Pay Per Click Call Tracking Tips

For many years pay per click ads have been recorded by the number of click throughs they generate.  They are also judged on the text in the ad, the target audience, and the keyword they are connected too.  Other factors such as the bid amount are also significant. 

Pay per click ads are also being judged on the number of phone calls they generate in addition to mouse clicks.  The need for businesses to identify which ads generate phone calls is just as prevalent today as it was thirty years ago.  Call tracking software is coming of age.

PPC call tracking tips:

• Always include a phone number in your pay per click ad as surveys have found the likelihood of a click through increases significantly.  Even if you are not tracking the sources of phone calls, use a phone number in your ad.  In the eyes of your customers and clients a phone number in an ad increases credibility to your website.
• Understand how call data is reported on call tracking systems.  Visitor level call tracking assigns a unique phone number to each call and subsequently the path a visitor took through a website before, during, and after a phone call was made can be tracked.  Keyword call tracking works by tracking the search term used to find the pay per click ad which generated the lead.  The two systems combined can provide invaluable marketing, customer/client, and call data.
• Use the data to reallocate your marketing budgets to ads which are performing.  Not only will you receive more leads you will in turn generate more business and more profits.  Also, with a better understanding of where your calls are coming from, new products and services can be better targeted for maximum success. 
• When monitoring leads generated from your pay per click campaign ensure you take into account click throughs as well as phone calls.  You do not want to cut an ad which generates phone calls but not clicks or vice - versa, as you will be cutting off a revenue stream.  Often an ad will lead to both a click through and a phone call, which can make the ad liquid gold.
• If you have a highly successful ad for one product or service, consider replicating it for your other products and services.  You may have stumbled on a formula for success and it is in your own interests to exploit it.
• Consider employing an agency to control your pay per click campaign as professional help often pays dividends.  To that end, adopting a good call tracking software system from a professional supplier is advised too.

Ensure they have a system which combines visitor level and keyword level reporting for the call tracking service you adopt.