Pay Per Call campaigns, or any mobile marketing campaign for that matter, are only as successful as the data it provides. When it comes to analyzing, tweaking, and sustaining a marketing campaign, data is needed about the results of your efforts. As your company operates a Pay Per Call campaign, you should be using a call-tracking service that provides you with information about the individual consumers calling your business.
Each and every consumer that picks up the phone or pushes the click-to-call button on their mobile devices leaves a digital trail that provides information on their decision. Basic tracking is offered by most distribution partners, but it has limitations. Basic call tracking does not help larger companies with big marketing budgets. If you are unsure about the value of your call-tracking service, this blog post will help you identify three signs that your call tracking is lifeless.
No Focus on the Full Journey
Call tracking that focuses only on the final step, such as the click-to-call button on a mobile device, it is a lifeless feature. There is a vast amount of data out there about the consumers calling your business, such as the paid search keywords used, campaigns viewed (print, mobile, desktop, etc.), and even the specific landing page that referred the caller.
Marketers and companies need the full context that explains all of the touchpoints of the consumer from search to call. Advanced call tracking can sync with your other marketing tools to capture emails, ads, and visits to various websites that helped direct a consumer along the path to calling your business. That information helps both sides tweak future campaigns to engage similar consumers.
No Understanding of Value
Value in the world of marketing is determined by the combination of quantity and quality. Far too many Pay Per Call campaigns focus on the quantity of phone calls, rather than the combination of phone call volume and quality of each call. Your business needs to understand which keywords, for example, are generating phone inquiries and which ones are actually helping attract new customers.
In this instance, when you spend money on a paid search keyword that attracts online inquiries over the phone, you are actually getting negative ROI for your marketing spend. The addition of conversation intelligence can help marketers scan a conversation to understand what happened on each call. It can differentiate between calls that ended in sales, appointments, or even lost opportunities.
No Integration of Call Automation
Marketers rely upon call automation systems to help route and filter incoming calls. These calls can be routed based upon the campaign that helped generate the call or filter out low-value calls. Call automation makes it possible to route calls based upon data such as a caller’s location, the day and time, and other factors that marketers might deem important. Basic call tracking doesn’t allow for this kind of customization and control.
Without the assistance of call automation and customization, your business can experience increased drop off rates and decreased conversion rates. Advanced call tracking not only allows your business to analyze data, it can also help improve customer experience.