In part one of this series on optimizing search campaigns, we looked at calls as a high-value offline touchpoint on smartphones and one that could be leveraged more in many different tactics to engage consumers in the midst of complex product research.
In today’s post, we’ll dive deeper into the types of data you will see when you track calls (and texts) to your business, and what you can do with that data to improve your campaigns.
See ROI from Campaigns at a Glance for Growth Decision-Making
The first benefit from call (and text) tracking empowers marketers to increase their ROI from ad spend with data from post-click responses to a marketing tactic. By connecting call data to other marketing reporting, you will understand the impact of the campaign with a holistic view of all possible responses to your tactics. From that clear view of your ad campaign data, you can test and take action with tactics you know will boost your performance.
Say if you are running two ads and testing variations on copy. Inserting a unique call tracking number in each ad will allow you to track the number calls generated. By integrating the call data with the platform you’re using to manage your campaigns, such as AdWords, you will be able to monitor your ads and see which creative comes out the winner.
Automate Lead Scoring to Improve Campaign Targeting
It’s also possible to automate lead scoring with Call Scoring. Using machine learning and voice recognition algorithms, Call Scoring automatically interprets a conversation according to customizable criteria for a conversion point, such as booking an appointment. If a conversation results in a booked appointment, then the call will show up as a conversion.
Rather than having to sift through complicated data to determine conversions points, marketers can stream their performance data into the platform they prefer such as AdWords or receive their data summarized in customizable reports delivered directly to their inbox.
But how to optimize your campaigns? You can test based on creative, but you can also understand consumer behavior and tailor your campaigns to reach more consumers at the right time.
Optimization Example: Targeting Ads for When Your Consumers Call
Once you’re offering calls on ads, you’ll begin to see call patterns, certain time of day when consumers call more often, such as at noon or just after work. Targeting your ads to appear at these times is critical, but also taking the longer view is critical to match your campaigns and operations to fit seasonal changes.
When looking at call volume from our pest control clients, we noticed that at certain times of the year, call volume increased such as in June, July and August, but that their ratio of answered calls plummeted during the same period.
During those periods of high volume, pest control companies need to ensure that ad campaigns are running when consumers are looking, but also that the business is prepared to handle those incoming leads by either hiring extra personnel, limiting the budget in AdWords or pausing the campaigns for certain periods of the day. Why pay for a click if you cannot answer the call?
This is just one example of how call response data can be used to make your search campaigns more effective by reducing lost opportunities and making the money you do spend more effective.
Recognizing the impact of calls on business and tracking those calls are a part of an integrated mobile strategy that takes into account the influence of the devices consumers use on their behavior.
Stay tuned for our third and final post in the series, where we’ll speak about how texting can improve engagement on your ads.