Mistakes are an inevitable fact of life. Reacting appropriately to mistakes is just as important as recognizing them in the first place. Your Pay Per Call campaign is a critical tool in your marketing tool box, but if you fail to analyze your campaign from time to time in an attempt to identify problems, your business will suffer as a result. As you look at your overall performance from 2014, and try to develop a solid strategy for 2015, you should consider whether or not you are making these critical call-tracking mistakes in your Pay Per Call campaign.
Ignoring Your Landing Page
According to a Google report, 70% of consumers use the click-to-call button located on search ads to contact a business. However, plenty of consumers click-through to your landing page before placing a call to your business. Visitors to your landing page often want to learn a little more about your company, product, or service before making a call. Ignoring calls originating from your landing page means you’re only getting half the picture. If you want to accurately track phone calls from paid search, you need to track all your calls, regardless of where they originate.
Solution: A small piece of Java script can be placed on your landing page that replaces your business number with a dynamic tracking number that allows unique user session data to be captured when people call from your landing page.
Forgetting to Assign Monetary Values to Conversions
It’s hard to measure ROI if you don’t have a value assigned to call conversions. When you assign each conversion a value, it is easier to accurately measure ROI and spend wisely on future bids in your Pay Per Call campaign.
Solution: Analyze your calls and come up with an average number that result in sales. From there, determine the average sales value of those calls and estimate what each call conversion is worth to you in real dollars. Which leads were expensive but produced little ROI? Which ones were less expensive and brought in greater revenue?
Running Ads Around the Clock
There is no need for your specific Pay Per Call ads to run around the clock. If your business is only open from 9am-6pm, it does little good for your consumers to see a call-based ad late in the evening. If they call your business and get voicemail it creates a bad customer experience. It’s much better to have a customer research your business and wait to call in the morning, than call and leave a voicemail in the middle of the night that may or may not get a swift response.
Solution: Adjust the settings of your Pay Per Call campaign so that call-based ads only appear during business hours.
Pay Per Call analytics is an ever-evolving field. Many of the tools that marketers and business rely on are new, so it’s easy to overlook them. However, that doesn’t make it OK to ignore them. Routine analysis helps you identify and address these mistakes so your campaign runs efficiently.