4 Steps To Improve Paid Search ROI With Call Tracking

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4 Steps To Improve Paid Search ROI With Call
Tracking
Cliq Media Marketing
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Introduction

• Despite most marketers best efforts and the
  incredible lengths they go to with split testing,
  most are operating with incomplete data.
• A lot of this is due to them not taking things
  like phone calls from ads into account.
• Last year, about 77 billion calls were made to
  businesses from mobile devices and Invocas study
  also found that mobile devices accounted for 45
  of all incoming calls to businesses.
• Here are the 4 steps to improve paid search ROI
  with call tracking.

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1 Gather As Much Data As Possible

• Gathering every piece of data that you can about
  a customer is necessary to understand their
  buying process and it has been a staple of the
  marketing world for a while.
• However many people still tend not to think about
  phone calls to a business as part of a marketing
  strategy.
• If you cant keep track of the phone calls you
  have generated with a campaign, then you cant
  get any credit for the conversion and your
  analytics will be missing a huge portion which
  could help you better understand consumers buying
  patterns.

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• You should always set up a system for tracking
  calls.
• You should be tracking calls driven by paid
  searches, display ads and landing pages to give
  you an idea of which type of inbound calls are
  driving revenue.

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2 Sync Your Data

• Sync your new found call tracking data with that
  of your paid search data in analytics.
• Syncing all of the data you have available to you
  to get a much better idea of the overall buying
  process.
• This method then allows you to tie revenue to the
  generated phone calls, which in turn helps you in
  optimising your methods for paid search
  marketing.

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3 Cut Out False Positives

• The duration of a call is usually a good way to
  tell if the call has lead to a conversion or not
  so this should be factored in as generally there
  would not be enough time for a sale in a short
  phone call.
• You should also look for key terms so that you
  can be sure its a conversion and not just a
  customer support conversations.

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4 Test Adjust

• Now that you have linked the ROI of your online
  and offline conversions, its time for testing.
• You need to constantly test and adjust until you
  strike the balance where your ROI is optimal, all
  the while making sure your phone number and/or
  click to call buttons are extremely visible to
  consumers.

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Conclusion

• It is simple to improve your ROI for Google
  Adwords paid search campaigns by tracking inbound
  calls and the conversions that come as a result
  of them.
• Gather all of the data you can.
• Sync all of that data
• Cut out false positives
• Continually test and adjust to get the most ROI
  possible.