Why we Track Calls for our Clients
How much money did my marketing campaign generate for me? What kind of traffic is it bringing in? How many calls did I get from my Google ads? Did they convert to a sale? How do I know my advertisements are working? These are all questions that we can help to answer for our clients through data from call tracking.
Providing value and return on investment for our clients is our number one priority, and tracking calls is one way we can do so. Our paid search team is on the cutting edge of trends and best practices for how to track calls generated through digital marketing campaigns. In late fall, our team participated in the 2020 Call Tracking Metrics Summit to stay current on our practices. With takeaways from the Summit in mind, we’re excited to continue to effectively track calls for our clients.
One survey reported that out of 500 U.S. consumers surveyed, 60 percent prefer to call small businesses on the phone as opposed to emailing, chatting, visiting in person or contacting the business on social media, according to Small Business Links. Being able to keep track of such a large aspect of communication can help let us know how well our advertisements are communicating with potential customers.
Benefits of call tracking
Data that reflects the overall quality of our campaigns
A substantial amount of data can be collected from call tracking and used to gain insight into a variety of aspects of a marketing campaign. In general, tracking calls allows us to see how well our campaigns are working and better direct or adjust our efforts if need be. We’re able to gain an understanding of our audience and take notice of consumer behavior which gives us a more complete view of the customer journey. Precise call tracking allows us to see our success, and in real-time.
Insight into our clients’ online presence
Monitoring things like the average amount of time a call lasts can also provide further insight into our clients’ online presence. For instance, if customers are often calling to book an appointment over the phone and the average call takes twenty minutes, it could mean there isn’t enough communication and content present about our client online. We could then take that knowledge and make additions to our clients’ online information in order to provide a better, more clear, path for the consumer to have the information they need before calling to book the appointment.
Keyword attribution from calls
Call tracking can enhance our efforts in selecting and monitoring the keywords we use. By keeping track of what keywords bring in calls, and quality calls, we are able to see which ones work best for specific campaigns and clients. During the Call Tracking Metrics Summit, one panelist was asked how important keyword tracking was for her agency. “When calls make up 80 to 90 percent of leads, keyword attribution is critical,” said the panelist. She also noted that keyword attribution sends her additional signals regarding the performance of her digital campaigns.
Shows clients their return on investment
Perhaps the greatest benefit of call tracking is the added ability to help us monitor the return on investment for our clients. We can observe bookings, reservations, appointments made, meetings scheduled and much more. Knowing where the calls came from can allow us to directly attribute a dollar amount to our marketing campaigns.
Our call tracking software
At Jubilant, we utilize Call Tracking Metrics to help us track calls. This software lets us provide greater detail to our clients on their ad dollars at work. Tracking calls with CTM gives both our clients and our team precise and proven results. We’re able to see how many incoming calls our clients received from their marketing campaigns, and we can also record the actual call conversations to refer to later. This can be useful if we need to dig deeper into the topic of the call to gain further insights. With this in mind, we’re able to reduce wasteful spending and put ad dollars where they’re going to be best served.
One benefit of our call tracking software is consistent reporting to our clients. Every month, we compile an individualized report to show them the results of their marketing campaigns. We can confidently say how many callers they received and provide analysis on if they converted to a sale or not. CTM can also be used to track calls from other sources, not just paid search campaigns. Our clients can use our software like a CRM system to track leads, make notes and much more. The goal of our marketing efforts is to bring our clients business, and call tracking helps us know how well we’re doing that.
How our call tracking software works
Our call tracking software works by dynamically changing the phone number on our clients’ websites. The phone number listed on the website is changed based on how a particular user got to the website. For instance, if they arrived on the website through a Bing ad, the phone number will be different than if they arrived through a Google ad. This can also be useful for tracking multiple campaigns on the same network, allowing us to see what campaigns and networks are bringing in traffic. Having this data helps us to see how we’re doing and if adjustments need to be made.
If you’d like to learn more about how we can help you keep track of your online traffic and marketing campaigns please contact us or give us a call at 913-428-9508. We provide complete transparency and will provide you with a monthly report on how your campaign is performing. The success of your business is what drives our focus. Contact us to learn more about how we can help.