If you're not tracking your calls, you're not getting a full picture of your advertising ROI. But before we go into where you're missing out, maybe you're asking what the heck is call tracking anyway?
We've got answers!
You track the ROI of online conversions, but what about offline conversions? Even we didn't fully realize the power of a phone call in some of our online ads in our case study below!
We do search engine marketing campaigns for our site focused on number porting keywords (taking your phone number with you to another provider). This ad group always generates clicks, but no online conversions. We considered reducing the bids on these keywords and even eliminating this ad group entirely. Then, we looked at the call volume associated with this ad group (because we assigned a unique phone number for this ad group and used dynamic number replacement to display the same phone number on our website when people clicked through to our site) and were pleasantly surprised at how high it was relative to other ad groups. We quickly realized that this is a high touch process and didn't lend itself to online conversions. Customers often called to understand the porting process and were converted in a phone call. That ad group alone was more valuable to the bottom-line than 10 others combined. Thank goodness we dug a little deeper before ending it.