Call tracking in Google AdWords is a match made in heaven, to achieve peak tracking prowess the first thing you need is a Google AdWords account and a few planned campaigns. AdWords call tracking shows how many users called your brand via a PPC ad. It works either by using a call extension number or by using a dynamic phone number. Dynamic phone numbers allow tracking down to the keyword that triggered the call.
Create analytic goals for calls, this means setting up a process which matches all calls from Google SEM longer than 30 seconds or whatever time frame is chosen.
Import these goals into your AdWords account. Once the goal data becomes available in your AdWords account, any imported conversions data will appear alongside your existing conversion data on a conversions page. All the benefits of conversion tracking in Adwords, such as enhanced CPC (cost-per-click), is applicable here, and here a phone call is a much more relevant goal than, for example, a landing page visit. It’s important to note that this kind of analysis can only be done with dynamic numbers.
A few more Google AdWords features we like…
Another feature of tracking with Google AdWords is the click-to-call extensionwhich allows customers to call directly from a PPC advertisement. This offers more ad space within a search result and gives searchers easier access to your brand. It can also increase both click-through rate and call volume.
Keyword tracking in Google AdWords monitors the conversions connected to specific keywords in PPC campaigns. This is useful because it tracks the search terms that led to a conversion
Google recently announced a plan to test new geolocation technology in emergency response systems, so that 911 services in selected American states could get to mobile users in distress a lot quicker. “Google tested its new system across parts of Texas, Tennessee, and Florida covering about 2.4 million people. The test took place in December and January and was apparently only for people using Android devices that called into 50 different 911 call centers in those states,” stated Hot Hardware.
Companies like RapidSOS who participated in the test claimed that “the data sent by Google was more accurate with a radius of 121-feet around the caller, rather than the 522-feet typical of data sent by the carrier.”
Geolocation technology like Google’s has become a standard feature in many industries from e-commerce to law enforcement. Since a majority of today’s society exists online, using a device’s GPS to help with things like shopping, mapping, and even our well-being is just another way to make life easier for we humans. When it comes to customer service, geolocation is a handy tool that many marketers swear by,
“Every advertiser has an understanding of where consumers are located through their devices translated as specific GPS coordinates,” Jim Kovach, vice president of business development at CrowdOptic told Fortune
Location history is an excellent indicator of customer behaviour and a useful predictor of how to keep them happy. Here are a few ways to do that:
Geotargeting for better segmentation
This is a useful method for zeroing in on where a customer base will usually be, knowing ahead of time where a prospect plugs in is another way to enhance personalisation. Geolocation tracks by IP address and connected to that is a range of data which aids in targeting ads specific to a customer’s location. “If a user from a high-income neighbourhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle,” writes Search Engine Land, This knowledge can also help segment customers in a brand’s database for the after-purchase phase when retention comes into play.
Bridging the gap between online and offline customer data
We’ve reiterated this fact, but connecting digital brands with their on-the-ground vendors is essential for increasing the bottom line. One way to do that is to join mobile ads with brick and mortar campaigns. Unilever is a good example of this. Their ice cream brand Magnum saw great success in Ecuador when a mobile banner ad invited customers to create their own ice cream and pick them up in store. According to Mobile Marketer, “Magnum saw 14 percent in-store sales increase and claims to have doubled the world record of ice-cream bars sold in a store on a single day.” Another method for geo-tracking online to offline behaviour is by using a feature like Google’s AdWords. This system allows for a more granular scope of customer location possibilities, such as TV regions, airports, cities, departments, municipalities and more.
All in all, geolocation is a useful way to stay technologically adept and produce relevant marketing which many customers respond to positively. Via: Search Engine Land, Fortune, Mobile Marketer, Hot Hardware.
Meeting customer expectations during a purchase journey now require segmenting and analysing a large pool of data to create a workflow that will hopefully nurture leads and make ideal use of a consumer’s time. Luckily the technology is there to manage these intricacies for digital enterprises. We’ve touched on integrations before and this round we’re looking at a few that can step up your CRM game.
Maximise your advertising lifecycle with cross-platform measurement
Making an impact is the basis of every campaign but managing the multiple platforms used by consumers can confuse the metrics a bit, leading to a short-sighted campaign. Cross-platform measurement systems have revolutionised how businesses understand their various datasets. Before this introduction, it was difficult to keep up with consumer behaviour as it nimbly adapted to the changing technologies. However, platforms like comScore have altered the campaign process starting with data scale first and going from there. “We believe that scale drives quality,” comScore CEO Fulgoni told MediaPost. “You can’t start with a panel and build up on it.” Scale is vital especially in a world where multiple screens are utilised at one time, by measuring the overall impact of a fragmented digital media environment, it’s easier to build an ironclad campaign. Learn more about Freespee’s comScore integration here.
Become a conversion hero
Optimising a website for higher conversion rates is a very complicated way of describing how to make a site desirable to droves of click-happy people — whether it be buying something or spending a length of time researching a car. Conversions are when customers follow through, creating a desirable space for this to happen is a priority for most online-centric businesses. WPO stats found that 53% of visits to mobile sites are abandoned after 3 seconds according to research from Google’s DoubleClick. Technology offered by a platform such as Webtrends Optimize uses both A/B testing and more in-depth multivariate testing to boost the customer’s experience across multiple screens and units. The testing is whittled down to even the colour button an audience prefers clicking. In this digital age, figuring out what your customers want is based on more than just a gut feeling, delving into the incidentals of their online interactions is essential to upping that conversion rate. Learn more about Freespee’s WebTrends integration here.
Figure out where your digital spend is most effective
Knowing whether programmatic advertising has any punch is down to the numbers, but often with a highly competitive digital environment plus separation of online and offline data pools, it can be difficult to achieve an accurate bottom line.
Additionally, “You’re fighting for customers on a digital battlefield where Google and Facebook command nearly 80% of internet time and over 60% of online ad dollars,” says Marin Software. With this in mind elevating advertisement performance is the first step towards victory, delivering dynamic campaigns targeted at specific customers can make it easier to understand where the revenue derived from those ads is coming from. Custom-made algorithms can automatically adjust set budgets per top performing audiences, helping brands save money and refocus on lucrative client pools. Learn more about Freespee’s Marin Software integration here.
Taking a buyer from browsing to highly engaged is the goal of most marketers out there. Increased customer engagement represents a revenue increase of 23% for a brand, but in the age of tech-savvy prospects utilising multiple channels, how do you keep them coming back?
Of course staying ahead of the technological curve is a priority, according to Marketing Tech, “a survey of Fortune 500 marketing professionals carried out by LiveWorld, 52% of respondents thought that advances in technology would allow them to engage in meaningful two-way conversations with their customers.”
However piquing the interest of a buyer is something that requires a strategy of both personalisation and modern tech, which is where the often undervalued power of conversational data comes in. Conversational data is an indicator of how a brand’s customers are engaging with a conversational interface, be it chat, text or call.
Its value lies in the fact that it analyses real-time interactions – “with conversational analytics, for example, you can single out a target demographic or user to see whether they’re talking to a bot or application, then view every step of the conversation as it’s happening,” says Chatbots Magazine. It’s a key segmentation tool, enabling a brand or marketer to understand their buyer base on an intimate level. Thanks to data pioneers like Google, any business from large enterprises to small startups can access this bounty of information, evening the commerce playing field.
The Google Analytics Shift
By far, a leader in the data game. The platform is now integrated into more than half of the websites on earth. It’s also altered how many marketers perceive their purpose — taking them from brand developers to keen data analysts and innovators. Google has done more for the planet than just bring us the Google Doodle. It has also brought the buyer to the forefront.
Where Google Analytics particularly stands out is in its endeavours to create an omniscient view of the customer journey, providing concrete evidence of their digital path, using Analytics 360 which includes features like enterprise analytics, tagging, site optimisation, data visualisation, market research, attribution, and audience management. Google claims to consider the current multi-screen environment that both marketers and their pool face.
Check out more about Freespee’s Google Analytics integration here.
Despite this reputation, It has been accused in the past of disregarding offline channels and providing inaccurate information that, none-the-less, marketers have come to rely upon.
Thanks to its recent collaboration with CRM platform Salesforce, that critique is now somewhat silenced. Whether naysayers like it or not, by the end of last year, “tablets and smartphones comprised 87 percent of the globally connected device market,” meaning that to keep ahead of the pace requires an understanding of the online sphere and a greater focus on the customer’s say so, especially concerning their interactions with the brand both online and offline. Google seems to be onboard with this by coveting the data gleaned from those buyer encounters and with this partnership, there is no doubt that ‘offline’ conversational data, namely call data, is aimed to become a hot commodity.
The advent of web analytics tools like GA has arguably done more to help than hinder the ecosystem, though some would disagree with its intention. Still, the way in which we communicate continues to elevate and technology seeps into our every day. Hopefully with Google’s help, the monetary power of conversation will continue to rise in value. Via: TechCrunch, Chatbots Magazine, Marketing Tech, City Segment
Yesterday, Google announced the launch of its latest AdWords tool, Website Call Conversion. This latest addition joins a number of new products that allows advertisers to link ads and phone calls that has launched over the last year including click-to-call ads, call metrics, and calls as conversion. The way Website Call Conversion works is that every time a user clicks on the ads and is directed to a merchant’s website, they will see a dynamically generated phone number that is linked to those ads. When potential customers click on or call the number, the call itself will be automatically linked to the ad the customer had seen. This allows brands to more easily track which ads has led to phone calls. The important thing to remember here is that Google AdWords only measures approximately 25% of traffic on most brand websites. The remainder of the traffic comes from other channels which is why tracking phone calls to individual ads and users are of utmost importance in order to generate high data accuracy. By providing our clients with Freespee software we are able to allow them to track conversions based on the whole customer journey, not just those that are the result of Google AdWords. Nonetheless, this marks an exciting time for us, as it shows that people are becoming increasingly aware of the need to connect their data in order to see the bigger picture.
From the moment the Internet began to emerge as a powerful marketing channel, it became possible to measure impact in ways that had never before been possible. Today companies devote serious resources to tracking visitors and measuring the number of actual orders or purchases generated by an Online campaign.
Being able to see the specific Click path that ultimately led your customers to complete an order on your site should be an excellent basis for knowing how to allocate your Online advertising budget. It would mean that you can make greater investments in keywords that have proven to be successful and ditch the words that don’t generate any results.
1. Sounds simple?
Think again: For 9 of 10 companies, a large proportion of the visits to their website do not result in a completed order or purchase because the viewer chooses instead to call the company. It might be to book a hotel room, or make an appointment with the chiropractor, or buy an airline ticket that was difficult to purchase Online, etc. Thus, the ability to be able to track incoming sales calls and relate them to the viewers’ Internet search is absolutely crucial.
If you use a search word that, according to your report, attracts a lot of visitors but leads to no completed orders in your Webshop, you will probably stop putting money into that word. But what if you knew that this specific search word was generating 8 of your 10 incoming sales calls – would you still make the same decision? And imagine you’re a dentist who makes all the appointments over the phone? How do you benefit by knowing how many people visited your Website after an SEM campaign?
2. Doesn’t everyone measure their incoming sales calls, just like they measure the number of visitors to their website?
No, almost no one does that!
Why? Because the analysis industry has been revolutionized by Online marketing. And people in the industry tend to think that it’s really painstaking to have to measure calls. The 25-year olds at Media agency X ask themselves, “Who calls these days?”
Freespee has gathered significant statistics over the course of two years, in which we clearly show the correlation between calls and Online search words, just as companies already relate their search words to a finished deal in the Web shop. As a teaser, when Google changed the look and feel of Google Places on October 28th, 300% more calls are placed directly from Google search results. Prior to October 28th, the user clicked though to the web site and then placed the call. Expect dramatic increase in call volume in 2011.
As there are millions of calls per day, the Media Agency should ask themselves if they monetize this?
In five years, the advertising industry will be entirely different from what I describe above. By then, companies that measure visitor traffic should also be able to clearly see the correlation to their call traffic. Otherwise, Freespee will have failed in its mission.
PS. Next time I will tell you a little bit more about the increased number of Voice leads from Google places…
After a 3 hours meeting with one of the most successful search engines for real estate in the UK, I realize that UK is the European answer to US in terms of performance based marketing.
The performance based business model is not just a word everyone is talking about, it is also implemented in daily business transactions. In addition, the UK market has already tried advertising setups with no phone numbers, hence 100% focus in driving traffic from the Advert to the advertiser web site or on online form for requesting a proposal. The reason behind this setup has been the inability to trace phone calls. What happened? Consumersdidn’t appreciate it. Our statistics show that up to 50% of the visitors of a vertical search engine service wants to contact the advertiser for a voice conversation. All efforts to make this complicated, drives down the value of the service.
Ironically, the average sales conversion rate for an inbound call is 60-70% in most industries. Average sales conversion rate for a click through is 1-2% in most industries. Hence, the value of the call is up to 30 times higher than the value of a click.
In UK, online business has understood this and are now looking for the best tech companies that can help them monetize on generated voice contact leads.
For this reason they contacted Freespee. With traditional display numbers, there is no business case in tracing traffic for an Advert with less than 5-10 calls per month. The Freespee number algorithms enable our customers to trace phone calls for all Adverts, even those with 1 call per year.
Yesterday I was going through some of the statistics we gather from our search engine customers. Many SMEs limit their Online Advertising budget to Google and their AdWords offer. Hence, are all potential customers only using Google? Our statistics show that Global search engines are used for information gathering, which we all already new. However, when you have made your decision and want to proceed with you purchase, local search engines are used to find a service provider near by you, offering the product you want to purchase.
I was looking at a small car repair service in the small town of Strömstad in Sweden. They have purchased a top position in one of the largest local serach engines in Sweden (that use Freespee Publisher). They have more than 100 unique inbound calls from new customers per month.
Let’s say each call is worth in general €200 in new business, with 80% gross margin. Hence, they win new business worth up to €20 000 per month by spending some money on local search engine advertising.
End of last week, Freespee’s consumer technology for large scale number provisioning proved unparalleled in connecting consumers with advertisers via regular phone calls. The Freespee technology is now used at www.gulex.se to track every single phone call and create measurable results for all online advertisers in the Gulex.se directory inventory. The patented dynamic number provisioning engine is a true success, that economize number usage. We are talking about an inventory of 600 000+ advertisers for which Freespee servers mediates all calls. I am proud of our genious developers…and there’s more. Watch out…