Q&A: Why paid ads need call tracking

Alina Ostapenko
13.02.2020493 views Write the first comment
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Paid ads always work in a perfect world, and purchases are made in one click. In the real world, a part of customers call before buying, and advertising campaigns do not always bring targeted traffic. This time, we will answer questions about how to make paid ads effective with the help of call analytics and get more customers for less money.

 

Why do I need the information about calls at all? I see online conversions in Google Analytics reports. And I know about sales from accounting.

Some companies make sales only via the phone. Therefore, calls are an important indicator that reflects the effectiveness of your ads. You will not see statistics on calls in Google Analytics. So call tracking fills this gap in analytics.

 

What is call tracking and what is it used for?

Call tracking is a technology that helps determine the ad source that transferred a customer and made him call to your company. In other words, the technology itself is a code that is installed on the site. This code substitutes the numbers and compares the visitor with the number that he used to call. You can read more about how it works here.

 

— What type of call tracking to choose to evaluate the effectiveness of paid ads?

Dynamic. Only this type provides detailed information about which advertisement the customer came from, up to the keyword used in the ad. Imagine that you know how many calls are made via the keywords “buy a house LA” and “smart house buy”. All information about calls is placed in the call log — here is how it might look like:

Ringostat call log

 

We advise you to read the article “PPC Specialist should listen to recordings of calls from advertisements. Why?” that may be useful for you to better understand the opportunities that call tracking offers for different specialists.

 

— And how can I understand from the call tracking data, whether my ad works or not?

It’s super easy. To do so, you need to check reports in the interface of the call tracking service and in Google Analytics where the last one drives data on calls. The larger the number of targeted calls for the lower cost of attracting such a call, the more effective your ad campaign is.



 

— What are the targeted calls? Why do I need to focus on them?

Analyzing all the calls together is similar to measuring the success of an ad by the number of all clicks that were made on it. Targeted calls last longer than junk ones. Their duration for each type of business is different. You can set it in the settings of the call tracking service and then track them only in the report:

Set target call length in Ringostat account

 

— Let’s say I discovered which campaign brought the most targeted calls. What is my next step? 

Good job :) Then you need to optimize it so that it brings even more calls and purchases:

  • expand the list of keywords based on similar searches;
  • improve positions of ads: increase their relevance, raise bids;
  • expand your audience to reach more potential customers;
  • increase the budget for this campaign if it is limited.

You can also read the case study “How to identify ineffective ad campaigns and reallocate 54% of your budget” and discover the experience of an international company that provides satellite communications services and equipment for it. The one that managed to reveal weaknesses in the promotion strategy and wisely allocate the budget.

 

— What to do with the campaign that received a few calls? 

First, you need to understand why there were a few calls:

  • analyze the behavioral indicators of users: how much time they spend on the site, what is the bounce rate — so you will understand whether you have reached the target audience or not;
  • it is possible that users who come from this campaign do other targeted actions — they don’t call, but register or order services online.

It is necessary to take into account the specifics of businesses. Let’s say you launched a campaign. It had 5,000 clicks with an average price of 2$ and 3 targeted calls that led to the closed deal. As a result, you have spent 10,000$. If you build factories, then your campaign is effective. But if stationery then the result is not very optimistic. Only after understanding the pros and cons, you need to make a decision — opt-out of the campaign or optimize it. 

 

— So, can I change the ad campaign so that it works?

Sure. You can try this:

  • see the queries that drive users to your website — if they’re not relevant, add them to your negative keywords list;
  • pay attention to the position of the ad — if it is too low, try to improve its quality;
  • analyze the ad itself — whether it is clear, and is it consistent with users’ requests.

But if the behavioral indicators are bad and there are no sales, however, the campaign is set up correctly, you need to opt it out and not waste the budget.

 

— How else can I understand that something is wrong with my ad?

Call tracking allows you to identify mistakes when you launch paid ads. Let’s say, there is a campaign N. Customers constantly call from it but the conversation finishes after they specify the price. Thus, there are no sales. This is a good reason to check the price of the product. It is possible that you have done a mistake while launching the campaign. The same thing is when customers are trying to order goods that you are not selling.

 

— I am just launching a new ad campaign. How to understand whether it will work or not?

No one can tell you this in advance :) In fact, you can only evaluate effectiveness when there are enough transfers. For example, you launched a campaign that brought one click and one target call. Is it effective? Probably. But there is a chance that you just accidentally got a hit, so it was just luck.

The same thing with A/B testing. For example, you are launching new banners and want to choose which one is better. You use the same targeting settings, but different ads. In this case, you also need to collect an array of data. Only after that, you can make a choice. Considering the fact that the targeting is the same, the conclusion is simple —  the ad that receives the most of calls is more effective.

 

— I have a limited advertising budget. Why should I also spend money on call tracking?

You need a call tracking to distribute this budget correctly. “Take” money from ineffective ad campaigns and invest in the ones that work. Using call tracking, you can choose the cheapest way to promote. For example, it is possible to use less frequent queries that are cheaper, for sure, only if they bring calls.

 

— How else can I attract more customers for less money with call tracking?

Focus on the time when you receive calls. For example, you see that there are no calls at all from 7 pm to 8 am, as well as on holidays. Don’t show an ad at this time but show it more actively during peak hours. As a result, you save on the ad that is wasted and does not bring targeted traffic.

Ringostat report on calls distribution daily and hourly

Use Ringostat’s report on calls distribution daily and hourly to discover when your customers make calls and when they don’t

 

— How else can I get the most out of the traffic that comes from paid ads? 

Try to install a callback widget on the website. The callback is also an analytical instrument that gives access to the same detailed statistics as from the call tracking. Collect a database of phone numbers and make a special offer to customers who already know about your product.

Example of the report on statistics from a callback that you can find in the Ringostat account

Example of the report on statistics from a callback that you can find in the Ringostat account

 

 — What is the benefit of call tracking for remarketing?

  1. You can configure the segment of users who called you and launch a separate ad campaign for them.
  2. With call tracking you can also collect data such as UTM, keywords, etc. and then use it for remarketing.
  3. You can launch targeted ads for similar audiences on Google. It is possible to find users who are similar to those who usually call you. And show paid ads to potentially interested people.

 

— Does everyone need the call tracking and there is no exception? 

Of course not. If you don’t receive any calls from customers or don’t promote, you don’t need one. You also need to consider the size of the advertising budget and other factors. Ringostat sales reps always provide a calculation of the cost-effectiveness before implementing the service.

We recommend you to read the article “Why several businesses need a call tracking more than others?” and discover business spheres that receive more calls than other ones.

 

— And what will happen if I do not track calls?

Let’s say you save some money. But this works only at first glance. As you will spend part of the budget on ads that do not work. And miss the opportunity to optimize your campaigns correctly so that they bring more targeted traffic and sales. Thus, a quick return on investment in advertising can’t even be discussed.

By the way, due to end-to-end analytics, Ringostat helps you to discover the ROI of ad campaigns launched on different systems. You can even manually upload the costs of ads from services that Ringostat is not integrated with yet. For example, from banners or offline promotion. Go here for more information.


Conclusion

What to do to increase the effectiveness of paid ads today:

  • install call tracking and set goals in Google Analytics;
  • set up different categories of calls: consultation, clarification, sale, junk, etc.;
  • generate and view reports in the service interface and in Google Analytics;
  • determine which campaigns and keywords drive more targeted calls — use this data to optimize old campaigns and customize new ones;
  • build a marketing strategy, aiming to increase ROMI.

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