call tracking and analytics
TRANSCRIPT
Call Tracking and Analytics 101: Tactics to Improve Online/Offline
Channel EfficiencyTuesday, March 8, 2016 1:00 EST (10:00 PST)
Speakers:Michael Boland, Chief Analyst and VP of Content, BIA/Kelsey
Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
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Today’s Presenters
Ross Kaplan-Winn, Search Engine Marketing Manager, Top Level Management
Michael BolandChief Analyst and VP, Content, BIA/Kelsey
Where Are Calls Coming From?
Do we know where are calls coming from?• PPC• SEO• Direct Mail• Billboards
Are They Working?
How do you know which marketing channels are working?
• Google Analytics doesn’t report on phone calls
• Customers misreport
SEO & Call Tracking
NAP Consistency:
Use the same tracking # for all LBLs
Want to keep your number? You can transfer it to a call tracking provider
No Keyword Call Tracking
Scenario 2: Currently Tracking Some Calls
Not able to see which keywords are driving calls from PPC.
Case Study: Problem
I could see at least 50% of leads from PPC were phone calls
Some locations were getting over 70% calls vs web forms
Case Study: Problem
Optimization & recommendations based on incomplete data
You can’t optimize AdWords on CTR
Case Study: Solution
Implemented call tracking to the keyword level
We could see exactly what was driving that 50%+ of leads through the phone
Case Study: Set Up
Create Keyword Tracking Pools
• A group of phone numbers that rotate based on the active users on your site
Case Study: Results
Calls > Forms
Attribute higher value to phone calls
Optimization based on lead value
Bonus
Provide More Value To Our Clients:
• Reporting Dashboard• Email Notifications• Whisper Messages