With
Engine Ready’s Call Analytics, you’ll be able to automatically track
call-in leads and sales by campaign, search engine & keyword. Here’s
how it works:
-
You select the
marketing campaigns or keywords you want to measure
-
Receive an exclusive
pool of 800 numbers from Engine Ready
-
Place scripts on your
landing page that will dynamically serve up your unique 800 numbers for
each campaign, search engine or keyword you wish to track
-
Review
reports to determine which campaigns or keywords are generating call-in
leads
All of the
behind-the-scenes work including the call forwarding is done through the
software based on scripts placed on your landing pages.
Figure C is a
sample report from the Call Analytics package that shows call-in sales by
keyword phrase. This example shows call-in sales data for
the different match types for the keyword phrase “pet supplies”.
Figure C
Figure D shows a sample production report that provides
important details on the keyword and revenue information for call-in sales.
Figure D
 |
By summarizing data from this report we can see exactly which keywords
drove call-in sales and the amount of revenue generated. Combining this
information with our analytics data will provide the complete picture on how
our keywords actually performed.
Be Careful With Automated Bid Management
Many
bid management tools are available that automatically adjust your bids based
on business rules you set up. These business rules are usually tied to
user-defined CPA or ROAS targets.
For
example, the pet supply store above could have used a bid management program
to automatically lower the bids on the “pet supplies” keyword when the
CPA exceeded their target of $26. However, since the bid management tool was
not aware of any call-in sales data, it would actually be executing the
wrong strategy.
Some
might argue that you can counter this oversight by modifying your CPA target
in your bid management software by a percentage representing the anticipated
impact of your call-in sales.
The
problem with that logic, though, is that the ratio of call-in sales to
online sales is usually not consistent throughout an entire campaign and
instead will vary based on types of keywords and the products related to
those keywords.
Sharpen the Focus on Your Reporting
It’s both easy and quick to start getting a more
accurate read on your paid keyword performance. By sharpening the focus on your
reporting with call analytics, you’ll be able to optimize top spending PPC
keywords that may appear unprofitable based on your web analytics.
And, you’ll be able to maximize the value of your search marketing spend by knowing which
keywords drive your call-in leads.
