WhoCalled? – Tracking Phone Calls from PPC and SEO…
January 15th, 2008 by hbond{{adam}}Full disclosure on this post… The following is a case study from one of our clients about our new call tracking service, WhoCalled.
Through a combination of Google Analytics and Google Conversion Tracking Code, we are able to track leads sourced to SEO and PPC efforts. From there, we have the ability to track ROI and build a business case to invest more money in internet marketing efforts. In general, internet marketing results a lower cost per (insert any of the following: sale, lead, customer etc.) Analytics and Conversion code is limited to online activities and can not track offline activities like phone calls. Until now!
WhoCalled allows us to insert dynamically generated phone numbers on to a clients website each time a user comes from paid search or organic search. If a user calls that number, the call is tracked back to either source, effectively tracking a positive action (lead) for a client.
Over a 50 day period, these results were gathered:
Email leads from PPC sources: 20
Email leads from SEO sources: 24
Total: 44 email leads
Phone call leads from PPC sources: 54
Phone call leads from SEO sources: 90
Total: 144 phone calls
Overall, internet marketing generated 188 leads for this client through email form fill outs and phone calls. Before we installed this system, the ROI calculated for this client was vastly different than the actual ROI with phone calls included.
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geeze I didn’t realise they’d go as far as tracking offline calls.
Very interesting results Adam. A lot of paid search is focused on measuring the bog standard lead or sale conversion from specific sources.
Although it will differ from industry to industry, these results prove that phone tracking is an absolute must.
Thanks for the Post.
@Miekk
Tracking calls isn’t a standard for any ppc/seo marketing that I know of, as a company, we realized that our clients need to know the true value we send their way.
@Dave
Phone tracking is great. Sometimes it is hard to convince the client they need to start it… but if you have a savvy client who wants to know the true value of their marketing efforts, then the sale isn’t difficult.
I have a friend who is into this sort of things. I’ll give him the link so in his behalf, I thank you for sharing this info!
Oh and… is amazing how much did the phone technology evolved in the past years
Google has also released a phone tracking system called “Google Call Center”
thanx for ur nice seo information where i can find more information about? would be glad if u can send me via email or say it here i will return after the weekend think monday or thur.
ah… the big G will do everything for money.. wonder if Yahoo could compete them on their field.. we need balance though
Yeah Google Call Center is located in Ann Arbor, Michigan.
There is a solution out there (www.keymetric.net) that tracks phone calls back to the exact ppc keyword and /or search term that caused the visitor to call. We get over 1,000 calls a day and with this technology we can adjust our ppc spend to focus on the keywords and ads that generate calls.
Campaign tracking for phone calls is very easy to do. Its tracking it deeper that has been the issue. Thanks to the one post we looked at Keymetric and have used them for a couple months now. What a difference. We dropped cost per acquistion by 49% in the first 8 weeks just by moving ad spend to the keywords and placements people were calling from.
Well, pretty close to what we have in Singapore but one thing about SEO (organic traffic) is that as its not “sponsored” (what the customers see), it does lend credibility to your website (and company)