“Imagine your customer is your best friend—listen to their concerns, be a shoulder to lean on and then shift the focus from what went wrong to how you can help make it right.”– Rachel Hogue, marketer and customer experience expert
Improving marketing campaign performance has never been more crucial than it is today. With so many competing businesses in the B2C and B2B industries trying to catch the fickle attention of their potential customers, innovation and a combination of successful digital marketing strategies have become essential. When it comes to effectively influencing lead generation campaigns and PPC (pay-per-click campaigns) to exponentially increase ROI (return-on-investment) and ultimately lead to a constant flow of new clients and retention boost, call tracking and call reporting have become an inseparable part of the digital marketing strategies.
Having said that, in this article, we will focus on call Tracking and call Reporting – the two most effective ways to improve optimization for PPC for lead generation.
At Canesta, we value results before everything else. Our marketing team of experts is entirely results-driven. That’s why we implement and combine only the best and most innovative practices to help our clients boost their revenues and see their customers return time and again.
Call Tracking and Call Reporting for the Success of Your Business
From scarce data and telemarketing salesmen in the past, businesses today have access to high-level insights that can help them understand behavioral patterns and the unique needs of their customers. With call tracking and reporting for two of the most effective strategies – lead generation and PPC, marketing experts, like our team at Canesta, can gather priceless information about how your visitors interact with your website. What keywords do they use to search for your products and services? How do they interact with your business and customer service? And most importantly… What makes them convert and retain? First, we will look at what lead generation and PPC are.
What is Lead Generation?
Simply put, lead generation is the process of getting people interested in your products or services and moving them through the pipeline of becoming actual customers. Lead generation is an essential part of the digital marketing strategy of every business.
In the modern world, where people are overwhelmed with information, catching their attention is not an easy task. It requires a holistic and creative approach, out-of-the-box thinking, and innovative marketing solutions to make people interested in your offering. Both B2B and B2C companies are waking up to the idea that they need well-tailored powerful messages that resonate with their customers.
Well-optimized lead generation campaigns of today include laser-focused targeting. They convey the right message consistently and across multiple channels. That includes a holistic approach to the customer’s journey through the pipeline and a strong focus on educating the customers and cultivating and nurturing leads into clients through forming meaningful relationships between users and brands.
What is PPC?
PPC is one of the payment mechanisms for online advertising, popularized mostly through the Google Ads, Bing, Facebook and other platforms. PPC (pay-per-click) allows marketers to specify a maximum price they are willing to pay per click. PPC is one of the most powerful methods to attracting the right audience and easily convert interested visitors into actual customers for particular service or product of your business. We call them “leads.”
PPC for lead generation works faster than any other digital marketing solution. It helps you attract visitors who are already looking for your offering and grow your database of leads. With PPC for lead gen, you instantly appear on top of the SERPs (search engine results pages). People who are searching for your offering immediately see you as the solution to their problem. The more people are aware of what services or products you provide, the more you capture their attention, and the more likely it is to buy from you.
Expert marketers place bids on pay-per-click auctions to secure a place on top of the results pages. Usually, they place bids on specific keywords or groups of keywords. To make sure that they optimize their campaigns and use the most precise phrasing, they need call tracking and call reporting.
More than Just Call Tracking
Successful PPC campaigns are the result of priceless knowledge, an in-depth understanding of complex data, a results-driven approach, and the most crucial metrics: call tracking and reporting. SEO and PPC experts see which ad is bringing you calls and orders and which is just eating up your budget. That will allow them to reduce campaigns that are not working and invest in effective ones.
With call tracking software, marketers gain control over sales and improve the quality of the service. To enhance the results from call tracking with software like CallRail, our specialists at Canesta include call reporting from Google. With this powerful marketing solution, they know if someone calls from the ad directly, when someone opens the site and calls after, and even shows what keywords the user used when searching. They can also hear the call and see what made the leads convert into actual customers. That helps customer service to improve their professional level and managers to gain control and analyze the collected detailed call data.
With proper call tracking and reporting software, marketers can capture the entire visitor’s journey before and after calling. With its tracking features, the tool allows management of multiple customers at once and tracking their location, recording the calls, keyword-level tracking, and many other features in real-time.
Call tracking software can be integrated into the website as well as in the Google or Bing Ads campaign itself, and when the customer calls, it will automatically start recording.
It works on CallRail forwarding numbers. Call Reporting helps marketers measure the overall call performance, the location of the users, and the ads that led to the calls. They can track call durations, see the caller number, and see which calls ended up with conversions. That way PPC and lead generation specialists can improve their bidding strategies based on the results.
It is essentially impossible to prove the effectiveness of data-driven marketing efforts without call tracking and reporting. The results empower digital marketing agencies to keep going and strive to refine their PPC and lead generation campaigns. That is how they strive to optimize their campaigns better and adjust their strategies according to the customers’ specific needs and preferences.