 sales was only worth £1,000? The truth is you need to see the full picture to make an accurate decision and a true call tracking solution should be able to track a phone call all the way to a sale and also track the value of the sale. Without this data your decisions could be drastically wrong. The working of a call tracking system is quite simple. It works when a unique phone number is placed on any advertising or marketing vehicle from an ad in a newspaper to an online advertisement. When that number is called by a customer, valuable information is then gathered and immediately available for the business to review. The implementation of call tracking is very simple and it doesn’t involve a huge expenditure. It is also a highly economical way to evaluate the cost-efficiency of any kind of offline or online marketing. Think of it this way; how much would you save if you could half your advertising budget and still generate the same or even a higher response from your advertising?
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Track the Phone Calls Generated From Your PPC Campaigns for Better Optimization. Without proper advertising and product promotion no company can expect to maximize their profit earning potential. Most markets are extremely competitive and the key to conquering these markets lies in the ability to efficiently promote your products to the most responsive audience for the least cost. Previously companies relied on TV, radio and print media to promote their products and services. However, with web ...
Ross Fobian is author of this article on call tracking. Find more information about call tracking software here.
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