Many businesses receive significant lead volume from phone calls. The reason marketers want to generate phone leads is to capitalize on the immediacy of being able to activate the sales funnel.
This article delves into why lead generation businesses need to have a call tracking solution in place, how data collected through call tracking technology can improve conversion funnel performance and why integrating call tracking into third-party systems can lift paid search performance.
Lead generators run into a blind spot when trying to assess the value of their paid search campaigns. While it’s easy to track web-based conversions, phone leads generated through a single “catch-all” phone number can’t be tied back to a specific source or keyword.
Optimizing accounts with incomplete information leads to poor outcomes such as pausing campaigns, reducing keyword bids or removing marketing sources that could be providing value through phone conversions.
Call tracking provides visibility into total account performance via use of tracking phone numbers. These tracking numbers identify a phone lead’s marketing source (e.g., Google or Bing) and the keyword that specifically drove that phone conversion.
Having this additional information on hand better informs key decisions such as whether account structure needs to be altered or budget allocations shifted between campaigns and sources. For instance, analysis of data from a call tracking solution can lead to expanding a PPC account into new campaign types (such as call-only campaigns) or optimizing an account’s ad messaging to include “call us today” or similar call-to-action messaging.
Generating leads is only half the battle for lead generation marketers. The leads generated need to convert into paying customers to justify the outlay of marketing dollars. A call tracking solution can also bring specific information to paid search marketers about the sales funnel that can be optimized. Here are a few solutions to consider.
Strategically speaking, call tracking solutions provide the means to create a “closed-loop” PPC marketing strategy. Simply put, top-of-funnel data can be used to optimize the back of funnel, and back-end funnel insights can improve how the top of funnel is targeted.
Most call tracking solutions offer the ability to integrate into a variety of CRM, advertising and other platforms. The ability to integrate call tracking provides more complete insights and enhances the ability to optimize your PPC program. Some key integrations revolve around:
Call tracking provides marketers the information and functionality needed to optimize both the top and bottom ends of the conversion funnel. Gaining visibility over phone lead performance and fine-tuning lead generation efforts will lead to better paid search and overall business results.
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