The phone is still a powerful channel for revenue. Track call metrics to optimize PPC ads for phone as well as online conversion. (You are monitoring those, right?) If you are ignoring phone metrics you are missing out on a huge source of information that can directly inform your marketing spend.
Google has made it possible to implement call extensions for PPC click-to-call ads. There are also innumerable call-tracking services and software solutions available to track any phone call made to your business; but PPC or paid advertising requires the effort simply because it is so easy to overspend on pay per click and cost per click advertising without a way to prove actual ROI.
Tracking Phone Leads is Important
To put it bluntly, phone leads are golden in almost every business, industry, and vertical. A larger percentage of people every day begin their relationship with a company as anonymously as they can – online. Those who download white papers and look through your website are just beginning their research.
If, however, they pick up a phone and actually call you, there is a high probability they are getting close to a decision. This is especially true for complex sales. If they want to talk, they are ready. All they have are a few questions to seal the deal.
Many of the metrics you should be following are similar to online traffic metrics.
Raw call volume from each marketing source.
Call duration by source. The longer the call, the better the conversation.
Time of day of call by source. Are there times of the day where you can reduce your PPC spending?
Call location by source. Should you increase PPC spending in one part of the country or decrease it in another?
Time spent on hold. This is self-explanatory. If the average hold time is too long, you are losing sales.
Call tracking data can be automatically sent to Google Analytics and AdWords. With this information in addition to your online metrics, you will have the best picture yet of campaign performance. You wouldn’t leave out any online channel, why would you leave out the phone?
Route Calls to Preserve Opportunities
Google’s extension program and other call tracking services and software also allow you to route where calls go so you don’t miss an opportunity. Call-to-click can be routed to whatever destination phone you want while still capturing phone metrics. Call tracking software can add to this by tracking the phone lead from inception to close, just as you would track any other sale.
Competition is getting stiffer every day. PPC prices are rising quickly. You can’t afford fair-to-middlin’ performance on these ads. You need conversions to make a significant ROI. Tracking call metrics is another way to gather clues to ad performance, set up A/B testing, and keep up with the mobile revolution.
The phone is still a powerful channel for revenue. Track call metrics to optimize PPC ads for phone as well as online conversion.