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Why call tracking helps improve PPC lead generation account performance
Columnist Jeff Baum explains that when properly set up, call tracking can help you both measure the value of your PPC campaigns and optimize them for better ROI.
Many businesses receive significant lead volume from phone calls. The reason marketers want to generate phone leads is to capitalize on the immediacy of being able to activate the sales funnel.
This article delves into why lead generation businesses need to have a call tracking solution in place, how data collected through call tracking technology can improve conversion funnel performance and why integrating call tracking into third-party systems can lift paid search performance.
Why do lead generation businesses need call tracking?
Lead generators run into a blind spot when trying to assess the value of their paid search campaigns. While it’s easy to track web-based conversions, phone leads generated through a single “catch-all” phone number can’t be tied back to a specific source or keyword.
Optimizing accounts with incomplete information leads to poor outcomes such as pausing campaigns, reducing keyword bids or removing marketing sources that could be providing value through phone conversions.
Call tracking provides visibility into total account performance via use of tracking phone numbers. These tracking numbers identify a phone lead’s marketing source (e.g., Google or Bing) and the keyword that specifically drove that phone conversion.
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