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Complete Guide To PPC Call Tracking

Call tracking is a valuable PPC and SEO tool. With call tracking, you can hone in on PPC campaign success.

Data is key when it comes to understanding the success of anything you do. This is also true for your PPC campaigns. Without data, how will you know if your PPC efforts are successful? The right data helps you create and refine PPC campaigns that are effective, giving you goals to strive for. Proper PPC data can help you understand what’s working, and what isn’t.

Any business can use data to better understand their local market segment. The better you understand your market, the more targeted your ads can be. This can result in lower cost per click while also bringing higher click-through rates and increased conversions.

Companies are using data every day to improve their PPC efforts. Data can be pulled from many different sources, including Google Analytics or similar options. Reporting tools can help you better understand where the people landing on your site have come from around the web.

But, what happens when your customers call, rather than click on a landing page? How do you track where they found you?

PPC call tracking can help businesses combine data from phone campaigns with current metrics to provide insight into these efforts. PPC call tracking allows businesses to help improve their campaign efforts.

PPC Call Tracking- How it Works

Call tracking starts by purchasing one or several numbers which will be forwarded to your business line. The numbers can be a local area code number or a toll-free number, it all depends on your preference. Many businesses choose multiple PPC tracking numbers, using one number for each campaign.

The numbers can be used just about anywhere. First, they’re used right on your  PPC ads. They can also be inserted into your website, or on specific pages, as you’d prefer. The professionals at SEO Toronto can help you make the most of call tracking.

Many businesses use dynamic number insertion to change the number that displays on their site. This means that customers in different areas or from different websites will see a unique number. Dynamic number insertion factors include:

  • Physical Location
  • Keywords Utilized
  • Referral Spot
  • PPC Ad

These factors are filtered and utilized using your call tracking option of choice. Call tracking providers typically offer their services without additional hardware, making it simple to change numbers with the click of a button.

SEO Call Tracking

Image Source Caption: Call tracking offers metrics to track many different elements of your PPC and SEO efforts.

The Benefits of Call Tracking

Call tracking is a valuable metric for your PPC and SEO efforts. While pushing traffic to a phone call, rather than a form fill or other online option, can seem antiquated, it’s far from the case. Many sales are still made through the phone, and most serious customers prefer making a purchase or reserving a service over the phone versus online. It brings a human side to your PPC and SEO efforts.

Phone calls are important at almost every stage of the customer journey. Over half of customers want to discuss pricing when thy call. 19% make a phone call during the awareness stage, and 60% during the consideration stage. The numbers prove it, calls are important for online campaigns!

There are many different benefits to PPC call tracking.

Tracking Call Sources- Platforms which provide call tracking, such as CallRail, offer the source of the call. This means you can find out which PPC or SEO campaign has resulted in the call without having to ask the customer how they heard about your company. This flexibility is ideal when you’re running several PPC campaigns or spreading the campaigns across a variety of platforms.

Split Testing & Call Data- If you’re looking to determine the best time to schedule your campaigns, or if you’re looking to improve your targeting, split testing is key. With split testing and PPC call tracking, you can assign a unique number to each ad, ad time, or day of your campaign. This makes it easy to determine which factors bring your best results.

Call Tracking Companies

Image Source Caption: There are a variety of call tracking companies offering many different options for your tracking options.

Keyword Performance- Keywords aren’t just for SEO, the right keywords are important for your PPC. Call tracking will let you know which keywords kicked off your PPC ad so you can adjust your keyword PPC focus.

PPC Campaign Success- When it comes to metrics, tracking your conversions per campaign is key. Call tracking makes it easier to monitor your campaign efforts and success.

What to Look for with a Call Tracking Service

Dynamic call tracking is one of the most important factors to consider. It’s also important to find a call tracking provider that offers services such as:

  • Platform Integration
  • Tracking through Keywords
  • Cal Recording
  • Source Tracking
  • Call Duration

These factors allow you to better track further details of your PPC campaigns. Further tracking, such as call duration, can help differentiate quality calls and leads.

PPC Ads

Image Source Caption: Call tracking can help increase the success of your PPC and SEO campaigns.

Making the Most of PPC Call Tracking

Not all PPC calls are created equal, but call tracking can help you determine your best efforts. Consider using local numbers, and keep an eye on keywords. As with any phone campaign, make sure to route your calls to the person who is best for the call.

Author Bio:

Eric Raymond is the Founder and CEO of SEO Toronto. He has been in the digital marketing and SEO space for 8 years and specializes in organic, local and e-commerce SEO. To get to know them more, you can visit their website: https://www.seotoronto.ca

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