Google AdWords is a fast and predictable way for companies to make their phones ring. AdWords ads are displayed above all the organic search results, so even companies with high-ranking websites are losing out on customers if they don’t also have a strong PPC strategy.
It is essential to have reliable conversion tracking in place when running an AdWords campaign. There are many services available that allow you to track the phone calls you receive as a result of your PPC campaigns – calls made after visitors land on your website. AdWords has this feature included for free. Most third-party services will record the calls for you.
With call tracking in place, you can see exactly where your calls are coming from in terms of:
- Time of day
- Day of the week
- Geographic location
- Device (mobile vs. desktop)
Most importantly, you can see exactly how much you are paying per phone call. If you know your numbers as well as you should, you will know how much you can afford to pay per call in order to make a profit. You should know the percentage of your calls that become leads, the percentage of leads that become customers, and the average profit each customer brings to your business.
With these numbers in mind, you can use the data from the campaign components listed above to optimize your campaign and work towards maximum profitability.
In the digital age, businesses face the issue of having too many options. There are numerous online advertising platforms all claiming to be the best place to invest your marketing dollars. Some of them are good investments. Some are not. Accurately tracking your conversions empowers you to make only the best marketing investments for your business.