by Steven LaLonde – PPC Manager at DragonSearch
Sometimes leads don’t just come in as submitted contact forms. For many businesses, the best leads – the quality leads – come in the form of, you guessed it, a phone call.
This is especially true for small businesses, real estate agencies, and many, many others. For folks like this, the number of quality phone calls is sometimes the ultimate measure of advertising effectiveness; as the phone call is often a sign of true, immediate interest and intent. Unfortunately, many people don’t realize that they can track their phone calls back to the advertising mediums which drove them. Fortunately, it’s quite easy to do.
If you’re running advertising which encourages your audience to “call now!”, shouldn’t you track those calls, to measure the effectiveness of your advertising? You’ll be able to evaluate your ad buys, and improve overall advertising performance, by implementing some phone call tracking.
There are many services which make phone call tracking a breeze. We happen to use Voicestar, but we’ve used other services before too, with similarly positive results. All call tracking providers should provide pretty clear instructions, so we won’t go into too much detail, but here’s the gist of how it works:
But wait!! What if you’re running something like a Pay-per-Click campaign, and other internet marketing campaigns, (banner ads, and so on), and you want to track these leads too? You can’t just replace the phone number on the website, because then you’ll be tracking ALL website-driven calls, instead of just Pay per Click or Banner Ad-driven calls.
There’s a solution, and it’s called Direct Number Insertion (DNI tracking, for short). By placing a bit of .js code on your website, and tagging your ad URLs with certain parameters, your normal phone number on your website will instantaneously be repla
In other words, your pay per click campaign in Google AdWords or YSM! will trigger a number replacement and track the calls back to the PPC advertising. Your banner ad will do the same. If you want to get more granular (say you have an AdWords geo-targeted campaign, a Content Network campaign, and two banners) you’ll need to order a DNI line for each, so beware as things get pricier as you go more granular with the tracking.
If you’re in the business of generating phone call leads, I hope you’ll explore the possibilities afforded by phone call tracking, and use this to improve your future advertising campaigns, across all mediums!