With any form of marketing, it is important to know how it performed. It’s not good enough anymore to just know that it worked. It serves you better to know how effective your marketing strategies are, and why.
The same can be said for a Pay-Per-Call campaign. As a business, you don’t just want to see if there were calls coming through. You want stats on how many calls came in, how long the calls lasted, the conversion rates, and where the calls originated from. The more data you can gather about your campaign, the better optimized it can be, and the more revenue it can generate.
For example, if a florist company knew their metrics, they could be aiming for the following in their campaign:
– Payouts on calls 120 seconds or longer
– Only USA calls excluding Hawaii, Alaska (because they don’t deliver to those states)
– Calls between 6am and 6pm EST – Monday through Friday
These parameters could be set because the florist company already knows that calls under 120 seconds typically do not turn into a lead. The geographical restrictions are because they obviously don’t want to advertise for calls in areas they cannot serve. Finally, this florist company would practically only want incoming calls during times they are open for business. This is just an example of how a business can benefit from Pay-Per-Call, and how they can set measurable goals.
With offline marketing we can easily attribute unique toll free numbers to each publication whether it’s a newspaper, radio station or tv network. Based on the campaign-specific phone number we create for you, we know where the calls originate from, and can gather the relevant details.
While online campaigns may not seem as easy to track, but the right tools can help us understand the path the customer took to reach the point of calling. From the keyword(s) used to reaching the landing page with the unique phone number, it is important that each phase of the customer’s journey is optimized. Every element of the Pay-Per-Call campaign helps encourage your potential customer to ultimately take that last step and call your business.
How can all this data help you increase business? Quite simply, it can help you ‘trim the fat’ on your campaign. For example, maybe you are doing a print campaign and 1 publication generates 100 billable calls, but only 10% turn into customers. Compare this with another publication that generates 50 billable calls each month but converts 40% into customers. The math would suggest that the former is costing you more to acquire a new customer than the latter. Once you identify your true cost per customer across both publications, it might be in your best interest to cut off the more expensive publisher and invest a little more per call with the 2nd publisher. In doing so, your call volume and total conversions can increase, generating more business than before.
To find out more about our Call Tracking and Pay-Per-Call services, contact us at 604-273-0002.