Search Campaigns Boost Phone Calls to Businesses - The importance of Call Tracking

Great piece from Jason Tabeling on the importance of using telephone numbers in mobile search campaigns. To track these calls it is vital to use trackable 13, 1300, 1800 or local numbers and a tracking app like Jet Call Tracker™.

Quite incredibly Jason reports that his agency has seen “call volume increase by 96 percent from January to April” with some of his clients.

If you have any questions regarding mobile advertising needs in Australia please be sure to give one of the friendly crew at Jet Interactive a call on 1300 10 13 10 or go to www.jetinteractive.com.au

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Call Tracking reveals to SEM agency that 71% of web leads delivered via phone.

With the online media sector growing year on year it is no surprise that this marketing sector has now become the main driver of phone calls to your business. In many cases 68% of all calls to your business are generated by your online marketing efforts.* However, one of the main issues for online marketers has been that ability to track and attribute these call back to the marketing campaign that drove the call or even realising that your customers prefer to call as opposed to filling in a form or sending an email etc.

 

In a recent talk about Call Tracking and it uses for Marketing Agencies, at the SDMA monthly meeting, Stacy Williams from SEM agency Prominent Placement highlighted how surprised both the agency and client were to learn that 71% of all their leads are coming in over the phone.  But more importantly, without the introduction of Call Tracking on the campaign, she would have been making decisions based on only 29% of the data available. Call Tracking allowed them to see 100% of the campaign data and a 100% increase in the leads driven to the client.

 

Another great example of how Call Tracking has helped SEM agencies to increase the ROI for the clients is Melbourne based agency Webdynamic, who utilised Jet Call Tracker to see a 35% increase in the leads driven via to their Clients PPC campaigns.

 

It is now clear that Call Tracking has become an integral part of any SEM campaign and as Sally put it “as an agency, we always want to be able to take credit for everything we’re generating. If that allows us to make smarter decisions on behalf of our clients, generating more customers and revenue for them, that’s what makes this business truly rewarding.”      

 

Jet Interactive is helping Australian based Search Marketers measure the offline response to their search campaigns through the use of Jet Call Tracker. Jet provides all the technology, billing and reporting to allow any online marketer to get into Pay Per Call.

 

*Jet Interactive study – Sept 2009.

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9 Tips for Maximizing a PPC Ad Campaign

To start off Week 2 of the TriMark Blogging Event, I figured I would provide a wide overview of the top steps needed to implement and manage a successful Pay Per Click Campaign.

An increasing number of businesses are turning to Pay Per Click (PPC) methods of advertising because of their high levels of potential ROI (Return On Investment).   But in order to keep your ads running at peak performance, you need to pay close attention to which methods are proving consistently successful.  TriMark Solutions also recommends updating your ads, to keep them fresh and new.  We can guarantee most of your competitors are not taking the time to maintain their ads in such a way.  So what can you do to keep your ads fresh?

  1. Always include limited time offers & deals – Whenever you (or your client) are offering special prices or deals, be sure to include those in your ads.  Users love to see low prices or offers of fantastic savings, so this will inspire more clicks on your sponsored advertisement.  Free demo or installation services are always nice to include, as are free shipping or buy one get one free offers.  However, it is extremely important to also remove these ads once the promotions are over, because false advertisements can get your ads banned or unapproved from Google and other similar search engines.
  2. Include locations in your ad if possible – If you’re targeting a local area, add the city or location name to the advertisement.  This often gives the reader a feeling of trust in the ad.  It also lets the user know that you are serving their area specifically.
  3. Include different types of ads – You may be using the same structure of text ads constantly, and trying a different method may help produce different results.  Try asking questions within ad copy, such as, “Looking for New Widgets?”  Questions help to draw searchers in, especially if your question is their question.
  4. Add seasonality to your ads – If your product or services pertain to the season or monthly changes, include those in your ads.  Chocolate companies should definitely create Valentine’s Day ads in February, and remove them in March.  Also, Window Replacement companies may want to focus ads on the cold weather during the winter months.  Regardless of your industry, if you constantly update your ads to match seasonal and holiday changes, it will speak more clearly to your exact audiences.
  5. Include Awards your company has earned in ads – Is your company BBB accredited? Or perhaps have garnered the Good Housekeeping Seal?  Maybe you’ve won a “best of the city” award?  If you have earned any of these types of positive recognitions, include it in your ad text.  This is not boasting, merely informing potential readers of your high quality product or service.  These types of awards and memberships are almost always going to bring you more interest to your ad.
  6. Set up a call tracking process – TriMark Solutions listens and tracks almost 100 phone calls per day for all of its client’s PPC ads. Many of our calls come from customers who see our Google AdWords ads, but opt to call instead of click.  So be sure to have call tracking properly set up before adding phone numbers into your ads.  If you fail to do so, you will find yourself with missing information regarding your true ROI for PPC advertising.
  7. Set up ads on the Google Content Network – Only running PPC ads on the search network means you may be missing opportunities for clicks on other websites such as youtube.com and other Google Content Network affiliate sites.  These sites are unique because they allow you to run image or video ads as well, allowing you a more diversified advertising strategy.  You may also choose to run ads on mobile devices such as iphones and androids.
  8. Persuade readers to click on your ads – This may seem simple, but the bottom line is, you don’t want your ads to look exactly like the other 9 on the page.  Do you offer a service or product that is unique from the competition?  Include it in your ad.  Window World, the largest window replacement company in the nation, is one of TriMark Solutions’ clients, and we often include that they sell over 1 Million windows annually.  Statements like these bring a sense of trust to the user.
  9. Run A/B ad testing – Never run only a single ad for a specific ad group.  You always want to be able to see which performs best between a few.  You may be absolutely sure that one ad will provide better clickthrough and conversion rates, and then be surprised to see the second ad outperform.   At TriMark, we usually suggest running 3-4 ads per group, to allow the users to decide which ad is better.  Ultimately, they are the only opinions who matter.

 

I can promise you that if you take these steps in you PPC campaign, then your ads will be a cut above the competition, and your conversion tracking statistics will show that.  On Wednesday, we will discuss the differences between Yahoo! and Google Pay Per Click advertising.  It going to be a very informative and interesting topic, so please check back in with us.

This entry was posted on Monday, April 12th, 2010 at 9:15 am and is filed under April Blog Event, Pay Per Click Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Great Article from a PPC Marketer providing 9 tips on how to maximise your Search Marketing and increase you Campaign ROI.

Do you know How many of calls your search marketing is driving?

Jet Interactive is helping Australian based Search Marketers measure the offline response to their search campaigns through the use of Jet Call Tracker. Jet provides all the technology, billing and reporting to allow any online marketer to get into Pay Per Call.

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Why Call Tracking is a crucial search marketing component

Why Your Phone Number Is A Crucial Search Marketing Component

·         For many products and services, such as insurance, auto repair, plumbers or even florists and the bakery, a phone call to a local shop has been, and will likely always be, the best way to match consumer with merchant. Even with ready access to the web, these industries—and many more—thrive on phone calls to generate business and sales.

·         Now, a full decade into the new millennium, the telephone call and person-to-person verbal connection are stronger than ever, thanks to ongoing advances in internet and mobile technology. As the PC and phone converge, making calls from an internet search is easier than ever—all it takes is one click to call.

·         Being able to call directly from an online search is becoming more and more convenient. With the rise of software and web-based VoIP services consumers can make these calls more easily than ever with just one click. Whether getting an insurance quote or finding contractors for home repair, using the phone has remained the primary way to make appointments and reservations, order local goods and buy services.

·         Phone calls have always, and will likely continue to, lead to actual sales five to 10 times as often as internet surfing and clicking do. To take advantage of these changing consumer patterns, marketers need to identify how to get their advertisers—and their phone numbers—in front of buyers.

Jet Interactive is helping Australian based Search Marketers measure the offline response to their search campaigns through the use of Jet Call Tracker. Jet provides all the technology, billing and reporting to allow any online marketer to get into Pay Per Call.

 

 

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Pay Per Call in Affiliate Marketing

This video gives some great insight into the value of adding a phone number to an affiliate link.

30% to 50% of phone calls to your business convert into sales. This compares to click through to your site leading to between 1% and 3%.

Adding a phone number to an affiliate advert increase sales by 83%

There are some fascinating statistics and techniques here for anyone thinking of getting involved in this new and growing online marketing technique.

Many Australian affiliate marketers are using Jet Interactive telephone numbers to track calls within affiliate networks. Jet providers all the technology, billing and reporting to allow any online marketer to get into Pay Per Call.

Call Jet on 1300 10 13 10 or visit us at www.jetinteractive.com.au

Avinash Kaushik: Track Phone calls in "Blurring the Line: Non-Line Driven Analytics" for multi-channel marketers

 

 

Another great video from Avinash Kaushik speaking at a Think with Google summit about ways to tackle and quantify online and offline marketing for multi-channel marketing. He gives some great insight into the changing nature of offline vs online and how they interact, going on to cover strategies to measure and quantify these interactions from your customers.

 

Especially like “This is really, really, really cheap to do and if you’re not doing this for places on the internet where you spend money acquiring traffic, it might be a minor crime against humanity.” at 3:30

 

Jet Interactive is helping Australian based Multi-Channel Marketers measure the offline response to their multi-channel campaigns through the use of Jet Call Tracker.

 

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Call Tracking for Web Analytics

When it comes to Web Analytics, a lot of attention is paid to online conversions such as form submissions, newsletter signups or online purchases, but what about offline conversions?  For local service businesses, the vast majority of contacts from their website come via a phone call.   In fact, I’ve seen cases where 100% of website contacts come from phone calls.  Without a way to track the calls, these businesses are only seeing the tip of the conversion iceberg and not fully understanding the success of their website.  We have recently found a way to incorporate call tracking into Google Analytics.  For local businesses, it’s perfect since now we can see the entire conversion picture in a single report.   As the report below shows, phone call tracking for Google Analytics is an important metric to keep track of.

Call Tracking for Google Analytics

Depending on the client’s needs, the report detail is quite amazing. We can now track phone calls down to the keyword level. You read that right. Just like online conversion tracking can tell which keyword phrases are converting and which aren’t, we can now do that with phone calls.  What a great way to fine-tune an Adwords program!  We can keep the phrases that drive calls and remove the ones that don’t. Pretty powerful stuff. Below is a sample report.

Call Tracking Report

Interesting insight into the use of call tracking from an SEM consultants point of view.

Jet Interactive is the first Australian based company to integrate call tracking into google analytics. Enabling marketing agencies and internal marketing manages to gain a wholistic view of their marketing effectiveness and the true ROI from Campaigns.

Please contact us for further information about Jet Call Tracker and our Google Analytics integration.

 

 

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The pros of phone call tracking

Dick Oatts gives a quick but good insight into the pros of call tracking from an SEO and SEM perspective through his blog.

 

The pros of phone call tracking

 

The pros of phone call tracking incorporated with Google Analytics usually ends up telling the converted and inexactly defined. Here’s a summing up of phone call tracking benefits in actual and technical terms to better illustrate the process of conveying a significant increase in your company’s conversions and degree of accuracy with offline ad campaign…. continues

 

For further information on how your business can benefits from Call Tracking integrated with Google analytics, contact Jet Interactive.

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Jet Call Tracker Google Analytics Integration - Media Week

(download)

The latest edition of Media Week  has a quick snippet covering the recent launch of Jet Call Integration at ad:tech sydney 2010.

 

Historically there has not been a simple website to telephone analysis tool which is accurate and easy to use. This integration with Google Analytics enables digital marketers to measure with accuracy the holy grail of marketing metrics ‘web to call’ and ‘adword to call’.

 

Please contact Jet Interactive for more information on how Call Tracking and Jet Call Intergration can help your business to measure the effectivness of your marketing and ROI.   

 

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Integrating Call tracking gives the whole picture of internet marketing.

If you’re only tracking form submissions or sales from your website, you’re not getting the whole picture.  With up to 43% of all calls to a business generated via your website, Jet Call Tracker allows you to see how your entire Internet marketing campaign is performing.

 

Call tracking becomes especially important when your business primarily relies on phone calls.  If you are only tracking form submissions from the website, you may be seeing only customers who fill in the form, not the total contact data that includes those customers that contacted you via the phone.  

 

Integrating call tracking with your Pay Per Click advertising campaigns to allow you to see how well your site is converting visits to phone calls.  Whether you’re using Google Adwords, Yahoo Search Marketing, Bing or Ask, you’ll get the entire conversion picture.  We even have the ability to track calls down to the keyword level.  This is extremely important to your campaign since it allows us to spend more money on the keyword phrases that generate phone calls and eliminate the keywords that don’t. (For more information about our Google analytics integration)

 

Our call tracking also has the ability to track phone calls for organic traffic, display ads, emails and keyword phrases.  When your business relies on the phone to be successful, designing your SEO program to capture what is actually making the phone ring is paramount to your success. Whether you’re doing SEO or PPC, integrated phone call tracking should be part of your web analytics.

 

Contact Us for more information on how Jet Call Tracker can help your business and ask how our current customers are achieving ROI increases through utilising Call Tracking.

 

 

 

 

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