This is a guest blog on Blog.LogMyCalls.com from Andrew Lolk, CMO and Co-Founder of White Shark Media.
The amount of data AdWords is providing these days is definitely one of its ways to show excellence. Google is getting better and better at presenting the vast amount of data that your AdWords campaigns are generating every day.
When optimizing AdWords campaigns you are relying on this data every single day. You base your assumptions and decisions on this data. If your Conversion Tracking data were out of commission for a month you would most likely not be able to optimize your campaign. That’s just how important data is to your AdWords campaign.
Now, what if I tell you that you’re actually losing out on roughly 50% of your conversion data right now?
Let me give you an example. This is data from a single AdWords campaign in an account that houses 11 different campaigns. In February we didn’t have Call Tracking, but it was activated on March 1st:
Throughout the month we were able to include more and more keywords and increase CPCs due to the increase in Call Tracking data. As you can see the campaign produced a lot of phone calls. However, the amount of phone calls wasn’t as big of a percentage as the chart might indicate.
The ratio between calls and contact form completions was about 45/55, which reveals that there were more completed contact forms than calls.
By adding more data, previously average-performing keywords were turned into super-performers, which further enabled us to increase the bid for these keywords. The new bid resulted in a big increase in exposure causing these keywords to become very profitable for us.
1) Increase The Visibility Of Your Phone Number
When optimizing landing pages it can be easy to just sit back and focus on how many contact form completions you’re experiencing.
However, the opposite could also happen at times. In White Shark Media we’ve performed numerous landing page tests and one thing we’ve walked away with is that it’s not enough to just look at one metric.
In several landing page split tests we’ve experienced a higher conversion rate for contact form completions, but at the same we saw a dip in our call rate. The overall lead volume would therefore remain the same. If we had only looked at one metric the new landing page might been shown as a success, but by analyzing further we could say that not much had been won.
However, we like having 5-15 minutes in order to analyze a lead when it first comes in. The fact that we increased the amount of contact form completions without seeing a too big dip in phone calls was therefore satisfactory for us.
However, this might not be the case for you. Always remember to look at more than one metric in order to verify whether you are experiencing an increase or a decrease in your campaign performance.
2) Focus On Calls Rather Than On A Vague ‘Contact Us’-CTA
Most AdWords campaigns contain some kind of call-to-action. However, many CTAs are still focused on vague actions:
- Contact us today
- Get in touch
- Get more information
The CTAs above are not bad, but they’re not optimal either. You want to let the user know exactly what you want them to do when they reach your landing page.
I’ve seen big performance lifts in my ad copy by changing from “Get in touch” to “Describe your need”. The same performance lifts can be created by using a “Call today for your 25% Discount”.
If you don’t track your calls with a CTA like these you’ll most likely not be able to prove that this ad performs better than the others.
3) Apply The Conversion Data To Better Understand Your ROI
As mentioned earlier in this post, you will in most cases be able to double your conversion data by implementing Call Tracking to your AdWords campaigns.
Especially if you are an agency, an in-house marketing manager or in any other employment where you are graded on lead volume/quality, should you insist on having Call Tracking (we chose to incorporate Call Tracking in all our AdWords plans – for free).
Depending on what industry you’re in, you might be missing important data in order to show how good of a job you’re doing. Imagine you could link 50% extra inbound leads directly to your efforts. How would your boss grade your performance and your impending raise-proposal now?
4) Experiment with New Keywords That Have a Tendency To Produce More Calls
Depending on your industry the amount of phone calls vs contact form completions will vary a lot. In some industries almost all your visitors will call while contact form completions, or signups, might be dominant in other industries. However, you can say that keywords, which are focused on users with an immediate need, will almost always result in more calls.
If you’re not using Call Tracking you might quickly deem these keywords as unprofitable because you (or your AdWords agency) can’t see that they’re producing a measureable return.
As a small business owner you might be able to acknowledge that after turning on a new batch of keywords you start receiving more phone calls.
However, your AdWords agency or marketing manager will not be able to recognize this unless you have proper Call Tracking in place.
If you implement call tracking in your marketing efforts you can therefore better prove the profitability of new keywords or other initiatives.
I Will Never Work Without Call Tracking Again
In White Shark Media we never work for local businesses without Call Tracking. We lost the battle when trying to sell Call Tracking as an add-on, but we saw such a big need for it that we ended up including it from scratch in our AdWords management plans.
It is the same case for my European AdWords agency PPC Profit. Optimizing AdWords without the extra data that Call Tracking includes is like having 10 different store locations, but not being able to differentiate the revenue that each store generates.
Most retail business owners would frown upon not having this kind of information and likewise more and more experienced AdWords managers would frown upon AdWords campaigns lacking Call Tracking in the future.