Updated: Jan 10, 2019
Until recently, tracking the success of marketing campaigns has been a challenge, and one that most business haven’t taken on. Yet understanding the ROI that marketing dollars produce is crucial to business success. When we understand what marketing results in an increase in revenue and what doesn’t, we can scale the systems that work and refine and experiment with the channels that are underperforming.
This is particularly important if you’re one of the 45% of small businesses that use pay per click ads. Not only can PPC be highly effective in reaching your target market and turning leads into sales, but it’s also easy to track what works and what doesn’t. With the Google ad platform, you can easily compare data across different ad copy, keyword groups, and headlines to identify the top performers.
However, things get complicated when you add a phone number into the mix. For certain businesses, like law firms and other service industries, a phone call is the next logical step for a potential customer to take. But if they see your ad and then call you, you aren’t able to accredit your ad with the call. That’s where dynamic call tracking comes in.
What Is Dynamic Call Tracking?
One way to track the efficacy of marketing campaigns is through the use of dynamic call tracking. This is a process which connects a phone number with a particular advertisement, keyword group, or channel. Dynamic call tracking allows businesses to see which number gets the most phone calls and which results in the most sales.
What is Dynamic Number Insertion With Keyword Tracking?
Dynamic number insertion with keyword tracking is an important attribute for businesses who rely on PPC ads to attract customers. This feature inserts a specific phone number for each keyword used so you can determine which keywords get the most calls.
Why Is DNI With Keyword Tracking Useful?
Let’s say you’re a personal injury lawyer in Phoenix, Arizona. When you’re setting up your PPC ad campaign, you use dynamic number insertion with keyword tracking for the following keywords:
Personal injury lawyer in Phoenix: (480) 555-2713
Phoenix personal injury attorney: (480) 555-2714
Phoenix car accident lawyer: (480) 555-2715
For each of the keyword phrases you test, there is an assigned phone number. After a week of testing, you’re ready to review the data.
Personal injury lawyer in Phoenix: 20 phone calls
Phoenix personal injury attorney: 5 phone calls
Phoenix car accident lawyer: 28 phone calls
You see that the first phone number has resulted in 20 phone calls, the second phone number 5 phone calls, and the third phone number 28. From the first phone number, three became clients. None became clients from the second phone number. Six became clients from the third phone number. The conversion rates look like this:
Personal injury lawyer in Phoenix: 3 clients / 20 phone calls = 15% conversion rate
Phoenix personal injury attorney: 0 clients / 5 phone calls = 0% conversion rate
Phoenix car accident lawyer: 6 clients / 28 phone calls = 21% conversion rate
Without DNI with keyword tracking, you wouldn’t have any idea which keywords and ads were bringing in clients. But now, with this data, you might decide to drop the second keyword and invest more ad spend in the first and the third search terms. Being able to identify which keywords are growing your business makes it much easier for you to scale.
Call Tracking Is Only Part Of The Solution
Now that you’ve decided to implement call tracking into your PPC ad campaign, either through the Google Ads platform or another provider, it’s time to think about how you handle the calls that come in. You could target the right keywords, have great ad copy, and get dozens of phone calls a day, but if the person that picks up your business phone doesn’t know how to handle it, you’ll be wasting valuable advertising dollars.
Are your calls handled by a receptionist, a sales agent, or a service provider? Do they have a script to use to convert callers into customers? What’s the next action the caller should take: schedule a consultation, give you their credit card number, or visit your office? If the caller isn’t willing to take that next step, how do you follow up with them in the future?
Even some of the most savvy business owners fail to plan for managing leads once the phone calls start coming in. Phone call tracking and sales strategy go hand in hand to make the most of your PPC ads.
If you need help setting up dynamic call tracking for your business, managing PPC ads, or want a seasoned sales professional to create a script for your employees to use once the leads start coming in, sign up for a free consultation here.